GRAPHIC STANDARDS GUIDE
TABLE OF CONTENTS
2 OUR BRAND INTRODUCTION
4
OVERVIEW 5
GUIDELINES SIGNATURE
7
COMPOSITION
8
SPACING
9
SCALE & SIZE
10
COLOR 11 VARIATIONS
12
LOGO USAGE
13
TYPOGRAPHY
14
APPLICATIONS BUSINESS SUITE MERCHANDISE ADVERTISEMENTS
17 18 19
BRAND EXTENSION SUB-BRAND
24
EDG FASHION GRAPHIC STANDARDS MANUAL
OUR BRAND
INTRODUCTION LETTER FROM CEO
4 Welcome, to the definitive guide to managing EDG FASHION brand! Here you will find the information you need to reinforce our brand through all forms of communication and applications. Our identity is a powerful asset. By consistently applying all the elements of the EDG FASHION visual identity across all touchpoints, we create and maintain a strong “brand� that reinforces who we are, how we define our personality and the values we provide to our key audiences. This document provides standards and guidelines for the use of the EDG FASHION. It also provides information about the use of secondary graphics, color, typography, imagery and layout. These standards are to be consistently applied to all of our branded touchpoints including advertising, print, collateral, stationery, signage and digital media. If you have any questions regarding this brand guide or any of the tools available online, please contact the Division of Communications and Marketing, call 785-555-2535 or divmarketing@edgfashion.com Thank You ,
MYA L. LAMONT CEO, EDG FASHION
Mya L. La Mont
EDG FASHION GRAPHIC STANDARDS MANUAL
OVERVIEW OUR BRAND At EDG FASHION, we are committed to being a worldwide leader in the premium & luxury fashion industry. Our mission is to create, produce and distribute high end apparel, leather goods, footwear, accessories, fragrances that represent the pulse of New York, Los Angeles, Miami, and D.C. We will apply the highest standards of creativity, integrity, quality and innovation to our products and concepts.
BRAND ATTRIBUTES Also known as core values, these key words represents the essence of our brand. They summarize our promise to our customers, showing people not only what we do, but how we do it. Everything that bears the EDG FASHION name should live up to these attributes.
5
WHAT IS EDG FASHION? sharp
cosmopolitan sophisticated refined
cultured
experienced educated
suave advanced uptown worldly advanced civil fancy enlightened mature
polished expensive
grand ritzy chic
fit for a king
extravagant
posh pretentious rich self-indulgent luscious lush majestic quality
lavish sensual
grand grandiose
classic
tailored
fresh stylish sensuous splendid stately upscale voluptuous dainty
EDG FASHION GRAPHIC STANDARDS MANUAL
GUIDELINES
SIGNATURE
7
OUR SIGNATURE The EDG FASHION corporate signature is the most immediate representation of our company, our people, and our brand to the world. It is a valuable corporate asset that must be used consistently in the proper, approved forms. The EDG FASHION Signature consists of two elements:
1. BRANDMARK (EDG)
2. LOGOTYPE (FASHION)
These elements appear in purposeful relationship to one another and should not be altered in size or orientation. The graceful, clean interlocking of the E, D & G letterforms produces a strikingly bold, and memorable brandmark, which is further complemented by the elegantly engraved serifs of the logotype. (a modified version of Copperplate Gothic) Together, they visually represent and capture the sophisticated and refined essence of our brand.
1. BRANDMARK
SIGNATURE
2. LOGOTYPE
NOTE: For high-resolution files (.eps, .png and .jpg) of the EDG FASHION signature, contact the Division of Communications and Marketing, call 785-532-2535 or divmarketing@edgfashion.com
EDG FASHION GRAPHIC STANDARDS MANUAL
COMPOSITION 8 LOGOTYPE PLACEMENT FIGURE 1. PLACEMENT This shows how to determine the appropriate amount of space between the EDG brandmark and logotype. The clear space between the baseline of the brandmark and top of the logotype should be equal to the height of the “N” in the logotype. The top of the “N” should align to the black fill of the brandmark, thus overlapping the bordering stroke.
FIGURE 2. ALIGNMENT
FIGURE 1. CLEAR SPACE
This shows how to correctly align and center the logotype under the EDG brandmark. The typography has been carefully spaced, and should not be changed, or re-typed. It is important to note the specific locations of the letters “A” & “N” and how they vertically align to points where the outling white stroke of the brandmark intersects.
FIGURE 2. ALIGNMENT
EDG FASHION GRAPHIC STANDARDS MANUAL
SPACING
9
CLEARANCE ZONE To preserve the signature’s integrity and visibility, there must always be sufficient space surrounding the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may interfere or divert attention away from the identity. The minimum clear space for EDG FASHION signature is defined as twice the height of the “N” in the logotype.
FIGURE 1. CLEARANCE ZONE The area of isolation or clear space surrounding the EDG brandmark should be equal to double the height of “N” in the logotype. Please follow clear space guidelines shown here.
EDG FASHION GRAPHIC STANDARDS MANUAL
SCALE & SIZE
10
SCALE & SIZING When enlarging or reducing the signature, special care must be taken to ensure that the scaling is proportionally constrained to avoid distorting the appearance. There is a minimum dimension (determined by the width) for reducing the logo before it becomes either too small to read in either print or electronic applications, or is too small to print in four-color process. STANDARD SIZE 2 2/3 inch/68mm
STANDARD SIZE The advised width for use on promotional, stationery and packaging collateral is 2 2/3 in. or 68mm.
MINIMUM SIZE For print, the logo should never be reproduced to a size that is smaller than 1 inch or 25mm wide. The minimum size for electronic/web media is 72 px wide.
PRINT MINIMUM
WEB MINIMUM
1 in./25mm
72px
EDG FASHION GRAPHIC STANDARDS MANUAL
COLOR PALETTE
11
PRIMARY COLORS ANTIQUE GOLD -This color suggests prestige and nobility; qualities that reflect the essence of our brand. Yet, it is also a warm color, indicating the humanity at the heart of our achievements. It is most effective when used in judicious amounts rather than as the dominant color.
ANTIQUE GOLD PMS
147 UP
CMYK
43 / 45 / 100 / 19
RGB
139 / 117 / 46
WEB
#87732B
PITCH BLACK -This is the color of boldness and strength; reflected in the confidence and courage that characterize the EDG FASHION culture and lifestyle.
SNOW WHITE -This color is used in contrast with the black to define a polished outline and highlights the fluid movement of the brandmark shape.
These are the traditional colors of our company and evoke a rich heritage that has been part of EDG FASHION empire from the beginning. *Always reproduce colors using the formulas specified in this guide. Do not use the standard software translation values when converting PMS colors to CMYK or RGB. Always reproduce the colors in the Primary Palette at 100%.
PITCH BLACK PMS
BLACK
CMYK 0 / 0 / 0 / 100 RGB
0/0/0
WEB #000000
SNOW WHITE PMS
WHITE
CMYK 0 / 0 / 0 / 0 RGB
255 / 255 / 255
WEB #FFFFFF
EDG FASHION GRAPHIC STANDARDS MANUAL
COLOR VARIATIONS COLOR FORMATS
12 BLACK & WHITE
The EDG FASHION signature comes in three basic color formats: BLACK & WHITE (one color) For use when full color reproduction is not available. REVERSED (one color) For use when full color reproduction is not available. Also a viable solution on dark or black backgrounds.
REVERSED
COLOR (two color) For use on white backgrounds or where there is sufficient contrast b/t the logo.
Consistent use of these formats will help build visibility and name recognition over time. Any modification or misuse of the colors would create confusion among our audiences and diminish the identity’s impact. The color and visibility of the logotype must be respected at all times.
COLOR
EDG FASHION GRAPHIC STANDARDS MANUAL
LOGO USAGE
13
INCORRECT USAGE To maintain the integrity of the EDG FASHION logo, and to promote the consistency of the brand, it is important to use the signature as described in these guidelines. The examples shown here demonstrate possible misuses of the logo that should be avoided:
FIGURE 1.
FIGURE 2.
FIGURE 1. DO NOT rotate, tilt, skew, stretch, or angle the logo. FIGURE 2. DO NOT change the scale or resize the logo disproportionately. The proportional relationship between the brandmark and logotype should never be altered. FIGURE 3. DO NOT use any unapproved colors or create color schemes that are not specified in this guide.
clothing FIGURE 3.
FIGURE 4.
FIGURE 5.
FIGURE 6.
FIGURE 7.
FIGURE 8.
FIGURE 4. DO NOT use an alternative typeface and never substitute other words or phrases for the logotype “fashion”. FIGURE 5. DO NOT place the logo on a color, pattern, texture, or conflicting background that inhibits readability. FIGURE 6. DO NOT remove elements or crop the mark. FIGURE 7. DO NOT modify the logo w/ filters or effects; like 3D rendering or drop shadows. FIGURE 8. DO NOT alter the signature lockup in any way, or rearrange and add words, images or other new elements.
EDG FASHION GRAPHIC STANDARDS MANUAL
TYPOGRAPHY PRIMARY TYPEFACE An important factor of brand identity is the consistent use of predetermined typefaces. Copperplate is the primary typeface used in the logo as well as on the stationery system. It should be used sparingly for only the most pretigious promotional materials and should never be featured in combination with any of the secondary fonts.
14 COPPERPLATE LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 COPPERPLATE REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 COPPERPLATE BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
EDG FASHION GRAPHIC STANDARDS MANUAL
TYPOGRAPHY SECONDARY TYPEFACES SERIF12 BETA The designated serif font for all official EDG FASHION communications is Serif12 Beta. This typeface is a versatile, elegant, classic font, good for short lines of copy as well as for large single words, banner headlines, taglines, and mastheads. We strongly recommend using this font as a decorative element or for word or phrase emphasis. GOTHAM The acceptable sans-serif font to be included in all EDG FASHION collateral is Gotham, which is chosen for its superior legibility and distinguishing weights, making it useful for defining hierarchy in any copy heavy application. This font is best suited for headlines, subheads, and long lines of text.
ALTERNATE TYPEFACES Georgia and Helvetica are alternate typefaces that can be used in EDG FASHION communications. They should be used for word processing, internal communications, and Web applications when the typefaces Serif12 Beta and Gotham are not available.
15 SANS-SERIF TYPEFACE Gotham Thin / Thin Italic Gotham Extra Light / Extra Light Italic Gotham Light / Light Italic Gotham Book / Book Italic Gotham Medium / Medium Italic Gotham Bold / Bold Italic Gotham Black / Black Italic Gotham Ultra / Ultra Italic
SERIF TYPEFACE Serif12 Beta Regular Serif12 Beta Italic Serif12 Beta Bold Serif12 Beta Bold Italic
ALTERNATE(web-based) SANS-SERIF Helvetica Regular Helvetica Oblique Helvetica Bold Helvetica Bold Oblique SERIF Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS
APPLICATIONS BUSINESS SUITE
17 LH
BUSINESS CARD (BC) 3.5” x 2”
BC
FRONT
BC
BACK
LETTERHEAD (LH) 8.5” x 11” CRACK-N-PEEL LABEL (ML) 4.25” x 2.625”
EN
#10 ENVELOPE (EN) 4.125” x 9.5” RECOMMENDED PAPER For LH,ML,EN: Wausau® Exact® Vellum Bristol Cover Stock, 67 Lb For BC: Neenah Extra-Heavyweight Exact® Index Card Stock, 110 Lb
171 5TH AVENUE, 3RD FLOOR NEW YORK, NY 10011
ML
MYA L. LAMONT CHIEF EXECUTIVE OFFICER
171 5TH AVENUE, 3RD FLOOR NEW YORK, NY 10011
171 5th AVENUE, 3rd floor NEW YORK, NY 10011 T 212. 910. 3037 | F 212. 910. 3038 | EDGFASHION.COM
212. 910. 3037 212. 910. 3038
171 5th AVENUE, 3rd FL. NEW YORK, NY 10011
T
www.edgfashion.com
M.LAMONT @EDG.COM
F
EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS
18
MERCHANDISE 1. RETAIL PLASTIC BAG 2. GIFT WRAP GLOSSY BOX 3. GIFT WRAP PAPER BAG 4. DESIGNER RETAIL PURSE 5. PRICE TAG (LUXURY ITEMS)
6
2
6. PRICE TAG (APPAREL)
5
1
4
3 EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS
19
EMAIL ADVERTISEMENT STORE LOCATOR
WOMENS
WISH LIST
MENS
SHOES
MY ACCOUNT
SEARCH
ACCESSORIES
FRAGRANCES
SUMMER SALE
50% OFF ALL DENIM
NEWSLETTER SITEMAP TERMS OF USE PRIVACY POLICY CAREERS FACEBOOK BAGS ACCESSORIES FRAGRANCE BEAUTY
SHOP NOW WOMEN
MEN
SHOES
BAGS
ACCESSORIES
SALE
EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS 20 IPAD ADVERTISEMENT
EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS
21
DIRECT MAIL PROMOTION
CONGRATULATIONS As an EDG FASHION all-access V.I.P membership holder, you have earned an exclusive preview of our new contemporary fragrance; ETERNAL EDEN. We greatly appreciate I N T R O Dand U Cvalue I N Gyour loyalty
INTRODUCING
1
and devotion to our brand and would like
et er na l eden
et er na l eden
FRAGRANCE
FRAGRANCE
to reward you with a free sample.
2
MAILER (FRONT)
MAILER (BACK)
3
FOLDED TAB MR. ALAN WALLACE 9700 Elzey Pl. Unit 003 Manassas Park, VA 20111
FREE
SAMPLE
DISCOVER YOUR EXCLUSIVE VIP MEMBERSHIP REWARDS INSIDE
et er na l eden et er na F Rl A G eden RANCE INTRODUCING
et er na l eden FRAGRANCE
FRAGRANCE
4 MAILER (BACK) TAB OPEN
5 SAMPLE (FRONT)
et er na l eden
6
ENVELOPE
FRAGRANCE
5 SAMPLE (PEEL OPEN BACK) EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS 22 MAGAZINE ADVERTISEMENT
EDG FASHION GRAPHIC STANDARDS MANUAL
APPLICATIONS
23
MAGAZINE ADVERTISEMENT
EDG FASHION GRAPHIC STANDARDS MANUAL
SUB BRAND
SUB BRAND
25
BRAND EXTENSION In 2004, EDG FASHION expanded their company outside of their conservative fashion aesthetic and launched a new retail concept, called Counter Culture Outfitters. This sub-brand was focused on appealing to the culture and lifestyle of people, especially among the young, who reject or oppose the dominant values and behavior of society.
BRAND PROMISE From men’s & women’s apparel to shoes, accessories, and jewelry; we offer a lifestyle-specific shopping experience for the educated, urban-minded individual in the 18 to 30 year-old range. Our clothing is made for the free-thinker, the artist, the dreamer; they’re made to dance, work, run, jump, play, and rock & roll. We find inspiration everywhere, and we reference past & present music, art, fashion, and photography to create truly unique pieces that our customers will wear over and over again.
EDG FASHION GRAPHIC STANDARDS MANUAL
SUB BRAND
26
BRAND ATTRIBUTES Also known as core values, these key words represents the essence of our brand. They summarize our promise to our customers, showing people not only what we do, but how we do it. Everything that bears the EDG FASHION name should live up to these attributes.
fresh young unique ironic edgy loose tight passionate unconventional indie artsy underground quirky
out of the box
expressive
free urban rebelwildmodern unusual trendy sustainable
aged thrifty colorful
independent
liberal
green cool hipster
unorthodox original opinionated spiritual traveler
mainstream vivid street subculture grunge different
nonconformist
risky punk
new age bohemian misfit
antique
EDG FASHION GRAPHIC STANDARDS MANUAL
SIGNATURE
27
SIGNATURE The Counter Culture signature consists of two elements:
1. BRANDMARK (Counter Culture)
2. LOGOTYPE (Outfitters)
SIGNATURE
1. BRANDMARK
MINIMUM SIZE Our logo must be clearly visible and reproduced consistently. For this reason a minimum size has been established. The size is determined by the width of the logo.
2. LOGOTYPE
For print, the logo should never be reproduced to a size that is smaller than 2 inches or 55mm wide. The minimum size for digital/ web media is 150 px wide.
PRINT MINIMUM
WEB MINIMUM
2in/50mm
150px
EDG FASHION GRAPHIC STANDARDS MANUAL
SPACING
CLEARANCE ZONE To protect the integrity of our identity, a minimum amount of space surrounding the logo is to be left clear of text, logos, symbols and other design elements. Under no circumstances should any design elements compete with the logo by overlapping or crowding its position on the page. The recommended clearance zone surrounding the logo is equal to the heights of the “X” as indicated in FIGURE 1. and FIGURE 2.
28
X
X
X X
X
FIGURE 1. CLEARANCE ZONE (SIGNATURE) Clear space is defined relative to the size of the logo, and is determined by measuring the height of the space between the brandmark baseline and logotype baseline.
X
X
X X
X
FIGURE 2. CLEARANCE ZONE (BRANDMARK) When only the brandmark is used the clear space should be equal to the height of the space between the brandmark baseline and bottom of the letter “R” legs.
EDG FASHION GRAPHIC STANDARDS MANUAL
COLOR PALETTE PRIMARY COLORS It is important that we maintain a consistent appearance across all visual communications and various media types and materials. Using colors consistently in all communications will strengthen brand recognition, create impact, and establish our identity. The primary colors for Counter Culture Outfitters signature are Midnight and Purity.
29
MIDNIGHT
PURITY
PMS
PMS
BLACK
WHITE
CMYK 0 / 0 / 0 / 100
CMYK 0 / 0 / 0 / 0
RGB
0/0/0
RGB
255 / 255 / 255
WEB
#000000
WEB
#FFFFFF
SECONDARY COLORS In addition, we have chosen a supplementary color palette as an added flexiblility for designing effective print and web communications that reflect the Counter Culture brand in tone and style. On this page you will find specifications for reproducing the colors in a variety of ways.
BLOOD RED
CHARCOAL
PMS
PMS
1797 CP
COOL GRAY 11
CMYK 2 / 97 / 85 / 7
CMYK 0 / 0 / 0 / 80
RGB
217 / 38 / 50
RGB
54 / 54 / 54
WEB
#000000
WEB
#FFFFFF
NAVY BLUE
FOGGY HAZE
PMS
PMS
295 CP
COOL GRAY 4
CMYK 100 / 69 / 8 / 54
CMYK 0 / 0 / 8 / 27
RGB
0 / 45 / 91
RGB
186 / 186 / 18
WEB
#000000
WEB
#FFFFFF
EDG FASHION GRAPHIC STANDARDS MANUAL
COLOR VARIATIONS COLOR FORMATS
30 BLACK & WHITE
The Counter Culture signature comes in 2 basic color formats: BLACK & WHITE (one color) For use when full color reproduction is not available. REVERSED (one color) For use when full color reproduction is not available. Also a viable solution on dark or black backgrounds.
REVERSED
COLOR (two color) For use on secondary color backgrounds or where there is sufficient contrast b/t the logo
COLORED
EDG FASHION GRAPHIC STANDARDS MANUAL
SUB BRAND APPLICATIONS
31
IPAD ADVERTISEMENT
EDG FASHION GRAPHIC STANDARDS MANUAL
SUB BRAND APPLICATIONS
32
EMAIL ADVERTISEMENT
MEMORIAL DAY
SALE EVERYTHING
50% OFF FREE SHIPPING & HANDELING
FIND A STORE
WOMENS
|
MENS
|
SHOES
|
CLEARANCE
EDG FASHION GRAPHIC STANDARDS MANUAL
SUB BRAND APPLICATIONS
33
MAGAZINE ADVERTISEMENT
EDG FASHION GRAPHIC STANDARDS MANUAL
SUMMARY APPROVALS & CONTACTS By following these guidelines, you ensure that our EDG FASHION and Counter Culture identity is always consistently presented to the world. The success of our business depends on how well we communicate. Together, we will build two strong, distinctive and credible brands. Any use of the EDG FASHION or sub brand logos MUST be approved by the EDG Marketing Department in advance of publication or production. PRIMARY CONTACT EDG Marketing Department (785)-555-2535 divmarketing@edgfashion.com
34 GUIDELINES FOR DOWNLOADING LOGOS When you download the logos you will recieve a zipped file which contains both eps and jpeg versions of the logo in up to four different colour breakdowns: spot | cmyk | rgb | greyscale. Follow this guide for the color breakdowns: spot color: >Used in screen and standard printing. >Downloads in eps format only. cmyk: >Used in newspapers, magazines and any collateral where color photographs are used.
SECONDARY CONTACT EDG Corporation Headquarters 300 West 57th Street New York, NY 10019 (212) 649-2000 ONLINE RESOURCE CENTER URL - www.EDGFASHION/resources.com USER NAME - EDGidentitytools PASSWORD - employee # NOTE: Login is case sensitive.
>Downloads in eps and jpeg format. rgb: >Used for TV, video, web and powerpoint. >Downloads in eps and jpeg format. greyscale: >Used in screen and standard printing. >Downloads in eps and jpeg format
EDG FASHION GRAPHIC STANDARDS MANUAL