LOOKBOOK BRANDING STYLE GUIDE
SOURCES Acne logo (primary): https://upload. wikimedia.org/wikipedia/commons/ thumb/d/d4/Acne_Studios_Logo. svg/2000px-Acne_Studios_Logo.svg.png Acne logo (secondary): https://s-mediacache-ak0.pinimg.com/ Acne logo customization: http:// lettersfromsweden.se/custom/ Images: http://www.milkdecoration.com/ wp-content/uploads/2015/09/ capture-d%E2%80%99ecran-2015-0902-a-11.53.46.jpg Moodboards: https://www.pinterest.com/ lindsaymariko/m-o-o-d-b-o-a-r-d/ www.acnestudios.com
Contents Inside the Brand
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3
About the Brand
4
Brand Philosophy
5
Logo
8
Trim Sizes & Pages
9
Grids
10
Typeface System
12
Colour Palettes
14
List of Stories
15
Photography Moodboards
ABOUT The Brand Acne Studios is a Stockholm-based fashion house with a multidisciplinary approach. Through founder and Creative Director Jonny Johansson’s interest in photography, art, architecture and contemporary culture, an alternative path has been found, turning Acne Studios into a well-respected creator of ready-to-wear, magazines, furniture, books and exhibitions. The collections are defined by Jonny Johansson’s signature juxtaposing design and attention to detail, with an emphasis on tailoring and an eclectic use of materials and custom-developed fabrics. The collections cover men’s and women’s ready-to-wear, footwear, accessories and denim. Acne Studios is housed within a historic building at Lilla Nygatan 23 in the heart of Old Town in Stockholm. In addition to the Stockholm headquarters, Acne Studios has flagship stores in Paris, London, New York City, Los Angeles and Tokyo.
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Brand PHILOSOPHY
“Acne” stands for Ambition to Create Novel Expressions. This is the very foundation of the brand itself. Acne Studios does not aim to follow trends, rather we create simple, functional clothing that fits into the wearer’s existing wardrobe. Originally inspired by the fusing of form and function seen in Scandinavian architecture and furniture design, the brand mimics this simplicity in its clothing. “Cool anonymity” is a virtue for a company that was originally built on a pair of jeans.
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LOGO In 2014, the brand, created a new typeface for an updated visual identity. The fonts, which was designed by Johannes Svartholm were made in varying optical weights for use on light or dark backgrounds.
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LOGO BACKGROUNDS The logo is an integral part of the Acne Studios brand and should be used thoughtfully and consistently. Most often the logo will be presented in all black with a white background, as displayed on the top right, but can also be adapted for use on a pink background for packaging purposes, a photographic background for advertisment and lookbook purposes, and a black background.
WHITE RGB: 255, 255, 255 HEX: #FFFFFF 6
ROSE QUARTZ RGB: 247, 202, 201 HEX: #F7CAC9
BLACK RGB: 0, 0, 0 HEX: #000000
Sizing:
TRIM SIZE & PAGES 6”
Each page will measure 6” by 9”. There will be 100 pages in the lookbook including the front and back covers.
9”
8
1 inch
GRIDS 3p0
3p1.5
6 inches
3p0
1p0
9 inches
9
Typeface System Main Heads/Titles Bebas Neue (all caps) 80pt/65 leading
Deck
Roboto Condensed Light 24 pt/18.8 leading
Subheads
Roboto Condensed Light 18 pt/20 leading
Pullquotes
Roboto Condensed 24 pt/18.8 leading
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ABCDEFG! abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_ abcdefghijklmnopqrstuvwxyz
Ommos senihic to custia cum in nobis enescidebis et porum et archil mo voloria cori quate es et laborporum faces quaesequae volupta siment estrum, ute quatur atur
“Ut il maxim ipsaecae porempo ribeatemped que sae vent eatur sum quostiis diti sant ren-
Typeface System Body Copy Sidebar
Roboto Condensed 24 pt/18.8 leading
Drop Caps
Bebas Neue (all caps) 80pt/65 leading
Gutter Credits
Borepellabo. Nam faceped ipitaque moluptat et lauta sus qui odipsam dentibus ex expliquam qui quam andae exeritiumque et iur? Fugiae volorio runtur re plant et hictiissus, quiaera temoluptia quosam quo maximiniet
B
orepellabo. Nam faceped ipitaque moluptat et lauta sus qui odipsam dentibus ex expliquam qui quam andae exeritiumque et iur? Fugiae volorio runtur re plant et hictiissus.
BOREPELLABO. NAM FACEPED IPITAQUE M.FGFDG
Roboto Condensed 24 pt/18.8 leading
Captions
Roboto Condensed 24 pt/18.8 leading
Borepellabo. Nam faceped ipitaque moluptat et lauta sus qui odipsam dentibus ex expliquam qui quam andae exeritiumque et iur? Fugiae volorio runtur re plant et hictiissus, quiaera
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Colour Palette: PRIMARY The primary colours are key indicators of the Acne Studios brand design. Black is most often used for typography while Pantone colours Emerald Green, Rose Quartz and Turquoise act as supporting colours that can be used for backgrounds and design elements. Additionally, the tone of each colour can be adjusted to create more depth within design elements.
PANTONE 17-5641 TPX R: 0 G: 152 B: 116 12
C: % M: % Y: % K: %
PANTONE P 71-9 C R: 238 G: 219 B: 216
C: 3% M: 14% Y: 6% K: 0%
PANTONE 7753 UP R: 213 G: 190 B: 49
C: 19% M: 19% Y: 96% K: 0%
Colour Palette: Secondary The secondary colours are used in combination with or separately from the primary colours. These are meant to add extra depth and interest to the designs.
PANTONE 13-4110 TPX R: 195 G: 203 B: 217
C: % M: % Y: % K: %
PANTONE 7417 UP R: 242 G: 116 B: 76
C: 0% M: 68% Y: 75% K: 0%
PANTONE 2126 C R: 48 G: 58 B: 178
C: 93% M: 78% Y: 0 13
STORIES I.
Film photography + mixed media to draw in readers
II.
Lookbook inspiration featuring original photography
III.
From the runway and article from the Business of Fashion
IV.
Folding advertisment poster (original photography)
V.
Interview story from GQ about founder, Jonny Johnasson
VI.
Accessory story (original photography)
VII. BIG TYPE - story breaks VIII. Lookbook inspiration continued
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IX.
Mixed media images with handwritten type
X.
“Looking Ahead� moodboard inspiration for next season
MOODBOARD: STILL PHOTOGRAPHY
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MOODBOARD: ON-FIGURE PHOTOGRAPHY
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MOODBOARD: ON-FIGURE PHOTOGRAPHY
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VISUAL TREATMENTS The lookbook images should reflect the brand’s emphasis on minimalism and simplicity. The background should be white or grey with little to no distractive elements. Treatment on the images should be kept to a bare minimum. Brightening, contrast, and an increase of saturation are the only Photoshop tools that should be used.
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SUPPORTING ELEMENTS Examples of Acne Studios lookbook imagery that can be placed between stories.
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