2018 BRAND STYLE GUIDE
HIDDEN TREASURE THRIFT SHOP
That’s where the ‘more’ comes in. You never know what you’re going to find. It’s an exciting treasure hunt.
Š 2018 Hidden Treasure. All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means, including photocopying or other electronic or mechanical methods, without the prior written permission of the editor, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by the copyright law. info@hiddentreasure.com www.hiddentreasure.com Hidden Treasure Brand Style Guide Printed in Singapore Publication Design by Wu Sixin
HIDDEN TREASURE
HIDDEN TREASURE
Opening Hours: Monday to Friday, 10.30am to 2.30pm
Adress: HIDDEN TREASURE
Singapore Council of Women’s Organisations 96 Waterloo Street Singapore 187967
T F E
(65) 6837 0611 (65) 6837 0081 scwo@scwo.org.sg
Website: info@hiddentreasure.com www.hiddentreasure.com
Table Of Content Our Story Donation Our Responsibility Primary Logo Seconary Logo Scalability & Legibility Clear Space Unacceptable Use Typography Contextualizing And Standardzation Photography Style Products & Goods & Pankaging UI/UX Design Advertising
Our Story Hidden Treasure Thrift Shop, used name New 2 U, which was founded in May 2000 by The Singapore Council of Woman’s Organisations(SCWO). The Singapore Council of Women’s Organisations (SCWO) was established in 1980 as the National Coordinating body of women’s organisations in Singapore. SCWO has more than 50 member organisations, which represent over 500,000 women, and it serves to unite them to work toward ideals of ‘Equal Space, Equal Voice and Equal Worth’ for women in Singapore. SCWO is represented on various government and inter-ministry committees, as well as regional and international bodies where it contributes views in the areas of family, women, and gender equality. The Shop is managed entirely by volunteers, some of whom have been volunteering with Hidden Treasure for many years. The shop sells pre-loved clothing, accessories, household items, ornaments, books and etc. All goods are donated, and prices start from as low as S$1.00. Proceeds from the store go towards Star Shelter and the various SCWO Initiatives.
Donation Donation We welcome the following pre-loved We welcome the following pre-loved items (in new or used condition): items (in new or used condition): Clothes (men,(men, women, and and children) Clothes women, children) Books & Toys Books & Toys BagsBags & Accessories & Accessories Shoes Shoes Crockery & Utensils Crockery & Utensils
As part of shop the shop operation, As part of the operation, we we areare in need of black retail hangers in need of black retail hangers andand clothes racks to help clothes racks to help withwith ourour dayday to to day business. For more details about day business. For more details about donating these items, please drop donating these items, please drop us us an email at scwo@scwo.org.sg. an email at scwo@scwo.org.sg.
Our OurResponsibility Responsibility WeWe livelive forfor thethe thrill thrill of finding of finding something something unique. unique. WeWe add add thousands thousands of new of new items items every every month, month, so so you’ll you’ll never never know know what what you’ll you’ll find.it find.it seems seems likelike a a treasure treasure hunt hunt here. here. Hidden Hidden Treasure Treasure is everyone’s is everyone’s thrift thrift store, store, with with both both practical practical and and cool cool items items that that youyou can’t can’t getget anywhere anywhere else. else. WeWe care care about about finding finding good good homes homes forfor things things and and keeping keeping them them outout of landfills. of landfills. It’sIt’s notnot justjust a a transaction. transaction. WeWe celebrate celebrate creative creative ways ways to reuse to reuse things things around around your your home. home. It’sIt’s intrinsically intrinsically satisfying satisfying to reuse to reuse things things and and be be part part of a ofcommunity a community of of others others who who reuse, reuse, working working collectively collectively toward toward a a better better planet planet and and cleaner cleaner world. world.
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Primary Logo Primary Logo
Seconary Logo Seconary Logo
Primary Logo This is the main logo that will be used across primary brand applications. The trademark helps audiences easily identify Hidden Treasure’s storefront, products, web presence, advertisements, other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
Seconary Logo Hidden Treasure’s secondary badges can be used in replace of the primary logo but should never be used directly next to primary logo. The symbol of the location mark, or logotype can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text.
Primary Logo
Primary Logo
Hidden Treasure’s primary logo is a minimal wordmark and symbol of a location mark. The image “mountain” gives the brand a personal vibe of Hidden Treasure’s primary logo is a minimal exploration and discovery.
wordmark and symbol of a location mark. The
The diamond graphic is hidden gives in the center of the a personal vibe of image “mountain” the brand mountainexploration and is also the center of the logo. But and discovery. your first sight will notice the location mark and the mountain imge rather than the diamond, which is a The diamond is hidden in the center of the good interpretation of thegraphic 'Hidden Treasure'.
mountain and is also the center of the logo. But
Typography choice your firstinjects sight‘Exploration’ will noticeand the location mark and the ‘Adventurous’ spirit. imge rather than the diamond, which is a mountain
good interpretation of the 'Hidden Treasure'.
This is the main logo that will be used across primary brand applications. The trademark helps Typography ‘Exploration’ and audiences easily identifychoice Hiddeninjects Treasure’s storefront, products, web spirit. presence, advertise‘Adventurous’ ments, other materials, and enhances the professionalism of the brand.
This is the main logo that will be used across primary applications. Thethe trademark helps It is essential to thebrand success of the brand that audiences easily identify Hidden logo always be applied with care and respect in Treasure’s every application according to these guidelines. storefront, products, web presence, advertisements, other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
The location mark symbolizes the location of the "treasure". Many treasure icons appear on the map to represent the goods in this store fromThe different location mark symbolizes the location of the families, from all corners. "treasure". Many treasure icons appear on the map
to represent the goods in this store from different families, from all corners.
The image “mountain” gives the brand a personal vibe of exploration and discovery. Shopping here is like a treasure hunt.
The image “mountain” gives the brand a personal vibe of exploration and discovery. Shopping here is like a treasure hunt.
The diamond graphic represent treasures which is hidden in the center of the mountain and is also the center of the logo. But you won’t notice it by your first sight, which is a good interpretation of the 'Hidden Treasure'.
The diamond graphic represent treasures which is hidden in the center of the mountain and is also the center of the logo. But you won’t notice it by your first sight, which is a good interpretation of the 'Hidden Treasure'.
Scalability & Legibility Different color version used when the primary full-colour version cannot be used. Primary full-colour for use on light colour background, and one-colour “white, or *off white-for use on dark colour background.
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Scalability & Legibility Different color version used when the primary full-colour version cannot be used. Primary full-colour for use on light colour background, and one-colour “white, or *off white-for use on dark colour background.
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Scalability & Legibility A logo needs to be scalable to a small size to large ones. From the logo being printed on a pen or appearing on a mobile device to blown up logo as huge ones as a billboard or an Imax cinema screen. Furthermore, the logo needs to be versatile enough to be constantly reproduces in a range of print and digital media.
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Clear Space To ensure legibility, it is important to always keep a minimum clear space around the logo. This spcae isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark. This exclusion zone has a fixed relationship that should not be altered in any way.
Unacceptable Use Our logo is very important to us as our brand identity. A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of the logo by rotating, skewing, or distorting in any way, that includes adding unnecessary and unattractive text decoration such as drop shadow and additional outlines.
1. Do not angle the logo. It always sits
For this purpose we have established a set of requirements to guide our design phase.
4. Do not alter the proportions of the
on a 0 degree angle 2. Do not add any effects to the logo,
including drop shadow, gradients etc 3. Do not outline the logo
letter or the mountain logo 5. Do not change the typeface or font
style of any part of the logo 6. Do not distort the logo 7. Do not change the logo into different
format and spelling 8. Do not alter the colors of the logo
except in accordance to color rules 9. Do not overlay text on the logo.
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Typography Typography is an essential part of the Hidden Treasure Identity. The brand use standardized typography style an size for headline texts for print.
Contextualizing And Standardzation The logo typeface is Smooth Circulars, rounded and circular shapes injects ‘Exploration’ and ‘Adventurous’ spirit. The main typeface is Exo2. It was designed with an upright stress, open forms and a neutral, yet friendly appearance. It is optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. Featuring wide apertures on many letters and a large x-height (tall lower-case letters), the typeface is highly legible on screen and at small sizes. It belongs to the humanist genre of sans-serif typefaces.
Brand Logo - Smooth Circulars
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Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Bussiness - Exo2
Regular
Our Responsibility
ABCDEFGHIJKLMNOPQRSTUVWXYZ
We live for the thrill of finding something unique. We add thousands of new items every month, so you’ll never know what you’ll find.it seems like a treasure hunt here. Hidden Treasure is everyone’s thrift store, with both practical and cool items that you can’t get anywhere else.
abcdefghijklmnopqrstuvwxyz 1234567890
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Thin “A complete unique product may not exist, but when paired with a distinct and well-applied typeface, a key means of brand recognition is created that cannot be overestimated.”
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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80%
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#3C3C3B R:60 G:60 B:59 C:0% M:0% Y:0% K:90%
#AFA88B R:175 G:168 B:139 C:33% M:27% Y:46% K:9%
Color Hidden Treasure ‘s colors are as important to us as the logo itself. We have two main colors, dark grey and light gold. Dark grey, it is extraordinary and also mysterious. it is the color of conformism- not having any personality of its own, which is like goods in Hidden Treasure are from different corners of the city. Gold is the shading of the victor – ahead of all comers decorations are constantly in gold. Gold color represents treasure in Hidden Treasure.
Photography Style The photographic style of Hidden Treasure the sense of adventure and simple but not messy. A brighter atmosphere should be used. The photography should range from exploration, treasure map, fashion, old items and old books. Good brand photography will make people trust the brand, clearly understand the personality characteristics of the brand, and attract people's attention and accumulate a larger consumer group for the brand.
Products & Goods & Pankaging Below is a set of mock sample materials to help Goods and guide and inspire professional designers in execution and application.
HIDDEN TREASURE
HIDDEN TREASURE
Thrift Shop
Opening Hours: Monday to Friday, 10.30am to 2.30pm
Adress: Singapore Council of Women’s Organisations 96 Waterloo Street Singapore 187967
T E
(65) 6837 0611 scwo@scwo.org.sg
W www.hiddentreasure.com
HIDDEN TREASURE
HIDDEN
TREASURE Thrift Shop
Adress: Singapore Council of Women’s Organisations 96 Waterloo Street Singapore 187967
T E
(65) 6837 0611 scwo@scwo.org.sg
W www.hiddentreasure.com
About
Fashion
Goods
HIDDEN
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HIDDEN TREASURE, A Pirate Adventure
Books
Contact
HIDDEN
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About
HIDDEN
TREASURE
FashionAbout GoodsFashion Books Goods ContactBooks Contact
HI DDEN TREASURE, HI DDEN TREASURE, A Pirate Adventure A Pirate Adventure
UI/UXUI/UX DesignDesign The website Theexample website below example is to below serve is as to aserve guideastoa guide to illustrateillustrate the use ofthe different use of different identify design identify design elements.elements. When theWhen established the established family of family visual of visual elementselements are utilized arethey utilized create they a consistent create a consistent look look and feel. and feel. is often the one touch that really A websiteAiswebsite often the one touch print thatprint really bringspersonality a brand personality brings a brand to life. to life.
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HID D EN TREA SU RE A Pirate A d venture
Advertising We making ourselves known. Wherever you go, work, school, or even on the bus & train. We are making ourselves known to everyone by pasting and advertise ourselves everywhere.