Brand Guideline
Contents
History Identity Concept Tone and Manual Logo Logo Construction Logo Variations Unacceptable Logo
Typography Design Elements Photography Styling Corporate Identity Secondary Items Merchandise Contact Details
History NINETYSIX is an online streetwear brand focuses on selling its own brand’s merchandise targetting on millennials. Streetwears and branded products has gained more and more attention among the millennials throughout the years but most of them are overly priced and does not reflect on the group of target audience themselves. NINETYSIX aims to tackle on e-commerce, as millennials are the group of people who overly depending on digital technologies.
Identity Concept
The concept of this identity is reflection. Millennials are often giving too much excuses about everything and at the same time they did not realised when they are doing it. With this concept we aim to achieve a sarcastic yet encouraging self reflection among the millennials. We wish to create products which represents and reflects the millennials.
Tone and Manual As the brand is targeted on millennials, the tone of the brand would be young classy yet fun and approachable. The fun and approachable brand identity resonates with people, leaving a positive emotional experience that reflects themselves and thus develop a positive association with the brand. A brand that reflects the person itself is one of the key tone throughout the branding identity. We want our customers to wear and communicate to the world about how they feel.
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Logo
The brand name, NINETYSIX came about from the idea of the very last birth year of the generation of millennials, born in 1996. According to the Pew Research Centre, Millennials are defined to be the group of people who are born in between 1981 and 1996. 2 circles and 2 strokes were designed to form the shape of “96”. It was designed to look like both “x” and “96”. Gold colour was chosen to give emphasis on the “96” in the NINETYSIX word. Gold was to reflect the materialisitc lifestyle most of the millennials had.
Number 9 made out of a circle and a stroke. Inverted number 9, to make sure both number looked the same from geometrical perspective.
Both of the strokes are intersected at the same position to make it looked like both “X” and “96”
Logo Construction
The construction of the NINETYSIX logo are shown and all the measurement is based on the maximum size of the logo to be printed on publications. The construction is the positions of the elements that make up the logo as well as the space that belongs to the logo alone. Other elements should not come into the space, included text or imagery.
Logo Variations The identity variations presented in this section are provided to facilitate the needs of different graphic situations and formats. The main logo for NINETYSIX is the logo with white NINETYSI and 96 in gold colour. Different inverted colour of the logo can be printed if needed but only black, white and gold is allowed.
NINETYSIX
NINETYSI-
Unacceptable Logo No any other logo amendments should be done towards the logo under any circumstances. Do not invert the colour of the logo. Do not outline the logo. Do not change the font of the logo. Do not add any symbols into the logo.
Antipasto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Typography Antipasto font was chosen as the headline font because it has a more rounded edge and a less strong vertical stroke. It looked more fun and chic but at the same time formal enough to bring out the concept behind the whole brand identity. Meanwhile, as for the body font, Gill Sans was chosen because of its subtle details on the font itself.
Design Elements
To add personality and characteristic towards the NINETYSIX brand identity, 2 design elements are formed with the number ‘96’ itself. Either one or both of the design elements can be used in any merchandise of the brand itself and on brand identity, like letterheads, namecards, etc. , however it is only when it is needed.
Photography Styling The photography styling captures NINETYSIX brand personalities, and experiences. The approach is more towards minimalism, black and white, and dark muted tone. A very dark background is applied throughout the photography styling to give focus towards the main subject.
+6017-6177 670 www.ninetysix.com vanessa@ninetysix.com 29-08, Jalan Maluri 53100 Kuala Lumpur
Corporate Identity All of the official corporate identity should use any of the logo stated on Logo Variations page as long as none of the unacceptable ones are being applied. The text for all the contact info of the corporate identity are set at minimum 8 point type.
Merchandise All merchandise should have at least a logo of NINETYSIX brand with the minimum height of 3cm.