Brand Guidelines - Deivee by Mariya Madraswala

BRAND GUIDELINES REFERENCE

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CONTENTS 03. Introduction

23. Stationery

05. Logo

28.Letter Head 29.Envelope 30. Business Card 33. Product Packaging 34. Courier Covers 36-38. 40. Tags 39. 41-42. Belly Bands 43. Shopping Bag 44. All Elements 45. Size Chart

06.Company Logo 08.Logo Variations 09. Incorrect Use Of Logo 10. Logo Size & Spacing 11. On Images 12. Examples 16.Color 17.Core Colors 18. Extended pallete 19. Do’s & Don’ts 20.Type 21.Official Typefaces 24. Usage 26. Rules

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46.Ton of Voice 48.Communication 51. Examples 52. Key Words 53. Icons & Vectors 54. Imagery 58. Types of Photography

59. Product Photography 65. Lifestyle Photography 69. Stock Photos 70. Types of Framing 71. Supporting Visual 72. Folliage & Patterns 74. Iconography 75. Creating Icons 77. Icons in Use 81. Interface Icons 82. Donts 83. Website Branding 85.Examples 88.Website Campaign 92.Marketing 93. Posters & Standees 97. Outdoor marketing

INTRODUCTION Deivee is the brainchild of one of the most inspiring fitness evangelist and model of all time, the Iron Man of India, Milind Soman. He has advocated active lifestyle not just by preaching but by showing the way with the launch of Pinkathon, the only womenâ&#x20AC;&#x2122;s marathon event in India. After observing that women running marathons preferred dressing in uncomfortable clothes rather than wearing shape-revealing branded outfits, Milind and his friend Darshan M, an accomplished sports business entrepreneur, ventured into creating an active lifestyle brand and after months of research, trials and errors, they presented Deivee.

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INTRODUCTION

At Deivee, we believe that every woman is a goddess within her. We think she is already empowered and powerful. Every woman should be celebrated for what she stands for. We wish that every woman embraces her body and at the same time she strives towards self transformation and progress towards a healthier, fitter life. For all the love and care she gives to the world, we present Deivee... to take care of her!

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LOGO

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LOGO The Deivee logo is in the form of a butterfly. It stands to represent the epitome of transformation. We believe that every woman has the potential to transform herself as beautifully and powerfully as a butterfly does from a cocoon. It is very important that designers do not attempt to construct the logo themselves, as the form of the logo has been sculpted especially for Deivee. Please download authorized logo files with original art which is provided in the Brand Guidelines Package. In addition, do not reproduce the logo by scanning a previously printed version. Such activities will degrade the quality of the image and perhaps alter the scale of the various elements. Please refrain from breaking the elements. The mandatory spacing chart is listed below.

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LOGO VARIATIONS Original

Without Text

These are the specific possibilities of the two basic elements; the monogram and the text. Please remember to use the original logo at all circumstances. When using the Logo without the text remember that it acts as a mark/ trademark and should only be used for that purpose.

Horizontal

In case of extremely narrow spaces for logo branding, use the horizontal layout. Deivee owns the classic Black & White Color Scheme, apart from which the logo can be used in Grey as well. And the white logo for A busy/dark backgrounds.

Color

Deivee logo is trademarked, so consider using trademark symbols (registered or otherwise) one time in your copy, preferably in a header or toward introductory content. Leave it out an all subsequent references to the mark.

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INCORRECT USAGE OF LOGO

Never manipulate the logo by breaking the text or tilting it. Never add the logo above a contrastic background. Never distort the logo, for example, by stretching or compressing it. Never add outlines to the logo, or introduce any extra colors. Always refrain from adding exaggerated drop shadows. Never tilt the logo, Or separate the logoâ&#x20AC;&#x2122;s multiple elements. Refrain from overlapping an image above the logo, and never put above incomplete backgrounds.Never put a logo in a box; or add a shadow overlay.

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LOGO SIZES & SPACING 2cms

Always keep a minimum of 1cm white space around the logo in print or digital spaces. If the Logo you are using will be presented on a screen. Then refrain from decreasing the size beyond 32 px for usage in digital mediums. Favicon logo, is the term used for the mini icons that we see on a website tab. However in print, the smallest size remains 1.5cm. Although while printing the logo on the inner shirt label behind, it can get scaled down to 1 cms depending on the treatment.

Smallest Sizes- Digital

500px

300px

200px

16px Fevicon Logo

Smallest Sizes- Print

2 inchs

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1 cm

ON IMAGES

White is always known to work best on busy backgrounds such as images. Although lighter backgrounds may need the black version. The logo can be used simply as itâ&#x20AC;&#x2122;s self, as the main focus or tucked into the corner along with that tag line. It can also be used as a transparent monogram acting as a mark or a stamp.

Reconnect with your inner goddess

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COLOR

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CORE COLORS

BLACK #000000 Deivee embodies the classic B/W color palette. It is essential that the designer never changes the logo to any other colors apart from the classic black & white. Text, slogans, categories, backgrounds and textures do not abide into this rule. Designers are allowed to use their creativity to break away from the basic black and white as required. WHITE #ffffff

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EXTENDED PALETTE

The range of the Deiveeâ&#x20AC;&#x2122;s extended color palette provides flexibility so that can create a look that expresses Deiveeâ&#x20AC;&#x2122;s own distinct values and brand personality. A particular combination can be used consistently so that communications are recognized as coming from a single source within the company. The palette complements the official colors for easy alignment with the overall brand.

#e1ced0

#ebeceb

#d7dae3

#f3eced

#f4f4f4

#eef0f5

#ece8e1

#f7f5f0

This pastel palette is especially chosen to add some subtleness and softness to represent the powerful message Deivee stands to convey.

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DOâ&#x20AC;&#x2122;S & DONâ&#x20AC;&#x2122;TS Standard colors for text and fonts will remain Black on white/brown paper background & White text on photographs. No other colors Secondary palette will be used for background colors, patterns, etc. No other Colors. Never use colors like red, greens, blue, yellow, purple etc in text or background. Do not create your own colors Never use dark, deep, intense shades for backgrounds Never use light or bright shades for text or content. Never use the saturated version of any shades

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TYPE

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OFFICIAL TYPEFACES Headline

The heading font ‘Moon’ acknowledges the sporty look and feel of the brand. Whereas ‘Avenir’ brings in the femine touch. It is essential to follow the primary colour pallete when it comes to using the official typefaces. One should stick to black and white while laying out any text on a creative. Black is what one must majorly use on a white or coloured background (from the secondary pallate). Only in the case of laying out type on a photograph or a black background should one use white. Please refer to the examples provided below.

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MOON LIGHT

Sub Text & Body Text

Avenir San Serif 21

OFFICIAL TYPEFACES

Moon Typeface Moon Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ Moon Light

Moon Typeface : Rounded, Contemporary, Sanâ&#x20AC;&#x2122;s Serif. All Caps

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Moon typeface is a eye grabbing font, essentially for bold statements and catchy one liners. Never use this for long sentences. The aesthetic will remain in short sentence, essentially with one or two words in bold.

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OFFICIAL TYPEFACES

Avenir Typeface Avenir Black

ABCDEFGHIJKLMN OPQRSTUVWXYZ Avenir Book

ABCDEFGHIJKLM NOPQRSTUVWXYZ Avenir Light

abcdefghijklm nopqrstuvwxyz Avenir Typeface : Classic, Easy to read, Sans Serif. Whereas Avenir has a more wide range of styles to choose from it gives a certain amount of flexibility to the designer. It can be used as body copy and also for headlines and highlighting purposes. All the fonts in this document are from the Avenir Typeface.

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Avenir Medium Oblique

abcdefghijklm nopqrstuvwxyz Avenir Heavy

abcdefghijklm nopqrstuvwxyz 23

USAGE Black text on white

Moon Typeface as headline. (Notice the interplay between the bold and light weight of the type, the main message is always highlighted in bold) Numbers always in Avenir Typeface Sub Text in Avenir Typeface

Workout Wednesday

30% off On all organic yoga mats

Avenir Typeface as body text

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USAGE White text on photographs Please note that for the white text to stand out on any image, it may need a grey opaque overlay on it. The image in this case is not the focus of the design, it is for an environmental or atmospheric purpose. The text on the image is the major focus. So be careful that it is absolutely readable in the design.

Health tips

Introducing beetroot juice to your daily food intake will help you increase your stamina.

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Happy Womanâ&#x20AC;&#x2122;s day Thank you for everything

RULES Font : Moon

Font : Avenir

• Only use this font for headings and titles

• Always use this font for longer text or paragraphs

• Never use this font for long sentences, taglines, body copy etc.

• Use ‘Bold - Black’ and other variations for secondary highlighting, Titles and headings.

• Never use this font completely in ‘bold’. Always have a balance by keeping 1-3 important words in ‘bold’.

• Never use this font for Headlines and punch lines.

• Never use the font completely in ‘Normal’ either. As it is light and will wash out the heading. Always highlight important words using ‘Bold’

• Never use this font in colors like red, green, blue, yellow, purple, brown, grey, etc.

• Never use this font in any other colors apart from black or white.

• Never cross point:5 of this font in printing mediums

• Never use this font is any other colors apart from black or white

• Never use colors like red, green, blue, grey, brown, purple etc with this font. • Never use this font for more than one copy in one creative. The highest priority content alone will be in this font. Otherwise too much usage in one artwork will lead to cluttering. As the font is eye grabbing and dominant.

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STATIONERY & PACKING

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LETTERHEAD

A4 3 inch

info@deivee.com www.deivee.com +91- 80 000000

0.5 inch

Dear Sir

The Letterhead should contain the logo on the left corner. Along with the website, phone number and support email id. The footer will contain the address and the CIN Number. Logo Size under 1.5inch Top right and footer (contact information) Font size: 10pt Avenir Book Body copy Font: Avenir Size: 12pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque in neque condimentum risus fringilla tristique. Morbi est ligula, scelerisque vel est at, tincidunt tempus enim. Vivamus maximus in lacus in auctor. Etiam semper arcu vel rutrum rutrum. Aliquam id mi tristique, hendrerit tellus quis, aliquam justo. Praesent et pharetra erat. Sed tincidunt magna tellus, vel commodo est volutpat et. Aenean sit amet arcu sit amet tellus vulputate condimentum.

1inch

Address: Lorem ipsum dolor sit amet CIN Number

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1.3 inch

ENVELOPE Size of logo should come under 1.5 inches. Anything bigger will feel tacky or cheap. On the right lower corner, the envelope should hold contact information such as; the website, a contact number and a contact email id. Top Right will contain Address and CIN Number if needed. Font: Avenir Book Point Size: 8.5/9 1 inch

1 inch

Address: Lorem ipsum dolor sit amet ipsum

1 inch

CIN Number

info@deivee.com www.deivee.com +91- 80 000000 1 inch

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BUSINESS CARDS BASIC ELEMENTS IN DEIVEEâ&#x20AC;&#x2122;S BUSINESS CARD Size of business card- 3.5 X 2 inchs Choice of paper can range from brown recycle paper to black paper with spot lamination.

0.75 inch

Basic Sizes of elements: Logo: 0.75inch (For front page) Logo: 0.35 (Smallest- for back page) Font: Avenir in point raning from 12pts -6pts Usage of icons for email, phone, mobile.

Darshan. M Co-Founder

Avenir Book pt- 12

0.35 inch

Light pt- 7

darshan@deivee.com

Light pt- 7

www.deivee.com +91- 80 000000 Avenir Light pt- 7

Address: Lorem ipsum dolor sit amet ipsum

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BUSINESS CARDS Size of business card- 3.5 X 2inch Choice of paper can range from brown recycle paper to black paper with spot lamination. Basic Sizes of elements: Logo: 0.75inch (For front page) Logo: 0.35 (Smallest- for back page) Font: Avenir in point ranging from 12pts-6pts Usage of icons for email, phone, mobile.

Darshan M Designation +91-990000000 +91-80-0000000 darshan@deivee.com

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur

For the real indian woman

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Darshan M Designation +91-990000000 +91-80-0000000 darshan@deivee.com

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur

For the real indian woman

Brown Kraft paper in 120-170 gsm

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PRODUCT PACKAGING For the concept of Deivees packaging, we have to keep in mind the fundamental tone of voice which is friendly, approachable and all Inclusive range of products. While it is important to showcase or give a sense of the brand in the packaging design itself, it is also important to talk about the product inside, such as attributed like Eco-Friendly and Active Sportswear for woman. These two remain the primary messages.

Packaging for Shipment

LOGO

-E-commerce Packaging Durable, safe, can have an â&#x20AC;&#x2DC;unboxing momentâ&#x20AC;&#x2122;. -Stall or Exhibition Aesthetically pleasing, to attract customers, deliver quick and easy to understand messages.

Packaging for Stall/Store LOGO

LOGO

Basic Brand Package WWW.DEIVEE.COM

Packaging for Shipment Courier covers Deivee is an e-commerce website. So most of the products are either viewed from the internet to directly unboxing at home. So it is important to understand the durability, the wow factor and the amount of information the collaterals that come with the product, carries and can pass on from person to person. Usually, the product is wrapped in a plastic and then inserted into what we call branded â&#x20AC;&#x2DC;Courier Coversâ&#x20AC;&#x2122; This is where we get to tell our story. Also the first layer of the unboxing. When printing the cost increases when two or more colors are used. Use of single color is cost effective.

100% ORGANIC

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01. Plain and Simple The first example is to show that sometimes keeping it simple by using the logo and the important and informative visual element/vector. It gives value to the product inside and gives a quick sense of the Deivee Story. 02. Active and Sporty By adding a geometric pattern, it creates not only a sporty, edgy look. But also contributes to the wow factor. Courier covers come in sizes: 12X16, 13.5X17, 18X22, 15X19, 10X12, 8X12, 6X12 etc please cross check sizes with the team before beginning with the design. 100% ORGANIC

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100% ORGANIC

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Use of sport/yoga position icons to indicate-Woman & active life. Below we have the 100% organic icon along with the ‘Fairtrade’ logo and ‘Global Organic Textile Standard’ Icon. Its embedded with the the website URL (very important).

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Packaging for Shipment Tags Tags are the classic way to communicate our stories. You can add as many as we want, they can be versatile and can be cost effective and environment friendly. Brown Kraft paper under 150-170 gsm The Deivee Story Tag. Use of Logo, along with the URL in the front side to give brand recall and call to action information. The back side will tell the story; Using a ‘yoga pose’ in a form of a vector to give friendly and quick message. Use of the word ‘Eco- Friendly’ backed up by the designated icons (at the bottom) that prove the fact and add value to the brand and product.The main message written under 2-4 words in font: Moon. Can be used to give simple & direct information of the product. The tag line can also be used, in this case it brings in the aspect of our target consumer the Indian woman. Informative icons are used to show positive attributes of our products and quick selling points. A standard line used throughout our Deivee collaterals, especially when elaborating on our story Deivee’s Story. “By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures that toxic wastes do not pollute the earth and our water bodies.” (in font: Avenir). Please copy-paste these exact words into the creative.

Eco- Friendly Active-Sports Wear For the real Indian Woman

100% ORGANIC

QUICK DRY

By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures that toxic wastes do not pollute the earth and our water bodies.

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Front

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EASY STRETCH

Back

Packaging for Shipment Fabric Tags/ Concept Specific Tags Deivee is known for using 100% organic material that do not add onto the toxic waste that accumulates. In order to do so they have a wide range of bio-degradable materials that all come with their own stories. Sometimes saying these stories to our customers can not only give value to the product but also make them emphasize with Deiveeâ&#x20AC;&#x2122;s cause, in return making us a trustworthy brand

Banana Fabric

These causes can vary from story to story. Here is one example of how to use our basic visual guidelines to create approachable, attractive, friendly and informative tags, that help tell Deivee its story. Certain things to keep in mind: - Never forget the website URL, sometimes attractive looking tags are passed around or picked up. If the website is missing it gives the customer no contact to the brand. - If you eliminate the color white from the design it becomes cost effective as it remains a b/w print. -Never use other colors for background in full opacity.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur aliquam pharetra libero, semper laoreet ex volutpat ac. Donec at facilisis sapien. Fusce vel leo magna. Donec laoreet commodo massa in pulvinar. Pellentesque placerat sit amet purus condimentum auctor. Aliquam vitae sodales ipsum, vitae blandit elit. Nunc eu tempor libero, a pulvinar enim. Mauris risus enim,

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Front

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Back

Banana Fabric

SOYA Fabric

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LOTUS Fabric

Bamboo Fabric

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www.deivee.com

Packaging for Shipment Belly Bands Some products from Deiveeâ&#x20AC;&#x2122;s collection come from great inspiration and passion. and sometimes the story is worth sharing. For such instances the stories can be elaborated on thick horizontal bands, that can be wrapped around the belly of the product.

This can be restricted to specific or unique products. Brown Kraft Paper under 90-150 gsm. Sizes and Shit:

Built-in Bra Tank Top Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur aliquam pharetra libero, semper laoreet ex volutpat ac. Donec at facilisis sapien. Fusce vel leo magna. Donec laoreet commodo massa in

100% ORGANIC

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EASY STRETCH

QUICK DRY

Packaging for Stall/Store Tag It is important to keep in mind the experience of buying clothes at a store or an exhibition. These tags will require a Price sticker preferably in size 64X34mm. Black background with white text. Deiveeâ&#x20AC;&#x2122;s story is briefly added with a straight forward punch line that puts focus on the product. Along with the designated icons and most importantly the website logo and the URL.

Price Sticker

Eco- Friendly Clothing

100% ORGANIC

EASY STRETCH

QUICK DRY

By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures toxic wastes do not pollute the earth and our water bodies

www.deivee.com

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Packaging for Stall/Store Belly Bands Similar to the product specific Belly bands (page 35) Belly bands can be used for many different purposes. Product specific stories, discounts and offers, sets and kits or simply to promote our brand. This specific artwork on the right is designed for a belly band. That will be wrapped around a product (shirts, yoga mats, yoga pants) while it is rolled like a cigar, refer photo given below.

2 in 1 Shirt Set

The logic of this is different from the one seen previously(page 35). refer to size chart to understand Better. 100% ORGANIC

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EASY STRETCH

QUICK DRY

Eco- Friendly YOGA MAt

Eco- Friendly Tops

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100% ORGANIC

100% COTTON

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NATURAL RUBBER

By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures toxic wastes do not pollute the earth and our water bodies

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Eco- Friendly BOTTOMS

100% ORGANIC

EASY STRETCH

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QUICK DRY

By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures toxic wastes do not pollute the earth and our water bodies

100% ORGANIC

EASY STRETCH

QUICK DRY

By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures toxic wastes do not pollute the earth and our water bodies

Packaging for Stall/Store Shopping Bags The Deivee shopping bag or Tote bag is fairly simple. The two main elements required are the Logo and the Webite. Some brand even put their contact information in the back or at the lower corners. Be sure to be sensitive about the material used. Remember we aspire to be sensitive and eco friendly.

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ALL ELEMENTS LOGO & WEBSITE URL font: Avenir Black- All Caps

CREDIENTIALS

PATTERNS

By buying this product you are encouraging eco-friendly cultivation of cotton. This chemical free process ensures toxic wastes do not pollute the earth and our water bodies

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SUPPORTING HEADLINE VECTOR Font:Moon

INFORMATIVE VECTORS

BODY COPY font Avenir Book

Eco- Friendly Tops Eco- Friendly Active-Sports Wear

TAG-LINE Font: Avenir Book Oblique 100% ORGANIC

SOYA Fabric

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For the real Indian Woman

SIZE CHART FLAT-SHIRT BELLY BAND 8-9 cms

ROLLED -UP BELLY BAND

26 cms 3cms For pasting

10cms

TAGS

3cms For pasting 2.75X1.375 inch

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3.25X1.625 inch

TONE OF VOICE

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TONE OF VOICE The language we use will have a very critical role to play in Deiveeâ&#x20AC;&#x2122;s communication. As a brand our language should resonate or speak to any and all kinds of Indian woman, It is important that we celebrate the real and honest Indian woman that we know and interact with in our day to day lives. Using a kind, yet empowering tone of voice. On the other hand our product revolves around health, yoga, active life, sports etc. We in Deivee want to help woman of all shapes and sizes to find comfortable and easy clothes to wear during workouts and physical training. Our products are eco friendly and socially conscious that also contribute to healthier world and a healthier life We are the representatives of All Indian Woman in active life clothing. While writing content, it is essential to understand these two main things:

FRIENDLY APPROACHABLE ALL* INCLUDED All- Indian woman of all shapes and sizes

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COMMUNICATION Body Positive Language It is essential to be conscious about the language and terms we use to address the different types of real and honest Indian woman. Terms like Fat or Skinny may not be relatable to all woman. Although words like ‘Body’ or ‘Healthy’ ‘Resilient’ may or may not resonate with everybody. But it is positive and encouraging language. And that should be the subliminal point of all our content. Our takes on things like beauty and attraction are hugely subjective and individual. We want to speak of the woman as a strong, confident individual who is intelligent, hard working and socially conscious, whether or not she falls under our subjective views of beauty standards. While creating, keep in mind: “All Bodies are Good Bodies” EXAMPLE: #EVERYBODY

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Words to use:

Words to avoid:

Achieving, active, admire, appreciate, capable, clever, confident, courage determined, elegant, exceptional, ethical, fair, flourishing, fearless, fierce, genuine, healthy, honest, inspired, motivated, passionate, persistent, powerful, profound, resourceful, resilient, secure, spiritual, skillful, strong, stunning, unique, valuable, vibrant,etc

Mostly it’s about staying away from body specific adjectives, below are some words you could avoid.

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Flattering, Slimming, Curvy, Perfect( in terms of describing the woman vs can be used in sentences like ‘Perfect fabric for…), Fat, Overweight, Thin, Sexy, Beautiful ( This can be used of course, but not excessively) Negative, hate, proportionate, dramatic, bossy, pretty, sassy, feisty, moody etc

Eco-Friendly- Hints & Additions Although this might be the secondary message, it is important to add hints and addition of this aspect to our brand communication. The tone of the voice in which you speak of this, should help add value to our product and our intention as a clothing brand and as citizens of the Earth. Dievee has recognized the dark reality of clothing products that are consumed on a day to day basis and has presented the world with alternative eco friendly clothing. It is essential, that the tone of the voice is informative and fact-based, we want the viewers to know why we do this, how beneficial it will be for our future and mainly how their contribution is important. Encourage use of icons and visual elements that convey quick easy messages.

Keep yourself and â&#x20AC;&#x153; the world FIT Shop from deivee, and contribute to The Deivee Solution. To read more visit....

â&#x20AC;&#x153;

EXAMPLE: Shop from Deivee, and contribute to the Deivee solution. To read more visit....

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EXAMPLES

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KEY WORDS fIT

Body- positive ETHICAL secure

Active Self- assurance

exuberance Tough

ECo Friendly

Strong

EARTH

Yoga

ConfIdent

Powerful RESILIENT Cruelty free FAIR FieRCE FEARLESS Postures healthy Positive beautiful Stance Brave courage Optimistic woman PASSIONATE Thriving

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environment

ICONS & VECTORS

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Body Positive Silhouettes

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IMAGERY

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TYPE OF PHOTOGRAPHY Photography has a central role in the Deivee’s communication with its audiences. In all our photography, we aim to show happy, friendly, confident and determined women who live an active lifestyle. More importantly, the photography should showcase our brand essence of propagating body positivity. This means that the photography should cover a wide range of women with different body types. We want those that see our photographs to be able to relate with the subject as opposed to being intimidated by the subject. Our photographs are used across the brand’s website, on its social media channels, throughout its printed publications and marketing material, and in the national and international media. There are 2 layers of photography in use:•Product Photography •Lifestyle Photography

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PRODUCT PHOTOGRAPHY Consistency in our product photography is vital - without it, the store looks less professional and customers have a harder time comparing and visualising similar types of article. PREPARATION:Make sure that the garments/products are in proper shape before you begin the shoot. The garment should not be wrinkled,creased or stained while shooting. It is important to thoroughly examine the cloth before you begin, to avoid any blemish in the final look of the photos.

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PRODUCT PHOTOGRAPHY LIGHTING & SHADOWS:

✓

Our product images shouldn’t look dingy and underexposed. Bright lighting should be one of our biggest concerns as an online apparel retailer. Ensuring that you expose images correctly will showcase products’ colors and other details accurately, as well as make your inventory appear clean and professional. If any particular clothing displays the brand name, it is important that the photograph captures the brand name clearly. It should not overexpose the name and logo of the brand, like shown the given example. For the purpose of changing background colours of the product photos, it is necessary that the photos are clicked without any shadow in the background. We also need the background to be stark white for making the images easily editable.

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Very bright lighting

Dim, dingy lighting

Good quality lighting

PRODUCT PHOTOGRAPHY PHOTO SELECTION & ANGLES: To showcase the product to its fullest, it is important to have all necessary angles of the model wearing the product for a customer to understand what they are purchasing as well as for them to be able to make an informed decision. It is a must to have at least the following angles captured: Front, back, side and a zoomed in view of the highlight of the product. For each product you upload onto your website, you will need shots from different angles and distances highlighting on specific features of your product. The photographer must also follow a standard naming system for ease of access. For example. Deivee_stylecode_front/back/side/zoomin

The main photo is always the front profile of the model. Along with that the garment must always display the back profile, side profile and a photo showing the highlight of the product.

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PRODUCT PHOTOGRAPHY MODELS:

â&#x153;&#x201C;

They give a humanistic feel to the products and hence, it is important that the correct expressions of the models are captured. Our models cannot look uncomfortable, staring into space, unsure or hesitant. They should have a happy, confident or determined look on their face. They also need to be Indian origin. Not only should their expression be impeccable, but also their stance and body language should be captured correctly. They should not be standing under confidently.

â&#x153;&#x201C;The models should bring out happiness,

confidence, comfort and their zest for an active life through the photos and there should be a range of models of various body types.

The models should not stand or look in a hesitant or unsure way.

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PRODUCT PHOTOGRAPHY EDITING: Many ecommerce retailers edit their product images improperly, especially with regards to cropping, alignment, color, and backgrounds. It’s best to keep all crops, alignments, and backgrounds identical from image to image in your inventory. • Alignment Make sure that your products are all the same size and are centered within your image so that all of the angles, corners, and edges of your products lineup in relation to one another. Having a consistently-aligned inventory will absolutely boost the appeal of your website and products. The easiest way to ensure that your alignment is spot on is to create guidelines in a Photoshop template.

Alignment, cropping and colour should be consistent

• Cropping Similarly to alignment, it is imperative that you crop product images identically so as to provide the customer with a seamless online shopping experience. •Colour Inaccurate representations of colors can leave customers frustrated and dissatisfied, so taking a few extra minutes to ensure that the colors of your garments are accurate before you upload them to your website is a good idea. It is important that the customers receive exactly what they ordered.

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PRODUCT PHOTOGRAPHY BACKGROUNDS: We stick to our brand colours when it comes to giving backgrounds. It is important to only choose a background colour from the provided colour palette, so as to maintain the consistency across all images.

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LIFESTYLE PHOTOGRAPY Product photography stands to correctly represent the products displayed in store, focusing more on the product as compared to the people wearing or using them. While it is important that the models look and express in a particular way, the product is the prime focus. In lifestyle photography, it is more about what the models are doing, what the environment is saying and the kind of mood all of it is capturing. Lifestyle photography is meant to capture what the brand stands for and what the brand wants to communicate to its audiences. Our brand wants to communicate that Deivee stands for ALL women, of all shapes and sizes. We are an organic, active lifestyle brand, welcoming and encouraging all women who wants to live this life. We are friendly, approachable and determined to get better than who we were before.

organic

nature active environment all women WWW.DEIVEE.COM

LIFESTYLE PHOTOGRAPY LOCATION: While preparing a photo-bank or lifestyle photos it is important that one covers a wide range of location settings to tell our story of women living an active lifestyle. One must also keep in mind that there should be a hint of nature in every setting chosen, to add to the story of being an organic, environmentally conscious brand. Examples of locations:Indoor Spaces: Dance studio, Yoga class, Home etc Outdoor Spaces: Beach, Streets, Sea face, Jogging track, Society compound, Parks etc

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LIFESTYLE PHOTOGRAPY WOMEN AND EXPRESSIONS: There will be two scenarios we would need to cover while capturing women: One where individual women are captured before, during or after workout, and two where a group of women are captured together around a workout. When women are captured individually, it is essential that we get ample energised shots where they look happy, in the groove, engrossed, concentrated, peaceful, determined, activity oriented, serene or as if they are putting in all effort. If its a group shot, make sure that it looks fun, interactive and friendly. In case of a photoshoot, please remember:• Make sure to give direction to the models on what is expected from them, what they need to do (poses, a moving activity etc) how they need to appear (happy, strong, confident, concentrating etc) and so on. • Once you get into it, make them feel comfortable by helping to create a mood. You could talk to them, sing songs, make jokes, lighten up the environment etc. It is necessary they feel comfortable and happy to look it. • To be alert and ready for any kind of candid shot. • Since this is an active lifestyle shoot, it would be advisable to conduct the shoot early in the morning or evening. Not only will the light be suitable but also your photos will reflect the time aspect of women working out.

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LIFESTYLE PHOTOGRAPY BACKGROUND AND FRAMING: As far as possible the backgrounds should not be much in focus. Or even if the background needs to be shown clearly, it is important that it is not very cluttered and filled with distractions (this especially applies behind the face of a model). A shallow depth of field would help to get the desired effect of a blurry background. It is imperative to capture the environment as it hugely contributes to the story of a woman working out, what she uses and where she goes. While composing a photograph, keep in mind that there is enough clear space around the subject, for content to go on it. The reason being, cropping can be done later This is an ideal photograph, with hardly any distractions in the blurry background with enough clear on, but one cannot extend the area of an image. space to place any kind of content.

Although this image is in a proper locational setting, the background taken in the space is quite distracting. Such kind of backgrounds should be avoided while conducting a photoshoot.

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STOCK PHOTOS As far as as possible a designer must choose images from the brand’s photo archives, as it would ensure consistency in the imagery. But if in case a specific kind of photograph is unavailable stock photos can be very useful. Stock photos need to be chosen carefully in order to uphold Deivee’s brand identity. One needs to make sure that they are choosing a stock photo according to Deivee’s Photography guidelines.

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TYPES OF FRAMING

Cut-out of a model to be placed on a background (white, coloured or patterned)

Cropping images inspired by geometric shapes to add to the dynamism of a layout.

Regular framing of images.

Cropping your images can be a very important step in making sure the product is getting prominent focus. You donâ&#x20AC;&#x2122;t want to crop out anything important, but feel free to crop to improve the focus or mood of the image. On the other hand, you donâ&#x20AC;&#x2122;t want to crop in so close that your photo becomes distorted (the more pixels you remove, the lower the resolution); if you want to do this, you need to start out with a fairly high-resolution photo.

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SUPPORTING VISUAL

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SUPPORTING VISUALS Supporting Visuals like the secondary colour palette play the supporting role of communication. While the logo, primary colours, content and photographs play the direct role of brand communication, the supporting visuals add to the subtle communication of the brand. There are mainly two different types of supporting visuals we will be using for the brand Deivee. One is foliage and geometric patterns, and the second is iconography. FOLIAGE & PATTERNS The use of folliage or leaves is to emphasis on the organic, environment friendly ideology of Deivee. It is also to add to the calming vibe of the visual identity of Deivee. Th use of patterns built out of goemetric lines in the pastel secondary pallete provided is what should be used as backgrounds if you need it in your design. It is designed to bring out an active yet delicate feel to the brand.

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foliage-organic patterns-active

SUPPORTING VISUALS FOLIAGE & PATTERNS This is a perfect example of how the foliage and pattern both are subtly enhancing the products that the models are wearing, while also completely supporting the primary colour scheme of black and white along with the typographic content. It is not necessary to make use of the supporting visuals in every single creative, however, if you do decide to use them, make sure not to overdo it. If you are using foliage on your creative, keep in mind that it is only there for a background effect. It should not look loud or distracting and take away the focus from the main message. Use it subtly. If you are using background patterns, feel free to have a little fun with it. They can be used in a fluid manner to make the layouts look dynamic. Again, make sure that they are used in a subtle manner and they donâ&#x20AC;&#x2122;t overpower the content or photographs used in the design.

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SUPPORTING VISUALS TYPE OF ICONOGRAPHY Our icon system is simple, fluid, and organic. Each icon is line-based with the stroke weight remaining consistent. No icon uses more than 2 weights in itâ&#x20AC;&#x2122;s design. They show objects from the front or side and use flattened perspective whenever possible. Most of the icons are inspired by the human form and nature (because of the content it represents). For versatility, our icons can be used with any of our brand colors and photographs/textures. INFORMATIVE ICONS Informative icons could be used for screen-based interfaces or print. Minimum Size (with circle):Web: 55 x 55 px Print: 1.5 x 1.5cm For the purpose of consistency, please make sure icons are always line-based.

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SUPPORTING VISUALS CREATING AN ICON 1. Start with a 1.5â&#x20AC;? bounding circle and a 1â&#x20AC;? icon area, or download our icon template. 2. Use outlines (never solid fills) to make icons that feel open and inviting. 3. Include simple details to add realism without creating clutter. 4. Use heavy lines for edges and actions and fine lines for interiors and details Using consistent line is a small detail that goes a long way towards making our icons look like a unified set.. 5. Please keep the style organic, be fluid with the usage of shapes, and avoid using stick figures for humans. 6. Finalize icons by outlining strokes and creating a single compound path, the saving out versions as shown in our icon finalization guide.

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1in

1.5in

1pt 1.5pt

2pt 3pt

}

smaller details

}

main strokes

SUPPORTING VISUALS ADDING COLOUR Adding color to icons makes the system even more flexible. Color can be added in two ways—by changing the color of the icon itself, or by placing the icon on a colored shape. Use any shape and color from our color palette. We’ve provided a few to get you started, as well as an .svg file you can edit with Inkscape or Adobe Illustrator.

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SUPPORTING VISUALS ICONS IN USE

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SUPPORTING VISUALS ICONS USED AS ILLUSTRATIVE ELEMENTS The line-based icon are flexible enough to be used as an illustrative element, to provide additional meaning.

Share a workout picture with your

Mother Name the

Asana

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SUPPORTING VISUALS ICON BASED BACKGROUND PATTERN Borrowing from the style of our icon system, we have created a pattern that extends the main message of our brand which is that of body positivity and that of embracing every body type. It can be used as a background in relevant communication material.

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SUPPORTING VISUALS EXAMPLES FOR ICON BASED BACKGROUND PATTERN

deivee

#everybody

Clothes for

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SUPPORTING VISUALS INTERFACE ICONS Screen-based interfaces present special challenges for icon design, especially size and scale. Interfaces require icons that are immediately understood and remain clear at very small sizes. Our interface icons are flat, simple, bold, and designed for legibility at 14 pixels and also used at 16 pixels. They are usually used in black or white. While designing or selecting interface icons, make sure they are line based, with rounded corners and edges. If you are designing them you could start with a 14-pixel grid. Try and keep the shapes aligned to the pixel grid (or a half pixel when needed), so that the icons appear crisp. It would be useful to borrow shapes from existing icons whenever you can.

14px

SOCIAL MEDIA ICONS Our social media icons can be used for both screen-based interfaces and print. Social media icons should have square corners and use a color from our palette, usually white or black.

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SUPPORTING VISUALS DONâ&#x20AC;&#x2122;T

Create icons with solid or filled areas. Icons should be line-based and feel open.

Use a gradient to color an icon. Use flat colors or a bounding shape to add color instead.

Use icons drawn in perspective Icons should always show objects straight-on.

Use 3D effects.

Scale a standard icon down to interface size, the lines are too fine and detail is lost.

Use icons drawn in perspective Icons should always show objects straight-on.

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WEBSITE BRANDING

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WEBSITE As an e-commerce platform, Deivee’s website design and development is very crucial. CONSISTENCY IS KEY in meeting business objectives and an enjoyable user experience. This is the reason why it is important to follow Deivee’s brand guidelines especially with the website design, to create a cohesive experience amongst different pages. The brand colours, typefaces, photography and the kind of content put into the website will impact the user experience largely. Hence, it is important that these aspects of the brand are especially kept in mind while designing the website. Multiple designers and developers will be working on a single website, therefore, one must make sure that they do not interpret too much or they don’t alter the style based on their own preference, in order to fulfill the purpose of consistency within the website. Consistency and simplicity are the two things that will help showcase the products in the clearest way possible for our customers.

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EXAMPLES OF WEBSITE

deivee Active We ar

Or ganic We ar

Yoga Pr oducts

All Body

Types

Why Or

ganic?

Training T op s Fitness Pant s

Feedback

Body Loving Bras

Active Range Full Sleeve Kurti

Active Range Causual T -shirts

Active Range SleevelessT-shirt

Active Range SleevelessT-back

Rs. 1199.00

Rs. 699.00

Rs. 899.00

Rs. 1199.00

Brand Information and Product Sneak Peak

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Website pop-ups

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Website pop-ups

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WEBSITE CAMPAIGN

Deiveeâ&#x20AC;&#x2122;s visual language consist of many visual elements such as; model photos, creative environmental photographs, vector icons, folliage or an leaf element and background textures. That can be used in various different ways to elevate the key message that is being spoken. It is essential that the designer sticks to the light pastel secondary pallet while using backgroung textures or vector icons We have given examples of various visual elements in use.

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MARKETING

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POSTERS & STANDEE When designing creatives for the outside audiences. It is essential to showcase the products sold by Deivee, by using an eye grabing image. The viewer should immediately grasp ‘Active Wear’ from the creative. Always keep the URL of the website in the creative.

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OUTDOORS

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Bill Board WWW.DEIVEE.COM

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