WHEELIE -Copenhagen-
BRAND BOOK
Contents 4. About Wheelie 5. Mission + Vision + Value 7. Logo 8. Tagline 9. Typography 10. Colours 12. Wheelie imagery
WHEELIE -Copenhagen-
About
WHEELIE
WHEELIE is a sustainable store that is located in Copenhagen. WHEELIE aims to introduce people to a new way of sustainable living. WHEELIE offers in the store their own apparel collection which is made from sustainable fabrics. WHEELIE sells besides the own apparel collection also a few other brands; Levi’s, G-star, Svilu and Kowtow. In the WHEELIE store there is a opportunity to rent bicycles. The bicycles are made of sustainable wood, and have a cool urban design. The bicycles are available for a wide target group, who would like to bike through Copenhagen.
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WHEELIE is established in 2016 in Copenhagen, one of the most famous bike cities in the world!
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value
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mission + vision
Value Passion: WHEELIE has passion and wants to share their passion around the world. WHEELIE moves forward, innovates and improves. Integrity: WHEELIE believes in being honest, open, ethical and fair to their customers and potential customers. Diversity: WHEELIE accepts people with different views, strengths, interests, religion and cultural backgrounds Sustainability: WHEELIE aims to create a sustainable way of living by their passion, integrity and diversity. Get people involved, aware and interested in sustainable products and the life of a sustainable human in this damaged world.
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Mission To introduce a new way of sustainble living available for a wide target group and that leaves al the steriotypes about old fashiond sustainability behind. Vision
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Create awareness and interest in the sustainable life by expending the target group with more sustainable WHEELIE bicycles all around the world, in a WHEELIE outfits
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Logo
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The WHEELIE logo visualize a circle that stands for sustainability and a community. The logo is designed from the first letter of Wheelie. In the middle is a leaf that stands for sustainability. The store is located in Copenhagen, one of the most important bike cities in the world. That is why is is written below the Brand name to give it an extra value.
Usage instructions:
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The WHEELIE logo is located on the left. The logo can be shown in white, in combination with the brown paper colour or in combination with a picture. The other colour that the logo can be shown in is in black with a white background.
Tagline WHEELIE
The tagline of WHEELIE is:
-Copenhagen-
WHEELIE -Copenhagen-
WHEELIE
‘The sustainable way of living’
-Copenhagen-
The tagline presents the essence of WHEELIE as a brand in one sentence. WHEELIE’S sustainable way of living is trendy, innovative and fashionable. WHEELIE encourage customers to join this way of living with them.
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Typography
aA
Letter Gothic Stc A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
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aA 9
Courier New A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
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Colours Our logo font is Letter Gothic Std. This font is monospaced. ‘WHEELIE’ in the logo is displayd bold. ‘Copenhagen’ in the logo is displayd regular. The font for the rest of the brand book and official documents is Courier New. This font is Monospaced. The font is displayd regular.
The basic colours that belong to the WHEELIE brand are black, white and grey. Who are also the most popular and most used colours in Denmark. Brown is choosen to give the brand an urban and sustainable look. The two differnt shades of green stand for sustainability and nature.
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WHEELIE
imagery
Wheelie combines fashion with sustainability, and orginality all together. Wheelie is a has a urban minimalisitc look and attracts both female as male.
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We would WHEELIE like to see you!