Madic Brand Standards

Brand Standards Manual Version 1.0 Š Morgan Broom ART 323 - ST1 Spring 2020 Professor Dorn

MADIC’S BRAND STANDARDS

WE ARE MADIC Madic is a retail store delivering quality apparel, gear and accessories to young adults. Madic is so much more than just a retail store though, we are a community of wanderers, music lovers, creatives and risk takers. By creating a comfortable yet trendy and fun environment both in the stores and online, we hope to provide our customers with a safe haven during their travels.

MADIC’S BRAND STANDARDS

TABLE OF CONTENTS 3

Who We Are

5

Document Purpose

7

Target Market

9

Mission, Vision, Values

11

Logo Usage

12 Clearspace 15

Minimum Size

16

Color Palette

19

Background Images

20

Inappropriate Usage

23 Typography 25 Touchpoints 47 Credits

MADIC’S BRAND STANDARDS

DOCUMENT PURPOSE The purpose of this document is to help us work to establish consistent communications that build Madic’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by email to the Madic Corporate Office at marketing@madic.com

MADIC’S BRAND STANDARDS

STRATEGY

MADIC’S BRAND STANDARDS

MADIC’S TARGET MARKET Madic’s main target audience is young adults, both men and women, ages 18-28 who live and work in and around cities.

These are people with disposable income, a lot of free time, and are frequent travelers or adventurers.

MADIC’S BRAND STANDARDS

CULTURE

MADIC’S BRAND STANDARDS

MADIC’S MISSION Madic’s goal is to provide a high quality shopping experience and clothing for wanderers alike, building a community of people that love clothes and adventure.

MADIC’S VISION We want to meet the needs of each person who walks into our stores and provide a safe haven to stop by and shop through a positive and fun environment, even online.

MADIC’S VALUES Freedom of expression, creativity and community are the values of Madic. We want customers to feel known, unique and themselves as they go out on their adventures.

MADIC’S BRAND STANDARDS

LOGO

MADIC’S BRAND STANDARDS Symbol

LOGO USAGE PURPOSE Madic’s logo, brandmark, wordmark, and tagline must be used as seen in this document and are not to be used in any manner that isn’t specifically made clear by these standards. There will be examples of how not to use the logo in the following pages. These guides are key in order to uphold the integrity of the brand.

Vertical brandmark

BRANDMARK Madic’s logo may be shown in 4 different ways to allow for multiple options in layout design: symbol alone, vertical, horizontal, and horizontal with the tagline.

Horizontal brandmark

The type should never be used alone.

Horizontal brandmark with tagline

MADIC’S BRAND STANDARDS X

Symbol

X

CLEARSPACE The clearspace for Madic is the width of the top left triangle in the symbol.

This space should never be violated by unapproved type, symbols or images in order for the brandmark to always be clearly legible.

X

MADIC’S BRAND STANDARDS X

Vertical brandmark

X

CLEARSPACE Continued

X

MADIC’S BRAND STANDARDS X.

Horizontal brandmark

5

X

M ADIC

CLEARSPACE Continued

Horizontal brandmark with tagline

.5

X

MADIC’S BRAND STANDARDS .5”

MINIMUM SIZE These are the smallest sizes that Madic’s logo should be used at. This is to maintain the logo’s integrity and to keep it legible and clear.

.75”

.3”

.5”

MADIC’S BRAND STANDARDS

COLOR PALETTE The primary color palette should always be used to make up the logo. If a one color logo is needed the middle orange is to always be used. No colors should deviate from these specific choices in order to keep the branding as consistent as possible across all platforms.

Primary Colors

HEX #D4967D RGB 212, 150, 125 CMYK 0, 29, 41, 17 PANTONE P 49-2 C

HEX #B95E34 RGB 185, 94, 52 CMYK 0, 49, 72, 27 PANTONE P 35-7 C

HEX #8D3E1F RGB 141, 62, 31 CMYK 0, 56, 78, 45 PANTONE P 36-8 C

MADIC’S BRAND STANDARDS

COLOR PALETTE The secondary color palette should never be used to make up the logo aspect of the brand. They are only to be used as compliments, accents or background colors throughout marketing material making sure not to overshadow or lessen the intensity of the primary color palette.

Secondary Colors

HEX #17391E RGB 23, 57, 30 CMYK 60, 0, 47, 78 PANTONE P 179-16 C

HEX #225930 RGB 34, 89, 48 CMYK 62, 0, 46, 65 PANTONE P 141-15 C

#D5E2E6 RGB 213, 226, 230 CMYK 7, 2, 0, 10 PANTONE 649 C

MADIC’S BRAND STANDARDS

COLOR PALETTE If black and white is to be used for a specific purpose these guides are how they should be used.

Black and White

HEX #000000 RGB 0, 0, 0 CMYK 75, 68, 67, 90 PANTONE P 179-16 C

HEX #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0 PANTONE P 1-1 C

MADIC’S BRAND STANDARDS

BACKGROUND IMAGES The white logo can be implemented on top of image backgrounds. These images should be darker in value, have clear space or be the backs of people’s heads or bodies. The image should contrast the logo in order for the logo to be clear and visable on top of the image.

MADIC’S BRAND STANDARDS Imagery

Do not place over a face

INAPPROPRIATE USAGE The brandmark should never be used in a way that has not been approved in this manual. These following are some examples of inappropriate usage of the logo. The misuse or manipulation of our brand standards do not properly reflect our values and vision.

Do not place over an area of higher contrast

Do not lower the opacity

Do not use on unapproved colors

MADIC’S BRAND STANDARDS Effects/Edits

Do not use effects or change the color

INAPPROPRIATE USAGE Continued

Do not tilt

Do not reflect or transform

Do not stretch

MADIC

Do not change the typeface

MADIC’S BRAND STANDARDS

TYPOGRAPHY

MADIC’S BRAND STANDARDS

TYPOGRAPHY Madic is a fun, youthful and curious brand which needs type choices to reflect that.

Both Omnes and Copperplate Condensed have been chosen to convey this message in both print and web material.

Omnes is the primary typeface used for a variety of purposes and Copperplate Condensed should only be used in special circumstances for headers. Regular Copperplate should never be used.

Body Copy Subheader

Header

Omnes

Copperplate Condensed

Omnes Hairline Omnes Hairline Italic Omnes ExtraLight Omnes ExtraLight Italic Omnes Light Omnes Light Italic Omnes Regular Omnes Italic Omnes Medium Omnes Medium Italic Omnes Semibold Omnes Semibold Italic Omnes Bold Omnes Bold Italic Omnes Black Omnes Black Italic

Copperplate Condensed light Copperplate Condensed medium Copperplate Condensed Bold

Header

MADIC’S BRAND STANDARDS

TOUCHPOINTS

CREDITS Imagery unsplash.com Mockups graphicpear.com graphicriver.net