Branding Styling Guide 2014
Redivivus: A Kuyichi Company
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Introduction Redivivus has the potential to reign supreme over the competitors as the best sustainable apparel brand. The only thing that can stop them are themselves. They see how the competitors have been successful as well as failed towards its consumers. This is the time to learn from the mistakes and success to create a brand that will conquer the goal of being the top organic clothing line. “From a consumer perspective, the authors’ findings reveal that the more positive attitude
Redivivus: A Kuyichi Company
consumers have towards a company’s visual identity system, the more favorable brand image consumers have toward the company and its offerings” (Wang, Hernandez, Minor, Wei 2012). The goal I plan to achieve with the newly redesigned brand image is to have a simple well-known logo that people will know as Redivivus. I want everyone to be able to look at a magazine and right away know that this is a sustainable apparel company without reading the body copy.
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Redivivus: A Kuyichi Company
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Table of Contents 1.0
Research
1.1 Research Paper 1.2 Demographics 1.3 Brief
2.0
Style Guide
2.1 Logo Identity and Brand Standards 2.2 Color Palette 2.3 Typography
3.0
Creative
3.1 SWOT 3.2 Target Audience 3.3 Mood Boards
4.0
Solutions
4.1 Social Asset 4.2 App Asset 4.3 Website Asset 4.4 Billboard Asset 4.5 Commercial Asset 4.6 Magazine Asset References
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Research 1.0
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Abstract Redivivus differentiates from other top selling sustainable competitors by their care for the environment and others. “Kuyichi is always searching for new sustainable concepts and constantly exploring developing new sustainable production processes and \materials.” (Kuyichi 2012) Most companies would not continue to make things even better for their company if they are doing fine by their usual service. One of the best things about using organic cotton is Kuyichi is promoting responsible and ethical trading.
Redivivus: A Kuyichi Company
They also, commit themselves to the people by improving labour conditions in factories and further throughout the supply chain. Their goal is to get their target audience and people outside of their audience to see that this company is fashionable, affordable and works towards a great cause. The old saying “Well if ain’t broke, don’t fix it,” does not apply to this company because they continue to go out there way to make a better living for the world.
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Research Paper The reason for going with the social media path for the multimedia campaign is because of our target audience. Our target audience ranges from the ages 13-25, so the media drift is the best way to go. “The importance of including everyone involved in a given project. Your audience is part of that group. Its members may be physically invisible, existing in your mind only in the abstract, but they’re still a fundamental part of your team” (Curtis 79).
Redivivus: A Kuyichi Company
Including your target audience in design of your project is a way to personally connect with them. Connecting with them on a personal note will make them feel in a more “welcoming” environment. “At the end of all the experiments, the researchers concluded that people are more willing to buy, spend more money, and like their purchases better if there’s a personal connection. In most cases, that personal connection is triggered by references to time instead of money” (Weinschenk 211).
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Research Paper The social media side of this campaign will be the most exciting side of the campaign. This is where your promotion needs to be the best it can be because your audience will be able to share this around the world to friends and family. The Facebook and Twitter pages will have many images of the Redivivus models dressed in our latest fashion. Young people love to purchase clothing that they can picture themselves wearing. The colors for the images in the campaign for Facebook will be the usual green and blue hues to promote our “recycling and cool” image. “There are two ways to improve the visual balance or the harmony between the advertisement (i.e., the foreground) and the corresponding court view frames (i.e., the background), where the advertisement will be inserted. Certainly, the target for the color adjustment is either the foreground or the background image”
Redivivus: A Kuyichi Company
(Hanjalic, Mei, Hua 2011). Having the target audience like Kuyichi on Facebook or follow them on Twitter will give the Kuyichi brand global recognition. Once the word gets out about Kuyichi from loyal customers, it will bring in new customers and interest people about the meaning of the brand. Many people want a clothing line that looks good on them and saves money. Even when they find out that it can also save the environment that will draw in questionable parents and protesting “save the world” girlfriends. The benefits behind Kuyichi will be a huge impact on the success of the brand. Many new comers will not only like the style but also love the benefits towards the environment and labour conditions.
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Brief By Kuyichi having a Japanese name being from Latin America, they’re taking a risk of promoting sustainability. Showing young people the importance of purchasing the sustainable Latin American attire is a challenge they will conquer starting with the name change Redivivus (latin for recycle). Environmental and labour issues will vanish by the love and dedication of Redivivus changing the world.
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Demographics Hey, I’m Leah Name: Leah Hodges Age: 17 Education Level: High School Profession: Student Hey, I’m Leah. I was born and raised in St. Louis, Missouri. I love to listen to every genre of music while I play with my two dogs. Like any other teenager I like to go shopping as well as going out to dance. My addiction is social media because I am always on Twitter and Instagram. My goal is to graduate from high school with my diploma and continue my education at a 4-year university. It’s was a honor meeting you.
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Demographics Hi, I’m Chris. Name: Chris Riddick Age: 24 Education Level: Bachelors Degree Profession: Production Designer Hi, I’m Chris. I was born and raised in Greensboro, North Carolina in a middle-class household. I made good grades in high school and earned a scholarship to a local university. After graduating college I became a production designer for local theatre plays within 2 months. One day I hope my work can reach Broadway plays in New York. It’s a pleasure to meet you.
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Style Guide 2.0
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Logo Specifications The brainstorming of Redivivus new logo design started with a a few key elements, which then created a few potential ideas. Using a leaf to represent recycling was decided early in the process. Creating the correct logo that would stand out took much time and effort. After configuring the main idea of the leaf in the brand’s logo, it was decided that the leaf should be abstract. Deciding to make the stem of the leaf draw out the “R” in Redivivus was the final thought for the logo. After many revisions it was chosen to use this logo to represent this great company.
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Logo Styles I redesigned the logo of Kuyichi to fit the new Clear Space: name Redivivus which means recycle. Most of the time when you think of recycle you Defined by the size of the letter “s� relative think of the enviornment. Since Redivivus to scaling. Clear space may exceed shown is trying to promote saving the environment boundaries but other graphics nearby are not buy purchasing Redivivus; the logo will be a allowed to cross paths. leaf to represent the environment. The leaf is drawing the letter R for the world Redivivus. Acceptable Variations: The colors are blue and green to represent a relaxed cool feel of the clothes with saving Graphic Only: the environment. Presenting the logo in single color shows what the logo would look like Type Only (Can be used in green or blue for in different single colors. Full color is shown specific types of campaigns) in a variety of different color schemes to see which color would work better for the target The logo R can be colored in red, yellow, and audience. Transparency with different backorange for specific holidays or events grounds colors can still be seen in different logos.
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Logo Styles
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Logo Styles
All of the “Do’s” show the logo being percieved the correct way. The logo can have the R in these four colors but the last few colors (yellow, red, orange) are specific holidays/events. The “Dont’s” show the logo in the wrong font, wrong color, or with an unneccessary background. For the logo to be correct you must have guidelines. That’s why the logo has color and font guidelines.
Redivivus: A Kuyichi Company
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Color Palette Color choices are carefully selected to provide a sturdy base for Redivivus. The message is strengthened with a predominantly green color scheme that embodies the environmental aspect of Redivivus’ philosophy. With accents of serene blue and the depiction of a young woman as the bow to wrap it all up. Secondary colors will only be used for special days such as Thangiving and Christmas and Halloween.
R: 0 C: 56% G: 165 M: 16% B: 255 Y: 0% K: 0%
R: 201 G: 14 B: 41
Redivivus: A Kuyichi Company
C: 0% M: 80% Y: 94% K: 0%
R: 35 C: 43% G: 255 M: 0% B: 0 Y: 63% K: 0%
R: 255 C: 0% G: 161 M: 31% B: 35 Y: 80 K: 1%
R: 255 C: 0% G: 255 M: 1% B: 0 Y: 72% K: 0%
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Color Palette
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Typography Avant Grande Bold
Gills Sans Ultra Bold Regular
Chalkboard Regular Chalkboard Bold Helvetica Light Helvetica Light Oblique Helvetica Regular Helvetica Oblique Helvetica Bold Helvetica Bold Oblique
Text
examples of Avant Grande Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Text examples of Gills Sans Ultra Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Text examples of Chalkboard Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Text examples of Helvetica Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Redivivus: A Kuyichi Company
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Typography The typography chosen for the title is Gill Sans Ultra Bold (alternate) and Avant Grande (main font). This type was chosen because it goes along with the target audience. The type has a cool look and feel to it that gives the impression that this company makes clothes for kids who want to be fashionable. The subtitle type is chalkboard because it also give the feel of raw clothing and the look also appeals to a younger audience. The body type will be Helvetica so that it will be easy for the viewer to read and comprehend.
Redivivus: A Kuyichi Company
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Creative 3.0
Think Outside the Box Redivivus: A Kuyichi Company
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Creative
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SWOT The brand is aimed at 13 to 25 year olds with an interest in looking fasionable but saving the enviornment as well. Although the target audience is young, the target audience are wise and will contribute to the suffer of their local environmentat issues. Redivivus is branded more towards the young people but older adults also purchase the product because they want to make a difference in their community.
Young People 13-25
Benefits to workers
Love for the environment
Redivivus: A Kuyichi Company
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Target Audience Strengths
Weakness
1. Appeals to audience 2. Helps local environment 3. Affordable 4. Benefits workers
1. Lack of recognition 2. Low marketing potential 3. differentiation from competition
Opportunities
Threats
1. Build worldwide recognition 2. Promote environmental awareness 3. Better labour conditions
1. No local support 2. Competitors have lower prices 3. Competitors listen to audience opinions
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Mood Boards
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Mood Boards
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Social Network Asset Solutions 4.0 By using the highest grossing social network of all time, Redivivus will definitely reach its goal for its target audience. “User-generated content such as social networks, for example, Facebook or MySpace, user blogs, and filesharing, for example, Flickr and Snapfish, are sources of word-of-mouth communications and advertising� (Levens 206).
Redivivus: Redivivus: A A Kuyichi Kuyichi Company Company
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App Asset ““Most applications and devices that interaction designers currently design have some sort of visible controls to manipulate the features of the product—a dial to control volume on a stereo, for example, or a slider to select a date range” (Saffer 158). “Experienced, world-class design firms are needed to ensure that the identities are graphically powerful and can be reproduced across thousands of applications” (Wheeler 279). By having an application for Redivivus this makes it an easy access to view the latest apparel.
Redivivus: A Kuyichi Company
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Website Asset “Websites lead the top of the brand necessity list—no longer enslaved to the desktop, they migrate to wherever the consumer is, on her iPad or her smartphone, to the mall, on a hike, or under her pillow. Websites have made every business a global business accessible by almost anyone anywhere” “Engaging content and inviting interfaces have the potential to bring a brand to life. Websites just may be the next best thing to reality, and in some cases they are more efficient, more user friendly, and faster. Think retail.” (Wheeler 166).
Redivivus: A Kuyichi Company
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Billboard Asset Posters, flyers, signs, and other printed communications are included under the heading of “print,” but are used by marketers much less frequently” (Levens 198). Billboards/Flyers are a great way to get the word out locally. The goal is to have many of local residents to hear about what Redivivus is about and what it can do for the environment as well as the consumers.
Redivivus: A Kuyichi Company
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Commercial Asset “A form of paid advertising in which products and trademarks are inserted into non-advertising media such as movies, television programs, music, and public environments” (Neumeier 174).”The ads can be anything from online banner ads to printed pieces to mock TV commercials. Both of these exercises are not only helpful in defining the value proposition and differentiators, but they can also be useful tools for helping sell the project internally” (Saffer 64-65). .2
Redivivus: A Kuyichi Company
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Magazine Asset “Magazines also have a degree of credibility and prestige, due in part to their ability to reproduce high-quality images. As any reader of GQ or Vogue will testify, there is no medium with ads as beautiful as those found in glossy magazines. The credibility of such magazines is further enhanced by the professionally written stories and editorials they contain. Magazines also have fairly long lives; monthlies may be kept around and read for 30 days or longer� (Levens 198). Magazines are the best print media if not best overall media to use for apparel. People look through magazines for fashion tips daily. Magazines are never out dated so you can always refer back to any month of the magazine to see your favorite Redivivus wear.
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Social Network Asset: Social media will be a huge influence on a sustainable apparel brand such as Redivivus. Facebook is a way to connect with family and friends. Twitter let’s you chat with anyone around the world with the top trends global. Instagram is used to post pictures of your everyday life. All three of these networks can be used to promote Redivivus in various ways. By using Facebook you can share how much you love Redivius apparel with friends, then this could make it a top trend on twitter whcih ultimately will end up in having more people find out about Redivivus. Instagram will be used to show how pwpeole look in their Redivivus apparel.“Social media has become the fastest-growing budget in the marketing arsenal. While there is still much debate about how to measure and manage the ROI on social, one thing is clear: consumers have become active participants in the brand-building process� (Wheeler 70).
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References: Best, Kathryn. Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing, 10/2006. VitalBook file Kuyichi - Our Story. (n.d.). Kuyichi - Our Story. Retrieved May 4, 2014, from http://www.kuyichi.com/our-story/ Levens, Michael. Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Neumeier, Marty. Brand Gap, The: Revised Edition, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Saffer, Dan. Designing for Interaction: Creating Innovative Applications and Devices, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.
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