[Student Project] United Colors: Visual Standards Guide [GR604]

03 1

UNITED COLORS VISUAL STANDARDS GUIDE

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

2

3

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

4

5

V I S U A L S TA N DA R D S G U I D E

VISUAL

GUIDE U N I T E D C O LO R S

6

STANDARDS 7

V I S U A L S TA N DA R D S G U I D E

THE TABLE OF CONTENTS

08 10 14 18 U N I T E D C O LO R S

BR AND HISTORY

NEW VISION

NEW LOGO

LOGO IN BLACK AND WHITE

8

12 16 20

VISUAL CONCEPTS

LOGO ASSEMBLY

LOGO IN COLOR

22 26 32 40 50

LOGO ANATOMY

LOGO LOCKUPS

CLEAR SPACE

VISUAL STYLE

STATIONARY SYSTEM

24 28 36 46 54 9

WORDMARK ANATOMY

LOGO SIZING

INAPPROPRIATE USES

TYPOGRAPHY

BRAND EXPANSIONS

V I S U A L S TA N DA R D S G U I D E

BRAND HISTORY

The origin of the Benetton group dates back to the 1960s in Ponzano Veneto where Luciano Benetton, eldest of the four siblings was working as a salesmen.

He was inspired to start selling colorful knitwear which his sister Giuliana made with her hands. He started selling them door-to-door, the positive response encouraged him to ask his siblings to join him. In 1965 “Benetton Group “and their first shop was started in Italy. Three years later the company expanded into France.

In due course, Benetton spread throughout Europe and was established in the United States in 1979.

U N I T E D C O LO R S

10

11

V I S U A L S TA N DA R D S G U I D E

01

NEW U N I T E D C O LO R S

VISION 12

13

V I S U A L S TA N DA R D S G U I D E

VISUAL CONCEPTS

The combination of individuality and diversity with each other created an identity that cannot be ignored.

During the visual development process, symbols of individuality, structure of fabric and diversity were explored both, conceptually and visually. Through this process, the visuals evolved out of abstractions, taking shapes and forms similar to the threads that constitute a piece of fabric. The idea is to portray various threads that stay together and maintain the structure and integrity of the fabric, despite of carrying a variety of colors.

U N I T E D C O LO R S

14

15

V I S U A L S TA N DA R D S G U I D E

THE NEW LOGO

The new logo serves the purpose of our mission “Sustainable fashion for a multicultural audience”.

The new logo conceptually and visually expresses a harmoniously cohesive visual expression. The logo brings out the attributes of individuality, diversity and togetherness in a piece of fabric.

Keeping the brand’s soul and the business model in mind the new logo serves the purpose of our mission “Sustainable fashion for a multicultural audience”.

The new logo is a square construction designed with linear elements and negative space. It's at a 45 degree angle to portray strong interaction in a piece of fabric.

U N I T E D C O LO R S

16

17

V I S U A L S TA N DA R D S G U I D E

LOGO ASSEMBLY LOGO

WORDMARK

U N I T E D C O LO R S

18

19

V I S U A L S TA N DA R D S G U I D E

LOGO IN BLACK AND WHITE

The new logo is versatile, and has been designed to work in both, white and black backgrounds. The new logo is bold, has a strong presence, and is very geometric thereby creates a visual impetus. It is designed to work with varying sizes.

The black and white logos maybe used in places where the single colored or multi colored logo's don't work.

U N I T E D C O LO R S

20

21

V I S U A L S TA N DA R D S G U I D E

LOGO IN COLOR

The logo may appear in black or white or in primary brand colors. The logo may appear in all of the accent colors designated in the brand color palette.

The colors work together within the visual system. These colors are derived from an energy filled with vibrancy and boldness.

The single colored logos work only on black and white backgrounds.

They shouldn’t be used with any colored backgrounds.

U N I T E D C O LO R S

22

23

V I S U A L S TA N DA R D S G U I D E

LOGO ANATOMY

x = The width of the line

1x

x

0.

Elements of the logo symbolize the various threads in fabric coming together to blend and form a beautiful pattern. The logo was created using linear lines intersecting at an 45 degree angle to create a cohesive pattern with symmetry and balance.

45 0

8x

U N I T E D C O LO R S

24

25

V I S U A L S TA N DA R D S G U I D E

WORDMARK y: width of the letterform

y

The United Colors logo is based on the typeface Gotham Bold. The typeface has been altered to better fit the aesthetics of the brand. Parts of the typeface have been broken down into two parallel colored strokes. These alterations make the logo type quirky yet more cohesive.

y

4.5y

2y

0.5y

U N I T E D C O LO R S

26

y

0.2y

27

y

V I S U A L S TA N DA R D S G U I D E

MARK VARIATIONS

VERSION 2 I SIGNATURE HORIZONTAL LOCK UP

The new logo has several versions to suit varying sizes and mediums. The alternative logos stem from the primary logo and the wordmark itself and are slight variants. The logo has four versions.

VERSION 1 I SIGNATURE VERTICAL LOCK UP

VERSION 3 I STANDALONE WORDMARK

The first version is a vertical lockup with the wordmark underneath it. This version is ideal for large formats, square formats and for products.

The second version is a horizontal lock up with the wordmark on its right. This version is ideal for both large and small formats.

The third and fourth versions are the wordmark and logo used individually.

VERSION 4 I STANDALONE LOGO

U N I T E D C O LO R S

28

29

V I S U A L S TA N DA R D S G U I D E

LOGO SIZING

VERTICAL LOCKUP

These are the minimum and maximum sizes for the logo. The top row is for print medium and large formats.

The second row is for online portals and third and fourth rows are for mobile devices.

HORIZONTAL LOCKUP

LOGO

WORDMARK

1M

5 CM

1 CM

0.8 CM U N I T E D C O LO R S

30

31

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

32

33

V I S U A L S TA N DA R D S G U I D E

CLEAR SPACE

X

SIGNATURE VERTICAL LOCK UP

WORDMARK

The dimensions and proportions are measured with the value x in this case x is equal to the width of the alphabet ‘N” from the wordmark. All dimensions and proportions of the elements themselves and in relation to each other are expressed through an x value. The clear space is to be respected, the designated space around the mark must remain clear, no other elements may be positioned within this space.

X=

X

= to a width of an alphabet

LOGO

SIGNATURE HORIZONTAL LOCK UP

X

X

U N I T E D C O LO R S

34

35

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

36

37

V I S U A L S TA N DA R D S G U I D E

INCORRECT USES

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

The logo should appear as specified by these guidelines. In order to preserve the integrity of the logo and brand, it must be represented accurately. Inconsistent use of our logo detracts from our brand identity. Altering the logo in anyway negates the consistency we strive to achieve. Here are a few examples of the incorrect uses of the logo.

01. Placing the logo on yellow background 02. Drop shadow 03. Reducing opacity 04. Changing the angle 05. Placing the logo on pink background 06. Inverting the orientation of the logo 07. Using a color that isn’t from the visual system 08. Black and white outlines 09. Placing the logo on green background 10. Stretch or alter 11. Gradient logo 12. Gradient backgrounds 13. Placing the logo on blue background 14. Colored outlines 15. Wordmark in a different font 16. Putting the wordmark and logo together horizontally in the same size

U N I T E D C O LO R S

UNITED COLORS 38

39

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

40

41

V I S U A L S TA N DA R D S G U I D E

02

VISUAL U N I T E D C O LO R S

42

STYLE 43

V I S U A L S TA N DA R D S G U I D E

COLOR PALETTE

The colors are bright and vibrant, and the combination of these colors creates a palette that is gender-neutral. The color palette emphasizes on avoiding monotone colors. The brand uses bold colors to take a stance on breaking boundaries, moving forward and staying united. These four colors are very characteristic, yet blend well together to convey the idea of coexisting harmoniously despite being different.

BRIGHT YELLOW BRIGHT YELLOW

RELIABLE BLUE

FEIST Y MAGENTA

NATUR AL GREEN

CMYK 0 0 100 0 RGB 255 255 0 HEX FFFF00 PANTONE YELLOW U

CMYK 75 23 0 0 RGB 0 0 255 HEX 4000FF PANTONE 2995 U

CMYK 0 100 0 0 RGB 228 69 125 HEX E4457D PANTONE Rubine Red

CMYK 100 0 90 0 RGB 0 168 93 HEX 00A85D PANTONE 354 U

U N I T E D C O LO R S

44

RELIABLE BLUE

FEIST Y MAGENTA

NATUR AL GREEN

V I S U A L S TA N DA R D S G U I D E

GRAPHIC ELEMENT

The graphic element can be used on images to give a sense of the brand. The element is constructed using lines and colors from logo’s color palette. As with the logo this element should be used at a 45 degree angle.

U N I T E D C O LO R S

46

47

V I S U A L S TA N DA R D S G U I D E

TYPOGRAPHIC STANDARDS

HUMAN

ROBOTO ITALICS ABCDEFGHIKLMN

Typeface 1 ROBOTO Roboto is a neo-grotesque sans-serif typeface family. The font is "modern, yet approachable" and "emotional" Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesques distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.

OPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890.,:;-_'/ ROBOTO MEDUIM ABCDEFGHIKLMN OPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890.,:;-_'/

ROBOTO BOLD ABCDEFGHIKLMN OPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890.,:;-_'/

ROBOTO REGULAR

ROBOTO BOLD ITALIC

ABCDEFGHIKLMN

ABCDEFGHIKLMN

OPQRSTUVW XYZ

OPQRSTUVW XYZ

abcdefghijklmn

abcdefghijklmn

opqrstuvwxyz

opqrstuvwxyz

1234567890.,:;-_'/

U N I T E D C O LO R S

1234567890.,:;-_'/

48

49

V I S U A L S TA N DA R D S G U I D E

TYPOGRAPHIC STANDARDS

DIVERSITY CAXTON LIGHT ITALIC

ABCDEFGHIKLMN

Typeface 2 CAXTON Caxton font is the work of Canadian designer Leslie Usherwood. Caxton is a serif font graced with subtle details and calligraphic influence resulting in elegant simplicity suitable for both text and display.

OPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890.,:;-_'/

CAXTON BOOK ABCDEFGHIKLMN OPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890.,:;-_'/

CA XTON LIGHT ABCDEFGHIKLMN

CAXTON BOOK ITALIC

OPQRSTUVW XYZ

A B C D E F G H I K L M N

abcdefghijklmn

O P Q R S T U V W X Y Z

opqrstuvwxyz

a b c d e f g h i j k l m n

1234567890.,:;-_'/

o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , : ; - _ ' /

CAXTON BOLD ABCDEFGHIKLMN OPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890.,:;-_'/

U N I T E D C O LO R S

50

51

V I S U A L S TA N DA R D S G U I D E

STATIONARY SYSTEM

The Business system for United Colors is meant to be an identity for the brand. It's not meant to be a fixed system. Colors and placement can change depending on circumstances and situations.

U N I T E D C O LO R S

52

53

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

54

55

V I S U A L S TA N DA R D S G U I D E

BRAND EXPANSIONS

These are the proposed expansions for United Colors directing it towards its new direction. United Colors is no longer just a clothing company. Our re-branding has entirely new aspects that embrace the mission of the brand which is to encourage social consciousness and multiculturalism in the world.

U N I T E D C O LO R S

56

57

V I S U A L S TA N DA R D S G U I D E

BRAND EXPANSIONS

DIVERSITY

M1

F2 R4

M2

PR/EVENTS & MEDIA M1 M2 M3 M4 M5 M6

M4

Feel The Experience Colors Podcast Breaking Barriers Conference Hangouts Transparency Application Runway Show

F4 R5

FOUNDATION F1 F2 F3 F4 F5 F6 F7

R1

F3 M5

R2

Platform for dying Handicrafts Eco Branding United Colors Retail Store Color Lab Ethnic Fashion

U N I T E D C O LO R S

M6 F1

United Drive United Global Exchange We Are United United Community Fair United Finder Global Greenery United Kitchen

RETAIL/PRODUCTION R1 R2 R3 R4 R5

M3

R3

F6

SUSTAINABILITY

58

F5 F7

COMMUNITY

59

V I S U A L S TA N DA R D S G U I D E

BRAND EXPANSIONS

01. Feel The Experience PR/events & media Once a month United Colors will organize celebration of festivals from all over the globe to promote multiculturalism. Festivals like Holi, Tomatina and other from different parts of the world.

05. Hangouts PR/events & media United Colors will create space from startups, new ideas to come to life.

The place will be open to all and will be a place to converse and develop new ideas.

02. Colors Podcast PR/events & media This free podcast service will talk about various topic catering to every audience. From cultural etiquettes, inspiration, comedy, education hour to concerning issues this podcast seeks to educate listeners.

06. Runway show PR/events & media United Colors will host a two hour spectacular show in which regular people from a diverse range of cultures would be given a chance to walk the ramp showcase our designs.

03. Breaking Barriers Conference PR/events & media United Colors will host a conference that explores the diversity and multiculturalism of the globe. The conference focuses on bringing people from all walks of life together to discuss different topics and issues and break boundaries.

04. Transparency Application PR/events & media United Colors will develop an application for its consumers showing its transparency from manufacturing to the shop. The consumers will also be able to see how much money of what they spend goes to a cause.

U N I T E D C O LO R S

07. United Drive Foundation United Colors will provide a pick-up service for donation of clothes, shoes and other materials that could be re-used.

08. United Global Exchange Foundation United Colors will provide students scholarship for global exchange to live in various parts if the glove and experience various cultures.

60

09. We Are United Foundation United Colors will provide work for refugees who have been displaced around the world. It's to help them get back onto their feet.

14. Platform for dying handicrafts Retail/Production United colors will sell unique handicrafts from different parts of the globe to keep the art form alive and will also host handicraft classes in our stores.

10. United Community Fair Foundation United Colors will bring food, art, music from different parts of the globe to orphanages so that kids can learn more about the multicultural world we live in.

15. Eco Branding Retail/Production The clothes collected from the pick up service would be reused by our manufacturing division and create new clothes out of them to reduce clothing wastage in the globe. They will be sold at out shop in a separate eco section.

11. United Finder Foundation United colors will create a web-based application that allows reporting and tracking down missing children.

The application will work with governments around the globe and leverage social media platforms to help track missing children.

12. Global Greenery Foundation United colors will give each consumer a plant when they purchase something to increase awareness about global warming and also push them to plant more trees in their locality.

13. United Kitchen Foundation United Colors will start its own program to provide food to people in need. We will team up with various foundations to serve food to the people in dire need of it. There will also be certain days per month where the homeless are given a chance to try out gourmet food from various restaurants.

61

16. United Colors Retail Store Production United Colors clothing store not only sells our clothing but will also provide a place which hosts talks by respected people in various industries talking about important causes.

17. Colors Lab Retail Production United Colors will have a color lab in each of their store which will allow you to customize the color you want 18. Ethnic Fashion Service Retail/Production United Colors will give designers from various continents a chance to showcase their sustainable designs with an ethnic twist to it. Making these designs will be unique to United Colors

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

62

63

V I S U A L S TA N DA R D S G U I D E

SOURCES: BENETTON GROUP www.benettongroup.com HISTORY OF BENETTON www.Fundinguniverse.Com/company-histories/bentton-group-s-p-a-history/ issuu.com/xuxuchuah/docs/amw_346_imc_case_study_benetton_-_x PHOTOGRAPHY www.theatlasofbeauty.com www.pinterest.com www.huffpost.com www.gettyimages.com www.flickr.com

U N I T E D C O LO R S

64

65

V I S U A L S TA N DA R D S G U I D E

U N I T E D C O LO R S

66