CELEBRATING HUMAN BEINGS
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H U M A N K I N D – D E N I M C O .
TABLE OF CONTENTS
TABLE OF
CONTENTS inside the guide
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04
INTRODUCTION
08
LOGO DESIGN
20
TYPEFACES
24
COLOR, PATTERN, TEXTURE
28
ICONOGRAPHY
34
PHOTOGRAPHY
42
APPLICATIONS
52
OVERVIEW
58
C O N T A C T, C O N N E C T PG. 3
H U M A N K I N D – D E N I M C O .
ABOUT
THE BIG IDEA BEHIND
HUMANKIND who we are
H U M A N K I N D is the only denim brand that creates an inclusive and interactive experience by providing customers with the inspiration, space, people, resources and materials throughout the process to ensure that every individual receives their perfect fit and the design details that are unique to the individual who chooses them.
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H U M A N K I N D – D E N I M C O .
PURPOSE & VISION
THIS IS OUR
VISION
our future
Our purpose is to turn the myth of the perfect fit into a reality for every individual.
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Humankind doesn’t just want to design for our customers, we want to design with them. Our brand strives to encourage collaboration between makers, creators, and individualists. We want to constantly inspire creativity in both our brand and our customers by challenging human beings to see their clothing as an extension of themselves, as a way to expand their identity and their personal style within it.
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H U M A N K I N D – D E N I M C O .
LOGO DESIGN
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H U M A N K I N D – D E N I M C O .
LOGO CONSTRUCTION
VISUAL THUMBPRINT Our logo intends to represent collaboration and individuality because both symbolize the power of humankind when one of a kind human beings create, made and work together.
The square border signifies collaboration by encompassing the typeset brand name. The typographic arrangement of each letter indicates a sense of individuality through the organic movement and playful angles. This typographic quality distinguishes each from one another and contrasts the geometric structure of the square surrounding our name, Humankind. PG. 10
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H U M A N K I N D – D E N I M C O .
LOGO DESIGN
STANDARD SIZE: 3.5IN X 3.5IN LETTER HEIGHT & SPACING: .5IN TRACKING: .5IN .5IN FROM SQUARE BORDER TO MOST OUTWORD LETTER ON EACH SIDE STANDARD SQUARE STROKE: 5PT STOKE SHOULD INCREASE 1PT FOR EVERY INCH ADDED TO THE STANDARD SIZE
ACCEPTABLE COLOR VARIATIONS
THE HUMANKIND LOGO MUST BE SET TO ITS STANDARD SIZE AND TYPESET BEFORE SCALING. CONSTRAIN PROPORTIONS FOR W I D T H A N D H E I G H T. PG. 12
0°
270°
270°
90°
270°
270°
90°
180°
180°
CENTER ALIGN ROTATED LETTERS WITH UPRIGHT LETTERS IN THE SAME ROW. PG. 13
H U M A N K I N D – D E N I M C O .
LOGO DESIGN
T H E P R I M A RY L O G O M AY B E U S E D W I T H OR WITHOUT DENIM CO. D E N I M C O . M AY O N LY B E P L A C E D U N DERNEATH THE SQUARE. DENIM CO. MUST BE PLACED .25 INCHES BELOW THE STANDARD SCALED LOGO THIS SHOULD BE SCALED WITH ANY SCALING OF THE LOGO.
DENIM CO.
DENIM CO. IS TYPESET IN TRADE GOTHIC BOLD CONDENSED NO. 20. A L L C A P S O N LY.
N O T O K AY T O U S E
C E N T E R A L I G N O N LY. TYPE BOX SHOULD BE THE SAME WIDTH AS THE LOGO SQUARE. STANDARD TYPE SIZE: 24PT
DENIM CO.
O K AY T O U S E
DENIM CO. DENIM CO.
TRACKING: 200PT DO NOT PLACE DENIM CO. IF THE LOGO IS PLACED ON A PHOTOGRAPH OR BUSY BACKGROUND IMAGE OR TEXTURE.
DENIM CO.
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H U M A N K I N D – D E N I M C O .
LOGO ALTERATIONS
STANDARD SIZE: 2.5IN X 2.5IN
STANDARD SIZE: 2.5IN X 2.5IN
LETTER HEIGHT & SPACING: .25IN
L E T T E R H E I G H T, S P A C I N G & T R A C K I N G ARE THAT OF THE ORIGINAL STANDARD.
TRACKING: .25IN
DO NOT PLACE DIFFERENT SHAPED B O R D E R S A R O U N D T H E T Y P O G R A P H Y.
.25IN FROM SQUARE BORDER TO MOST OUTWORD LETTER ON EACH SIDE STANDARD SQUARE STROKE: 5IN STOKE SHOULD INCREASE 1PT FOR EVERY INCH ADDED TO THE STANDARD SIZE.
THE HUMANKIND LOGO CAN BE USED WITHOUT THE BORDER WHEN PLACED IN/ON AN ALREADY BORDERED AREA. N O T O K AY T O U S E
ROTATE LOGO 45° AND SCALE TO 50% OF THE ORIGINAL STANDARD WIDTH.
0°
270°
270°
90°
270°
270°
ACCEPTABLE COLOR VARIATIONS
ACCEPTABLE COLOR VARIATIONS
O K AY T O U S E
90°
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THIS VARIATION SHOULD NOT BE PLACED IN ANOTHER EXISTING SQUARE BORDER T H AT A L R E A D Y C O N TA I N S C O N T E N T, EXCLUSING PHOTOGRAPHY OF PEOPLE.
180°
180°
CENTER ALIGN ROTATED LETTERS WITH UPRIGHT LETTERS IN THE SAME ROW. PG. 17
H U M A N K I N D – D E N I M C O .
S TA N D A R D L E T T E R H E I G H T: E A C H L E T T E R MUST BE .5IN IN EITHER WEIGHT OR H E I G H T.
SECONDARY LOGO
90° O° 315° 0° 0°
LETTER SPACING: .5IN BETWEEN EACH
45° 0° 270° 270° L E T T E R * A F T E R P R O P E R L Y R O T A T E D T O THE STANDARD ANGLES. LETTER HEIGHT AND SPACING MUST REMAIN THE SAME. D O N O T L AY E R O V E R P H O T O G R A P H S . U S E O N LY F O R H O R I Z O N T A L S I G N A G E .
ACCEPTABLE COLOR VARIATIONS N O T O K AY T O U S E
THE HUMANKIND SECONDARY LOGO IS USED A S A N A LT E R N AT I V E L O G O I N A N Y S E T T I N G T H A T I S A C C O M P A N I E D B Y A D D I T I O N A L T E X T. I T M AY O N LY B E U S E D F O R M I D L E V E L A N D LONG FORM COMMUNICATION.
O K AY T O U S E PG. 18
CENTER ALIGN ROTATED LETTERS WITH UPRIGHT LETTERS IN THE SAME ROW. PG. 19
H U M A N K I N D – D E N I M C O .
TYPEFACES
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H U M A N K I N D – D E N I M C O .
TYPEFACES
U S E D F O R – S U B H E A D L I N E S & P A G E N U M B E R S
TRADE GOTHIC CONDENSED NO. 18 U S E D F O R – S E C O N D A R Y T E X T , Q U O T E S
Bodoni Bold Italic 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 1 2 3 4 5 6 7 8 9 0 & $ ? %
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 1 2 3 4 5 6 7 8 9 0 & ? %
U S E D F O R – H E A D L I N E S , P H O T O Q U O T E S & H E A D E R S
TRADE GOTHIC BOLD CONDENSED NO. 20 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 1 2 3 4 5 6 7 8 9 0 & ? %
U S E D F O R – B O D Y P A R A G R A P H S , C A P T I O N S & Q U O T E S
Bodoni 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 1 2 3 4 5 6 7 8 9 0 & $ ? %
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U S E D F O R – L O G O S
TRADE GOTHIC BOLD 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 1 2 3 4 5 6 7 8 9 0 & ? %
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H U M A N K I N D – D E N I M C O .
COLOR PALETTE
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PATTERNS & TEXTURES
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H U M A N K I N D – D E N I M C O .
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C 78
M 69
Y 59
K 71
C 50
M 43
Y 37
K 06
C 26
M 83
Y 88
K 20
C 14
M 13
Y 20
K 00
PATTERN
USED FOR – ICONS
TEXTURE
USED FOR – PACKAGING PG. 27
H U M A N K I N D – D E N I M C O .
ICONOGRAPHY
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H U M A N K I N D – D E N I M C O .
ICONOGRAPHY
CLOTHING
JEANS
JEAN JACKET
DENIM SHIRT
SHADE
FABRIC
RISE
SIZE
FIT
CUT
TAILOR/ALTERATION
REPAIR
RECYCLE
BUTTONS & RIVETS
ZIPPERS
HOLES & RIPS
POCKETS
STITCHING
F R AY I N G
STUDDING
STENCILING
PATCHES
MACHINE WASH COLD
LINE DRY
DO NOT BLEACH
EMBROIDERY PG. 30
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H U M A N K I N D – D E N I M C O .
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ICONOGRAPHY IN USE
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H U M A N K I N D – D E N I M C O .
PHOTOGRAPHY
PHOTOGRAPHY
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H U M A N K I N D – D E N I M C O .
PHOTOGRAPHY
A T T R I B U T E S – D O W N - T O - E A R T H & E X P R E S S I V E
PEOPLE Photographs featuring individuals in which we strive to celebrate should be expressive to convey the uniqueness of each human being we portray. People featured in Humankind photography must be wearing Humankind denim, even if not called out, including photographs of people engaging in any physical activity. The exception to this rule is portrait photography in which the individuals’ jeans are not featured. Photography of people can be either in color or in black and white.
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H U M A N K I N D – D E N I M C O .
PHOTOGRAPHY
A T T R I B U T E S – N A T U R A L & E V E R Y D A Y S E T T I N G S
PLACES Photography featuring a place(s) must feel natural and capture the everyday lives of the diverse individuals who wear our product. It should not feel forced or feature places that are not relatable to peoples’ everyday life. Locations that incorporate elements, such as urban settings (i.e streets and signage), nature, artistry, or home life, are recommended. Photography should not capture locations that feel exclusive and limited in whom they appeal to. Photographs must be in color if they are in a layout with other photographs. If it is the only photograph being used in a layout it can in color or in black and white. PG. 38
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H U M A N K I N D – D E N I M C O .
PHOTOGRAPHY
A T T R I B U T E S – A U T H E N T I C & D Y N A M I C
PRODUCTS Product-related photography must feature the Humankind logo. It must feel authentic by only featuring products, services, locations and people interacting with our products in a natural way. Photography that features our products should be dynamic in both its cropping and camera angles. If multiple photographs of products are used in one lockup, they should incorporate a variety of these elements to ensure a versatile layout. Photography of products can only be in color.
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H U M A N K I N D – D E N I M C O .
APPLICATIONS
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H U M A N K I N D – D E N I M C O .
APPLICATIONS
MID-HIGH LEVEL COMMUNICATION
PACKAGING
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H U M A N K I N D – D E N I M C O .
APPLICATIONS
LONG FORM COMMUNICATION
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H U M A N K I N D – D E N I M C O .
APPLICATIONS
HIGH LEVEL COMMUNICATION
ADVERTISING
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H U M A N K I N D – D E N I M C O .
APPLICATIONS
MID-HIGH LEVEL COMMUNICATION
DIGITAL
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H U M A N K I N D – D E N I M C O .
OVERVIEW
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H U M A N K I N D   –  D E N I M C O .
BRAND CODE
Humankind Denim Co. is the only denim brand that celebrates human beings being one of a kind.
PRODUCT/BENEFIT
STYLING
The brand involves users in the process by providing them with the tailors, tools, resources and inspiration needed for individuals to choose their desired fit, size, style and price characteristics that will make up their perfect essential garment. The products are of good quality with a price that is stripped down to individual steps in the process, allowing customers to set their own final price. The garments can be tailored and customized in the same space and at the same time as the customer chooses them by collaborating with
handcrafted, inclusive, authentic, casual, individually unique, down-to-earth
tailors and selecting from an extensive variety of denim related details that are available in each store location. The materials used are environmentally friendly, as is the process that forms the materials into denim garments. The brand promotes local artists surrounding each store location by featuring their work in the form of ad on patches and store decor, making each humankind store unique to one another and to the location it exists in.
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MISSION Be an inclusive brand that provides the space, people, resources and experience to inspire individuals to be part of the denim process and leave with a garment that is tailored to each their specific wants and needs.
VISION Be a brand that does not limit our human connection to only designing for humans, we want design with them. Humankind Denim Co. strives to continuously inspire creativity in both our brand and customers by encouraging collaboration between individuals who see their clothing as an extension of their own identity.
POSITIONING
VALUES
Humankind is the only denim brand that creates an inclusive and
individuality
interactive experience by providing customers with the inspiration, space, people, resources and materials throughout the process to ensure that every individual receives their perfect fit and the design details that are unique to the individual who chooses them.
creativity inspiration artfulness collaboration environmental awareness craftsmanship PG. 55
H U M A N K I N D – D E N I M C O .
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MIND SPACE
SOCIAL
FUNTIONAL
Owning Humankind denim will show that I am a confident individualist, creative, environmentally aware and know that my perfect fit is unique to me. It also signifies that I am in touch with both my local art community and a series of communities who contribute artistic elements to each store location.
The products are of good quality, reasonably priced, and can be tailored and customized at the same time that I purchase them, using the resources, tools and people all available at the store locations.
SPIRITUAL
MENTAL
My denim is manufactured with recycled water used during the denim manufacturing processes. My old denim is either recycled into new denim products or revived into a new garment and donated. The patches I add onto my denim is made by local artists in the area of the Humankind store I visit, allowing the patches and each store to be as unique as I am.
Being part of the process gives me the inspiration, setting, people and resources I need to achieve my individual perfect fit. The store experience challenges my creativity, entertains me and delivers a quality product brought together by the elements I have control over and the supportive environment I need.
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H U M A N K I N D – D E N I M C O .
HAVE QUESTIONS, COMMENTS, OR JUST WANT MORE INFO ABOUT HUMANKIND?
CONTACT US! VISIT OUR WEBSITE humankinddenimco.com CONNECT WITH US ON INSTAGRAM humankind_denimco
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H U M A N K I N D – D E N I M C O .
BEING ONE OF A KIND
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