BRAND B oo K
1001 - 1 / CONCEPT
ORIENT MEETS OCCIDENT
OCCIDENT MEETS ORIENT
ONE
oo ONE
INDEX
1001-10
Vision
1001-12
Mission
1001-14
Central Values
1001-16
Functional Values
1001-18
Expressive Values
1001-20
The Tribe
1001-22
Aesthetic Language
1001-26
The Logo
1001-28
Colors
1001-30
Typography
1001-32
Tone of Voice
1001-34
Art&Graphic Design
1001-37
References
1001-38
EL
Concept
KHALED
1001-08
INDEX
ONE
oo
ONE
X
Introduction
BARINI
index
1001 - 6 / CONCEPT
MERHABA merhaba
Welcome to the world of ONE oo
understand what’s behind. You will not only learn about our conceptual starting points but also about our aesthetics. We want to capture you with the appeal of two diverse cultures to inspire you and give you guidance to make you jump on to our magic carpet!
1001- 7 / INTRODUCTION
RAZAK ABDUL
you
x
later..) is to introduce you to this world and make
ONE
same time a little art gallery (more about this
oo
The purpose of this book which is at the
ONE
and West meet.
HASHIM
ONE; a world where Middle East
THE CONCEPT the
concept
ONE oo ONE is a modern
have besides a great
street wear brand with
heritage a lot of young
Oriental vibes. We can’t
energy that deserves
get enough of all these
our attention.
sweaters, sneakers and shirts but still, it’s time for some new flair! In times of globalization even for the most ignorant, it becomes LUCKILY hard to deny the world’s cultural diversity.
Our remedy: We blend cool street wear with creative expressions from the World. We don’t only want to bring an Oriental feeling into a Western aesthetic but collaborate actively with young Arabic
Driven by curiosity and
artists to give them the
thirst for adventure, we
opportunity to spotlight
hit the road to the yet
both, their mindset and
uncharted Middle East.
their creative approach
At the latest through
to their heritage.
the Arabic Spring, this
ONE oo ONE is a mind
rather controversially
opener that is ready
perceived part of the
to thrill and raise
world has raised it’s
enthusiasm.
voice and proved to
1001 - 8 / CONCEPT
1001 - 10 / VISION
THE VISION the vision
The Arabic World is a diamond in the rough; ready to shine.
1001 - 11 / VISION
THE MISSION the mission
We encourage out of the box thinking by merging young Western spirits with Oriental wanderlust.
1001 - 12 / MISSION
C E N T RA L VA LU E S central
values
Open-minded It’s time to throw stereotypes over board and think out of the box! Arabic culture has been cloaked by a veil of narrow-mindedness and prejudice. We do away with this fallacy by giving a new approach to Middle Eastern culture. Risky? Only for those who fear the unknown!
Cross-Cultural We decided to enter the next level of globalization: We bring West and Middle East together, convinced that blending these two controversies can only result in a thrilling multiculti cocktail that enriches and vitalizes both cultures equally.
1001 - 14 / CENTRAL VALUES
F U N C T I O N A L VA LU E S functional Creative ONE oo ONE is a street wear brand and platform for artists at the same time. We don’t understand a word of Arabic, neither can we read or cook Arabic, that’s why we thought we better leave this part to those who do. In collaboration with young artists and graphic designers from the Middle East, we create this way wearable works of art.
Casual Looking for cool clothes that could compete with the nonchalance and comfort of a good old PJ? [Yes, we know how 99% of humans spend their Sundays.] The feeling our clothes give you, thanks to selected materials and careful manufacturing, could possibly turn you into a couch potato. They are made to allow you freedom of movement, thinking and just living your daily life... And if you miss this target, you will be at least a hip couch potato!
1001 - 16 / FUNCTIONAL VALUES
values
E X P R E S S I V E VA LU E S expressive
values
Refreshing A watermelon is nothing against us! We join young forces from two diverse cultures to create a contemporary and exciting mix. Apart from novelty, we stand out with our combination of creative genius, cultural diversity and wit. Coolness and casualness not even to mention...
Oriental Street wear alone is already genius but we spice it even more up with modern artistic influences from Arabic world. In doing so, we give a part of Western youth culture not only a wind of change but a whole new meaning. We bring young spirits of two worlds together to set a strong statement that goes beyond clothes.
1001 - 18 / EXPRESSIVE VALUES
1001 - 19 / CONCEPT
THE TRIBE THE TRIBE We are young globetrotters of mind and soul whose curiosity knows no borders...
...and we know that there are
In times were we’ve become just
many more of us out there. The
as spoiled as daddy’s little girl, the
bad news: Not all of them are
search for “new food” becomes
aware of their destiny yet.
harder. There’s already so much
Who they are? Big city kids at heart [just for the record: for us “a kid” is between 16 and 28 years
out there that everything seems already seen and screaming “BORING!”.
old] that are constantly on the
We help our protégés to get on
move; dancing, skating or just
the right track by encouraging
strolling around.
them to step out of their comfort
They do what they do because they like it .That does not only sound like they are super cool, they also look like they are. At the bottom they are however still
zone. We want to catch their interest and curiosity to discover an outlandish culture and show how it can give new meaning and drive to the already known.
greenhorns with their beaks wide
This way, we give our tribe the
open, hungry for adventure and
chance to stay true to themselves
thrill.
and their style while taking both at the same time to a whole new level.
1001 - 20 / TRIBE
1001 - 21 / CONCEPT
1001 - 22 / CONCEPT
1001 - 23 / CONCEPT
1001 - 24 / CONCEPT
A E S THE T I C L A NG U AG E aesthetic language
Caution After learning about our concept, it’s time to introduce you to the aesthetic
We might not seem like fancy curators but somehow we are. Graphic design and modern art from the Middle East set the tone for our entire aesthetic and make our brand what it is.
The Hexagon Inspired by its use in traditional Arabic tile patterns, we pick up the Hexagon and give it a fresh face. We use it as well as a whole as in fragments. By the way: The ressemblance to a rough diamond is of course not a coincidence.
1001 - 25 / AESTHETIC LANGUAGE
MORZETA
Art Gallery
X
be prepared for a possible overstimulation
ONE
The Orient is an exciting but restless area, so better
oo
worlds come together to create a diverse mix.
ONE
essence of our brand, elements from two
MALHALLATI
language of ONE oo ONE. Following the
ONE
oo ONE 1001 - 26 / LOGO
THE LOGO THE logo We like to set ourselves up as
also prevails the logo. Our
super cool and unapproachable
incorporate color 1001-Grey sets
but [at the risk of ruining our
the tone: It hints at the spirit of the
repetition] we have to admit that
streets, the home youth culture and
at heart we are little dreamers.
of course street wear. The strong font XXI Army adds a touch of graffiti and
Some genius among us, might
rebeliousness.
have already discovered the allusion to the tales of One
The little but significant Arabic twist
Thousand and One Nights. They are
shows in the zeros of our brand name:
set between Occident and Orient;
Using the Oriental font XXII Arabian
just like our brand.
Onenightstand in our passionate, 1001-Coral, we spice things up and
The overall design of our logo is rather discreet, yet it takes up the opposing cultural influences. It
bring some Arabic moves into the game.
unifies them and shows how they
A rectangular frame holds
affect each other.
everything together and rounds it
Since our brand is dominated by the Western notion, this aesthetic
up with a straight-forward touch, that mirrors perfectly our attitude.
1001 - 27 / LOGO
When you clash two cultures, the outcome can only be an explosion of colors.It sounds awefully corny but yes, our brand makes use of the whole rainbow. Of course we don’t hurl indiscriminately around with colors but use it with consideration and style: We chose each time one color as a starting point on which we base a prevailing concept. The works of our artists offer hereby a great source of inspiration. We leave them all their creative freedom, convinced of their taste and skills in dealing with colors.
Main typography color We wouldn’t call ourselves innocent but feel that everything else is already bright enough, that’s why we keep our text preferably white.
The colors of our logo: Western street coolness meets Oriental temperament
Examply Color Scheme: Very Vio1001-Coral
letww
1001 - 28 / COLORS
1001-Grey
COLORS colors
1001 - 29 / COLORS
TYPOGRAPHY typography We are a diverse brand that covers
two diverse cultures, that’s why we use diverse fonts:
DejaVuSans Following the Western aesthetic as our base, we use a simple main font that leaves enough room for Oriental expressions. Subheadlines are always emphasized by use of color, headlines only if required by the background.
Headlines in capitals - Size: 28-30 pt, Tracking: 250 Subheadlines - Size: 14-16 pt, Leading: 20 pt Body text - Size: 10-12 pt, Leading: 20 pt
AA
Aa
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [?!.,;/-:&] 0123456789
1001 - 30 / TYPOGRAPHY
Alhambra Arabic calligraphy represents an import element for our aesthetic, so it would be absurd if we wouldn’t include it in our typography. Since we are [emberrassingly] nor eligble of reading nor writing it, we fall back on a pseudo Arabic font for our second headline that is responsible for the Oriental spirit in our texts. Important: This font is only used in minuscules!
Headlines in minuscules - Size: 28-30 pt, Tracking: 250
aa
abcdefghijklmnopqrstuvwxyz
XXI Army We use the dominating font of our logo also in form of a vertical aligned stroke for slogans and as a stamp on the masterpieces we feature. We want to honor and spotlight our creative collaborators because they make our band what it is. Import: Only use this font in capitals
AA
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
1001 - 31 / TYPOGRAPHY
X ONE
AA
oo
Stamp - Size: 12 pt, Tracking: ca. 300
ONE
Slogan - Size: 50 pt, Tracking: ca. 250
slOgAN
space.
ARTIST
and adapt tracking and positioning in accordance to
ZAYED ISLAM X ONE oo ONE
1001 - 32 / CONCEPT
TONE OF VOICE tone
of
voice
We say what we think. Some might call it rude, we call it straight-forward and uncomplicated. With it comes a pinch of cheekiness and youthful imprudence. Telling by the fact that you are still with us, you can handle this. That’s good, because we like people and keeping it personal, so we often speak directly to YOU! Most of the times we know exactly what we are doing but still we don’t take ourselves too serious. We have a sense of humor and consider sarcasm a good friend. Enjoying life is crucial for us but still we don’t close our eyes to reality but embrace it – we just do it our way!
1001 - 33 / TONE OF VOICE
A RT & G RA P H I C D E S I G N art&graphic
design
ONE oo ONE is more than just a street
consider Arabic calligraphy one of
wear brand, it’s also a forum for
our aesthetic key elements. It’s
artists and graphic designers from
strong, variable and appealing.
the Arabic world. Without them we would be just boring and lost. They make our brand what it is.
The Iranian graphic designer and professor of visual culture Reza Abedini is one of our freelancers. He
Especially in such stirring times
applies and redefines the diversity of
as the Middle East is facing in the
both, the historical and the modern
aftermath of the Arabic Spring, we
Iranian culture in strong graphical
want to give concerned creatives
works. His motivation:
the chance to spotlight their great potential and personal approach to their heritage. Since we don’t like others to tread on our feet, we allow our artists tons of creative freedom and involve them actively in our design process. We inspire them and they inspire us.
“I consider graphic design an influential device for international communication.” Creatives like Reza are on our wave length. Together we can not only create a new generation of street wear but something even bigger; something that does not only open but also blow minds!
ONE oo ONE gives everybody, from established artists to graffiti sprayers and newbies a chance. We are open for every creative expression but
1001 - 34 /ART&GRAOHIC DESIGN
1001 - 35 / CONCEPT
ONE
oo
ONE
x
REZA
ABEDINI
Cover: Art work from the Duwamah Series by Sherin Guirguis http://gallerywendinorris.com/a.php?view=&event_id=99 Index: Graphic Art by Khaled El Baarini
REFERENCES references [ Just to avoid trouble... ]
http://www.tumblr.com/tagged/fairouz
1001-8: Graphic Art by Abdul Razak Hashim
http://pics6.this-pic.com/image/islamic%20design%20graphic 1001-11: Arabic Graffiti
http://www.stoffwechselgallery.com/?p=330 1001-12: Luminous Arabic Letters
http://25.media.tumblr.com/tumblr_mehbvx835f1qzgyxho1_1280
1001-15: Wylie Hays for Luv AJ, photographed by Claire Thomas
http://www.formaganda.com/2012/05/claire-thomas-fotografiert-wylie-hays-fur-luv-aj/ 1001-17: Victoria Beckham for 10 Magazine, photographed by Cedric Buchet
http://www.artpartner.com/artists/image/cedric-buchet/10-magazine-victoria-beckham/ 1001-10: Slimane Tables by Hamimi
http://wolfandsparrow.net/2013/04/22/hamimi/ 1001-21: Singer M.I.A. for Paper Magazine, November 2012 Issue http://styleblazer.com/98483
1001-23: Knitwear Designs by Mia Lopes, photographed by Rebecca Eden http://knitgrandeur.blogspot.nl/2012_06_01_archive.html
1001-24/25: Horus and Anubis in Islamic Cairo, 2006, by Sam Bardaoui
http://www.artribune.com/2013/01/riorientare-larte-intervista-con-sam-bardaouil/ 1001-26: Graphic Art by Morzeta Malhallati
http://www.persianissimo.ir/index.php/designers/morteza-mahallati/ 1001-31: Graphic Art by Anne Miltenburg http://annemiltenburg.com/nowruz/
1001-33: Graphic Art by Urban Bedou Girl
http://pinterest.com/pin/393220611184509908/ 1001-35: Graphic Art by Islam Zayed
http://talent.adweek.com/gallery/Coke-Ramadan-Calligraphy-Pitch/7249509 1001-37: Poster for the 20th International Graphic Festival Chaumont, desgined by Reza Abedini http://www.cig-chaumont.com/en/cig/page/
1001-38: Poster Is Peace possible? by Zac Neulieb
http://www.behance.net/gallery/Severed-Poster/1108863
1001 1001 - 36 - 36 / REFERENCES / CONCEPT
NEULIEB ZAC X ONE oo ONE 1001 1001 - 37 - 37 / REFERENCES / CONCEPT
1001 - 38 / CONCEPT
ONE
oo ONE
BY
MIRIAM
AL-MASSAD
1001 - 39 / CONCEPT
1001 - 40 / CONCEPT