One 00 One Brand Book

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