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LETTER FROM THE CREATIVE DIRECTOR
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INTRODUCTION TO THE BRAND
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PRIMARY IDENTITY ELEMENTS
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IMPLEMENTATION OF THE BRAND
A LETTER FROM THE CREATIVE DIREECTOR
The TJ Newell brand is inspired by the heritage of handcrafted leather goods. The brand experience is based upon the unmatched quality of individually handmade items. In using this brand guide, it is ensured that one will have a strong and consistent sense of not only how the branding should be implemented, but who TJ Newell is and what his brand epitomizes. TJ is someone who gives his all to everything he does, every piece he crafts is meticulously made with love and is made to last. It was a pleasure being able to design this system, and I hope that others are able to get a true sense of what the TJ Newell brand represents.
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INTRODUCTION TO THE BRAND
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THE BRAND
HOW TO
This manual was developed in order to be used whenever someone is using the TJ Newell brand to advertise, represent, or communicate any sort of information about the TJ Newell brand. The information in this booklet is meant to be used by any designer producing work for the TJ Newell brand, every designer should consult with TJ Newell throughout the course of designing for the brand.
MESSAGE
The use of the containing shape is meant to evoke feelings of quality and craft, it is supposed to pull the shape from an old school workers badge and construction signage. The use of the sewing machine as an icon is supposed to harken to the golden age of handcrafting and it’s used to represent the idea that he is doing it all by hand. The tone of red is meant to evoke feelings of craft and remind of a classic but modern quality.
OVERVIEW
The TJ Newell brand is one of craft, authenticity, quality, and heritage. Viewers should obtain a sense of TJ’s desire to create a truly authentic and quality products for all of his customers. This branding takes after TJ Newell himself because it is a simple, clean representation of quality.
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PRIMARY IDENTITY ELEMENTS
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THE MARK
As addressed in the brand overview, the TJ Newell brand is meant to evoke feelings of quality. The sewing machine icon is meant to represent the fact that TJ does everything himself by hand in shop. Furthermore, it is meant to represent the quality of goods from the past being brought to a modern age. The shape is used to create a sense of sturdiness and quality, as well as the color. The signature is meant to be used as the primary branding element, then the mark as the secondary, and the logotype as the tertiary.
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THE LOGOTYPE
THE SIGNATURE
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ALTERNATE USE
The TJ Newell branding system is meant to be used in the primary signature with a red containing shape and all else black. Yet, in the situations that arise when the main color scheme makes the signature illegible the designer has two options. The designer can use the branding elements in either all white or all black if necessary.
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PROPER USE
TJ N EWEL L L E A T H E R
G O O D S
Never substitute type in the logo, Never alter the colors of the logo, Never put other words or phrases in the logo, Never tilt the logo, Never distort the shape of the logo, Never alter the proportions of the logo in any way, Never add elements inside or over the logo, Never rearrange the elements of the logo unless there is a special usage and approved by TJ Newell, Never reverse the red of the shape and the logo.
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TYPOGRAPHY
ALTERNATE GOTHIC NO.2
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
CHAPARRAL PRO BOLD
ABCDEFGHIJKLMNOPQR STUVWXYZ0123456789
CHAPARRAL PRO
ABCDEFGHIJKLMNOPQR STUVWXYZ0123456789
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
All design work regarding the TJ Newell brand must use these typefaces. Alternate Gothic No.2 is the primary typeface of TJ Newell and is meant to be used exclusively in all caps. Chaparral Pro is the typeface that is intended to be used in the body copy of all business stationery and throughout the website.
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COLOR
RED C | 21, M | 97, Y | 93, K | 12, R | 178, G | 40, B | 43, PANTONE1805C
BLACK C | 100, M | 100, Y | 100, K | 100, R | 0, G | 0, B | 0
This color palette was inspired by colors that are both used in his work and are reminescent of counstruction and trades of the past that instill ideas of quality. Designers should use the codes provided in every article of work regarding the TJ Newell brand.
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SIZING & CLEAR SPACE
SIZING .5 IN
1 IN
CLEAR SPACE The TJ Newell signature is never to be used at a scale smaller than one inch wide when scaled down. As for the mark alone, the designer is able to size it down to half an inch wide. In regards to clear space around the logo, the designer is meant to use the cap-height of the letter T in ‘TJ NEWELL’ as a reference for how much space should be between it and other logos. If one wants to go against any of these rules TJ Newell should be contacted.
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I M P L E M E N TAT I O N O F T H E B R A N D
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BUSINESS STATIONERY
W www.tjnewell.com P 805-827-2039 E TJ@tjnewell.com
W www.tjnewell.com
P 805-827-2039
E TJ@tjnewell.com
705 16th Avenue San Diego CA, 92104
The business stationery establishes design motifs that are used throughout the course of the TJ Newell brand. The typography, color, and content division is something that is brought directly from the business stationery to the brand. The content is meant to be simplistic and centered. The content such as phone, email, and website is divided using pipes that implement the same color as the signature.
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EPHEMERA & SIGNAGE
EPHEMERA SIGNAGE The branding is consistent throughout the ephemera and signage. In the ephemera, everything is meant to be centered and simplistic. Everything is meant to be clean and utilize as much white space as possible. The same rules apply for signage, the designer is meant to center the TJ Newell signature and have the proper amount of white space around it as outlined earlier.
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WEBSITE
The TJ Newell website was designed for a few purposes, it was designed so users could buy his products and contact him. The blog was designed in order to create a greater connection between the customer and designer. A section was dedicated to show the experience he has in order to show his credibility. Lastly the site has a section that lets the viewer read more about TJ himself. Overall the site design was meant to be simple in order to follow the brand experience and to be easy to navigate.
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DESIGNER
Matthew Linman mlinman2100@pointloma.edu (805)827-2039 www.behance.com/mlinman2100
OWNER
TJ Newell TJ@tjnewell.com (503)713-7649 www.tjnewell.com
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