A Brand Strategy Book

BRAND GUIDELINES

FOR US, BY US

Brand Standards Designer: Jan Michael Amistad GR 604: Nature of Identity

CONTENTS 1.0 1.1 1.2 1.3 1.4

Brand Strategy Brand History Brand Timeline Brand Soul & Mission Statement Competitive Analysis

1.5 1.6 1.7 1.8

Audience Profiles Brand Grid Moodboard Repositioned Mission Statement

2.0 2.1 2.2 2.3

Logo Development Sketches Refinement Color Choices

3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7

Brand Standards Main Logo & Minimum Size Clear Space & Alternative Logo Incorrect Logo Usage Typography & Color Palette Business System Applications Extensions

1.0 BRAND STRATEGY 1.0 1.1 1.2 1.3 1.4

Brand Strategy Brand History Brand Timeline Brand Soul & Mission Statement Competitive Analysis

1.5 1.6 1.7 1.8

Audience Profiles Brand Grid Moodboard Repositioned Mission Statement

Brand History

1.1 FOR US, BY US

Founding 1992 - Hollis, Queens, New York

Description Fubu, an American hip-hop apparel company, was one of the fastest growin apparel companies in the American fashion industry. It produced and offered a wide variety in clothing and accessories, ranging from casual wear and sports wear to men’s semi-formal suits.

History Founded in 1992 by Daymond John along with three other friends in what had started as a move to make “easy money” quickly turned into an opportunity in entering the clothing industry that evolved their intial business of selling top-tied hats into one of the fastest growing apparel companies in the U.S. One day, John and his friend Carlton Brown plied their self-made products in front of the New York Coliseum. Sold with a price tag of $10, the pair managed to sell off their entire line that day. Following this success, John was inspired and eager to pursue a business into the clothing industry.

John mortgaged his home for $100,00 turning half of his home into a factory and the other half as living space. “TEAM FUBU” consisted of Daymond John, J. Alexander Martin, Keith Perrin, Carlton Brown.

Thus, FUBU started their business earnestly, creating new and more varied apparel to sell.

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Brand Soul

At first, business started slow, gaining no real momentum to launch them into a successful company. This wouldn’t last long as John managed to find an opportunity for large exposure for their brand. John had convinced a neighborhood friend, the popular rapper, LL Cool J, to wear their shirts in a few of his videos. This gave the boost John was looking for Team Fubu.

Celebrating the culture of the community.

Future Possibilities Leaving a mark in hip hop fasion, Fubu is in a good position to make a comeback into the market. Fubu can leverage that nostaslgic factor to its benefit. It can even extend its product line to include products beyong clothing such as a social mobile app and electronics like headphones. It can enter into the music

In 1994, John introduced Fubu in the trade show, MAGIC, in Las Vegas. It was there that the brand’s popularity started to surge.

Fubu’s presence was felt as the team received orders of around $300,000. After their successful reveal at MAGIC, in 1995, a South Korean conglomerate, Samsung, invested into FUBU, allowing an increase in production and design.

industry creating its own label.

Key Words • Authentic • Urban

In 1998, FUBU reached its peak popularity, trumping its competitors and grossed over $350 million in annual worldwide sales. The following year saw the company with multiple licensing deals with Pietrafesa Corporation and with the NBA.

• Expression

Competitors • Nike • Sean Johns • Gap

Unfortunately, their success wasn’t long-lived.

A surplus of their products in the market led to their decline, prompting the company to completely leave the U.S. market in 2003.

• Adidas • Rocawear

After a successful venture in international shores, it was annouced that FUBU would be making a return to America with a rebrand as FB Legacy.

2018 found the compay in an ongoing collaboration with PUMA to create a number of shoes and apparel.

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Brand Timeline

1.2 FUBU TIMELINE Founded by: • Daymond John • J. Alexander Martin • Keith Perrin • Carlton Browin in Hollis, Queens, NY.

South Korean company, Samsung, invests in FUBU. The business was then able to increase production and variety in design.

FUBU’s peak popularity, trumping its competitors and grosses over $350 million in annual worldwide sales, winning multiple awards.

Daymond John reveals FUBU at the MAGIC event in Las Vegas.

LL Cool J wears first shirts and became the FUBU spokesperson.

1992

1994

1995

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1998

Decline of FUBU sales due to surplus of products in the market.

FUBU decides to leave the U.S. market for international shores.

Six years later, FUBU makes a comeback in the United States. The company relaunches in America with a rebranding as FB Legacy.

Daymond John announces FUBU will be making a comeback after a six year long absence from the American market.

2003

2009

FUBU begins a partnership with PUMA in an ongoing collaboration resulting in a line of designs in shoes and apparel, and accessories.

2010

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2018

1.3 FUBU’S BRAND SOUL Celebrating the culture of the community.

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BRAND MISSION STATEMENT FUBU’s apparel represents the authenticity of culture and the community. By the people, for the people.

Competitors

1.4 COMPETITORS DIRECT Nike Sean John Ecko Unlimited Phat Farm

ANCILLARY Stussy Rocawear

Scion iPhone Tommy Hilfiger Complex

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FUTURE Instagram Interscope Records Beats by Dre Def Jam Recordings

Acid Pro Coachella Lollapalooza South by South West

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Afropunk Electric Forest

The Audience Profiles

1.5 AUDIENCE PROFILES THE COLLEGE STUDENT

Loves to attend concerts.

If his workload allows, Manuel likes to book tickets to see concerts held in his college as well as other local hip hop events.

Manuel Toledo 29 years old Started college late Location: San Diego Full time student & athlete Favorite shoe: Sports

His best friend is an amateur rapper.

His friend has a youtube account in which Manuel helps uploads some of her freestyle flows. Well, only the ones she isn’t embarrased about, anyway. So far her channel has only two videos.

Hip Hop instrumentals help him focus.

Nothing gets him in the zone like a good beat.

Sometimes he listens to actual songs but then he tends to sing along and lose focus.

Recently recieved Beats by Dre headphones as a birthday present.

Manuel goes nowhere without his beloved headphones. He’s a bass fiend.

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THE PARENT

Migrated to the U.S. at a young age.

Moved from the Philippines to the U.S. at ten years of age. The culture shock was staggering.

Felt like an outsider for until high school.

Omar Alvarez 35 years old A Nurse Location: Lo s Angeles Parent of a newborn Favorite top: hoodie

Found a sense of belonging through hip hop.

Hip hop had touched his heart and become his anthem as well as others who felt left out.

Still purchases physical copies of albums.

As much as it is convenient to hold thousands of songs in his phone, nothing beats holding a freshly bought album.

Often reminisces about the “Golden Age” of hip hop.

Given that he found belonging and identity through hip hop during the 90s, he’s not particularly fond of the direction the industry seems to be heading toward.

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THE YOUTUBE SINGER

Has been singin covers since she was old enough to record and upload online.

Spurred by her passion in singing as well as the successes of some stars from the social platform, she continues to sing and upload to this day.

Alexa Davella 25 years old Recent graduate Location: Virginia Works part-time as a barista Taking a year break before starting a career

Amassed a decent pool of subscribers and followers.

Finding her subscri bers as a sense of validation and, simultaneously, a source of pressure to release new covers every few weeks.

Hoping to be discovered.

The success stories of some stars being discovered online has her hoping against hope to find the same luck. Tirelessly churns new material and keeps a consistent online presence.

Recently did a music video collaboration with a fellow youtuber.

She feels that the music video is a huge step forward to fulfilling her dream.

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THE DJ

Dropped out of college to purely focus on her craft.

Anna began to take more and more gigs which affected her schoolwork negatively. Eventually she chose to leave school and focus on her craft.

Anna Hyunh 30 years old College dropout Location: San Diego Freelance DJ at nightclubs Always seen with headphones around neck

Spent a year in LA, making connections, doing gigs, and increase presence.

She’s the type to put himself out there, whatever the cost.

Has been DJing since high school.

Anna has been honing hers craft since she had his first DJ mixer. She’s even DJ’ed for school events such as Culture Night.

Can play multiple instruments.

Anna’s love for music and being a DJ stems from the piano lessons her mom had her do as a kid. It lit her curiosity for music and sent her trying all kinds of instruments until she found her favorite in the mix table.

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THE POET

First public performance was a class presentation.

An assignment for his english class, he found that he loved to express his thoughts and emotions with the written word.

Bryson Teal 19 years old College Freshman Location: Washington Part-time Burger King employee Favorite poet: Maya Angelou

Regularly attends the monthly spoken word night in the college campus.

It was a club event that he tagged along with and somehow found himself in front of the mic.

He never stopped since.

A friend sometimes asks him to write a song for her.

He’s the poet of the group. Sometimes his friend asks to collaborate in song writing for her youtube uploads.

Finds inspiration in socially active hip hop artists.

He finds alot of similarity and parallels in hip hop songs and poetry. His favorites are the ones the are socially charged and gives voice for those unable to speak.

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THE DANCER

Started break dancing after seeing Breakin’ 2: Electric Boogaloo.

He’s not sure why, but that movie clicked with him. He aped alot of their movements as a child, but during high school he found like-minded friends that helped him grow as a dancer.

David Lee 15 years old High school sophomore Location: San Diego No job Favorite accessory: headphones

Sometimes shoots music videos with friends.

Daniel loves to dance. He also records himself and his friends as a way to critique themselves and improve. Sometimes it leads to music video projects.

Performs during school events.

Has a dancing group called the BBC: B-Boy Crew. During pep rallys and other school events.

Daniel and his crew volunteer to perform for the student body.

Participated in one official breakdancing competition as a freshman.

He loves to dance, but he knows the reality of his skills. Its more of a hobby, but that doesn’t stop him from exploring this dance world he fell in love with. He lost in one competition but he loved seeing everyone’s unique moves.

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Brand Grid

1.6 BRAND GRID THE PAST

FUBU

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THE FUTURE

FUBU

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Keyword Pulls

1.7 MOODBOARD

Rhythym Vibrant Explosive

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RHYTHM

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VIBRANT

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EXPLOSIVE

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1.8 REPOSITIONED MISSION STATEMENT FUBU is an acronym of For Us, By Us. We are rooted in representing the expression of culture of the people. For generations, we offered apparel that celebrated the authenticity of culture and community.

We are expanding to reach out to those that wish to express themselves. FUBU will now offer a social platform and a music label to showcase the unique personality of the individual and a place for aspiring artists to shine.

We will also offer new products in electronics to give people the opportunity to listen to authentic music that touch the soul. We are here to give a platform to those often held back and misunderstood.

FUBU understands the people because FUBU are the people.

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2.0 LOGO DEVELOPMENT 2.0 2.1 2.2 2.3

Logo Development Sketches Refinement Color Exploration

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Logo Development

2.1 SKETCHES SEMIOTIC EXPLORATION

EMBLEM & PICTORIAL MARKS

SYMBOLIC/ABSTRACT MARKS

TYPOGRAPHIC LETTERFORMS

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WORDMARKS

COMBINATIONS

KEYWORD

CHARACTER IDEAS

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Logo Refinements

2.2 REFINEMENTS TIGHT SKETCHES

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DIGITAL REFINEMENTS

fUbU

fUbU

fUbU

fUbU

fUbU

fUbU fUbU fUbU fUbU fUbU

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Color Refinements

2.3 COLOR CHOICES COLOR EXPLORATION

B&W

From the digital refinements, three schemes were chosen to continue experimentation. The brand logo was put through a black and white or greyscale, warm, and cool monochromatic color schemes for expl;oration.

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COOL

WARM

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3.0 BRAND STANDARDS 3.0 3.1 3.2 3.3 3.4

Brand Standards Main Logo & Minimum Size Clear Space & Alternative Logo Incorrect Logo Usage Typography & Color Palette

3.5 3.6 3.7

Business System Applications Extensions

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Primary Logo Application

3.1 PRIMARY LOGO APPLICATION MAIN LOGO

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MINIMUM SIZE

No smaller than: 72.55px by 39.39px // 1in by .5in

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Secondary Logo Application

3.2 CLEAR SPACE

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ALTERNATIVE LOGO

Complete black

A greyscale logo maybe used in various shades

A lighter shade of the main blue

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Incorrect Logo Application

3.3 INCORRECT LOGO USAGE 1. Do not tilt the brand name.

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2. Do not make the brand name all caps.

3. Do not crop the logo in any way.

4. Do not fill the brand name with another color.

5. Do not use colors other than 2

those authorized.

6. Do not disproportionately resize the logo.

7. Do not move the brand name around.

8. Do not reverse the logo scheme.

9. Do not change the opacity, 10. Do not add a gradient.

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11. Do not use alternating colors with the brand name.

12. Do not use a serif typeface.

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FUBU

5

9

6

10

7

11

8

12

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f UbU

Typography

3.4 PRIMARY TYPOGRAPHY GILL SANS REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

GILL SANS BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

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Color Palette

FUBU COLOR PALETTE

CMYK: 98, 73, 49, 50 RGB: 0, 46, 66

HEX: #002E42 PMS: 303 XGC

CMYK: 56, 27, 17, 4 RGB: 117, 161, 188

HEX: #78a2bc PMS: 542 UP

CMYK: 61, 52, 52, 22 RGB: 99, 99, 99

HEX: #636363 PMS: P 172-12 C

CMYK: 75, 68, 67, 90 RGB: 0, 0, 0

HEX: #000000 PMS: 20-0194 TPM

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Business System

3.5 THE FUBU BUSINESS SYSTEM

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Dave Attenbrugh 16548 La Palata Lane San Diego, CA 10123 FUBU Corporation 4157 Amygdala Court New York, NY 15478 fubu@fubu.com (123) 456-8693

FOR US, BY US FUBU Corporation 4157 Amygdala Court New York, NY 15478 fubu@fubu.com (123) 456-8693

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Brand Applications

3.6 FUBU APPLICATIONS

Mobile App This is the official FUBU mobile app to access account, membership benefits, sales, and news.

FUBU Uniform The employee uniform has two alternative designs. One design has the brand name large, across the back and the other has the logo in front as a tag.

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FUBU UNIFORMS

Alternate 1 This uniform has full colored body with white sleeves and cool cuffs.

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Alternate 2 This uniform provides the opposite of scheme of the previous uniform with a full white body and colored sleeves and collar.

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Brand Extensions

3.7 FUBU BRAND EXTENSIONS HEADPHONES & SPEAKERS For anyone always on the go, these products are an outlet to enjoy music with quality sound anytime, anywhere.

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MUSIC LABEL A music label that will help foster and encourage growth in the musical talents of its artists. It provides the platform for the expression of the individual through music.

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MUSIC FESTIVAL A celebration of FUBU’s artists sharing their talents and voices on stage, with people who are not fans, but family. It also provides a showcase of FUBU’s popular and upcoming devices.

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