Brand Strategy Book The Nature of Identity Spring 2019 / Thomas McNulty Designed by Nannan Li
01 Brand Strategy
1.0
History
1.1
Timeline
1.2
Brand Soul
1.3
Competitors
1.4
Audience
1.5
Reposition
1.6
Brand Grid
1.7
Mood Boards
1.0
History A North American clothing manufacturer, designer, distributor, marketer and former retailer based in Los Angeles, California. Founded by Canadian businessman Dov Charney in 1989. It was a vertically integrated company that ranked as one of the largest apparel manufacturers and marketers in North America. After losing money for six consecutive years, American Apparel filed for chapter 11 bankruptcy in the U.S. on October 5, 2015 in the United States Bankruptcy Court for the Central District of California.
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Rise 1997 1995 1989
Founded as wholesale Distributor in Los Angeles
Launched its Classic Gril Line, which opens the door to fashonable basics
American Apparel is created by Canadian businessman Dov Charney
2017 2018 Owned by Gildan Activewear and makes most of its garments in Honduras and Nicaragua
Shutted down company factories and closing its 110 stores
2005 2004 2003
Opened stores in Asian, Latin American, Australia
Launched E-commerce website; Opened first store in Canada and Europe
Opened first retal store in Sunset Blvd. Los Angeles
2008 2010 2015
Sales started declining
Reported highest net loss in company history
Filed for chapter 11 bankruptcy in the U.S
Fall
1.2
Soul & Mission “Natual Beauty� Bring quality basics (from socks to funitures) to the world and spread a belief that the natural beauty and individuality came from the basics.
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1.3
Competitors DIRECT
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ANCILLARY
FUTURE
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Ann Age: 26 Occupation: Assistant editor Status: Single Income: $4000 / month Interests: Fashion and art
CLOTHING RATING Price Comfort Style Quality
“ I used to read fashion magazines and tried to mimic the way the celebrities dress. Later, I figured out that trendy changes too often, so I decided to have my own style of dressing. Minimalism is my icon.�
Russ Age: 28 Occupation: Rapper Status: Single Income: $7500 / month Interests: Pop culture
CLOTHING RATING Price Comfort Style Quality
“ I wanna be a different rapper in dressing. Gold chain and sackig pants are not my thing. I just like basic and clean look clothes that let people focus more on what I sing than what I wear. �
Elly Age: 22 Occupation: Student Status: Single Income: $500 / month Interests: Social Media
CLOTHING RATING Price Comfort Style Quality
“ I always like to dress stylish, but being comfy is also important because i spend a lot of time at school. I am quite broke, so anything affordable is my thing.�
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Shila Age: 29 Occupation: Accountant Status: Married Income: $6000 /month Interests: Famaily and Reading CLOTHING RATING Price Comfort Style Quality
“ I live with my husband and a 3-year-old boy. Basically, I am in charge of the most apparel purchasing for my family. I would like clothes to be in high quality and endurable.�
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Maria Age: 24 Occupation: Cashier Status: Single Income: $3500 / month Interests: Food and cooking CLOTHING RATING Price Comfort Style Quality
“ Every time I went shopping, it was not easy to find the size that fits me well. I think I have beautiful body, and do wish there are more fashionable apparel design for girls like me.�
Sam Age: 31 Occupation: Freelancer Status: Married Income: $9000 / month Interests: Reading and Writing CLOTHING RATING Price Comfort Style Quality
“ I like the classic designs in clothing. I don’t want to spend too much time deciding which one to wear everyday. Anything neat and good quality is what I am shooting for. If I like one design, I would buy a bunch of it at one time.”
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1.5
Reposition Innovation for clothing industry; Inspire personal style; Environmental friendly; Funiture and homegoods business; Multibrand cooperations.
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Basic Natural Global Bold Freedom 19
1.6
Brand Grid THE PAST
American Apparel
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THE FUTURE
American Apparel
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1.7
Key Words
Minimal
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1.7 - 2
Energetic
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1.7 - 3
Inspiring
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02 Logo Development
2.0
Brainstorm
2.1
Tight Sketches
2.3
Computer Roughs
2.2
Logo Refinements
2.0
Brainstorm Semiotic Exploration Emblems & Pictorial Marks Symbolic / Abstruct Marks Typographic Marks Combination Key Works & Pulls Character
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2.1 Tight Sketches and Computer Drafs
2.1
Tight Sketches
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Candidate 1
Candidate 2
Candidate 3
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COMPUTER DRAFT
2.2
Computer Roughs
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2.3
Logo Refinements
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03 Brand Standards
3.0
Logo Concept
3.1
Logo Construction
3.2
Clear Spaces
3.3
Minimum Sizes
3.4
Color Palette
3.5
Typography
3.6
Signatures
3.7
Unauthorized Uses
3.8
Business System
3.9
Applications
3.0
Logo Concept American Apparel’s logo is a combination of the initials and the wordmarks. The two As were designed with geometric shapes. We aim to use the bold letter to convey the bold but simple spirit of American Apparel.
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Brandmark
Full Logo
Wordmark
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3.1
Logo Construction American Apparel’s logo is about geometric shapes and oblique angle cut through the brandmark.
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Geometric Shape include four triangles and two cricles.
The oblique cut is at 62° angle.
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3.2
Clear Space The clear space is defined by the letter “x� at an equal distance around the logo.
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Full Logo
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x x 1/4x
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1/4x
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Logotype Logotype
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x 1/2x
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x
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3.3
Minimum Sizes The minimum size of the logo is 0.87 inch wide 0.49 inch tall.
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0.87’’ wide o.49’’ tall
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3.4
Color Palette
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PANTONE: BLACK CMYK: 100, 100, 100 , 100 RGB: 0, 0, 0 HEX: 000000
PANTONE: WHITE CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: ffffff
PANTONE: 1797 CMYK: 0, 99, 100, 0 RGB: 255, 0, 0 HEX: ed2124
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3.5
Typography The geometric shapes of the logo design makes a good harmony with the typeface Futura due to the similarity. We believe Helvitica will make a good visual balance to the brand as the body text.
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A A A
Logo wordmark
Futura Bold ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuv wxyz 1234567890
Headline
Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Body Text
Helvetica Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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3.6
Signatures Signatures only apply to authrized products and extensions. The brandmark can be used alone. When using outline signature, it can be either a rectangle with thin line or a round cornersquare with bold line (depends on the background color and choice of material).Wordmark should set below the brandmark when putting together.
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3.7
Unauthorized Uses 1. Don’t stretch the logo 2. Don’t use all caps or no caps. 3. Don’t type in any other fonts. 4. Don’t use one outline cap 5. Don’t Crop. 6. Don’t apply other colors 7. Don’t rotate. 8. Don’t drop shadow 9. Don’t change opacity. 10. Don’t Change the distance of the two As.
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AMERICAN APPAREL
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American Apparel 4
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3.8
Business System
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3.9
Applications
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04 Brand Extensions 68
4.1 Furniture 4.2 Toiletries 4.3 On the Go
4.1
Furniture It is a natural evolution for our brand via the use of the same materials, individualistic sensibility and the basic concept to expressed in signature elements such as the cotton texture and styles. We aim to bring a simple but comfortable home for you.
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4.2
Toiletries American Apparel Toiletries series that uses natural water from Alaska prefecture. Contains vitamin C derivative as the active ingredients to prevents blemishes and freckles from UV ray. Infused with natural apricot juice, grapefruit extract and purslane extract. Gentle for individuals with sensitive skin.
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4.3
CarryOns A simple packing case constructed from a special, multi-layer polycarbonate alloy formulation, V3 is supremely durable, remarkably light and ready for the journey ahead. This international slim carry-on is geared for both international and domestic travel and features a slimmer, more streamlined silhouette with classic precision-cut and performance-driven features.
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www
www.americannaturalbeauty.com