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GRAPHICS STANDARD MANUAL
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INTRODUCTION
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INTRODUCTION
INTRODUCTION FEDERAL Logo
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Logo Concept
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Tagline Usage
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SERVICEMARK RULES Clear Space
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Minimum Acceptable Usage
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Color Applications for Logo
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Color Variations
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Color Palette
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Unacceptable Logo Usage
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TYPOGRAPHY Typeface
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Primary Typeface
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Web Typeface
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Powerpoint Presentations
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Justification of Text
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PHOTOGRAPHY Clothing and Products Photography Do’s
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Lifestyle Model Photography Do’s
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Lifestyle Model Photography Don’ts
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Other Photography Do’s
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INTRODUCTION
INTRODUCTION FEDERAL Logo Logo Concept Tagline Usage
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FEDERAL LOGO
ideals of our company, make us highly recognizable, and
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It has been designed to represent the momentum and
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The Federal logo is a foundational component of our brand.
differentiate us in a competitive marketplace. When used
LOGO CONCEPT The logo is an expression of freedom, direction, adventure, travel, and life experiences that define our customer. Federal is a men’s clothing store, so the Federal logo is meant to be bold, masculine, and strong. The elements within the logo symbolize certain aspects that can define one’s experiences. The geometric, triangular shape of the logo represents the top of a compass pointing North. This shape is incorporated with a cross shape of lines, all together this imagery symbolizes direction. The geometric shapes placed among the directional lines, towards the bottom of the logo, represent the city and the mountains, or nature. This represents exploration, whether one experiences life in the city or immersed in nature. The two stars on the side of the Federal Logo play off of the fact that the store is located in Washington, DC. The stars tie into a theme of American pride and/or recognition of living in DC, the nation’s capital.
TAGLINE USAGE • The tagline “Man Defined” may be used in internal and external communications. • “Man Defined” is the only tagline used with the Federal logo. • The tagline can ONLY be used with the logo, never independently.
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INTRODUCTION
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Federal brand.
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with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the
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SERVICEMARK RULES
SERVICEMARK RULES Clear Space Minimum Acceptable Usage Color Applications for Logo Color Variations Color Palette Unacceptable Logo Usage
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SERVICEMARK RULES The Federal logo, including its design elements, colors, and tagline, are servicemarks owned by Federal. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Federal are the only files that should be used.
CLEAR SPACE
length as the height of the “Federal� letters in the brand logo.
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X-height is defined as a square whose sides are the same
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by an area of white space equal to at least 2 X-height units. The
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Unless otherwise prescribed, the logo should be surrounded
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tagline is 15 mm or 0.6".
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The minimum size, in diameter, of the Federal logo with the
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MINIMUM ACCEPTABLE USAGE
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COLOR APPLICATIONS FOR LOGO Appropriate use of the logo is the most important part of maintaining the Federal brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
COLOR VARIATIONS Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used: DD E RR AA
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primary version is unreadable.
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against light or bright colored backgrounds where the
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Grayscale/Black: For black and white publications, or
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SERVICEMARK RULES
ground, where the primary version is unreadable.
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Reversed White: Reversed to white against a dark back-
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PMS: Use for one or two color print projects, see color
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chart. This color variation provides a richer black.
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Reversed PMS: Reversed to white against a dark back-
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ground, where the primary version is unreadable. This
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color variation provides a richer black. A AN NE N D D E FF II N
COLOR PALETTE The Black and White Color Palette should be used accordingly with to the system of color matching required: C = 0 M = 0 Y = 0 K = 100
C = 66 M = 63 Y = 67
K = 71
C = 0 M = 0 Y = 0 K = 0
CMYK: To ensure correct color reproduction use for four color printing.
PMS: Primarily for logo color matching and two color
PMS BLACK C
printing. PMS Colors are standard colors with the majority of printers around the world.
R = 0 G = 0 B = 0 #000000
R = 46 G = 41 B = 37 #2e2925
R = 255 G = 255 B = 255 #ffffff
RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
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UNACCEPTABLE LOGO USAGE
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the proportions and positioning of each element in our logo
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configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy
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Our logos are custom-designed artwork. With this in mind
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Do not distort
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to avoid misrepresentation:
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Do not rotate
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Do not change the color
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Do not rearrange, take out, or change elements
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Do not change the typeface
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Do not place on a complex background 12
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TYPOGRAPHY
TYPOGRAPHY Typeface Primary Typeface Web Typeface Powerpoint Presentations Justification of Text
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TYPOGRAPHY Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.
PRIMARY TYPEFACE Gibson The typeface is an important element of the Federal brand appearance. The Gibson type family is used to complement the Federal logo, it sets a confident, contemporary tone. Gibson gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Gibson fonts for all professionally printed materials.
WEB TYPEFACE Gibson Use for web and screen applications. For headers use Gibson in uppercase; body copy use Gibson in lowercase.
POWERPOINT PRESENTATIONS Helvetica Neue
JUSTIFICATION OF TEXT The primary justification for text should be left aligned; all body copy should be left aligned. Occasionally, text may be right aligned, if done as a design aspect. Centered text should only be used for short copy.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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PHOTOGRAPHY
PHOTOGRAPHY Clothing and Products Photography Do’s Lifestyle Model Photography Do’s Lifestyle Model Photography Don’ts Other Photography Do’s GRAPHICS STANDARD MANUAL
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IMAGERY AND PHOTOGRAPHY The Federal brand relies on photography to sell, advertise, and express the clothing, products, and lifestyle of the store. Guidelines for the type of photography that can be used are necessary to keep a cohesive visual style for the brand.
CLOTHING AND PRODUCT PHOTOGRAPHY
Do’s Clothing relates to imagery of the actual clothing. This imagery will most likely be the imagery used on the website. The intent of the clothing photography is to clearly and simply show the clothing worn by a model. Products relates to imagery of additional products that Federal sells. The intent of the product photography is to be clear and simple. This imagery does not include models. Clothing and product photography.
Photograph against white background at a straightforward angle
Use proper lighting for flash photography
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Use digital, color photography
Clothing photographs should include the model’s face, unless photographing pants
Products, shoes and accessories should be photographed as products; not worn by a model GRAPHICS STANDARD MANUAL
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LIFESTYLE MODEL PHOTOGRAPHY
Do’s Lifestyle Model photography relates to the imagery used for the feel of the brand. This imagery portrays lifestyle and mood. The photograph is more action or portrait driven, rather than focusing on the clothing as a product.
Do show model’s features; portraits
Film photography can be used in addition to digital photography; some film grain is acceptable
Black and white/grayscale photography should be used in addition to Color photography
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PHOTOGRAPHY
Use natural lighting
For model portraits, artificial lighting is acceptable, as long as proper lighting is used
Photograph models in natural settings
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LIFESTYLE MODEL PHOTOGRAPHY
Do’s continued Lifestyle Model photography relates to the imagery used for the feel of the brand. This imagery portrays lifestyle and mood. The photograph is more action or portrait driven, rather than focusing on the clothing as a product.
Photograph models in city settings
Show other guy friends
Capture moments of emotion
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PHOTOGRAPHY
Capture moments of action
Occasionally include close-up of clothing
Occasionally include subtle backgrounds to bring focus to the model wearing the clothing GRAPHICS STANDARD MANUAL
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LIFESTYLE MODEL PHOTOGRAPHY
Don’ts Lifestyle Model photography relates to the imagery used for the feel of the brand. This imagery portrays lifestyle and mood. The photograph is more action or portrait driven, rather than focusing on the clothing as a product.
Avoid using indoor settings, unless on rare occasion
Do not use highly saturated color photographs
Avoid using nighttime photographs, unless on rare occasion
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PHOTOGRAPHY
Avoid photographing female models, unless on rare occasion
Do not use high contrast images
Do not use high-fashion style photography; outfits of models should have a real, everyday feel
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OTHER PHOTOGRAPHY
Do’s Other photography relates to imagery that can be used throughout the brand to emphasize the feeling, mood, and lifestyle of the brand. Typically these are settings that create an environment for the brand. They should go along with the idea of seeing the world, both in the city and in nature. Photographs of nature and cities should appear as if the location is set in America. To give a stronger feel of Federal’s DC location, images of the DC area should also be used. Tourist locations should not be used in the images; places that are unique and portray a cool vibe should be the focus of the photographs.
Nature envrionments
City environments
Close-up of city architecture for geometric forms
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