Federal Graphics Standard Manual

DD E RR AA

MM

ED D

EE

LL

FF

GRAPHICS STANDARD MANUAL

A AN NE N D D E FF II N

2

INTRODUCTION

GRAPHICS STANDARD MANUAL

3

4

INTRODUCTION

INTRODUCTION FEDERAL Logo

6

Logo Concept

6

Tagline Usage

6

SERVICEMARK RULES Clear Space

10

Minimum Acceptable Usage

10

Color Applications for Logo

10

Color Variations

10

Color Palette

11

Unacceptable Logo Usage

12

TYPOGRAPHY Typeface

16

Primary Typeface

16

Web Typeface

16

Powerpoint Presentations

16

Justification of Text

16

PHOTOGRAPHY Clothing and Products Photography Do’s

20

Lifestyle Model Photography Do’s

22

Lifestyle Model Photography Don’ts

26

Other Photography Do’s

28 GRAPHICS STANDARD MANUAL

3

4

INTRODUCTION

INTRODUCTION FEDERAL Logo Logo Concept Tagline Usage

GRAPHICS STANDARD MANUAL

5

FEDERAL LOGO

ideals of our company, make us highly recognizable, and

EE

DD E RR AA LL

It has been designed to represent the momentum and

FF

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.

6

INTRODUCTION

MM

Federal brand.

ED D

with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the

A AN NE N D D E FF II N

GRAPHICS STANDARD MANUAL

7

8

SERVICEMARK RULES

SERVICEMARK RULES Clear Space Minimum Acceptable Usage Color Applications for Logo Color Variations Color Palette Unacceptable Logo Usage

GRAPHICS STANDARD MANUAL

9

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.

DD E RR AA LL

X-height is defined as a square whose sides are the same

EE

MM

ED D

by an area of white space equal to at least 2 X-height units. The

x

x FF

Unless otherwise prescribed, the logo should be surrounded

A AN NE N D D E FF II N

x

DD E RR AA

ED D

MM

tagline is 15 mm or 0.6".

EE

LL

The minimum size, in diameter, of the Federal logo with the

FF

MINIMUM ACCEPTABLE USAGE

A AN NE N D D E FF II N

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

MM

ED D

primary version is unreadable.

EE

LL

against light or bright colored backgrounds where the

FF

Grayscale/Black: For black and white publications, or

A AN NE N D D E FF II N

10

SERVICEMARK RULES

ground, where the primary version is unreadable.

MM

ED D

FF

Reversed White: Reversed to white against a dark back-

DD E RR AA LL

EE

PMS: Use for one or two color print projects, see color

DD E RR AA

chart. This color variation provides a richer black.

MM

ED D

EE

LL

FF

A AN NE N D D E FF II N

EE

DD E RR AA

Reversed PMS: Reversed to white against a dark back-

LL

FF

A AN NE N D D E FF II N

ground, where the primary version is unreadable. This

MM

ED D

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.

GRAPHICS STANDARD MANUAL

11

UNACCEPTABLE LOGO USAGE

D

FF

the proportions and positioning of each element in our logo

LL

MM

AA N

configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy

ED

Our logos are custom-designed artwork. With this in mind

RA D E R D A

EE

NE

N

D F II N D E F

Do not distort

D E R ED R FE

AA

F

to avoid misrepresentation:

LL

N AA MM N

D D E F I NE ED F I N

D

DD E RR AA

EE

MM

ED D

LL

FF

Do not rotate

DD E RR AA

EE

MM

ED D

LL

FF

A AN E N I NN D E crop FF I Do Dnot

A AN NE N D D E FF II N

Do not change the color

FF

DD E RR AA LL

EE

M D D E EE N D FE IF NI N

D

N AM

A

D EE R AA ED

ED

MM

AA N N

D

LL

FF

E

Do not rearrange, take out, or change elements

E I N DD EE FF I N

DD E RR AA

MM

ED D

EE

LL

FF

Do not change the typeface

A AN NE N D D E FF II N

Do not place on a complex background 12

SERVICEMARK RULES

GRAPHICS STANDARD MANUAL

13

14

TYPOGRAPHY

TYPOGRAPHY Typeface Primary Typeface Web Typeface Powerpoint Presentations Justification of Text

GRAPHICS STANDARD MANUAL

15

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.

16

TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

GRAPHICS STANDARD MANUAL

17

18

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

19

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

20

PHOTOGRAPHY

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

21

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

22

PHOTOGRAPHY

Use natural lighting

For model portraits, artificial lighting is acceptable, as long as proper lighting is used

Photograph models in natural settings

GRAPHICS STANDARD MANUAL

23

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

24

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

25

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

26

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

GRAPHICS STANDARD MANUAL

27

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

28

INTRODUCTION

GRAPHICS STANDARD MANUAL

29

30

INTRODUCTION

GRAPHICS STANDARD MANUAL

31

32

INTRODUCTION

GRAPHICS STANDARD MANUAL

33