FOREVER 21
01 Our Company COMPANY HISTORY UNIQUE SELLING POINT COMPETITIONS
01 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 1 .1 _ B R A N D H I STO R Y
FOREVER 21 PROVIDES SHOPPERS WITH AN UNPRECEDENTED SELECTION OF TODAY’S FASHIONS, ALWAYS CHANGING AND ALWAYS IN STYLE. 1.1_BRAND HISTORY
Forever 21 is an American Chain of clothing
Forever 21 is growing quickly, featuring new
retailers, originally known as Fashion 21.
and exciting store environments, a constant
It was founded in Los Angeles, California in
flow of fun and creative clothing designs
1984 by South Korean Dong-Won Chang and
and the accessories to make your look come
his wife, Jin Sook.
together at the right price. A phenomenon
Trendy designs seen in South Korea were sold and targeted to the Los Angeles Korean American Community. However, people from many other ethnicities began noticing the fashion forward designs, and the store became increasingly popular. Fashion 21 then changed the name to Forever 21 and quickly expanded throughout the United States, Canada, Asia, United Kingdom and Republic of Ireland. It has become the source for the most current fashion at the greatest value.
in the fashion world, Forever 21 provides shoppers with an unprecedented selection of today’s fashions, always changing and always in style.
0 2 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 1 .1 _ B R A N D H I STO R Y
THE LATEST TRENDS AT THE BEST PRICE
1.2_U.S.P
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 1 .1 _ B R A N D H I STO R Y
0 2 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 1 .1 _ B R A N D H I STO R Y
FOREVER 21 1.3_COMPETITORS
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 1 .1 _ B R A N D H I STO R Y
02 Identity IDENTITY INTEGRITY U N A C C E P TA B L E U S AG E
FOREVER 21
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
FOREVER 21 LOGOT YPE Our word mark is in Minion Regular This typeface is clean and simple, yet looks ver y feminine which help to sof ten the hard look of the symbol.
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
SYMBOL Forever21 symbol is consisted of ‘F21’ mark with a hidden heart between ‘F’ and ‘2’
2.1_IDENTITY
The Forever 21 logo is an important asset to our organization and should serve as a foundation for all our visual communication. To maintain a strong brand image, it is important that the logo is always applied consistently wherever it sppears. It should never be manipulated or distorted. Its colors, position and size are all specified within this document. Our signature consists of two component: our symbol and the logotype. It is used to identify and strengthen our brand identity.
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
3X
3X
3X
X
HANGLINE An imaginary line which uses as a guideline to line up the logo with other elements
2.5X
0.5X
FOREVER 2
X 2.2_INTEGRITY X
CAP HEIGHT The distance between the baseline and the meanline
For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum required clear space is defined by the measurement of ‘X’, as shown. In which, ‘X’ is measured by the x-height of the company’s name. The ‘clear space’ should never be interacted or intruded upon by any other graphic object or edge. Nor should it
FOREVER 21 25mm
be enclosed in shape. MINIMUN SIZE
Maintaining this clear space in all uses to give the signature the proper ‘breathing room’ to visually stand out.
The minimum size that the logo can reduce down to is 25mm width
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0.15X 3X
3X
3X
X
X
2.5X
0.5X
FOREVER 21
™
X
X
X
BASELINE
FOREVER 21 25mm
The imaginary line upon which a line of text rests
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FOREVER 21
FOREVER 21
FOREVER 21 FOREVER
FOREVER 21
FOREVER 21
OREVER 21 21 FOREVER FOREVER 21 FOREVER FOREVER 21 FOREVER 2121 FOREVER 21
FO
FOREVER 21
FOREVER 21
21
FOREV
FOREVER 21
FOREVER 21 21 FOREVER
FOREVER 21
DO NOT substitute
DO NOT change
DO NOT add any
DO NOT adjust the
other typeface other
color of any of the
other elements
tracking of the
than specified
elements in the logo
to the logo
wordmark
FOREVER 21
FOREVER 21 REVER 21 FOREVERFOREVER 21 FOREVER 21 21 FOREVER 21
21 FOREVER 21 FOREVER 21
DO NOT re-size
only one element of 2F1O R EV ER 21 the logo
FOREVER 21
FFOREVER O R E V E 21 R 2 1 V E R 21 E FOREVER 21 F OR
FOREVER 21
DO NOT vary the
DO NOT tilt or
DO NOT put the
proportion of the logo
rotate the logo in any
logo in any contained
manner
shape
anyway Fi n O REVER 21
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This is NOT TRENDY 2.3_INCORRECT USAGE
An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of our symbol, logotype and signature.
03 Our Colors PRIMARY COLORS SECONDARY COLORS IDENTIT Y ON COLORED BACKGROUNDS I D E N T I T Y O N PAT T E R N / O R P H OT O G R A P H I C 1 COLOR, 2 COLORS AND B&W IIDENTIT Y
Allison 23
NAME: AGE:
I think colors are fun. I love wearing colorful clothes as it makes me feel fresh and bright all day
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
PANETONE 525M C: 79%
R: 83%
M: 89%
G: 58%
Y: 25%
B: 115%
K: 12%
3.1_PRIMARY COLOR
There is only one approved color palette for the signature. Our colors are strong and straightforward. They represent Forever 21 brand at its most basic level- the signature. The colors are based on the Pantone Matching System and they should not be tinted or adjusted when used.
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
PANETONE COOL GREY 9M C: 00%
R: 145%
M: 01%
G: 145%
Y: 00%
B: 149%
K : 51 %
04 Support System TAG L I N E SECONDARY GRAPHIC TYPOGRAPHY PHOTOGRAPHY
“EVERY MOOD EVERY MOVE” 3.1_TAGLINE
NEXT PAGE >>>
3.2_SECONDARY GRAPHIC
HOW THE PHOTOGRAPH IS TREATED
MODEL Black and white
All image should be treated the same way which is black and
CLOTHING
white images with spot color on
Color
clothing and accessories. All images should not be in any environment but shold be in some kind of pattern background that is provided.
ACCESSORIES Color MODEL’S LIP Red BACKGrOUND Greyscale Pattern
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3.3_PATTERNS
FOReVER 21 PATTERNS Our patterns are basic graphic shape. They should be use as a subtle background only. All the patterns should be treated in greyscale. Each background could only use one pattern. No combination pattern is allowed to be used.
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0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
REGULAR 10/12 + 5 0 Tr a c k i n g
I TA L I C 7/11 + 5 0 Tr a c k i n g
3.4_PRIMARY TYPEFACE
DEMI 7/11 + 5 0 Tr a c k i n g
Forever 21 Sans D E M I I TA L I C 7/11 + 5 0 Tr a c k i n g
HEAVY 7/11 + 5 0 Tr a c k i n g
AaBbCc123
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuwxyz 1234567890 ?!<>+=%^&*$@
A typeface normally includes a number of separate fonts, including roman, italic, and at least one variant weight, normally described as bold.
ABCDEFGHIJKLMNOPQRSTUWXYZ
A typeface normally includes a number of separate fonts,
abcdefghijklmnopqrstuwxyz
including roman, italic, and at least one variant weight,
1234567890 ?!<>+=%^&*$@
normally described as bold.
ABCDEFGHIJKLMNOPQRSTUWXYZ
A typeface normally includes a number of separate
abcdefghijklmnopqrstuwxyz
fonts, including roman, italic, and at least one variant
1234567890 ?!<>+=%^&*$@
weight, normally described as bold.
ABCDEFGHIJKLMNOPQRSTUWXYZ
A typeface normally includes a number of separate
abcdefghijklmnopqrstuwxyz
fonts, including roman, italic, and at least one variant
1234567890 ?!<>+=%^&*$@
weight, normally described as bold.
ABCDEFGHIJKLMNOPQRSTUWXYZ
A typeface normally includes a number of separate
abcdefghijklmnopqrstuwxyz
fonts, including roman, italic, and at least one
1234567890 ?!<>+=%^&*$@
variant weight, normally described as bold.
05 Applications P R I N T A P P L I C AT I O N S ENVIRONMENT IDENTITY SPECIFIC
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
BUSIMESS CARD
CATHERINE VELAZQUEZ Store Manager FOREVER 21
FOREVER 21
A: 2001 South Alameda St.Los Angeles, CA 90058 T : 213.741.5100 I C: 1.800.9750 I F: 213.741.5111 E: Susan@for ever21.com I W : for ever21.com
FRONT
BACK
2 0 0 1 S O U T H A L A M E D A S T. L O S A N G E L E S , C A 9 0 0 5 8
FOREVER 21 4.1_APPLICATION: PRINT PIECES FOREVER 21 E D A S T. L O S A N G E L E S , C A 9 0 0 5 8
CORPORATE IDENTITY SYSTEM
FOREVER 21
ENVELOPE
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FOREVER 21 FOREVER 21
11
FOREVER 21 CATHERINE VELAZQUEZ Store Manager FOREVER 21
A : 2 0 0 1 South Alameda St.L o s A n g e l e s , C A 9 0 0 5 8 T : 2 1 3 . 7 41.5100 I C: 1.80 0 . 9 7 5 0 I F : 2 1 3 . 7 4 1 . 5 1 1 1 E : S u s a n @for ever21.com I W : f o r e v e r 2 1 . c o m
2001 SOUTH ALA A : 2 0 0 1 S O U T H A L A M E D A S T. L O S A N G E L E S , C A 9 0 0 5 8
I
T: 213.741.5100
I C: 1.800.9750
A : 2 0 0 1 S O U T H A L A M E D A S T. L O S A N G E L E S , C A 9 0 0 5 8
I
I
F: 213.741.5111
T: 213.741.5100
I
I C: 1.800.9750
FOREVER21.COM
I
F: 213.741.5111
A : 2 0 0 1 S O U TLHE ATLT AM A E S TA . D LOS ANGELES, CA 90058 E ERD H
I
I
FOREVER21.COM
T: 213.741.5100
I C: 1.800.9750
I
F: 21
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
http://www.forever21.com
http://www.forever21.com
FOREVER 21 HOMEPAGE
4.1_APPLICATION: PRINT PIECES
FOREVER 21 WEBSITE The new Forever 21 website is modern and chic. The interactive navigation enable the customers to have a shopping experience like they are flipping through pages of fashion magazine.
INTERIOR PAGE
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
Forever 21
Forever 21
AB OU T
LO CATO I ST OR E
ST OM R I CU
NEW
ER
DE R TR AC K OR LI ST I I W IS H US T AC I CO NT SE RV IC E
•TOPS
•JEAN SHOP
•DRESSES
•BOTTOMS
• S W E AT E R S
• I N T I M AT E S
•OUTERWEAR
•ACTIVEWEAR
I
SH OP PI N
G BA G
SALE Forever 21
A P PA R E L
http://www.forever21.com
Forever 21 http://www.forever21.com
FOREVER 21
ABOUT I STORE LOCATOR I CUSTOMER SERVICE I CONTACT US I WISH LIST I TRACK ORDER I
DESCRIPTION
This basic scoop neck sleeveless top is great for any activity. It features a cute graphic element with wire accents. Loose fit. Lightweight. - 26" approx length from high point shoulder to hem, 33" chest, 28" waist, 6" sleeve length from shoulder ridge, 13.5" shoulder width - Measured from Small - 60% cotton, 40% polyester - Machine wash cold, tumble dr y low - Impor ted PRODUCT CODE
2083257900 COLORS
SIZE
XS, S, M, L
BUY NOW
SHOPPING BAG
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
LOGO
FOREVER 21
ABOUT
I S TO
NE
AT O O R E LO C
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S TO M R I CU
IC E ER SER V
I
ER ACK ORD S T I TR W IS H LI I S U T C O N TA C
I
S H O P P IN
G BAG
G E N E R A L NAV I G AT I O N B A R
EW
•TOPS
•JEAN SHOP
•DRESSES
•BOTTOMS
• S W E AT E R S
• I N T I M AT E S
•OUTERWEAR
•ACTIVEWEAR
APPAR E L
S H O P P I N G NAV I G AT I O N B A R The icon gets bigger when you rollover it with the title of each categories underneath. Once you lick it, the sub-categories expanded to the right of the icon.
SALE
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
Foreve http://www.forever21.com
Foreve http://www.forever21.com
LOGO
FOREVER 21
ABOUT I STORE LOCATOR I CUSTOMER SER
DESCRI
This ba activity accents
- 26" a 33" che ridge, 1 - Measu - 60% c - Machi - Impor
PRODUC
208325 NAV I G AT I O N
COLORS
Click to go to the next dress
SIZE
XS, S,
BUY NO
NAV I G AT I O N Click on each blue icon to see the description of the item. Once you click, the icon turn orange
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
er 21
er 21
RVICE I CONTACT US I WISH LIST I TRACK ORDER I
SHOPPING BAG
G E N E R A L NAV I G AT I O N B A R The navigation move up to the top when you enter the interior page
PTION
asic scoop neck sleeveless top is great for any y. It features a cute graphic element with wire s. Loose fit. Lightweight.
approx length from high point shoulder to hem, est, 28" waist, 6" sleeve length from shoulder 13.5" shoulder width ured from Small cotton, 40% polyester ine wash cold, tumble dr y low r ted
DESCRIPTION The description of the product; size, materials, price, colors, ect
CT CODE
57900
S
M, L
OW
S H O P P I N G NAV I G AT I O N B A R The shopping navigation bar is hiding on the right ide o f t h e p a g e . Yo u c a n c l i c k to expand it.
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
IPHONE APP
Forever 21
4.2_APPLICATION: CONSUMER ITEMS
GIFT CARD
Gift Card FOREVER 21
Forever 21
$25
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
CLOTHING LABEL
FO RE V ER 21
F OR E V E R 2 1 P R I C E TAG
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SHOPPING BAGS
FORE VER 21
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FO REV ER 21
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4.3_APPLICATION: ENVIRONMENT
FOREVER 21 RETAIL STORE Forever 21 store will feature the current collection as an ad on the store front. The interior of the store is modern and sleek, yet still youthful and fun.
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
FORE VER 21
STORE FRONT
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
FOR EVE R 21
CASHIER COUNTER
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STORE INTERIOR
FORE VER 21
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WAITING AREA
FITTING ROOM
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S H E LV E S D E S I G N
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4.3_APPLICATION: ENVIRONMENT
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FORE
1 VER 2
BILLBOARD
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SIGNAGE
FOREVER 21
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BUS SIGN
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4.4_APPLICATION: INDUSTRY
FOREVER 21 HEADQUARTER Los Angeles is the heart of Forever 21 headquarter. It is home to many of the companyâ&#x20AC;&#x2122;s major functions. These include areas such as Merchdising, Marketing, Store Operations, Finance, Real Estate, Sourcing & Logistics, Planning and Distribution, and Product Development.
H A L LWAY
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
0 3 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
CONFERENCE ROOM
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WORKING AREA
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FORE VER 21
FOREVER 21 TRUCK
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FOREVER 21 HANGER
FOREVER 21
FOREVER 21
FOREVER 21
FOREVER 21 T-SHIRT
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4.5_APPLICATION: ENVIRONMENT
FOREVER 21 COFFEE SHOP Los Angeles is the heart of Forever 21 headquarter. It is home to many of the companyâ&#x20AC;&#x2122;s major functions. These include areas such as Merchdising, Marketing, Store Operations, Finance, Real Estate, Sourcing & Logistics, Planning and Distribution, and Product Development.
0 4 I F O R E V E R 21 I B R A N D V I S U A L STA N DA R D I 2 .1 _ I D E N T I T Y
FOR EVE R 21
C O FF EE SH O P
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HOUSEHOLD APPLIANCES
FOREVER 21
4.1_APPLICATION: ENVIRONMENT
FASHION SCHOOL
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