SOUL SOCIETY STREETWEAR BY ISRAEL DALLAS
Style Guide O l i vi a C h a n g | A r t 3 3 6 | Sp r in g 2020
table of contents Brand Positioning
Brand Signature
The Name 05
Main Signature
16
Our Story 06
Auxiliary Signatures
17
Our Purpose 07
Signature Usage
18
Our Vision 07
Supporting Elements
20
Core Values 08 Locations 09
Brand Applications
Core Customers
Examples 29
10
Competitors 11 Brand Perception
14
O l i vi a C h a n g | Con ten ts
Appendix & Contact
40
SECTION 1
brand positioning
O l i vi a C h a n g | Bra n d P osition in g
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Soul Society
the name Soul - the spiritual or immaterial part of a human being or animal Society - an organization or club formed for a particular purpose or activity Our name is not only inspired by a childhood anime, but also makes it clear that we are one community. Our brand is all about creating a safe space for individuality and representation.
O l i vi a C h a n g | Bra n d P osition in g
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OUR STORY Inspiration - the feeling of enthusiasm you get from someone or something, that gives you new and creative ideas Inspiration is everywhere. From the words of your favorite writer to the different key figures in your life, we are all inspired by different things in different ways.
Inspired by the founder’s childhood love and passion for both anime and hip hop, Soul Society is a streetwear brand created to empower and connect with a community. Originating from Japan, we have teamed up with different animation studios and renowned designers to create limited-edition, seasonal collections of your favorite anime shows. O l i vi a C h a n g | Bra n d P osition in g
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what we stand for Our Pupose Created to inspire and form connections. Created for those who aim to express individuality and inclusiveness.
Our Vision We want to provide meaningful design choices. We aim to represent, empower, and inspire. We want our customers to wear our clothing proudly and confidently.
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CORE VALUES Expression • Conveying emotion. We believe customers should feel free and confident in our clothing. Individuality • Everyone is different. We believe customers should feel special in their own way. Passion • Stemmed from fond memories. We believe customers should feel inspired and connected with our clothing.
O l i vi a C h a n g | Bra n d P osition in g
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LOCATIONS Products are available online and in-store through pop-up stores around the world: • Little Tokyo | Los Angeles, CA • SoHo | New York, CA • Shibuya | Tokyo, JP • HuaiHai Road | Shanghai, CN
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CORE CUSTOMERS
The Subtle Fan
The Nostalgic
The Collector
Our brand allows them to wear our clothing confidently without worrying about what others think.
Our brand allows them to buy quality clothing of their favorite childhood anime.
Our brand allows them to collect limited-edition clothing from exclusive studio collaborations.
O l i vi a C h a n g | Bra n d P osition in g
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competitors
RONIN DIVISION Translating the historical meaning of Ronin straight to the streets of New York, Ronin Division is a relatively new menswear brand code written with the idea of rebellion and and personality fueled by one combustion purpose–to expand the newborn label to a growing family. O l i vi a C h a n g | Bra n d P osition in g
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competitors
WET STORE Bringing in animated gems such as Akira to the 2d silkscreen shirt process, Wet Store is a Japanese and European label that stays in the neutral textile field all the while smoking out threads of character and style for the gender neutral and unisex. O l i vi a C h a n g | Bra n d P osition in g
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competitors
3LOVEPLUG 3loveplug is a clothing brand dedicated to being the connection to traditional and modern Asian aesthetics blended harmoniously with urban art, culture and fashion. Their label motto is to “Feel love. Make love. Spread love.� O l i vi a C h a n g | Bra n d P osition in g
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brand perception
broad selection
value
premium
us O l i vi a C h a n g | Bra n d P osition in g
curated collection
14
SECTION 2
brand signature
O l i vi a C h a n g | Bra n d Sig n a tu re
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main signature
BIRD/CROW
Crow, Paint Strokes, X The logo focuses on a bird, specifically a crow, to represent mystery and courage. Birds are often seen as a symbol for freedom and power. The paint strokes and grungey style of the logo symbolizes the defiant nature of our brand. Together, these elements represent our brand by reflecting our values of individuality and expression.
O l i vi a C h a n g | Bra n d Sig n a tu re
PAINT STROKES
X SS_LOGO_FULLCOLOR
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Auxiliary Signatures Alternate Colors
Black & Red
Red & White
Black & White
Used on a white or light colored background for better contrast
Used on a black or dark background for a better contrast
Used when color is not available. The logotype can be changed to white as needed.
SS_LOGO_BLACK_RED
SS_LOGO_RED_WHITE
O l i vi a C h a n g | Bra n d Sig n a tu re
SS_LOGO_BLACK_WHITE
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SIGNATURE USAGE Clearance
The Social Society logo should always be given the appropriate amount of breathing room. The amount of clearance for each mark depends on the size of the logo itself. Each mark dictates a 1:1 ratio. O l i vi a C h a n g | Bra n d Sig n a tu re
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SIGNATURE USAGE Do Nots
Do not: Use effects or add dimension to the branding
O l i vi a C h a n g | Bra n d Sig n a tu re
Do not: Overlay or use other effects over photography
Do not: Use colors that aren’t otherwise specificed
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color scheme
Gray is subtle. It is the color seeking to avoid attention and provide compromise. Through combining gray with the other primary colors, it helps subdue the colors. Red is commonly associated with emotions such as love and anger. Red is used to signify danger, courage, and power. Red is also a main color on the Japanese flag.
O l i vi a C h a n g | Bra n d Sig n a tu re
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color scheme
Black is a strong and powerful color that is associated with mystery. It is considered unfriendly and intimidating, yet still refined, elegant and confident. Blue is the color of trust. The shade of the sea and sky are thought to convey serenity and peace. It instils confidence and inspires feelings of loyalty and integrity.
O l i vi a C h a n g | Bra n d Sig n a tu re
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brand typography Headline
Subheading
Body
DeathRattle BB
Musket
Franklin
ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvw xyz 0123456789
Deathrattle BB gives off an edgy and graffiti look, while still being a nice, legible display font. This font was inspired by the skateboard movement.
O l i vi a C h a n g | Bra n d Sig n a tu re
Musket is a serif font that keeps the brand grounded and different. This font isn’t too crazy and maintains a sense of professionalism.
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvw xyz 0123456789
Franklin is a sans serif that is clean and easy to read. It is different from the other two fonts, and also maintains the brand’s sophistication.
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brand typography
SS_TYPOGRAPHY_INSTORE
O l i vi a C h a n g | Bra n d Sig n a tu re
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VIsual elements Foreground
Anime characters serve as the icons and representation of our all-time favorite anime shows. Paint strokes represent the street aspect of the brand. By having a rough texture, it shows defiance.
O l i vi a C h a n g | Bra n d Sig n a tu re
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N.V2
VIsual elements
EO _PIG
NTS
EME
EL UAL _VIS
Midground
SS
Pigeons are birds that have adapted to urban life and are found abundant on the streets.
SS
_V
ISU AL
EL
EM
EN
TS
_P
IG
EO
N.V1 MENTS_PIGEO SS_VISUALELE
O l i vi a C h a n g | Bra n d Sig n a tu re
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N.
V3
VIsual elements Background
Grunge textures give an organic, realistic and rugged look. It gives the illusion of a rugged, coarse, distressed look of something you might see in the street. Dripping paint reminds us of street art or graffiti, which represents artistic expression and disorder. Japan street culture is where hip hop flourished. We want to bring back subtle background elements from the street culture in Japan into the designs. O l i vi a C h a n g | A Bra p pnlica d Sig tion n astu re
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VIsual elements
SS_VISUALELEMENTS_COMBINED.V2 SS_VISUALELEMENTS_COMBINED.V1
O l i vi a C h a n g | Bra n d Sig n a tu re
SS_VISUALELEMENTS_COMBINED.V3
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SECTION 3
brand applications
O l i vi a C h a n g | Bra n d A pp lica tions
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APPLICATIONs Business Card
SS_BUSINESSCARD.V2_FRONT
SS_BUSINESSCARD.V1_FRONT
SS_BUSINESSCARD.V1_BACK
O l i vi a C h a n g | Bra n d A pp lica tions
SS_BUSINESSCARD.V2_BACK
29
APPLICATIONs Poster
SS_POSTER.V1
O l i vi a C h a n g | Bra n d A pp lica tions
SS_POSTER.V2
30
APPLICATIONs Shirt
SS_TSHIRT.V1
O l i vi a C h a n g | Bra n d A pp lica tions
SS_TSHIRT.V2
31
APPLICATIONs Billboard
Banner
SS_BILLBOARD
O l i vi a C h a n g | Bra n d A pp lica tions
SS_BANNER
32
APPLICATIONs Store Signage
SS_SIGNAGE.V1
O l i vi a C h a n g | Bra n d A pp lica tions
SS_SIGNAGE.V2
33
APPLICATIONs Mailing Box
SS_MAILINGBOX.V1
O l i vi a C h a n g | Bra n d A pp lica tions
SS_MAILINGBOX.V2
34
APPLICATIONs Tote Bag
SS_TOTEBAG.V1
O l i vi a C h a n g | Bra n d A pp lica tions
SS_TOTEBAG.V2
35
APPLICATIONs Website
SS_WEBSITE_PAGE1
O l i vi a C h a n g | Bra n d A pp lica tions
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APPLICATIONs Website
SS_WEBSITE_PAGE2
O l i vi a C h a n g | Bra n d A pp lica tions
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APPLICATIONs Website
SS_WEBSITE_PAGE3
O l i vi a C h a n g | Bra n d A pp lica tions
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APPLICATIONs App
SS_APP_ICON
O l i vi a C h a n g | Bra n d A pp lica tions
SS_APP_SPLASH
SS_APP_HOME
39
APPENDIX List of Artworks SS_LOGO_FULLCOLOR 16
SS_BUSINESSCARD.V1_FRONT
29
SS_SIGNAGE.V2 33
SS_LOGO_BLACK_RED 17
SS_BUSINESSCARD.V1_BACK
29
SS_MAILINGBOX.V1 34
SS_LOGO_RED_WHITE 17
SS_BUSINESSCARD.V2_FRONT
29
SS_MAILINGBOX.V2 34
SS_LOGO_BLACK_WHITE 17
SS_BUSINESSCARD.V2_BACK
29
SS_TOTEBAG.V1 35
SS_TYPOGRAPHY_INSTORE 23
SS_POSTER.V1 30
SS_TOTEBAG.V2 35
SS_VISUALELEMENTS_PIGEON.V1
25
SS_POSTER.V2 30
SS_WEBSITE_PAGE1 36
SS_VISUALELEMENTS_PIGEON.V2
25
SS_TSHIRT.V1 31
SS_WEBSITE_PAGE2 37
SS_VISUALELEMENTS_PIGEON.V3
25
SS_TSHIRT.V2 31
SS_WEBSITE_PAGE3 38
SS_VISUALELEMENTS_COMBINED.V1
27
SS_BILLBOARD 32
SS_APP_ICON 39
SS_VISUALELEMENTS_COMBINED.V2
27
SS_BANNER 32
SS_APP_SPLASH 39
SS_VISUALELEMENTS_COMBINED.V3
27
SS_SIGNAGE.V1 33
SS_APP_HOME 39
Contact Information Graphic Designer: Olivia Chang
Creative Director: Sunook Park
Email: oliviajychang@gmail.com
Email: Sunook.Park@csulb.edu
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thank you