Branding 1
1 1 Our Company 1.1 Brand Story 1.2 Mission Statement
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2 2 Internal Branding 2.1 Values 2.2 Aims 2.3 Colours 2.4 Themes 2.5 Typography 2.6 Style 2.7 Voice 2.8 Brand DNA Pyramid 2.9 Branding Prism
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3 3 External Branding 3.1 Brand Name 31 3.2 Main Logo 32 3.3 Main Logo Guidelines 35 3.4 Workspace Logo 36 3.5 Workspace Logo Guidelines 39 3.6 Store Front Signage 40
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4 4 Packaging 4.1 Overview 4.2 Portrait Bag 4.3 Swing Tags 4.4 Tissue Paper 4.5 Hangers 4.6 Luxury Snapshut Box 4.7 Business Card
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5 Additional Branding 5.1 Storefront 5.2 POS 5.3 Workspace 5.4 Landing Page 5.5 Webpages
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“Make visible what, without YOU, might perhaps never have been seen.” - Robert Bresson
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IntroBrand Story
We are a London based independent omni-channel concept store, that consists of a retail store and workspace. We were born out of necessity. There is a need to support our creatives, they drive our society forward. We rely on them to imagine the unimaginable, and explore the realms of expression that the average person dare not venture into. We believe emerging talent bring new ideas, however there are limited platforms to showcase them. At c:ore we love designers that are inspired, stress quality and embrace sustainability; most importantly using their garments as a medium to create a dialogue with their target consumer. Community and visibility is at the core of our philosophy and is an integral part of our brand.
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c:oreMission Statements
Inspire Community Support
Creativity
Promote Quality 6
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c:oreValues
1 Moulding emerging talent & providing a canvas to display their vision.
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2 Exploring creativity on different levels that resonates beyond aesthetic.
3 Every person interacting with the brand is part of the collective. We believe everybody should be treated equally.
4 Carefully considering our impact on the community and the environment. We try to be as sustainable as possible, deterring from fast frashion and wastage. Focussing on quality and welfare.
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c:oreAims
We are dedicated to supporting emerging talent. From their rough foundations, to their immaculate finishes; uncovering their true potential and awareness of their industries. We use a creative social hub to produce truly original work and establish a community of strong connections.
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c:oreColours
CMYK
Transparency 100%
80%
60%
RGB 40%
20%
0.0.0.100
0.0.0
0.0.0.20
199.201.203
0.0.16.17
209.206.175
17.23.96.7
189.158.22
17.43.96.7
184.122.27
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c:oreThemes
Marble
Sand
The inspiration behind the colour choices stem from inorganic materials. These materials are found naturally in their raw form, and are manipulated and moulded into some of the most beautiful luxurious creations (i.e from carbon can form a diamond). The natural potential of these materials signify the raw talent of the designers we hope to help. By supporting and moulding them, we hope to help uncover their inner diamond. 14
Copper-sand
Brass
Concrete
Carbon
See sourced how this translates in-store in the ‘Store Pack’
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c:oreTypography TT Futura Medium
Leading 36pt This font will be used in medium boldness for the main logo and subheadings. It is simple, with strong character and smooth lines. This is effective in projecting the core of the company.
TT Arial
Regular Leading 18pt This is the basic font used for price tags and will be used in-store for tags only.
TT Century Gothic Regular Leading 18pt
This will be used for the majority of text throughout the company. It works well as an accompaniment to the bold headings and logo font, in keeping with the simplicity of the brand. 17
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c:oreStyle
Minimal,
2-4 Colours per spread.
Tactile,
Texture should be int egrat ed into themes in the layout.
Bold,
Imagery should be simple and impactful. Strong message. Less convolution
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c:oreVoice E n g a g i n g , but thought provoking... C r e a t i v e , b u t m a i n t a i n i n t e g r i t y. . . Social,
but aware and inclusive...
Average Joe voice
c:ore
This images shows a book that has been left open by the writer, with the pen put next to it. He will return to finish what he was writing.
The image shows a book sat open and askew in a dimly lit room; the pen placed unusually parallel. An unfinished thought perhaps? Maybe he will return when the thought seeks him out.
voice
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c:oreBranding Pyramid
Consumers Both Designers
Community Support Creativity Quality Awareness Enjoyment Empathy Fascinated
Valued Inspired
Convenience Engagement Knowledge beyond fashion Durable/Longlasting products Quality clothing Multi-channel retailing Same day delivery Inspiring content
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Invigorated Focussed Empowered
Reduced expenses Easier production process More room to develop concept Shared space with like-minds
Entertainment Events
Showspace Equipment facilities Workspace
Brand idea Brand Persona Emotional Benefits Functional Benef its Features & Attributes The pyramid explains the persons association with company and how it makes them feel to be 23 a part of it.
c:oreBranding Prism
Colours, Creative, Supporting, Forward-thinking, Monochromatic
Quality, Community, Supporting & promoting emerging talent within the creative industry.
An incubator for success&sustainability
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Bold, Engaging, Thoughtful, Creative, Social,
Ethical awareness Social issue Development of talent Influence of culture Exploration of creativity and uniqueness
Innovators, In-the-know, Philanthropic, Cool Artistic Visionary
Physiq ue
Personality
Relationship
Culture
Ref lection
Self-Image
The prism is used as a tool to explore how we use attributes of our brand to relate to the consumer.
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“55% of online consumers across 60 countries are willing to pay more for products and services from companies that are committed to positive social and environmental impact.� - Dalziel & Pow, 2016
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B
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Brand Name/ Logo Brand Name/ Logo
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BrandingBrand Name
C:ORE stands for Collective Of Raw Expression. The reason why we gave our company this name, is because every molecule in the world is made up of the same core elements; Carbon being the most integral part of them. It can be found naturally as graphite, or in the air we breathe. We interact with it everyday without realising, and under the right conditions it transforms into a diamond. We envisage our emerging talent in the same way. You may not realise that they are there, but you will often see amazing creations; having no knowledge of the creator. However, with our collective support and community environment, we can help to transform their lives and produce the diamond we never knew existed. SEO was a consideration when developing the brand name, by including the colon. It will make the brand easier to find via search engines.
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Diamond shape corresponding tothe quality and brand story.
Logo
Series of lines with a circle in the centre to signify connections & community. The core of our brand DNA
c:ore
The wording should sit directly central, and appropriately spaced underneath the image. The logo wording should never cover or sit above the image. 32
BrandingConsumer Logo
Straight edged logo shapes, such as squares and triangles suggest stability in more practical terms and can also be used to imply balance. - Gorilla Studio, 2016
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Logo Guidelines
What it is: This is the main logo used for the store and branding with store related promotions. Where it will be used: • Store website • Print & Digital media • Promotion (i.e flyers) • Social media Sizing: • The text within this logo should be the appropriate size, equivalent to the width of the image
c:ore c:ore c:ore 35
Logo
The circle for the workspace logo represents the development & relationships of the designers we work with.
c:ore Workspace
The word ‘c:ore’ should sit directly central within the circles at all times. The word workspace will sit closely underneath, beginning directly under the ‘r’ and ending under the ‘e’. 36
Branding Workspace Logo
[Circles] tend to convey a positive emotional message. Circles can suggest friendship, relationships, love, community and unity. -Creative Bloq, 2016
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Logo Guidelines
c:ore Workspace
What it is: This is the 2nd main logo which is used for the designers workspace and workspace related elements only. Where it will be used: • In the workspace •On the website on pages only about the workspace.
c:ore
Sizing: • The word ‘Workspace’ should always be 18% the size of ‘c:ore:. • ‘Workspace’ in this logo should have a 120pt tracking to space out the letters. • The outer circle should be thinner than the inner circle.
c:ore
Workspace
Workspace
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What it is: This is not an official logo and will not be used for anything besides the store-front sign. Where it will be used: •Storefront only
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85% of respondents agreed the 2 main logos are the most appealing of the choices given. - See ‘Branding survey 2’
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PACKAGING PACKAGING
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Portait Bag This will be the bag that customers will usually be provided with when making a purchase. Material: Sustainable Paper Dimensions: 300 x 250 x 120mm
Single Side Printed Swing Tags These swing tags will be lightweight and textured, with a beveled detailing of the logo. On the inside, stick price tags will be attached with other relevant info such as size. Material: FSC Approved environmentally friendly paper Dimensions 50mm x 100mm + 3mm dia hole
Tissue Paper All items will be wrapped with acid-free tissue paper to give more of a luxury feel and protect contents. It will protect the garments allow customers to feel as if they were unwrapping a gift.
Acid-free Tissue Paper 500 x 700 mm
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c:ore Packaging Hangers These wooden hangers are high quality, and the thick shoulders will present each garment at their full potential. Material: Ethically sourced bamboo
Snapshut luxury box This is exclusive packaging for a customer that spends above a certain amount. Ideally larger items such as coats fit nicely in these boxes. They can be used for other things once used. Dimensions 280 x 220 x 110mm
Business Cards These cards will be in-store, on the POS, for creatives who want their products in-store or online as well as potential exhibitions. Dimensions 85 x 55mm
See sourced companies and full costings in the ‘Business Pack’ 47
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c:ore 55
A
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Additional Branding Additional Branding
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The colour palettes are often monochromatic... Familiar shapes, colors, and patterns communicate an awareness of the world and a sensitivity to the consumer. - The Die Line, 2016
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Ground Floor
Basement
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In-storeStorefront Window/Door
The window display will feature the main logo in the bottom right hand corner, with the same logo on the door plus a tagline to make it clear what the store is all about.
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In-storePOS
There will be minimal branding instore, only the packaging, swing tags and hangers shown previously. Just behind the POS will be a subtle camouflaged stencil of the diamond logo mounted onto the wall. The logo will subconsciously be acknowledged by the customer, without blatantly being thrust into their eyeline. We believe the POS will be a focal point within the store, so we will place the business cards and an ad about joining the newsletter here.
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See the layout of the store in the “Store Pack’
In-storeWorkspace
We have made sure to include the workspace logo on the main door to the workspace. This is used as a way to remind the designers that they are a part of something whenever they go into the room.
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OnlineLanding Page
The landing page will feature this logo and the mouse icon will become a hammer. When user clicks the page this image will animate crumbling away. This automatically adds more engagement from users.
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OnlineWebpages
On the website the logo will resides at the upper central bar of the webpages. It will be in contrast with the background to make it more visible. ie lighter background textures then the logo would be black.
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Image References
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Image created by Reece Johnson
www.dezeen.com
‘Morfose 2’ by photographer W-out
www.rubyredstone.com
www.visible.org
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en.wikipedia.org
www.colourbox.com
www.colourbox.com
www.3dxo.com
n/a
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‘The book and fountain pen’ by AN-Design www.deviantart.com
www.nestco.org
www.cuzimage.com
www.dezeen.com
Image created by Reece Johnson
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All images created by Reece Johnson
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All images created by Reece Johnson
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www.ricecatalyst.org
davidreport.com
wechatinchina.com
openbuildings.com
www.yellowtrace.com.au
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www.yellowtrace.com.au
www.yellowtrace.com.au
Image created by Reece Johnson
Image created by Reece Johnson
www.jonathansavoie.com
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Image created by Reece Johnson
Image created by Reece Johnson
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