CORPORATE BRAND IDENTITY
TABLE OF CONTENTS
01.
02.
03.
about
01
IDENTITY
11
BRAND PROFILE
02
LOGO
12
BUYER PERSONA
03
CLEAR SPACE
13
LOGO SIZE
14
LOGOG COLOUR
15
LOGO MISUSES
16
TYPOGRAPHY BRAND TYPEFACE
17 18
04. GRAPHIC ELEMENTS COLOUR PALETTE
05.
06.
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DESIGN
21
20
MAIN WEB PAGE
22
INTERNAL WEB PAGE
23
NEWSLETTER
25
BANNER
26
VISUAL REFERENCES MOOD BOARD
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ABOUT
ABOUT BRAND PROFILE What is Sophie & Trey? A sophisticated and trendy clothing line for women. Who is it for? Sophisticated and Trendy Women a.k.a the ‘Millennial Female Buyer’. This group consists of women born anywhere between 1977 up to the 2000s, there are roughly 80 million of them, now aged between 18 and 34 years old. As a group the millennial women are larger than the Baby Boomers, and three times the size of Generation X.
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ABOUT BUYER PERSONA The Millennial Female Buyer- 4 Key Personas Buyer Persona 1: The Millennial Mommy Age- 28-34 Married with Children Tagline: “I’ve got a ton of responsibilities and looking good is one of them.” Busy Bee With work, home, kids, eating right and looking good. Always On Highly Connected, avid reader, researcher and supporter of causes. Frugal Cautious Shopper prefers online shopping and loves coupons.
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ABOUT BUYER PERSONA Detail: If Millennial Mommy believes in what your brand is doing, she’ll be your biggest ally, singing your praises with friends and family, and trumpeting her love for your brand across social media. Millennial Mommies spend about 14% more time on their mobile devices in an average week than other generations, and 81% of millennial moms note that shopping is the No. 1 way they use their smart phones. For the Millennial mom, the mobile phone is an extension of herself, a constant utility in her hand or by her side for just about every waking moment – the first thing she looks at when she wakes up, and the last thing she sees before bedtime. It’s her No. 1 tool for capturing life moments, both big and small, and it’s an ever-present resource for her life... – as a mom and as a woman – day in and day out.
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ABOUT BUYER PERSONA Buyer Persona 2: Millennial Prime Age- 25-30 Single Tagline: “I’m doing my thing and I’m doing it in style” Empowered Employed or Running her own Business. Well Read Loves books, educated and articulate. Loves New Technology Watches TED talks, shops online.
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ABOUT BUYER PERSONA Detail: The Millennial Prime are determined to make it before they turn 30. They believe that they can achieve their goals; however, they want to do it their way. They are brand aware, but may not have the budget to buy designer labels at full price, so e-commerce sites like Poshmark.com and Vaunte.com allow these women to shop the closets of the women they admire most - such as stylists, editors, models and socialites. These millennials do frequent Forever21 and H&M, but tend to ďŹ nd a lot of their unique pieces by shopping resale locations or other similar brands. These women have designer labels in their closets, but they never pay full price. Although they love to be looked upon as “sophisticated and trendyâ€? they are self-made individuals and are much more than just another pretty face.
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ABOUT BUYER PERSONA Buyer Persona 3: Luxury Millennial Age- 25-30 Single Tagline: “Look at us we’re beautiful” Loves Luxury Brands. Shares life via #instagram and attends VIP Events Keeps up with Kardashians and Joneses
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ABOUT BUYER PERSONA Detail: Digitally connected, these women live #thegoodlife, sharing their experiences for all to see. These new luxury millennials are trendsetters and socialites who explore the world with their youthful spirits. These Revenge watching women truly live the Kardashian lifestyle. It is important to note that these ladies are “luxury brand loyals” who buy what they want; they don’t simply admire it, as a “fan” would. Luxury millennials believe in purchasing luxury items via e-commerce (e.g., YOOX, Net-A-Porter). These women feel comfortable shopping for Burberry runway collections on Burberry.com as long as they trust the brand. At the same time, they are looking for the next up-and-coming designer. Their in-store expectations are high; they expect some type of unique value as a reward for shopping in store. These ladies are put on influencer lists in order to ensure their attendance at special retail events and locations.
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ABOUT BUYER PERSONA Buyer Persona 4: Young Rising Age- 18-22 Single Tagline: Work Hard, Play Harder! Intelligent Modern times and technology savvy Well Crafted Lifestyle Music, exercise, sports is life. Adventurous Risk taker, tradition breaker, Feminism supporter
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ABOUT BUYER PERSONA Detail: The Young Rising women use “fitspiration” as a lifestyle mantra, taking on activities such as aerial yoga, pilates, surfing, snowboarding and hiking. They love wearing sport-inspired clothes since various athletics are a huge part of their lifestyle. You can spot these gals from afar wearing conspicuous and expensive sneakers, designer sweatshirts and versatile knits. These millennials care about what they put in and on their bodies, and this is reflected in their favorite brands and go-to hangouts. Music is key to Young Rising millennials. Must-attend concerts would be the Vans Warped Tour, Governors Ball (Randall’s Island), Coachella (via tents) and Lollapalooza. They especially praise the work of some of the top women DJs, such as J. Phlip, Tokimosta and Miss Kittin. These women shop in a seasonless way, based on their moods and desires, instead of a way which would be deemed appropriate by traditional fashion experts.
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IDENTITY
IDENTITY LOGO
Original The identity of ‘sophie & trey’ consists of two variations. The horizontal one is originally used for website and print designs. It also consits of a squarish varition to be used on mediums like instagram and facebook profile. Depening on the layout, the designer should use any one while keeping it consistant throughout the design.
Variation 12
IDENTITY CLEAR SPACE
s s The alphebet ‘s’ from the logo is determined as the clear space area. It is the minimum area that needs to be left clear while placing the logo anywhere required. The height ‘s’ will vary according to the size of the logo.
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IDENTITY LOGO SIZE The size of the logo is very important. It should never be too big nor too small.The understaning of size distiguishes a hi-end classy brand such as Chanel, Hermes, Gucci etc. Keeping the design sophisticated and trendy is the key. At no point should the readeability of the logo be compromised.
150mm Minimum Size:
25mm
100mm 14
IDENTITY LOGO COLOUR The logo is always used in Black and White only. It has two vatiation. The white logo with black text is the Original logo. It is also used as a colour inverse i.e, black logo with white text.
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IDENTITY LOGO MISUSE
SOPHIE & TREY
SOPHIE & TREY
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TYPOGRAPHY
TYPOGRAPHY BRAND TYPEFACE Primary Typeface
COUTURE: ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+{}”:? Secondary Typeface
Roboto: ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+{}”:? 18
GRAPHIC ELEMENTS
graphic elements COLOUR PALETTE Primary Colours:
White
Black
Secondary Colours:
c5, m100, y70, k0.
c75, m100, y45, k5.
c80, m15, y60, k0.
c25, m100, y55, k25.
c0, m75, y75, k5.
c80, m40, y0, k0.
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DESIGN
DESIGN MAIN WEB PAGE The brand guidelines should be followed through in web design. At its core, the website should be visual based and care should be taken on the placement of type on images.
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dESIGN INTERNAL WEB PAGE Internal pages such as category pages will vary according to requirements but overall should retain the image based layout.
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dESIGN INTERNAL WEB PAGE Another reference for an internal web page.
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DESIGN NEWSLETTER Great care should be taken while crafting both the content and layout of email newsletters. A solid email marketing strategy needs to be backed by thoughtful design that remains consistent with overall brand guidelines.
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IDENTITY BANNER The logo can be placed differently depending on the layout of the design/campaign. Coherrence should be maintained at all point. At no point should the orientaion of the logo within a particual campaign change. It cannot be used on the left for one design and on the right for another. Neither can the hotizontal single line logo be used with the squarish two line logo. Following are some examples: LOGO
LOGO
LOGO
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LOGO
VISUAL REFERENCES
VIsuAL REFERENCES MOODBOARD
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VIsuAL REFERENCES MOODBOARD
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VIsuAL REFERENCES MOODBOARD
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VIsuAL REFERENCES MOODBOARD
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