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VISUAL STANDARD MANUAL
VISUAL STANDARD MANUAL
THE SHARPER IMAGE
The Sharper Image Visual Standard Manual First published in 2018 © Chengsongmei (Robin) Xiao www.sharpercommunity.com
VISUAL STANDARD MANUAL >>
THE SHARPER IMAGE
VISUAL STANDARD MANUAL >>
CONTENTS 01 / OUR NEW DEMEANOR
>> 08
Logo Anatomy Clear Space Incorrect Uses Dimension Restrictions
02 / OUR NEW LOOK
>> 18
Color Standards Typography Standards Corperate Business System
03 / BRAND EXTENSIONS Future Extension
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TABLE OF CONTENTS
If you can’t be better than your competition, just dress better. — ANNA WINTOUR Anna Wintour is a British-American journalist and editor. She has been artistic director for Condé Nast, Vogue’s publisher, since 2013.
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CHAPTER 01_LOGO ANALYSIS
OUR NEW DEMEANOR Logo Anatomy Clear Space Incorrect Uses Dimension Restrictions
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Logo Anatomy The logo is based on the typeface Sensaway, it contains unique curve and sharp corner. Take the sharp corner as my inpiration and then I modified it into the new logo of The Sharper Image. The original typeface was designed by AronJancso in 2010, and published by Die Gestalten. Sensaway supports 68 different languages such as English, German, and French in Latin.
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x x
0.25x
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0.25x 0.25x
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x 2x
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Clear Space The new identity of The Sharper Image needs clear space to make the visual system consistent. There should not be anything in the clear space area. The title of new extension of The Sharper Image is beneath the wordmark of the brand, it could appear with the wordmark or without, depends on the environment. The typeface of the name of future extension is Gibson semibold.
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Incorrect Uses Inconsistent use of our logo detracts from our brand equity and
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regognition. Altering or recreating our logo in any way negates
001: Drop Shadow
the consistency we strive to achieve. The examples below illus-
002: Stretch or Alter
trate some incorrect uses of our logo.
003: Rotate 004: Transparent 005: Outline 006: Cropping 007: Unside Down 008: Place Type of Side 009: Color Split 010: Low Contrast 011: Font Change 012: Gradient
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001
002
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011
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Dimension Restrictions Dimension restrictions helps to indicate the proper size for each veriation. Follow the diagram to determine the usage of logo on printing, digital media and any other materials based on the size requirements of the logo.
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LARGER THAN 1 INCH
SMALLER THAN 1 INCH
SMALLER THAN 1/2 INCH
SMALLER THAN 1/4 INCH
Don’t print smaller than the size listed above.
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02 >> 18
CHAPTER 01_LOGO ANALYSIS
OUR NEW LOOK Color Standards Typography Standars Business System
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Color Standards Consistent color usage ensures maximum brand regognition. The four colors are the foundation of the brand and should be always used properly to reinforce brand equity.
Justice Black
Senior Gray
Advanced Blue
Dark Ruby
CMYK
100 / 10 / 10 / 100
10 / 15 / 15 / 90
60 / 40 / 0 / 50
30 / 85 / 80 / 30
RGB
23 / 22 / 22
56 / 50 / 50
51 / 77 / 128
125 / 27 / 36
PMS
Neutral Black U
412 C
7686 C
1815 C
HEX
#171616
# 373231
# 334d80
# 7d1b24
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Justice Black
Advanced Blue
Senior Gray
Dark Ruby
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Typography Standards The typography is important in the visual system of rebranding of The Sharper Image. The three chosen typefaces are Din Pro regular, Gibson bold and Akzidenz-Grotesk bold.
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DIN PRO REGULAR
a k A J 1
b c d e f g h i j l m n o p q r s t u v w x y z B C D E F G H I K L M N O P Q R S T U V W X Y Z 2 3 4 5 6 7 8 9 0
GIBSON BOLD
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 AKZIDENZ-GROTESK BOLD
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
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Corperate Business System The business system for The Sharper Image meant to be an introdustion to the brand’s identity. The design is integrated with our corperate visual that are the new Sharper Image visual system include color scheme, typography style and graphic elements.
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CHAPTER 01_LOGO ANALYSIS
BRAND EXTENSIONS Future Extensions
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Image Refinement The Sharper Image is expanding the ways they reinforce professionalism. The future extensions include two directions: outward appearance and professional behavior. Based on the key words, three types of extensions were generated.
Appearance
A
Focuses on improving outward appearance: tailored clothing, physical form, and grooming.
Behavior
B
Provides ways for people to present themselves better for suucess.
Social
S
Helps people build up a wide social network in a positive professional manner.
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SE / EV
Personal Stylist PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
A01 Introduction: The consultation with a professional stylist guides people in presenting themselves to their best advantage. Description: This personal stylist service helps people enhance their outer appearance. They offers clothing and shoes subscriptions, hair style consultations. Mission-focus: The service provides opportunities for people to look their best. Similar: Trunk Club, Jackie Differentiators: More than a clothing subscribtion, includes recommendations from a personal stylist.
ED
Refinement Studio S01 Introduction: The studio offers workshops for members to learn appropriate manners and business etiquitte. Description: The workshops offer courses and lectures about behavior so members are perceived as polite and gracious in any situation and environment. Mission-focus: The refinement studio provides opportunities for people to learn how to present themselves in a polished way. Similar: Udemy Differentiators: The studio offers etiquette training for a business environment, targeting adults.
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Personal Stylist
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ED
Business Presentation Training PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
B01 Introduction: TSI coaches help members improve their public speaking skills. Description: This seminar series on business presentation techniques helps them look like an expert in front of an audience. Mission-focus: The training course provides a chance for members to practice and improve their presentation skills. Similar: The Leaders Institute Differentiators: TSI offers more than a lecture, but also gives opportunities for members to practice and get personal critique.
EV
Sharper Community S02 Introduction: Exclusive community events allow members to broaden their experience and social connections. Description: Events give people a chance to broaden their business connections and social life, for example: hiking, wine pairing dinners and concerts. Mission-focus: A community for members to enjoy and socialize with each other in a variety of environments. Similar: Avalon Resident Community Differentiators: Organized events that help people practice angpresent their best selves and polished manners.
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Business Presentation Training
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ED / PR
Perfect Golf Training PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
S03 Introduction: Offers a private place and course for members to practice golf. Description: The place of perfect Golf course offers a full service restaurant, a driving range and practice facility, and a fancy golf shop that offers the latest in golf equipment and apparel. Mission-focus: This course allows people to improveing golf swing and provides technique instruction. Similar: Presidiogolf Differentiators: This course is private and exclusive, and this connected to the TSI Golf club and meetups event. EN
Entrepreneur Start-up B02 Introduction: It is a tailored creative working space and service. Description: TSI offers all kinds of working spaces that people need for 24 hours. For example, the dedicated desk for individual work, meeting room for seminar and we also offers food and drink. Mission-focus: TSI exclusive spaces for people to work in with luxury rooms and. Similar: Wework, Copy Link Differentiators: It is a private work space, members can choose both individual room or group meeting room, kitchen and food corner are included.
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Perfect Golf Training
Business Presentation Training
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PR
Travelers’ Kit PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
S04 Introduction: Travelers’ kit is a collection of selected personal maintainance products. Description: A convenient travel kit for travelers well-groomed, it contains products to keep appearance. Mission-focus: The travel kit allows travelers to keep their outer appearance in top condition in anywhere. Similar: Amazon Convenience Kit, Target Mens Travel Kit Differentiators: This product not only contains supplies like a shaving kit ang soap, it also have customized skincare products and hair spray.
EN / SE
Refinement Gym A02 Introduction: Offers members an opportunity to enhance their body shape with professional personal trainers. Description: A gym including professional personl trainers who helps people build a perfect body shape. Mission-focus: Refinement gym provides opportunities for people to look healthy. Similar: LA Fitness, Life Time Fitness Differentiators: Members can make appointments with professional trainers not only in the gym, but trainers will go to members houses.
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Refinement Gym
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CO
Exclusive Conference PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
S05 Introduction: Cooperate with TED talks, it shares an oppotunity for people to broaden their social life. Description: A welcome drink for members before the event and gathering with food, and we offers a social space after the conference. Mission-focus: The conference provides a chance for people to present themselves as successful business people. Similar: TED Talks, The Moth Differentiators: Provide opportunities for members who have attended presentation seminars to speak on stage. SE
Made to Order A03 Introduction: Skillful tailors offer members service of bespoke suit. Description: With customized suits, people can present a professional look. Mission-focus: This service offers a chance for people to get a customized suit which makes them look amazing. Similar: Knot Standard, Tailor Store Differentiators: We also help style the overall look with accessories.
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Exclusive Conference
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EN
Chef Selected Dinner PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
S06 Introduction: A quiet place for members to enjoy with their friends or coworkers with wonderful food. Description: The restaurant has a skilled chef, and private dining room, ambiance is elegant and quiet. Customers can choose a private dining room or the main dining room. Mission-focus: A restaurant that allows members to socialize with other people in a sophisticated environment. Similar: Barbarossa Lounge, Rye Differentiators: The formal atmosphere is conductive to business communication. The menu changes each week, and according to fresh, seasonal indredients. CO
TSI Online Store A04 Introduction: Products and subscribtion for men. Description: A website and an APP sells products in different categories that can support the maintenance of a man. Mission-focus: The online store provides a way for customers to keep pace with the most popular trends so customers presents a current look. Similar: Mr Porter Differentiators: It offers personal grooming and accessories and a subscribtion service.
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Chef Selected Dinner
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EV
Golf Meetups PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
S07 Introduction: An outdoor event which offers members an opportunity to improve golf skills and extend their social network. Description: The event gathers people together and provides them with an enjoyable golf experience and a good networking atmosphere for friends and associates. Mission-focus: The Golf Meetups provide a chance for members to socialize and network. Similar: Chardonny Golf Club, Riverwalk Golf Club Differentiators: This event gives opportunities for TSI members to establish a wider social network.
EN / CO
Wine Tasting Tour B03 Introduction: Exclusive tasting event for members. Description: The elegant event is an occasion for members to display their refined taste. Mission-focus: This event provides a chance for members to present themselves. Similar: Napa Wine Tour, Filoli Differentiators: The event requires formal wear.
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Wine Tasting Tour
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SE
Sharper Man Car Detailing PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
A05 Introduction: Provides a detailing to persent a pristine car. Home pickup service is included as well. Description: A service to clean and polish the car, staff can pickup and return car after the service. Mission-focus: This service helps people to give their cars a polished look. Similar: Turtle Wax Differentiators: Pickup and return service is included.
SE / PR
Sharper Man Travel APP B04 Introduction: Members can manage everything in trips through this APP for a fantastic travel experience. Description: An APP with the latest information on exclusive restaurants and hotels. Online travel concierge service is included. Mission-focus: The APP offers opportunities for people to be informed about their destination and be an organized traveler. Similar: B2B Travel Club, Virtuoso Differentiators: Exclusive for members.
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Sharper Man Car Detailing
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Museum Meeting PR: PRODUCTS SE: SERVICES EN: ENVIRONMENTS EX: EXPERIENCES ED: EDUCATIONAL OPPORTUNITIES EV: EVENTS CO: CO-BRANDING OPPORTUNITIES
S08 Introduction: Collaborate with museums to offer exclusive programs and exhibits to the TSI members . Description: Museum tours are a lot more than collections of artifacts, allowing interaction with others, discussion of thoughts and opinions. We are also hold art chats and book signings. Mission-focus: This event provides a chance for members to learn and experience the arts to show their cultured taste. Similar: MoMA Differentiators: Exclusive for members. EN / SE
Priority Lounge B05 Introduction: Priority lounge provides members spaces to relax and refresh before a flight. Description: Exclusive spaces includes mini suites and a restaurant for members in airports. Mission-focus: The lounge offers oppotunities for people to enjoy a high quality service on their business and personal travel. Similar: Priority Pass Differentiators: We offer service like grooming, dry cleaning, and massage, spa.
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Priority Lounge
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Self Refinement The brand chart is a based on the previous brand extensions list. Generate a visual chart for all of our future extensions.
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Act the Part
B01
B03 B02 B04
Social S01
S04
B05
S07 S02 A01
S03
S05
S08 S06
Behavior
A02 A04 A03
A05 Appearance
Look the Part
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This book is a non-commercial design project for education purposes and is not intended to represent The Sharper Image brand. r06inchin@gmail.com robinxiao-design.com Design_Chengsongmei (Robin) Xiao Course_Nature of Identity Instructor_Hunter Wimmer Photography_unsplash.com
THE SHARPER IMAGE
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Copyright © 2018 Chengsongmei (Robin) Xiao All right reserved. No part of this publication can be reproduced or transmitted in any form of by any means, electrical, mechanical, including photocopies or any storage, without prior written permission of Chengsongmei (Robin) Xiao.
THE SHARPER IMAGE VISUAL STANDARD MANUAL