BRANDING GUIDE
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D LO ES D G IG O O N ’S C O & M D M O A N N T’ D S M
O V E V RV A I LU E W E S
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PINEAPPLE AS A BRAND HAS ALWAYS BEEN SYNONYMOUS WITH DANCE. ITS CLOTHING RANGE WAS BUILT AROUND THE NEEDS OF THE CONSUMER. WE HAVE NOW IDENTIFIED AN OPPORTUNITY TO EXPAND OUR RANGE TO OFFER OUR CONSUMERS TREND LED FASHIONS.
ANANAS IS AN URBAN, LOUNGEWEAR SUBBRAND FOR PINEAPPLE. IT IS A FRESH NEW CONCEPT THAT WILL FURTHER THE BRAND, PUSHING LIMITS AND GIVING IT A FASHIONABLE EDGE BUT CONTINUING WITH THE PINEAPPLE IDENTITY. WE WILL INITIALLY BE TARGETING THE GENERATION Y CONSUMER, WITH FURTHER PLANS TO EXPAND AND OFFER VARIATIONS FOR OUR YOUNGER AND OLDER CONSUMERS.
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HERITAGE
STAYING TRUE TO THE BRAND AND THE TRADITION OF LISTENING TO THE CONSUMER. ADDITIONALLY USING LYCRA DUE TO ITS REVOLUTIONARY USE IN DANCEWEAR INTRODUCED BY PINEAPPLE.
ENERGETIC
THE DRIVE AND PASSION TO BE CURRENT AND GIVE THE CONSUMER WHAT THEY WANT
PERSONAL
DRIVEN BY THE CONSUMER. LETTING THEM LEAD THE BRAND
NATURAL
EMBRACING THE FEMALE BODY AND ITS NATURAL SHAPES. ACCENTUATING KEY PARTS FORMING FLATTERING SILHOUETTES
LIFESTYLE
PROMOTING A HEALTHY, ACTIVE LIFESTYLE.
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BOLD STAND OUT AND MAKE AN IMPACT
GEOMETRIC SHARP ANGULAR SHAPES RGArmfield
URBAN PLAYFUL WITH A HARD EDGE
INNOVATION DARING PRINTS AND SILHOUETTES RGArmfield
ACCENT A POP OF COLOUR WITH IN A TONAL PALLETTE
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HORIZONTAL AND STACKED
O THE LOGO CAN BE HORIZONTAL OR STACKED AS SHOWN. IT MAY ALSO BE SHOWN WITH OR WITHOUT THE ‘PINEAPPLE’ LOGO. HOWEVER THE PINEAPPLE LOGO MUST NOT DOMINATE OVER THE ANANAS LOGO.
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LO G O RGArmfield
DO’S AND DONT’S
DO TURN IT ON ITS SIDE
DON’T PUT A BOX AROUND THE LOGO
DON’T TILT THE LOGO
DON’T STRETCH LOGO
DO OVERLAP ‘PINEAPPLE’ LOGO
DON’T CHANGE COLOUR
DON’T SEPARATE ‘PINEAPPE’ LOGO
DON’T PUT ON CLUTTERED BACKGROUND
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GRAPHIC PRINT
G O BASE PRINT FOR THE GRAPHICS IS A COMBINATION OF COLOURED TRIANGLES. DONT CHANGE THE COLOUR OR ROTATE THE IMAGE.
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G LO
GRAPHIC LOGO
O THE PINEAPPLE GRAPHIC FITS WITH THE GEOMETRIC THEME DUE TO THE PRINT CREATED. IT MAY BE SHOWN ON ITS OWN OR WITH THE LOGO. DONT CHANGE THE COLOURS OR THE SHAPE IN ANY WAY.
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PLACEMENT EXAMPLE
O WALL MURAL CREATED BY: GRAFFITI ARTIST ‘SHARK’ LOCATION: LONDON WATERLOO ‘THE TUNNEL’ PICTURE BY: ROBYN ARMFIELD
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INSPIRATION
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BLOCK IT
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LOGO TYPEFACE
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Y CREATED BY ROBYN ARMFIELD BOLD TO ALLOW FOR EASY READING AND TO MAKE A STATEMENT. ANGULAR SHAPES TO FIT WITH THE SUBBRAND IMAGE. POP OF ACCENT COLOURS
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Y ARIAL BLACK IS USED FOR ALL OTHER HEADINGS APART FROM THE LOGO AND FOR THE SMALLER WRITING ARIAL IS USED. THIS IS DUE TO THE CLARITY OF THE FONT AND RELATION TO THE LOGO FONT.
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ARIAL BLACK
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ARIAL
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NOTE: NO ITALICS TO BE USED AT ANY TIME
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HORIZONTAL AND STACKED
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IMPERATIVE AND DESCRIPTIVE TAGLINE THAT IS EASY TO REMEMBER AND REFLECTS THE BRAND CONCEPT.
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EMBRACING THE NATURAL FEMALE BODY. LOVING YOURSELF AND LIFE. FEEL IT RELATES TO SENSORY EMOTION EXERIENCED THROUGH DANCE. LIVE IS BECAUSE PINEAPPLES TAG LINE IS ‘TO DANCE IS TO LIVE’ SO THIS RELATES TO THE BRAND HERITAGE.
EMBRACE IT. FEEL IT. LIVE IT. EMBRACE IT. FEEL IT. LIVE IT.
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MBRACE IT RGArmfield
EEL IT. RGArmfield
IVE IT.
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C U LO R ALWAYS USE THE PANTONE COLOURS GIVEN
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THE THREE GREYS ARE MUTED TONAL COLOURS THAT ALLOW THE BRAND TO STAY COMMERCIAL AND FIT WITHIN THE HIGHSRTEET MARKET LEVEL.
18 0306 PANTONE TCX/TPX Gunmetal
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Blue
19 4227 PAN TONE TCX/T PX In
THE TWO BLUE SHADES WERE INTRODUCED WHEN LOOKING AT COLOUR PALETTES AS THEY COMPLIMENTED THE GREYS AND GREENS. BUT ARE USED LESS TO OFFER A SUBTLE VARIATION.
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12 0525 PANTONE TCX/TPX Luminary Green
ACID GREEN IS A VERY ON TREND COLOUR, HOWEVER WE HAVE TONED IT DOWN TO RELATE MORE CLOSELY TO OUR TARGET MARKET.
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FOLDED LABEL
BACK NECK LABEL
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THIS BRAND IS ALWAYS ABOUT DANCE IT’S DEFINITELY ABOUT ORIGINALITY IT’S UNDENIABLY EDGY AND URBAN IT’S ULTIMATELY ABOUT SELF-EXPRESSION IT’S NOT ABOUT BEING SHY BUT IS ABOUT LOVING YOUR BODY AND WE’RE NOT INTERESTED IN BEING PLAIN AND DULL... LEAVE THAT AT HOME!
EMBRACE IT. FEEL IT. LIVE IT.
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COPYRIGHTED
2014 R.ARMFIELD. ALL RIGHTS RESERVED