CROCS: Brand Guidelines

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CONTENTS

Section 1 - Background 9-10 Timeline 11 Misson statement 12 Rebranding Objective 13-14 Brand Personality 15-16 Brand Keywords 17 Yesterday’s Personality 18 Today’s Personality 19-20 Market & Situational Analysis 21-24 Customer Profiles 25-26 SWOT 27-32 Competitive Analysis

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Section 2 - Brand Development Visual Analysis

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Identity Development

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Round 1 - Logo Sketches

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Round 2 - Logo Sketches 41-42 Round 3 - Digital sketches 43-44 Logo Inspiration 45-46 Final Logo Design 47-48

Section 3 - The Logo Logo Mark 51-52 Logo Misuse 53 Logo Use 54 Font Choices 55-56 Mockups 57-60 Photostyle 61-62 Color Palette 63-64 Voice 65-66 Brand Extensions 67-72 Old Advertising 73 New Advertising

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SECTION 1 - BACKGROUND

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2011

Crocs suffered a single day drop of 39.4% in revenue on October 18th.

TIMELINE

2004

The company bought Foam Creations and their manufacturing operations for the foam resin, now called Croslite.

2013

June Crocs experienced a 42.5% decrease in net profits and stock fell 20.2% in one day.

2002

Crocs was founded.

2005

Tested and recommended by U.S. Ergonomics Company.

2006

2014

Sold 6 million pairs and sales income reached $100 million.

The company announced plans to restructure which would eliminate 180 jobs, close 75-100 stores, and scrape underperforming product lines.

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2015

Prince George wore navy blue Crocs to a charity event which, according to Amazon, spiked sales by 1500%.

2009

Crocs was accepted by American Podiatric Medical Association. First Lady Michelle Obama wore Crocs with her Daughter.

2008

Crocs created a golf shoe called, The Ace. Crocs was approved by Centers for Medicare and Medicaid as diabetic footwear.

Stock Dropped by 30%.

2020

Crocs partners with Celebrities to have their own clothing lines in efforts to bring attention to the company.

2007

Trademarked “Crocs� and Crocs Logo.

President George W. Bush wore Crocs out in public. Stock dropped 24% when the company announced a decrease in revenue projections.

2019

Crocs decides to reintroduce themselves into the market with a more fashionable look.

2018

Crocs closed the last company operated manufacturing plants in Mexico and Italy.

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MISSION STATEMENT Crocs believes that styles are ever-changing and we want to create looks that are timeless.

We want to provide people with all the necessary clothing and accessories to make your style unique.

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REBRANDING OBJECTIVE Making a Croc comeback and we are here to change.

We want to suit your needs and be adaptable because it’s not enough to be comfortable.

Crocs is here to allow you to express yourself.

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BRAND PERSONALITY We are a brand that is rising up out of the Croc’s ashes.

It was hard to keep up with the style trends but we are back baby! Look forward to some unique clothing and the ability to create something that is personable.

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BRAND KEYWORDS Quality - We strive to create clothing that is high-quality and made to last.

Trendy - Our clothing keeps up with the ever-changing trends in the fashion market.

Sleek - Crocs wants to be affordably elegant and present itself as minimalistic.

Unique - You should be able to stand out amongst others.

We want you to feel like you are able to express yourself.

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YESTERDAY’S PERSONALITY

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TODAY’S PERSONALITY

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MARKET ANALYSIS The fashion industry growth rate is increasing.

There are four reasons Expanding global markets Online access Innovating technology Emerging middle-class with disposable income Western market saturation on clothing, apparel, and shoes.

43% of purchases are influenced by personalized recommendations and promotions.

75% of consumers prefer personalized messaging.

SITUATIONAL ANALYSIS 1) Virtual styling assistants for loyal customers.

2) Positive experience of return policy and process.

3) Multi-channel on social medias and website.

4) Direct buying paths ex. Purchasing products directly from the social media that customers are used to.

5) Members only private sale (flash sales).

6) Virtual fitting room on the app.

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CUSTOMER PROFILES 23-35

Scott Kinsley, 23 Single College student Male “I am currently going to college and like to look presentable at all times. I’m really specific about the clothing I want to wear cause I feel it should look sleek. I want clothes that can look professional or casual.

I can’t afford to spend a lot of money on clothes, so I look for reasonably priced clothing.”

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Michelle Thompson, 27 Single Female Business Women “I’m constantly looking for new clothes to buy. I work in an office and it is business casual. I don’t like to buy separate clothes for work and everyday life. I usually like to stock up my closet with quality pieces.”

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Martha Snyder, 35 Married with two children Housewife Female “I want to my clothes to feel like they are keeping up with the times. I don’t want to have to think too much about my purchase.

I want to be fashionable just don’t know what will suit me best. I usually shop places like H&M but the material just isn’t quality.”

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Josh Kaner, 30 Single Fashion Photographer Male “I am constantly introducing new fashion trends into the market.

A lot of people look to me for outfit inspiration. The worst thing is when you go somewhere and someone is wearing the same outfit. I want to buy clothing that is limited and unique.�

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COMPETITIVE ANALYSIS CURRENT

Aldo They has stores worldwide. Their brand sells mostly shoes, but also carries accessories and bags. Aldo is a fashion forward brand and their designs are up-to-date.

Steve Madden They only sells shoes and shoe related accessories. Their brand consist of quality products and they stay up-to-date. Steve Madden also has innovative promotions.

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ADJACENT

Uniqlo They has unique and consistent designs for their products. Their brand collaborates with other designers. Even though it is a Japanese brand, their oversea market pricing is still affordable. They have stores worldwide, and their logo is easy to identify.

Zara This is a fast fashion brand, but they have a huge variety of products. They have 1,000 new designs worldwide each year. Zara has stores placed all over and reaches a big market.

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ASPIRATIONAL

Christian Louboutin Their brand has a strong identity and are well known for their red shoes. They carry high quality products, and they have a high customer loyalty. Their product design is also unique.

Comme des Garcons Well known brand globally due to its easily recognizable heart with eyes. Their brand identity is clear and strong. Their products have a consistent and unique design.

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SECTION 2 - BRAND DEVELOPMENT

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VISUAL ANALYSIS

Old Crocs We made shoes that were typically worn for their comfort. We sold all types of shoes ranging from boots to sandals, but we were mainly known for our clogs. Our products were known as being comfortable and great to use around the house. The style was where we really tanked because not many people wanted to wear our product around in public. This lead into our shoes not being so practical because you couldn’t get a great use out of them.

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New Crocs We are entering the fashion brand market.

We aim to carry everything you need to dress yourself from head to toe. We are changing to fit all the trends that are up and coming, as well as creating something unique to our company. We redesigned our shoes to look more fashionable and created clothing that incorporates our “Croc’s Holes” which have now been changed to circles and dots. We are leading the way for more affordable fashion that can be customized by the consumer.

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IDENTITY DEVELOPMENT While considering logos we wanted to go for something that strayed away from a crocodile that was representational and instead have it be worked into the idea surrounding the logo.

We decided for the brand that we would like a logo that was clean and came across as elegant. The face of the company would be a stylized “C” in the form of our logo. We looked at different ideas of having something as organic as a leaf and figured it was too representational and didn’t capture the essence of our brand. When finalizing our logo we went with a crisp C with an indentation. The indent in the C is there to resemble the mouth of the crocodile opening up.

We decided that a clean C would help to make the brand seem more elegant. Our word mark in combination with our logo makes the company seem very sleek. The word mark is suppose to give mystery as if it were a crocodile appearing from the water.

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ROUNDROUND 1 1 SKETCHES SKETCHES

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ROUND 2 SKETCHES

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ROUND 3 DIGITAL DRAFTS

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LOGO INSPIRATION

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FINAL LOGO DESIGN

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SECTION 3 - THE LOGO

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100%

LOGO CLEAR SPACE 20 px 150%

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LOGO MINIMUM SIZE

LOGO MARK The logo mark is used in internal communications, brand collaborations, and when needed due to spacing issues that won’t allow for the stacked signature. The logo mark is used secondarily to the stacked signature.

Stacked Signature The stacked signature features the logo and wordmark and it is used as the primary signature. It is used for assets such as advertising, print, marketing material, press releases, and emails.

Clear space The minimum required distance from the logo for placement of text or graphic elements must be 20 pixels surrounding the invisible box around the logo.

This rule applies to any and all uses of the logo.

In regards to printed materials where the logo is placed at the edge of the paper, the minimum distance from the edge of the format is 20 pixels surrounding the invisible box around the logo.

SECTION 3 - THE LOGO 52

LOGO MISUSE

Do not Use outlines

Do not Skew, rotate or stretch 53

Do not Add drop shadows

Do not Change orientation

Do not Repeat

Do not Add components

LOGO USE

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FONT CHOICES Heading Type The typeface Crocs uses in their headlines is Bodoni Standard.

The finely crafted typeface projects Crocs’ integrity.

The headlines uses the regular font-weight.

Body Type The typeface Crocs uses in their body copy is Gotham. The strict lined typeface projects Crocs’ integrity. The body copy can be written in either bold or light font-weight.

Gotham Light 8pt Gotham Bold 8pt

BODONI STD 20pt

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COLOR PALETTE

PMS: 13-0746 TPG CMYK: 4%, 16%, 83%, 0% RGB: 85, 4, 68

PMS: 2227 XGC CMYK: 62%, 3%, 27%, 0% RGB: 87, 190, 192

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PMS: 2766 CP CMYK: 99%, 95%, 36%, 33% RGB: 33, 36, 83

PMS: P 75-3 U CMYK: 2%, 26%, 3%, 0% RGB: 244, 199, 214

PMS: 2009 CP CMYK: 3%, 39%, 100%, 0% RGB: 242, 166, 30

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VOICE The voice of Crocs is inviting, fun, and snarky.

Crocs encourages people to embrace their uniqueness and dress confidently.

Our mission is to make things exciting and provide clothing that is designed to be flexible.

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Phase 1

BRAND EXTENSIONS 1) Online dressing room.

Why not test out the products before you decide to buy them? Use your computer or phone camera to try on outfits and even have the ability to put on layers.

10) Rent clothing.

Test out clothing in our new shopping experience.

If you are not sure the outfit is perfect for you, rent clothing and take it out for a spin. If you are satisfied with the outfit, send the clothes back and put in a order for purchase.

2) Online/ App stores.

9) One style a day social media.

Easily access and purchase all your favorite items in the Crocs app store or online. Your next go-to outfit is just one click away.

Find out how to ownyour style with Crocs. Crocs will begin posting different outfits each day with products they carry currently in stores to help give hothers inspiration.

3) Customized products.

8) Holiday Giveaway.

Dare to be more unique.

For those who want to add some personality and spunk to their wardrobe.

Show others what you’re like on the inside.

Get rewarded when you shop.

For a limited time during the holidays, when your purchase total exceeds $200 you get to select a complimentary gift.

4) Subscription box.

You’re in for a surprise. Get curated boxes of items you’d like sent right to your door.

Crocs will put together an outfit for you monthly, weekly, or as frequently as you need us to.

7) Fashion brand collaboration.

The products you love teams up with other products you might love. Your favorite fashion brands come together to create something unique and limited edition. This will feature partnerships with Supreme, Uniqlo, etc.

1) Celebrities and DJ collaboration.

Phase 2

Feel like a star and get clothes that are designed by celebrities and DJs. This clothing line will showcase styles that the professionals love and wear.

2) Stores.

Crocs will expand its shopping experience.

Walk into stores and be able to try on the latest styles.

3) Music festivals collaboration.

Combining the two things you love, music and free merchandise. Crocs will collaborate with music festivals to give away some products for people to wear and show off the brand.

4) Waterproof clothing.

It’s time with think about multi-weather clothing. Crocs will be creating raincoats, rain boots, umbrellas, and other waterproof accessories.

6) Photo wall.

5) Amazon.

Find all the products you know and love now on Amazon. Get your clothes where you do all your other shopping to make it a convenient shopping experience.

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To earn some brand recognition Crocs will have an artist design a mural that can feature that brands tone.

When people take pictures of this wall and use a specified hashtag they will receive a coupon to use of their next purchase.

5) Virtual Stylist.

Besides virtual dressing room, we can give you style suggestions based on the information you entered like style and colors. Crocs will give you curated styling suggestions by experts in real time.

10) Crocs luxury line.

Looking for something that is just a little more high end? Crocs will start a luxury line to creating clothing for those who want their style to be a little more dressed up.

1) Theme parks.

Phase 3

Have more fun in your clothing.

Crocs will be expanding into entertainment by creating a theme parks. Seats on rides and restaurants will incorporate clothing fabric.

10) Marathon.

Join the run and be the first to hear big news from Crocs. We will begin to introduce athletic wear and those who sign up for this marathon get new outdoor clothing included.

2) Hotel.

9) Crocs junior.

We are expanding to younger crowds. Crocs will begin to produce a children’s clothing line.

Take your clothes on a vacation. Crocs will be developing new hotels with a small amusement park and a shopping center inside.

8) Styling social media.

3) Furniture.

Crocs will post styles on social media to bring you outfits you can duplicate or get inspirtion from. These styles will come from the community of people who love Crocs.

The uniqueness of our brand now in home furniture.

Crocs will create limited edition furniture so you can bring the brand to your home.

7) 2 weeks of style clothing box.

4) Limited Editions.

Just can’t figure out what to wear or how to style your clothes? Subscribe to our box and we will send you clothes with pictures of styles that you can make for two weeks from head to toe.

Crocs will create limited edition clothes so you can feel even more unique when you purchase these items. Find new excitement knowing you will be truly one-of-a-kind.

9) Fashion Magazine.

Get the latest from all the new fashion designs and styles. Crocs will release a monthly fashion magazine to serve as inspiration.

8) Professional Stylist (to the door).

If you are in need of help, we’ve got just the thing. We will have professional stylist visit your home to look at your wardrobe, give you styling suggestions, or style you with our products.

7) Private sales.

If you’re loyal to the company you deserve special treatment. Crocs will offer private sales events for VIP members.

6) Dress up mirror.

All the fun of trying clothes on without the hassle. Crocs will install mirrors so you can virtually try on clothes within seconds. These mirrors will records turns so you can get a 360 view.

5) Music festivals.

Let’s make festivals more convenient for you. When you buy the tickets Crocs will send the clothing for that day to you.

6) Fashion stage design.

Crocs will be making breakthrough in custom design made by fashion designers. We will be showcasing designs and new clothing lines at a Crocs fashion show.

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VIRTUAL STYLIST Get the help you need right when you need it with this virtual stylist. The stylist will walk you through new looks and provide you with guidance into new styles you might like to try.

Many people are afraid to ask for help but we want to offer it wherever you may be.

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ONE STYLE A DAY SOCIAL MEDIA Get help and inspiration from fashion bloggers and fashion influencers. The style a day social media posts will have people of different ethnicities, shapes, and sizes.

We want to spark new outfit ideas with these daily styling pictures.

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MUSIC FESTIVALS Don’t feel like you need to stress out over what outfit you need to pack for concerts.

When you buy a ticket to this concert you also receive an outfit that can be worn to the festival. Crocs will provide you with an outfit that is sure to get all eyes on you.

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FASHION MAGAZINE Be up-to-date in all the latest fashion trends. Crocs wants to make sure you are prepared for the season ahead with our monthly fashion magazine. This catalog will showcase the newest fashion designs and styles. We will incorporate the upcoming designs from Crocs so you can be prepared to purchase you new outfits when the designs are released.

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OLD ADVERTISING

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Crocs focused on making their advertisement fun and playful so that it would appeal to a broader audience. We brought life to our shoes and really expressed how they are suitable for everyone.

NEW ADVERTISING

Through our advertisements Crocs remains sleek and elegant. We are focusing on fashion and how it can be used to express one’s self.

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©2019 Oskar Ehrensvärd, Tina Kao, and Enrike Grageda All content for Crocs Brand Guidelines was conceived, designed, and produced by Oskar Ehrensvärd, Tina Kao, and Enrike Grageda. Research and strategy by Tina Kao, art directed and designed by Oskar Ehrensvärd, writing and editing supplemented by Enrike Grageda. Photography provided by Amber Lokatys (amberlokatys.com) and Johanna Ehrensvard (jecreate.net). The only exception is the Crocs name.

Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University None of the photographs and images were used from any website, and are contracted images from the above named photographer under agreed license for the sole use of this book. This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.

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