ROOTED Brand Book by Rosanna Kennedy

ROOTED

Brand / Book

MISSION & VISION

ROOTED is a not-for-profit social enterprise selling t-shirts and apparel to support homeless people and make a positive impact on their lives. We want to challenge and remove the negative stereotypes surrounding the homeless.

www.rooted-apparel.com

Rooted Apparel 3 Sherwood Rise Nottingham NG7 6GJ +44 1273 445566 info@rooted-apparel.com

CONTENTS

Who We Are Personality

Tagline

Values

Contents

How We Look Visual Elements

Colour

Shape

Texture

Type

Imagery

Logo

PERSONALITY

Positive Challenging Playful Motivating Creative Engaging Dynamic

TAGLINE

The tagline reflects the essence of the brand - Belonging. On one level it is about the customer wearing their purchase and sharing it with their friends.

be seen / be heard

Underneath, it is a reflection of homeless peopleâ&#x20AC;&#x2122;s aspirations of reintegrating back into society. The two meanings are intertwined because profits from buying the products go towards helping the homeless be seen / be heard.

VALUES

Value Integrity Belonging Ethical

VALUES

Value Good looking, quality, affordable products in keeping with current styles and trends. Integrity Being honest, genuine and

Our values Our VIBE

transparent in everything we do. Belonging Everybody has a place in society and belongs to the bigger picture. Ethical Sourcing, manufacturing and designing our products to benefit people and the environment.

VISUAL ELEMENTS

Colour Shape Texture Type Imagery Logo

VISUAL ELEMENTS

Our identity is made up of a number of visual elements. The colours are strong & vibrant / The shapes are clean & simple / The textures add roughness / The type is geometric /

Visual Elements

The imagery is casual & laid-back / The logo is dynamic / The combination of these elements creates a fresh, youthful and edgy look and feel which are distinctive to the brand.

COLOUR

Colour plays an important role within the visual identity.

Colour

It serve as signage and symbolism for different homeless services and allows plenty of opportunity to develop the patterns applied to products. Inspired by the backdrop of the city, there is a base palette of varying shades of gray. The bright colours reflect the flashes of colour from graffiti dotted around the city.

SYMBOLS

HOUSING

HEALTH

WASHING

KITCHEN

ONLINE

ACTIVITY

COLOUR PALETTE

Pantone 446 C

Pantone 877 C

Pantone Cool Gray 4C

Pantone Cool Gray 1C

C0 M0 Y0 K90

C0 M0 Y0 K60

C0 M0 Y0 K30

C0 M0 Y0 K10

R64 G64 B65

R28 G130 B32

R187 G189 B192

R230 G231 B232

Pantone 395 C

Pantone 354 C

Pantone 395 C

Pantone 151C

Pantone 7441 C

C13 M0 Y99 K0

C82 M5 Y97 K0

C34 M0 Y7 K0

C0 M65 Y100 K0

C48 M71 Y0 K0

R231 G229 B22

R7 G169 B78

R162 G219 B232

R244 G121 B32

R144 G99 B169

Optimism & Positivity

Health & Renewal

Cleanliness & Purity

Warmth & Energy

Wisdom & Stability

Creativity & Imagination 11

SHAPE

There are four component shapes that add a graphic element to the brand.

Shape

The shapes are extremely versatile and can be used to create patterns individually or together in a combination of colours and sizes.

TEXTURE

The street is a rich tapestry of pattern and texture. Its adds depth, creating an unpolished look that

Texture

lends itself well to homelessness. The combination of texture, colour and shape creates the brands distinctive look and feel.

TYPE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”%&*()#@?/

100 300 500 700 900

Museo Sans

Vrinda Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Tracking 85

Museo Slab

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”%&*()#@?/

TYPE

The Museo family are OpenType fonts which can easily be applied to websites and other electronic media

Type

across different platforms. The clean geometric look of the type compliments the four graphic shapes and is available in a wide range of weights and italics.

Museo Sans

Museo Slab

Vrinda Bold

Arial Regular

Used on a wide range

Used for headlines and

This is the logo type,

For applications where

of applications, both

short statements to

chosen for its box type

Museo Sans/Slab is

print and screen,

break up and add

look. The word

unavailable.

including long running

contrast to the text.

ROOTED must always

body copy and the

appear in this font

tagline.

UPPERCASE with tracking set at 85. 17

IMAGERY

We capture authentic moments of real people interacting with each other and the outside world. They

Imagery

are candid shots showing natural emotion of empowered individuals. Texture is a key visual element and must feature in each image.

LOGO

ROOTED Block Logo

ROOTED

ROOTED 3D Logo

Logomark

Services Logo

LOGO

Each logo has a specific use and application, and may appear in any of the colours from the colour

Logo

palette, except the services logo which has assigned colours. The vertical logos are losely based around a box net shape, with each unit / â&#x20AC;&#x2DC;roomâ&#x20AC;&#x2122; representing different homeless services. The logomark uses all four graphic shapes, and represents the brands values (VIBE).

ROOTED

LOGO CONSTRUCTION & CLEARSPACE

Construction The construction of the logo is very simple. Each unit is an equal distant apart, and the logo type lines up in the gap underneath.

ROOTED

Clearspace The clearspace around the logo ensures that no graphic element or type infringes on its space. The dashed line represents the clearspace edge for the simple block version of the logo.

ROOTED

LOGO & TAGLINE

Logo & Tagline When the tagline is combined with the logo, it observes the correct clearspace distance and lines up as shown. It may appear to the side or

ROOTED

beneath the logo with the [ / ] bolder than the text.

ROOTED

ROOTED be seen / be heard

be seen / be heard

LOGO APPLICATION

T-shirt

Woven fabric label

ROOTED www.rooted-apparel.com

Pop-up flyer

be seen / be heard Poster

LOGO APPLICATION & MINIMUM SIZES

Block Logo This logo can appear with or without the type depending on size, application and what background it appears on.

ROOTED

15mm

ROOTED

Careful consideration of colour

Packaging / Fabric product labels

should be applied at the smallest

Die cut material / Pop-up material

sizes to maintain legibility.

Garments / Products

20mm

3D Logo This logo is the primary logo, and where applicable, will appear on all printed and electronic media. It may be used without the logo type,

ROOTED ROOTED

providing the word ROOTED is close by and clearly visible.

Website / Promotional material

20mm

Posters / Flyers / Business cards Letterheads / Garments / Products

LOGO APPLICATION

ROOTED Sticker

Woven fabric label

App icon

LOGO APPLICATION & MINIMUM SIZES

Logomark The logomark is a combination of the four graphic shapes. It may be used with or without the logo type depending on whether it is used in conjunction with the primary logo.

ROOTED

15mm Minimum size with logo type

The square shape is suited to a number of electronic device applications such as phone/tablet app icons and can be scaled to a minute size for a web tab icon. It may also be used as appropriate

14mm Tablet

10mm Phone

4mm Web

on promotional material, packaging, stickers, fabric labels and products.

Device icons should always appear in purple with a slight linear gradient.

LOGO APPLICATION & MINIMUM SIZES

HOUSING

KITCHEN 50mm

HEALTH

ONLINE

WASHING

ACTIVITY

minimum size

LOGO APPLICATION & MINIMUM SIZES

Services Logo These logos have specific colours and symbols and are positioned within the different â&#x20AC;&#x2DC;roomsâ&#x20AC;&#x2122; of the logo shape. The word ROOTED is replaced with the name of the homeless service and retains the same logo type and

KITCHEN be seen / be heard

The profits made from this item could provide hot meals for ten homeless people for one day.

tracking. Every ROOTED purchase creates a tangible and positive impact to the lives of homeless people.

The application for these logos is more limited. They are specifically

Visit our website to find out how your money helps.

statistics, information and facts and may appear electronically or printed. The minimum logo size ensures the

ROOTED

used in combination with homeless

www.rooted-apparel.com

icons are clearly visible and identifiable.

Product swing tag

LOGO DO’S & DON’TS

ROOTED

Do not change the logo type.

Do not use colours that are not in the colour palette.

ROOTE

Do not stretch, distort or skew the logo.

ROOTED Do not place a logo with type over a busy background.

ROOTED Do not place a coloured logo over a similar coloured background. 30

Do not use two bright, clashing colours together.

LOGO DO’S & DON’TS

ROOTED

The logo is highly versatile & dynamic and can be experimented with on a variety of textured and coloured backgrounds. 31

ROOTED is a fictional brand created by Rosanna Kennedy for her MA Branding and Identity Design major project 2014. If you wish to contact Rosanna email: rck109@gmail.com