Hello.
This is how we
L O O K
B R A N D O O K
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Table of Contents Our Brand Our Logo Our Fonts Our Colours Our Strapline Our Icons Our Photography Our Voice Our Message
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Our B ran d
, a South Korean fast fashion retailer, was founded by Samsung Group in 2012. We stand out among the competitors by providing affordable quality Korean styled fashion, and responding to the rapidly changing lifestyles and fashion trends. We have since expanded our online shop globally and opened our first oversea store in Shanghai, China.
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Objectives • To create a balance between fashion trends and everyday wear • To provide reasonable price for quality fabrics and exquisite craftmanship • To tailor clothes fitted for the Asian body • To reflect Korean fashion styles thoroughly
Statement “Be captivated in 8 seconds”
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Markets • Youths who have characters, dress deliberately, and enjoy changes • People in their 20-30s who find Korean fashion styles attractive • Asians who address fashion trends as much as quality
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C O B R A N D C E P DAY T
GROOVE
We discover the energy and changes in everyday the
life,
and
happiness,
therefrom, which
is
having defined
as
found “Day
Groove� - a Korean everyday fashion style.
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Product Lines
MENS / WOMENS Collection MENS / WOMENS Trend Casual MENS / WOMENS Biz Casual MENS / WOMENS Comfort Casual MENS/ WOMENS Core+Basic
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Our Log o
L O U R G is the touchstone and a very valuable asset of our brand. Thus, we must ensure O proper usage and representation on
all media channels and documentary. Japanese educato Shichida discovered that it takes 8 seconds for people to realize their new present situations. We will captivate you with our design in just eight seconds.
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L
ogotype
Our primary logo is the horizontal red logo used on a white or light coloured background. For darker backgounds, you will find chromatic variations and alternatives in the following pages. Meticulously chosen for its modern and streamlined, highly legible style, which has been represented in our signature red colour, further enhanced by the integral figure of “8” and an upper case “S”. The font that is used here is Audimat Bold. It is essential to keep corporate marks clear of any other graphic elements. To accomplish this, a whitespace has been established around the trademark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark. The fixed relationship that should never be change in any occassion. The minimum logo size is 1 x 0.32 in ( W x H ).
0.5x
x x 0.5x
1 in
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Our Log o
C
olour Variations
The colour logos are used in preference to the grayscale varations whenever colour printing is available. Note that the primary logo is the first priority, whie the white negative logo is used against a red background.
Opaque White Pantone 7620C Pantone 705 C R:255 G:255 B:255 R:255 G:221 B:226 R:189 G:46 B:43 C:0 M:0 Y:0 K:0 C:18 M:95 Y:85 K:8 C:0 M:16 Y:4 K:0 #FFFFFF #BD2E2B #FFDDE2
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S
implified Trademark
The simplified variation is the red “8� trademark symbol used on a white or light coloured background. The minimum logo size is 0.025 x 0.5 in.
2 in
0.5 in
G
rayscale Variations
The black logo is used for black and white printing on white or light backgrounds. The white logo is used for black and white printing on black or dark backgrounds.
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Our Log o
D
o’s & Don’ts
The suitable logo variations should be chosen correpsonding to the background colour for clear communication. The positioning, proportions, and orientations of the logo configuration are important to uphold in order to maintain the brand integrity and ensure cosistent communication. Please never alter the logo in any way. These are some examples of ways the logo should not be used. These guidelines apply to all variations of the logo.
1. Whitespace around the logo
7. Avoid high chroma colours
2. Avoid red background
8. Do not change the logo’s orientation.
3. Do not scale the logo unproportionately.
9. Do not place the logo on busy photography.
4. Do not use the logo as a pattern, wallpaper, or other decora-
10. Do not add drop shadow.
tive device. 11. Do not alter the character 5. Do not add bevel, glow, and
style of the logo (e.g. tracking).
other effects and. 12. Do not recreate the logo by 6. Do not use a different fontface.
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using the plain text.
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8
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econds 6
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econds
8econds
Use of any stylized, animated, hand drawn or other versions of a unofficial logo is not permitted. This undermines the logo system and brand cosistency. Please consult with us if you have any questions or need further assistance.
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Our Fon t s
F O U R a powerful tool in the N are presentation of 8Seconds . They are a T key element in thoroughly communicating a unified brand S personality for our brand in both ÂŽ
literal and visual manners. These fonts ensure clarity and harmony in all of our communications.
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L
ogo font
Modern, streamlined, and sophisticated. This is the typeface we used in our 8SecondsÂŽ logo varations Audimat Bold. It is used to represent all logo variations and the trademark. Please use sentence case and do not change the weight in our logotype. This font is available for prints only.
8s
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 ( : ; � ’ , . ? / ! @ # $ % ^ & * ) 0 1 2 3 4 5 6 7 8 9
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P
rint - Primary font
Our Fon t s
Strong, yet not overbearing. This is the primary typeface we used for headings, and any top hierarchy type. Futura is a large type family; while we suggest Futura Medium, there is some flexibility in choosing an individual style from a broad range of type wieghts and styles. Please feel free to use all caps, small caps, or sentence case. This font is available for prints only.
8s
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 ( : ; � ’ , . ? / ! @ # $ % ^ & * ) 0 1 2 3 4 5 6 7 8 9
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P
rint - Secondary font
Bold and highly legible. This is the typeface we used for body copy. Although Helvetica Neue is a large type family, please refrain from using other styles instead of Helvetica Neue Medium. Please use sentence case for body copy. This font is available for prints only.
8s
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 ( : ; � ’ , . ? / ! @ # $ % ^ & * ) 0 1 2 3 4 5 6 7 8 9
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W
eb - Primary font
Our Fon t s
This primary web alternative is Futura® PT Medium. When the point size of text is 30 pt., leading for the titles and headings is +2/3 of the point size, which is 20 pt. in this case. Please slightly decrease kerning when the type gets larger. Tracking is generally +25 (Adobe packages). This font is available for desktop, ebook, mobile app, server, and web uses.
8s
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 ( : ; ” ’ , . ? / ! @ # $ % ^ & * ) 0 1 2 3 4 5 6 7 8 9
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W
eb - Secondary font
This secondary web alternative is Neue Helvetica® 65 Medium. Body copy is setence case, justified, but the last line is ranged left. Leading is +45% of the text’s point size. Please slightly decrease kerning when the type gets larger. Tracking should remain at 0 (Adobe packages) in any scenarios. This font is available for desktop, ebook, mobile app, server, and web uses.
8s
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 ( : ; ” ’ , . ? / ! @ # $ % ^ & * ) 0 1 2 3 4 5 6 7 8 9
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Our Colours
C O U R L are what catch people’s attention first. Our palette makes O our personality. We are bold, confident, and passionate. These coU lours are simply loud and clear. R S
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S
ignature Red
Pantone 7620C R:189 G:46 B:43 C:18 M:95 Y:85 K:8 #BD2E2B
“Signature Red” is the first thing comes to mind upon mention of our brand. The colour is a recognizable identifier of our brand, creating an impression of unceasing passion and affection from
8Seconds®.
Please apply Signature Red exclusively to our logomark, trademark, headings, and other top heirarchy text or imagery.
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P
rimary Colours
Our Colours
D
8
ay
Pantone 705 C
Opaque White
R:255 G:221 B:226
R:255 G:255 B:255
C:0 M:16 Y:4 K:0
C:0 M:0 Y:0 K:0
#FFDDE2
#FFFFFF
Our primary colour palette is made up of “Day” and “Groove” along with our “Signature Red”. These colours are found in our logo varations, act as core complements to the “Signature Red” and generally take up smaller surface area. Please use “Day” and “Groove” as background colours or adjacent to Signature Red in order to underscore the red.
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S
econdary Colour
Pantone Black 6C R:36 G:36 B:36 C:0 M:0 Y:0 K:86 #242424
Our secondary colour is a unique “Almost Black� which differentiates us from others. This colour is predominantly used on body copy and other text due to its excellent legibility and printability. Sometimes, it is also used as a background colour.
U
sage Percentages
60%
15%
10%
5%
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We have a main strapline, which appears with our logo whenever possible. “Discover the energy and happiness in everyday life!� is our strapline for our valuable costumers.
Ou r S t ra p lin e
O U S T R A P L I N E
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Discover the energy & happines in everyday life!
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A
lignment & Placement
“Discover the energy & happiness in everyday life!” Our English language strapline comes in four alignments as demonstrated below. The type is Futura Medium, 10pt., ragged left, and outlined in “Signature Red”. “8second.kr” is in “Groove” colour. 1 Discover the energy & happiness in everyday life! 8seconds.kr
Ou r S t ra p lin e
2 Discover the energy & happiness in everyday life! 8seconds.kr
3 Discover the energy & happiness in everyday life! 8seconds.kr
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Discover the energy & happiness in everyday life! 8seconds.kr
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I
nternational Straplines
Korean 일상 생활에서 에너지와 행복을 발견하십시오! Chinese (Simplified) 发现日常日活中的能量和幸福！ Chinese (Traditional) 發現日常生活中的能量和幸福！ Japanese 日々の生活の中でエネルギーと幸せを見つけよう！ Malay Menemui tenaga dan kebahagiaan dakam kehidupan sehari-hari! Fillipino Matuklasan ang enerhiya at kaligayahan sa araw-araw na buhay! As we continue to expand our overseas market and customer base, we have opened our first overseas flagship store in Shanghai, China, and deliver online store orders to over 56 countries in the world. We hope to communicate with our customers in their lanaguages.
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I C O U R accompany our logo and deN signs. They envision the lavishS ness of visual communication. Our Icons
We keep the collection of these icons growing and incorporating them as additional graphic elements throughut the brand.
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V
ector-based Icons
Our collection of of icons icons are arevector-based vector-basedso sothey theywill would not get not pixget pixelated elated after after being being enlarged. enlarged. When When creating creating icons, icons, please please rememremember ber that imagery that imagery needsneeds to be to vector-based, be vector-based, 2D, minimal, 2D, minimal, and iconand iconic.We ic.We suggest suggest round round corner corner for unified for unified designs designs of icons. of icons.
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Ou r Pho t og raphy
P H O U R is a major par t of our brand’s T identity. Our photographs showO cases the cities of Korea, where we are founded. We always G feature and take photographs of local models, thoroughly reR flecting Korean fashion styles. A P H Y 30
P
hotography
Choosing the right images for communication collateral is critical. There are two kinds of our photographs - product styling and lookbook images. The stylistic parameters of these images reflect the our style: sophisticated, trendy, and in-the-know. The content of the images, both people and products, should feel real, meaningful, and engaging, even in staged and studio-based photographs. We always strive to employ local talents, whether photographers, art directors or models. It is important to use locally accessible resources and expertise to scrupulously exhibit Korean lifestyle and fashion. It also unveils to our international customers what we, as a country, value. There may be times when you wish to commission your own stock photography. Consequently, these images have to be align with our stylistic approach to our original photography. The stylistic approaches to our original photography are illustrated in subsequent pages.
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O
n set photography
Our on set photography usually takes place outdoors and in everyday scenarios. Whether crossing the road, getting ice cream, or going on a date, these photographs connects with our customers by documenting what they do in real life.
Ou r Pho t og raphy
Even if the models stare into the camera, they are actively engaging their surroundings. The stylistic approach taken should thus produce realistic, natural, and engrossing photographs. Similarly, images should be bright and sharp from different dynamic camera angles in various croppings.
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S
tudio-based Photography
When we take our photographs in studio, we style the products and outfits aganist a solid background. Models are photographed from the knees up. While the models all tend to maintain eye contact with the camera and pose, the products are styled, hung, folded, and laid down in many different ways. The images must clear and sharp with ample light during the photoshoot to avoid high ISO and digital noise.
8seconds Store
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V O U R is well informed, upbeat posI itive, young, urban, and c hic. C We enjoy communicating with our par tners and customers, E learning about their stories, and
Ou r Voice
interacting with them via different social media platforms.
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To our partners. These guidelines are for the use of our design teams and agencies only. We hope that this brand book has helped you to better understand 8SecondsŽ and ultimately aiding in the strengthening of our brand in anything you create! If you are ever in doubt, just refer back to this document, please refer back to this document. We don’t ask for much, just a little care and respect for the 8SecondsŽ brand. We believe that it is a quite versatile system that allows creativity, so try your best. And we are proud of your work. If you have further questions or need assistance, please contact us brandstyle@8seconds.co.kr
Our M e ss a ge
Have a nice day!
Y E