STYLE GUIDE
SIMPLE MADE BETTER
THE CONTENT
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1. THE BRAND 1.1 History 1.2 Lifewear
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2. THE LOGO 2.1 Primary Logo 2.2 Secondary Logo 2.3 Exclusion Zone 2.4 Do’s & Don’ts 2.5 Logo On Backgrounds
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3. THE BOOK 3.1 Book Format 3.2 List Of Stories
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4. THE TYPE 4.1 Paragraph Styles 4.2 Character Styles
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5. THE VISUALS 5.1 Colour Palettes 5.2 Photographic Styles 5.3 Visual Treatment 5.4 Overall Look & Feel
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THE BRAND
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first opened its doors in June 1984. UNIQLO has enjoyed superb growth by providing high quality casual wear, “LifeWear�, at remarkably affordable prices for men, women and kids. Even since UNIQLOs humble beginnings, UNIQLO has continued to aspire towards excellence in quality, design and technology, and has managed to achieve as such. But even so, UNIQLO still strives onwards and upwards. Not in pursuit of perfection, but in evolution.
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This is LifeWear. Who you are, what you believe in: that’s what you wear every day. And that is what we make clothing for. Welcome to a new way of apparel. Apparel that comes from our Japanese values of simplicity, quality and longevity. Designed to be of the time and for the time. Made with such modern elegance that it becomes the building blocks of your style. A perfect shirt that is always being made more perfect. The simplest design hiding the most thoughtful and modern details. The best in fit and fabric made to be affordable and accessible to all. Clothing that we are constantly innovating, bringing more warmth, more lightness, better design, and better comfort to your life. It never stops evolving because your life never stops changing. Simple apparel with a not-so-simple purpose: to make your life better. Simple Made Better.
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THE LOGO The UNIQLO is the touchstone and a valuable asset of our brand. Thus, we must ensure proper usage and representation on all media channels and documentary.
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PRIMARY LOGO
1 in
1 in
Our primary logo is the red square logo used on almost any coloured backgrounds. Meticulously made for its modern and streamlined, highly legible sans serif typeace, inspired by Japanese katakana writing system and ink seals. All in white uppercase and represented aginst our signature red colour. The minimum logo size is 1 x 1 in ( W x H ).
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SECONDARY LOGO
This version of the logo is used for UNIQLO Japan, and any materials written in Japanese. Wrriten in katakana, a specific writing system for foreign words, instead of kanji or hiragana, it embodies Japanese pop culture. Designed by Kashito Sato, even prior to the main logo, it’s simple, clear, and memorable. With an minimalistic approach to complex ideas, red and white reminiscent of the national flag, creating a strong brand identity. Oftentimes, adjacent to the main logo for design pursposes and emaphsis on Japanese identity.
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EXCLUSION ZONE x
0.25x
x = distance between logotype baseline and boundaries of trademark
0.25x
It is essential to keep both logos clear of any other visual elements. To accomplish this, a whitespace has been established around the trademarks. This exclusion zone indicates the closest area any other visual element or message can be positioned in relation to the mark. The fixed relationship should never be altered in any occassion.
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DO’S & DON’TS 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. Do not change the logo’s orientation.
6. Do not invert the colours.
2. Do not scale the logo unproportionately.
7. Do not use a different fontface.
3. Do not crop the logo.
8. Do not scale or move the fontface.
4. Do not add effects such as drop shadows etc. 5. Do not stack the logos. Do leave whitespace.
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9. Do not change the colours of the fontface.
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UNI QLO
UN I Q LO
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LOGO ON BACKGROUNDS The UNIQLO logo is a catchy red square that can go well against almost any backgrounds and take priority over any other variations. However, some colour variations can be considered under certain circumstances for priting and design purposes. Here are some examples to guide your decision on the usage of these colour variations. 1. Both logos should be included and adjacent to each other whenever possible.
4. An inverted black and white version can be used against black or dark backgrounds.
2. Colour variations can be applied. Yet the fontface remains to be white at all times.
5. Do not outline or add stroke to the logo even against busy backgrounds. Do leave whitespace.
3. A black and white version can be used when colour printing is not preferred.
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6. Do not decrease the opacity of the logo.
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THE BOOK This section outlines the formal parameters of the brand book, UNIQLO: The Evolution.
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BOOK FORMAT
A. 8 x 8” Trim Size Page size: 8.5 x 8.125” Bleed: 0.125” Safety area: 0.125” B. Grid & Margins Top margin: 1” Inside margin: 0.625” Bottom margin: 0.625” Outside margin: 0.5” Columns: 9 Rows: 6
C. Hardcover Photobook Binding: Classic binding Total # of pages: 100 Content: 96/100 pages Paper: Satin 148 gsm Inserts: 5 acetate pages, 1 gatefold, a 5x5” postcard, a 16x24” poster C1 & C4: Imagewrap (260 gsm glossy photo) C2 & C3: Solid red linen
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LIST OF STORIES 1. “The Plain Truth: Uniqlo Boss Tadashi Yanai explains his plans for world domination”. As well as his story, origins, and expectations for UNIQLO. 2. “The Evolution” Timeline of UNIQLO & Fast Retailing consists of many typographic experimentations 3. “With an Evolutionary Approach, Uniqlo Aims to Create a New Category” A review of UNIQLO’s F/W 2013 collection and launch of “Lifewear” and brief interview with senior executives. 4. “Uniqlo Cashmere: The Story Behind Your Favourite Sweater” A BTS article about how UNIQLO cashmere sweaters are made. 5. Supima Cotton: “Wagaya*” A promotional article on UNIQLO’s Supima cotton t-shirts and loungewear. 6. HEATTECH: Five short articles combined and edited to introduce the origin, evolution, and functions of the HEATTECH technology coming to its 16th anniversary. 7. “New Ultra Light Down” is transforming winters around the world” A news release on Ultra Light Down explains its technological advancement and product lineup. And an inserted plastic postcard with digital promotional materials incorporated. 8. “BLOCKTECH: You All-Weather Solution” A promotional article about the functions and benefits of BLOCKTECH, a windproof material/technology. 9. DRY-EX: “Sweating it Out in Style with Uniqlo Sports” A promotional article introducing the DRY-EX athlete ambassadors and their choice of DRY-EX.
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10. AIRISM: a) “A Second Skin” b) “Born in Japan” Two articles introducing the origin, features and functions of AIRISM. 11. WIRELESS BRA: “5 Reasons You Need a Wireless Bra” A promotional article describes the different styles and benefits of the newest collection which incorporates the AIRISM technology. 12. UNIQLO JEANS: A BTS article on the Jeans Innovation Centre in Los Angeles and the step-by-step procedures taken to create a pair of UNIQLO jeans. A news release on the debut of Ultra Stretch jeans and introduces its functions and features. Plus, a how-to guide on finding the pair of jeans based on their features and silhouettes. 13. UNIQLO U: A new release on the launching of UNIQLO U and explains the product line philosophy and logo. And, “The Beauty in the Basics”, a Q&A interview with Christopher Lemaire regarding his past careers and his new role as UNIQLO U’s artistic director. 14. UT: “Highsnobiety Q&A: NIGO on His New Position as Creative Director of UNIQLO UT” regarding his role and future collaborations as UT’s creative director and stepping aside from BAPE. 15. “CEO’s Message” delivers UNIQLO’s future plans and prospects in terms of regions and human resources.
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THE TYPE This section outlines the typographic styles. Paragraph styles are elements longer than one line, including deck, pull quotes, and body. Character styles are shorter in length and include main heads, subheads, drop caps, sidebar body copy, caption, gutter credits, and folio.
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PARAGRAPH STYLES As he approaches old age, Tadashi Yanai, the most successful businessman in Japan at an estimated worth of about $15.4 billion. DECK
Audimat Regular 15.5pts /21 leading alignment match headline
“I want to be valued for offering good clothes. PULLQUOTES Audimat Bold Italic (small caps) 22pts / 20 leading align left, center, or right
Yanai, a married man with two adult
sons, one of whom works for Uniqlo,
doesn’t look like someone ready to quit this mortal coil any time soon.
BODY COPY Martel Regular 8.5 pts/13 pts align left, center, or right
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CHARACTER STYLES
THEPLAIN TRUTH HEADS Audimat Bold (all caps) 92pts /72 leading align left, center, or right
SUBHEADS Raleway Black (all caps) 10pts /12 leading right aligned
WORLD DOMINATION Nostrei praecut ocultor Ifex mei prit, noc, nos videscem facto ente dius atuame et publinimorum cremus bon rescis, sulabemena, Cupimo tu moritiae, virtabus.
UNIQLO 2018 CANADA / JP.
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GUTTER CREDITS Audimat Regular (all caps) 7pts /5.5 leading align vertically w/ baseline
DROP CAPS Raleway Extrabold 4 Lines in depth
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othing too taxing: merely to make his clothing-retail company the biggest in the world – it is currently the fourth – with the soundest ethical values, that’s all. Last year he set his manufacturing and retail
At a dinner in Kyoto last year I sat next to Yanai’s son, Koji Yanai, the group senior vice president of Fast Retailing, and spoke briefly about his father. ‘My father is not a superhero,’ he said. At the time the comment jarred, but I later realised what he meant was that Tadashi Yanai had only done what anyone could do – he is an ordinary but determined man. SIDEBAR Raleway Bold 8.5pts /11 leading align left or right
100 FOLIO Audimat Bold (all caps) 10pt/12 leading align left or right
Fast Retailing is now a multi-brand international company. As well as Uniqlo and GU, it owns the fashion labels Theory, Helmut Lang, J Brand, Comptoir des Cotonniers and the lingerie company Princesse Tam-Tam.
CAPTION Raleway Light 7pts /10 leading align left, center, or right
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THE VISUALS This section outlines the parameters of the visual elements that will be presented in the brand book, UNIQLO: The Evolution.
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COLOUR PALETTES C M = 100 Y = 100 K
C M Y K C M = 20 Y = 20 K
C = 73 M = 24
Y = 100
C M Y K = 100
M = 100
M = 80 K = 96
The relative signifiances and usage of these colours are illustrated by their sizes. Although the secondary colour palette (the row of small sqaures) is not present all the time, it represents some of UNIQLO’s product lines.
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PHOTOGRAPHIC STYLES On-model photography
The on-model photographs will incoporate the brand’s various product lines and each of their own styles. These photographs are often lifestyle photos of models engaging in everyday activities in order to show the practicality of UNIQLO’s LifeWear.
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Stilll-life The still-life photographs feature products in its Photography active and inert states. The specific functions of these products are often shown through dynamic images. The relatively idle images allow a closer look into the product details.
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VISUAL TREATMENT The photoshoot for the lookbook involves taking still life photography of products in the LifeWear category including HEATTECH, BLOCKTECH, and Ultra Light Down Jacket and etc. Post production involves mainly the use of Photoshop. Below is the list pf tools will be used. They are not listed in the order of operation as multiple tools will be used simultaneusly and repetitively. 1. Crop Tool 2. Unsharp Mask and Sharpen Tool 3. Adjustment Layers a. Curves b. Selective Colour c. Hue/Saturation 4. Layer Mask and Brush Tool 5. Eraser Tool 6. Healing Brushes and Clone Stamp Tools 7. Marquee and Selection Tool
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SUPPORTING ELEMENTS DIGITAL COMPONENT The two imagery will be scanned to bring readers to digital promotional materials of the Ultra Light Down series.
ICONS & LOGOS Icons and logos will repreent the product lines, functions, and features.
ILLUSTRATIONS Watercolour and acrylic painterly, textural and dyanamic stokes used as colour samples of products
COMPUTER GRAPHICS These computer generated graphics will explain the tehcnology and innovations of the brand.
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OVERALL LOOK & FEEL The brand book, Uniqlo: The Evolution, will embody the brand itself from its past, present to hopes for the future. It is neat and streamlined just like the brand. By incoprating a minimalistic approach of Japanese graphic design influences. That being so, it will utilize a lot of negative space with the emphasis on the primary colour palette reminiscent of the brand and the national flag of Japan. Aside from on-model and still life photography, computer graphics are included to demonstrate the various technological innovations which Uniqlo has developed in the past decades. Typographic compositions will be resvponsible for disrupting and synthesizing the overall look & feel. Analogue Iillustrations will be very unique to this brand book as it is unexplored by the brand. Overall, the brand book hopes to showcase the traditional and innovative aspects of UNIQLO with a positive outlook to its future “world domination�.
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THE EVOLUTION
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