Table of Contents 2 ... introduction 3-11... logotypes
4-5...primary mark 6-7...secondary marks 8...inverted logotypes 9...single color logotypes 10-11...inappropriate uses
12-24... identity system
14-16...graphic elements 17-18...primary color palette 19-22...secondary color palettes 23-24...typefaces
25-29... business system 26-27...business card 28...letterhead 29...envelope
30-39... applications dolli brand standards manual
•1
Introduction
brand message
purpose of manual
Dolli is a retailer of vintage-style apparel in the United States of America. Although we have started out as a small company, our growth as an International brand is integral for company success. Dolli is for every woman who loves the retro look, and is here to help those women get clothes at affordable prices without sacrificing fashion or quality.
Increasing brand awareness is one of the most important aspects of starting a company off anew. This manual is here to help current and future creators of Dolli murchandise properly utilize the graphics and logotypes available to them.
2 • dolli brand standards manual
Logotypes
dolli brand standards manual
•3
Primary Mark
The dolli Primary Logotype is meant to emulate modern shopping while keeping a timeless retro feel. The combination of smooth, rounded edges with the stylized lips as the tiddle shows its feminine orientation as a clothing store.
4 • dolli brand standards manual
Primary Mark buffer space The minimum amount of space that must be used when applying the primary logotype should be equal or greater than the height of the “t” in retro. This only applies to this version of the mark but may not be compromised in any way.
minimum size 15/32”
1”
The minimum size of the primary logotype in full color is surprisingly small and can shrink down to 1” in width and 15/32” in height. It is not recommended to be shown at sizes smaller than this as the kiss tiddle becomes compromised.
dolli brand standards manual
•5
Secondary Marks
mark without tagline The Secondary Logotype without tagline should only be used in instances when it is clear otherwise (via visuals or other text) what Dolli is as a company. It is only recommended for use when the Primary logotype feels too busy for a composition.
6 • dolli brand standards manual
Secondary Marks buffer space The buffer space for this secondary logotype is defined by the length of the i, and should not be less than this distance. This breathing space is important for large compositions and should not be compromised. The specialty mark needs a small breathing space of the height of the heart in the lips and should be considered if used in advertising and other similar compositions.
minimum size
5/16� 3/4�
Like the primary mark, the secondary and specialty marks should not be sized so small that the kiss mark becomes illegible.
dolli brand standards manual
•7
Inverted Logotypes
two-color inverted
inverted colors The properly inverted logotypes feature pure white font on a bubblegum fuschia background. Aside from the two-color inverted variant, the heart in the middle of the kiss mark should remain the primary color of whatever initial palette is used.
8 • dolli brand standards manual
Single Color Logotype
single color variant Single color variants should only be used if there are no other options available. When possible, use any of the primary color pallete, and never print in straight black as the logotype becomes compromised.
dolli brand standards manual
•9
Inappropriate Uses
retro fashion Never change the fonts of the logotype! Never convert to grayscale!
Never mix color palettes!
10 • dolli brand standards manual
Do not change the colors to unapproved variations!
Inappropriate Uses
Do not stretch or scew the logotype!
Do not change the size ratios of the logotype!
Do not put the logotype over a background that makes it illegible!
Do not use drop shadow with the logotypes!
dolli brand standards manual
• 11
12 • dolli brand standards manual
Identity System
dolli brand standards manual
• 13
Graphic Elements
specialty mark This specialty mark should be used as a primary illustration for visual interest. It should not be used as a defining logotype on its own but rather as an accent mark on branded merchandise instead of using the full logo. Under no circumstances use this to replace the primary or secondary logotypes.
14 • dolli brand standards manual
Graphic Elements
buffer space The buffer space for this specialty mark is defined by the width of the heart, and should not be less than this distance. This breathing space is convenient but may be compromised for the sake of particular compositions. The heart should be considered if used in advertising and other similar compositions.
minimum size The speciality mark on its own can become rather small, but should not be any smaller than 1/4” inch in width else it starts to lose legibility as a kiss. ~3/16” 1/4”
dolli brand standards manual
• 15
Graphic Elements
secondary specialty mark
specialty pattern
This specialty mark should be used as a secondary illustration for visual interest. It should not be used as a defining logotype on its own but rather as an accent. Under no circumstances use this to replace the primary, secondary logotypes, or the speciality mark.
This speciality pattern is made using the secondary speciality mark and may be used in any composition or design in which a pattern is needed to increase visual interest.
16 • dolli brand standards manual
Colors
Bubblegum Fuschia
Vintage Rose
Pure White
CMYK C:3 M:98 Y:0 K:0 RGB R:35 G:31 B:32 Hexidecimal: e3198d Pantone P 75-8 C
CMYK C:1 M:68 Y:0 K:0 RGB R:239 G:119 B:174 Hexidecimal: ef77ad Pantone P 75-6 C
CMYK C:0 M:0 Y:0 K:0 RGB R:255 G:255 B:255 Hexidecimal: ffffff Pantone P 1-1 C
dolli brand standards manual
• 17
Colors
Bubblegum Fuschia The main color of the Primary Palette, this color is heavily saturated to make the logo pop and increase legibiility.
Vintage Rose Usage & Opacity The Primary Palette should be used whenever possible and never swapped out in the business system. The playful pink tones of the dolli logo define the brand for its feminine purposes, and keeping it relatively monochromatic makes it timeless and less likely to become dated. Opacity of primary logo may be shifted in certain instances but should not be reduced past 40% else legibility may become an issue.
18 • dolli brand standards manual
A softer tint compared to Bubblegum Fuschia, Vintage Rose adds a more sophisticated touch of femininity that the main color lacks.
Pure White The keystone color in the Primary Palette, Pure white is used in all subsequent palettes of the dolli color variants. Pure White should not be swapped out for transparency if produced over photography if the logo is inverted, but may be swapped out for transparency if the logo is not inverted.
Color Variants Useage & Opacity
B
These color variants should only be used in seasonal and special occasion merchandise and advertising. Otherwise the primary color palette must be used. Opacity should never be lower then 40% for all color palettes.
This blue palette is versatile as a Holiday or Summer palette and should be used only as such and for related advertisements and specialty clothing.
A This violet palette features a bold Roman Lipstick as it’s replacement for Bubblegum Fuschia and a soft Lavender Taffy to replace Vintage Rose. Good useage for Halloween and Roman themed advertisements and related speciality clothing.
C This teal palette is versatile as a spring or summery palette and should be used only as such and for related advertisements and specialty clothing.
dolli brand standards manual
• 19
A
Roman Lipstick
CMYK C:50 M:100 Y: 1 K:0 RGB R:146 G:39 B:141 Hexidecimal: 92278c Pantone P 88-8 C
B
Blue Raspberry
CMYK C:69 M:14 Y:0 K:0 RGB R:42 G:172 B:226 Hexidecimal: 2aabe2 Pantone P 115-8 C
C
Pacific Sea
CMYK C:78 M:97 Y:37 K:0 RGB R:0 G:170 B:171 Hexidecimal: 00aaaa Pantone P 124-8 C
Lavender Taffy
Bright Sky
Tiffany Teal
CMYK C:36 M:73 Y:0 K:0 RGB R:168 G:98 B:168 Hexidecimal: a862a7 Pantone P 88-6 C
CMYK C:51 M:0 Y:0 K:0 RGB R:107 G:207 B:245 Hexidecimal: 6acef5 Pantone P 115-5 C
CMYK C:60 M:0 Y:25 K:0 RGB R:89 G:197 B:199 Hexidecimal: 58c4c6 Pantone P 124-5 C
20 • dolli brand standards manual
D
Gothic Black
CMYK C:75 M:68 Y:67 K:90 RGB R:0 G:0 B:0 Hexidecimal: 000000 Pantone P 197-15 C
Vintage Rose
CMYK C:1 M:68 Y:0 K:0 RGB R:239 G:119 B:174 Hexidecimal: ef77ad Pantone P 75-6 C
E
Summer of ‘69
CMYK C:0 M:49 Y:99 K:0 RGB R:247 G:149 B:42 Hexidecimal: f79420 Pantone P 20-8 C
Hippie Sorbet
CMYK C:0 M:33 Y:67 K:0 RGB R:251 G:181 B:104 Hexidecimal: f bb567 Pantone P 20-5 C
F
New Money
CMYK C:80 M:0 Y:100 K:0 RGB R:116 G:177 B:75 Hexidecimal: 10b14b Pantone P 148-8 C
Minty Mood
CMYK C:54 M:0 Y:67 K:0 RGB R:124 G:198 B:128 Hexidecimal: 7cc580 Pantone P 148-5 C
dolli brand standards manual
• 21
Color Variants D
E
This palette is very important because it is used as a secondary palette for use in store, not just for Holidays or other occassions. This palette should be used only when the logotype is inverted on a black or very dark background, and may be used on products and other merchandise as a dark option to the pink-on-white composition of the original palette.
This fun orange palette is great for Summer and Fall and can be used for festive Holidays like Thanksgiving and Halloween, as well as for related advertising and merchandise.
F This fresh green palette is perfect for Summer and Spring sales and Holidays, and should only be used for related advertising and merchandise.
22 • dolli brand standards manual
Sans Serif Typeface Thin
Medium
abcdefghijklmnopqrstuvw
abcdefghijklmnopqrstuvw
xyz ABCDEFGHIJKLMN
xyz ABCDEFGHIJKLMN
OPQRSTUVWX YZ
OPQRSTUVWXYZ
0123456789!@#$%^&*()
0123456789!@#$%^&*()
Light
Bold
abcdefghijklmnopqrstuvw
abcdefghijklmnopqrstuvw
xyz ABCDEFGHIJKLMN
xyz ABCDEFGHIJKLMN
OPQRSTUVWXYZ
OPQRSTUVWXYZ
0123456789!@#$%^&*()
0123456789!@#$%^&*()
Regular
Black
abcdefghijklmnopqrstuvw
abcdefghijklmnopqrstuvw
xyz ABCDEFGHIJKLMN
xyz ABCDEFGHIJKLMN
OPQRSTUVWXYZ
OPQRSTUVWXYZ
0123456789!@#$%^&*()
0123456789!@#$%^&*()
Brandon Grotesque Brandon Groteque should be used for all headers and subheaders in any style and weight except italics. It is encouraged to use it in all media including web applications. However, it should never be used for body text and bolder weights should be used to preserve design heirarchy.
dolli brand standards manual
• 23
Serif Typeface Regular
Bold
abcdefghijklmnopqrstuvw abcdefghijklmnopqrstu xyz ABCDEFGHIJKLMN
vwxyz ABCDEFGHIJKL
OPQRSTUVWXYZ
MNOPQRSTUV WXYZ
0123456789!@#$%^&*()
0123456789 !@#$%^&*()
Italic
Bold
abcdefghijklmnopqrstuvw
abcdefghijklmnopqrstu
xyz ABCDEFGHIJKLMN
vwxyz ABCDEFGHIJKL
OPQRSTUVWXYZ
MNOPQRSTUV WXYZ
0123456789!@#$%^&*()
0123456789 !@#$%^&*()
24 • dolli brand standards manual
Minion Minion should be used as a body text in all printed applications and maybe used in web for secondary and body text. Minion should never be used as a Header but may be used as a subhead or a caption.
Business System
dolli brand standards manual
• 25
Business Card front The front of the dolli business card utilizes the speciality mark to create visual interest. The website is placed here to draw attention and create compositional balance.
dolli.com Sans 24pt Bold
26 • dolli brand standards manual
Business Card back The back of the business card contains the majority of the information. Variation in front size, weight, and serif to sans serif creates a strong sense of visual heirarchy while the icons increase information legitibility for the reader.
Sabrina Bezar owner
(949) 309 6946
sabrinabezar@dolli.com
785 Higuera Street San Luis Obispo, Ca, 93401 open 10am - 8pm daily (805) 547 0777 info@dolli.com
Serif 15pt Bold
Sans 13pt Light Serif 6pt Regular
dolli brand standards manual
• 27
Letterhead The letterhead is an important part of any business system. The brand must prove to be indentifiable while also providing vital information about the company and keeping to brand identity standards.
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 30th, 2016 Dear Ms. McCormick, I’d like to expand the online shopping options for the company. Currently there are very few items provided online and that limits the client base to only those that can go to the boutique in SLO. Expanding the online store options to include everything the physical boutique offers (or almost everything) will be a good boon for business. Including special deals like free shipping for orders over a certain amount of money and discounts for first-time online shoppers will also be a great way to introduce new consumers to the business. Increasing our online presence with advertising on Facebook as well as being more active on Instagram, Twitter, and our Facebook page will help increase awareness of our business and our new business model. I think it’d be a great idea to create a subscription box service under the new business. Subscription boxes are a new concept that’s caught the world by storm lately, and I believe there is a demand for a subscription box that will ship vintage-style clothing and products to people’s doors on a monthly or bi-monthly basis. Creating a subscription box service with multiple pricing options will really increase the profits for the company and increase awareness for the company as a whole. We will continue to provide the more expensive items that the boutique already has, but will definitely focus more on being more inclusive to people of all variety of income. Making the business more affordable and aimed more at young adults rather than only people that can afford the expensive clothing will increase clientele and should increase sales across the board. Making the brand affordable will allow the new business to expand and offer more locations and venues. Sincerely,
Sabrina Bezar Owner
(8 05) 5 47 07 7 7 78 5 Higu e ra S tre e t , S an L ui s O b i s p o , C A , 93 401
28 • dolli brand standards manual
d o lli . co m inf o @ d o lli . co m
Envelope
The envelope is of standard size but is utilized to increase visual appeal while conforming to USPS standards. The usage of the primary palette and the speciality mark on the f lap of the envelope creates a f lirty design that coincides with dolli’s brand message and image.
dolli brand standards manual
• 29
Applications
30 • dolli brand standards manual
Applications - Print
Quarter-Page Newspaper Ad
Vintage Clothing that Looks like New? Come Say Hello! 4.75" Width 7.25� Height
V isit us in Downtown S an Luis Obispo at 785 Higuera Stre et
or
go online and order @
w w w.dolli.com
10% Off
Any One Item In-Store & Online Use Code hellodolli at Checkout
dolli brand standards manual
• 31
Applications - Print
Half-Page Newspaper Ad
Tired of Fruitless Thrifting?
10" Width 7.25� Height
Come Say Hello!
V isit us at 785 Higuera Street, S an Luis Obispo for V int age-St yle Clothing and A ccessories or go online and order @
32 • dolli brand standards manual
www.dolli.com
Applications - Web
Homepage
dolli brand standards manual
• 33
Applications - Web
34 • dolli brand standards manual
Applications - Web
dolli brand standards manual
• 35
Applications - 3D
36 • dolli brand standards manual
Applications - 3D
6”
1
5
side view 2 8
Notes: 1. Hanging electric backlit storefront signage 2. 4’x2’ for optimal legibility at a distance 3. 2-sided signage printed on plexiglass 4. Colors: Pure White Pantone CMYK Coated P 1-1C Gothic Black Pantone CYMK Coated 197-15C Vintage Rose Pantone CYMK Coated P 75-6 C 5. Rounded edge of plexiglass signage 6. Signage printed on glass storefront exterior 7. Colors: Bubblegum Fuschia Pantone CYMK Coated P 75-8 C Vintage Rose Pantone CYMK Coated P 75-6 C 8. 3’x1’5” of glass signage for optimal readability
4’
3’
7
1’5”
6
4 2’
front / back
dolli storefront hanging signage
storefront window signage
notes
3
dolli brand standards manual
• 37
Applications - 3D Stickers
38 • dolli brand standards manual
Signage
Applications - Print
Merchandise Price Tag
2.25"
$9.95
one size Sixties Purple Peace Scarf
128567640385495729071
dolli brand standards manual
• 39