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BRAND STANDARDS MANUAL
WHO WE ARE Urbivor is a different breed of apparel retailer. At Urbivor we strive to stay on the cutting edge of fashion and design. We provide high quality clothing, accessories, and items for the home that embrace a free spirited lifestyle and aesthetic. We take pride in our ability to help our customers find their voice and encourage them to stay different. We’re not your parent’s clothing store.
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TABLE OF CONTENTS RESPECT THE BRAND
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MISSION, VISION & VALUES
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LOGO & APPLICATION
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brandmark
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lockup options
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dynamic logo set
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character
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clearspace
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minimum size
misuses
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COLOR & APPLICATION
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color palate
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logo in color
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logo in b&w
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background images
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misuses
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TYPOGRAPHY
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type system
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BRAND IDENTITY PACKAGE
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letterhead
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envelope
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business card
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TOUCHPOINTS
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CREDITS
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RESPECT THE BRAND The purpose of this document is to give a clear understanding of the Urbivor brand. Our entire brand image and reputation lie in the way we present ourselves. Your compliance with these guidelines will serve to create a strong stable brand image and help us maintain a unified voice. All questions pertaining to this document should be directed by email to the Urbivor Corporate Office at marketing@urbivor.com.
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MISSION, VISION, & VALUES MISSION
Lifestyle merchandising is our business and our passion. The goal for our brand is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the reason and the inspiration for everything we do. VISION
We strive to provide our customers with quality, fashion forward apparel and lifestyle merchandise. We take pride in our ability to emotionally connect with customers and help them find their voice. VALUES
At Urbivor we value the importance of uniqueness and creativity. We believe that a person’s best attribute is their ability to stand out. We do things differently and so should you.
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LOGO & APPLICATION The Urbivor logo, brandmark, and wordmark are the core of our brand. Using them in disobedience to the guidelines set in this brand standards manual is strictly prohibited. In the following pages you will observe both correct and incorrect usages of our brand identity. Please read carefully and comply willingly.
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BRANDMARK The Urbivor brandmark must always be made clearly visible, appropriately sized, and displayed in its proper colors. The brandmark signature is made of three distinct parts: the wordmark, symbol, and tagline. These parts can be used either together or separately in the approved lockup options displayed on the following page.
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LOCKUP OPTIONS To allow for brand flexibility the Urbivor brandmark can be applied in five different lockup options. Lockup options (seen to the right) are as follows: The symbol, the wordmark, the symbol and wordmark, the vertical signature, and the horizontal signature.
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DYNAMIC LOGO SET To allow for further flexibility the logo symbol we have created a dynamic logo set, allowing the symbol to morph and fit all different sectors and attributes of the brand. This logo set has been broken down into two groups; one representing the sectors of the brand, and one representing the styles. The symbols in each group should not be used to represent anything other than their specified sectors and styles. For all basic brand representations the default or solid U symbol should be used.
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DYNAMIC LOGO SET:
Group 1
The first group shown here pertains to the different sectors of the brand. The sector each U symbol represents is labeled below.
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beauty products
apartment
menswear
womenswear
music
fall/winter
spring/summer
without walls
DYNAMIC LOGO SET:
Group 2
The second group shown here pertains to the different styles the brand carries. The style each U symbol represents is labeled below.
casual
retro
modern
tribal
grunge
bohemian
vintage
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CHARACTER Urb the Urbivor is one of the most important aspects of our brand image. He exists to provide a distinct and recognizable personality for the brand. He is the voice and face of our brand and should be treated with dignity and respect. Even though he is quite magnificent, Urb should not be used as default over the Urbivor brandmark.
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CLEARSPACE Defining clearspace is necessary to maintain brand consistency and avoid corrupting the brand image. Clearspace represents the minimum space necessary around the brandmark. There are 3 different options indicated in this manual to define clearspace. If the design allows it, you may provide more space around the mark than shown.
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CLEARSPACE: Option 1 shows that whenever the wordmark is being used, clearspace is defined by the height of the letter U.
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Option 1
CLEARSPACE:
Option 2
Option 2 shows that when any variation of the U symbol is being used alone, clearspace is indicated by the width of the arm of the U.
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CLEARSPACE: Option 3 shows that anytime the Urb character is being used clearspace is indicated by the height of his head.
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Option 3
MINIMUM SIZE To maintain a consistent brand identity it is important that all variations of the logo be clearly visible whenever used. The sizing scale to the right is given to indicate the smallest sizes to be used across the entire Urbivor logo set.
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MISUSES To maintain a consistent brand identity it is important that the logos be used consistently and uniformly. The corresponding images give examples of incorrect usage of the brandmark. These rules apply across the entire Urbivor logo set. no shrinking too small
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no overlapping
no stretching
no tilting
no reflecting
no unapproved lockups
no replacing symbol
no effects
no changing type
COLOR & APPLICATIONS The Urbivor brand colors are essential in providing brand recognition. It is important to understand how to use our brand colors correctly to best facilitate brand consistency. On the following page you can view the entire Urbivor brand color palate as well as specific meanings and uses.
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COLOR PALATE The primary brand color is the dark shade of blue on the far left. All other colors are secondary and should only be used when seasonally appropriate or to express certain feelings.
C: 91 M: 18 Y: 0 K: 69 R: 7 G: 65 B: 79 HEX: 07414F PMS: 604 C PMS: 166-7 U
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C: 45 M: 5 Y: 0 K: 44 R: 77 G: 135 B: 142 HEX: 4D878E PMS: 364 C PMS: 156-15 U
C: 17 M: 0 Y: 9 K: 26 R: 156 G: 189 B: 172 HEX: 9CBDAC PMS: 558 C PMS: 143-10 U
C: 38 M: 0 Y: 46 K: 54 R: 73 G: 118 B: 64 HEX: 497640 PMS: 5483 C PMS: 120-12 U
C: 0 M: 7 Y: 65 K: 8 R: 235 G: 219 B: 82 HEX: EBDB52 PMS: 3035 C PMS: 117-16 U
LOGO IN COLOR When color is utilized in the logo it is important to provide consistency and legibility. For these purposes, the primary blue color should be the only color used in the wordmark, tagline, and character. Other colors can be utilized across the entire symbol set when seasonally or emotionally
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LOGO IN B&W A time will surely come when it is necessary produce any version of the logo in black or white. In these rare situations, please refer to the corresponding images and color builds for correct usage.
C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFF PMS: BLACK
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C: 0 M: 0 Y: 0 K: 0 R: 225 G: 225 B: 225 HEX: 000000 PMS: WHITE
BACKGROUND IMAGES Whenever an image is used as a background for any version of the Urbivor logo set, only the primary blue and white color versions may be used. The white logo should be used on darker images where the blue logo could become illegible. The blue logo should be used on lighter images where the white logo could become illegible. The best types of background images are clean, out of focus and have overall lighter or darker values.
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MISUSES To maintain a consistent brand identity it is important that the logos be used consistently and uniformly. The corresponding images give examples of incorrect usage of the brandmark on different backgrounds. These rules apply across the entire Urbivor logo set. do not use colors other than the primary dark blue or white
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do not reduce opacity
do not place logos over faces
do not place dark logos on dark backgrounds
do not place logos on busy images
do not place light logos on light backgrounds
TYPOGRAPHY The Urbivor typographic system is designed to be clean, modern, young, and inviting. This typographic system applies to all aspects of the brand identity including signage, digital media, collateral materials, and the Urbivor brandmark. Our system includes the two type families Univers and Avenir. Only the weights and styles of both families displayed on the following page should be used. Take note that: All headers should be set in Univers Bold Condensed (all majuscules). All body copy should be set in Avenir book or medium.
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TYPE SYSTEM AVENIR LIGHT
UNIVERS LIGHT CONDENSED
AVENIR LIGHT OBLIQUE
UNIVERS LIGHT CONDENSED OBLIQUE
AVENIR BOOK
UNIVERS CONDENSED
AVENIR ROMAN
UNIVERS CONDENSED OBLIQUE
AVENIR BOOK OBLIQUE
UNIVERS BOLD CONDENSED
AVENIR OBLIQUE
UNIVERS BOLD CONDENSED OBLIQUE
AVENIR MEDIUM
UNIVERS LIGHT
AVENIR MEDIUM OBLIQUE
UNIVERS LIGHT OBLIQUE
AVENIR BLACK
UNIVERS ROMAN
AVENIR BLACK OBLIQUE
UNIVERS OBLIQUE
AVENIR HEAVY
UNIVERS BOLD
AVENIR HEAVY OBLIQUE
UNIVERS BOLD OBLIQUE UNIVERS BLACK UNIVERS BLACK OBLIQUE
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BRAND IDENTITY The Urbivor brand identity package exists to set the visual and emotional tone of the company. It also creates a lasting experience for everyone from the customer to our very own employees. It’s a pretty big deal. Overall, the Urbivor brand identity package directly reflects our company’s bottom line: modern, young, fashion forward design.
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LETTERHEAD 0.5”
FORMAT 8.5” x 11” PAPER TYPE Strathmore Writing 25% Cotton Wove Recycled Bright White 24 lb. BODY TYPEFACE Avenir Medium 8/11 pt. 100% Black
3.5”
1.25”
0.5”
1.5”
FOOTER PMS 166-7 U 0.5”
0.5”
ENVELOPE FORMAT
0.5”
9.5” x 4.125” PAPER TYPE Saybrook Wove Brown Kraft 24 lb.
0.4”
3.5”
BODY TYPEFACE Avenir Medium 12/15 pt. 100% Black
1.75”
RETURN ADDRESS PMS WHITE 2”
1”
BUSINESS CARD FORMAT 3.5” x 2” PAPER TYPE
0.3”
Strathmore Premium Wove Bright White 100 lb. FRONT White logo set on PMS 166-7 U NAME Univers Bold Condensed 10 pt. PMS 166-7 U
1” Die Cut
0.4”
TITLE & EMAIL Univers Condensed 7 pt. PMS 166-7 U
0.3”
PHONE Univers Bold Condensed 7 pt. PMS 166-7 U
0.125” 1” 0.4”
TOUCHPOINTS The materials we use to communicate our brand identity are just as important as our identity itself. In the following pages you can see how these materials allow the Urbivor brand to take on a new life outside of its digital form. Materials shown include: signage, social media platforms, advertisements, temporary tattoos, stickers, apparel, eco bags, accessories, and hang tags.
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CREDITS urbanoutfitters.com blog.urbanoutfitters.com facebook.com/urbanoutfitters creativemarket.com market.envato.com graphicriver.net graphicburger.com pixeden.com mohawkconnects.com
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URBIVOR Brand Standards Manual | ART323 Graphic Design II | Professor Jane Dorn, Spring 2015 | Š Sarah Grace Kivett, 2015
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