brand standard manual
406 Poyntz Manhattan, KS
essential comfort. We care about your body and comfort. Bare. is a retail store specializing in intimates for women ages 25-45 years. These women enjoy spending time with their friends and families and being outdoors. Most of the consumers are associated within the Manhattan community. Bare.’s products include bras, underwear, matching sets, sleepwear, and a selection of maternity bras. As well as intimates Bare. sells organic and natural body fragrances in store. For services, Bare. will offer bra fittings by appointment and walk-ins. This standard manual is a representation of Bare.’s brand.
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contents 6
Logo Spacing & Sizing
8
Logo & Colors
9
Brand Colors
10
Typography
12
Visual Elements
14
Photography
16
Advertisements
18
Letterhead System
Logo Spacing & Sizing Logo Spacing
Logo Sizing
To ensure legibility for the Bare brand. The logo size needs to be no smaller than two inches. The standard width is four and half inches.
The spacing of the logo needs to be clear and uncluttered. The space for all sides of the logo should not touch more than the height of the “r,” which is .16 of an inch.
4 1/2 ̎
3̎
2̎
6
PRACTICES TO AVOID Don’t remove the period from the logo. The period represents the brands name and forms the shape of a petal.
Don’t scale the period any larger than the original. The large scale period does not represent Bare’s brand or personality.
Don’t remove the period from the original placement to the beginning. The period will not be represented as a period but as a form.
Don’t place the period multiples time within the logo.
7
Logo & Colors Color Usage
8
CMYK RGB HEX
0/0/0/100 0/0/0 #000000
Black is used in the formal setting for the logo such as the letterhead system, website, and advertisements.
CMYK RGB HEX
59/20/93/3 118/158/71 #769e47
The colors listed on the left are used for the logo as well as within the typography and design elements for Bare.
CMYK RGB HEX
31/11/53/0 182/198/143 #b5c58e
CMYK RGB HEX
8/24/5/0 229/197/213 #e4c5d4
CMYK RGB HEX
2/20/8/0 244/209/213 #f4d1d4
Brand Colors The primary colors used for Bare. Intimates represent a tone of fun spirited, relaxation, and intimacy. Colors provided below are the brand colors to be used.
CMYK RGB HEX
Primary
Neutrals
Black is used for the primary color for the Bare. logo.
The neutral color palette for Bare. is represented in visual elements and identity. CMYK RGB HEX
0/0/0/100 0/0/0 #000000
13/10/13/0 219/218/213 #abded5
CMYK RGB HEX
2/0/4/0 248/251/244 #f7fbf3
Secondary Colors The secondary color palette for Bare. is based off of the tone of relaxation and intimacy. The use of sage and soft greens along with coral and blush pink. CMYK RGB HEX
59/20/93/3 118/158/71 #769e47
CMYK RGB HEX
31/11/53/0 182/198/143 #b5c58e
CMYK RGB HEX
8/24/5/0 229/197/213 #e4c5d4
CMYK RGB HEX
2/20/8/0 244/209/213 #f4d1d4
9
Typography FreightSans Pro The primary typeface used for Bare. Intimates is FreightSans Pro. FreightSans Pro is a sanserif typeface designed in 2004-2009. Throughout the brand, Bare uses various widths of FreightSans Pro.
FreightSans Pro Bold FreightSans Pro Bold Italic FreightSans Pro Semibold FreightSans Pro Semibold Italic FreightSans Pro Book FreightSans Pro Book Italic FreightSans Pro Light FreightSans Pro Light Italic
10
Lato The primary typeface used for Bare. Intimates is Lato. Lato is a sanserif typeface designed in the summer of 2010 by Warsaw-based designer, Ĺ ukasz Dziedzic. Throughout the brand, Bare uses four families of Lato; hairline, light, italic, medium and bold. Lato is used as a secondary typeface on parts of the Bare website and advertisements.
Lato Italic Lato Light Lato Hairline
11
Visual Elements Illustrations The visual elements for Bare Intimates represent the overall tone of relaxation, calm and intimacy. Cotton dandelion illustrations were designed to be a secondary element along with the logo.
CMYK RGB HEX
0/0/0/100 0/0/0 #000000
CMYK RGB HEX
59/20/93/3 118/158/71 #769e47
CMYK RGB HEX
59/20/93/3 118/158/71 #769e47
CMYK RGB HEX
31/11/53/0 182/198/143 #b5c58e
Color Usage The colored illustrations are used throughout the letterhead system and are design elements on a variety of pieces.
12
13
Photography Photography Usage Bare’s tone for the brand is relaxing and calm. Their personality is feeling comfortable and fun spirited when wearing Bare. Natural light and minimal photography is used for the brand. Only use photos provided in brand package.
14
PRACTICES TO AVOID Don’t rotate the images for Bare’s brand in the wrong orientation or rotation. This causes images to become an incorrect resolution and disrupt the visual appearance. Don’t place the logo on photography in unrecognizable spaces and color distinction.
15
Advertisements Ad Illustrations
Verbal
The visual elements for the brands print advertisements were inspired by a womens figure. The illustration contour to the figure in the photographs.
The overall tone for print ads is giving the message that women who buy Bare’s product should feel comfortable in their skin. The slogan and verbal message created for the print ads is “essential comfort.” As well as finding comfort, Bare gives back to the Manhattan community. Proceeds from purchase is given to the Manhattan Women’s Crisis Center Inc.
Print Advertisement
16
Outdoor Advertisement
17
Letterhead System Bare's letterhead system is minimal and represents the delicate emphasis in the brand. The use of the illustrations reflect the blossoming of Bare's brand and fun spirit.
18
soft delicate calm intimate.
Š Spring 2017
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