Style Guide
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Federal Style Guide
Logo Concept 5
Servicemark Rules + Tagline Usage 8
Clear Space 9
Minimum Acceptable Use 10
Color Application for Logo + Color Variations 11
Color Pallete 12
Unacceptable Logo Uses 13
Typeface 15
Photography Uses 20
Unacceptable Photography Uses 23
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Federal Style Guide
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Federal Logo The Federal logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Federal brand.
Logo Concept The stag is the center of the logo with sharp abstract points to indicate both elegance and definition. A stag is a male deer which plays literally on the general audience of the store, men. The thin type used for Federal was utilized to contrast the thickness of the circle slightly while keeping a cohesive connection.
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Federal Style Guide
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Servicemark Rules The Federal logo, including its design elements, colors, and tagline, are servicemarks owned by Federal. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Federal are the only files that should be used.
Tagline Usage The tagline may be used in internal and external communications. “menswear� is the only tagline used with the Federal logo. The tagline can ONLY be used with the logo, never independently.
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Federal Style Guide
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Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one X-height unit with the tagline “menswear”. The X-height is defined as a square whose sides are the same length as the height of the “federal” letters in the brand logo.
Minimum Acceptable Usage The minimum size of the Federal logo with the tagline is 27mm or 1”. The tagline “menswear” should not be removed to make the logo a smaller size.
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1"
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Federal Style Guide
Color Applications for Logo Appropriate use of the logo is the most important part of maintaining the Federal brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used:
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Grayscale/Black: For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable.
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Reversed White: Reversed to white against a dark or bright background, where the primary version is unreadable.
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PMS: 422
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Primary: K=37
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Color Palette CMYK: To ensure correct color reproduction use for four color printing.
K= 27%
K= 37%
K= 47%
K= 57%
K= 100%
PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world.
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422
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RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
R=193 G=196 B=198
R=173 G=175 B=178
R=153 G=155 B=158
R=134 G=136 B=138
R=0 G=0 B=0
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Federal Style Guide
Unacceptable Logo Usage Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation.
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Don’t overlay the logo onto a cluttered picture.
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Don’t tilt the logo.
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Don’t make the logo a color.
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Don’t add, remove, or manipulate elements to the logo.
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Don’t overlay gray or white logo onto any gray, only black.
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Federal Style Guide
Typeface Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.
Primary Typeface The typeface is an important element of the Federal brand appearance. The Gotham type family is used to complement the Federal logo, it sets a confident, contemporary tone. Gotham gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use News Gothic fonts for all professionally printed materials. Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Larger than 30 pt Gotham Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Federal Style Guide
PowerPoint Presentations + Web Typeface Use for web and screen applications. For headers use Helvetica; body copy use Helvetica. Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Federal Style Guide
Photography Uses: General + Portraits Photography is the most important part of the brand as it is what really gives the feel of the brand to the brand. Photos should never be positioned right up against another photo or the edge of the application it is being used on. A thick, white, and consistent margin needs to be around every photo. Size doesn’t matter as long as the content is still visible and well composed. Portrait photography is to be done primarily in the wilderness and occasionally in the city with appropriate brand clothing worn. Shots should have an adventures feel to them with the occasional lounging and close up within the wilderness. See Images Throughout Style Guide
Photography Uses: Product Product imagery should stay minimal with close up shots of pattern and elements of the clothing rather than the whole of a clothing product unless that product is displayed specifically for sale, for example on the Federal website. Texture is key while blurriness is acceptable in small portions within the shot. If it is the edge of the clothing a cloth or solid toned background should be present that doesn’t distract from the clothing itself.
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Federal Style Guide
Photography Uses: Land/Cityscape The photography for landscapes and cityscapes should show a large portion of the area and not just a close up of the location with a few exceptions. The contrast between these two types of locations through location and color is a strong point that the Federal wants to bring to the brand. To accomplish this, textured photography of both the city and wilderness are to be underexposed and positioned next to a full scene of the opposite. All street photography should be taken in the District of Columbia for authenticity. Wilderness photography can be taken in any location as long as it appears to be wilderness and not someones yard. Water is acceptable.
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Federal Style Guide
Unacceptable Photography Uses None of these examples are acceptable as the composition for the photography. The arrangement on the page and content is unacceptable too. Compare these images to images throughout the Style Guide
Don’t overlap photos. Don’t crop heads off. Don’t cut corners off. Keep edge angles at 90 degrees. Don’t warp or manipulate photos to look irregular.
Don’t overexpose any photograph. Have a contrasted photo with detail still present.
Don’t have photos butted up against each other. Don’t flip images. Don’t compose a city scene directly or close to directly facing just the walls of buildings. Make the shot dynamic.
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202 518 3375 @FDRLDC
2216 14th St. NW, Washington, DC 20009 federalstore.com info@federalstore.com