Brand Book
CONTENT
01
03
04
05
07
Introduction
History
About
People
Lifestyle
17 Brand story
19 Material
25 Campaign idea
27 Graphic identity
Introduction The right fit since 1969. Our expression of the brand. Clean and confident, comfortable and accessible, classic and modern. We’re now a leading global retailer offering clothing, accessories and personal care products for everyone. Our products can be found in more than 90 countries worldwide through about 3,300 company-operated stores and e-commerce sites.
History It started in 1969, when our founder Doris and Don Fisher couldn’t find a pair of jeans that fit. That’s when our first store open in Ocean Avenue, San Francisco. Today we have 1,700 company-operated and franchise retail locations around the world and we’ve expanded our online presence to around 70 countries.
About From the start, our story wasn’t going to be limited to just selling jeans. Doris and Don Fisher made certain that integrity would become a hallmark of their business. As we continue to expand our presence internationally, we’re more aware than ever how our decisions affect the communities in which we do business. And our philosophy is simple: We seek to make a positive, lasting impact on the people and in the places where we operate. We listen to our customers around the world, and share their expectations. For us, that means looking deeper into our supply chain to ensure that we take a responsible path throughout the product lifecycle, from the source to our stores.
People “I feel I can better express myself better with their clothings�
Who wears our brand and what they like about it.
Marianne Hendricks, 25
“People are inspired by art and clothings. Thats why I am an artist of what I wear.”
Jacob Matthew, 29
Lifestyle Our customer ways of living.
Coffee is a language in itself.
Fixies Fixed-gear bikes are minimalist in every sense. There is only one gear, and the rear cog is bolted directly to the back wheel — which means no coasting. There are no levers or toggles, and, often, no brakes or just a front brake. Because there is no freewheel (the mechanism that lets most bikes coast), the pedals spin whenever the wheel is spinning. Riders regulate their speed by using their legs and resisting the forward momentum to slow the bike. There is no back-pedal assisted coaster brake like the ones found on a beach cruiser. In order to stop quickly, riders must shift their weight off the back wheel and lock their legs, causing the back tire to skid. Fixed-gears are nothing new. The first modern bicycle was a fixed-gear, the heir to the famous “high wheel� bicycle in the late 19th century. They fell out of favour for general use with the invention of freewheels, handbrakes and derailleurs. The bikes continued to thrive in track racing, where their lightness and speed were ideal for the indoor competitions. As a result of this utilisation, fixed-gears are often referred to as track bikes. However, while track bikes do have fixed gears, not all fixed-gears are track bikes. As the scene gained popularity, riders began converting their old road bike frames into fixies.
To paint is to love again It’s only when we look with eyes of love that we see as the painter sees. His is a love, moreover, which is free of possessiveness. What the painter sees he is duty-bound to share. Usually he makes us see and feel what ordinarily we ignore or are immune to. His manner of approaching the world tells us, in effect, that nothing is vile or hideous, nothing is stale, flat and unpalatable unless it be our own power of vision. To see is not merely to look. One must look-see. See into and around.
“What sustains the artist is the look of love in the eyes of the beholder. Not money, not the right connections, not exhibitions, not flattering reviews.�
Kinfolk magazine Kinfolk is a slow lifestyle magazine published by Ouur media that explores ways for readers to simplify their lives, cultivate community and spend more time with their friends and family. Primarily a lifestyle magazine aimed at young professionals, it focuses on home, work, play, food and community through photo essays, recipes, interviews, profiles, personal stories and practical tips. The writers, photographers, designers and chefs that contribute to Kinfolk are drawn from a largely international pool of creative people, often featuring more than 50 individual contributors an issue. Released quarterly, each issue is themed around a topic that is related to the season it is being published in, with all food, entertaining and lifestyle content geared towards that theme. Sample articles include interviews with well-known chefs, sample themed menus with accompanying recipes, illustrated guides to daily encounters and inspirational photo essays encouraging readers to try new activities. The company also produces international food-based workshops, cookbooks and a short film series.
Brand story Casual style is our aesthetic. Clean and confident, comfortable and accessible, classic and modern. It’s the quintessential expression of our brand brought to life through iconic clothing. Our collections are a modern interpretation of our denim roots and signature pieces that are a staple for every wardrobe. We embraces a youthful, infectious spirit and the freedom to express individual style.
Material Our products made from 100% American Pima - Supima cotton will have superior strength to a product made of upland cotton or upland/Pima blended cottons, which will improve the durability and increase the lifespan of the textile and apparel products. Because of the fineness of Supima cotton, more fibers can be spun into a yarn of a given count, which will enhance the feel and softness, drapeability and brilliance of color of a fabric. It has thinner, longer fibers than regular cotton and is renowned for its soft texture and beautiful luster. This natural material is kind to your skin so you can wear it with peace of mind and comfort you’ll love.
The comfort you love.
Campaign Idea
Imagine getting a free ride home after shopping. Gap teamed up with leading transport company Uber to give it’s customer the best retail experience not only in stores but also once they step out. To get a free ride, customer just have to shop at Gap, it’s that simple. Everytime customer shop with them they can accumulate points, which then they can exchange for a free ride. The campaign, GaptoU hopes to give customers the fullest experience they can get, not only limiting to stores but also as they leave. They want their customer to feel happy all the way to their doorstep.
Graphic Identity
Type Face Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 the quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
Aaron Low F13DM0370 DM3A