Brand Guidelines
THE LOGO 412 Outfitters’ primary logo incorporates both a wordmark and a pictorial mark. The company wanted a strong and bold look and so the sharp angles and deep color contrasts help to emphasize these elements. Because the apparel is rooted in Biblical themes, it was essential that the logo incorporate a book, alluding to the Bible in some way. This is the main face of the brand and will become its identification across products and marketing material. Always keep the design rules in mind when applying the logo across mediums.
SECONDARY LOGOS These secondary logos can be used throughout the brand in place of the primary where appropriate. They should never be placed right next to the primary logo or other secondary logos. “A� is an example of the primary logo in a single color. Each of these logos may be any of the colors within the brand, although they should never be composed of two colors.
Always maintain a 0.5� space around the logo when using it across different applications.
Do not distort the logo
Do not use a color outside of the brand on the logo
Do not rotate the logo
Do not put text as part of the logo, but always maintain spacing.
HEADING TEXT UPPERCASE
BODY TEXT Sentence Case
PHOTO TREATMENTS All photos that have text over them must use the same photo treatments within the brand’s color palette. In Photoshop a color from the brand should be placed as a layer over the photo and set to the blend mode: “color”. Then a copy of that layer should be put on top and the blend mode set to: “normal”. Reduce that layer’s opacity to 85%. Now you are ready to apply your text!
THE “STAGGER� EFFECT This brand element adds a quirky and bold aesthetic to 412. Photos, text and other design elements should be pushed flush to any side of the page as the design permits. It is best to maintain space on the other 3 sides of the element though (in this case, the photo). Bold phrases for print or digital media should be aligned left or right.
BOLD LINES Bold lines are another motif utilized throughout the brand. These lines should never span an entire width but should be in lengs of thirds.
APPAREL DESIGNS
Complete Loved Accepted Pleasing
Jo hn 8:36