ABOUT THE COMPANY
ABOUT US
Indigo is a leading lifestyle brand that built on customer focus, dedication, and innovation. The Indigo customer is between 15 and 25 years old and part of the most socially conscious generation in modern history. These women and men are at the center of everything we do. They are our reason for being.
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TABLE OF CONTENTS
TABLE OF CONTENTS
Introduction .................................................................................. 5 Indigo’s Logo ............................................................................... 8 Clearspace ................................................................................. 10 Minimum Size ............................................................................. 12 Color ............................................................................................ 15 Rules ............................................................................................ 21 Typography ................................................................................. 24 Photography .............................................................................. 25 Stationary .................................................................................... 27 Applications ............................................................................... 32
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INTRODUCTION > WHY HAVE A BRAND STANDARDS MANUAL?
ABOUT THIS MANUAL
We love our brand identity. The purpose of this document is to help us work to establish consistent communications that build Indigo’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by e-mail to Indigo’s Corporate Office at marketing@indigo.com.
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INTRODUCTION > MISSION, VISION & VALUES
MISSION, VISION & VALUES We set our sights on creating a brand that offers highquality, on-trend clothing at affordable prices, targeted to the college lifestyle. Over the next decade, the company demonstrated outstanding growth and profitability, solidifying its position as a leading lifestyle brand. Our shareholders include associates, individuals, large financial institutions, socially responsible investment funds, and everyone in between. Over the past few years, we have expanded into the international market. With corporate offices in three very distinct locations - Pittsburgh, New York City, and Hong Kong - Indigo has built a distinctive company culture based on our core values that continues to shape our aspirational yet accessible brand identities. Today, we have more than 1,000 stores and 30,000 associates worldwide. We are striving to build a successful, profitable business that has an enduring positive impact on our people and the communities in which we live, work, and play.
INDIGO’S LOGO > BRANDMARK > SIGNATURE & LOCK-UP
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SIGNATURE & LOCK-UP
Signature & Lock-up
Symbol Indigo’s signature is comprised of three components: the symbol, the logotype, and the tagline. These elements form the primary identity for Indigo. These pieces can be separated and arranged in specified ways. In order to maintain brand consistency, it is vital to follow the guidelines established on the next few pages. Acute attention to ratios, colors, and sizes must be executed with precision.
Logotype
Tagline
INDIGO’S LOGO > BRANDMARK > ALTERNATES
ALTERNATES
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Alternate 1: Symbol
The following are alternates to Indigo’s signature. These give the brand flexibility while also maintaining consistency. Each alternative consists of one or more components in the signature. Alternate 2: Symbol & Logotype
Alternate 3: Symbol & Logotype
LOGO USAGE > CLEARSPACE
CLEARSPACE
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½x
½x
¼x
x
In order to maintain integrity and visibility, the Indigo logo should always be kept clear of competing text, images, and graphics, the only exception being negative space in the background of photography (see page 19). The following diagrams illustrate the amount of clearspace that should always be present. Follow the established proportions when scaling the logo up and down.
¼x
¼x ½x
LOGO USAGE > CLEARSPACE ALTERNATES
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½x ½x
½x
½x
½x x x
¼x x
x
½x
x
3x
x
LOGO USAGE > MINIMUM SIZE
MINIMUM SIZE
To sustain the visibility and legibility of the Indigo signature, it is important to adhere to the minimum size requirements. The signature can be scaled down to a minimum of 1 inch. The minimum size is measured in relation to the height of the signature, as shown on the right. The following page illustrates the minimum sizes for the alternates.
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Minimum Size 0.75 of an inch
Area of Measurement
LOGO USAGE > MINIMUM SIZE: ALTERNATES
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Minimum Size 0.33 of an inch
Minimum Size 0.6 of an inch
Minimum Size 0.33 of an inch
LOGO USAGE > COLOR
COLOR
The color of Indigo’s signature and alternates is essential to the look and feel of the brand’s identity. In order to enhance the tone and identity of Indigo, the right color must be utilized. The colors used in the signature and alternates are indigo and gray. The color indigo is applied to the symbol and the gray is used for the logotype and tagline.
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PANTONE DS 186-1 U PANTONE DS 187-2 C CMYK: 98/100/15/11 RGB: 49/42/119 Hex # 312a77
PANTONE DS 325-2 U PANTONE DS 325-2 C CMYK: 40/42/40/55 RGB: 88/79/78 Hex # 584f4e
LOGO USAGE > COLOR > ALTERNATES
ALTERNATE COLORS
If only one color can be used, the entire signature may be printed in the built gray utilized in the logotype. When there are printing restrictions, Indigo’s signature may be printed in gray scale. This value can be attained using Black. The specs for these are listed on the right.
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PANTONE DS 325-2 U PANTONE DS 325-2 C CMYK: 40/42/40/55 RGB: 88/79/78 Hex # 584f4e
68% Process Black
LOGO USAGE > COLOR > APPAREL
COLOR FOR APPAREL
The Indigo symbol can be placed on a variety of different backgrounds for apparel and accessories. The symbol itself can even change color, as long as there is enough contrast between the symbol and the background. That being stated, when appropriate, use the established color of the symbol when looking to use a dark blue. The right provides a few examples of the amount of contrast and color choices that are acceptable. It is vital to the visibility of the symbol to maintain high contrast (examples on page 36).
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LOGO USAGE > COLOR > PHOTOGRAPHY
COLOR ON PHOTOGRAPHY When placing Indigo’s logo on photography, the following guidelines should be followed. The imagery on which the logo is placed should be free of clear, recognizable objects in the area it is positioned. Depending on how dark the background is, the logo can be in either white or the cool grey utilized in the logotype. The logo should never be placed at 100% opacity of either of those colors. Indigo’s logo should have the look and feel of a watermark, while still being legible. These rules should be employed when creating advertisements (see pages 38-40).
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LOGO USAGE > COLOR > PHOTOGRAPHY DON’TS
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Do not place on an object in a photograph
Do not use grey on dark background
Do not use 100% opacity
Do not use a color other than white or grey
LOGO USAGE > RULES
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Do not add any strokes
LOGO DON’TS Do not skew the logo
Ensuring the correct application of the logo is crucial to Indigo’s brand identity. Following these guidelines will help maintain a united identity for the brand. We ask that you become familiar with the correct use of the logo. The examples on this page and the following page illustrate the improper uses of the logo. *Note: these restrictions apply to all Indigo alternates as well.
Do not change the typeface
Do not change the logo’s spacing
LOGO USAGE > RULES
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Do not change the symbol’s color
Do not change the signature’s lock-up
Do not flip/reflect the signature
Do not change the signature’s angle
Do not use the symbol as the letter “O”
Do not apply a drop shadow
Do not apply texture to the signature
Do not blur the signature
TYPOGRAPHY > PAIRINGS & SYSTEMS
TYPOGRAPHY
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Akzidenz-Grotesk BQ Medium Akzidenz-Grotesk BQ Bold Akzidenz-Grotesk BQ Italic Akzidenz-Grotesk BQ Medium Italic
Indigo utilizes one typeface: Akzidenz-Grotesk BQ. This is a large type family that will allow for flexibility and unity with Indigo’s brand identity. Akzidenz-Grotesk BQ can be used for headers, sub-headers, and body copy. Different sizes and pairings within this family can be explored. Only using this type family will be crucial to the consistency of the brand’s look and feel. Whatever you need, Akzidenz-Grotesk BQ fits like the perfect pair of jeans.
Akzidenz-Grotesk BQ Regular Akzidenz-Grotesk BQ Bold Italic Akzidenz-Grotesk BQ Light Regular Akzidenz-Grotesk BQ Light Italic Akzidenz-Grotesk BQ Extended Medium Akzidenz-Grotesk BQ Extended Italic Akzidenz-Grotesk BQ Extended Medium Italic
INDIGO > PHOTOGRAPHY
PHOTOGRAPHY
The type of photography utilized is crucial to the brand identity of Indigo. The photography used throughout this manual illustrates the type of photography Indigo’s brand requires. Photographs should always be in color, never black and white. This is a lifestyle brand, so the focal point of the photos should be the people, not necessarily the clothing they are wearing. The depth of field within the photos should be short, with the models in full focus and the background clear of clutter. The models should always be outdoors regardless of the season to communicate a carefree, youthful, and environmentally conscious attitude. Compositions should feel effortlessly beautiful and never harshly posed. When selecting models, pick people of different ethnicities but never to the point where every race is represented, and it looks like types of people are being checked off a list.
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STATIONARY > L E T TE R H E A D
27 2”
1.5”
Format:
2”
8.5” x 11” 53.45% of actual size shown
Paper Type: #4564 | Construction | Recycled White Text 70 pound
Indigo Logo: Symbol Color: PANTONE DS 186-1 U Logotype Color: PANTONE DS 325-2 U
Body Copy Typeface: Akzidenz-Grotesk BQ Regular Size: 9/10.8 pt. Color: 100% Black
Footer Typeface: Akzidenz-Grotesk BQ Regular Size: 8 pt. Color: PANTONE DS 325-2 U
1”
2.85”
2.825”
STATIONARY > E N V E LO P E
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0.5”
Format: 9.5” x 4.125” 47.84% of actual size shown
4.25”
0.5” 1.5”
Paper Type: #4564 | Construction | Recycled White No. 10 Envelope
Indigo Logo: Symbol Color: PANTONE DS 186-1 U Logotype Color: PANTONE DS 325-2 U
Send Address Typeface: Akzidenz-Grotesk BQ Regular Size: 10/12 pt. Color: 100% Black
Return Address Typeface: Akzidenz-Grotesk BQ Regular Size: 10 pt. Color: PANTONE DS 325-2 U
3.35”
1”
STATIONARY > BU SI N E S S C A R D
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0.59”
Format: 3.5” x 2” 100% of actual size shown
1.75”
Paper Type: #4564 | Construction | Recycled White Cover 100 pound
Indigo Logo: Symbol Color: PANTONE DS 186-1 U Logotype Color: PANTONE DS 325-2 U
Typefaces on Back: Name: Akzidenz-Grotesk Bold Name Size: 10 pt. Color: Paper Title: Akzidenz-Grotesk BQ Regular Title Size: 7 pt. Title Color: Paper Contact Info: Akzidenz-Grotesk BQ Regular Contact Info Size: 7/9 pt. Contact Info Color: Paper
0.49”
0.36”
Sarah Leugemors Founder, CEO
77 Hot Metal Street Pittsburgh, PA 15203 P. (412) 432-3300 F. (412) 432-8345 E. sleugemors@indigo.com
STATIONARY
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INDIGO > WE B S IT E
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INDIGO > WE B S IT E
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INDIGO > WE B S IT E
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INDIGO > TANK & SUNGLASSES
INDIGO > POLO SHIRTS
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INDIGO > HAT
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INDIGO > ADVERTISEMENT
INDIGO > MAGAZINE AD
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INDIGO > CLOTHING TAG
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INDIGO > CLOTHING TAG STICKER
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INDIGO > CLOTHING TAG STICKER
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INDIGO > COUPON BOOKLET
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CREDITS
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CREDITS
http://www.ae.com/web/index.jsp http://www.ae.com/Images/corpResp/AEBetterWorldNew.pdf http://graphicriver.net/ http://designerstoolbox.com/