street fashion market
BRAND
BOOK
CONTENTS BRAND IDENTITY
GRAPHIC LANGUAGE
COMMUNICATION
PRODUCTS & ATMOSPHERE
PAGE 2-3 Brand background
PAGE 13-15 Imagery
PAGE 24-27 Posters
PAGES 4-5 Brand vision Brand experience Brand attributes Brand slogan Target audience Brand sections Brand phisical layout
PAGES 16-17 Illustration
PAGES 28-31 guerrilla sticker
PAGES 18-19 Vector Language
PAGES 32-35 Teaser clips
PAGES 20-21 Universal grid
PAGE 38-39 Pins Price tags PAGES 40-43 T-shirts PAGES 44-45 Skateboards PAGES 46-47 Market bags
PAGES 6-7 Brand logo
PAGES 48-49 Street signs
PAGES 8-9 Brand color
PAGES 50-51 Brand signs
PAGES 10-11 Brand slogan Brand typography
PAGES 52-53 Sidewalk sticker
slang brand brand background
Brand Backgroud
WHAT IS STREET FASHION?
BRAND IDENTITY I am who I am, this is me. Don’t try to change me.
Street fashion is a term used to describe fashion that is considered to have emerged not from studios, but from the grassroots. It’s impact comes from people’s personal style.
slang brand brand identity
Brand Identity
Brand Identity
BRAND VISION
BRAND ATTRIBUTES
TARGET AUDIENCE
Slang market allows you to feel comfortable in your own skin, from the way you walk talk and through the cloth you wear while doing it. But it’s more then that. It expands your style options, allowing you to creat a new language. A street language.
Confidence Personal Expression Openness Authenticity
Urban crowd, Israely and otherwise, between the ages 18-28.
BRAND SECTIONS
Hip hop Indie Punk Skate
BRAND EXPERIENCE
BRAND SLOGAN
BRAND PHYSICAL LAYOUT
The slang brand experience defines our customers’ interaction with our market, its products, people, and communications. When customers interact with slang we want their experience to be: effortless, relevant and visionary.
The single idea we want to own in our customers’ minds:
City square (Dizengoff) and the streets crossing it as representatives of the different sections. Each street will have different stores, known and less known brands.
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This is me
POP IT LIKE IT’S
HOTTT
We decided not only to represent our point of view in the name we chose for our brand (i.e slang), but also show it in the design itself. By breaking the helvetica font (the street sign font) we were creating our own language.
slang brand brand identity
Brand Elements
Brand Elements
LOGO VISION
Logo
slang brand brand identity
Logo
BLACK
MINMUM SIZE
TAG LINE APPEARANCE
street fashion market As a straight line (part of the logo) street fashion market
street fashion market
street fashion
market
As three separate words
street fashion market
With tag line = 6.5 * 3 cm (based on T-shirt size) Without tag line = 1.7 * 0.8 cm (based on price tags)
STREET fashion market
As a headline and sub-headline
MAXIMUM SIZE
CLEAR SPACE
size = 4.5* 2.2 cm clear space = 0.6 cm around the logo tag line under the logo will go in the clear space.
street fashion market
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layout size 40 * 40 cm logo size (with tag line) 11.6 * 5.6 cm
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slang brand brand identity
Color Brand Elements
SKATE primary color
PRIMARY COLORS
COLOR REFERENCE
The slang colors are made up of white and black as a main palette that anchors and balance color expressions when used with our secondary palette. the latter is derived from the street color and style.
C0 Y0 M0 K 100
HIP HOP primary color
C0 Y0 M0 K0
SECONDERY COLORS
C 76 Y 100 M 25 K 17
C7 Y 33 M 100 K0
C 29 Y 29 M 60 K1
C 90 Y 54 M 66 K 55
C 62 Y0 M 18 K0
C0 Y 96 M 26 K0
C 82 Y 62 M 67 K 77
C 88 Y 34 M 57 K 13
C0 Y 57 M 100 K0
C 87 Y 58 M0 K0
C 11 Y 100 M 100 K2
C 33 Y0 M 65 K0
C 33 Y 27 M 32 K0
C 100 Y 98 M 38 K 36
C 91 Y 54 M 66 K 55
C 78 Y 25 M 93 K 11
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PUNK
primary color
INDIE primary color
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Slogan
Typography
Brand Elements
Brand Elements
slang brand brand identity
ENGLISH FONT
LEADING / TRACKING
Klavika Light
size: 9 | leading (headline-text): 14.23 leading (continuous text): 9.73 | tracking: 0
SLOGAN APPEARANCE
This is
me
* always bold
This is me
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Klavika Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Skate I hate. I love.I eat. I shit.I fuck. I have luck.I eat the streets.I skate. I’m always looking foe new ways to define myself, starting with a new fresh look. It’s not a disguise and I am still the same person behind. I’m the clothes and the clothes are me. This is me.
HEBREW FONT
| 20.15 : | מרווח בין כותרת לטקסט רץ8.72 :גודל .0 : | מרווח בין אותיות9 :מרווח בין שורות טקסט רץ
אלכימאי קל רגיל
Skate
אבגדהוזחטיכלמנסעפצקרשת 1234567890
. אני מחרבן. אני אוכל. אני אוהב.אני שונא . אני אוכל את הרחוב. אני בעל מזל.אני מזיין .אני סקייטר אני כל הזמן מחפש דרכים חדשות להגדיר את זו אינה.עצמי החל ממראה חדש ומרענן אני הבגדים.הסוואה ואני עדין אותו הבן אדם .והבגדים הם אני
אלכימאי אקסטרא בולד אבגדהוזחטיכלמנסעפצקרשת 1234567890
.זה אני
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slang brand Graphic language
Imagery
GRAPHIC LANGUAGE It’s not what you look at that matters, it’s what you see.
WHAT WILL YOU SEE?
Images - the images choosen for the slang brand interacts with street pose, fish eye compositions, high contrast and a big amount of saturation in order to make the print pop out and bring the feeling of life to it. We want to show the people of the street, their habbits, their day to day life. make you crave for that awesomeness.
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Illustration - we use the street art in all it’s forms (graffiti, drawings, posters, pictogram icons ect.) so we are faithful to the street and to it’s artists. Vectors - this part of our brand serves as the minimalistic but witty way of the street. whether it’s a small icon with a slogan or just the outline of our logo, you’ll relate, smile and know you speak the language of the street.
Graphic language
People Accessorize Shoes Skateboards Graffiti Street life
Photo manipulation: Pin light Luminosity Hard light Color halftone
Illustration
slang brand Graphic language
Graphic language
GrafďŹ ti Street art
Illustration manipulation: Pin light Luminosity Hard light Color halftone
slang brand Graphic language
Vectors
Language
slang brand Graphic language
Graphic language
Graphic language
TOPICS
Fashion Music Accessories
The street is more then just fashion. It’s a culture that has a voice. Our topics include quotes from pioneers of the sub-cultures, the ideology, the slogans and the music that transfers THE ESSENCE OF THE STREET to our audience.
Vector manipulation: color opacity Ink splatter appearance
KARMA TRAIN’ TO DISARM YA WE DO WHAT WE WANT IT’S LIKE THAT AND IT’S THE WAY IT IS
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Grid
slang brand brand elements
Brand Elements
PUT YOURSELF ON THE GRID 20 slang market
GRID STRUCTURE
outer shape = main grid - 7 * 7 cm inside grid = secondary grid - 6.5 * 6.5 cm 0.7 cm corner radius 0.1 cm inside grid space 1.65 cm * 1.71 cm = square size 0.3 cm white outline (for print purposes) background - allways white
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COMMUNICATION
Good communication is as stimulating as black coffee, and just as hard to sleep after.
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Manifesto Poster
slang brand communication
Communication
This is me Everyone can be punk. See the value in provoking the institutions that gave them such tranquility.
RULES
1. Breaking the grid randomly. 2. Choosing a group of 4 colores. 3. Choosing an image that represents the sub-culture; breaking the image. 4. Image manipulation: hard light (Ps). 5. Choosing text that contain ideology / values that refer to the sub cultutr. 6. Placing a slogan that derives from the text. 7. The headlight: “menifesto culture (name)”. 8. White background.
street fashion market street fashion market
MANIFESTO
Punk
PROVOKE THIS OUT PUNK IS: a belief that this world is what we make of it, truth comes from the way things are.
Total poster size: 50 * 53 cm (2 cm outline from grid). Logo size: 15.5 * 7.5 cm. Headline size: “menifesto” - 60 pt. light, capitol letters. sub-culture “name” - 70 pt. bold, capitol letters. Slogen size: 52.6 pt. - one line appearance. Quote size: 51 pt. bold, capitol letters. leading - 8.16 pt. Text size: 23.8 pt. no more then 4 lines (bold+ light). leading - 3.38 pt.
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PUNK IS: the constant struggle against fear of social judgment.
This is me Jazz, Blues, R&B, Reggae, soul, Hip-Hop, all uniquely Black in origin.
This is me
MANIFESTO
HiP HoP
Skate
street fashion market
street fashion market
Skateboarding doesn't surround you. It emanates from within you. It doesn't owe you because you learned new tricks. It doesn't exist - you do. Through your actions skateboarding is defined.
Some would argue that Hip-Hop is influential due to its cultural dominance, This June and always everywhere in between. Go celebrate. We do. Every day.
THE BEAT GOES ON The month of June spotlights Black Music Month to the world music scene are undeniable.
You're not a skater because you own a skateboard or because you push up and down the street
EMANATE YOUR ACTIONS
MANIFESTO
slang brand communication
Guerrilla sticker Communication
Punk THE IDEA BEHIND IT
RULES
Using the guerrilla sticker across the cities, will not only bring the attention of the crowd towards the slang market, but will also allow people to appreciate the art that’s already there.
Name
Indie sux, hardline sux, emo sux, you SUCK!
Total sticker size: 45 * 25.5 cm (1.5 cm outline from grid). Logo size: 10.5 * 5 cm. Headline size: sub-culture “name” - 73 pt. bold. 0.3 cm from the bottom of the black box. Quote size: 30.8 pt. bold. leading - 9.95 pt. no more then 4 lines. 0.3 cm from the bottom of the colored top box. Text size: tag line - 27.9 pt. bold. text - 22 pt. light. leading - 24.5 pt. 0.3 cm from the top of the colored bottom box.
Quote of the subculture goes here
street fashion market Dizengoff Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00
Skate
skate and destroy and be very nice about the whole process
street fashion market
illustration goes here
Dizengoff Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00
street fashion market Dizengoff Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00 street fashion market Dizengoff Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00
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Teaser clips
slang brand communication
Communication
THE IDEA BEHIND IT
We wanted to make short videos composed of all sorts of moving images that were relevent to the sub-culture. Each clip was given a song that relates it’s vibe.The clips are ment to run viral and in that way attract the crowd. For every clip there was a different animation regarding the grid and the sub-culture primary color.
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Teaser clips
slang brand communication
Communication
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PRODUCTS & ATMOSPHERE
8
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slang brand products
Pins Products
slang brand products
Price tag Products
TYPES
TYPES
250
Grind
Word
Yummies
NIS
Riot 051
EUR
064 USD
380 NIS
100
USD
078
082 103
EUR
EUR
USD
400 NIS
PIMP
This is
me
020 USD
077 NIS
015
EUR
016 020 EUR USD
080 NIS
150
This is me NIS
030 038 EUR
This is
me
HIP HOP Whasup?
FLIP’EM PUNK
INDIE
Total price tag size: 4.5* 4.5 cm color - front side black - back side
Noggles
SKATE
street fashion market
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USD
street fashion market
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T-shirts Products
TYPES
slang brand products
T-shirts Products
TYPES
slang brand products
T-shirts Products
TYPES
slang brand products
T-shirts Products
TYPES
slang brand products
slang brand products
SKATEBOARDS
ICON SERIES
slang brand products
Bags Products
slang brand products
Bags Products
BIG BAG
SMALL BAG
Accesorize bag devided to envelopes for different categories (rings, bling, nits, ect.)
Clothes bag devided to dividers based on the type of clothes.
Bag size 32 * 25 * 15 cm
Bag size 39 * 30 * 15 cm
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47 slang market
slang brand atmosphere
Street signs Atmosphere
SIGNS
HiP HoP
Punk STREET fashion market
STREET fashion market
Skate
Indie
STREET fashion market
STREET fashion market
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Brand signs Atmosphere
SIGNS
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slang brand atmosphere
SIDEWALK STICKER