Slang - Brand book

Page 1

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

USED 19 slang market


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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29 slang market



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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33 slang market


Teaser clips

slang brand communication

Communication

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35 slang market


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

39 slang market


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


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