AZAMI is a Japanese inspired loungewear brand that embodies the perfect fusion of high-quality and AZAMI
BRAND STYLE
comfortable in-home or on-the-go clothing. Fashion
あざみ
GUIDE 2020
rooted in tradition, adapted to modern times.
BRAND STYLE GUIDE
P.2
CONTENTS
BRAND STYLE GUIDE
LOGO USAGE
9
PHOTOGRAPHY STYLE
24
COLOR USAGE
17
ILLUSTRATION STYLE
30
TYPOGRAPHY USAGE
20
ABOUT THE BRAND
ABOUT
P.3
AZAMI is a Japanese inspired loungewear brand that emerged to revolutionize the way you dress in your own home.
With our fashion rooted in tradition but adapted to modern times, we seek to find the point of convergence between the comfort you need and the style you deserve.
Based on our brand principles and ethos, a blend of fashion and comfort does not abuse your conďŹ dence with exorbitant prices. The perfect balance of simplicity in design, coupled with unparalleled quality in our fabrics, offers a collection that embodies the beautiful fusion of quality and comfort that doesn't come at a ridiculous price tag. A range of garments that reinvent the concept of loungewear, seasoned with the traditional Japanese essence so that you feel you are wearing your own personal signature.
Indoors or outdoors, AZAMI presents a new way of understanding fashion, leaving behind the paradigm that comfort cannot be style, and vice versa. A premium brand for people like you, who deserve the best quality without giving up their air, their convenience, and, above all, the pricing they deserve.
Subtle in terms of design, exceptionally superior in terms of fabrics quality. So that, wherever you go, you are dressed in grace, class, and comfort.
ABOUT THE BRAND
P.4
COMFORTABLE &
The feeling you will notice when you slide your skin through one of our garments will be a new experience that you have not known before in the world of fashion.
Our fabrics' quality backs us up, as we only work with the best manufacturers, guaranteeing your comfort at any time of the day. To sit and watch TV, work from your desk, play with the little ones in the house or go out shopping, AZAMI designs each of its garments to suit your lifestyle, offering unparalleled comfort and ensuring maximum durability so you can wear our collections until you get bored of them. Because you deserve it.
ABOUT
ABOUT THE BRAND
P.5
SOOTHING AND
Neutral colors in clothing are its foundation and never go out of style; of all the colors that conquer us every season, neutrals are our weakness.
Now, discretion is more fashionable than ever, and AZAMI encourages you to show off in style. Neutrals in different shades are the most versatile colors in your closet. Wear a soft range of white and beige from head to toe or combine it with garments in bright colors. Do you like the result? Find in AZAMI a wide variety of styles that ďŹ t your personality and lifestyle.
ABOUT
ABOUT THE BRAND
P.6
MODERN, SIMPLE AND
CALM AND
Simplicity implies that you will accept yourself more with
Achieving a calm life. You stop. You breathe. You watch. And
what you have and that you will define yourself less by what
you feel the calm and beauty of your days. The beauty is always
you lack; it also strengthens confidence and makes less visual
here, all around you. The calm is inside you; you just have to
noise. It is you who masters the clothes and not the clothes
make room for it. You just have to want a calm life. The meaning
that wear you.
of life is not always experienced in love or through a passion... as it comes, it sometimes goes. Through a calm heart and a quiet
But the simple is not incompatible with the modern, and
interior, we can better appreciate the treasures that surround
between the two we find the converging point that results in
us, as well as those sleeping strengths that we all have and that
the characteristic minimalism of our garments. We unite the
we have not yet managed to develop or even appreciate.
traditional essence of an essential fashion with the details that make the difference in modern trends. Thus, you will feel
Let's say that achieving this goal on a daily basis is not an easy
elegant, well dressed and wearing your unique style without
task. Other factors influence: the environment, your hormones,
overflowing with ostentation. You will be noticed for your
your diet, or your rest. We, at AZAMI, want to do our bit for you
own essence, enhanced by the subtle touches of glamour and
through the clothes you wear. We want to bring calm to your
luxury that you will enjoy in our collections.
life. We want to inspire you.
ABOUT THE BRAND
P.7
JAPANESE
The thinking styles come from a history of eager adaptation to modernity in eastern countries, and the unique styles of modern Asian fashion really have their roots in 19th-century attitudes. After Japan was opened to the West, Japanese fashion had combined the trends and styles of foreign labels and markets with traditional culture and trends, an attitude that continues today.
Therefore, we want to reinforce the commitment to Asian tradition through our subtle patterns and accents. We want you to feel our roots as much as we love them and bring the legacy of timeless fashion to our customers' closets. Classic colors, traditional stitching, and neck designs bring to life a style that incorporates Japanese geometry and imbues you with its culture. A unique inspiration, in which East meets West to result in unique and unprecedented collections.
ABOUT THE BRAND
P.8
AZAMI is a Japanese inspired loungewear brand that embodies the perfect fusion of high-quality and comfortable in-home or on-the-go clothing. Fashion rooted in tradition, adapted to modern times.
MISSION
AZAMI's mission is to bring to your closet a clothing piece
AZAMI's ultimate goal is to become a premium brand that's sold in a
that embodies the perfect fusion of quality and comfort at
boutique on Melrose Avenue in LA or SoHo in New York City. It's an
a competitive and affordable price. Through our
ambitious destination, but we want to enjoy the journey to get there
collections, inspired by the traditional Japanese heritage,
by bringing unparalleled value to our customers' lives through
we want you to feel comfortable at home or on the go,
fashion. We will achieve this by reinforcing our commitment to each
wearing modernity and elegance through garments that
of our buyers' satisfaction and comfort, offering unsurpassed
emanate simplicity and calm
quality and designs of the most exclusive caliber.
BRAND STYLE GUIDE
P.9
01
LOGO USAGE
It is important that our branding remains AZAMI
BRAND STYLE
consistent. Please obey the brand style guide for
あざみ
GUIDE 2020
consistent brand communication.
LOGO USAGE
P.10
BRAND LOGO
Logomark
Logotype Strapline
Our brand logo is made up of 3 elements that ďŹ t perfectly together – the logomark, logotype and strapline.
The nature of the elements in the main logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
In most cases the brand logo shall be presented in all brand materials for consistency in brand communication.
LOGO USAGE
P.11
LOGO VARIATION Logo variation provides different versions of the logo to be used for content & marketing materials. Here are the logo variations that can be used for brand application.
Full Logo
Logomark
In most cases the brand logo
The logomark acts as the identifying
The logotype and strapline can be presented together or
shall be presented in all brand
mark of the brand. The logomark is
individually on its own. These varations are ideal to be
materials for consistency in
ideal for social media avatars, stamps,
used in context where a more condensed design would
brand communication.
wax seals, and stickers.
suit the context best.
Logotype + Strapline
Logotype
Strapline
LOGO USAGE
P.12
LOGO CLEARSPACE Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.
x
For full logo & logomark, the minimum clearspace is determined by
For the logotype with or without the strapline,
For the strapline, the minimum
the height and width of the logomark itself. The logo shall never be
the minimum clearspace is determined by the
clearspace is determined by the
streched and should be resized proportionately at all times.
x-height as illustrated above.
x-height as illustrated above.
LOGO USAGE
P.13
MINIMUM SPACE
Minimum Width:
Minimum Width:
Minimum Width:
Minimum Width:
Minimum Width:
15mm
8mm
20mm
22mm
10mm
Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.
LOGO USAGE
P.14
LOGO COLOR USAGE
The brand logo can be used in CREAM
brown or dark brown againts white, cream and khaki
KHAKI
background while white is used againts brown, dark brown and
BROWN
DARK BROWN
BLACK
black background.
LOGO USAGE
P.15
INCORRECT LOGO USAGE
Do not create compositions that
Do not rotate or
Do not resize or modify
Do not add any unofďŹ cial
are not provided in the guideline
reect the logo
any part of the logo
elements in the logo
Do not compress or stretch
Do not use gradient,
Do not change the color of
Do not add in special
the logo, always resize
always refer to the color
logo, always refer to the
effects such as drop
proportionately
usage guideline
color usage guideline
shadows or 3D effects
BRAND STYLE GUIDE
P.16
02
COLOR USAGE
It is important that our branding remains AZAMI
BRAND STYLE
consistent. Please obey the brand style guide for
あざみ
GUIDE 2020
consistent brand communication.
COLOR USAGE
P.17
BRAND COLORS
CMYK
CMYK
CMYK
CMYK
CMYK
C4 M5 Y14 K0
C22 M26 Y32 K0
C47 M51 Y59 K18
C44 M63 Y78 K40
C72 M66 Y67 K81
RGB
RGB
RGB
RGB
RGB
R243 G235 B217
R200 G181 B167
R127 G108 B94
R105 G73 B50
R22 G22 B20
HEX
HEX
HEX
HEX
HEX
#F3EBD9
#C8B5A7
#7F6C5E
#694932
#161614
BRAND STYLE GUIDE
P.18
03
TYPOGRAPHY USAGE
It is important that our branding remains AZAMI
BRAND STYLE
consistent. Please obey the brand style guide for
あざみ
GUIDE 2020
consistent brand communication.
TYPOGRAPHY USAGE
P.19
PRIMARY TYPEFACE
Raleway Regular Raleway Medium Raleway Semibold
Typography plays a large role in the brand identity. We use a sans serif typeface to add character and personality to
ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
the brand. The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis. Raleway is the chosen font family and we use the font in 2 weights: Regular, Medium & Semibold
Aa
TYPOGRAPHY USAGE
P.20
SECONDARY TYPEFACE
Lato Light Lato Regular Lato Bold
ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Lato is the secondary typeface, we use the font in 3 weights: Light, Regular & Bold. Lato is used for body copy and larger paragraph of text. Within brand materials, Lato should appear smaller in scale in relation to Raleway.
Aa
P.21
TYPOGRAPHY USAGE
TYPOGRAPHIC HIERARCHY Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Heading with Raleway Regular
SUBHEADING IN RALEWAY MEDIUM
I'm a Heading Lato regular is used for body copy. Lato
Lato regular is used for body copy. Lato light
light can also be used when a slightly
can also be used when a slightly more
more delicate weight is needed. The
delicate weight is needed. The heading
heading above is Raleway Regular. The
above is Raleway Regular. Raleway
subheading is Raleway Medium. Lato
Semibold can be used to highlight or
Bold can be used to highlight or
emphasize certain area of text.
emphasize certain area of text.
BUTTONS IN RALEWAY
BRAND STYLE GUIDE
P.22
04
PHOTOGRAPHY STYLE
It is important that our branding remains AZAMI
BRAND STYLE
consistent. Please obey the brand style guide for
あざみ
GUIDE 2020
consistent brand communication.
PHOTOGRAPHY STYLE
P.23
PHOTOGRAPHY STYLE
COMFORT NEUTRAL
SIMPLE CALM
CULTURE
PHOTOGRAPHY STYLE
PHOTOGRAPHY STYLE
P.24
PHOTOGRAPHY STYLE
PHOTOGRAPHY STYLE
P.25
PHOTOGRAPHY STYLE
P.26
PHOTOGRAPHY STYLE
COMFORT NEUTRAL
SIMPLE CALM
CULTURE
PHOTOGRAPHY STYLE
PHOTOGRAPHY STYLE
P.27
BRAND STYLE GUIDE
P.28
05
ILLUSTRATION STYLE
It is important that our branding remains AZAMI
BRAND STYLE
consistent. Please obey the brand style guide for
あざみ
GUIDE 2020
consistent brand communication.
ILLUSTRATION STYLE
ILLUSTRATION STYLE
Our illustration style are clean, minimal and abstract. The color palette shall always be in neutral tones to match with the brand identity.
P.29
ILLUSTRATION STYLE
BRAND ILLSUTRATION Our main brand illustration features a thistle flower – a direct representation of the brand name itself.
P.30
BRAND STYLE GUIDE
Through our collections, inspired by the traditional Japanese heritage, we want you to feel comfortable at home or on the go, wearing modernity and elegance through garments that emanate simplicity and calm.
P.31
AZAMI is a Japanese inspired loungewear brand that embodies the perfect fusion of high-quality and AZAMI
BRAND STYLE
comfortable in-home or on-the-go clothing. Fashion
あざみ
GUIDE 2020
rooted in tradition, adapted to modern times.