converse by Thomas Time

SHOES ARE BORING WEAR SNEAKERS MASTER GUIDE

9.4.12

CONTENTS

1. The “WEAR SNEAKERS” LOCK-UP 2. Approved print layouts 3. Print layout guidelines 4. Approved HEADLines FOR MISC. USE 5. OOH EXAMPLES 6. OOH AMBIENT MEDIA 7. Digital Banners 8. HOW TO DRAW THE CHARACTERS 9. HOW TO USE THE CHARACTERS 10. Using Support Copy 2

1. the “Wear sneakers” lock-up

THE “WEAR SNEAKERS” LOCK-UP STACKED LOCK-UP 1 Used primarily for t-shirts and other memorabilia with smaller surface areas. Works best when no image is behind. Do not apply coloring to any character. LOCK-UP SHOULD always appear as white type over black background.

THE “WEAR SNEAKERS” LOCK-UP STACKED LOCK-UP 2 This version works well when an image is behind. Used primarily on large OOH, print and posters where there is only image plus lock-up (no headline.) Converse logo to appear in bottom right logo of layout. Do not apply coloring to any character. LOCK-UP SHOULD always appear as white type over black background.

THE “WEAR SNEAKERS” LOCK-UP HORIZONTAL LOCK-UP 3 This version works well when an image is behind. Used primarily on large OOH, print and posters where images are used. Can also be used in long and narrow executions such as Online banners, bumper stickers and OOH fencing. (see section 4 for examples) Do not apply coloring to any character. LOCK-UP SHOULD always appear as white type over black background.

THE “WEAR SNEAKERS” LOCK-UP STACKED LOCK-UP 4 - print spread with gutter This version works well when an image is behind. Used primarily on print spread executions that include a gutter and where there is only image plus lock-up (no headline.) Converse logo to appear in bottom right logo of layout. Do not apply coloring to any character. LOCK-UP SHOULD always appear as white type over black background.

lock-up 4 is split into two parts as shown.

GUTTER MAY VARY. CHECK PUBLICATION GUIDELINES

THE “WEAR SNEAKERS” URL LOCK-UP URL LOCK-UP the converse URL lock-up is constructed using the SABWS HAND PAINTED ALPHABET. use only on print and poster executions where images are used. Do not apply coloring to any character. Do not use on any execution that is placed above eye level such as large OOH.

KEY VISUALS

“BATHTUB”

“BIG HAND CAR”

“BACA”

“HOMEMADE LADDER”

“Meat Grinder”

“Garage DOOR”

“Boxer”

“MARQUee”

“Aftermath”

“ROCKER”

“Lobby”

2. SABWS CAMPAIGN DOUBLE PAGE SPREADS

SABWS CAMPAIGN DOUBLE PAGE SPREADS

“BATHTUB”

“BIG HAND CAR”

“BACA”

“HOMEMADE LADDER”

“Meat Grinder”

“Garage DOOR”

“Boxer”

“MARQUee”

“Aftermath”

“ROCKER”

“Lobby painting”

2. SABWS CAMPAIGN SINGLE PAGE

SABWS CAMPAIGN SINGLE PAGE

“Meat Grinder”

“MirroR girl”

“BATHTUB”

“AFTERMATH”

“boxer”

“lobby painting”

“homemade ladder”

“marquee”

3. PRINT layout guidelines

PRINT layout guidelines SPREAD EXECUTION: NO HEADLINE

IMAGE MAY NEED TO BE MADE DARKER TO ENSURE PROPER LEGIBILITY OF CHARACTERS.

PLace “LOCK-UP 2” IN A LOCATION THAT IS VISUALLY BALANCED WITHIN THE IMAGE.

ENSURE THAT PRODUCT IS CLEARLY VISIBLE. LOGO TO APPEAR IN BOTTOM RIGHT of image. PLace constructed URL IN BOTTOM LEFT of image.

PRINT layout guidelines SPREAD EXECUTION WITH GUTTER : NO HEADLINE

IMAGE MAY NEED TO BE MADE DARKER TO ENSURE PROPER LEGIBILITY OF CHARACTERS.

gutter may vary. check publication guidelines.

PLace “LOCK-UP 4” IN A LOCATION THAT IS VISUALLY BALANCED WITHIN THE IMAGE.

ENSURE THAT PRODUCT IS CLEARLY VISIBLE. LOGO TO APPEAR IN BOTTOM RIGHT of image. PLace constructed URL IN BOTTOM LEFT of image.

PRINT layout guidelines SPREAD EXECUTION: NO HEADLINE ALT.

PLace constructed URL IN TOP LEFT of image.

IMAGE MAY NEED TO BE MADE DARKER TO ENSURE PROPER LEGIBILITY OF CHARACTERS.

ENSURE THAT PRODUCT IS CLEARLY VISIBLE.

PLace “LOCK-UP 3” along bottom of image.

LOGO TO APPEAR IN BOTTOM RIGHT of image.

PRINT layout guidelines SPREAD EXECUTION WITH GUTTER: NO HEADLINE ALT.

PLace constructed URL IN TOP LEFT of image.

IMAGE MAY NEED TO BE MADE DARKER TO ENSURE PROPER LEGIBILITY OF CHARACTERS.

ENSURE THAT PRODUCT IS CLEARLY VISIBLE.

PLace “LOCK-UP 3” along bottom of image.

LOGO TO APPEAR IN BOTTOM RIGHT of image.

PRINT layout guidelines SINGLE-PAGE EXECUTION: NO HEADLINE IMAGE MAY NEED TO BE MADE DARKER TO ENSURE PROPER LEGIBILITY OF CHARACTERS.

APPLY DROP SHADOW AS SPECIFIED ON RULES PAGE IF CHARACTERS OVERLAP WHITE/LIGHT area Of IMAGE.

PLace “LOCK-UP 2” IN A LOCATION THAT IS VISUALLY BALANCED WITHIN THE IMAGE.

ENSURE THAT PRODUCT IS CLEARLY VISIBLE.

LOGO TO APPEAR IN BOTTOM RIGHT of image. PLace constructed URL IN BOTTOM LEFT of image.

PRINT layout guidelines SINGLE-PAGE EXECUTION: NO HEADLINE IMAGE MAY NEED TO BE MADE DARKER TO ENSURE PROPER LEGIBILITY OF CHARACTERS.

PLace “LOCK-UP 2” IN A LOCATION THAT IS VISUALLY BALANCED WITHIN THE IMAGE.

ENSURE THAT PRODUCT IS CLEARLY VISIBLE.

LOGO TO APPEAR IN BOTTOM RIGHT of image. PLace constructed URL IN BOTTOM LEFT of image.

4. APPROVED HEADLINES for misc. use

approved headlines for misc. use

5. OOH examples

OOH examples Version 1: Alternate HEADLINES AND IMAGES - DO NOT REPEAT CONSECUTIVELY LAWN FENCING

PERIMETER FENCING

The lawn area, which will function as the concert venue, will be enclosed with branded privacy fencing. This is a great opportunity to bring the Sneaker campaign to life, through Sneaker imagery and messaging. These banners will line both the inside and outside of the fence.

PROJECT: CITY CARNAGE NYC

DATE: 06-27-2012

PAGE: 9

OOH examples APPROVED HEADLINE LAYOUTs

ALL BLACK long RECTANGLE + HEADLINE NO LOGO OR SABWS TAGLINE

OOH examples APPROVED IMAGE LAYOUTs

HERO IMAGE + LOCK-UP 3 + CONVERSE LOGO

OOH examples Version 1: HEADLINE + IMAGE + HEADLINE + IMAGE... HEADLINES AND IMAGES ARE NEVER TO BE REPEATED CONSECUTIVELY

OOH examples Version 2: HEADLINE + HEADLINE + HEADLINE + IMAGE HEADLINES AND IMAGES ARE NEVER TO BE REPEATED CONSECUTIVELY

OOH WILD POSTERS WHEN 1 poster is used in order of priority

OOH WILD POSTERS WHEN 2 posters are used ONE Headline + ONE image (in order)

Set #1

Set #2

Set #3

Set #4

Set #5

Set #6

OOH WILD POSTERS WHEN 3 posters are used TWO Headlines + ONE image (in order)

Set #1

Set #2

Set #4

Set #3

Set #5

OOH WILD POSTERS WHEN 4 posters are used

one Headline + ONE image + one headline + one image (in order)

Set #1

Set #2

Set #3

Set #4

Set #5

Set #6

Set #7

Set #8

OOH WILD POSTERS

OOH STATION DOMINATION - SPRING STREET

6. OOH AMBIENT MEDIA

To broaden the appeal of this campaign globally, we would brief different artists from around the world to provide an illustrated approach to “Shoes are Boring. Wear sneakers.” The artwork, which could be displayed anywhere or on anything considered “boring” will tell different stories under a variety of topics including music, art, skateboarding, basketball, rebellion, and more. This same approach can also be used to illustrate specific headlines such as “Shoes BUY ART. Sneakers CREATE IT.”

ooh art ambient media park benches

ooh art ambient media building wraps

ooh art ambient media accordion buses

ooh art ambient media SUBWAY TAKEOVER

Subway car interiors will be divided into two sections – the shoe side and the sneaker side. The shoe side will look the same “boring” way the subway car normally does, while the sneaker side will be covered floor to ceiling with artwork.

ooh art ambient media SUBWAY stairs TAKEOVER

7. DIGITAL BANNERS and takeover

DIGITAl BANNERS 160 x 600 MEATGRINDER

FRAME 1*

160 x 600 Line Option 1

FRAME 2*

FRAME 3

FRAME 4

FRAME 5

FRAME 1*

* TYPE ON FRAMES 1 AND 2 WILL BUILD, LINE BY LINE.

FRAME 2*

FRAME 3

* TYPE ON FRAMES 1 AND 2 WILL BUILD, LINE BY LINE.

350 x 250 BATHTUB

SHOP NOW

FRAME 1*

FRAME 2*

* TYPE ON FRAMES 1 AND 2 WILL BUILD, LINE BY LINE.

FRAME 3

FRAME 4

FRAME 5

DIGITAl BANNERS - 728 x 90 728 x 90 LINE OPTION 4

FRAME 1

FRAME 2

FRAME 3

FRAME 4

FRAME 5

SHOP NOW FRAME 6 * TYPE ON ALL FRAMES WILL BUILD, LINE BY LINE.

DIGITAl takeover FADER.com

DIGITAl takeover complex.com

8. HOW TO DRAW THE CHARACTERS

1. SET YOUR TYPE IN ILLUSTRATOR OR IN-DESIGN. CHARACTERS SHOULD BE 4 in (10 cm) Tall.

2. PRINT THE SHEET AND ATTACH TO A BOARD WITH TAPE. Overlay a sheet of MYLAR and attach with tape.

NOTE: WE USE “DURA-LAR” type OVERLAY MYLAR FILM and SHARPIE BOLD POINT WHITE PAINT MARKERS.

NOTE: it’s a good idea to make multiple versions of each character so that when you are using them in layouts you can avoid repetition of the same painted character.

3. In smooth strokes, paint each letter making sure to use the broad edge of the sharpie pen.

4. SCAN THE TRANSPARENCY as a 600 dpi tiff.

NOTE: Overlapping strokes is recommended for proper paint build-up.

5. Retouch any problem areas where paint was not smooth.

BEFORE

AFTER

BEFORE

AFTER

6. Use Calculations to separate the white into a new Alpha Channel.

7. Add 2 layers to your document

8. Fill Layer 1 with Black.

9. AFTER SELECTING THE ALPHA CHANNEL, Fill LAYER 2 with white.

11. Save as TIFF but be sure to turn off Alpha Channels and Layers

10. YOU Now have transparent white type.

12. Be sure Save Transparency is checked.

YOUR NEW TIFF FILE IS READY TO BE USED IN LAYOUTS.

NOTE: PLEASE REFER TO SECTION 9 FOR INSTRUCTIONS ON PROPER USE OF CHARACTERS. SAMPLE LAYOUT

9. HOW TO USE THE CHARACTERS

HOW TO USE THE CHARACTERS The “WEAR SNEAKERS” ALPHABET CONSISTS OF letters, numbers and punctuation which can be combined to create headlines for the “WEAR SNEAKERS” campaign.

all characters INCLUDE transparency to ensure the proper effect when placed ovEr an image.

please adhere to the rules to ensure proper use. Do not manipulate the transparency. Do not apply coloring to any character. DO NOT APPLY COLOR

Do not use punctuation at the end of the headlines.

DO NOT OVERLAP

DO NOT MIX SIZES

DO NOT APPLY COLOR. DO NOT OVERLAP. DO NOT MIX SIZES. Kerning should FEEL slightly loose. spacing between words should also feel loose. BASELINE CAN SHIFT 1-4 pixels across the headline. apply drop shadow only as indicated.

APPLY THESE DROP SHADOW SETTINGS TO CHARACTERS THAT OVERLAP WHITE/LIGHT AREAS OF AN IMAGE WITH DROP SHADOW

THE Baseline can shift slightly (1-4 pixELs) across the entire headline. avoid drastic shifts

WITHOUT DROP SHADOW

10. USING SUPPORT COPY

The SHOES ARE BORING WEAR SNEAKERS hand painted alphabet is based on Trump Gothic BOLD - a revival and expansion of two different takes on Signum, Georg Trumpâ&#x20AC;&#x2122;s popular mid-twentieth-century condensed gothic. Support or body copy should be set in Trade Gothic Condensed 18 as it creates a visual harmony between the separate elements on the page and is easier to read than TRUMP GOTHIC when set in a paragraph. The first and last few words of these paragraphs should be set using the SABWS hand painted alphabet. The following pages demonstrate how body copy might be used in conjunction with the SABWS hand painted headlines.

A 57

consectetur adipiscing quis erelit. Nullam at risus nisl. Maecenas eu diam mi, in ullamcorper quam. Etiam fermentum hendrerit sapien in luctus. Vivamus in dolor eros, ut varius neque. Sed turpis mi, cursus id ornare ac, ultricies quis erat. Morbi aliquet feugiat dolor nec lobortis. Nulla facilisi. Integer feugiat rutrum nulla, vitae auctor libero fringilla non. Fusce congue ipsum ac elit placerat fringilla. Aliquam erat volutpat. Aliquam aliquam massa id libero bibendum blandit. Etiam ullamcorper pulvinar dui, nec mollis urna sodales non. Cras vulputate fringilla rhoncus. Integer eu risus et elit scelerisque ullamcorper. Lorem ipvddolor sit amet, consetur adipiscing elit

To be set using the SABWS hand painted alphabet

Trade Gothic Condensed 18

consectetur adipiscing quis erelit. Nullam at risus nisl. Maecenas eu diam mi, in ullamcorper quam. Etiam fermentum hendrerit sapien in luctus. Vivamus in dolor BODY COPY SHOULD BE SET USING BLOCK JUSTIFICATION.

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