Welcome to Haberdash! We are so excited that you have interest in purchasing a Haberdash franchise, and would like to be the first to welcome you aboard. What is a brand book? It basically explains to you, in a nutshell, what we look like and why. It tells you right and wrong ways to use a logo, what fonts we use, and what colors are in our store. All that good stuff. Feel free to take a look around, and feel free to email us with any questions.
Our symbol of awesomeness. Boo-ya. Our logo is what a symbol of what we are. Simply sophisticated, it is modified version of the typeface Raleway to give it a more customized feel. Just like our clothes (well, except for the Raleway part.) It is very important that we don’t mess around with the logo. That means giving it adequate space around the mark, not stretching out the logo (this is a big repeat offense for some of our franchisees), using only
the limited color palette that we have provided, and making sure that it’s easy to read. What you SHOULDN’T do is put the wordmark in front of busy patterns and pictures. It’s kind of a skinny guy, and it’ll get lost if it’s put in front of anything crazy (thankfully, we have a version with a containing shape for you to use in that kind of scenario). Please don’t try to recreate the logo in any way. There is an .eps, .jpg, and .pdf file available for you to download at your whim and fancy. Doing these things will insure that we will have a solid brand presence, and can compete with a lot of the big name brands. (Wahoo!)
FIGURE 1.1
Main Logo
FIGURE 1.2
Black or White Variation
FIGURE 1.3
Full Logo
FIGURE 1.4
DON’TS
We like our words to look pretty. Another way that we can make sure that we have a solid presence is by using consistent typography (translate: fonts). We use ITC Lubalin Graph, a bold and friendly slab-serif typeface and Gotham, which is known for its approachable and comfortable feel. Here are a bunch of different ways that you can use them:
FIGURE 2.1
ITC Lubalin Sans - Demi
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
FIGURE 2.2
ITC Lubalin Sans - Book
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
FIGURE 3.1
Gotham - Book
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
FIGURE 3.2
Gotham - Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
FIGURE 4.1
Hierarchy Sample
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Our colors are like candy: tasty, sweet and happy. Because our business is kids clothes, we wanted to use bright, bold, and fun colors throughout our store and marketing materials. We have two separate color palettes: girls and boys. The girls’ palette consists of pinks, reds, oranges, and yellows, while the boy’s palette is made up of blues, yellows, greens, and reds. These colors can be combined in a number of attractive ways (yeah...we don’t want the ugly ones) for window displays, advertisements, and store signage.
FIGURE 3.1
Color Palette - Girls
PANTONE 1768
PANTONE 7520
PANTONE 123
cmyk: 0.38.21.0 rgb: 248.175.173 hex: #f8afad
cmyk: 0.16.18.0 rgb: 253.218.199 hex: #fddac7
cmyk: 0.24.94.0 rgb: 255.196.35 hex: #ffc423
PANTONE WARM RED
PANTONE RED 032
PANTONE 193
cmyk: 0.24.94.0 rgb: 255.196.35 hex: #ffc423
cmyk: 12.100.73.2 rgb: 209.18.65 hex: #d11241
cmyk: 0.75.90.0 rgb: 242.101.50 hex: #f26532
FIGURE 3.1
Color Palette - Boys
PANTONE 3258
PANTONE 281
PANTONE 396
cmyk: 59.0.33.0 rgb: 95.197.186 hex: #5fc5ba
cmyk: 100.85.23.8 rgb: 0.62.126 hex: #003e7e
cmyk: 12.0.94.0 rgb: 234.232.39 hex: #eae827
PANTONE WARM RED cmyk: 0.75.90.0 rgb: 242.101.50 hex: #f26532
PANTONE 384
PANTONE 107
cmyk: 42.23.100.2 rgb: 159.166.21 hex: #9fa615
cmyk: 2.2.80.0 rgb: 255.236.83 hex: #ffec53
Why should kids be the only ones who doodle? Playful with a serious tone, our illustrations are really great to use in promo materials, storefront posters, and brochures. Thankfully, our team of designers draw each new collection every season, so you don’t really have to worry about keeping up with the latest trends. If you want to create your own, great! We simply use Copex Markers and pen. However, these must be approved through the Haberdash design studio. Same thing goes for the lettering style, should you want to create something using that.
FIGURE 4.1
Illustration Sample
FIGURE 4.1
Lettering Sample
We love to answer your questions! If you have any questions/comments/concerns/emotional outbursts, please direct them to the Haberdash Design team.
88 South 200 East | Cedar City, UT | 84720