TABL E OF CONTE N TS B RA ND OV E RV IEW - PG. 7 We make clear the vision for the brand’s design and provide keywords people should keep in mind while desiging with the brand.
LO GO S & LO CKU PS - PG. 10-1 7 Provide logo variations and clarify minimum sizes. Provide logos with different colors, and specify which colours are allowed. Provide logo usage don’ts. Provide info on clear space allowed around logo/mark.
CO L L ATERA L - PG. 20-23 Provide measurement specs and guidelines for how to type a letter on your letterhead as well as address an envelope. Include measurement specs and typographic rules (caps, ital, leading etc,) for how to add names to the business card.
CO LO R PA LE T TES PG. 26 -27 PMS, CMYK, RGB, & HEX color recipes.
T Y PO GRA PHY PG. 3 0-3 1 Defining typefaces used and any rules for employing said faces.
A PPL ICATIO N PG. 3 4-3 7 Here we show the proper application of our logo on various items.
B RA ND E XTE NSIO NS PG. 40-41 Additional merchandise we hold in-store to give out where appropriate.
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S E CTION 1 BRAND OVERVIEW:
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BRAND OVERVIEW — NEW YORK VINTAGE ST YLE GUIDE
BRAND OVERVIEW
N
ew York Vintage is a high-end vintage boutique located in New York, NY. Our Misson is to provide customers with Premium Unique Vintage Apparel all for the love of vintage fashion. We currently hold an
Unprecedented Collection of Authentic Vintage Clothing & Accessories from fashions most prestigious designers all over the world. Ontop of this we have provided unique clothing and accessories to some of the most famous celebrities across America. New York Vintage is the source for vintage fashion.
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S E CTION 2 LOGOS & LOCKUPS
LOGO VARIATIONS The primary NYV logo is composed of the NYV Girl symbol and the words “New York Vintage”.
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LOGOS & LOCKUPS — NEW YORK VINTAGE ST YLE GUIDE
USE OF COLOR Full-Color Logo The preferred use of the NYV logo is the NYV black on a light colored background.
Full-Color Reverse Logo Use this when background or image affects legibility of wording or visibility of lady.
One Color or Reversed One Color Logos Only use this on one color or two color printing when NYV black is not available.
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SIZE RESTRICTIONS The legibility of our logo is very important. It is crucial that the NYV logo be crystal clear and immediately recognizable on printed materials. Therefore we have set standard sizes for our logo to be viewed at. If it goes too small it clutters up. If it is too big, it takes away from the content that it is placed on.
The preferred viewing size of the logo is 2 inches.
If this size is not feasible please make the logo at least 1 inch tall on all printed material 8.5 in by 11 in.
For sizes larger than 8.5 in by 11 in, please make the logo 1/4th the size of the main operators logo.
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LOGOS & LOCKUPS — NEW YORK VINTAGE ST YLE GUIDE
2 inches
1.5 inches
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1 inch
LOGO DO NOT’ S There are specific ways we have set to use the logo and more importantly specific ways not to use the logo. We have provided a few examples of what not to do with our logo. Do not do any of the following things with our logo.
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LOGOS & LOCKUPS — NEW YORK VINTAGE ST YLE GUIDE
NEW YO RK
VINT AG E
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MINIMUM SPACE Empty space frames the logo. This empty space seperates it from other elements such as headlines, images, and the edge of printed materials. The space shown is the minimum. If possible, please allow more than this amount of space. Both Logos should be no smaller than 1 inch.
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LOGOS & LOCKUPS — NEW YORK VINTAGE ST YLE GUIDE
PRIM A RY NY V LOGO Minimum space is at least 150% of the space that it occupys on the page.
SECO NDA RY NYV LOGO Minimum space is at least 150% of the space that it occupys on the page.
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S E CTION 3 COLLATERAL:
COL L ATERAL
Our letterhead, envelope, and business card give the world a tangible piece of us that they can hold. The letterhead measures 8.5 in by 11 in. The font approved for use on the letterhead is Brandon Text, 8pts, Light. The leading must always be set at 11 pts. Do not use any other font on this letterhead. Do not change the leading on this letterhead.
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COLL ATERAL — NEW YORK VINTAGE ST YLE GUIDE
Make sure to start the letter 0.25 inches from the bottom of the logo.
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When addressing an envelope make sure to stay inside the border provided in the center of the envelope. Always set it as Title, Name, Address.
NEW YORK VINTAGE 117 WEST 25TH ST. NEW YORK, NY 10001
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COLL ATERAL — NEW YORK VINTAGE ST YLE GUIDE
When adding names to the business card please only use the font Brandon Grotesque, 9pts, Black. When changing the position of the person on business card please only use the font Brandon Grotesque, Regular, 6pts, all-caps. All other information is set in Brandon Text, Medium, 6pts.
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S E CTION 4 COLOR PALETTES:
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COLOR RECIPES The NYV logo may only be printed in 3 colors.
NYV Black, White, or Black.
NYV Black is simply a tonal black, a very dark brown to make it appear like a warmer shade of black.
NY V B L AC K C 62 M 69 Y 73 K 83 HEX : 1E1109 PA NTO NE BL ACK C
R 35 G 31 B 32 H 34 6 S 10 B 13
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COLOR PALET TES — NEW YORK VINTAGE ST YLE GUIDE
B L AC K C 0 M 0 Y 0 K 10 0 HEX : 23 1F20 PA NTO NE BL ACK 6 C
R 35 G 31 B 32 H 34 6 S 10 B 13
WH IT E C 0 M 0 Y 0 K 0 HEX : FFFFFF
R 2 55 G 2 55 B 2 55 H 34 6 S 0 B 10 0
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S E CTION 5 TYPOGRAPHY:
T YPOGRAPHY
PRIMARY TYPEFACE
BR A ND ON G R OT ES Q UE Brandon Grotesque was chosen as the primary typeface due to it’s 1920’s influenced geometric-style that was so popular during the 1920s and 30s. Brandon Grotesque is functional and has a warm touch. The small x-height and the restrained forms lend it a distinctive elegance.
SECONDARY TYPEFACE
BR A NDON T EX T Brandon Text is the companion of the Brandon Grotesque type family. It has a higher x-height than the Grotesque version and is optimized for long texts, small sizes and screens. Brandon Text is also functional with a warm touch and works perfectly with Brandon Grotesque. Use Brandon Text for body copy only.
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T YPOGRAPHY — NEW YORK VINTAGE ST YLE GUIDE
BRA NDON GROTESQU E A B CDEFG H IJ KLNO P QRST UV WX YZ a b cd efg hijklmnop q r st u vwx y z 1 234 5 6 78 9 0 !@#$ %^&*( ) _ +
BRAND ON TEXT A BC DEFG HIJ KLM NO PQ RSTU V WXYZ ab cd efgh ijklm nopqr s t uvwxyz 12 3 45678 90 !@# $ %^&*()_+
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S E CTION 6 APPLICATION:
APPL ICATION
Here are a few examples of ways to apply the brand mark to various surfaces and products.
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APPLICATION — NEW YORK VINTAGE ST YLE GUIDE
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APPLICATION — NEW YORK VINTAGE ST YLE GUIDE
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S E CTION 7 BRAND EXTENSIONS:
BRAND EX TENSIONS We have created a few items to give to the customers as a way to remember us when they leave.
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Pen - Solid black pen that uses black ink. This pen has a 0.5 mm pen nib.
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Totebag - Fashionable canvas totebag.
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Watch - Fashionable Leather watch with silver accents.
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BRAND EXTENSIONS — NEW YORK VINTAGE ST YLE GUIDE
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