B R A N D
A E S T H E T I C S
Contents
03 04 05 06 07 08 09 10 11
I NT RODUC T ION
M ISSION STATE M ENT/ TAGLI NE
VA LU ES / V ISION
LOGO
L O G O W I T H WOR K M A R K / TAGLI NE
L O G O D ONT ’ S
SPACI NG
BR A N D C OL OU R S
BR A N D F ONTS
Introduction to Darcie B
Darcie Brenneman was especially drawn to the powerfully expressive abilities of accessories: footwear, purses, jewellery and finishing accents. Channelling her desire to infuse confidence and empowerment in women, the Darcie B brand was born. Women know all too well how it feels to carry extra baggage (in this case we mean accessories.) This common ailment needed a simple and elegant cure: the CLIQS Collection was the solution. Whether stepping out on the town, hanging on the beach or heading to the office, the CLIQs footwear and accessory collection provides multiple click-in styles to compliment any outfit. Finding inspiration from Jimmy Choo and Kate Middleton, the Darcie B brand boasts quality, sophistication and individuality. These values are embodied in the CLIQS Collection to ensure a high quality product. By fulfilling the versatility many women crave, Darcie B offers freedom and ingenuity that will revolutionize the footwear industry. These guidelines are the company’s blueprint, outlining how to apply the brand identity in a consistent and inspiring way. From values to visuals, this document provides all the tools needed to implement the look and personality into all Darcie B. materials and communications.
Mission Statement
To be a staple shoe in the closet and travel bag of every woman who has a high-fashion heart but craves versatility and freedom that’s easy on the wallet.
Tagline
Solely yours. The Darcie B. CLIQS collection is a customizable shoe that is versatile and customizable for each unique woman. Playing on the double entendre of the word “sole” the tagline expresses the individuality of a woman and the literal association to the product.
Values
To provide designs that are classy, sophisticated, comfortable and stylish. To provide fast, efficient fashion that’s easily changeable and ready to wear. Committing to being on the cutting edge of fashion and the latest trends, designing CLIQwear attachments that always follow the newest styles. To be a versatile product that is unique, classy and a reflection of our originality.
Vision
To be known as the fashionable trendsetter and visionary that created the most versatile woman’s shoe.
Logo
Word Mark
Stamp Icon
Inverted Stamp Icon
Icon
Logo with Wordmark
Logo with Tagline
Logo Dont’s Do not change the colours.
Do not change the font or text.
Do not skew or rotate.
Do not stretch disproportionately.
Do not change position of graphics.
Do not use brand colours or patterns as backgrounds.
Spacing it Out
When using our logo, make sure to leave some breathing room. We recommend using elements from the logo itself to ensure minimum spacing at any size. There should always be a minimum of .25 inch of space on all sides.
Brand Colours
Primary
Pantone P 101-16 C R7 G7 B78 HEX #: 07074E C100 M94 Y0 K60
Pantone P 172-16 C
Secondary
R59 G58 B62 HEX #: 3B3A3D C60 M54 Y48 K60
Pantone P 96-16 C R76 G38 B131 HEX #: 4B2682 C84 M100 Y0 K12
Pantone P 74-8 C R177 G0 B95 HEX #: B0005E C0 M100 Y12 K30
Although maintaining Brand Colours is ideal, colour swatches may be switched out to compliment campaign colours.
Brand Fonts
Cochin Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*) Cochin is used for headlines in all caps with letter spacing. Or in regular case for sub headlines.
Helvetica Neue Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*)
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (.,:;?!$&@-*) Helvetica Neue is used for sub headlines in regular case or all caps with letter spacing. Helvetica Neue Light is the prefered use for title and body copy.