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Corporate Identity Guidelines
esprit rebranding 2015
Designed by Zhaoyi (Fanny) Yu Student ID 03564045
GR 605 Nature of Identity Instructed by Hunter Wimmer Spring 2015 Academy of Art University
Photo Credit Flickr.com
BEYOND THE ATTITUDE
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SEC. 1
Brand Overview
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NATURE IS NOT A PLACE TO VISIT. IT IS HOME.
ENVIRONMENTAL ACTIVIST & ESPRIT’S BOARD MEMBER
GARY SNYDER
Corporate Identity Guidelines
SEC. 0
TABLE OF CONTENTS brand overview
0009
visual guidelines
0039
new directives
0071
LIKE MANY PEOPLE, WE SEE BIODIVERSITY AND ECOSYSTEMS COLLAPSING AROUND US. SO WE’VE ROLLED UP OUR SLEEVES AND GOTTEN TO WORK.
CO-FOUNDER OF ESPRIT & BOARD MEMBER
DOUG TOMPKINS
SEC. 1
BRAND OVERVIEW brand history
0010
company timeline
0012
mission statement
0015
founders’ vision
0016
current attitude
0021
refreshed look
0022
new audience
0026
today’s competitors
0034
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SEC. 1.1
brand history
We’re an iconic San Francisco fashion label that pioneered socially and environmentally conscious products.
Esprit De Corps. was built around the ideals of Susie and Doug Tompkins— local hippie merchants who sold clothing over a North Beach massage parlor, and eventually moved their corporate headquarters to the Dogpatch neighborhood east of Potrero Hill. For a while, there was no facet of Esprit 20marketing. Esprit took its employees on raft trips to listen to lectures from members of Earth First!, invited SF Methodist pastor Cecil Williams preach at fashion shows, and invited Gloria Steinem to speak at employee meetings. Susie Tompkins was, for a time, the most-heralded female entrepreneur of her generation, while her husband, Doug, was revered as a brilliant merchant deft at exploiting imagery, architecture, and design to sell products. Before Apple proved beyond any doubt that design and image is everything when it comes to merchandising, Esprit recruited Oliviero Toscani, later of Benneton fame, and artist/designer Etorre Sottsass, whose Olivetti typwriter was considered the iMac of its day. In 1990, however, the couple split, and Tompkins took sole helm of the company in a leveraged buyout. As sole owner, she seemed to lose her touch as a fashion seer. The company went through a series of short-term CEOs. In 1997, it was purchased by vulture capital investors, and eventually ended up in the hands of Hong Kong investors. After closing U.S. operations, the Hong-Kong based brand will focus on European and Asian operations.
SEC. 1
Brand Overview
Corporate Identity Guidelines
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SEC. 1.2
company timeline
The timeline explains the history and evolution of the company throughout the years. It highlights the most remarkable accomplishments of the brand since its establishment to the rebranding.
1971—San Francisco Seven product lines were introduced under the name Esprit De Corps.
1978—New York Debut of the iconic the stencil-effect triple-bar ‘E’ logo, designed by John Casado
1990—San Francisco Doug Tompkins left the company. A new CEO was hired to rescue the brand from decline 1993—Hong Kong Susie sold Esprit to a Hong Kong Holdigns company
2011—Global Esprit was valued at $1.4 billion, over 90% loss compared to $20 billion valuation from 2007
SEC. 1
Brand Overview
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1968—San Francisco Founded By Susie and Doug Tompkins
1978—New York
1990—San Francisco Introduction of the E-collection line, in support of sustainability
2012—North America Esprit closes all retail stores and leaves the North America market, due to decline
2018—United States Esprit Rebranding— Reintroduction to U.S. Market
Corporate Identity Guidelines
SEC. 1
Brand Overview
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SEC. 1.3
mission statement
To achieve a friendly and durable coexistence between mankind and nature
The company aims to restore the balance by integrating sustainability in current and future initiatives, while also enduring spirited lifestyles for future generations. Our goal is to achieve a friendly and durable coexistence between mankind and nature at all cost. We understand the importance of giving back to the planet what we have taken. Harmony is key for us. In the past, to achieve our goals we did it by introducing our E-collection— an environmental friendly fashion collection. With the dramatic changes our planet has suffered in the last 20 years, new forms of sustainability are being demanded. We believe the re-branding will help us tap onto different ways to restore balance. With the introduction of new products, services, experiences, educational opportunities, research center and many more, we will be able to achieve our goals across the globe. We hope to reach as many households and places as we can. Our new visual aesthetic uses a balanced combination of warm and earthy colors to evoke human and nature integration rather than just a fashion brand.
Corporate Identity Guidelines
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SEC. 1.4
founders’ vision
Susie and Doug envisioned a brand that mixed high-spirited fashion photography with social awareness.
When Esprit was first founded our founders Susie and Doug Tompkins had a unique vision for a fashion brand. Both of them had a deep connection with nature and social awareness. Doug envisioned the idea of building a company that produces high-quality clothing to avoid waste. On the other hand, Susie was always looking for very fashionable and trendy clothes because of her passion for high fashion. The pair decided to combine both ideas and turn them into the company that they built.
Initial Keywords
Original Principles
Cheerful
High-end Fashion
Environmentally Friendly
Avant Garde Styles
Enthusiastic
Affordable Clothes
Lively
Zero Waste
Colorful
Social Awareness
Vivid
Sustainability
SEC. 1
Brand Overview
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Corporate Identity Guidelines
FOUNDER OF ESPRIT
SUSIE TOMPKINS BUELL
BE INFORMED—BE INVOLVED—MAKE A DIFFERENCE. I HOPE THAT ESPRIT STILL HAS THAT VISION AS WELL.
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SEC. 1
Brand Overview
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SEC. 1.5
current attitude
The separation of our founders has affected the brand mission and directives.
Unfortunately, the separation of our founders had a deep effect on the decline of Esprit De Corps. Their personal conflict had turned Esprit’s mission statement into two different directives. Doug’s direction was to build a more environmentally friendly brand by sacrificing the high-end fashion aspect. Susie, completely opposed to that idea, fought against her then husband about his decisions. She tried in different ocassions to buy out Doug, in order to restore the directive of Esprit. After multiple lawsuits, the company was finally bought out by a Hong Kong holdings company. Sadly after the acquisition, the directive of the company has be redirected again. This time even further from the initial mission. The only objective and focus of it is to create trendy clothes and to increase sells. Our current board of directors are experts in business and are eager to see the sales raise.
Current Look Dull Constrained Passive Gray Dated
Corporate Identity Guidelines
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SEC. 1.6
refreshed look
We’re resuming on the journey that our founders had started, and taking it beyond the attitude. We’re going all natural, all over— not just fashion.
The rebranding objectives are simple. We’re bringing back our founders vision and gave it an upgrade. We’re taking the brand far beyond places it had been in the past. This time, we’re tapping into other industries beyond fashion to accomplish our harmony goal for mankind and nature. We’re going to places that this current generation has reached. We will be collaborating with brands and companies that are looking into a more sustainable future to plan for a better tomorrow.
New Keywords
New Initiatives
Vibrant
Experiences
Dynamic
Services
Harmonious
Educational Programs
Friendly
Events
Active
Products
Integrated
Environments
SEC. 1
Brand Overview
SOCIAL AWARENESS IS THE LIFESTYLE FASHION.
FOUNDER OF ESPRIT
SUSIE TOMPKINS BUELL
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SEC. 1.7
new audience
Roger, 55 Environmental Activist
He understands sustainability and exercises it on everything he does. He is an environmental activists and volunteer for as many environment-related activities or workshops as he can. Sometimes, he even hosts their own. He is always working on one or two sustainability-related projects. He would force their friends to think about it twice before purchasing a new product. Recycling is a must in their homes, workplace or anywhere he goes. He is often travelling for environmental talks. Raphael fights for sustainability, naturalism and a better planet.
SEC. 1
Brand Overview
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Alexa, 25 Conscious Shopper
Alexa is becoming more aware of health topics as she ages. She is in the transition process from non-organic to organic food now that she has a good income. She had always lived in big cities and had explored very little in natural environments. She never paid attention to news regarding to global warming until now. She is comfortable living in small places, so rent is usually more affordable. She likes using her space appropriately. Small and smart furnitures are options she looks into. She is now working closely with designers, specially interior decorators and architects.
Environmental Activist Conscious Shopper Organically Aware Parents Sustainable Designer Veteran Architect Vocational Naturalist
Corporate Identity Guidelines
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SEC. 1.7
Adam & Kate, 35 & 32 Organically Aware Parents
They just bought a new house, a more spacious one, with a garden please. Dad enjoys building shelves and furnitures from time to time. Mom is always looking for ideas to decorate their home. Mom shops for organic ingredients and only buys non-toxic/natural products. They recycle and like to learn about sustainability. Mom takes care of her garden and indoor and outdoor plants. They have two children, who love outdoor activities.
SEC. 1
Brand Overview
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Megan, 27 Sustainable Designer
She likes hosting her own workshops in the weekends. Recycling is an important concept she keeps in mind all the time. Price isn’t usually the concern when purchasing a product. She is constantly improving her designs to make them more efficient. She goes to sustainable talks every time there is one in town. Her friends and boyfriend are also environmentally conscious. She enjoys activities that involves herself and nature.
Environmental Activist Conscious Shopper Organically Aware Parents Sustainable Designer Veteran Architect Vocational Naturalist
Corporate Identity Guidelines
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SEC. 1.7
Robert, 50 Veteran Architect
He has a large portfolio of sustainable designs, from homes to public spaces. He has 20 years of experience working in the sustainable design field and has built lots of connections, from design firms to Governors. Now, he only works on projects that interests him. He has worked in 3rd world countries, designing and building more efficient homes. He has collaborated in the past with industrial and product designers to develop a very successful ecofriendly product line. He likes adventurous activities. He is also passionated about biotechnology. His daughter studied Environment Design.
SEC. 1
Brand Overview
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Paul, 24 Vocational Naturalist
He has a strong opinion about people who don’t recycle materials. He is an environmental activist, who hates buildings, concrete, iron and plastic. He appreciates products made with natural materials like wood and natural fiber. He escapes from the city every weekend and goes to explore different natural environment, from beaches to mountains. Paul likes to connect with people who share his same ideology about nature. His closest friends are people who he met at a wood workshop that he hosts every month. His home is decorated with furniture he made or gifts from his friends. He shops at Alternative Apparel and Whole Foods.
Environmental Activist Conscious Shopper Organically Aware Parents Sustainable Designer Veteran Architect Vocational Naturalist
Corporate Identity Guidelines
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MANKIND MUST LEARN TO COEXIST WITH EACH OTHER TO CREATE A PEACEFUL WORLD.
FOUNDER OF SMART YOUTH VOLUNTEERS FOUNDATION
LAILAH GIFTY AKITA
SEC. 1
Brand Overview
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SEC. 1.8
today’s competitors
The following charts represent our current and future competitors in the different industries that we are part of. The first chart compares costs and level of environmental consciousness.
Environmentally Conscious
GREEN ARCHITECTURE & ENGEERING FIRMS
NEW ESPRIT
AFTER REBRANDING
ECO-AWARE NON-PROFIT INSTITUTIONS
GREEN DESIGN FIRMS & DESIGNERS
ECO-AWARE FOR-PROFIT INSTITUTIONS
BEFORE REBRANDING
SUSTAINABLE FURNITURE RETAILERS W/ CONSCIOUS INITIATIVES
SUSTAINABLE FASHION BRANDS
OLD ESPRIT
Environmentally Careless
NONSUSTAINABLE FASHION BRANDS W/ CONSCIOUS INITIATIVES
NONSUSTAINABLE FURNITURE RETAILERS W/ CONSCIOUS INITIATIVES
NONSUSTAINABLE FASHION BRANDS
NONSUSTAINABLE FURNITURE RETAILERS
SUSTAINABLE FASHION BRANDS W/ CONSCIOUS INITIATIVES
SUSTAINABLE FURNITURE RETAILERS
$
$$$$$
BEFORE REBRANDING NON-SUSTAINABLE FASHION BRANDS
W/ CONSCIOUS INITIATIVES
SUSTAINABLE FASHION BRANDS
W/ CONSCIOUS INITIATIVES
NON-SUSTAINABLE FURNITURE RETAILERS
Forever 21
Zara
Alternative Apparel
Matt & Nat
Anthropologie
West Elm
Urban Outfitters
H&M
Amour Vert
Green Room (asos)
CB2
Crate & Barrel
Uniqlo
Gap Inc.
Freedom Of Animals
Edun (edunonline)
BoConcept
IKEA
Green Room (ASOS)
SEC. 1
Brand Overview
W/ CONSCIOUS INITIATIVES
2Modern
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The second chart explains, positions and compares the old and new Esprit— with current and new competitors in a quality versus accessibility correlation.
High Quality GREEN DESIGN FIRMS & DESIGNERS
NEW ESPRIT
AFTER REBRANDING BEFORE REBRANDING
SUSTAINABLE FASHION BRANDS
Low Quality
NONSUSTAINABLE FASHION BRANDS W/ CONSCIOUS INITIATIVES
NONSUSTAINABLE FURNITURE RETAILERS W/ CONSCIOUS INITIATIVES
NONSUSTAINABLE FASHION BRANDS
NONSUSTAINABLE FURNITURE RETAILERS
ECO-AWARE NON-PROFIT INSTITUTIONS
ECO-AWARE FOR-PROFIT INSTITUTIONS
SUSTAINABLE FASHION BRANDS W/ CONSCIOUS INITIATIVES
SUSTAINABLE FURNITURE RETAILERS W/ CONSCIOUS INITIATIVES
SUSTAINABLE FURNITURE RETAILERS
OLD ESPRIT
Easy to Access
GREEN ARCHITECTURE & ENGEERING FIRMS
Hard to Access
AFTER REBRANDING SUSTAINABLE FURNITURE RETAILERS
W/ CONSCIOUS INITIATIVES
GREEN DESIGN FIRMS & DESIGNERS
GREEN ARCHITECTURE & ENGEERING FIRMS
ECO-AWARE NONPROFIT INSTITUTIONS
ECO-AWARE FORPROFIT INSTITUTIONS
Greenington
ELKA Home
Stella McCartney
HoK
WWF
Animal Planet
Atlantic Furniture
Q Collection
Ross Lovegrove
SWA Group
National Geographic
Discovery Education
EcoChic
Urban Woods
Michael Pawlyn
Atelien Ten
Greenpeace
California Academy of
Nature Center
Sciences
Zanat
Corporate Identity Guidelines
MAN SELECTS ONLY FOR HIS OWN GOOD: NATURE ONLY FOR THAT OF THE BEING WHICH SHE TENDS.
NATURALIST, AUTHOR OF ‘THE ORIGIN OF SPECIES’
CHARLES DARWIN
SEC. 2
VISUAL GUIDELINES corporate identity
0042
mark’s spirit
0044
dimensions & sizes
0046
color variations
0051
do’s & don’ts
0058
type & photo guide
0062
brand applications
0064
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SEC. 1
Brand Overview
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IN THE LONG HISTORY OF HUMANKIND (AND ANIMAL KIND, TOO) THOSE WHO LEARNED TO COLLABORATE AND IMPROVISE MOST EFFECTIVELY HAVE PREVAILED. NATURALIST, AUTHOR OF ‘THE ORIGIN OF SPECIES’
CHARLES DARWIN
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SEC. 2.1
corporate identity
Our new mark represents the visualization of a vibrant Esprit constituted by the integration of the four groups—creating a harmonious intertwinement. Esprit lives in the center where the groups meet.
SEC. 2
Visual Guidelines
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SEC. 2.2
mark’s spirit
We’ve drawn inspiration from a lotus flower and a pinwheel for our new corporate identity mark. The shapes and meanings of these two powerful symbols illustrate our mission statement at a glance. A lotus flower is the symbolism of rebirth in the Egyptian culture, self-awareness in Buddhism, and eternity in Hinduism. On the hand, a pinwheel symbolizes power of life, and longevity. Our new symbol represents the rebirth of a company that is self-aware, and promises to inspire others to be self-aware, while also aiming for an eternal harmony between mankind and nature.
SEC. 2
Visual Guidelines
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We’ve also studied color and nature very closely for the selection of our color palette for the new mark. We’ve decided upon the colors of a butterfly and a hummingbird. The body and wings of both presented a common characteristic that our rebranding aimed, vibrancy. Meanwhile, we also studied colors that could well represent mankind and nature.
Environments
Green Nature shows our intentions on the welfare of the environment. Our brand is looking for a fully integration between the different habitats and mankind. The three leafs represent the three major environments on Earth, where coexistence should exist—air, sea and land.
Individuals
Happy Orange is a warm and vibrant color, becoming the perfect representation of the people who are part of the Esprit Universe—whether employees, customers or believers. Orange is the color of the Esprit people.
Societies
Yellow Mustard represents the society aspect of the company. Part of our rebranding objectives is to integrate people with nature by involving the society in the process. No matter the age, the class or the color of skin—the symbolism of the three leafs—Esprit wants everyone to participate.
Faunas
Cool Brown serves as a symbol for the animal kingdom. Animals are a crucial component of nature. Therefore, Esprit also considers them as part as our universe. New opportunities to reconnect with them are included as part of the rebrand objectives.
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SEC. 2.3
dimensions & sizes
The dimensions for our symbol mark should follow the measurements given below. Prior to the application or production of the symbol mark, the designers and manufacturers should revise and ensure the dimensions are accurate. Any dimensions not specified below, should be considered prohibit. Our symbol mark should be considered sacred and should not be altered under any circumstances—other than the specified ones. Protecting our identity is crucial for Esprit.
All dimensions are based off of —X—
Symbol Mark
2X
X
X
3¹/₃ X
2X
3¹/₃ X
1¹/₃ X
1¹/₃ X
X
1¹/₃ X
3¹/₃ X
2X
X
X
SEC. 2
Visual Guidelines
3¹/₃ X
x
2X
1¹/₃ X
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All dimensions are based off of —X—
Identity Mark
X
2X
X
3¹/₃ X
2X
3¹/₃ X
1¹/₃ X
1¹/₃ X
X
1¹/₃ X
1½ X
²/₃X
1¹/₃ X
3¹/₃ X
2X
X
X
²/₃X
²/₃X
²/₃X
²/₃X
²/₃X
X
All dimensions are based off of —X— X
X
7 ²/₃ X
X
1¹/₃ X
1½ X
Logo Mark
X
²/₃X
²/₃X
²/₃X
²/₃X
²/₃X
X
Corporate Identity Guidelines
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SEC. 2.3
The following are the specs for the dimensions of the applications for the horizontal alternative of the corporate identity mark. This version is used as a replacement of the vertical version, as long as the format requires a wider option. The alternative version should be considered as a secondary option. Any dimensions not specified below, should be considered prohibit.
Alternate Version
Horizontal Identity Mark
x
7 ²/₃ X
²/₃X
1½ X
Horizontal Identity Mark
SEC. 2
Visual Guidelines
X
½X
x
x
½X
All dimensions are based off of —X—
²/₃X
²/₃X
²/₃X
²/₃X
²/₃X
10 ³/₅ X
X
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The following are the specs for the dimensions of the applications for the corporate identity mark. Any dimensions not specified below, should be considered prohibit. Once more, protecting our identity is crucial for Esprit
Minimum Dimensions Allowed For Print
Identity Mark 1.5 INCHES
Symbol Mark 1 INCH SQUARE
Logo Mark
Horizontal Identity Mark
0.25 INCH
0.75 INCH
Corporate Identity Guidelines
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SEC. 2.3
Minimum Dimensions Allowed For Web
Identity Mark 75 PIXELS
Symbol Mark
Symbol Mark— Favicon Only
Logo Mark
Horizontal Identity Mark
SEC. 2
Visual Guidelines
50 PIXELS SQUARE
32 PIXELS SQUARE
20 PIXELS
55 PIXELS
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SEC. 2.4
color variations
The following are the color alternatives for the corporate identity mark. Any colors not specified below, should be considered prohibit. Color variations and dimensions should be considered at the same time—refer to previous section. These color variations can be used to replace the full version color mark at anytime.
Primary Colors
Secondary Color
GREEN NATURE
HAPPY ORANGE
VIVID GREY
Pantone Solid
Non-Pantone
Pantone Solid
Non-Pantone
Pantone Solid
Non-Pantone
Coated
CMYK
Coated
CMYK
Coated
CMYK
358 C
35/0/60/0
150 C
0/35/75/0
429 C
0/0/0/50
Uncoated
RGB
Uncoated
RGB
Uncoated
RGB
366 U
172/213/138
142 U
251/177/87
429 U
147/149/152
Matte
WEB
Matte
WEB
Matte
WEB
367 M
#ACD58A
1495 M
#FBB157
429 M
#939598
YELLOW MUSTARD
POWERFUL GREY
COOL BROWN
Pantone Solid
Non-Pantone
Pantone Solid
Non-Pantone
Pantone Solid
Non-Pantone
Coated
CMYK
Coated
CMYK
Coated
CMYK
605 C
20/10/90/0
453 C
25/25/40/0
425 C
0/0/0/80
Uncoated
RGB
Uncoated
RGB
Uncoated
RGB
584 U
212/205/64
453 U
194/181/55
433 U
88/89/91
Matte
WEB
Matte
WEB
Matte
WEB
103 M
#D4CD40
452 M
#C2B59B
433 M
#58585B
Corporate Identity Guidelines
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SEC. 2.4
Full Color
Identity Mark
SEC. 2
Visual Guidelines
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Positive
Negative Corporate Identity Guidelines
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SEC. 2.4
Full Color
Symbol Mark
SEC. 2
Visual Guidelines
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Positive
Negative Corporate Identity Guidelines
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SEC. 2.4
Full Color
Logo Mark
Negative
Positive
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Full Color
Horizontal Identity Mark
Negative
Positive
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SEC. 2.5
do’s
The do’s for our corporate identity mark are the allowed variation and color combination. While the don’ts are the non-permissible use or color combination for our identity mark. Any variations not specified below, should be considered prohibit.
Identity Mark
Do’s
Full color on solid white background
Full color on Powerful Grey background
Full color on solid black background
Use negative for all other grey backgrounds
Use negative for any brand primary color backgrounds
Always attempt to use negative first, in case the mark loses its essence, use the positive variation
SEC. 2
Visual Guidelines
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For the symbol mark and horizontal identity mark, please follow the same rules as our primary identity mark (vertical version). Any previous rules that apply to it, should be applied to the following two. Any variations not specified below or before, should be considered prohibit.
Symbol Mark
Do’s
Full color on solid white background
Use negative for any brand primary color or black backgrounds
Always attempt to use negative first, in case the mark loses its essence, use the positive variation
Corporate Identity Guidelines
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SEC. 2.5
For the symbol mark and horizontal identity mark, please follow the same rules as our primary identity mark (vertical version). Any previous rules that apply to it, should be applied to the following two. Any variations not specified below or before, should be considered prohibit.
Horizontal Identity Mark
Do’s
Full color on solid white background
Use negative for any brand primary color backgrounds
Logo Mark
Do’s
Use negative for any brand primary color backgrounds
SEC. 2
Visual Guidelines
Always attempt to use negative first, in case the mark loses its essence, use the positive variation
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SEC. 2.5
don’ts
For the symbol mark, logo mark and horizontal identity mark, please follow the same rules as our primary identity mark (vertical version). Any previous rules that apply to it, should be applied to all other forms ot the mark. Any variations not specified below or before, should be considered prohibit.
Identity Mark
Don’ts
Never stretch the identity mark
Never squash the identity mark
Never change the dimensions of the symbol mark or logo mark disproportionally
Never add any drop shadow effects digitally
Never add any inner shadow effects digitally
Never add any bevel or emboss effects digitally
Corporate Identity Guidelines
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SEC. 2.6
type & photo guide
As part as our visual system, two typefaces with a wide range of weights were chosen to communicate visually our brand—Museo Sans and Slab, belonging to the Museo Family. The friendliness and readability of the humanist sans serif contrasts nicely with the powerful and playful slab. Any typefaces or weights not specified below, should be considered prohibit.
Museo Slab
ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (”:!@#%$&*?) {[`¡™¢∞§¶•ªº–≠=-+_-\|]}
100 100 Italic 300 300 Italic 500 500 Italic 700 700 Italic 900 900 Italic 1000 1000 Italic
Museo Sans
ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 (”:!@#%$&*?) {[`¡™¢∞§¶•ªº–≠=-+_-\|]}
SEC. 2
Visual Guidelines
100 100 Italic 300 300 Italic 500 500 Italic 700 700 Italic 900 900 Italic
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For our photography style we want to select photos that conveys our new keywords. One important thing to keep in our understanding is the idea of mankind and nature integration and interaction. Full color images have a better impact than black and white photography. Our photographs should be vivid, vibrant and cheerful. In certain cases, the usage or application of our brand colors—only primary—can be used either to emphasize or to maintain the harmony, when the photograph is too colorful.
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SEC. 2.7
business system
Nature integration is a key part of our mission. We wanted to incorporate wood as part of our corporate materials. Lightly stained-smooth wood will be used for our special edition business card.
SEC. SEC. 12
Brand Visual Overview Guidelines
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Corporate Identity Guidelines
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SEC. 1
Brand Overview
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HAPPINESS IS WHEN WHAT YOU THINK, WHAT YOU SAY, AND WHAT YOU DO ARE IN HARMONY.
POLITICAL & ANTI-WAR ACTIVIST
MAHATMA GANDHI
Corporate Identity Guidelines
SEC. 3
NEW DIRECTIVES board of directors
0074
business structure
0076
back to home
0080
brand experiences
0088
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SEC. 1
Brand Overview
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THERE IS NOT A FRAGMENT IN ALL NATURE, FOR EVERY RELATIVE FRAGMENT OF ONE THING IS A FULL HARMONIOUS UNIT IN ITSELF.
NATURALIST, ENVIRONMENTAL PHILOSOPHER
JOHN MUIR
Corporate Identity Guidelines
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SEC. 3.1
board of directors
We’ve decided to bring together a group of ecological designers, naturalists, and philanthropists to shape the future of our company. We believe our new board of directors will guide us to achieve our mission, and to ensure the brand is refreshed and updated.
GREEN DESIGNER
CONSERVATIONIST, CO-FOUNDER OF ESPRIT
Eben Bayer
Doug Tompkins
SUSTAINABLE-BUSINESS PIONEER
ECOLOGICAL DESIGNER AND ARCHITECT
Ray Anderson
Mitchell Joachim
SEC. 3
New Directives
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ENVIRONMENTAL ACTIVIST
FASHION DESIGNER
Gary Snyder
Stella McCartney
INDUSTRIAL DESIGNER
POLITICIAN, ADVOCATE AND PHILANTHROPIST
Ross Lovegrove
Al Gore
Corporate Identity Guidelines
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SEC. 3.2
business structure
As part of the rebranding, we’ve decided to remodel our business structure. We’ve expanded our current products and services. We’ve taken our business to new territories, by introducing new experiences, educational programs, new services, celebrating more events, partnership and co-branding with other companies that share our goals. The physical structure represents the locations where our brand connects with our customers. The emotional structure explains the how our customers are interacting with us.
ESPRIT UNIVERSE Top division of Esprit
physical structure
SEC. 3
New Directives
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FLAGSHIP STORE
MAIN CENTER
Products, services, events, and private storage
Located in San Francisco RESEARCH CENTER Educational programs, labs, private library, and studies
RETAIL STORES North America, South America, Europe, Central America, Asia and Australia
Products, services, and events
OUTDOOR’S LOCATIONS North America, Africa, Asia, South America and Europe
Experiences, events, services, and special merchandise (with affiliated brands or places)
ON THE WEB International Access
Educational materials, sharing community, booking services, and products
Corporate Identity Guidelines
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SEC. 3.2
business structure
PERSONAL
ORGANIC CLOTHING
LIVING IN HARMONY
CONCIERGE
INTERIOR DESIGN & DECOR CONSULTATIONS
MEMBERSHIP PROGRAM
RESEARCH CENTER
SUSTAINABLE FURNITURE
CLASSES ABOUT SUSTAINABILITY, & ECOLOGICAL DESIGNS
BOOKS/PUBLICATIONS EXHIBITS & EXHIBITIONS
DISASTER RELIEF TRAININGS
INDOORS
SPECIAL MERCHANDISE WORKSHOPS ON CREATING SUSTAINABLE PRODUCTS
FLAGSHIP/RETAIL STORES SOCIETAL
emotional structure
SEC. 3
New Directives
VOLUNTEERING PROGRAMS
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PERSONAL
UNGUIDED TOURS TOUR PACKAGES
STUDIES OF SPECIES, WEATHER CONDITIONS, AND BIOTECHNOLOGY
OUTDOOR ACTIVITIES RECONNECTING WITH NATURE
OUTDOORS
OUTDOOR LOCATIONS ORGANIZED TOURS
GUIDED TOURS CELEBRATION OF ENVIRONMENTAL DATES
SOCIETAL
ENVIRONMENTS
EVENTS
PRODUCTS
EDUCATION
EXPERIENCES
SERVICES
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SEC. 1
Brand Overview
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SEC. 3.3
back to home
Our new facility is located in the heart of San Francisco, the beautiful sunny city where everything began for Esprit. With our reintroduction to the U.S. market, we’ve decided to return to the city of San Francisco, located where Candlestick was. We wanted to make our return memorable and special for all the san franciscans. The Esprit Center is the home of our flagship store, as well as, the research center, where the educational aspect comes to life.
Corporate Identity Guidelines
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SEC. 1
Brand Overview
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SEC. 3.3
our office is designed and furnished with organic materials
Others Brand Extensions Related To This Experience
Flagship Store All products, and services are avalaible. Some events will be celebrated here
Research Center Educational programs, classes, workshops, research, lab, studies, trainings, and also home for the Esprit private library
Corporate Identity Guidelines
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SEC. 3.3
our stores are so natural, and so are our products
Others Brand Extensions Related To This Experience
Organic Clothing
In-Store Concierge
Celebration of Environmental Dates
Women, Men, Kids—All ages, all genders. Including Tops, Trousers, Shoes, Accessories, Bags, Sport, and Beachwear
Personal stylist for fashion recommendations and trends
Public celebration, members can access to private events. Partnership and cobranding opportunities with companies that share similar goals
Sustainable Furniture
In-Store Consultation
Exhibits & Exhibitions
Living Room, Bedroom, Bath, Kitchen, Garden, Children Room, Play Room, and Home Office
Interior designers, decorators and architects are available in store for quick questions and tips
Showcase of research results to the public, members can access to private events. Opportunities for partnerships with Museums, National Parks, Aquariums, Zoos, Botanical Gardens, and more
SEC. 3
New Directives
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Corporate Identity Guidelines
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SEC. 3.3
our outdoors locations—vacation homes on beaches & mountains Esprit Green Vacation Homes and partnership with natural hotels are offered as part as the Tour Packages. Customers can decided the location and the type of accomodation that they’d like. Other services and products are also included in the package.
Others Brand Extensions Related To This Experience
Reconnecting With Nature
Outdoors Activities
Unique experiences and ways to reconnect with Earth
Hiking, Mountain Biking, Rock Climbing, Camping, Horse Riding, Hang Gliding, Hot Air Balloon Rides, Planting, Fruit & Vegetable Picking, Kayaking, Scuba Diving, and Whale and Bird Watching
SEC. 3
New Directives
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Corporate Identity Guidelines
partnership with Green Hotels to maximize the nature-integration experience
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SEC. 3.4
brand experiences
reconnecting with nature Reconnecting With Nature involves people and nature by all means. We aim to provide a lifetime experience to the Esprit customers of all ages and all genders. We offer endless choices for the customers—they decide the option that suits them the best. It is available for individuals who are eager to explore nature on their own, as well as, for those who enjoy the company of others. Certainly, Reconnecting With Nature is the best way to make the customer feel integrate with Earth.
Others Brand Extensions Related To This Experience
Tour Packages
Guided & Unguided Tours
Outdoors Activities
Including Tickets, Green Hotels, Transportation, Food, Outdoor Activities, and Special Events (only at available locations)
To Natural Museums, National Parks, Aquariums, Safaris, Zoos and Wildlife Sanctuaries
Hiking, Mountain Biking, Rock Climbing, Camping, Horse Riding, Hang Gliding, Hot Air Balloon Rides, Planting, Fruit & Vegetable Picking, Kayaking, Scuba Diving, and Whale and Bird Watching
Special Merchandise Included or Available To Purchase at On-site Locations
SEC. 3
New Directives
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Corporate Identity Guidelines
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scuba diving happens to be very nature and human friendly
Others Brand Extensions Related To This Experience
Tour Packages Including Tickets, Green Hotels, Transportation, Food, Outdoor Activities, and Special Events (only at available locations) Guided & Unguided Tours
Special Merchandise
To Natural Museums, National Parks, Aquariums, Safaris, Zoos and Wildlife Sanctuaries
Included or Available To Purchase at On-site Locations
SEC. 1
Brand Overview
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SEC. 3.4
Corporate Identity Guidelines
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SEC. 1
Brand Overview
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SEC. 3.4
our guided safari tour, suggested for non-adventurous, because adventurous are in Africa already
Corporate Identity Guidelines
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SEC. 3.4
SEC. 1
Brand Overview
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our unguided Museum or Aquarium visits are ideal for curious kids
Corporate Identity Guidelines
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SEC. 3.4
the volunteering programs allow individuals who have time and a heart for the environment to contribute, and to be connected
SEC. 1
Brand Overview
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Corporate Identity Guidelines
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SEC. 3.4
brand experiences
living in harmony Living In Harmony could be seen more as a personal level experience. The idea is to offer subscription and non-subscription products, services, and membership programs to the Esprit customers. The mission here is to help the customers to maintain the connection with nature. This experience can be enjoyed after, before or at the same time as Reconnecting With Nature. After spending a week in one of our green vacation homes, it is specially helpful In order to stay connected with Earth.
Others Brand Extensions Related To This Experience
Organic Clothing
Staying Informed
Classes, Workshops & Trainings
With unique and trendy style, but also integrated with the highest quality of cotton and silk
Subscription to newsletter, publications (similar to farmer’s almanac) and book releases regarding to weather conditions, environmental issues, local and global ecological events
Topic of concern, sustainability in past, current and future designs, natural disasters, disaster relief, urban planning, and more
(Online Community)
Interior and Fashion designers, decorators and architects provide their services to individuals or groups, anywhere they need it
Sustainable Furniture Made with organic and natural materials that are meant to be durable and environment safe
SEC. 3
New Directives
In-Store or At-Home Consultations
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Corporate Identity Guidelines
We believe the future generations can do much more than what we’ve done. This is why the classes and workshops on sustainable designs, urban planning, disaster relief, and other topics are so essential. As part of the mission, we want to help the next generations to be even more connected to nature. Awareness and knowledge are the first stops of the list.
SEC. 1
Brand Overview
SEC. 3.4
being aware of environment related topics are essential for future generations
Corporate Identity Guidelines
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SEC. 3.4
nature is integrated in our retail stores, in our branding, and most importantly in our soul‌
Others Brand Extensions Related To This Experience
Organic Clothing
Classes, Workshops & Trainings
Celebration of Environmental Dates
Women, Men, Kids—All ages, all genders. Including Tops, Trousers, Shoes, Accessories, Bags, Sport, and Beachwear
Topic of concern, sustainability in past, current and future designs, natural disasters, disaster relief, urban planning, and more
Public celebration, members can access to private events. Partnership and cobranding opportunities with companies that share similar goals
Sustainable Furniture
In-Store or At-Home Consultations
Exhibits & Exhibitions
Living Room, Bedroom, Bath, Kitchen, Garden, Children Room, Play Room, and Home Office
Interior and Fashion designers, decorators and architects provide their services to individuals or groups, anywhere they need it
Showcase of research results to the public, members can access to private events. Opportunities for partnerships with Museums, National Parks, Aquariums, Zoos, Botanical Gardens, and more
SEC. 3
New Directives
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Corporate Identity Guidelines
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SEC. 1
Brand Overview
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I WAS BROUGHT UP TO UNDERSTAND THAT WE ARE ALL HERE ON PLANET EARTH TOGETHER.
FASHION DESIGNER & ESPRIT’S BOARD MEMBER
STELLA MCCARTNEY
Corporate Identity Guidelines