What if Tokyo and New York fashion styles were blended together? This is a new fashion brand for women in their late 20s’ who follow their own independent path in life. Some people reject the slavish trend-following typical of the fashion industry and prefer to express their individuality by the way they dress often in an edgy, urban, and powerful style. The project’s objective is to create an new identity system and graphic standards manual for a new fasion comapny.
tokyo new york tork Visual Style Guidelines 2009 is founded in 2005 New York by 2 Women, Rachel Jackson, an American fashion designer and Maya T akahashi, a Japanese fashion designer. T he b rand represents t he two e xtremes: East a nd West, underground and mainstream, edgy and sweet, futurism and traditionalism. The brand is for Women late 20s' who follow their o wn independent p ath in l ife. S ome people reject the slavish trend following typical of the fashion industry and prefer to express their individuality also by the way they dress . 04 06 09 10 12 14 16 18 20 22 26 28 CONTENS : logo logo configurations logo alignment color variations clear space incorrect usage color paletter color specifications color palette usage typography stationery stationery logo 04 The logo represents corporate image o f the brand. The logo i s also the symbols o f miexed Tokyo and New York styles. The color and shape is inspired from the atomosphere and citiscapes of two cities. logo configuration s The first logo without tagline is our primary identifier. tokyo new yor k fashion 06 GETTING IT RIGHT The logo without tagline for all applications include of a stationary and signage. Use the logo with tagline mainly for the advertisement . Always reproduce the logo the digital artwork provided . WHERE TO FINT IT Digital artwork is available from firstname.lastname@example.org m 07 logo alignment Correctly aligning the tork logo with other elements on a page, screen, product, or sign provides a clear connection and relationship . HORIZONTAL ALIGNMENT Typeshould be aligned with the top of the logo type . VERTICAL ALIGNMEN T Typeshould be aligned with the bottom left of the "T". 09 color variations Color is a n integral p art of o ur brand identity. Tork purple helps set us apart from our competitiors ad makes it easy to recognize pur brand. 10 GETTING IT RIGHT Use the two color logo on white or black. Use the black color reverse logo on black. For a dark color background other than black, use the one color white l ogo. Use the one color black logo for the fax cover sheets o r newspaper printing. 11 clear space Space is a vital part o f any c ommunication. E specially clear spaces, the area surrounding the logo that is kept free of any text or graphic elements . 1x x 1x 1x 1x 1x x 1x 1x 1x x 1x 1x 1x tokyo new yor k 1x fashion 12 ightUse onlythe specifications listed on this page. Do not use colorfrom electronic files that have been conver ted between GETTING IT RIGHT Do NOT violate the minimum clear space. The minimum clear space is defined as x, messured by the width of the "T" in tork. The minimum clear space should always be 1x on all sides of the logo. Try to maximize clear spaces whenever possible. 13 incorrect usag e These are examples o f incorrect usages. The Logo represents the brand image. Please f ollow rules t o keep the image strong . DO NOT change color DO NOT redra w DO NOT wrap imag e 14 DO NOT use dropshadow s DO NOT use outlines DO NOT fill with an imag e DO NOT change the proportio n DO NOT add any element s DO NOT make too small 15 Color adds vibrancy and promotes name and brand recognition. The tork color paletter is personal and approchable and conveys our brand's dynamism. 16 color palett e P R I M A RY C O L O R S S E C O N DA R Y C O L O R S T E R T I A RY C O L O R S white tork purpl e pink brown light grey light Brow n tork black dark gre y blue Purpl e 17 color specifications GETTING IT RIGHT Precise color breakdown h ave been s elected t o ensurethat the paletter is preproduced consistently across all media. Use only the specifications listed on this page. DO NOT use color values create from electronic files o that the have been a utomatically isted i n the converted b etween color modes. Software programs do n ot always conversions equal t values l specifications chart. SPOT P R I M A RY C O L O R S tork purpl e tork black PA N T O N E 2 2 8 C 35 0 CMYK M 100 0 Y 35 0 K 10 100 R 153 0 RGB G 51 0 B 102 0 HEX 993366 000000 18 SPOT S E C O N DA RY C O L O R S white light grey dark gre y T E R T I A RY C O L O R S pink brown light brow n blue purpl e PA N T O N E 1 9 3 PA N T O N E 1 4 7 PA N T O N E 4 5 2 5 PA N T O N E 2 5 9 3 9 42 24 75 M PA N T O N E 7 5 3 4 PA N T O N E 4 1 0 C 0 12 0 CMYK M 0 11 0 Y 0 18 0 K 0 0 40 R 255 240 153 RGB G 255 240 153 B 255 240 153 HEX M ffffff cccccc 999999 100 69 39 98 49 98 64 1 0 49 3 0 204 102 204 102 51 51 153 51 102 0 102 153 cc3366 663300 cc9966 663399 19 color palette usage The examples on this page show proper and improper use of the accent color palette across a range of media. Accent color palette is often used in charts and diagrams in the presentation. 20 18. 3 16. 9 TORK 13. 7 12. 4 12. 4 11.6 10. 5 10. 3 9. 4 9. 2 9. 1 6. 8 6. 2 6. 2 6.8 9. 1 9.4 10.5 16. 9 18. 3 21 typography ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0 1 2 3456789 Typography is a n essential p art of our b rand's p ersonality. It h elps u nify t he b rand a nd p romotes recognition o f and familiarity with our messaging. Aa Aa Letter Gothic std MEDIUM Letter Gothic std BOLD 22 GETTING IT RIGHT Use lettergothic std MEDIUM for all applications and stationary. Use BOLD for the headline and title of article . These typefaces should not be altered by adding outlines or drop shadows . 25 stationary tokyo new york tork A nuified stationery s ystem establishes a common s tyle and helps u s communicate effectively and consistently. The tork system h as been carefully considered t o ensure a positive and lasting i mpression o n our diverse Rachel Jackson designer New York F382 W Broadway New York, NY 10012 t / 245.254.5503 e / email@example.com w/ www.tork.com audiences across the globe . 1 tokyo 3-38-1 Shinjyuku-ku, Tokyo 160-0022 t / 81.3.3140.5553 e / firstname.lastname@example.org w/ www.tork.com 1 2 3 4 5 name card fron t name card bac k letterhead envelop mailer 2 26 New York F382 W Broadway New York, NY 10012 t / 245.254.5503 e / email@example.com w/ www.tork.com tokyo new york tork tork Rachel Ritter 235 E. 42nd St, New York, NY 10017 new york Dear mrs. Rachel Ritter, New York F382 W Broadway New York, NY 10012 t / 245.254.5503 e / firstname.lastname@example.org w/ www.tork.com Rachel Ritter tokyo 235 E. 42nd St, New York, NY 10017 Tork is founded in 2005 New York by 2 Women, Rachel Jackson, American fashion designer and Maya Takahashi, Japanese fashion designer. They both graduated from Fashion Institute of Technology in New York and used to be classmates. They are influenced each other a lot. Maya Takahashi is strongly influenced from Tokyo fashion where she is from, and Rachel is influenced from New York fashion where she grow up. One day they had the idea it will be interesting to mix the two culture styles, and make the fashion brand for Woman late 20s' who follow their own independent path in life. Some people reject the slavish trend-following typical of the fashion industry and prefer to express their individuality also by the way they dress. Also they focused on the style very edgy, monotone, spicy but at the same time it is sweet which is inspired from strong and independent girls from 2 cities. In past 4 years they grow as the leader in pioneering new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product in New York and Tokyo. 4 tokyo new york tork Rachel Jackson Rachel Jackson New York F382 W Broadway New York, NY 10012 t / 245.254.5503 e / email@example.com w/ www.tork.com Rachel Ritter 235 E. 42nd St, New York, NY 10017 3 5 27 Application 28 27 tokyo 3-38-1 Shinjyuku-ku, Tokyo 160-0022 t / 81.3.3140.5553 e / firstname.lastname@example.org w/ www.tork.com new york New York F382 W Broadway New York, NY 10012 t / 245.254.5503 e / email@example.com w/ www.tork.com