branding guidelines
MOOD
BOARD
The ‘more neat’ mood board is about carefully curating the chaos of PANTEE’s fabric source: t-shirts of unpredictable colours. Where the ‘more street’ approach plays up color clashes, pairing them with graphic black and white elements that turn restrained sansserif minimalism playfully on its head, the ‘more neat’ approach imposes a calming order on the colours. There is overlap between ‘more street’ and ‘more neat’ approaches in that they both allow the source fabric to provide the color and balance the colour out with black and white. Yet instead of seeking loud graphic punctuation through its use of black and white, ‘more neat’ aims for the quiet: a pristine minimalism that says no more than it needs to. Never puritanical, always open, ‘more neat’ is a bit more grown up, evoking PANTEE’s ethical and eco-friendly goals with its transparent simplicity.
LOGO
horizontal
vertical
LOGO
USAGE
colour
white
light colours
dark colours
black
LOGO
USAGE
positioning, horizontal vs vertical
respecting margins VS
horizontal vs vertical logos Both the horizontal and vertical logos are interchangeable in dominance for representing the Pantee brand, and as such are interchangeable in usage. What determines whether a horizontal or vertical logo is used is the space and common sense. In a circle on social media, the vertical logo will fit best: as the masthead of a page, the horizontal will fit best. Neither should be given preference and care should be taken to ensure that they are both being used with equal regularity.
When pairing logos with other elements such as text of photos it is important to respect a margin around the logo equivalent to the margin within the logo, between the surrounding box and the letters.
TYPOGRAPHY
T I T L E S : AV E N I R H E AV Y, T R A C K I N G 2 0 0 subtitles: lowercase, italisised avenir book, tracking 0 Body copy: Avenir Book, tracking 0, type justified into an even block when applicable. Cab iscim que rest ommodissus experovid est, ut omnihillupta voluptae demolorion et lat. Omnisqui ulpa as maio tem est il mo cuscit preptatiam, te eaquamus, volor rem. Nem rate sit ea vellibeat quat eatiaero voloruptibus earum asperci llaccatque a voluptatiam re lit plitibus volores id mod quaeresequam faciliciis elitium harit magnimi, essum sum repreicil eius am, acculpa pedis plitem vendae poremquiae moditat atiorporum intiis rehendae doluptati voluptio. Arion perspic tecae volo ilia quiae volupta tenditi im quae laborecabor apid mini amuscit ionsequi volenimin parit quibusapidi to modit, vel modipsumquis dolenis se nemqui am, veliberspel in nonetur? Quis abo. Ebit et pratquunt aut persperspici ius magnat rem cullupt atemquatum imaximpost fugias auditaeptat. Ugiasped quam, soluptatem eaquam, eatiusant dolupta spictusapid event et, oditati.
COLOURS
black
white
cmyk: 0 0 0 100 rgb: 0 0 0 #000000
cmyk: 0 0 0 0 rgb: 255 255 255 hex: #ffffff
colour is seasonal, supplied by t-shirts
LOGO
horizontal
vertical
SWING
TA G S
–
OPTION
FRONT
1
BACK
MOCK-UP
SWING
TA G S
–
OPTION
FRONT
1
BACK
MOCK-UP
SWING
TA G S
–
OPTION
FRONT
1
BACK
MOCK-UP
SWING
TA G S
–
OPTION
FRONT
1
BACK
MOCK-UP
LOGO
horizontal
vertical
SWING
TA G S
–
OPTION
FRONT
1
BACK
MOCK-UP
SWING
TA G S
–
OPTION
FRONT
1
BACK
MOCK-UP