Process Book 4: Brand Development and Applications

FOUR BRA N D DEVELO PMENT & A PPLICA T ION S

A N T H ROPOLOG IE

Table of Contents Print Applications

3

Business Card

Letterhead Catalogue Advertisement Digital Applications

19

Website Favicon Mobile In Store Applications

Gift Box

Shopping Bag

Clothing Tag

Signage

Store Signage

Window Displays

Brand Visuals

27

31

35

1

Brand Development In order for a brand to be successful, the brand must be applied with a consistent look and feel across different media.

Brand Applications The process of developing each brand application is outlined and follows along side stages of logo development outlined in book TWO. Some brand applications began to develop at later stages of logo development than others, but this book will focus on the overall evolution of each brand application. The final applications will be brought together at the end to reveal the brands consistency in its application on various objects.

2

PRINT A PPLIC A T IO N S

3

PRINT APPLICATIONS

Business Card Development Business cards are an important brand element, they get distributed in stores and by employees. They are the first impression of your brand and are instrumental in direct marketing. The design of both in-store and employee cards have developed as follows. (The content on the back of the business cards helps distinguish which cards are meant for an employee and which for the store)

4

Initial Design

This initial iteration of the business cards uses a variety of textures that were introduced during logo development. These cards show the color experimentation taking place in the logo.

5

PRINT APPLICATIONS

Subsequent Designs

It was decided that produce images needed to come into the brand applications more. This approach shows a combination of image use with product images and textures.

The textures made legibility difficult and a color background was applied to the back of the business card.

6

Final Business Card Design

It was necessary that both product images and textures be used in the business cards and this created a method for differentiating the employer business cards and in store cards. The employer cards employ textured images while the in store cards feature product images. This way there is opportunity for new in store business cards each season as styles change.

Present in the last few phases of development, the cards also feature a single stitch from the patterns in the logo in order to create visual consistency across the two sides of the card.

7

PRINT APPLICATIONS

Letterhead Development As company stationary, letterheads need to reflect the brand. Like business cards, the letterhead can impart a first impression to potential clients and customers. In order to achieve a professional looking design, only the logo and stitching pattern was used. The stitching pattern carries across the page to aid in the visual hierarchy.

8

Initial Designs

Initial designs included far too much text and the type treatment needed to be considered more

9

PRINT APPLICATIONS

Design Refinement

In addition to reducing text, the content of the letterhead was moved down to accommodate how it would be folded when mailed so that only the logo would be seen. The back of the letterhead was also designed at this step.

10

Final Design

The design was complete after some necessary ragging.

11

PRINT APPLICATIONS

Catalog Development Most fashion companies offer catalogs, whether online or in stores. The images and text treatment in catalogs are consistent with other brand applications such as the website.

12

Initial Designs

Based on color experimentation occurring during logo development, initial designs used images and textures in a variety to color schemes.

13

Design Refinement

14

Final Design Application

15

PRINT APPLICATIONS

Single Page Advertisement Inspired by the catalogue, a single page ad was developed.

16

Final Design Application

17

18

DIGITAL A PPLIC A T IO N S

19

DIGITA L APPLICATIONS

Website Development Consistent with the color experimentation in the logo development, the website was able to evolve, bearing resemblances to the business card and catalog.

20

Initial Design User experience needed to be considered more with the placement of the navigation bar. The way in which product images are placed over texture images needs to be refined.

21

DIGITA L APPLICATIONS

Design Refinement

22

Final Design and Application

Using type treatment consistent with the catalogue the website also employs layering of images.

Favicon

The favicon is the modified A from the logo, placed within an orange square.

23

DIGITA L APPLICATIONS

Mobile Development The mobile design evolved based on the website development, catering the designs to a smaller screen size.

24

Design Refinement

25

DIGITA L APPLICATIONS

Final Design and Application

26

IN STORE A PPLIC A T IO N S

27

IN STORE APPLICATIONS

Gift Box Development Initially visually similar to the letterhead, the gift box now includes a texture image covering the surface.

28

Clothing Tag Featuring the company name and stitching pattern, the tag provides a simple brand application that does not currently exist.

29

IN STORE APPLICATIONS

Cloth Shopping Bag Development Initially using the full rectangular logo from the color experiment phase of logo development, the application looked amateur. The removal of the colored rectangle allows the brand to be present on both faces of the brand with the stitching pattern continuing all the way around.

30

SIGNAGE A PPLIC A T IO N S

31

SIGNAGE APPLICATIONS

Signage Development Signage plays a large role for Anthropologie. Known for their signage and window displays, Anthropologie uses them to express their personality and style. Three signage options have been developed.

32

Design Refinement

33

IN STORE APPLICATIONS

Final Designs

34

BRAND VISUA LS

35

BRAND VISUALS

36

37

ALEX H A MMA RSK J OL D 38