SHDS4502 BRANDING DESIGN, Brand Book Wan Kee, Alex Tsang

WAN KEE BRAND BOOK

INTRODUCTION The brand book sets out Wan Kee's essential brand elements and provides guidance to ensure the highest standards are maintained and maintained wherever the brand is expressed. The brand manual applies not only to internal staff, marketing or PR departments, but to everyone at Wan Kee and its partners. Every Wan Kee employee is responsible for conveying the values and attributes of our brand and committing to provide our customers with the highest quality and innovative service and experience.

There are a few points to note: When implementing a branding system, be sure to use official reproduction materials such as the digital artwork templates provided by Wan Kee Marketing and Publishing.

CONTENTS SECTION 1

SECTION 2

1.1 Whos’s Wan Kee

2.1 Logo

1.2 Brand Core

2.2 Variation

1.3 Why Rebrand

2.3 Clear Space

1.4 Moodboard

2.4 Munimum SIze

BRAND PLATFORM P. 03

BRAND LOGO P. 09

2.5 Logo Lock-up System 2.6 Logo Misuse

SECTION 3

APPLICATIONS SYSTEM P. 17 3.1 Typeface 3.2 Brand Color System “Magi” 3.3 Photography 3.4 Why Rebrand 3.5 Supporting Pattern

SECTION 4

GALLERY P. 26

SECTION 1

BRAND PLATFORM

Wan Kee Brand Book

04

Section 1 ● Brand Platform

1.1 WHOʼS WAN KEE? In 1970, the first Wan Kee tennis shop opened in Wanchai. In 1976, the first sporting goods retail store opened in Mong Kok. In the 2000s, Wan Kee expanded its business to Hong Kong and developed into a sports retail enterprise mainly engaged in sports shoes, clothing, rackets and sports accessories. While actively exploring brand diversification, Wan Kee has also established cooperation with international sports brands to develop a franchise network.

1.2 BRAND CORE PASSION Hong Kong is a place full of energy 24 hours a day. Wan Kee provides top-notch services for sports-related retail experiences, catering to the lifestyles of today's urbanites with attractive products.

PROFESSIONAL This is the most important and dynamic point of our mission. Wan Kee provides a diversified, contrasting and diverse unique shopping experience, provides a pleasant shopping environment, and always brings informative, original and diverse products for customers to choose from.

PURE Visiting any Wan Kee store is always unique and refreshing: from the sight, the smell, to the sound - it's a simple part of your lifestyle.

05

Wan Kee Brand Book

1.3 WHY REBRAND?

There are many reasons why Wan Kee needs to rebrand. include: 1.

Outdated image: If a company's brand appears outdated or out of touch with current trends and customer preferences, rebranding can help modernize its image and make them more relevant to its target audience.

2.

Changing Target Audience: As a company's target audience develops or expands, rebranding can help them appeal to new or different demographics.

3.

Diversification: If companies expand into new product lines or services, they may need to rebrand to communicate these changes to customers and stakeholders.

Overall, rebranding can help a company stay relevant, communicate changes or updates to audiences, and create a stronger brand identity that supports business goals.

06

Section 1 ● Brand Platform

Business Card and Shop address Card

Marketing Materials

UI Design

Multi-Brand retail shop

07

1.4 MOODBOARD

SECTION 2

BRAND LOGO

Wan Kee Brand Book

2.1 LOGO PRIMARY LOGO The brand logo is an important part of Wan Kee to express the core of the brand. It embodies our unique take on our brand beliefs. The main goal of the brand program is to protect and enhance our valuable assets. Everything that bears our logo must be evaluated for its contribution to the brand. Our brand mark is a unique logo design that spells out our name clearly and concisely.

SECONDARY LOGO

Where the primary logo above may be inappropriate or invalid, the secondary logo may be in a horizontal version. It can also use different layouts to better suit the environment in which it is used.

10

Section 2 ● Brand Logo

2.2 LOGO VARIATION

WAN KEE “MAGI” COLOR SYSTEM

WK BLACK

The three colors on the right are important elements in Wan Kee's brand system. In addition, Wan Kee brand colors consist of a set of color palettes: Logo Colour and supporting Color.

WAN KEE ORANGE

PANTONE 1585C CMYK 10 70 75 0

R236 G109 B60 #EC6D3C

WAN KEE BLACK

PANTONE BLACK C K100

R0 G0 B0 #000000

WAN KEE WHITE

C0 M0 Y0 K0

R255 G255 B255 #FFFFFF

LOGO ON COLOR

Reversed orange logo applied on dark background

Black logo applied on white background

White logo applied on orange background

The logo color scheme is also set to a single color only. The Yun Kee logo should be the opposite of orange when you apply it on a black or dark background.

When you apply to a white or light background, the logo should be black.

LOGO ON IMAGERY Imagery should carefully select relevant elements of movement and place them in a way that enhances the overall impact of the logo rather than distracting from it.

Black logo on bright background

White logo on light background

White logo on sports ground

11

Wan Kee Brand Book

2.3 CLEAR SPACE The space for the Wan Kee logo is protected by a minimum area of clear space to prevent its visual impact from being compromised.

Space is also expressed in X-height.

PRIMARY LOGO 1X

1X

X 1X

1X

SECONDARY LOGO 1X

1X

X 1X

12

1X

Section 2 ● Brand Logo

2.4 MINIMUM SIZE For reasons of legibility, the Wan Kee logo should never be reproduced at a size with a W-height of less than 20mm.

PRINTING

55mm

20mm

ON SCREEN

30px

80px

13

Wan Kee Brand Book

2.5 LOGO LOCK-UP SYSTEM The core element of the logo crossover system is the logo root “| Wan Kee“. This system root works as a crossover that add at the left the partnership logo or product name.

INSTRUCTION 1X

1X

X

1X

Partnership Brand Logo or Product Name / series acceptable area

1X

1X

EXAMPLE

Wan Kee logo with partnership logo

14

Wan Kee logo with product name or series

Section 2 ● Brand Logo

2.6 LOGO MISUSE In order to build brand awareness, the Wan Kee logo must be used correctly by anyone. Do not alter or reposition any element of the brand logo in any way. The examples shown here illustrate some common misuses that must be avoided when implementing tokens.

ON BODY:

Do not add shadow

Do not path or outline the logo

Do not take out any elements of logo

Do not distort the logo

Do not place on wrong postition

Do not change the logo elements position

Do not redesign any element of the logo

Do nott add any additional graphic and holding shape to the logo shape

15

Wan Kee Brand Book

ON COLOR:

Do not adjust logo colour without enough contrastshape

Do not change the logo color without “Magi” color system

ON IMAGERY:

Do not obscure the logo

Do not place the logo on complicated photographic image or pattern

Do not add any box

ON LOGO LOCK-UP The is a sports retail enterprise in Hong Kong mainly engaged in sports footwear, apparel, racket and sports accessories. While we actively explored and brought diversity of brands to our multi-brand stores, we established cooperation with international sports brands to develop franchise networks.

Do not use the logo as part of the sentence.

16

X Do not create logo lock-up other than stated in this book

Do not miss any elements in logo lock-up.

Do not overlapping logo lock-up.

SECTION 3

APPLICATIONS SYSTEM

Wan Kee Brand Book

3.1 TYPEFACE ENGLISH Futura is a primary typeface that can be used for anything. All approved Wan Kee fonts are illustrated with illustrations for reference.

Light

Wear Your Passion

Medium

Wear Your Passion

Medium Italic

Wear Your Passion

Bold

Wear Your Passion

Futura Condensed ExtraBold

Wear Your Passion

EXAMPLE

WAN KEE, THE LARGEST RETAIL ENTERPRISE Wan Kee Group was founded in 1969 by the Chan Family when the first sports shop ‘Wan Kee’ was opened in Johnston Road, Wan Chai, specializing in the sale of tennis goods.

Note: No other typefaces or weights can be used without the prior approval of Wan Kee.

18

Display typeface Content typeface

Section 3 ● Applications System

TRADITIONAL CHINESE “華康粗黑體” is the chinese typeface and is used for

display. For reference, .

華康粗黑體 允記 香港最具規模 運動用品零售企業 Also,“華康細黑體” is the chinese typeface and is used for contents. For reference, .

允記 香港最具規模運動用品零售企業

EXAMPLE

旺角 波鞋街鼻祖 允記集團是香港一家歷史悠久的運動 用品零售企業，主要從事運動鞋類、 服飾、球拍和運動配套用品的供應和 零售業務。集團至今已擁有超過45年 行業經驗，與多個運動品牌和供應商 保持長期緊密的合作關係，是香港體 育用品行業的翹楚之一，深得合作夥 伴和客戶信賴。

19

WAN KEE ORANGE PANTONE 1585C

CMYK 10 70 75 0

RGB 236 109 60

HEX #EC6D3C

RGB 000

HEX #000000

RGB 000

HEX #000000

WAN KEE BLACK PANTONE BLACK C

CMYK K100

WAN KEE WHITE PANTONE BLACK C

20

CMYK K100

Section 3 ● Applications System

3.3 BRAND COLOR SYSTEM “MAGI” “MAGI” SYSTEM are significant color elements within the Wan Kee branding system. Moreover, anyone's proper use of colors is crucial to the integrity of the brand's expression.

Wan Kee brand color comprises a set of palettes: Logo colour and Supporting color. Orange is the color of passion and vibrancy, coupled with black which stands for excellence and smart. white color are selected for Supporting Graphic version for different background.

COLOR COMBINATION OF BLACK BACKGROUND

COLOR COMBINATION OF WHITE BACKGROUND

21

Wan Kee Brand Book

Section 3 ● Applications System

3.4 PHOTOGRAPHY Wan Kee's style is dominated by imagery, with clear and direct themes, giving Wan Kee brand power and emotion, even light tones or day tones with orange elements.

For sports, scenes of persons with various activities should always be a core focus in sports grounds such as stadiums, and running track Imagery.

Capturing faces with serious and happy expressions that yearn for Honours, the tone of these portraits should always be lively, vibrant and energetic.

Sports activities: The main focus on the image should be human or objects in competition or successful result Night style: Any application with photo can use the night style with orange object for a smart and passion feeling Day light style: Use the day light style that reflects the clean and soft feeling at the image

23

Wan Kee Brand Book

3.5 SUPPORTING PATTERN A.

B.

C.

D.

The stroke design above symbolizes our passion and foresight, integrating into the customers cherished

by Wan Kee. Wan Kee's vision can be reflected in the forward-looking stroke design.

Also, the above 4 objects can be combined into unique patterns, available in different color versions for black and white backgrounds.

24

WAN KEE “MAGI” COLOR SYSTEM WAN KEE ORANGE

PANTONE 1585C CMYK 10 70 75 0

R236 G109 B60 #EC6D3C

WAN KEE BLACK

PANTONE BLACK C K100

R0 G0 B0 #000000

WAN KEE WHITE

C0 M0 Y0 K0

R255 G255 B255 #FFFFFF

Section 3 ● Applications System

ORANGE WITH DARK BACKGROUND

ORANGE WITH WHITE BACKGROUND

1 Layer (extend infinitely)

Supporting patterns are applied with two color set which reflects even black or white backgrounds. In addition, the pattern is an extremely long sporting track of horizontal strokes that are full of speed and power.

Creative pattern unit

25

Wan Kee Brand Book

EXAMPLES The supporting pattern incorporates various elements of Wan Kee into the language, translating into the brand image in an iconic way. Also, the supporting pattern is the most important element after the Wan Kee logo as it provides character. Provide examples for all applications to ensure the consistency of Wan Kee's brand image. All in all, this pattern should work for almost any application.

TYPE A WITH LOGO AND KEY MESSAGE

TYPE B WITH IMAGERY

Imagery Imagery

WEAR YOUR PASSION

WEAR YOUR

PASSION

In summary, the pattern should be applied to almost every application.

Wan Kee is a sports retail mainly engaged in sports footwear, apparel, racket and sports accessories.

NEW ARRIVAL 新到產品

WEAR YOUR

Imagery

26

PASSION Wan Kee is a sports retail mainly engaged in sports footwear, apparel, racket and sports accessories.

SECTION 4

GALLERY

28

SHOP FRONT & HOARDING #logo #pattern

29

INTERIOR

#logo #pattern #typography #color

30

31

ADVERTISING

#logo #pattern #photography #typography #color

32

33

FRONT-LINE STAFF UNIFORM #logo #pattern #typography

34

35

SHOPPING BAG #logo #pattern

36

GIFTS WITH PURCHASE (GWP) #logo #pattern #color

Wristbands

Travel pouch

Summer slippers

Bottle bag

37

BILLBOARD (STADIUM) #logo #pattern

38

PUBLIC EVENT #logo

OFFICIAL WEBSITE

#logo #pattern #typography #color

最新消息

關於我們

集團業務

品牌概覽

球拍專區

分店地址

小知識

會員專區

聯絡我們

闖入足球 多元宇宙 這則廣告名為「足球宇宙」，意旨「創造一個多元宇宙，讓他們互相決 鬥」，本片一開始由一對科學家爭論麥巴比（Kylian Mbappe）及2006 年的小羅納度誰比較厲害，

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夏日購物禮遇 購物滿$726*即享允記夏日特別購物禮遇 (價值HK $288) 最新消息

關於我們

集團業務

品牌概覽

球拍專區

分店地址

小知識

會員專區

聯絡我們 組合包括： 夏日拖鞋一對 務蚊手帶X2 允記多用途收納袋 *數量有限，售完即止。優惠包括購買套裝或組合。 優惠受有關條款及細則約束； 推廣期由即日至2023年8月31日。

闖入足球 多元宇宙 這則廣告名為「足球宇宙」，意旨「創造一個多元宇宙，讓他們互相決

最新消息

鬥」，本片一開始由一對科學家爭論麥巴比（Kylian Mbappe）及2006 年的小羅納度誰比較厲害，

瀏覽更多

各大分店

最新消息

球拍小知識

夏日購物禮遇 購物滿$726*即享允記夏日特別購物禮遇 (價值HK $288) 組合包括： 夏日拖鞋一對 務蚊手帶X2 允記多用途收納袋 *數量有限，售完即止。優惠包括購買套裝或組合。 優惠受有關條款及細則約束； 推廣期由即日至2023年8月31日。

40 最新消息

關於我們

集團業務

品牌概覽

球拍專區

分店地址

小知識

會員專區

聯絡我們

關於我們

集團業務

品牌概覽

球拍專區

分店地址

小知識

會員專區

聯絡我們

BUSINESS MATERIAL #logo #pattern #color

SHDS4502 BRANDING DESIGN Tsang Ching Chung, Alex 20044294S