unMask Branding

Fashion Magazine

Corporate Identity and Brand Standards Manual

Contents 2

The Magazine

3 4 8

Logo Design

Acceptable Logo Uses

Unacceptbale Issues

11 12 14 14 15

Font Styles

Forename Heading

Surname Heading

Brand Name Heading

Main Body Font

17

Contents Page

19

Footers and Page Numbers

21

Columns

22

Editor’s Letter

24

Credits

25

Magazine Cover

30

Photographs

32

Grid Layout

35

Spine

36

Paper Samples

1

the Magazine The Idea The idea of the magazine is to represent, publicise and showcase the work of recent graduates and new talent into the fashion industry. The magazine is branded under the name unMask. The name has been developed in order to see the hidden fantasy of these designers work, and as a new issue is released, it is the moment where the secret of the new designer is revealed. By revealing a new designers work you are unmasking the into the industry, hence the magazine name unMask.

Fashion is a really hard industry to get into, and by designers having their work published into a magazine is the first step to getting their work out there and becoming noticed in the industry.

The Target Audience unMask is a fashion magazine that is designed to showcase the work of new talent into the fashion industry, therefore the target market is the industry. In particular the magazine is aimed at Fashion Buyers as a primary target audience. They are the ones to buy in design and employ designers which they feel will work for their line. By aiming a magazines target audience at those working in the fashion industry it gives designers the chance of getting employed and getting their work noticed in the fashion industry, and the chance for their dream to become reality.

The Theme The theme of the magazine is a simple and modern design to show elegance and class on a page.

The magazine will be designed with a Swiss grid design, allowing large amounts of white space to play a big part of the design.The magazine will use white space to create a crisp design and allow the imagery and text precisely placed to be the major part of the magazine and to sure it is not over cluttered with imagery and complicated designs. unMask will be designed in a way that the typography is a large part of the magazine and the use of the same styles will flow throughout the magazine to keep with the idea of classic Swiss design.

2

Logo Design The Orignial Logo Font Design

unMask ‘un’

Sans Serif Font - Adequate Vertical Scale : 91% Horizontal Scale: 77% Tracking for un : -40 Skew : 10 Degrees

‘Mask’

Tracking (Ligature) -100

Serif Font: Medio Vertical Scale : 116% Horizontal Scale: 100% Tracking for un : -40

The slant of the ‘un’ The slant of the ‘un’ is used to allow the eyes of the reader to flow into the ‘Mask’ section of the name. The idea of the magazine is to unmask or reveal new designers, therefore the ‘Mask’ aspect is the main part of the name, and what the audience should be pulled into. The slant of the ‘un’ is also a representation of text design for the inside of the magazine, the style is used to follow suit.

‘Mask’ is to be seen as a more traditional font, as the magazine is to follow those of traditional and successful magazines in order to follow the style of other fashion magazines, that is why a Serif font to portray that.

Although at the same timet he magazine should be a simplistic, clean and crisp design throughout, the ‘un’ in a simple sans serif font is what will portray this aspect of the magazine The combination of sans serif and serif fonts, shows that the magazine follows a traditional example of magazine design, with a simplistic style.

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Acceptbale Logo Uses These are ways in which the Logo or Brand name can to be used.

If the Logo or Brand Name unMask is used in the incorrect manor then it will not be seen as this brand.

Changing the size of the Logo in proportion of itself

Using the negative state of the Logo

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Changing the whole colour of Logo for cover purposes

A sinlge line size that is the same thickness of the ‘un’, can be used under the Logo.

18.46cm

5.35 cm

Only use the Logo this size for Magazine Covers

5

U C l q l n m i f v p s v b c e p s v

You can overlay an image over the Logo, only if the name is still readble and understandable as unMask

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Ceriti rehenditiate ilis di dite rem reptatur?Ut volesendi dolorectae peremperit reicid modipsaerunt fuga. Item eum am vellore ssimporem quo estore sedi dolupta vollacepel moloreium qui conseque as mo mo est, ommod quo totat.Ad ut dolupta quibera quid eaqui non pos voluptati cus necto tem aut earchilit platquis int facerro odignat uribus cum ulliquod ut maiossit laudam, quas repta voluptatem venihicia del inullacest, oditia autem si sumentem as aut labo. Sequasiniae archici nullabor sin nia dit et audantur sintur, quas eseni cusam ea que vel ma con re, si que porum net ma qui torescid ut que laut eum acillitio molent, sit untium re voloressum qui dolum apicten totat.Ugite plignat eribusam evendae omnient ut volorpos doluptae liqui int faceper uptat.Nest, sandi audipie nihicit praecerum aut del expelec tatistio endit que cus eossusae. Ecatus.Qui doluptat fugit fugit quam il ides millign ienimollaces rem. Natecto vernat optam corrum quo beriatur,Bus reribus et aut fugia con pero vendit idendesti tem ea voloresto voluptiis quid erchit ommodis sed quidunt eos aut voluptam corio ommossit acium as aspe pratur autatquas ant aut aut alitasperum dolorerendi ommolori qui aceria cus mollacea sim laborume laccull accaborepudi sitius re parumquas quis aditasit Borem etur, quo totatem ex estisquo optamus aliquam voluptas molorer itatione eossinc tiisse volupta quisque voluptin rest expellicae et et que sunt offic to cus, con eum etus, comnime dolessi mporum es aces moloribus iunt. fewf Ut res el intibus verum essi consequae verro omni blabore rfer voluptas molorer itatione eoss hfefsfe life ondas c Ceriti rehenditiate ilis di dite rem reptatur?Ut volesendi dolorectae peremperit reicid modipsaerunt fuga. Item eum am vel endit idendesti tem ea voloresto voluptiis quid erchit ommodis sed quidunt eos aut voluptam corio ommossit acium as aspe pratur autatquas ant aut aut alitasperum dolorerendi ommolori qui aceria cus mollacea sim laborume laccull accaborepudi sitius re parumquas quis aditasit Borem etur, quo totatem ex estisquo optamus aliquam voluptas molorer itatione eossinc tiisse volupta quisque voluptin rest expellicae et et que sunt offic to cus, con eum etus, comnime dolessi mporum es aces moloriLogo can be placed over text for cover purposes.

6

unAcceptbale Logo Uses These are ways in which the Logo or Brand name is not allowed to be used.

If the Logo or Brand Name unMask is used in the incorrect manor then it will not be seen as this brand.

unMask Do not use the ‘un’ straight (no skew).

unMask Do not use ‘Mask’ on a slant.

unMask Do not use the Logo without a ligature (joined) between the ‘n’ and the ‘M’.

Ensure there is always a tracking of -100.

7

Do not stretch or alter the propertions of the Logo.

unMask

Do not change the size of part of the Logo. If the size of the Logo is changed, the size of the whole logo will need to be altered.

Never use a stroke on the Logo.

8

unMask Never change the colours of individual characters of the Logo.

Never add a line to the top of the Logo as well as the bottom.

Do not use the Logo on an angle.

9

Never overlay an image over the Logo so that you cannot read what the logo is.

Never use a colour on the Logo which blends in with the background so you cannot read what the logo is.

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Itaquae escitati conecate natustium ipsae. La qui con comnis eatium dis nihit ius, omnis maio est, se volorehendio tem volo mos Never place the Logo inside text.

10

Font Styles Font Headings

India Blanchard The Copenhagener This is an example of how the Heading font would look per designer. The heading is where the name of the designer would need to stand out. Their name needs to relate to their work in order to capture the attention of the reader, and for them to make that visual comparison between the designers name and their work.

The idea of using the colour in the surname is to bring out the colour of their designs. The colour of the surname of the designer changes to bring the visual representation of their brand into their name.

laura

Dark

In this case, the heading indent has changed. Depending on whether the designer has a shorter or longer surname than the forename the indent switches between the forename and the surname.

With India Blanchard, she has a longer surname therefore the indent is with the forename, where as Laura Dark has a longer forename therefore the indent is with the surname.

11

name

surname The Brand name The heading or Designer name is used a major aspect of the design layout. Getting the designer known and out their in the industry is the most important aspect of this magazine. To reveal the designer into the fashion world. The way in which I choose to represent their name is not just their name written down, but a visualisation of their collections.

Forename heading Code Light abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

FORENAME india Font Size: 65pt Leading: 78pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: 3cm from edge or 1 tab (if required for forename).

Vertical Scale: 0% Horizontal Scale: 0% Skew: 15 degrees Colour: Black Set as Outlines to prevent print issues.

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surname heading Code Bold abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

surname BLANCHARD Lippitt Font Size: 80pt Leading: 96pt Kerning: Values change per name and letter combination Tracking:0 Baseline Shift: 40pt Indent: 3cm from edge or 1 tab (if required for surname).

Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Changes dependant on designers collection.

Set as Outlines to prevent print issues.

13

Brand Name heading Not all designes will have a brand name. Some have started their own fashion line, therefore will have a band name alongside their work.

Code Light abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

the brand name The Copenhagener Menswear Font Size: 40pt Leading: 48pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: Halfway through surname.

Vertical Scale: 0% Horizontal Scale: 0% Skew: 15 degrees Colour: Black Set as Outlines to prevent print issues.

14

Main Body Font Swiss 721 BT Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*()

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*()

Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*()

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*()

Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*()

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() 15

The main body family font that I would like to be used throughout unMask magazine is Swiss 721 BT. Within the family are several styles and uses of the fonts. The ones which are allowed to appear in the magazine are: Thin Light Italic Roman Medium Bold Font Size: 8.5pt Leading: 12.5pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black

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Contents Page

contents Code Bold abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`& Font Size: 60pt Leading: 72pt Tracking:0 Baseline Shift: 0 Indent: 0 Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black

Kerning: As Shown Below

contents 0

0

30

10

30

30

-10

17

Names of Designers

Swiss 721 BT Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 10pt Leading: 12pt Kerning: Set Values Tracking: -6 more for each name Baseline Shift: 0 Indent: Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black

Page Numbes with Designer Names

Swiss 721 BT Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 11pt Leading: 13.2pt Kerning: Set Values Tracking: 0 Baseline Shift: -5 more for each number Indent: Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black

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Page Numbers and footers Page Numbers

Swiss 721 BT Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 8pt Leading:9.6pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black Location: Cormer of page 1cm in.

Designer Name Footer

Swiss 721 BT Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 8pt Leading: 9.6pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black Aligned: Center of Page, 0.8cm from bottom of page.

19

1

1

Name

Name

Do not add a page number or name footer to full page image spreads.

Name

2

20

Columns By using columns it allows the line length of text easy to flow, and allows you to read it easily and more efficiently. By using the columns on a white background it emphasises the use of the white space, and makes the most out of text communication.

My name is India Blanchard, I graduated from DMU the summer of 2014 with a degree in Fashion Design and I currently live and run my fashion label, The Copenhagener, from a town just outside of Leicester.

My Graduate collection called ‘The Copenhagener’ was intended to be an Autumn/Winter collection and is full of pieces made from gorgeous wools sourced from Denmark. The inspiration for the collection came from the Danish Modern design movement that was popular in the 60’s and 70’s, i used the colours and the lines of the furniture to influence the shapes and the types of textiles I used. The idea was to make the clothing look as awkward

Column Split:

2 Columns

Gutter space:

1cm

as possible, as if the model was actually wearing furniture. The main textiles used for the collection were sheepskin, rabbit fur, lamb nappa leather and a selection of wool jerseys. I’m currently in the process of launching my own label The Copenhagener, the concept behind the label expands on the ideas behind my graduate collection and it will be influenced by scandinavian life, style and design. I’m currently making and shooting my Autumn/Winter collection, which is currently available, and working on the research and starting ideas for my Spring/Summer Collection which hopefully will be available from April next year.

www.thecopenhagener.co.uk

Column width: To ensure all columns are the same width through out the magazine, but also ensure they work with the grid layout.

Justification:

Justify with last line to the left.

Making awards and websites centered.

Align:

2.27cm from edge of page, right.

21

Editors Letter Page

Editor's Letter Code Bold abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`& Font Size: 60pt Leading: 72pt Tracking:0 Baseline Shift: 0 Indent: 0 Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black

Kerning: As Shown Below

Editor's Letter 20

-20

40

-62

0

0 0

0

10

30

30

7

20

22

Font of the Letter

Swiss 721 BT Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 8.5pt Leading: 12.5pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Black

Editors Signature Font

Swiss 721 BT Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 8.5pt Leading: 12.5pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: Vertical Scale: 0% Horizontal Scale: 0% Skew: 0

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Credits style Credits will be used when crediting a photographer, model or stylist for an image.

Swiss 721 BT Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 7pt Leading: 10.5pt Kerning: Set Values Colour: Black

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 7pt Leading: 10.5pt Kerning: Set Values Colour: Black

Photographer - Redpix Model - Stephanie Raeburn

Never add credits over an image.

Never add credits to a full page image Never add a credit to the image page next to the designers name and information.

Always ensure that credits are put to the side of the image , either to the right or left preferably, but if necessarily underneath.

Photographer Redpix Model Stephanie Raeburn

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Magazine Cover Page 18.46cm

5.35 cm

This is the size of which the logo should be used on the cover page. The font sizes and specifications earlier in the guidelines is the same here for the cover page logo as shown in the logo specifications.

On the cover page you can use the logo over an Image as long as you can still read the name of the magazine. This is especially important on early editions of the magazine, before it becomes known.

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Never overlay an image over the Logo so that you cannot read what the logo is.

Never use a colour on the Logo which blends in with the background so you cannot read what the logo is.

Never put the logo at the bottom of the cover page as when on a shelf you will not be able to read it.

26

Fashion Magazine Fashion Magazine DOES NOT needed to be used for each edition. It is an optional aspect on the cover.

Fashion Magazine

Code Bold abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`& Font Size: 30pt Leading: 36pt Tracking:0 Baseline Shift: 0 Indent: 0 Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Changes depending on Magazine Cover imagery.

Kerning: As Shown Below

Fashion Magazine

-20

-11 10 20 -32

0

20 -10 -10

30 15 0

0

27

Fashion Magazine JAN 14 JAN 14 ISSUE DATE

Swiss 721 BT Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!?&@#$%”’*() Font Size: 20pt Leading: 24pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Allignment: Far Left Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Changes depending on Magazine Cover imagery.

28

The Magazine cover also needs an aspect to explain what the issue is about, or what is inside the magazine. This could be a phrase or a single word to represent the style of the magazine.

To follow suit of the rest of the magazine design, the design will use Code Light and Code Bold to capture the essence of the inner pages of the magazine.

THE FIRST ISSUE

The dream Swiss 721 BT Medium abcdefghijklmn opqrstuvwxyz1 234567890!.,?":`&

Font Size: 45pt Leading: 54pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Indent: 3cm or 1 tab Vertical Scale: 0% Horizontal Scale: 0% Skew: 15 degrees Colour: Changes depending on Cover image Create as outlines for print purposes.

Code Bold abcdefghijklmn opqrstuvwxyz 1234567890!.,?":`&

Font Size: 90pt Leading: 108pt Kerning: See Below Tracking: 0 Baseline Shift: 46pt Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Changes depending on Cover image

The Dream 10

10

0

20

70

10

29

Photographs When looking into using imagery there are certain things that need to be done to ensure that the images work with my chosen design and that they are not used in ways which could make the magazine be misinterpreted.

Ensure that the uses of both portrait and landscape images are used in a fashionable manor and are not stretched or used at a poor resolution. Never misuse designers imagery, and always respect their work.

30

UNACCEPTABLE PHOTOGRAPH USE When looking to use photographs please ensure that they are used to the required standards and you avoid using borders, text overlay and stretching imagery. Any misuse of photographs can cause issues with production and affect the final design specification standards the magazine has set.

Never add a solid border to an image unless a designer specifically specifies.

Never stretch an image. Always ensure it is in proportion.

Totatior poratem rae quia doluptatum, que plita voluptate volestem volupta aut as mo et ide ea conseque num volor arundis expla si quunte voluptis rem ium volupta quistrum essim vendel ipisimusdae.

Init, sit od modicium imperiatem eatis min repe porit ex et reium aut et adiae dolent in rem venis seditius expliquis eicae doluptiatur alicips andae. Torrum alique volecae quos quiasi dolent es cone ne sin nuste minus, illa por aditaspe vernati orporro ommoloria

Never overlay text over an image.

31

Grid layout When looking at designing a grid layout for the magazine I am looking for a style which will work for each page with a variety of styles of imagery, both portrait and landscape. The layout needs to both have a simple layout which will both work for different designers style and work to fit together and work together in order to make sure that the magazine follows the same design template throughout the magazine. By using a grid layout it allows you to easily follow the layout for imagery and text from one page to another by following the given template lines and use them to match up designs.

This shows you an example of how the grid layout is used. It shows how the image and lines are used to line up certain aspects of the page.

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1.27cm

Page Split

2.8cm

0.5cm Same for all vertical gutters 0.5cm Same for all horizontal gutters

1.27cm

1cm

1cm 1.27cm

1.27cm

Bleed of 0.5cm

2.66cm

2.66cm

2.66cm

2.66cm

1.27cm 2.66cm 1cm

2.66cm

1cm

2.66cm

2.66cm

1.27cm

2.66cm 0.5cm

1.27cm

Spine The spine thickness will change each issue depending on the amount of pages per issue. This will be down to the amount of content. Each issue should not vary too much, but the size of the text and logo on the spine should always stay the same.

Spine Width: 1cm Changes depending on the thickness of the magazine, check before print each time.

0.72cm 2.4cm

Swiss 721 BT Medium abcdefghijklmn opqrstuvwxyz1 234567890!.,?":`&

Font Size: 12pt Leading: 14.4pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Justified: Center of Spine Vertical Scale: 0% Horizontal Scale: 0% Skew: 15 degrees Colour: Changes on spine cover

The First Issue : The Dream

Magazine edition Title

ISSUE DATE

Swiss 721 BT Medium abcdefghijklmn opqrstuvwxyz1 234567890!.,?":`&

JANUARY 2015

Font Size: 12pt Leading: 14.4pt Kerning: Set Values Tracking: 0 Baseline Shift: 0 Justified: Bottom of spine Vertical Scale: 0% Horizontal Scale: 0% Skew: 0 Colour: Changes on spine cover

1.27cm

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Paper samples This focuses looking at what paper would work best for the pages and cover of the magazine.

It relates to the paper weight and thickness as well as whether the magazine should be Matt or Glossy.

COVER Paper Weight : 250 gsm

Glossy: The choice of having a glossy cover fits in with the majority of major fashion magazines, and makes the magazine look ‘finished’.

There is the option of Embossing the magazine name on the front cover, beware this may cause issues the thicker the magazine paper weight.

PAGES Paper weight: 130 gsm Glossy: If the magazine cover is glossy, then the paper inside should be glossy, to make the magazine look completed.

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