NANDA BRAND STYLE GUIDE
STYLE NANDA Table of Contents 1. The brand Who we are & brand philosophy
2. The logo 2.1 Primary and secondary logos 2.2 Exclusion zone 2.3 Dos and Donâ€™ts 2.4 Photo backgrounds
3. Page format Trim size & the grid
4. Character, paragraph styles & stories 4.1 Typography 4.2 Paragraph & character styles 4.3 List of stories 4.4 Proposed story content examples
5. Visuals & images 5.1 Primary & secondary colour palette 5.2 Moodboard 5.3 Visual treatments 5.4 Look & feel of lookbook
THE BRAND Stylenanda was founded in 2004 as a South Korean online based womenâ€™s wear fashion brand and it expanded throughout Asia across several countries including Hong Kong, China, Singapore, Japan and Thailand, through its brick-and-mortar stores.
BRAND PHILOSOPHY Stylenanda encourages the cultivation of personal styles unique to the individuals. /We create cultures /We love differences /We lead and we do not follow /We challenge and we never cease to stop /We walk with customers
THE LOGO PRIMARY LOGO Stylenanda carries three lines of merchandises, which includes the Stylenanda clothing line, the KKXX athletic wear line, and the 3CE (3 Concept Eyes) cosmetics line. Each line is represented by a different logo, however the primary logo to the right, Stylenanda, remains the dominant face of all lines and appears on their products. It also appears on the signages outside of and within the brandâ€™s retail stores.
STYLE NANDA STYLE NANDA
MINIMUM SIZE The smallest size for the logo should be 1 1/4” wide
SECONDARY LOGOS A. This logo is made up of the primary logo and the stylenanda url and founding year on the bottom. It is used often for the brand’s online presence, such as its website and social media B. This is the main face for the brand’s cosmetics line, 3 Concept Eyes. It is used on all of its beauty and cosmetics products C. A less frequently used logo for 3CE, often used on online promotional materials, ads and posters, such as Youtube promotional videos for new products D. This is the logo for the brand’s athletic wear line, KKXX. Most often used version, appearing on the clothes themselves E. Second version of the KKXX logo. Used on clothes themselves and social media
www.stylenanda.com since 2004
www.stylenanda.com since 2004
STYLE NANDA EXCLUSION ZONE The minimum space between the outer boundaries of all logos should be the height of the first alphabet appearing in the logo, meaning no any visual elements should intrude into this space when deciding on the placement of the logo.
DOS & DONâ€™TS
A. No tilting
Certain visual treatments simply do not go well with all the logos. They must be avoided in any case.
B. No stretching C. No rearranging logo elements D. No adding or subtracting logo elements E. No special effects, such as drop shadow and gradient overlay F. No changes in colour. Only black on white or white on black
E L A Y STAND N
STYLE NANDA 12
PHOTO BACKGROUNDS When deciding on the backgrounds on which the above logos will be placed on, they must not deter the legibility of the logo. Below are guidelines for choosing backgrounds. A. Since logos are either black or white, pick a contrasting background or areas of the background that would make the logo pop. Use a lighter or brighter background under the black logo, and a darker or duller background under the white logo. B. Use backgrounds with less details.
PAGE FORMAT A. TRIM SIZE Bleed: 1/8” Safe zone: 1/8” B. GRID 6 Columns and 7 Rows Top margin: 1” Bottom margin: 1/2” Inner margin: 0.625” Outer margin: 1/2” Gutter: 0.1667” TOTAL # PAGES: 100
Bleed line Trim line Safe zone line
Top Margin: 1”
Outer Margin: 1/2”
Inner Margin: 0.625”
Baseline Bottom Margin: 1/2”
CHARACTER, PARAGRAPH STYLES & STORIES
MAIN HEADS/TITLES Impact 62pt/58 leading
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Adelle Sans Bold 10pt/14 leading
Euphemia UCAS Bold 9pt/10 leading
Adobe Garamond Pro 10pt/12 leading
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Adelle Sans 7pt/10 leading
Letter Gothic Std Medium 12pt/14 leading
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Adelle Sans 13pt/16 leading
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CU ESSE NOVUM MEA
BODY COPY SIDEBAR Avenir Book 9pt/10 leading
Adobe Garamond Pro 6pt/8 leading
LIST OF PARAGRAPH STYLES THAT WILL BE USED
A. One for every page element listed on the previous page with the listed parameters (e.g. head, deck, drop cap, subhead) B. Justification for justified texts Minimum Word Spacing: 85%
Letter Spacing: Glyph Spacing: Auto Leading:
C. Hyphenation adjustments Words with at least:
D. Space before: 10pt Space after: 2pt E. Keep options F. Nested line styles in some texts
LIST OF CHARACTER STYLES THAT WILL BE USED
A. Text colour changes B. Font family variations C. Font size variations D. Leading, kerning and tracking variations E. Case variations
LIST OF STORIES Story 1: Manifesto
The 2-page story will state Stylenanda’s brand manifesto, indicating their brand philosophy.
Short article on brand
A short article from a travelling website has written about the brand, including some interview questions with the brand owner who explains the brand’s philosophy and target market.
Story 2: Definition of “Style”
The word “style” is part of the brand name of Stylenanda. It is an important term to be defined as it relates to its brand philosophy, which states that the brand leads and cultivates individual styles instead of following the mass. Therefore, it encourages target market in doing so.
Story 3: Profile pieces of Stylenanda models
Stylenanda only uses four models in representing its clothing line and cosmetics line 3CE (3 Concepts Eyes), and the models are regarded as celebrities by loyal brand followers. Therefore, profile pieces of the models are included in order to make personal connections to the audience.
Editorial: S/S 17 Los Angeles
S/S 17 collection features colourful jackets, wind breakers, frills and midi dresses. Styling is feminine, funky and chic as usual, with a strong street style vibe. The editorial strives to communicate the summer days of suburban Los Angeles and the carefree, laidback spirit. Texts include descriptions of products.
Story 4: Beginner or advanced guide to stripes
Stripe items are essentials to the brand. The “beginner” or advanced style guide introduces audience to the classic stripes and more adventurous and bold stripes.
Story 5: Review of Pink Hotel
The Pink Hotel is one of the biggest retail branches of Stylenanda in South Korea. Other than selling its comestics under the 3CE line and its clothing, it provides unique, entertaining experiences such as having a mock vintage laundry room, a mock pool side and an actual cafe where customers could take a break. These facilities will be mentioned in the article, and augmented reality to a virtual tour of the Pink Hotel in the form of a Youtube video will be included.
The editorial features upscale garments and sophisticated ways of styling. It offers something different apart from other stories that might have a stronger youth-oriented tone. It also showcases the that Stylenandaâ€™s designs are versatile.
Story 6: How-to guide on wearing blouses
Blouses are another essentials. They are good for casual outings and more formal settings. The guide will teach audience the ways of wearing blouses. Augmented reality is included to link audience to online shop.
The Rose Pot Lip balms are the main characters of the photoshoot. The collection consists of 5 shades. The photoshoot will capture mock ups of the product (candle or soap) and food, which are justaposed in the proposed layout to elicit excitement in the audience. All images other than the photos of the models will be original.
Story 7: Nail Art Tutorial
Stylenanda is known for teaching tutorials on Youtube on a regular basis. It is a good way to connect to the audienceâ€™s needs. The tutorial above will teach audience how to apply nail stickers and suggest other ideas such as sticking them on smart phones.
The Mood Recipe is a lipstick collection featuring different shades of brown. The typography story will explore analogue and collage techniques in bringing the sensual quality of the different shades of brown and how one hue could express varying feelings, or mood, if the shade changes.
PROPOSED STORY CONTENT EXAMPLES NANDA
• SHIRT •
From: South Korea JOINED: 2015 FAVOURITE FOOD
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• SHIRT •
GUIDE 2 PULL QUOTE PULL QUOTE PULL QUOTE PULL QUOTE
Story 3: Profile pieces of Stylenanda Models
13 32 33 Story 4: Beginner or advance guide to stripes BLOUSE Caption JEANS Caption
THE TEXTURES & MORE
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SCAN KEY TO VIRTUAL TOUR
39 60 61
Story 5: Review of Pink Hotel
Story 6: How-to guide on wearing blouses
Augmented Reality: Youtube video Pink Hotel Tour
Augmented Reality: Online store for blouses
VISUALS & IMAGES
RICH BLACK CMYK: 60, 40, 40, 100 RGB: 0, 0, 0 HEX: #000000
WHITE PRIMARY COLOUR PALETTE
CMYK: 0, 0, 0, 0
These colours are indicative of the character of Stylenanda and 3CE, and are the most frequently used colours in branding. KKXX features black, white and light grey.
RGB: 255, 255, 255
AMARANTH PINK CMYK: 0, 46, 0, 0 RGB: 224, 160, 195 HEX: #e0a0c3
AMBER YELLOW CMYK: 0, 28, 100, 0 RGB: 237, 187, 49 HEX: #ffbf00
LIGHT GREY CMYK: 24, 19, 20, 0 RGB: 193, 192, 191 HEX: c0bfbe
SECONDARY COLOUR PALETTE Although not present at all times, these colours are an important part in communicating the brandâ€™s personality.
CMYK: 14, 100, 100, 5
CMYK: 15, 9, 48, 0
CMYK: 37, 2, 5, 0
RGB: 172, 37, 43
RGB: 217, 213, 154
RGB: 172, 211, 232
CMYK: 78, 65, 29, 10
CMYK: 30, 48, 65, 7
CMYK: 86, 27, 67, 10
RGB: 82, 92, 126
RGB: 160, 129, 99
RGB: 74, 129, 107
MOODBOARD Stylenanda is funky, urban, and youthful. It is a fan of hybridity and it encourages cultivation of personal styles. Stylenandaâ€™s photography features a variety of styles. It does studio photography against colourful backdrops, mundane everyday life, models holding cosmetics and product photoshoots. It is taken with both artifical lights and natural lights.
VISUAL TREATMENTS The photoshoot for the lookbook involves taking still photography of items like candles or soap bars and food like apples as well as paint. Post production involves mainly the use of Photoshop. To the left is the list of tools that will be used. They are not listed in the order of operation as many will be used simultaneously.
A. Crop Tool B. Unsharp Mask and Sharpen Tool (to sharpen images) C. Adjustment layers (non-destructive editing) • Curves (to adjust brightness and contrast) • Selective Colour (to manually alter specific colours in the image) • Hue/Saturation (to adjust colour temper- ature and saturation of images) D. Layer Mask and Brush Tool (to hide/reveal editing between layers) E. Eraser Tool F. Spot Healing Brush Tool, Healing Brush Tool and Clone Stamp Tool (to remove blemishes) G. Marquee and Selection Tool
SUPPORTING ELEMENTS A.
C. SCAN EVERY LOOK TO SHOP
Icons: A. Framing: frames will be used consistently throughout the lookbook. They provide a format to the lookbook and help to unify the pages. B. Pink Hotel Key: the key will be scanned to bring viewers to Augmented Reality videos in the Pink Hotel story section. C. Black square textbox: this will be located in the How-to guide on wearing blouse section that leads viewers to online store through Augmented Reality. Illustrations: D. Technical drawing/flats: drawings done on Illustrator that will be used in the guide in wearing stripes story. E. Watercolour and acrylic: painterly, textural and bold strokes that will be used in the typography driven story.
LOOK AND FEEL OF LOOKBOOK The lookbook will feel chic and streamlined while communicating the brand’s personality which is funky and intriguing. It will also showcase the brand’s beautiful fashion photography.
Yellow linen book cover with printed book jacket on acetate
About the paper: • Linen hardcover • Printed jacket on acetate • 148gsm satin
Table of Contents
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LOOKING FORWARD TO THE FINAL BOOK
STYLE NANDA en.stylenanda.com/