SANSHA BRAND GUIDELINES, 2015
TABLE OF CONTENTS
Current Branding
3
Logo Derivations (cont.)
13
Brand Positioning
4
Typography
14
Design Objective
5
Color Proportions
15
Mood Board
6
Secondary Brand Elements
16
Brand Personality
7
Brand Applications
17
Is/Is Not
8
Letterhead & Business Card
18
Visual Branding
9
Envelope
19
Rebrand Concept Sketches
10
Bags
20
New Logo
11
Tights Packaging
21
Logo Derivations
12
Shoe Packaging
22
Sansha Brand Guidelines, 2015
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CURRENT BRANDING LOGO:
WEBSITE:
HISTORY: Sansha shoes were originally produced in the small Chinese village of Sansha under Franck Raoul Duval in 1982. Since then it has taken the international market as one of the biggest dance suppliers. They currently have 10 stores located in New York, London, Australia, Moscow, Budapest, Oslo, Prague, Romania, and Amsterdam. They also have wholesale locations worldwide. Sansha began by crafting the first soft ballet shoes. They have since expanded to sell a variety of dance shoes, apparel, and accessories for men, women, and children.
Sansha Brand Guidelines, 2015
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BRAND POSITIONING
DESIGN OBJECTIVE The Sansha rebrand is about celebrating the everyday dancer, and dance itself. The mark is meant to represent outward motion and energy. The virbrant colors and use of watercolor embrace the passionate, expressive and artistic nature of dance.
5
MOOD BOARD
Sansha Brand Guidelines, 2015
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BRAND PERSONALITY
KINETIC
EXPRESSIVE
PASSIONATE
ARTISTIC
BALANCED
Sansha Brand Guidelines, 2015
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IS/IS NOT Energetic, without being busy. Playful, without being childish. Strong, without being masculine. Celebratory, without being exclusive. Feminine, without being dainty.
8
VISUAL BRANDING
REBRAND CONCEPT SKETCHES
SANSHA Sansha Brand Guidelines, 2015
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SANSHA
11
LOGO DERIVATIONS FULL COLOR
ONE COLOR
BLACK & WHITE
SANSHA
SANSHA
SANSHA
SANSHA
SANSHA
SANSHA Sansha Brand Guidelines, 2015
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LOGO DERIVATIONS (continued) VERTICAL LOCKUP
SANSHA
SANSHA
SANSHA
SANSHA
SANSHA
SANSHA Sansha Brand Guidelines, 2015
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TYPOGRAPHY
DIDOT 42 Medium
ABCDEFGHIJKLMNOPQRS TUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890
Avenir 85 Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir 45 Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Sansha Brand Guidelines, 2015
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COLOR PROPORTIONS
PINK PANTONE 1915C
ORANGE PANTONE 7579 C
BERRY PANTONE 1955 C
YELLOW PANTONE 142 C
BLACK PANTONE Black C
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SECONDARY BRAND ELEMENTS WATERCOLOR
PATTERN
COMBINATION
Sansha Brand Guidelines, 2015
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BRAND APPLICATIONS
LETTER HEAD & BUSINESS CARDS
SANSHA
SANSHA
LYNN CAMPBELL MANAGER
888, 8th Avenue, New York, NY 10019 (212) 246-6212 sansha.com
(212) 246-6212 sansha.com
888, 8th Avenue New York, NY 10019
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ENVELOPE SANSHA 888, 8th Avenue New York, NY 10019
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BAGS
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TIGHTS PACKAGING
SANSHA
S
SANSHA
SANSHA
PINK
SANSHA
SANSHA
SMALL
Microfiber Footed Tights
M
TAN
SANSHA
MEDIUM
Microfiber Footed Tights
L
BLACK
LARGE
Microfiber Footed Tights
Sansha Brand Guidelines, 2015
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SHOE PACKAGING
SANSHA GLORIA 601
SIZE: 8
WIDTH M
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