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Brand Identity


Brand Identity Guide


Book Design Calvin K Carter calvinkcarter.com


INDEX 1.0 Foundation 1.1 Company Profile 1.2 Target Audience 1.3 Products/Services

5.0 Environmental Space 01 03 07

5.1 Envirnmental Space 5.2 Storefront 5.3 Floor Plan & Interior

65 67 69

2.0 Identity

6.0 Application

2.1 Identity 13 2.2 Tagline 15 2.3 Primary Mark 16 2.4 Symbol 17 2.5 Secondary Mark 18 2.6 Tertiary Mark 19 2.7 Display Mark Usage 20 2.8 Clear Space 23 2.9 Sizing Restrictions 25 2.10 Mark Treatment 27 2.11 Color Management 29

6.1 Avatar 77 6.2 Catalog Brochure 79 6.3 Product Tag 85 6.4 Product Packaging 89 6.5 Gift Card 91 6.6 Other Products 93 6.7 Shipping Bag 95 6.8 Environmental Advertisement 97 6.9 Magazine Advertisement 99 6.10 Website Experience 101 6.11 Mobile Device 113

2.12 Unacceptable Colors 2.13 Unacceptable Treatments 2.14 File Naming System

7.0 Development Process

33 35 37

3.0 Typography 3.1 Primary Typeface

42

4.0 Stationery System 4.1 Letterhead 4.2 Envelope 4.3 Business Card 4.4 Packaging Label

53 55 57 59

7.1 Research 7.2 Naming Strategy 7.3 Mood Board 7.4 Mark Development 7.5 Application Development

120 121 122 123 124


REAL CHARACTER REAL STYLE Finding our identity in our clients.


ALLEZ COMPANY PROFILE

2.3

The only “Tie & Scarf ” shop that specializes in the

because anyone who’s looking for specific ties and

collection of fresh and new styles for the fashion

a scarf have to travel to multiple stores to find the

savvy young professionals who reside in the Chicago

raight tie or scarf due to the most stores or shops

area who want to look their best and stand out in an

having only a limited or small variety to choose from

era blooming in independence and uniqueness.

and women “Ties & Scarves”. “Ties & Scarves” will be up-to-date, fresh, and will collaborate with

Who am I not? The shop is not a tailor, JC Pennys,

the uniqueness of our customers’ style. Who am

or a version of the GAP, Banana Republic, Forever

I not? The shop is not a tailor, JC Pennys, or a

21, or Express clothing Co. The shop is not a store

version of the GAP, Banana Republic, Forever 21, or

with an arrangement young professionals who

Express clothing Co. The shop is not a store with an

reside yeah thae is so true how she slooofsa and i

arrangement young professionals who reside yeah.

of hip styled clothing but a shop with The shop positioning its self to be fashion conscious and up-to-date on the fashion fads and trends circling an ever changing fashion world. Being fashion conscious ad aware, I plan to provide an array of styles in men and women “Ties & Scarves”. The “Ties & Scarves” will be up-to-date, fresh. Having a “Ties & Scarf ” specific shop matters


ALLEZ: COMPANY PROFILE 1.1 Fashion conscious and keeping pace with the

The majority of Allez’s selections will be

latest trends, Allez positions itself to provide

unisex with selected gender-specific styles,

an array of styles in men’s and women’s “Ties

further ensuring the customers’ personalization

& Scarves.” The ornamental accessories found

of their look–they will find very few fashion

at Allez will collaboratively compliment the

boundaries at Allez. The selection of ties offered

unique style of its clientele.

will vary in styles and colors, ranging from thick to skinny and in a variety of colors and patterns.

Allez acknowledges that fashion and personal

Allez customers should expect to find the same

appearance are key as individuals create their

level of variety in scarves–knitted, thick, thin,

identity. Style is person-specific–he has his

silk-spun, hand-woven–and also available in

own style; she has her own character; you have

a wide range of colors and patterns. To help them

your own personality–the only thing similar

make sense of the selections, Allez will provide

is that all three of these will be different from

in-store fashion specialists (sales associates),

person-to-person. Allez aims to help its clientele

the opportunity to learn new ways to knot ties

solidify this truth in their own lives by acting

or scarves, and fashion literature and magazines.

as one thing: a source–of fashion, trends, style and a uniqueness they can make their own. This shop meets the need of those who would travel from store-to-store, searching for the “perfect” tie or scarf to finish their look; gone are the days of feeling frustrated by the inadequate selection of ties and scarves general fashion shops carry–Allez offers a one-stop solution with a cosmopolitan feel.

ALLEZ Identity System

1


TARGET AUDIENCE

1.2

Allez’s target market is comprised of fashion-conscious, young professionals in the Chicago area, ranging in age from their early 20’s to the late 30’s. More and more, higher age brackets are tapping into the fashion scene; for this reason, Allez will also target Chicago business professionals in their mid to late 40’s who have a vested interest in their look, making them its secondary audience.

2|3


FOLLOW YOUR COMPASS


PRODUCTS & SERVICES

1.3

The shop will offer an assortment of tie

Stocked with experts knowledgeable

and scarf styles to finalize the look of

in the fashion realm, Allez will help its

any outfit in accordance with the unique

patrons combine style with know-how.

look and taste of Allez’s clientele. With

“Style by Appointment,” an hour-long

the wide variety of sizes, colors, patterns,

personal session with a fashion professional,

textures and weights of ties and scarves,

will be offered specifically to work out

Allez customers will never feel hampered

a customer’s style, and to discuss the

by the boundaries of their city when it

logistics of finishing it and wrapping

comes to the variety they can find in it

up their style.

by visiting this shop.

6|7


IDENTITY 2.0 Identity 2.1 Identity 13 2.2 Tagline 15 2.3 Primary Mark 16 2.4 Symbol 17 2.5 Secondary Mark 18 2.6 Tertiary Mark 19 2.7 Display Mark Usage 20 2.8 Clear Space 23 2.9 Sizing Restrictions 25 2.10 Mark Treatment 27 2.11 Color Management 29 2.12 Unacceptable Colors 33 2.13 Unacceptable Treatments 35 2.14 File Naming System 37


IDENTITY

2.1

Allez is French for “(to) go” or “movement.”

To allow the character of our patrons and the character of the products to create the atmosphere

Allez’s clientele makes their home in the city of

of Allez, the shop utilizes black, grey, and white

Chicago, a fast-paced, on-the-go, cultured, refined,

in its mark system and interior décor. This allows

dynamic location where those who reside there take

the color of its products, fashion specialists, and

on their city’s characteristics. Hence, the word “allez”

customers to add depth and color to the brand.

was chosen because it best captures the essence of both the city and its people, literally and figuratively. The word is French, subtly alluding to European culture and their appreciation of fashion and all things refined as it simultaneously, through direct translation, places an emphasis on movement and trending. The name of the shop connects the attributes of high fashion and the meaning of movement–both of which are important to our clientele.

ALLEZ Identity System

12 | 13


TAGLINE

2.2

REAL CHARACTER REAL STYLE One

This tagline is intended to communicate the idea that style

comes from within an individual – her developed character, her unique personality.

SOMETIMES, IT IS ABOUT YOU. Two

This tagline is intended to enforce the idea of “you” at the core and the importance of letting it shine through the surface-level appearance – what drives you? What directs you? Ultimately style is about you – your life, your look.

FOLLOW YOUR COMPASS Three

This tagline communicates that style comes from “you” and how “you” choose to express yourself.

ALLEZ Identity System

14 | 15


PRIMARY MARK & SIGNATURE 2.3 The typeface used in the signature is reminiscent of the serif font most seen in the fashion realm: “Didot HTF”. To raise the shop to the standard of other high-end fashion companies and brands like HUGO BOSS, Louis Vuitton, and Ralph Lauren, Allez uses a clean and simple logo that feels sophisticated and communicates its purpose and product. The use of a simple and clean logo that is also mature and business-oriented is ideal because it meets the standard utilized in almost every successful fashion brand. Doing so positions Allez to compete with the surrounding fashion stores on the streets of Chicago. Although its foreign name is intentional and purposeful, a shop description (“Ties and Scarves”) is located at the bottom to communicate to an American audience.


SYMBOL

2.4

Allez’s icon is a mid 15-century Roman/French version of a Sphinx. Sphinxes were considered guardians and were placed at the entrance of a special or important place or location. Because Allez is a shop specializing in providing ties and scarves, the sphinx was incorporated into the brand identity. Allez is special – there is no other like it; its contents are specials; those who visit the shop are special, therefore, two sphinxes guarding it becomes very appropriate. To enforce the product line of the shop, each sphinx is clothed in either a scarf or a tie. The illustration’s letterpress style makes it appear classic and well established, which brings a level of sophistication and high fashion that is received by Allez’s audiences. As a whole, the icon is meant to enforce the characteristics of European class.

16 | 17


SECONDARY MARK

2.5

Combining the primary logo with the icon results in Allez’s secondary mark. The secondary mark is used when the icon is accompanied with the primary logo.


TERTIARY MARK

2.6

The Tertiary mark is limited only when the application configuration requires a vertical format.

18 | 19


DISPLAY MARK

2.7

The display mark is applied to Allez as a seal; it is limited to applications that require an official seal application. For instance, the Display mark is used in the Allez Stationary system and gift card application.


20 | 21


X= Height of Mark Y= Clearance Space (1/4 of height X)

Y

X

Y

Y

Y 01. Primary Mark & Signature

Y

X

Y

Y

Y

02. Symbol

CLEAR SPACE

2.8

In general, maintain a minimum distance (one-half the height of the symbol) between any part of the mark, any other elements appearing with it, and the edge of the page. The preferred horizontal distance between the mark and any other element is the width of the symbol.


Y

Y

X

Y

Y 03. Seconday Mark

Y

Y

Y

X

Y 03. Tertiary Mark

Y

Y

Y

X

Y 03. Display Mark 22 | 23


1.25”

01. Primary Mark & Signature

1.375”

02. Symbol

SIZING RESTRICTIONS

2.9

The minimum size specifications shown above and to the right have been established to ensure legibility of the mark.


1.3125”

03. Seconday Mark

1.50”

04. Tertiary Mark

1.9375”

05. Display Mark 24 | 25


01. Symbol

02. Seconday Mark

03. Tertiary Mark

04. Display Mark

Background at 95% of Black*


MARK TREATMENT

2.10

The treatment of Allez’s marks are as shown here. When in application, and appropriate, the symbol will have a darker tint and the signature will be reversed out (white). When the background is 100% color, the symbol will be applied with a varnish to give a highlighted effect to the mark. This application treatment gives class and sophistication to the brand.

ALLEZ Identity System

26 | 27


Invert

Black & White (15% Black)

Color


Black & White (15% Black)

Color

COLOR MANAGEMENT

Invert

2.11

Allez’s color scheme is an important factor in the identity of the brand. In the mark system, the lighter color of the blue and the gray in the symbol are used to add sophistication to the mark. The symbol in the marks are set in a subdued tone to allow the signature to catch the eye and be read first; this also created a level of hierarchy within the mark’s appearance–the symbol is there, but subtle. The inverted mark is to be used minimally. The Allez senior graphic designer must approve inverted or reversed out marks in application.

29 | 29 28


Primary Colors

Secondary Colors

Process 21 Cyan 09 Magenta 0 Yellow 0 Black

RGB 202 209 231

Process 00 Cyan 33 Magenta 75 Yellow 00 Black

RGB 238 175 48

Pantone 2706

Hex

Pantone

Hex

CA D1 E7

143

EE AF 30

Process 03 Cyan 02 Magenta 04 Yellow 05 Black

RGB 224 225 221

Process 94 Cyan 00 Magenta 11 Yellow 00 Black

RGB 000 143 208

Pantone

Hex

Pantone

Hex

Cool Gray 1

E0 E1 DD

312

00 AD D0

Process 48 Cyan 36 Magenta 24 Yellow 66 Black

RGB 077 079 083

Process 00 Cyan 96 Magenta 90 Yellow 02 Black

RGB 202 032 044

Pantone

Hex

Pantone

Hex

Cool Gray 11

4D 4F 53

1795

CD 20 2C

COLOR MANAGEMENT

Red Green Blue

Red Green Blue

Red Green Blue

Red Green Blue

Red Green Blue

Red Green Blue

continued

The Primary color scheme is mainly utilized in print application. The color choice is meant to allude to a level of classiness and sophistication. The secondary colors are used mainly in the web and mobile applications. Because the web and mobile applications interface utilizes black as its main color, the secondary colors are used to give interest to the content.

ALLEZ Identity System

30 | 31


UNACCEPTABLE COLOR TREATMENTS 2.12 The examples above show the Allez identity in unacceptable color treatments; this list is not exhaustive. In general, do not reproduce the mark over patterns, strong or contrasting photography, or colors where the contrast is too low. The colors of the individual parts of the mark should under no circumstances be changed outside of the colors specified in section 2.10.

ALLEZ Identity System

32 | 33


01. Primary Mark & Signature

02. Symbol

03. Seconday Mark


04. Tertiary Mark

05. Display Mark

UNACCEPTABLE MARK TREATMENTS 2.13 The examples above show the Allez identity in configurations that are unacceptable; this list is not exhaustive. In general, do not alter the mark in any way—stretching, twisting, rotating, substituting typefaces, or positioning the identity’s elements or parts in various positions is absolutely unacceptable. Use only approved versions as shown in sections 2.2, 2.3, 2.4, 2.5, and 2.6.

ALLEZ Identity System

34 | 35


FILE NAMING SYSTEM

2.14

Primary Mark & Signature

Color

Key/Meanings

Mark_PrimK.eps

1 Color

Mark: Mark/logo

Mark_PrimTT.eps

1 Color

Prim: Primary

Mark_PrimV.eps

-

Sym: Symbol

Symbol

Color

Mark_SymB_P.eps

1 Color

Mark_SymB_4C.eps

4 Color

Mark_SymCG_P.eps

1 Color

Mark_SymCG_4C.eps

4 Color

Mark_SymMT.eps

1 Color

B: Blue

Mark_SymK.eps

1 Color

TT: Tent

Mark_SymV.eps

-

CG: Cool Gray

Secondary Mark

Color

K: Black/White

Mark_SecB_P.eps

1 Color

V: Inverted

Mark_SecB_4C.eps

4 Color

Mark_SecCG.eps

1 Color

Mark_SecCG.eps

4 Color

Mark_SecMT.eps

1 Color

Mark_SecK.eps

1 Color

Mark_SecV.eps

-

Tertiary Mark

Color

Mark_TertB_P.eps

1 Color

Mark_TertB_4C.eps

4 Color

Mark_TertCG_P.eps

1 Color

Mark_TertCG_4C.eps

4 Color

Mark_TertMT.eps

1 Color

Mark_TertK.eps

1 Color

Mark_TertV.eps

-

Display Mark

Color

Mark_DispB_P.eps

1 Color

Mark_DispB_4C.eps

4 Color

Mark_DispCG_P.eps

1 Color

Mark_DispCG_4C.eps

4 Color

Mark_DispMT.eps

1 Color

Mark_DispK.eps

1 Color

Mark_DispV.eps

-

Sec: Secondary Tert: Tertiary Disp: Display P: Pantone 4C: 4 Color

MT: Mark Treatment

ALLEZ Identity System

Blue

Cool Gray

Color Specifications (2.10)

Mark_PrimB_4C.eps Name

Specification

Color Specification

36 | 37


TYPOGRAPHY 3.0 Typography 3.1 Primary Typeface

42


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Didot HTF 42 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Didot HTF 42 Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Adobe Garamond Italic

TYPE STRATEGY

3.1

Shown above are the typefaces that have been chosen to accommodate Allez’s identity, and should be used in all applications and facets. Body copy and text should be set in Frutiger 45 Light 9pt. over 14 leading, tracking 20, and space after set at 0.125”. Headers should be set in Frutigar 65 Bold 12pt.


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 46 Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 56 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger 65 Bold

ALLEZ Identity System

42 | 43


STATIONERY SYSTEM 4.0 Stationery System 4.1 Letterhead 4.2 Envelope 4.3 Business Card 4.4 Packaging Label

53 55 57 59


ENVELOPE FEATURE Allez’s envelope when opens gives the viewer a sneak peak to Allez’s Display mark. When letter is pulled from the envelope, they will see the seal of Allez; the Display mark.


01. Letterhead

Not shown to scale*


02. Envelope

03. Business Card


3p0

15p0

Mark width 8p3

5p8

14p0

63p0

LETTERHEAD

4.1

Size

Color

8 1/2” x 11”

ALLEZ Mark: 100% Black

Typography

Signature and all other

Frutiger 45 Light 9pt. over 14,

typography: 100% Black

Tracking 20, Space after 0.125”

Paper Stock

Allez Address: Frutiger 45

Mohawk Via Satin Pure

Light 6.5pt/7.8, Tracking 20,

White 80# Text

Space after 0.0625”

File Used Mark_PrimK.eps


Rotated view*

2p8 Fron the top 25p6 Centered

Mark height 17p1

LETTERHEAD BACK Size

Paper Stock

8 1/2” x 11”

Mohawk Via Satin Pure

Typography None

White 80# Text File Used Mark_DispMT.eps

Color ALLEZ Mark: 100% Black Background: Black at 95%

52 | 53


1p6

1p6

ENVELOPE

4.2

Size

Paper Stock

#9 Commercial: 8 7/8” x 3 7/8”

Mohawk Options Smooth

Typography Frutiger 45 Light 7pt. over 8.4, Tracking 20 Color Address: 100% Black

Chystal White 70# Text File Used None


14p7

20p0

Mark width 12p7

ENVELOPE BACK Size

Paper Stock

#9 Commercial: 8 7/8” x 3 7/8”

Mohawk Options Smooth

Typography None

Chystal White 70# Text File Used Mark_PrimV.eps

Color Background: Black at 95%

54 | 55


8p5

1p6

BUSINESS CARD

4.3

Size 3 3/8”x 2” Typography

Color Name: 100% Black Remaining Text: 50% Black

Name: Frutiger 65 Bold 7.5pt. over 10, Tracking 30 Remaining: Frutiger 45 Light 7.5pt. over 10, Tracking 30

Paper Stock Option Smooth Chystal White 130# DTC File Used None


Centered & aligned at the top

Mark width 18p9

BUSINESS CARD BACK Size 3 3/8”x 2” Typography None Color

Paper Stock Option Smooth Chystal White 130# DTC File Used Mark_DispMT.eps

ALLEZ Mark: 100% Black Background: Black at 80%

56 | 57


ALLEZ COMPANY PROFILE

2.3

The only “Tie & Scarf ” shop that specializes in the

because anyone who’s looking for specific ties and

collection of fresh and new styles for the fashion

a scarf have to travel to multiple stores to find the

savvy young professionals who reside in the Chicago

raight tie or scarf due to the most stores or shops

area who want to look their best and stand out in an

having only a limited or small variety to choose from

era blooming in independence and uniqueness.

and women “Ties & Scarves”. “Ties & Scarves” will be up-to-date, fresh, and will collaborate with

Who am I not? The shop is not a tailor, JC Pennys,

the uniqueness of our customers’ style. Who am

or a version of the GAP, Banana Republic, Forever

I not? The shop is not a tailor, JC Pennys, or a

21, or Express clothing Co. The shop is not a store

version of the GAP, Banana Republic, Forever 21, or

with an arrangement young professionals who

Express clothing Co. The shop is not a store with an

reside yeah thae is so true how she slooofsa and i

arrangement young professionals who reside yeah.

of hip styled clothing but a shop with The shop positioning its self to be fashion conscious and up-to-date on the fashion fads and trends circling an ever changing fashion world. Being fashion conscious ad aware, I plan to provide an array of styles in men and women “Ties & Scarves”. The “Ties & Scarves” will be up-to-date, fresh. Having a “Ties & Scarf ” specific shop matters


3p0

3p9

10p2

19p7

3p0 6p5

11p7 15p8 19p7 23p6

Not shown to scale*

SHIPPING LABLE

4.4

Size

Color

6 1/2” x 5 1/2”

All: 100% Black

Typography

Paper Stock

Frutiger 55 Roman 8pt.

Mohawk Superfine Labels

over 10, Tracking 20

Soft White Smooth 60# Text

Allez Address: Frutiger 55

File Used

Roman 6pt. over 7, Tracking 20

Mark_PrimK.eps

Allez Website: (Allez) Frutiger 65 Bold, (Collection) Frutiger 45 Light 8pt. over 10, Tracking 50

58 | 59


ENVIRONMENTAL SPACE 5.0 Environmental Space 5.1 Environmental Space 5.2 Storefront 5.3 Floor Plan & Interior

65 67 69


62 | 63


ALLEZ COMPANY PROFILE

2.3

The only “Tie & Scarf ” shop that specializes in the

because anyone who’s looking for specific ties and

collection of fresh and new styles for the fashion

a scarf have to travel to multiple stores to find the

savvy young professionals who reside in the Chicago

raight tie or scarf due to the most stores or shops

area who want to look their best and stand out in an

having only a limited or small variety to choose from

era blooming in independence and uniqueness.

and women “Ties & Scarves”. “Ties & Scarves” will be up-to-date, fresh, and will collaborate with

Who am I not? The shop is not a tailor, JC Pennys,

the uniqueness of our customers’ style. Who am

or a version of the GAP, Banana Republic, Forever

I not? The shop is not a tailor, JC Pennys, or a

21, or Express clothing Co. The shop is not a store

version of the GAP, Banana Republic, Forever 21, or

with an arrangement young professionals who

Express clothing Co. The shop is not a store with an

reside yeah thae is so true how she slooofsa and i

arrangement young professionals who reside yeah.

of hip styled clothing but a shop with The shop positioning its self to be fashion conscious and up-to-date on the fashion fads and trends circling an ever changing fashion world. Being fashion conscious ad aware, I plan to provide an array of styles in men and women “Ties & Scarves”. The “Ties & Scarves” will be up-to-date, fresh. Having a “Ties & Scarf ” specific shop matters


ENVIRONMENTAL SPACE

5.1

European culture greatly influences fashion and its directions in other parts of the world. Allez will take advantage of this presence by giving the shop’s atmosphere a European feel and atmosphere through the use of white and black with a selected color palette. The shop floor will be open with plenty of room to walk around, enforcing a sharp, modern and well-designed space that will create a worthwhile experience. The sales associates at Allez will assist customers with selecting products that best fit their style and compliment their outfits. The interactive experience they receive will ensure a pleasant encounter, a positive review to a friend, and most of all, a return visit.

ALLEZ Identity System

64 | 65


STOREFRONT STRATEGY

5.2

To connect with the life of the city, the Allez’s

To the right of the doors is a display – a large,

storefront will have large windows illuminated

illuminated sign of a model wearing a product

with colored lights. The architectural style of

along with the Allez logo. This display is simple

the storefront is Bauhaus in style, utilizing large

and clean; uncluttered, but intentionally drawing

bay windows and black trim. This combination

attention to the model and to the product s/he

sets up a modern feel for both Allez and those

is wearing.

whovisit the shop. The purpose of the illuminated display is to The first thing the customer sees when

draw attention and awareness to the building,

approaching Allez is the “Primary Mark” and

and to help passerby’s identify the shop as Allez.

sphinxes, which will be etched into the glass doors of the storefront. Sphinxes are etched into the glass to connect the idea of guardians protecting something treasured. When the doors are opened, the customers are parting the sphinxes and entering a space where they gain access to that treasure. Additionally, the sphinxes on the doors reinforce the symbol with Allez.

ALLEZ Identity System

66 | 67


100’

Walls or counters People Couches Mirrors Display Cases Check out Back room Open space Store Front Display

5 5’

5, 500 sq f t


FLOOR PLAN & INTERIOR

5.3

The interior of the store will work to

The products and the people inside the store

compliment the European feel that the Bauhaus

(customers and fashion specialist/sale reps) will

storefront carries. Allez utilizes white and black

add the color to the store atmosphere. The black

along with the color palette from its products to

leather coaches located in various spots will be for

establish an easy, calming atmosphere. In accordance

clients to recline on or they will act as areas where

with the Bauhaus style, the interior will be white

fashion specialist can talk to Allez clients. The

with black trim. The space in general will be open

check out is centrally located in the middle of

with plenty of room to walk around in, enforcing

the store.

a sharp, modern and well-designed space that will result in a good overall experience. The ceiling of

Posters will also be displayed on the walls and

the building will be set high to enforce the feeling

will feature individuals modeling products from

of nice open spaces, which also connects with

the current seasonal collection. The spin Allez

the Bauhaus style of architecture.

will have is that the models are all real clients. Posters are of real people because Allez is about

Once an Allez customer enters the store, they will be

real character—real style.

greeted with a warm hello from one of Allez’s fashion specialists. As s/he continues into the store, s/he walks past a sharp stylish couch, classy light fixtures hanging from the ceiling and human sized mirrors on almost every wall. There are cases in various locations that house jewelry and other Allez products. The casing the ties and scarves are displayed on is inset into the walls and surrounded with lights. Below the products inset into the walls are compartments where products ready for customer purchase will sit; these drawers are flat and flush to the wall. The drawers open with a soft push which sends them popping out, allowing the sales associate to gather the product for the customer.

ALLEZ Identity System

68 | 69


01. Allez has six check-out stations. Check-out counter exterior resembles the Bauhaus style black and white square structure.


02. The casing the ties and scarves are displayed on is inset into the walls and surrounded with lights along with human size mirrors placed conveniently around the store.


APPLICATION 6.0 Application 6.1 Avatar 77 6.2 Catalog Brochure 79 6.3 Product Tag 85 6.4 Product Packaging 89 6.5 Gift Card 91 6.6 Other Products 93 6.7 Shipping Bag 95 6.8 Environmental Advertisement 97 6.9 Magazine Advertisement 99 6.10 Website Experience 101 6.11 Mobile Device 113

74 | 75


00:01 (seconds)

00:03 (seconds)

00:05 (seconds)

00:07 (seconds)


00:10 (seconds)

AVATAR

6.1

The Avatar will appear when the brand is shown

The symbol will become more visible 2-3 seconds

on commercials or other similar electronic applications

later growing in size and aligning itself behind the

where animation can be used within the mark. The

signature placement of the display mark. Once the

Avatar includes the Display mark that animates

display mark is in place and fully assembled, the

within a ten-second time span.

mark will remain static on the screen for 3 seconds, unless the avatar is also static in which case, the

The Allez signature will appear within the first

signature will remain in place.

4-5 seconds, the symbol will appear behind the signature, but smaller in scale.

ALLEZ Identity System

76 | 77


CATALOG BROCHURE

6.2

Via information gathered from the website, Allez

In-store photo shoots would act as events that

is able to send clients catalogs with updates on its

would impact promotional materials and catalogs.

newest collections.

These photo shoots would capture our customer’s personalities and expressions while increasing

A special online service will enable and encourage

traffic in the store and continuing to increase

Allez clientele to upload photos of themselves

brand loyalty.

modeling products purchased from the shop; these photos will feature the application of their vision and Allez’s products. When new collections are produced, products will be shipped early to a list of active clients (online activity and involvement will drive the selection) who will be given the option to take photos with these special products that show off their own style and personality – their location, their camera and technique, and their look. This technique will ideally build brand loyalty by building personal brand identity in Allez.

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01. Outside cover

02. First inside spread

Not shown to scale*


03. Inside product view page

04. Back spread

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Not shown to scale*


Not shown to scale*

PACKAGING LABLE & PRODUCT TAG 6.3 Simple in design so as not to distract form the characteristics of the products, the Allez label is black so it blends in with the color of the packaging.

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0.25”

1.25” Not shown to scale*

CLOTHING TAG Classic, subtle and not meants to distract from the character of the products, the Allez tag is used in three differnet colors to accommodate any product color or pattern it’s attached to.

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Not shown to scale*

13.00”

9.00”

3.00”

Scarf Packaging

Tie Packaging

PRODUCT PACKAGING

6.4

In accordance to the clean feel already established, the Allez product packaging is simple and void of color, allowing the product – and the personality of the client – to peek through the cintainer.

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Not shown to scale*

FOLLOW YOUR COMPASS ALLEZCOLLECTION.COM

GIFT CARD

01. Gift Card Envelope

GIFT CARD

02. Gift Card

6.5

The simple design of the card allows the Display Mark to be seen. The use of the tagline “Follow Your Compass” is intended to enforce the idea of making purchases that are “you-centered”; it urges Allez’s patrons to look inside and find what feels right and then to go to the store and find the tie or scarf that compliments what they found.

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OTHER PRODUCTS

6.6

The other items Allez offers in addition to ties and scarves are intended to help maintain the brand; these products do not drive Allez’s sales or the company, but they act as extra pieces that help its clientele express themselves as they finalize their style.

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C H I C A G O

SHOPPING BAG

6.7

Consistent with the brand and its other packaging,

packaging will radiate from the black interior.

shopping bags are simple in design. The Primary

This enforces the idea that the only thing that

Mark is located in the bottom with the location

matters in the entirety of the whole thing is the

“Chicago” in the center.

Allez customer’s product choices and the personality that drove s/he to make it.

Allez’s bags are white to take advantage of the contrast that white bags create against the backdrop of the rest of the world. White bags are also very noticeable from both near and afar. The white and black bags tie back into the identity of Allez; additionally, when a product is placed in the bag, the color showing through the window in the

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ENVIRONMENTAL ADVERTISEMENT 6.8 The billboard formats of Allez’s advertisements will be “wallscapes” with advertising signs measuring approximately 60’ x 100’. The ads will showcase personal style, drawing on the same candid style of the photos Allez’s clients submit to its online community. This idea of candidness draws in the third tagline, “Sometimes It Is About You.” These wallscapes will hang on the sides of buildings and other structures at varying locations, creating brand exposure and raising awareness.

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MAGAZINE ADVERTISEMENT

6.9

Allez advertisements will be found in magazines that provide definitive coverage of today’s style and culture. The goal of advertising in such magazines as GQ, Details, ELLE, Harper’s Bazaar, and Vogue would be to reach our target audience and promote traffic to our website.

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WEBSITE EXPERIENCE

6.10

The goal behind the Allez online experience is

Here, Allez clients are able to read about

to combine the shopping and online community

specialists’ references, likes, and fashion tastes.

structures together. Allez clients are able to browse

Clients would also have the ability to book a

and view items for purchase while engaging in

“Style by Appointment” session with a particular

a forum-style fashion experience. This forum is

stylist from this section of the site.

called “myCulture,” and gives site visitors access to a feature call “Looks,” a community dedicated to

The “Appointments” section is the “Style by

fashion inspiration from real people to real people.

Appointment” section where patrons can book an appointment with a stylist to discuss their

Allez clients also have the opportunity to not only

personal style and the ways it can be refined.

shop on the site but to also view independent designer collections, to read up on Allez designers,

The “Blog” will have updates to the site,

stay up-to-date on the latest fashion trends, read

including what in-house designers are doing.

about in-store Allez fashion specialists, view the blog, and access myCulture. This would meet the need of Allez’s customers who are always looking for the latest news on style and trends. The “Stylist” section also houses information about

“myAllez” is the location where clients can sign in and access all their account information and settings that control their Allez online experience. Clients can also access their “myCulture” from this section.

Allez’s in-store fashion specialists and professionals.

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SHOP Ties New Arrivals Stripped Solid Patterned Skinny XT Long Knit Color

DESIGNER COLLECTIONS Alphabetical Order Profile Product View

TRENDS

STYLISTS

2011 Season

List of Stylist

Ties

Stylist Profile Information Name References Personal style Fav. Designer Fav. Brands Fav. Color Hobbies Music Movies

Scarves

Popular Scarves New Arrivals Long Loop Square Pashminas Seasonal Color

Color Trends

Style by Appointment

Accessories

Accessories Fragrances Belts Tie Clips Brooch Jewelry Wallets Sunglasses Other

The Closet Sale items

PAGE

WEBSITE: SITE MAP

Main Navigation Navigation Path

The site map outlines the flow of the website.

Navigation Path

The top blue headers are the main pages of the website and can be navigated to from any location of the site.

Page

Website Page


STYLE BY APPOINTMENT

KNOWLEDGE (BLOG)

myALLEZ

Appointment Maker

Blog

Acct. Settings

Pick Stylist Date Time Your Name Gender Contact Info * Interactive Interface

Running Blog which includes: • News • New designs • Photos • Trends • Allez Updates

Looks Items on hold

Purchase history

Select from below:   • Tie/Scarf   • Kind   • Color

* New updates with Allez and its community

Bag

myLooks

myCulture

Post a Look

myFav. Looks

PRODUCT VIEW

SHOPPING BAG

CHECK OUT

Product view

Your Bag

Sign in

Items

Shipping Info

Product Details

Payment Info

Product Name Style Number Product Info Designer View/Zoom Colors Quantity Size Price Add to Bag Save Facebook Like Store  Availability

myCULTURE

Total Cost

Top Looks

Promotions

Check Out

Summary

Continue Shopping

Place Order

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HOME PAGE & NAVIGATION Allez’s site design is meant to be clean and simple,

For simple navigation, AllezCollections.com uses

utilizing black in its structure in order to allow the

a drop-down menu format that allows viewers to

color of the products and photos to pop. A large

see and navigate to other sections of the site with

scrolling photo view is on the main home page and

ease. The style of the navigation is simple, clean,

will be used to inform the viewer of anything new

and more professional compared to a side-bar

at Allez. The scrolling photos will be set to rotate

style online navigation systems.

automatically or the viewer can jump to a particular slide by clicking on a thumbnail icon.

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MULTIPLE PRODUCT VIEW PAGE A photographic banner found underneath the navigation lines the top of the pages throughout Allez’s site, with the exceptions of the product view or “Style by Appointment” page.The header and page indicators are the same typeface used in the Allez logo, adding character to the page. Today, most ties and scarves are unisex with some styles that are gender-specific. So when browsing through the products, the user will have the option to refine their search to men, women, or all. To enhance the browsing experience, the user will view a number of products on one page and have the option to view more, loading more items with a click of a button while keeping the previous products loaded on the page.

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PRODUCT VIEW PAGE Once the user is on the product view page, they can review the information about the product s/he is interested in. This page will inform Allez clients of the designer, style name and description of the product. There’s a Facebook “Like” button located on the page, which will allow Allez clients to recommend the product by way of their Facebook Newsfeed. Located near the “Add to Bag” button is a “Check in-Store Availability” button which allows Allez clients to see if the item is in store, thus encouraging them to visit the shop if they are in the Chicago area.

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STYLE BY APPOINTMENT An ideal experience is one that you don’t have to think about too much – it’s something that just feels natural. The “Style by Appointment” Maker is designed to be simple and ensures a good experience inside the store and online. The interface will allow the user to view the schedule of the stylist they would like to meet and book an available time that fits in their schedule.

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LOOKS

STYLIST

myCULTURE

Look of the Day

Stylist Spinner

Looks

Vote

Select Category:   •Style   • Color Looks

Select views:   • Tie/Scarf   • Kind

  • Kind

Select from below:   • Tie/Scarf   • Kind   • Color

View Matches * Interactive Interface

  • Color

myLooks

Option to add to Fav. List Post a Look

myFav. Looks

Top Looks

Look of the Day

MOBILE DEVICE APPLICATION 6.12 Allez offers a mobile device in order to access the same great content and features as the online site, but in a simpler interface. Allez clients are on the go and with the technology of smartphones; Allez believes it necessary to provide its clients with a mobile device application.

STYLE BY APPOINTMENT Appointment Maker Pick Stylist Date Time Your Name Gender Contact Info

myALLEZ

Acct. Settings

Bag


PRODUCT VIEW

SHOPPING BAG

CHECK OUT

Product view

Your Bag

Sign in

Items

Shipping Info

Product Details

Payment Info

Product Name Style Number Product Info Designer Colors Quantity Size Price Add to Bag Add Wishlist Store  Availability

Promotions

Total Cost

Check Out

Summary

Continue Shopping

Place Order

In-Store Availability

PAGE

Main Navigation Navigation Path Navigation Path

Page

Website Page

01. iPhone Icon

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01. Loading Page A: Female

02. Loading Page B: Male

iPHONE APPLICATION The loading screen is simple and carries out the Allez identity: white logo on a grey and black background, establishing a clean sophisticated look. The loading screen will be specific to the user’s gender. Once they are logged in to “myAllez,” their gender will determine which loading screen will appear. By default, the Screen B (male) screen will appear.

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03. Home Screen

04. Look of the Day Loading Screen

HOME PAGE & FEATURES The look and interaction is similar to the Allez

This application further places the fashion

online experience with a sliding image to show off

decisions of Allez in the hands of its clientele.

styles. From the home screen, clients are able to

The tagline “Real Character. Real Style.” fits

access “Looks”, “Stylist”, “myCulture”, “Style by

perfect with this section.

Appointment”, and “myAllez.” The navigation on the bottom allows users to always access home, shop, favorites, search, and more options and features. Allez “Look of the Day” posts are pulled from users’ uploads and are voted on during the day. The winning looks are archived in the “Top Looks” section of the website. After a client casts his or her vote, s/he is shown the percentage of the votes cast for the day collectively for each look.


05. Stylist Spinner

06. Product View

STYLIST & PRODUCT VIEW The Allez “Stylist” Spinner is a virtual fashion

Once in the product view page, the Allez users

stylist that allows users to customize their product

can examine a product full screen on their device

search. The interface of the stylist allows the user

with all the normal navigation features of the full

to scroll through styles, colors and product choice

site, including adding the item to their “favorites”

(tie, scarf, or accessory), with their look highlighted

list and seeing detailed information with the tap

in the middle. The goal of the spinner is to allow

of a finger.

Allez clientele to refine their product search to what matches their outfit and look. The “View Matches” option allows the user to view what Allez suggests and offers based on their selections.

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PROCESS 7.0 Development Process 7.1 Research 7.2 Naming Strategy 7.3 Mood Board 7.4 Mark Development 7.5 Application Development

120 130 137 144 152


RESEARCH

7.1

Through a photo scouting mission, I researched specialty shops and captured detail that either helped brand a shop or help personalize a particulate shop. Even little details can help carry out a brand and help create an experience.

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NAMING STRATEGY

7.2

Through various techniques, I generated a number of names that led to the the creation of the now known company “Allez”. The goal behind the naming strategy was to to develop a name that would tie into the fashion scene, bring in some characteristics of my cliental, as well as communicate that the shop is a “Tie & Scarf ” Shop.


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MOOD BOARD

7.3

The goal behind creating a mood board was to gather images of objects, patterns and colors that communicated the feeling and atmosphere of the brand I was imagining for Allez. Alongside the mood board, I created a clientele mood board to assist and remind me of the whole purpose of Allez.


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MARK DEVELOPMENT

7.2

The difficult thing about developing a mark for

Starting out, I incorporated the elements of ties

a company entering into the fashion sector is finding

and scarves into the mark, but in the end refrained

a way to create something that not only stands out

from incorporating graphical elements into the

from every other fashion related mark, but that

brand mark in order to align Allez with the qualities

also stayed true to the already established rules of

of higher-end fashion marks.

acceptable qualities. These qualities include staying simple, being straight to the point, and not applying any unnecessary elements.


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ALLEZ

Ties & Scarves Collection


APPLICATION DEVELOPMENT

7.4


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Brand Identity


ALLEZ: Ties & Scarves