Issuu on Google+


Identity Guide 2011


Typography Identity Guide Secondary Table of Contents Specifications and Tertiary Marks

Mission Statement

Marketing

4

Guide Use

46

Catalogs and Marketing

9

Mission Statement

49

Store Layout

10

Target Audience

51

Working Area

53

Billboards

55

Boot Packaging

Visual Identity 15

Primary Mark

16

Secondary Mark

Digital Media

18

Clear Space

59

20

Primary Color

60

Website Details

21

Secondary Color

62

iPhone Application

22

Inappropriate Color Usage

23

Inappropriate Mark Usage

Process

25

Full Color Photo Standards

66

Typography

Website Overview

Brainstorming

68

Leather Works

70

Logo and Mark Color Exploration

28

Type Standards

73

28

Primary Typeface

76

Web Development

29

Word Processing

79

Packaging

82

Photography

87

Storefront

Business System 35

Introduction

34

Paper Specifications

37

Letterhead Standards

38

Envelope Specifications

38

Secondary Envelopes

39

Custom Postage Stamps

41

Business Card Specifications

43

Gift Certificates and Details

Bitch Kickers Identity Guide

5


The Identity Guide is designed to be used as a resource to guarantee the visual consistency of the Bitch Kicker brand’s standards and specifications.

6


Typography Secondary Specifications and Tertiary Marks

Using the Identity Guide The written guidelines are to be used and followed to ensure consistent standards. The specifications are accepted as the standards for the Bitch Kickers brand, and should not be modified. This includes the marks, signatures, and photography. The brand marks,signature, and photography are all trademarks of Bitch Kickers Brand and cannot be reproduced or used without written consent.

Bitch Kickers Identity Guide

7


ission Statement


Bitch Kickers is a custom-made cowgirl boot boutique with a target audience of women with a love of western charm and country footwear.

10


Typography Secondary Specifications and Tertiary Marks

Mission Statement The location of Bitch Kickers will be in Chicago’s “Magnificent Mile” shopping district. With neighboring historical stores such as Saks Fifth Ave, Neiman Marcus, and Levi’s, it is sure to be a shop that will be easily recognized. The purpose of the shop is providing custom made cowgirl boots to women and girls of all ages. With a selection of boots ranging from the traditional western work boots, to designer lines, there will be a wide range of selection. A team of experienced boot makers will staff the boutique with a support staff of eight to ten boot concierges.

Bitch Kickers Identity Guide

With the powerful combination of the boot makers, concierges and designers, they will be able to provide customers with proper fitting, and give a personal shopper service experience. One service example would be where the concierge will meet with customers, take 14 separate foot measurements, and design the boots at the time of the consultation. Overall, the experience of the store will represent southern charm and hospitality. It will be a store that will become the traditional stop when visiting the Chicago area, and of course the Magnificent Mile Shopping District.

11


The Traditional

The Trendsetter

Stephanie Pratt is the traditional cowgirl. She is 36 years old, and from Houston, Texas. Stephanie is married and has no children. She is a barrel racer and owns three horses.

Carmen Fowler is the trendsetter. She is 19 years old, and goes to school in Baltimore, Maryland. Carmen is single, and has no children.

She and her husband live on a mid-size ranch. He is a construction foreman, and she works part time for the local grade school. She also helps with her local 4H group, which she has been active in since she was a girl.

She is a Sophomore at Maryland Institute College of Art. She works part-time at a coffee house, and receives financial support from her parents in New Jersey.

Stephanie is a PC user which uses Window’s 7, and IE. She primarily uses the internet to submit online racing application forms, e-mail, and using social networking sites. Stephanie buys Bitch Kicker boots for the fit and durability. She finds them on the high-end of pricing, but knows that the quality is worth the extra money.

12

Carmen is a Macintosh user and uses both Google Chrome, and Safari for her internet. She uses the web on a daily basis for research, social networking, and online college work. She is highly internet competent. Carmen found a pair of Bitch Kickers at a second-hand store and found the online store and ordered a pair of her own. They haven’t come off her feet since. She is now working on designing her second pair.


Typography Secondary Target Specifications Audience and Tertiary Marks

The Career Gal Madison Keller is the career gal. Maddy is 42, divorced and has two boys. She lives in Outer Banks, North Carolina(OBX). Her husband was a real estate developer and has moved to Virginia. They share custody of the two boys. She is a real estate agent for vacation properties.

The Creative Marlo Thomas is the creative cowgirl. Marlo is 54, and lives in Cadillac, MI. She is a retired high school art teacher and lives with her husband of 30 years. Marlo makes and sells jewelry and fine art prints at trade shows. Her husband is a Chiropractor.

She is a Macintosh, and iPhone user. She conducts her business online and uses the internet daily. She owns her home in OBX and a vacation home in Virginia.

Marlo is a PC user and only uses the internet to locate trade shows, register, and e-mail family and friends. Marlo has been in cowboy...ahem...Cowgirl boots since she was 4. She grew up on a farm and loves them. Marlo owns over 20 pairs of boots.

She purchased her first pair of Bitch Kickers online over a year ago and has since had three other pairs made. She finds the price, style, and comfort perfect for working all day, and chasing her boys around at night. They have also been great conversation starters on dates.

She found Bitch Kickers through a trade show friends, and went to Chicago and had her boots fit, and spent weeks designing them. She now visits the store in Chicago twice a year.

Bitch Kickers Identity Guide

13


Visual Identity


The visual identity encompasses the curves of a woman, the sultry red color of lips, and the details that define the women who wear them.

16


Typography Secondary Primary Specifications and Tertiary Marks Mark Specifications

Primary Mark The primary mark, and signature features a combination of script lettering type to represent the various combinations of attitude that Bitch Kickers represents.

Bitch Kickers Identity Guide

17


Secondary Mark The Secondary mark is represented by a single element. It is a hand cut, hand–tooled leather piece in a shape to represent the B and the K from the company name. It’s purpose is to create a secondary visual identifier where as the name Bitch Kickers is inappropriate as the word form. This would be places where as the word Bitch cannot be displayed due to community guidelines and regulations.

18


Typography Secondary Secondary Specifications and Tertiary Marks Marks and Tertiary

Tertiary Mark The tertiary mark is unique to the Bitch Kickers identity because of it’s limitations of usability. This mark is only to be used on the letterhead and envelope of the stationary system. It is also to be combined with embossing.

Bitch Kickers Identity Guide

19


Bitch Kickers primary mark requires the most specific spatial alignment because of the curves and lines of the mark itself. Spacing is key.

20


Typography Clear Space Requirements Secondary Specifications Primary and Marks Secondary Marks and Tertiary

0.09”

0.06”

0.06” / 0.23” 0.08”

0.28”

0.09”

0.61” where the subhead must align and be measured from the mark.

Clear Space Guidelines For the primary mark any subhead text to be placed beneath the mark must be aligned at .61 from the connection between the T and the C. Clear space allows for a .06” margin to the left and to the right of the mark, and .09 on the top and the bottom. For the secondary mark, it should not have any text placed around it. It is primarily used for the purpose of aesthetic and should be used alone, aligned within .025” from the bottom and sides, and .75” from the top of the item. This includes hang tags, packaging, and signs.

Bitch Kickers Identity Guide

The secondary mark that is used on packaging and tags must be no higher on the item than a quarter of the items maximum height. It should be placed in the lower quarter of the item, centered. The secondary mark must be embossed and used without the primary mark on the same item. The only exception for this are the stationary system.

21


With women being the sole inspiration used for the identity, it is of the utmost importance to use brilliantly vibrant colors.

22

Primary Color Palette

Secondary Color Palette

Pantone 497 PC RGB: 55,27,32 CMYK: 32,73,52,8 Hex:371b20

Pantone 632 PC RGB: 55,27,32 CMYK: 32,73,52,8 Hex:371b20

Pantone 1795 PC RGB: 214, 40, 40 CMYK: 0,96,90,2 Hex: D62838

Pantone 375 PC RGB: 148,201,71 CMYK: 47,0,94,0 Hex:371b20

Pantone 7499 PC RGB: 255,246,221 CMYK:0,2,15,0 Hex:FFF6dd

Pantone 4525 PC RGB: 255,246,221 CMYK:0,2,15,0 Hex:FFF6dd


Typography Secondary Specifications and Tertiary Marks

Grayscale Guidelines When using the marks in grayscale, the primary mark is set at 80% tint of process black. Grayscale is recommended when setting up fax documents and forms. These are both acceptable options to be used only when color reproduction is not possible and may not be used on original printing of business cards, letterhead or product tags or boxes. If Bitch Kickers primary mark is to be used on dark paper it must be represented in the color specified in the primary color description.

Bitch Kickers Identity Guide

23


Nothing is worse than the inappropriate use of the primary and secondary marks. Follow the guide for successful branding.

24


Inappropriate Use of Typography Secondary Signature and Marks Specifications and Tertiary Marks

Guidelines Only colors used as part of the brand identity may be used as specified.

Do not use any other typefaces with the mark other than specified.

Do not use alternate typefaces or treatments.

Do not place the mark over imagery as per photographic standards.

Do not alter the spacing as indicated. Do not overlap elements of the mark. Do not rotate or skew the primary mark. Do not place imagery over the mark. Do not place the mark in a container smaller than clear space indicators. Do not re-size or scale any element of the mark.

Bitch Kickers Identity Guide

25


Photography is an important feature of marketing. It must remain consistent and of the best quality.

26


Typography Secondary Specifications and Tertiary Marks

Full Color Photography The “crop� of the photos, if images of women wearing boots must be cropped from the waist, down to the feet. There should be no heads, faces, breasts, upper torsos, or mid-drifts showing. The only exception to this guideline is if the female is holding an object that will obstruct cleavage, or inappropriate skin showing. The one thing to remember in the photography is that the images must feature the essence of Bitch Kickers without putting a face to the boots.

Photography Credits: Dawn Carpenter, Corral Boot Company, Luchesse Boot Company, crowsnesttradingpost.com, Jennifer June, Dimlights

Bitch Kickers Identity Guide

27


Typography


Typography defines how the entire identity system is communicated. It is the combination of typefaces which sets Bitch Kickers apart.

Primary Typeface Selection Gotham HTF 9 Light

Gotham HTF 9 Medium

ABCDEFGHIJKLMNO PQRSTUVWXYZ

ABCDEFGH JKLMNO PQRSTUVWXYZ

abcdefghijklmno pqrstuvwxyz

abcdefghijklmno pqrstuvwxyz

1234567890

1234567890

Gotham HTF 11 Book

Scriptina HTF 16 Capital Only

ABCDEFGH JKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Wendy 21 Light Lowercase Only

abcdefghijklmn opqrstuvwxyz 30


Typography Typography Secondary Specifications Specifications and Tertiary Marks

Secondary Typeface Selection

1234567890

Frutiger 11/13 75 Black ABCDEFGH JKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

Gotham HTF 11 Medium

Frutiger 11/13 45 Light

ABCDEFGH JKLMN OPQRSTUVWXYZ

ABCDEFGH JKLMNO PQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

abcdefghijklmno pqrstuvwxyz

1234567890

1234567890

Gotham HTF 9 Thin ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

Bitch Kickers Identity Guide

31


Word Processing is important in both correspondence and in advertising. The recommended standard setting is 9/12 with tracking set to 50%.

Word Processing The Bitch Kickers Identity is carefully crafted and unique, just like the boots which are made. Since it is so unique, word processing guidelines require instillation of Gotham HTF typeface family in it’s entirety. Imagine reading the following in Helvetica or Arial. It simply would not be the same.

Sample Text

Because of a continuing commitment to this rare art, the making of a Bitch Kickers boot takes time. From the careful selection and cutting of the finest grade of leathers, to the hand-driven hardwood pegs and meticulous finishing of a boot, each step is considered.

Bitch Kickers Identity Guide

Our boot designs may demand more money, time and skill, but when you slip your foot into a Bitch Kickers boot, you’ll know why we insist on only the finest. There is no substitute for the conditioned hands of a true bootmaker. Every pair of Bitch Kickers boots is hand-inspected, not once, but twice. And although we skive our leather seams by machine, we repeat the process a second time by hand. In virtually every one of our procedures, we rely on human hands to complete the task to near-perfection. No other boot fits the human foot like a Bitch Kickers boot, thanks to our original design, which remains the only one of its kind in bootmaking today.

32


Business System


Using only the finest papers and printing techniques the quality and thoughtfulness to detail matches the Bitch Kickers reputation completely.

34


Stationary Typography Secondary System Paper Specifications Specifications and Tertiary Marks

Paper Specifications Letterhead Specifications Mohawk Curious Touch Whipped Cream 80# Text 8 1/2” x 11”

Secondary Envelope Specifications Mohawk Curious Skin Whipped Cream 80# Text

Envelope Specifications Mohawk Curious Touch Whipped Cream 80# Text Duvet Envelopes 4 1/2” x 10

Merchandising Tag Specifications Mohawk Curious Touch Whipped Cream 120# Cover

Business Card Specifications Mohawk Curious Touch Whipped Cream 120# Cover

Bitch Kickers Identity Guide

35


The business system design is the main source of keeping in contact with current customers as customer service is everything.

36


Typography Business System Secondary Specifications Guidelines Specifications and Tertiaryand Marks

468 East Main Street Chicago, IL 60611

Ms. Karla Harrison 25 Baltimore Drive Akron, OH 44303

Stationary System Everything from the business cards to the envelope customers receive their catalogs in is designed specifically to convey the Bitch Kickers message. Details are the most important feature of the system. From the embossed secondary mark on the business cards to the leather texture in the envelopes.

Bitch Kickers Identity Guide

37


Communicating to customers is just as important as wearing cowgirl boots. It is an art form.

38


Stationary System Typography Secondary Letterhead Specifications and TertiarySpecifications Marks

3.5”

1”

3.5”

2.5

2.5”

.5”

.25”

.5”

.18” .18”

4”

1.5”

Letterhead Specifications Size: 8 1/2" x 11" Typography: Gotham Light 9/12, Tracking 50, Space after 0.125" Bitch Kickers Mark(s): Primary & Tertiary Paper Stock: Mohawk Curious Touch 80# Embossed Tertiary Not to be printed on back side of paper Note: Letterhead shown is not actual size.

Bitch Kickers Identity Guide

39


3”

468 East Main Street Chicago, IL 60611

2”

.5”

40

Mrs, Karla Harrison 25 Baltimore Drive Lincoln, AZ 44303


Typography Secondary Primary and Secondary Specifications and Tertiary Marks Envelope Specifications

3”

468 East Main Street Chicago, IL 60611

2”

.5”

Mrs, Karla Harrison 25 Baltimore Drive Lincoln, AZ 44303

Envelope Specifications The primary envelope (shown left page) is a duvet cut envelope. The envelope is common size 9 with a non-traditional flap. It is constructed from Mohawk Curious Touch 100 cover. It is printed with the Pantone 497 background and tertiary mark with embossing. Custom stamps are pictured right. The design is taken from the boot packaging. For the secondary envelope pictured above,it is a common booklet envelope also in the Curious Touch 100 cover. It also features the Pantone 497 with tertiary mark print and embossing. Note: Envelopes shown are not actual size.

Bitch Kickers Identity Guide

41


Business cards are to be precisely copied and created. Measurements, paper specifications and printing methods must be followed.

42


Typography Business Card Secondary Specifications Specifications and Tertiary Marks

.15”

.15”

2”

.15”

2”

.15”

1.5”

Mari lyn Teel

1”

Boot Concier

1”

ge

1”

1”

1.5”

.5”

.5” 468 Ea st Main St re et Chicag o, IL 606 11 (312) 787 -6 10 0

.5”

.5” .15”

.15” .15”

.5”

1.5”

1.5”

1.5”

.15”

bitchkickers.co

.15” .15”

2”

m

.15” .15”

Business Card Specifications The business card sets itself apart with dual sided embossed and staggered type. The embossed secondary logo carries through to the back side where the concierges information is easily located and copied. With the added softness of the Curious Touch paper customers may ask for more than one to take home. Note: Cards shown are not actual size.

Bitch Kickers Identity Guide

43


It’s the little details that puts Bitch Kickers above the rest. From personalized Discover cards to gift certificates.

44


Typography Bitch Kickers Secondary Specifications Thinking of Details and Tertiary Marks

Gift Certificates The business card sets itself apart with dual sided embossed and staggered type. The embossed secondary logo carries through to the back side where the concierges information is easily located and copied. With the added softness of the Curious Touch paper customers may ask for more than one to take home. Note: Cards shown are not actual size.

Bitch Kickers Identity Guide

45


arketing


Catalog Marketing is the secondary way to get information to users. The images must give the exact color, and clarity to the boots. The highest of quality standards should be utilized.

48


Typography Secondary Specifications and Tertiary Marks

Catalog Marketing The catalog and mailings should comply with both the photographic standards and the marketing standards Bitch Kickers has provided. Catalogs are in a six inch by nine inch format.

Bitch Kickers Identity Guide

49


Location,location,location. For boots to be purchased, they must be seen. Clear shelves and limited stock are the focus.

50


Typography Secondary Specifications and Tertiary Marks

Store Design and Layout The Bitch Kickers store design demonstrates clean lines and simple decoration. The boots are the show stoppers and thus should not be overwhelmed by added decorations. The clear glass shelves help to showcase the boots from any viewable area of the store and the dark wood casings will frame the boots as well. There is plenty of room to walk around the items so that the boot concierges can easily walk through the store. The concierges will wear white button down shirts with brown aprons. This will protect clothing from the wax and polish from the boots. Each boot pair should be polished before packaging to show the high quality standards of the boots.

Bitch Kickers Identity Guide

51


52


Typography Secondary Specifications and Tertiary Marks

The Work Area Since there will need to be a large portion of the store for the bootmakers, it is important to carry the same aesthetic all the way through. The work area features the same natural color elements, with contrasting leather pieces here and there .It is to remain organized in order to increase productivity.

Bitch Kickers Identity Guide

53


Environmental graphics mean exceeding expectations. This is especially true for the ever growing Chicago shopping district.

54


Boots for Life bitchkickers.com

Environmental Graphics Billboards in Chicago are a dime a dozen. It is important to set the bar by using photography showing users wearing the boots doing everyday things. Since they are Boots for Life. It should be reflected in the billboards and advertisements.

Boots fo r Life bitchkic ker

s.com

Bitch Kickers Identity Guide

55


These boots aren’t your daddy’s boots. So why have your daddy’s packaging? Bitch Kickers+Pinups=SUCCESS.

56


Boot Packaging The business card sets itself apart with dual sided embossed and staggered type. The embossed secondary logo carries through to the back side where the concierges information is easily located and copied. With the added softness of the Curious Touch paper customers may ask for more than one to take home. Note: Boxes shown are not actual size.

Bitch Kickers Identity Guide

57


D igital

edia


The Bitch Kickers website is how the company will reach out to new customers and society. It is important to be clear, user centered and clean.

60


Typography Secondary Specifications and Tertiary Marks

Website Content Along with user-centered navigation, images of the boots and detailed fitting guides will help for customers who cannot get to the store order and design their boots from their homes. Images must follow along with the photographic standards defined earlier in the guide.

Bitch Kickers Identity Guide

61


Welcome home is the feeling we want customers to have. Our website is their website. www.bitchkickers.com

62


Typography Secondary Website Specifications Features andMarks Usability and Tertiary

This is an image of the shopping page indicated by shopping by color. This individual chose to shop by the color red. The items are listed in the order of item number.

When the individual chooses the boot they want another page with the item listed alone will be shown.

Bitch Kickers Identity Guide

63


Portable access is something that Bitch Kicker customers will have. From boot design to status updates, customers can access anything.

64


Typography Digital Media Secondary Specifications iPhone Application and Tertiary Marks

The iPhone Application The application is designed specifically to give customers the up-to-date information about the constructing of their boots. They can view images, talk to staff, and even make changes to their order if necessary.

Bitch Kickers Identity Guide

65



Bitch Kickers Identity Brand Book