brandbook
5
01-02
ethos
03-04
vision & Mission
05-14
design principl
cONTEN
5678
n
les
NTS identity system
15-28
photography
29-38
execution
39-46
01
ethos
ethos
02
Ethos
This is what CELADON stands for. In everything that we create, we aim to live by these words. This is our goal, it is what propels us to go further. This is what defines us.
03
ethos
“To foster excellence within each dancer.”
ethos
To champion the community by creating products and environments that fit the lifestyle of the athlete effortlessly through thought-driven and purposeful techniques.
04
05
DESIGN PRINCIPLES
DESIGN
PRINCIPLES
Celadon believes in thought-driven and quality
designs. While form and function are of great
importance in how we create, we set ourselves
apart through these principles.
DESIGN PRINCIPLES
06
DESIGN PRINCIPLES
01
BOLD
07
Stand out
and make
the first move.
DESIGN PRINCIPLES
08
TOP-TIER 02 First-class performance.
09
DESIGN PRINCIPLES
FRESH
Change the game.
Set the stage.
03
DESIGN PRINCIPLES
10
04
EVOCATIVE
Extremely contagious.
Stay locked in.
Only the essentials.
DESIGN PRINCIPLES
CLEAN
11
05
authentic True to the community.
Rooted in culture.
DESIGN PRINCIPLES 12
06
13
DESIGN PRINCIPLES
VIBRANT
07
Full send, be free. Don’t let the dust settle.
From gritty to graceful,
unleash yourself.
expressive 08
14 DESIGN PRINCIPLES
15
Identity system
the celadon
identity system
identity system
Y X X:Y = 8:1
logo
with exlcusion zones
16
17
identity system
Y X X:Y = 8:1
LOGO TYPE with exlcusion zones
identity system
logo type with exlcusion zones
18
19
identity system
combination with exlcusion zones
identity system
20
Do not warp
proportions
Do not
add effects
do not crop
Do not break
logo silhouette
wrong
applications
21
identity system
make sure the
logo is readable
do not rotate
or misalign
do not alter
logomark and
the logotype
do not
mix colors
Celadon
wrong
applications
identity system
22
Criteria CF Logo & primary Font ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()_+-=~`[]{}\|;:’”,.<>/?
typography
CELADON cldn.
23
identity system
INTEGRAL CF secondary font ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()_+-=~`[]{}\|;:’”,.<>/?
typography
CELADON cldn.
identity system
BISON BOLD secondary font ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()_+-=~`[]{}\|;:’”,.<>/?
typography
CELADON cldn.
24
25
identity system
KI NE tic. applications
identity system
BIG & BOLD. applications
26
27
identity system
Sea
green
#13b9A1
RGB: 19/185/161
cmyk: 65/00/09/27
Colors
neon
Magenta
#ff2965
rgb: 255/41/101
cmyk: 0/94/60/0
queen’s
gold
#ccac51
rgb: 204/172/81
cmyk: 0/13/482/0
identity system
applications
28
29
photography
photo
graphy
Guidelines for print ads. These are different ways to embody our design principles through photos.
photography
30
31
photography
01
photography
motion
32
Focuses on movement, direction
and action. Emphasizes the use of the products and how it lives in the environment.
33
photography
02
spirit
Focuses on the spectrum of emotions linked with dance. Connects viewer to the subject, then the product. Incites emotional response.
photography
34
35
photography
photography
36
03
intimacy
Focuses mainly on storytelling, emphasizes the narrative of the character. Immerses viewer into the cultures of dance. Useful in welcoming people into the industry.
37
photography
04
youth
Focuses on vibrance and energy. Very particular with colors and setting. It is Unmistakably light, fresh, and hype.
photography
38
39
executions
executionS The physical & digital manifestation of our brand.
executions
40
41
executions
PACKAGING
executions
products
42
43
executions
products
executions
products
44
44
executions
executions
45
46
executions
desktop
mock-up
Executions
Mobile
Mock-up
47
YOUR MOVE.