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BRAND

MANUAL THE LITTLE KIOSK'S ST YLE GUIDE

ON T H E ROA D • F I R ST E DI T ION


HAVE A LITTLE READ Know Mr. Parker a little better.

BR AND ATTRIBUTES — 3 USING GUIDE LINES — 4 VERTICAL LOGO LOCKUP — 5 HORIZONTAL LOGO LOCKUP — 11 T YPOGR APHY — 17 COLOUR — 20 TEX T — 23 SECONDARY GR APHICS — 24 STATIONARY — 25 APPLICATIONS – 28

1


INTRODUCTION

With the Warby Parker aesthetic of vintage inspired eyewear with a contemporary twist, we believe that your new glasses will provide all the style you need to travel your road with class and now we are bringing it closer to you. Forget about the walking tour and, uh, please ditch that Segway. Our custom bike rides are lined up in the parking lot under the palm trees and ready to take guests out for beachside excursions. With our refreshing brand identity for the factory outlet, we can now reimagine the perfect beach ride here in Singapore with vintage treasures, curated beach reads, and glasses to read 'em with.

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BRAND ATTRIBUTES We are a fun brand to root for. We create an environment where people can have fun, think big and be free spirited.

CL ASSIC WE DESIGN OUR OWN EYEWEAR. WE ARE ALSO PRETT Y RICH ON SE LLING QUALIT Y AND SIMPLICIT Y.

COMFORTABLE WE LIKE TO TE LL YOU EVERY THING ABOUT US. EVERY THING.

CASUAL WE OPEN A KIOSK AND SET OFF ON T WO WHEE LS. I GUESS WE ARE COOL .

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USING THIS GUIDE We can be a little silly from time to time. But that doesn't mean we're not purposeful in the way we present.

This Style Guide is a reference book for all designers and employees to keep in their desks. It will outline the official On The Road preferences in punctuation, formatting guidelines, identity logos and our policy on Warby Blue. It is to create consistency across all On The Road communications and to help you understand when to break the rules and when to recite the rules. On the following pages, each brand element of On The Road is explained in depth to help provide critical styling information of our brand to lost sheeps so that all lanes are lined up to our store and creating a bigger presence.

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VERTICAL LOGO LOCK-UP What's glasses with a little humour? Try leveling on the road (not a pun). Our favourite representation of our personality.

The On The Road wordmark serves as a descriptor and relates to the classical design aesthetic to our logo. Adapted from the OTR Display typeface, it is handcrafted and exudes suaveness. The proportion and scale between the logo and wordmark achieves a balance of maximum legibility and hierachy across all brand applications. While multiple logo lock-ups are provided, the Vertical Lock-up above is preferred.

5


VERTICAL LOGO USAGE 2.1CM

58PX

MINIMUM SIZE To achieve maximum impact, always feature Vertical Lock-up prominently and make sure its size is relative to the environment. It should never be reproduced at sizes lesser than 1.5 centimeters wide in print, and 65 pixels wide in digital applications.

POSSIBLE COMBINATIONS It is important to maintain the integrity of the logo and brand image through the logo elements. The lettermark should never be displayed on its own. For the Vertical Lock-up, it is acceptable to display the wordmark on its own.

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VERTICAL LOGO USAGE .5X

.5X

.5X

.5X

X

.5X

.5X

.5X

.5X

CLEARSPACE Always provide adequate clearspace around the Vertical Lock-up to maintain its legibility and integrity. The amount of clearspace necessary is proportional to the size of the lock-up. The minimum of clearspace around all sides of the Vertical Lock-up is equal to half (.5x) the overall height of the OTR logo in the Vertical Lock-up (x).

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VERTICAL LOGO USAGE Preferred

Preferred

Acceptable

Never

POSITION Preferred: Vertical Lock-up anchored to either top or bottom of the layout, aligned center. Acceptable: Vertical Lock-up may be anchored to the top left corner of the layout. Never: Vertical Lock-up should never be aligned center

8


VERTICAL LOGO USAGE

Logo lock-up on white background

One-colour logo in black

Logo lock-up on Warby Blue background

One-colour lockup knockout of Cool Grey

ONE-COLOUR LOGO On The Road's Warby Blue and white are our signature colours and whenever possible our logo lock-up should be represented in both colours to maintain consistency and integrity through all communications.

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VERTICAL LOGO USAGE 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

VIOLATIONS 1. 2. 3. 4. 5. 6.

Do not alter the logo elements Do not rotate Do not enclose in shapes Do not alter lettermark Do not use colours outside colour palette Do not resize logo elements

7. Do not switch logotype elements around 8. Do not distort 9. Do not align the elements 10. Do not apply shadows and effects 11. Do not use other typefaces 12. Do not use lettermark alone

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HORIZONTAL LOGO LOCK-UP What's glasses with a little humour? Try leveling on the road (not a pun). Our favourite representation of our personality.

Similar to the Vertical Lock-up, it is important to display the full brand name with the logo. With the Horizontal Lock-up, the relationship of proportion and scale between the logo and the wordmark helps achieve a balance of maximum legibility and hierachy across brand applications. In cases where the preferred Vertical Lock-up can not be used due to constraints, the Horizontal Lock-up should be used.

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HORIZONTAL LOGO USAGE 3.4CM

96PX

MINIMUM SIZE To achieve maximum impact, always feature Horizontal Lock-up prominently and make sure its size is relative to the environment. It should never be reproduced at sizes lesser than 3.4 centimeters wide in print, and 96 pixels wide in digital applications.

POSSIBLE COMBINATIONS It is important to maintain the integrity of the logo and brand image through the logo elements. The lettermark should never be displayed on its own. For the Horizontal Lock-up, the wordmark should never be displayed on its own without accompanying logo.

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HORIZONTAL LOGO USAGE

.5X

.5X

.5X

.5X

X

.5X

.5X

.5X

.5X

CLEARSPACE Always provide adequate clearspace around the Horizontal Lockup to maintain its legibility and integrity. The amount of clearspace necessary is proportional to the size of the lock-up. The minimum of clearspace around all sides of the Horizontal is equal to half (.5x) the overall height of the OTR logo in the Vertical Lock-up (x).

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HORIZONTAL LOGO USAGE Preferred

Preferred

Acceptable

Never

POSITION Preferred: Horizontal Lock-up anchored to either top or bottom of the layout, aligned center. Acceptable: Horizontal Lock-up may be anchored to the top left corner of the layout. Never: Horizontal Lock-up should never be aligned center

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VERTICAL LOGO USAGE

Logo lock-up on white background

One-colour logo in black

Logo lock-up on Warby Blue background

One-colour lockup knockout of Cool Grey

ONE-COLOUR LOGO On The Road's Warby Blue and white are our signature colours and whenever possible our logo lock-up should be represented in both colours to maintain consistency and integrity through all communications.

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HORIZONTAL LOGO USAGE 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

VIOLATIONS 1. 2. 3. 4. 5. 6.

Do not alter the logo elements Do not rotate Do not enclose in shapes Do not add lettermark Do not use colours outside colour palette Do not resize logo elements

7. Do not switch logotype elements around 8. Do not distort 9. Do not align the elements in center 10. Do not apply bevels and effects 11. Do not use other typefaces 12. Do not use wordmark alone

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TYPOGR APHY Typography is extremely important. Like punctuation and borders.

OTR Display

DISPLAY FONT For brand communications displayed in our logo and banners, OTR Display will be the preferred typeface to use. It is hand-traced from the original Utopia typeface to maintain this consistency in brand identity.

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TYPOGR APHY Typography is extremely important. Like punctuation and borders.

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Utopia Semibold

Utopia Regular

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Utopia Italic

Proxima Nova Semibold

PRIMARY FONTS Utopia Family will be the main primary font displayed throughout all brand communications. For headings, Utopia Semibold is used. For body copy, Utopia Regular will be used. Sometimes, Utopia Italic will be usable for comments. Proxima Nova Semibold is used for subheadings to achieve a balance of maximum legibility and clear hierachy.

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TYPOGR APHY Typography is extremely important. Like punctuation and borders.

OTR Display 30pt type

50% OF YOU PEOPLE LOVE OUR BIKE RIDE— IT UNWINDS.

Under the kiosk. Just because we enjoy our work doesn’t mean we don’t fantasize about sitting beachside with a frozen drink, chatting about the weather as a warm breeze ruffles our Hawaiian shirts. (We do.)

USING OUR TYPOGRAPHY When using our typography as headline, sub-head or statement, a looser leading and tracking should be applied. This style helps to add ease and comfort to the brand image and visuals. Stylistically use OTR Display and Utopia Family to achieve type hierachy and distinction to call out something important.

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Utopia Semibold 16pt type 18pt leading

Utopia Regular 9.3pt type 11pt leading


COLOURS We love our Warby Blue, for life.

Warby Blue

Pantone Coated CMYK RGB HTML

2995 C 87 1 0 0 0 169 224 00A9E0

Chestnut

Pantone Coated CMYK RGB HTML

Cool Grey

7505 C 17 44 59 49 131 99 68 836344

Pantone Coated CMYK RGB HTML

432 C 78 64 53 44 51 61 71 333D47

COLOUR PALETTE The OTR colour palette are the Warby Blue colour used in conjunction with white. The blue has a lot of brand equity thus it communicates the friendly spirit of Warby Parker and it should be adopted across all brand communications. Secondary colours such as Cool Grey is used for body copy under subheadings and Chestnut is only used for accent colours in web banners.

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COLOURS

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

Under the kiosk. Just because we enjoy our work doesn’t mean we don’t fantasize about sitting beachside with a frozen drink, chatting about the weather as a warm breeze ruffles our Hawaiian shirts. (We do.)

Under the kiosk. Just because we enjoy our work doesn’t mean we don’t fantasize about sitting beachside with a frozen drink, chatting about the weather as a warm breeze ruffles our Hawaiian shirts. (We do.)

Two-colour relationship

One-colour relationship

COLOUR RELATIONSHIPS The use of colour in OTR's visual language is very basic. One should always use full floods of Warby Blue or white as a layout background, with the Chestnut used as an accent colour. Do not use large colour fields to divide a layout. All layouts should be predominantly one colour.

21


COLOURS 1.

2.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

5.

3.

6.

9.

7.

8.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

10.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

4.

11.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

12. JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

JOIN US BY PALAWAN BEACH FOR AN CASUAL AND RELAXING BIKE RIDE TO UNWIND.

VIOLATIONS 1. Do not create columns of colour 2. Do not divide layouts into colour fields 3. Do not contain text in colour blocks 4. Do not multiply colours 5. Do not use gradient 6. Do not use two-colour gradient

7. Do not use tint of colours on type 8. Do not use tint of colours on background 9. Do not make patterns out of colour 10. Do not use secondary colours on big type 11. Do not re-order the type hierachy 12. Do not use wrong proportions for type

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TEXT Beware how you talk. Or, just talk silly.

On The Road

OTR

Full brand name

Acronym

Otr Never use the acronym without full capitalization

Never use customized logotype

USING TEXT When referring to the organisation in a body of text, the proper way to display the full name is On The Road. All three words should have the first letter capitalized, followed by all lowercase letters. When referring to the organisation in a body of text, the proper way to display the acronym is OTR. All three letters should be capitalized without periods.

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SECONDARY GR APHICS

Road Signs

Namecard U

Bike Track

SECONDARY GRAPHICS The Road Signs are integral to our branding. It often acts as our secondary brand mark. We either use the "Eyes" or the "Bike" version or both together side by side. There are two colour variations to use it in different formats. The Namecard U graphic is used on the front of the namecards only to suggest a turnaround. It will never be displayed on other marketing mediums of the brand. The bike track acts like a supergraphic that often forms an overarching graphic device on an empty page, usually anchored to the top left corner of the page.

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STATIONARY Our little gifts that we treasure.

0.5CM

0.5CM 0.86CM

LIZ FURZE

CUSTOMER EXPERIENCE HEAD

MOBILE +65 9120 9842

EMAIL LIZ.FURZE@ONTHEROAD.SG

+ 65 6120 9842 429 BE ACH ROAD S(430221) W W W.ONTHEROAD.SG

BUSINESS CARDS When using the business cards, the top margin should always be 0.86 centimetres and followed by the Vertical logo lock-up. The margins for safe text area is 0.5 centimetres from the both sides. Text should always be in center alignment and the individual's name should always be typed (from 9pt to 10pt type).

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STATIONARY Our little gifts that we treasure.

3.2CM

3.2CM

1.4CM

1.4CM

1.4CM

1.4CM

LETTERHEAD When using the direct letter, a rigid margin alignment should be followed. The left and right margin must be equal with 3.2 centimeters. The top margin must be 1.4 centimeters and straightaway followed by the wordmark below. This letterhead design is standardized to promote consistency across all brand applications and communications. Recipient address should be in Warby Blue. The page should always end with the logo.

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STATIONARY Our little gifts that we treasure.

1CM 1CM

5.1CM

Rob Natale Blk 218, Tampines St 32 #03-43 Singapore 023912

ENVELOPE Recipient addresses should not be handwritten, but typed (9-10 point Utopia Semibold), in no more than 5 lines. Only display the logo on the top left corner of the envelope, following the 1 centimetre margin from the top and left. Recipient address should always be aligned center and positioned 5.1 centimetres from the top of the layout.

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STATIONARY Our little gifts that we treasure.

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APPLICATION Our little gifts that we treasure.

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APPLICATION Our little gifts that we treasure.

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+ 65 6120 9842 429 BEACH ROAD S(430221) W W W.ONTHEROAD.SG

FOR I N T E R N A L PU R P OSE S ON LY


Brand Manual: On The Road