Fubu_Visual Standards Guide // GR604 Student Project by CUduko.99

THE VISUAL STANDARDS GUIDE A rebranding project for FUBU

Our Purpose The purpose of the Visual Standards Guide is to present an overview and best use practices for a brandâ&#x20AC;&#x2122;s visual assets. The contents include a stationery system and environmental graphic deliverables. After coming up with a logo that shows unification and connection, we will expand more of our brand by laying out all the visual details to communicate our brand to those who want to collaborate with us in the future.

TABLE OF CONTENTS

Let’s Begin Mission Statement History

1 2

Final Logo Logo Anatomy Clear Space

Black and White Logo Variations

12 14

Alternative Size Chart Logo Don’ts

Visual System Colors

Bring it to Life Future Prospects

Typography

Brand Projection List

Stationery System

Deliverables

LETâ&#x20AC;&#x2122;S BEGIN 10 4

Visual Standards Guide

Round Three Digital Letâ&#x20AC;&#x2122;sComps Begin

111

OUR MISSION: To empower the cultural unity of people of color through the promotion of inclusivity and diversity.

4 2

Visual Standards Guide

HISTORY FUBU is a hip hop apparel brand created in 1992 by Daymond John and his childhood f riends J. Alexander Martin, Keith Perrin, and Carlton Brown. The brandâ&#x20AC;&#x2122;s acronym stands for For Us By Us because the founders not only want a four-letter word that was catchy, but the mainstream likability that hip hop brought into the street culture inspired them to create clothing connected to the black community.

Its decline occurred around the early 2000s due to oversaturation by withdrawing from the US market to focus their clothing brand into other countries such as Saudi Arabia, China, and South Africa. FUBU remixes their clothing items and classic logo to fit the modern millennial style for them to stay relevant. They also collaborated with various brands, including Eye Candy Creations, Urban Outfitters, and Puma.

The companyâ&#x20AC;&#x2122;s success increased with the help of music artists and celebrities dressing from head-totoe with the brand logo f ront and center. Artists such as Snoop Dogg, Busta Rhymes, Mariah Carey, and *NSYNC were seen in their music videos and paparazzi photos, all sporting the brand, sometimes from head to toe in hockey jerseys, hats, jackets. It was all part of the strategy to get their brand noticed.

Although the company pulled out of US markets, FUBU has managed to stay afloat thanks to international licenses. FUBU still sells in South Af rica, Japan, China, Saudi Arabia, and Korea, where it exists as a skate brand. Cofounder Daymond John even said that although he appreciates the fact that other countries show their respect for hip hop culture, he considers FUBU as an American classic within the black community.

Mission Statement / History

Visual Standards Guide

Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars to change the world.

â&#x20AC;&#x201D; Harriet Tubman Activist

Round Three Digital Comps

FINAL LOGO The final choice of the logo features a hexagon that has the shape be in four separate pieces. We added two red pieces on top and bottom while having two black parts on the left and right sides to symbolize the U in FUBU. Even though we are from different cultures, we are still one unit with each other. The name of the typeface in the wordmark is Gobold.

Visual Standards Guide

Final Logo

Logo Anatomy Inside the logo anatomy, each and every single area was measured in the measurement of x. The x is located ate the height of the letter F.

Visual Standards Guide

8.6 x

0.25 x

4.8

0. 2

0.6 x

9.9 x

4.8 x

0.5 x

0.6 x

4.8 x

9.9 x

0.5 x

3x 4.3 x 3x 1.8 x

4.8 x

4.8 x 0.

0.25 x

8.6 x

Logo Anatomy

Clear Space In the clear space itâ&#x20AC;&#x2122;s about measuring the frame of the logo and wordmark. The x measurement is located at the center of the different logos.

Visual Standards Guide

SIGNATURE 3x

SYMBOL 3x

HORIZONTAL 3x

WORDMARK 3x

Clear Space

Black and White

0% K

20% K

40% K

60% K

Visual Standards Guide

This is where a black and white version of the logo comes in handy by using reinforcement in contrast and shades on the documents and make the logo stand out more. Most brands like having monochrome logos so that the logo does not look cluttered with too many different colors schemes.

We did different experimentations of the brand by changing the opacity of the logo to see which percentage is appropriate for view. It is always important to provide future partners with a black and white logo format to place in different types of displays.

70% K

80% K

90% K

100% K

Black and White

Logo Variations

RED AND BLACK VERSION OF SYMBOL AND WORDMARK

Visual Standards Guide

Having one single logo is not practical for the business. The use of alternate logos allows to optimize the brand presence across any platform. Staying present wherever the brand is, and ensure consistency in the rebrand.

ALL BLACK VERSION OF SYMBOL AND WORDMARK

These are the three variations that we had in mind are the logo in reverse colors of red and black and all black logo and the symbol and logo being side by side of each other.

SYMBOL AND WORDMARK IN A HORIZONTAL FORMATION

Logo Variations

Alternative Size Chart SIGNATURE

2.5 CM in width

2 CM in width

1.5 CM in width

1 CM in width (DO NOT USE UNDER 1 CM)

Visual Standards Guide

The alternative size chart deals with allowing the sizes of the signature, wordmark, and icon to be reproduced with optimum clarity and legibility within various media.

Each of the measurements are measured based on the width of the items involved.

WORDMARK

ICON

*1 CM

Alternative Size Chart

NO OVERLAPPING

Logo Don’ts

NO SERIF WORDMARK

To maintain the integrity of the signature, these following guidelines have to carefully followed. Please don’t abuse the essence of the new brand logo.

NO LOWERCASE LETTERS

NO IMPROPER SCALING

Visual Standards Guide

NO CHANGING OF COLORS

DON’T CHANGE THE SYMBOL/WORDMARK

NO OUTLINE

DON’T ROTATE THE SYMBOL

NO TEXTURED BACKGROUND

NO GRADIENT

NO ADDITIONAL WORDS

Logo Don’ts

VISUAL SYSTEM This aspect contains the simple colors and typography that will be part of the visual brand system.

Visual Standards Guide

Round Three Digital Visual System Comps

PRIMARY COLORS

Colors With the final choice of the logo, we chose simple colors that can represent not only the community side of the brand, but the street side of it as well.

FUBU RED PMS 45 #ED2524 C0 M84 Y85 K7 R237 G37 B36

Visual Standards Guide

ALTERNATIVE COLOR

FUBU BLACK

FUBU GRAY

Process Black

PMS 419

#000000

#828282

C0 M0 Y0 K100

C0 M0 Y0 K50

R0 G0 B0

R153 G130 B130

Colors

Typography MONTSERRAT

Uu 75 point Regular

When it comes to the typography choices, the style had to be based on the brandâ&#x20AC;&#x2122;s street-style. As we were researching the typefaces, we found them on their toughness, boldness, and versatility. Montserrat

Light

The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. She wanted to capture the work, dedication, care, color, contrast, light and life of the urban city which the type is named after.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*() Light Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*() Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*() Regular Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

Visual Standards Guide

Medium

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

Medium Italic

Bold Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

SemiBold

ExtraBold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

SemiBold Italic

ExtraBold Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

Typography

CRIMSON PRO

Crimson Pro

Uu 75 point Regular

Sebastian Kosch first initiated this twenty-first century typeface in 2009. Inspired by the Garamond typeface, it’s contemporary, clear, classic, and well-rounded. It’s featured in editorial websites and any reading experience with book-length texts. In 2019, Jacques Le Bailly further developed Crimson Pro by expanding different type weights to the original six family font family.

Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*() Light Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*() Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*() Regular Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

Visual Standards Guide

Medium

Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

Medium Italic

Bold Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

SemiBold

ExtraBold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

SemiBold Italic

ExtraBold Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()

Typography

Visual Standards Guide

Stationery System

BRING IT TO LIFE The purpose of this is to come up with various deliverable ideas for the brand which includes creating a diagram and bringing it into a real life situation.

Visual Standards Guide

Round Three Digital Bring itComps to Life

31 21

42 3 2

Visual Standards Guide

In a world filled with hate, we must still dare to hope. In a world filled with anger, we must still dare to comfort. In a world filled with despair, we must still dare to dream. And in a world filled with distrust, we must still dare to believe. â&#x20AC;&#x201D; Michael Jackson Recording Artist

Round Three Digital Comps

Future Prospects

Products (PR-01) (PR-02) (PR-03)

Events FUBU Podcast FUBU Online Magazine FUBU Bus Pool

FUBU Art Exhibit FUBU Corporate Skills

Services (SER-01) (SER-02)

FUBU ComedyFest FUBU Color Run FUBU Golf Experience

Environments

Education (EDU-01) (EDU-02)

(EV-01) (EV-02) (EV-03)

FUBU Life Coach FUBU Wellness Center

(EN-01) (EN-02) (EN-03)

FUBU University Cultural Center FUBU Business Conference FUBU March

Experiences (EXP-01) (EXP-02) (EXP-03)

FUBU Self Defense FUBU Siblings of NYC FUBU Literacy Alliance

Co-Branding (CO-01) (CO-02)

Visual Standards Guide

FUBU Movie Marathon FUBU Cultural Tour

COLLABORATION

INNOVATION

(SER-01)

(SER-02)

(PR-01)

(EN-01)

(EN-02)

(EDU-02)

(EN-03)

(EXP-03)

(EXP-01)

(EDU-01) (EXP-02) (EV-01)

(EV-02) (CO-01)

(EV-03)

(PR-02) (PR-03) (CO-02)

EXPLORATION

Future Prospects

Brand Projection List PRODUCT

PR-01: FUBU PODCAST Speak your mind, donâ&#x20AC;&#x2122;t hold anything back. This is the space to express yourself.

Some episodes feature far-reaching debates about challenges at the intersection of innovation and social impact within the podcast. To help many entrepreneurs make more inclusive products and businesses, which better serve traditionally overlooked groups in the community. Mission: The FUBU Podcast reinforces our mission to empower the cultural unity of people of color by offering great insight into understanding how the experiences of people of color play out in their everyday lives. Similarities: The Diversity Gap, Diversity Dive Deep, and The Will To Change: Uncovering True Stories of Diversity & Inclusion. Differentiators: Unlike the podcast groups mentioned, the podcast will have real everyday people of the community talk about their issues. Comes with a few merchandise products such as some headphones and mugs.

Visual Standards Guide

PRODUCT

PR-02: FUBU ONLINE MAGAZINE It leads readers to deepen and better understand the faith or values that guide their lives, providing a forum for all those who share the ideals of peace, justice, freedom, and truth.

The magazine strives to advance the national conversation about diversity and inclusion through thought-provoking articles on current racial issues. It contains interviews with innovators, political activists, and everyday people in the community. It will engage readers to achieve a more inclusive culture on both academic and corporate campuses in America. Mission: The FUBU Online Magazine reinforces our mission to empower people of colorâ&#x20AC;&#x2122;s cultural unity by tackling some tricky questions of whiteness and how casual and aversive racism can occur even without explicit intent. The magazine will cause our audience to be aware of whatâ&#x20AC;&#x2122;s going on to inspire them to impact their lives and other folks positively. Similarities: Complex Magazine, The Jet and Essence Magazine Differentiators: Unlike the online magazines mentioned, it will be for people of all ages instead of focusing on a particular sex.

Brand Projection List

PRODUCT

PR-03: FUBU BUS POOL We seek to report bus location data to ensure easy and safe transportation for everyday high school students.

Our bus tracker helps high schoolers track down their bus faster whether through corporate or local transportation. The problem is that every time a parent calls the bus operator, either the operator isnâ&#x20AC;&#x2122;t there or is too busy to reach the call. Mission: The FUBU Bus Pool reinforces our mission to empower people of color by delivering students safely to their destinations on time. That way, there can be safe and efficient transportation that meets all of the daily instructional programsâ&#x20AC;&#x2122; requirements and extra-curricular activities. Similarities: Chicago Transit Authority and the Metropolitan Transportation Authority. Differentiators: Unlike the transit brands mentioned, the idea will not depend on a bus operator to notify the customer.

Visual Standards Guide

EDUCATIONAL

EDU-01: FUBU ART EXHIBIT Our art exhibit presents many examples of how times are continuously changing and unyielding when it comes to the people of color in our neighboring communities.

Art influences society by changing opinions, instilling values, and translating experiences across space and time. The reason why weâ&#x20AC;&#x2122;re here is because everyone can learn more about other cultures through the lens of fine and contemporary art in workshops and activities. Mission: The FUBU Art Exhibit will reinforce the cultural unity of people of color by welcoming all people to explore and experience art, creativity, in our shared community. It includes educating and engaging the public on local, regional and global social issues through the visual arts. Similarities: Annual Diversity Art Exhibit and The Museum of Contemporary Art. Differentiators: Unlike the examples mentioned, our art exhibit will be a place that will have no entry fee so that we can depend on government assistance for other costs.

Brand Projection List

EDUCATIONAL

EDU-02: FUBU CORPORATE SKILLS In our corporate skills course, we want everyone to come and receive helpful tips on how to get ahead and strategize better in business opportunities.

This class course idea can help people of color who are about to set out on a business venture or already have a business of their own. Being able to communicate effectively is one of the most important life skills in the workforce. Instead of people talking in slang, the idea can also show how employees and management interact among each other to reach organizational goals and be more aligned with the core company values. Mission: FUBU Corporate Skills reinforces our mission of empowering diverse voices by creating a curriculum that teaches them the tools to do business in a world that has the odds stacked against them. Similarities: WILL Interactive and AllenComm Differentiators: The corporate skills program will reach out to people that are less unfortunate than others.

Visual Standards Guide

SERVICES

SER-01: FUBU LIFE COACH When it comes to out services, the vision is all about where you want to go, while the mission is how youâ&#x20AC;&#x2122;re going to get there. We seek to help out those who seek to be self sufficient in the world.

It contains volunteers are made up of young adults, college students or even career-oriented individuals willing to share their point of view and life objectives with teens who come from economically depressed areas. The objective of this type of program is to give troubled teens positive reinforcement and help them attain positive life goals. Mission: FUBU Life Coach reinforces our mission of empowering diverse voices by to helping the youth break their negative belief patterns to create self confidence in themselves and set positive clear goals towards achieving what they want from life. Similarities: Blended and Black, Blacklife, and Travel Noire. Differentiators: The teenagers participating in the services program will have access to their mentor(s) online if theyâ&#x20AC;&#x2122;re not physically able to be there.

Brand Projection List

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

52 42

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Digital Comps

53 43

SERVICES

SER-02: FUBU WELLNESS CENTER We are dedicated to the transformative experiences of wellness through positive health of others.

The brand provides services that support the mental health and well-being of people of color in vulnerable communities. Mental health enables growth in children, youth, adults, and families to strive for and embrace their best life. It also includes positive exercising to relieve a lot of stress. Mission: The FUBU Wellness Center reinforces our mission of empowering people of color by offering health services for the body and mind. It will foster a culture that supports everyoneâ&#x20AC;&#x2122;s desire to improve their overall well-being by providing the best care possible. Similarities: Pathlight Mood & Anxiety Center, Mayo Clinic, and Solara Mental Health Center. Differentiators: The main difference is that it will be focused on the people of color by having staff members be the same race as them to be comfortable with talking to someone that looks like them.

Visual Standards Guide

EVENTS

EV-01: FUBU COMEDYFEST There’s always great laughter even through the depths of sadness. We encourage people of color to laugh out loud in the essence of comedy.

It’s a small venue that’s more intimate than a sizeable outdoor setting. The festival features comedians from different backgrounds. It can touch on major subjects through comedy without judgment nor conflict among other groups. Mission: The FUBU Comedyfest will empower the cultural unity of people of color through the promotion of inclusivity and diversity by giving the opportunity for local people to perform and everyone to enjoy the laughter without barriers. . Similarities: The Harlem Comedy Festival and The Third NW Black Comedy Festival. Differentiators: Unlike the examples above, it will be the type of event that will be in a daytime setting.

Brand Projection List

EVENTS

EV-02: FUBU COLOR RUN We love creating bonds and make the world a happier, healthier place. Our color run will give you the fun of a lifetime.

It will be an untimed five-kilometer run for charity. At each kilometer the runners who will be participating in the event will be doused in FUBUâ&#x20AC;&#x2122;s signature colors. Theyâ&#x20AC;&#x2DC;ll wear white at the starting line and finish the race plastered in color. The event can also have the opportunity to collaborate with a local charity partner within the community to help shine a light on their fantastic work. Mission: The FUBU Color Run reinforces our mission of empowering people of color by providing an enjoyable and positive running atmosphere to promote a positive atmosphere within our community. Similarities: Color Vibe and The Color Run Differentiators: The difference is that it will be within the neighborhood to be more comfortable for first-time runners to sign up and join the fun.

Visual Standards Guide

ENVIRONMENT

EN-01: FUBU UNIV. CULTURAL CENTER Our art exhibit presents many examples of how times are continuously changing and unyielding when it comes to the people of color in our neighboring communities.

A diverse cultural center striving to enhance the college experience of culturally diverse students. Itâ&#x20AC;&#x2122;s an important part of university life by promoting the positive image that all cultures contribute and focuses on making the college experience a productive and successful endeavor all students. Mission: The FUBU University Cultural Center reinforces our mission of empowering people of color by creating an environment that broadens our understanding and appreciation of diversity to build relationships to establish a positive community network Similarities: Chicago State University and Malcolm X College Differentiators: We will offer different kinds of ethnic food for students to try out in addition to selling material goods of various cultures such as handbags and jewelry.

Brand Projection List

ENVIRONMENT

EN-02: FUBU BUSINESS CONFERENCE Our business conference is held for people working in various industries by coming together discussing new trends and opportunities pertaining to the business. A trade conference can also take place on a larger scale.

The problem is that much inequality stems from long-standing, systemic, and structural inequities in the economy that have kept certain groups from having a fair chance to get ahead in careers. This conference works to correct these debilitating norms by testing the status quo, bringing our collective voice and interests together to develop and support policy for sound business strategy and practices will ensure a sustainable, healthy economy for an increasingly diverse global marketplace. Mission: The FUBU Business Conference reinforces our mission of empowering people of color by demonstrating the commitment to build a varied atmosphere to welcome people of all backgrounds. We are passionate about exceeding our customers’ expectations, providing quality learning experiences, and being genuinely ahead of the curve regarding conference topics. . Similarities: National Alliance of Market Developers (NAMD), Black Enterprise Entrepreneurs Conference, and The Essence Festival. Differentiators: We will provide a pamphlet of topics for our customers when they are welcomed in the building. Also They’ll be a live streaming of our conference for free if they can’t physically be available.

Visual Standards Guide

CO-BRANDING

CO-01: FUBU MOVIE MARATHON In our exciting marathon, we’re evoking a universal human experience by resonating many feelings to helps people to relate to one another.

The movie marathon will be for people fourteen and over. It’s a four-day event that features inspiring stories that feature people of color from American History to the current events we face in our everyday struggle for success and acknowledgment. Plus, AMC is one of America’s most prominent movie companies to be in collaboration to promote the event through social media and ads. Mission: The FUBU Movie Marathon reinforces our mission of empowering people of color by enhancing people of color’s cultural vitality through the power of film. Similarities: Cinemark and Harkins Theater Differentiators: Unlike the other brands, we will have the marathon free of charge so that our audience will enjoy everything for free. AMC will pay for all the expenses.

Brand Projection List

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

60 50

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Digital Comps

61 51

ENVIRONMENT

EN-03: THE FUBU MARCH By being a powerful voice within our community, we can support causes that hit close to home.

We are capable of challenging the prejudice that was experienced from unnecessary oppressors. We are dedicated to defending the freedom, equality, and rights of people of color by organizing protests within our own community. Mission: The FUBU March reinforces our mission to empower the cultural unity of people of color by the process of rising and resisting. It means to harness the power of diversity by dismantling systems of oppression through nonviolent resistance and building the bonds of inclusivity guided by self-determination, dignity, and respect. Similarities: The National Youth Rights Association (NYRA) and City Church Chicago Differentiators: We will provide peaceful protest by having small groups of people doing walks around the neighborhood. That way, there wouldnâ&#x20AC;&#x2122;t be much police involvement during the protest.

Visual Standards Guide

EXPERIENCE

EXP-01: FUBU SELF DEFENSE We provide training and techniques necessary to defend yourself when targeted by crime or violence. You never know whose going to attack you.

Our self defense classes can help people build confidence in themselves. They can develop self-discipline, improve their physical condition and street awareness. Self-defense can come in handy when walking alone at night. Mission: The FUBU Self Defense reinforces our mission to empower the cultural unity of people of color by providing professional self-defense and personal protection training to all people involved. It includes providing the best atmosphere and training experience for all diverse backgrounds without bias or experience level of training. Similarities: Windy City Self Defense, Thousand Waves Martial Arts, and IMPACT Self Defense Differentiators: We donâ&#x20AC;&#x2122;t intend to have our participants be martial arts masters. We will offer the basic kinds of self defense for groups of people instead of one person to improve in teamwork.

Brand Projection List

EXPERIENCE

EXP-02: FUBU SIBLINGS OF NEW YORK We will make sure that no child is forgotten in the world. Children need positive role models to avoid the pitfalls of urban life.

Children who donâ&#x20AC;&#x2122;t have siblings to look up to are most likely to be rebellious in life. With our program, we can have a sibling figure to be a positive and healthy role model. The child will be able to maintain a long-lasting relationship with his/her role model. Mission: The FUBU Siblings of New York reinforces our mission to empower the cultural unity of people of color by building up a one-to-one relationship with the care giver to assist them in achieving their highest potential as they grow to become responsible adults in the future. Similarities: Big Brothers Big Sisters of America and Chicago Hopes for Kids Differentiators: We will reach out to at-risk children who came from a series of very unfortunate events to better understand their circumstances. Weâ&#x20AC;&#x2122;ll also make them feel comfortable by letting them express themselves to be intimidated by us.

Visual Standards Guide

EXPERIENCE

EXP-03: FUBU LITERACY ALLIANCE We strive to meet literacy needs for people of all ages and backgrounds. We aim to make our community a hundred percent literate for which will be a pride for our community.

Our literacy program provides for people of all ages who donâ&#x20AC;&#x2122;t have the necessary literary skills to thrive in life. By having active members and with the help of organizations that includes a regular schedule of programs, events, and opportunities, we are an essential part of the cityâ&#x20AC;&#x2122;s literacy landscape and remain passionately committed to fostering cooperation and collaboration for the cause. Mission: The FUBU Literacy Alliance reinforces our mission to empower the cultural unity of people of color by aiding illiterate persons to become better readers and writers in life. Similarities: Literacy Nights and Redwood Literacy Differentiators: We work locally with our community to get a better understanding of others. We will teach people of all ages to read and write.

Brand Projection List

EVENT

EV-03: FUBU GOLF EXPERIENCE People donâ&#x20AC;&#x2122;t realize that golf can be a great experience for them. Playing a competitive sport like golf with other people helps boost your self-esteem, social skills and overall mental wellbeing.

This event will feature people of color who want to experience golf for the first time. In this all inclusive sporting event, we will provide equipment, golf tips, golf fitness, golf travel, course rankings, and rules of golf. Mission: The FUBU Golf Experience reinforces our mission to empower the cultural unity of people of color by having them enjoy the outdoor life more so that they can get in touch with nature and to experience a sport that they had never encountered before. Similarities: We Are Golf and United Black Golfers Association Differentiators We will not discriminate against any member or potential member based on race, color, religious affiliation or sexual orientation.

Visual Standards Guide

CO-BRANDING

CO-02: FUBU CULTURAL TOUR Our tour will serve up the Big Apple in perfect slices. Hop on to capture panoramic views of icons like the Empire State Building and Brooklyn Bridge.

Because our home base is in New York, we decided to collaborate with Big Bus Tours to have the less unfortunate people of color view the various cultural areas of New York City. A tour guide will be provided for the three-day tour. Riders will receive the guideâ&#x20AC;&#x2122;s insight and their personality and humor as they view the different parts of the city. Mission: The FUBU Cultural tour will reinforce our mission to empower the cultural unity of people of color by inspiring people to go beyond their cultural boundaries and experience what makes a place meaningful in the community through the eyes of its diverse people and culture. Similarities: Liberty Helicopters and Real New York Tours Differentiators: Our cultural tour will be free of charge for riders who cannot afford to go on a bus tour. Besides our collaboration with Big Bus Tours, we are also open to working with nonprofit organizations that care for every person of colorâ&#x20AC;&#x2122;s inclusivity so that every rider can experience the taste of New York City.

Brand Projection List

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

68 58

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Digital Comps

69 59

PRODUCT

PR-01: FUBU PODCAST Speak your mind, donâ&#x20AC;&#x2122;t hold anything back. This is the space to express yourself.

OPPOSITE PAGE:

Visual Standards Guide

Figure 1. A close up of one of our main microphones that we use to do the podcast.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

71 37 35 61

THIS PAGE:

Figure 2. A young man is one of the hosts of the FUBU Podcast.

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

73 63

THIS PAGE:

Visual Standards Guide

Figure 3. Young man listening to the FUBU Podcast through mobile phone.

THIS PAGE:

Figure 4. Different people listening to the FUBU Podcast through the laptop.

Brand Deliverables

EDUCATIONAL

EDU-01: FUBU ART EXHIBIT Our art exhibit presents many examples of how times are continuously changing and unyielding when it comes to the people of color in our neighboring communities.

OPPOSITE PAGE:

Visual Standards Guide

Figure 1. The outside structure of our art exhibit which features a mural painting of a boy who lost his life to gun violence.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

77 67 35

THIS PAGE:

Figure 3. This is the entrance to the FUBU African Gallery.

Visual Standards Guide

OPPOSITE PAGES:

Figure 4. A mother and child having some bonding time in the FUBU Kids Art Gallery. Figure 5. A teenager with her self-portrait sculpture in the exhibit.

Brand Deliverables

EDUCATIONAL

EN-01: FUBU UNIV. CULTURAL CENTER We envision our cultural center as a safe, brave, and inclusive place for collaboration and creative scholarly practice thatâ&#x20AC;&#x2122;s engaged in learning, service, and social justice.

OPPOSITE PAGE:

Figure 1. FUBU University building (above) FUBU University building (below)

Visual Standards Guide

NEXT PAGE AHEAD:

Figure 2. FUBU University student standing besides a mural.

Brand Deliverables

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

82 72

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

83 73

THIS PAGE:

Figure 3. A social gathering at the FUBU University patio.

Visual Standards Guide

OPPOSITE PAGE:

Figure 4. African cuisine comprised of rice, chicken, and a few herbs.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

85 73 75

SERVICES

SER-01: FUBU WELLNESS CENTER Our wellness center is dedicated to the transformative experiences of wellness through the positive health of others.

OPPOSITE PAGE:

Visual Standards Guide

Figure 1. A nurse holding a newborn for the first time.

Brand Deliverables

THIS PAGE:

Figure 2. A black couple meeting with their therapist.

OPPOSITE PAGE:

Figure 3. A therapist having a therapy session with a teenage girl. Figure 4. A mother and child bonding through yoga.

Visual Standards Guide

Brand Deliverables

CO-BRANDING

CO-01: FUBU MOVIE MARATHON In our exciting marathon, we’re evoking a universal human experience by resonating many feelings to helps people to relate to one another.

OPPOSITE PAGE:

Visual Standards Guide

Figure 1. A customer buying popcorn at the concession stand.

Brand Deliverables

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

92 82

Visual Standards Guide

OPPOSITE PAGE:

Figure 2. A premier of a movie created by our FUBU staff members.

Figure 3. A black couple enjoying the film.

THIS PAGE:

Brand Deliverables

EVENTS

EV-01: FUBU COMEDYFEST There’s always great laughter even through the depths of sadness. We encourage people of color to laugh out loud in the essence of comedy.

OPPOSITE PAGE:

Figure 1. A customer being interviewed by two hosts.

Visual Standards Guide

NEXT PAGE AHEAD:

Figure 2. Audience members laughing in their seats.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

95 85 35

Visual Standards Guide

Brand Deliverables

THIS PAGE:

Figure 3. A customer grabbing some food at the concession stand.

Visual Standards Guide

OPPOSITE PAGE:

Figure 4. A man performing a comedy skit.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

99 89 85

ENVIRONMENT

EN-03: THE FUBU MARCH By being a powerful voice within our community, we can support causes that hit close to home.

OPPOSITE PAGE:

Figures 1 and 2. Four people with their fist up high while a crowd is in protest with Black Lives Matter.

Visual Standards Guide

NEXT PAGE AHEAD:

Figure 3. A girl with the words “STOP RACISM” on her hands.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Digital Comps

101 37 35 91

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

102 92

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

103 93

EDUCATIONAL

EDU-02: FUBU CORPORATE SKILLS In our corporate skills course, we want everyone to come and receive helpful tips on how to get ahead and strategize better in business opportunities.

This class course idea can help people of color who are about to set out on a business venture or already have a business of their own. Being able to communicate effectively is one of the essential life skills in the workforce. Instead of people talking in slang, the idea can also show how employees and management interact to reach organizational goals and be more aligned with the core company values. Mission: FUBU Corporate Skills reinforces our mission of empowering diverse voices by creating a curriculum that teaches them the tools to do business in a world with the odds stacked against them. Similarities: WILL Interactive and AllenComm Differentiators: The corporate skills program will reach out to people that donâ&#x20AC;&#x2122;t have the affordability to take the usual classes that are available at certain colleges.

OPPOSITE PAGE:

Figure 1. A student doing a presentation in her corporate skills class.

Visual Standards Guide

OPPOSITE PAGES AHEAD:

Figures 2, 3, and 4. A guy doing an online lecture. A group in an onsite lecture. A group doing a team exercise.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

105 95

Visual Standards Guide

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

107 97 35

PRODUCT

PR-03: FUBU BUS POOL We seek to report bus location data to ensure easy and safe transportation for everyday high school students.

OPPOSITE PAGE:

Visual Standards Guide

Figure 1. A teenage girl waiting for the bus.

Brand Deliverables

THIS PAGE:

Figure 2. Looking into the app.

100

Visual Standards Guide

OPPOSITE PAGE:

Figure 3. Teens talking insides the bus.

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

Round Three Brand Digital Deliverables Comps

111 101

OUTCOME After we came up with eighteen ideas that produced nine diverse deliverables, we can input these ideas into our website so that our audience can view what we had done to make FUBU great again.

102

Visual Standards Guide

Brand Deliverables

103

SAM STUDENT / 8675309 MODULE-X / GR604: NATURE OF IDENTITY

ACKNOWLEDGMENTS: Thank you to my classmates, who helped me improvise with these three books during this challenging process. Special thanks to Hunter Wimmer for encouraging me to do better and being ever so patient to aid in constructing the most robust books I could ever imagine.

114

Visual Standards Guide

Sources School

Academy of Art University

Course

Nature of Identity

Instructor

Hunter Wimmer

Term

FALL 2020

Design

Chinwe Uduko

Software

Adobe Creative Cloud

Bindery

Blurb.com

Photography

iStock and Pexels

This book was designed for an MA student project. It is not for professional use and FUBU has no association with any content on this book.