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PacSun Branding Guide


RESEARCH 1.1 Mission Statement 1.2 Abstract 1.2 Research Paper

6 7 9

CREATIVE PROCESS 2.1 SWOT 2.2 Mood Boards 2.3 Logo Development

18 20 22

STYLE GUIDE 3.1 Logo Usage 3.2 Infographic 3.4 Images

26 28 29

CREATIVE SOLUTIONS 4.1 Website & Mobile App 4.2 Print Advertisement 4.3 Opt In Email 4.3 Deliverables

32 33 34 35


RESEARCH 1.1 Mission Statement 1.2 Abstract 1.2 Research Paper

6 7 9


Pacsun is dedicated to em-

bracing the amazing diversity and unique sense of adventure that California offers at every turn based on this vast, yet attainable state. For over 30 years we’ve called California our home, with our offices located in the sun-drenched heart of orange county. With over 700 stores across the country, we strive to embrace and deliver all aspects of the California lifestyle to our customers, leaving the possibilities limitless.


Pacific Sunwear has been present in many communities for over 30 years. They have fell on

hard times but still remain as one of the top lifestyle clothing retail stores. As a company they started off selling and catering to surfers in the California area. After expansion Pacific Sunwear better known as PacSun began to sell trendier clothing that catered to all mostly targeting young adults and teenagers. The current state of the company is failing. Pacific Sunwear needs to reestablish itself as a top retailer and demonstrate to the target audience they have more that surfer gear.

By launching the Wear Your Vacation campaign, PacSun can show its versatility and new look

as a company. With a new logo, new website and new campaign PacSun will become the go-to retailer for all your clothing needs. Wear Your vacation simply means wearing clothing that is comfortable and relaxing that reminds you of a California vacation. With this campaign the company colors will reflect the most popular things in California, the beaches, the sun and the environment. The plan is to appeal to the young more technology savvy audience on platforms they can relate to and use daily for maximum exposure. PacSun has the potential to grow and become the number retailer with a little help and the right tools the company can reach any and all goals set. Pacific Sunwear will be taken to the next level and ready to compete with some of its biggest competitors after the rebranding is complete.


Introduction

Pacific Sunwear is a retail company that

specializes in selling “California lifestyle” clothing to young adults and teenagers. The retail brand name for Pacific Sunwear is PacSun, “PacSun is dedicated to embracing the amazing diversity and unique sense of adventure that California offers at every turn based on this vast, yet attainable state”. (Funding Universe, 1999) For over 30 years Pacific Sunwear called California home, with over 700 stores across the country, Pacific Sunwear strives to embrace and deliver all aspects of the California lifestyle to customers, leaving the possibilities limitless. They are the first shop to cater directly to surfers. Pacific Sunwear also known as PacSun has recently had a decline in sales and has had to close several retail stores.

PacSun is in need of a major over haul. The

plan is to be able to reclaim their place as the leading “lifestyle” retailer by showing this company not only

Research Paper

sells surfing gear but also caters to other climates and areas where their retail stores are. They offer a wide variety of brands outside of the PacSun brand. By revamping the current website and adding features to make online shopping easier, PacSun will benefit will an increase in web sales.

PacSun also needs a more visible social

media presence since they are targeting a generation where technology is everything. By having a presence on the various social media platforms more potential customers will be reached and will see advertisements for new merchandise as well as sales. Also a new print campaign will help generate buzz on bus stops and when a consumer I’d reading a magazine. Pacific Sunwear has the potential to be the top retailer for the young adult target audience market. With small updates and an increase in marketing we will be able to bring back old customers and attract new ones.

In launching the Wear your Vacation cam-

paign, Pacific Sunwear will show that trendy California


clothing can be comfortable affordable and easily ac-

they may not have knew they needed, thus increasing

cessible from any state anywhere. When you think of

sales and customer satisfaction. By carrying certain

California you think of vacation and who doesn’t want

brands within the stores they are guaranteed to at-

to be able to wear their vacation on the daily basis.

tract the target audience they had in mind, which is

young adults and teenagers.

Research

PacSun provides a dynamic work atmo-

The retail store as well as website carries

sphere. They tend to employ previous customers,

clothing, footwear, and accessories that cater to the

which will give new customers knowledgeable staff

California lifestyle which is a change from the original

members that are all enthusiastic about lifestyle

surfer shop. They now carry more variety in clothing

apparel. This will make your shopping experience more

options. The main unique selling point that PacSun

enjoyable. Recently a visit was made to 3 PacSun

has over their competitors: Abercrombie & Fitch and

stores, one in Los Angeles, one in North Carolina, and

Aeropostale, is PacSun offers different brands with-

one in New York. In the recent visits to this retail chain

in the retail stores as well as online. PacSun carries

a change from what has been seen in the stores in the

some of the most popular brands known by teenagers

past was noticed. There is plenty of room for improve-

and young adults. By offering brands in addition to the

ment in these retail stores. Lets begin with the Los

Pacific Sunwear brand known as PacSun, they are able

Angeles store; it has a violation posted on the win-

to give a customer more options while shopping which

dow for over charging. This may be a potential turn off

increases the chances of a customer finding an item

for future customers. There is an attention to detail

they came in looking for as well as an additional items

that needs to be addressed and corrected. Also after


some observation it was noted that the stores have

stores carry clothes that target the same audience.

not been unified. Recently PacSun has updated their

They both aim at the young adults and teen catego-

company logo. Two stores had the new logo while one

ry. Abercrombie & Fitch may be more on the high end

still had the old logo. These things are small and may

of the spectrum but they are all trying to attract the

not impact much now but as a company, Pacific Sun-

same buyer. Aeropostale is currently doing the best

wear needs to pay more attention to the small details.

out of PacSun and Abercrombie & Fitch. One main con-

Something so simple as a logo going unnoticed may

tribution to their success may be in the fact that they

seem small now but it may also raise the question of

have very competitive pricing. PacSun is making better

what else is going unnoticed?

strides to reclaim their role as the number on lifestyle

retail store.

The stores have shifted from selling sports

lifestyle apparel only to selling more trendy clothes, but they still offer the California lifestyle that many

The Plan

customers originally frequented the store in search

of in the first place. PacSun has teamed up with the

number one are, to create uniformity within to brand

younger Kardashian girls and is carrying a special col-

and company. After visiting a few stores and seeing

lection for their stores. This is a major move to attract

they don’t all have the same logo. It is now the num-

their target audience. By teaming up with celebrities

ber one priority to create a new logo that can stand

they will bring in the fan base that follows these celeb-

for the company and brand not only online but also in

rities. PacSun has two main competitors, Abercrom-

the retail stores and on corporate letterhead. This

bie & Fitch and Aeropostale. These two retail chain

company needs a universal logo that will be known

The plans to help bring PacSun back to


and noticed all over. Next the website will need to be

and depending on the shade of blue you choose there

revamped. The shopping experience is a little cluttered

is a specific meaning. With a brighter blue the color

when attempting to use the site. Some new key fea-

will convey “cleanliness, strength, dependability and

tures like viewing a clothing item in an outfit will help

coolness (The origin of these meanings arise from

to make the shopping experience better and easier for

the qualities of the ocean and inland waters, most of

the customer. This feature may also lead to additional

which are more tangible”.) (J.L. Morton, 2012). Green

sales. And last but not least to launch a new campaign

is normally associated with nature and can symbolize

the Wear Your Vacation campaign showcasing the new

ecology and the environment. One thing about Califor-

logo, website and print ads to create traffic to the site

nia, it is a very green state that makes tremendous

and shoppers to the stores.

efforts to be environmentally friendly. The use of the

colors yellow, blue and green will help to tie nature,

As a part of the redesign Pacific Sunwear

will take on a new color scheme as a company. The col-

sunshine and the environment into the company.

ors will reflect a more bolder and youthful company. By

picking blues, greens and yellows these colors repre-

Conclusion

sent California signifying the beaches, hills and sand.

Pacific Sunwear as a company has so much potential

The hues will be vibrant and eye catching. Yellow is “the

and growth. With the Wear Your Vacation campaign,

color of happiness, and optimism, of enlightenment

PacSun will be able to showoff what California living

and creativity, sunshine and spring” (J.L. Morton,

and lifestyle is. Wear Your Vacation is intended to

2012). Yellow will give the sunshine appeal that is

show the company as a lifestyle brand. When Califor-

associated with California. Blue has many meanings

nia is thought of most people consider it a vacation


place a state of relaxation and serenity. By wearing you vacation you are living everyday in a state of relaxation. So many times people look at clothing as a task and shopping as an experience they would rather not venture into. PacSun can offer a relaxed atmosphere within the stores and an easy website to navigate when online shopping. The clothing is comfortable and mimics all that is California.

PacSun has come a long way from surf gear

to trendy everyday clothes. This campaign will take it to the next level and reclaim their number one spot as a lifestyle company with offerings that the competition has not offered and wont offer. As the generations change so does the target audience and how to reach the target audience. With the current audience a major web presence is necessary to get to the masses.

Revamping the logo, website and launching

a new print campaign will start PacSun on the right path to obtain all sales goals and remain ahead of its competitors.


CREATIVE PROCESS 2.1 SWOT 2.2 Mood Boards 2.3 Logo Development

18 20 22


Strengths

• Been in business since 1980 • Knowledgeable staff • Unique variety of brands sold • Offers “California Lifestyle” in other states other than California • Dynamic work atmosphere

Opportunities

• Selling additional lifestyles depending on location of the store • Revamping logo and website to offer new features. • Offer more sales incentives to boost retail sales. • Offer better shopping experience online and in-store.

SWOT Analysis


Weaknesses

• Out of date website • Clothing not completely tailored to function in colder climates • Sales are down due to the economy

Threats

• Competitors offering more brands in-store • Consumers no longer desiring apparel representing California • Negative press about retail stores and customer service • Some competitive stores may have lower prices


~ Bright ~ Sunshine ~ Fun

Youthful

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C = 29 M=1 Y = 95 K=0

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C=0 M = 21 Y = 81 K=0

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Pacsun Refres

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~Fun ~ Live ~ Relax ~Life

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Pacsun


In designing my logo I kept the quote “Creating a logo design isn’t just about creating a pretty visual. What you’re doing, or taking part in, is developing a brand and communicating a position” (Kitney, 2013). Because a concept may look pleasing does not mean it works for the company. The logo design chosen is best fitting for the company PacSun. The logo and color option fits the fun relaxed feel of the company. It uses the bright vibrant colors that are typically associated with the beach, fun and youthful. When choosing the typeface for the PacSun logo. It was important to use fun friendly fonts. PacSun has a target audience of young adults and teens. Choosing a more formal font would not get the point across and send the wrong message. In researching I found the following quote, “whatever the case, your choice of typeface needs to strike a good combination of both legibility and readability, while remaining appropriate for the audience and the message” (Bonneville, 2011). With the font options I am presenting I would like to believe I have chosen some to work well with the mission of the company as well as represent the targeted audience.

Logo Development


STYLE GUIDE 3.1 Logo Usage 3.2 Infographic 3.4 Images

26 28 29


Allowed Logo Variations

Do not take your own color liberties! These are a few examples that are not allowed.

Logo Usage


New Logo C=1 M = 98 Y = 70 K=0

C = 29 M=1 Y = 95 K=0

C=0 M = 83 Y=9 K=0

C=0 M = 21 Y = 81 K=0

C = 82 M = 57 Y=0 K=0

Color Pallette

Pacsun

Pacsun Pacsun Mission Pacsun is dedicated to embracing the amazing diversity and unique sense of adventure that California offers at every turn based on this vast, yet attainable state. For over 30 years we've called California our home, with our offices located in the sun-drenched heart of orange county. With over 700 stores across the country, we strive to embrace and deliver all aspects of the California lifestyle to our customers, leaving the possibilities limitless.

Things NOT to do with the Logo

Pacsun Pacsun

Pacsun Pacsun

Pacsun

Pacsun Logo varaitions allowed

How to display logo on deliverables

Vision To re-establish Pacific Sunwear as a leading specialty retailer. By rebranding the company, an an emphasis would be put on the variety of the products sold in the stores and online. Images to be used for advertising purposes

SWOT Strengths • Been in business since 1980 • Knowledgeable staff • Unique variety of brands sold • Offers “California Lifestyle” in other states other than California • Dynamic work atmosphere

Weaknesses • Out of date website • Clothing not completely tailored to function in colder climates • Sales are down due to the economy

Opportunities • Selling additional lifestyles depending on location of the store • Revamping logo and website to offer new features. • Offer more sales incentives to boost retail sales. • Offer better shopping experience online and in-store

Threats • Competitors offering more brands in-store • Consumers no longer desiring apparel representing California • Negative press about retail stores and customer service • Some competitive stores may have lower prices

Assets

Style Guide

Pacsun Pacsun

OldLogo

_____ _____ Tap to choose category _____ _____

Clearence Blow Out Sale

New Logo

C=1 M = 98 Y = 70 K=0

C = 29 M=1 Y = 95 K=0

Womens

C=0 M = 83 Y=9 K=0

C=0 M = 21 Y = 81 K=0

C = 82 M = 57 Y=0 K=0

Click a dot for more imformation

Color Pallette

Pacsun

Pacsun Pacsun Things NOT to do with the Logo

Pacsun Pacsun

Pacsun Pacsun

Pacsun

Pacsun Logo varaitions allowed

How to display logo on deliverables

Infographic

References Pacsun logo: Retrieved June 2, 2013 from http://payload10.cargocollective.com/1/2/80301/2518791/1pacsun_900x600_900.jpg My Turtle. Retrieved March 26, 2013 from: http://www.dafont.com/my-turtle.font Truck: http://lamontsstyles.webstarts.com/uploads/sample_truck_blank.gif Bag: http://www.swalter.com/blog/wp-content/uploads/2010/11/drawstring-bags.jpg Water bottle: http://www.qualitylogoproducts.com/custom-waterbottles/24oz-water-bottle-extralarge-210390.jpg Tee shirt: http://rlv.zcache.com/buy_mens_plus_size_blank_template_basic_crew_tee-r11bc8861cb23491fb934f89013d54e5e_8nhdv_512.jpg Lady tee: http://www.mybasic.com.br/arquivos/ids/155461_10/T-shirt-Basica-Capri_branca.jpg Retrieved from: http://data.whicdn.com/images/29110668/tumblr_m3u1h6oKPs1qg6k43o1_500_large.jpg Retrieved from: http://www.jonathanparker.org/sites/default/files/civit_mp3_vibrant%20youthful%20looks_0.jpg


Images


CREATIVE SOLUTIONS 4.1 Website & Mobile App 4.2 Print Advertisement 4.3 Opt In Email 4.3 Deliverables

32 33 34 35


Website & Mobile App

un

Pacs

_____ _____ Tap to choose category _____ _____

Clearence Blow Out Sale

Womens

Click a dot for more imformation


Print advertisement

Wear Your Vacation...


Opt in Email


Deliverables


References

Brown, R. (2/7/2013). EBSCOhost: Kendall And Kylie Link With Pacsun. Retrieved 3/3/13 from: EBSCOhost. Brown, R. (May 8, 2012). EBSCOhost: PacSun Shows Sign Of Turnaround Taking Hold. Retrieved 2/17/13 from: EBSCOhost. Color Trends + Palettes :: COLOURlovers. Retrieved 2/24/13 from: http://www. colourlovers.com/ Funding Universe. (1999) History of Pacific Sunwear of California, Inc. Retrieved 1/19/13 from: http://www.fundinguniverse. com/company-histories/pacific-sunwear-of-california-inc-history/ Learn more about PacSun. Rretrieved 1/19/13 from: http://www.pacsun.com/ company/social-responsiblity,default,pg. html Morton, J.L. (1999). Color Matters. Retrieved 3/3/13 from: http://colormatters. com/

PacSun Investor Relations. Retreived 1/19/13 from: http://www.pacsun.com/ company/about,default,pg.html Pacific Sunwear of California, Inc. | Company Profile from Hoover’s. Retrieved 1/19/13 from: http://www.hoovers.com/company-information/cs/company-profile.Pacific_Sunwear_of_California_Inc.e7ada54dbeef164e.html Urbanowics, N. (10/29/2007). EBSCOhost: Pacsun to focus on core biz. Retrieved 3/3/13 from: EBSCOhost. Images http://data.whicdn.com/images/3476 9828/7352527772_95e8307d27 _z_large.jpg http://2.bp.blogspot.com/-gqW0SEC6338/ T3ZU1gUGRPI/AAAAAAAAHEY/jIoZMpZnfC0/s1600/GSOM_campaign_largephoto_33.jpg http://payload58.cargocollective.


com/1/1/33086/3478258/image04c.jpg http://24.media.tumblr.com/tumblr_m4ofcrCMpW1rv63sjo1_500.png http://s9.favim.com/orig/130820/beachclothes-fashion-fun-Favim.com-863575. jpg http://img003.lazygirls.info/people/kendall_jenner/kendall_jenner_kendall_and_kylie_pacsun_clothing_line_4xkTM5IC.sized. jpg http://img005.lazygirls.info/people/kylie_jenner/kylie_jenner_kendall_and_kylie_ pacsun_clothing_line_lKRPa9OI.sized.jpg http://www.collegefashion.net/wp-content/ uploads/2012/11/Kendall-and-Kylie-Jenner-PacSun.jpg http://iheartreps.com/images/ pics/300_46_pacsun13984.jpg http://images1.chictopia.com/photos/ oahulover714/3028225328/hot-pinkrequired-flare-bracelet-black-fringe-croppacsun-top_400.jpg

http://24.media.tumblr.com/7b0a635ffa641e50cec6e76edbec62b6/tumblr_ mlvx5r2adn1rbucnqo1_500.jpg http://img1.stylesaint.com/tear/image/ original/1176078/14Dec2012/005818/ forever_ilovewildfox.jpg http://s4.favim.com/orig/50/cool-fashiongirl-wildfox-Favim.com-454150.jpg http://img.bhs4.com/5d/b/5db0e85f51d4fee8183afe2d18acf4419fd46713_ large.jpg http://images.amazon.com/images/G/01/ software/detail-page/B001AMHWP8-1.jpg http://www.croutonmusic.com/wp-content/ uploads/2013/03/25.jpg http://cdn.macrumors.com/article-new/2013/01/ipad5_2.jpg http://www6.pcmag.com/media/images/301505-apple-iphone-5-at-t.jpg http://popcultassault.files.wordpress. com/2012/02/3_people_jumping_beach_ sunset.jpg%3Fw%3D590


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