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BRAND GUIDELINES 2017 EDITION


CONTENTS Brand Values - Page 4 Who We Are - Page 5

Section 1: Our Logos

Page 6-8: Our Logos

Page 9: Hashtag

Page 10-11: Kirin

Page 12-13: Fujin

Page 15-16: Raiden

Page 17-18: Jurõ

Page 19-20: Kurabu

Page 21-22: DOTW


Section 2: Colour Palettes

Section 4: Visual Style

Page 22: Colours

Page 34: Visual style

Page 23: Akuma

Page 35: Rugby & Cycling

Page 24: Rugby

Page 36: Hockey & Polo

Page 25: Cycling

Page 37: Netball & Sports

Page 26: Hockey

Page 38-39: Twitter

Page 27: Polo

Page 40-41: Facebook

Page 28: Netball

Page 42-43: Google Ads

Page 29: Sports

Page 44-45: DOTW

Section 3: Typography

Section 5: Image Usage

Page 30: Typography

Page 46-51: Image Usage

Page 31: Primary

Page 32-33: Secondary


BRAND VALUES *

PROFESSIONAL

CORE VALUES

CHARACTER

Productive Development Efficient Excellent Service

Quality Innovative Reliable Turnaround

Family Grassroots Friendly Helpful

* Trustpilot 2017


WHO WE ARE

Established in 2008, we are a UK, family owned, industry-leading team wear supplier. Founded by three brothers, Warwick, Daniel and Thomas Aldersley, who all share a love for sport and a passion to deliver a simple solution to purchasing high-quality custom-made sportswear. The business has expanded extensively over the last few years to become a world-renowned team wear company that supply kit both domestically and internationally. We have become one of the UK’s premier suppliers of bespoke, custom team wear kit to teams and clubs of all levels and abilities. We provide UK made products, with high quality finishing and industry leading turnaround time; this was proven in 2016 when we delivered over 4800 orders in an average of just 10 working days. With our 14 strong in-house design team, we pride ourselves on innovative product development and design, combined with the use of the very best technical fabrics and trims. We create performance products that enable athletes to be at the top of their game. We manufacture kit for 60 different sports ranging from archery to water polo. Our rugby and cycling ranges offer a wide selection of fits and styles and all of our patterns are made to UK standard sizing from kids Small Youth to adults 5XL as well as Ladies standard sizing from 4-22.

Using specialist sublimation methods, we are able to create sleek, ergonomic designs in an array of fits and colours. To complement our bespoke teamwear we also have our Kirin collection that is available in 12 colourways The collection ranges from a cotton rich hoodie to a technical polo, tee and vest in our auratex bamboo blend of fabric ideal for competing and training. Our Fujin collection comprises of our technical outer wear designed to protect you from the elements on and off the pitch. With industry leading turnaround times of 2-3 weeks or less, we pride ourselves on the account management and customer service that we offer to our customer. We aim to create a seamless process from the moment a customer enquires, we take their ideas and bring them to life. We strive for simplicity and appreciate the limited time that our customers may have by creating an easy process for the completion of an order. We provide all the steps to ensure the decision is as easy as possible, including collating sizes, costs, design sign off and lead time, ensuring their brief is strictly adhered to. In the two years that we have been using Trust pilot our average score rating is 9.6 out of 10 from 830 completed surveys. Passion and innovation in what we do is a key driver and our customers have adopted the tagline #akumafamily which is a testament to the quality of kit we manufacturer and the Service we offer.

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Section 1: Our Logos

OUR LOGOS The name 'Akuma' means 'devil' in Japanese. It is typically depicted as an entity with a fiery head and eyes, and carrying a sword. Over time we have made the name our own. When wearing the Akuma name, it is a symbol of strength and power, meanwhile instilling fear into the opposition. It is important to use our logos in the corrent way on the correct medias. It is an important aspect of the overall impact of the brand identity.

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Our Akuma with 'tick' is to only be used on the front right of the chest on our sports kit only. Look at page 10 for an example. It is not to be used on social media, advertisements or anything else. The tick and Akuma can be two separate colours, with the tick taking on one colour and the Akuma being a second colour.

Our Akuma without the tick can be used on the arms, back and centre chest of our sublimated sports kit. This can also be used on advertisements when the framed Akuma logo in not applicable.


Section 1: Our Logos

OUR LOGOS We have 4 primary logos to use for our brand. When choosing the correct logo for your application please consider output/ file size and background colour. There are various versions of our logos to choose from, and they have been designed to be versatile with colour. We apply our logo to many sport kits of different colours, and our logo always needs to be visible.

This is our corporate Akuma logo, which is to be used on advertising, branded materials and on social media where applicable. The logo can be two colours, with the outside frame being a separate object. Examples can be found on page .

This is our alternate version to the corporate logo. The outer frame is now filled in with the Akuma sitting on top, either cutting through the frame, or being a second colour on top.

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Section 1: Our Logos

OUR LOGOS Logo Use When choosing the correct logo, please consider the the output, file size and background colours. It is imperative that when using the logo, its proportions remain unchanged.

Do not stretch or distort any of the logos. This can only be one colour.

Do not stretch or distort any of the logos.

Do not stretch or distort any of the logos. This logo can be two colours, however do not give the Akuma lettering seperate colour.

Do not rotate the logos in a awkward fashion.

Keeping the integrity of the Akuma logos is very important. The logos must always be scaled proportionately, never stretched or skewed.

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Section 1: Our Logos

HASHTAG Being a family run business, we can offer a service that you won't experience at any other teamwear supplier. We can provide a personal, indepth, friendly and helpful customer service that will make the process of designing and ordering your kit, as simple and easy as possible. When you order kit from us, and pull the jersey on, you become part of the Akuma Family. In fact our customers started to tag us in their social media messages as #akumafamily We have now adopted this hashtag, and now use it across our social media channels. The #akumafamily is used on our social media frame, and in the text supporting the imagery.

This is our #akumafamily logo that is always to be used where applicable and when relevant. It can only be used in either one or two colours only, usually adopting the colours of the related sport or team that it's being used for.

This image shows the #akumafamily being utilised for a post on our Facebook Akuma Rugby page. It is never to be used with a space, for example # akuma family. The hashtag logo should always be used in conjunction with photography of clients wearing our kit. It will always be included in the bottom left of the frame.

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Section 1: Our Logos

KIRIN LOGO 'Kirin' is a mythical hooved creature known throughout various Eastern Asian cultures.

The Solitary version of the Kirin logo.

The Kirin is considered the most powerful and divine of the mythical creatures in Japan, with a voice like a musical scale and perfectly circular hoofprints. A good omen, pure, and fierce in defence, the power of the Kirin is believed to make a normal man into a king.

Using 'Collection' with the Kirin logo

COLLECTION

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

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Akuma Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff


Section 1: Our Logos

KIRIN The Kirin range is the culmination of several years of rigorous products, fabric, and construction testing. It is comprised of five carefully designed complementary garments perfect for any sport, club or team. Cutting edge technologies and fabrics, combined with the desire to take our technica range of the next level are the driving force behind the Kirin range.

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Section 1: Our Logos

FUJIN LOGO 'Fujin' is the Shinto god of wind. The Solitary version of the Fujin logo.

At the birth of the world Fujin is to have released the winds, clearing the morning mists and clouds to let the sun shine upon the world. Respected for his power over nature, Fujin is often represented in statues as a protector of shrines and temples.

Using 'Collection' with the Fujin logo.

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

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Akuma Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff


Section 1: Our Logos

FUJIN The Fujin range is our combination of support garments, from training wear to outwear, designed to keep you warm and dry on and off the pitch. A wide range of garments versatile enough for uses in various different situations

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Section 1: Our Logos

RAIDEN LOGO 'Raiden' is the god of lightning, thunder and storms in the Shinto religion and in Japanese mythology.

The Solitary version of the Raiden logo.

He is typically depicted as a demon-looking spirit beating drums to create thunder. Raiden is the direct offspring of Izanagi and Izanami, the two gods who desended from heaven to create the islands of Japan. Raiden is also the brother to Fujin.

Using 'Range' with the Raiden logo.

Raiden is both feared and admired by the Japanese. He can be a mischievous god, but he is also an essential part of nature.

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

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Akuma Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff


Section 1: Our Logos

RAIDEN Our expansive and custom Raiden collection makes your team not only look the part but be the part, on the training ground and on the pitch. Become Raiden, instilling fear into the opposition but be admired for your professional outfit. Including a vast range of tackle bags right through to pitch-side advertising triangles and match balls, everything can adopt your team colours and satisfy the requests of your sponsors.

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Section 1: Our Logos

JURÕ LOGO 'Jurõ', also known as 'Jurõjin', is one of the Seven Gods of Fortune. He is the God of Longevity.

The Solitary version of the Juro logo.

He is depicted with a long white beard and often a very tall, bald head. He has a scroll tied to his staff, on which is written the lifespan of all living things. Using 'Collection' with the Juro logo.

Durability is a key aspect for the Jurõ range. We put our garments through rigorous testing, making sure they are long lasting. With that in mind, the God of Longevity, 'Jurõ', was the perfect to name our Sublimation Range.

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

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Akuma Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff


Section 1: Our Logos

JURĂ• All of our bespoke playing kit is produced in the UK using Sublimation Printing. The process is so sharp that any top quality image can be used in the design process. Once transferred to the fabric, the panels of the garment are then cut and sewn together to create a truly bespoke garment.

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Section 1: Our Logos

KURABU LOGO The Solitary version of the Kurabu logo.

'Kurabu' translated means club, which embodies clubwear through to accessories. The name appropriately ties in with our other ranges, with their asian inspired names. Therefore, Kurabu sits perfectly alongside our Kirin, Fujin, Raiden and JurĂľ ranges.

Using 'Collection' with the Kurabu logo.

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

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Akuma Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff


Section 1: Our Logos

KURABU The Kurabu off-field range allows you, your team mates and those loyal fans to looks unified pitch side, as one in the clubhouse or simply showing your support at home. The collection of custom made items incorporates some of our most comfortable fabrics; designed to help you stay smart and relaxed off the field of play.

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Section 1: Our Logos

DOTW LOGO Design of the Week is a regular feature across all of our social media platforms including, Facebook, Twitter, Pinterest and Instagram. They are used across all of our six core sports, rugby, cycling, hockey, polo, netball and sports. We chose one of the best designs that was produced and ordered that week from one of our clients. To the right are our standard DOTW logos, which incorporates the Akuma colours, which can be seen on page 23.

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Section 1: Our Logos

DOTW LOGO This feature is an important way to showcase our best and new designs that our diverse range of clients receive from us on a weekly basis.

For Rugby Design of the Week posts.

For Polo Design of the Week posts.

With having a large and creative design department, on a daily basis we are producing brand new, unique and personal designs for our clients on a wide breadth of sports. It highlights the seasonality of the sports we design for, like rugby 7's, tours etc.

For Cycling Design of the Week posts.

For Netball Design of the Week posts.

For Hockey Design of the Week posts.

For Sports Design of the Week posts.

There are 6 colourways to use for the logo depending on which sport it is being used for.

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COLOURS Adopting the correct colours are important for conveying the correct messages. Each of our core sports have separate key colours to make them stand out individually, but when all of the sports come together, it expresses our diversity and flexibility.

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Section 2: Colour Palettes

AKUMA We have 2 corporate colours for Akuma as a whole, which are navy and orange. We also have 3 subsidiary colours, black, white and grey which would be used for more formal stationary. All of these colours are often used for events that involve more many sports, for example Summer Social.

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy Gradient C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Orange C0 M70 Y100 K0 R243 G112 B33 HEX #f37021

C100 M72 Y0 K85 R0 G0 B50 HEX #000032

Akuma Grey C0 M0 Y0 K40 R167 G169 B172 HEX #a7a9ac

Akuma Orange Gradient C0 M70 Y100 K0 R243 G112 B33 HEX #f37021

C0 M38 Y94 K0 R251 G170 B38 HEX #fbaa26

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Section 2: Colour Palettes

RUGBY We have 3 brand colours for Akuma Rugby which are Orange, White, Navy. The Akuma Orange gradient for rugby provides an alternative option for our rugby artwork. Orange is the often a colour that is associated with joy and creativity. It is also a colour that encourages activity and inclusivity. All of these elements we felt perfectly summarised our vision of rugby, hence why orange became our rugby brand colours.

Akuma Orange C0 M70 Y100 K0 R243 G112 B33 HEX #f37021

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Orange Gradient C0 M70 Y100 K0 R243 G112 B33 HEX #f37021

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C0 M38 Y94 K0 R251 G170 B38 HEX #fbaa26


Section 2: Colour Palettes

CYCLING We have 3 brand colours for Akuma Cycling which are Green, White and Navy. The Akuma Green gradient for cycling provides an alternative option for our cycling artwork. Green is the often a colour that relates to balance, harmony and growth. We felt these colours fitted perfect with the personality of cycling. This colour has now become synonymous with the cycling brand.

Akuma Green C59 M9 Y100 K0 R121 G178 B67 HEX #79b243

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Green Gradient C59 M9 Y100 K0 R121 G178 B67 HEX #79b243

C87 M20 Y96 K6 R0 G140 B73 HEX #008d49

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Section 2: Colour Palettes

HOCKEY We have 3 brand colours for Akuma Hockey which are Yellow, White, Navy. The Akuma Yellow gradient for rugby provides an alternative option for our hockey artwork. Yellow often stands for positivity, energy and warmth. It can encourage communication, build confidence and enhance vision. All of these we believe represented our beliefs on hockey, therefore it became the brand colours for this sport.

Akuma Yellow C0 M25 Y100 K0 R255 G193 B19 HEX #ffc20e

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Yellow Gradient C0 M25 Y100 K0 R255 G193 B19 HEX #ffc20e

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C2 M9 Y100 K0 R253 G221 B0 HEX #fddd00


Section 2: Colour Palettes

POLO We have 3 brand colours for Akuma Polo which are Blue, White and Navy. The Akuma Blue gradient for Polo provides an alternative option for our polo artwork. Blue is a colour that represents trust, responsibility and loyalty. It can also be strong and steadfast. These perfectly represent polo as a sport, representing the relationship between the player and their horse. This is why the colour blue has become an integral part of the polo brand.

Akuma Blue C60 M0 Y0 K0 R68 G200 B245 HEX #44c8f5

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Blue Gradient C60 M0 Y0 K0 R68 G200 B245 HEX #44c8f5

C75 M22 Y0 K0 R12 G158 B217 HEX #0c9ed9

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Section 2: Colour Palettes

NETBALL We have 3 brand colours for Akuma Netball which are Purple White, Navy. The Akuma Purple gradient for netball provides an alternative option for our netball artwork. Purple can encourage imagination. It can be associated with being uplifting and triggering creativity. These are all reasons why we apodted this colour for the netball brand.

Akuma Purple C37 M92 Y10 K0 R168 G59 B137 HEX #a93c8a

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Purple Gradient C37 M92 Y10 K0 R168 G59 B137 HEX #a93c8a

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C24 M75 Y3 K0 R191 G97 B160 HEX #bf61a0


Section 2: Colour Palettes

SPORTS We have 3 brand colours for Akuma Sports which are Red, White, Navy. The Akuma Red gradient for sports provides an alternative option for our sports artwork. Red is a colour that represents courage, strength and confidence. It can also evoke action, energy and speed, This colour has become of symbol of all sports that aren't part of our core set of sports. We felt these features emcompass all of the sports we do perfectly.

Akuma Red C1 M98 Y97 K0 R235 G38 B39 HEX #eb2627

Akuma White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff

Akuma Navy C100 M72 Y0 K70 R0 G24 B74 HEX #00184a

Akuma Red Gradient C1 M98 Y97 K0 R235 G38 B39 HEX #eb2627

C8 M100 Y98 K10 R201 G28 B36 HEX #c91c24

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TYPOGRAPHY Adopting the correct colours is important for conveying the correct messages. Each of our core sports have separately key colours to make them stand out individually, but when all of the sports come together, it expresses our diversity and flexibility.

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Section 3: Typography

PRIMARY The main font family used for all professional materials is Montserrat. This font family comes in a range of styles and weights as demonstrated. The various weights are available to help create hierarchy in a typical document.

Montserrat abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Montserrat Hairline Montserrat Ultra Light Montserrat Light Montserrat Regular Montserrat Semi Bold Montserrat Bold Montserrat Extra Bold Montserrat Black

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Section 3: Typography

SECONDARY The secondary typefaces offer diversity to our advertising. They are available to accompany the primary font, and provide a change in tone of voice and visual language.

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Compacta Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Compacta Bold Compacta Bold Italic

Aa


Section 3: Typography

SECONDARY Helvetica Neue LT Std abcdef ghijklmnopqrst uvwxyz A B CD EFGH IJK L MNOPQR ST UVWXYZ 1234567890 Helvetica Neue LT Std 107 Extra Black Condensed Helvetica Neue LT Std 107 Extra Black Condensed Oblique Helvetica Neue LT Std 87 Extra Black Condensed Helvetica Neue LT Std 87 Extra Black Condensed Oblique

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VISUAL STYLE Our visual style is to be adopted for all social media outlets, to help create a cohesive and consistent brand look across all platforms. Using the brand colours for each of our individual core sports, added with the textured overlay as well as our frame, creates a recognisable and stand-out look. Each sport will have an individual personality, however noticeably part of a family of styles. Through to page 41, we are showing a generic example of layouts for each sport. The 2 inverted options offer a versatile style that will provide alternatives to use depending on the imagery added onto the templates, whether it's a cut-out photograph or 3D renders.

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Section 4: Visual Style

RUGBY

CYCLING

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Section 4: Visual Style

HOCKEY

POLO

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Section 4: Visual Style

NETBALL

SPORTS

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Section 4: Visual Style

TWITTER The examples to the right show how you can use the visual style on Twitter. The particular example shows a post for rugby, showing a clients kit design on a 3D render, next to the positive review they have left on our Trustpilot account. This same style will be used throughout all of of Twitter accounts. Depending on the sport the post is for the background elements will be amended to best suit it. The 3D renders can be changed to photography, similar the Facebook examples on pages 40-41.

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Section 4: Visual Style

TWITTER Example two showing an inverted version of the background, which can be used if it works better with the clubs colours.

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Section 4: Visual Style

FACEBOOK The examples to the right show how you can use the visual style on Facebook. The particular example shows a post for rugby, showing a photo from one of our clients, The Flair Bears. This would be a generic post showing the teams kit, along with the Akuma hashtag to show they are part of the #akumafamily. This same style will be used throughout all of of Twitter accounts. Depending on the sport the post is for the background elements will be amended to best suit it. The photography can be changed to 3D renders, similar the Twitter examples on pages 38-39.

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Section 4: Visual Style

FACEBOOK Example two showing an inverted version of the background, which can be used if it works better with the clubs colours.

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Section 4: Visual Style

GOOGLE ADS We create Google advertising to be seen on website placement ads. They are an important way of spreading recognition for the brand,

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Section 4: Visual Style

GOOGLE ADS Example two showing an inverted version of the background, which can be used if it works better with the clubs colours.

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Section 4: Visual Style

DOTW Design of the Week as described on pages 20-21, has become an important way to show our viewers and potential customers using the social media platforms, the creative diversity of kit that can be produced with us, We have an online kit designer where the user can design their own kit. However, despite it being one of the most expansive and wide ranging kit designers on the internet, we still want to express to the consumers that their choice of design is in fact limitless.

Facebook 1700 pixels wide x 1133 pixels high

Therefore, we want to show DOTW on all of our platforms, including Facebook. Twitter, Pinterest and Instagram. With a brand new design that hasn't been seen before to express our breadth. Pinterest 328 pixels wide x 921 pixels high 44


Section 4: Visual Style

DOTW This page visualises how the Design of the Week can be layed out on all of the channels, using the 3D rending of the kit design. This particular example shows an example of a rugby DOTW. This layout would be carried across all of the sports, but changing the colour of the frame and DOTW logo in correspondence with the sport colour, which can be found in more detail on pages 20-21, and pages 24 through to 29. The dimensions are displayed under each example, and should be followed when creating the post, to keep the integrity of the post when it's viewed online.

Twitter 1024 pixels wide x 512 pixels high

Instagram 640 pixels wide x 640 pixels high

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Section 5: Image Usage

IMAGE USAGE Imagery is an important aspect of the overall impact of the brand identity. Our identity uses two types of photography - brand driven image, point and shoot or 'reportage.' Brand imagery is focused on activity or playing sport. The subject matter is as diverse as there are different codes of sports. They should promote the idea of performance, teamwork, positivity, family, togetherness, quality etc. Point and shoot can be a good way of reporting events, but users should adopt a common sense approach to image selection. Avoid using images which are blurry, out of focus, low res (screen or print), inappropriate content.

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A good example of how to use a photo for social media.


Section 5: Image Usage

IMAGE USAGE The examples on these pages show the photography being used in conjunction with the frame, for Twitter and Facebook. When applicable, the player which the photograph is focusing on, should be placed on top of the frame. This helps to make the player stand out and 'pop' from the page.

A good example of how to use a team photo for social media.

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Section 5: Image Usage

IMAGE USAGE The examples to the right shows how to use a portrait photo on Facebook in conjunction with the frame.

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Section 5: Image Usage

IMAGE USAGE The examples to the right shows how to use a portrait photo on Twitter in conjunction with the frame.

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Section 5: Image Usage

IMAGE USAGE The examples to the right shows the type of photography not use. Despite it being a photo of a cycling team wearing Akuma, it is a very blurry, low resolution file. This means when it is viewed on the social media outlet, it will look very poor quality. This is something we want to avoid, to avoid damaging the integrity of our brand image.

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Section 5: Image Usage

IMAGE USAGE The examples to the right shows the type of photography not use. Despite it being a photo of a rugby team wearing Akuma, it is a very blurry, low resolution file. This means when it is viewed on the social media outlet, it will look very poor quality. This is something we want to avoid, to avoid damaging the integrity of our brand image.

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