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STYLE GUIDE


TABLE OF CONTENTS 2 4 8 9 10 12 15 16

company statement logo statement colors typography stationery applications size & margins inappropriate use

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COMPANY STATEMENT Adriana Valdez aims to provide women with luxurious high-quality design brand. Presented with a highend decor, staff who are friendly, attentive, and knowledgeable all in a luxurious atmosphere. Our main focus is the consumer’s experience when they shop at our store. As a company we want to provide the consumer with a brand that will be fashionable, high-quality and hand-made in the USA. Designs will originate in the hometown of the designer, Philadelphia. The highest quality and the most environmentally friendly materials are integrated with our designs. Our brand can proudly say that it is home made quality here in the United States at our headquarters in Philadelphia. Homemade style and design is something that can be luxurious and high-end. Every piece of clothing, shoes, accesories and other extensions of our brand will be numbered to add to the luxury and exclusiveness of our brand.

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ARIANA VALDEZ Ariana Valdez is a local designer born and raised in the city of brotherly love, Philadelphia. She came from humble beginnings in a suburb just outside of Philadelphia. She is the daughter of immigrants who came from nothing and worked their way to a better lifestyle. She learned from them that if you work hard anything is achievable. She began as a graphic designer studying at Parsons in New York City. Then decided to follow her true passion as a fashion designer. She graduated top of her class with her unique and luzurious designs. She interned at a local fashion design firms in New York City while studying for her graduate degree. She gained a lot of experience while in New York City and deciced to take her new found knowledge back to Philadelphia. She built a brand from scratch to a well recognized and renowned brand.

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LOGO STATEMENT The Ariana Valdez logo is a representation of her own initials. The letterforms are designed to emulate a feeling of luxury and granduer. The letter A is a thin stroke with small flourishes at the ends as accents. The V is a thicker stroke thinning at the ends to help compliment the A. The A should always be on top on the V to help it stand out better. The designers name is set in a simple serif font to keep it clean and legible. The type should stay in all caps and follow the guidelines set in the margins and proportion section of this style guide.

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LOGO ACCENT The logo accent is made using the letter A letterform from the main logo. It is rotated at the apex of the A at 45째 in a complete circle with a total of eight letterforms. This accent will be implemented in patterns or as an ornament. The accent is meant to only be an aid to the main logo, and is not meant to resemble anything in particular.

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LOGO COLOR The logo is colored with the two main colors chosen for the logo. If the color is changed then the whole logo must change. Two different colors may not be used once the colors have changed for any reason and the colors may not be flipped either. The colors depend on the project where it is being implemented, so the color chosen must be able to help the logo read. See the samples to the left.

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LOGO ACCENT COLOR The logo accent is colored based on the project at hand. If used for a pattern, the accent should be a lighter color with a dark background. If used without the background, the accent should be a darker color although the silver color is acceptable. The pattern may not be multiple colors and should remain a consistent color.

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COLORS

ARIANA PURPLE PMS 266 CMYK 66, 83, 0, 0 RGB 120, 60, 189 HEX # 783CBD

ORO

PMS 1245 CMYK 0, 24, 58, 22 RGB 200, 152, 83 HEX # C89853

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VALDEZ SILVER PMS Silver CMYK 36, 28, 29, 0 RGB 167, 168, 169 HEX # A7A8A9

AZUL AZUL

PMS 2736 CMYK 73, 68, 0, 21 RGB 54, 64, 202 HEX # 3640CA

The main colors used are Ariana Purple and Valdez Silver. For the brand to feel more luxurious the color purple was a first choice. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic. Some of these traits are very important to maintain the image the brand is meant to convey. These traits are very true to Ariana herself. Valdez Silver is a color meant to contrast the purple. The silver works well with the purple and aids in maintaining a high end image. The alternate colors are an option when the primary colors fail. Oro is a part of a triad to the Ariana Purple which helps maintain a consistent color pallette. Azul Azul is a analogous color to the purple and also aids both the purple and the gold.


AkzidenzGrotesk 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 0 1 2 3 4 5 6 7 8 9 . , ! ? AkzidenzGrotesk 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 0 1 2 3 4 5 6 7 8 9 . , ! ? TYPOGRAPHY Adobe Caslon Pro 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 0 1 2 3 4 5 6 7 8 9 . , ! ? Adobe Caslon Pro 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 0 1 2 3 4 5 6 7 8 9 . , ! ?

AkzidenzGrotesk is our choice of typography for any type of advertisement or use with the logo. This is a clean type face that is legible and still maintain that high end image. Adobe Caslon Pro is to be used in stationery for body copy. This typeface is a serif that also helps maintain our image. Helvetica is our web font of choice. Helvetica is similar to AkzidenzGrotesk and is web safe.

Adobe Caslon Pro 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 0 1 2 3 4 5 6 7 8 9 . , ! ? Helvetica (web) 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 0 1 2 3 4 5 6 7 8 9 . , ! ?

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4747 S Broad St #120 Philadelphia, PA 19112 (215) 551-0251 arianalopez.com

LUCY DIAMOND MANAGER

4747 S Broad St #120, Philadelphia, PA 19112 (215) 551-0251 (215) 717-7679 ldiamond@arianavaldez.com

STATIONERY Ariana Valdez stationery is a clean design that stays true to the high end feel. The pattern aids the design to give personality. The clean design helps contrast the pattern meant to provide some beauty and not to overwhelm. Letterhead to be printed on Carnival Linen in Steller White 98 Bright. Writing paper 24 gram weight at 8.5 x 11. The busniess card to be printed on Carnival Linen in Stellar White 98 Bright. Cover paper in 65 gram weight on a 35 x 23 sheet. Matching envelope commericail number 10 at 9 1/2� x 4 1/8�.

4747 S Broad St #120 Philadelphia, PA 19112 (215) 551-0251 arianalopez.com

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The body copy on ther letterhead should have an inch margins on the the left and right. The letter should begin 3 inches from the top and end around 3 inches from the bottom. If copy can not fit in this space, the letter should continue on another sheet of paper with the same guidlines. See sample to the right.


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4747 S Broad St #120 Philadelphia, PA 19112 (215) 551-0251 arianalopez.com

4/02/2015 Lucy Diamond 248 Bayard Rd Upper Darby, PA, 19082 Dear Ms. Diamond: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sit amet turpis augue. Nulla facilisi. Ut bibendum augue ac elit ullamcorper fringilla. Nullam mi mi, laoreet vitae pulvinar condimentum, molestie ac est. Sed elementum, arcu in lacinia semper, velit turpis consequat leo, nec tempus ligula libero ut ligula. Aliquam vel metus turpis. Aliquam erat volutpat. Duis tempus blandit lacus quis interdum. Phasellus libero magna, lobortis eget posuere sed, lacinia id quam.

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Maecenas dictum bibendum pulvinar. Vestibulum ac metus turpis. Nunc pellentesque pretium turpis ut ultrices. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nunc porta, orci vitae rhoncus gravida, nibh lacus sagittis quam, eget auctor magna quam non mauris. Morbi non ipsum quam. Etiam augue est, mollis ac tincidunt consectetur, scelerisque eget lacus. Nunc id tortor justo, non sodales odio. Suspendisse potenti. Donec ornare gravida felis et sollicitudin.

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Aliquam nec urna lorem, nec ullamcorper purus. Quisque mollis pulvinar nibh, vitae placerat elit mattis a. Mauris vel lectus nec est semper ornare eu at erat. Quisque iaculis ullamcorper tellus. Nullam id nisi ac nibh scelerisque sollicitudin. Maecenas ac vehicula nibh. Nunc arcu sapien, dignissim nec rhoncus id, rhoncus in risus. Etiam et nunc orci. Vestibulum adipiscing dictum urna, mattis sollicitudin dui consequat non. Aenean condimentum, lacus vel vehicula consectetur, magna nibh ornare sapien, sit amet aliquet velit tortor laoreet sapien. Sincerely Adriana Valdez Designer

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RECEIPTS The receipt is black and white with a black on white pattern on the back.

Gift and shopping bags will be purple with a white pattern lining the inside of the bag. The handles will be silver with purple stiching for the shopping bag. White logo centered on both sides of the bags.

Shoe box will be a purple with a white pattern lining the inside along the sides of the box. The top of the box will feature a white logo with the complete name.

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Bus stop advertisement will feature a vertical ad along the sides and a horizontal ad above the seats. Image should be black and white with the type reversed out in an area where it can be easily read. Color can be used to add contrast in the image.

Billboard to include logo and name. Image should take up two thirds of the overall design. The image should follow a consistent color scheme to the overall design. The logo and any copy should take up the remaining one third of space. The logo should always be on the left.

  Full page magazine ad with a reversed out logo and name. The image should be a dynamic images with a considerable amount of contrast. The image should also follow what the company stands for, elegance, luxury, grandeur etc. The image should also be converted to black and white with some color extracted for a pop of contrast

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WEBSITE The website is a designed to be clean and easy to use. Images used should still maintain the Arian Valdez values stated in the company statement section of this style guide.

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SIZE & MARGINS The logo if used by itself should have space half of the logo cut horizontally. When the logo is used with the name it should have space equal to the capital A on all sides.

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INAPPROPRIATE USE Do not flip the logo upside down Do not squish the logo Do not tilt the logo Do not use the logo on a bright background Do not use different colors for the logo other than those specified Do not apply a stroke Do not use a stroke on background For other inappropriate uses please visit: arianavaldez.com/identity for further information.

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Ariana Valdez