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B T

BRAND BOOK


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TABLE OF CONTENTS Cover 1 Image Spread 2 - 3 Table of Contents 4-5 Brand Book Introduction 6-7 Concept 8 - 9 Urban Mood Spread 10 - 11 Vision 12 - 13 Mission 14 - 15 Central Value 16 - 17 Functional Value 18 - 19 Expressive Value 20 - 21 Target Group 22 - 23 Urban Mood Spread 24 - 25 Brand Manual 26 - 27 Logo 28 - 29 Typography 30 - 31 Colour Scheme 32 - 33 Photography 34 - 35 Tone of Voice 36 - 37 Urban Mood Spread 38 - 39 End 40 - 41 Back 42

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BRAND BOOK INTRODUCTION This Brand Book is put together with all the elements of the brand, from logo to the photography style. The book is aimed towards people who intend to work with the brand or for the brand in order to get inspired, to create new projects and send a message across. We start of with talking about the vision, mission an values that we created to translate our vieuw on breaking the gender stereotypes in fashion for good Because if there is one thing we dont like, it’s limitation in dress because of gender rules - Diederik Krooneman, CEO ‘BREAKING TABOO’

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THE CONCEPT

‘Breaking Taboo’ stands for absolute anonymity in fashion regarding to gender In the history of fashion, women have already experimented with men’s fashion and are now fully emancipated. They can wear trousers, suits, blazers etc For men however, dressing up in a skirt or dress would still be considered “weird” or “different”. We think that this is unfair and want to create an atmosphere where gender has nothing to do with how the garments looks We want to do this with the right amount of confidence, no arrogance, and form a brand with loyal customers which are willing to fight Competition can by seen on the catwalks in Paris. We want to be seen on the streets among everyday people

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VISION

“GENDER IS AN OLD FASHIONED CONCEPT”

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MISSION

“CREATING FREEDOM BY BREAKING THE GENDER STEREOTYPES”

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CENTRAL VALUE

CONFIDENCE IN FREEDOM WHAT / WHY A lot of people do not realize that they have freedom or are scared to use it Breaking Taboo gives their customers the confidence to use this freedom and not waist it Limiting your fashion because of gender stereotypes is something that makes us crazy Fashion shouldn’t be about prisoning yourself but releasing yourself

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FUNCTIONAL VALUE

STEREOTYPE FREE WHAT / WHY Our items will not be linked to gender in any way possible There is an absolute freedom in silhouette, shape, material and so on Breaking Taboo believes that “fashion has no gender”

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EXPRESSIVE VALUE target group

URBAN RECKLESSNESS WHAT / WHY Breakin Taboo has a strong urban inspired feeling There are millions of people rushing through these concrete buildings and nobody has time for every individual There is no time to focus on the gender you will only remember their appearance Cities also contain a lot of movement and action We use this to get motivated and never give up our fight to break the gender stereotypes

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TARGET GROUP Men, women and everything in between Not afraid of new things City like people Confident but not arrogant Middle / upper income folks Professionals in acceptence

Those people, in combination with Breaking Taboo, are going to form a group which is ready to make a difference Ready to get things done and break the gender stereotypes in fashion permanently We are not going to be held back by anyone We stand for something and are determined to get it done 23


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BRAND MANUAL Have you ever received a business card but when you checked out the website it didn’t match the same style? That is exactly what we want to avoid. This brand manual provides you with a clear inside of how we work Which fonts an colours de we actually use? These question all can be found in the following part of ‘Breakin Taboo’s Brand Book

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LOGO

B T ‘B’ stands for ‘Breaking’ ‘T’ stands for ‘Taboo’ being broken by a simple illustration of a crack FONT: Orator Std SIZE: Depanding on placement of logo

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The standard logo will be in white however,the logo can be used in all the colours which are connected to the brand It has a simple and strong design which people will remember

B B B B

T B T T B T T B T T 29


TYPOGRAPHY TITLES A clear and clean font which is simple and looks good It does not take your attention away from our goal This font can only be used for titles in Capital

FONT: Orator Std Medium in CAPITAL SIZE: 36 pt

BbTt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (.,:;!?@#$%&*) 30


TEXT This font is thicker than the one for titles This makes it easier and more appealing to read It still has a strong and clear look Use this font in every text possible

FONT: SIZE:

Franklin Gothic Heavy Regular 12 pt (body text) 12 pt CAPITAL (subtitles)

BbTt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (.,:;!?@#$%&*) 31


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COLOUR SCHEME

BLACK TO WHITE And every shade inbetween

These colours will be the base colours

REDS Urban inspired More found in advertising than fashion BROWNS Urban inspired More found in advertising than fashion

VIVID YELLOW, TURQUOISE AND PINK These colours are only used in toned down ways We want them to burst out of the rest

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PHOTOGRAPHY NO FOCUS ON FACE / PERSON All the focus is on our garments The people who are wearing them are more on the background Gender is not important in our fashion so it is also not important in our visuals This is why we will never use famous faces for campaigns

MOVEMENT / LIVING LIFE We do not use pictures where the person is obviously posing in a studio The picture should look like a snapshot out of someone’s life

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TONE OF VOICE DIRECT We are not avoiding the facts and are confident in what we stand for This might leave people speechless but that is what we want to achieve, let them rethink their thoughts Breaking Taboo is inspired by graffiti because people use this as an anonymous platform to get their point across They use short sentences which are extremely powerful This tone of voice is what we adapted in our brand

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B T ‘Breaking Taboo’ is ready to make a difference on the streets We hope that this brand book provides enough information about our concept We are looking forward to all the steps we are going to make in combination with all the people who join our team Let’s Break this Gender Taboo!

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Breaking Taboo / Brand Book  
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