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Brand Book

Visual Identity Guidelines These guidelines are for use by anyone involved with our brand and those who create or manage the comunication materials.


Visual Identity Guidelines Logotype

Our Brand Positioning PURPOSE

POSITIONING

PARTNER & INSIGHTS

PROMISE

To give everyone a universal canvas for their individual identity.

We explore, materialize and scale the unlimited possibilities of denim through excellence, innovation and responsibility.

To designers and consumers who discern the real and deep meaning of denim – and for whom, therefore, not all denim is created equal.

People’s Second Skin.


Visual Identity Guidelines Logotype

Experience Principles IF WE WANT OUR PEOPLE TO FEEL

IF WE WANT OUR PEOPLE TO FEEL

IF WE WANT OUR PEOPLE TO FEEL

IF WE WANT OUR PEOPLE TO FEEL

Empowered to be unique, authentic and innovative.

Informed and advised to make an aware decision.

Confident that reality will meet their expectations.

Relevant and recognized in their community.

THEN OUR TOUCHPOINTS NEED TO

THEN OUR TOUCHPOINTS NEED TO

THEN OUR TOUCHPOINTS NEED TO

THEN OUR TOUCHPOINTS NEED TO

Present reality through the lens of creativity with an inspiring storytelling

Provide clear and understandable information through a simple and identifiable language.

Qualify the promise by showing concrete examples that magnify technology and creativity.

Engage them by creating connection with aspirational models and trends.

WE CALL THIS PRINCIPLE

WE CALL THIS PRINCIPLE

WE CALL THIS PRINCIPLE

WE CALL THIS PRINCIPLE

DREAM BEYOND

FEEL WISE

EMBRACE REALITY

STAY HYPE

SOME EXAMPLES

SOME EXAMPLES

SOME EXAMPLES

SOME EXAMPLES

Amaze and entertain people with

Make technical information

Re-cluster technologies

Collaborate and partner with

memorable experience during

appealing by using infographics,

to communicate a benefit people

globally known insiders and

events, always celebrating denim.

or linking it to practical benefit

can understand and make

equity building consumer-facing

decision upon.

brands that can drive targets attentions.

Inspire people beyond product

Define a design language

showcases: create new videos,

consistently applied cross-

In events, and fair always

imagery and contents to show

touchpoint, from website to

demonstrate products’

on social media channels;

hangtag, to events. This will give

technology by making the benefit

move from technical brochures

strength to the brand and make it

real with practical applications

to inspiring Magazine with

immediately recognizable.

and not just with product

editorially curated contents.

showcase on a stand.


Visual Identity Guidelines

According to the positioning and the experience principles, the logotype has been redesigned: - The elimination of the holding device follows the principle of being an inspiring partner for innovation without boundaries. - The capital “i� is introduced to show the brand’s strength. - A brand that can live in different contexts, still keeping its identity translates into a sharp, contemporary, and self confident lettering that can last forever and partner every brand. - In order to become a straightforward, respected source, the logotype must be easy to read, without any visual noise.

Logotype

Elevating ISKO logotype


Visual Identity Guidelines

This is the main version of the ISKO logotype. It is the preferred version for all the contexts in where the available space allows enough legibility.

Logotype

Logotype primary version


Visual Identity Guidelines

This is the main version of the ISKO logotype. It is the preferred version for all the contexts in where the available space allows enough legibility.

Logotype

Logotype negative version


Visual Identity Guidelines

This is a special version of the ISKO logotype. It requires an embossing finishing instead of printing. Therefore it is suggested for premium or special needs.

Logotype

Logotype special version


Visual Identity Guidelines Logotype

Logotype “™” & “®” versions

“TM” positive version

“®” positive version

“TM” negative version

“®” negative version

The logotype should be used with the symbol “TM ” or “®” as required by law.


Visual Identity Guidelines

ISKO logotype can be reduced up to 15 mm in width for both positive and negative versions. For digital applications at 72 dpi resolution the minimum size is 36 px. 36 px For digital applications at a resolution of 72 dpi.

15 mm

Logotype

Minimum size

15 mm


Visual Identity Guidelines Logotype

Tagline Basic rules In some cases, a tagline can be used with the logotype. The tagline has to respect some basic rules: - The tagline has to be composed in Reader Medium in upper and lower case. Its height must be equal to 1/6 of the logotype. All caps usage is forbidden. - The tagline can be positioned freely, possibly away from the logotype. In case of a narrow area, the minimum distance is exactly the height of ISKO logotype itself. - The tagline associated with the logotype can not be used when the logotype width is under 20 mm.

20 mm

X

X

Sample of Tagline

X/6

Sample of Tagline

Sample of Tagline Construction

Sample of Tagline

Minimum size

Sample of Tagline

SAMPLE OF TAGLINE Never use uppercase

Never invade the exclusion zone

Never use the tagline with

for the tagline.

shown above.

logotype under 20 mm of width.


Visual Identity Guidelines Web Tools

Usage on Web environment recommendation For all applications in a web environment we recommend to follow the general logotype guidelines: - The logotype must be applied in black or white, for applications on coloured backgrounds prefer the negative version when it’s possible. - The exclusion zone, that is equal to 2/3 the height of the “I”, must be respected. No text or visual elements should appear within this zone. - The minimum size of the ISKO logotype is 36 px (at 72 dpi). For digital advertising and sponsorship, whenever possible we recommend the use of a minimum size of 50 px.

Positive version

Negative version

X 2/3 X

Exclusion zone

36 px

Minimum size (at 72 dpi)

50 px

Recommended minimum size (at 72 dpi) for digital adv and sponsorship.


Visual Identity Guidelines Logotype

Exclusion zone In order to maximise its visual impact the logotype requires a surrounding area clear of any other graphic elements or text.

2/3 X

2/3 X

The exclusion zone has to be equal to 2/3 of the logotype height.

X

2/3 X

2/3 X


Visual Identity Guidelines

Social profile images must respect the following rules: - The logotype has to stay centred inside the shape, respecting the minimum size and the exclusion zone. - If the dimensions are too small, the exclusion zone can be reduced to allow readability.

Web Tools

Usage on Social Media recommendation

X 2/3 X

36 px is the minimum size for digital applications at a resolution of 72 dpi.


Visual Identity Guidelines Email signature

Email signature Email signature is composed in Verdana Typeface with the ISKO logotype on top, Sanko legal line at the bottom left and web/social information at the bottom right.

65 px

Verdana Bold 10/12 pt

Verdana Regular 10/11 pt

Verdana Bold 10 pt / Verdana Regular 10 pt


Visual Identity Guidelines Logotype Dimension

Dimension, small format labels

(A)

(B)

X

In order to maximise the ISKO logotype visual impact, the logotype has to be sized proportionately for the best fit within the artwork design.

Center

1cm exclusion zone

Legibility is also considered when sizing the logotype. On small formats such as labels it is advised a logotype size of two-thirds (2/3) of the total artwork width (A).

2/3 X

Align to the center, for a balanced visual look, the alignment has to be done without the TM or R symbol (B). The exclusion zone from the top of the artwork should not be less than 1cm. This guideline is recommended to increase ISKO visibility on a corporate level.

*Example on label 50mm x 60mm

*Example on label 50mm x 60mm


Visual Identity Guidelines

6cm (B)

In special cases where the format is even smaller it is advised to follow the exclusion zone guideline to insure a proper legibility.

2/3 X

2cm

2/3 X

X

2/3 X

In order to maximise the visual impact of the logotype, it requires a surrounding area clear of any other graphic element or text.

4cm (B)

2/3 X

2cm

2/3 X

2/3 X

2cm

X

2/3 X

2/3 X

2/3 X

6cm

(A)

The exclusion zone has to be equal to two-thirds (2/3) of the logotype height.

2/3 X

Logotype Dimension

Dimension, small format labels

2/3 X

2/3 X

X

2/3 X

2/3 X

2/3 X

2/3 X

*On smaller formats, the recommendation is to follow the minimum exclusion zone to ensure the right visual impact (A).

*Examples on Horizontal formats with ISKO logotype sharing the artwork with text, it is advised to place the logotype to the right and the information to the left (A).


(A)

Logotype Dimension

Dimension, small format hangtags

(B)

In order to maximise the ISKO logotype visual impact, the logotype has to be sized proportionately for the best fit within the artwork design. Legibility is also considered when sizing the logotype. On small formats such as hangtags it is advised a logotype size of two-quarters (2/4) of the artwork total width (A). Align to the center, for a balanced visual look, the alignment has to be done without the TM or R symbol (B).

2/4 X

The exclusion zone from the bottom of the artwork should not be less than 1cm. This guideline is recommended on product artworks to increase ISKO visibility on a corporate level.

1cm

*Example: hangtag 70mm x 110mm

Visual Identity Guidelines

Center

X

*Example: hangtag 70mm x 110mm


On artworks where the logotype is presented alone, to maximise ISKO visual Corporate image it is advised to center the logotype with the width and height of the artwork.

(A)

Logotype Dimension

Dimension, small format hangtags

(B)

2/4 X

On small formats such as hangtags it is advised a logotype size of two-quarters (2/4) of the artwork total width (A). The alignment with the artwork width has to be done without the TM or R symbol (B). the alignment with the artwork height its done having in consideration the eyelet size and position. This guideline is recommended to increase ISKO visibility on a corporate level.

*Example: hangtag 70mm x 110mm

Visual Identity Guidelines

Center

X

*Example: hangtag 70mm x 110mm


Visual Identity Guidelines

X

ISKO printable artworks have to present the logotype in a balanced way, it is advised a logotype size of one-quarter (1/4) of the total artwork width (A).

(A)

(C)

2/3 X

2/3 X

2/3 X

2/3 X

1/4 X

(B)

Legibility is also considered when sizing the logotype. this applied to international standard paper size such as: A5 - A4 - A3 - A2 - A1 - A0 (B).

A5

This guideline is recommended to increase the ISKO visibility on ready-to-print artworks with promotional purposes such as Books, Magazines, ADV, postcards, posters (it is excluded the corporate letterhead). The exclusion zone also determines the minimum distance from the edge of the artwork (C).

A4 A3 *Example different paper size with logotype

Logotype Dimension

Dimension, paper standard format

*exclusion zone


Visual Identity Guidelines

(B)

(C)

(C)

ISKO communication has to be aligned in terms of logotype position, it is advised to maintain a position trough similar products. Example (A) on ADV it is advisable to position the logotype in the lower part of the artwork. Example (B) on Editorials such as magazine or books it is advisable to position the logotype on the upper part of the art work. on bigger formats where the visibility of the logotype depends on the physical position of the print material, it is advised to choose the option that best fulfill the particular need. Example (C).

Logotype Dimension

Dimension, paper standard format

(A)


Visual Identity Guidelines Color Palette

Palette specifics Primary: Black and white are meant to be used for the logotype and as the guiding colours of the brand.

Primary

Accent

Accents: The blue remains ISKO’s signature colour. It will keep giving light and life to the primary colours by adding vividness to the black and white palette. Other accent colours can be consider for special needs (ex. neutral tints for premium materials). White

Black

ISKO Blue

#FFFFFFF

PANTONE BLACK C

PANTONE 7469 C

C: 0 M: 0 Y: 0 K: 0

#000000

#005C84

R: 255 G: 255 B: 255

C: 0 M: 0 Y: 0 K: 100

C: 100 M: 35 Y: 0 K: 40

R: 0 G: 0 B: 0

R: 0 G: 92 B: 132


Visual Identity Guidelines Logotype

Misuse Powered by

These are some examples that show the incorrect uses of the logotype.

a. Do not modify the colour of the logotype. It must always be in Black and white.

b. Do not distort the logotype. It must always be scaled proportionately to avoid any change of its original proportions.

c. Do not insert text within the exclusion zone.

d. Do not add effects on the logotype.

e. Do not add any element to the logotype.

f. Do not insert the logotype into shapes of any kind.


Visual Identity Guidelines

In specific case the logotype can be used on coloured or photographic backgrounds as long as readability is guaranteed. Please use the logotype on its original version if possible, when it is not possible, prefer the negative version for darker colours/images.

Logotype

Use on coloured backgrounds


Visual Identity Guidelines

Logotype version has to be chosen in order to ensure readability and to make it standing out. These are some examples that show incorrect uses. The main recommendation is to use the logotype in original version positive/negative with a clean background.

Logotype

Misuse on coloured backgrounds


Visual Identity Guidelines

Reader is a neo–grotesque typeface designed by Colophon Foundry in 2009. It should be used for texts, website and .ppt presentation. The three font weights range from Regular to Bold, each one with its Italic.

Reader Regular

AaBbCcDdEe0123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Reader Medium

AaBbCcDdEe0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Reader Bold

AaBbCcDdEe0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Typography

Primary Typeface


Visual Identity Guidelines

In electronic media, such as PowerPoint presentations or email signature the primary typeface can be replaced with the system typeface Verdana.

Verdana Regular

!"#$%&'()*+,-. !#%')/0123456789:;<=>?@”$&(*[\]^_ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Verdana Bold

!"#$%&'()*+,-. !#%')+,-./0123456789:;<=>?@”$&(*[\]^_ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Typography

System Typeface


Visual Identity Guidelines Products Concepts

Products concept structure Concepts are names with defined upper and lowercase letters and are composed with Reader typeface when in control of ISKO. They are never to be represented through logotypes. The â&#x20AC;&#x153;TMâ&#x20AC;? is a glyph available in the font and has to be scaled to 1/4 of the x-height and positioned above it.

X/4 X


Visual Identity Guidelines

Depending on the touchpoint they can be combined with “ISKO”, composed using the same character style. The “TM” used in the first version versions is the glyph available within the font Reader.

ISKO Concept™ ISKO Concept™ ISKO Jeggings™

ISKO BlueJym™

ISKO PJsoft™

Products Concepts

Products concept structure


Visual Identity Guidelines

Asset recommendations In order to support concept storytelling, specific assets can be developed such as textures, videos and imagery.

Example Concept B

Example Concept C

Imagery (evocative) Evocative hero images help to elevate concept storytelling. Style variations across concepts to be discussed.

Imagery (in use) A qualitative, curated, & exclusive image set shows denim in real life. These images should be consistently styled.

Videos 3D animations should be produced to highlight and add value to specific product features. An identical style is recommended across all products.

Textures Textures that schematize product features could be used as a communication element.

Images are purely illustrative.

Products Concepts

Example Concept A


Visual Identity Guidelines

Here are some suggested alignments for cases when the ISKO logotype need to be associated to partnerâ&#x20AC;&#x2122;s logotype. The minimum distance between the two logos must be at least twice the height of the ISKO logotype.

2X

2X

X

2X

2X

Partnership System

Partnership positioning rules


Visual Identity Guidelines

Long and short logo 2X

Average rectangular logo

The partnership logotypes have to be scaled in order to keep a visual balance and not appear over or under sized compared to ISKO. If the logotype is long but very short in height itâ&#x20AC;&#x2122;s suggested to keep the same height as ISKO.

max height: as ISKO logotype

X

2X

X/2 max height: 2X ISKO logotype

X X/2

If the logotype has more balanced sides, i can be at most twisce the height of ISKO.

Squarish logo

If the logotype is squarish or round it can be at most threee times the height of ISKO.

2X

X

In case of lowercase logotype always consider that it has to be smaller and aligned along the baseline in order to appear balanced.

X

X

max height: 3X ISKO logotype

Partnership System

Partnership dimensioning rules


Visual Identity Guidelines Partnership System

Partnership system operators construction In these page is showed the construction process of the operators symbol. X

Y

“Plus” symbol

X/5

X

Y

/5

“For” symbol


Visual Identity Guidelines Partnership System

Partnership system operators A modular co-branding platform allows to declare different relationships between Brands, to be displayed in selected touchpoint. The “+” sign is used to represent partnerships where two Brands work together, having on the left the “host” Brand, normally the client’s logotype, and to the right the Brand logotype that offer the “plus” to the partnership (this is normally ISKO position as ingredient Brand). Example A. The “x” sign is used to represent special partnerships between Brands, fo example, a Capsule collection made by a Brand for ISKO will show to the left the Brand “creator” logotype and tot he right ISKO logotype. Example C.

ISKO plus

ISKO for


Visual Identity Guidelines

All partnership layouts can be developed according to the following alignment scheme: they have to be center-aligned to ISKO logotype and positioned at 2/3 X from the operator symbol.

2/3 X

2/3 X

X

2/3 X

2/3 X

Partnership System

Positioning rules with operators


Visual Identity Guidelines

Long and short logo 2/3 X

Average rectangular logo

The partnership logotypes have to be scaled in order to keep a visual balance and not appear over or under sized compared to ISKO. If the logotype is long but very short in height itâ&#x20AC;&#x2122;s suggested to keep the same height as ISKO.

max height: as ISKO logotype

X

2/3 X

2/3 X

X/2 max height: 2X ISKO logotype

X X/2

If the logotype has more balanced sides, i can be at most twisce the height of ISKO.

Squarish logo

If the logotype is squarish or round it can be at most threee times the height of ISKO.

2/3 X

2/3 X

X

In case of lowercase logotype always consider that it has to be smaller and aligned along the baseline in order to appear balanced.

X

X

max height: 3X ISKO logotype

Partnership System

Dimensioning rules with operators

2/3 X


Visual Identity Guidelines

(a)

The hangtags communication can be presented in horizontal format (a) or vertical format (c), take in consideration the main brand hangtag to select the format that better adapts to the client communication. Depending on the type of partnership you can use the sign “+” or “x” follow ISKO partnership operators guidelines (a & c) to understand the proper way to position both brands logotype. According to ISKO guidelines on corporate color, hangtags can be done with a background 100% white or 100% black, special treatments to reinforce the quality of the final product can be applied (d).

Partnership System

Partnership operator example

(b)

(c)

(d)


Visual Identity Guidelines Ecological Commitment

Ecological commitment All printed matter will be produced with an eye on ecological sustainability. Whenever possible, papers and finishing should respect the standard certifications and should be produced with the minimum waste of material. Some examples of certifications, could be: - FSC: requires products to go through a â&#x20AC;&#x153;chain of custodyâ&#x20AC;? from the forest to the manufacturer to the merchant and finally, to the printer. - Elemental Chlorine Free: The TCF and PCF marks means no chlorine or chlorine compounds were used in the papermaking process. - Heavy Metal ABSENCE: certifies the conformity to CE 94/62, which sets the maximum concentration level of heavy metals (Cadmium, Chromium, Mercury and Lead). - ISO 9706: certifies the capacity of the paper to retain its chemical and physical characteristics without deteriorating under normal conditions.

CERTIFICATION EXAMPLES


Version 2.0 _ January 2018

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