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ALICE WHITE BRAND GUIDELINES


This ALICE WHITE brand and style guide will highlight the correct usage of logos for the upcoming launch of the product. Accompanying this is a thorough guide to correctly present and style ALICE WHITE throughout the campaign launch.


BRAND GUIDELINES

1.0

RAW LOGOS 1.1 1.2

ALICE WHITE

RAW PRIMARY LOGO RAW SECONDARY LOGO


BRAND GUIDELINES

1.1 RAW PRIMARY LOGO This is the ALICE WHITE master logo in it’s rawest form. It is unique and has not been digitally-altered and preset.

ALICE WHITE


BRAND GUIDELINES

1.2 RAW SECONDARY LOGO This is the ALICE WHITE secondary logo in it’s rawest form. It is unique and has not been digitally-altered and preset.

ALICE WHITE


BRAND GUIDELINES

I. THE LOGO SHOULD NEVER BE SEEN IN THIS RAW, UGLY FORM AND SHOULD ALWAYS BE KEPT IN ITS ALTERED VERSION. THIS LOGO ACTS AS A BASE; A CANVAS FOR INTRICATE MANIPULATION AND ENHANCEMENT TO BE LAYERED UPON.

ALICE WHITE


BRAND GUIDELINES

2.0

MASTER LOGOS 2.1 2.2

ALICE WHITE

MASTER PRIMARY LOGO MASTER SECONDARY LOGO


BRAND GUIDELINES

2.1 MASTER PRIMARY LOGO This is the ALICE WHITE master primary logo. It is unique and has been digitally-altered and preset.

ALICE WHITE


BRAND GUIDELINES

2.2 MASTER SECONDARY LOGO This is the ALICE WHITE master secondary logo. It is unique and has been digitally-altered and preset.

ALICE WHITE


BRAND GUIDELINES

II. THE LOGO SHOULD NEVER BE SEEN WITHOUT THE HIPSTER POLAROID FILTER.

ALICE WHITE


BRAND GUIDELINES

3.0 LOGO MAINTENANCE 3.1 3.2

ALICE WHITE

MASTER PRIMARY LOGO MAINTENANCE MASTER SECONDARY LOGO MAINTENANCE


BRAND GUIDELINES

3.1 MASTER PRIMARY LOGO MAINTENANCE

0.15x

0.15x

The maximum dimension of the logo face cannot exceed the 0.15x buffer. If logo face does exceed buffer, reduce food intake and increase smoking. Alternatively, increase retouching post production.

0.15x

x

0.15x

ALICE WHITE


3.2 MASTER SECONDARY LOGO MAINTENANCE The minimum height for the logo is 180cm. The maximum measurements on the body of the logo is 82cm / 62cm / 89cm (Bust / Waist / Hips).

ALICE WHITE

BUST / 82cm WAIST / 62cm HIPS / 89cm

HEIGHT / 180cm

BRAND GUIDELINES


BRAND GUIDELINES

III. IF MINIMUM REQUIREMENTS ARE NOT BEING MET, CHUCK A PAIR OF SEVEN INCH HEELS ON THE LOGO AND GIVE IT A SPOON OF CEMENT. IF MAXIMUM REQUIREMENTS ARE BEING EXCEEDED, TELL IT TO STOP EATING SO DAMN MUCH, SMOKE MORE AND GET ON THAT DAMN TREADMILL.

ALICE WHITE


BRAND GUIDELINES

4.0

COLOUR PALETTE 4.1 4.2 4.3

ALICE WHITE

PRIMARY LOGO COLOUR SECONDARY LOGO COLOUR COLOUR PALETTE


BRAND GUIDELINES

4.1 PRIMARY LOGO COLOUR This is the ALICE WHITE primary logo colour palette. The white is in referrence to the pale, white skin. Aim for levels very close to the given CMYK/RBG values when in post-production. The red refers to the logo’s lips. Aim for maximum contrast with the pale, white skin. Use the black levels when addressing the logo’s hair. Again, contrast with the white is essential, creating emphasised impact is the aim.

COATED / C 0 M 0 Y 0 K 0 UNCOATED / C 0 M 0 Y 0 K 0 RGB / R 255 G 255 B 255

COATED / C 0 M 96 Y 90 K 0 UNCOATED / C 0 M 96 Y 90 K 0 RGB / R 255 G 0 B 0

COATED / C 10 M 10 Y 10 K 100 UNCOATED / C 10 M 10 Y 10 K 100 RGB / R 0 G 0 B 0

ALICE WHITE


BRAND GUIDELINES

4.2 SECONDARY LOGO COLOUR

COATED / C 0 M 0 Y 0 K 0 UNCOATED / C 0 M 0 Y 0 K 0 RGB / R 255 G 255 B 255

This is the ALICE WHITE secondary logo colour palette. With a focus on the new spring/summer fashion trends in the upcoming months, the selected colours will keep the ALICE WHITE logo on trend and very relevant. Pop colour and colour blocking will be the main use of these colours in terms of dressing the logo. Sheer, collared and sleeveless shirts will be a necessity, with high waisted skirts and jeans used to complement.

COATED / C 0 M 96 Y 90 K 0 UNCOATED / C 0 M 96 Y 90 K 0 RGB / R 255 G 0 B 0

COATED / C 10 M 10 Y 10 K 100 UNCOATED / C 10 M 10 Y 10 K 100 RGB / R 0 G 0 B 0

See further for examples when using the secondary colour palette. COATED / C 10 M 10 Y 10 K 100 UNCOATED / C 10 M 10 Y 10 K 100 RGB / R 0 G 0 B 0

ALICE WHITE


BRAND GUIDELINES

4.3 COLOUR PALETTE This is the ALICE WHITE post-photographic colour palette.

COATED / C 0 M 0 Y 0 K 0 UNCOATED / C 0 M 0 Y 0 K 0 RGB / R 255 G 255 B 255

Layering this colour palette on top of the logo will create a saturated aesthetic: the ultimate Instagram filter. Only layer these colours after manipulation and alterations have been finalised.

COATED / C 0 M 96 Y 90 K 0 UNCOATED / C 0 M 96 Y 90 K 0 RGB / R 255 G 0 B 0

COATED / C 10 M 10 Y 10 K 100 UNCOATED / C 10 M 10 Y 10 K 100 RGB / R 0 G 0 B 0

ALICE WHITE


BRAND GUIDELINES

IV. IF IN DOUBT WHEN USING THE COLOUR PALETTES, JUST REMEMBER: SHE’S MEANT TO LOOK LIKE SNOW WHITE OR ALICE IN WONDERLAND. OR BOTH.

ALICE WHITE


BRAND GUIDELINES

5.0

TYPOGRAPHY 5.1

ALICE WHITE

TYPEFACE USAGE GUIDELINES


BRAND GUIDELINES

5.1 TYPEFACE USAGE GUIDELINES Futura Light is the primary typeface. It should be used for the actual logo and body text. The minimum font size this typeface should be used in is 12px. Steelfish is the secondary typeface. This should be used for headlines. The minimum font size this typeface should be used in is 30px.

PRIMARY TYPEFACE

FUTURA LT BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-[] {};’:”,./<>? SECONDARY TYPEFACE

STEELFISH REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+=-[]{};’:”,./<>? ALICE WHITE


BRAND GUIDELINES

V. WHEN USING THE RELATIVE TYPEFACES, ALWAYS CAPITALISE AND SPACE THE LETTER FORMS OUT. UNLESS IT’S BODY TEXT. BECAUSE THAT’S JUST STUPID.

ALICE WHITE


BRAND GUIDELINES

6.0

ALICE WHITE

HOW NOT TO USE T H E B R A ND 6.1

ACCEPTABLE LOGOS

6.2

UNACCEPTABLE COLOUR TREATMENTS

6.3

UNACCEPTABLE CONFIGURATIONS


BRAND GUIDELINES

6.1 ACCEPTABLE LOGOS

ALICE WHITE


BRAND GUIDELINES

6.2 UNACCEPTABLE COLOUR TREATMENTS

ALICE WHITE

The logo should never been captured in a raw state. It should always be edited and retouched, and never seen without the colour filers outlined in 4.3.


BRAND GUIDELINES

6.2 UNACCEPTABLE COLOUR TREATMENTS

bad colour block photo

ALICE WHITE

For this edition of the brand guidelines, the logo cannot be seen incorrectly colour blocking, wearing too many prints or using fake tan.

print overload photo

fake tan photo


BRAND GUIDELINES

6.3 UNACCEPTABLE CONFIGURATIONS

The logo must uphold some class whilst at public events. Alcohol is a must, however, excessive consumption and horrible angles will result in unacceptable logo usage.

+

ALICE WHITE

=


BRAND GUIDELINES

6.3 UNACCEPTABLE CONFIGURATIONS

+

ALICE WHITE

=

Alice White  

Brand Guidelines for the Alice White brand.

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