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atalanta graphic standards guide

atalanta

atalanta graphic standards guide


atalanta Graphic Standards Guide


Table of Contents

introduction

06

our company and our mission

research & ideas

07

Creating Atalanta Design Brief Moodboard Logotype Sketches Typographic Pairings Logotype Refinement

stationery system

17

identity system for the brand

capability brochure

25

brochure explaining company divisions

branding & products

35

branding for atalanta and a sampling of our products

advertisements promotional material for atalanta

69


01

research & ideas


6

atalanta

graphic Standards Guide


aTALANTA: Introduction THE INSPIRATION My company Atalanta is based on fitness brands Adidas by Stella McCartney, Nike Women, and skincare brand Laura Mercier. Atalanta is a lifestyle brand for women featuring fitness clothing, accessories, yoga mats, and skincare and beauty products. Home goods like candles, aromatherapy and bath products will also be included. My company’s products will take women from the gym to a night out with friends. BEHIND THE NAME Atalanta was an incredible athlete. She was a great huntress and a favorite of the Greek goddess Artemis. Atalanta was raised by bears, helped defeat the Calydonian Boar, and she also wrestled and defeated the hero Peleus. Atalanta’s father wanted her to marry. She agreed to marry only if her suitors could beat her in a footrace. If they lost they were put to death. Many men died because she was simply too fast. I chose Atalanta as my brand name because it’s the perfect mix of strong and feminine. Atalanta’s athleticism and heroism were respected and admired — she also had many suitors. Atalanta is the perfect name for a womens fitness and beauty brand. Other name options were Mint, Primrose, Artemis, and Flow. COMPANY DIVISIONS AtalantaFit (Fitness wear, gym bags, waterbottles, accessories) AtalantaYoga (Yoga mats, props, clothing) AtalantaBody (Moisturizers, scrubs, cleansers) AtalantaBeauty (Moisturizers, serums, cleansers, foundation, lips) AtalantaHome (Candles, aromatherapy, home scents)

research & ideas

07


research

&

ideas

Design Brief Company Moodboard

08

atalanta

graphic Standards Guide


design brief Name ATALANTA The Company Atalanta is a lifestyle brand that is both functional and luxurious. Our active wear collections—including fashionable yoga, gym and running apparel—are stylish, comfortable, and prove that you can sweat without losing your sense of style. Atalanta not only features fitness clothing, accessories, and skincare and beauty products; home goods like candles, aromatherapy and incense are also apart of our line. Atalanta’s products will take women from the gym to a relaxing night at home or a night out with friends. TARGET AUDIENCE The target audience is women in their mid-20s to mid-40s who enjoy working out, want to look good while doing it, and want to keep their skin fit and healthy after sweating in the gym. product offerings Apparel Shoes Bags Yoga mats & props Moisturizers Serums Cleansers Hair care Makeup Candles Incense

Company Divisions Fitness Yoga Body Beauty Home

research & ideas

09


research

&

ideas

Packaging Moodboard Tags & Labels Moodboard

10

atalanta

graphic Standards Guide


research & ideas

11


research

&

ideas

Typeface Options Logotype Ideas

POSSIBLE TYPEFACES Sans-serif typefaces are cleaner, more modern and translate well for beauty and fitness brands. The majority of fonts I’ve chosen are sans-serif, but I also like some of the more classic serif faces.

12

atalanta

novocento

Champagne & Limousines

ATALANTAfIT

ATALANTA Fit

ATALANTAYOGA

ATALANTA Yoga

ATALANTABODY

ATALANTA Body

ATALANTABEAUTY

ATALANTA Beauty

ATALANTAHOME

ATALANTA Home

Neue Haas Grotesk + Sofia

Neue Haas Grotesk

ATALANTAFit

ATALANTAFit

ATALANTAYoga

ATALANTAYoga

ATALANTABody

ATALANTABody

ATALANTABeauty

ATALANTABeauty

ATALANTAHome

ATALANTAHome

graphic Standards Guide


additional logotype options

novocento

Minion Pro + Arial

ATALANTAFIT

atalantaFIT

ATALANTAYOGA

atalantaYOGA

ATALANTABODY

atalantaBODY

ATALANTABEAUTY

atalantaBEAUTY

ATALANTAHOME

atalantaHOME

Avenir

Aller Light

ATALANTAFIT

atalanta.fit

ATALANTAYOGA

atalanta.yoga

ATALANTABODY

atalanta.body

ATALANTABEAUTY

atalanta.beauty

ATALANTAHOME

atalanta.home

research & ideas

13


research

&

ideas

Logotype Ideas Final Design

14

atalanta

graphic Standards Guide


final logotype

atalanta Divisions

atalantafit atalantayoga atalantabody atalantabeauty atalantahome

research & ideas

15


02

stationery system


stationery system

Stationery Concepts

18

atalanta

graphic Standards Guide


stationery system

19


stationery system

Letterhead Envelope Business Card

Letterhead 8.5 x 11

20

atalanta

graphic Standards Guide


Business Card 3.5 x 2

Envelope 9.5 x 4.125

stationery system

21


stationery system

Mailing Label Digital Signature

Digital Signature

Mailing Label 5 x 3.5

22

atalanta

graphic Standards Guide


stationery system

23


03

capabilit y bro chure


capability brochure

Capability Brochure Concepts

26

atalanta

graphic Standards Guide


capability brochure

27


capability brochure

Brochure for Atalanta highlighting company divisions and products

Front Cover

28

atalanta

graphic Standards Guide


capability brochure

29


capability brochure

Brochure for Atalanta highlighting company divisions and products

3-

atalanta

graphic Standards Guide


capability brochure

31


capability brochure

Brochure for Atalanta highlighting company divisions and products

32

atalanta

graphic Standards Guide


capability brochure

33


04

branding & Products


branding

&

products

Oil Free Supreme Foundation

36

atalanta

graphic Standards Guide


branding & products

37


branding

&

products

Lipstick & Gloss Nail Polish Face Primers

38

atalanta

graphic Standards Guide


branding & products

39


branding

&

products

Nail Polish

40

atalanta

graphic Standards Guide


branding & products

41


branding

&

products

Scented Candles Reed Diffusers

42

atalanta

graphic Standards Guide


branding & products

43


branding

&

products

Fabric Softeners Laundry Washes

44

atalanta

graphic Standards Guide


branding & products

45


branding

&

products

Pistachio Honey Bath Creme Brulee Body Butter Fresh Fig Creme Body Wash

atalantaBODY pistachio honey bath

46

atalanta

graphic Standards Guide


atalantaBODY fresh fig ˆ crème body wash

atalantaBODY crème brulée ˆ body butter

branding & products

47


products

Pistachio Honey Scrub Amber Vanilla Spray Pistachio Creme Body Wash

47

atalanta

graphic Standards Guide


branding & products

48


branding

&

products

Tags and labels for Atalanta products

50

atalanta

graphic Standards Guide


branding & products

51


branding

&

products

Yoga Socks Yoga Blocks

52

atalanta

graphic Standards Guide


branding & products

53


branding

&

products

Yoga Towels Yoga Gloves

54

atalanta

graphic Standards Guide


branding & products

55


branding

&

products

Yoga Straps Yoga Mats

56

atalanta

graphic Standards Guide


branding & products

57


branding

&

products

Tags and labels for Atalanta products

58

atalanta

graphic Standards Guide


branding & products

59


branding

&

products

Tank Tops Jackets Shorts

60

atalanta

graphic Standards Guide


branding & products

61


branding

&

products

Fitness GPS Watch Aluminum Water Bottle

62

atalanta

graphic Standards Guide


branding & products

63


branding

&

products

Fitness Hairbands Fitness Cap

64

atalanta

graphic Standards Guide


branding & products

65


branding

&

products

Gift Cards

66

atalanta

graphic Standards Guide


branding & products

67


05

advertisements


advertisements

Posters

70

atalanta

graphic Standards Guide


advertisements

71


advertisements

Billboard Advertisements

72

atalanta

graphic Standards Guide


advertisements

73


advertisements

Coupon Flyers

74

atalanta

graphic Standards Guide


advertisements

75


advertisements

Sale Advertisements

76

atalanta

graphic Standards Guide


advertisements

77


advertisements

A look at our company website

78

atalanta

graphic Standards Guide


advertisements

79


Credits Designer / Jennifer Brue Class / Typography 3: Complex Hierarchy Instructor / Lian Ng Fall 2013

Typography logo / aller book contents / novocento & georgia


atalanta graphic standards guide

atalanta

atalanta graphic standards guide

Atalanta  

Graphic Standards Guide

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