BRAND GUIDELINES
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BRAND GUIDELINES
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BRAND GUIDELINES
Hey you! Do you like cool clothes? These following pages are the official guidelines of the J&JOY brand. But first, let us introduce ourselves and our original world. We invite you to discover the brand and have a look on what we do, so that you will better understand the colorful concept of J&JOY. We hope you’ll enjoy the Finest Belgian Clothing.
1.Introducing the brand 2. Wearing happiness 3. Logos 4. Colors are beautiful 5. Applications 6. Stores & merchandising 7. Fonts 8. Tone of voice 9. Contact us 1
BRAND GUIDELINES
Introducing the brand
Lots of fun, pretty colors, finest quality, stylish details. The Belgian clothing brand J&JOY is a concept built around a colorful and affordable «Casual & Luxury» line that targets kids, men and women looking for style, comfort and quality. The DNA of the brand is a smart combination of happiness, colors, details, merchandising, quality and dignity. Since 2006, our purpose is to provide awesome clothes to people and hoping they’re going to have a colorful day wearing J&JOY. By the way, we are the Finest Belgian Clothing ...
More infos about J&JOY on jn-joy.com 2
BRAND GUIDELINES
The concept. J&JOY is a concept built around a colorful and vibrant «Casual & Luxury» line that targets boys, girls (from 1 to 16 years old), men and women looking for style, comfort, quality and originality.
Happiness.
Details.
Quality.
A distinctive name and logo that inspire happiness. Initially the logo is a variation from the «Smiley».
The amazing level of details and embroideries make each product unique and valuable.
Each product is synonym of top quality to create the ultimate comfort. The garments are tested 30 times with a washing machine & dryer.
Colors.
Merchandising. Dignity.
A bit provocative with the «Casual Line». Sober with smart colorful details for the «Smart Line».
The distinctive presentation of J&JOY is eye-catching and recognizable from far away !
J&JOY goes beyond the international standards for the respect of quality, environment and labour.
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BRAND GUIDELINES
Wearing happiness
First of all : garments. As a fashion brand, the most important about J&JOY are the collections. We produce two collections a year with about 500 original garments each. The whole family can wear J&JOY : men, women, boys and girls can find shoes, pants, tees, polos, sweats, jackets, accessories, etc. Every garment of every collection is a synonym of fun and happiness.
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BRAND GUIDELINES
The stores and corners. The J&JOY stores are such an experience to live. The unique spirit of dark wood highlighting the colors of the clothes mixed with awesome buildings, a smiling staff and a peaceful atmosphere. The brand is also present in multi-brand stores with unique corners that reflect the same energy of the J&JOY stores. In Belgium, France, Germany or in Taiwan, Italy, Greece, Senegal...
Creative things. J&JOY is quite an original brand. Then, you can easily find little items you will never find anywhere else. Creative things like: bags packagings, garments keyring, fun glasses, badges, necklaces and many more.
Exhibitions & partnerships. In order to share our colors with people all over the world, we participate to famous fashion exhibitions like Bread&Butter, Who’s Next, Pitti Immagine, etc. We are also partners with various personalities/leading figures and teams like Belgian footballers, Olympic athletes, basketball clubs or cycling teams.
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BRAND GUIDELINES
Logos
Because J&JOY is a brand like no one else, we have a main logotype but also many other variations of logotypes.
Main logo. Our logotype is how people recognize the clothing brand in our communications. It must be present on each kind of visual interpretation of the brand. To be sure that signing with the logo will be well-seen by people, it must respect some rules.
MINIMUM SIZE. The logotype is correctly recognizable from 10mm (0.4 inch) wide. For digital application, minimum request size is 45 pixels wide.
10mm
6
0,4 inch
45 px
CLEARSPACE. To be seen in good conditions, the logo need clearspaces all around it. Nothing but space can infringe on it. That clearspace is the equivalent of the width of the bullet point that links JN and JOY.
BRAND GUIDELINES
NO TRANSFORMATION. The logo has to keep its proportion and cannot be transformed. No element of the logo can be modified.
Other logos. Our other logotypes are not as recognizable as the main one but can also be used in some situations. Rules will also apply to these.
1
2
3
No one of these logotypes can be considered as an official signature of the brand but can be used as a reinforcement of the main one.
1, 2 and 3 are often added to the main logo as they are well know by our targets. The advantage of these three logos is that the double J is know by everyone that knows the brand because of their proportions on the clothes. And also because keywords in circle share some of our identity.
4
5
6
Number 4 can be placed in a text to be eye-catching. In an header or in a body text, it correctly respects our identity about types. Number 5 is a variation of number 1, 2 and 3 with a college-style ornament all around. Number 6 is our monogram and is mainly used on clothing, such as our famous polos for example.
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BRAND GUIDELINES
Wrong uses of the logos. To be sure that our logos can be seen in best conditions,, we are going to show some bad ways to use our logotypes.
Don’t use similar colors.
Don’t skew, rotate or stretch the logo.
Be careful with the backgrounds.
Don’t use any kind of effects or outlines.
Respect the clearspaces.
Don’t use one of the 9 colors as background for colored logotypes.
Writing J&JOY It can be confusing because of the logotype but J&JOY must always be written “J&JOY” with the ampersand. Not JN-JOY, JNJOY or anything else.
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BRAND GUIDELINES
Using the 9 colors rainbow. As you know, J&JOY is a colorful brand because colors are beautiful. Then we made a 9 colors rainbow that fits well with us. Many things can be done with it but not everything. As a part of our identity, the rainbow is often used with the logotype in our adverts. Best advantage is that it is so flashy that you directly see it, and from far away. It’s recognizable and know by people. An other advantage is that we have our own background to show the logo. It is also a graphical element that we can use in some situations.
FINEST BELGIAN CLOTHING
www.jn-joy.com
Under the logotype, and considering the clearspace instructions, we can add some stylish words such as our baseline (“Finest Belgian Clothing”) or our website address. Always and only with the font “Porn Star Academy”.
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Be careful with bleeds in your file. When the bands are positioned at a border of the page, you have to add the 3 or 5 mm bleeds. If you use the rainbow as a square, don’t move the square but add the mm in its height.
Bleeds
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BRAND GUIDELINES
Colors are beautiful
Yes, we love colors. Colors inspire happiness. That’s cool! Then, we have made a pretty rainbow of them. But be sure to use the good ones, here they are.
CMYK. For printing execution.
RGB. For web and screens.
Textile. 10
C 74 M 13 Y 6 K 0
C 56 M 1 Y 0 K 0
C 79 M 80 Y 16 K 3
C 43 M 34 Y 33 K 1
C 0 M 67 Y 98 K 0
C 0 M 99 Y 25 K 0
C 3 M 92 Y 76 K 0
C 51 M 0 Y 41 K 0
C 31 M 0 Y 100 K 0
R 5 G 171 B 211
R 94 G 203 B 240
R 85 G 77 B 134
R 152 G 154 B 157
R 244 G 116 B 56
R 238 G 10 B 113
R 232 G 57 B 70
R 124 G 202 B 175
R 187 G 213 B 84
#05ABD3
#5ECBF0
#554D86
#989A9D
#F47438
#EE0A71
#E83946
#7CCAAF
#BBD554
Cyan Blue
Bachelor Button
Deep Blue
Paloma
Orange Popsicle
Raspberry
Poppy Red
Neptune Green
Lime Punch
16-4529 TCX
14-4522 TCX
19-3847 TCX
16-0000 TCX
17-1350 TCX
18-1754 TCX
17-1664 TCX
14-6017 TCX
13-0550 TCX
BRAND GUIDELINES
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BRAND GUIDELINES
Applications
This is how we do it. Following pictures are some examples of applications with the logos, colors and graphic design.
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BRAND GUIDELINES
COLORS ARE BEAUTIFUL
WWW.JN-JOY.COM
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BRAND GUIDELINES
stores & merchandising
Materials. Our branding stores are quite recognizable thanks to the materials used. It creates an unique atmosphere with wood & steel.
DARK GREY WOOD. Wooden planks used in the stores are plain tree. They are painted in white and then grey, polished and varnished afterwards.
HOT ROLLED STEEL. The decorative elements are made of hot rolled steel. Our workshops carry out laser cuts in the steel. Each piece is therefore unique.
POLISHED CONCRETE. The polished concrete gives a grunge effect that strengthens the vintage atmosphere of our stores.
This spirit inspires us for graphic designs. Dark walls, wood, hot rolled steel textures can be used in lot of designing stuffs just like vintage and grunge effects do.
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BRAND GUIDELINES
Merchandising. Because every detail counts, we take special care to don’t miss an opportunity to show something impressive. On the walls, lighting boxes put photos printed on “backlights” foils on front row. These photos of our collection create every season an atmosphere around a theme like “Californian summer”, “A weekend at Brighton’, etc. The J&JOY store windows benefit from great talents to create every month immersive stories with ever more surprising themes. Dark display mannequins wear our colorful clothes with style. Garments are displayed with expertise in stores. Fold or hanged, they are ready-to-see and ordered by thematic choice or product families.
Application. These J&JOY style characteristics are also found in our displays in multi-brand store. We try to customize each one with POS displays on shelves, cotton yarn bobbins, custom wall prints and many other cool stuffs. We also sell J&JOY Corners that reflect perfectly the spirit of the brand within multi-brand stores. These Corners are fully produced and accessorized by J&JOY. They are ready-to-use, colorful and awesome! We also apply these features when developing our stands at fashion shows. 15
BRAND GUIDELINES
FONTS
To keep a visual line, we often use the same fonts. They are quite different as they can be used in various situations.
Porn Star Academy. The college-style font is our main one. We use it for headlines, slogans, and many other things.
The quick brown fox jumps over the lazy dog
DCC-The aliens are coming. This font is quite a trash one. It suits well for trash designs like we do. Also use as sub-headlines.
The quick brown fox jumps over the lazy dog 16
BRAND GUIDELINES
Geared Slab. This type is great to use for titles, subtitles, indications. In fact, this font can be used everywhere! Not for body text but everywhere else, it fits good.
The quick brown fox jumps over the lazy dog
Frutiger LT Std. We work with this font for body texts, captions, etc. We love the condensed ones.
The quick brown fox jumps over the lazy dog
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BRAND GUIDELINES
Tone of voice
Colorful. Like J&JOY clothes, our designs put colors on the front line. Not too much but in a smart proportion.
Fun. Part of our identity, fun is an essential element of the brand. Fun, but always effective.
Creative. J&JOY is a brand like no other. That’s for sure. Then our design must be as original as we are.
Eye-catching. Everything is made to bring our awesome products out.
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BRAND GUIDELINES
contact us
Head office.
Follow us.
J&JOY S.A.
Facebook www.facebook.com/jnjoy
Avenue Edmond Leburton, 6 4300 Waremme Belgium Phone Fax
+32 (0) 19 33 01 53 +32 (0) 19 33 01 53
Email info@jn-joy.com
Graphic designers.
Twitter @JNJOY Instagram #JNJOY Pinterest ww.pinterest.com/jandjoy
www.jn-joy.com
Ask for resources to Christophe Lonneux chris@jn-joy.be Olivier Araghi olis@jn-joy.be 19
BRAND GUIDELINES
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