CALVIN KLEIN STUDIO brand book

BRAND BOOK

2024 CALVIN KLEIN STUDIO

INDEX PART A

PART B GRAPHIC GUIDELINES

Introduction Zeitgeist

Logo Composition Typefaces Brand colors

CONSUMER & COMPETITION

IMAGE GUIDELINES

CONCEPT INTRODUCTION

The new consumer Benefits Competitors

BRAND HEART

Vision Mission Brand values Value proposition Studio 54 heritage

Atmosphere Role of models Use of color

BRAND COMMUNICATION Tags & finishes Brand visuals Communicative platforms Brand experience

WRITTEN GUIDELINES Tone of voice

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PART A

CONCEPT INTRODUCTION

CALVIN KLEIN STUDIO

The elevated sister of Calvin Klein Jeans - a brand for creative career women who don’t sacrifice their femininity to exude power. Born from the idea to create a new type of denim, the brand provides these women with sleek and modern attire to make them feel empowered and to give them a uniform that is fit for any occasion.

POWERFUL DENIM for

POWERFUL WOMEN

2024 CALVIN KLEIN STUDIO

ZEITGEIST

We live in a world where we, as a society, see working and having a career as a basic need. This is a mindset we have consistently had for the past few decades. Even though this mindset of “work hard = get rewarded” has stayed the same, we definitely have seen our work ethic change over the past few years, with the pandemic as the big turning point. We have gone from a 9 to 5 world, to a place where more and more institutions allow their employees to be more flexible with their work hours and be more remote when it comes to their work environment. Working women want to be able to go from one place to another with ease - if they want to get some drinks with friends after work, they will.

We believe that this new mindset creates a number of opportunities within the fashion world.

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We also cannot ignore that over the years, our thoughts on women in the workplace have changed. This is a change that we want to support and help develop further. When women first entered the workplace, there was a lot of pressure on them to almost mimic men in order to even be taken seriously. The original “power suit” was all about accentuating masculine features to look powerful, while we believe that a woman can look just as empowered - if not more - when she is embracing her femininity. It is time to let go of our conservative mindset, as the way a woman dresses should not dictate whether she is seen as professional or not.

We need a new power suit, a new type of work wear.

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CONSUMER & COMPETITION

THE UNAPOLOGETIC, CREATIVE HUSTLERS We direct ourselves towards a group we think has a need that has not been met by the fashion industry. We target women who are serious about their career and who don’t have to forfeit their sexuality or social life to radiate power. We believe that there are still a lot of needs for this woman that have not been met. We want to provide her with versatile clothing that is fit for any occasion, whether it is related to work, or leisure. We want her to feel confident and provide her with a new attire that does not sacrifice one ounce of style in order to be professional.

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BENEFITS

FUNCTIONAL We offer sleek and versatile clothing that can be worn for a number of occasions.

Our clothing can go from career wear to leisure wear very easily by simple styling.

EMOTIONAL We build on the heritage of our mother brand, making references to the Calvin Klein that people know and love. We want people to find a sense of nostalgia in CALVIN KLEIN STUDIO while also constantly elevating our brand an integrating new innovations.

SELF-EXPRESSIVE We are inherently a selfexpressive brand. Our clothing is versatile, enabling you to express yourself no matter where you are. Our clothes can be dressed up or dressed down; they can be styled sexy or more sophisticated. We offer clothing that will fit every version of you.

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COMPETITORS We position ourselves in a higher price segment, as we know that our target group is willing to pay a higher price in return for the right look an a higher quality product. This market segment also has other benefits for our brand - for example, it makes sure that we won’t be cannibalizing off of the sale of our mother brand. This puts us as a brand in a niche corner of the denim industry. Since we produce high end denim, with a focus on a sleek and modern look, we don’t see ourselves competing with “traditional” denim brands. Even though our look is more modern and distinct from traditional denim brands, there is one thing that we do have in common: heritage. Going through every brand this way, are able to compare ourselves to our possible competitors, taking into account the price segment, the type of look the brands offer and whether or not these brands have a strong heritage that can support their brand identity further.

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VISION We strive for a world in which women can feel empowered in their femininity, while consistently hustling their busy work schedule and their rich social life.

BRAND HEART MISSION Providing creative career women with powerful and versatile denim that accentuates their femininity and their constantly on the go lifestyle.

VALUE PROPOSITION VERSATILE, SIMPLE

SLEEK, TIMELESS, EMPOWERING

OUR HERITAGE IN DESIGNER DENIM

FUNCTIONAL

SELF-EXPRESSIVE

REASON TO BELIEVE

BENEFITS

Our denim is the most sleek and versatile denim on the market. Our garments are easily styled for work or leisure, without ever compromising our signature look. We use our rich heritage in designer denim to give women a professional and elevated look, without sacrificing their femininity. In CALVIN KLEIN STUDIO you’ll feel empowered while constantly being on the go.

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BRAND VALUES VERSATILITY Our clothing is made to go from career to leisure. Clothing should not only look good, but it should also support you in your lifestyle and be applicable in any situation.

ELEGANCE Style will always come first for CALVIN KLEIN STUDIO. Like our mother brand, we find inspiration in our studio 54 heritage. We exude elegance with our sleek and minimalist styles.

EMPOWERMENT We want our consumers to feel empowered when they wear CALVIN KLEIN STUDIO. It is important to us that women feel confident in our clothing to do what they do best - whether that be on the work floor, or outside of it.

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STUDIO 54 HERITAGE Studio 54, the iconic New York City nightclub of the 1970s, was characterized by a fusion of fashion, celebrity, and nightlife culture. Studio 54 became a playground for the fashion elite, with Calvin Klein being at the forefront of this glamorous scene. Klein’s minimalist and sophisticated aesthetic perfectly complemented the chic and hedonistic atmosphere of the club.

The Studio 54 era became the inspiration for CALVIN KLEIN STUDIO, even granting our brand its name. We want to take the provocative yet glamorous lifestyle of Studio 54 and use it as fuel to make a modern adaptation of sleek and seductive fashion. We want to capture the spirit of Studio 54: very bold and provoking without ever sacrificing one ounce of elegance.

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WRITTEN GUIDELINES

IMPORTANT WORDS Heritage, elegance, sleek, power, versatility

WORDS TO STAY AWAY FROM Work, workwear, office, corporate, utility, business (woman)

TONE OF VOICE

We have a serious and professional tone of voice. Since we stand for empowerment, it is important to us that we don’t sound condescending. This is why we tend to stick to a simpler vocabulary. We don’t use industry specific ling; neither are we into using long complicated sentences. Our target group is well educated and professional, which is something that our own tone of voice should reflect. As we have a strong connection to heritage, we will communicate using American grammar rather than British grammar.

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PART B

GRAPHIC GUIDELINES

LOGO I

LOGO II

Full logo

Alternative logo

Full logo

Alternative logo

Icon

Text logo

Icon

Text logo

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LOGO ATONOMY

LOGO MARGINS

FULL LOGO

ICON

X/2

X

X/2

WORDMARK 47

ICON MARGINS

WORDMARK MARGINS

X/2

2X

X

X 2X

X/2

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LOGO RULES I

LOGO RULES II

1.

2.

3.

1.

2.

3.

4.

5.

6.

4.

5.

6.

1. The icon may appear without the wordmark.

2. The wordmark may apear without the symbol.

3. The logo may not appear in any other color besides black and white.

4. Wordmark and the icon may not appear in co0ntrasting colors.

5. The wordmark and the icon may not be inverted.

6. The logo may not be turned or mirrored in any way.

1. The icon may not be filled in.

2. The logo may not appear in white on a light background 3. The logo may be used ontop of any of our brand colors.

4. The logo may be used in black on light backgrounds.

5. The wordmark be used in either black or white.

6. The icon may be used in either black or white.

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COMPOSITION

To support our detailed visual identity, it is important that everything we do visually is carried out with attention to composition. We believe that absolute symmetry further strengthens our image as a minimalistic and sleek brand. To preserve our minimalist aesthetic, it is important to also keep marges in mind.

There must always be a significant distance between header and body text, and to increase readability, text should never be too close to the edge of the page.

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ABCDEFGHIJKLMNOPQRSTUV WXYZ0123456789.!?;: ABCDEFGHIJKLMNOPQRSTUV WXYZ 0123456789.!?;: Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789.!?;:

TYPEFACES TITLES/LOGOS: FUTURA PT LIGHT ALWAYS ALL CAPS 20PT - 50 PT TITLES/LOGOS: FUTURA PT BOOK OBLIQUE ALWAYS ALL CAPS ALWAYS IN COMBINATION WITH FUTURA PT LIGHT 20PT - 50 PT Body text: Cormorant light Capitals used depending on grammitcally correct punctuation Never used as header or title 12pt - 20pt

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BRAND COLORS

CKS GREY Pantone: Process Black C RGB: 30-30-30

CKS WHITE Pantone: P179-1 C RGB: 255-255-255

CKS BLUE Pantone: P 532 C RGB: 32-33-83

CKS RED Pantone: P 56-16 C RGB: 97-27-28

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IMAGE GUIDELINES

ATMOSPHERE For our imagery, we want the atmosphere and setting to reflect our brand and - most importantly - our consumer. Our consumer is always on the go; they feel most comfortable in busy settings, such as the open street in an active city. But we cannot forget that in the chaos, our target group finds peace. In line with our minimalistic visual identity, imagery can also be made in a studio with a solid background, drawing the attention to one object. This way, we can walk the line between the quiet and the loud, perfectly embodying the life of our consumer.

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ROLE OF MODELS The role of our models is essential to us as they will be representing our target group. We want our models to exude power with a touch of lust. Women don’t have to sacrifice their femininity to look confident - we want our models to look just as serious and powerful as any man would.

To convey this message, it is important that the model poses in a certain way. For instance, it is better if the model does not smile, but instead looks straight at the camera with a serious, yet mysterious look in their eyes. To really embody their femininity, we want to utilize their natural features; think of capturing their legs and, in general, really focusing on elongating the body.

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USE OF COLORS In terms of color, we want to take inspiration from our custom color palette. In general, our colors are more muted and dark. This is why there should also be less saturation in our images. In the past, Calvin Klein has used a lot of black and white footage. Although this is very chic, we want to be able to use some color on occasion as well. It is important that each image is carefully selected and edited to have a lower saturation, a higher exposure and a slightly lower contrast. All imagery should naturally blend together in a darker color pallet.

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BRAND COMMUNICATION

TAGS & FINISHES For our tags and finishes, we want to be minimalist in looks and clear in communication. We don’t want to give the consumer a lot of information that they don’t have interest in reading anyways. We want to stick with our signature minimalist style, while still giving the consumer something exciting to look at - something they want to touch and wear. With our standard hang tag, we play with cutouts and different materials to achieve this. Regarding our buttons, we use high quality materials for both the right feel and the exciting look.

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Every season we have a seasonal asset; one visual to describe this season. This can be used as an extra seasonal tag in a brand experience and on our seasonal printed t-shirts. Above an example from the A / W 24 season.

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COMMUNICATIVE PLATFORMS

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BRAND EXPERIENCE

To make our consumer truly experience the CALVIN KLEIN STUDIO brand, we offer a seasonal ‘extra’. This extra is meant as a publicity boost, while also giving the consumer something tangible to immerse them into this season’s collection. With our A/W 24 collection “SEE HER. BE HER.”, it’s all about finding sensuality within power, making this collection’s seasonal asset a pair of lips.

For the brand experience, we decided to collaborate with NARS Cosmetics to develop an exclusive NARS x CALVIN KLEIN STUDIO lipstick. The lipstick matches the red accent colors of the collection and it gives the consumer the ability to recreate the iconic red lip seasonal asset.

The beauty of this experience is that it will also help our brand gain more traction. The “SEE HER. BE HER.” lipstick will be sold by NARS Cosmetics, thus alluring NARS’ customers to take a look at CALVIN KLEIN STUDIO and vice versa.

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