17_Antithesi_Presentation

A Redgrass Project “Antithesi” - Visual Indentity Design Concepts 1 - 4

Visual Indentity Design Antithesi - Women's Clothing

Antithesi /

The company was created in 1985, through these years it maintained the confidence and experience necessary to face the changes in fashion and contradictions of this industry. Now it bets for a new change reinforcing the idea of keeping a powerful, minimalist, feminine and elegant brand at the same time.

The Visual Identity of Antithesi / According to the brief received, it is concluded that the values highlighted by the brand are femininity, seriousness, neutrality and elegance. Another value that stands out is the image of an expensive brand that chooses: luxurious finishes and high quality techniques.

The reason why we developed different proposals (4 in total) was the exploration of the types of contrariness that carries the philosophy of the company's work.

Antithesi - Concept 1 /

Antithesi - Concept 1 / Symmetry, exclusivity and clothing For this proposal we started looking for some reference in the clothing stores, which is the main activity of the company. It is interesting the arrangement of a line that refers to a hanger.Symmetry is an important element too, symmetry is a kind of opposite that is in relation to the brand we have, a circle is a symmetrical element. And to unite these elements we wanted to give a highlight with the intervention of special details in the colors. The bronze, for example, is shown as a luxury element that added to the symmetry shows a serious and ele-gant brand.

Antithesi - Concept 1 / Isotype

Antithesi - Concept 1 / Typography / Jules Text Jules font started at the end of the 18th century and was inspired by several plates of a Portuguese calligrapher called Antonio Jacinto de Araujo.

The structure of this typography makes us think of the fashion industry to which this type of font has been associated. The curvature of the glyphs makes a more feminine identification with the typography.

For this proposal we will work with the bold version of the typography.

This is one of the measures that works best since these intentions are used today as a trend.

Ah

/ Uniform In contrast to a serif typeface, a non-serif typeface is used for the description of the business. We chose this typography which is a family of multi-width geometric types designed around the circle. And because it still maintains the important aspect of symmetry that we want to communicate.

Ni

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Antithesi - Concept 1 / Jules Text Greek The challenge of the proposal by using this typography was the creation of its version in Greek alphabet, which does not exist. We created for the proposal some characters that make up the logotype. The advantage of having a unique typography is that there is no other font that appears on the market. And therefore you will have a unique and original logotype, with associations to other brands but unique in its style.

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Antithesi - Concept 1 / Symmetry, exclusivity and clothing We join the ideas of symmetry, exclusivity and clothing. In order to generate more symmetry, the font is adjusted, giving more prominence to the glyphs and therefore forming a stronger and clearer logo, which contains simplicity and power at the same time. The reason for working with lower case is to give more symmetry when using Θ as an element that separates one part from the other. The line of the name antithesi, is a way to express the contrariness of wanting to highlight something normally. Linked to the metal that is the objective to highlight and in communication with the imagotype that represents the abstraction of a clothes hanger. The typography (Uniformtype) in its Light version for the description of the company "WOMEN'S CLOTHES" was chosen in a neutral color (black) to maintain a contrast with the shine of the metallic. The typography selected here also represents the symmetry we want to transmit by being quite geometrical and breaking its O design.

The metallic bronze that we select as a brand color will have a black and white support in different formats remaining so serious that is another value we want to highlight.

WOMEN'S CLOTHES

Antithesi - Concept 1 / Basic “+” Logotype The result, the brand family has a mixture of symbolism and typography that is divided into a small imagotype, one with the description of the company (women's clothing) and another with the name of the company (antithesi).

Here we put the name of the company with Latin alphabet, we again use the message of contradiction by not using the Greek alphabets keeping the Θ. The family of logos is designed to work in different media, from digital to printed, etc.

WOMEN'S CLOTHES

WOMEN'S CLOTHES

ANTITHESI

Antithesi - Concept 1 / Basic Logotype - Entire logo - Reduced logo - Reduced logo detailed

WOMEN'S CLOTHES

WOMEN'S CLOTHES

ANTITHESI

Antithesi - Concept 1 / Basic Negative Logotype - N Entire logo - N Reduced logo - N Reduced logo detailed

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Antithesi - Concept 1 / Basic Negative Size Logotype -

Logo family 1/2 Logo family N Logo family N 1/2 Logo family

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Antithesi - Concept 1 / Structure and positioning of the logo - Reduced logo - Entire logo

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Antithesi - Concept 1 / Basic color palette -

Bronce Black Soft Rose Gray

Pantone Metallic 8900 C CMYK 26 67 72 12 HEX #A95B41

Marmol Texture

Pantone 663 C CMYK 21 18 19 0 HEX #D0CFCC

Soft Rose CMYK 10 28 15 0 HEX #F9CBCB

Pantone Neutral Black C CMYK 0 0 0 100 HEX #232222 70%

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Antithesi - Concept 1 / Basic logo colors

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Antithesi - Concept 1 / Corporate Identity - Cards

Antithesi - Concept 1 / Corporate Identity - Envelope - Letter

Antithesi - Concept 1 / Corporate Identity - Invitation Envelope - Invitation Letter - Invitation Cards

Antithesi - Concept 1 / Merchandising - Shopping Bag

Antithesi - Concept 1 / Basic logo colors

ANTITHESI

ANTITHESI

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White rectangle behind logotype for aplication on other colors with high tone

White rectangle behind logotype for aplication on images with hight contrast

ANTITHESI

Corporate black Logotipo

Negative aplication on corporate rose

White aplication on 50% or above of black tone Black aplication on 49% or below of black tone

Antithesi - Concept 1 / Web Page - Homepage

Antithesi - Concept 1 / Web Page - Purchase page

Antithesi - Concept 1 / Signaling - Main sign

Antithesi - Concept 1 / Signaling - Small signage for corners

Antithesi - Concept 1 / Signaling - Small street signage

Antithesi - Concept 2 /

Antithesi - Concept 2 / Scratch or disappear subtly This proposal takes alternation with two other ideas about the opposition.

The first is scratching, which in its intention is to counteract something and leave it embodied with an action. The second idea is to make elements disappear to make a sample of what you have and what you don't have.

In this we can appreciate Didot typographies, which show a mixture between the delicate and the opposite. For this proposal we want to make even more important the development of the delicate parts to the unseen.

Antithesi - Concept 2 / Isotype

Antithesi - Concept 2 / Typography / Jules Text Jules font started at the end of the 18th century and was inspired by several plates of a Portuguese calligrapher called Antonio Jacinto de Araujo.

The structure of this typography makes us think of the fashion industry to which this type of font has been associated. The curvature of the glyphs makes a more feminine identification with the typography.

For this proposal we will work with the bold version of the typography.

This is one of the measures that works best since these intentions are used today as a trend.

Ah

/ Uniform In contrast to a serif typeface, a non-serif typeface is used for the description of the business. We chose this typography which is a family of multi-width geometric types designed around the circle. And because it still maintains the important aspect of symmetry that we want to communicate.

Ws

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Antithesi - Concept 2 / Jules Text As in the previous proposal, we worked with a Greek typeface that is not on the market. For which the characters were designed in lowercase, for this version we worked with capital letters. Above all giving more contrast between the bold sides to very thin sides.

ANTITHESI

Antithesi - Concept 2 / Scratch or disappear subtly This proposal is a mixture of the two ideas proposed, scraping and disappearance. The first step was to create a unique typography and as a consequence to start making a careful simplification. The light parts of the typography were eliminated leaving the serif to make it readable. The letters A, N, Ε and Σ, were the ones that could be reduced more and even keep the reading. The detailed work was in the elaboration of the Θ, which already had drawbacks in any similar typography made for the Greek alphabet. In this case it was solved with the help of the first idea, the scratching, making a subtle line that crosses through all to justify its reading.

For the trademark descriptor, a uniform font was used because of its geometry and simplicity of reading to give a contrast with the typography of the logo. The result is a detailed and very delicate logo for which colors were chosen very close to black but not as abrupt as this one.

WOMEN'S CLOTHES

Antithesi - Concept 2 / Basic “+” Logotype

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We designed an imagotype that works in different formats. The reason for the letter A in our logo is because it is a letter used etymologically to contradict. It also puts the name of the company in Latin alphabet to make the idea of contradiction coherent.

A circular stamp was created that would work with the proposed colors giving more modernity to the brand.

Antithesi - Concept 2 / Basic Logotype - Entire logo - Reduced logo - Transparent seal

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Antithesi - Concept 2 / Basic Negative Logotype - N Entire logo - N Reduced logo - N Transparent seal

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Antithesi - Concept 2 / Basic Negative Size Logotype -

Logo family 1/2 Logo family 1/4 Logo family N Logo family N 1/2 Logo family N 1/4 Logo family

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Antithesi - Concept 2 / Structure and positioning of the logo - Reduced logo - Entire logo

Clear Space 1/5 Icon

Clear Space 1/5 Icon

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WOMEN'S CLOTHES

WOMEN'S CLOTHES

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ANTITHESI

Antithesi - Concept 2 / Basic color palette -

White Black Soft Rose Gray

White CMYK 0 0 0 0 HEX #FFFFFF

Reflex Clair Grey Texture

Pantone Neutral Black C CMYK 0 0 0 100 HEX #232222

Pantone 663 C CMYK 21 18 19 0 HEX #D0CFCC

Soft Rose CMYK 10 28 15 0 HEX #F9CBCB 70%

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Antithesi - Concept 2 / Basic Corporate logo Identity colors

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Antithesi - Concept 2 / Corporate Identity - Cards

Antithesi - Concept 2 / Corporate Identity - Envelope - Letter

Antithesi - Concept 2 / Corporate Identity - Invitation Envelope - Invitation Letter - Invitation Cards

Antithesi - Concept 2 / Merchandising - Shopping Bag

Antithesi - Concept 2 / Basic logo colors

ANTITHESI

ANTITHESI

ANTITHESI

ANTITHESI

ANTITHESI

White rectangle behind logotype for aplication on other colors with high tone

White rectangle behind logotype for aplication on images with hight contrast

ANTITHESI

Corporate black Logotipo

Negative aplication on corporate rose

White aplication on 50% or above of black tone Black aplication on 49% or below of black tone

Antithesi - Concept 2 / Web Page - Homepage

Antithesi - Concept 2 / Web Page - Purchase page

Antithesi - Concept 2 / Signaling - Main sign

Antithesi - Concept 2 / Signaling - Small signage for corners

Antithesi - Concept 2 / Signaling - Small street signage

Antithesi - Concept 3 /

Antithesi - Concept 3 / Essence plus exclusivity, equals elegance Bronze, we continue with a proposal similar to the first one, analyzing how to make a brand more exclusive using different printing techniques, in this case, printing with bronze. We developed a proposal that has this luxury aspect. We appreciate that the relationship between bronze and gold is distant, as gold has different connotations in different fields, and bronze is given a more separate association, but still highlights its unique identity. We believe in giving this orientation to be less convetional than usual.

We also developed in the proposal a selection of clear colors and calming, all with the intention of having an air of femininity, which must have the brand.

Antithesi - Concept 3 / Isotype

Antithesi - Concept 3 / Typography / Fino Medium "Tall, majestic and refined, with a striking contrast between thick and thin, a certain type of Didone degree has become synonymous with fashion.

The Fino typography is chosen to give it that delicate finish that the brand must have, as well as the exclusivity with which the design details of the typography aspire to.

Ah

/ Bambino Regular Bambino has a 1920s font influence, similar to Futura, and an Art Deco look. Combining its vintage character with a clean geometric shape and organic flow, Bambino has a shape that fits in with modern aesthetics.

We chose this font to continue to provide the contrast between the typography and make it more contemporary.

Ni

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Antithesi - Concept 3 / Fino Greek The typography chosen, as in the previous proposal, presents us with the need to transform it into a unique typography. It is based on the previous proposal of simplification as a meaning of disappearance, and is related to the opposite. We worked the typography creating its Greek version and at the same time a unique way to represent the company.

ANTITHESI

Antithesi - Concept 3 / More exclusivity The result is a logotype with a unique and remarkable contrast. We decided to put two types of indicators to give geometry to the design and to play with the opposites. Bambino was chosen for the description of the business: Womens clothes, and the typography Compasta in its Light version for a second description: Novel Store. Novel Store, as a signature and in a carefully small size so that it can be seen as a detail on the letters, envelopes, etc. This contrast between the descriptiors, between a gemetric typography and a compressed one, added to another one without serifs, presents us with the important idea of the oppositions. This is fundamental to reinforce the brand of a different store.

We cut the upper part of the typography with the intention of continuing the idea of the second proposal, disappearing. We believe that the subtle simplification is a beautiful way to convey the differentiation we seek for customers.

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Antithesi - Concept 3 / Basic “+” Logotype Being a brand of different sizes and elements, we chose to design two more compressed versions to ensure its proper functioning in different mediums.

To do this, the creation of one type of symbol was key. Which is a monotype that matches the etymological beginning of the two words that make up Antithesi. A and θ. which are also quite visible elements.

In both compressed versions the geometry becomes more visible, as a oposition. It should be noted that the center of the logo and the typography can be used as independent elements for different applications without distorting the brand message.

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Antithesi - Concept 3 / Basic Logotype WO

- Entire logo - Reduced logo - Reduced logo detailed

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Antithesi - Concept 3 / Basic Negative Logotype WO

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Antithesi - Concept 3 / Basic Negative Size Logotype Logo family 1/2 Logo family N Logo family N 1/2 Logo family

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Antithesi - Concept 3 / Structure and positioning of the logo - Reduced logo detailed - Entire logo

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Antithesi - Concept 3 / Basic color palette -

Bronce Eggplant Soft Sagria Soft Rose

Pantone Metallic 8900 C CMYK 26 67 72 12 HEX #A95B41

Marmol Texture

Pantone 705 U CMYK 0 20 6 0 HEX #FFDDE2

Soft Sagria CMYK 34 73 57 43 HEX #793F40

Eggplant CMYK 66 67 32 HEX #544658 70%

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Antithesi - Concept 3 / Basic logo colors WO

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Antithesi - Concept 3 / Corporate Identity - Cards

Antithesi - Concept 3 / Corporate Identity - Envelope - Letter

Antithesi - Concept 3 / Corporate Identity - Invitation Envelope - Invitation Letter - Invitation Cards

Antithesi - Concept 3 / Merchandising - Shopping Bag

Antithesi - Concept 3 / Basic logo colors

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Corporate colors Logotipo

Negative aplication on corporate colors

White aplication on 50% or above of black tone Black aplication on 49% or below of black tone

White rectangle behind logotype for aplication on other colors with high tone

White rectangle behind logotype for aplication on images with hight contrast

Antithesi - Concept 3 / Web Page - Homepage

Antithesi - Concept 3 / Web Page - Purchase page

Antithesi - Concept 3 / Signaling - Main sign

Antithesi - Concept 3 / Signaling - Small signage for corners

Antithesi - Concept 3 / Signaling - Small street signage

Antithesi - Concept 4 /

Antithesi - Concept 4 / To oppose the opposite Following the exploration of the oppositions as concepts of the brand, this proposal will also be an opposition to all the previous proposals. that have carried in themselves a classic typography in relation to the fashion market.

Like the colors that have been more serious in the previous proposals, here we want to make them with a more feminine contrast, thus turning the colors that by definition are masculine, into part of the feminine.

For this proposal we have sought the interaction between space, as is the defocusing. Which in a way makes one element less visible and is another mode of opposition as well. We want to give more importance to this aspect from the interaction of the viewer with the brand.

Antithesi - Concept 4 / Isotype

Antithesi - Concept 4 / Typography / Ano Black Wide In the search for typography with contrast, we chose Ano, in its Wide version, since the alternatives with the negatives present us with an interesting contrast between light and large.

The important and valuable thing about this typography is the geometry that presents us with the opportunity to oppose the conventional typographies of fashion magazines.

/Bambino Bold Unlike a serif typeface, a non-serif typeface is used for the description of the business. We chose this typography which is a family of geometric type of various widths designed around the circle and we like the consistency with the typography Ano. The result of the description makes it more geometric and visually readable in small formats.

Ah

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Antithesi - Concept 4 / Jules Text The contrasts between lower and upper case letters of the font allow us to personalize and obtain a quite unique and different font for our brand.

The typography has a quite minimalist geometry, we have made some small adjustments to the font so that they can work perfectly in large formats and web formats.

ANtITHeSI

Antithesi - Concept 4 / Scratch or subtle disappearance The logo is an experiment for the client where the opposites become very clear by the degradation of the logo to the color of the background.

The whole typography is worked adjusting it to have a careful and symmetrical spacing with respect to θ, which is in the central element of the gradient. The pink and blue marine colors are proposed in a soft and delicate version. The decision to choose these colors is due to the desire to obtain colors with opposition, and what better than the classic colors of masculinity and femininity, but in this case with a careful selection to appropriate the color blue.

Consequently, the gradient also helps the appropriation of blue and presents us with a mark quite opposite to the conventional, from its typography, to the way it disappears.

Antithesi - Concept 4 / Basic “+” Logotype We designed an imagotype that contrasts the two characters of our logo, the reason being that they are the first letters of the etymological separation in the ancient Greek brand.

Two versions were designed, in order to be prepared to face the brand in different formats and media.

And as special details it is proposed that only the imagotype is sold with the color metallic pink, which in different types of printing will give a much more unique detail to the reality of the brand in relation to the ideas proposed in this presentation.

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Antithesi - Concept 4 / Basic Logotype - Entire logo - Reduced logo - Reduced logo detailed

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Antithesi - Concept 4 / Basic Negative Size Logotype

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Antithesi - Concept 4 / Degrade Basic Negative Size Logotype

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Antithesi - Concept 4 / Structure and positioning of the logo - Reduced logo detailed - Entire logo

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Antithesi - Concept 4 / Basic color palette -

Metallic Pink Soft Rose Marine Navy Cool Gray

Pantone Metallic 8900 C CMYK 26 67 72 12 HEX #A95B41

Reflex Clair Grey Texture

Pantone 705 U CMYK 0 20 6 0 HEX #FFDDE2

Pantone 663 C CMYK 21 18 19 0 HEX #D0CFCC

Marine Navy CMYK 84 62 40 63 HEX #F9CBCB 70%

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Antithesi - Concept 4 / Degraded

Background Rose with degrade Rose - Marine at interior For positive aplication

Degrade Marine with tipography Rose For Corporate Identity

Degrade Rose with tipography Marine For Corporate Identity

Background Marine with degrade Marine - Rose at interior For negative aplication

Degrade Marine 30% For Corporate Identity Digital

Degrade 50% Rose For Corporate Identity Digital

Antithesi - Concept 4 / Basic Corporate logo Identity colors

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Antithesi - Concept 4 / Corporate Identity - Cards

Antithesi - Concept 4 / Corporate Identity - Envelope - Letter

Antithesi - Concept 4 / Corporate Identity - Invitation Envelope - Invitation Letter - Invitation Cards

Antithesi - Concept 4 / Merchandising - Shopping Bag

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Negative aplication on corporate rose Background degrade marine navi 50% opacity withe 0% -90°

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Antithesi - Concept 4 / Basic logo colors

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White aplication on 50% or above of black tone Black aplication on 49% or below of black tone

White rectangle behind logotype for aplication on other colors with high tone

White rectangle behind logotype for aplication on images with hight contrast

Antithesi - Concept 4 / Web Page - Homepage

Antithesi - Concept 4 / Web Page - Purchase page

Antithesi - Concept 4 / Signaling - Main sign

Antithesi - Concept 4 / Signaling - Small signage for corners

Antithesi - Concept 4 / Signaling - Small street signage

Redgrass - September 2017

Agiou Vasiliou 209 121 37 Peristeri Τ 210 57 72 643 info@redgrass.gr www.redgrass.gr