Esprit Visual Standards Guide

VI S UA L STA N DA R DS G U ID E

03

VI S UA L STA N DA R D S G U I D E / ES PR IT / 1

CONTENTS 2 / ES PR IT / VI S UA L STA N DA R D S G U I D E

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THE NEW LOGO Our Mission

06

Our Evolution

08

The New Logo

10

Logo Anatomy

12

Clear Space

14

Sizing Guide

16

Alternate Logo

18

Incorrect Uses

20

02

VISUAL SYSTEM Color Palette

26

Typography 28

03

Photo Style

32

Pattern Style

34

THE FUTURE New Ecosystem 38 New Offerings

40

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OUR NEW LOGO VI S UA L STA N DA R D S G U I D E / ES PR IT / 5

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Deep down, Esprit’s soul has always been about the self expression of environmentally and social conscious people.

Our soul lives on in our 2017 relaunch, but we will be more than a fashion brand with strong opinions. We will be a leader in sustainable education and innovation, in activism, in community engagement, and in the reinvention of retail.

We will relaunch back where it all began: in San Francisco.

2017

Our mission is to empower young women to stand up for environmental and social issues by being catalysts of change and conscious about the choices they make as consumers.

SF, CA VI S UA L STA N DA R D S G U I D E / ES PR IT / 7

OUR EVOLUTION

New Challenges & New Goals

Esprit will draw from the journey the founder’s started to promote environmental and social causes important to them and expand on this thinking to fit the critical needs of today. With the new US administration and the threats to women’s rights and environmental rights, we feel its crucial to harness our connection with young women and empower them to really get active and engaged. Through activism, community engagement, education, innovation initiatives, and a strong commitment to using recycled and 100% non-toxic materials in the retail channel, we believe Esprit can serve as a partner for women in today’s difficult world. We also believe that we can serve as a model for what it means to be a truly sustainable, responsible, and engaged company today.

A big part of launching into a bigger, better brand is developing a cohesive visual identity that speaks to our audience of young American women. We have developed a robust visual system that speaks to what our brand voice is today: vibrant, youthful, confident, active, conscious, and empowered. The following guidelines are here to help you keep the Esprit brand as strong, consistent, and meaningful as possible.

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01. EMPOWER WOMEN 02. REDUCE CONSUMPTION 03. PROMOTE TOGETHERNESS

“Share what you love, honor what you consume, give away what you can, and embrace those who inspire you.”

—K ATHERINE CERULEAN, AUTHOR

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THE NEW LOGO

Tree Ring Symbolism + Stencil Reference

In 2017, Esprit will officially relaunch with a powerful and vibrant new logo and visual system that pay tribute to our mission of empowering women to take a stand for social and environmental issues and become more conscious about consumption. Two components make up the Esprit log: a tree ring symbol and wordmark.

These tree rings symbolize inner strength, stability, and wisdom. Trees are also an extremely important part of our environment because they provide oxygen that we need to exist. The tree rings symbolize all that an Esprit women should strive to be—strong, steady, and conscious of others and the environment.

The geometric anatomy of the signature is based on circular shapes working together, which creates the underlying structure for a logo that speaks to a vibrant,

LOGO COLOR

warm, and unified brand. The stenciled approach of

Pantone Process Black

the logotype references the original Esprit stencil logo that was beloved and memorable.

Our logo is a very important part of the overall Esprit brand. We ask that you pay special attention to the ways that the logo is expressed. The following guidelines are here to help you.

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RGB: 0/0/0 CMYK: 0/0/0/100

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02 Symbol

01 Signature

LOGO ANATOMY

03 Wordmark

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Wordmark Customization

The custom wordmark is based on the typeface named Montseratt, a geometric sans serif that was designed

by Argentinian Julieta Ulanovsky. Many adjustments were made to truly customize the typeface. The "e" was manipulated to be a perfect circular shape, and the "s" terminal and tail were rounded, and the "r" ear and the "t" tail were rounded as well. Then, the left side 01 Montserrat Extra Light 02 Esprit Customized Type

of the "t" crossbar was trimmed off as well. Finally, a stencil look was added to the adjusted type to reference the original stencil logo.

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CLEAR SPACE

Room to Breathe

Clear space is important to the visual impact, legibility,

01 Signature

and integrity of the Esprit logo. This area should be free of any other graphic elements, such as photography, typography, or patterns. We define clear space by the

1X

1X

1.4 4X

5.03X

measurement of measurement ‘X’ as shown. This ‘X’ measurement is equal to the x-height of the lowercase letters in the Esprit wordmark.

.89X

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5.12X

.89X

1X

1X

1X

1X

02 Symbol

03 Wordmark

1X

1X

1X

5.12X

1X

1X

1X

1.4 4X

1X

1X

.28X

.27X

.28X

.25X .45X

1X

5.03X

5.12X

1X

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SIZING GUIDE

Recognizable + Clear

The Esprit logo should always be recognizable and clear. Please follow these simple guidelines around which logo version to apply when. To make sure the legibility of the tree rings doesn’t suffer when the logo appears in smaller sizes, there are two logo files: Standard Logo and Micro Logo. Follow the key on which logo to use when.

LOGO KEY

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S

Standard Logo

M

Micro Logo

SIGNATURE

WORDMARK

SYMBOL

3/4” wide and larger S

1/2” wide and larger M

1/4” wide and larger M

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ALTERNATE LOGO

Reversed Logo

The Esprit logo should be printed in standard black whenever possible, but it may be reversed out to white when necessary. All colors from the palette, minus energize yellow, can be used as backgrounds for the white version of the logo.

REVERSED LOGO BACKGROUND COLOR OPTIONS Environmental Green Activate Red Conscious Blue Black

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01 Reversed Logo on Colored Background

02 Reversed Logo on Black Background

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INCORRECT USES

Watch Out For

01 Low Contrast Don’t place the logo on a background where lack of contrast diminishes the logo legibility.

02 Distortion Don’t distort the logo in any way, including stretching it vertically or compressing it horizontally.

03 Rotating Don’t rotate the logo in any direction.

04 Alternate Typeface Don’t replace the wordmark with a typeface.

05 Visual Effects Don’t apply any visual effects, such as layering, drop shadows or blurs.

06 Alternate Color Don’t apply a color to the logo.

07 Outlining Don’t outline any part of the symbol or wordmark.

08 Flipping Don’t flip the order of the symbol and wordmark.

09 Photo Background Don’t place the logo on top of vibrant photography.

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X

X

01

02

X

X

03

X

X

esprit 04

05

X

07

06

X

08

X

09

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VISUAL SYSTEM VI S UA L STA N DA R D S G U I D E / ES PR IT / 23

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COLOR PALETTE

Activate Red PMS 191 C/206 U CMYK 0/92/42/0 RGB 207/66/103 HEX ce4167

Environment Green PMS 366 C/584 U CMYK 27/0/77/0 RGB 201/218/109 HEX c8d96c

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Conscious Blue PMS 3258 C/7465 U CMYK 62/0/35/0 RGB 128/193/181 HEX 80c0b4

Energize Yellow PMS 114 C/114 U CMYK 0/12/85/0 RGB 248/218/80 HEX f7d950

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TYPOGRAPHY

Sofia

We selected Sofia for short headline statements,

Sofia Light

secondary headlines, and body copy. This family has

ABCDEFGHIJKLMNOPQRSTU

a warm and somewhat humanistic feel for a geometric

VWXYZabcdefghijklmnopqr

sans, which we feel strikes the perfect tone for our

stuvwxyz012345678900123

message that is pressing, yet positive and our audience

4 5 6 7 8 9. ! ? ” “ @ # $ % & *

that is young and hopeful.

Sofia was designed by Olivier Gourvat and released

Sofia Regular

through the French foundry Mostardesign in 2008. Sofia

ABCDEFGHIJKLMNOPQRSTU

is available in eight weights with matching italics, mak-

VWXYZabcdefghijklmnopqr

ing it a great choice for our various typographic needs.

stuvwxyz012345678900123 4 5 6 7 8 9. ! ? ” “ @ # $ % & * Sofia Medium

SOFIA USES + Body Copy + Short Headlines

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqr stuvwxyz012345678900123 4 5 6 7 8 9. ! ? ” “ @ # $ % & * Sofia Bold ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqr stuvwxyz012345678900123 4 5 6 7 8 9. ! ? ” “ @ # $ % & *

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“There is no such thing as away. When we throw anything away it must go somewhere.”

—ANNIE LEONARD, CREATOR OF THE STORY OF STUFF

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TYPOGRAPHY

Freight

Typography is a very important part of the Esprit's

Freight Text Bold ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnop q r s t u v wxyz0123456789.!?”“ @#$&*

visual communications. We took great care in selecting our official typefaces, Freight and Sofia. We selected the Freight typeface, including Freight Text, Freight Display, and Freight Big, for both headlines and quotes.

This super family provides the strong and current look we strive for, but also offers little quirks that create an inviting charm that fits with our desire to be a warm and approachable brand. The Freight Superfamily was designed by Joshua Darden who, like Esprit, hails from California. Both Freight Text and Freight Display were released in 2005 and Freight Big was released in 2010.

FREIGHT USES + Headlines + Numbering + Quotes

Freight Text Black ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789.! ?”“@#$&* Freight Display Semibold ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstu vwxyz0123456789.!?”“@#$ &* Freight Display Black ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnopq rstuvwxyz0123456789.!?”“@# $^&* Freight Big Black ABCDEFGHIJKLMNOPQRST UVWXYZabcdefghijklmnopq rstuvwxyz0123456789.!?”“@# $ &*

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“When unique voices are united in a common cause, they make history.”

—GLORIA STEINEM, FEMINIST & POLITICAL ACTIVIST

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PHOTO STYLE

Capture the Mood

Esprit’s photography style reflects our celebration of diverse, engaged, and smart young women. Photos are real, colorful, and positive. Our brand photography focuses primarily on photos featuring women only.

To best deliver Esprit’s mission, please select imagery for projects carefully.

PHOTOGRAPHY TIPS 01 Photos should feature women in leadership positions. (Like top left).

02 Photos should try to reflect what our community is all about—women of all colors and backgrounds coming together. (Like top right).

03 Photos of women activists should be powerful, but not angry. Signage should be intelligent and inclusive.

(Like bottom left).

04 Community volunteering should show women in active situations who are having fun and being positive. (Like bottom right).

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PATTERN STYLE

Add Some Personality

In the past, Esprit was known for bold and playful geometric shapes that showed off our personality. Today, we have created shapes that have a more organic feel to them to better align with our brand that is about being natural, conscious, and environmentally focused.

The shapes include leaves, a circular tree ring outline, and triangles. The leaves and tree rings symbolize growth and the need to take care of our natural world and the triangles are a reference climbing upward and feeling empowered.

PATTERN STYLES 01 Circles 02 Triangles 03 Leaves

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OUR FUTURE VI S UA L STA N DA R D S G U I D E / ES PR IT / 37

NEW ECOSYSTEM Activism

Education

ESPRIT ECOFEMINISTS (E²)

E S P R I T S U S TA I N AC A D E M Y

E² Movement

Sustain STEM Program

E² Catalyst Program

Sustain Fashion Design Program

E² Conference

Sustain Living Community Ed.

E² Day

Sustain Living Retreat

E² Campaigns

Sustain Career Fair

E² Accord

Sustain Hands On Research

E² Political Coalition

Sustain Scholars

E² Policy Defense Fund E² + Lean In E² + Earth Justice E² On the Road

Retail ESPRIT RENEW Renew Store

Innovation Hub ESPRIT UP INSTITUTE Up Lab Up Farm Up Factory Up Fellowship Up Gallery Up Tours Up Campus Connect Up + Recology

Renew Clothing Renew Forward Renew Kit Renew Flex Renew Body Renew Home

Media ESPRIT CONSCIOUS Conscious Documentary Conscious Podcast Conscious Zine

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Connect

CO N S C I O U S P O D C AST

S U STA I N C A R EER FA I R

E² CO N FER EN C E

CO N S C I O U S D O C U M ENTA RY

U P TO U R S

CO N S C I O U S ZI N E

U P GA LLERY

E² + LE A N I N

U P + R ECO LO GY

R EN E W STO R E

E² ACCO R D

S U STA I N H A N D S O N R ES E A RC H UP LAB

E² C A M PA I G N S

UP CAMPUS CO N N EC T

E² M OVEM ENT E² O N TH E R OA D

S U STA I N S C H O L A R S E² P O LI C Y D EFEN S E FU N D

S U STA I N LIVI N G R E TR E AT

R EN E W C LOTH I N G R EN E W FO RWA R D R EN E W H O M E

R EN E W B O DY

U P FA R M S U STA I N FAS H I O N D ES I G N PRO G R A M

S U STA I N LIVI N G CO M M U N IT Y ED

R EN E W K IT

E² C ATA LYST PR O G R A M E² P O LITI C A L COA LITI O N

U P FAC TO RY U P FELLOWS H I P E² DAY R EN E W FLE X S U STA I N STEM PRO G R A M

Innovate

E² + E A RTH J U STI C E

Act

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ESPRIT ECOFEMINISTS (E2) E² is all about getting young women connected, empowered, and involved in their communities, workplaces, homes, and local and national government to improve environmental and women’s rights issues.

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Ecofeminism: A movement that combines feminist concerns with ecological ones.

ESPRIT ECOFEMINISTS (E²)

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E² MOVEMENT

EX | EN

A movement that brings together women, both digitally and physically, to work together and create positive change around environmental protection and women’s rights issues locally and nationally.

E² CATALYST PROGRAM

EX

A one-year, full-time program that is for young women who have graduated from high school. They do public service work related to helping with environmental and women’s rights issues. For their year of service and community engagement, they will build life skills and receive free tuition to a four-year public university.

E² CAMPAIGNS

EV

An online platform that unifies groups to combat ecofeminist issues by sharing injustices committed by the government and corporations and providing a platform for women to create campaigns for signing and sending to decision makers.

E² POLICY DEFENSE FUND

S

A fundraising movement where members of E² learn about threats to policies that protect the rights of women and the environment and can donate to help the fight.

With today’s political landscape in the US, we can help protect the environment and women’s rights by raising our voices and taking action.

E² ON THE ROAD

E² POLITICAL COALITION

S

S

A group of speakers who go on the road and talk at

A group that focuses on the recruitment, training, and

college campuses to activate students to get involved

support of women political candidates who place

and improve environmental and women’s rights issues

environmental causes and women’s rights issues at the

on their campuses.

forefront of their platforms.

E² + LEAN IN CB | EX

E² CONFERENCE

A partnership with Lean In to co-produce a variety

An annual conference for young women disrupters.

of online lectures and articles that encourage women

The mission of the conference is to educate, connect,

to not only lean in and pursue their ambitions, but to

and empower women to go out and get involved in

also “green in”—meaning they stand up for creating

their workplaces and communities and to step up and

workplaces that are more environmentally and socially

take action to improve environmental and women’s

responsible too.

rights issues.

E² ACCORD

E² DAY

S

EV

EV

A pact authored by members of the E² community.

An annual day where E² members come together and

The organizations that demonstrate a commitment to

get out and volunteer in their local communities to help

standing in solidarity with both women’s rights and

out with the environmental and social causes that are

environmental protection can enter to be added to the

important to the success of the communities they live in

pact signatures.

and work in.

E² + EARTH JUSTICE

CB

A partnership with Earth Justice to have legal council from their environmental lawyers who hold those who break our nation’s environmental laws accountable for their actions.

CB: Co-Branding | ED: Educational | EN: Environment EV: Event | E X: E xperience | P: Produc t | S: Ser vice

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UP INSTITUTE The Up Institute is the intersection of the Up Lab, Up Farm, and Up Factory. The Institute is focused on the research, development, and production of 100% recycled and bio-based products and clothing which we sell under the Renew label.

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Circular Economy: Keep resources in use for as long as possible, extract maximum value, then recover and regenerate materials.

ESPRIT UP INSTITUTE

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UP LAB

EN

An innovation hub for professional women scientists, engineers, and designers. In this lab, new products are imagined and developed by working with recycling, repurposing, and upcycling methods. The Up Lab brings product development in-house and promotes a truly circular economy through the products developed in the lab.

UP GALLERY

EN | EX

An inspirational gallery featuring themed exhibits that showcase materials and products conceived at Up and also works of art made with recycled materials. The exhibits act as a bridge between the institute and the community. The gallery’s mission is to inspire and educate sustainability enthusiasts on what is possible and to attract talent to join the Up Institute.

UP FARM

EN

An innovation counterpart to Up Lab where various biomaterials are conceived and developed and natural vegetable-based dyes are experimented with. These biomaterials and dyes are added as needed to the products that are developed in the lab.

The average American throws away 82 pounds of textiles per year. We can move from a throw away and replace it kind of lifestyle to a renewable one.

UP FACTORY

UP FELLOWSHIP

EN

EX

A factory where new sustainable materials are put

A year-long fellowship program that serves as a hands-

into play and where fashions are returned, shredded,

on training program for promising female designers,

and made anew again. Our clothing is designed to

engineers, farmers, and scientists who are focusing on

be extremely durable and our team of highly skilled

sustainable product development. Women who have

women ensures of that. Our factory stands for paying

just graduated with a bachelor’s or master’s degree are

women fair wages, providing positive work conditions,

eligible to submit an application. Each year, six scholars

being sustainable, and promoting from within.

are chosen from around the US.

UP TOURS

EX

Small group tours are offered of the Up Lab and Up

UP INSTITUTE + RECOLOGY CB

Farm. These tours are free and anyone is welcome

A partnership with Recology, a Bay Area trash, recy-

to attend so long as they register in advance. The tours

cling, and composting service. Through this partnership,

are offered one Friday per month and take the group

Recology assists us in rescuing textiles and clothing

through fascinating innovations and techniques we use

destined for the landfill and in spreading educational

as well as share the state-of-the-art facilities that are

messages to consumers about reducing such waste in

taking sustainability to a new level.

the first place. We take these rescued pieces and reuse and renew them at the Up Institute.

UP CAMPUS CONNECT

ED | EX

The Up Institute goes on the road and partners with the Esprit Academy and various California college campuses to feature seminars that enhance the curriculum for students focusing on design, science, farming, and engineering.

CB: Co-Branding | ED: Educational | EN: Environment EV: Event | E X: E xperience | P: Produc t | S: Ser vice

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SUSTAIN ACADEMY Sustain Academy is the center for gaining practical and technical training on sustainable fashion design and materials development. It is also a great place to learn every day skills to live more sustainably.

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Sustainable Fashion: The goal is to bring both environmentalism and social responsibility into the clothing manufacturing process.

ESPRIT SUSTAIN ACADEMY

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SUSTAIN STEM PROGRAM

ED

A series of courses to provide supplemental training to those studying and working in science, technology, engineering, and math fields. A key path to sustainability is moving toward a more circular economy and this new economy of remanufacturing and recycling will require creative minds in the STEM fields to get the latest training to implement innovation and best new practices into their daily work routines.

SUSTAIN FASHION DESIGN PROGRAM

ED | EX

In partnership with the Up Institute, the Sustainable Fashion Design Series is offered to designers who want to have more environmentally friendly processes. The series features both classroom time and hands-on labs at the Up Institute.

SUSTAIN SCHOLARS

ED | EX

A full scholarship opportunity for high school seniors who submit a promising idea in the area of sustainable design that they aim to bring to life at the Academy.

SUSTAIN DIY COMMUNITY ED

EN | EX

A series of courses on building your own sustainable lifestyle. From learning how to garden, to sewing, to making home cleaners, to reducing food waste, this series will be fun and educational all at once.

We can improve the sustainability of the fashion industry and our daily lives by bringing brilliant minds together to work hard and innovate.

SUSTAIN HANDS-ON RESEARCH

ED | EX

A hands-on research and study experience that brings students to the epicenter of areas experiencing climate change and environmental degradation because of the retail industry, and particularly fashion. Visit areas where very resource intensive crops, like cotton, and practices such as textile dyeing have caused negative effects to the environment. Understand how different ecosystems are impacted.

SUSTAIN CAREER FAIR

EX

A career fair for young women that showcases a wide range of corporate, non-profit, and governmental organizations who are offering both internship and job opportunities in the areas of women’s empowerment and sustainability.

SUSTAIN LIVING RETREAT

ED | EX

A chance to get outside of the classroom circuit and practice what we preach. This weekend nature retreat for women is focused on the art of living simply, living with less, and creative thinking around removing pressures in our lives to keep buying things we don’t need. By offering yoga and meditation, the retreat will also help women create space in their mind to bring a fresh outlook and change to their lives.

CB: Co-Branding | ED: Educational | EN: Environment EV: Event | E X: E xperience | P: Produc t | S: Ser vice

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RENEW Renew is our retail line developed at the Up Institute that takes retail to a new level by carrying out a leasing model where women can wear, love, and return their clothing pieces—making a 100% recyclable process. The line also features personal care products that are truly harm-free.

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CONSCIOUS Conscious is our media platform that serves as a daily inspiration piece for young women wanting to learn more about living sustainably. Real stories come to life through a series of podcasts and zines as well as a documentary.

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ESPRIT RENEW We can bring ethical consumption to a new level by remembering that classic and durable is more important than being cheap and trendy.

RENEW CLOTHING

P

RENEW FLEX

P

Clothing for lease developed and manufactured in the

A set of clothing pieces developed by an innovative

Up Institute. Receive a small box of clothes, wear them,

sustainable designer from the Up Lab. This series

send them back, and receive another set. All pieces are

features fashions with multi-layer construction so one

used, upcycled, and reused again, so there is no waste.

can flex a single piece into a variety of different looks.

RENEW BODY

RENEW HOME

P

P

A line of personal care products including deodorants,

A line of home cleaning products that are made from

soaps, and lotions made from natural ingredients to

natural ingredients to help women create toxin-free

help women be more healthy and sustainable in their

households and be more healthy and sustainable in

day-to-day lives.

their daily lives.

RENEW STORE

EN

A store that sells Renew Clothing, Renew Flex Series, Renew Kit, Renew Body, and Renew Home.

RENEW FORWARD

P|S

A program where a small box containing clothing, personal care products, and home cleaning products can be purchased and then donated via Esprit to women living in poverty who are in need of necessities.

RENEW KIT P | ED A kit of mending materials and a how-to guide that encourages women to learn new skills around mending and to extend the longevity of their clothing.

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ESPRIT CONSCIOUS We can turn imagination into reality by sharing inspiring stories of women from around the US who are opting in to sustainable lifestyles.

CONSCIOUS PODCAST

S

A podcast that strives to engage and inspire listeners by sharing conversations with real women making a positive environmental impact within their homes, businesses, and communities.

CONSCIOUS ZINE

S

A monthly digital magazine on sustainable living that shares storytelling, advice, and trends around green fashion and products, volunteering and job opportunities, career advice, and more.

CONSCIOUS DOCUMENTARY

P

A film that shares the stories of various young women from diverse backgrounds and geographies who are choosing to live empowered, environmentally and socially conscious lives and what drives them to do so.

CB: Co-Branding | ED: Educational | EN: Environment EV: Event | E X: E xperience | P: Produc t | S: Ser vice

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“I feel we need to learn and teach to live with less and to walk gently and consciously so that others will have a chance. To live artfully, simply and passionately is more satisfying than being a conspicuous consumer.�

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—SUSIE TOMPKINS BUELL, ESPRIT CO-FOUNDER

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COLOPHON

TYPEFACES Sofia Freight SOFTWARE Adobe Photoshop, Lightroom, Illustrator & InDesign PRINTER California Office Service, San Francisco DESIGNER Katherine Wallenta DESIGN CONSULTATION Hunter Wimmer Academy of Art University PHOTOGRAPHY The images in this book are used in accordance with the Creative Commons License. This book is a noncommercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.

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