the 2016 indosole brand bible created by Katie Tonkovich
indosole
brand guidelines
table of contents BRAND BASICS 1 brand voice
2 logo and use
3 typography
4 color palette
our roots
main logo
our typefaces
primary colors
taglines
alternative logos
baseline grid
secondary colors
language
proper usage
C OLLATERAL 1 emails
2 sliders
3 packaging
4 point-of-sales
concept
concept
concept
concept
basic layout
templates
basic layout
basic layout
examples
examples
examples
examples
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1 voice
2 logo
3 type
4 colors
5 photo style
6 graphics
good examples
icon sets
bad examples
5 photos
6 graphics
7 grids
8 materials
7 grids are your friend
8 physical materials
lines + shapes
baseline grid
reuse philosophy
illustrations
column logic
a few examples
proper usage
5 website
6 promos
7 presentations
concept
media packet
brand deck
homepage
in-store posters
one-pager
product page
powerpoints
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part one: brand basics
indosole
brand guidelines
the indo brand voice OUR ROOTS In 2004, Kyle Parsons went to Bali for the first time and was insipired to help minimize tire waste. During his trip he purchased a pair of sandals with soles made from motorbike tires. The unique sandals prompted Kyle to learn more about the worldwide tire problem, and he found that over one billion waste tires end up in landfills every year. This made him even more appreciative of the resourcefulness that lead to the creation of his sandals. Kyle became determined to get back to Bali to pursue his new passion for repurposed tire sole footwear. The landscape and people of Indonesia had captivated him and he hoped that by transforming discarded tires into soles, he could do his part to help alleviate Indonesia’s pollution problem. In 2009 Indosole was launched. Today Kyle is Indosole’s CEO and handles sales worldwide. You can find him at the Church of Surf, our San Francisco headquarters in the heart of Ocean Beach, California.
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
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indosole
brand guidelines
BRAND VOICE PRINCIPLES Approachable & inspiring Our voice is friendly and direct, but not overly bubbly (hold off on excessive use of exclamation marks). We are approachable, like a good friend you have had for years whose opinions and recommendations you value. We are not a brand that is “too cool for school” nor are we overly quirky or edgy. We aim to be inspiring, to get people out of their comfort zones and exploring, to encourage innovation, and to get people to care. Thoughtful, not sappy We talk about meaningful things – environmental causes, new ideas and breakthroughs, inspiring personal stories – but we don’t get teary eyed over it. And we definitely don’t post sappy quotes on Instagram. We use these stories as fuel for fire. The point is to get people to take action, to support our mission and other good causes, and to shop with a conscience. Knowledgeable, not know-it-all We share info with our followers and supporters, but we do not flood them with unnecessary jargon. The point is to arm them with enough information so that they are aware of the problems, and to make them feel like they can make a difference with every decision that they make.
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
TALKING ABOUT INDOSOLE Words We Like
Words We Don’t
Repurpose(d)
Sustainable
Upcycle(d)
Eco-friendly
Recycle(d)
Green
Responsibly made
Factory
Artisan Workshop Versatile Unique
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indosole
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brand guidelines
1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
FAVORITE TAGLINES + PHRA SES
Tires to soles Footwear made from repurposed tires Soles with soul
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indosole
logos PRIMARY LOGO
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brand guidelines
1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
A LT E R N A T I V E L O G O 1
R
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indosole
brand guidelines
typography HUGE TYPE
GT Walsheim Pro big titles are in bold abcdefghijklmnopqrst uvwxyz01234567890
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
SUBTITLES TITLIING GOTHIC, COMPRESSED SUBTITLES ARE IN THIN ABCDEFGHIJKLMNOPQRST UVWXYZ01234567890 BODY TEXT
Neue Haas Unica Pro body text is in light abcdefghijklmnopqrst uvwxyz01234567890 emphasized text is in meduim abcdefghijklmnopqrst uvwxyz01234567890 15
indosole
brand guidelines
type scale SUBTITLE HERE Header text is set in Neue Hass Unica medium, at the same size as body. Body text is set in Neue Hass Unica light. The rest of this is just filler to get an idea of the visual weights. During his trip he purchased a pair of sandals with soles made from motorbike tires. The unique sandals prompted Kyle to learn more about the worldwide tire problem, and he found that over one billion waste tires end up in landfills every year. This made him even more appreciative of the resourcefulness that lead to the creation of his sandals.
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
headline gt walsheim pro, bold 36 /40 pt Headlines should be at least 2.5x body text size. Headlines should be very brief, not be more than a few words long. subtitle titling gothic, light compressed 15/15 pt, +150 track Because they are lighter and airier, subtitles should be slightly larger than body text, in order to maintain the same visual weight. Subtitles should have the same leading as the body text. header text neue haas unica, medium 11.5/15 pt Header text is exactly the same as body, just meduim weight instead of light, to give it some more punch. body text neue hass unica, light 11.5/15 pt Body text has ample leading, for good legibility. Like all of the type, the leading is on a base-5 grid to maintain some consistency. 17
indosole
brand guidelines
color palette PRIMARY C OLOR
SEC ONDARY C OLORS Jungle Teal
Tire Black
RGB 0/ 16 1/ 13 5 CMYK 8 0/ 13/5 8/0 HEX # 6 0A18 6
RGB 5/8/8 CMYK 7 0/6 0/6 0/9 0 HEX # 0 4 07 0 8
Canvas RGB 2 3 5/2 3 0/2 20 CMYK 7/ 7/ 1 0 / 0 HEX #E A E5D E
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
TERTIARY C OLORS Charcol
Coral
RGB 20 5/9 0/9 0 CMYK 20/8 0/6 0/0 HEX # 4 6 4 6 4 8
RGB 20 5/9 0/9 2 CMYK 20/8 0/6 0/0 HEX # C B 5 A 5 C
Aquamarine
Deep Blue
RGB 10 5/ 19 0/ 18 5 CMYK 5 8/5/3 0/0 HEX # 6 9 B D B 7
RGB 0/ 10 0/ 120 CMYK 10 0/6 0/5 0/0 HEX # 0 6 6 3 7 9
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indosole
brand guidelines
photo style PRODUCT PHOTOS: Should highlight the unique tire soles of our footwear, convey a sense of adventure, and show the detail of the footwear.
LIFESTYLE PHOTOS: Should appear candid, un-staged. And subjects should appeal to our demographic of 25-40 year olds
WORKSHOP PHOTO: Show real people, be brightly light, and not be too heavily edited, should remain true to life.
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
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indosole
brand guidelines
graphics: icons MATERIALS IC ONS
ORGANIC COTTON
VEGAN SUEDE
BANANA WEAVE
RICE SACKS
TIRE TREADS
TIRE INNERTUBES
OUTDOOR
URBAN
SHOE USE ICONS
BEACH
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BURLAP
1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
ENVIRONMENTAL IC ONS
TOXIC CHEMICALS
EARTH
LANDFILL
AIR POLLUTION
MOSQUITOS
CERTIFIED B-CORP
MEN’S SHOES
WOMEN’S SHOES
FIRE
OTHER ICONS
HANDMADE
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indosole
brand guidelines
graphics icons, cont. PROCESS ILLUSTRATIONS
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
SOCIAL MEDIA ICONS
vimeo
indo blog
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indosole
brand guidelines
grids and guides GENERAL GUIDELINES If it it feasible, use a 4 or 8 column grid. Keep photos as large as possible, bleed them off the edges if necessary. Use plenty of white space, especially around the icons. Give them room to breathe. Keep large text centered, unless the photo does not allow it, in which case set left is preferred.
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
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indosole
brand guidelines
materials REPURPOSED MATERIALS Whenever possible, we make it a point to use materials that are already out in the world, rather than creating new ones. We use recycled paper when we print flyers. We use recycled cardboard when we make our packaging. We go for things that look natural. The materials include but are not limited to those shown here.
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1 voice
2 logo
3 type
4 colors
5 photos
6 graphics
7 grids
8 materials
RECYCLED CARDBOARD DISCARDED TIRES CRAFT PAPER OR NEWSPRINT CHIP BOARD BAMBOO
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part two: collateral
indosole
brand guidelines
EMAIL TEMPLATE
email template
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EMAIL EXAMPLE
indosole
brand guidelines
SECOND EMAIL EXAMPLE
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1 emails
2 sliders
3 pack
4 pos
5 webstie
6 promos
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indosole
brand guidelines
sliders TEMPLATES
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indosole
brand guidelines
packaging
Our shoes are crafted using only the finest shoes are crafted using only the finestshoes are crafted using only the finest.
v
B
A
, I N D O N E LI S
IA
R
S
A
ORGANIC COTTON
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B A N A N A W E AV E
TIRE SOLES
RICE SACKS
N
A
R
Contact info phone number / instagram handle / website / social media things / etc
, U FR ANCISCO
S
2 sliders
3 pack
4 pos
5 webstie
6 promos
Made From 100% Recycled Cardboard
1 emails
This is a tire. Why are we repurposing tires to make our footwear? Because in Bali, like a lot of other nations, leftover tires are being burned en mass, which leads to:
SIZE
STYLE
C O LO R T OX I C C H E M I C A LS RELEASED
H E AV Y A I R POLLUTION
MOSQUITO BREEDING GROUNDS
PERMANENT L A N D F I L L WA S T E
v
R
Need some help? We are at 415.000.000
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indosole
brand guidelines
hang tags
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1 emails
2 sliders
3 pack
4 pos
5 website
6 promos
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indosole
brand guidelines
8.5X11 POSTER
point of sales
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2 sliders
3 pack
4 pos
5 webstie
6 promos
8.5X11 POSTER
1 emails
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indosole
brand guidelines
thanks!
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