Page 1

fig leaf

LINGERIE Brand Standards Manual


TABLE OF CONTENTS 2 Introduction 3 Logotypes 4

Primary Mark

8

Wordmark

13 Design Specifications 14 Primary Mark Space and Size 15 Wordmark Space and Size 17 Inappropriate Uses

18 Identity System 19 Graphic Elements 20 Color Palettes 21 Typefaces

23 Business System 28 Applications

Fig Leaf Brand Standards Manual 1


INTRODUCTION Brand Message Fig Leaf is overall a lingerie company dedicated to changing the difficult conversation surrounding female sexuality. Fig leaf is about empowering all types of women to be their natural, beautiful, sexy selves by promoting positive body image. This message can appeal to a much wider range of women of varying body types, ethnicities, and sexualities by showing these real women that make up the world and creating an accepting community.

Updating the products and creating a unified brand will increase the popularity of the store. This will require the hiring of a design and marketing team to update the store’s image and get the word out. The online store would eventually be where the store makes most of their revenue. There will also be a rewards system for loyal customers who can receive special discounts and a monthly catalog with the latest and greatest styles.

Solution

Purpose

The proposed solution to achieve this message of acceptance is through campaigns, slogans, and image materials. Fig Leaf will join the body positivity conversation starting at a local level and then going global through an online apparel website and an active social media presence. Self love and inclusivity campaigns are gaining a lot of attraction lately, so not only would this good message help direct the conversation of women’s rights, but it would also get more attention than your run of the mill lingerie store.

The purpose of this manual is to help solidify a consistent cultural identity for this company. It provides strict guidelines for how the logo and the type should and should not be used in order to keep the expanding materials consistent with the brand’s message and image. A consistent identity is crucial to the expansion of this company and their success as a recognizable brand.

2 Fig Leaf Brand Standards Manual


LOGOTYPES

Fig Leaf Brand Standards Manual 3


PRIMARY MARK Full Color

Background The fig leaf logo is designed to reference Eve. The fig leaf is widely used figuratively to convey the covering up of an act or an object that is embarrassing or distasteful. This brand takes this symbol and reclaims it as a symbol of empowerment. The fig leaf is shown within the shape of underwear to show that instead of covering with a leaf, you can cover with Fig Leaf ’s lingerie products. The use of negative space creates a logo that may not read instantly, but once you see it, you can’t stop seeing it. The gold color also signifies strength and power. The primary mark has the three elements of the underwear symbol, the company name, and the descriptor, or tagline, all stacked. This is the best way to describe the business and should be used when possible, preferably in full color.

4 Fig Leaf Brand Standards Manual


PRIMARY MARK One Color Positive

Appropriate Usage If primary logo colors aren’t pertinent to some applications, a one color positive version are to be used. These are only used when the primary color palette in logo is not visible enough on a specific application or if one color is more appealing to the design. The entire positive logo needs to be in either Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

Fig Leaf Brand Standards Manual 5


PRIMARY MARK One Color Reversed

fig leaf

LINGERIE

fig leaf fig leaf fig leaf

LINGERIE

LINGERIE

LINGERIE

Appropriate Usage

fig leaf

LINGERIE

The one color reversed logomark should be used in specific circumstances that require for the logo to be displayed as a negative. The color to be utilized for the logotype should always be white. The primary color for the material surrounding the logotype should be Pantone coated 7406 L I436 N GC, E RorI black. E L I N GC, ER IE Pantone Coated No other colors should be used in these cases but those three.

fig leaf fig leaf fig leaf

LINGERIE

fig leaf fig leaf fig leaf

LINGERIE

LINGERIE

6 Fig Leaf Brand Standards Manual

LINGERIE


PRIMARY MARK Two Color Version

Appropriate Usage

eaf fig leaf

RIE

LINGERIE

In some cases it is permissible to have this two color primary mark to create variety. The symbol and “Lingerie” wordmark should be in Pantone coated 7406 C, and the “Fig Leaf ” wordmark should be in white and the background must always be black. This is the only alternative two color mark that is acceptable.

Fig Leaf Brand Standards Manual 7


WORDMARK Primary and Alternate

Primary Wordmark This wordmark is the official wordmark of the company and should be utilized whenever the primary logo proves difficult to display. If the symbol cannot fit in the design application, this wordmark with the description will work.

Alternate Wordmark This alternative wordmark should be used when only minimal description of the company is necessary, or there is extremely limited space. This can be used on the smallest applications as it can shrink down a lot more. This wordmark also works well for applications where it isn’t necessary to include the “lingerie” wordmark.

8 Fig Leaf Brand Standards Manual


PRIMARY WORDMARK One Color Positive

Appropriate Usage If the full wordmark colors aren’t pertinent to some applications of the primary wordmark, a one color positive version are to be used. These are only used when the primary color palette in wordmark is not visible enough on a specific application or if one color is more appealing to the design. The entire positive wordmark needs to be in either Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

Fig Leaf Brand Standards Manual 9


PRIMARY WORDMARK One Color Reversed

fig leaf fig leaf fig leaf

LINGERIE

LINGERIE

LINGERIE

Appropriate Usage

leaf fig leaf fig leaf fig leaf fig leaf fig leaf ERIE

LINGERIE

The primary one color reversed wordmark should be used in specific circumstances where it works better for the design to be displayed as a negative. The color to be utilized for the logotype should always be white. The primary color for the material surrounding the logotype should be Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

LINGERIE

leaf fig leaf leaf fig leaf fig leaf ERIE

LINGERIE

10 Fig Leaf Brand Standards Manual


ALTERNATIVE WORDMARK One Color Positive

Appropriate Usage If the primary logo colors aren’t pertinent to some applications of the alternative wordmark, a one color positive version are to be used. These are only used when the primary color palette in wordmark is not visible enough on a specific application or if one color is more appealing to the design. The entire positive wordmark needs to be in either Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.

Fig Leaf Brand Standards Manual 11


fig leaf fig leaf fig leaf

LINGERIE LINGERIE LINGERIE ALTERNATIVE WORDMARK One Color Reversed

leaf fig leaf fig leaf fig leaf fig leaf fig leaf leaf fig leaf leaf fig leaf fig leaf

ERIE

ERIE

LINGERIE

LINGERIE

Appropritate Usage

LINGERIE

leaf fig leaf 12 Fig Leaf Brand Standards Manual

Like the primary wordmark, the alternative one color reversed wordmark should be used in specific circumstances where it works better for the design to be displayed as a negative. The color to be utilized for the logotype should always be white. The primary color for the material surrounding the logotype should be Pantone coated 7406 C, Pantone Coated 436 C, or black. No other colors should be used in these cases but those three.


DESIGN SPECIFICATIONS

Fig Leaf Brand Standards Manual 13


PRIMARY MARK Safe Space and Sizing

LINGERIE

Negative Space

fig leaf

The design of this primary logo requires this alloted negative space in order to effectively communicate this logo without distraction. Elements should always be extracted from the primary logo in use, in order to proportionally pertain to that proper space. The sides should allow space for the leaf symbol, the top should allow room for the lingerie text, and the bottom should have more room than the top, with enough to fit the “in” from the lingerie wordmark.

IN

LINGERIE

Minimum Size

fig leaf fig leaf

LINGERIE 1 inch

fig leaf

LINGERIE 1 inches

14 Fig Leaf Brand Standards Manual LINGERIE 1 inch

fig leaf 3/4 inch

The positive primary logo is able to be reduced to a smaller size, but careful attention is necessary to distortions in detail. At minimum, the logotype should be reduced proportionately to one inch in width before losing legibility. The reversed primary logo’s text should also not be reduced smaller than one inch in width proportionally.


WORDMARK Safe Space

IN

fig leaf IN IN

LINGERIE

IN

fig leaf

Negative Space Primary Wordmark The design of this primary wordmark requires this alloted negative space in order to effectively communicate this logo without distraction. Elements should always be extracted from the primary logo in use, in order to proportionally pertain to that proper space. The sides should allow space for the leaf symbol, the top and the bottom should have room to fit the “in” from the lingerie wordmark.

Negative Space Alternative Wordmark Similar to the primary wordmark, the alternative wordmark needs to have enough negative space to read without distraction. The sides should allow space for the leaf symbol, the top and the bottom should have room to fit the “in” from the lingerie wordmark.

Fig Leaf Brand Standards Manual 15


fig leaf fig leaf fig leaf WORDMARK fig leaf Sizing LINGERIE LINGERIE 1 inch 1 inch

fig fig leaf leaf

LINGERIE LINGERIE 1 inches 1 inches

Positive Wordmark Minimum Size

LINGERIE LINGERIE

fig leaf leaf fig

1 inch 1 inch

3/4 inch 3/4 inch

fig leaf

LL II N R II EE NG GE ER 1 1 inches inches

The primary positive wordmark is able to be reduced proportionately to one inch in width before losing legibility. The alternative positive wordmark is the mark that can be reduced the most at 3.75 inches. This wordmark works well for the smallest applications with the least amount of information.

Reversed Wordmark Minimum Size

fig leaf leaf 3/4inch inch 3/4

16 Fig Leaf Brand Standards Manual

The primary reversed wordmark, like the positive, is able to be reduced proportionately to one inch in width before losing legibility. The alternative reversed wordmark can also be reduced to 3.75 inches. This wordmark works well for the smallest applications with the least amount of information.


INAPPROPRIATE USES Do Not Use

a. b.

fig leaf fig leaf

LINGERIE

LINGERIE

should be used.

c. d.

fig leaf f a e l fig RIE LINGE

a. Only the specified colors

LINGERIE

b. Keep the original leading and kerning.

d. Do not change the stacking of the logo or overlap the elements.

e. Do not outline the logo.

c. The logo should never be f. Do not stretch the logo or tilted, only straight on.

distort the image.

e. f.

fig leaf fig leaf

LINGERIE

LINGERIE

Fig Leaf Brand Standards Manual 17


IDENTITY SYSTEM

Fig Leaf Brand Standards Manual 18


DESIGN ELEMENTS

The Leaf The leaf is lifted from the logo and is the primary design element. It can be placed strategically at varying sizes on all kinds of applications at varying tints. For example on the self care products on page 37.

Symbol This element is lifted from the sides of the underwear in the logo and pushed together to create this leaf-like symbol. This can be used as a bullet point to separate information. For example the letterhead on page 27.

Line Ruler This line ruler is created from a partial leaf element. It can be used with a thin line weight as seen here, or with a thicker line as seen throughout this standards manual.

Fig Leaf Brand Standards Manual 19


COLOR PALETTE Primary Pantone 7406 C

C:0 M:20 Y:100 K:2 R:249 G:198 B:6 HEX:F9C606

This hue is used for the logo symbol and the lingerie word mark. This is the most prevalent color throughout most of the design elements and is a binding element throughout the brand’s identity. This is the most distinct and defining color of the company and is especially important for it to print as bright as possible so that it pops out but is still easy to read. Yellow is always difficult as it can often print muddy or too light so make sure the printer is calibrated to accommodate.

Pantone 436 C

C:12 M:24 Y:9 K:28 R:168 G:150 B:160 HEX:A896A0

20 Fig Leaf Brand Standards Manual

This color is used for the primary Fig Leaf word mark. It is a purple grey that is sophisticated and also reminiscent of the purple of figs. This color can be used in small amounts on design elements and the one color positive and negative logos.


COLOR PALETTE Secondary

Pantone P 7-16 C

C:15 M:27 Y:99 K:0 R:221 G:180 B:40 HEX:DCB428

This darker hue of the primary yellow color can be used for small amounts of text such as headers, but never for body text. The darker color is easier to read than the primary yellow. This yellow should be used very sparingly and never should be used in the logo.

Pantone P 87-6 C This darker hue of the primary purple can be used for small

C:45 M:52 Y:24 K:1 R:150 G:126 B:154 HEX:957D99

amounts of text such as headers, but never for body text. The darker color is easier to read than the primary purple. This purple should be used very sparingly and never should be used in the logo.

Fig Leaf Brand Standards Manual 21


TYPEFACE Arial MT Condensed

Medium

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ123456789!@#$%

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$%

Condensed Light

Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ123456789!@#$%

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$%

Condensed Bold

Bold Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ123456789!@#$%

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$%

Regular

Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ123456789!@#$%

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$%

Italic

Black Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ123456789!@#$%

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$%

22 Fig Leaf Brand Standards Manual

Arial MT The primary display and caption font for all applications is Arial MT. This is used for titles in all formats and is the primary text for online applications. Typically this font should be avoided for large bodies of text. Condensed bold is to be used for the titles like it is in this manual. It is acceptable to use any of the primary and secondary colors on this typeface when it comes to the titles. But if it is smaller text it should always be black.


TYPEFACE Baskerville Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ123456789!@#$

Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ123456789!@#$

Semi Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$

Semi Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$

Baskerville This font is the primary font family for any printed body text. The text should never drop below 8 points. 20 point kerning is encouraged. The text should typically be left aligned except in cases with small amounts of text it can be center aligned. The leading should not drop below 14 points. The body text should always be black and usually in the regular weight. In some print cases this text can be used as a header or can be reversed if placed over an image like in the catalog examples.

Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ123456789!@#$%

Fig Leaf Brand Standards Manual 23


BUSINESS SYSTEM

Fig Leaf Brand Standards Manual 24


BUSINESS CARD

Pantone 7406 C

Arial MT Condensed BoldYOU 9pt.IS SEXY THE REAL

THE REAL YOU IS SEXY

Arial MT Condensed Bold 14pt.

KIANA KRAFT

Owner kianakraft@figleaf.com

Arial MT Condensed 8pt.

799 Higuera St, San Luis Obispo, CA 93401 T: 805.543.0185 figleaf.com

fig leaf

LINGERIE

KIANA KRAFT

Owner kianakraft@figleaf.com 799 Higuera St, San Luis Obispo, CA 93401 T: 805.543.0185 figleaf.com

Fig Leaf Brand Standards Manual 25

fig le

LINGE


ENVELOPE Structure This envelope template should always be followed in order maintain consistent communication of the company’s message. Use Arial regular 12 pt, the fig leaf element at 15% opacity, and the Pantone 7406 C colored flap.

fig leaf

LINGERIE

799 Higuera Street San Luis Obispo, CA 93401

Arial regular 12pt.

26 Fig Leaf Brand Standards Manual


LETTERHEAD

Structure

fig leaf

LINGERIE Kathryn E. McMormick Professor of Design Department of Art & Design California Polytechnic University San Luis Obispo, CA 93407 December 1, 2016 Dear Ms. McMormick:

The new mission of “Fanny Wrappers” is to be a lingerie store that is focused on inclusivity, body positivity, self love, and normalizing female sexuality. The store will provide trendy affordable lingerie for women of all body types and skin colors. There also will be slightly more expensive specialty items for those customers with more money to spend. The new store is about buying lingerie “for yourself ” not “for him” like you see so often. Self love and inclusivity campaigns are gaining a lot of attraction lately on social media platforms, so not only would this good message help direct the conversation of women’s rights, but it would also get more attention than your run of the mill lingerie store. The campaigns, advertisements, and video ads would feature “real” women from the community with all kinds of body types. This would tie the campaign to the community while promoting a worldwide message. In addition they could start selling their own line of massage and essential oils and candles to promote self love and attention. I would definitely keep their small selection of adult toys as they are the only shop in San Lusi Obispo that sells them and seems to be a good source of income for them. If the environment was more welcoming and trendy though and they were promoting female sexuality, this would help them sell even more because they would be helping break down the stigmas surrounding the topic. Sincerely,

Kiana Kraft

799 Higuera St. San Luis Obispo, CA 93401

805.543.0185

This letterhead template should always be followed in order maintain consistent communication of the company’s message. The full primary logo should be centered on the page 3/8 of an inch from the top of the paper. The body text should start no less than 1/2 inch from the bottom of the logo, and the text box should be 1 3/8 inch on either side. The address and contact information should be 15 pt. Baskerville in Pantone 436 C with the symbol design element to separate the information. The letter type should be Baskerville regular at 12 points. There should be at least 1/2 inch of space between the end of the letter type and the address line. The leaf design element should be 6.12 by 6.67 inches lowered to 15% opacity behind the text.

figleaf.com

Fig Leaf Brand Standards Manual 27


APPLICATIONS

Fig Leaf Brand Standards Manual 28


STORE SIGN

29 Fig Leaf Brand Standards Manual


PACKAGING BOXES

Fig Leaf Brand Standards Manual 30


SHOPPING BAG

31 Fig Leaf Brand Standards Manual


PRODUCT TAGS

32 Fig Leaf Brand Standards Manual


MEMBERSHIP TOTE

Fig Leaf Brand Standards Manual 33


CONDOM WRAPPER Front

34 Fig Leaf Brand Standards Manual

Back


ESSENTIAL OILS Front

Fig Leaf Brand Standards Manual 35


ESSENTIAL OILS Back

36 Fig Leaf Brand Standards Manual


SELF CARE PRODUCTS Front

Fig Leaf Brand Standards Manual 37


SELF CARE PRODUCTS Back

38 Fig Leaf Brand Standards Manual


CATALOG Cover

Fig Leaf Brand Standards Manual 39


CATALOG Our Message

40 Fig Leaf Brand Standards Manual


CATALOG Briefs Section

Fig Leaf Brand Standards Manual 41


CATALOG Briefs Section

42 Fig Leaf Brand Standards Manual


CATALOG Bras Section

Fig Leaf Brand Standards Manual 43


CATALOG Bras Section

44 Fig Leaf Brand Standards Manual


CATALOG Swimwear Section

Fig Leaf Brand Standards Manual 45


CATALOG Swimwear Section

46 Fig Leaf Brand Standards Manual


WEBSITE Various Platforms

Fig Leaf Brand Standards Manual 47


WEBSITE Interface figleaf.com

Shop

About

Contact

Hours

fig leaf

Search

Account

LINGERIE

“The real you is sexy”

SHOP LINGERIE

SHOP SWIMWEAR facebook / instagram / twitter

48 Fig Leaf Brand Standards Manual

SHOP TOYS

USD

Cart(0)


WEBSITE Interface figleaf.com

Shop

About

Contact

Hours

Search

fig leaf

Account

USD

Cart(0)

LINGERIE

BRAS CAROLINE 8a/30a - 14d/36d 45.39 usd

ELCIE

ALEXIS

8a/30a - 14d/36d 45.39 usd

8a/30a - 14d/36d 45.39 usd

ELISSA

SHELLEY

8a/30a - 14d/36d 45.39 usd

8a/30a - 14d/36d 45.39 usd

KIANA 8a/30a - 14d/36d 45.39 usd

ISA 8a/30a - 14d/36d 45.39 usd

YUBA 8a/30a - 14d/36d 45.39 usd

<< 8 - 20 >>

SHOP LINGERIE

SHOP SWIMWEAR

SHOP TOYS

facebook / instagram / twitter

Fig Leaf Brand Standards Manual 49


WEBSITE Interface figleaf.com

Shop

About

Contact

Hours

Search

fig leaf

Account

USD

Cart(0)

LINGERIE

CAROLINE $45.39 usd Color:Black

<

<

Size

>

Size:

Size Chart ADD TO CART

Details Softcup Bra, a triangle soft cup style with center bust seams. Delicate lace with embroidered scalloped edge. Adjustable shoulder strap, single hook and eye closure through back.

Reccomended Products

SHOP LINGERIE

SHOP SWIMWEAR facebook / instagram / twitter

50 Fig Leaf Brand Standards Manual

SHOP TOYS


FIGLEAF Lingerie Design Standards Manual  

Design standards manual for a local business

FIGLEAF Lingerie Design Standards Manual  

Design standards manual for a local business

Advertisement