Materia Brand Book by ****

2021

BRAND BOOK

2021

BRAND BOOK

We design personalized workwear for different industries that combines function and fashion

Content 05.

07.

11.

12.

13.

21.

Our Vision

Logo Guidelines

Typography

25.

27.

29.

Color Palette

Copywriting

Our Values

32.

33.

34.

Event Badge

Corporate Envelope

Corporate Letterhead

35.

37.

38.

Corporate Folder

Business Card

Rubber Stamp

Introduction

About Materia

Our Mission

OU JION H SE MAT S A ER :F IA RY

Brand Book of Materia

OU R ST O

INTRODUCTION This book sets distinct guidelines for preserving brand identity across all aspects of the business. These specifications give our company a framework of consistency and coherence, defining Materia’s personality. The brand book will introduce you to the character, features, and voice of Materia. These visual and verbal guidelines were created to offer technical understanding of the structure and elements of the brand Materia. From internal communication to marketing messaging, this brand book ensures everyone is on the same page, consistently delivering a unified message.

Brand Book of Materia

ABOUT MATERIA Fashion House Materia is a premium manufacturer of custom sewn goods based in Georgia that has been in business for over a decade. We design personalized workwear for different industries made of fabrics suitable for busy days with refined aesthetics. Everything is crafted of high-quality materials and produced locally. Consequently, we've gained domestic leadership in the textile industry via working with global quality certification, such as ISO and other environmental compliance programs. In addition to the substantial production, the company has two successful brands “Materiel” and “Dots”.

Brand name Materia or matter is a substance that creates the observable universe and forms the basis of all physical phenomena. It also translates as textile, of which clothes are made. Therefore, our name goes with the objectives of our brand and conveys its true meaning. Our brand personality is ambitious and unapologetically authentic. Combination of free spirit and professionalism allows us to take chances and make our daily life exciting. Our positioning is within the professional, high-end market. We capture sustainability and refined aesthetics to deliver the highest level of work uniforms for following professions and many more, including: medical gear, military clothing, construction gear, workwear for airport staff, safety workwear, etc.

Along with designing top-quality products, the company also specializes in sample making, pattern making, grading, marking, cutting, sewing, embroidering and fabric sourcing.

MATERIA

Johannes Vermeer - The Lacemaker, Oil on canvas, 24 cm x 21 cm (1669–1670)

Workwear Inspired From Caucasian Wildlife The tagline, also known as the slogan of our brand provides clarity and emphasizes our values. Our motto is to motivate and remind individuals about the importance of their professional effort. We and our work, is inspired from Caucasian Wildlife, which happens to be adventurous, agile and of great endurance.

Explore the Moments of Everyday Life We are inspired by the idea of Dutch painter Johannes Vermeer, the artist who taught the world to see the importance, beauty and extraordinary sides of ordinary people. His career was devoted to exploring moments of everyday life: expressing fabrics, textures, depth, and emotion. We try to convey this message in fashion.

Brand Book of Materia

OUR MISSION Materia’s mission is to translate ordinary uniforms into fashion. Materia believes that individuals hold the power to transform the world. It’s our mission to empower professionals by creating the look of success, a quality that makes everyday work life more fun. We believe our customers should feel like a superhero and their work deserves appreciation, which in turn brings organizational unity to the company. Materia aspires to excellence with radiating core values of quality and sustainability.

Brand Book of Materia

OUR VISION Our goal is to create a global brand that promotes Georgia. We aspire to show strong professionalism and creativity, industry leadership, and consistency to make the label "Made in Georgia" desirable. Materia plans to establish a strong e-commerce channel with an integrated marketing approach and start expanding our business horizon into the global market. We want to position ourselves for companies that want to shift global manufacturing to a newer scene, reducing expenses, getting higher-quality. While for the B2C market, our goal is to create a distinctive style for individuals by giving uniforms the features of high-end casual fashion.

Guidelines

LOGO GUIDELINES The following logo will be used throughout the branded and marketing materials. Materia’s logo is hand-drawn to give an organic and strong vibe. The monogram ‘M’ was strategically crafted to take the appearance of the head of Capra, infused with Georgian characteristics. It serves a purpose to express the brand's character and help ingrain Materia into the viewer’s mind as adventurous, agile and of great endurance. The caucasian goat looks exotic and has a spectacular place in Georgian culture; We see his horns as an ornament in various Georgian materials and used as a drinking-horn, which is the biggest part of the local traditions.

Guidelines

Applications

Primary Logo

Our brand carries two logo applications: primary and secondary logos. The horizontal version is designed for primary use. However, in other cases where space is limited for the official logo, secondary logo / icon can be used.

Our main logo is used most of the time that includes full graphic and brand name. The horizontal version is designed for primary use.

The distance and proportions between icon and wordmark must be maintained as provided in the guidelines.

Minimum Size:

IT IS MANDATORY TO: Use only the official Materia logo; Maintain proportions and colors as provided in offical logos; Leave minimum space (as provided in the grid) for the logo to breathe; Place the logo in contrats with the background;

30 mm (print) or 200 px (digital 16

Guidelines

LOGO ICON Icon logo is a simplified version of the primary logo. We use it in case the space is limited for the official logo. The distance and proportions between icon and wordmark must be maintained as provided in the guidelines.

Grey on black

Orange on black

Black on Orange

Black on Grey

Black on orange

APPLICATION

Guidelines

SECONDARY LOGO: Our secondary logo is for vertical use, it fits into tighter spaces. We might place it on mobile website header, business cards, or certain branded materials.

Orange on black

Grey on black

Grey on orange

Black on orange

Orange on Grey

Guidelines

Do Not Following these guidelines helps us create a strong brand identity that stays consistent across all media. Altering a logo in any way might cause losing its integrity or presenting itself discordant to the brand's voice.

Do not apply Gradients to Logo.

Do not alter or modify logo in any way.

Do not apply shadows and other visual elements on logo.

Do not redraw or recreate the logo.

Do not use the wordmark without the icon.

Guidelines

Brand Book of Materia

TYPOGRAPHY

DO: Make the copy appealing Inject personality Have a purpose

The typography style was inspired from the typefaces airports, cargos and military services use. The main goal during choosing the right fonts was to keep the characteristics of our products in our brand design. The font is clear and bold, inheriting the identity traits of the fashion house.

DO NOT: Use passive voice Write long sentences Be informal

GEMUNU LIBRE 03

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyzabc defghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz hijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz nopqrstuvwxyz

Brand Book of Materia

HIERARCHY Always ensure a proper hierarchy of messaging. Reserve use of Gemunu Libre Bold for calling out important details and headlines. Always use Gemunu Libre Regular for body texts. Certain official communications require a minimum font size. For these specific documents, we use 11 pt font.

Brand Book of Materia

Heading - 30 pt/35 pt AaBbCcDdEeFfGgHhIi Sub Heading - 18 pt/21 pt AaBbCcDdEeFfGgHhIi Content - 9 pt/12 pt AaBbCcDdEeFfGgHhIi

Brand Book of Materia

COLOR PALETTE Our main color is Electric Orange, which inspired from the highlighted stripes of uniforms. Orange and shades of monochrome, combined with other visual elements, including bold typography, bring in the visual fusion of tactical/uniform lines and high-end street fashion. The combination of these two colors strikes a nice balance between Georgia’s sunny aesthetic and city night’s moonlight. Orange is the color of encouragement, conveys excitement, enthusiasm and warmth. It’s used to express freedom, draw attention and communicate fun. On the other hand, we have secondary color: aqua blue, which helps us retain a strong professional image. It’s a color of trust, responsibility and loyalty. Blue is widely used in industries like technology, security, healthcare and accounting.

20% 40% 60% 80% 100% R:0 G:0 B:0 C: 60%, M: 60%, Y: 60%, K:100%

R:140 G:140 B:140 C: 47%, M:39%, Y:39%, K:3%

R:215 G:215 B:215 C: 14%, M:11%, Y:11%, K:0%

R:31 G:131 B:155 C: 83%, M:36%, Y:31%, K:3%

Brand Book of Materia

R:240 G:79 B:36 C: 0%, M:85%, Y:98%, K:0%

Brand Book of Materia

Copywriting is a way of communicating our brand promise and position in the style of Materia’s own, authentic personality. Most importantly, copywriting is our written way of speaking to customers. Our texts need to have a consistent feel, underpinned by a clear strategy. Copywriter of Materia is a storyteller, passionate about fashion and individualism. A copywriter also understands principles of SEO, improves ranking in search engines and reaches global audiences by targeting specific keywords such as: fashion house; clothing manufacturer; customized workwear; Georgian fashion, etc. Our content needs to accomplish two goals: first, appeal to the end-user and second, solve a particular problem of an organization. The tone of voice for copywriting should be proper and formal, however, keeping things slightly casual will reduce confusion and increase efficiency. The copywriter tells a story about the company, upcoming events, or important news concisely, considering the busy schedules of our customers.

Brand Book of Materia

TONE OF VOICE The tone of voice for copywriting should be proper and formal, however keeping things slightly casual will reduce confusion and increase efficiency. Avoid vague or complicated sentences. The copywriter tells a story about the company, upcoming events, or important news concisely, considering the busy schedules of our customers.

EXAMPLES ‘’Workwear has been adapted as streetwear for over a decade. We open the door to our showroom for people searching for unique pieces to enhance their wardrobe. Work boots, military coats, farmer hats, denim jackets, flight attendant uniform, police officer jacket, navy hats- you never know what you find here.’’

DO: Make the copy appealing; Inject personality ; Have a purpose; Use active voice; Write in plain English; Write positively Use positive language.

DO NOT:

‘’We create a functional style for each professional. Group of individuals build a strong team.’’

Write long sentences ; Be informal; Use passive voice - Words like “was” and “by” may indicate that you’re writing in passive voice; Write long sentences; Use informal language, slang and jargon.

‘’Technicality and Creativity come together in our workwear collections.’’ ‘’Get into a character you already are!’’

Brand Book of Materia

OUR VALUES Materia’s competence in fashion is a qualitative value-add in addition to its functional benefits. Materia encourages people to express themselves whether at work or in daily life. We offer an array of unique pieces that are a breath of fresh air in workwear.

Brand Book of Materia

Therefore, our core values are:

Excellence; Passion; Creativity; Sophistication.

We use these traits to: Provide high-quality clothing and feature look; Demonstrate professional and confident character; Empower and motivate professionals; Display adventurous and free spirit.

Brand Book of Materia

EVENT BADGE These are the guidelines for the approved layouts of Materia’s event badges.

Dimensions

Material

100 cm x 300 cm

Fabric

CMYK

UNIFORMS READY TO WEAR CUSTOM DESIGN

WWW.MATERIAFASHIONHOUSE.COM

Brand Book of Materia

EVENT BADGE These are the guidelines for the approved layouts of Materia’s event badges.

Dimensions

Thickness

Type

91 mm. x 61 mm.

32 pt.

Cardstock

CMYK

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LOREM IPSUM DOLOR SIT AMET, CONSECTETUER LOREM IPSUM DOLOR SIT

Brand Book of Materia

CORPORATE ENVELOPE These are the guidelines for the approved layouts of corporate envelope. This envelope is used for all official communication and contacts of Materia. Insert the letterhead and send the documentation.

Dimensions

Weight

Type

220 mm. x 110 mm.

635 grams

Tear-resistant

CMYK

FRONT

110 mm.

Street, Tbilisi, Georgia www.materia.com address@materia.com + 123 456 789

220 mm.

BACK

110 mm.

220 mm.

Brand Book of Materia

CORPORATE LETTERHEAD These are the guidelines for the approved layouts of corporate letterhead. This envelope is used for all official communication and contacts of Materia. Insert the letterhead and send the documentation.

Dimensions

Weight

Type

210 mm. x 297 mm.

80 grams

Paper

CMYK

DEAR SIR / MADAM,

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[ SIGNATURE ]

NAME LAST NAME Street, Tbilisi, Georgia www.materia.com address@materia.com + 123 456 789

FRONT

BACK

Brand Book of Materia

CORPORATE FOLDER These are the guidelines for the approved layouts of Materia’s corporate folder.

Dimensions

View

Type

210 mm. x 297 mm.

Inside

Paper

CMYK

Street, Tbilisi, Georgia www.materia.com

address@materia.com + 123 456 789

Brand Book of Materia

CORPORATE FOLDER These are the guidelines for the approved layouts of Materia’s corporate folder.

Dimensions

View

Type

210 mm. x 297 mm.

Back

Paper

CMYK

Lorem ipsum Lorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh. Lorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh.

Street, Tbilisi, Georgia

address@materia.com

www.materia.com

+ 123 456 789

Brand Book of Materia

BUSINESS CARDS These are the guidelines for the approved layouts of Materia’s business cards. This envelope is used for all official communication and contacts of Materia. Place the data of staff in the template.

Dimensions

Thickness

Type

91 mm. x 61 mm.

32 pt.

Cardstock

CMYK

85 mm.

FRONT

NAME LAST NAME POSITION 61 mm.

55 mm. Street, Tbilisi, Georgia www.materia.com address@materia.com + 123 456 789

91 mm.

85 mm.

BACK

61 mm.

55 mm.

91 mm.

Brand Book of Materia

RUBER STAMP These are the guidelines for the approved layouts of Materia’s ruber stamp.

Dimensions

Type

76 mm. x 25 mm.

Ruber, Ink

25 mm.

76 mm.

25 mm.

76 mm.

25 mm.

Brand Book of Materia

Address: Tbilisi, Kote Apkhazi 22 Phone: +995 322996818 Mail: contact@fashionhousemateria.com Web: fashionhousemateria.com Contact Person: Lado Giorgadze | CEO, Salome Mikashavidze | PR & Marketing Manager

fashionhousemateria.com