ALTERIOR | Brand Guidelines by lillyswan

THE

MOTIVE

BRAND GUIDELINES

ALTERIOR

THE MOTIVE

BRAND GUIDELINES

OUR MOTIVE LANGUAGING THE MARK COLOR GUIDE

TYPOGRAPHY STATIONARY MAGAZINE APPAREL

SHIPPING & PACKAGING SOCIAL SYSTEM STOREFRONT

05 06 13 17 19 21 29 32 36 38 42

This brand direction speaks to the target audience of a younger generation and their strength to make an impact on the environment in a fun and positive way. This direction uses a playful, yet a very bold, “against the grain” approach by using a bold color palette, imagery, language, and type. These strategic choices create an entire brand experience, making their customers feel confident, excited, and empowered.

ALTERIOR

OUR MOTIVE Alterior Apparel is trying to make a change to the environment by breaking the silence on fast fashions hefty hand in the destruction of the environment and unethical sourcing/manufacturing practices. Alterior uses recycled materials and textiles to create their own blends of fabric for quality apparel, made to last for the customer. They also incorporate other eco-friendly practices like paper mailers and packaging made from recycled materials. Alterior believes in not only making a difference to the environment but making a difference with fashion statements. This brand promotes confidence and authenticity. Each person has a unique voice and style that has been clouded by the pressure of adhering to trends and buying fast fashion.

OUR MOTIVE

BRAND GUIDELINES

THE MOTIVE 06

ALTERIOR

LANGUAGING A combination of “alter” and “ulterior”. Ulterior is something intentionally hidden. This speaks to truths about fast fashion’s impact on the environment and unethical sourcing. “Alter” speaks to “altering the ulterior”. Alter is also a clothing construction term: to alter something from its original state, speaking to the brand’s fabric production processes. Alterior is a statement in and of itself as being an “altered motive” in comparison to the ulterior motive of the fast fashion industry. The established languaging references the brand as “the motive that isn’t so hidden” and directly references the name as “the Alterior motive”. The other phrases used, speak to the brands purpose and goals.

LANGUAGE

BRAND GUIDELINES

alter like you mean it. alter with confidence. alter for change. we have to change to make a change the motive that isn’t so hidden the alterior motive 08

ALTERIOR

WE HAVE TO CHANGE TO MAKE A CHANGE

O E

LANGUAGE

BRAND GUIDELINES

WHERE THE MOTIVE ISN’T SO

ALTERIOR

LANGUAGE

BRAND GUIDELINES

ALTERIOR

THE MARK A combination of “alter” and “ulterior”. Ulterior is something intentionally hidden. This speaks to truths about fast fashion’s impact on the environment and unethical sourcing. “Alter” speaks to “altering the ulterior”. Alter is also a clothing construction term: to alter something from its original state, speaking to the brand’s fabric production processes. The logo design and type treatment of the word mark visually reflects the meaning behind the brand and it’s motive. The letterforms are seen to be altered and changing throughout the mark, giving it movement and energy. The treatment echoes what alterior means, solidifying the logo as a visual representation of change itself. See color guide for more color pairing and information. The mark should only be used in black or white as well as on black or white, only when necessary.

LOGO MARK

BRAND GUIDELINES

MAIN LOGO

MINIMUM SCALE 1 in width 1 in

ALTERIOR

DONT’S In addition to the examples, see color guide for more color pairing and information. The logo should only be paired along with another color following the color guide and color pairing standards. The logo should only be applied over top of a photo when it can retain legibility and retains high contrast. The mark should only be used in black or white / on a black or white background, only when necessary.

LOGO MARK

BRAND GUIDELINES

Do NOT stretch, condense, skew, or warp the logo.

Do NOT tfill the logo with anything other than black, white, or brand color guide (see page 10)

Do NOT rotate logo at any angle other than 0° or -90°.

Do NOT place different colors in separate characters of the logo OR outline.

Do NOT place any imagery or texture inside of the logo.

Do NOT turn upside down OR reflect the logo.

ALTERIOR

COLOR GUIDE Apart from the brand color guide black or white may be used in rare occasions. Black and white, as well as black and white on a black or white background, should only be used when when absolutely necessary. The off white taupe color listed to the right and 50% tint of that brand color is the lightest shade and should be used as the lightest color whenever possible. The darkest green brand color listed to the right should remain the darkest color whenever possible.

COLOR GUIDE #FDC5DE

R 253 G 197 B 222

C0 M 28 Y0 K0

R 255 G 24 B0

C0 M0 Y 100 K0

R 46 G 185 B 182

C 71 M2 Y 34 K0

R 67 G 187 B 146

C 69 M0 Y 57 K0

R 255 G0 B 115

C0 M 98 Y 25 K0

R1 G 71 B8

C 84 M 44 Y 100 K 50

PANTONE 182 C #FFF200 PANTONE Yellow C #2EB9B6 PANTONE 326 C #43BB92 PANTONE 339 C #FF0073 PANTONE 226 C #014708 PANTONE 3308 C 50%

#E0E0DB PANTONE 326 C

R 224 G 224 B 219

BRAND GUIDELINES

COLOR PAIRING

TINT

C 11 M8 Y 11 K0

ALTERIOR

TYPOGRAPHY The primary typeface is to be used for headings and brand languaging and the secondary typeface is used as subheaders, stats, informational elements, and body copy / text. The primary typeface is also the logos source typeface. Both typefaces are avaliable and must be used across both physical and digital platforms.

TYPOGRAPHY

BRAND GUIDELINES

PRIMARY TYPEFACE

Rift | bold

abcdefghijklmnopqrstuvwxyz 0123456789 SECONDARY TYPEFACE

NEUE HAAS GROTESK | DISPLAY PRO

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

20 02

ALTERIOR

STATIONERY

BRAND GUIDELINES

ALTERIOR

LETTER HEAD Letterheads are provided in a variety of colors that adhere to the color guide brand guidelines. The letterhead may exist in a black and white / grayscale palette when necessary. When converting to a black and white format, the paper must remain white and all text, logo, and square details in the upper and lower right hand corners, must all be converted to black (100% K). Please see color guide for more information on color pairing and brand color information apart from examples.

8.5 x 11 in

STATIONARY

BRAND GUIDELINES

1 x 1 in

0.5 in (margin)

2.5 in

ALTERIOR

BUSINESS CARDS The business cards should include the logo, language phrase, as well as the following information seen in the examples. These include a name, address, social media handles, email, phone number, and the Alterior web address. Please see color guide for more information on color pairing and brand color information apart from examples.

STATIONERY

BRAND GUIDELINES

color match

0.25 in (margin) std. credit card size 3.35 in

3.375 x 2.125 in

ALTERIOR

ENVELOPES Envelope is a standard business size envelope. Follow provided dieline / guide to the right. The color of envelope may vary from the dieline provided to the right. The color pairings must follow the color guide and color pairing guiedlines. Please see color guide for more information on color pairing and brand color information apart from examples.

28 ALTERIOR.COM 123 Altered Ave. Kansas City, MO

ALTERIORAPPAREL@ALTERIOR.COM 913 • 123 • 4567

IG FB

@ALTERIORAPPAREL

123 Altered Ave. Kansas City, MO 64138

ALTERIOR APPAREL

STATIONERY

BRAND GUIDELINES

ALTERIOR

MAGAZINE

BRAND GUIDELINES

ALTERIOR

MAGAZINE

BRAND GUIDELINES

ALTERIOR

APPAREL

BRAND GUIDELINES

ALTERIOR

APPAREL

BRAND GUIDELINES

ALTERIOR

SHIPPING We use only fully recycled And recyclable paper mailers for shipping. We are set on making a difference to the waste created from sourcing, to production, all the way until it reaches your doorstep.

SHIPPING

ALTERIOR

SOCIAL SYSTEM The social system needs to remain organized and methodical with placement. There are multiple “image types” within Alterior’s social syestem. They consist of “spacer” photos/ plain photos with no design or text added on top, languaging on imagery, lanuaging on solid color (solid color on color), logo on photo, etc. No 2 same image types should be touching each other within a social grid, specifically, an instagram grid. See examples to the right to see the planned spacing of each particular post type create an overall harmony and balance within the layout of the social feed.

SOCIAL

BRAND GUIDELINES

knb

ALTERIOR

STOREFRONT The Interior and exterior storefront of Alterior apparel should reflect the rest of the brand standards, adhering to the motive of the brand, brand colors, and so on. Many interior elements should not only match the Alterior style, but match the environmental standards that Alterior stands by. This includes the filtering in of repurposed or recycled furniature and fixtures whenever possible. The main brand colors of the darkest green shade in the pallete and lightest pink shade should be used most but not relied on solely. These colors should be used for the main exterior sign.

ALTERIOR

BRAND GUIDELINES

ALTERIOR 2022

OUR MOTIVE knb

01 BRAND GUIDELINES