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Moderne Graphic Guide

Moderne Graphic Guide

Moderne


Moderne Graphic Guide

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TABLE OF CONTENTS

Research Company Information . . . . . . . . . . . 6 Competitors . . . . . . . . . . . . . . . . . 8

Rebranding Typography Investigation . . . . . . . . . 12 Stationery System Mock-ups . . . . . . . 16 Mood Board . . . . . . . . . . . . . . . . 18 Reference Layouts . . . . . . . . . . . . . 22

Identity Company Specifications . . . . . . . . . . 30 Division Map . . . . . . . . . . . . . . . . 32 Stationery System . . . . . . . . . . . . . 34

Advertising Capability Brochure . . . . . . . . . . . . 40 Small Format . . . . . . . . . . . . . . . . 48 Large Format . . . . . . . . . . . . . . . . 68 Packaging . . . . . . . . . . . . . . . . . . 74

Credits Citations . . . . . . . . . . . . . . . . . . . 80

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RESEARCH Initial research consisted of choosing a reference company, and identifying its divisions. It also consisted of finding other competitors for this brand, and realizing what worked well for those companies and what didn’t.


Moderne

RESEARCH Company Information

I chose the company West Elm as my reference company. West Elm is part of a franchise that also includes Pottery Barn, Pottery Barn Kids, PBTeen, Williams-Sonoma, Williams-Sonoma Home, Rejuvenation and Mark and Graham. West Elm focuses on creative, modern and budget-friendly deals. Below is a graphic from the West Elm website (westelm.com):

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Moderne

Company Divisions: FURNITURE

RUGS + WINDOWS

BEDDING

DECOR + PILLOWS

BATH

DINING + KITCHEN

LIGHTING

HOLIDAY + GIFTS

MARKET

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Moderne

RESEARCH Competitors

West Elm has many competitors that create similar products, such as::

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Moderne

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REBRANDING The rebranding phase required quite a bit of brainstorming to come up with a new company name and its divisions. Typographic investigations, stationery mock-ups, mood boards and reference layouts were also big parts of the rebranding process.


Moderne

REBRANDING Typography Investigation

1. ComfortCo. 2. Smart Living 3. Mod Style 4. Chic and Modern 5. Living Now 6. Top Tier 7. Moderne 8. RĂŠconfort

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Moderne

Initial Typographic pairing Chic and Modern Lighting Univers 57 Condensed, 67 Bold + Garamond Italic Chic and Modern Bedding Univers 57 Condensed + Avenir Light CHIC AND MODERN Bath Avenir Book + Berkeley Oldstyle Chic and Modern Lighting Univers 67 Bold + Garamond Italic Chic and Modern Furniture Baskerville + Helvetica Neue Ultralight Chic and Modern Dining and Kitchen Didot + Univers 47 Light Condensed Oblique CHIC AND MODERN Furniture Franklin Gothic + Helvetica Neue Ultralight Chic and Modern Bath Copperplate Gothic Light + Futura Medium Italic

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Moderne

REBRANDING Typography Investigation

Typeface Combination 1

Typeface Combination 2

Avenir Light + Minion Pro Regular

Didot Regular + Eurostile Regular

Moderne Bath

Moderne Bath

Moderne Bedding

Moderne Bedding

Moderne Furniture

Moderne Furniture

Moderne Kitchen

Moderne Kitchen

Moderne Lighting

Moderne Lighting

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Moderne

Typeface Combination 3 Rockwell Regular + Helvetica Neue Regular

Moderne Bath Moderne Bedding Moderne Furniture Moderne Kitchen Moderne Lighting

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Moderne

REBRANDING Stationery System Mock-ups

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REBRANDING Mood Board

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Moderne

REBRANDING Mood Board

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REBRANDING Reference Layouts

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Moderne

REBRANDING Reference Layouts

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REBRANDING Reference Layouts

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IDENTITY Establishing the identity of Moderne meant locking down the company specifications, including the intended audience, company divisions, fonts and colors. A division map and a stationery system were put in place to set the tone for the Moderne brand.


Moderne

IDENTITY Company Specifications

Moderne Avenir Light, Minion Pro Regular

About Us Moderne means “contemporary� in Danish, and that is the overarching theme of our products. Moderne is an upscale retailer established in 1978 that features contemporary furniture designs and other housewares. Our brand is aimed at hip, mid-30s couples who love to dress their home in style. We are focused on bringing you modern designs with flair. Bright colors mixed in with clean lines are what this company is all about. Moderne strives to be unique by traveling all over the world to find exotic materials to create the original designs that are sold. Moderne is divided into six divisions. Bath, bedding, furniture, kitchen, lighting and rugs make up the types of items that Moderne sells, but you can be sure that each department has a lot of flair. We strive to bring our customers only the highest quality, and most unique items. Make sure to visit all of our divisions – we guarantee to have a style that suits your taste.

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Moderne

Company Divisions Avenir Light + Minion Pro Regular

PANTONE 647

PANTONE 430

Moderne Bath Moderne Bedding Moderne Furniture Moderne Kitchen Moderne Lighting Moderne Rugs

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Moderne

IDENTITY Division Map

Moderne Bath Moderne Bedding Moderne Furniture Moderne Kitchen Moderne Lighting Moderne Rugs

Moderne Bath

Moderne Bedding

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Moderne

Moderne Furniture

Moderne Lighting

Moderne Kitchen

Moderne Rugs

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Moderne

IDENTITY Stationery System

Letterhead Business Card Envelope

Moderne 45 Main St. Suite 9 Brooklyn, NY 11201 P: (718) 473 1800 F: (702) 363 2541

Mailing Label Digital Signature

inquiry@moderne.com | moderne.com

Letterhead 8.5 x 11�

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Moderne

Moderne Moderne 45 Main St. Suite 9 Brooklyn, NY 11201 moderne.com

Mary Lewis Manager mlewis@moderne.com P: (718) 473 1800 F: (702) 363 2541

Business Card 3.5 x 2” Front

45 Main St. Suite 9 Brooklyn, NY 11201 moderne.com

Mary Lewis Manager mlewis@moderne.com P: (718) 473 1800 F: (702) 363 2541

Digital Signature

Moderne 45 Main St. Suite 9 Brooklyn, NY 11201

Back

Mailing Label 5 x 3.5”

Moderne 45 Main St. Suite 9 Brooklyn, NY 11201

Envelope 9.5 x 4.125”

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IDENTITY Stationery System

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ADVERTISING The capability brochure is the most important advertising product that Moderne uses as a sales tool, as it outlines the company’s strongest attributes. Moderne also produces small and large format items that are integral in maintaining a consistent brand. Small format items include magazine advertisements, posters and sales tags. Large format items include digital billboard signs. Moderne also has branded packaging for all items sold, as well as those to be gifted.


Moderne

ADVERTISING Capability Brochure

Our capability brochure shows who we are, what we do and what we can offer our audience. Filled with attractive photos and information that outlines our products and divisions, this brochure is used as both an informational sales tool and a leave-behind.

Moderne Š 2013, Printed in USA

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Moderne

Moderne Capability Brochure

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ADVERTISING Capability Brochure

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Moderne

ADVERTISING Capability Brochure

Introduction Moderne is an upscale but budget-friendly retail store that features contemporary furniture designs and houseware items. The products and furniture we sell are aimed to attract hip, mid-30s couples who love to dress their home in style. We are focused on bringing you modern designs with flair. Bright colors mixed in with clean lines are what this company is all about. Moderne strives to be unique by traveling across the world to find exotic materials used in the creation of our wide array of original designs. pa g e

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Moderne Capability Brochure

pa g e

Bath

DIVISIONS

Bedding

Furniture

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Rugs

Kitchen

Lighting

Moderne is divided into six divisions. Bath, bedding, furniture, kitchen, lighting and rugs make up the types of items that Moderne sells, and you can be sure that each department has a lot of flair. We strive to bring our customers only the highest quality, unique items. Make sure to visit all of our divisions – we guarantee to have a design that suits your taste! pa g e

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Moderne Capability Brochure

pa g e

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Moderne

Bath Moderne’s bath supplies are superior quality, and made to last. The type of products sold in the bath category include shower curtains, towels, bins and baskets, bath rugs and mats, hampers, candles, candle holders, shelving, hardware and personal care items. pa g e

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Moderne Capability Brochure

pa g e

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Bedding Moderne carries all of your bedding needs. Our product lines are geared to create a comfortable yet modern oasis in your home. We have a wide assortment of duvet covers, quilts and coverlets, sheet sets, pillows and throws, and bedding basics. With our extensive color palette, you are guaranteed to find a style that fits your personality. pa g e

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Moderne Capability Brochure

pa g e

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Moderne

ADVERTISING Capability Brochure

Furniture Whether you are looking for a new desk for your office or for a comfortable couch to lounge around on, Moderne has what you need. We carry an extensive line of chairs, ottomans, book cases, desk chairs and much more. pa g e

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Moderne Capability Brochure

pa g e

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pa g e

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Kitchen We have a great variety of items in our kitchen line that ranges from fancy stemware to everyday glassware to dinner-party worthy martini glasses. Our color palettes are vast and there is a set for every taste. In addition to our plates, bowls and cookware, we also carry many different flatware designs. pa g e

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pa g e

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Moderne Capability Brochure


Moderne

Lighting Our lighting line has no limits. We carry contemporary, modern hanging lamps, unique, colorful floor lamps and eclectic table lamps. We also have wall sconces and bath lighting. With this great selection, Moderne is sure to have the right style to light your home. pa g e

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Moderne Capability Brochure

pa g e

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Rugs Our rugs are beautiful and durable, and are available in indoor and outdoor fabrics. We carry rugs in all different colors, sizes and patterns, and this large selection will keep your living area looking sharp and contemporary. pa g e

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Moderne Capability Brochure

pa g e

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Moderne

ADVERTISING Small Format

Magazine advertisements Moderne’s magazine advertisements are designed for 8.5 x 11� magazines. These ads are meant to be simple and to the point, driving the consumer to buy from each of the different Moderne divisions.

Dine comfortably.

Moderne Furniture Single Page 8.5 x 11�

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Moderne

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Moderne

ADVERTISING Small Format

Magazine advertisements

Moderne Bedding

Sink in.

Single Page 8.5 x 11�

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Moderne

Mix it up. Moderne Kitchen Single Page 8.5 x 11�

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Moderne

ADVERTISING Small Format

Magazine advertisements

Just vase it.

Moderne Kitchen Single Page 8.5 x 11�

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Moderne

Lighten up.

Moderne Lighting Single Page 8.5 x 11�

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Moderne

ADVERTISING Small Format

Magazine advertisements

Take a seat. Moderne Bedding Furniture Single Page 8.5 x 11�

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Moderne

Step on it. Moderne Rugs Single Page 8.5 x 11�

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Moderne

ADVERTISING Small Format

Posters These posters are 24 x 36� and are put on display in stores or malls to promote and advertise the many consumer offerings that make up Moderne.

Flaunt your style. Moderne 24 x 36�

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ADVERTISING Small Format

Posters

Moderne

Organize it. 24 x 36�

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Moderne

Dish it out. Moderne 24 x 36�

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Moderne

ADVERTISING Small Format

Posters

Moderne

Frame it.

24 x 36�

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Hold it. Moderne 24 x 36�

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ADVERTISING Small Format

Posters

Decorate for the holidays.

Moderne 24 x 36�

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Moderne

Moderne

Personalize it. 24 x 36�

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Moderne

ADVERTISING Small Format

Sales tags These sales tags are attached to various items in the Moderne family such as dishware, kitchen accessories, bath towels, furniture, etc.

Moderne Kitchen

Moderne Est. 1978

Butterfly Glass Plates

$129.99 2 x 4�

Moderne Kitchen

Butterfly Glass Plates

Moderne Est. 1978

$129.99 2 x 4�

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Moderne

Moderne Bedding

Moderne Est. 1978 Diamond Dot Pillow Cover

$59.99 2 x 4�

Moderne Bedding

Diamond Dot Pillow Cover

Moderne Est. 1978

$59.99 2 x 4�

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Moderne

ADVERTISING Small Format

Sales tags

Moderne Bath

Moderne Est. 1978

Metallic Cosmetic Bag

$29.99 2 x 4�

Moderne Bath

Metallic Cosmetic Bag

Moderne Est. 1978

$29.99 2 x 4�

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Moderne

erne ModBath

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ADVERTISING Large Format

Digital Billboards

Love life in your home.

These digital billboards are 14 x 48’ and are designed to be seen from a distance. As they are digital, it is easy to update the signage.

Moderne 14 x 48’

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ADVERTISING Large Format

Digital Billboards

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ADVERTISING Large Format

Digital Billboards

Rest easy.

Moderne 14 x 48’

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Guestworthy.

Moderne 14 x 48’

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Moderne

ADVERTISING Packaging

Shopping Bags These shopping bags measure 8 x 10” and are used to carry Moderne’s smaller household items.

8 x 10”

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ADVERTISING Packaging

Shopping Bags

8 x 10�

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Moderne

ADVERTISING Packaging

Gift boxes We have various sized white gift boxes for our smaller Moderne items. The sizes range from: 4 x 4 x 4” 6 x 12 x 2” 8 x 11 x 2” 9 x 12 x 3””

4 x 4 x 4”

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8 x 11 x 2�

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CREDITS Citations

Photos and information from: bgfons. Retrieved September 2013, from http://bgfons.com Birthday Express. Retrieved November 2013, from http://www.birthdayexpress.com Joss & Main. Retrieved October 2013, from https://www.jossandmain.com PSD Covers. Retrieved November 2013, from http://www.psdcovers.com West Elm. Retrieved October 2013, from http://www.westelm.com

Liz Kenty GR601: Type Systems Fall 2013 Instructor: Lian Ng

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Moderne Graphic Guide

Moderne Graphic Guide

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