Brand Standardization Book

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Brand Standardization

Brand Overview

Logo Standards

Visual System

Future Extensions

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Claire’s Founded in the early 1960’s Claire’s focus has always been offering young women affordable accessories. Rowland Schaefer acquired the company in the early 1970’s when the boom of fashion accessories started. He expanded the company from a small retailer in Chicago into the international company it is today. Claire’s was at its peak in the 1990’s where young girls could get their ears pierced and purchase small items with their allowances or as Claire’s likes to say “the place where memories are made.”

Original Mission Claire’s aims to inspire girls and women around the world to become their best selves by providing products and experiences that empower them to express their own unique individual styles.

GR604: Nature of Identity

The New Claire’s Claire’s goals has always been to empower young girls to feel independent and confident in expressing their true self.

It’s time to pull Claire’s out of the mall and for us to become the new cool girl hangout where the focus is no longer just about feeling pretty. In this new vision we are broadening our mission out of just being a retail destination where girls go to buy cute things into something bigger.

Giving our younger female generation the freedom to express themselves and to feel empowered.

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Logo Redesign When taking our first steps into redesigning Claire’s logo it was very important to us that we still keep our girls demographic in mind.

Our brand’s new keywords played a big role during this process. The logo had to feel youthful, empowering and vibrant to fit our new vision.

GR604: Nature of Identity

Youthful Youthful to embody the age of our demographic. We are striving to create a relatable brand for our clientele to ensure they feel comfortable to be themselves.

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GR604: Nature of Identity

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Empowered Empowered to give our girls the authority to step into their independence.

GR604: Nature of Identity

Vibrant Vibrant to showcase the energy and enthusiasm girls have the power to create.

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GR604: Nature of Identity

New Logo Development Our final logo started with the direction of encircling the letter C. This simple letter mark symbolized the journey girls go on in finding their independence. It also sparked the idea of utilizing circles throughout our visual system.

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GR604: Nature of Identity

Our New Logo The new designed for Claire’s has two underlying

second theme reflected in our new logo is the form

themes. The first being it was built using circles. Circles

of a bracelet from our company’s past. Knowing

and rounded forms will be a common theme in our new

your past allows you to grow for your future and our

visual branding. The symbolism of circles being about

company’s accessories driven past is something we

coming together, being all encompassing and focusing

as a company are proud of and we are excited to

on your true self are all key principles of Claire’s. The

grow and evolve forward.

Our new logo was built using the foundation of circles which symbolize wholeness, unity and the focus of one’s self.

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GR604: Nature of Identity

Logo Variations

Verticle Combination This verticle combination is our prefered format. This should be used whenever possible to maintain consistancy.

Minimum Size

0.75�

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Symbol Only The symbol only may be used in digital format and when Claire’s branding is clearly evident. The symbol can be used without the word mark but the word mark can not be used without the symbol.

Minimum Size

0.5”

Symbol Outside Circle Combination This combination is reserved for the format of paperwork and legal documents.

Minimum Size

0.6”

Logo Anatomy The use of our word mark’s letter C was used for both designing the symmetry of our logos and also establishing the necessary clear space needed when using our logos.

Logo Geometry

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Clear Space

Logo Creation This logo is made up of a combination of the use of circles and All Round Gothic’s letter C. All together they form our three dimensional letter mark that also ties back to our past of accessories.

GR604: Nature of Identity

Word Mark

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Process of Creating Word Mark

1. We started with using a base typeface of All Round Gothic in medium weight

2. All edges were rounded off to echo the round forms found in the anatomy of our logo.

3. All inside corners were softened as well to stay consistent with the rest of the design

Color Variations Two Color (prefered) This is the preferred color way for our logo.

It is primarily used when placed on white. It can be used with a lighter subtle background image as well.

Black and White Our black and white logo is used when color is not an option. It also can be used when high contrast is needed for placing logo on top of an image.

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Two Color Black Circle These logo variations are to be used when additional contrast is needed for our symbol.

Subtle Two Color This logo is used only when subtlety is needed in the design.

GR604: Nature of Identity

Preferred logo

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Subtle logo

GR604: Nature of Identity

High Contrast logo

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Black and White logo

GR604: Nature of Identity

Unauthorized Uses X

Do not mix colors on letter mark

X

Do not place logo on top of a person

X

X

Do not place word mark in any color besides black

X

Do not place color logo on a busy image

Do not distort or crop the logo in any way

X

Do not place black logo on a dark background image

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X

X

Do not place logo in outline

X

Do not make logo transparent

X

Do not have word mark on it’s own

X

Do not mix new symbol with old word mark

Do not place logo on a diagonal

X

Do not fill circle in symbol with an image

Color Palette

These colors were selected to give Claire’s a bold and vibrant aesthetic with a touch of warmth from the subtle grey.

Pantone Neutral Black C

Pantone 7473 C

#231f20

# 00a99b

C 0

C 100

M 0

M 0

Y

0

Y 50

K 100

K 0

R 35

R 0

G 31

G 169

B 32

B 155

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75%

50%

25%

Pantone Warm Grey 1C

Pantone Bright White

# d7d2cb

# ffffff

C 15

C 0

M 10

M 0

Y 20

Y 0

K 0

K 0

R 215

R 255

G 211

G 255

B 204

B 255

Typography Kohinoor Bangla’s letterforms feature open counterforms and low contrast strokes. These qualities lend to great legibility and makes it overall inviting to read.

This typeface has a touch of personality and warmth that make it a perfect fit for Claire’s.

Typeface

Kohinoor Bangla

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Used for Body Copy

Used for Headings and Call Outs

GR604: Nature of Identity

Graphic Elements The use of circles is a common theme found within our logo so it is a natural solution to also include the use of a circular form as a graphic element within our visual system.

This circular form was created with a rounded opening to reference the letter “C.�

Graphic elements should always be a background element. They are to be used only to either emphasize another element or to add background visual interest.

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Examples of using graphic elements

In this image the graphic element was placed in the lower right corner. In this use the graphic element was used to highlight our company’s logo.

In this image the graphic element is placed in the top left corner on the black board. In this use it was added to give the background visual interest to tie into Claire’s branding.

GR604: Nature of Identity

Graphic Elements Continued Along with the use of open circular forms the use of round icon graphics is also a part of Claire’s visual system. All graphics must be placed in a color found in our color palette.

Graphic elements should be placed in outline with a consistent stroke of 1.5 pt to 2 pt depending on the detail found within the graphic. Filling shapes is only acceptable when it’s necessary to create distinction within graphic

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Examples of using graphic elements

In this image the graphic elements are using a consistent stroke weight and a form was filled in to distinguish the cape from the female figure.

In this image the graphic elements are used to create an interactive activity for our customer base. The stroke weight is consistent and all elements are placed in outline.

GR604: Nature of Identity

Business System

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Business System Claire’s business system must still be consistent with our brand standards by using our subtle logo on letterheads and business card fronts. The graphic elements must be used to only highlight a more prominent element. The use of our color palette and selected typeface are all mandatory standards that must be followed.

GR604: Nature of Identity

Logo Applications

All storefront signs must be in some sort of circular format. The color palette must fall within our branding as well as with the legibility of our logo being a top priority.

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All girls who participate in our classes or come to just hang out with us after school will be given a wristband. These wristbands are to a visual reference for Claire’s workers to help ensure the safety of our girls.

This is the uniform shirt given to all our Claire’s employees. What our employees decide what to pair with this shirt is up to them. Enforcing this dress code is necessary in ensuring the girls know who works at Claire’s in case they are needing assistance of any kind.

GR604: Nature of Identity

Claire’s After School Hangout Claire’s has always strived to become that destination where girls go to make memories. In this new vision we will revamp our retail locations into after school hangouts for girls. These brick and mortar locations will have an open atmosphere with weekly community driven events that focus on exploring girls creativity and self expression. In this space girls will have the option to either participate in one of our skills based learning classes that they can vote on weekly or if they just need a safe space to be themselves we have that option as well. We are not an after school program with a regimented schedule that children must adhere to. In this new space girls are encouraged to make their own choices.

All exterior windows are frosted to ensure the safety of our girls but still allowing natural light to come through.

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GR604: Nature of Identity

An open and airy environment encourages creativity and collaboration for our girls.

The rounded edges of the furnishing echos the rounded forms found throughout our visual system.

GR604: Nature of Identity

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Claire’s Skills Learning Website The online skills learning website is a tool for girls to use if they are not in an area where they can visit us at our brick and mortar locations or if they missed a class they were really looking forward to due to their own schedule. Every class that is taught in one of our locations will also have an online format taped so girls can easily access it on their own. They can either search for a specific class or browse based on the their current interest. New classes will be uploaded weekly to ensure no girl feels left out.

Our skills learning site has a big focus on easy to navigate usability. This will ensure girls within our customer base can navigate this site on their own with no outside help. By doing this it encourages our girls to be independent.

GR604: Nature of Identity

Leanne Cacchiotti | 04831857

GR604: Nature of Identity

Claire’s Lifestyle Subscription Box Claire’s for many years has been a retail location for girls to go and pick out accessories to express their individuality. Creating a new Claire’s lifestyle subscription box for girls was a natural evolution to our brand. These boxes will be tailored to each individual that focuses on helping this generation of girls find their true selves.

Claire’s focus is no longer about accessorizing this new generation of girls. So, these boxes will not just be limited to accessories and apparel. There will be a common theme in the included items of encouraging girls to create and explore their creativity.

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GR604: Nature of Identity

The interior of our subscription boxes are covered in a themed coloring activity which will vary from month to month. This will help encourage our girls to be creative and make these boxes their own.

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