The Basement Brand Book

the brand book

the basement

12.07.15 version 1 by jordan anderson

every day we wake up with adventure on our minds...

our perspective

and leave for our home away from home.

this home is where we developed our core beliefs;

our beliefs

adventure,

adventure, friendships,

adventure, friendships, & heaps of style.

our promise is to cultivate each belief in adventure, our community and too friendships, keep ourof culture & heaps style. alive.

our promise

we are...

the basement

our brand

The basement is a home-roots establishment for middle-aged men and women within the vail community. Our goal is to provide access to the best products and designs prevalent in the field, with a passion to stick with the basics of the joy and creativity in adventure sports.

the logo

We developed a logo that signifies the mountain as our home. we have become who we are today because the mountians have been a refuge, a hangout spot, and everything else a home would provide.

the basement

the basement

color palette

The color palette should reflect the difference and classy lifestyle that prevails in Vail. The color should be bold and bright enough to stand out in the winter months and summer months.

RGB R251 G64 B0 #fb4000

RGB R210 G53 B3 #d23503

RGB R162 G181 B196 #a2b5c4

RGB R65 G64 B66 #41404

RGB R101 G102 B104 #656668

RGB R182 G184 B186 #b6b8ba

CMYK C0 M88 Y100 K0

CMYK C12 M92 Y100 K3

CMYK C37 M21 Y16 K0

CMYK C68 M62 Y58 K46

CMYK C0 M0 Y0 K90

CMYK C29 M22 Y22 K0

Pantone PMS 172 C

Pantone PMS 1665 C

Pantone PMS 536 C

Pantone PMS Cool Gray 8C

Pantone PMS Cool Gray 4C

typography

The typography should closely reflect the idea of a new beginning. As well as the versatility of adventure sports. It should feature the organic and man-made terrain that we call home.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Neue Haas Grotesk Display Pro 65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Neue Haas Grotesk Display Pro 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Regular

stationary

The stationary set uses typography established at the base of what ever material is housing the logo. Therefore, the logo or typography gives reference to the basement of an object.

the basement

70 east meadow drive vail, colorado 81657

70 east meadow drive vail, colorado 81657 d. 555.456.8894 c. 555.654.4988 jordan@thebasement.com

Jordan Anderson / Manager

the basement the basement

70 east meadow drive vail, colorado 81657

t. 555.456.8894 f. 555.654.4988

th ba

photography

The photography should have a strong lifestyle feel & resilience to it. It should speak to the middle class who work hard in their lives to make snowboarding and mountain biking a priority.

packaging

our packaging instills the bright and alive culture that exists on the mountain. It stands above all other competitors by the way it is positioned on a shelf.

advertising

our ads utilize our photography, and large typographic call-outs that speak our brand voice.