Vices Rebrand

VICES LTD

2016

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You got the juice?

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SNEAKER CULTURE A BRIEF HISTORY

The birth of sneakerhead culture in the United States came in the 1980s and can be attributed to two major sources: basketball, specifically the emergence of Michael Jordan and his eponymous Air Jordan line of shoes released in 1985, and the growth of hip hop music.

The boom of signature basketball shoes during this era provided the sheer variety necessary for a collecting subculture, while the Hip-Hop movement gave the sneakers their street credibility as status symbols. The sneakerhead culture has emerged in European nations such as the Great Britain and the Czech Republic in the last decade.

Online sneakerhead trade has grown to such an extent that a large counterfeit supply chain has developed. As a part of their Student College program, Carnegie Mellon University has offered an official course in the history of sneaker collecting called Sneakerology 101.

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The sneakerhead market has begun to manifest itself in different venues. The growth of online retailing and auction sites has armed sneaker collectors with better methods to hunt down the rarest shoes. Stores such as Suplex in Philadelphia, the online site HG Kicks found on HG Kicks.com, and Flight Club in New York City offer rare and exclusive sneakers, and take inventory in from the general public, selling sneakers on consignment. University of San Diego School of Law alumnus Jordan Geller opened the Shoezeum in the Old Town neighborhood of San Diego, a 9,000-square-foot (840 m2) gallery of collector sneakers. Foot Locker recently launched Sneakerpedia.com, a wiki based online community for shoe collectors. NSB developed an online sneaker marketplace devoted to this niche.

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FROM

TO INFINITY

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WHO ARE WE?

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WHAT DO WE DO?

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WHAT DO WE VALUE?

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THE REBRAND

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REBRAND

Sneakerhe

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/snee-kur-hed/ n. a person who coll mires sneakers as a head may also be hig in distinguishing bet replica sneakers.

ead

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lects, trades or ada hobby. A sneakerghly experienced tween real and fake

01. WHO ARE WE?

Vices Ltd was formed in 2013 by two long time sneaker enthusiasts to purchase and sell exclusive sneakers rep

By embodying a unique lifestyle rooted in the rich histor market continues to grow. We officially opened our first experience and extensive knowledge of the industry, ma array of services including consignment, buyouts, preor

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Product of the Mile High City since 2013.

enthusiasts, it was created as a resource for other presented in the online marketplace.

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ry of footwear, our following and presence in the store in March of 2015 in Denver, CO. Thanks to our any consumers turn to us to utilize our expertise and rdering, shopping, and trading.

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02. WHY SNEAKERS? We are dedicated to providing a premier selection of sought out footwear and goods and we only carry AUTHENTIC products. Stop by the shop or contact us to consign or have your sneakers bought out.

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03. OUR CORE VALUES

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The core values surrounding Vices are deep rooted in the streetwear culture and the hip hop movement.

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03. OUR CORE VALUES

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OLD LOGO

The original logo that was developed was a way for the company to communicate their core values with visual queues representative of: -Denver/Colorado Pride -Founding year -Sneakerculture trademarks

-Jordan 3 silhouette

-Jordan 3 cement pattern

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ReBrand Concepts

VICES LTD

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VICESLTD

These concepts were an attempt to combined the signature Jordan 1 silhouette that is so prolific to the sneakerhead movement.

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Denver Pride + Sneaker Culture + Fashion

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+ Exclusivity

Color Palette

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Final

Brand

Typefaces Helvetica Neue

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890

BodiniXT ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz1234567890

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Times New Roman

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Environmental components and wayfinding

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The direction that I decided to take when rebranding for Vices was to combine some elements of the previous logo to manifest a more updated brand that utilizes minimalism.

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Digital Components

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Print Components and Merchandising

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