Standards Manual for Rechereche'

express your uniqueness

Graphic Standards Manual

Table contents Table of contents .......................... 1 Brand message ............................... 3 Logotypes ....................................... 5 Primary mark full color ............................. 6 One color ................................................... 7 Secondary marks full color ...................... 8 Reversed out marks ................................. 10 Minimum primary mark Size ................... 12 Minimum Secondary mark Size .............. 13 Safe Space ................................................. 15 Inappropriate uses ................................... 18

Applications .................................. 39 Poster campaign ...................................... 41 Signage ..................................................... 43 Cataloage design..................................... 46 Bag design ............................................... 45 Web application ..................................... 49

Identity Systems ............................ 21 Graphic elements ..................................... 22 Safe Space ................................................. 24 Graphic element minimum size ............. 25 Primary color pallete ................................ 27 Primary Typeface ...................................... 28 Secondary typeface ................................. 29

Business System ............................. 31 Business card ............................................. 33 Letterhead ................................................. 35 Envelope .................................................... 37

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Brand message Recherché Is a elegant indie boutique. It is a store for those who wish to express themselves as an individual. Recherché sells elegant fashions with an edge. It is a place for those looking to express their uniqueness with pieces not seen on mainstream fashion realtor’s clothing racks. With our balanced fusion of high end and indie garments our clientele ranges from young to mature. We want to continue the original business’s mystic atmosphere with a stronger focus on clothing and accessories.

With this new brand identity potential clients will see an edgy storefront, showing fashions sold inside on large posters and with geometric shapes that match the geometry of the new logo. A modern layout will enhance the environment within the store to portray not only the upscale atmosphere but the correct price range of items inside. A larger space will allow for items to be displayed in an organized manner, allowing for clients to browse effortlessly. It will also attract a wide range of ages with its clean aesthetic but youthful culture. This revamp in design represents a more modern and edgy aesthetic that is still chic. Recherché will embody the elegance of the past with the trends of the future.

This manual depicts proper use of all marketing materials for Recherché including logo type, identity systems, and business systems. This manual also includes Applications as examples of proper usage.

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Logotypes

Primary mark full color purpose This logo serves as a representation of this store: uniqueness and classiness. The Contrasting colors of the cool toned purples and the warm toned yellow greens stand together to create a cohesive geometric pyramid. This symbolizes the fusion of old and new to create what this brand stands for: a balance of classic elegance and new age grunge.

express your uniqueness When full color printing or production is an option, the logo must be as shown above. Use Helvetica Bold Oblique for the tag line. The limitations and expectations can be found on page 12.

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origin The word ‘recherché’ comes from the French language; meaning ‘carefully sought after’ or more precisely, rare, exotic, or obscure. This name encompasses all that the brand stands for and provides for it’s customers. This logo will always imply and evoke a unique quality that presents classic sharp designs infused with new ideals.

One color

express your uniqueness

express your uniqueness

express your uniqueness

These color options are meant to be an exception only in situations that allow use of 1-color. The lighter variations can only be used on both light and dark backgrounds. Where as the darker variations can only be used on lighter backgrounds. This is to keep the contract high so that the logo and the typefaces can remain easily legible. It should be noted that all acceptable colors can be used in this fashion. Exceptionable colors will be found on page 26.

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Secondary marks full color

express your uniqueness The only difference between the primary mark [page 6] and this secondary mark is that the primary includes the graphic element of the logo, and the secondary does not. It should be noted that all acceptable colors can be used in this fashion.

Acceptable colors will be found on page 26. This mark can also be displayed with the pyramid graphic element [page 22] in a variety of fashions. Example on page 41.

The only difference between the mark above and this secondary mark is that the primary includes the slogan, and this secondary mark does not. It should be noted that all Acceptable colors can be used in this fashion. Acceptable colors will be found on page 26.

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The only difference between the primary mark [page 6] and this secondary mark is that the primary includes the tag line, and the secondary does not. This mark is primarily used on signage and bags [pages 42-25].

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Reversed out marks

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When using these colors, note that it is acceptable when printed or placed on a surface that is of the same hue or to create greater contrast. Design knowing that white text will limit you not only in variation of the logo itself, but regarding application and location. Rectangles that frame the logotype can have either ragged or sharp edge depending on its application and desired look.

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express your uniqueness

express your uniqueness

express your uniqueness

express your uniqueness

The reversed out versions of the secondary logotype are the same as the primary, but as stated before, the only difference is that there is no slogan involved. Also white isn’t the only acceptable reverse variation color. Example shown to the left for reference and comparison. All of the primary colors [page 26] are acceptable in all variations of contrasting hues. This will keep the contrast high, allowing for greater legibility. Rectangles that frame the logotype can have either ragged or sharp edge depending on its application and desired look.

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Minimum primary mark Size Full Color

Full color printing at a small scale will not be necessary in many instances, especially with the primary logo. The smallest acceptable size is depicted to the left. express your uniqueness

2 1/4 in

Reversed Out

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2 1/2 in

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For a smaller sized logo that is reversed out (both for 1 and 2-color printing), the standard minimum size is slightly bigger than the primary full-color version. At a size that is very small, it is recommended that the slogan is taken out and the secondary logo is utilized, but when/if the situation demands, it is acceptable at the size to the left.

Minimum Secondary mark Size

Full Color express your uniqueness

Full color printing at a small scale will not be necessary in many instances, especially with the primary logo. (both for 1 and 2-color printing) .The smallest acceptable size is depicted to the left.

2 1/2 in

Reversed Out

1 1/2 in

For a smaller sized logo that is reversed out, the standard minimum size is slightly bigger than the primary full-color version.

At a size that is very small, it is recommended that the slogan is taken out, Once again, and the secondary logo is utilized, but when/if the situation demands, it is acceptable at the size to the left.

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full Color

Full color printing at a small scale will not be necessary in many instances, especially with the primary logo. The smallest acceptable size is depicted to the left.

1 1/4 in

reversed Out

For a smaller sized logo that is reversed out (both for 1 and 2-color printing), the standard minimum size is slightly bigger than the primary full-color version.

At a size that is very small, it is recommended that the slogan is taken out, Once again, and the secondary logo is utilized, but when/if the situation demands, it is acceptable at the size to the left.

1 1/2 in

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Safe Space

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It is very importance to keep a space, also known as a buffer, around the logo. As a mark, it lives in its own space. This prevents anyone from changing the design. The safe space for the primary mark is shown above, and it is only demonstrated by the letter ‘h’ as seen in the design. With the slogan included, the safe space can be less generous as the slogan acts as a type of buffer on its own.

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The safe space for the primary mark is shown here again demonstrated by the letter ‘h’ as seen in the design. With the slogan included, the safe space can be less generous as the slogan acts as a type of buffer on its own, as well as with out the slogan.

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difference in space for graphic element

The change when the slogan is taken out is just that the space can be more clearly defined by the letter ‘c’. When the slogan is not included, there is seemingly less space around the mark, because the added space between the logotype and slogan goes away. Be conscious of the secondary mark’s ability to take up less space. More information about graphic elements can be found on pages 22-25.

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Inappropriate uses Never place logotype where it is illegible or hard to see. Especially when it comes to placing it over an image.

Never stretch or skew the mark, only scaling is acceptable. Scaling requirements and minimum sizes on page 14.

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express your uniqueness

Never place logotye on top of the graphic element as depicted.

Never slant or change the orientation of the logotype as depicted of in any manner.

expre

ss yo

ur un

iquen

ess

Never stretch or skew the mark, only scaling is acceptable. Scaling requirements and minimum sizes on page 14.

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Identity Systems

Graphic elements

These graphic elements can be used as accents on business systems, web pages, and even on there own. They are all build from the main graphic element of the pyramid. Acceptable uses will be found on pages 32-35,46-47, and 48-51.

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These graphic elements can be used as accents on business systems, web pages, and even on there own. They are all build from the main graphic element of the pyramid.

Acceptable uses will be found on pages 32-33, 36-37, and 48-51.

page 33

This graphic element is to only be used as displayed and only on tissue paper in store.

There can not be any color variation. The pyramid graphic can only be 1 in wide.

Example on page 45.

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Safe Space

Explanations for safe space for this graphic element can be found on page 17. The only difference between the primary mark [page 6] and this graphic element is that it does not contain either logotype or slogan.

It should be noted that this mark can be displayed alongside either of the marks on page 8 in variation of layouts. Examples on page 39.

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Graphic element minimum size

1 mm

1 mm

1 mm

1 mm

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spot pantone 587 C cmyk C11 M00 Y48 K00 hex code #e7ec9e

spot pantone 5865 C cmyk C30 M14 Y44 K00 hex code #b7c29d

spot pantone 415 C cmyk C50 M37 Y39 K03 hex code #878e8f

spot pantone 4c cmyk C0 M0 Y0 K0 hex code #ffffff

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spot pantone 7672 C cmyk C75 M78 Y33 K19 hex code #52466c

spot pantone 5275 C cmyk C64 M61 Y35 K12 hex code #68617a

spot pantone 6 C cmyk C75 M67 Y66 K86 hex code #0b0b0b

Primary color pallete

The colors in the Primary Color Palette are taken directly from the primary mark these three colors should dominate in all applications, with the Secondary Color Palette, as seen below, used sparingly and only when appropriate for better visibility and legibility These contrasting colors of the cool toned purples and the warm toned yellows and greens symbolize the fusion of old and new to create what this brand stands for: a balance of classic elegance and new age grunge.

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Primary Typeface

Helvetica

This is the primary and only serif font used in this design plan. This sans-serif is a classic that is easily legible. Do not use this font for the business system.

Although there are fifty one weights, the one specified is the only ones to be used. Never use a different serif font in place of this.

Helvetica Bold Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Secondary typeface Niveau Grotesk

This is the primary and only san serif font used in this design plan. Influenced by classical nineteenth-century faces, the fonts are based on geometric forms It is best utilized for body text, and translates very well as a title font at large scale. Used for the business system and all other text other than the logotype. Information such as in the business system [pages 30-37, 46-51].

Although there are six weights plus matching italics and small caps, the five specified are the only ones to be used.

Niveau Grotesk Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Niveau Grotesk Medium Italic

Niveau Grotesk Regular All Caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Niveau Grotesk Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Niveau Grotesk Medium

Niveau Grotesk Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Business System

Business card Frount

The size of the business card is 3.5’’ wide by 2’’ high. The front of the business card features the main logotype and symbol on a white background. The tag ling is 8.71pt Helevetica bold oblique. express your uniqueness

Back Kelsey McGinnis Owner 778778 Higuera Higuera St, St, SanSan LuisLuis Obispo, Obispo, CACA 93401 93401 recherche.com recherche.com kelsey@recherche.com kelsey@recherche.com 805-555-4599

The back contains the contact information and is set Niveau Grotesk. The owner’s name is set in Niveau Grotesk regular at 15pt, owners title is set in Niveau Grotesk light at 13pt, address is set in Niveau Groteskmedium at 11pt, email and website information is set in Niveau Grotesk regular at 11pt, and the phone number is set Niveau Grotesk medium at 11pt. All information is framed but fractile graphic element.

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express your uniqueness

778 Higuera St San Luis Obispo CA 93401

recherche.com

info@recherche.com

805-555-4599

The size of the letterhead is 8.5 in wide by 11 in high. The letter is framed by the linear fractal pattern which extends 1 in from both top and bottom. The secondary mark is used at the top of the letter at 3 1/4 in length and 1 in high.

The body of the text is set in Niveau Grotesk regular at 9.44pt. There is a single space between all paragraphs, addresses, salutations, and dates.

There are double spaces between the date and the salutation, as well as the closing address, sincerely and typed name.

All contact information is set in Niveau Grotesk medium at 11.33pt.

It is aligned 1/2 in away from left edge.

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Letterhead

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express your uniqueness 778 Higuera St, San Luis Obispo CA 93401 recherche.com

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Envelope

Address is set in Niveau Grotesk medium at 11pt.

express your uniqueness

The web address is set in Niveau black at 11pt.

778 Higuera St, San Luis Obispo CA 93401 recherche.com

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Applications

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Poster campaign

These posters are designed to draw potential clients into the store or make them aware of the brand. They are to be displayed in windows of in designated poster fames such as bus stops. When displaying promotional photography must be approved buy store and contain the garments sold there.

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Signage notes 1. Internallylit sign made of rigid hollow plastic; plastic held with black steal that fassens sign to building 2. Painted acryclic on both sides.

Pantones:587C, 5865C, 415C, 7672C, and 52752C

18 in

1

2 in

18 in

2

frontal view

side view

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Bag design

tissue paper This bag should be constructed out of 10pt black paper and display the secondary mark as depicted on the left. It must have a triangular cutout handle to mirror the pyramid system through the brand identity. The bag is to be 15 in tall and 11 in wide.

The tissue paper to the right is to be used when rapping sold items of to fluff out of the bag.

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Web application

This is the web interface for the Recherche´brand. curtomers from all over the wold can shop here. The home page image can be changed, with appropriaet imagrey [page 4l], as new colection com in. This will allow the web site to be up to ate with whats new in the store. As the user looks through the different pages, defined in the top menu bar, another navigation bar drops down on the left to allow for more refined searching [page50-51]. Navigation and all other elementst will be withing the primary color pallet at all times.

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express your uniqueness