Page 1

FRONT COVER

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Tippet. Š2011 by Michelle Theobald.

The Tippet Identity Standards manual has been

All rights reserved.

created to ensure the success of the Tippet visual identity by it being used consistently throughout

Visual Communication 1, Fall 2010

applications and printed materials. Please refer to

Graphic Design at Ferris State University

this manual and adhere to the guidelines provided. The Identity Standards manual contains approved standard graphic elements of the Tippet identity system. The Tippet mark and symbol are registered trademarks and can only be used with permission. The manual can be viewed in Adobe Acrobat PDF file format on Mac and Windows PC platforms. The complete manual or individual pages may be printed in color to view.


a special thank you to all who inspired and encouraged me throughout the creation of this book. You're guidance, friendship and continued support made this book possible. joshua my family my professors my classmates my friends graham owen


identity standards manual


6

brand identity book

contents 7  about tippet

36  business system

business card  38

the user experience  56

8  the identity

specifications  39

site map  57

54  web development

the mark system  10

letterhead  40

home page  58

specifications  41

internal pages  59

primary mark  12

secondary marks  13

envelope  42

iphone app home  62

clear space  14

specifications  43

iphone app internal pages  63

sizing  16

primary paper specifications  44

secondary paper specifications  45

two color mark  18

one color mark  20

black and white mark  22

grayscale mark  24

46  brochure

66  environmental graphics

gift cards  68

store bag  69

inside layout  48

store sign  70

long sleeve shirt  71

unacceptable treatments  26

unacceptable color treatments  28

outside layout  49

brochure specifications  50

perforated piece specifications  51

30  typography

photo of front cover  52

primary typeface  32

photo of perforated piece  53

secondary typeface  34

72  overall process

specialty shop visits 74

pheasant feather photography 76

visual identity 82


brand identity book

7

about tippet our mission Tippet provides our customers with top of the line customized fly fishing products and services. Our goal is to expand our customer’s knowledge, enhance their fishing experiences, and inspire them with our rustic life-style.

shop profile Tippet is a middle to upper class specialty

The customers who will shop here are the ones

Natural hardwood flooring covers the bottom

who simply cannot find that perfect hand-tied

level and wooden shelves are spaced throughout

fly. Tippet allows fly fishermen to personalize

the store for merchandise. The fly rod holders

their own flies or he or she is able purchase ones

are crafted out of solid oak.

made in the store. Packaged hand-tied flies of all types, sizes, and Located in Casper, Wyoming, this fly fishing

colors are organized into categories covering a

shop attracts tourists and locals from the area.

large wall. A large room in the back of the store

Tippet is surrounded by lakes and rivers in the

is where the fishermen can customize their own

area, making it easily accessible.

flies at a solid oak table with hand carved chairs to match. All materials needed to make flies are

shop that specializes in customized hand-tied

Tippet is a rustic, one-story log cabin building

organized in their own compartment and spread

flies for fly fishing. The store carries top of the

with a loft. Two large triangular windows

out on a wooden table ready to be used. Learning

line rods, reels, and lures of all sizes to fit each

shape the top half of the storefront allowing

to tie your own flies serves as a great opportunity

fisherman. Customers for this specialty shop are

an abundance of natural light to shine in. A

for young children to get engaged and learn

fishermen of all ages. The store appeals to both

cobblestone pathway leads customers to the

about glass, fish tank that holds different species

experienced fisherman and beginners from

front door. The interior is filled with earth tones

of trout. Customers are able to see the trout

20-60 years of age and also to children ages 6-12

to tie in the nature feel; primarily greens, beiges,

swimming around from all angles.

who enjoy fishing with their mother and father.

and browns. Different types of fish are mounted

The typical customers will be males, however,

on the walls to tie in the fly fishing environment.

there are females that enjoy fly fishing as well.


the identity


10

the identity

the mark system The Tippet symbol combined with the signature

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is referred to as the mark. This mark is to be used for Tippet applications only. The mark system is composed of a primary horizontal mark with the components contained along with two secondary horizontal marks. The primary mark, located on page 12, is meant for the majority of our applications. The two secondary marks, located on page 13, are to be used only in

symbol

signature

mark

situations specified in the Tippet brand book.


the identity

the symbol The symbol is an abstract illustration of a fly that’s used for fly fishing. It was inspired by hand-tied flies. The looseness in the symbol derived from the unique and relaxed way the fishing line moves in the air when cast. The symbol of our store’s mark may be used on its own only if the stroke does not appear around it.

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the signature The signature is composed of the typeface Gotham Light. The counters of the p’s are taken from the tail of the fly in the symbol unifying the mark. The signature may not broken up and used on its own. Never crop or alter the kerning or tracking of the signature.

11


12

the identity

primary mark The primary mark for Tippet is used for the

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majority of applications. It’s used on all stationery system pieces, brochures, bags, environmental graphics, and the store’s website. The primary mark is particularly useful in larger spaces where it can be enlarged proportionally if needed.


the identity

secondary marks

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There are two secondary marks for the Tippet identity. Both marks do not have the container that the primary mark has.

secondary mark 1.1 This mark mimics horizontal layout of the primary mark, with the symbol being placed to the left of

secondary mark 1.1

the signature. This is used in the iphone applications and environmental graphics.

secondary mark 1.2 The other secondary mark has the symbol placed above and to the left of the signature, making it

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et

more vertical than other two marks. The counters of the p’s in both secondary marks are from the tail of the fly in the symbol as well.

13


14

the identity

primary clear space 1

⁄4x

{

1

x

These guidelines assure that the mark will appear clean and be eligible when applied. Clear space requirements should be applied in all applications.

⁄4x {

{ 3

The clear space guidelines apply to all Tippet marks.

minimum spacing (x on all sides)

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et

X = the height of the symbol, the fly. It is important to maintain a minimum distance of 1

⁄4 ” clear space between the mark and any other

elements appearing on the page. This minimum

8

space also applies to the minimum clear space

{ ⁄x

3 8

preferred spacing (x and 3⁄8 on all sides)

allowed between the edge of the page and any part of the Tippet mark. The minimum clear space around the mark is 1⁄4 x and the preferred amount is 3⁄4 x.


the identity

15

secondary clear space secondary mark 1.1

{

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1

secondary mark 1.1

⁄4x

{

x

minimum spacing (x on all sides)

{ 1⁄4x

et 3

It is important to maintain a minimum distance of 1

⁄4 ” clear space between the mark and any other

elements appearing on the page. This minimum

{

3

⁄ 8x

space also applies to the minimum space allowed between the edge of the page and any part of the Tippet mark.

{

preferred spacing (x and 3⁄8 on all sides)

X = the height of the mark.

⁄ 8x

secondary mark 1.2 X = the height of the symbol, the fly. secondary mark 1.2

minimum spacing (x on all sides)

1

⁄4x

{

The minimum clear space around both of the secondary marks is 1⁄4 x and the preferred amount

x

{

{ 1⁄4x

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preferred spacing (x and 3⁄8 on all sides)

3

⁄ 8x

{

3

⁄ 8x

of clear space is 3⁄4 x.


16

the identity

primary sizing minimum

The primary mark is used most often. These size restrictions must be followed to ensure legibility of

1/2"

{

the Tippet marks. The application of the mark will

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determine the final size. The height of the mark must be at least 1/2� high. Proportions of the marks should never be altered in any way.


the identity

secondary sizing minimum

The two secondary sizing requirements are different. These size restrictions must be followed to ensure

secondary mark 1.1

legibility of the Tippet marks. Along with the primary sizing restrictions, the application of the mark will

7/16"

{

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determine the final size. The minimum height of secondary mark 1.1 is 7/16". The minimum height of secondary mark 1.2 is 1/2".

minimum secondary mark 1.2

1/2"

{

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17


18

the identity

two color mark pantone

rgb

ds 306-1 U

146

red

155

green

61

blue

process 50

cyan

30

magenta

100

yellow

0

black

hex# 929b3d

pantone

rgb

ds 298-1 U

166

red

206

green

57

blue

process 40

cyan

0

magenta

100

yellow

0

black

hex# a6ce39


the identity

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The colors that make up Tippet's identity system are two different hues of green. This primary color palette is the same for both the primary and secondary marks. These colors represent the natural and rustic out-doors that fly fishermen interact with while fishing. Always use the color breakouts provided. Keep in

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mind that it is normal for color variations to occur between coated and uncoated stocks as well as various printers.

19


20

the identity

one color mark primary mark

30%

100% 80%

secondary marks

30%

80%

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100%

30%

100% 80%

et

ti

100% 80%

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100%

et


the identity

primary mark

secondary marks

21

The Tippet mark can be used in one color as well. To keep the contrast in the symbol like that of the primary and secondary marks, the one color mark is made of three different tints of the same

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color. These are the same two colors that are used in the primary and secondary marks. The three different tints use for all marks are 100%, 80%, and 30%. Use 100% for the body and the signature in the secondary marks. The container of the primary mark and the eyes and tail of the fly symbol are 80% tint. All wings on the symbol of the fly are 30% tint.

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22

the identity

black and white mark primary mark

secondary marks

black and white

black and white

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reverse

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reverse

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the identity

black and white The black and white reproductions for both the primary and secondary marks can be used in place of the full color reproduction when colored printing is not available. These can be used on a white or light color backgrounds. Do not use these reproduction on any dark backgrounds.

reverse The reverse reproduction of the mark can be used on dark backgrounds. The entire mark should be reversed to white as a single entity. Never reverse only the symbol or signature alone.

23


24

the identity

grayscale mark primary mark

30%

100% 80%

secondary marks

30%

80%

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100%

30%

100% 80%

et

ti

100% 80%

ti

100%

et


the identity

The grayscale reproduction of the mark can be used on white or light color backgrounds. When using the grayscale reproductions, the tints used are 100%, 80% and 30% process black. Use 100% for the body and the signature in the secondary marks. The container of the primary mark and the eyes and tail of the fly symbol are 80% tint. All wings on the symbol of the fly are 30% tint.

25


26

the identity

unacceptable treatments primary mark

ti

secondary marks

et

distortion

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ti et

et

distortion

distortion

et

ti

cropped

ti

rotation

et

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et

ti et et ti et ti e rotation

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tippet manipulate typeface

cropped

cropped

ti cropped

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et

ti

improper placement of symbol

improper placement of symbol


the identity

Do not attempt to re-create the marks. Changing the typeface, stretching the mark, and adding or subtracting design elements are prohibited.

27

rotation Do not rotate the image on any applications. This will greatly affect the readability and the Tippet identity’s representation.

distortion The mark should never be distorted or manipulated in any way. Some examples of distortion include stretching, twisting, slanting, adding a drop shadow or adding perspective.

cropped Do not crop any part of the mark. This will destroy the readability and appearance of the identity.

manipulate typeface Do not change the typeface of the marks. The mark’s typeface should always appear as specified.

improper placement of symbol The placement of the symbol in relation to the signature may not be altered. Use only the placement options provided in the Identity Standards manual.


28

the identity

unacceptable color treatments primary mark

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secondary marks

et

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improper colors

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improper use of primary colors

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distracting backgrounds

distracting backgrounds

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improper colors distracting backgrounds

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et

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improper use of primary colors

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improper colors

ti improper colors

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distracting backgrounds

et

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improper use of primary colors


the identity

Do not attempt to re-create the marks. Changing the color, mixing of the primary colors, and putting the mark against non contrasting or distracting backgrounds are prohibited.

29

distracting backgrounds The marks should never be placed on backgrounds that overpower it. The marks should never be placed on a non contrasting background where the mark gets lost in it.

improper use of primary colors Never swap or mix the primary colors with any of the design elements of the marks.

In the primary mark, tippet and the container around the fly symbol are transparent. When placing this mark in applications it needs to stand out. If the logo doesn't stand out enough, then

improper colors The marks should never be reproduced in any colors other than the official approved colors on page 18. The color palette for the mark was chosen to represent and create an emotional tie with the rustic out-doors.

a white background behind the mark needs to be placed so it will be noticeable or the container and tippet be filled with white. When using the primary mark on the papers specified on pages 44 and 45 a white background behind the primary mark is not needed.


30

section title


typography


32

typography

primary typeface gotham

substitutes

abcdefg hij klmnopq rstuvmxy z abcdefghijklmnopqrstuvmx yz 123 45 678 9 0

a bcdefg hij k lm nopqrstu v m x y z abcdefghijklmnopqrstuvmxyz 12 3 4 5 6 7 8 9 0

gotham light

arial regular

abcdefg hij klm nopq rstuvmx y z abcdefghijklmnopqrstuvmx yz 123 456789 0 gotham book

abcde fg hij klmnopqrstuvmx yz abcdefghijklmnopqrstuvmx yz 1234567890 gotham bold

a b c d e fg h i j k l m n o p q r s t u v m x y z abcdefghijklmnopqrstuvmxyz 12 3 4 5 6 7 8 9 0 arial bold


typography

The following type families are to be used for the Tippet identity. The use of these typefaces will ensure that the identity will maintain a consistent appearance throughout a variety of applications. The use of the substitute typeface shown to the right of the primary is acceptable when the primary typeface is not available.

gotham light This style is used for the creation of the Tippet primary and secondary marks and is used for the majority of all applications. Gotham Light 8/11 should be used for body copy or any official Tippet business applications with tracking set at 15 point for readability.

gotham book This style is used on the business card for the address, web address, and the store owner. Gotham Book 7/9 should be applied. Using this style of the Gotham family allows the information to be more legible on such a small size format.

gotham bold This style is used for headlines and subheads with the treatment of the type being all lowercase. The type size of the subheads should be smaller than the headlines to create hierarchy in applications. They should never be in all caps, light or regular weight or italics. For better readability the tracking of both headlines and subheads should be 15 point. This typeface style is used in the brochure, the Tippet website, and the employee name on letterhead and business card.

33


34

typography

secondary typeface palatino

substitutes

abcdefghijklmnopqrstuvmxyz abcdefgh ijk lm nopqrst uvm xyz 1234567890

a bcde fghi j k l m nopqr s t u v m x y z abcdefghijk lmnopqrstuv m x y z 1234567890

palatino regular

georgia regular

abc defghij klmnopqrst u v m x yz abcdefg hijk lm nopqr st uv m x yz 12 3 4 56789 0

abcdefghijklmnopqrstuvmxyz abcdefghijk lmnopqrstuv mx yz 1234567890

palatino bold

georgia bold


typography

The Palatino family is a serif typeface that compliments the primary typeface, Gotham. The use of the substitute typeface shown below is acceptable when the primary is not available.

palatino bold This style should only be used for headlines and subheads with the treatment of the type being all lowercase. The type size of the subheads should be smaller than the headlines to create

palatino regular This style should only be used for body copy. Use Palatino Regular 9/13 with tracking set at 35 point for readability.

hierarchy in applications. They should never be in all caps, light or regular weight or italics. For better readability the tracking of both headlines and subheads should be 75 point. This typeface style is used in the iphone applications and on the Tippet website.

35


36

section title


business system


38

business system

business card The business card is designed in an unconventional

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format to represent the unique qualities of the Tippet store. The card was designed with tackle boxes in mind allowing the it to slide easily into a compartment so fi shermen can carry the card with them at all times. The format of the card also is representative of the horizontal primary mark. Both primary colors are used on the business card.

32526 Wading Waters road casper, Wyoming 82601 307.232.8159 www.tippetflyfishing.com

actual size

Josh Theobald store owner


business system

39

specifications 3

1

⁄16 "

15

⁄16 "

⁄8 "

7

1 1 ⁄2 "

3 1 ⁄8 "

et

ti

⁄8 "

size

guidelines

3 1⁄2 " X 1"

The primary mark should always be used and only in the specifi ed colors for all pieces included

typeface Gotham Light

in the business system. The store owner, name and web address should be fl ush left and the store address fl ush right.

body copy

1 3⁄16 "

7/9 tracking 25

front Top and bottom margins should be 1⁄8 ". The left

15

1

⁄4 "

7

32526 Wading Waters road casper, Wyoming 82601 307.232.8159

⁄8 "

margin of the symbol should be

⁄16 "

Gotham Bold

Josh Theobald store owner

1 1 ⁄4 "

3

⁄16 "

3

⁄8 ". The

top margin of the signature should be ⁄4 " and

7/9

the bottom

1

3

⁄16 ".

tracking 25

color ⁄16 "

⁄16 ". The left and

right margins of the signature should be

store owner's name

www.tippetflyfishing.com

3

3

Pantone DS 306-1 U Pantone DS 298-1 U

back The employee name must have a right margin of 3

⁄16 " and the store address having a left margin of

1 1⁄4 ". The web address should have a left margin of 3 ⁄8 ". The employee name on the business card should always be in Pantone DS 298-1 U and their status in Pantone DS 306-1 U.


40

business system

letterhead The letterhead is designed to be consistent with the business card. The primary mark is used and the address and contact information is fl ush right, rag left to match the business card. The

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body copy of the letterhead is fl ush left rag right

32526 Wading Waters road Casper, Wyoming 82601 307.232.8159 www.tippetflyfishing.com

to match the store owner on the business card. The store owner's name at the bottom of the letterhead is consistent with that on the business

january 20, 2011

card as well. Mr. Michael quinston 245 Frederick road Laguna Park, TX 76634

Dear Mr. quinston: We greatly appreciate your purchase of Tippet customized hand-tied flies. Tippet specializes in customizing the best flies that will enhance your fishing experience and hope you enjoy your purchase. The time that is dedicated to perfecting the customized flies are for our valued customers like you. Our goal is to expand our customer’s knowledge, enhace their fishing experiences, and inspire them with our rustic life-style. We greatly appreciate your loyalty and business with us throughout the years.

Feel free to give us any comments or feedback from your experiences when using your new flies. This helps us in perfecting our customized flies for fly fishing. If you have any questions, comments, or concerns regarding your order please contact the store at any time.

Once again we would like to thank you for your purchase and we look forward to providing you with with all of your fly fishing needs.

Sincerely,

Josh Theobald Store Owner

not actual size


business system

41

specifications 1 7⁄8 "

1"

1 1⁄ 2 "

71 ⁄2 "

3 3 ⁄4 "

guidelines

8 1⁄2 " X 11"

The store address should always be fl ush right and the body copy fl ush left.

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32526 Wading Waters road Casper, Wyoming 82601

3 1⁄ 4 "

size

307.232.8159 www.tippetflyfishing.com

typeface

The top margin of the letterhead should be 1 1⁄2 "

Gotham Light

and the bottom be at least 1". The left and right

body copy

margins should always be 1" as well. The primary

january 20, 2011

9/12

mark size for the letterhead should always be

Mr. Michael quinston 245 Frederick road Laguna Park, TX 76634

tracking 25

1 7⁄8 ". The area containing the mark and the address should always be 1 3⁄4 ".

Dear Mr. quinston: We greatly appreciate your purchase of Tippet customized hand-tied flies. Tippet specializes in customizing the best flies that will enhance your fishing experience and hope you enjoy your purchase. The time that is dedicated to perfecting the customized flies are for our valued customers like you. Our goal is to expand our customer’s knowledge, enhace their fishing experiences, and inspire them with our rustic life-style. We greatly appreciate your loyalty and business with us throughout the years.

Gotham Bold

All text on the letterhead should be in both

store owner's name

specifi ed primary colors. The body copy of the

9/12

letterhead should be in Pantone DS 298-1 U and

tracking 25

the address in Pantone DS 306-1 U.

Feel free to give us any comments or feedback from your experiences when using your new flies. This helps us in perfecting our customized flies for fly fishing. If you have any questions, comments, or concerns regarding your order please contact the store at any time.

Once again we would like to thank you for your purchase and we look forward to providing you with with all of your fly fishing needs.

Sincerely,

color Pantone DS 306-1 U Pantone DS 298-1 U

Josh Theobald Store Owner

10"


42

business system

envelope The primary Tippet mark should be used for the envelope. The address is fl ush right to match the other pieces of the business system. The inside of the envelope as well as the fl ap carries out one of the primary colors.

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32526 Wading Waters road Casper, Wyoming 82601

not actual size


business system

43

specifications 5

1 5 ⁄8 " 1

2 ⁄2 "

2 3 ⁄8 "

⁄8 "

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32526 Wading Waters road Casper, Wyoming 82601

size

guidelines

#10

The store address should always be fl ush right to

9 1⁄ 2 " x 4 1⁄ 8 "

be consistent with the rest of the pieces.

typeface

front

Gotham Light

The top margin of the letterhead should be 1 1⁄2 "

address

and the bottom be at least 1". The left and right

9/12

margins should always be 1" as well.

color Pantone DS 306-1 U Pantone DS 298-1 U

not actual size


44

business system

primary paper specifications premium grade

business card

Premium grade paper stock is used with all major

Neenah Paper

business paper items. Tippet's business cards,

Environment 速 Papers

letterheads, and envelopes will be printed on

weight: 80 lb. Cover

premium grade paper.

color: Birch finish: Vellum

All stationery items must follow the specified identity guidelines.

letterhead Neenah Paper Environment 速 Papers weight: 80 lb. Text color: Birch finish: Vellum

envelope Neenah Paper Environment 速 Papers weight: 80 lb. Text color: Quest Ivory finish: Vellum


business system

secondary paper specifications secondary grade

business card

Secondary grade paper stock is a lower-priced

Mohawk Paper

alternative compared to the premium grade.

Options

Tippet's brochures and newsletters will be

weight: 100 lb. dtc

printed on secondary grade paper.

color: Warm White finish: Smooth

All stationery items must follow the specified identity guidelines.

letterhead Mohawk Paper Options weight: 80 lb. Text color: Warm White finish: Smooth

envelope Mohawk Paper Options weight: 80 lb. Text color: Warm White finish: Smooth

45


46

section title


brochure


48

brochure

inside layout This is the offi cial template that should be used for all Tippet brochures. It is a six page accordion fold. This specifi c brochure features Tippet's newest additions of fl ies for their store. The front cover is a die cut allowing each new fl y to show through each window. When opened, the names of each fl y are revealed underneath their picture. On the back of the newest addition page there is information about the different types of fl ies.

-------------------------------------

inside pages

our newest additions

tie your flies march 2011 fly-tying schedule monday-friday 8am-12am 4pm-6:30pm

crisp air baitfish

wicked bill

sherbert swimmer

red damsel

caramel skimmer

fierce critic

royal bugger

lemon lime mayfly

deer hair parachute

snow frost

saturday 10am-1pm 5pm-7pm

Tippet specializes in customized hand-tied lures that will enhance your fly-fishing experience. These flies are the key to reeling in the big catch. Come on in, socialize with great fishermen, and learn how to tie your own flies. Our store has everything you will need.

Whether you are a beginner or an avid fly fisherman, our friendly staff members will teach you how to tie your own flies. You will learn from the best, guaranteed.

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brochure

49

outside layout The third panel is a perforated piece that features materials that are used in hand-tying fl ies for fl y fi shing. This can be used as a keepsake for the customers, which allows them to keep the information and materials provided to hand-tie their own fl ies.

1. a hook 2. pheasant feathers 3. thread 4. twine Bring these materials into our store during our fly-tying hours in February. We will show you how to tie your own flies.

-------------------------------------

learn to tie materials

types of flies wet flies

dry flies

nymphs

Wet flies imitate injured flies that sink below the surface of the water or water bugs that skim lazily across the water.

Dry flies are small flies that float on the surface of the water. Surrounding the fly’s head are usually feathers of a water bird or deer hair that fan out helping the fly float. These are designed to look like caddisflies, mayflies or damselflies. They tease fish by imitating the actions of an insect by briefly touching down on the water’s surface.

Nymphs are designed to mimic the natural pupal and larval stages of aquatic insects, slugs, snails, leeches and worms. They must sink to the bottom of the water like natural larvae and pupae. Nymphs have small, compact, weighted bodies that resemble the pupa of an insect moving onto the next stage of its life cycle.

The bodies of these flies are made with heavier types of chenille or tinsel to help them sink. Material used for wet flies are bird feathers, rabbit fur and chenille, which absorb water fast. To help them sink, the wings are pulled back away from the fly’s head.

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outside pages


50

brochure

brochure specifications 1 1 ⁄2 "

3

⁄4 "

6 1 ⁄2 "

size

color

spread: 5" x 28"

headers and subheads:

folded: 5" x 8"

Pantone DS 298-1 U body copy:

our newest additions

typography header:

1 3 ⁄4 "

crisp air baitfish

wicked bill

sherbert swimmer

red damsel

deer hair parachute

caramel skimmer

fierce critic

royal bugger

lemon lime mayfly

snow frost

Gotham Bold

paper stock

22 point

see page 35

tracking +25 subheads:

3 3 ⁄4 "

Gotham Bold 9/12 tracking +25 body copy:

inside page not to scale

Pantone DS 306-1 U

Gotham Light 9/12 tracking +25

guidelines All headers, subheads and body copy should be fl ush left. All pages should have left and right margins of 1 1⁄2 ". Top and bottom margins should be 3⁄4 ". A three column grid should be applied.


brochure

51

perforated piece specifications 1 1 ⁄2 "

3 1 ⁄4 "

5"

size

color

5" x 8"

headers and subheads: Pantone DS 298-1 U

3

⁄4 "

3

1 ⁄4 "

learn to tie

typography

body copy:

materials

header:

Pantone DS 306-1 U

1. a hook

Gotham Bold

2. thread 3. pheasant feathers Bring these materials into our store during our fly-tying hours in February. We will show you how to tie your own flies.

22 point tracking +25

The front of the perorated piece subheads:

should follow the rest of the brochure

Gotham Bold

specifi cations and guidelines. On the

9/12

back of the perforated piece, the left

tracking +25

3 3 ⁄4 "

guidelines

margin is 1 1⁄2 and the left margin is 3⁄4 ". The grid is broken so that the margin

back of perforated piece not to scale

body copy:

of the squares where the materials are

Gotham Light

placed are consistent with the margins

9/12

of the front cover window squares.

tracking +25


52

brochure

photo of front cover


brochure

photo of perforated piece

53


54

section title


web development


56

web development

the user experience The primary purpose for the Tippet website is for users to be able to view all of Tippet's customized hand-tied flies and to know when the store has their fly-tying hours. For customers wanting to take a fishing vacation or plan a simple get away, the website offers a list of lodges and homes to stay at with their rates listed. The site also features pages where customers can plan a fishing trip for a day by viewing the list of tour guides, a map of rivers and reservoirs located around the Casper area, and looking up river reports to see where they would like to fish. Graham Owen, Tippet's photographer, has an assortment of beautiful fly fishing photographs displayed on the site. This website is updated weekly so all of the information throughout the site is current.


web development

57

site map This site map serves as a visual guide of how customers will be able to navigate

monthly calendar

our flies

fishing trips

wet flies

meet the guides

dry flies

locations

nymphs

photos

through the Tippet website.

home

rates

lodging

river reports

log home map

waterfront home rustic cabins

north platte river rates & photos

bighorn river pathfinder reservoir

streamers

seminoe reservoir

terrestrial

glendola reservoir boysen reservoir

photos


58

web development

home page The homepage of the website features a slideshow of Graham Owen's fl y fi shing photography along with the monthly calendar of Tippet's "tie your own fl ies" schedule. An enlarged printable version of the calendar is displayed once it is clicked on. The footer contains the store's contact information along with social networking links.


web development

59

internal page When the "our fl ies" main navigation link is selected the viewer has the option to choose from fi ve different categories of fl ies: wet fl ies, dry fl ies, nymphs, terrestrial, and streamers. In this case, the "nymph" link is selected and all of Tippet's custom nymph fl ies are displayed as well as information on that type of fl y. The viewer can scroll down through the fl y images to view them.


60

web development

internal pages When the "fi shing trips" main navigation link is selected the viewer has the option to choose from three different categories that direct the viewer deeper into the site: meet the guides, locations, and rates. In this case, the "meet the guides" link is selected. Photographs of Tippet's fl y fi shing guides are displayed along with information about guide services. The viewer can scroll left or right to view the different guides and may click on any guide he or she would like to know more about.


web development

Navigating deeper into the "fi shing trips" page, the guide that is selected is Steven Filmore. Below the scrolling guide photographs is information pertaining to the chosen Tippet guide, Steven.

61


62

web development

iphone app home icon The iphone app icon is the symbol of the abstract illustration of a fl y from the Tippet mark.

homepage Once the icon is selected the Tippet iphone app homepage will appear on the screen. The viewer can choose to navigate to fl ies, knots, maps, or seasonal hatchings. The background of the homepage is a macro photograph of a custom hand-tied fl y made by the Tippet store. One of the secondary marks appears at the top of the iphone screen and is used throughout all pages of the app.


web development

63

iphone app internal page  ies If the viewer chooses to navigate to the fl ies page, a list of the fi ve different types of fl ies that fl y fi shermen use appears. From here, the viewer will have the option to choose the type of fl y he or she would like to view. All fl ies are customized and hand-tied in the Tippet store.


64

web development

iphone app internal pages maps If the viewer chooses to navigate to the maps page, he or she can search maps of rivers and reservoirs in or near Casper, Wyoming. he or she can view maps of the fi shing locations.


web development

loading seasonal fi sh hatching list Certain pages may take a second to load. While the page is loading, fi shing photography is featured on the screen. The loading screen for the seasonal fi shing hatching page is a cropped in photo of a brown trout.

65


66

section title


environmental graphics


68

environmental graphics

tippet gift cards Customers can choose from three different gift cards designs. Each gift card features beautiful photography by Tippet's photographer, Graham Owen. Customers may choose the dollar amount he or she would like to put on the card. The minimum dollar amount is $10.


environmental graphics

store bag When customers purchase flies from the store, they receive a small bag with the primary mark printed on the front to carry their flies in.

69


70

environmental graphics

store sign Tippet's handcrafted outdoor sign hangs on the front entrance facade of the log cabin store. One of the secondary marks is wood burned into the cedar sign to add to the rustic feel of the store.


environmental graphics

long sleeve shirt This photograph features Tippet's long-sleeve 100% cotton shirt with one of the secondary marks screen printed in the top right corner. Tippet shirts are only available in store.

71


overall process


74

process: specialty shop visits

creative fringe: grand haven, mi


process: specialty shop visits

75

jay's sporting goods: gaylord, mi


76

process: pheasant feather photography

In the sport of fly fishing, anglers have used

Different types feathers are used when anglers

natural feathers such as, turkey, goose and

want to imitate a specific insect or visual effects

pheasant to tie their flies with since the early

and motions of an insect. For many artificial flies,

1900s. The natural properties of the feathers

the beautiful natural feathers are used for their

mimic live insects.

wings or tails.


process: pheasant feather photography

77


78

process: pheasant feather photography


process: pheasant feather photography

79


80

process: pheasant feather photography


process: pheasant feather photography

81


82

process: visual identity

After visiting the specialty shops, journal entries were written about my experiences, thoughts, and feelings during the visits. A shop I visited in Grand Haven, Michigan inspired me to create a fly fishing specialty shop. Once the type of specialty shop was chosen, brainstorming began for the fly fishing shop name. A list of one hundred names were slowly narrowed down and the final name for the fly fishing specialty shop was chosen.


process: visual identity

Then, the thumbnailing process began for the identity of the Tippet store. One hundred different ideas were sketched out. Classmates and professors made comments. From those comments, the one hundred sketches were narrowed down to the top twenty. Vector images of the twenty sketches were produced on the computer. Three mood boards were created from inspiration on how I envisioned the look and feel of the store.

83


84

process: layout development

The identity of the store continues to be narrowed down. Numerous iterations were generated to get the final identity to represent Tippet.


process: visual identity

Once the final identity was chosen for Tippet, sketches of the business system was produced along with sketches for brochure and website. Sketches for the layout of the Tippet Identity Standards manual was produced. Pacing of the book was considered during this process.

85


Tippet. Š2011 by Michelle Theobald. All rights reserved.


back COVER

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et

Tippet  

custom hand-tied fly fishing flies

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