WEAR YOUR LIFESTYLE
OUR STORY BRANDING PROJECT FOR AMBI
AMBI
BRANDING
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CONTENTS
WHO WE ARE
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P O S I T I O N I N G S TAT E M E N T
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TA G L I N E
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MISSION
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BRAND VOICE
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BRANDS LIKE AMBI
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PERSONALITY
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LOGO
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DESIGN
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S TAT I O N E R Y
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AMBI
WHO WE ARE M E S S A G E F R O M C R E AT O R AMBI is inspired by the skate, bike, and rolling community. I began skating in 2019 however I did not start consistently skating until the beginning of 2021. Going to the skatepark with friends to take pictures and watch was a hobby of mine that grew quickly. I would bring a skateboard and skate around, then I bought a bike and would ride in Pittsburgh quite often. In 2021 I began roller skating and fell in love. I would not have been inspired if it weren’t for the active people around me who inspired me to create this brand. KARLEIGH KOWCHECK C R E AT O R
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ILIANA’ STORY Iliana Garcia is 25 years young and has very meaningful things to say about skating. She experienced self doubt as many people do, however, when she began skating she realized her potential. Today Iliana is an extremely skilled skater that is fueled by passion. WHY DO YOU LIKE ROLLER SKATING? “I like roller skating because it’s made me empowered! I never really did anything athletic up until I started skating. Overtime seeing how far I’ve come with my progress, really just makes me feel like I can do anything! I doubted myself so much before I started, and roller skating has opened so many doors for me. I feel more confident! I’ve translated that confidence into chasing my creative dreams with my little shops and my YouTube channel! It feels really good to not automatically doubt myself anymore and instead say what if? I feel like I wouldn’t have had that if I didn’t start roller skating! I would’ve kept thinking that waitressing was all I had to offer. I realize I’m so much more than that and although I’m not making millions, I’m taking steps towards a future that’s really me and will bring happiness to my life! Also, I’ve loved how many people I’ve connected with that I would’ve never met otherwise! Roller skating truly changed my life.”
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WILL’S STORY Will Stock is 22 years young and has been an active biker for most of his life. Will has aquired so many skills riding BMX in the skatepark and on the street. Will has dedicated so muchh time to skating it has become a part of his lifestyle. He appreciates his time with the bike and takes advantages of opportunities. BMX has taken him so many places including a cross country trip he took with a friend he met through BMX. WHY DO YOU LIKE BMX? “I could go on forever, but I think it’s because I’ve been doing it for so long and it’s still fun to me and I’ve learned a lot during my progression since I’ve started related to self-discipline and setting goals and achieving them. It’s satisfying and makes me feel good when I scare myself or learn something new I like that there’s no coach and no teammates to let down or vice versa and I like that it’s a competition against yourself and the point is to push your own boundaries rather than having an opponent that you either win or lose against It’s my lifestyle at this I don’t know what I would do if I didn’t ride and I’ve gone so many places and met so many people through riding I can’t imagine it not being there I also like that everyone rides differently especially in street riding so it’s kind of like a form of self-expression in that sense.”
AMBI
POSITIONING STATEMENT
For skaters, bikers, and rollers, AMBI is the clothing that represents the lifestyle of these athletes. Only follows new trends in the skate, bike, and roll comm
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g brand AMBI munity.
AMBI
TAGLINE
“WEAR YOUR
BRANDING
R LIFESTYLE”
AMBI
MISSION STATEMENT
To bring attention to the lifestyle of the skater, bike
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er, and roller.
AMBI
BRAND VOICE AMBI is exclusively for the skater, biker, and roller so they feel noticed and portrayed accurately. We strive to present the lifestyle of our audience consistently. Our brand is contemporary and exciting because we constantly stay up to date with the skate, bike, and roller community.
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AMBI
BRANDS LIKE OURS OBEY OBEY is extremely consistent with their brand message and visual identity on all platforms. Their clothing is high quality along with other accessories that are designed for skaters and street artists. OBEY has customer reviews found on website and they have an extremely high social media following in the skate and design community. Shepard Fairey is an American street artist that puts his art literally anywhere, so Obey markets online and offline. Online marketing consists of updates, sales, new releases, and much more on social media and their website. The obey meaning is rooted in the do it yourself counterculture of punk rock and skateboarding, but it has also taken cues from popular culture, commercial marketing and political messaging. Fairey steeps his ideology and iconography in self-empowerment.
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VANS Vans has been around since 1966 and has always been consistent with their brand message and visual identity online and offline. They make the “World’s #1 Skateboard Shoe” along with other clothing and accessories that are designed for extreme sport activities. Vans has customer reviews found on website and they have an extremely high social media following in the skate community. Vans markets online and offline. Online marketing consists of updates, sales, new releases, and much more on social media and their website. Offline consists of skateparks, events, and sponsorships. Their mission statement is “to enable creative expression—and inspire youth culture —by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self.” In this statement, Vans demonstrates its openness and determination to go out of the way to bring out the best in the youths.
AMBI
PERSONALITY We express appreciation for the skater, biker, and roller through our contemporary clothing with designs representing the lifestyle.
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AMBI
MOODBOARD Our mood is contemporary and fun. We are inspired by positive and groovy vibes that fit with the skate aesthetic.
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LOGO SKETCHES The goal for the logo look was to be modern and contemporary but also interactive and fun. The design process took time because we had to find the perfect font to represent AMBI as a brand. The initial idea was to have te font in uppercase however, that quickly changed when looking through font. The idea was to be contemporary and fun. After multiple font selections we finally found “Co Headline” that represented our brand perfectly.
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AMBI
LOGO DEVELOPMENT The word AMBI came from the word ambition. The initial logo was inspired by the word but AMBI wanted a sorted name to relate to our brand. We decided to shorten the name after many revisions.
ambition BRANDING
b
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The next logo revision shortened the name to AMBI and added “glare” marks to the “b” . It focused on shortening the name plus an additional logo, however, the “b” did not emphasize the brand. Also, the typography was visually different from the “b”.
The final logo was created after many versions. We combined the first with the second and excluded the “b” from the logo to emphasize “AMBI” in the word “ambition”.
AMBI
LOGO After finalizing our “AMBI” logo we chose the color scheme to be a darker yellow and greys. They can all be used on dark and light backgrounds.
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LIGHT GREY LOGO
AMBI YELLOW LOGO
DARK GREY LOGO
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AMBI
USAGE The graphic element is constructed using geometric lines, refining a strong, bold approach. The typography is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant. The supporting typeface and collateral are clean and minimalist to reinforce our identity as a quality organisation. There is one preferred full-color option for symbol and landscape variations shown here. These logos should be used whenever possible.
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With all logos, a minimum margin of one quarter of the overall logo graphic height must be maintained on all sides of the logo. The exclusion zone should be measured from the farthest edge of the logo on all sides. No element may extend beyond this.
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LOGO TYPE
0.5 x
1x
0.5 x
5.0329 in
1.6595 in
100%
3.0221 in
0.9965 in
50%
1.583 in 25%
0.522 in
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RESTRICTIONS LOGO RESTRICTIONS
Use all original logos withougt stretching, skewing, or rotating it. The logo should only use the primary and secondary color options. These colors have been chosen to specifically represent AMBI. Our logo looks best on the recommended backgrounds.
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INCORRECT LOGO USE
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PRIMARY LOGO COLORS YELLOW
NEUTRAL BLACK
Color 2 FCF7FF 252, 247, 255 278, 3, 100 1, 3, 0, 0
Color 3 Color 1
HEX
10 / 25 / 87 / 0
RGB
196, 202, 208 230 / 186 / 65
CMYK RGB
HSB
WEB
CMYK
E6BA41
C4CAD0
210, 6, 82 5, 2, 0, 18
Color 4 Color 2
HEX HEX
564D4A FCF7FF 59 / 59 / 59 / 37
RGB RGB
87 / 77 / 74
CMYK RGB
HSB HSB
WEB
CMYK CMYK
ambi5
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Color 4
LIGHT GREY
Color 5
574D4A
252, 247, 255 86, 77, 74 15, 14, 34 278, 3, 100
0, 10, 13, 66 1, 3, 0, 0
Color 5 Color 3
CMYK
HEX HEX
E7BB41 C4CAD0 23 / 15 / 13 / 0
HEX HEX
RGB RGB
231, 187, 65 196, 202, 208 196 / 201 / 208
RGB RGB
44, 72, 91 210, 6, 82
HSB HSB
RGB
HSB HSB
WEB
CMYK CMYK
C4C9D0
0, 19, 71, 9 5, 2, 0, 18
CMYK CMYK
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OFF WHITE
DARK BLUE
Color 1 Color 4 564D4A 86, 77, 74 15, 14, 34 0, 10, 13, 66
Color 2 Color 5
HEX HEX
1/2/0/0
RGB RGB
252, 247, 255 231, 187, 65 252 / 247 / 250
CMYK RGB
HSB HSB
WEB
CMYK CMYK
FCF7FA
FCF7FF E7BB41
278, 3, 100 44, 72, 91 0, 19, 71, 9 1, 3, 0, 0
Color 3
Color
CMYK
HEX HEX
C4CAD0 03045E 100 / 98 / 24 / 34
HEX
564D4A
HEX
RGB RGB
196, 202, 208 3, 4, 94 32 / 30 / 90
RGB
86, 77, 74
RGB
210, 6, 82 239, 97, 37
HSB
15, 14, 34
HSB
96, 95, 0, 63 5, 2, 0, 18
CMYK
RGB
HSB HSB
WEB
CMYK CMYK
201E5A
0, 10, 13, 66
ambi5 Colors - coolors.co
AMBI
CMYK
TYPOGRAPHY ABOUT CO HEADLINE
Co Headline is a sans serif design with rounded terminals and an underlying geometric structure. With variations for Text and Headline, it combines beauty with functionality across multiple writing systems. Dalton Maag is a typeface design studio founded in 1991. DESIGNER D A LT O N M A A G C L A S S I F I C AT I O N Sans Serif
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Aa Zz 123 CO HEADLINE (REGULAR) LOGO FONT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789
CO HEADLINE (LIGHT) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789
CO HEADLINE (BOLD) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789
AMBI
CHARACTER DESIGN DESIGN PROCESS
The process creating the clothing design took a number of tries and finally evolved into the brand design we have today. AMBI was a word stemming from the root word, “ambition” so I wanted the font to resemble this word in a fun way. Co Headline was found after searching through many Adobe fonts and when the word was lowercased it was a perfect fit for our brand. The glare marks were added to the “b” at first then added to the other letters in AMBI to create a consistent looking and matching typeface. AMBI has one logo to represent the brand.
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AMBI
APPAREL OUR PRODUCTS
AMBI has a number of products that are continuously being updated with new styles of clothing and designs. Many designs come on t-shirts, long sleeve shirts, hoodies, hats, and socks. We also produce stickers that you can purchase individually or on sticker sheets. We hope to release ramp wraps, and skateboard wraps that will be available to our customers when needed.
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AMBI
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AMBI
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APPLICATION
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AMBI
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ACCESSORIES AMBI
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AMBI
STATIONERY Our stationery design has a basic design so it is eligible and clean. The stationery consists of the business cards, letterhead, and envelope. The logo is found in all of our stationery design along with all the correct information about AMBI. The light yellow logo color is what you will find on the stationery design to help it stand out. The design sticks with light grey and black colors to help the logo stand out.
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CEO Karleigh Kowcheck 420 South Side Pittsburgh, PA 1.724.412.6969 kar@ambi.com
BUSINESS CARD DIMENSIONS
WEIGHT
85 x 55 mm
400gsm Uncoated
CMYK / Spot Varnish
AMBI
BRANDING
AMBI
420 South Side Pittsburgh, PA 15203 1.724.412.6969 ambi@gmail.com
CO M PA N Y L E T T E R H E A D
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DIMENSIONS
WEIGHT
A4 / 210 x 297 mm
120gsm Uncoated
CMYK
LETTER COVER DIMENSIONS
WEIGHT
C4 / 229 x 324 mm
130gsm Off-White
CMYK
AMBI
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AMBI
WEBSITE DESIGN
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DESKTOP VERSION
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To ensure consistency across our brand online, we recommend that our website use a light grey or white background with light grey graphics, black text, and generous amounts of white space.
MEN
WOMEN
COLLECTIONS
AMBI
CART
NEW ARRIVALS FIND YOUR AMBI STYLE
AMBI
MOBILE DESIGN BRANDING
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MOBILE VERSION Responsive design is the key to future-proofing web interaction. For the first time, mobile has outpaced desktop internet usage.
CART
ambi
NEW ARRIVALS FIND YOUR AMBI STYLE
AMBI
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CLICK HERE TO SEE THE PROMOTIONAL VIDEO
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AMBI
T H I S D O C U M E N T M AY B E M A D E AVA I L A B L E I N A LT E R N AT I V E F O R M AT S O N I S S U U A N D O T H E R F O R M AT S . R R E Q U E S T S A R E E N C O U R A G E D .
AMBI
420 South Side Pittsburgh Pennsylvania / United States 15023 T: 1.724.412.6969 E: ambi@gmail.com W W W. A M B I .CO M