Urbanize Brand Manual 2015

BRAND MANUAL BRAND ESSENCE BRAND STORY BRAND VALUES BRAND AUDIENCE MOOD BOARD

BRAND ELEMENTS PRIMARY MARK SECONDARY MARK LOCK-UPS LOGO USAGE TAGLINE TYPOGRAPHY

GRAPHIC ELEMENTS COLOR PALETTE BACKGROUNDS PATTERNS

MISCELLANEOUS PHOTOGRAPHY LANGUAGE MATERIAL PALETTE (IN-STORE)

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URBANIZE BRAND MANUAL

BRAND ESSENCE Brand Story Brand Values Brand Audience Mood Board

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B RA ND ST O RY

The city is an adventure.

And like all adventures, the urban environment is riddled with challenges that test all of our faculties. Between the daily grind of work, the tricky dilemma of maneuvering our congested streets, the suffocating pollution that lingers on everything you own, and the discordant overstimulation; it is easy to be overwhelmed. For a citydweller, stepping out of your home is like to stepping into the wild.

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URBANIZE BRAND MANUAL

Urbanize is the one-stop-shop that equips you with everything you need to face the urban adventure challenge. Its line of bags, storage, accessories, and products cover everything you’ll need to stay mobile, safe, organized, and focused.

Equip yourself with the supplies you’ll need to face the harsh, hectic, and humdrum of city living – so you can stop trying to survive, and start living the adventure.

BRAND VALUES

urbanize

ur·ban : of or relating to cities and the people who live in them

Supplies for the Urban Adventure

ur·ban·ize 1 : to cause to take on urban characteristics 2 : to impart an urban way of life

THE PRINCIPLES OF

URBANIZE

INTELLIGENCE

INNOVATION

PRACTICALITY

The diverse product line is focused on good design and quality make, products that are worth every peso you spend on it. They have a good balance of credibility from the manufacturer, a thoughtful and unique design, and a durable craftsmanship that one can count on.

What distinguishes the products of Urbanize from similar luxury/ lifestyle stores is this balance of quality and credibility. These are not just good brands, but consumer products that equip you for every scenario – both urban and outdoor. They are products that put emphasis on convenience, great value, and truly evoke the spirit of the cosmopolitan life.

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URBANIZE BRAND MANUAL

B RA ND AUDIENCE The Urbanize Man

THE URBANIZE MAN EXPERIENCING THE URBAN LIFE. IN STYLE. CREDIBILITY over IMAGE COMFORT over FASHION prefers things that ENRICH HIS LIFE a natural FACTFINDER has DIVERSE interests ADVENTUROUS FAMILY-ORIENTED always LEARNING NEW THINGS loves GADGETS values EFFICIENCY & CONVENIENCE leads a very MOBILE LIFE always CONNECTED

In his 30’s gadgets, and destinations. His natural disposition Has little interest in image or prestige, but to learning keeps him abreast, inspired, and places great importance to reputation and motivated to pursue his long list of goals. credibility. He’s focus is on comfort, rather than fashion. He has his own laidback style, and Primarily a city-dweller, but he loves prefers to keep things low-maintenance. experiencing the outdoors with a good balance between culture and nature. He’s a multitasker, He is an above-average consumer of products often able to blend leisure trips with business with a focus on enriching his home and his and self-enrichment. His destinations are experience of life. He keeps his friends diverse, generally cosmopolitan but he likes to do sideand concise, and takes time to find great trips off the beaten path. gifts for them. Despite his busy schedule, he cherishes spending time with his family and He’s either a self-made entrepreneur or an upfriends. and-coming executive, with an itinerary that’s always full and annotated. He keeps his life in his Inherently a factfinder, he always finds the gadgets, with a premium on interconnectivity, information he needs, and prefers educational connectivity, integration, and functionality. He’s and public affairs programming. He reads widely conscientious and observant with his work, and and often, with diverse interests. He likes to takes pride in getting things done, and getting listen to the radio while driving. He is always them done right. online, in the look-out for new products, SPACE / BRAND / CONCEPT RED FUERTES

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URBANIZE BRAND MANUAL

MOOD BOARD

CBD [ Central Business District ] Clean, disciplined and proud, it is the mind of the city. This is the machinery that fuels business, progress, and the unending struggle for success. It is precise, efficient, and uncompromisingly exact. It speaks of productivity, movement, and focus.

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URBANIZE BRAND MANUAL

BRAND ELEMENTS Primary Mark Secondary Mark Lock-Ups Usage Tagline Typography SPACE / BRAND / CONCEPT RED FUERTES

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PR IM A R Y M A R K CONFIDENT

EFFICIENT

BRAND ELEMENTS A

The primary mark is a negative space application using a font that evokes the qualities and values of what Urbanize as a brand stands for intelligence, innovation, and quality.

The font is a stylized sans serif that is clear, confident, approachable, disciplined, and concise. This is paired with a clean tagline text below.

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URBANIZE BRAND MANUAL

SECONDARY MARK URBAN

FRIENDLY

ORDERED

BRAND ELEMENTS B

The secondary mark is negative-space silhouette of the a city skyline encased in a hexagon. This is finished with a subtle rounded bevel.

The skyline reiterates the urban look and spirit, the hexagon is a reference to the ordered quality of the CBD without being too conventional, while the rounded bevels provide a friendly quality.

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LOC K -U P S x

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y y x

y y x x

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VERTICAL LOCK-UP C

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In the vertical form, always provide clearances as shown, with the secondary mark taking precedence in this configuration.

The composition reads as a shield or crest - a subtle reference to family, tradition, and commitment.

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URBANIZE BRAND MANUAL

x

z

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HORIZONTAL LOCK-UP D

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In the horizontal configuration, the primary mark takes precedence - with the secondary mark acting as a tag or marker to the left of the text.

Always provided clearances as shown.

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LOGO U SA G E

USAGE WITH PHOTOGRAPHY E

When using the logo against a photographic or dark-colored background, always use the high-contrast monochrome version to maximize visibility.

This applies to the primary and seconday marks, and to any of the combinations of the brand elements

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URBANIZE BRAND MANUAL

USAGE IN MONOCHROME F

When using the logo against a light-colored background, always use the greyscale version, with the appropriate tones for all the brand elements to respect the hierarchy; as follows: Primary Mark Secondary Mark

70% grey against with a 50% grey tagline 50% grey SPACE / BRAND / CONCEPT RED FUERTES

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T AG LIN E

VARIABILITY OF TAGLINE G

The tagline used can be varied depending on the season or application, but must respect the hierarchy of the primary mark (textform logo) as follows: Must be at least 16 characters long, including spaces.

Must be at most 32 characters long, including spaces.

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URBANIZE BRAND MANUAL

TYP OGRAP HY HURTMOLD : PRIMARY FONT

DEKAR : SECONDARY FONT

USE OF APPROPRIATE FONTS H

When developing content, always respect the hierarchy of the fonts used in the branding, to maintain the visual identity of the brand.

Hurtmold in upper case for primary text.

Dekar in either upper case or sentence case for secondary text.

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US PRAE, CATIA EST? FICII PEREI PUBLIUS, C. M. SUS, QUE CONOS ETERFIR ISSEDEMO ESSE FAC TAM, VERITIAM DI, NIHICAURE ESIME FAC MANUM IGNATUM ROMNIHILIAE CONVERICAET VID NEM UNTERTUS ARTE, OMNEM ET; NORARID ESTRAVEM PRO NIHI, TI. SENATUS CRET VE, CATIA L. MUS ET PATEMUS CRIVIC TEMUS OCUPIO CATIEM IN TA, CAS VIS, NON TA APERFESTIAM OPONO. ETRA NOSTIOS IAESTRAE AD IN TEMENIMUS HUI SA MILIAEL IBUTEM PRO VERTIAE DIURNIHINUM INCESTEST VIDERTE MENDIEM PERRAC TAT. BEM FEREM POS IMUL UBLIISSILIS? EPS, NOCUPIORE AUSTIU VERIDIE NTIQUE CIAM PROBSERFEC RE IAECTUUS,

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 PRIMARY FONT - HURTMOLD

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URBANIZE BRAND MANUAL

I

Us prae, catia est? Ficii perei publius, c. M. Sus, que conos eterfir issedemo esse fac tam, veritiam di, nihicaure esime fac manum ignatum romnihiliae convericaet vid nem untertus arte, omnem et; norarid estravem pro nihi, ti. Senatus cret ve, catia l.

Mus et patemus crivic temus ocupio catiem in ta, cas vis, non ta aperfestiam opono. Etra nostios iaestrae ad in temenimus hui sa miliael ibutem pro vertiae diurnihinum incestest viderte mendiem perrac tat. Bem ferem pos imul ubliissilis? Eps, nocupiore austiu veridie ntique ciam probserfec re iaectuus, se tatem hos hocur ium foratus cone tabute ad rec te, silic mortu videntra ipsente abus mariptiam is mei pra quodiis vium idiis, quissimo eoretium senihil hos, atam que clabusp ervignotis iuscios, macit portam eora rei ex sules ego iptemurs cupions upicio, ventero coentra sentre ponfecrem obse nonsulinati, num, qui prem.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&()“:?

SECONDARY FONT - DEKAR

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URBANIZE BRAND MANUAL

GRAPHIC ELEMENTS Color Palette Backgrounds Patterns

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COLO R P A L E TTE

BLUE MAIN COLOR

TEAL DIGITIZE

STEEL ACTIONIZE

CHARCOAL MAXIMIZE

COPPER STYLIZE

MARSALA ENERGIZE

46-49-146

66-145-162

98-124-121

89-92-81

162-145-84

145-39-43

RGB :

MAIN PALETTE A

The following are alternate color swatches that can be used for the identity - these colors are identified with the character of the CBD that evokes confidence, the palette of urban materials, and the spirit of industry.

The action-words pertain to suggested product segmentations.

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URBANIZE BRAND MANUAL

CUSTOM COLORS B

Colors should always be chosen from the provided main palette of the brand, or matched from a photo. This could be done manually, or generated dynamically using tools such as ColorThief or Kuler.

Colored backgrounds should always be dark enough to accomodate white text, and the brand elements.

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BA C K G R O U N D S

SECURE Featured Bag

FLAGS C

Information of a photo, diagram, or spread should always be shown against a background that matches the photo. This can be done two ways.

Use flags in a 1 : 4 scale, showing the text against the flag of a color from either the main palette or a custom color, with the appropriate typeface.

This is paired with a hexagon motif, spaced and sized proportionately.

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URBANIZE BRAND MANUAL

SUMMER The Adventure Season

This summer, prepare yourself for the adventure of a lifetime! Pickup the best gear that will protect your things against the harsh summer heat, while keeping you looking cool and in style.

Visit Urbanize and be urban-ready.

GRIDS D

Colors should always be chosen from the provided main palette of the brand, or matched from a photo. This could be done manually, or generated dynamically using tools such as ColorThief or Kuler.

Colored backgrounds should always be dark enough to accomodate white text, and the brand elements.

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PA T T E R N S

CHEVRON E

A graphic pattern of chevrons and lines inspired by the zebra/ traffic stripes that is ubiquitous as an image of the city. done in a minimalist fashion, it evokes excitement, dynamism, and the vibrancy of urban adventure.

Always use this pattern as a positive form with background.

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URBANIZE BRAND MANUAL

HONEYCOMB F

This graphic element takes off from the hexagonal motif present in the secondary mark and the flag labels. The honeycomb pattern is a ubiquitous symbol for order in nature. It represents the balance between structure and chaos that are qualities present in the city.

Always use this pattern as a negative space overlayed against an object.

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URBANIZE BRAND MANUAL

MISCELLANEOUS Photography Language Material Palette

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PH O T O G R A P HY

HEROIC PHOTOGRAPHY A

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URBANIZE BRAND MANUAL

In heroic photographs, always choose images with a strong urban quality. Preferrence is placed on full-color, saturated, and darker images that evoke a sense of expanse and movement. Images must be a balance of emotional awe and seductive mystery.

MACRO PHOTOGRAPHY B

In macro photographs usually used in product shots and details, always choose images with a more subdued and calm quality. Preferrence is placed on warmer and slightly desaturated images with a shallow depth of field thus creating a sense of depth. Images should feel fresh, clean, and precise with a focus on detail and craftsmanship.

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LAN G U AG E

HEY!

READY FOR AN ADVENTURE?

#awesome SEE YOU SOON!

LANGUAGE / VOICE C

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URBANIZE BRAND MANUAL

Copy and text should feel like a pat on the back from a very close friend you haven’t seen in years. It is excited, energetic, and warm. It should remind you of conversations shared over lunch - fast, fun, and flavorful. Most importantly, it should be meaningful, with impact, and active - just like the brand of Urbanize.

M A T ERIAL P ALETTE (IN- STORE)

BLEACHED WOOD

GLASS ACCENTS

MATTE METAL

MATERIAL PALETTE / IN-STORE D

MUTED COLORS

CONCRETE & GRAVEL

From the CBD-Daytime Look, the following are some of the materials and finishes that are consistent with the Urbanize brand look and identity.

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SPACE BRAND CONCEPT

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URBANIZE BRAND MANUAL