UNITED COLORS
Brand Standard Guidelines
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Brand Standard Guidelines 1
UNITED COLORS
Brand Standard Guidelines
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Brand Standard Guidelines 5
TABLE OF CONTENTS
OUR NEW MISSION Our Past 08 Our New Mission 10
Table o f Contents
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UNITED COLORS
Brand Standard Guidelines
NEW COLORS
Brand Architecture 36
New Identity 16
COLORS OF THE FUTURE
Logo Anatomy 18 Logo Clear Space 20 Logo Variations 22 Logo Sizing 24 Alternative Color Usage 26 Color Pallette 28 Unauthorized Uses 30 Typography 32
Brand Applications 38
United Colors Report 46 United Against Bullying Program 48 United Colors Home From Home Program 50
Stationery 34
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“ We have the ability to construct our own futures, albeit not in circumstances of our own choosing. “ Protesters in Hong Kong, June 5, 2019.
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– Luciano benetton
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OUR NEW MISSION
Our New Mission
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UNITED COLORS
Brand Standard Guidelines
OUR NEW MISSION Our Past Our New Mission
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OUR PAST
OUR NEW MISSION
United Colors of Benetton is a clothing brand renowned worldwide for its colors, knitwear expertise, and social commitment. A blend of Italian style and global research, UCB collections present on-trend, quality outfits, in the respect of the environment and to create a brighter future for all humans.
1965
In 1965, the Benettons opened their first store in Belluno and three years after in Paris. The company’s core business consists of clothing brands United Colors of Benetton and Sisley. The history of Benetton is built on innovation – seen in its bright colors, the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate, it was the iconic brand in the 1980s and 1990s but has since struggled to regain this position. In 2012, Benetton Group was delisted from the stock exchange and is now a fully owned subsidiary of the Benetton family company Edizione holding.
Our New Mission
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1971
1972
1989
1996
2011
UNITED COLORS
Brand Standard Guide
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OUR NEW MISSION
OUR NEW MISSION
The new United Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality.
Our New Mission
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UNITED COLORS
Brand Standard Guidelines
OUR NEW MISSION
OUR NEW MISSION
Uniting People by Breaking Boundaries.
Our New Mission
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UNITED COLORS
Brand Standard Guidelines
United Colors Of Benetton was known for its colorful outfits and earned successful brand recognition by its controversial but thought-provoking commercial campaign. Over the years, UCB has lost its way in both market success and provocative thinking. With a spirit rooted in the past, the new United Colors will be reborn into a non-profit organization. We will keep stimulating the cultural debate and go further, reveal the unfiltered truth, and take the initiative to defend the human rights for every human being in the global society.
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NEW COLORS
New Colors
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UNITED COLORS
Brand Standard Guidelines
NEW COLORS New Identity
Unauthorized Uses
Logo Anatomy
Typography
Logo Clear Space
Stationery
Logo Variations
Brand Architecture
Logo Sizing
Brand Applications
Alternative Color Usage Color Pallette
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NEW IDENTITY
Our new logo is composed of the graphic mark and the wordmark. The new logo conceptually and visually expresses the soul of United Colors– the value of humanity. The graphic mark combines the image of palm and the fingerprint which represent the uniqueness and the equality between every human being in the world.
NEW COLORS
+
U
C +
New Colors
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UNITED COLORS
Brand Standard Guidelines
United Colors Signature
United Colors Graphic Mark
United Colors Word Mark
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LOGO ANATOMY
NEW COLORS
United Colors Graphic Mark
New Colors
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UNITED COLORS
Brand Standard Guidelines
United Colors Word Mark
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LOGO CLEAR SPACE
NEW COLORS
United Colors Secondary Logo
The minimum required clear space is defines by the measurement of the letter “U“ of the wordmark.
New Colors
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UNITED COLORS
Brand Standard Guidelines
United Colors Primary Logo
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LOGO VARIATIONS
NEW COLORS
United Colors Graphic Mark
United Colors Secondary Logo
New Colors
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UNITED COLORS
Brand Standard Guidelines
United Colors Primary Logo
United Colors Word Mark
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LOGO SIZING
NEW COLORS
United Colors Primary Logo
2 cm
1.5 cm
1 cm
Minimun Size 0.5 cm 19 Pixel
New Colors
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UNITED COLORS
United Colors Secondary Logo
Brand Standard Guidelines
United Colors Graphic Mark
United Colors Word Mark
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ALTERNATIVE COLOR USAGE
The Signature will be presented through different media and formats. To keep consistency, the way to use the logo is restricted to certain design solutions. Here are the varied usages of logo in color and how it could be applied in the background with different color tones.
New Colors
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NEW COLORS
UNITED COLORS
Brand Standard Guidelines
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COLOR PALLETTE
NEW COLORS
United Colors Primary Colors
United Kahki CMYK 16 24 56 0 RGB 216 188 130 PMS 3599 C HEX #D8BC82
Justice Green CMYK 91 48 57 30 RGB 3 87 89 PMS 7721 C HEX #035759
New Colors
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UNITED COLORS
Brand Standard Guidelines
United Colors Secondary Colors
Antique White
CMYK 7 12 28 0 RGB 237 219 186
Tan
PMS 7506 C HEX #EDDBBA
Caramel Brown
CMYK 29 57 83 13 RGB 165 110 64
PMS 468 C HEX #DFC69C
Reddish Brown
PMS 2314 C HEX #A56E40
Honest Grey
CMYK 8 6 10 0 RGB 232 230 223
CMYK 13 20 42 0 RGB 223 198 156
Ochre
CMYK 33 73 93 32 RGB 130 69 36
CMYK 55 14 37 0 RGB 120 178 168
PMS 7509 C HEX #D39B61
Nut Brown
PMS 7567 C HEX #824524
Dawn Yellow
PMS 663 C HEX #E8E6DF
CMYK 17 41 70 1 RGB 211 155 97
CMYK PMS 49 66 82 56 476 C RGB HEX 79 54 33 #4F3621
Peaceful Blue
PMS 2232 C HEX #78B2A8
CMYK 14 36 100 0 RGB 219 163 38
PMS 2007 C HEX #DBA326
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UNAUTHORIZED USES
NEW COLORS
Don't substitute other typefaces with the logo.
The Signature will be presented through different media and formats. To keep consistency, the way to use the logo is restricted to certain design solutions. Here are the varied usages of logo in color and how it could be applied in the background with different color tones.
UNITED COLORS
Don't stretch the logo.
Don't skew the logo.
New Colors
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UNITED COLORS
Brand Standard Guidelines
Don't reverse the colors of the logo.
Don't mix black and white with color in a logo.
Don't place a image in the logo.
Don't use gradient color.
Don't outlined the logo.
Don't use unapproved colors.
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TYPOGRAPHY
NEW COLORS
For Headers & Quotes
Typefaces play an essential role in the visual system that helps to shape the impression of our brand and ensure design consistency across multiple platforms.
Aa For Subheaders, Body Copy & Citation
New Colors
Aa 36
UNITED COLORS
Brand Standard Guidelines
GT Walsheim Pro
GT Walsheim Pro Medium
The new United Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality. Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality.
GT Walsheim Pro Regular
The new United Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality. Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality.
Akzidenz Grotesk
Akzidenz Grotesk Roman
The new United Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality. Colors will actively stand for all human beings, unite people in diversity, and break boundaries for more equality.
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STATIONERY
New Colors
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NEW COLORS
UNITED COLORS
Brand Standard Guidelines
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BRAND ARCHITECTURE To communicate the characteristics of United Colors and enhance the recognition to our audience, we leverage the contour of the graphic mark as a visual element to build our brand architecture.
New Colors
The example of the graphic element is applied on the name card.
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NE W COLORS OUR NEW VISION
UNITED COLORS
The finger shape diffuses outward like a fingerprint and also like a ripple which represent the wide spreaded human kind.
The frame derived from the finger shape could applied on image.
The element could be applied on images individually or paired with the graphic mark.
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BRAND APPLICATIONS
New Colors
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NEW COLORS
UNITED COLORS
Brand Standard Guidelines
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BRAND APPLICATIONS
New Colors
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NEW COLORS
UNITED COLORS
Brand Standard Guidelines
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“ Pictures put you in front of a reality that most of the times you don’t want to see, don’t want to know about, don’t want to get involved. “
Syrian refugee children walk through a flooded tent settlement in Lebanon’s Bekaa Valley after a winter storm in January 2019.
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- Oliviero Toscani
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COLORS OF THE FUTURE
Colors of The Future
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UNITED COLORS
Brand Standard Guidelines
COLORS OF THE FUTURE United Colors Report United Against Bullying Program United Colors Home From Home Program
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MEDIA
COLORS OF THE FUTURE
United Colors Report
United Colors Report is a media platform that focuses on global human rights issues. It comprises of news, human rights investigation reports, and streaming documentary channels. The media are the major hubs for our investigations, campaigns, and communications. We are independent of any political ideology, economic interest or religion. By investigating and exposing the unfiltered truth of the people we work with, we mobilize millions of supporters around the world to campaign for change and to stand in defense of human rights on the frontline. Colors of The Future
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UNITED COLORS
Brand Standard Guidelines
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EDUCATIONAL PROGRAM
COLORS OF THE FUTURE
United Against Bullying Program
The campus could be the place where children or teenagers face their first persecution through peer bullying. United Against Bullying Program is committed to collaborating with schools to strengthen the awareness and execution of equality education like racial or gender equalities.
Colors of The Future
Our vision is of a respecting, just, equal and inclusive campus in which all children and young people can live free from bullying and harassment. We have developed a range of resources for adults and young people, from publications, YouTube channel to the story-sharing campaigns, we aim to build the capacity of our communities to effect change and challenge bullying and stigma at an individual, school, family and societal level.
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UNITED COLORS
Brand Standard Guidelines
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HUMANITY SERVICES
COLORS OF THE FUTURE
United Colors Home From Home Program
The program aims to support people who away from hometown and face life difficulties in unfamiliar situations or suffer from xenophobia. There are many reasons why people around the globe seek to rebuild their lives in a different country. These journeys, which all start with the hope for a better future, can also be full of danger and fear. We cooperate with NGO organizations to provide reliable legal services, medical assistance, and resources of life basics for refugees, asylumseekers, or migrants.
Colors of The Future
With our campaigns, we also put pressure on governments to honour their responsibility to protect every single person’s rights that make sure that refugees, asylum-seekers and people living abroad are safe, and are not tortured, discriminated against or left living in poverty.
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UNITED COLORS
Brand Standard Guidelines
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“ It’s not multiracial, there is just one
race–the human raceand–they just come in different colours. I never really understood why nobody ever really thought that before. “
- Oliviero Toscani A group of migrants live in a school converted into shelter in central Tripoli, Libya.
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SOURCES
SOURCES
Image
Contents
https://www.unhcr.org
http://www.benettongroup.com
http://www.benettongroup.com/mediapress/image-gallery/corporate/
https://www.marketingweek.com/ benetton-changes-its-colours/
https://www.sportswear-international.com
http://www.socialsamosa.com/2019/08/ united-colours-of-benetton-campaigns/
https://www.styleclicker.net/2012/06/03/ bloggers-are-lazy-interview-with-olivierotoscani/111220-oliviero-toscani-interviewval-gardena-south-tyrol/ http://www.benettongroup.com/mediapress/image-gallery/ institutional-communication/ https://www.harvesthousebuffalo.org/ volunteer https://www.amnesty.org/en/what-we-do/ discrimination/lgbt-rights/ https://unsplash.com https://www.stocksy.com
Sources
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https://inside.benetton.com
UNITED COLORS
Brand Standard Guidelines
This book is a non-commercial project for educational purposes and is not intended to represent the United Colors Of Benetton. All right are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means electronic, mechanical, recording, photocopying or otherwise prior permission of Shane Lee. Copyright 2019 Shane Lee Design Shane (Chih-Hsuan) Lee Course Nature of Identity Instructor Erin Kristine Canoy Academy of Art University
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