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graphic standards manual

straw the brand 7

usage font family type family: proper usage primary colour secondary colour logo Clear Space & minimum Size logo proper usage improper usage

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the elegance of consistency

the brand The brand that shares the ideal of self-expression and individualism. A lifestyle that carries the mentality of taking risks in fashion lifestyle and not afraid to stand out. Such way of life for those who appreciate art and culture, exceeding limits beyond the norm. Inspired by the idea of tradition and avant-garde creating a unique clothing line for those who are daring to be different, embracing innovations.


innovative creative culture fusion mesh bold edgy artistic daring statement unconventional breaking-free expression tradition elegant unity



Helvetica Neue LT Std abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica Neue Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica Neue Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica Neue Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890


Helvetica regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica regular bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

font family The font family that brings the Straw brand to life is Helvetica Neue LT Std and Helvetica. These two fonts have a wide variety of weights which gives a great range of different uses for different types of external prints. Helvetica should be used for most external and internal prints and Helvatica Neue should be used for titles and headings for applications like.


headings & titles :

Spring/summer collection subheadings:

Men’s wear summer collection body text:

Men’s wear summer collection 12

type family: proper usage To keep the brand consistent on a typography stand point, it is necessary to follow mandatory typography rules for the brand. Headings and titles: for any external and internal documents the font face Helvetica Neue thin has to be applied. Subheadings: Helvetica Regular body text: Helvetica Regular



C0 M0 Y0 K100 R0 G0 B0 PANTONE P Process black U

primary colour When colours comes to play, Straw logo doesn’t have any. Keeping only simple colour palette of black in white to maintain that elegance that logo carries.



C9 M97 Y89 K1 R217 G43 B50 PANTONE P 47-8 U

C2 M12 Y97 K0 R252 G212 B20 PANTONE P 4-8 U

secondary colour Although the straw logo carries no colour, supporting colours could be used to create a unique contrast with the monotone logo. The red and yellow colour should only be used as a accent colour to help enhance the idea of Vietnamese tradition.



X Brand Identity








Word mark


4X 4X




Pictorial mark

25.4mm minimum size (0.736in 52.992 pts)

logo Clear Space & minimum Size The straw logo standards is required to have a clear space. It is equal to twice the width of the ring on the pictorial mark. This is a minimum requirement. If possible, additional space should be given for the logo and any other graphic elements that will be used.

Minimum Size The require d minimum size that the logo can be


Word mark When to use pictorial mark Pictorial mark should only be use on certain promotional applications as a brand symbol when the straw brand is evident.

Pictorial mark When to use word mark Word mark should be used only when the logo need to be shrunk to lower than minimum size for special applications.



logo proper usage Straw main logo should always be used when possible for all external and internal use. The word mark and pictorial mark should only be used when needed to be shrunk to a very low resolution application.




improper usage To retain the essences of the brand, some improper usage are enforced. These instructions will further help maintain the elegance and personality of the brand. Skewed & transformed The logo should never be slewed or transformed or place under an a texture image or vibrant color background as this will distort the readability of the logo. Alterations of logo The Logo should never be alter in way for example: colour, kerning of the word mark. Addition There should never be any additional words or images in the pictorial mark or word mark. This will make brands


Straw graphic standards manual  
Straw graphic standards manual