Azami Brand Identity & Guideline

AZAMI is a Japanese inspired loungewear brand that embodies the perfect fusion of high-quality and AZAMI

BRAND STYLE

comfortable in-home or on-the-go clothing. Fashion

あざみ

GUIDE 2020

rooted in tradition, adapted to modern times.

BRAND STYLE GUIDE

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CONTENTS

BRAND STYLE GUIDE

LOGO USAGE

9

PHOTOGRAPHY STYLE

24

COLOR USAGE

17

ILLUSTRATION STYLE

30

TYPOGRAPHY USAGE

20

ABOUT THE BRAND

ABOUT

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AZAMI is a Japanese inspired loungewear brand that emerged to revolutionize the way you dress in your own home.

With our fashion rooted in tradition but adapted to modern times, we seek to find the point of convergence between the comfort you need and the style you deserve.

Based on our brand principles and ethos, a blend of fashion and comfort does not abuse your conďŹ dence with exorbitant prices. The perfect balance of simplicity in design, coupled with unparalleled quality in our fabrics, offers a collection that embodies the beautiful fusion of quality and comfort that doesn't come at a ridiculous price tag. A range of garments that reinvent the concept of loungewear, seasoned with the traditional Japanese essence so that you feel you are wearing your own personal signature.

Indoors or outdoors, AZAMI presents a new way of understanding fashion, leaving behind the paradigm that comfort cannot be style, and vice versa. A premium brand for people like you, who deserve the best quality without giving up their air, their convenience, and, above all, the pricing they deserve.

Subtle in terms of design, exceptionally superior in terms of fabrics quality. So that, wherever you go, you are dressed in grace, class, and comfort.

ABOUT THE BRAND

P.4

COMFORTABLE &

The feeling you will notice when you slide your skin through one of our garments will be a new experience that you have not known before in the world of fashion.

Our fabrics' quality backs us up, as we only work with the best manufacturers, guaranteeing your comfort at any time of the day. To sit and watch TV, work from your desk, play with the little ones in the house or go out shopping, AZAMI designs each of its garments to suit your lifestyle, offering unparalleled comfort and ensuring maximum durability so you can wear our collections until you get bored of them. Because you deserve it.

ABOUT

ABOUT THE BRAND

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SOOTHING AND

Neutral colors in clothing are its foundation and never go out of style; of all the colors that conquer us every season, neutrals are our weakness.

Now, discretion is more fashionable than ever, and AZAMI encourages you to show off in style. Neutrals in different shades are the most versatile colors in your closet. Wear a soft range of white and beige from head to toe or combine it with garments in bright colors. Do you like the result? Find in AZAMI a wide variety of styles that ďŹ t your personality and lifestyle.

ABOUT

ABOUT THE BRAND

P.6

MODERN, SIMPLE AND

CALM AND

Simplicity implies that you will accept yourself more with

Achieving a calm life. You stop. You breathe. You watch. And

what you have and that you will define yourself less by what

you feel the calm and beauty of your days. The beauty is always

you lack; it also strengthens confidence and makes less visual

here, all around you. The calm is inside you; you just have to

noise. It is you who masters the clothes and not the clothes

make room for it. You just have to want a calm life. The meaning

that wear you.

of life is not always experienced in love or through a passion... as it comes, it sometimes goes. Through a calm heart and a quiet

But the simple is not incompatible with the modern, and

interior, we can better appreciate the treasures that surround

between the two we find the converging point that results in

us, as well as those sleeping strengths that we all have and that

the characteristic minimalism of our garments. We unite the

we have not yet managed to develop or even appreciate.

traditional essence of an essential fashion with the details that make the difference in modern trends. Thus, you will feel

Let's say that achieving this goal on a daily basis is not an easy

elegant, well dressed and wearing your unique style without

task. Other factors influence: the environment, your hormones,

overflowing with ostentation. You will be noticed for your

your diet, or your rest. We, at AZAMI, want to do our bit for you

own essence, enhanced by the subtle touches of glamour and

through the clothes you wear. We want to bring calm to your

luxury that you will enjoy in our collections.

life. We want to inspire you.

ABOUT THE BRAND

P.7

JAPANESE

The thinking styles come from a history of eager adaptation to modernity in eastern countries, and the unique styles of modern Asian fashion really have their roots in 19th-century attitudes. After Japan was opened to the West, Japanese fashion had combined the trends and styles of foreign labels and markets with traditional culture and trends, an attitude that continues today.

Therefore, we want to reinforce the commitment to Asian tradition through our subtle patterns and accents. We want you to feel our roots as much as we love them and bring the legacy of timeless fashion to our customers' closets. Classic colors, traditional stitching, and neck designs bring to life a style that incorporates Japanese geometry and imbues you with its culture. A unique inspiration, in which East meets West to result in unique and unprecedented collections.

ABOUT THE BRAND

P.8

AZAMI is a Japanese inspired loungewear brand that embodies the perfect fusion of high-quality and comfortable in-home or on-the-go clothing.

Fashion rooted in tradition, adapted to modern times.

MISSION

AZAMI's mission is to bring to your closet a clothing piece

AZAMI's ultimate goal is to become a premium brand that's sold in a

that embodies the perfect fusion of quality and comfort at

boutique on Melrose Avenue in LA or SoHo in New York City. It's an

a competitive and affordable price. Through our

ambitious destination, but we want to enjoy the journey to get there

collections, inspired by the traditional Japanese heritage,

by bringing unparalleled value to our customers' lives through

we want you to feel comfortable at home or on the go,

fashion. We will achieve this by reinforcing our commitment to each

wearing modernity and elegance through garments that

of our buyers' satisfaction and comfort, offering unsurpassed

emanate simplicity and calm

quality and designs of the most exclusive caliber.

BRAND STYLE GUIDE

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01

LOGO USAGE

It is important that our branding remains AZAMI

BRAND STYLE

consistent. Please obey the brand style guide for

あざみ

GUIDE 2020

consistent brand communication.

LOGO USAGE

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BRAND LOGO

Logomark

Logotype Strapline

Our brand logo is made up of 3 elements that ďŹ t perfectly together – the logomark, logotype and strapline.

The nature of the elements in the main logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.

In most cases the brand logo shall be presented in all brand materials for consistency in brand communication.

LOGO USAGE

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LOGO VARIATION Logo variation provides different versions of the logo to be used for content & marketing materials. Here are the logo variations that can be used for brand application.

Full Logo

Logomark

In most cases the brand logo

The logomark acts as the identifying

The logotype and strapline can be presented together or

shall be presented in all brand

mark of the brand. The logomark is

individually on its own. These varations are ideal to be

materials for consistency in

ideal for social media avatars, stamps,

used in context where a more condensed design would

brand communication.

wax seals, and stickers.

suit the context best.

Logotype + Strapline

Logotype

Strapline

LOGO USAGE

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LOGO CLEARSPACE Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.

x

For full logo & logomark, the minimum clearspace is determined by

For the logotype with or without the strapline,

For the strapline, the minimum

the height and width of the logomark itself. The logo shall never be

the minimum clearspace is determined by the

clearspace is determined by the

streched and should be resized proportionately at all times.

x-height as illustrated above.

x-height as illustrated above.

LOGO USAGE

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MINIMUM SPACE

Minimum Width:

Minimum Width:

Minimum Width:

Minimum Width:

Minimum Width:

15mm

8mm

20mm

22mm

10mm

Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.

LOGO USAGE

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LOGO COLOR USAGE

The brand logo can be used in CREAM

brown or dark brown againts white, cream and khaki

KHAKI

background while white is used againts brown, dark brown and

BROWN

DARK BROWN

BLACK

black background.

LOGO USAGE

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INCORRECT LOGO USAGE

Do not create compositions that

Do not rotate or

Do not resize or modify

Do not add any unofďŹ cial

are not provided in the guideline

reect the logo

any part of the logo

elements in the logo

Do not compress or stretch

Do not use gradient,

Do not change the color of

Do not add in special

the logo, always resize

always refer to the color

logo, always refer to the

effects such as drop

proportionately

usage guideline

color usage guideline

shadows or 3D effects

BRAND STYLE GUIDE

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02

COLOR USAGE

It is important that our branding remains AZAMI

BRAND STYLE

consistent. Please obey the brand style guide for

あざみ

GUIDE 2020

consistent brand communication.

COLOR USAGE

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BRAND COLORS

CMYK

CMYK

CMYK

CMYK

CMYK

C4 M5 Y14 K0

C22 M26 Y32 K0

C47 M51 Y59 K18

C44 M63 Y78 K40

C72 M66 Y67 K81

RGB

RGB

RGB

RGB

RGB

R243 G235 B217

R200 G181 B167

R127 G108 B94

R105 G73 B50

R22 G22 B20

HEX

HEX

HEX

HEX

HEX

#F3EBD9

#C8B5A7

#7F6C5E

#694932

#161614

BRAND STYLE GUIDE

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03

TYPOGRAPHY USAGE

It is important that our branding remains AZAMI

BRAND STYLE

consistent. Please obey the brand style guide for

あざみ

GUIDE 2020

consistent brand communication.

TYPOGRAPHY USAGE

P.19

PRIMARY TYPEFACE

Raleway Regular Raleway Medium Raleway Semibold

Typography plays a large role in the brand identity. We use a sans serif typeface to add character and personality to

ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

the brand.

The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.

Raleway is the chosen font family and we use the font in 2 weights: Regular, Medium & Semibold

Aa

TYPOGRAPHY USAGE

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SECONDARY TYPEFACE

Lato Light Lato Regular Lato Bold

ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

Lato is the secondary typeface, we use the font in 3 weights: Light, Regular & Bold.

Lato is used for body copy and larger paragraph of text.

Within brand materials, Lato should appear smaller in scale in relation to Raleway.

Aa

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TYPOGRAPHY USAGE

TYPOGRAPHIC HIERARCHY Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.

Heading with Raleway Regular

SUBHEADING IN RALEWAY MEDIUM

I'm a Heading Lato regular is used for body copy. Lato

Lato regular is used for body copy. Lato light

light can also be used when a slightly

can also be used when a slightly more

more delicate weight is needed. The

delicate weight is needed. The heading

heading above is Raleway Regular. The

above is Raleway Regular. Raleway

subheading is Raleway Medium. Lato

Semibold can be used to highlight or

Bold can be used to highlight or

emphasize certain area of text.

emphasize certain area of text.

BUTTONS IN RALEWAY

BRAND STYLE GUIDE

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04

PHOTOGRAPHY STYLE

It is important that our branding remains AZAMI

BRAND STYLE

consistent. Please obey the brand style guide for

あざみ

GUIDE 2020

consistent brand communication.

PHOTOGRAPHY STYLE

P.23

PHOTOGRAPHY STYLE

COMFORT NEUTRAL

SIMPLE CALM

CULTURE

PHOTOGRAPHY STYLE

PHOTOGRAPHY STYLE

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PHOTOGRAPHY STYLE

PHOTOGRAPHY STYLE

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PHOTOGRAPHY STYLE

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PHOTOGRAPHY STYLE

COMFORT NEUTRAL

SIMPLE CALM

CULTURE

PHOTOGRAPHY STYLE

PHOTOGRAPHY STYLE

P.27

BRAND STYLE GUIDE

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05

ILLUSTRATION STYLE

It is important that our branding remains AZAMI

BRAND STYLE

consistent. Please obey the brand style guide for

あざみ

GUIDE 2020

consistent brand communication.

ILLUSTRATION STYLE

ILLUSTRATION STYLE

Our illustration style are clean, minimal and abstract. The color palette shall always be in neutral tones to match with the brand identity.

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ILLUSTRATION STYLE

BRAND ILLSUTRATION Our main brand illustration features a thistle flower – a direct representation of the brand name itself.

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BRAND STYLE GUIDE

Through our collections, inspired by the traditional Japanese heritage, we want you to feel comfortable at home or on the go, wearing modernity and elegance through garments that emanate simplicity and calm.

P.31

AZAMI is a Japanese inspired loungewear brand that embodies the perfect fusion of high-quality and AZAMI

BRAND STYLE

comfortable in-home or on-the-go clothing. Fashion

あざみ

GUIDE 2020

rooted in tradition, adapted to modern times.