you’re in for a
wild ride.
brand guidelines. follow at your own risk.
BRAND PERSONALITY
Alife who? If you don’t know now you will
This is the brand that puts it out there. We have been the supreme before supreme. What we do di erent is that we care about the cra more than going commercial. That’s why we live on, and don’t care about climbing up so fast.
Once upon a time, no.
Cut the humble underdog story that makes you shed a tear or twoand takes you on a guilt trip for not making something out of your life from the age of 25. We not gon do that. Howeva, issa hella cool story. Listen without the guilt.
Once upon a time in the nick of time a group of 5 built a brand from a basement everyone was going through the shit of their lives that shit still did not go, does it ever really? It just felt a whole lot better cause fashion was their outlet. They believed in streetwear before it was a thing. Now it is. They Been here eva’ since 1999.
BRAND PURPOSE
What we rep
We here for a reason. The streets of New York got that magic that could change the world. We here to change the world through the vibes of NYC streets.
ALIFE ENERGY
This is what our personality is made of. Its in our core, issa vibe. It is the vibe.
hip
influential
VOICE
Watch your mouth
This is how talk we carry around a new yorkian accent. Whatever the hell that means. Feel free to be slang, feel free to type it as it is. Write it as it pops up in that big ol’ head of yours. For the sake of clarissa and clarity - think: slang, relentless, morphless. If you know what I mean. If you don’t get it, ask us or anyone from New York next to you.
slang relentless fulfilled loud morphless Sound like me
not a store.
We’re a shop
& art museum.
Be real. We put people first.
If you make people feel like a walking credit card, you’re fired.
Act right
We can write a whole buncha words that never make it. Like your cousin’s rap career. But we just won't do that. Cause we just don’t have the energy for things that lead to no where. Wanna act right? Wanna Alife? Live your life before judging the world. Do your thing. Respect. Love. Create. Build up, build on, build through. Shit, I wanted to keep this blank cause it don’t ma er what we say - if it don’t match how we do.
LOGO
GIMME
SOME
SPACE
All great logos have the guts to say no.
To set their boundaries.
We’re no di erent.
HOW MUCH SPACE?
You see that big circle above the a? That’s Circle 1.
Circle 1 is the center of the universe for now.
You chop up Circle 1 in half and spread it all around the logo.
That’s all the space we need.
Don’t show o your IQ by distorting, rearranging or remixing our logo without our permission.
We also added an illustration on the le , if words are not enough for your visual brain cells - wri en with love (kinda).
WHICH LOGO TO CHOOSE?
Go with your gut.
But if your gut’s not going, we got some guides...
THE BUBBLES ARE OUR GO-TO.
[Insert boring information about the logo, long enough to make you hate it]
Use in black, white, red, or colored dots.
Colored Dots: Use CMYK color pro le, with a primary order of blue, green, yellow, magenta, and key, and a secondary order of any 7 CMYK colors. Contact the marketing department for questions about proper usage
SLAP IT ON PRODUCT PROMOS
Wanna show o our brand?
How? What? Where? Here. Check the pics.
more instructions than ikea:
Used third most o en for representing Alife brand, applicable to photographs, prints, clothing, merchandise, and most products depending on background color.
White Logo: Can be used on any color except white, should not be paired with shades of itself.
All Black Logo: Suitable for use on anything except black.
Black Logo on White/Grey: Primarily used on white or grey backgrounds.
Logo Color Profile: Can be used with any of the 7 CMYK color profiles, as long as it contrasts with the secondary logo.
BE STINGY WITH THIS.
Can be used as frequently as the secondary logo when representing Alife brand, applicable to photographs, prints, clothing, merchandise, and most products depending on the background color.
White Logo: Can be used on black or red backgrounds.
Yellow Logo: Specifically used on black backgrounds.
Logomark: Can be used on photographs based on the background color.
No Black text.
dont you dare.
Logo Usage: Always use provided logo files, avoid recreating, distorting, or modifying the logo unless using the CMYK profile.
When in doubt, contact the marketing deparent for questions about proper usage.
At the same time, always break the rules. Find the balance.
Colour Palette Color Pallete
color palette
primary colors
BROOKLYN BLACK
RGB: 0 0 0
CMYK: 0 0 0 100
HEX: #000000
Pantone 6 C
ANGEL WHITE
RGB: 225 225 225
CMYK: 0 0 0 0
HEX: #FFFFFF
Pantone 000 C
RED LIGHT RED
RGB: 190 0 39
CMYK: 0 100 100 0
HEX: #BE0027
Pantone 186 C
IRAK YELLOW
RGB: 229 234 51
CMYK: 10 0 95 0
HEX: #E4E932
Pantone 101 C
SHADY GREY
RGB: 167 167 169
CMYK: 1 1 0 34
HEX: #A7A7A9
Pantone 421 C
accent colors
GIBBERISH GREEN
RGB: 45 159 70
CMYK: 95 0 100 0
HEX: #2C9F45
Pantone 7738 C
HIGH BLUE
RGB: 34 169 225
CMYK: 85 25 0 12
HEX: #22A9E1
Pantone 298 C
LOOSEN UP NAVY
RGB: 83 51 93
CMYK: 70 85 30 20
HEX: #52325D
Pantone 2685 C
NOT BARBIE PINK
RGB: 234 11 139
CMYK: 0 95 41 8
HEX: #EA0B8B
Pantone 225 C
Use RGB and HEX formulas for on- screen and digital use. CMYK builds are for print applications.
Please note that each color has been optimized for onscreen (RGB) or print (solid or 4CP) reproduction. The specific RGB color formula, PMS color, and CMYK color formula are provided here and must be specified individually for each color. Do not use the automated color conver- sion tools in your software.
Black and white: The Alife brand colors of black and white are always used for logo, covers and home pages.
Accent colors: We have chosen color similar to the Rainbow as accent color for the adidas Brand color palette.
Color should be used only in corporate communications when necessary to distinguish chapter headings, powerpoint bars, etc.
Contact the marketing deprtment for proper usage instruction and if you’re lazy to go over the above.
Typography
OUR FUTURE WILL BE WRITTEN IN FUTURA
BRAND VISUALS
Do’s & better not’s.
DO’S DONT’S
Authenticity
Embrace the authentic streetwear culture and reflect it in all brand communications and designs
Overcomplication
Keep the brand’s visual identity and messaging clear and avoid overcomplicating designs with excessive elements or cluttered layouts.
Create designs that are bold, edgy, and visually impactful to resonate with the target audience
Bold and edgy urban inspiration
Draw inspiration from the vibrant energy and diversity of New York City streets and incorporate it into the brand’s visual identity.
NO BITING
Logo usage from other brands with the same name such as ALIFE Artificial Intelligence brand.
drop shadows & Neon Color
We dont drop shade and our personality is bright enough.
ALIFE APPLICATIONS
Social Media Presence
we bout it, bout it.
Instagram Format: Reels, Posts, Stories
Instagram Design: Bold, Fun, Streetstyle
Tone and voice: urban, contemporary, and edgy
Messaging: direct and straightforward manner, street slang, short and snappy.
Important: Registered trademark Must be used consistent throughout all messaging
Products
We put this image here, just to mess with you. Are you confused? GOOD. We le the space to evolve your own creativity!
OF OUR
GET
A FEEL
STREET
A life without Alife is not.. ... A life..
