Brand Identity Guidelines 2022
Table of Contents Introduction Project Brief Design Overview
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Basic Elements Color Palatte Typeface Logo
5 7 8 9
Stationery Letterhead Envelope Business Card CD w/ Case Folder Mockup
15 17 18 19 20 21 23
Signage Main Entrance Directory Hours of Operation Restroom Return Policy Section Indicators
25 27 29 31 33 35 37
Website Tablet Mobile Mockup
39 41 43 45
Merchandise Shopping Tote
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Introduction
Introduction Project Brief Design Overview
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Project Brief Fortunate is a luxury consignment shop that buys, authenticates, and resells luxury designer goods. These goods can range from handbags and small leather goods to clothes and accessories. Fortunate is just starting up and is looking to have branding that will be memorable to customers, as well as stand the test of time, not needing to be changed for long periods of time or ever. Competition for Fortunate include TheRealReal and Tradesy. Both TheRealReal and Tradesy utilize logotype/wordmark type logos and have nothing else with their logo. They lack memorability and customer connection because of the lack of imagery. This is where Fortunate plans to excel and overpass the competition. Being the only luxury consignment store having imagery in their logo will set Fortunate apart from TheRealReal and Tradesy. Fortunate’s main demographic are women aged anywhere from 24-44. Though age and gender are fluid when it comes to their true customer base. Men the same age have been seen to shop from luxury consignment stores as well, though most luxury designer brands are geared towards the 24-44 age bracket of women, and not making large collections catering to men. Because of this, Fortunate has the advantage of having items that were made for men from these brands that collect over time. The Fortunate’s audience care about authenticity, pricing, condition, and variety of the items in the shop.
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Design Overview Fortunate’s main design goal is to create a memorable design that will stand the test of time and will not need to be changed for years as a time. Many luxury brands have similar colors, typefaces, and motifs. Fortunate aims to be different, but not so much that it seems like it’s not in the same category. The final logo for Fortunate features a horseshoe. Horseshoes traditionally represent luck. Throught the book, you will see conistency with the brand’s coloring, motifs, and typefaces. This creates a strong sense of unity and gives the brand strong design.
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Basic Elements
Basic Elements Color Palatte Typeface Logo
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Color Selections
#4D3920
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#EDE9E7
#A99589
R: 81 G: 57 B: 27
R: 238 G: 234 B: 232
R: 170 G: 150 B: 137
C: 48% M: 64% Y: 90% K: 54%
C: 6% M: 6% Y: 6% K: 0%
C: 35% M: 38% Y: 43% K: 2%
Type Selections
Superclarendon Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+,.?;’:”
Avenir Next Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+,.?;’:” 8
Black and White Logo
13x horseshoe max. width 9x subtext width
1.6x main text height 0.8x subtext space w main text
1x subtext height
13x height x height
15x main text width
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Master Logo
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Color Variations The main logo comes in two colors, a version to be used on light backgrounds, and a version to be used on dark backgrounds.
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Position Variations This alternate logo is not to be used in main design for Fortunate. This horizontal version of the logo is to be used in design where the main logo is not suitable or where the main logo’s design is being compromised due to size restrictions. This logo comes in the same light and dark color variation as shown on the previous page.
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Clear Space and Minimum Sizing
Clear Space Below are the clear space guidelines for the Fortunate logo. The logo is not to exceed the outlined space below.
Minnimum Space Below is the minimum sizing for the Fortunate logo. Only under special conditions may the logo be made smaller than shown below.
2x
x height 2x
13
1 inch
1.25x
1.25x
1 inch
Restrictions
2.)
1.)
1.) Do not use unapproved colorways. 2.) Do not distort logo. 3.) Do not rotate logo.
3.)
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Stationery
Stationery Letterhead Envelope Business Card CD w/ Case Folder Mockup
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Letterhead 8.5 inches 0.67 inches
3.75 inches
11 inches
77 Av. des Champs-Élysées, 75008, Paris, France | +33 1 77 88 10 20 | fortunate.lux
2.9 inches
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Envelope Fortunate: Luxury Consignment 77 Av. des Champs-Élysées 75008 Paris, France
0.75 inches
4.95 inches ATTN: Avery Christiansen 77 Av. des Champs-Élysées 75008 Paris, France
1.3 inches
0.8 inches
4 inches
www.fortunate.lux
9.5 inches
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Business Card
3.5 inches
1.2 inches
2 inches
Avery Christiansen Founder 0.75 inches
1 inch
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avery@fortunate.lux +33 1 77 88 10 20 www.fortunate.lux Social Media: @averyfortunate 77 Av. des Champs-Élysées 75008 Paris, France
0.33 inches
CD with Case 4.75 inches
4.75 inches
4.75 inches
1.68 inches
1.125 inches
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Folder Front
12 inches
1 inch
9 inches
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Folder Inside
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Signage
Signage Main Entrance Directory Hours of Operation Restroom Return Policy Section Indicators
25 27 29 31 33 35 37
5 feet 5 in
10 feet
2 feet
Entrance Sign
2 feet
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Boutique Levels 1 foot Levels 3 - Children’s Department
3 feet 5 in
2 - Men’s Department 1 - Women’s Department 0 - Handbags
B2 - Shoes
2 feet 5 in
5 feet 5 in
B1 - Small Leather Goods
29
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Boutique Hours
Hours of Operation Monday - Saturday 11am to 9pm Sunday 12pm to 6pm
3 feet
1 foot 6 inches
5 feet 5 in
1 foot
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Bathroom Signs
1 foot
1 foot
5 feet 5 in
8 feet
All Inclusive Restroom
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Return Policy
4 feet
5 feet 5 in
8.5 inches
11 inches
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Return & Exchange Policy RETURN SHIPMENT WINDOW Online and in-store purchases may be returned online (except non-member and cash refund returns which must be made in store). Online returns must be requested within 14 days of shipment or in-store purchase date and items must be received within 21 days of shipment or in-store purchase date. Items received after 21 days or with the security tag missing or removed cannot be returned. Those items are eligible for consignment or will be returned to the client. Click here to learn more about consigning your items with Fortunate.
ITEMS NOT ELIGIBLE FOR RETURN Items received after 21 days of in-store purchase or shipment date, or with the security tag missing or removed, are not eligible for return. The following items are not eligible for return: handbags, swimwear, luggage, beauty, items sold at 40% or more off the original list price and all final sale items. We will return these items to you, or they may be eligible for consignment.
RETURNS ON ART, FURNITURE & OVERSIZED ITEMS To return any art, furniture or oversized items including rugs and lamps, please contact customerservice@fortunate.lux within 14 days of delivery. The client is responsible for the costs associated with the return, however Fortunate can facilitate and bill the return through our moving partners at the client’s request.
RETURNS PROCESS TIMING Once your return has been received a confirmation email will be sent. You can track the status of your return by referring to My Purchases in My Account. After your return is accepted by Fortunate, please allow up to five (5) business days to complete the authorization process. Once your return is processed, refer to the chart below for refund timing.
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Restroom
Trousers
Blouses
Wallets 2 feet
5 feet 5 in
8 feet
s
37
6 inches
Section Signs
s
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Website
Website Tablet Mobile Mockup
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Tablet View 1.) Account, Saved Searches, Shopping Bag, and Search. 2.) Navigation. A nav bar with links to popular sections of the website. These menus are nesting and have more detailed departments under each link.
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3.) Categoties up to 60% off. This section is to reflect the biggest discounts at any given time. 4.) New Arrivals. A quick link to the new arrivals section of the website. 5.) Daily Picks. These photos and links are to be updated daily with trending pieces. 41
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6 6.) Article Link. This article section is to change weekly. This can be about collectiable pieces, trending accessories, or an upcoming collection. 7.) Store Location List. This link directs to a new page with a list of all our physical locations.
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8.) Selling Info. Click here to learn more about selling your pre-loved items. 9.) Misc. Links
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Mobile View
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1.) Account, Saved Searches, Shopping Bag, and Search
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2.) Navigation 3.) Categoties up to 60% off 4.) New Arrivals 5.) Daily Picks
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5
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6.) Article Link
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7.) Store Location List 8.) Selling Info 9.) Misc. Links
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8
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Tablet & Mobile Mockup
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Merchandise
Merchandise Shopping Tote Bottle of Water
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Avery Christiansen GRC 420 -1001 Spring 2022