GRC420-1002_Fall2022_AlyssaNoji

apparel co.

Brand Identity Guide 2022

Table of Contents

Introduction Project Brief Design Overview

Project Brief

Your Friend is a women’s apparel company established in 2019. Beginning as a small store mainly operating online, we slowly expanded to appear as a pop-up store throughout the Los Angeles area. Our first permanent store is set is open in the following summer of 2023. Starting from modest origins, Your Friend wants to send a message to everyone through apparel. Our specialty in graphic tees stem from our theme of a message. As a sign off from Your Friend, think of snail mail, handwritten letters, and the modern text message. We want to spread cheerful and witty messages through the graphics on our shirts. As a com pany, we want to create an intimate relationship with our consumers. It is important to us that we are not just another company and create a welcoming atmosphere that makes our guests keep coming.

Design Overview

With the concept of handwritten letters, our focus is on hand drawn and professional elements. We strive to create a welcoming brand for women. This includes designs that feel appealing and nostalgic. As we are opening our first permanent location, we want our consumers to spread a positive message with our products. We cater to all women as well as a younger audience. We strive to keep our customers engaged with bright colors and all around enjoyable products. Our main mission is to make our customers happy and want to deliver the love through out themes!

Color Palettes

The colors we use are limited to the three shown on the right. We interchnage between the blue and the pink for different uses. For background fills, we primarily use the blue and add white as text. The pink may be added on top of this blue but not the other way around. White is mainly used for white space and text against the blue. The pink is mostly used as an accent color or for text and headlines. We chose these colors because we wanted to have a playful color scheme throughout our branding. It also caters the needs of femi nine and hopeful. For spe-cific reasoning, white is the color of paper so we wanted to keep that natural color as much as possible. Blue is the color of blue ink and lined paper. Pink is a color that many girls and women have disliked as children due to the bad association of being seen as too “girly”.

#ffffff

c: 0 m: 0 y: 0 k: 0 r: 0 g: 0 b: 0 r: 55 g: 103 b: 177

#3767b1 #dc6273

c: 84 m: 62 y: 0 k: 0

c: 10 m: 76 y: 42 k: 0

r: 220 g: 98 b: 115

Typeface

Century Gothic Pro Regular

Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx

Yy Zz

Aa

Century Gothic Pro Italic

Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx

Yy Zz

Aa Aa

Century Gothic Pro Bold

Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx

Yy Zz

Aa

Century Gothic Pro Bold Italic

Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx

Yy Zz

Primary Typeface

The typeface used in the logo is Century Gothic Pro. It is also used in body copies and text such as for signage and stationery. This is a classic font that matches with our image of clean and professional in contrast to the more playful side of the brand. We use all forms of the typeface which includes regular, italic, bold, and italic bold.

This typeface may be used in combonation with our provided secondary typeface, BD Supper. It may not be used in our online advertising and website. Italic and Bold Italic may only be used in certain cases such as highlighting terms and conditions for events and sales. Do not use in normal conditions.

Logo

Heart Decoration

Adds a little playfulness to the logo. It is used as a main decoration for the brand and gives a subtle handwrit ten element without having an overbearing symbol.

Main Body

apparel co.

Custom handwritten type to emphasize the letter theme of our company and to add organic shape to the font.

Subhead

Typeface is BD Supper. Used to contrast the organic nature of the main body’s font and to add some cleaness to it.

Master Logo apparel co.

Variation apparel co.

Dark Background

The white version of the logo can be used against any color dark backgrounds as seen in the example above.

Restrictions

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Distortion

DO NOT distort the logo in anyway. This includes stretching, squashing, and flipping.

apparel co.

apparel co.

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Recoloring

DO NOT recolor logo with any colors, inlcuding colors included in branding unless approved.

Tilting

DO NOT tilt the logo in any manner than straight.

Minimum Clear Space & Size

1/8x 1/8x

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x 0.75 “ 1.2”

11 in.

2.5 in.

2 in.

1 in. 0.75 in. 4 in.

7.5 in.

8.5 in.

0.75 in.

0.75 in.

Envelope

0.5 in.

0.5 in. 2.5 in.

8.125 in. 2.25 in.

9.5 in.

3.5 in. 2 in.

1.5 in. 1 in. 3 in.

2 in.

0.5 in. 0.5 in.

2 in. 0.25 in.

CD Sleeve

4.75 in. 3.5 in. 1.25 in. 2.25 in. 2.25 in.

4.75 in. 4.7 in.

Presentation Folder

9 in. 12 in. 9.25 in.

2.75 in. 8.75 in.

7.5 in. 4 in.

Entrance Sign

3.5 ft. 3.5 ft.

4.5 ft.

8 ft.

5.5 ft.

Store Hours

5.5 ft.

1.75 ft. 1 ft. 3.75 ft.

2 ft. 1.25 ft. 1.25 ft. 3 ft.

Directional

3 ft.

3.75 ft. 2.75 ft.

4.25 ft.

5.5 ft.

Informational

5.5 ft.

3.75 ft. 3 ft.

2.25 ft.

4.25 ft.

1 ft.

4.75 ft.

3.25 ft.

5.5 ft. 6.5 ft.

0.75 ft.

Smartphone View

Section Descriptions

Navigation center containing basic options for the user to use for each section. It includes a shopping cart, account profile, and clothing categories within the three line option bar. It also includes a search bar.

Picture sectional that highlights current hot sales and new items. It rotates between each section and can be scrolled through with the arrows.

Category picture links that can be clicked and heads to each page that it is labeled as.

Sale section that is always included on the website. Users may click and will route to the sales section.

A scrolling section that can be looked through with the side arrows. It includes pictures provided with our customers in our clothing. It is updated every month.

Section including our committment statement towards sustain ability. It can be clicked on to reroute to our sustainability and mission page.

Newsletter signup where the user inputs their email to sign up for our email newsletters.

Footer that includes viewable policies, social media links, and how to contact us.

Tablet View Changes

Please note the changes in section 1. It includes cate gories that are not seen in the mobile view due to space.

Tote Bag

Credits and Attributions

https://www.freepik.com/free-psd/men-rsquo-s-t-shirt-mockup-psd-with-mushroom-logo-apparel_17611262.htm#query=shirt%20mockup&position=8&from_ view=search&track=sph https://www.freepik.com/free-psd/business-analysis-chart-digital-tablet_2733657. htm#&position=5&from_view=undefined

https://www.freepik.com/free-psd/men-rsquo-s-t-shirt-mockup-psd-with-mush room-logo-apparel_17611262.htm#&position=8&from_view=undefined

https://www.freepik.com/free-psd/woman-with-tote-bag-mockup_14413352. htm#&position=11&from_view=undefined

https://www.freepik.com/free-psd/3d-logo-mockup-modern-facadesign_9550654.htm#&position=17&from_view=undefined

https://www.freepik.com/free-psd/phone-screen-mockup_3763748.htm#&posi tion=18&from_view=undefined https://www.freepik.com/free-vector/chalkboard-social-media-icons-set_714603. htm#&position=25&from_view=undefined

https://www.freepik.com/premium-psd/poster-frame-living-room-mock up_14448057.htm#&position=35&from_view=undefined

https://www.freepik.com/free-psd/wood-wall-mockup_9872346.ht m#page=2&query=window%20sign%20mockup&position=27&from_view= search&track=sph https://www.pexels.com/photo/stylish-clothes-hanging-on-rack-in-fashion-bou tique-4857762/

apparel co.

by Alyssa Noji