A R MA A PPAREL MMXI V VO LUME O N E BRA ND & S T Y L E GUIDEL I N E S
OVERVIEW LOGO SPECIF I C ATI O N S & USAGE TYPOGRAPH Y COLOR PALETTE STATIONERY ADVERTISING PHOTOGRAP HY STYLE
AR MA APPAR E L I S A L I F E STY L E B R A N D BA SE D I N SA N F R A N C I SC O, C A .
FOUNDED I N TWO T H O USA N D A N D F OURT E E N B Y V E N D E L A SO U VA N N Y, A R M A I S THE L EADI N G B R A N D O F UR BA N LUXU RY A PPA R E L T H AT H A S E VO LV E D PA ST STR EET-WEA R A N D I N TO A L I F E STY L E .
AR MA I S AT T H E F O R E F RO N T O F A N E W M OV E M E N T T H AT E M B R AC E S M O D E R N YOUTH CULT UR E . W E PR I DE O UR SE LV E S I N D E SI G N I N G PR E M I U M QUA L I T Y GAR M ENTS W I T H SI M PL E F OR M S.
WE AR E THE SE GUE B E TW E E N ST R E E T A N D H I G H FA SH I O N.
LO GO SPEC I F I C AT I O N S & U SAGE
19p9.6
18p
LO GOT Y PE
19p9.6
18p
18p6
A
P
P
A
R
E
BA SK E RV I L L E REGULAR SI Z E : 2 0 PT T R AC K I N G : 2 5 0
COM B I NATI O N M A R K
L
CAN DO... 1. R ESI ZE LO GO W I T H I N CON STR A I N E D PRO PO RT I O N S. 2. PL AC E LOGO O N M I N I M A L I M AGE S. 3. C HANGE F I L L TO W H I T E .
CANNOT DO. . . 1. C HANGE TH E LO GO’ S O R I E N TAT I O N. 2. BEV EL OR E M B O SS T H E LO GO. 3. PL AC E THE LOGO O N BUSY PH OTOGRA PH S O R PAT T E R N S. 4. C HANGE TH E LO GO COLO R S. 5. C ROP THE LOGO. 6. ADD GLOW O R DRO P SH A DOW E F F E CT S TO T H E LO G O. 7. PL AC E THE LOGO O N COLO R E D PH OTO G R A PH Y O R BAC KG RO U N D S. 8. PR ESENT TH E LO GO A S A N O UTL I N E . 9. PL AC E LOGO I N A B OX. 10. STR ETC H O R SQUE E ZE T H E LO GO A N D D I STO RT PRO PO RT I O N S.
TYPO GRA P H Y
BASKERV I L L E R EGUL AR A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z & 1 2 3 4 5 6 7 8 9 0
BASKERVILL E BOLD A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z & 1 2 3 4 5 6 7 8 9 0
C O LO R PA L ET T E
BLAC K C = 0
R = 0
M = 0
G = 0
Y = 0
B = 0
K = 100 H E X = #00 0 0 0 0
WHI TE C = 0
R = 255
M = 0
G = 255
Y = 0
B = 255
K = 0 H E X = #FF F F F F
STATI O N ERY
6p0
25p6
45p0
6p0
20p0
TO: EVERYONE SUBJECT: 2014 FALL STYLES Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ac lorem arcu. Curabitur id pharetra tellus, id congue an teunc vel enim ante. Cras et velit vitae velit iaculis tincidunt. Lorem ipsum dolor sit amet, consectetur adipiscjiing elitas Ut imprdiet erat eu accumsan suscipit. Suspendisse in libero augue. Fusce non turpis semper odio aliquet bibendum inps odales velit. In hac habitasse platea dictumst. Aliquam blandit tincidunt odio, quis sollicitudin odio rutrum sed. In inter dum, tiellus eget eleifend congue, massa augue vestibulum velit, nec tristique neque massa vindum. Nulla at lectus mollis, iaculis orci convallis, lobortis diam. Vivamus at dapibus saien. Duis at sapien nulla. In ullamcorp er pellentesque turpis, id faucibus mauris aliquam ut. Nulla sagittis interdum odio, non venenatis justo pretium vel. Ut tortor libero, sodales ac sem sodales, sollicitudin fermentum lectus. Curabitur eget lacs lobortis, tempus purus vsi. Maecenas sit amet sagittis tortor, sed mollis massa. Donec blandit consectetur tortor. Etiam et libero neque. Nam egetii interdum purus. Nullam porta pharetra lectus, vel tincidunt metus. Sed at metus nunc. Morbi adipiscing adipiscing erat ac sagittis. Nunc ut conallis arcu. Integer tincidunt metus suscipital enim luctus, vitae volutpat magna viverra. Aliquam nec ultricies arcu. Maecenas placerat erat utmmodo.
4 1 5 . 3 4 7. 1 2 4 7 V E N D E L A @ AR M A. C OM W W W. A R M A. C O M
60p0
LETTERHEAD
TOP MARGIN LOGOTYPE SI ZE: 2 X 1.81 6 7 I N CH E S CENTER ED Y LOCATI ON : 6 p0
TYPING/WO R D PRO C ESSI N G BASKERV I L L E R EGUL AR COLOR : BL ACK SI ZE: 8 PT AUTOL I NE SPACI N G I F YOUR L ETT E R E XTE N DS B E LOW B OTTO M M A RG I N CONTI NUE O N SE CO N D PAGE , TO P M A RG I N LO G O O N LY. DO NOT TYPE O N T H E BACK OF T H E L E T T E R H E A D. X LOCATI ON : 6 p0 Y LOCATI ON : 2 0 p0
BOT TOM MARGI N PHONE NUM B E R EMAI L AR MA APPAR E L WE B SI TE BASKERV I L L E BOL D COLOR : BL ACK SI ZE: 8 PT CENTER ED Y LOCATI ON : R E STS AT 6 0 p0
3.5”
2”
7p5
3p0 5p0
VENDEL A SOUVANNY FOUNDER VENDEL A@ARM A.COM 7 POWELL STREET SAN FR ANCISCO, CA 94108 415.347.1247 WWW. ARM A .COM
BUSI N E SS C A R D
BAC K WHI TE LOGOTY PE SI ZE: 2 X 1.81 6 7 I N CH E S CENTER ED
FRONT BASKERV I L L E R EGUL AR AL L CAPS COLOR : BL ACK NAM E & TI TL E
E M A I L , A D D R E SS, W E B SI T E
SI ZE: 8 PT
SI Z E : 6 PT
L EADI N G: 8 PT
L E A D I N G : 7 PT
TR ACK I N G: 1 0 0 T R AC K I N G : 1 0 0
X LO CATI O N : 7 p5
X LO C AT I O N : 7 p 5
Y LO CAT I O N : 3 p0
Y LO C AT I O N : 5 p 0
ADVERTISING
PR I N T
PHOTOGRAPHY STYLE
CORRECT IM AGERY. . . BL AC K & WH I T E M I NI MAL UR BAN/C I TY L A N DSCA PE S STRUCTUR A L ANONYMOUS M ONOC HROM ATI C CONTR AST NI GHT PHOTOS DETAI L S
INCORRECT I M AGERY. . . BUSY PHOTO S COLOR DAYTI ME CROWDS M OV EMENT
“WOR K LI K E A SL AV E , CO M M A N D L I K E A K I N G, C R E AT E L I K E A G O D. ” CO N STA N T I N B R A N C U SI