Radical Revamps: brand guidelines by vienneseto

radical revamps: brand guidelines.

CONTENTS

BACKGROUND ��2 TARGET AUDIENCE ��4 BRAND VOICE ��6 TYPOGRAPHY �� 8 LOGO �� 10 COLOURS �� 14 IMAGERY �� 15 IN APPLICATION �� 21 IMAGERY: CREDITS ��26

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CONTENTS

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BACKGROUND

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BACKGROUND

Radical Revamps is a project started by two sisters who have a passion for design and sewing. After getting great reviews on the aesthetic and quality of our items from friends and family, we decided to take our craft a step further with a small business. Not only do we love our craft, but we also share a concern for our planet’s wellbeing due to the climate crisis; we decided we could not pursue our ambitions without addressing it. Reuse has already been heavily integrated into our daily consumption habits. Now, we have found a way to continue to reuse through Radical Revamps; the majority of each product is made from fabric scraps and / or used clothing and in doing so, we divert materials from landfills. We turn fabrics that would have been wasted into meaningful, one-of-a-kind pieces. Radical Revamps understands the importance of personal identity and each product is purposefully unique, just like our customers. We prioritize quality and staying true to our values with an emphasis on inclusion. Join us on our quest to cozying up living spaces with our pillows and accessorizing with our inimitable bags. We hope you love the distinctive, timeless look we have curated as much as we do.

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TARGET AUDIENCE

Riley was brought up by a loving middle-class family. She used to conform to what every other girl did and desperately sought to fit in. As a result, she wore what the trends dictated, was okay with being complacent, and wanted to take up less space rather than be seen. Riley was once described as shy by those who didn’t really know her but then, something clicked. Why did she care what everyone else thought? She realized she had something to say. She realized she was smarter than most, had valuable ideas, and could socialize and get along with people with ease. Riley began to express herself shamelessly through her favourite artistic outlets: painting, drawing, dancing. Over the past couple years, Riley has completely broken out of her shell and feels as if her life is beginning to fall into place; she has deepened her own understanding of her beliefs and

morals and holds herself to them, yet is still trying to navigate the ups and downs of life. Once sheltered, she has a new passion for adventure and travel. She is both curious and creative. Now Riley switches between having a god complex and being humbled. But regardless, she maintains a pretty decent level of confidence and basically knows who she is. Her environmental consciousness led her to pursue a degree in environmental science, which she is in her third year of. Excelling academically has always been a strength, but now she also parties on the weekend and loves to meet new people. Upon discovering Radical Revamps, Riley was elated. Their brand completely aligns with her character and beliefs; both are unique, green, and follow the same boho-with-a-tiny-bit-ofgrunge aesthetic.

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BRAND VOICE

Through its approachable tone, Radical Revamps invites Gen Z and millennial customers of all identities and backgrounds to indulge in its cozy and warm pieces. It is easy to connect with the brand because every item is handmade by the owner. You will always feel heard, as Radical Revamps is a small business that takes care to ensure each customer is happy with their purchase and feels represented by the brand. All copy is grammatically correct. The tone is casual; abbreviations and contractions are permitted. Copy is expressive and creative.

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BRAND VOICE

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TYPOGRAPHY

ABCDEFGHIJK LMNOPQRSTU VWXYZ abcdefghij klmnopqrst uvwxyz 1234567890 !@#$%&()?

Blenny Black.

display type. Keep in mind its curves and use of negative space reduce legibility. To be used solely for titles, headings, and subheadings.

ABCDEFGHI JKLMNOPQR STUVWXYZ abcdefghijklm nopqrstuvwxyz

Davis Sans Light.

1234567890

body type. This highly legible sans serif contrasts that of Blenny Black’s unique letterforms nicely.

!@#$%&()?

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TYPOGRAPHY

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LOGO

underlying meaning

The Radical Revamps logo was created while focusing on the primary functions of a logo; identification, distinction, and communication. The two Rs mirroring each other are derivative of the first letters of the brand name. The symmetry evokes that the company is stable and reliable. The needle communicates that textiles are sold, and alludes to how the products are hand-sewn. The design decisions were heavily influenced by the target audience profile. Essentially, the goal is to lure in a Gen Z / younger millennial crowd that aims to stand out, but stylishly and with taste. Trends for 20-30 year olds are about minimalism and eco-consiousness. The brandmark captures that because it is visually succinct, and the connecting Rs indicate cyclical behavior.

clearspace & usage x

0.2x²

• Logo is to be used for any Radical Revamps packaging, advertising, social media, promotional material, and website. • Logo may be presented in any of the corporate colours or black/white. • Logo may be placed over a photo and/or resized proportionally. • Cropping is permitted as long as the full logo is visible elsewhere. • Where x is the width of the logo, the minimum clearspace is 0.2x from each edge, as shown to the left.

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LOGO

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LOGO

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LOGO

prohibited

• Deleting elements • Editing the shape • Warping / stretching / reconfiguring / distorting • Altering the orientation • Using any logo file except for the original vector file • Adding a solid fill shape background around the logo solely to make the logo stand out against an image • Outlining / drop shadow

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COLOURS

primary

PMS: 715 C RGB: 235, 146, 68 CMYK: 0, 54, 93, 0 HEX #: eb9244

secondary

PMS: 7752 C RGB: 204, 176, 67 CMYK: 20, 27, 100, 1 HEX #: ccb043

PMS: 5477 C RGB: 68, 91, 88 CMYK: 76, 48, 58, 29 HEX #: 48625e

PMS: 5503 C RGB: 153, 182, 187 CMYK: 44, 16, 23, 0 HEX #: 99b6bb

PMS: 482 C RGB: 218, 200, 185 CMYK: 13, 20, 25, 0 HEX #: dac8b9 PMS: 1675 C RGB: 160, 75, 42 CMYK: 23, 84, 100, 14 HEX #: a04b2a

• Muted • Boho-inspired • Desaturated combination of warm and cool hues with varying degrees of contrast • Only use exact colours as shown here.

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IMAGERY • Illustration is seldom used, photography is the primary imagery medium. Photos are warm, inviting, editorial, and frequently depict young people sporting streetwear/casual, trendy attire. • All photography must be at least 150dpi for screens and 300dpi for print. • No other logos are permitted in photography. Ensure all photography showcases the products and a lifestyle: studious, yet adventurous, playful, cool, happy. • Promote androgyny, variety, representation, and inclusion through the models. • Most photography is heavily styled. • Maintain a variety of close, medium, and wide shots. Experimentation with composition is encouraged. Digital editing and collage is permitted. • Simple geometric shapes with a solid fill (only corporate colours) can be used in designs for graphic flare.

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IMAGERY

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IMAGERY

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IMAGERY

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IN APPLICATION

application standards

• Always use a modular grid system for all web and promotional material. • Use only chosen corporate typefaces according to their usage and corporate colours. • Never outline text boxes. • Always have ample negative space.

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IN APPLICATION

Tagline.

business card

Have what no one else has. • @radical_revamps on Instagram • radicalrevamps.com • etsy.com/ca/shop/RadicalRevamps • facebook.com/RadicalRevamps

Space around the full logo follows clearspace specifications. Cropping of the logo is permitted as long as the full logo is also present.

All colours used are corporate colours. Both font choices follow corporate type specifications.

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IN APPLICATION

packaging

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IN APPLICATION

Radical Revamp Home

Our Story

Logo follows clearspace guidelines.

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Shop

IN APPLICATION

Ample negative space.

Both font choices follow corporate type specifications.

Social

Contact

All colours used are corporate colours. Modular grid used.

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IMAGERY: CREDITS

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IMAGERY: CREDITS

all images are taken by Vienne Seto and may not be used without permission unless otherwise stated: • PG23. Apparel tag. Photo by Logan Weaver on Unsplash. • PG23. Styled packaging. Photo by Daily Nouri on Unsplash.

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