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VISUAL standards GUIDE


The Sharper Image

GR 604 NATURE OF IDENTITY VISUAL STANDARDS GUIDE Typeface_Blender Pro & Graphik

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THE VISUAL standards GUIDE


VISUAL standards GUIDE


The Sharper Image

THE VISUAL standards GUIDE

“WITH CONFIDENCE, YOU HAVE WON BEFORE YOU HAVE STARTED.” — MARCUS GARVEY (A PROPONENT OF BLACK NATIONALISM IN THE UNITED STATES)

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THE VISUAL standards GUIDE


TABLE OF CONTENTS 1

NEW VISIONS OUR NEW LOGO // 14 LOGO ANATOMY // 15 CLEAR SPACE // 16 PROPER USAGE // 18 IMPROPER USAGE // 20 SIZE RESTRICTIONS // 22

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VISUAL SYSTEM COLOR PALETTE // 26 PRIMARY COLORS // 27 SECOND COLORS // 27 TYPOGRAPHY STANDARDS // 28 STATIONARY // 32

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FUTURE EXPANSIONS BRAND UNIVERSE // 36 BRAND EXTENSIONS // 38

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The Sharper Image

THE VISUAL standards GUIDE

NEW VISIONS NEW VISIONS OUR NEW LOGO // 14 LOGO ANATOMY // 15 CLEAR SPACE // 16 PROPER USAGE // 18 IMPROPER USAGE // 20 SIZE RESTRICTIONS // 22

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CHAPTER

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THE VISUAL standards GUIDE

OUR NEW LOGO The new identity of The Sharper Image will be formed with the expansion of the brand based on new concept. We help people build confidence and make people feel stand out in society. Especially the look of “i� represents that we can help people have stronger self-esteem and make people look sharp.

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THE VISUAL standards GUIDE

OUR NEW LOGO The Sharper Image's new logo is the combination of symbol and logotype. The new logo looks more sharper, stronger and moving forward than the original logo.

SYMBOL

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LOGOTYPE


LOGO ANATOMY

3X

X

2X

X

3X

X

X

X

1.5 X

1.5 X

0.5 X

0.5 X X

1.5 X

1.5 X

X

X

1.5 X

1.5 X

X

X

X

X

X X

45Ëš

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The Sharper Image

THE VISUAL standards GUIDE

CLEAR SPACE It is necessary to designate clear space for all versions of our logo to ensure the legibility and sufficient space around logo for breathe.

2X

2X

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X

X

2X

2X


2X

X

2X

X

2X

2X

2X

2X

2X

2X

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THE VISUAL standards GUIDE

ALTERNATIVE VERSIONS Here are the accepted ways to use our logo. The alternative logos stem from the logo itself and slight variations to fit different formats.

SIGNATURE

SYMBOL

LOGOTYPE

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LOGO USAGE Our logo can be used on black and white background or dark blue background. If the logo is to be used on a dark colored background such as black or blue, the entire logo should be in white color.

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The Sharper Image

THE VISUAL standards GUIDE

IMPROPER USAGE The new logo of The Sharper Image has certain way to be presented. Below are unacceptable ways to use our logo. The logo should not be modified or added. It is significant that the appearance of the logo remains consistent.

Text misplacement

Outline strokes

Stretch

Rotation

Drop shadow

Color not from our palette

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Incorrect typeface combo

Incorrect proportion

THE SHARPER IMAGE

Ignoring clear space

Bounding box

Photo background

Skew

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THE VISUAL standards GUIDE

SIZE RESTRICTIONS There are maximum and minimum sizes of our logo. The different size of the logo is to be used for a particular display. The size chart shows the of signature, symbol and logotype based on the size variations.

SIGNATURE 10 M

1M

5 CM

1 CM Minimum for print and digital

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SYMBOL


LOGOTYPE

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The Sharper Image

THE VISUAL standards GUIDE

VISUAL SYSTEM VISUAL SYSTEM COLOR PALETTE // 26 PRIMARY COLORS // 27 SECOND COLORS // 27 TYPOGRAPHY STANDARDS // 28 STATIONARY // 32

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CHAPTER

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The Sharper Image

THE VISUAL standards GUIDE

COLOR PALETTE The Sharper Image color palette consists of primary and secondary colors. The consistent use of colors will create recognition of our brand. Here are the approved colors for The Sharper Image. Please use RGB formulas for on-screen or digital use and CMYK is for print.

PRIMARY COLORS

SECONDARY COLORS

CMYK 100 100 100 100

CMYK 100 100 25 25

CMYK 50 20 0 10

CMYK 20 20 20 20

CMYK 40 60 35 0

RGB 0 0 0

RGB 0 0 143

RGB 115 184 230

RGB 115 184 230

RGB 168 117 133

HEX #000000

HEX #00008F

HEX #73B8E6

HEX #A3A3A3

HEX A87585

PANTONE BLACK

PANTONE REFLEX BLUE C

PANTONE 292 C

PANTONE 422 C

PANTONE 7646 C

PANTONE REFLEX BLUE U

PANTONE 284 U

PANTONE 7539 U

PANTONE 7434 U

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Primary color

Primary color

Secondary color

Secondary color

Secondary color

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THE VISUAL standards GUIDE

TYPOGRAPHY STANDARDS Type played an essential role in The Sharper Image identity system. It is nessecery to be used consistently with visual elements such as the logo, the symbol and typeface to create The Sharper Image look.

BLENDER PRO

Aa Blender is a geometric sans-serif typeface designed by Nik Thoenen and released by Gestalten in 2003. The design is extremely geometric and angular. The reason we chose this typeface was due to the sharp angular design. It has a sense of technology and characteristic, which matches our high tech products and brand soul.

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BLENDER PRO BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

BLENDER PRO BOOK ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678 9 0 !@#$%&?

BLENDER PRO MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

BLENDER PRO BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ # $ % &?

BLENDER PRO BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345 678 9 0 ! @ # $%&?

BLENDER PRO HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 67 8 9 0!@ # $%&?

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The Sharper Image

THE VISUAL standards GUIDE

TYPOGRAPHY STANDARDS Type played an essential role in The Sharper Image identity system. It is nessecery to be used consistently with visual elements such as the logo, the symbol and typeface to create The Sharper Image look.

GRAPHIK

Aa Graphik is a sans-serif typeface designed by Christian Schwartz and released through Commercial Type in 2009. The design of Graphik was inspired by the lesser-known grotesques and geometric sans-serifs of the twentieth century. The typeface features friendly and shapely. The beautiful curved lines and negative spaces make the typeface look modern and powerful that matches the kind of image we would like to portray.

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GRAPHIK REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

GRAPHIK REGULAR ITALIC

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

GRAPHIK MEDIUM ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

GRAPHIK SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

GRAPHIK SEMIBOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

GRAPHIK BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&?

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THE VISUAL standards GUIDE


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The Sharper Image

THE VISUAL standards GUIDE

FUTURE EXPANSIONS FUTURE EXPANSIONS BRAND UNIVERSE // 36 BRAND EXTENSIONS // 38

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CHAPTER

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THE VISUAL standards GUIDE

BRAND UNIVERSE The new TSI (The Sharper Image) will help people build selfconfidence both inside and outside. The inside part that called internal will help people get knowledge and improve skills. The outside part that names external will help people shape their appearance to make them look confidence.

BRAND CHART

INDIVIDUAL

INTERNAL (KNOWLEDGE) ED 01

ED 02

ED 03

ED 04

ED 05

SE 02

SE 05

EX 01

EX 02 PR 02

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EX 03

EXTERNAL (APPEARANCE)

SE 01

SE 03

SE 04

EN 01

EN 02

PR 01

CO 01


BRAND LIST Educational opportunities

Experiences

IN

COMMUNICATION PLATFORM EDUCATIONAL ED 01

IN

THE COMMUNITY EXPERIENCES EX 01

IN

TRAINING INSTITUTE EDUCATIONAL ED 02

IN

STORYTELLING GROUP EXPERIENCES EX 02

IN

PROFESSIONAL SPEECH EDUCATIONAL ED 03

IN

TSI READING EXPERIENCES EX 03

IN

THE CULTIVATION EDUCATIONAL ED 04

IN

EX

Environments

SELF-POSITIONING EDUCATIONAL ED 05

EX

Services

EX

SHARPER STYLE SERVICES SE 01

IN

TSI TIME SERVICES SE 02

EX

SHARPER CLASS SERVICES SE 03

EX

TSI REFERENCE SERVICES SE 04

IN

SHARPER OUTLOOK SERVICES SE 05

THE SHARPER IMAGE ENVIRONMENTS EN 01 SHARPER FITNESS CENTER ENVIRONMENTS EN 02

Products EX

SHARPER OUTFIT PRODUCTS PR 01

IN

ANALYSIS RECORDER PRODUCTS PR 02

Co-branding opportunities EX

COSMETIC CO-BRANDING CO-BRANDING CO 01 37


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THE VISUAL standards GUIDE

BRAND EXTENSIONS

Educational opportunities COMMUNICATION PLATFORM DEEP COMMUNICATION PLATFORM WITH SUCCESSSFUL PEOPLE The Sharper Image training plan provides social skills training. We will EDUCATIONAL provide a communication platform where people will have the chance ED 01 to further develop their ability to communicate with and learn from IN successful people through live video or face to face communication. Similarities: Skillshare Differences: Unlike other online platform, you will have a chance to communicate with senir staff and successful business people. Links to: ED 02 Mission-specific: Communication platform fulfills our mission of helping people to develop their ability to communicate with successful people.

TRAINING INSTITUTE EDUCATIONAL ED 02 IN

TSI SKILL TRAINING CENTER THAT IMPROVE SOCIAL SKILL Social skills are the behaviours, verbal and non-verbal, that we use in order to communicate effectively with other people. The training center will teach people social skills that can help them build better relationships with others and improve self-management. Similarities: edspec.org Differences: TSI dedicates to individual service and train for personal situation. Links to: ED 02 & ED 04 Mission-specific: TSI skill training center fulfills our mission of making people feel confidence in work.

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PROFESSIONAL SPEECH EDUCATIONAL ED 03 IN

THE CULTIVATION EDUCATIONAL ED 04 IN

TSI PROFESSIONAL TALK TSI talk is a professional presentation that will help people position themselves and build self-confidence in work and life. Similarities: TED Talk Differences: The main topic of TSI talk is more about how do people find themselves in different ways. Links to: ED 04 Mission-specific: TSI talk fulfills our mission of helping people position themselves and build stronger self-esteem in work.

EXPLORE AN INTEREST AND FIND YOUR PASSION Exploring people own interests can help them develop a sense of identity, which is essential to building confidence. We will help people to make their talents grow that can give a huge boost to their self-esteem. Similarities: Lifehack Differences: We do not only help you find your passion, but also make what interests you become what you are good at. Links to: ED 03 Mission-specific: TSI cultivation fulfills our mission of helping people to make their talents grow that can give a boost to their self-confidence.

SELF-POSITIONING EDUCATIONAL ED 05 IN

PERSONAL ASSISTANT AND OCCUPATIONAL PLANNING A learning and exploring opportunity for the public to get to know themselves better and more in-depth. We will pull scholars, thinkers, and certified professional facilitators in the community to share experiences and brain power to lead you to self-development and help you plan your unique life. Similarities: NCDA Differences: We customize your occupational planning according to personality tests. Links to: ED 05 Mission-specific: TSI self-positioning fulfills our mission of getting to know themselves better and help people plan a successful life.

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THE VISUAL standards GUIDE

Environments THE SHARPER IMAGE ENVIRONMENTS EN 01 EX

TSI FLAGSHIP RETAIL STORE In the retail store, people will be able to purchase various The Sharper Image products. We have one on one service that gives consumers a clear understanding of how to use products and demonstrate products in the retail store. Similarities: Bestbuy Differences: Intelligent equipment and considerate service give people a satisfying consumption experience. Links to: SE 01 Mission-specific: TSI flagship retail store fulfills our mission of creating a successful and professional look.

SHARPER FITNESS CENTER ENVIRONMENTS EN 02 EX

PHYSICAL IMPROVING Living a fit life is living a confident life. Being fit improves your physical appearance and makes you stronger. TSI fitness center provides the complete set of equipment and tips for beginners or professional players to enhance their physical performance. Similarities: 24 fitness Differences: TSI fitness has a professional coach on call all day. Mission-specific: Sharper fitness center fulfills our mission of creating a successful and confident look.

Products SHARPER OUTFIT PRODUCTS PR 01 EX

PROFESSIONAL OUTFIT Clothing has a significant effect on self-esteem and confidence. TSI will offer professional suits both for women and men to make people look feel powerful and more confident in all sorts of situations. Similarities: BOSS Differences: Our products are affordable and ethical. Links to: EN 01 Mission-specific: Sharper outfit fulfills our mission of making people look feel powerful and more confident in all sorts of situations.

ANALYSIS RECORDER PRODUCTS PR 02 IN

RECORD PROGRESS OF WORK AND SOCIAL DIALGUE Analysis recorder is an app that you can download in store. The app will record your work experiences and conversation with others to help to guide you, avoid mistakes, or improve your weaknesses and teach you social skill tips. TSI help you build better confidence in your work. Links to: ED 02 & ED 05 Mission-specific: The app will help people build better confidence in their work.

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Experiences THE COMMUNITY EXPERIENCES EX 01 IN

PROBLEM SOLVING ABILITY The Sharper Image community is the online platform that supports, assists and gives opportunities to people who have goals in work and life but stuck in hard stage or trouble. We will help people to find solutions, set a clear direction, build up teamwork awareness and regain confidence. Similarities: KOIOS.org Differences: TSI dedicates to individual service and focuses on the improvement of ability. Mission-specific: TSI community fulfills our mission of helping people to find solutions, set a clear direction, build up teamwork awareness and regain confidence.

STORYTELLING GROUP EXPERIENCES EX 02 IN

LIVE EXPERIENCES SHARING WITH PEOPLE The TSI group will bring people together to encourage them to build strong viewpoints through their life and work experiences and help them develop the connection from internal and external. Build up strong self-esteem and shape your future. Similarities: Meetup Differences: We encourage people to build strong viewpoints through their life and work experiences, not just sharing but also analysis and summary. Links to: EX 03 Mission-specific: Storytelling group fulfills our mission of building up stronger self-esteem and shaping people's future.

TSI READING EXPERIENCES EX 03 IN

READING CLUB Reading club is an activity that broadens people’s horizon, promotes self-worth, enrich the personal experience and exchanges knowledge. People read together and share the reading experience. It is also a platform for ideological exchanges and self-enhancement that help people to find self-confidence. Similarities: Scholastic Differences: We'll have a live classical music show and coffee area for people to have fun and enjoy the reading club. Mission-specific: TSI reading club fulfills our mission of helping people to find self-confidence and promote self-worth.

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THE VISUAL standards GUIDE

Services SHARPER STYLE SERVICES SE 01 EX

TSI STYLISH WEARING WORKSHOP The Sharper Image offers an appearance design workshop and gives people choices that pairs people by personal style and matches individual characteristics. Similarities: InStyle Differences: TSI set up a unique style for you and provide clothing and online service. Mission-specific: TSI self-positioning fulfills our mission of creating a successful image from outside.

TSI TIME SERVICES SE 02 IN

TSI TIME MANAGEMENT APP The time management app helps people manage individual time efficiently and adequately. The goal of the app is to help people rationally utilize time to learn, work and help them form positive values of life. Similarities: Timely app Differences: We adapts to your needs, makes every project easy to follow and lets your digest entire workflows at a glance. Mission-specific: TSI self-positioning fulfills our mission of helping people form positive values of life.

SHARPER CLASS SERVICES SE 03 EX

SOCIAL ETIQUETTE SCHOOL OF SOCIAL SUCCESS MAKEOVER Our social etiquette class will help people build professional etiquette skills to face challenges in the future. Also we are a modern-day finishing school for men and women who want to learn how to make positive first and lasting impressions, feel more comfortable in social and business situations–both here and abroad– and perfect their personal brands for personal and professional success. Similarities: Jamescolgansf Differences: TSI salon will help you to produce elegant hair styles and also provide custom makeover service. Links to: ED 04 Mission-specific: TSI institute fulfills our mission of making people look more professional in work.

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TSI REFERENCE SERVICES SE 04 IN

MILESTONE BUILDER Self-confidence rises out of a sense of competence. With each milestone, people can develop increasing confidence. TSI reference center will help people to reach their milestones in life or work through offering suggestions, setting a plan or inspiring your potential. Similarities: Milestone builder Differences: TSI reference center will help people to reach their milestones in life or work through offering suggestions, setting a plan or inspiring your potential. Mission-specific: TSI institute fulfills our mission of developing increasing confidence with milestone reaching.

SHARPER OUTLOOK SERVICES SE 05 EX

TSI IMAGE-BUILDING PHOTOSTUDIO TSI image-building is the service that takes a professional selfportrait of the individual. Personal visualization is important for our life and work. We will create a successful and confident look for you and record the scene with our camera. Similarities: Walgreens Photo Differences: To provide sophisticated passport photos, business image photos, high-end family portraits. Links to: SE 01 Mission-specific: TSI self-positioning fulfills our mission of creating a successful and professional image from outside.

Co-branding opportunities COSMETIC CO-BRANDING CO-BRANDING CO 01 EX

PROFESSIONAL MAKEUP CLASS & SKINCARE PROGRAMME A co-branding opportunity between The Sharper Image and L'OrĂŠal Paris. Utilizing an invaluable tool like skincare or makeup can help give you the extra boost of confidence you need to truly feel your best. Putting on cosmetics has been shown to boost self-esteem. Makeup class teaches people about the most appropriate makeup to fit different situation. Similarities: Sephora Differences: We provide skin test and skin management programs. Mission-specific: TSI self-positioning fulfills our mission of creating a successful and beautiful look.

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The Sharper Image

IMAGE SOURCES https://www.pexels.com/photo/ https://pxhere.com/it/photo/

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THE VISUAL standards GUIDE


THE NEXT PHASE In the next phase, we visualize some future brand extensions and what they look like in reality. See the new universe of The Sharper Image:

www.besharpwith.me

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[AAUGR GR604] TSI: Book 3 Visual Standards Guide (Student Project)  
[AAUGR GR604] TSI: Book 3 Visual Standards Guide (Student Project)  
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