Post on 12-Jan-2017
SS BRAND BOOK FALL 2015
SS BRAND BOOK FALL 2015
FOREWORD
Fall 2015 marks the one-year anniversary of our online website as well as the opening of our first brick-and-mortar store in Hayes Valley, SF.
With these milestones under our belt, we’re only looking forward. As our brand becomes more established, we hope to cement our clean and classic aesthetic as part of our competitive edge.
Through the creation of this brand book and the curation of our visual identity, we will ensure our marketing materials remain consistent in their look and feel. Through this process, we hope to make our brand resonate more strongly with our consumers as we continue to pioneer the Urban Prep lifestyle we have come to be known for.
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CONTENTS
1 Foreword3 Introduction 4 Who are we? 5 Design Values6 Brand Identity 7 Urban Prep11 Our Customer 13 Lifestyle 16 Woman 17 Man20 Visual Identity 23 Logo 30 Typography 37 Color 40 Outro 42 Contact 43 Credits
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INTRODUCTION
SS BRAND BOOK INTRODUCTION
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SS BRAND BOOK INTRODUCTION
WHO ARE WE?
Seldom seen is a boutique pioneering the Urban Prep lifestyle that bridges modern preppy with refined street for today’s style enthusiast.
Our branding is what distinguishes us from everyone else. Our clean and classic aesthetic embodies the Urban Prep lifestyle and sets us apart from our competition. Use these guidelines to ensure our brand stays consistent and unique.
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OUR DESIGN VALUES
CLASSIC
COOL
CLEAN
SS BRAND BOOK INTRODUCTION
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BRAND IDENTITY
SS BRAND BOOK BRAND IDENTITY
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SS BRAND BOOK BRAND IDENTITY: URBAN PREP
URBAN PREP
This concept is the core of our business. We started Seldom Seen because we saw this new style emerging and wanted to bring two looks onto one platform. We saw an opportunity to create a space that embodies this lifestyle and champions discovery.
Now we’re here to share it.
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urban prep (noun) - a style influenced by contemporary music, art, and design that mixes understated classics and edgy street fashion
WHAT IS URBAN PREP?
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SS BRAND BOOK BRAND IDENTITY: URBAN PREP
Urban Prep is comprised of four subcategories:
rag & bonerand and statler
the hundredscarhartt work in progresstru undefeated
madewellwelcome strangerunion madetanner goodssteven allen
saturdaysny sunshine
1. refined brands
2. street brands
3. kinfolk/americana brands
4. surf brands
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WE ARE NOT
COLORFUL VINTAGE COACHELLA/
BOHEMIAN
HIPPIE HIGH
FASHION
SS BRAND BOOK BRAND IDENTITY
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OUR CUSTOMER
SS BRAND BOOK OUR CUSTOMER
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SS BRAND BOOK OUR CUSTOMER
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SS BRAND BOOK OUR CUSTOMER: LIFESTYLE
URBAN PREP: LIFESTYLE
The customer who embraces the Urban Prep lifestyle values quality and experience. He or she is an active pursuant of the
best life has to offer. Good coffee, art and architecture, traveling, tech products, and curated magazines are just a few of their
interests.
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SS BRAND BOOK OUR CUSTOMER: LIFESTYLE
artisanal ice cream
refurbished wood and exposed brick
well-traveled
Apple and technology
stumptown coffee
champagne
well-read/magazines
artisanal cheese
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SS BRAND BOOK OUR CUSTOMER
OUR CUSTOMERS
ARE
HumbleLikeable
AdventurousPassionate
Design orientedSelf-aware
FreeBalancedLeaders
InfluencersEntrepreneurs
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OUR CUSTOMER:CARRIE
Carrie is a 27-year-old creative, with an eye for minimalist design and simple color combinations. She’s educated and adventurous. She needs a flexible wardrobe that can easily transition from the needs of an outdoor lifestyle to that of the San Francisco nightlife. She’s a young working professional dedicated to her retail marketing career first, travel and social life second. She has an appreciation for art and design and spends her time with friends exploring the city, nature, and art.
SS BRAND BOOK OUR CUSTOMER: WOMAN
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SS BRAND BOOK OUR CUSTOMER: WOMAN
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SS BRAND BOOK
OUR CUSTOMER: MARC
OUR CUSTOMER: MAN
Marc is a 29-year-old man that makes $100,000 a year doing back-end development for a start up in San Francisco. He is passionate, adventure seeking, and hard working. He lives in Hayes Valley, where he takes pride in his active, urban life style. His minimal but fashionable style follows him wherever he goes. Marc is a die-hard Apple fan who appreciates art and curated interor design. Marc never misses a Sunday farmers market and he loves going to concerts. Black coffee is a must, and he never begins his day without a cup from Sightglass.
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SS BRAND BOOK OUR CUSTOMER: MAN
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VISUAL IDENTITY
SS BRAND BOOK VISUAL IDENTITY
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SS BRAND BOOK VISUAL IDENTITY
VISUAL IDENTITY
Consistency is key.
In order to maintain a consistent and successful brand presence, we have developed the following guidelines as a structure to following when designing marketing materials.
This guide does not attempt to set forth rules for every possible circumstance, but should be referenced as a starting point when considering our visual identity. Clean lines, white space, minimalism, and adequate spacing between design elements are our core preferences and should be maintained at all times.
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VISUAL IDENTITYSS BRAND BOOK
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LOGO
SS BRAND BOOK VISUAL IDENTITY: LOGO
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VISUAL IDENTITY: LOGO
The Seldom Seen preferred logo use for web and print is shown above. In some cases, the logo symbol and logo-
type can be used independently of each other.
SYMBOL
SIGNATURE
LOGO-TYPE
SS BRAND BOOK
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SS BRAND BOOK VISUAL IDENTITY: LOGO
LOGO
The Seldom Seen logo is a core asset of the
Seldom Seen brand. The logo consists of a
branded logo circle with the signature and
‘seldom seen’ in a clean, sans serif font.
The preferred usage is the black version on a
white or very light background, or the white
version on a black or colored background.
Variations include black and white versions of
the logo and signature together and/or
independent of each other.
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SS BRAND BOOK VISUAL IDENTITY: LOGO
Only use the text only logo if the circle logo is
included somewhere else on the page.
This is the most commonly used logo which can be used
for both print and text.
LOGO USAGE
Use the circle logo for branded content and instances in which the
logo is reduced to a size that makes ‘seldom seen’
difficult to read.
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VISUAL IDENTITY: LOGO
The Seldom Seen logo may be enlarged or reduced as necessary. The primary requirements are readability and communicability. Use these guidelines to ensure our mark is used effectively.
Bigger is better.
A larger size of the logo, as long as there is adequate room for surrounding white space, is always preferable for maximum impact.
Use the stacked signature at a size no smaller than 1 inch high.
Use the symbol signature at a size no smaller than 1/2 inch high.
Use the logo-type signature at a size no smaller than 1/6 inch high.
SS BRAND BOOK
SIZE MATTERS
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VISUAL IDENTITY: LOGO
The Seldom Seen logo is always
black on a white background.
If the logo is placed on a colored
background use the inverted version
of the logo.
SS BRAND BOOK
LOGO DO’S
Whe utilizing the Seldom Seen logo make sure to keep designs
clean and clutter-free.
Make sure to use the proper aspect ratio for the logo, follow
color guidelines, and maintain white space around the logo.
The following examples show proper uses of the Seldom
Seen logo as well as several incorrect uses.
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SS BRAND BOOK VISUAL IDENTITY: LOGO
Never change the transparency
of the logo.
Never rotate, distort, stretch,
or skew the logo.
Avoid placing the logo on
backgrounds which are too
cluttered.
Never change the colors of
the logo. The logo should
always be white or black.
The ‘seldom seen’ text should
never altered or replaced with
nonstandard fonts.
Ensure there is plenty of white
space around the logo.
seldomseen
Lorem ipsum dolor sit amet, consecte-
LOGO DON’TS
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TYPOGRAPHY
SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY
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SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY // PRINT
PRINT TYPOGRAPHY
Clean typography is essential to Seldom Seen’s design values. Our main typeface is Niveau Grotesque, used in four weights:
Extra Light, Light, Regular, and Medium. We will also occasionally use stylized or script-style fonts for social and specialty projects.
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SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY // PRINT
NIVEAU GROTESQUE
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 za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 , . : ; ‘ “ / | ! @ # $ % ^ & * ( )
Clean, modern, and versatile, this sans serif typeface is used in a number of forms throughout Seldom Seen’s print and web typography.
Tracking (letter spacing) should be set at 50.
Line height should also be slightly increased when using multiple lines of text (for example, 14pt font with 19pt line height).
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SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY // PRINT
medium
regular
light
extra light Used primarily for body text and subheaders
Used primarily for body text and subheaders
Used for subheaders
Used for main headers
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SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY // WEB
WEB TYPOGRAPHY
The web typography structure of our site has been set up by our developers to be used as a clear guide when we are designing.
Please use this guide as a reference.
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SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY // WEB
H1: NIVEAU GROTESQUE MEDIUM - ALL CAPS - 45px tracking: 50px
H3: niveau grotesque regularall lowercase - 29px - tracking: 50px
H2: NIVEAU GROTESQUE REGULARALL CAPS - 38px - tracking: 50px
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SS BRAND BOOK VISUAL IDENTITY: TYPOGRAPHY // WEB
Body: Niveau Grotesque Extra Light - 15px - tracking: 50px
regular footer text/small font: niveau grotesque light - lowercase - 10px - tracking: 50px
Lead Body: Niveau Grotesque Light25px - tracking: 50px
H4: niveau grotesque regularall lowercase - 20px - tracking: 50px
H5: NIVEAU GROTESQUE MEDIUM - ALL CAPS - 14px - tracking: 50px
LINKS : H5 - underlined
H6: NIVEAU GROTESQUE MEDIUM - ALL CAPS - 10px - tracking: 50px
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COLOR
SS BRAND BOOK VISUAL IDENTITY: COLOR
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SS BRAND BOOK VISUAL IDENTITY: COLOR
BLACK
#000000RGB 0, 0, 0
WHITE
#ffffffRGB 255, 255, 255
COLOR
Clean minimalism is essential to Seldom Seen’s design values, which is why the color palette has been pared down to black
and white. Keeping the color scheme to two simple but dynamic colors, Seldom Seen’s visual brand aligns with their
distinct urban prep style.
For print and web design, the graphic elements should be comprised primarily of black and white, especially for
business materials.
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SS BRAND BOOK VISUAL IDENTITY: COLOR
ACCENT COLORS
Aside from the clean black and white color palette, Seldom Seen’s brand sometimes incorporates an accent color in their promotional materials. In these cases, there is
usually one bright, outstanding color or image used alongside a mostly
black and white color scheme to maintain a balance of clean
minimalism.
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OUTRO
SS BRAND BOOK OUTRO
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SS BRAND BOOK OUTRO
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SS BRAND BOOK OUTRO
CONTACT
Seldom Seen522 Octavia StSan Francisco, CA 94102
Websiteseldomseen.co
Social@seldomseen.co
Natasha Wong, CEO and Co-Foundernatasha@seldomseen.co
Daniel Lee, President and Co-Founderdaniel@seldomseen.co
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SS BRAND BOOK CREDITS
This brand book was constructed by the Undergraduate Marketing Association at UC Berkeley in December 2015 through the Design Consulting team.
Design Consulting Directors: Kai Ridenoure and Nathan Ventura.
Team Members: Kloey Battista, Brian Choi, Cassidy Hsieh, Aisha Joshi, Noa Taieb, and Joe Wilson.
CONTACTumaucberkeley.com
Kai Ridenoure, Design Consulting Directorkairidenoure@gmail.com
Nathaniel Ventura, Design Consulting Directornathaniel.v.ventura@gmail.com
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CREDITS
SS BRAND BOOK FALL 2015