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STYLICIOUSBrand Identity Guidelines

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Where n Why?

Address: 1234 Tween Avenue San Francisco, CA 94321Phone: (415) 123-4567e-mail: hello@stylicious.com

This corporate brand identity guidelines should be seen as a set of cohesive, user-friendly tools for the benefit of those who act and operate within STYLICIOUS.

We are thrilled to invite you into the STYLICIOUS brand. After following the guide to set the ground work, we encourage you to take great care when using our brand elements within the STYLICIOUS universe.

It is extremely important for our brand to communicate our pas-sion without loosing who we are.

Stine Karlsen

Anja Bjerregaard NyvangCO-founder Art DirectorChairman of the Board

CO-founder Brand ManagerChief Executive Officer

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Brand Philosophy

Mission:STYLICIOUS wants is to be the largest premier tween specialty e-retailer in the world.Through our brand and website STYLICIOUS provides tween (age 8-12) girls with the hottest self-customized fashion merchandise and accessories.STYLICIOUS’ mission is to celebrate tween girls through an extraordinary experience of fashion and fun in an everything-for-her virtual world.

Vision:As the www-destination for fashion-aware tweens, STYLICIOUS proudly assists tween girls in expressing their individuality and self-confidence through fashion. Visually-driven catazines, a virtual fashion community and the webshop reach millions of tween girls, further positioning STYLICIOUS as a leading e-retailer in the tween marketplace.

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Brand Identity n Essence

In order to become a `passion brand´, STYLICIOUS must not be hollow, but have a deep inner inspiration. We must also have char-acter, our own beliefs, and as a result help tween girls in their life, and also in discovering their own identity.What is brand identity made of? Since brands today speak about the product, and are perceived as sources of products, services and satisfactions, communication is relevant and reminds us that a brand identity can have six facets. This is called the `brand identity prism´.The brand identity is represented by a hexagonal prism, which have six sites:

Physique:A brand first of all, has physical specificities and qualities. Physique is both the backbone and its tangible added value. STYLICIOUS’ physique is: fashion clothing, customization features, styling and fashion commu-nity site, colourful. Physical appearance is important, but it is not all.

Personality:A brand has a personality. By communicating, it gradually builds up character. The way in which it speaks of its products or services shows what kind of person it would be if it were human. STYLICIOUS is an excited, imaginative and cool person.

Culture:A brand is also a culture. Strong brands are a vision of the world. They are much more than product benefits or a personality; they are an ideology too. The cultural facet of the brand makes it implicit. Every

brand wants to become a cult brand, at least for some group. People and tweens in particular tend to gather around causes, ideas, ideals and values. The ideological clues that tie the STYLICIOUS universe together in the long term and make it a cult brand are: young, contemporary and artistic.

Relationship:A brand is a relationship. Indeed, brands are often at the crux of ex-changes between people. This is particularly true of brands like STYLI-CIOUS in the retailer sector. The is an intense emotional bond between STYLICIOUS and fashion aware tween girls, they are unable to tolerate separation, which reflect the love and passion that exists.

Customer reflection:A brand is also a customer reflection. Because a brands´ communica-tion and its products build up over time, a brand will always tend to build a reflection or an image of the buyer or user which it seems to be addressing. STYLICIOUS’ portrayal of the ideal receiver is: popular, trendy and beautiful tween girls.

Self-image:Finally, a brand speaks to our self-image. If reflection is the target´s out-ward mirror (they are…), self-image is the target’s own internal mirror (I feel, I am…). Through our attitude towards certain brands, we indeed develop a certain type of inner relationship with ourselves. Tween girls wearing STYLICIOUS customized clothing and/or using the fashion community website might consider themselves being unique, inde-pendent and outgoing.

Brand essence:Inside the brand identity prism we have stated the brand essence of Stylicious: unique, popular and fashion-aware tween girl.

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unique, popular, fashion-aware

tween girl

STYLICIOUS =

Physique Personality

Culture

Self-image

Reflection

Relationship

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Age:Tweens are children between

8 and12 years.They are in between being

children and teenagers/adults

Spend money, influence parent’s purchace,

consider themselves computer experts

Fashion aware tween girls, who have distinct needs and desires,

such as expressing their individuality

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Target Audience

Target groupThe tweens concept arose in marketing literature and is de-fined primarily to be children between 8 and 12 years. The term `tweens´ describes children who are `in between´, ie. between being children and teenagers/adults. According to advertising researchers tweens have “distinct characteristics and powers own its own” .

The tween market:The market for tweens can be seen as three markets: a primary market of consumers, an influencing market and a future market. Children constitute a primary market because they have their own money available, needs and desires as well as authority and willingness to spend their money on their needs and desires. The influencing market is that tweens have a great influence on family purchases of various items. Tweens are a future market, because later in life they will become consumers of all kinds of products and services.As is well known within the marketing world, there are some seg-mentation criteria that must be met before a segment has poten-

tial and lucrative.For example, the people within the segment must in possession of money they can consume. A study from 2007 shows that at that time tweens had from 50 to 60 USD available per month, and this amount may have increased since. This shows that tweens have only a small amount of money available per month, and is there-fore still dependent on parents to buy more expensive products. But besides own money tweens have influence on their parents’ purchase because they either make enquiries about goods or are asked for advice.We expect that parents increasingly give in to their tween’s inquiry with often bought and less expensive goods, such as clothing. Additionally, most tweens consider themselves to be computer experts, and that is why STYLICIOUS uses an online concept.

Tweens’ use of brands and motivations:A study from 2010 shows that tweens are using brands in different ways: as props for identity creation, to create relationships with others, to get a position and to be able to decode others.STYLICIOUS tries to respond to this by offering an opportunity for tween girls to be perceived older than they really are, to have fellowship with other tweens with similar interests and not least to position themselves in a community where others can clearly see which unique style you go for.

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Tagline

STYLICIOUS is very passionate about the creative and unique world of fashion. We exist to encour-age and inspire tween girls to express their indi-viduality through fashion. It is only natural for our tagline to be: Wear it yr way!

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Colorful:Our STYLICIOUS colors exude a cheerful and optimistic feel,

so its only natural to sound energetic and colorful

as we look.

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Tone of Voice

Our tone of voice is: tweenish, playful, colorful and engaging.

Playful:The world is our creative play-

ground. We can’t wait to let you in on all it’s secrets.

Engaging:We speak with a vibrant

charm, that is pleasing to tween girls creative palette.

Tweenish:Like tweens, we are real and awesome, and we only share trends that are worth talking

about and know that you appreciate.

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Color Pallette

Our signature STYLICIOUS colors are inspired by the vibrant energy of youth.

The playful collection of colors reflects the different elements of a rainbow. The rainbow symbolizes: diversity, happiness, hope and imagination.

CMYK 82/27/58/12RGB 34/129/115

Dark Petrol

CMYK 67/12/42/0RGB 80/170/160

Light Petrol

CMYK 4/55/93/0RGB 235/135/47

Orange

CMYK 2/27/91/0RGB 247/189/48

Yellow

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CMYK 70/0/25/0RGB 31/189/197

Turquoise

CMYK 86/28/100/15RGB 33/123/61

Dark Green

CMYK 67/2/100/0RGB 91/181/70

Light Green

CMYK 75/56/79/71RGB 28/41/27

Almost Black

CMYK 47/97/41/68RGB 66/0/40

Dark Purple

CMYK 40/86/0/0RGB 162/72/155

Light Purple

CMYK 13/100/52/4RGB 202/27/85

Magenta

CMYK 0/91/97/0RGB 237/62/38

Red

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STYLICIOUS LogoThe STYLICIOUS logo is depicted in two ways: The STYLICIOUS logo and STYLICIOUS edge logo.

The logos combine the brand name, tagline and illustrated grafic that portrays the symbolism of the rainbow.

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Primary Typefaces

GillSans and MyriadPro is our primary typefaces. It sets a modern and fashionable tone for STYLICIOUS.

Gill Sans Ultra Bold

ABCDEFGHIJKLMNOabcdefghijklmno0123456789,.!(

Gill Sans Ultra Bold Condensed

ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstu

0123456789,.!(

Myriad Pro (regular)ABCDEFGHIJKLMNOPQRSTU

abcdefghijklmnopqrstu0123456789,.!(

Myriad Pro (italic)ABCDEFGHIJKLMNOPQRSTU

abcdefghijklmnopqrstu0123456789,.!(

Myriad Pro (bold)ABCDEFGHIJKLMNOPQRS

abcdefghijklmnopqrs0123456789,.!(

Myriad Pro (bold italic)ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrst0123456789,.!(

Myriad Pro (condensed)ABCDEFGHIJKLMNOPQRSTUVXYZÆ

abcdefghijklmnopqrstuvxyzæ0123456789,.!(

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MY BoyFRIEND0123456789,.!(

Secondary Typeface

Chalkboard sets a playful tone to compliment the sleek and sophisticated primary typefaces. Don’t use this typeface in headlines or spreads.

chalkboard ABCDEFGHIJ

abcdefghijk

0123456789,.!

I LOVE

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Cover Layout

The STYLCIOUS edge logo should always appear on the bottom left area of the cover.

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Website

Our website uses a dynamic navigation to set of apart from the norm.

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We’ve created an interactive space with virtual fahion community, webshop and co-creation. We’re able to show exclusive footage from our events aswell as live interviews with popular tween stars. Our website also serve as medium for tween girls from all over the world to exchange their creative fashion ideas.

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Packaging

The STYLICIOUS packaging are collectors items.

The boxes come in different colors and sizes. Every one of them will decorate in a tween girl´s room.

The hangers are made of acrylic glass and can be collected in all the colors of the rainbow. They are custom-made to fit tween size cloting.

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ConclusionBe STYLICIOUS. Wear it yr way. Have fun.

stylicious.com