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BRAND BOOK
B T
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TABLE OF CONTENTS
Cover 1Image Spread 2 - 3Table of Contents 4 - 5Brand Book Introduction 6 - 7Concept 8 - 9Urban Mood Spread 10 - 11Vision 12 - 13Mission 14 - 15Central Value 16 - 17Functional Value 18 - 19Expressive Value 20 - 21Target Group 22 - 23Urban Mood Spread 24 - 25Brand Manual 26 - 27Logo 28 - 29Typography 30 - 31Colour Scheme 32 - 33Photography 34 - 35Tone of Voice 36 - 37Urban Mood Spread 38 - 39End 40 - 41Back 42
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This Brand Book is put together with all the elements of the brand, from logo to the photography style. The book is aimed towards people who intend to work with the brand or for the brand in order to get inspired, to create new projects and send a message across.
We start of with talking about the vision, mission an values that we created to translate our vieuw on breaking the gender stereotypes in fashion for good
Because if there is one thing we dont like, it’s limitation in dress because of gender rules
- Diederik Krooneman, CEO ‘BREAKING TABOO’
BRAND BOOKINTRODUCTION
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THE CONCEPT
‘Breaking Taboo’ stands for absolute anonymity in fashion regarding to gender
In the history of fashion, women have already experimented with men’s fashion and are now fully emancipated. They can wear trousers, suits, blazers etc
For men however, dressing up in a skirt or dress would still be considered “weird” or “different”. We think that this is unfair and want to create an atmosphere where gender has nothing to do with how the garments looks
We want to do this with the right amount of confidence, no arrogance, and form a brand with loyal customers which are willing to fight
Competition can by seen on the catwalks in Paris. We want to be seen on the streets among everyday people
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VISION
“GENDER IS AN OLD FASHIONED CONCEPT”
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MISSION
“CREATING FREEDOM BY BREAKING THE GENDER STEREOTYPES”
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CONFIDENCE IN FREEDOM
WHAT / WHY
A lot of people do not realize that they have freedom or are scared to use it
Breaking Taboo gives their customers the confidence to use this freedom and not waist it
Limiting your fashion because of gender stereotypes is something that makes us crazy
Fashion shouldn’t be about prisoning yourself but releasing yourself
CENTRAL VALUE
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STEREOTYPEFREE
FUNCTIONAL VALUE
WHAT / WHY
Our items will not be linked to gender in any way possible
There is an absolute freedom in silhouette, shape, material and so on
Breaking Taboo believes that “fashion has no gender”
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target group
EXPRESSIVE VALUE
WHAT / WHY
Breakin Taboo has a strong urban inspired feeling
There are millions of people rushing through these concrete buildings and nobody has time for every individual
There is no time to focus on the gender you will only remember their appearance
Cities also contain a lot of movement and action
We use this to get motivated and never give up our fight to break the gender stereotypes
URBANRECKLESSNESS
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TARGET GROUP
Men, women and everything in between
Not afraid of new things
City like people
Confident but not arrogant
Middle / upper income folks
Professionals in acceptence
Those people, in combination with Breaking Taboo, are going to form a group which is ready to make a difference
Ready to get things done and break the gender stereotypes in fashion permanently
We are not going to be held back by anyone
We stand for something and are determined to get it done
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Have you ever received a business card but when you checked out the website it didn’t match the same style? That is exactly what we want to avoid.
This brand manual provides you with a clear inside of how we work
Which fonts an colours de we actually use?These question all can be found in the following part of ‘Breakin Taboo’s Brand Book
BRAND MANUAL
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B TLOGO
‘B’ stands for ‘Breaking’‘T’ stands for ‘Taboo’
being broken by a simple illustration of a crack
FONT: Orator StdSIZE: Depanding on placement of logo
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The standard logo will be in white
however,the logo can be used in all the colours which are connected to the brand
It has a simple and strong design which people will remember
B T B TB T B T
B TB TB T
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TYPOGRAPHY
FONT: Orator Std Medium in CAPITALSIZE: 36 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789(.,:;!?@#$%&*)
BbTt
TITLES
A clear and clean font which is simple and looks good
It does not take your attention away from our goal
This font can only be used for titles in Capital
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FONT: Franklin Gothic Heavy RegularSIZE: 12 pt (body text) 12 pt CAPITAL (subtitles)
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789(.,:;!?@#$%&*)
BbTt
TEXT
This font is thicker than the one for titles
This makes it easier and more appealing to read
It still has a strong and clear look
Use this font in every text possible
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COLOUR SCHEME
BLACK TO WHITE
And every shade inbetweenThese colours will be the base colours
REDS
Urban inspiredMore found in advertising than fashion
BROWNS
Urban inspiredMore found in advertising than fashion
VIVID YELLOW, TURQUOISE AND PINK
These colours are only used in toned down waysWe want them to burst out of the rest
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PHOTOGRAPHY
NO FOCUS ON FACE / PERSON
All the focus is on our garments
The people who are wearing them are more on the background
Gender is not important in our fashion so it is also not important in our visuals
This is why we will never use famous faces for campaigns
MOVEMENT / LIVING LIFE
We do not use pictures where the person is obviously posing in a studio
The picture should look like a snapshot out of someone’s life
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TONE OF VOICE
DIRECT
We are not avoiding the facts and are confident in what we stand for
This might leave people speechless but that is what we want to achieve, let them rethink their thoughts
Breaking Taboo is inspired by graffitibecause people use this as an anonymous platform to get their point across
They use short sentences which are extremely powerful
This tone of voice is what we adapted in our brand
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B T‘Breaking Taboo’ is ready to make a difference on the streets
We hope that this brand book provides enough information about our concept
We are looking forward to all the steps we are going to make in combination with all the people who join our team
Let’s Break this Gender Taboo!
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