PFF Presentation One - Brand Guide

BRAND GUIDELINES

YOU ARE MORE THANA LOGO

A Brand Is The Summation OF ANY Touch Points That Makes You Distinct.

ONLY COWS THINK A BRAND ENDS WITH A STAMP

DON’T BE THE COW

Every Interaction Consumers Have With Your Brand Should Feel The Same.

BRAND DISCOVERY

MEDIA - SOCIAL - WOM

ADVERTISING

SPONSORSHIPS - IN STORE

IN PERSON

PRODUCT QUALITY - WOM

SOCIAL - RETURNS

PURCHASING ENVIRONMENT

PRODUCT STYLE

BRAND ENGAGMENT

POST ENGAGMENT

To Keep Focused

EVERYONENeeds

Guidelines.

LET’S TALK ABOUT THIS GUY

YOU BETTER KNOW WHO THIS IS.

AND ALSO ABOUT THIS GIRL

THE ONE DOING THE SPLITS....

“It’s A New Era In Fashion - There Are No

Rules”

“Girls do not dress for boys. They dress for themselves, and of course, each other”

Alexander McQueen Betsey Johnson

Two Rebellious Sprits Both Driven Designers

Two Wildly Different Brands

Avant-Guarde Couture

Ultra Premium Thoughtful

EdgyRich Fabrics

SkullsAspirational

Youthful Ready To Wear

Designer Playful Funky

Fun ColoursKisses

Accessible

For all anyone knew, the guys might have been from Kentucky or Kazakhstan, but dressed in McQueen, they were rough trade for Oscar Wilde, or stiff-upper-lippers in a Powell and Pressburger celluloid classic from the second World War, or military cadets from the Napoleonic Wars.”

- Style.com F/W 2011

Boy, oh boy, does Betsey Johnson know how to put on a show. Her spectacle on Valentine’s Day, themed He Loves Me/He Loves Me Not, provided a much needed shot of energy midway through NYFW.

- Style.com F/W 2011

“ “

Both BRANDSAre Amazingly

Consistent...

And Consistency Is King.

SO LET’S BUILD A BRAND!

BRAND GUIDELINES:

STEP 1

What is our mission?

NIKE’S MISSION:

“To Bring Inspiration

and Innovation

to every athlete in the

world.”

MICHAEL JORDAN

OSCAR PISTORIUS

TONY HAWK

TIGER WOODS

EVERYONE THAT EVER PICKED UP A BALL...

BRAND GUIDELINES:

STEP 2

What do we value?

FunPlayfulness

DiversityRelevancy

“WE ARE EXCITED TO ILLUSTRATE WHAT IS

MAKING HISTORY TODAY IN A FUN AND

PLAYFUL WAY. KRAFT FOODS HAS A PROUD

HISTORY OF CELEBRATING DIVERSITY AND

INCLUSIVENESS. WE FEEL THE OREO AD IS

A FUN REFLECTION OF OUR VALUES. THERE

HAS BEEN A LOT OF BUZZ ABOUT THE IMAGE,

AND IT SHOWS HOW RELEVANT OREO IS TO

PEOPLE EVEN AFTER 100 YEARS.”

- BASIL T. MAGLARIS, KRAFT ASSOCIATE

DIRECTOR OF CORPORATE AFFAIRS.

KRAFT VALUES:

BRAND GUIDELINES:

STEP 3

Who is our consumer?

COCO CHANEL TARGETS:

WOMEN18 - 39 ElegantModern Classy

High Income

BRAND GUIDELINES:

STEP 4

What is our tone?

EBAY’S TONE:

HumanHonest

WelcomingFunny Small Smart

BRAND GUIDELINES:

STEP 5

What is the thing that comes to

mind?

DOS EQUIS ESSENCE:

The face of the most

interesting man in the

world.

BRAND GUIDELINES:

STEP 6

Finally it’s time...

what’s our logo look

like?

NEW YORK’SLOGO:

Works two ways.

Has room to breath.

JUST WORKS!

BRAND GUIDELINES:

STEP 7

Pick your fonts.

Seriously.

NEW YORK’SOTHER FONT:

Complementsthe logo.

Clean.

Classy.

THE TEST!

Using All This Information:

“Describe How Your Brand Smells.”

Seriously.

Next TimeWe’ll Talk...