BRAND BOOK

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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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