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CITY FASHIONS

Identity & Branding

1Kick-off

This presentation is for City Fashions’ eyes only

Before we start

A quick discussion about brands.

1 - The Introduction | 2 - The Research | 3 - The Summary

This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary

A brand is a person’s gut feeling about a product, service or company.

Marty Neumeier

The Brand Group


A brand is communicated through:

Brandmark

Website

Newsletters

Business forms

Signage

Packaging

Exhibits

Proposals

Emails

Voicemails

Letters

Business cards

Publications

Web banners

Letterheads

Business cards

Billboards

Ephemera

Vehicles

Services

Products

Employees

Reports

Envelopes

Speeches

Presentations

Networking

Telephone

Word of mouth

Direct mail

Public relations

Blogs

Social media

Advertising

Meetings

Events


A brand has three primary functions

David Haigh

CEO Brand Finance

Navigation

Brands help consumers choose from a bewildering array of choices.

Engagement

Brands use distinctive imagery, language, and associations to

encourage customers to identify with the brand.

Reassurance

Brands communicate the intrinsic quality of the product or service

and reassure customers that they have made the right choice.


City Fashions brandCity Fashions’ emergence as a brand



32


The researchpart

The strategypart

The designingpart

The communicatingpart

The maintenancepart

1 4 5

Learning about the organisation and the industry it operates in.

Getting on and creating the brand.

Clarifying goals and creating a plan to achieve them.

Applying your brand to specific communications.

Using and evolving the brand to keep it alive and relevant.

The five steps to building a brand


Research


Industry Research

Competitors Research

There are broadly 2 areas that City Fashions needs to cover: Business to Business and Business (B2B) to Consumer (B2C).

There are 3 areas of competition identified.

1.Souvenir T-shirt sites2.Wholesale T-shirt sites3.Fashion sites

While reviewing the souvenir t-shirt market; we discovered that the top few in the google search seemed very amateur and out-dated. None of them were ‘cool’, ‘modern’ or ‘clean’ This represents a great opportunity to make City Fashions unique in this are.

City Fashions can have a unique brand that differentiates it from the current competition.


Souvenir T-shirt Websites


Some examples from:

Dead FreshShoppingfieldDoodleTogsLulablogCrest of LondonFancy that of LondonZazzleAlibaba


Souvenir T-shirt Websites cont’d


Other T-shirt Websites


Competitors’ Brandmarks


There is a wide variety of brandmarks in fashion and there does not appear to be any sort of industry standards. This allows the City Fashions brandmark to take on a brandmark that is unlikely to conflict with existing brands and also means that the consumer may not have certain standard expectations from the brandmark.

The Union Jack is incorporated in many of the direct competitors and may be a direction that will lead the initial designs.


Other brands we likeFashion but not necessarily ‘souvenir’



Harrods Website

Harrods

Very clean site that had a nice serif font throughout with well balanced whitespace that allowed the products to be displayed in a pleasant shopping environment. It was easy to select and purchase items.

The images seemed to be less important in this site than some of the preferred others.

Very good use of white space throughout.



Design By Humans website

Design By Humans

Very dramatic images make up a large part of the guess Guess website.

It was a theme that continued through a number of preferred sites.



Guess Website

Guess

Very dramatic images make up a large part of the guess Guess website.

It was a theme that continued through a number of preferred sites.


Next Stages


The next stages - the designing part

3 draft brandmark designs

1 2 3

You can then see which ones feels the best for you. From those discussions, 1 will be worked up into an applied design.

You choose 1 of your favourites to be developed or indeed totally changed

Development of the website wireframes and final decisions on brandmark, colours, website interface and applied styles

You sign-off website content and designs

Applying your new brand across appropriate media.

You sign off delivery

1 chosen brand Apply chosen brandmark


Designs

All in red - just for now!


Design Option 1

‘Label’ brandmark

By making the brandmark a ‘label’ it enables City Fashions to use the brandmark across all media in different a single colour as well as Black and White. You can also use the label in clothing - on the outside and inside.

It will also work well on websites and electronic communications.


Design Option 2

Flag based brandmark

This brandmark has a bit of global brand about it with a union jack inside a globe.

We have maintained the ability to be used monochrome or with any chosen colour palette.


Design Option 3

Illustrated brandmark

This brandmark is a bit more ‘tailored’ with a slightly up market feel about it; almost handmade.

All 3 brands have one eye on the B2B and another in the B2C markets. Not too patriotic or complex for either printing labels or application across different media.

Documents

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