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Via Design University College Branding and Marketing by Dionne Swinkels
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CO-DENTITYBRAND BOOK
PROBLEM STATEMENT
How can we let young graduates present themselves in a professional, yet expressive and comfortable way?
SUBQUESTION
How to build the visual identity of CO-DENTITYand what is the philosophy behind it?
CONTENTS
TARGET GROUP
COLOR PALLETTE
LOGO
TYPOGRAPHY
BUSINESS CARD
PACKAGING
LABELS
HANGTAGS
BRAND INTRODUCTION 6 / 7
8 / 9
10 / 11
14 / 15 /16 / 17
20 / 21
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BRAND INTRODUCTION
MISSION Capturing common concerns of creative people we are creating clothing to chase after the career and co-operate with the company’s dress-code.
VISION We want to collaborate with career-conscious creatives to make them feel comfortable in company’s community.
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We connect creative people in creative business by clothing and care about their career as well as comfort and personal style. A dress-code is a crucial component of a professional life.
We want to create the channel between the professions and collaborate with our customers to capture their experience and share it with others.
CORE VALUES
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8 9
TARGET GROUP
Young male / female
20 - 30 years old
Busy and productive
Fashion lovers ( Timeless )
Income: 8,200 DKK (1,100 EUR)
Shops at mid-range stores
Getting ready for the work environment
COLOR PALLETTE
The color pallete that is choose, suits the image of CO-DENTITY. The ccombination of the colors are basic and minimalistic but in a professional way. CO-DENTITY wants to create a look that suits the business world but that also look young, energecic and fresh.
With this message the company wants to reach the right target group.
This color pallete will be used in advertisments, the website, logo and also in the interior of the store.
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Pantone 19-4305Pirate black
pantone 19-4010total eclipse
Pantone 17-1506WOOD (grey)
Pantone 11-0601WHITE/blanc
Pantone 17-0942Metal bronze
COLOR PALLETE
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LOGO CHARACTERISTICS
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White or black logo with different choice of backgrounds.
The logo represents the brands name co-dentity: CODE and identity. We will use the logo in advertiments, labels and commercials.
Backgrounds such as buildings, mannequins, streets, people and traffic. Gives an impression of the business life.
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when using the logo and the brands name, the space around it is crucial to give the logo its proper attention and space. There must be one third of the logos height in all directions for the proper spacing to be achieved.
CO-DENTITY1/3
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TYPOGRAPHY
A B C D E F G H I J K L M N O P QR S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 10
primary typface
Helvetica is one of the most popular typefaces of all time. The font is perfect for CO-DENTITY. Helvetica suits to our minimalistic style, the font is readable and easily to change.
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LOGO TYPFACE
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 10
ADAM.CG PRO is the typface we choose for our BRand name. it is inspired by the font futura. Adam.cg pro is sharp, clean and makes it suitable for headlines.
This font suits our co-dentity because it’s only available in capital letters. It is minimalistic butdifferent in a stylish way.
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PACKAGING
CO-DENTITY
Dionne Swinkels
Branding and [email protected]
see trough
PACKAGING
CO
-den
titymatte grey
background
white shiny text
BUSINESS CARD
white paper bag
logo/shiny black
brand name
22 23
HANGTAGS
CO
-DEN
TITY
CO-dentity
CO-dentity
CO-dentity
CO-dentity
LABELS
Clothing labels
Different styles
Woven cotton
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https://www.youtube.com/watch?v=F5u3gtNuF5Q&feature=youtu.be
THE MAKING OF CO-DENTITY