Graphic Standards Guide - · PDF fileYOGA LOVE RUN PEACE 3 ABOUT This Graphic Standards Guide covers the basic guidelines for the Lululemon Athletica’s new graphic identity

Graphic Standards Guide

YOGA LOVE RUN PEACE 2


ABOUT

This Graphic Standards Guide covers the basic guidelines for the Lululemon Athletica’s new graphic identity.

The Guide provides a summary of the primary features and applications of the graohic identity. For further guidelines on how to apply the identity in specific communications materials, please contact Lululemon Athletica.

Contact: 400 - 1818 Cornwall AvenueVancouver, BC Canada V6J 1C7phone: 1.604.732.6124fax: 1.604.874.6124


CONTENT

INTRODUCTION

IDENTITY

APPLICATION

P. 5

P. 6 – 11

P. 12 – 15


INTRODUCTION

lululemon athletica: company history

After 20 years in the surf, skate and snowboard business, founder Chip Wilson took the first commercial yoga class offered in Vancouver and found the result exhilarating. The post-yoga feeling was so close to surfing and snowboarding that it seemed obvious that yoga was an ideology whose time had come (again).

Cotton clothing was being used for sweaty, stretchy power yoga and seemed completely inappropriate to Chip, whose passion lay in technical athletic fabrics. From this, a design studio was born that became a yoga studio at night to pay the rent. Clothing was offered for sale and an underground yoga clothing movement was born. The success of the clothing was dependent on the feedback from yoga instructors who were asked to wear the products and provide their insights.

naming the company

The lululemon name was chosen in a survey of 100 people from a list of 20 brand names and 20 logos. The logo is actually a stylized “A” that was made for the first letter in the name “athletically hip”, a name which failed to make the grade.


IDENTIRY: The “Lu”

The Lululemon Athletica’s identity contains the passionate red “lu” , wich also symbolize the blow, and lululemon athletica’s word mark.The positive image of the Lu is the preferred use. When reproducing the identity in colour, it should always appear as PANTONE 186C – passion red. When producing the Lu in black and white, the identity must be black, never grey.

The Lu can be printed as a negative(in recerse as white), when it needs to stand out for a dark background. For guideline on selecting the appropriate version of the Lu for use on different backgrounds, see Identity Usage section.

Positive: PMS 431Positive: Black Negative: White


a

aa

aaaaa

a

b

c c

c

b

b

acb

ccc

b

IDENTIRY: Safe Zone

The Safe Zone is the minimum distance that any other elements (other than back-ground texture) can be placed around the Lu.The Lu is displayed to the best effect whrn surrounded with a Safe Zone, so no other predominant elements (like type or graphic elements) would interfere with its integrity.

The amount of Safe Zone is in direct proportion to the size of the Lu and must not be altered. See the example below. To ensure consistency, the Lu and the wordmark must always be reproduced using original artwork.

a = b + c = 2.5 cb = a – c = 1.5 c


abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890,.?!@#$%^&*




IDENTITY: Typography

Primary

Secondary

VDS Regular

Myriad Pro Regular

Myriad Pro Light

Myriad Pro Light Italic

VDS has been specially selected for Lululemon Athletica to act as the primary type-face for headings in printed communications and core identity implementation. The VDS type has been selected to complement the primary typeface to be used in all graphically-designed material.

For all correspondence and editorial or office use, Myriad Pro is recommended.Myriad Pro Light is suitable for use in small sizes. Myriad Pro Regular is recom-mended for use in small sizes as negative text against a photographic background to achieve better legibillity. The Italic fonts shoud be used sparingly, e.g., to highlight a word or phrase in the text.


IDENTITY: Colours

PANTONE 186 CC=0, M=100, Y=81, K=4R=227, G=24, B=55

PANTONE 425 CC=0, M=0, Y=0, K=77R=95, G=96, B=98

PANTONE Warm Gray 1 CC=0, M=2, Y=3, K=6R=239, G=233, B=229

Primary Secondary Secondary

THE Primary Colour, PANTON 186 C, is reserved for the Lu.The Secondary Colours are expressive, youthhful and lively, providing contrast and harmony to the key slate colooyr of the Lu. The colours have been selected for its printability and ability to maintain consistency across may media. In each case, only tow tints are required to create the colours in CMYK – a benefit for reproduction quality.


IDENTITY: Usage Variations

The Indentity may occur in any of combaination of the brand colours, Plus black and white. Logo will be placed on photography, ratated and shifted (NOT stretched or distorted) to produce seemingly enfless comosition and scenarios. They may be placed vertically, but on an angle.

Full Usage


IDENTITY: Usage Variations

element Usage

restrict Usage


APPLICATIONS: Business Card

Please Note: The design shown here is printed at 62% of actual size. Actual size of each business card is 2.75” x 2”

3p6

4p6

3p6

4p6

Staff Name:Myriad Pro Semibold, 8.5ptleading, 7.75pt

Position:Myriad Pro Regular, 7ptleading, 7.75pt

Email Address:Myriad Pro Light, 7ptleading, 8.5pt

Mailling Address:Myriad Pro Light, 7ptleading, 9pt

Tel/ Fax:Myriad Pro Light, 7ptleading, 9pt

Web URL:Myriad Pro Light, 7ptleading, 9pt

Safe Zone: top, left, right,1pt 3

Safe Zone: bottom,1pt 3

back front


APPLICATIONS: Letterhead

Please Note: The design shown here is printed at 50% of actual size. Actual size of each business card is 8.5” x 11”

400 - 1818 Cornwall Avenue Vancouver, BC Canada V6J 1C7phone: 1.604.732.6124 fax: 1.604.874.6124

Dear Linda:

We currently work with factories in Canada, the United States, China, TKorea, Peru, Israel, India, Cambodia,

Thailand and Vietnam. We take great care in selecting factories to ensure that they share our thics. Glic forces,

including the elimination of worldoe domestic factories. It is vital for lululemon to keep a manufacturing base in Vancouver for security and speed-to-market of our core designs.

We currently work with factories in Canada, the United States, China, Taiwan, South Korea, Peru, Israelobal

economic forces, including the elimination of worories. It is vital for lululemon to keep a manufacturing base

in Vancouver for security and speed-to-market of our core designs.

We currently work with factories in Canada, the United States, ChiPeru, Israel, India, Cambodia, Ts to ensure that they share our lity and ethics. Global economic forces, including the elimination of worldwide locationd speed-to-market of our core designs.

We currently work with factories in Canada, the United States, China, Taiwan, South Korea, Peru, Israel, India,

Cambodia, Thailand and Vi great care in selecting factories to ensure that they share our commitment to quality and ethics.

Sincerely!

Lululemon Athletica2010,11,08

Linda Smith148 Cental Park Ave,

Noth York ON. Canada

M3N 2V2

January 1, 2011

1” 1”

1”

3”

1”

Body copy:

IN A MICROSOFT ROGRAMMyriad Pro, Light, 10ptline spacing set to flashleft, rag right.


APPLICATIONS: Envelope

Please Note: The design shown here is printed at 62% of actual size. Actual size of each business card is 9.5” x 4.125”

1”

4.75”

2.5”

Address:

IN A MICROSOFT ROGRAMMyriad Pro, Light, 10ptline spacing set to flashleft, rag right.

emvelop back

emvelop front


APPLICATIONS: Even More

when apply......When logo is applying to cloth and other products, have to be on the left side which is also called the “ Heart Side”. And logo can ben used with out the word mark. Colour PANTON 186 C IS recomended for use.

Contact: 400 - 1818 Cornwall AvenueVancouver, BC Canada V6J 1C7phone: 1.604.732.6124fax: 1.604.874.6124

Documents

Graphic Standards Guide - · PDF fileYOGA LOVE RUN PEACE 3 ABOUT This Graphic Standards Guide covers the basic guidelines for the Lululemon Athletica’s new graphic identity