GROOVE BRAND BIBLE

CONTENTS

Brand Story What is Branding? Why Brand this Brand? Brand Narrative.

Brand Identity Logo Design Usage of Logo Tagline Usage Clear Space Wrong Usage of Logo

Brand Assets Brand Colours Typeface Typography style Graphic elements Usage of Graphic Elements Paper usage (Packaging) Collaterals Photography selection

Brand Experience What can you gain from my brand Closing words

LET THE PARTY BEGIN

BRAND STORYWhat is Branding?Why Brand this Brand?Brand Narrative.

GROOVE STORY

So talking of DANCE and FUN, the first sign that comes to my head is LMFAO’s party rock anthem’sdance move, the melbourne shuffle.

Of course, at the end of the day, rollerblades will still be rollerblades. But by instilling energy andspirit into a brand like this, the outcome can be totally unimaginable.

GROOVE is a sub brand of its mother brand, Rollerblade.

Every brand has it’s story... The groovy story isRollerblading has become a boring sport to most teenages as it onlygives you the capabilty to move your legs in a V shape going in front.Ever wondered if its possible to instill a totally different andunexpected culture into this dying sport? The big questions is,what are signifying signifers that teens would always want toassociate themselves to? After much thought, the answer camein a flash. DANCE and FUN. As a teen, you don’t get more that 10 years to be really wild. GROOVE feels that rollerblading too can be really fun and enjoyable. It just need more enthuasim and spirit.

A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.

At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey--appealing to our wants, needs and desires--while at the same time telling us about a product or service. A brand’s story comes from the company’s own information, and if successful, it is accepted and integrated into the consumer’s story. You must understand how your brand emotionally resonates with customers and then position your message in the right place to tell the right story at just the right time.

WHAT IS BRAND?

There’s nothing more enjoyable more than helping to guide an organization through the rebrand process. Here are a few reasons why rollerblade should consider a rebrand

1. Relevance: Rollerblade needs to stay relevant to their target audience and with the ever changing trends and fashion, brands that do not keep up and choose to stay laid back, will one day, get laid.

2. Collaborations: Chances are always out there. When 2 unique brands come together and communicate to the similar target audience, the power re-packaged will then attract more or even new target. In other cases however, one of the brands may remain dominant, and simply go through a refresh.

3. Innovation: Technology surely evolves faster than any brand, and if Rollerblade is dependent upon technology and consistently innovate, then a rebrand should follow your natural path of innovation. It is an outward expression and will keep audiences coming back to see ‘what’s new’.

4. Reposition: Taking a Rollerblade to a new position is difficult and requires a company to think about the new audience they are hoping to acquire. They likely have a different DNA than the old audience, and it’s often best to re-launch a brand to target this new demographic. A refreshing idea and culture has to be installed directly into the current brand image.

WHY RE-BRAND ROLLERBLADE?

Rollerblade used to be a boring and uneventful sport. The culture of rollerblading has lack attitude and impact in today’s market.

My goal is to revive this brand, brining it to another level by injecting an attitude of an outlaw, potraying entertainment, but going the distance.

GROOVE is a brand that synegizes dance moves like the melbourne shuffle and rollerblading. By doing this, giving a all-new attitude and break-through in the dying sport, reviving it as a newLIFESTYLE BRAND.

Simply Said : JUST HAVE FUN

BRAND NARRATIVE

EVERYGROOVEHAS ITSMOVEBRAND IDENTITYLogo designUsage of Main LogoUsage of ALT logoTagline usageClear space and Min. SizeWrong usage of logo

THE BIG IDEAThis logo is constructed with the concept of a face, containing an unclear “G”. The eyes, colour and movement gives it the clear brand archetype of an outlaw.

The 4 wheels are then attached to the logo as a symbolization of the 4 wheels from a rollerblade.

To complete the logo, GROOVE was added on top, as the guy’s hair. As it is text form, there will be no discrimination or favouritism of any hairstyle. It can be any.

LOGO DESIGN

Colour Logo-

For Colour usage, Clearence space and Tagline, Please refer to following pages for proper usage.

Greyscale Logo-

The use of this logo is mostly for internal reference and communication. Example: fax, B&W printing.

Reverse white Logo-

The use of this logo is more common as it will appear mostly of posters that are dark or black.

THE USAGE OF MAIN LOGO

Cropped with Shadow-

Usage of this logo can be use on clear photo background.

Alternative Logos

Cropped with Shadow-

If usage of colour logo is desired but restricted by background circumstances, the alternate logo can be used.

Red ring-Usage of this logo is rare as it will be used mostly only on media presentations like t-shirts or videos.

THE USAGE OF ALTERNATIVE LOGO

PASSION’S BURNING, BODY’S GROOVING

TAGLINEUSAGE

Tagline needs to fall nicely into a dark area or space. Breaking of the line is possible if needed. Only all caps.

PASSION’S BURNING, BODY’S GROOVING

PASSION’S BURNING, BODY’SGROOVING

CLEAR SPACE ANDMINIMUM SIZE FOR LOGOThe logotype and symbol should always be used together to form the complete signature.The Groove head symbol must be positioned below the logotype. Clear space is the area surrounding the signature in which text or graphic elements may not intrude.The signature should reside in as much clear space as possible to ensure proper framing of the signature and to protect its integrity. The clearence space for each all logo types are the size of the letter “O” within the logo itself. Noted below are minimum clearance guidelines for all of our signatures.

The minimum size for the logo is tobe kept no smaller than 2cm x 2cm.

2cm

2cm

WRONG USAGEOF LOGOIn order to preserve consistency,our logo must not be altered or redrawn in any way. Changing any keygraphic element of the logo will not only threaten these rights,but will weaken its impact and detract from the consistent image we are trying to project and protect.The list below describes some of the more common misinterpretations of the GROOVE logo.

Do not flip logo horizontalluor vertically at all times

Do not use logo on a unsuitable or messy background that loses logo.

Do not change logo into a silhouette graphic.

Do not change any colour of the logo at all times

WRONG USAGEOF LOGO

GRO

OVE

GROOVE

G

ROOVE

G

ROOVE

Do not change typeface of logo at all times

Do not change the orientation of logo at all times.

Do not change propotion of logo at all times.

Do not take away details of logo at all times.

WHAT’S ALL THAT GROOVE’SABOUT?BRAND ASSETSBrand ColoursTypefaceTypo-styleGraphic ElementsUsage of GraphicsPaper Usage (Packaging)- Blades- ShoesCollateralsPhotography style

BRANDCOLOURS

Colour is a powerful visual tool.Colours become associated with companies when used consistently overtime,building recognition and awareness. Our colour palette creates a memorable and consistent presentation across all media.

RED PANTONE DS 86-1 C• C0 M100 Y90 K0

BLACK PANTONE BLACK C• C0 M100 Y90 K0

HOT PINKPANTONE DS 152-2 C • C15 M100 Y0 K0

DARK REDPANTONE DS 86-1 C • C0 M100 Y90 K0

MID ORANGEPANTONE DS 22-1 C • C0 M40 Y100 K0

BEIGEPANTONE DS 22-3 C • C0 M30 Y70 K0

YELLOWPANTONE DS 2-4 C • C0 M0 Y85 K5

GOLDPANTONE DS 7-2 C • C0 M15 Y100 K20

REDRed is a bright, warm color that evokes strong emotions. Red is also considered an intense, or even angry, color that creates feelings of excitement or intensity.

BLACKBlack is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Black also implies submission. Black outfits can also be overpowering, or make the wearer seem aloof or evil villains.

BRANDTYPEFACE

DISCO DIVAis such a groovy font

SF Hollywood give a very jumpy feel but is only used mostly for design of appearls and merchandise

DIN IS NOT ONLY EASY TO READ, it also potrays a very steady and strong character on its own. Just like groove, DIN can take

and size and still look nice.

Typestyles,like people,have images and personalities. I chose the DISCO DIVA and DIN families as our typefaces because of their groovy style and ability to work well with our signature. You can use these two type families separately or together.

This is an example of the layout inspiration for groove’s marketing collaterals. The usage of each individual typeface and priority is as shown.

TYPOGRAPHYSTYLE

BRANDGRAPHIC ELEMENTSEvery brand has other sub supporting elements that gives the brand more character and meaning. Groove has established a few brand graphic elements that can be used anytime for any purpose suitable.

USAGE OF BRANDGRAPHIC ELEMENTS

DO YOUGROOVE

Do you feel that we can groove better than anyone? You think it has what it take to win?

Record a video of yourself, and send it in today. You can choose any location any time of the day. Just be creative and have FUN! Video shouldn’t last more than a min. It can in be solo or group.

CATERGORIES:1) SHUFFLIN’ ANYWHERE2) SHUFFLIN’ WITH BLADES

PRIZES:1) FOR JUST NORMAL SHUFFLIN’

1) FOR BLADIN‘ SHUFFLIN’

Graphic elements can either be used as a whole in an ad campaign or it can be a frame containing the advertisment.

D O Y O UGROOVE

Do you feel that we can groove better than anyone? You think it has what it take to win?

Record a video of yourself, and send it in today. You can choose any location any time of the day.

Just be creative and have FUN! Video shouldn’t last more than a min. It can in

be solo or group.

CATERGORIES:1) SHUFFLIN’ ANYWHERE2) SHUFFLIN’ WITH BLADES

PRIZES:1) FOR JUST NORMAL SHUFFLIN’

1) FOR BLADIN‘ SHUFFLIN’

PAPERUSAGEGroove believes that if the brand is groovy, the quality and outlook of all elements should also have the same direction. A dirtish gold is used throughout all packagings for blades, shoes and appearels. The thickness used for all this should be hard and steady.

Vitaya LamBlk 612 clementi west st 1#09-320Singapore 120612

by

VITAYA LAMMARKETING DIRECTOR

*SCAPE237 ORCHARD ROAD

+65 6337-6899WWW.GROOVEBLADES.COM.SG

VITAYA@GROOVE.COM.SG

• GROOVE BLADES • G

RO

OVE B

LADES • GROOVE BLADES • GROOVE BLADES • GROOVE B

LADE

S •

GR

OO

VE B

LAD

ES •

GRO

OVE BLADES • by

No Description Units Unit Cost Total Cost

Sub Total:Discount:Delivery:

Tax:

Grand Total:

Note: All payments to be made only in the formed of a crossed cheque or cash payable to Groove Blades

THANK YOU FOR GROOVING WITH US!

GROOVE BLADES*SCAPE SHOPPING MALL237 ORCHARD ROAD+65 6337-6899WWW.GROOVEBLADES.COM.SG

by

Sub Total:Discount:Delivery:

Tax:

Grand Total:

$259.4015%

--

$220.50

Note: All payments to be made only in the formed of a crossed cheque or cash payable to Groove Blades

GROOVE BLADES

*SCAPE SHOPPING MALL

237 ORCHARD ROAD

+65 6337-6899

WWW.GROOVEBLADES.COM.SG

PAPER USAGE(PACKAGING - ROLLERBLADES)

PAPER USAGE(PACKAGING - SHOES)

PAPER USAGE - BRAND COLLATERALSEvery brand needs collaterals for all different purposes. The below shows the example of how the brand elements, brand identity and paper synegizes as one.

Vitaya LamBlk 612 clementi west st 1#09-320Singapore 120612

by

VITAYA LAMMARKETING DIRECTOR

*SCAPE237 ORCHARD ROAD

+65 6337-6899WWW.GROOVEBLADES.COM.SG

VITAYA@GROOVE.COM.SG

• GROOVE BLADES • G

RO

OVE B

LADES • GROOVE BLADES • GROOVE BLADES • GROOVE B

LADE

S •

GR

OO

VE B

LAD

ES •

GRO

OVE BLADES • by

No Description Units Unit Cost Total Cost

Sub Total:Discount:Delivery:

Tax:

Grand Total:

Note: All payments to be made only in the formed of a crossed cheque or cash payable to Groove Blades

THANK YOU FOR GROOVING WITH US!

GROOVE BLADES*SCAPE SHOPPING MALL237 ORCHARD ROAD+65 6337-6899WWW.GROOVEBLADES.COM.SG

by

Sub Total:Discount:Delivery:

Tax:

Grand Total:

$259.4015%

--

$220.50

Note: All payments to be made only in the formed of a crossed cheque or cash payable to Groove Blades

GROOVE BLADES

*SCAPE SHOPPING MALL

237 ORCHARD ROAD

+65 6337-6899

WWW.GROOVEBLADES.COM.SG

BRAND PHOTOGRAPHYPhotography is one of the very key for GROOVE’s inner spirit. The mood and lighting must always stay consistant. The feel of photography should always be dark, yet contrasting and always featuring a hero. It can be a grinding blader, or a high flying dude, or maybe just the rollerblade.

FOR THOSEWHO HAVEBEEN GROOVED.

BRAND EXPERIENCEGroove Interactive- iPhone Applications-Facebook Media-WebsiteWhat can you gain from groove?

GROOVED INTERACTIVE -IPHONE APP

GROOVED INTERACTIVE -FACEBOOK

GROOVED INTERACTIVE -WEBSITE 1

• GrooveBladesCo •

DO YOU GROOVE?blades

shoe s

apperals

mo ve s

st or es

RollerStreet 2000$110

GROOVED INTERACTIVE -WEBSITE 2

• GrooveBladesCo •

DO YOU GROOVE?blade s

shoe s

apperals

mo ve s

st or es

WHAT CAN YOU GAINFROM GROOVE?

Groove is a new establishment that has been born to help rollerblade not only boost it’s sales but also to create a new culture and direction.

Groove is not only a brand that provides sales of blades and shoes, it also offers blading classes ranging from as simple as normal rollerblading to the advance smooth moving grooving stunts.

Wanna learn dancing? wanna know all the different shuffling techniques? Not a problem at all cos Groove has it all. With groove, your life will never be the same all boring skate in the park.

What’s more, you might get chances to be broadcasted live on TV, when groove goes into its collaborations with Singapore Arts Festival, Youth Festival , Bienelle Singapore and even the annual M1 fringe festival.

The usage of the brand bible will let you not only have a deeper understanding of the brand identity and assets, it also let’s you understand our brand life and meaning. Only with that, you can be able to understand our groove.