Slang - Brand Book

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street fashion market

BRAND

BOOK


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Brand Backgroud

WHAT IS STREET FASHION?

Street fashion is a term used to describefashion that is considered to have emergednot from studios, but from the grassroots.

Its impact comes from peoples personalstyle.

BRANDIDENTITYI am who I am, this is me.Dont try to change me.


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LOGO VISION

We decided not only to represent our point ofview in the name we chose for our brand (i.eslang), but also show it in the design itself.

By breaking the helvetica font (the street signfont) we were creating our own language.

CLEAR SPACE

MAXIMUM SIZE

BLACK



Brand Elements

Logo

Brand Elements

Logo

With tag line = 6.5 * 3 cm(based on T-shirt size)Without tag line = 1.7 * 0.8 cm(based on price tags)

MINMUM SIZE

size = 4.5* 2.2 cmclear space = 0.6 cm around the logotag line under the logo will go in the clear

space.

street fashion m


slang brandbrand identity

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COLOR REFERENCE

SECONDERY COLORS

Brand Elements

Color

PRIMARY COLORS

C 0Y 0M 0K 100

C 0Y 0M 0K 0

C 76Y 100M 25K 17

C 62Y 0M 18K 0

C 0Y 57M 100K 0

C 33Y 27M 32K 0

C 7Y 33M 100K 0

C 0Y 96M 26K 0

C 87Y 58M 0K 0

C 100Y 98M 38K 36

C 29Y 29M 60K 1

C 82Y 62M 67K 77

C 11Y 100M 100K 2

C 91Y 54M 66K 55

C 90Y 54M 66K 55

C 88Y 34M 57K 13

C 33Y 0M 65K 0

C 78Y 25M 93K 11

SKATEprimary color

primary color

primary color

primary colorHIP HOP

PUNK

INDIE

The slang colors are made up of white andblack as a main palette that anchors andbalance color expressions when used with

our secondary palette. the latter is derivedfrom the street color and style.

slang brandbrand identity

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* always bold

SLOGAN APPEARANCE

HEBREW FONT

ENGLISH FONT

Brand Elements

Typography

Klavika Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890

Klavika Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

1234567890

Brand Elements

Slogan

This is me

This is

me

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Graphic language

WHAT WILL YOU SEE?

Images - the images choosen for the slangbrand interacts with street pose, fish eyecompositions, high contrast and a big amountof saturation in order to make the print popout and bring the feeling of life to it. We wantto show the people of the street, their habbits,their day to day life. make you crave for thatawesomeness.

Illustration - we use the street art in all its forms(graffiti, drawings, posters, pictogram icons ect.)so we are faithful to the street and to its artists.Vectors - this part of our brand serves as theminimalistic but witty way of the street. whether itsa small icon with a slogan or just the outline of ourlogo, youll relate, smile and know you speak thelanguage of the street.

Imagery

PeopleAccessorizeShoesSkateboardsGraffiti

Street life

GRAPHIC

LANGUAGEIts not what you look at thatmatters, its what you see.

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Graphic language

Illustration

Graffiti

Street art

slang brandGraphic language

Illustration manipulation:Pin light

Luminosity

Hard light

Color halftone


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Graphic language

Graphic language

Vectors

FashionMusic

Accessories

slang brandGraphic language

Vector manipulation:color opacity

Ink splatter appearance

USED

Language

TOPICS

The street is more then just fashion. Its aculture that has a voice. Our topics includequotes from pioneers of the sub-cultures, the

ideology, the slogans and the music t hattransfers THE ESSENCE OF THE STREETto our audience.

KARMA TRAINWE DO WHAT WITS LIKE THAT

THE WAY IT IS


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Brand Elements

Grid

GRID STRUCTURE

outer shape = main grid - 7 * 7 cminside grid = secondary grid - 6.5 * 6.5 cm0.7 cm corner radius0.1 cm inside grid space1.65 cm * 1.71 cm = square size0.3 cm white outline (for print purposes)background - allways white

PUTYOURSELFON THE

GRID20 slang market


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COMMUNICATIONGood communication is as stimu-lating as black coee, and just ashard to sleep after.

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slang brandcommunication

RULES

1. Breaking the grid randomly.2. Choosing a group of 4 colores.3. Choosing an image that represents the

sub-culture; breaking the image.4. Image manipulation: hard light (Ps).5. Choosing text that contain ideology /

values that refer to the sub cultutr.6. Placing a slogan that derives from the text.7. The headlight: menifesto culture (name).8. White background.

Total poster size: 50 * 53 cm (2 cm outline from grid).Logo size: 15.5 * 7.5 cm.Headline size: menifesto - 60 pt. light, capitol letters.sub-culture name - 70 pt. bold, capitol letters.Slogen size: 52.6 pt. - one line appearance.Quote size: 51 pt. bold, capitol letters. leading - 8.16 pt.Text size: 23.8 pt. no more then 4 lines (bold+ light).leading - 3.38 pt.

Manifesto Poster

Communication

streetfashion market

PUNK IS: a belief thatthis world is what wemake of it, truth comesfrom the way things are.

PunkMANIFESTO

PRO

PUNK ISconstantagainst fsocial jud

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THE IDEA BEHIND IT RULES

Using the guerrilla sticker across the cities,will not only bring the attention of the crowdtowards the slang market, but will also allow

people to appreciate the art thats alreadythere.

illustrationgoeshere

Total sticker size: 45 * 25.5 cm (1.5 cmoutline from grid).Logo size: 10.5 * 5 cm.Headline size: sub-culture name - 73 pt.bold. 0.3 cm from the bottom of the black box.Quote size: 30.8 pt. bold. leading - 9.95 pt.no more then 4 lines. 0.3 cm from the bottomof the colored top box.Text size: tag line - 27.9 pt. bold. text - 22 pt.light. leading - 24.5 pt. 0.3 cm from the top ofthe colored bottom box.

Communication

Guerrilla sticker

street fashion marketDizengo Square.Tel-aviv. Israel.26/6/12 - 27/6/12.9:00-00:00

Quote ofthe sub-culturegoes hereName

Indie sux,hardline sux,emo sux,you SUCK!Punk

skate and destroand be very niceabout the wholeprocessSkate

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THE IDEA BEHIND IT

We wanted to make short videos composed of all sorts of moving images that wererelevent to the sub-culture. Each clip was given a song that relates its vibe.The clipsare ment to run viral and in that way attract the crowd. For every clip there was adifferent animation regarding the grid and the sub-culture primary color.

Communication

Teaser clips

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Communication

Teaser clips

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slang brandproducts

TYPES TYPES

Products

Pins

Products

Price tag

Grind Word Yummies Riot

meThis is

PIMP

FLIPEM

SKATEINDIEPUNK

Whasup?meThis is

HIP HOP

Noggles

100USD

380NIS

078EUR

020USD

077NIS

015EUR

016EUR

0U

064

USD

250NIS

051EUR


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slang brand


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slang brandproducts

TYPES

Products

T-shirts

TYPES

Products

T-shirts

slang brand


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slang brandproducts

TYPES

Products

T-shirts

TYPES

Products

T-shirts


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SKATEBOARDS

ICONSER

IES


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slang brand


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gatmosphere

SIGNS

Atmosphere

Street signs

Indiefashion marketSTREET

fashion marketSTREET

HiPHoP

Punk

fashion marketSTREET

Skatefashion marketSTREET

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Documents

Slang - Brand Book