reMAKE Brand Guidelines v3.3

BR A ND GUIDELINESAUGUST 2015

PG. 2

v. 01

v. 03

v. 02

v. 02

CONTENTS

[re]MAKE™ MISSION STATEMENT PG. 3

OUR LOGO PG. 4

OUR BRAND COLORS PG. 5

LOGO USE DO'S AND DON'TS PG. 6

BRAND FONTS AND TYPOGRAPHY PG. 7

PHOTOGRAPHY PG. 12

EXECUTION EXAMPLES PG. 14

BRAND GUIDELINES

PG. 3

MISSION STATEMENTBy mimicking patterns found in nature, we create and share systems for re-manufacturing

clothing in a way that supports community and planetary well-being.

v. 01

v. 03

v. 02

v. 02

PG. 4

v. 01

v. 03

v. 02

v. 02

THE [re]MAKE™ WORDMARK

In keeping with the brand ambition of being creative and

inventive, the "[re]make" wordmark was developed to offer

flexibility and versatility in execution across many mediums.

In order to maintain consistency and legibility, take care to

ensure proper negative space around the marks, and make

proper color choices that offer optimum contrast against any

background.

Please reference the following pages for examples of

proper and improper use of the icon and wordmark.

OUR LOGO

[re]MAKE WORDMARKThe wordmark should always appear in only one color: PMS 384U, black, or white, with care taken to ensure sufficient contrast against the background. There is more information on color onv following pages.

MINIMUM CLEARANCE AROUND LOGOUse wordmark height as minimumdistance from other elements in layouts.

wordmark height

v. 01

v. 03

v. 02

v. 02

v. 01

v. 03

v. 02

v. 02

PG. 5

v. 01

v. 03

v. 02

v. 02

VERSATILE AND STRONG

The [re]make™ business involves the use of found, reclaimed and

recycled materials that may live in any range of colors outside of

the brand color palette. Because of this, there isn't a specific brand

color. The logo should primarily only be used in either BLACK

or WHITE. Care must be taken that the branding and hierarchy is

consistent and legible. Examples of proper and improper use can

be found on the following pages.

When choosing materials and substrates, uncoated and matte

surfaces are preferred to coated and shiny surfaces, to help

communicate the more earthy nature of the brand aesthetic.

OUR BRAND COLORS

BLACK WHITE

CORE COLORS

PG. 6

v. 01

v. 03

v. 02

v. 02

LOGO USE DO'S AND DON'TS

DO

Take care to ensure proper contrast and legibility.

DON'T

Color the logo in anything other than BLACK or WHITE

DON'T

Place the logo over distracting backgrounds that

would compromise legibility of any part of the logo.

PG. 7

v. 01

v. 03

v. 02

v. 02

RELATIONSHIP & CONTRAST

The two brand font families — Din and Modern — were

selected to offer flexible design options and clear hierarchy.

Using the juxtaposition of serif and san-serif fonts, as well

as contrasting scale and weight, the type options provide

variability, contrast and prominence for clear messaging.

While formal applications, such as brand collateral and

presentations, will adhere to these font families, there IS

flexibility and room to get creative in unique applications

such as advertising or seasonal concepts. Examples can

be seen on the following pages.

BRAND FONTS AND TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


DIN SCHRIFT BOLD CONDENSED

DIN SCHRIFT LIGHT


DIN ALTERNATE BOLD

PG. 8

v. 01

v. 03

v. 02

v. 02


MODERN 880 ROMAN




MODERN 880 BOLD

MODERN 880 ITALIC

PG. 9

v. 01

v. 03

v. 02

v. 02

HIERARCHY

Contrast of scale and style should be used to clearly

differentiate messaging between headlines, body copy,

and everything in between. There is no one right way; using

proper technique but mixing font applications will create a

feeling of newness, creativity and variety — all attributes that

naturally align with the brand.


FONT HIERARCHY EXAMPLE 1

BU Y ING THIS JACK ET IS THE FIRST STEP

IMAGINE A WORLD WHERE RESOURCES ARE USED WISELY AND CLOTHINGIS CONTINUOUSLY REMADE. IT'S STARTING NOW AND YOU CAN BE PART OF IT.

Susy Renton standing in front of Machu Picchu with her students.It was the first time any of them had been there but Susy was breathing the hardest.Photo: Matt Renton

GET IN THE LOOP

Originally manufactured in Singapore, this jacket has been on a three-month journey in South

America where its previous owner worked as a volunteer in a special education school. Can we track

every story of every jacket? No. But this one came with a note and well wishes for its next owner.

She wrote, "It served me well. I hope the next owner finds as much joy while wearing it as I did."

PG. 10

v. 01

v. 03

v. 02

v. 02

HIERARCHY

Serif fonts generally play well off of san-serif fonts for

contrast, and can work in many layers. This also adds

personality and voice to the brand.


FONT HIERARCHY EXAMPLE 2

BU YING THIS JACKET IS THE FIRST STEP

IMAGINE A WORLD WHERE RESOURCES ARE USED WISELY AND CLOTHINGIS CONTINUOUSLY REMADE. IT'S STARTING NOW AND YOU CAN BE PART OF IT.

Susy Renton standing in front of Machu Picchu with her students. It was the first time any of them had been there but Susy was breathingthe hardest. Photo credit: Matt Renton

GET IN THE LOOP

Originally manufactured in Singapore, this jacket has been on a three-month journey in South

America where its previous owner worked as a volunteer in a special education school. Can we track

every story of every jacket? No. But this one came with a note and well wishes for its next owner.

She wrote, "It served me well. I hope the next owner finds as much joy while wearing it as I did."

PG. 11

v. 01

v. 03

v. 02

v. 02

TYPOGRAPHY EXAMPLES

From clean, simple headlines to complex body copy that

still requires certain components to pop, these are some

examples of the brand fonts in use for reference in various

applications.


CREATING THE CIRCULAR ECONOMY

RE-PURPOSED GOOSE DOWN. YES, PLEASE.

Vicatalestuis rei inatum hactur. Cupicae tam per quo corbit, nihilici sta resteators

con hiliu sum nos, us, convolus inatin ia nostemusqui potam et perena, firis optis

host quidem posul tatia L. At vidicatque fui coritum sente, tam nicut no. Habereis.

esenteridiu ca; hinam esimus, quisque cons bonsi senissit recrude moeriptere.

Vicatalestuis rei inatum hactur. Cupicae tam per quo corbit, nihilici sta resteators con

hiliu sum nos, us, convolus inatin ia nostemusqui potam et.

OZONE-CLEANED DOWNDID YOU KNOW?

Vicatalestuis rei inatum hactur. Cupicae tam per quo corbit,

nihilici sta resteators con hiliu sum nos, us, convolus.

STRONG HEADLINE

SOFT HEADLINE

ONLINE EXECUTION

SECONDARYCONTENT

A. DOWN JACKET WITH HOOD. Machine wash. Imported.

$399 Original retail price $149 Resell Price

Size M #67001

PRODUCTDESCRIPTION

BLOCK

your price $149DOWN JACKET WITH HOOD

PRODUCTCOPY

BLOCK

SHOP NOW

GET IN THE LOOP

DOWN JACKET WITH HOOD Vicatalestuis rei inatum hactur. Cupicae tam

per quo corbit, nihilici sta resteators con hiliu

sum nos, us, convolus inatin ia nostemusqui

potam et. perena, firis optis host quidem.

posul tatia L. At vidicatque fui coritum sente,

tam nicut no.

Vicatalestuis rei inatum hactur. Cupicae tam

per quo corbit, nihilici sta resteators con hiliu

sum nos, us, convolus inatin ia nostemusqui

potam et. perena, firis optis host quidem.

PG. 12

v. 01

v. 03

v. 02

v. 02

PHOTOGRAPHY

Because we are connected to and inspired by nature, aim to

juxtapose images of people against natural landscapes or

close-ups in nature. Use images of people in real situations.

Aim for natural settings and places that inspire and capture

“the moment of the sublime,” meaning, a provocative

moment that elicits an emotional response.

The creative approach to the subject matter should represent

people that are left-of-center, think/act differently, are

optimists and change-makers, lead a balanced lifestyle and

reflect diversity and inclusion (not just externally but through

thoughts and ideas as well). While there is no formula, ideally

the images will capture at least one of four attributes:

BRAND PHOTOGRAPHY

PG. 13

v. 01

v. 03

v. 02

v. 02

BRAND PHOTOGRAPHY

1. Use images of real people, not models.

2. Show people that are action oriented, not

passive. Subjects can be resting, but an interesting

and authentic back story should be communicated

through the background setting or caption.

3. Show a juxtaposition between real people and

nature.

4. Create an emotional connection by capturing the

moment of the sublime.

PG. 14

v. 01

v. 03

v. 02

v. 02

BRINGING [re]MAKE™TO LIFE

The following pages show examples of proper use of all

components including logo, color and type. Use common

sense but have fun: the [re]make™ brand should be vibrant,

eclectic, colorful and positive. When in doubt, refer to this

document for clarity in proper use of any element.

EXECUTION EXAMPLES

DISPLAY POSTERIn this example, type is used as an art element, so it is not necessary to use the brand fonts. However, the image and logo clearly identify the piece as belonging to the [re]make™ brand.

PG. 15

v. 01

v. 03

v. 02

v. 02

EXECUTION EXAMPLES

HANGTAGCreating a rubber stamp of the logo and hand-stamping onto stock luggage tags is a way of adding a handcrafted element to the brand. Digital "distress" filters and other techniques to simulate a handmade look should not be used. Instead, natural imperfections from actually stamping by hand add an authentic sense of craft and aligns with the brand.

PG. 16

v. 01

v. 03

v. 02

v. 02

EXECUTION EXAMPLES

WEBSITEContent on the web will constantly change and evolve. Fonts, color and the logo within the template should closely follow guidelines for clear brand identification, but there is still room to play with executions to keep the vibe of the brand fun and upbeat.

Asit ut verspistibus maxim fugit aciisti.

GUIDE PICKS

| Pioneers | Upcyclers | People | News |

Copyright © [re]make™ 2015 l site map

NEWED GEAR FOR YOUR NEXT ADVENTURE





WATERPROOF JACKETS

SUMMER HIKINGESSENTIALS

[re]NEWARRIVALS

BROKEN-INCARGOSClimber Special

PG. 17

v. 01

v. 03

v. 02

v. 02

EXECUTION EXAMPLES

PRINT ADVERTISING

Refurbished outdoor clothing

from the best manufac turers.

(Use the savings to buy a new rope.)

remake.com

IMAGINE THE VIEW FROM THE TOP

PG. 18

v. 01

v. 03

v. 02

v. 02

EXECUTION EXAMPLESRefurbished outdoor c loth ing

f rom the best manufac turers .


Refurbished outdoor c loth ing f rom the best manufac turers . (Use the savings to buy a new rope.)


IMAGINETHE VIEWFROM THE TOP


Refurb is hed outdoor c loth ing f rom the bes t manufac turers . (Use the s av ings to buy a new rope.)



Refurbished outdoor c loth ing










Refurbished outdoor c loth ing










ANIMATE OR TRANSITIONBETWEEN IMAGES

EXAMPLES OF DIGITAL ADVERTISING

TH A NKS YOU

Documents

reMAKE Brand Guidelines v3.3