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contentsIntroduction

Old & New

Logotype

Do Nots

Brand Grid

Sizing

Color Palette

Typography

Extensions

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Teen Spirit was introduced in 1992 and quickly established a market

niche with younger teen girls. Teen Spirit represents safe protection for

young girls, something clean and strong that they can rely on. In order

to keep this appeal with young girls, Teen spirit needed to update

its logo to reach the new, modern crowd. This manual will serve to

guide you in the usage of the new Teen Spirit logo redesign. This redesign

occured in December of 2008 and was intended to draw a new type

of girl, the hip, modern girl of today rather than the girl of the 90’s.

so here’s the thing...

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sparkling

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these days are behind us.We used to look like a different kind of girl. These images remind us of what we used to look like.

these days are behind us.

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here we are today.Today we look like a new, modern girl. We have a different smile, a different face, a new spirit.

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The new logo design focuses on cleanliness and strength, shown in

the abstraction of 3 bubbles, one larger than the rest, supporting

the other two. The colors have changed to invite a stronger girl.

The colors are still feminine, yet clean and more sophisticated. The

redesign calls for strict adherance to certain standards, and this book

clearly draws them out so as to strengthen the Teen Spirit brand.

nice to meet you.

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do not. ever.The Teen Spirit logo has been carefully designed, and we want to take

all precautions to ensure the integrity of the brand. Please be careful

when using the brand in all applications and always preserve the

brand image. Never change the colors in the logo or line work, never

alter the weight of the lines. Never distort or rotate the logo. Never

outline the logo or present it in outline form. Never add drop shadows,

3-D effects, or any other dimensional distortion to the logo. Never fill

any of the circles with solid colors. Never change the typeface used in

the logo. Never use all caps of change the case size of the typeface

within the logo. Never rotate any of the text within the logo. We have

worked hard to perfect the logo so please work hard to preserve it.

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keep it simple.Even though our logo seems straighforward, simplicity is a delicate act.

In order to keep a perfect balance, certain measurements must always

be ensured. Follow this guideline to ensure an exact replication of the

Teen Spirit Logo. When placing the logo next to adjacent elements,

allow for necessary clear space, as indicated by the blue lines in the

graph. Always use electronic files when replicating the logo as hand

work can lead to error. All electronic files can be found by contacting

the Teen Spirit marketing department. Artwork is also available online.

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not too small.The Teen Spirit primary logo is not designed to go smaller than an

inch wide. When necessary to use a smaller size, please revert to

the secondary logo, which was designed for smaller applications.

When necessary, the alternative logos can be used to allow for certain

undersized applications. A stacked version of the logo can be used

to maximize readability on smaller applications, along with an icon only

version and a text only version. Whenever possible, please use the

primary logo to ensure a consistent visible brand for the public eye.

Do not use primary logo smaller than 1” wide.

If a smaller size is necessary, use this stacked logo.

A cingular logo can also be used for smaller applications.

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The Teen Spirit color palette is designed to expand to many different

applications. The colors are meant to be able to express a wide range

of expressions to be able to communicate clearly and with confidence.

The primary colors are meant to be used predominantly in logo usage,

and secondary colors added to print applications and advertising. These

colors are based on the Pantone Matching System©. If Pantone© colors

are unavailable, CMYK equivalents may be used. Please use the provided

approximations for both web and screen viewing. Using this very color

palette will lead to consistency in representing the Teen Spirit brand.

color me beautiful.

PANTONE Cool Grey 9 UCMYK 45/40/35/5RGB 145/145/145HEX# 919195

PANTONE 165 UCMYK 0/60/95/0RGB 245/130/40HEX# F58426

PANTONE 299 UCMYK 85/20/0/0RGB 0/160/220HEX# 009DDC

PANTONE 1797 UCMYK 5/100/90/0RGB 220/40/45HEX# DF282D

PANTONE 254 UCMYK 55/100/10/0RGB 140/40/130HEX# 8B2783

PANTONE 376 UCMYK 50/0/100/0RGB 135/200/65HEX# 87C540

PANTONE 136 UCMYK 0/25/80/0RGB 255/195/80HEX# FEC34F

PANTONE 213 UCMYK 0/95/20/0RGB 240/45/120HEX# EE2B7B

PANTONE 668 UCMYK 85/85/0/0RGB 70/75/160HEX# 45499E

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A B C D E F G H I J K L M N O P Q R S T U VW X Y Z a b c d e f g h i j k l m n o p q r s t uv w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

A B C D E F G H I J K L M N O P Q R S T U VW X Y Z a b c d e f g h i j k l m n o p q r s t uv w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

A B C D E F G H I J K L M N O P Q R S T U VW X Y Z a b c d e f g h i j k l m n o p q r s t uv w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrst uvwxyz1234567890!@#$%^&*()

A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

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that’s not my type.The Teen Spirit logo relies heavily on type to create a feeling. The typeface

used in the logo is Avenir. Avenir is a geometric sans-serif typeface

designed by Adrian Frutiger in 1988. This typeface should compose all

body copy and is never to be used for titles. All titles should be composed

in Memphis. Memphis is a slab serif typeface named after the capital

of ancient Egypt. It was created by Rudolf Wolf and released in 1930.

These two typefaces have been carefully selected to compliment each

other and strengthen the Teen Spirit brand. Always use these typefaces

in combination with each other and never subsitute different typefaces.

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don’t put us in a box.Teen Spirit isn’t just a deodorant. We go way beyond that. Extensions

help us ways we could go and things we could become. From teen

camps to supporting youth activities, Teen Spirit can go above and

beyond what anyone ever thought capable. Reference the following

pages of inspiration when working with the Teen Spirit Brand. We are

capable of amazing things and never limit yourself in imagination.

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Teen Spirit is interested in supporting educational and beneficial youth

activities. We see ourselves supporting and endorsing programs that

encourage teens better themselves and push themselves to succeed.

Teen Spirit wants to enrich teens through group activities, including

summer camps and day programs. The more teens learn to interact

with each other, the better prepared they are to take on the world.

t e e n s p i r i ts t a n d a r d s m a nu a l

Kristen Haff • Academy Art University • SF, CA

Identity 1 • Hunter Wimmer • Fal l of 2008

Neenah Classic Crest Cover Arctic White