teen spirit redesign
Post on 09-Mar-2016
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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!@#$%^&*()
avenir 35 light
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avenir 55 roman
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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
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