Download - 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
street fashion market
street fashion market
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
street fashion market
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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slang brandcommunication
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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slang brandcommunication
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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slang brandcommunication
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 brandproducts
TYPES
Products
T-shirts
TYPES
Products
T-shirts
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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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gatmosphere
SIGNS
Atmosphere
Street signs
Indiefashion marketSTREET
fashion marketSTREET
HiPHoP
Punk
fashion marketSTREET
Skatefashion marketSTREET
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SIDEWALKSTICKER