walshk_7.4.2project
TRANSCRIPT
Introduction!Introduction! ! !
The objective of this rebranding project is twofold. The first objecttive is to increase brand awareness in American Apparel as a global clothing manufacturer by providing additional digital and other advertising collateral thereby increasing customers.!
The second objective is to provide content that illustrates the differentiating factors of the company in terms of their innovative and passionate initiatives to provide fair wages, environmental protection and charitable donations to those in need. The primary demographic is men and women between 20-35 years old and who see themselves as unique rather than part of the mainstream of fashion. American Apparel has been in business since 1997 and has become the largest manufacturer of clothing in the United States with over 6,000 employees and a vertically integrated factory which means all of the work is done on the premises and they pride themselves on being “sweat-shop free”.!
The unique value proposition of the company is that they practice the triple bottom line business model of people, planet, profits and believe strongly in equality, ecologically friendly waste disposal and expansion into new markets.!
The market for American Apparel keeps expanding and they now have 260 stores worldwide in 19 countries. They are currently positioned #76 out of the top 100 clothing retailers and their target market is 20-35 year old men and women who are geographically located in urban areas as well as college towns The chief competitors are Hanes, ranked #77 Casual Male # 75 and The Limited #78,
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MDM615 Design Strategies and Motivation!
Karen Walsh!
May 4, 2014
The Logo!(Insert background information about the design of the logo. Explain the reason for the redesign effort. Show:!• Single and full color versions of the logo!• Black and white versionThe Logo (continued)!]
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MDM615 Design Strategies and Motivation!
Karen Walsh!!
May 4, 2014
The logo
development
starts with
sketches
The reason for the redesign
effort is twofold. The introduc-
tion of color to make it stand
out from competitors and
secondly to appeal to the target
audience because it can trans-
late into a phone app and other
electronicmedia applications
as it is more of an icon or symbol
than the current logo which is a
black wordmark.
American Apparel
American Apparel
aa
Typography and Voice!
!
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MDM615 Design Strategies and Motivation!
Karen Walsh!
May 4, 2014 StyleComfort
Think for yourself.
Let’s travel the world together
singularSheerAwesomeness.
sofftee
Dress to the beat of y
ou.
Helvetica, Eurostile, Century Gothic
The tone of the campaign is conversational, utilizing terms and phrasespopular with the target audience, somewhat flippant, but with an overalltheme of being an individual rather than following the trends.
Stylea
American Apparel
a
Using Brand Colors!(Explain the use of color in the campaign and why it is appropriate in communicating!• Secondary color palette)
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MDM615 Design Strategies and Motivation!
Karen Walsh!
May 4, 2014
ColorsRGB: 165 30 36 CMYK: 23.53 100 98.04 37.65
PANTONE: 206 CP
CMYK:9.8 10.2 95.69 0 RGB:235 232 38
PANTONE: 605 CP
CMYK:24.31 28.24 58.32 0.39 RGB:196 173 123
PANTONE: 467 CP
CMYK:38.04 30.98 29.02 0RGB: 164 164 167
PANTONE: 421 CP
CMYK:80.78 67.45 0 0RGB:73 97 172
PANTONE: 2727 CP
CMYK:46.27 21.96 65.1 1.57RGB:146 167 137
PANTONE: 7493 CP
Use of Images!(Write a brief narrative to describe the look and feel of the images for the campaign. Explain how they convey the brand essence.)
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MDM615 Design Strategies and Motivation!
Karen Walsh!
May 4, 2014
Images
Motion and Sound!(Describe the qualities of the motion and sound fro the campaign)
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MDM615 Design Strategies and Motivation!
Karen Walsh!!
(May 4, 2014
(Use this area to show examples of appropriate images for the campaign.)
References!(Insert APA-style citations to your research and image sources.)
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MDM615 Design Strategies and Motivation!
Karen Walsh!
May 4, 2014
http://www.smashingmagazine.com/2010/07/21/designing-‐style-‐guidelines-‐for-‐brands-‐and-‐websites/ !http://saatchidesign.wordpress.com/2009/09/25/20-‐top-‐tips-‐for-‐designing-‐effective-‐brand-‐guidelines/ !!!http://www.lynda.com/Business-‐Color-‐tutorials/Understanding-‐style-‐guides-‐branding-‐process/110287/114461-‐4.html !!http://www.lynda.com/Business-‐Color-‐tutorials/Understanding-‐style-‐guides-‐branding-‐process/110287/114461-‐4.html !. !http://www.lynda.com/Business-‐Color-‐tutorials/Understanding-‐purpose-‐style-‐guide/110287/114465-‐4.html !!www.logopond.com !www.AmericanApparel.net !!www.65singleletterlogos.com
MDM615 Design Strategies and Motivation!
Karen Walsh!!
May 4, 2014Logo Do’s Logo Dont’sLogo Don’ts
colors wrong
distorted , too small
letter a not white
The primary logo consists of three colors: white, blueand red. Both the corporate signature and the lower-case a are in Century Gothic bold font. The smallera that is hooked onto the main letter can be changedto either white, red or blue however the main a mustbe kept white . Since the colors are not compatible withall backrounds, the secondary logo is simply the corporatesignature with the two linked lower case a’s however the format needs to be adhered to or the logo loses its identity.The textured backround and the bars of color are takenout it this case. The logo can be utilized in either a verticalor horizontal format.
Minimum size without losing legibility
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