CO-DENTITYBRAND BOOK

PROBLEM STATEMENT

How can we let young graduates present themselves in a professional, yet expressive and comfortable way?

SUBQUESTION

How to build the visual identity of CO-DENTITYand what is the philosophy behind it?

CONTENTS

TARGET GROUP

COLOR PALLETTE

LOGO

TYPOGRAPHY

BUSINESS CARD

PACKAGING

LABELS

HANGTAGS

BRAND INTRODUCTION 6 / 7

8 / 9

10 / 11

14 / 15 /16 / 17

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BRAND INTRODUCTION

MISSION Capturing common concerns of creative people we are creating clothing to chase after the career and co-operate with the company’s dress-code.

VISION We want to collaborate with career-conscious creatives to make them feel comfortable in company’s community.

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We connect creative people in creative business by clothing and care about their career as well as comfort and personal style. A dress-code is a crucial component of a professional life.

We want to create the channel between the professions and collaborate with our customers to capture their experience and share it with others.

CORE VALUES

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TARGET GROUP

Young male / female

20 - 30 years old

Busy and productive

Fashion lovers ( Timeless )

Income: 8,200 DKK (1,100 EUR)

Shops at mid-range stores

Getting ready for the work environment

COLOR PALLETTE

The color pallete that is choose, suits the image of CO-DENTITY. The ccombination of the colors are basic and minimalistic but in a professional way. CO-DENTITY wants to create a look that suits the business world but that also look young, energecic and fresh.

With this message the company wants to reach the right target group.

This color pallete will be used in advertisments, the website, logo and also in the interior of the store.

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Pantone 19-4305Pirate black

pantone 19-4010total eclipse

Pantone 17-1506WOOD (grey)

Pantone 11-0601WHITE/blanc

Pantone 17-0942Metal bronze

COLOR PALLETE

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LOGO CHARACTERISTICS

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White or black logo with different choice of backgrounds.

The logo represents the brands name co-dentity: CODE and identity. We will use the logo in advertiments, labels and commercials.

Backgrounds such as buildings, mannequins, streets, people and traffic. Gives an impression of the business life.

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when using the logo and the brands name, the space around it is crucial to give the logo its proper attention and space. There must be one third of the logos height in all directions for the proper spacing to be achieved.

CO-DENTITY1/3

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TYPOGRAPHY

A B C D E F G H I J K L M N O P QR S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

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primary typface

Helvetica is one of the most popular typefaces of all time. The font is perfect for CO-DENTITY. Helvetica suits to our minimalistic style, the font is readable and easily to change.

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LOGO TYPFACE

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

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ADAM.CG PRO is the typface we choose for our BRand name. it is inspired by the font futura. Adam.cg pro is sharp, clean and makes it suitable for headlines.

This font suits our co-dentity because it’s only available in capital letters. It is minimalistic butdifferent in a stylish way.

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PACKAGING

CO-DENTITY

Dionne Swinkels

Branding and marketing+3283570232dswinkels@cod.com

see trough

PACKAGING

CO

-den

titymatte grey

background

white shiny text

BUSINESS CARD

white paper bag

logo/shiny black

brand name

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HANGTAGS

CO

-DEN

TITY

CO-dentity

CO-dentity

CO-dentity

CO-dentity

LABELS

Clothing labels

Different styles

Woven cotton

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https://www.youtube.com/watch?v=F5u3gtNuF5Q&feature=youtu.be

THE MAKING OF CO-DENTITY