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blāc's brandbook
blāc's brāndbookset up by Thibault Jan Beyer for the clothing brand blāc.
Please contat me via [email protected] if you have any question.Also visit my online portfolio: www.thibaultjanbeyer.com
Disclaimerthis blāc brand-book was made by Thibault Jan Beyer as a students project (fourth semester) under supervision of Andrea Verspohl. Course: “branding”.
Yet it is purely fictional.
13blāc's mission
statement
29The typography with an example
57Close competi-tors out there
17Corporate design,
Logo related
35blāc's brochure as inspiration
59Contests we sup-
port so far
P. P.
P. P.
P. P.
19Colors we love &
colors we like
51blāc is more than
just clothes
61Our awesome
bureau & rooms
25
Wording tips for eployees at blāc
55blāc's stores
around the world
65Customer
success stories
P. P.
P. P.
P. P.
we
āim
13
It is not who we are that matters but what we do. blāc stands for social criticism by uniformism, authority, finity and infinity, style and elegance.
We were founded 2012 by four great design students from cologne.
Our vision is the decline of clothing relevance and visual overstimulation with the aim to create free space for your creativity.
No matter how fucked up your are, with our fashion you’ll still look sharp as fuck.
We began by selling shirts and later widened our range to suits, trousers, polos and acessories.
The ultimate goal is to provide a large fashion range that covers every modern man's need from a to z.
Our aim is to enhance our customers lives and creativity by reducing the style and colors of our clothes to its essence.
As Form Follows Function.
15
corporate design
The macron above the a gives the tone. It isn’t just a nice key visual to use, the macron also sets the
metric layout by giv-ing us some essen-tial x values. As you see it determines the strenght of our lines
and also the height of our sumblines. Lastly we can set the safe area according to the macron. Which
is at least twice the square you can draw within the macron.
17
+-
30mm width is the smallest size that should be used. Smaller can’t be read. ≤ A3
while 30mm is great for smartfones 45mm width is great for small sizes like enveloppes. up to paper. ≤ A4
anything above should be set 60mm wide. No size limit when it comes to big. Add +15mm for each step in DIN A norm. However, rule derivations are allowed. ≤ A3
With the purist & modern brand-logo blāc now has an unique and exceptional emblem that reflects the brand statement on the one hand and stands out from the oversatu-rated clothes marked on the other hand.
The impressive strength of the enclosed letters are not only willing and self-confident, they also under-pin one of blāc's major statements: non-conformism achieved by uni-formism.
The stylish slogan seems self-willed by the condensed style, and thus supports the whole picture language of the brand. The metric elegance confirm the brand's great quality, seriousness and professionalism.
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+
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Optus, unt abo. Acea nostem qui od quiant est fugit omnis is eos pro dent vendi-tias re nonsequ iderovitatio bearum fugitatiunt magnat.Num autemoluptae solorest et vollect emporro maximod quam corit perrumquae vent demposandi anducia spideni assit, aut aut optaqui busdae perrum lab iusae ius si aut dit invel ipsaepelibus dolestiat harchic to dolest ipsae aut que volupti be-ruptiberro to ex esseque invenienihil imaximu scideru ptistiusam consequuntio videl ilis dolore la ducium voles conest vid erfe-rio nsecat apicipsamus que nimil in reictatiae nimin res am quid quia dit esto- rio teceaqu atumquid ut optatur as ut eum con- sendaecto eventinim- por aborem quodit as- sinia nia serit, ut voluptatem. Nemped ut alit volestia verit lam aliquae re si il experum arcietur am dit quatur sed esequis restia dolore, id quuntem eum quidempos conectur susda verro volupta quidis sit, unt dita apeleceri rem nimolupienis pa sa vendele nimodicabo. Nam explabore, aut as corum quatem repeliquam rate pra qui reribus ad quas evenimil ipiduci suntisc iendis nimuscia nitatur, nat doluptatus est, ommost re que planitis quatus et mod-itiorum estore, sit, sedist, conet rem conesed et re nissunt, qui optur rem latur? Parcien
-
-
-LOGO!
wer'e not google. bitch.
+
+
+
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31
colors we love
33
blācblācblācblācblācblācblācblācblācblācblācblācblācblācblācblācblācblācblācgreywhite
You may also use any other color. However, keep in mind, that color should only be used very visely and as little as possible. We don't love color but we like to break conventions, even our own.
35
37
wordsmay hurt but
stick and stones break bones
bitch
39
fuckerWelcome mate, how may I help you?
Beeing rude is OK for any what so ever campaign with indirect commu-nication. But never ever be rude to anyone in a direct communication or to any of our customers in any direct situation like e-mails, papers, chats, conversations, etcetera. Always keep polite and friendly in a direct com-munication as if you were speaking
to a friend of yours. Unless he asks for it. Words like “Buddy” or “How are you mate?” are great. Try to give our customers the “great friend“ feeling.
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typogrāphy
trump town proheādline avoid cāpitāls avoid punctuātion never a
ā 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
0 1 2 3 4 5 6 7 8 9 ? ! "
# $ % € @ £ ¥ § & ' * + = [ ] ^ _ – - © ® ¼ ½ ¾ ¿ Ø × ç è é ê ë ì í î ï ð ñ ò ó ô õ ö ù ú û ü ý ÿ ĉ ċ č ĕ ė ę ě œ ĝ ğ ġ ģ ĥ ĩ ĭ į ij ĵ ķ ļ ŀ ń ņ ň ʼn ŋ ŏ ő ŕ ŗ ř ś ŝ ş š ţ ť ũ ŭ ů ű ų ŵ ŷ ź ż ž ț ȧ ȯ ẁ ẃ ẅ ẽ ỳ ỹ / ‹ › ™ � � � �
LEAGUE GOTHIC REGULAR & CONDENSEDrarely used, only regular and condensed regular, never italic, high tracking
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 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 0 1 2 3 4 5 6 7 8 9 ! ? , # $ € % & ' ( ) * + , - .
43
Fira Sanstext, 33 Styles, use everything anyway you want
a ā 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 ö ä ü ú ù û 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 0 1 2 3 4 5 6 7 8 9 ! § $ € @ ≤ < > ≥ ÷ % & / ( ) = ? ` ´ + * • # - – _ : . , ; „ “ ¡ ¿ “ ” ° …
From ultra to eight you get 33 Styles with italics plus any glyph for any lan-guage and any special glyph you can imagine, this font is uber-professional.
It was designes by the great Erik Spiekermann for mozillas firefone (great for small sizes) and is thus available for free. The fact that all three fonts are available for free at full licence eases the possibility to co-work with other without having the fuzz sending the fond. Everyone anywhere on the world can just download them on their respective website and start working for blāc. The decision to only use royality free fonts underlines blāc's vision: the loss of fashion relevance in society & the loss of visual overstimulation with the objective to let the actual creativity run wild.
example from our product book:
45
you’re tālking
to me?It is not who we are that matters but what we do.
blāc stands for social criticism by uniformism, authority, finity & infinity, style and elegance. Our vision is the decline of clothing relevance and visual overstimulation with the aim to create free space for your creativity.
No matter how fucked up your are, with our fashion you’ll still look sharp as fuck.
blāc is a high-quality fash-ion brand based in germa-ny, with the aim to enhance customers lives by reducing the style and colors to its essence.
It was founded 2012 by four design students from cologne. They began by selling shirts and later widened their range to suits, trousers, polos and acessories.
The ultimate goal is to pro-vide a large fashion range that covers every modern mans need from a to z.
N.1619. shirt $ 80,– N.1620. trouser $ 130,– N.1621. belt $ 60,–N.1622. balloons $ 1,–
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product book
3–4
5–6
7–8
9–10
11–12
13–14
15–16
17–18
19–20
21–22
23–24
25–26
27
28–29
30–31
32–33
34–35
36–37
38–39
40–41
61
being blāc
We are a high-quality fashion brand from Germany whose goal is to improve the lives and creativity of our customers by reducing the color pluralism of todays world: with blāc you gain time for the essential things in your life because
you don't have to worry about any color combinations whatsoever. You'll stand out from the crowd, as the main-stream attempts to attract attention with gaudy bright colors, the actuall effect is reversed: unremarkable dark
63
being blāc
clothes suddenly become noticeable. With blāc you set a statement, dark fits any situation, no matter your social class, the event or the location, blāc is right. blāc's aim, is not to stand in the way of creativity.
we, 4 great Design students, founded blāc 2012 in Cologne: Florian Tatscheck, Sebastian Wippen-beck, Nikki Kanivé and Thibault Jan Beyer.
At the beginning we only sold awesome t-shits but over
time we extended our range to polos, shirts, suits and trousers. As final goal we tries to cover the whole Fashion range from A to Z.
blāc is social criti-cism by uniformism, authority, finity and infinity, danger, style
and elegance. The vision is the loss of clothing relevance & visual overstim-ulation with the objective of actual creativity. blāc makes all other colors look old.
No matter how fucked up you are, you'll still looking sharp as fuck .
we āre
65
one unity
globāl plāyers
we āre
Colone/Bonn/Worldhi@ thibaultjanbeyer.comT 0176 93 256 123
[email protected] 08451 088 088F 08451 088 089
[email protected] 087 63 00 33F 087 63 00 39
[email protected] 0123 00 01 02F 0123 00 01 03
67
globāl plāyers
[email protected] 1259 12 12 12F 1259 12 12 13
[email protected] 0009 85 84 88F 0009 85 84 89
OnlineYou will find a full selection of products and services on our website:
thibaultjanbeyer.com
CompetitionVisually: Karl Lagerfeld, Chanel, Yves Saint Laurent, Dior.
But not when it comes to price. blāc's price location is the same as: Dickies, Kiomi, Jack & Jones, Nike, Adidas, Rocawear, Revolution.
Unique Selling Proposition (USP)Black/Dark fashion for men.Some brands offer dark clothes, but none sets its focus on black.
Target groupGeographically:– Western world.– Living in metropolises.
Socio-demographic:– Men 25-35 & 45-65.– High level of education or aiming.– Young professionals in the design field. (architects, photographers, fashion-, graphic-, communication-, web-, etc-designers)– Want to promote their work, not themselves.
Psychologically:– Nonconformists with the drive to self-portrayal.– Clothes play a subordinate role: it should look good and fit in any occasion.– Searching for modern and clear structures & patterns.
Behavior:– Is willing to pay higher prices for clothes (if the value is right) since he doesn't buy them often.– Is rather a producer than consumer.– Only buys clothes twice a year. Wants the buying process to be as fast as possible. Solution: we offer full outfits you can buy with one click– Is socially networked in modern media. Online and offline.
Sinus target:– Re-orientation.– Middle to upper class.– Performer, Hedonists & Adaptives.– Searching new solutions, refusal of society's expectations (still a strong need to be accepted) with a global economic mindset.
Position
Price
Quality
blāc
Lagerfeld
Dickies
Kiomi
we āre
69
out of concurrence
we support
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and more to come…
creātivity
born in
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we
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promote success
After graduating from the University of Pennsylvania, Oren Bloostein found a job at Saks Fifth Avenue, working in corporate retail. Bloostein was 23, and he was com-pletely miserable. “I wanted to be some-where where I didn't have to report to 15 people”. So he quit his job and founded Oren's Daily Roast. With a $50,000 gift from his parents, $30,000 in personal savings, and a loan of $25,000, Bloost-ein opened his first location and is now a 10 Million $ Business.
Scott Harrison didn't like the fact that things like tooth-paste had better marketing campaigns than lifesaving causes. There were a few other things that he thought he could change. So at 30 Harrison founded charity: water, which brings clean drinking water to developing nations. One goal was to make sure that the branding wouldn't suck. When Harrison was 28, he had the realiza-tion that he was a “selfish scumbag” while on vacation in Uruguay. He thought he had everything he wanted: Model girlfriends, a Rolex, a BMW. But he wasn't satisfied. To date, charity: water has funded 3,962 water projects, providing access to clean, safe drinking water for over 2 million people in 19 countries. His new goal: raising 2 billions to help 100 million in the next 10 years.
Chris Zane is in the experience business. Whether it's selling bikes in his store or filling orders for cor-porate rewards pro-grams, he knows a successful business is about more than just selling stuff. Zane, got his start at age 12 fixing bikes in his parents' garage. At 16, he convinced his parents to let him take over the lease of a bike shop going out of business, bor-rowing $23,000 from his grandfather. His mother tended the store while he was at school in the morn-ings. In his first year, he racked up $56,000 in sales. This year, he expects to bring in $21 million.
When George Vlagos was in school, his father, would have him come into his shop to shine shoes every Saturday. He was hoping to show his son that working with your hands is difficult and that he should find a different profession. Well, it backfired. He realized how difficult it was to find a pair of quality shoes. He decided to design his own. Today, there is a six-week wait list for a pair.
your story?
Kenny Lao and David Weber met when they were both students. Soon after they opened the first store, they opened a second, which quickly proved to be too ambitious. “It almost bankrupted us” Weber says. After they closed that lo-cation, they decided to try a food truck and the success was immediate. The truck produced a cash flow that made an expansion possible. The business is now 70 employees large.
Jason Toews and Dustin Coupal saw a need for a site to help people find the cheapest local gas prices and found-ed GasBuddy. The company launched Android and iPhone apps and they were instantly popular. Today they count six million downloads.
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Enjoy your creativity.
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