FashionIdentity and Branding

What is Branding? The perceived ethical and emotional corporate image as a whole that is shaped by the perception of the audience.

Who is your Target Market? Your ‘Target Market’ or ‘Demographic’ is the group of people you are designing for, and therefore the group most likely to respond in need or appeal to your product. To establish a target market you must define age, gender, ethnicity, religion, socio-economic background, location, physical or emotional needs and cultural norms or values.

Developing an Identity

Fashion designers form the foundation of a brand through the development of their label’s identity. Identity: Logo, Symbol, Tagline, Color Pallet, Mission Statement

Designing Your IdentityLogos visually form a brand by allowing the viewer to identifying one label from another.

Designing Your IdentityLogos are made of a logotype (letters only), a symbol (image) or both.

TypographyLogos are first designed for readability at all scales, from billboards to business cards. Serif Sans Serif Signature

Fashion TypographyIn fashion, the most commonly used typefaces are Bodoni or Didot from the ‘Modern’ Classification of type.

SymbolsA well-designed symbol will signify the name or mission of a company without having to use written language. Successful logotypes and symbols function independently of one another.

Logo DesignWhen designing a logo, always use Illustrator and begin with black and white. Try several variations of type arrangement on a similar theme. There should also be a balance between the scale of the Logotype and Symbol.

Style GuideA style guide ensures that your identity remains consistent. Style guides include design variations in a logo, typeface list and color pallet with the #Hexadecimal, RGB or CMYK breakdown.

Promotional BrandingA label’s logo and color pallet are included in every form of promotional material to assure that the company’s identity is consistent and identifiable. Promotional Branding includes: hardware, hang tags, look books, business cards, packaging, billboards, magazine ads, commercials, websites, promotional videos, apps, social media, pencils, stickers, swag, etc.

Writing a Mission Statement

What is a Mission Statement? A mission statement is a short statement of purpose, which clarifies the overall goal of a clothing line. Mission statements are commonly found under the ‘Who We Are’ or ‘About Us’ link on a website. Before you begin a mission statement you must research and identify the 3 building blocks that form your label:

•  Target Market: Demographically speaking, who are you designing for and/or supporting through the creation of your label?

•  Contributions: What issues will your label address or solve within the industry, why do the issues exist and how will your label support your target market and beyond?

•  Distinction: Are there existing labels that address the same issue or issues? If, so what makes your label unique?

Writing a Mission Statement Each team will draft a mission statement for their label. Mission statements are no more than ½ a page in length and usually consist of 3 concise paragraphs. Make sure to repeat the name of your label when appropriate, Ex. “At ‘label name’, our goal is to…” Mission statements address 3 main questions:   Paragraph 1 1) Who are you? What inspired your cause? What issue and/or demographic does your label address?   Paragraph 2 2) Why is this a relevant issue and what is the impact on society? (support your statement with a current fact or statistic)   Paragraph 3 3) Through the mission of your label, what awareness do you hope to bring? What problems are you trying to solve? Who are you asking for help/support? How could your consumer be involved in the process? How will this promote positive change for the industry and/or your target audience?

Example Mission Statement

Threads 4 Thought was born in 2006 when two college graduates had the crazy idea that the fashion industry needed to be more sustainable. In the spring of 2007, we launched a small collection of tees made from eco- friendly fabrics with graphic designs inspired by causes that moved us.

  Today, sustainable fashion is needed more than ever. With the growth of the fast fashion movement, the textile industry has become the 3rd most polluting industry on the planet. That is why after the launch of our first collection, Threads 4 Thought began to expand beyond graphic t-shirts, into a collection of sustainable wardrobe staples. Today, Threads 4 Thought is a full lifestyle brand that is produced responsibly & supports sustainable initiatives like the International Rescue Committee’s, New Roots program.   At Threads 4 Thought, our goal is to bring change to an industry that desperately needs it. Every time you buy a product, you make a choice and cast a vote. By purchasing a Threads 4 Thought product, you are voting for products that help to improve our planet & move the fashion industry towards a healthier future for us all. Join our movement and wear your Threads well.

Mission Statement Tone A well-written mission statement will include an ACTIVE/INCLUSIVE tone for the reader. An ACTIVE/INCLUSIVE tone communicates that your label is current, making an impact now and the consumer’s support and contribution equally makes a difference. In the Threads 4 Thought mission statement, is the tone ACTIVE or PASSIVE? Are things being accomplished now, or is their hope that they will some day happen? What pairings of words allowed you to come to your conclusion?   Is the writing INCLUSIVE or EXCLUSIVE? By reading this, do you feel like you are a part of the Threads 4 Thought team or an outside viewer? What words allowed you to come to your conclusion?

Mission Statement Vocabulary The following list of vocabulary words commonly appear in mission statements. Each question is followed by either a First Person Plural Subjective (we) or Possessive (our) response, which gives your reader an ACTIVE/INCLUSIVE sense of connection to the mission of your label.   Mission- an important goal or purpose that is accompanied by strong conviction. What is the overall mission of your label? Answer: “At _____, our mission is to…”   Philosophy - the study of cause, principles of reality, knowledge, or values, based on logical reasoning. (This applies to the reasoning behind your mission supported by facts and statistics uncovered in your research.) What is the philosophy of your label? “It is our philosophy that…”   Value - to regard highly. What specific morals or ethics are valued by your label? “As a group of designers serving the ____ community, we value the…”

Mission Statement Vocabulary Awareness – having knowledge of or insight on something. What awareness do you want your label to bring to the public?     Goal - something that you are trying to do or achieve. What are the main goals of your label? What change do you want to occur? “Our goal is to…”     Intention - an aim or objective that guides action. How do you intend to achieve those goals? “Through the education and implementation of (give 2-3 examples), we intend to…”     Outlook – a point of view or expectation for the future. What is the outlook of your label if your goals are achieved? “ At ___, our future outlook is to create a positive impact on…”

FashionIdentity and Branding