Identity System · CDES3623 Identity & Systems · Wade ... · continue their journey. With a...

Identity System · CDES3623 Identity & Systems · Wade Johnson Omar Hernandez Joe Hatfield

Original Visual Identity System · Wade Johnson Omar Hernandez Joe Hatfield · 2

Description of Concept

Librium brings Equilibrium. Weather can be a limitation for people to go outside and follow their goals. Librium provides climate aware outwear that allows everybody to pursue their dreams no matter the limitations nature want to impose on them. Using smart clothing technology, the outfit adapts to the outside weather. Set to a certain temperature, the user can pick their ideal state that will help them continue their journey. With a fashion-forward sensibility, Librium is both functional and stylish.

Librium was developed by Joseph Hatifield, Wade Johnson, and Omar Hernandez in March of 2018. The brand was an exploration of the potential of bringing self-regulating clothing to the consumer market. The idea was to create a line of ‘smart clothing’ that provided both heating and cooling properties. In the spirit of producing consumer friendly temperature regulation apparel that operates on biometric data inspired the name. The idea of creating a harmony for the user sparked the idea of a perpetual equilibrium being established, thus the term ‘Librium’ was born.

The Librium Story


Competitive Analysis

Flexwarm GlacierTek Retail Chains

• Heated chest and back

• Device charging

• Water resistant

• Hand warmers

• Hem cinch cord

• 2 exterior pockets

• Concealable vest

• Lightweight

• Durable material

• USDA certified biobased product

• Recharges in 20 mins

• Maintains a 59°F temperature

• Outdoor equipment stores

• Ski / Snowboard gear

• REI corporation

• Columbia sportswear

• The North Face activewear

• Patagonia outdoor clothing


Positioning & Demographics

DemographicsThe targeted segmentation for the Librium message is diverse but focused. Characteristics include generation x-z, with a particular focus on the millennial segmentation. This segmentation includes users that are approaching, at or above the average national income but are not engaged in much high-end retail experiences.

GeographicsGeographic reach is international with special attention to American and North American markets, namely areas with mountainous, boreal, or deciduous climates, as these climates are temperate but can often experience drastic same-day temperature changes.

PsychographicsUsers that experience the full gamut of emotions during their adventures; wonder, confidence, anxiety, inquisitiveness, peace. Librium generates interest with users who are ostensibly active and enjoy incorporating an active/outdoor element into their personal aesthetic. The core creative concept is tailored to resonate with any athlete or active consumer that performs outdoors in any extreme weather conditions.


Core Messaging

Librium means being ready at any time, no limitations, evoking a message of confidence and stress free. With Librium, our customers will adventure more, knowing that they will be ready for any situation they will encounter. Whether their goals are inside or outdoors, Librium provides our customers with the most functional and stylish clothing.

VisionWe empower those on a journey to go further and move faster while providing confidence and comfort without the worries of environmental factors.

MissionWe bring intelligently designed, climate-controled outterwear to explorers, movers, doers and those who want to look and feel good on a great adventure or on a regular day.

Values People-centered design

Exploration

Mobility

Comfort

Style

Adaptability


Core Creative Concept

Your Journey. No limits.

Librium exists because we want to encourage people to continue their journey and reach their goals with no limits. Wherever they are, there are always weather limitations that can make it hard for people to continue their lives, so Librium provides the user with clothing that will give them the confidence that they will be able to continue no matter the situation they are facing.


Primary Logo Development

ibrium

Designing a logo for a brand like Librium involves balancing many different concepts. Librium is a multi faceted brand that strives to provide its audience with the leading cutting edge technology, while also providing style and comfort. It is important that our logo reflects what our product provides. The Librium logo has a bold yet stylish feel. The brands fashion forward outlook is communicated through the use of thick modern type, while the brands sense of utility is represented pictorially. Being that the logo will be applied in many ways, it is important that the logo can be manipulated to fit its specific placement. The logo can be used as an emblem, wordmark, badge design, or pictorial mark.


Secondary Imagery & Visual Vocabulary

Bold• eye-catching• stands out• daring • resilient

Dynamic• detailed• intense• energetic• ambitious

Colorful• bright• unique• story• contrast

Natural• outdoors• wilderness• seasons• frondescence


Brand Guidelines

Primary: Stolzl (The Northern Block)

Stolzl, developed by The Northern Block typographic foundry matches the bold, fresh essence of Librium. It has an undeniable presence and effervescence that speaks to the core Librium values. Stolzl is the preferred typeface for display typographic treatments such as titles, headers, page displays, ect.

Baskerville, with its classic proportions, echoes Librium’s constitutive quality of balance. When paired with the youthful Stolzl, a new harmony is achieved through equivalence of opposite’s. Baskerville is the preferred typeface for body copy.

When the Librium mark is used for title work, the accompanying type should not be set in the bold weight.

Avoid using all-caps title or sub title typographic treatments. The preferred typographic styling is lower case and title caps.

Baskerville URW is the peferred secondary typeface. It should be used for text blocks, with a 1:1.2 font ratio.

For print and digital text treatment, paragraphs should be left aligned with ragged right edges. Do not fully justify paragraphs. Do not set hyphenated paragraph styles.

The bold weight may be used when the logo element is not present. In this case, Librium is set a part of the clause so the bold weight is acceptable.

Librium was developed by Joseph Hatifield, Wade Johnson, and Omar Hernandez in March of 2018. The brand was an exploration of the potential of bringing self-regulating clothing to the consumer market. The idea was to create a line of ‘smart clothing’ that provided both heating and cooling properties. In the spirit of producing consumer friendly temperature regulation apparel that operates on biometric data inspired the name. The idea of creating a harmony for the user sparked the idea of a perpetual equilibrium being established, thus the term ‘Librium’ was born.

Supportative:Baskerville (URW++)

Typography

LibriumLibriumLibriumLibriumLibrium

Librium

Librium

LibriumLibrium

fall / winter 2018 lookbook

The Librium Story


Brand GuidelinesColor

spring / summer 2018 autumn / winter 2018

C:68M:94Y:43K:47

C:68M:94Y:43K:47

C:59M:63Y:8K:0

C:59M:63Y:8K:0

C:33M:63Y:8K:0

C:33M:63Y:8K:0

C:0M:80Y:51K:0

C:0M:80Y:51K:0

C:0M:69Y:51K:0

C:0M:69Y:51K:0

C:0M:54Y:70K:0

C:0M:54Y:70K:0

To better showcase the adaptability of the Librium brand, the color palette is revolved twice a year: for spring/summer and again for fall/winter. The color suite is taken directly from the purveying color application from the principal apparel, thus the revolving color story will be treated like the primary and secondary color palette for the respective quarter.


Do not combine color modifications with black logo elements

Do not deviate from approved color story.

Brand GuidelinesColor Use

2 Color Application Model

Color application is to applied using color duos. Except for the wordmark, if color is applied to the logo it will be with two of the approaved color choices.

The isolated workmark is the only logo element that can be used in the single color application. Color application will remain consisten with the approved seasonal color suite.


Brand GuidelinesPrimary Logo


Brand GuidelinesPrimary Logo Use

Brand Guidelines

1/4L

1/4L

1/4L

1L

1L

1/4L

1/4L

1/4L

Primary Logo

Do not change proportions. Do no reconfigure logo elements.Large

Small

Usage:The primary logo should be used as the brands default logo mark. Its recommended applications is best when used for promotional elements, advertisements, signage, and print. This logo is to be used in applications that need to demonstrate the brands full logo mark. Do not use outside of Librium brand guidelines.

Do not size logo below 1.75 inch wide.

Primary is best when used in black and white. Unless used with proper color story.


Brand GuidelinesBadge Logo Use

Large

Small



1L

1L

1L

1L

1L

1L

1L

1L

Usage:The badge logo is effective for when the logo needs to be contained. Its recommended applications is best when used for clothing insignia, signage, and print. Do not use outside of Librium brand guidelines.

Do not change proportions. Do no reconfigure logo elements.


Brand GuidelinesPictorial Logo Use

1/2L

1/2L1/2L

1/2L

1/2L

1/2L1/2L

1/2L

Large

Small

It is recommended to not scale smaller than 1 inch width for print.

It can be scaled down to 20 px for digital icon purposes only.

Usage:The pictorial logo can be used in many different applications. Its recommended applications is best when used for digital icon, signage, promotional elements, packaging or point of sale. Do not use outside of Librium brand guidelines.

Do not change proportions. Do no reconfigure logo elements.


Brand GuidelinesWordmark Logo Use

Do not change proportions.Large

Small

Usage:The wordmark is great to use when its placement has room to breathe. Its recommended applications is best when used for product packaging, web, and applications. This logo is to be used in context with brand photography or color story. Do not use outside of Librium brand guidelines.



1/2L1/2L

1/4L

1/4L

1/2L1/2L

1/4L

1/4L

Do no reconfigure logo elements.


Applied Branding ElementsBusiness Cards


Applied Branding ElementsSignage


Applied Branding ElementsWeb & Mobile


Applied Branding ElementsPrint


Applied Branding ElementsRetial Space Advertisement


Applied Branding ElementsPackaging & POS


Applied Branding ElementsExterior Advertisement


Applied Branding ElementsSocial Media

9 419 41 9 41 9 41

Click here for animation

http://www.designhatfield.com/librium.gif


Applied Branding ElementsApp & Wearables

Date post:	25-Aug-2020
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