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

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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

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Positioning & Demographics

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Core Messaging

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Core Creative Concept

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Primary Logo Development

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Secondary Imagery & Visual VocabularyBold• eye-catching

• stands out

• daring

• resilient

Dynamic• detailed

• intense

• energetic

• ambitious

Colorful• bright

• unique

• story

• contrast

Natural• outdoors

• wilderness

• seasons

• frondescence

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Secondary Imagery & Visual Vocabulary

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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++)

TypographyLibriumLibriumLibriumLibriumLibrium

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fall / winter 2018 lookbook

The Librium Story

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Brand Guidelines

Colorspring / summer 2018

fall / winter 2018C:68M:94Y:43K:47

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

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

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

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

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

fall / winter 2018

color story

Do not combine color modifications with black logo elements

Do not deviate from approved color story.

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.

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Brand Guidelines

Logo Usage

1/4L

1/4L

1/4L

1L

1L

1/4L

1/4L

1/4L

do not change proportions of logo.

do no reconfigure logo elements

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1L

1L

1L

1L

1L

1L

1L

1L

1/2L

1/2L1/2L

1/2L

1/2L

1/2L1/2L

1/2L

Brand Guidelines

Logo Variations

1/2L1/2L

1/4L

1/4L

1/2L1/2L

1/4L

1/4L