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Transcript of Vie Style Guide
Style Manual / Spring 2012
V I E | s t y l e m a n u a l
PUBLICATION INFORMATION
Publication NameVie
The Meaning Behind “Vie”v. to strive ambitiously and passionately towards your goals.
Concept
The wellness and lifestyle magazine for the smart, modern woman. We are not your average pop culture magazine centered on quick fix fitness goals and filled with skinny-girl thinspirations, we are writing to the new subculture of women who choose strong over skinny, wit over gossip, balance over obsession. Our sarcastic copy and refined design aesthetic relates to the growing audience of the young, professional woman, who is athletic as well as stylish, and who has long-term life goals as well as short term ambitions.
Our magazine is made for the woman of today, her fitness regime, her new eating habits, her career goals. We want to help inspire her with everything from articles about being more socially aware to tidbits of encouragement to get through life challenges. We encourage happiness and peace of mind. And a little bit everything in between to help her live the healthiest, balanced life. We are realistic and sassy, we are always writing to our equal, and we never suggest anything we wouldn’t try ourselves.
Trim SizeLuLu A4 8.264 x 11.694
DesignersAlyssa Bastien (Art Director)Sophia BrownleeJing JianCaitlin Workman
V I E | s t y l e m a n u a l
CONCEPT
WE ARE
Fitnessfitness trends, gear spotlights, realistic exercises, reader athlete features
Self Improvementhome improvement, finances, career development, time management, organizing
Adventuresocial activites, social awareness, new fun outdoorsy/activites to try, places to go, restaurants/bars/boutiques, places to explore, zest for life, passions
Wellnessfood, health, beauty
V I E | s t y l e m a n u a l
TO SUGGEST
DEFINED WORDS
Aspire verbTo have a great ambition or ultimate goalTo desire strongly
Inspiration nounDivine guidance or influence exerted directly on the mind and soul of humankind.Stimulation of the mind or emotions to a high level of feeling or activity.
Potential adjectiveHaving possibility, capability, or powerThe inherent ability or capacity for growth, development, or coming into being
Adventure noun/verbTo venture upon; undertake or try.To take a risk; dare.To proceed despite risks
Style nounA comfortable and elegant mode of existence
V I E | s t y l e m a n u a l
TO SUGGEST
THIS NOT THAT
Confidence not beautyStrength not skinnyLifestyles not “Lose Ten Pounds”Trends not Quick FixSocial Awareness not Drama StoriesTime Management not ShoppingPersonality not GlamourBlog/Web not Celebrity/TVIntelligence not Fluff StoriesDIY not Store BoughtPhilosopy, Logic, Science, Outdoor, Modern, MotivationalWit not gossipBalance not obsessionBrains not Bimbo
V I E | s t y l e m a n u a l
WHAT MAKES US DIFFERENT
WHAT OUR AUDIENCE WILL RESPOND TO
Voice of the Magazine “Trainer Friend”
Informative and approachable copy
Stories that are useful and interesting
Clear, defined, and dynamic structure
Applicable ads
Clean, great, and simple photography
Adventure
V I E | s t y l e m a n u a l
TARGET DEMOGRAPHIC
Gender
Female
Age
20-35
Educational Level
College Graduate
Income Level
$40,000+
V I E | s t y l e m a n u a l
AUDIENCE PERSONA
Jill
Jill is a first time homeowner, lives ten minutes from downtown with her long-time boyfriend. She shops at Forever 21 and Anthropologie, J Crew and Underarmour, Halls and Trader Joe’s. Jill appreciates a good deal but loves to splurge a little on ac-cessories. She majored in accounting at a state university, was a member of a sorority, and scored well on her CPAs. Vacations with her dog Theo and boyfriend in Colorado, loves hiking and scuba diving, runs three miles everyday and is a long-time mem-ber of Lifetime Fitness. Jill guiltily reads cosmo but also Ftness and likes to take a gander at her boyfriends’s GQ. Loves pinning wedding stuff on pinterest. She appreciates trashy reality tele-vision but loves watching The Bachelor, does cycling with her girlfriends every Saturday morning. Jill grows window plants and is an avid recycler, tries to eat organic.
V I E | s t y l e m a n u a l
AUDIENCE PERSONA
Anna
Anna has been married three years, with a dog named Oliver. She is a designer, went to state art in-state school. Wears business pants and cute tops to work, and sassy heels. Always reading a new book, Anna reads Stephanie Meyer books but refuses to admit it in public. She has a chicken salad with dressing on the side but appreciates the tasty work cupcake once in a while. She keeps trail mix at her desk and likes to flip through her latest read at lunchtime. Spends too much money on shoes, and it’s something she and her husband don’t talk about. Anna enjoys home-improvement projects, just redid her kitchen backsplash with some help from her husband. She hates that Oliver lets the squirrels eat her blueberry bushes .Anna is a member of her work gym, goes to different fitness classes or runs on the track after work. She loves meeting her girlfriends for happy hour at Power and Light. She is hoping to have a baby in the near future.
V I E | s t y l e m a n u a l
FINAL TABLE OF CONTENTS
DEPARTMENTS
Fitness
Healthy Body: Strong and FitStability and flexibility is as important to reaching your fitness goals as healthy eating and being active.
The Traveling RunnerMaking the commitment to maintain your workout schedule even when you’re on the road.
Wellness
Staying LocalThe growing locavore culture is taking over the country. Learn about shortening the distance from farm to table and ways to support your local farmers.
Healthy Summer SaladsSimple and easy to prepare recipes that will liven up your weekly office lunch.
Adventure
VIE Spotlight: Christy MahonColorado native Christy Magon became the first woman and the seventh person ever to ski all 54 of Colorado’s 14,000-foot mountains.
Essentials
Simplify Your Work LifeDeclutter and organize your desktop, laptop, and cell phone.
V I E | s t y l e m a n u a l
FINAL TABLE OF CONTENTS
FEATURES
Fitness
Cycle ScienceCycling has grown in popularity. This low-impact sport has a wide following on the trails and in the gym. This is a thorough introduction into cycle science.
How to be Confident at the GymThough it’s easy to be intimidated at the gym, it’s important to recognize ways to overcome these fears and make that commit-ment to working out and to your fitness goals.
Wellness
Homeward BoundThe idea of a “staycation” is an adventure that can offer a much-needed break from the stresses of everyday life without the financial and time commitment of going away from home.
Adventure
Backwoods WomanJennifer Mull, CEO of Backwoods Inc. is an avid adventurer and has developed her business into nine adventure retail stores across the nation.
Essentials
The New, Modern WomanDriven, ambitious, and non-traditional, the new, mod-ern woman is breaking boundaries at the office and redefining what it means to be a wife, mother, and professional. Read interviews from five women who embody this new attitude and lifestyle.
V I E | s t y l e m a n u a l
VISUAL RESOURCES
PatagoniaTitle 9North FaceCrate and BarrelCB2West ElmAthletaNikeUnderarmourTrader JoesWhole Foods
AnthropologieJ. CrewGapFrancesca’sCarve DesignsTom’s ShoesExpressTargetWorld MarketTJ Maxx
V I E | s t y l e m a n u a l
WHO WE ARE
Cosmo Self Shape Women’s Health Title NineAthletaExperience lifeNorth Face PatagoniaUnderarmourAdidas
Mountain HardwareMarmot Nike
Women’s Bodybuilding
V I E | s t y l e m a n u a l
PUBLICATION INFORMATION
Color Palette
c: 0 m: 0 y: 0 k: 100
c: 100 m: 98 y: 7 k: 2
c: 20 m: 0 y: 9 k: 0 c: 0 m: 93 y: 91 k: 0
c: 0 m: 0 y: 0 k: 100
c: 5 m: 2.2 y: 3.4 k: 0
V I E | s t y l e m a n u a l
LOGO
Logo
Invented Typeface
Icon
Black c: 0 m: 0 y: 0 k: 0
Italic serif type suggests movement and sophistication. The boldness of the mark contrasted with the delicacy of the points suggest a modern femininity.
V I E | s t y l e m a n u a l
ILLUSTRATION PALETTE
3
V I E | s t y l e m a n u a l
MOOD BOARDS
V I E | s t y l e m a n u a l
MOOD BOARDS
V I E | s t y l e m a n u a l
GRID
page dimensions8.264 x 11.694
baseline: 3p0
hangline
outside gutter: 6p0
inside gutter: 6p0
gutter: 1p0
column: 4p2.376
column: 6p2.885
top gutter: 3p0
V I E | s t y l e m a n u a l
DEPARTMENT TYPE PALETTE
GeneralFlag
DepartmentFlag
DepartmentTitle
Intro Text
Author Byline
Body Text
Side Bar
Numbers
Lowercase green
Walbaum Italic 6pt
All caps black
Walbaum 7pt
10 tracking
All caps
Walbaum Italic 22pt
.15 pt stroke
Berthold Akzidenz Grotesk
8pt / 12pt leading
Berthold Akzidenz Grotesk
Bold 8pt /
10pt leading
Berthold Baskerville Book
Regular
10pt / 14pt leading
HEADING: All caps Berthold
Akzidenz Grotesk bold 7pt
BODY: Berthold Akzidenz
Grotesk bold 6pt
Bold Georgia 30pt
All caps Berthold Akzidenz
Grotesk | lowercase green
Walbaum Italic 6pt
V I E . C O M | a u g u s t 2 0 1 2 w e l l n e s s S TAY I N G L O C A L
DEPARTMENT TITLEIntroduction Text. Big buildings and heavy traffic don’t preclude tasting
regional produce, supporting small farms, and eating like a local. More
and more people these days— not just chefs —are developing an appre-
ciation for farmers’ markets. In fact, some of these local spots are even
becoming tourist attractions.
Talk to folks who eat locally grown foods and eventually you’ll hear the Tale of Two Tomatoes. It goes something like this: One tomato grows up in a distant field with thousands of siblings in dirt that’s soaked in chemical fertilizers. He’s bred for uniformity and durability. (He’s bound for a supermarket a thousand miles away.) He’s spritzed with bug sprays and herbicides, and he’s picked when still unripe and boxed up for the truck. Poor guy doesn’t taste that great.
Joseph Hart
LOCALHARVEST www.localharvest.org
Features an extensive search-by-ZIP database of farms, CSAs, farmers’ markets, restaurants and co-ops, as well as an extensive online store.
CHEFS COLLABORATIVE www.chefscollaborative.org
A nonprofit organization created to help res-taurants run healthy, sustainable operations. A great source for finding restaurants commited to local foods.
GREEN PEOPLE www.greenpeople.org
This useful compendium offers searchable list-ings of CSAs and co-ops, as well as a host of other “eco-friendly and holistic health products.”
REAL PEOPLE EAT LOCAL www.realpeopleeatlocal.com
Features an extensive guide to eating locally, including tips and etiquette. A great primer for beginners.
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V I E | s t y l e m a n u a l
EXAMPLE DEPARTMENT
V I E | s t y l e m a n u a l
FEATURE TYPE PALETTE
GeneralFlag
Feature Flag
FeatureTitle
Intro Text
Author Byline
Body Text
Callout Quote
PageNumbers
Lowercase black
Walbaum Italic 6pt
All caps black
Walbaum 7pt
10 tracking
All caps
Walbaum Italic 30pt
.15 pt stroke
Walbaum Italic
8pt / 12pt leading
Walbaum Italic
11pt
Berthold Baskerville Book
Regular
10pt / 14pt leading
All caps Walbaum Italic
15pt / 26pt leading
first spread has Georgia bold
150pt page numbers
All caps Berthold Akzidenz
Grotesk | lowercase green
Walbaum Italic 6pt
V I E . C O M | a u g u s t 2 0 1 2 f e a t u r e B A C K W O O D S W O M A N
35
For Jennifer Mull, CEO of Backwoods Inc., a
day at the office could include anything from
signing off on a new line of backpacks to climbing
the highest mountain range in the Alps. And yes, there
are the ubiquitous phone calls and e-mail in between.
BACKWOODS WOMANBY MEDA KESSLER
“...IT’S MORE ABOUT MAKING
SURE OUR CLIENTS GET
THE MOST OUT OF A TRIP
WITHOUT WORRYING ABOUT
A LOT OF DETAILS.”
V I E | s t y l e m a n u a l
EXAMPLE FEATURE OPENING
V I E | s t y l e m a n u a l
EXAMPLE FEATURE
V I E | s t y l e m a n u a l
COVER 50%
V I E | s t y l e m a n u a l
THUMBNAILS
Jing
Jing
Sophia
Caitlin
Alyssa
Alyssa
Jing
Alyssa
Sophia
Jing
Alyssa
Caitlin
Caitlin
Alyssa
Caitlin
Caitlin
Alyssa
Caitlin
Jing
Sophia
Jing
JingJing
Jing
Sophia
Jing
Sophia
Sophia
All
Sophia (Left) / Jing (Right)
Sophia
Caitlin (Left) / Alyssa (Right)
Jing
Caitlin
Jing
Sophia
Alyssa
Jing
Alyssa
Alyssa
Caitlin
Jing
Jing
Sophia
V I E | s t y l e m a n u a l
DIVISION OF LABOR
Sophia
Motivational SpreadContributors PageDepartment: Vie Spotlight: Christy MahonFeature: Backwoods WomanGroup Feature:The New Modern Woman;Kasha KochDepartment: 10 Tips for the Travelling RunnerDepartment: Best of the Best BackpacksAd: Madewell
Design Brief 1Final Style Manual Put spreads together for print
Alyssa Bastien
Department: Staying LocalFeature: Homeward BoundGroup Feature:The New Modern Woman;Jill BastienDepartment: Healthy Summer SaladsAd: J CrewAd: TargetSubscriptions
Design Brief 1+2Final Style Manual Put spreads together for print
V I E | s t y l e m a n u a l
DIVISION OF LABOR
Jing Jian
CoverBack CoverOpening PageTitle PageFeature: How to be Confident at the Gym Group Feature:The New Modern Woman;Ampersand Design Studio, Anna KohlMotivational SpreadAd: AnthropologieAd: KitchenAidDepartment: SuperfoodsDepartment: Healthy Body: Strong and Fit
Design Brief 1+2Final Style Manual Put spreads together for print
Caitlin Workman
LogoMotivational SpreadFeature: Let’s Spin: The Science of CycleGroup Feature: The New Modern Woman;Lauren WorkmanDepartment: Simplify Your Work LifeNext IssueAd: CamelbakAd: Pearl Izumi Shoes
Design Brief 1Final Style Manual