Grphic Stndrds Guide
YOGA LOVE RUN PEACE 2
ABOUT This Grphic Stndrds Guide covers the bsic guidelines for the Lululemon Athletic s new grphic identity. The Guide provides summry of the primry fetures nd pplictions of the grohic identity. For further guidelines on how to pply the identity in specific communictions mterils, plese contct Lululemon Athletic. Contct: 400-1818 Cornwll Avenue Vncouver, BC Cnd V6J 1C7 phone: 1.604.732.6124 fx: 1.604.874.6124 YOGA LOVE RUN PEACE 3
CONTENT INTRODUCTION IDENTITY APPLICATION P. 5 P. 6 11 P. 12 15 YOGA LOVE RUN PEACE 4
INTRODUCTION lululemon thletic: compny history After 20 yers in the surf, skte nd snowbord business, founder Chip Wilson took the first commercil yog clss offered in Vncouver nd found the result exhilrting. The post-yog feeling ws so close to surfing nd snowbording tht it seemed obvious tht yog ws n ideology whose time hd come (gin). Cotton clothing ws being used for swety, stretchy power yog nd seemed completely inpproprite to Chip, whose pssion ly in technicl thletic fbrics. From this, design studio ws born tht becme yog studio t night to py the rent. Clothing ws offered for sle nd n underground yog clothing movement ws born. The success of the clothing ws dependent on the feedbck from yog instructors who were sked to wer the products nd provide their insights. nming the compny The lululemon nme ws chosen in survey of 100 people from list of 20 brnd nmes nd 20 logos. The logo is ctully stylized A tht ws mde for the first letter in the nme thleticlly hip, nme which filed to mke the grde. YOGA LOVE RUN PEACE 5
IDENTIRY: The Lu The Lululemon Athletic s identity contins the pssionte red lu, wich lso symbolize the blow, nd lululemon thletic s word mrk. The positive imge of the Lu is the preferred use. When reproducing the identity in colour, it should lwys pper s PANTONE 186C pssion red. When producing the Lu in blck nd white, the identity must be blck, never grey. The Lu cn be printed s negtive(in recerse s white), when it needs to stnd out for drk bckground. For guideline on selecting the pproprite version of the Lu for use on different bckgrounds, see Identity Usge section. Positive: Blck Positive: PMS 431 Negtive: White YOGA LOVE RUN PEACE 6
IDENTIRY: Sfe Zone The Sfe Zone is the minimum distnce tht ny other elements (other thn bckground texture) cn be plced round the Lu.The Lu is displyed to the best effect whrn surrounded with Sfe Zone, so no other predominnt elements (like type or grphic elements) would interfere with its integrity. The mount of Sfe Zone is in direct proportion to the size of the Lu nd must not be ltered. See the exmple below. To ensure consistency, the Lu nd the wordmrk must lwys be reproduced using originl rtwork. b c c c c b = b + c = 2.5 c b = c = 1.5 c c b b b c c YOGA LOVE RUN PEACE 7
IDENTITY: Typogrphy VDS hs been specilly selected for Lululemon Athletic to ct s the primry typefce for hedings in printed communictions nd core identity implementtion. The VDS type hs been selected to complement the primry typefce to be used in ll grphiclly-designed mteril. For ll correspondence nd editoril or office use, Myrid Pro is recommended. Myrid Pro Light is suitble for use in smll sizes. Myrid Pro Regulr is recommended for use in smll sizes s negtive text ginst photogrphic bckground to chieve better legibillity. The Itlic fonts shoud be used springly, e.g., to highlight word or phrse in the text. Primry bcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#$%^&* VDS Regulr Secondry bcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#$%^&* Myrid Pro Regulr bcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#$%^&* Myrid Pro Light bcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.?!@#$%^&* Myrid Pro Light Itlic YOGA LOVE RUN PEACE 8
IDENTITY: Colours THE Primry Colour, PANTON 186 C, is reserved for the Lu. The Secondry Colours re expressive, youthhful nd lively, providing contrst nd hrmony to the key slte colooyr of the Lu. The colours hve been selected for its printbility nd bility to mintin consistency cross my medi. In ech cse, only tow tints re required to crete the colours in CMYK benefit for reproduction qulity. Primry Secondry Secondry PANTONE 186 C C=0, M=100, Y=81, K=4 R=227, G=24, B=55 PANTONE 425 C C=0, M=0, Y=0, K=77 R=95, G=96, B=98 PANTONE Wrm Gry 1 C C=0, M=2, Y=3, K=6 R=239, G=233, B=229 YOGA LOVE RUN PEACE 9
IDENTITY: Usge Vritions The Indentity my occur in ny of combintion of the brnd colours, Plus blck nd white. Logo will be plced on photogrphy, rtted nd shifted (NOT stretched or distorted) to produce seemingly enfless comosition nd scenrios. They my be plced verticlly, but on n ngle. Full Usge YOGA LOVE RUN PEACE 10
IDENTITY: Usge Vritions element Usge restrict Usge YOGA LOVE RUN PEACE 11
APPLICATIONS: Business Crd Plese Note: The design shown here is printed t 62% of ctul size. Actul size of ech business crd is 2.75 x 2 bck front 4p6 3p6 Sfe Zone: top, left, right,1pt 3 Sfe Zone: bottom,1pt 3 3p6 Stff Nme: Myrid Pro Semibold, 8.5pt leding, 7.75pt 4p6 Position: Myrid Pro Regulr, 7pt leding, 7.75pt Emil Address: Myrid Pro Light, 7pt leding, 8.5pt Milling Address: Myrid Pro Light, 7pt leding, 9pt Tel/ Fx: Myrid Pro Light, 7pt leding, 9pt Web URL: Myrid Pro Light, 7pt leding, 9pt YOGA LOVE RUN PEACE 12
APPLICATIONS: Letterhed Plese Note: The design shown here is printed t 50% of ctul size. Actul size of ech business crd is 8.5 x 11 1 1 1 3 400-1818 Cornwll Avenue Vncouver, BC Cnd V6J 1C7 phone: 1.604.732.6124 fx: 1.604.874.6124 Jnury 1, 2011 Body copy: IN A MICROSOFT ROGRAM Myrid Pro, Light, 10pt line spcing set to flsh left, rg right. Lind Smith 148 Centl Prk Ave, Noth York ON. Cnd M3N 2V2 Der Lind: We currently work with fctories in Cnd, the United Sttes, Chin, TKore, Peru, Isrel, Indi, Cmbodi, Thilnd nd Vietnm. We tke gret cre in selecting fctories to ensure tht they shre our thics. Glic forces, including the elimintion of worldoe domestic fctories. It is vitl for lululemon to keep mnufcturing bse in Vncouver for security nd speed-to-mrket of our core designs. We currently work with fctories in Cnd, the United Sttes, Chin, Tiwn, South Kore, Peru, Isrelobl economic forces, including the elimintion of worories. It is vitl for lululemon to keep mnufcturing bse in Vncouver for security nd speed-to-mrket of our core designs. We currently work with fctories in Cnd, the United Sttes, ChiPeru, Isrel, Indi, Cmbodi, Ts to ensure tht they shre our lity nd ethics. Globl economic forces, including the elimintion of worldwide loctiond speed-to-mrket of our core designs. We currently work with fctories in Cnd, the United Sttes, Chin, Tiwn, South Kore, Peru, Isrel, Indi, Cmbodi, Thilnd nd Vi gret cre in selecting fctories to ensure tht they shre our commitment to qulity nd ethics. Sincerely! Lululemon Athletic 2010,11,08 1 YOGA LOVE RUN PEACE 13
APPLICATIONS: Envelope Plese Note: The design shown here is printed t 62% of ctul size. Actul size of ech business crd is 9.5 x 4.125 4.75 1 emvelop bck 2.5 Address: IN A MICROSOFT ROGRAM Myrid Pro, Light, 10pt line spcing set to flsh left, rg right. emvelop front YOGA LOVE RUN PEACE 14
APPLICATIONS: Even More when pply... When logo is pplying to cloth nd other products, hve to be on the left side which is lso clled the Hert Side. And logo cn ben used with out the word mrk. Colour PANTON 186 C IS recomended for use. YOGA LOVE RUN PEACE 15
Contct: 400-1818 Cornwll Avenue Vncouver, BC Cnd V6J 1C7 phone: 1.604.732.6124 fx: 1.604.874.6124