Wild Winter. Brand Standards Guide By Shelby Cunningham

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1 Wild Winter Brand Standards Guide By Shelby Cunningham

2 2 Table of Contents Contents 1. Introduction Pages 3-4 Page Color System 2. Brand Positioning Pages 5-6 Page Typography 3. Brand Voice Page 7 Page Print Example 4. Logo Pages 8-12 Page Conclusion

3 3 Introduction...inspired by the beautiful hills and bubbling creeks of Wild Wicklow, Beginnings Wild Winter was started by Shelby Cunningham in 2012 after her first visit to Ireland in the dead of winter. It was there that she saw the beautiful hills and bubbling creeks of Wild Wicklow, where the oldest mill in Ireland resides. After discovering the lush, beautiful wool produced in this region, she was inspired to start a company that utilized this amazing fabric. The company started with Shelby, a designer, a seamstress, and a website. Ten years later, the company has grown into a full blown corporation with hundreds of employees and products sold in stores all over the nation. Based out of northeast Ohio, Wild Winter has partnerships with the biggest department stores and the smallest local boutiques. Ireland.

4 4 Introduction Goals Mission Statement Wild Winter s mission is to provide women with the latest, best, and highest quailty products, thereby making your life a little brighter, happier, and warmer - and your wardrobe a lot more wild. Let s make this season wild. Not only does our logo represent us as a company, but our tag line does as well. With Let s make this season wild, we are saying that we don t make your run of the mill accessories. We exist to bring something new into your wardrobe, thereby bringing something new into your life, to your personality. We want our accessories to help bring out the best and most exciting side of you.

5 5 Brand Positioning Brand Positioning Wild Winter specializes in your favorite winter clothing accessories - scarves, hats, gloves, and coats. But don t worry, we haven t forgotten about the other three months of the year. Since our inception, Wild Winter has expanded to include light, hot-weather-friendly spring and summer scarves, headbands, and sunglasses. With our products, we pair classic fashions with new and inventive eco-friendly materials. Our designs use the timeless Irish wool of Wicklow, Ireland, along with the softest pesticide-free organic cotton and recycled plastics. Not only do we pride ourselves on our products, but the service we provide you. When you buy from us, we enter into a partnership - one that we want to be mutually beneficial. We make a commitment to you, our patrons, that ensures your overall satisfaction by any means possible. We make a commitment to you, that ensures your overall satisfaction by any means possible.

6 6 Brand Positioning All Year Round Your wish is our command. Although our business is rooted in winter accessories, we have expanded to products for every season. Our customer loyalty continued to grow over the years, and we listened to your requests for a wider selection of products. Whether it be on your gloves in December, on your umbrella in April, on your sunglasses in July, or on your scarf in September we love seeing our customers wearing the Wild Winter logo proudly all year long. Sustainability A huge part of the concept that is Wild Winter is nature, embracing the seasons and what makes them beautiful. We make sunglasses for you to better enjoy summer s warm sunshine, and hats and gloves for you to brave winter s cool winds. But if businesses like ours don t start taking responsibility for these natural occurrences, we face the possibility of losing them. We at Wild Winter pride ourselves on doing our part to help the environment. We make our line with eco-friendly materials. We use organic cotton, bamboo, soybean fiber, and recycled materials. We use environmentally friendly practices in our factories and warehouses. We see it as our duty in order to remain sustainable in this changing world. Service Customer service is one of our top priorities. Our job is to make you happier, to make your life a little better. If you re not satisfied, then we aren t doing our job. At all times we have our team fully staffed and ready to answer all of your questions and help you with any concerns.

7 7 Brand Voice Brand Voice Confidence We at Wild Winter know how great you can be. We want to give you the tools you desire to help pull off that perfect look, put together your best ensemble. And when you do we want it to give you the confidence to take on the world! You are a strong modern women who can do anything and look good doing it. That little confidence boost you need could be hiding behind a pair of Wild Winter sunglasses. Beauty We at Wild Winter want you to feel beautiful. Our designs were made with you in mind, what your thoughts and concerns are about your seasonal accessory options. We want you to be the best version of yourself, and nothing brings that out like the feeling of knowing how good you look on the outside as well. We as a company were started after being inspired by the beauty of nature, and we want our products to help all your natural beauty shine. Compassion While our goal is all about making you look and feel great, our products also say something else about you. They tell the world you care about making choices that are good for the environment. We do as much as we can to make sure our products and practices are safe, for you and our planet. It s about being conscience of the choices you make, and having compassion for our changing world.

8 8 Logo Logo

9 9 Logo Proper Usage The logo would appear on all products as you see here. It is the two W s in cool gray and winter blue. The logo itself does not include a specific background color, if the logo stands alone it is with a white backing (see page 8).

10 10 Logo Logo with Full Name Logo with Tagline ILD ILD Let s make this season wild.

11 11 Logo Improper Logo Usage Let s make this season wild. Let s make this season wild. Logo will never appear with double W s and the tagline. It is always just the double W s alone, or the double W s with the full Wild Winter name and tagline. Logo with full name can stand alone without tagline. ILD When the tagline appears with the full name logo, the tagline will never be above the logo. The tagline can only go below. ILD Let s make this season wild When the tagline appears with the full name logo, it must include a period at the end of the sentence. Tagline must also always be italics when it appears with the full name logo.

12 12 Logo Improper Logo Usage ILD ild Let s make this season wild. Cannot use different colors. W W Cannot be a different font. inter The full name logo must be all capitals. Cannot be a flipped. Must be level, cannot be tilted or rotated. Cool Gray must be the top W and Winter Blue the bottom W. W s cannot appear side by side.

13 13 Color System Color System Cool Gray Winter Blue Frozen Gray Cool Gray is an original Wild Winter color, used in the first W of the logo. C=37 M=28 Y=22 K=26 Winter Blue is another original Wild Winter color, used in the second W of the logo. C=38 M=24 Y=13 K=5 Frozen Gray is another original Wild Winter color, used for the tagline. C=68 M=61 Y=54 K=39

14 14 Typography Typography The Wild Winter logo excluseively uses the font Perpetua. Whether just the double W s or with the full name and tagline, it is all in Perpetua. The tagline is always in Perpetua italics. Perpetua ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnop qrstuvwxyz Perpetua ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnop qrstuvwxyz

15 15 Print Ads Print Example

16 16 Contact Info Contact Information Brand Related Questions or Comments Wild Winter Brand Identity Team Office: Fax: All Other Questions or Comments Wild Winter Corporate Office: Fax:

Why do we need guidelines?

Interactive Eyewear of the Future Style Guide Why do we need guidelines? Our values should be evident wherever VizCOM is encountered, whether online or via traditional marketing material. If we follow