lululemon品牌手册.pdf

001001lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.00020020.0lululemonBrand Identity Guidelines0.0August 31,2020Document Version 1.0IntroductionWhymadethis.weBrand is what enables us to tell our story,influence how people perceive us,and ignite the possibilities that exist within ourselves and beyond.Our brand is powerful.It must be nurtured and applied with care.We made this guide to empower everyone who touches the brand to speak with one voice and sweat the details.In a way,we made these guidelines to realize our own full potential.003003lululemonBrand Identity Guidelines0.0August 31,2020Document Version 1.00.0Index004006008015 019025041043047048152155 159 160058060061064065 070081085173175 177 182086088097099111117126128184186 191 194 197 203 206 208 210 213132134 135216Overview YogoLogotypeCombination MarkLockups1.11.21.31.41.5Our Logo1.0Primary PaletteSecondary PaletteApplication2.12.22.3Colour2.0OverviewCalibreCalibre Practice Global Font UseSetting TypeExpressive TypeFallback Typeface3.13.23.33.43.53.63.7Typography3.0Casting StrategyCore Photography CodesCampaigns/WeekliesDocumentationEventsEcommerce Seasonal and Lighting4.14.24.34.44.54.6 4.7Photography and Video4.0OverviewIcon Sets4.14.2Iconography5.0StructureMessaging/Manifesto StatementsApplication7.17.27.3Manifesto7.0One brand.One voice.How We SpeakOur Name8.18.28.3Our Voice8.0lululemon-isms and General Writing GuidelinesCore Web Components(NA Site)English Grammar and PunctuationEnglish Style and UsageEnglish Prose(Long-form Copy)Global Word Choice and SpellingTrademarked Names Sanskrit GuidelinesNaming Guidelines9.19.29.39.49.59.69.79.89.9Global Writing Style Guide9.0Brand Terminology10.0137139 140 142 149 150 151Basic ElementsWordmarkSymbols Colour and TypographyPhotographyWordmark and Symbol Misuse6.16.26.36.46.56.6Science of Feel6.0004004lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.01.0Our Logo005005lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.0Our Logo1.01.0Our logo is the central element in lululemons visual communications system.It is a universal signature across every channel and is the most immediate representation of our company,our people,and our brand.Sounds pretty important right?Thats why we wrote so many fun rules for its use.006006Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.11.1OverviewThe lululemon logo is a valuable asset that must be used consistently in the proper,approved forms.The following pages show the ins and outs of our logo system and guidelines for its use and application.Through consistent use in all of our communications,the logo becomes a visual shorthand that identifies lululemon and symbolically embodies its values,activities,achievements,and goals.007007Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.11.1Overview Logomark HierarchyLogomark/YogoLogotypeCombination MarkCombination Mark Primary Mark The combination mark is our primary logo.It consists of the logomark and logotype locked up into a single mark.The combination mark is meant for use in scenarios where brand recognition is relatively lowthe majority of external facing communications.This mark should be considered the default.If you are unsure which logo to use,use the combination mark.Logomark(a.k.a.Yogo)Secondary Mark The logomark,or yogo as it is known internally,is our secondary logo.It is the graphic portion of the combination mark and consists of an omega symbol within a red circle.The logomark is meant for use in contexts where high brand recognition exists,such as on product,in product-related emails,on digital properties,and for internal use,etc.Logotype Tertiary Mark The logotype is our tertiary logo.It is the typographic portion of the combination mark and consists of the typeset characters in our name.Its function is that of a supporting device,meant to be loosely paired with the yogo or employed as a graphic element (e.g.,product graphics).It must only be used with the approval of a brand creative director.008008Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.21.2YogoYoga+Logo=Yogo Cherish thy yogo.It might have a funny name,but it is our most special symbol.Our yogo is known.Our yogo is beautiful.Our yogo is balanced.Our yogo unites us.Dont alter it.Dont add to or remove anything from the yogo.Theres only one.Treat it with care.009009Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.21.2Yogo Clear SpaceYogo Structure and ScaleIt is important to ensure adequate clear space on all sides of the yogo and prevent any other graphic elements from coming too close.This spacing should always be given to let the mark breathe,free from distraction.As a rule,the minimum clear space around the yogo is equal to the yogos width/height.When scaling the yogo,a minimum size must be adhered to so that legibility is retained.When printed,the yogo must be at least 6mm in height in order to be legible.When displayed digitally,it must be at least 30px in height.6mm30px010010lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.21.2Yogo ApplicationThe yogo should appear in its full-colour state 90 percent of the time.Single-colour versions of the yogo are intended for specific instances or where the full-colour yogo wont suffice.When placing the yogo over an image or coloured background it is important to consider legibility and contrast.The yogo should not be placed on a background that is overly busy or of similar tonal range or hue.Primary Full-colourThe full-colour yogo should be used for the majority of applications.It works well on both light-and dark-coloured backgrounds.Do not use on red or photographic backgrounds.Tertiary BlackThe black yogo can be used on light-to-medium-coloured backgrounds.It is intended mainly for single-colour applications or where the white or full-colour yogo will not suffice.Secondary WhiteThe white yogo can be used on red and photographic backgrounds.In rare cases it can be placed over a medium-to-dark-coloured or black background but the preference is to use the full-colour yogo in these instances.011011Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.21.2Yogo OverviewOnly the white yogo should be placed on imagery,whether for photographic or video applications.It is important to consider legibility and contrast when placing the yogo over photography.Images should be selected and positioned with consideration for yogo placement wherever possible.The yogo should not be placed on a section of image that contains the focal point,is overly busy,or is of similar tonal range.The same rules apply for video.The cut or series of frames should be selected with consideration for yogo placement wherever possible.The yogo should not be placed on a section of video that is overly busy or of similar tonal range.Dont place the yogo on a background of similar tonal range where the yogo is not legible.Dont place the yogo over the focal point of an image,an area of interest,or an overly busy background.0120120.0Subsection TitleOur LogolululemonBrand Identity Guidelines00August 31,2020Document Version 1.0White brandmarks should be used with imagery in the vast majority of applications.Full-colour and black brandmarks must only be placed on imagery in special circumstances where white will not suffice.This rule applies to both photographic and video applications.013013Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.21.2Yogo Application on ImageSpecial ConsiderationsIn some instances,technical or design considerations may require a different approach than covered here.For instance the yogo could be centred on an image with no focal point.Exploration is encouraged but deviations from the guidelines must be considered on a case-by-case basis.Applications like these should be rare and not considered standard practice.ScaleThere is no definitive rule for scale as it highly depends on the size of the overall piece.The yogo should not be the focus of the communication or detract from the imagery,so must not be too large.It should also remain legible,so must not be too small.Use your judgment;consider how the piece will be seen,where it will live,and always adhere to the minimum size guidelines on pg.009.PlacementThe yogo should always be placed in the corner of an image.The best position will depend on context;the preference is for placement in the bottom left or right,but the top corners may be better in some instances.Use your judgment and consider how the piece will be seen,where it will live,and what imagery is being used.MarginThe margin is based on the same measure as the yogo clear space rules(margin should be equal to size of yogo).This measure will be based on the scale you have determined appropriate for the yogo in this particular instance.Scale,placement,and margin are important to consider as well.There is no fixed size for yogo application,so the following will be determined by context in any given communication.014014Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.21.2Yogo MisuseIt is critical to respect the integrity of the logo in any form,from yogo,to logotypeto combination mark,to all the lockups in our brandmark ecosystem.Consistency and accuracy helps build and protect the brands global image.Use only the official logo files as provided.Its pretty simple reallydont mess with our yogo.Dont redesign,distort,or alter the yogo in any way.Dont alter the colour,or add gradients or images to any element.Dont add or remove any elements,effects,or strokes.Dont rotate,flip,or place the yogo in a container or shape.015015Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.31.3LogotypeThe logotype letters are custom spaced and should never be altered.Although derived from a typeface,do not attempt torecreate the mark by typing it.Instead,use the official logo files.Logotype The lululemon logotype is clean,contemporary,and unadorned.Created using the Calibre typeface,each character in the mark has been carefully placed to create a rhythmic and balanced form that spells our name with confidence and clarity.Use of the logotype is reserved for special cases and must be approved by a brand creative director.Typeface:CalibreWeight:MediumTracking:1Case:Lower CaseColour:Black016016Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.31.3Logotype Clear SpaceLogotype Structure and Scale3mm14pxIt is important to ensure adequate clear space on all sides of the logotype and prevent any other graphic elements from coming too close.This spacing should always be given to let the mark breathe,free from distraction.As a rule,the minimum clear space around the logotype is equal to the height of the“l”in lululemon.When scaling the logotype,a minimum size must be adhered to so that legibility is retained.When printed,the logotype must be at least 3mm in height.When displayed digitally,it must be at least 14px in height.017017lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.31.3Logotype ApplicationThe logotype only appears in single-colour black or white.When placing the logotype over an image or coloured background it is important to consider legibility and contrast.The logotype should not be placed on a background that is overly busy or of similar tonal range or hue.BlackThe black logotype can be used on light-to-medium-coloured backgrounds.It is intended mainly for single-colour applications or where the white logotype will not suffice.WhiteThe white logotype can be used on red and photographic backgrounds as well as medium-to-dark-coloured or black backgrounds.018018Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.31.3Logotype MisuseIt is critical to respect the integrity of the logo in any form,from yogo,to logotype,to combination mark,to all the lockups in our brandmark ecosystem.Consistency and accuracy helps build and protect the brands global image.Use only the official logo files as provided.Its pretty simple reallydont mess with our logotype.Dont redesign,change kerning,or alter the logotype in any way.Dont alter the colour,or add gradients or images to any element.Dont add or remove any elements,effects or strokes.Dont rotate the logotype in any manner other than a 90angle.Dont flip,warp,or distort the logotype in any way.Dont place the logotype in a container or shape.019019Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.41.4Combination MarkCombination Mark The combination mark is a composite of our yogo and our logotype in a single lockup.This mark is the flagship of our logo family and is the most powerful form to use when representing our brand.020020Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.41.4Combination Mark StructureThe lululemon logotype is equal in height and aligned with the omega in the yogo.The full height of the lululemonlogotype,from the top of the“l”tothe bowl of the“u”,is equal to theheight of the omega.The distance between the yogo and the logotype is exactly 1/3 the width of the yogo.The specs detailed here are meant to show elements of the logo build and how it relates to the lockups on the following pages.These are not meant as instructions to build your own logo.Official logo files are available for all manner of applications.Please dont build your own lululemon logo.Typeface:CalibreWeight:MediumTracking:1Case:Lower CaseColour:Black021021Our LogolululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.41.4Combination Mark Clear SpaceCombination Mark Scale20px4mmIt is important to ensure adequate clear space on all sides of the combination mark and prevent any other graphic elements from coming too close.This spacing should always be given to let the mark breathe,free from distraction.As a rule,the minimum clear space around the combination mark is equal to the yogos width/height.When scaling the combination mark,a minimum size must be adhered to so that legibility is retained.When printed,the combination mark must be at least 4mm in height.When displayed digitally,it must be at least 20px in height.022022lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.01.41.4Combination Mark ApplicationThe combination mark should appear in one of its full-colour states 90 percent of the time.Single-colour versions of the mark are intended for specific instances or where the full-colour marks wont suffice.When placing the combination mark over an image or coloured background it is important to consider legibility and contrast.The mark should not be placed on a background that is of similar tonal range or hue.Primary Full-colourThe full-colour combination mark works well on light-to-medium-coloured backgrounds.Do not use on red or photographic backgrounds.Either of t