street fashion market

BOOK

BRAND

CONTENTS
BRAND IDENTITY GRAPHIC LANGUAGE COMMUNICATION PRODUCTS & ATMOSPHERE

PAGE 2-3 Brand background PAGES 4-5 Brand vision Brand experience Brand attributes Brand slogan Target audience Brand sections Brand phisical layout PAGES 6-7 Brand logo PAGES 8-9 Brand color PAGES 10-11 Brand slogan Brand typography

PAGE 13-15 Imagery PAGES 16-17 Illustration PAGES 18-19 Vector Language PAGES 20-21 Universal grid

PAGE 24-27 Posters PAGES 28-31 guerrilla sticker PAGES 32-35 Teaser clips

PAGE 38-39 Pins Price tags PAGES 40-43 T-shirts PAGES 44-45 Skateboards PAGES 46-47 Market bags PAGES 48-49 Street signs PAGES 50-51 Brand signs PAGES 52-53 Sidewalk sticker

slang brand brand background

Brand Backgroud

WHAT IS STREET FASHION?

BRAND IDENTITY
I am who I am, this is me. Dont try to change me.

Street fashion is a term used to describe fashion that is considered to have emerged not from studios, but from the grassroots. Its impact comes from peoples personal style.

slang brand brand identity

Brand Identity

Brand Identity

BRAND VISION

BRAND ATTRIBUTES

TARGET AUDIENCE

Slang market allows you to feel comfortable in your own skin, from the way you walk talk and through the cloth you wear while doing it. But its more then that. It expands your style options, allowing you to creat a new language. A street language.

Condence Personal Expression Openness Authenticity

Urban crowd, Israely and otherwise, between the ages 18-28.

BRAND SECTIONS

Hip hop Indie Punk Skate

POP IT
LIKE ITS

BRAND EXPERIENCE

BRAND SLOGAN

BRAND PHYSICAL LAYOUT

The slang brand experience denes our customers interaction with our market, its products, people, and communications. When customers interact with slang we want their experience to be: effortless, relevant and visionary.

The single idea we want to own in our customers minds:

This is me

City square (Dizengoff) and the streets crossing it as representatives of the different sections. Each street will have different stores, known and less known brands.

HOTTT

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Logo Brand Elements

slang brand brand identity

Logo Brand Elements

slang brand brand identity

LOGO VISION

BLACK

MINMUM SIZE

TAG LINE APPEARANCE

We decided not only to represent our point of view in the name we chose for our brand (i.e slang), but also show it in the design itself. By breaking the helvetica font (the street sign font) we were creating our own language.

street fashion market

As a straight line (part of the logo)
street fashion market

street fashion market

street fashion

market

As three separate words

street fashion market

With tag line = 6.5 * 3 cm (based on T-shirt size) Without tag line = 1.7 * 0.8 cm (based on price tags)

STREET
fashion market
As a headline and sub-headline

CLEAR SPACE

MAXIMUM SIZE

size = 4.5* 2.2 cm clear space = 0.6 cm around the logo tag line under the logo will go in the clear space.

street fashion market

layout size 40 * 40 cm logo size (with tag line) 11.6 * 5.6 cm

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7 slang market

Color Brand Elements

slang brand brand identity

SKATE primary color HIP HOP primary color

COLOR REFERENCE

PRIMARY COLORS

The slang colors are made up of white and black as a main palette that anchors and balance color expressions when used with our secondary palette. the latter is derived from the street color and style.

C0 Y0 M0 K 100 C0 Y0 M0 K0

SECONDERY COLORS

C 76 Y 100 M 25 K 17 C 62 Y0 M 18 K0 C0 Y 57 M 100 K0 C 33 Y 27 M 32 K0

C7 Y 33 M 100 K0 C0 Y 96 M 26 K0 C 87 Y 58 M0 K0 C 100 Y 98 M 38 K 36

C 29 Y 29 M 60 K1 C 82 Y 62 M 67 K 77 C 11 Y 100 M 100 K2 C 91 Y 54 M 66 K 55

C 90 Y 54 M 66 K 55 C 88 Y 34 M 57 K 13 C 33 Y0 M 65 K0 C 78 Y 25 M 93 K 11

PUNK

primary color

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INDIE primary color

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Slogan Brand Elements

Typography Brand Elements

slang brand brand identity

ENGLISH FONT SLOGAN APPEARANCE

LEADING / TRACKING

Klavika Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Klavika Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

size: 9 | leading (headline-text): 14.23 leading (continuous text): 9.73 | tracking: 0 Skate I hate. I love.I eat. I shit.I fuck. I have luck.I eat the streets.I skate. Im always looking foe new ways to dene myself, starting with a new fresh look. Its not a disguise and I am still the same person behind. Im the clothes and the clothes are me. This is me.

This is
* always bold

me

HEBREW FONT

| 20.15 : | 8.72 : .0 : | 9 :

1234567890

Skate
. . . . . . . . . . .

This is me

1234567890

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11 slang market

Imagery

slang brand Graphic language

GRAPHIC LANGUAGE
Its not what you look at that matters, its what you see.
WHAT WILL YOU SEE?

Graphic language

People Accessorize Shoes Skateboards Grafti Street life

Photo manipulation: Pin light Luminosity Hard light Color halftone

Images - the images choosen for the slang brand interacts with street pose, sh eye compositions, high contrast and a big amount of saturation in order to make the print pop out and bring the feeling of life to it. We want to show the people of the street, their habbits, their day to day life. make you crave for that awesomeness.

Illustration - we use the street art in all its forms (grafti, drawings, posters, pictogram icons ect.) so we are faithful to the street and to its artists. Vectors - this part of our brand serves as the minimalistic but witty way of the street. whether its a small icon with a slogan or just the outline of our logo, youll relate, smile and know you speak the language of the street.

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Illustration Graphic language

slang brand Graphic language

Grafti Street art

Illustration manipulation: Pin light Luminosity Hard light Color halftone

Vectors Graphic language

slang brand Graphic language

Language Graphic language

slang brand Graphic language

TOPICS

Fashion Music Accessories

Vector manipulation: color opacity Ink splatter appearance

The street is more then just fashion. Its a culture that has a voice. Our topics include quotes from pioneers of the sub-cultures, the ideology, the slogans and the music that transfers THE ESSENCE OF THE STREET to our audience.

KARMA TRAIN TO DISARM YA WE DO WHAT WE WANT ITS LIKE THAT AND ITS THE WAY IT IS

USED
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Grid Brand Elements

slang brand brand elements

PUT YOURSELF ON THE GRID

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GRID STRUCTURE

outer shape = main grid - 7 * 7 cm inside grid = secondary grid - 6.5 * 6.5 cm 0.7 cm corner radius 0.1 cm inside grid space 1.65 cm * 1.71 cm = square size 0.3 cm white outline (for print purposes) background - allways white

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Good communication is as stimulating as black co ee, and just as hard to sleep after.

COMMUNICATION

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Manifesto Poster Communication

slang brand communication

This is me
Everyone can be punk. See the value in provoking the institutions that gave them such tranquility.

RULES

1. Breaking the grid randomly. 2. Choosing a group of 4 colores. 3. Choosing an image that represents the sub-culture; breaking the image. 4. Image manipulation: hard light (Ps). 5. Choosing text that contain ideology / values that refer to the sub cultutr. 6. Placing a slogan that derives from the text. 7. The headlight: menifesto culture (name). 8. White background.

street fashion market

street fashion market

MANIFESTO

Punk

PROVOKE THIS OUT

PUNK IS: a belief that this world is what we make of it, truth comes from the way things are. PUNK IS: the constant struggle against fear of social judgment.

Total poster size: 50 * 53 cm (2 cm outline from grid). Logo size: 15.5 * 7.5 cm. Headline size: menifesto - 60 pt. light, capitol letters. sub-culture name - 70 pt. bold, capitol letters. Slogen size: 52.6 pt. - one line appearance. Quote size: 51 pt. bold, capitol letters. leading - 8.16 pt. Text size: 23.8 pt. no more then 4 lines (bold+ light). leading - 3.38 pt.

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This is me
Jazz, Blues, R&B, Reggae, soul, Hip-Hop, all uniquely Black in origin.

This is me

MANIFESTO

HiP HoP
street fashion market

MANIFESTO

Skate

You're not a skater because you own a skateboard or because you push up and down the street

street fashion market

Some would argue that Hip-Hop is inuential due to its cultural dominance, This June and always everywhere in between. Go celebrate. We do. Every day.

Skateboarding doesn't surround you. It emanates from within you. It doesn't owe you because you learned new tricks. It doesn't exist - you do. Through your actions skateboarding is dened.

THE BEAT GOES ON

The month of June spotlights Black Music Month to the world music scene are undeniable.

EMANATE YOUR ACTIONS

Guerrilla sticker Communication

slang brand communication

Punk
THE IDEA BEHIND IT RULES

Indie sux, hardline sux, emo sux, you SUCK!

street fashion market
Dizengo Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00

Using the guerrilla sticker across the cities, will not only bring the attention of the crowd towards the slang market, but will also allow people to appreciate the art thats already there.

Total sticker size: 45 * 25.5 cm (1.5 cm outline from grid). Logo size: 10.5 * 5 cm. Headline size: sub-culture name - 73 pt. bold. 0.3 cm from the bottom of the black box. Quote size: 30.8 pt. bold. leading - 9.95 pt. no more then 4 lines. 0.3 cm from the bottom of the colored top box. Text size: tag line - 27.9 pt. bold. text - 22 pt. light. leading - 24.5 pt. 0.3 cm from the top of the colored bottom box.

Name
illustration goes here

Quote of the subculture goes here

street fashion market
Dizengo Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00

Skate

skate and destroy and be very nice about the whole process
street fashion market
Dizengo Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00 street fashion market
Dizengo Square. Tel-aviv. Israel. 26/6/12 - 27/6/12. 9:00-00:00

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29 slang market

Teaser clips Communication

slang brand communication

THE IDEA BEHIND IT

We wanted to make short videos composed of all sorts of moving images that were relevent to the sub-culture. Each clip was given a song that relates its vibe.The clips are ment to run viral and in that way attract the crowd. For every clip there was a different animation regarding the grid and the sub-culture primary color.

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33 slang market

Teaser clips Communication

slang brand communication

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PRODUCTS & ATMOSPHERE

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Pins Products

slang brand products

Price tag Products

slang brand products

TYPES

TYPES

250

Grind

Word

Yummies

Riot
051
EUR

NIS

064
USD

380
NIS

100

USD

078

EUR

082 103
EUR

USD

400
NIS

This is

me

PIMP
020
USD EUR

077
NIS

015

016 020
EUR USD

080
NIS

This is me NIS

150
USD

030 038
EUR

This is

me

HIP HOP Whasup?

FLIPEM PUNK INDIE SKATE

Noggles

Total price tag size: 4.5* 4.5 cm color - front side black - back side

street fashion market

street fashion market

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39 slang market

T-shirts Products

slang brand products

T-shirts Products

slang brand products

TYPES

TYPES

T-shirts Products

slang brand products

T-shirts Products

slang brand products

TYPES

TYPES

ICON SERIES

SKATEBOARDS

slang brand products

Bags Products

slang brand products

Bags Products

slang brand products

BIG BAG

SMALL BAG

Clothes bag devided to dividers based on the type of clothes.

Accesorize bag devided to envelopes for different categories (rings, bling, nits, ect.)

Bag size 32 * 25 * 15 cm

Bag size 39 * 30 * 15 cm

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47 slang market

Street signs Atmosphere

slang brand atmosphere

SIGNS

HiP HoP
Skate
STREET fashion market

Punk
STREET fashion market STREET fashion market

Indie
STREET fashion market

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Brand signs Atmosphere

slang brand atmosphere

SIGNS

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SIDEWALK STICKER