BRAND STANDARDS GUIDE

Rebrand Concept and Design by Sam Small. Under the Instruction of Craig Newman and Paul Diamond. As Part of Design Systems at the Kansas City Art Institute. 2013. Reference Imagery from Flickr.com. I do not own most of these photos. They are used to depict qualities of the brand.

BRAND

EXPRESSION
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A NOTE FROM MANAGEMENT

OUR GOAL IS TO BREAK AWAY FROM THE MAINSTREAM

Individuality is essential. As a lifestyle retailer, BUNKR prides itself in offering a unique selection of quality products with something for everyone. We offer a comfortable shopping experience with knowledgeable staff and the occasional complimentary cold drink. Undebatably, we sell only the hippest fashion in town from an array of locally and nationally owned independent brands. Speaking of independent, we are 100% local and non-corporate. This allows us to hand pick styles and designs that you cannot nd anywhere else. Anyone can go to a mall and pick up apparel and accessories that everyone else already has. Our goal is to break away from the mainstream and give our customers the opportunity to truly express their lifestyle through fashion. Because lets face it, everyone lives different lives. Why not show off who you really are? In other words, come check us out in the store or online and let us be your protection from the norm!
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BRAND MISSION

The main mission of the company is to provide lifestyle products that are unique and can help individuals express themselves through style.

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Brand Essence

BRAND ESSENCE

BRAND VALUES

A few of the many brands.

INDEPENDENCE THROUGH STYLE

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Brand Essence

Offer new experiences for customers. Hand pick brands and styles which allow true expression. Give the customer an refreshing new vibe while shopping and always promote discovery of oneself through style.

IDENTITY ATTRIBUTES

DRIFT
A gradual shift in attitude, opinion or position. A deviation from a true reproduction.
Brand Essence

SKATE + SURF INSPIRED

Inspired by the vast array of countercultures that parallel skateboard and surf mentality.

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IDENTITY ATTRIBUTES

SWANK
Characterized by showy display. Fashionably elegant in all ways of life.

ENTICING
To attract artfully by arousing hope or desire. Worth seeking or doing as advantageous, benecial or wise.

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DEMOGRAPHIC

Expressive individuals who are not afraid to be different from the status quo. Creative Thinkers, Independent Style Enthusiasts, Adventure Seekers, Appreciators of Quality Goods, Those who live for moments of discovery

Primarily focusing on millennials between the ages of 18 and 32 as a key demographic. But realistically offering something for any age group.

And of course never forgetting the future of individuality and discovery.

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IDENTITY

ELEMENTS

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IDENTITY CONCEPT

IDENTITY CONCEPT
Historical ties regarding protection via bunkers and occasional badge elements. Chevrons represent rank and leadership. Focus is heavily on BUNKR being a safe haven for fashion and lifestyle and protects from corporate retail locations that are not promoting individuality and independence. A contemporary take on chevrons leading to drift a because of a deviation from a true reproduction. Also tying back to an original connection with a Chicago based location - an army surplus store and apparel location.
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PROCESS

DEVELOPMENT

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PRIMARY TYPEFACES

SECONDARY TYPEFACES

LOGOTYPE PRIMARY

HEADLINES

TAGLINE AND HEADLINES

HEADLINES + OCCASIONAL SIGNAGE

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Identity Elements

BODY COPY

ACCENT COPY

BRAND COLORS

PMS 7417 F16549 For usage in primary logo marks, interior and exterior signage and any moment of impact within the brand. Graphic elements and image overlays may also utilize this color when relevant to brand identication.

PMS 3258 60C4B9 For usage with image overlays and secondary logo treatment such as business card fronts and apparel color ways. Primarily utilized with graphic elements, emphasizing moments and line work in print and web situations.

PRIMARY
PMS 1355 FECE81 For usage in primary logo marks, interior and exterior signage and any moment of impact within the brand. Graphic elements and image overlays may also utilize this color when relevant to brand identication.

SECONDARY
PMS 7546 415968 For usage with tag line text and secondary logo treatment such as color backdrops and apparel color ways. Primarily utilized with graphic elements, body copy and line work in print and web situations.

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TAGLINE

LOGO IMAGE OVER-

LOGO IMAGE OVER-

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BRANDMARK + LOGOTYPE THE BOMB Closely associated with military, but also symbolizing an impact. Also this obviously is associated with a bunker and something that a bunker is protection from. THE CHEVRON The literal meaning of the chevron symbol is based on ranking. Having one chevron is an honor, two is even better and three is a high honor. As chevrons increase, they represent military rank and service. The uid motion and graphic rendering style of the chevrons is focusing on the drift impact of the bomb, but also essentially catching the bomb and acting as a haven. THE TYPOGRAPHY Heavy slab serif focusing on stability and also inspired by vintage military lettering. Lacking the letter E to focus on captivation and discovery while giving an enticing vibe. Gives the costumer a moment of discovery within the letter forms and puts the word together in ones mind. This sense of discovery carries over to the interior of the store and products. The slight abbreviation and removal of the E also references the handling of some military equipment or bags or vehicles. Stamped or painted to tag different materials. Within an actual military setting, everyone is basically trained to think alike. The type treatment focuses on irony and the individuality and independence of the customer.

BREAKDOWN OF MARK

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Identity Elements

BRANDMARK

LOGOTYPE

GRAPHIC ELEMENTS Linear elements, referencing protection and stability, are utilized to show important information or grab attention. These lines are always directly above the information and must range from 1.5 pt. to 7 pt. in point weight. They also must follow brand colors. Similarly, rectangular forms also referencing structure, stability and protection are utilized within the system to highlight important moments. This type of element should primarily be used on event posters and web. The rectangles also must follow the same point size and colors as the linear elements. Leave at least the type point size of space around text for breathing space. Directional line elements following the same rules as above may be used above important information, on the web or as a pattern. A combination of the rectangular form and the directional line may be used with text on image overlays for clarity.
1.5 pt 3 pt 5 pt 7 pt

RELEASE PARTY

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Identity Elements

PATTERN
For usage in moments of discovery and brand reference.

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LOGO MARK VARIATIONS

SIGNATURE

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Identity Elements

LOGO ALTERNATIVES

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LOGO APPLICATION

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Identity Elements

LOGO IMAGE OVER-

BRANDING

TOUCHPOINTS

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PRINT MATERIALS

Branding Touchpoints

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ENVELOPE + LETTERHEAD

LETTERHEAD

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Branding Touchpoints

RECEIPT OF PURCHASE

PROMO SIGNAGE

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Branding Touchpoints

BUSINESS CARDS

ACTUAL SIZE (3.30 x 2.16)

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Branding Touchpoints

BUNKR
ANDREW BARR
(816) 561 0407

STORE MANAGER
4056 BROADWAY BLVD. KCMO 64111

PROTECTION FROM THE NORM

ANDREW@BUNKRONLINE.COM BUNKRONLINE.COM

EMPLOYEE UNIFORM

EMPLOYEE BADGE

A possible employee in store uniform. Or potentially a shirt for employees to wear at sponsored events.

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Branding Touchpoints
FRONT BACK

Identifying element for customers to recognize employees quickly and easier for a simple and easy shopping experience.

WOODEN HANGER

SHOPPING BAG

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Branding Touchpoints

RETAIL HANG TAG

ACTUAL SIZE (3.5 x 2)

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Branding Touchpoints

SPACE FOR SALES UPC + PRICE STICKER

ADDITIONAL COLORWAYS

EVENT POSTER

PROMO HANDBILLS

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Branding Touchpoints

Buttondown Pocket Pattern Shirt

Interior Detail Tag Instruction Detail Tag

T shirt Concept. Also in other colorways.

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APPAREL

PROMOTIONAL STICKERS

PROMOTIONAL PINS

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Branding Touchpoints

INTERIOR SIGNAGE

BRAND EXPRESSION

Directional signage to a downstairs space. This space could host events, new clothing drops, gallery shows, etc. Utilizing this space as an area for discovery and emphasizing the bunker aspect.

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Branding Touchpoints

INDOOR SIGNAGE

Identity signage option for interior or exclusive space.

EXTERIOR SIGNAGE

BRAND EXPRESSION

Store front window display from street view.

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Branding Touchpoints

OUTDOOR SIGNAGE

Identity signage for front door of store.

PROMOTIONAL VEHICLE

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WEB PRESENCE

LANDING PAGE

The website is essentially an extension of the in store shopping experience. The branding is cohesive and opens up the line of carefully curated product to a whole new and much broader audience. Close consideration is given to the navigation and developing an easy transition between categories. There is also the opportunity for users to easily narrow down their search to exactly what they are interested in viewing. Introducing a full clothing shop in addition to accessories allows the brand to be accurately represented in the online retail market.

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Branding Focus

A responsive web page allows for a seamless mobile experience.

FULL SHOP MACRO PAGE

MENS SHOP MICRO PAGE

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Branding Focus

Hover states offer close up product shots.

MICRO ITEM VIEW

BRAND BLOG

Direct Tumblr integration allows users to follow the blog and reblog photos and further promote the brand.

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Branding Focus

The blog offers new product updates, events and other relevant information to the brand. Hover states reveal a color overlay and basic content information.

SOCIAL MEDIA

Social media is a huge part of promotion for companies. The brand will live on Facebook, Twitter, Instagram and any other relevant platforms. Promotional offers could be displayed here and offer more opportunities.

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Branding Focus

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