lululemon-品牌LOGO_规范手册【运动健身】【VI规范】_16页_5mb

报告摘要

lululemon athletica Graphic Standards Guide Summary

Core Content

The lululemon athletica Graphic Standards Guide outlines the fundamental guidelines for the brand's new graphic identity. It serves as a reference for consistent application of the brand's visual elements across various communication materials. The guide includes specifications for the logo, typography, color usage, and application examples such as business cards, letterheads, and envelopes.

Main Points

1. Brand Identity Overview

The brand was founded by Chip Wilson after 20 years in the surf, skate, and snowboard industries.
He noticed the connection between the exhilarating feeling after yoga and his previous passions, leading to the creation of lululemon athletica.
The brand's identity is centered around the "Lu" symbol, which represents the brand's energetic and passionate nature.

2. Logo: "Lu"

The "Lu" is a stylized "A" that symbolizes the brand's name and is a key element of the identity.
It should always be used in PANTONE 186C (Passion Red) in color and in black in black-and-white applications.
The negative version of the "Lu" (white on dark backgrounds) is also available and should be used when needed to stand out.
A Safe Zone must be maintained around the "Lu" to ensure it is not interfered with by other design elements. The Safe Zone is proportional to the size of the "Lu".

3. Typography

VDS Regular is the primary typeface for headings in printed communications and core identity.
Myriad Pro is the recommended secondary typeface for all other graphically-designed materials.
- Myriad Pro Light is suitable for small sizes.
- Myriad Pro Regular is preferred for negative text against photographic backgrounds.
- Italic fonts should be used sparingly, typically for emphasis or highlighting.

4. Color Guidelines

Primary Color: PANTONE 186C (Passion Red) is reserved for the "Lu".
Secondary Colors:
- PANTONE 425C (a key slate color) is used for contrast and harmony.
- PANTONE Warm Gray 1C is also a secondary color, selected for its printability and consistency across media.
These colors are defined in both PMS (Pantone Matching System) and RGB formats for digital use.

5. Usage Variations

The identity can be used in combinations of brand colors, black, and white.
The logo should be placed on the left side (called the "Heart Side") when applied to clothing and other products.
The logo can be used without the wordmark in certain contexts, and PANTONE 186C is recommended for color use.

Key Information

The "Lu" is the central visual element of the brand's identity and must be used consistently.
Safe Zone is a critical design rule to preserve the integrity of the logo.
Typography guidelines emphasize clarity and legibility, with specific recommendations for different uses.
Color usage is strictly controlled to ensure brand consistency and visual impact.
Application examples include business cards, letterheads, and envelopes, with detailed specifications on layout and size.