品牌手册丨lululemon视觉识别规范手册BrandGuide VIS

Whywe made Brand is what enables us to tell our story, influencehow people perceive us, and ignite the possibilitiesthat exist within ourselves and beyond. Our brand ispowerful. It must be nurtured and applied with care. We made this guide to empower everyone whotouches the brand to speak with one voice andsweat the details. In a way, we made these guidelines to realize ourown full potential. this. 134135OverviewIcon Sets4.14.2 Our Logo Our logo is the central element in lululemon’s visual communicationssystem. It is a universal signature across every channel and is themost immediate representation of our company, our people, and ourbrand. Sounds pretty important right? That’s why we wrote so manyfun rules for its use. The lululemon logo is a valuable asset that must beused consistently in the proper, approved forms. Thefollowing pages show the ins and outs of our logosystem and guidelines for its use and application. Through consistent use in all of our communications,the logo becomes a visual shorthand that identifieslululemon and symbolically embodies its values,activities, achievements, and goals. Combination Mark Logomark (a.k.a. Yogo)–Secondary Mark Logotype–Tertiary Mark Combination Mark–Primary Mark The logotype is our tertiary logo. It is the typographic portion ofthe combination mark and consists of the typeset characters inour name. Its function is that of a supporting device, meant to beloosely paired with the yogo or employed as a graphic element(e.g., product graphics). It must only be used with the approvalof a brand creative director. The logomark, or yogo as it is known internally, is our secondarylogo. It is the graphic portion of the combination mark and consistsof an omega symbol within a red circle. The logomark is meant foruse in contexts where high brand recognition exists, such as onproduct, in product-related emails, on digital properties, and forinternal use, etc. The combination mark is our primary logo. It consists of thelogomark and logotype locked up into a single mark. Thecombination mark is meant for use in scenarios where brandrecognition is relatively low—the majority of external facingcommunications. This mark should be considered the default.If you are unsure which logo to use, use the combination mark. Yoga + Logo = Yogo Cherish thy yogo. It might havea funny name, but it is our mostspecial symbol. Our yogo is known. Our yogo isbeautiful. Our yogo is balanced.Our yogo unites us. Don’t alter it.Don’t add to or remove anythingfrom the yogo. There’s only one.Treat it with care. It is important to ensure adequate clear space on all sidesof the yogo and prevent any other graphic elements fromcoming too close. This spacing should always be givento let the mark breathe, free from distraction. As a rule,the minimum clear space around the yogo is equal to theyogo's width/height. The yogo should appear in its full-colour state90 percent of the time. Single-colour versionsof the yogo are intended for specific instancesor where the full-colour yogo won’t suffice. When placing the yogo over an image orcoloured background it is important to considerlegibility and contrast. The yogo should not beplaced on a background that is overly busy orof similar tonal range or hue. Primary – Full-colour The full-colour yogo should be used for themajority of applications. It works well on bothlight- and dark-coloured backgrounds. Do notuse on red or photographic backgrounds. Secondary – White The white yogo can be used on red andphotographic backgrounds. In rare cases it canbe placed over a medium-to-dark-coloured orblack background but the preference is to usethe full-colour yogo in these instances. Tertiary – Black The black yogo can be used on light-to-medium-coloured backgrounds. It is intendedmainly for single-colour applications or wherethe white or full-colour yogo will not suffice. The same rules apply for video. The cut or seriesof frames should be selected with considerationfor yogo placement wherever possible. The yogoshould not be placed on a section of video that isoverly busy or of similar tonal range. Only the white yogo should be placed on imagery,whether for photographic or video applications. It is important to consider legibility and contrastwhen placing the yogo over photography. Imagesshould be selected and positioned with considerationfor yogo placement wherever possible. The yogoshould not be placed on a section of image thatcontains the focal point, is overly busy, or is ofsimilar tonal range. Don’tplace the yogo on a background of similar tonal range wherethe yogo is not legible. Scale, placement, and margin are important toconsider as well. There is no fixed size for yogoapplication, so the following will be determinedby context in any given communication. Special Considerations Placement Scale Margin There is no definitive rule for scale as it highly depends on thesize of the overall piece. The yogo should not be the focus of thecomm