This style guide aims to communicate Le Specs as a brand language as well as allow for flexibility and creativity. If followed correctly, it creates a consistent and easily recognisable look and feel across whatever kind of promotional material it is applied to.
An initial page outlines the brand essence, with key elements that define them, such as “sexy” imagery and their colour scheme. Overall, this helps to get a sense of the primary style and message that is to be depicted.
Correct usage of the logo is outlined, stating that the coloured logo must be used unless there are definite monotone printing constraints. This stresses that their colours play an important part in their identity. Much of their imagery in general has emphasis on the colours red, white and blue. It also provides the correct Pantone references for these colours, to ensure consistency.
It explains with visual examples a spacing policy around the logo, placement of the logo, and how to crop and resize their images. These aspects may be self explanatory for designers, but for those with no design experience it communicates them clearly.
Headline and body text is limited to two typefaces - Futura Std and Gotham in either Book or Bold. It states the precise kerning and other formatting specifics such as the text justification. These factors further help to define and hone their style.
On the whole, this style guide provides tools and guidelines that are simple to follow, making it easy to maintain control of their image.
Applications
Brand book
Swing Tag
Online promotion
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