oreverXXI2018 Concept Book

2 • Forever 21

Concept Statement

Forever 21 is an American fast fashion retailer store with its

headquarters located in Los Angeles, California. More than 60%

of our apparel is made in China and the average store size is

38,000 square feet. We are known for our trendy offerings as

well as our low prices. We sell accessories, beauty products,

home, and clothing for women, men, and girls. Our clothing

age ranges from kids to adults. We are the 5th largest specialty

retailer in the United States. Forever 21 now has over 723 store

locations throughout the Americas, Asia, the Middle East, and

the UK. This document outlines usages for the new Forever 21

corporate identity system.

Identity Concept Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Brand standards: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Concept Sketches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Final Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Secondary elements & color palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Signature and Incorrect Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10,11

Brand Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Website Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Collateral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15,16

Interior Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Exterior Signage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Transit Billboard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Billboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Brand Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Product Mock Ups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22,23

Vehicle Mock Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Table of Contents

Process Book 2018 • 3

4 • Forever 21

Brand Standards

F O R E V E R

21 F O R E V E R 21

F O R E V E RF O R E V E R

F O R E V E RF O R E V E R

XXIF O R E V E R orever 21

Concept Sketches

Process Book 2018 • 5

6 • Forever 21

Final Logo

oreverXXIoreverXXI

oreverXXIoreverXXI

oreverXXIoreverXXI

oreverXXIoreverXXI

Pantone7645 C

Pantone7699 C

Pantone7499 C

Pantone7638 C

Pantone Colors

Black & White

Process Book 2018 • 7

oreverXXI oreverXXI

orever 21 oreverXXI

orever 21

Do not align the top of the ascender with the rest of the text.

Do not put numbers in the place of the roman numerals in “21”.

Do not resize or skew the “F” in any way.

Do not move the “XXI” anywhere else in the logo.

Do not outline the font with a stroke only.

Do not rotate the “F” in the logo in any way.

Signature and Incorrect Usage

8 • Forever 21

Metrics

oreverXXI

E=X

5Y

6XX=Y

Process Book 2018 • 9

Typography

Typographic NewsClass time will be spent in critique, lecture, discussion, demonstration and individual consultation. Some LAB time is scheduled to work in class on projects as well. The student will have chances to present work to the class for constructive discussion. The student must be responsible and be prepared for class with the necessary supplies. Quizzes may be given to assess student progressive skill levels and comprehension. The purpose of this course is to prep our students to perform well in a professional environment.

Typographic NewsClass time will be spent in critique, lecture, discussion, demonstration and individual consultation. Some LAB time is scheduled to work in class on projects as well. The student will have chances to present work to the class for constructive discussion. The student must be responsible and be prepared for class with the necessary supplies. Quizzes may be given to assess student progressive skill levels and comprehension. The purpose of this course is to prep are our students to perform well in a professional environment.

10 • Forever 21

Typography

Process Book 2018 • 11

AaCozy lummox gives smart

squid who asks for job pen

BbCozy lummox gives smart squid who asks for job pen

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp QqRr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

Pictorial Signature

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

Raleway Italic

Brand Identity

Stationery

This is a mock-up of the Forever 21 brand stationery, which includes a front and back letterhead that displays the logo at the top along with the text following the logo with one inch margins, a front and back display of the business envelope with the address and logo displayed on the back, front and back of the business card, and a mobile and tablet display of the web pages.

Process Book 2018 • 13

Stationery

14 • Forever 21

Website Design

Process Book 2018 • 15

Collateral

Mock-up displaying interior signage of the new brand Forever 21 logo.

16 • Forever 21

Collateral

Mock-up displaying shopping bag with the new brand Forever 21 logo.

Process Book 2018 • 17

Interior Signage

Brand interior store display of the new Forever 21 logo displayed on a banner behind the store registers,

18 • Forever 21

Exterior Signage

Brand exterior store display of the new Forever 21 logo.

Process Book 2018 • 19

Transit Billboard

Transit billboard display for new brand identity for Forever 21.

20 • Forever 21

Street billboard display for new brand identity for Forever 21.

Billboard

Process Book 2018 • 21

Brand Applications

T-shirt product mock-up for Forever 21 brand identity.

Product Mock-Up

Process Book 2018 • 23

Draw string bag product mock-up for Forever 21 brand identity.

Product Mock-Up

24 • Forever 21

Vehicle mock-up for Forever 21 brand identity.

Vehicle Mock-Up

Process Book 2018 • 25

Kinsey BrownThe Art Institute of Dallas