bitch kickers identity brand book

Identity Guide 2011

5Bitch Kickers Identity Guide

Secondary and Tertiary MarksTypographySecondaryTypographySecondary Specifications and Tertiary Marks Specifications and Tertiary Marks

Mission Statement4 Guide Use

9 Mission Statement

10 Target Audience

Visual Identity15 Primary Mark

16 Secondary Mark

18 Clear Space

20 Primary Color

21 Secondary Color

22 Inappropriate Color Usage

23 Inappropriate Mark Usage

25 Full Color Photo Standards

Typography28 Type Standards

28 Primary Typeface

29 Word Processing

Business System35 Introduction

34 Paper Specifi cations

37 Letterhead Standards

38 Envelope Specifi cations

38 Secondary Envelopes

39 Custom Postage Stamps

41 Business Card Specifi cations

43 Gift Certifi cates and Details

Marketing 46 Catalogs and Marketing

49 Store Layout

51 Working Area

53 Billboards

55 Boot Packaging

Digital Media59 Website Overview

60 Website Details

62 iPhone Application

Process66 Brainstorming

68 Leather Works

70 Logo and Mark

73 Color Exploration

76 Web Development

79 Packaging

82 Photography

87 Storefront

Identity Guide Table of Contents

6

The Identity Guide is designed to be used as a resource to guarantee the visual consistency of the Bitch Kicker brand’s standards and specifications.



The written guidelines are to be used and followed to ensure consistent standards.

The specifications are accepted as the standards for the Bitch Kickers brand, and should not be modified. This includes the marks, signatures, and photography.

The brand marks,signature, and photography are all trademarks of Bitch Kickers Brand and cannot be reproduced or used without written consent.

Using the Identity Guide

ission Statement

10

Bitch Kickers is a custom-made cowgirl boot boutique with a target audience of women with a love of western charm and country footwear.



The location of Bitch Kickers will be in Chicago’s “Magnificent Mile” shopping district. With neighboring historical stores such as Saks Fifth Ave, Neiman Marcus, and Levi’s, it is sure to be a shop that will be easily recognized.

The purpose of the shop is providing custom made cowgirl boots to women and girls of all ages. With a selection of boots ranging from the traditional western work boots, to designer lines, there will be a wide range of selection.

A team of experienced boot makers will staff the boutique with a support staff of eight to ten boot concierges.

With the powerful combination of the boot makers, concierges and designers, they will be able to provide customers with proper fitting, and give a personal shopper service experience.

One service example would be where the concierge will meet with customers, take 14 separate foot measurements, and design the boots at the time of the consultation.

Overall, the experience of the store will represent southern charm and hospitality. It will be a store that will become the traditional stop when visiting the Chicago area, and of course the Magnificent Mile Shopping District.

Mission Statement

12

Stephanie Pratt is the traditional cowgirl. She is 36 years old, and from Houston, Texas. Stephanie is married and has no children. She is a barrel racer and owns three horses.

She and her husband live on a mid-size ranch. He is a construction foreman, and she works part time for the local grade school. She also helps with her local 4H group, which she has been active in since she was a girl.

Stephanie is a PC user which uses Window’s 7, and IE. She primarily uses the internet to submit online racing application forms, e-mail, and using social networking sites.

Stephanie buys Bitch Kicker boots for the fit and durability. She finds them on the high-end of pricing, but knows that the quality is worth the extra money.

Carmen Fowler is the trendsetter. She is 19 years old, and goes to school in Baltimore, Maryland. Carmen is single, and has no children.

She is a Sophomore at Maryland Institute College of Art. She works part-time at a coffee house, and receives financial support from her parents in New Jersey.

Carmen is a Macintosh user and uses both Google Chrome, and Safari for her internet. She uses the web on a daily basis for research, social networking, and online college work. She is highly internet competent.

Carmen found a pair of Bitch Kickers at a second-hand store and found the online store and ordered a pair of her own. They haven’t come off her feet since. She is now working on designing her second pair.

The Traditional The Trendsetter



Madison Keller is the career gal. Maddy is 42, divorced and has two boys. She lives in Outer Banks, North Carolina(OBX). Her husband was a real estate developer and has moved to Virginia. They share custody of the two boys. She is a real estate agent for vacation properties.

She is a Macintosh, and iPhone user. She conducts her business online and uses the internet daily. She owns her home in OBX and a vacation home in Virginia.

She purchased her first pair of Bitch Kickers online over a year ago and has since had three other pairs made. She finds the price, style, and comfort perfect for working all day, and chasing her boys around at night. They have also been great conversation starters on dates.

Marlo Thomas is the creative cowgirl. Marlo is 54, and lives in Cadillac, MI. She is a retired high school art teacher and lives with her husband of 30 years. Marlo makes and sells jewelry and fine art prints at trade shows. Her husband is a Chiropractor.

Marlo is a PC user and only uses the internet to locate trade shows, register, and e-mail family and friends. Marlo has been in cowboy...ahem...Cowgirl boots since she was 4. She grew up on a farm and loves them. Marlo owns over 20 pairs of boots.

She found Bitch Kickers through a trade show friends, and went to Chicago and had her boots fit, and spent weeks designing them. She now visits the store in Chicago twice a year.

The Career Gal The Creative

Target Audience

Visual Identity

16

The visual identity encompasses the curves of a woman, the sultry red color of lips, and the details that define the women who wear them.



The primary mark, and signature features a combination of script lettering type to represent the various combinations of attitude that Bitch Kickers represents.

Primary Mark

Primary Mark Specifications

18

The Secondary mark is represented by a single element. It is a hand cut, hand–tooled leather piece in a shape to represent the B and the K from the company name. It’s purpose is to create a secondary visual identifier where as the name Bitch Kickers is inappropriate as the word form. This would be places where as the word Bitch cannot be displayed due to community guidelines and regulations.

Secondary Mark



The tertiary mark is unique to the Bitch Kickers identity because of it’s limitations of usability. This mark is only to be used on the letterhead and envelope of the stationary system. It is also to be combined with embossing.

Tertiary Mark

Secondary and Tertiary Marks

20

Bitch Kickers primary mark requires the most specific spatial alignment because of the curves and lines of the mark itself. Spacing is key.



For the primary mark any subhead text to be placed beneath the mark must be aligned at .61 from the connection between the T and the C. Clear space allows for a .06” margin to the left and to the right of the mark, and .09 on the top and the bottom.

For the secondary mark, it should not have any text placed around it. It is primarily used for the purpose of aesthetic and should be used alone, aligned within .025” from the bottom and sides, and .75” from the top of the item. This includes hang tags, packaging, and signs.

The secondary mark that is used on packaging and tags must be no higher on the item than a quarter of the items maximum height. It should be placed in the lower quarter of the item, centered. The secondary mark must be embossed and used without the primary mark on the same item. The only exception for this are the stationary system.

Clear Space Guidelines

Clear Space Requirements Primary and Secondary Marks

0.09”

0.09” 0.28”

0.61” where the subhead must align and be measured from the mark.

0.06”

0.06” / 0.23”

0.08”

22

Pantone 497 PCRGB: 55,27,32 CMYK: 32,73,52,8Hex:371b20

Pantone 1795 PCRGB: 214, 40, 40 CMYK: 0,96,90,2 Hex: D62838

Pantone 7499 PCRGB: 255,246,221 CMYK:0,2,15,0 Hex:FFF6dd



Pantone 4525 PCRGB: 255,246,221CMYK:0,2,15,0 Hex:FFF6dd

Primary Color Palette Secondary Color Palette

With women being the sole inspiration used for the identity, it is of the utmost importance to use brilliantly vibrant colors.



When using the marks in grayscale, the primary mark is set at 80% tint of process black. Grayscale is recommended when setting up fax documents and forms.

These are both acceptable options to be used only when color reproduction is not possible and may not be used on original printing of business cards, letterhead or product tags or boxes.

If Bitch Kickers primary mark is to be used on dark paper it must be represented in the color specified in the primary color description.

Grayscale Guidelines

24

Nothing is worse than the inappropriate use of the primary and secondary marks. Follow the guide for successful branding.



Inappropriate Use of Signature and Marks

Only colors used as part of the brand identity may be used as specified.

Do not use alternate typefaces or treatments.

Do not alter the spacing as indicated.

Do not rotate or skew the primary mark.

Do not place the mark in a container smaller than clear space indicators.

Do not re-size or scale any element of the mark.

Do not use any other typefaces with the mark other than specified.

Do not place the mark over imagery as per photographic standards.

Do not overlap elements of the mark.

Do not place imagery over the mark.

Guidelines

26

Photography is an important feature of marketing. It must remain consistent and of the best quality.



The “crop” of the photos, if images of women wearing boots must be cropped from the waist, down to the feet. There should be no heads, faces, breasts, upper torsos, or mid-drifts showing.

The only exception to this guideline is if the female is holding an object that will obstruct cleavage, or inappropriate skin showing.

The one thing to remember in the photography is that the images must feature the essence of Bitch Kickers without putting a face to the boots.

Full Color Photography

Photography Credits: Dawn Carpenter, Corral Boot Company, Luchesse Boot Company, crowsnesttradingpost.com, Jennifer June, Dimlights

Typography

30

Gotham HTF 9 Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Gotham HTF 11 Book

A B C D E F G H J K L M N O P Q R S T U V W X Y Z


1 2 3 4 5 6 7 8 9 0

Gotham HTF 9 Medium



1 2 3 4 5 6 7 8 9 0

Scriptina HTF 16 Capital Only


Wendy 21 Light Lowercase Only


Primary Typeface Selection

Typography defines how the entire identity system is communicated. It is the combination of typefaces which sets Bitch Kickers apart.



Gotham HTF 9 Thin


a b c d e f g h i j k l m no p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Gotham HTF 11 Medium



1 2 3 4 5 6 7 8 9 0

Frutiger 11/13 75 BlackA B C D E F G H J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Frutiger 11/13 45 Light



1 2 3 4 5 6 7 8 9 0

Secondary Typeface Selection

Typography Specifications


Word Processing is important in both correspondence and in advertising. The recommended standard setting is 9/12 with tracking set to 50%.

The Bitch Kickers Identity is carefully crafted and unique, just like the boots which are made. Since it is so unique, word processing guidelines require instillation of Gotham HTF typeface family in it’s entirety. Imagine reading the following in Helvetica or Arial. It simply would not be the same.

Because of a continuing commitment to this rare art, the making of a Bitch Kickers boot takes time.

From the careful selection and cutting of the finest grade of leathers, to the hand-driven hardwood pegs and meticulous finishing of a boot, each step is considered.

Our boot designs may demand more money, time and skill, but when you slip your foot into a Bitch Kickers boot, you’ll know why we insist on only the finest.

There is no substitute for the conditioned hands of a true bootmaker. Every pair of Bitch Kickers boots is hand-inspected, not once, but twice. And although we skive our leather seams by machine, we repeat the process a second time by hand. In virtually every one of our procedures, we rely on human hands to complete the task to near-perfection.

No other boot fits the human foot like a Bitch Kickers boot, thanks to our original design, which remains the only one of its kind in bootmaking today.

Word Processing

Sample Text

Business System

34

Using only the finest papers and printing techniques the quality and thoughtfulness to detail matches the Bitch Kickers reputation completely.



Letterhead SpecificationsMohawk Curious Touch Whipped Cream80# Text8 1/2” x 11”

Envelope SpecificationsMohawk Curious Touch Whipped Cream 80# TextDuvet Envelopes 4 1/2” x 10

Business Card SpecificationsMohawk Curious Touch Whipped Cream120# Cover

Secondary Envelope SpecificationsMohawk Curious Skin Whipped Cream80# Text

Merchandising Tag SpecificationsMohawk Curious Touch Whipped Cream120# Cover

Paper Specifications

Stationary System Paper Specifications

36

The business system design is the main source of keeping in contact with current customers as customer service is everything.



Everything from the business cards to the envelope customers receive their catalogs in is designed specifically to convey the Bitch Kickers message. Details are the most important feature of the system. From the embossed secondary mark on the business cards to the leather texture in the envelopes.

Stationary System

Business System Guidelines and Specifications

468 East Main StreetChicago, IL 60611

Ms. Karla Harrison25 Baltimore DriveAkron, OH 44303

38

Communicating to customers is just as important as wearing cowgirl boots. It is an art form.



Size: 8 1/2" x 11"

Typography: Gotham Light 9/12,

Tracking 50, Space after 0.125"

Bitch Kickers Mark(s): Primary & Tertiary

Paper Stock: Mohawk Curious Touch 80#

Embossed Tertiary

Not to be printed on back side of paper

Note: Letterhead shown is not actual size.

Letterhead Specifications

Stationary System Letterhead Specifications

3.5”

2.5”

.5”

4” 1.5”

.5” .25”

.18” .18”

1” 3.5”

2.5

40

Mrs, Karla Harrison25 Baltimore DriveLincoln, AZ 44303


3”

2”

.5”


Secondary and Tertiary MarksTypographySecondaryTypographySecondary Specifications and Tertiary Marks Specifications and Tertiary MarksPrimary and Secondary Envelope Specifications

The primary envelope (shown left page) is a duvet cut envelope. The envelope is common size 9 with a non-traditional flap.

It is constructed from Mohawk Curious Touch 100 cover. It is printed with the Pantone 497 background and tertiary mark with embossing. Custom stamps are pictured right. The design is taken from the boot packaging.

For the secondary envelope pictured above,it is a common booklet envelope also in the Curious Touch 100 cover. It also features the Pantone 497 with

tertiary mark print and embossing.

Note: Envelopes shown are not actual size.

Envelope Specifications

Mrs, Karla Harrison25 Baltimore DriveLincoln, AZ 44303


3”

2”

.5”

42

Business cards are to be precisely copied and created. Measurements, paper specifications and printing methods must be followed.



The business card sets itself apart with dual sided embossed and staggered type. The embossed secondary logo carries through to the back side where the concierges information is easily located and copied. With the added softness of the Curious Touch paper customers may ask for more than one to take home.

Note: Cards shown are not actual size.

Business Card Specifications

Business Card Specifications

bitchkickers.co m

1”

1.5”

1”

2”

2”

1.5”

.15” .15”

.15”.15”

.15”.15”

468 Ea st Main St re et Chicag o, IL 606 11

(312) 787 -6 10 0

Mari lyn TeelBoot Concier ge 1”

.5”

1”

2”

1.5”.5”

.5”.5”

.5”

.15” .15”

.15”.15”

1.5”

1.5”

.15”.15”

44

It’s the little details that puts Bitch Kickers above the rest. From personalized Discover cards to gift certificates.




Note: Cards shown are not actual size.

Gift Certificates

Bitch Kickers Thinking of Details

arketing

48

Catalog Marketing is the secondary way to get information to users. The images must give the exact color, and clarity to the boots. The highest of quality standards should be utilized.


The catalog and mailings should comply with both the photographic standards and the marketing standards Bitch Kickers has provided. Catalogs are in a six inch by nine inch format.


Catalog Marketing

50

Location,location,location. For boots to be purchased, they must be seen. Clear shelves and limited stock are the focus.



Store Design and Layout

The Bitch Kickers store design demonstrates clean lines and simple decoration. The boots are the show stoppers and thus should not be overwhelmed by added decorations.

The clear glass shelves help to showcase the boots from any viewable area of the store and the dark wood casings will frame the boots as well. There is plenty of room to walk around the items so that the boot concierges can easily walk through the store.

The concierges will wear white button down shirts with brown aprons. This will protect clothing from the wax and polish from the boots. Each boot pair should be polished before packaging to show the high quality standards of the boots.



The Work Area

Since there will need to be a large portion of the store for the bootmakers, it is important to carry the same aesthetic all the way through.

The work area features the same natural color elements, with contrasting leather pieces here and there .It is to remain organized in order to increase productivity.

54

Environmental graphics mean exceeding expectations. This is especially true for the ever growing Chicago shopping district.


Environmental Graphics

Billboards in Chicago are a dime a dozen. It is important to set the bar by using photography showing users wearing the boots doing everyday things. Since they are Boots for Life. It should be reflected in the billboards and advertisements.

Boots for Lifebitchkickers.com

Boots for Lifebitchkickers.com

56

These boots aren’t your daddy’s boots. So why have your daddy’s packaging? Bitch Kickers+Pinups=SUCCESS.



Note: Boxes shown are not actual size.

Boot Packaging

57

dual sided embossed and staggered type.

ediaD igital

60

The Bitch Kickers website is how the company will reach out to new customers and society. It is important to be clear, user centered and clean.



Along with user-centered navigation, images of the boots and detailed fitting guides will help for customers who cannot get to the store order and design their boots from their homes.

Images must follow along with the photographic standards defined earlier in the guide.

Website Content

62

Welcome home is the feeling we want customers to have. Our website is their website. www.bitchkickers.com


Secondary and Tertiary MarksTypographySecondaryTypographySecondary Specifications and Tertiary Marks Specifications and Tertiary MarksWebsite Features and Usability

This is an image of the shopping page indicated by shopping by color. This individual chose to shop by the color red. The items are listed in the order of item number.

When the individual chooses the boot they want another page with the item listed alone will be shown.

64

Portable access is something that Bitch Kicker customers will have. From boot design to status updates, customers can access anything.



The application is designed specifically to give customers the up-to-date information about the constructing of their boots.

They can view images, talk to staff, and even make changes to their order if necessary.

Digital Media iPhone Application

The iPhone Application

bitch kickers identity brand book

Documents

tertiary marks specifications

brand marks

boot concierges

bitch kicker brands

cowgirl boots

selection of boots

traditional western

target audience of women