SONNTAG

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CONTENTS

WHAT IS SONNTAG?........... 3
OUR USER.......................... 4
OUR MISSION.................... 5
OUR VOICE....................... 6
OUR LOGO........................ 7
LOGO SPACING................ 8
COLOR......................... ..10
TYPOGRAPHY...................11
LOG O G U I DELI N ES............1 2
PRODUCTS.......................14
IMAGERY.........................16
WEBSITE...........................18
A P P. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 9
ADVERTISEMENTS..............20

WHAT IS SONNTAG?

Sonntag is a line of shoes and socks
by Camper. Sonntag comes from the
writer Susan Sontag, the author of
“Notes on Camp”. The word Sontag
means “sunday” or “lucky day”.

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OUR USER

INDIVIDUAL EXPRESSION
DIFFERENT TRUTHS
UNIQUENESS

OUR MISSION

To reflect the openness and
search for truth that defines
gen z.

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OUR VOICE

A LWAY S : NEVER:

Flirty Dull
Fun Negative
Non-conforming Condescending
Bright Harsh
Open Exclusive
Discriminative

OUR LOGO

Our logo is called Sonntag for Susan Sontag, the au-
thor of the piece “Notes on Camp”. She defined
“camp” as anything extravagent and intentionally
not-so-serious. The large 70’s inspired lettering com-
bined with the flirty eye are meant to convey a bright
and playful tone.

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LOGO SPACING

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COLOR

B L AC K BLACK
#000000
RGB(0, 0, 0)
HSL(0, 0%, 0%)

70’S SKY BLUE #59ACDB
RGB(89, 172, 219)
HSL(202, 64%, 60%)

PETUNIA #F38AA8
RGB(243, 138, 168)
HSL(343, 81%, 75%)

I’M WALKIN #EEDD41
ON SUNSHINE RGB(238, 221, 65)
HSL(54, 84%, 59%)

T Y P E FAC E S

ITC RHONDA BT I T C AVA N T G A R D E G O T H I C
PRO
ABCDEFG
HIJKLMNOP ABCDEFG
QRSTVWXYZ HIJKLMNOP
0123456789 QRSTUVWXYZ
0123456789

USED EXCLUSIVELY FOR THE FOR ALL OTHER TEXT USED IN ADS,
LOGO W E B S I T E , A N D A P P M AT E R I A L S ; M AY
USE ALL VERSIONS OF THE FONT

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ORIGINAL LOGO

03

01
04

02 05

LOGO DON’TS

01/DO NOT COMPRESS OR 03/DO NOT RO- 05/DO NOT REARRANGE
STRETCH THE LOGO TATE THE LOGO THE STRIPES

02/DO NOT USE A DIF- 04/DO NOT USE A DIFFER-
FERENT COLOR SCHEME ENT FONT

01

03

02
04

01/DO USE THE LOGO LOGO DO’S
WITHOUT THE TEXT
03/AN APPROPRIATE LOGO FOR APP

02/DO USE THE FONT BY 04/DO RESIZE THE LOGO TO FIT AN AD OR
ITSELF IN A DIFFERENT APP AS LONG AS THE PROPORTIONS ARE
COLOR THE SAME

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V

THE SHOE

BENEATH THE
SURFACE

V

THE SOCK

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IMAGERY

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WEBSITE

APP

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ADVERTISMENTS

Our ads should reflect the vision of the design-
er, not our brand. The colors used through-
out the imagery should reflect the look of the
model/designer. There should be 2-3 different
colors featured, no more than that.

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SONNTAG IS NOT
AFFILIATED WITH
CAMPER OR ISAMAYA

FFRENCH

CREATED BY DANA DEAN & MORGAN Z AGERMAN

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