Clothes For Rent - Brand Manual

A design project by GK
Designs

v01

BRAND 17/03/2019
MANUAL

Karla Kirtley Guoda Domilė Šukytė
1741212 1741212

CLOTHES

FOR RENT

Brand Guidelines
March 2019

BRAND MANUAL 1
4
TABLE OF CONTENTS 10
28
SECTION 1 | INTRODUCTION 30
SECTION 2 | BRAND SUMMARY 36
SECTION 3 | COMPETITORS ANALYSIS 43
SECTION 4 | TARGET AUDIENCE
SECTION 5 | COMPANY LOGO 48
SECTION 6| COMPANY TYPOGRAPHY 54
SECTION 7 | COMPANY COLOR SYSTEM 57
SECTION 8 | COMPANY IMAGES
SECTION 9 | ICONOGRAPHY 61
SECTION 10 | COMPANY STATIONARY
SECTION 11 | MEDIA

CLOTHES

FOR RENT

SECTION 1

INTRODUCTION

Team Description
Purpose

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INTRODUCTION

GK Design joined hand in hand to work with Clothes For Rent project collaboration. The project
consisted of creating a style guide that reflects and emphasizes the company’s visual identity. It is
supported by a thorough analysis of the target market and competitors. The various elements of
the brand's core identity. Provided are details of the logo, typography, color palette and imagery.

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INTRODUCTION

TEAM DESCRIPTION

Guoda Domilė Šukytė Prepared weekly agenda, scheduled meetings, and as well as
Project Manager liaison with the client, to guarantee the success of the
project. Composed the inspiration and products & services
description from the executive summary, along with
researcher analysis for the competitors. Also, organized the
brand's imagery.

Karla Kirtley Created and designed the layout of the style guide as well as
Creative Director assisted with technical design requirements for each
component. As it regards to design element, generated the
logo and typography, in addition to compiling research
analysis fo the brand’s target audience.

Each member of the team made an equal contribution by presenting ideas and sourcing
information. All played the role the Research Captain and Editor in Chief being the role of research.
We were also both influential in the establishment of the company’s color palette.

PURPOSE OF THE
BOOK

This style book is designed to
create a clear representation of the
specifications and practical
applications, of the multiple
components used to define the
company’s brand Identity.

It acts as a guide for current and
future development to guarantee
and maintain consistency as well as
help to improve communication.

CLOTHES

FOR RENT

SECTION 2

BRAND SUMMARY

Inspiration
Core Values
Products & Services

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INSPIRATION

Rent for Clothes was created by Mathilda Dahl, a young woman in Berlin, who saw a way to bridge
the gap between fashion designers and fashion lovers, for an affordable cost. The idea of creating
a rental service came from her struggles of keeping up with the fashion trends and being able to
afford attires for occasional events.

Mathilda noticed that formal wear is a big investment and is usually a one
time wear. As such, the idea sparked by creating a solution for others who
could relate to her challenges. In doing so, she wanted to promote slow
fashion and sustainability, thus making this the core of Clothes For Rent's
business model. 

However, with the potential recognized in this market, Mathilda wanted to differentiate herself
from the other competitors. Therefore, she incorporated several components to typical clothing
rental services in order to enhance the brand's uniqueness. Clients have an opportunity to rent
clothes offline and online, this also includes delivery and pick up services. Additionally, clients can
purchase their favorable clothing items.

GAME CHANGER

"People were already renting clothes from
store by using the 30 day return policy as
an excuse. They would buy the clothes,
leave the tag on, wear it and return it. So
why not make a business out of this?"

- Mathilda Dahl

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CORE VALUES

VERSATILE PURPOSEFUL

As a rental company, we aim to strive above Our purpose is to help our customers to
the ordinary by providing our customers maintain their lifestyle and fashion thirst
with a wide array of quality products. We are affordably without contributing to the problem
equipped with top-notch designer wear and of the increased usage of earth resources. We
trendy statements pieces ranging from focus on promoting slow fashion and
modern to vintage wear. Our extensively sustainability in an attempt to support the
unique collection is one of the top qualities environment while pleasing our customers.
that we pride most and that truly sets us
apart.

PROFESIONALISM

We recognize the importance of creating value and meaningful experience for our customers.
Thus making it crucial for us to maintain a level of professionalism. This is executed in our
customer interaction and staff capabilities.

EASY TRANSPARENT

We make it easy for our customer to We believe in transparency; reflecting
access our products by simplifying the expectation with reality. Committed to
entire clothing rental process. staying honest and true in whatever we do.

PROVIDING ENDLESS
POSSIBILITIES

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PRODUCTS AND SERVICES

Here at Clothes for Rent our business model is focused around unique value proposition of
simplifying the process of renting clothes. By offering an extensive line of fashion wear and designer
collectables, we provide various options for each of our customer.

PRODUCTS

We provide clothing for both men and woman for different
occasions. Our products consist of combination of:

Designer collectables
Vintage wear
Statement pieces

SERVICES

We offer different types of rental plans, varying from
subscription to weekly payments. Additionally, customers have
the option to pick up clothes in the store or have it delivered to
their home or desired checkpoints.

We offer in-store personal assistance to help our customers
when selecting the right item for their required purpose. This
is performed by our trained staff.

CLOTHES

FOR RENT

SECTION 3

COMPETITORS ANALYSIS

Rent For Runway
Glam Corner

Research findings for both competitors were obtained from their website,
Facebook and Instagram platform. Please see attached full reference list for
each competitor.

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RENT FOR RUNWAY

As a rental company, Rent The Runway provides sets of fashionable clothing items. As, Clothes For
Rent, they are using the same business model that is part of the "access economy". Rent The Runway
not only offer clothing rental services but accessories as well. Their target audience consists of only
women.

LOGO

Rent for Runway logo consists of the following
design elements:

LINES Lead the direction of ones focus
SHAPE throughout the focal points of the
logo. The variation of lines includes:
horizontal, vertical and diagonal.
These lines execute the forms of
shapes.

Consist of: rectangles and triangles.

COLORS Colours - white and black. This colour
combination also creates contrast and
draws attention towards the letters
within the shapes.

TYPOGRAPHY The typeface used of the letters within
the logo is: GIBS book. This typeface
gives a sharp and simplistic look to the
eye.

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RENT FOR RUNWAY

CORE COLORS

Rent the Runway chosen this pallet to present reliability and simplicity. The color palette consists
of variety of hue, shade, tint and tones. The company presents itself as honest and transparent
containing neutral colors and only emphasizing specific aspects of design with the touch of
Tangerine. This red tone hue brings out the ambition and optimism that this brand leads.

The Core colors consist of: MIDNIGHT FAWN WHITE

Midnight, Fawn and White - regular tones Cmyk: 30 15 0 79 Cmyk: 0 24 41 23 Cmyk: 0 0 0 0
used to create neutrality and cohesiveness Rgb: 37 45 53 Rgb: 196 148 116 Rgb: 255 255
within the colours. Hex: 252D35 Hex: C49474 255
Hex:FFFFFF
Lacc, and Cashmere acts like the accents of
Rent the Runway. These colors provide LACC TANGERINE CASHMERE
neutral and beige tones to complement -
Midnight, Fawn and White. Additionally, Cmyk: 0 7 13 2 Cmyk: 0 61 70 11 Cmyk: 17 7 0 25
Tangerine is the emphasis that the Rgb: 250 234 Rgb: 227 88 69 Rgb: 159 177 191
company uses to spark a colorful accent 217 Hex: E35845 Hex: 9FB1BF
and joyfulness of the customer. Hex: FAEAD9

The Core colors are used as the base of the
website background, headers/subheads
font color, packaging, stationery, and
Social media platforms.

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RENT FOR RUNWAY

SEASONAL COLORS
The Seasonal colors are present during the season to bring brightness and attention. These colors
are exciting, fun and full of energy. The colors are used in the Photos or specific banners on the
website. As with core colors, seasonal colors are stored as global sass variables. (Rent the Runway,
2019)

CORAL RED-TANGO SUCCULENT Seasonal colours include
combinations of red and blue tone
Cmyk: 0 22 32 2 Cmyk: 28 21 0 Cmyk: 74 43 0 3 hues due to accentuating and
Rgb: 250 196 171 14 Rgb: 46 100 176 complimenting core colours at the
Hex: FAC4ABC Rgb: 157 173 219 Hex: 2E64B0 same time.
Hex: 9DADDB
Red tone colors accentuate passion
and energy that the brand wants to
portray in order to attract more
audience and appear youthful.

The Blue tone hues symbolize
peace and trust as well as brings
out happiness.

LI-FAWN PURPLE BLUE-SKY

Cmyk: 0 20 31 20 Cmyk: 28 21 0 Cmyk: 74 43 0 31
Rgb: 204 164 140 14 Rgb: 46 100 176
Hex: CCA48C Rgb: 157 173 219 Hex: 2E64B0

Hex: 9DADDB

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RENT FOR RUNWAY

COLOR USAGE & EXAMPLE

Primary and Seasonal colors are mostly used for the framing of professional photography and
icons on the website as well as for their Instagram posts. However, they use other colors frequently
that are not part of their color palette in their branding and media content. Icons (designed with
lines and shapes) are also used to represent the different categories.

EXAMPLE

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RENT FOR RUNWAY

TYPOGRAPHY USAGE

Rent the Runway uses two different fonts to emphasise hierarchy within the layout of the website.
They use the combination of Gibbs book and Nimbus Roman to create simple and elegant touch
to the typography usage. Both typography's is a mixture of San Serif.

LOGO All Caps
TITLES Gibbs Book
Letters in the Icon (RTR)

Gibbs Book

SUBTITLES Gibbs Book & Nimbus
Roman

BODY TEXT Gibbs Book & Nimbus
Roman

EXAMPLE

Both San Serif and serif fonts used interchangeably, usually in the case one is used in the
foreground and the other is used as accentuation to create contrast in the hierarchy.



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RENT FOR RUNWAY

IMAGERY

Rent the Runway Imagery is artistic and professional. They use Professional photography for their
brand demonstration. In this case the usage of darker and textured backgrounds are chosen while
creating artistic and captivating images for branding purposes. In the example, wooden
background is used.

The usage of light color background's illuminates the distraction and creates a focal point which
centers the clothing piece. These type of photos are specifically produced in portraying every visible
aspect of the clothing to present a clear attire look for the customer.

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RENT FOR RUNWAY

WEBSITE

Rent the Runway Website consists of the primary colors Lacc, White and Midnight with the mix of
Seasonal color Blue-sky as an accentuated add placement. The website uses Professional
photography of individuals wearing colorful unique garments. The backgrounds of the
photographs differentiate each photo due to different colored or textured background which
emphasizes the clothing by creating the focal point and balance within the photo.

Website uses simple iconography for The typography used in the Website is
functional purposes such as link to the Gibbs book for menu bar and Nimbus
company's other media platforms. Roman for Heading and body text of the
Photos are simetrically aligned in a specific grid introduction page.

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RENT FOR RUNWAY

INSTAGRAM

Rent for Runway uses professional
photographs and user-generated content
(example: mirror selfie).

The user created pictures presents how
involved the brand is with their customer's
community. By presenting the pictures of
their customers it brings unique and
personalization to their social media
platform as well as portrays the credibility.

FACEBOOK

Rent for Runway uses professional
photography to portray their clothing.
Combinations of colorful clothing and
beige or softer color backgrounds to create
the contrast.

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GLAM CORNER

"Glam Corner is a fashion-tech company at its heart with a unique reverse logistics operation. Our
mission is to revolutionise the way fashion is consumed by providing a smarter and more sustainable
alternative that is better for our community and our environment." (Glam Corner, 2019).

LOGO LOGO EXPLAINATION
GLAM CORNER has two official logos.
The wordmark is used as the official main
logo in their branding and marketing. This
logo is minimalistic and simplistic. The logo
consists of the company’s name in the font
of Kings Caslon. Black letters in the white
background create strong contrast and
grab customers attention.

COLORS Used for Social media platform - Instagram.
This logo follows a black circle shape and
BLACK white letter G placed in the middle. The
Cmyk 0 0 0 100 contrast between these hues create
Rgb 0 0 0 emphasis and grabs one’s focus. The
Hex 000000 placement of the letter is balanced and
symmetrical.

LIGHT GREY WHITE COLOR EXPLANATION

Cmyk 1 0 0 10 Cmyk 0 0 0 0 The core colors are monochromatic which
Rgb 228 229 230 Rgb 255 255 255 are a combination of white, black and grey.
Hex E4ESE6 Hex FFFFFF They do not have a standard secondary
color palette, however a random colors are.
used occasionally.

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GLAM CORNER

"This is mostly shown on their website. Through out their social media platform and branding
material they use a mixture of random colors.
EXAMPLE

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GLAM CORNER

TYPOGRAPHY USAGE

GLAM CORNER uses three different typefaces to create distingishments and accents in their
website. These typefaces include the combination of two different font families: Kings Caslon (serif)
and Basic Sans (

LOGO All Caps
Kings Caslon

HEADINGS Kings Caslon & Basic
Sans Light

SUBHEADINGS Basic Sans Extra Light

BODY TEXT Basic Sans Light

EXAMPLE

They consistently use the serif font as headings as the way to bring edge and dimension to their
context while using the subtle formation of the san serif font. This creates smooth hierarchy.



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GLAM CORNER

IMAGERY

GLAM CORNER uses real-life professional photography to represent their clothing. For promotional
purposes, they use artistic imagery to create a visual style and unity. To promote their clothes
company uses photos of models in a white background to focus on the attire. Icons (designed with
lines and shapes) are also used to represent the different categories.

EXAMPLE

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GLAM CORNER

WEBSITE

Glam Corner website consists of the company's primary colors. Professional photographs are used
to create a colorful accent within the neutral tone background. Glam Corner uses both of the font
families. King Caslon is used in the Word-mark and the header of the advertisement. Basic Sans
Light is used for the heading and subheading. Basic Sans Extra Light is used in the body text.

The Website include icons which are used for the functional purpose of the order placement or link
to the other social platforms.

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GLAM CORNER

INSTAGRAM
Glam Corner focuses on professional and
user-generated content. They post colorful
and fun images in different texture or color
backgrounds. The imagery portrays
uniqueness, youthfulness, and energy.

FACEBOOK
Glam Corner focuses on professional
photography only. These photographs
concentrate on the company's main
neutral colours without any strong
colourful accents.
Photos execute both promotional and
artistic purposes. It portrays elegance,
professionalism and simplicity.

CLOTHES FOR RENT
BRAND POSITIONING

We allow our customers to maintain a
health fashion lifestyle with ease and
affordability while enforcing
sustainability.

CLOTHES

FOR RENT

SECTION 4

TARGET AUDIENCE

Our customers

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OUR CUSTOMERS

Clothes For Rent caters to the needs of trendy budget conscious millennial's who do not agree
with the idea of spending a lot of money on clothes that would be worn only once. They are often
considered to be conservation with their budget, and according to Allied Market Research (2017)
end -users in this cohort is an ideal target market for the online rental industry. Our customers
appreciate variation and enjoy's expressing themselves through fashion.  Researcher Nester ()
stated online clothes rental services is mostly used by individuals attending occasional events like
weddings, theme parties etc.

BREAKDOWN

DEMOGRAPHY

Fashion forwards socialites between 25-35 years
Male and female
Earn annual minimum wage between 18,000 - 24, 000 euro
Single or Divorced
Individuals living in Germany or bordering countries

PSYCHOGRAPHY

Love to attend social gatherings, photo-shoot, as well as elite
parties and events.
Our customers rather not to be seen or take a picture in the
same outfit twice
They live for the status quote
Love keeping up with the tends
Supporters of environmental business imitative, i.e slow fashion
Budget conscious

CLOTHES

FOR RENT

SECTION 5

COMPANY LOGO

Logo Type
Anatomy
Construction & Clearspace
Specifications

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COMPANY LOGO

LOGOTYPE

In creation of our logo the design was inspired of the company's purpose of promoting slow fashion
through sustainability. This is represented through the style of the circle.

12 1. ICON

CLOTHES The variations of circles used represents continuity
and timelessness. The placement of the hanger
FOR RENT within the circle illustrates the cycle of clothing.
The main logo is consist of a wordmark
and an icon . 2. WORKMARK
Choosen for its clean simplicity look, the wordmark
is promotes legibility and is soft on the eyes. This is
further supported by the use of uppercase. The font
used is Raleway

CLOTHES BLACK VERSION
This is to be used on light background colors.
FOR RENT
WHITE VERSION
CLOTHES This is to be used on dark background colors .
Logo should always be used in the original design
FOR RENT format.

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COMPANY LOGO

EXPLANATION
Logo was design keeping in mind 5 logo design principles. These being:

Simple - Consists of simples shapes (circles) and wordmark.
Memorable - The contrasting colors captures attention, along with the simplicity of the
shapes.
Timeless - Modern approach and has repeatability.
Appropriate - Translates the purpose of the company.
Versatile - Transformed for multiple uses, while still being ecstatically appealing.
COLOR CHOICES
The primary colors are used to create the logo. Yellow and Black was paired because of the high value
of the yellow and the low value of the black create ascetically pleasing design. (Chapman, 2010)

YELLOW BLACK Black C
0 0 0 100
Cmyk: 0 31 100 0 Pms: 000
Rgb: 255 177 3 Cmyk: 00000
Hex: #ffb103 Rgb:
Hex:

MARKET ANALYSIS

In contrast with the competitors the logo was design to present the company's purpose and to
appeal to the target audience with its simplistic, and relatable elements. This is done to emphasize
instant recognition to the brand.Our logo is combination of wordmark and icon, other competitors
use either or.

TYPOGRAPHY TRACKING KERNING
220 em
Font: Raleway Auto kerning is
Text size: 47pt applied

CLOTHES

FOR RENT

TYPOGRAPHY KERNING TRACKING
690em
Font: Raleway Auto kerning is
Text size: 28pt applied

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CONSTRUCTION & CLEARSPACE

The specifications listed bellow acts as a guide for the design and representation of the company's
logo.

CONSTRUCT 4.8 mm

4.8 mm CLOTHES 6.2 mm This is the original version of the logo
and is to be used on backgrounds that
6.6 mm 28 mm has light colors.

4.8 mm FOR RENT 5 mm

27 mm

Logo size: 85 x 27 mm

FULL LOGO CLEARSPACE FULL LOGO CLEARSPACE

1/2 x 1/2 x 1/2 x 1/2 x

x CLOTHES x

1/2 x FOR RENT

1/2 x

xx

WORDMARK CLEARSPACE

1/2 x 1/2 x 1/2 x 1/2 x

x CLOTHES x This is to be used on dark background colors .

1/2 x FOR RENT

1/2 x

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COMPANY LOGO

MINIMUM SIZE

FULL LOGO CLOTHES CLOTHES CLOTHES
minimum size: 15
mm x 2.5 mm FOR RENT FOR RENT FOR RENT

ICON 40 mm 20 mm 15 mm
minimum size: 5
mm x 5 mm 15 mm 10 mm 5 mm
CLOTHES
DISAPPROVED LOGO CLOTHES CLOTHES
APPLICATION FOR RENT
FOR RENT FOR RENT
Do not alter the CLOTHES
icon. CLOTHES CLOTHES
Do not alter the logo FOR RENT
type style. for rent for rent
Never change the CLOTHES
logo proportion. CLOTHES CLOTHES
Never place the FOR RENT
logo on an FOR RENT FOR RENT
incompatible
background

CLOTHES

FOR RENT

SECTION 6

TYPOGRAPHY

Font Type
Font Family
Hierarchy
Specifications

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FONT TYPES

MONSTERRAT & RALEWAY

Clothes for Rent uses two types of typography which differentiates the logo from the general text.
Unlike Monsterrat, Railway (san serif font) has a sharper, smoother and more defined look, thus
increasing the visibility of the wordmark. The following pages provide explanations and specifications
for Monsterrat typeface.

MONSTERRAT Regular ABCDEFGHI JKLMNOPQ
Primary Use RSTUVWXYZ
abcdefghIjklmnopqrs
tuvwxyz

Bold ABCDEFGHI JKLMNOPQ
RSTUVWXYZ
abcdefghIjklmnopqrs
tuvwxyz

Figures 0123456789

Special !@#$%^&*()/?
Character

RALEWAY BOLD Bold ABCDEFGHI JKLMNOPQR
Logo STUVWXYZ
abcdefghIjklmnopqrst
uvwxyz

TRACKING

Auto tracking is
applied

CAP HEIGHT VISIT US
BASELINE TODAY

TYPOGRAPHY KERNING LEADING

Font: Montserrat Bold Auto kerning is Auto leading is applied,
Text size: 42pt applied in this case 50pt

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FONT FAMILY

MONSTERRAT

This typeface is a san serif font, that is simple, modern and straightforward which translate the brand's
core values through its messaging. This typeface is easy on the eye and promotes readability for our
target audience.

MONSTERRAT ABCDEFGHI JKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz

MONSTERRAT ABCDEFGHI JKLMNOPQRSTUVWXYZ
EXTRA LIGHT abcdefghIjklmnopqrstuvwxyz

MONSTERRAT ABCDEFGHI JKLMNOPQRSTUVWXYZ
SEMI BOLD abcdefghIjklmnopqrstuvwxyz

MONSTERRAT ABCDEFGHI JKLMNOPQRSTUVWXYZ
BOLD abcdefghIjklmnopqrstuvwxyz

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HEIRACHY

In order to promote contrast, we use a combination of various type face from the font family, ranging
from thin to thick. By doing so, this emphasizes depth while improving legibility. As shown below, our
headings and subheadings are used interchangeably, depending on the nature of use. These standard
measurements may vary accordingly.

HEADING 1 All Caps MONTSERRAT
HEADING 2 Montserrat Extra Light MONTSERRAT
34 pt Type / 30 Leading

All Caps
Montserrat Semi Bold
34 pt Type / 30 Leading

SUBHEADING 1 All Caps MONTSERRAT
Montserrat Bold
28 pt Type / 24 Leading

SUBHEADING 2 All Caps MONTSERRAT
Montserrat
18 pt Type / 18 Leading

SUBHEADING 3 Initial Caps Montserrat
Montserrat Extra Light
MAIN BODY 12 pt Type / 12 Leading Montserrat
TEXT
Initial Caps
Montserrat Extra Light
10 pt Type / 10 Leading

ANNUAL

SUMMER

SALE

DISCOUNT

UP TO

50%OFF

www.ClothesForRent.com

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SPECIFICATIONS

DISAPPROVED USAGE LOREM IPSUM  LOREM IPSUM 

LOREM IPSUM  Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text
Lorem Ipsum is simply dummy text of the printing and typesetting of the printing and typesetting
of the printing and typesetting industry. industry.
industry.
Lorem Ipsum  LOREM IPSUM 
Lorem Ipsum 
Lorem Ipsum is simply dummy LOREM IPSUM IS SIMPLY DUMMY Lorem Ipsum is simply dummy
text of the printing and TEXT OF THE PRINTING AND text of the printing and
typesetting industry. TYPESETTING INDUSTRY. typesetting industry.

Do not deviate from the type of font used as Always ensure the color and type of text
specified in the hierarchy previously. used is complimentary and promotes
Never use italic for anything, stick to the font readability.
family Full body main text should never be bold.
Do not use white on the secondary or light Only exception use of selected words
color backgrounds. Always ensure to include size variations to
Body text should never be place in yellow. help create contrast

MARKET COMPARISON

In comparison to the competitors who were inconsistent with the use of their typography, we
made an extra effort to pay close attention to the type and use of our chosen fonts. They both used
the combination of serif and san serif fonts, which did not translate well with the cohesiveness of the
hierarchy. To maintain balance we used the san serif fonts both for our logo and primary typeface.
The modern craft of the font easily appeals to our readers and relates to the characteristics to our
audiences.

CLOTHES

FOR RENT

SECTION 7

COMPANY COLOR SYSTEM

Primary
Secondary

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PRIMARY COLORS

YELLOW EXPLANATION

Cmyk: 0 31 100 0 Clothes For Rent is a brand that showcases itself
Rgb: 255 177 3 as a statement piece in its own right.
Hex: #ffb103 To represent the brand's core value and
purpose, strong bold colors were chosen as an
%100 %80 %60 %40 COLOR TINTS ideal way to express this. Additionally, reflecting
YELLOW GRADIENT the owner's personal choice of incorporating
elements of her cultural background.
BLACK
PSYCOLOGY
Pms: Black C
Cmyk: 0 0 0 100 Our rich beautiful yellow is a hue with high value
Rgb: 000 and symbolises warmth, happiness, good energy
Hex: 00000 and indestructibility. Qualities that speaks
towards the brand's purpose. Yellow is known to
%100 %80 %60 %40 COLOR TONES have a long lasting relationship with the world
BLACK GRADIENT and is successful in drawing attention. Therefore,
acts as an element of attraction for our audience.

The bold, elegant presence of our black shade,
create a contrast that maximizes the
attractiveness of the yellow. It brings
sophistication and professionalism to the brand's
identity as well a little punch and pizzazz. 

Reference was made from Stribley  (n,d.)  for both
color psychology.

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SPECIFICATIONS

COLOR USAGE

Yellow and black are used in a 60 40 ratio. These colours are use in various items throughout the
brand visual identity. Examples are shown through out the style book. Some general usage include:

highlights in the website
the iconography
background colors
clothing tags

EXAMPLES

EXPRESS YOUR SELF

Release your inner fashionista

MARKET ANALYSIS

Our competitors use neutral and earth tones as their color palate. We decided to add more energy
and youthfulness to our color choices as a way of displaying a sense of urbanism and vibrancy.  Our
sense of style is inspired by the company's purpose of being a forthcoming, game-changing brand
with fresh new ideas for the clothing industry. As such creating an appealing atmosphere for our
fashionable audiences who appreciate quality and trendiness. In regards to secondary colors, one our
competitors define it as seasonal and the other competitor does not incorporate it.

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SECONDARY COLORS

SECONDARY

PINK BEIGE EXPLANATION

Cmyk 0 10 17 7 Clothes for Rent secondary colours are
Rgb: 236 213 195 subtle tints of yellow and pink in
Hex: #ecd5c3 combination of white. These colors present
a hint of subtleness acting as an
YELLOW BEIGE contrast to our striking primary colour
palette.
Cmyk 0 7 31 4
Rgb: 245 228 169 PSYCHOLOGY
Hex: #f6e3a7:
The pink beige presents a vintage feel of
WHITE inclusiveness.

Cmyk 0000 The yellow beige is a trial of the primary
Rgb: 255 255 255 yellow, the portrays elegance and
Hex: #ffffff simplicity.

White assists with producing a
minimalistic approach in our presentation.
White signifies purity, transparency and
refinement.