Brand Direction 2019 - Gildan

[Pages:54]Brand Direction 2019

TABLE OF CONTENTS

ABOUT COMFORT COLORS?

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Table of Contents Our Consumer

Product Position

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Brand Positioning + Vision

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Brand Voice + Tone

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Visual Identity

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BRAND LOGO

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Horizontal Logo

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Horizontal Logo with Tagline

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Stacked Logo

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Overlay Size Guidelines

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Dark & Light Overlay Versions

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Overlay Effect Guidelines

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Improper Use & Prohibited Logos

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Corporate Social Responsibility

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COLORS

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Comfort Colors? Pantone? Guideline

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Comfort Colors? Swatch Palette

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FONTS / TYPOGRAPHY

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Primary fonts

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Secondary fonts

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Font usage

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PHOTO STYLE

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Ladies

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Adult

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Couples + duo

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Youth

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Off figure

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Detail shots

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ONLINE / PRINT

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Websites

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Social Media

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Social Media for Distributors and End Users

44

Print Ad Styles

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TERMS + CONDITIONS

50

CONTACT US

52

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ABOUT COMFORT COLORS?

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A long history of laidback comfort

Every day feels like the perfect lazy Sunday with the Comfort Colors? collection of lived-in, low-key tees, tanks and sweats. We've been making everyone's favorite apparel for over 40 years, bringing you back to basics with clothes that were crafted for ultimate comfort. As a new member of the Gildan? family, we're excited to collaborate with a company known around the world for its manufacturing expertise and a shared commitment to making top-quality clothes people love to live in.

Our unique dyeing processes allow us to achieve that worn-in and weathered look without the clothes losing shape or shrinking. It's always time to slip into something a little more comfortable.

Color me cool

Our wear-with-anything apparel is a staple in every wardrobe, with a world of worn-in natural shades and an ever-growing spectrum of colors, you're sure to find the perfect shade every time.

So much more than super comfy, feel-good clothes, Comfort Colors? is a lifestyle, inspired by nature and no-stress weekends when all you have to do is relax. They're the clothes you want to wear when you're just being you, from the easy fit to the soft, cozy feel. Whether you're hitting the beach at a resort, hanging out on campus with friends or swinging solo in your hammock, turn up the cool and let your true colors shine.

OUR CONSUMER

Who is the Comfort Colors?

CONSUMER

Young+Fun College Culture Modern Hippie Vintage Color Natural+Outdoors Worn In Wash Resort Wear

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PRODUCT POSITION

COMFORT COLORS?

? Relaxed, easy-wearing color basics ? A world of weathered earthy hues ? Lived-in, low key style ? the more it's worn, the better it gets ? Colors Inspired by NatureTM

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BRAND POSITIONING + VISION

Comfort Colors? ? our name says it all. It is in our nature to offer ultimate comfort in a palette of colors that satisfy the soul. Our goal is to make the clothing people love to live in ? relaxed and familiar, the favorite Saturday morning tee that you literally wear to pieces. Unique dyes and processes give each shirt the perfect one of a kind hue that defines

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BRAND VOICE + TONE

? Soulful, colorful ? In the moment ? Uncontrived ? Natural, outdoors ? Weathered, earthy tones ? Relaxed, lived-in comfort ? Quality, craftsmanship

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VISUAL IDENTITY

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