lululemon：2020年lululemon品牌手册（英文版）（219页）.pdf

1、001001lululemonBrand Identity GuidelinesAugust 31,2020Document Version 1.00020020.0lululemonBrand Identity Guidelines0.0August 31,2020Document Version 1.0IntroductionWhymadethis.weBrand is what enables us to tell our story,influence how people perceive us,and ignite the possibilities that exist with

2、in ourselves and beyond.Our brand is powerful.It must be nurtured and applied with care.We made this guide to empower everyone who touches the brand to speak with one voice and sweat the details.In a way,we made these guidelines to realize our own full potential.003003lululemonBrand Identity Guideli

3、nes0.0August 31,2020Document Version 1.00.0Index004006008015 019025041043047048152155 159 160058060061064065 070081085173175 177 182086088097099111117126128184186 191 194 197 203 206 208 210 213132134 135216Overview YogoLogotypeCombination MarkLockups1.11.21.31.41.5Our Logo1.0Primary PaletteSecondar

4、y PaletteApplication2.12.22.3Colour2.0OverviewCalibreCalibre Practice Global Font UseSetting TypeExpressive TypeFallback Typeface3.13.23.33.43.53.63.7Typography3.0Casting StrategyCore Photography CodesCampaigns/WeekliesDocumentationEventsEcommerce Seasonal and Lighting4.14.24.34.44.54.6 4.7Photograp

5、hy and Video4.0OverviewIcon Sets4.14.2Iconography5.0StructureMessaging/Manifesto StatementsApplication7.17.27.3Manifesto7.0One brand.One voice.How We SpeakOur Name8.18.28.3Our Voice8.0lululemon-isms and General Writing GuidelinesCore Web Components(NA Site)English Grammar and PunctuationEnglish Styl

6、e and UsageEnglish Prose(Long-form Copy)Global Word Choice and SpellingTrademarked Names Sanskrit GuidelinesNaming Guidelines9.19.29.39.49.59.69.79.89.9Global Writing Style Guide9.0Brand Terminology10.0137139 140 142 149 150 151Basic ElementsWordmarkSymbols Colour and TypographyPhotographyWordmark a