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0.0Introduction002Whywemadethis.Brandiswhatenablesustotellourstory,influencehowpeopleperceiveus,andignitethepossibilitiesthatexistwithinourselvesandbeyond.Ourbrandispowerful.Itmustbenurturedandappliedwithcare.Wemadethisguidetoempowereveryonewhotouchesthebrandtospeakwithonevoiceandsweatthedetails.Inaway,wemadetheseguidelinestorealizeourownfullpotential.002
0.0Index0031.0OurLogo0046.0ScienceofFeel131.41.5OverviewYogoLogotypeCombinationMarkLockups00600801501902BasicElementsWordmarkSymbolsColourandTypographyPhotography139140142149150151WordmarkandSymbolMisuse2.0Colour0417.0Manifesto15PrimaryPaletteSecondaryPaletteApplicatiotructureMessaging/ManifestoStatementsApplication1551591603.0Typography0588.0OurVoice173.7OverviewCalibre06006106406507008108Onebrand.Onevoice.HowWeSpeakOurName175177182CalibrePracticeGlobalFontUseSettingTypeExpressiveTypeFallbackTypeface9.0GlobalWritingStyleGuide18lululemon-ismsandGeneralWritingGuidelinesCoreWebComponents(NASite)EnglishGrammarandPunctuationEnglishStyleandUsageEnglishProse(Long-formCopy)GlobalWordChoiceandSpellingTrademarkedNames1861914.0PhotographyandVideo08619419720320620821024.7CastingStrategyCorePhotographyCodesCampaigns/WeekliesDocumentationEventsEcommerce088097099111117126128SanskritGuidelinesNamingGuidelinesSeasonalandLighting10.0BrandTerminology2165.0Iconography1324.14.2OverviewIconSets134135003
1.0004OurLogo004
1.0OurLogo005Ourlogoisthecentralelementinlululemon’svisualcommunicationssystem.Itisauniversalsignatureacrosseverychannelandisthemostimmediaterepresentationofourcompany,ourpeople,andourbrand.Soundsprettyimportantright?That’swhywewrotesomanyfunrulesforitsuse.005
1.1OverviewOurLogo006Thelululemonlogoisavaluableassetthatmustbeusedconsistentlyintheproper,approvedforms.Thefollowingpagesshowtheinsandoutsofourlogosystemandgui
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