【品牌营销案例】lululemon-品牌LOGO 规范手册【运动健身】【VI规范】.pptx

GraphicStandardsGuide

YOGALOVERUNPEACE 2

ABOUTYOGALOVERUNPEACE 3ThisGraphicStandardsGuidecoversthebasicguidelinesfortheLululemonAthletica’snewgraphicidentity.TheGuideprovidesasummaryoftheprimaryfeaturesandapplicationsofthegraohicidentity.Forfurtherguidelinesonhowtoapplytheidentityinspecificcommunicationsmaterials,pleasecontactLululemonAthletica.Contact:400-1818CornwallAvenueVancouver,BCCanadaV6J1C7phone:1.604.732.6124fax:1.604.874.6124

CONTENT INTRODUCTIONIDENTITYAPPLICATIONP.5P.6–11P.12–15YOGALOVERUNPEACE 4

INTRODUCTIONYOGALOVERUNPEACE 5lululemonathletica:companyhistoryAfter20yearsinthesurf,skateandsnowboardbusiness,founderChipWilsontookthefirstcommercialyogaclassofferedinVancouverandfoundtheresultexhilarating.Thepost-yogafeelingwassoclosetosurfingandsnowboardingthatitseemedobviousthatyogawasanideologywhosetimehadcome(again).Cottonclothingwasbeingusedforsweaty,stretchypoweryogaandseemedcompletelyinappropriatetoChip,whosepassionlayintechnicalathleticfabrics.Fromthis,adesignstudiowasbornthatbecameayogastudioatnighttopaytherent.Clothingwasofferedforsaleandanundergroundyogaclothingmovementwasborn.Thesuccessoftheclothingwasdependentonthefeedbackfromyogainstructorswhowereaskedtoweartheproductsandprovidetheirinsights.namingthecompanyThelululemonnamewaschoseninasurveyof100peoplefromalistof20brandnamesand20logos.Thelogoisactuallyastylized“A”thatwasmadeforthefirstletterinthename“athleticallyhip”,anamewhichfailedtomakethegrade.

IDENTIRY:The“Lu”TheLululemonAthletica’sidentitycontainsthepassionatered“lu”,wichalsosymbolizetheblow,andlululemonathletica’swordmark.ThepositiveimageoftheLuisthepreferreduse.Whenreproducingtheidentityincolour,itshouldalwaysappearasPANTONE186C–passionred.