XPRESSTEES Brand Development Guide

A BRAND DEVELOPMENT GUIDE

WHAT TO CHECK HERE Nature of Start-up Company Company History Mind Map & Brainstorm Sketch Naming Options of the Company Company Philosophy Contemporary Context Historical Context Identity Color Palette Brand Marks Brand Secondary type Image Styles Modular system Brand Application (Print) Brand Application (Digital)

WHAT WE DO? We’re a fashion brand selling clothing lines printed with customer-designed text or image expressions.

COMPANY HISTORY Our concept was inspired by one of the episodes of Glee Season 3, where they’re wearing tee-shirts that truly expressed who they are. Since then, we wanted to build a brand where people can wear their hearts on their sleeves, like literally, and show everyone what they have and accept it. The company ’s CEO and founder is a firm believer that everyone has the right to express themselves even though they can be bashed or ridiculed by others. He also wants everyone to accept self-expression as something that everyone deserves to have in their lives. Thus, XpressTees™ was born. In 2015, the company initiated a start-up to make custom tee shirts that have personalized expressions on them. Also, we want to achieve something that other custom design printing companies haven’t much achieved in the past few years – printing shirts at a minimal price with no required number of orders to fulfill. We believe that everyone deserves to have a custom tee shirt for themselves regardless of the order solely for their personal use or have them in bulk orders. In 2017, the company started to expand online and rolling out easy customer-oriented custom printing called XpressDesigner™ where they can simply put in the text or image they want to be printed on the shirt and we ship it to them within 24 hours after the order was confirmed. Also, in 2019, overnight and express shipping, or what we like to call XpressDeliver™ shipping option was added to our webpage and seller accounts so that everyone can get their shirts within the fastest delivery periods and enjoy them right away. As the pandemic struck everyone in 2020, XpressTees™ desires to keep the flame lit in making everyone feel safe and still be able to express themselves fully in whatever they’re wearing. The XpressQTees™ and XpressMask™ were created to make everyone still become comfortable of expressing themselves without the feelings of being locked down or hindered because of quarantine measures.



MIND

MAP

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This portrays a play of the word XPRESS, which NAMING OPTIONS means Expressing oneself and Fast Services. The TEX means T-shirt Xpressions on Text, which is the best way to represent about what they want to express or display on their custom shirt design. Its all on the word EXPRESS, redacted with the letter E to also show cross-pressing techniques to be used in printing the tee shirt designs.

CONTEMPORARY CONTEXT

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HISTORICAL CONTEXT

LOGOTYPE EXPLORATIONS Type Skeletons Typeface Explorations (Strasua-Regular)

Logotype Development Final Logotype LOGOTYPE EXPLORATIONS

IDENTITY COLOR PALETTE Solid Red Solid BLUE Solid GREEN YELLOW C = 15 C = 100 C = 75 C=0 M = 90 M=5 M=0 M = 100 Y = 10 Y = 100 Y = 100 K=0 K=0 Y = 100 K= 0 K=0

IDENTITY COLOR PALETTE

MARKS PROGRESSION OF THE MARK COLORED MARKS

FINAL MARK MARKS

SECONDARY TYPE

IMAGE STYLES

MODULAR SYSTEM A series of custom designed X’s are used to replace the “X” in the logotype. These can be switched out depending on purpose and usage. The X, given its universal meaning of inclusiveness and cultural unity, is a perfect mark for anyone who wants to have a different Xperience with what they wear. In Phase 2, the X-mark can be used to properly express the person’s orientation, whether racial or gender, through the use of mono-colored, bi-colored, sharp, or rounded tip or outline on the upper right arm of the letter X.

PHASE TWO: CUSTOMIZABLE X’S MODULAR SYSTEM

BRAND APPLICATION (PRINT) Employee Uniform

Neck Bend Size Indicator Product Packaging

LOGO & APP INTERFACE

WEBSITE & ONLINE STORE BRAND APPLICATION (DIGITAL)

Jordan Loven Pableo Specialization in Graphic Design Capstone Project