E le g a ncy, M a d e Youn g Brand Identity Brand Development Development Guide Guide Table of contents p.4: History p.6: Adjectives - Customers p.7: customer -Name brainstorming p.9: imagery ( contemporary and historical) P.10: Logoytype and Adjective board p.12-15: Typeface itteration p.16: Color Palette p.18-21: Icon itteration p.22: Secondary Typeface p.24-27: Applications Smart Lapel Suits Retail Store History: Smart Lapel is an English suits brand for both men and women. Created in 2005 by a 40s businessman named Joshua Harmsworth who was investing in retailing stores for years. He saw that the suits market has a gap where young men don’t find trendy enough suits. However, being the old gentleman, and to expand his customers a bit, He ordered suits to be designed elegant and simple. So, in 2005 the first Smart Lapel branch in Bristol, England. In 2017, The brand made enough profit to expand to other parts of Europe. Starting with Germany where two branches opened in Frankfort. and today, Smart Lapel has over 20 branches all across England and Germany. Philosophy: serve the most elegant and unique suits for people. Suits has to be elegant yet hint young and modern. Names Brainstorming Possible Names Grey Cherries (sound fancy but feminine) Smart Lapel Gorge Adjectives Elegant Customer Modern The brand serves a very niche market of people from 25 to 40 years old. The customers of Lapel are looking for unique looking suits that can Unique make its owner stand out and scream young. Imagery Adjectives board Logotype research Typeface Itteraton Skeleton Itteration Typeface Generation Icon Refining Icon Itteraton Trend Catalog Business cards Smart Lapel Pin Pamflet
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