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Southern Swim Brand Book 2014

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Southern Swim Brand Book 2014

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What's in a brand. Find out about Southern Swim and what the brand represents and how it's applied.

What's in a brand. Find out about Southern Swim and what the brand represents and how it's applied.

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Southern Swim Brand Book 2014

  1. 1. Southern Swim is a brand built on the culture and lifestyle of activities around water in the South. While most swimwear brands are focused on the West Coast and Caribbean, we want to highlight the rich culture of going to the lake, floating the river, or simply hanging out by the pool. While this culture of spending time on or around the water is so intrinsic to living in the south, it is often overlooked. Each trip to that favorite body of water is an experience; memories are created and stories told.
  2. 2. CORE VA L UE S Experience Respect Class Quality
  3. 3. BR A ND PIL L A RS Honest Simple Community Conservation
  4. 4. A SPIR AT IONS We aspire to be more than just a destination for swimwear. We want to build a brand that is intrinsic to people’s lifestyle of living in the South. Southern Swim is a brand that represents the culture of Southern people and the fun and excitement of being outdoors in nature. OUR BRAND PROMISE We want to create memories that are shared through our products and their experiences. We provide quality products and excellent customer service.
  5. 5. BR A ND CH A R AC T ERIS T IC S Unique Consistent Adventurous Fun Conservative
  6. 6. CULT URE The culture of Southern Swim is in the name. SOUTHERN. We are a brand that celebrates a Southern Lifestyle. We live and breathe it everyday. We are hard workers with deep roots. When people all across the world want to know what is going on in the South they will turn to us. We are family, we are loyal, we are supportive, we are trendsetters and we are fun. Simple. Hone s t . Fr iendly. Acce s sible.
  7. 7. PERS ON A L I T Y Southern Swim is classy with a little bit of grit. We are young and free. We celebrate a lifestyle that has been celebrated for generations. We are honest and trustworthy. We are your friends. We want to be the brand you can’t help but like, the brand you want to share, the brand that is knows who they are, the brand that is the first on the invite list to your party.
  8. 8. E X PERIENCE S T H AT L I V E T HE BR A ND A Day at the lake Weekend Camping Trip Outdoor Music Festival Boathouse Holiday Weekend Float Trip Sun Kissed Pool Party Weekend Lake House Campfire Stories Canoeing on the River Hiking with Friends Southern Living At the Pool Getting a Tan Water Activities Laughing Good times
  9. 9. BR A ND IDEN T I T Y
  10. 10. SECONDA RY BR A ND M A RKS We created a system of support marks that are unique to themselves but help to unify the Southern Swim Brand overall. TRD. M R K.
  11. 11. COL OR A ND T Y P OGR A PH Y Primar y Brand Colors Southern Swim is fresh and upbeat while still mainting a clean classy Brand Suppor t Colors look and feel. We chose to use Helvetica Neue as a base type face and introduce hand drawn elements to keep the brand fun and youthful. We chose to use black and white as our base color to be adaptable to the brands we sale. League Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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