2014 Rebranding campaign & design guidelines

PROJECT BOOK

FOREVER 21

30%

SALE ITEM

NEW ARRIVALS

CLOTHING

ACCESSORIES

SHOES

21ST ST

LOVE 21

PLUS SIZES

MEN

GIRLS

SALE & DEALS

OFF

IntroductionForever 21 has quickly become the source for the most current fashions at the great-est price. It is growing quickly, featuring new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make your look come together at the right price. Forever 21 provides shoppers with an unprecedented selec-tion of today’s fashions, always changing and always in style. Forever 21 was original-ly called Fashion 21. The store was founded in Los Angeles, California in 1984 by Do Won Chang and his wife Jin Sook Chang. Forever 21 has been around for a very long time with the same fonts, same logo, same style concepts. This is why Forever 21 is doing a rebranding. A rebrand that customers will love and not forget. This rebrand will fix the fun and excited style to more of elegance and luxuriousness. Adding colors that can get the target audience’s attention will be the biggest help for Forever 21.

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Forever 21 is an American chain of clothing retailers with branches in major cities in America, Europe, Asia and the Mid-dle East.The store was found by Do Won Chang and his wife Jin Sook Chang. The first Forever 21 opened on April 21, 1984. Trendy designs seen in South Korea were sold and targeted to the Los Angeles Korean American community.

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Table of Content

Table of Content

Introduction ........................................................................................................................................................ 1 History ........................................................................................................................................................................ 2Table of Content ....................................................................................................................................... 3Table of Content Cont. .................................................................................................................... 4Style Guide ......................................................................................................................................................... 5Logo Colors ........................................................................................................................................................ 6Fonts & Texture ................................................................................................................................................ 7Logo Usage ........................................................................................................................................................ 8Research .................................................................................................................................................................. 9 & 10

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Style Guide

FOREVER 21

Symbol

The symbol has been created using a hanger to indicate that it is a clothing industry. To make the logo simple, the color chosen for the campaign project is black.

Font

The font chosen for the company logo is called cavier dream. Cavier Dream is a simple thin font that can match with any-thing. Its similar to the old font but thin, so the target audience’s won’t get confused.

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FOREVER 21 FOREVER 21

FOREVER 21R: 174 G: 213B: 211

R: 238 G: 164 B: 165

R: 233 G: 192B: 161

R: 176 G: 216B: 173

These are the colors that I have chosen to go with for the campaign project. The top left color gives the feel of fun and excitement that reminds people of the sky, beach and more. The top right color gives a feel that is elegant, modern, old and chic. The bottom left, pink gives the same feel as the blue. The bottom right green gives the feel of life.

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FOREVER 21

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FOREVER 21CAVIAR DREAMS

FOREVER 21ALEGRE SANS

FOREVER 21BEBAS NEUE

Fonts & Texture

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FOREVER 21

Print

WE ARE ALL MADE UP OF THE SAME SKIN AND BONES. WHAT SEPARATES US IS WHAT WE DRESS OVER IT.

FOREVER 21

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“Forever 21.” Wikipedia. Wikimedia Foundation, 01 Aug. 2014. Web. 10 Jan. 2014.

“Google.” Google. N.p., n.d. Web. 10 Jan. 2014.

“Shop Forever 21 for the Latest Trends and the Best Deals | Forever 21.” Shop For-ever 21 for the Latest Trends and the Best Deals | Forever 21. N.p., n.d. Web. 12 Jan. 2014.

“6 Things You Didn’t Know About Forever 21 Inspirations.” WhippedSTYLE. N.p., n.d. Web. 12 Jan. 2014.

Research

Thank You