HICKIES: Style Guide

OUR
S T Y LE
BOOK THREE
OUR STYLE
·
Our Style Guidelines are intended to inform how we portray our
Brand and our Product through visuals and words for the outside
world. Use it as a tool for whatever you are creating, be it a poster, a pop-up or a presentation, then allow yourself the freedom to
have some fun within the framework. STYLE
Key Brand
Characteristics
Introduction
Key Brand Characteristics
Flexible
A nod to our product’s dynamic
nature, our design process is
welcoming and adaptive.
Simple
Everything we create should reflect the HICKIES Brand Mantra,
“Life Without Laces.” These four simple traits embody our vibrant,
freethinking attitude, one that keeps us from feeling tied down and
restricted by a conventional way of doing things. When in doubt,
refer back to them and ask yourself, “Does what I’m doing feel
flexible, simple, active and colorful?”
Just like a freshly upgraded pair of
kicks, we like things streamlined, clean
and focused.
Active
Not only do we think living life in
motion is the best path to great experiences, we are also enthusiastic about
our product’s ability to help people.
Colorful
We’re young in mind and spirit. We
have a universal outlook on life that is
unique, friendly and vibrant.
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STYLE
Description
Details if Applicable
BRAND
ELEMENTS
Our Mark ·················································
8
Our Tagline ·············································· 14
Our Color ················································· 16
Our Type ·················································· 22
Our Image ················································ 28
Our Voice ················································ 42
7
STYLE
Our Mark
Our mark is simple; bold
yet understated. It subtly
resembles the fastening of a
HICKIES® strap. It is linear,
confident and classic. Use
it everywhere. Brand Elements
Our Mark
Of affection
Classic
Product Tagline
Audience Specific
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STYLE
Brand Elements
Our Mark
A
Mark Usage,
Never Ever:
B
Crowd it, hide it, or
change it.
C
D
E
A: Do not warp, color, or
B: Do not outline the logo.
C: Do not restrict the logo by
D: Be mindful of logo
E: Do not mess with opacity.
change typefaces in any
This makes it look thin and
putting it in a box. It should
visibility when placing it on a
We are a strong brand, not a
part of the logo. The logo is
complicated.
be free!
background or photo. Ensure
soft one.
the logo.
maximum contrast.
11
STYLE
Brand Elements
Our Mark
A
Mark Usage,
Please Do:
B
Give it room, keep it
simple, and always play
well with others.
C
D
E
A: Always make sure there
B: The HICKIES logo may
C: Feel free to support causes
D: Add a bit of depth and
E: Be friendly with partnering
is an equal amount of open
only be used in black or white
or holidays by stylizing the K
connection to graphic
logos, using rule A as a guide.
space around the entire logo,
and on approved brand color
only, but first ask yourself,
elements if a layout is feeling
dictated by the size of the H.
backgrounds.
“How is this cause or holiday
too flat, as long as the
The HICKIES logo is always
on-brand?” Do not put these
HICKIES logo has solid
horizontal.
logos on color or image
visibility.
backgrounds.
13
STYLE
Our
Tagline
This phrase seamlessly
connects our company’s story
to our brand name and our
products’ placement within the
footwear space. It is colloquial
and friendly, communicating
that HICKIES® laces leave
a mark by adding a little
something to enhance any
pair of shoes.
Brand Elements
Our Tagline
Tagline Usage
There are many uses for our
tagline including but not
limited to posters, videos,
social media, advertising,
activations, presentations and
packaging, Use it as a sign off
or slogan.
15
STYLE
Brand Elements
Our Color
Our
Color
Our colors were carefully
chosen to reflect those
used in the core collection
of our product. This makes
both the brand and product
stable, connected and
cohesive.
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STYLE
Brand Elements
Our Color
Color Family
Color Breakdown
Our color family is considered
to be Split-Complimentary
in color theory. Similar to a
Complimentary Color scheme,
think Red and Green or Blue and
Orange, a Split Complimentary
color family has the same bold
and contrasting visual impact,
while being less polarizing and
abrasive. This creates a fun and
balanced grouping that is also
bright and interesting.
CLASSIC BLACK
CLASSIC WHITE
#101820
R16 G24 B32
C100 M79 Y44 K93
PMS BLACK 6C
#FFFFFF
R255 G255 B255
C0 M0 Y0 K0
HOT MAGENTA
AIR GREY
LUSCENT YELLOW
ELECTRIC BLUE
#D800B1
R216 G0 B176
C8 M100 Y0 K0
PMS 807 C
#EDEDED
R237 G237 B237
C0 M0 Y0 K7
PMS 649 C
#F9FF5E
R249 G255 B94
C2 M0 Y63 K0
PMS 923 C
#0000FF
R0 G0 B255
C100 M100 Y0 K0
PMS BLUE 072 C
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STYLE
Color Usage
70%
30%
FULL COLOR
Kids Example
Brand Elements
Our Color
Our color family is to be used for all
audiences, adults and kids alike. You can
dictate the level of playfulness or establish a focal point by adjusting the ratios in
which the colors are used. 70%
30%
70%
30%
47%
47%
5%
47%
47%
5%
40%
40%
5%
5%
5%
5%
TARGETED COLOR
Adults Example
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STYLE
Our
Type
Brandon Grotesque is
our only typeface. It was
chosen because of the
formal similarities it shares
with our logo. It comes in
many font-weights which
provides simplicity as well as
flexibility when designing.
Aa
Brand Elements
Our Type
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STYLE
Brand Elements
Our Type
BRANDON Grotesque
BRANDON Grotesque
BRANDON Grotesque
BRANDON
BRANDON
Grotesque
Grotesque
Black 90pt
Bold 84pt
Medium 72pt
Regular 60pt
Light 48pt
Type Usage
You may use Brandon
Grotesque in Sentence
Case or Caps in any weight.
You may use it in Black or
White. Please note, Brandon
Grotesque Thin should not
be used for type smaller
than 24pt.
BRANDON
Grotesque
Thin 36pt
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STYLE
Brand Elements
Our Type
9pt/12pt
Type Sizing
Our type relationships
follow the “Rule of Thirds”. If
it’s divisible by 3, you’re most
likely in good shape.
Here are some examples.
Tracking +42
15pt/21pt
Tracking +42
Simply put, the HICKIES ® Lacing System is a better way to wear your shoes.
Type Heirarchy
Simply put, the HICKIES ®
Lacing System is a better
Emphasis in messaging can
be created simply with just
one or two design shifts.
way to wear your shoes.
30pt/33pt
Tracking +30
TYPE CRIME
Do not use half sizes,
such as 9.5
Simply put, the
HICKIES® Lacing
System is a better
way to wear your
shoes.
T he
G OL D S TA N D A R D
HAS ARRIVED
12 pt, Regular Italic, SC
24 pt, Black, Caps
12 pt, Regular, Caps
+150 Tracking All
TYPE CRIME
Tracking that is too
loose or too tight. Your
line spacing should
feel balanced without
feeling too airy or too
rigid.
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STYLE
Description
Details if Applicable
Our
Image
Our image has three
components: photography,
icons, and textures.
Here are some rules for
generating these assets.
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STYLE
Brand Elements
Our Image
Product Appearance
First thing’s first, make it look good.
These are general rules for how the
HICKIES® Lacing System should look
when being fastened properly.
Choosing Shoes
We believe the HICKIES®
Lacing System looks best on
athletic footwear, a category
which has evolved over the years
from sports-only to include
everyday comfort and style.
However, the HICKIES® Lacing
System will work for most shoes
provided they have eyelets.
Here are some pointers.
A
TIPS SHOULD NOT
BE VISIBLE
B
C
D
E
F
A: Make sure eyelets are
B: Neutral or single-color
C: A contrasting tongue
D & E: Minimal shoe
F: Unless there is a strategic
straight and will display the
shoes look more interesting
color will help the product
branding avoids confusion as
partnership, do not single out
product nicely.
with texture or material
stand out.
to what we are selling.
one shoe brand, showcase
contrasts.
ALIGN HEADS
SHOES SHOULD BE FULL
PRODUCT CLOSURE SHOULD
AND PRODUCT SHOULD LAY FLAT
FACE OUTER EDGE OF SHOE
variety to the consumer.
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STYLE
Product Photography
Brand Elements
Our Image
The main goal of product photography is to display the usage and of
our product. They are simple, polished glamour shots that position our
product in the contemporary footwear space.
A
E
B
C
Targeted Color for Adults
D
A: Images that showcase the
B: Close-up shots allow
C: When shooting the
D: Our product is quite small
E: Special editions and color-
product in isolation allow
users to see details in texture
HICKIES ® Lacing System
and can easlity get lost in
ways should be photographed
people to see the full form
as well as strap to eyelet
on a pair of shoes, the use
photography if it blends in
with a theme or concept in
and shape of the product.
relationships.
of varying angles and crops
with the color of the shoe. Be
mind that relates to the rea-
takes emphasis away from the
sure to contrast neutral SKUs
son it was created. (Pictured,
shoe and gives a well-rounded
with bright colored shoes, and
14k Gold HICKIES ® Black
view of the product.
vice versa.
Label)
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STYLE
Brand Elements
Our Image
Product Photography
B
A
D
E
C
Full Color for Kids
A & D: The use of solid color
B: Close-up shots allow
C: Similar to the isolated
E: The use of patterns is also
This particular example
and props catches the eye,
users to see details in texture
product shots for adults,
acceptable for campaign or
works because the shoe and
makes our product pop, and
as well as strap to eyelet
however the kids product
collaboration images, as long
background blend in together,
can be used to tell a story.
relationships.
should be shot on a full-color
as the product pops and is not
while our product pops with
background.
overshadowed.
color. (Pictured: HICKIES ®
Kids x Walala)
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STYLE
Editorial Photography Mood
Brand Elements
Our Image
The main goal of editorial photography is to deliver a story or a concept
around our brand and product. This can change to appeal to and stay relevant
for a certain season or audience. Editorial photos should always embody our
global brand concept, “Life Without Laces,” whether the product present in
the image or not.
Key Words
Geometric Forms • Negative Space • Textures • Patterns
Motion • Angular • Unexpected • Fun • Color Control
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STYLE
Brand Elements
Our Icons
Our Icons
Generating Icons
Icons can be created and
used for a number of communication needs. They offer
a playful way to tell stories,
create patterns, and communicate further benefits. Here
is how they should be made.
1: Icons should be generated
SECURE
NO-TIE
DESIGN
ONE-SIZE,
ADJUSTABLE
FIT
DURABLE
ELASTIC
COMPRESSION
within a perfect square. Use a
grid as a guide.
2: Icons are generated based
on a 2pt stroke per 64 px square.
(128px square = 4pt stroke)
3: Make sure anchor points
snap correctly from line to line.
4: Icons strokes have
rounded caps.
Main Icons
We have three universal features that represent the core
benefits of our products. The
purpose of these icons is to
educate our audience.
5: Icons shapes have a 1
6: Make sure to expand stroke appearances
px rounded corner radius
and join shapes with pathfinder where possible
per 64 px square.
to ensure the icons scale properly.
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STYLE
Brand Elements
Our Image
Working With Textures
A – Acrylic
B – Soft Touch / Elastic
C – Tartan
A: We like to use acrylic
B: We like tactile, soft touch
C: Commonly used to seal
D: The use of paint when
because of it’s clean, unob-
qualities that are reminiscent
running tracks, we like the
creating can be very liber-
trusive nature and resistance
of our product’s texture and
grip, durability, and depth
ating yet controlled, and of
to breakage.
stretch. (Pictured, EVA foam)
that tartan material provides.
course, colorful and fun.
D – Paint
41
STYLE
Description
Details if Applicable
Our
Voice
We talk like people talk.
Always keep it simple and
snappy. We make intuitive
stuff, so no need to overexplain or get caught in the
technical nitty-gritty. Just
be true to our identity and
let the words flow freely
from there.
Be positive.
Be approachable.
Be clever.
Be confident.
Be sharp.
Be expressive.
Be fresh.
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STYLE
Brand Elements
Our Type
WORDS WE LIKE
WORDS WE DO NOT LIKE
Our Lingo
We like verbs over nouns.
Simple actionable statements
are the way to go. To get you
in the mood, here are some
words that help evoke what
HICKIES® are all about, and
a few we like to avoid.
MOVE
SPARK
PLAY
LOVE
DO
CREATE
SHOELACES
EXCLUSIVE
TRENDY
NOVELTY
REPLACEMENT
SUBSTITUTE
45
STYLE
How
We Talk
To People
HICKIES® laces mean
different things to different
people.
Brand Elements
Our Type
We’re constantly expanding to new
audiences, but whether we’re talking to
kids about colors or to serious athletes
about stability and control, we should
always maintain our core voice and
identity.
Think of our brand like a HICKIES®
strap. We’re flexible and adaptable to
movement. You can stretch the brand
to meet an audience where they’re
comfortable, but you should always settle
back to our natural state, to our core
brand identity. That’s what gives the
HICKIES brand stability.
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STYLE
Brand Elements
Our Type
General Audience
COPY CONSIDERATIONS
UNIVERSAL FEATURES & BENEFITS
For a general audience, stay inclusive and speak
to the universal benefits of HICKIES® laces.
Tone can be motivational, using action verbs to
spark the urge to get up and get moving.
You can break down our benefits into three
main categories:
Fit
Responsive to movement, not static or constricting, comfort,
personalized fit, durability, stability, control, high-performance,
many ways to fasten, targeting areas, no interruptions, mobility.
Use
“
SAMPLE LINES
Green means go.
Red does too.
Changes how shoes are used, one-size fits all by design, turn any
shoe into a slip-on, only lace once, no bulky or dirty knots, no
slack laces, modular functionality.
Look
Sleek aesthetic, streamlined design, modern design, customized,
creative, original, array of colors and styles.
Wherever you want
to go is cool with
us. We’re flexible.
Your Fit, Your
Kicks, Your Way. ”
49
STYLE
Brand Elements
Our Type
Adults
NARROW TARGETING
EXAMPLE 1
If targeting a very specific group of adults,
ask yourself these three simple questions to
prioritize relevant information:
01
WHO
ARE
THEY?
02
WHAT DO
THEY CARE
ABOUT?
03
01
WHO ARE THEY?
Sneakerheads // Footwear Aficionados
02
WHAT DO THEY CARE ABOUT?
Aesthetics, originality, style, showing
off, the latest.
03
HOW CAN HICKIES ® LACES HELP?
Streamlined design, hundreds of color
combos, easy to customize, it’s new.
01
WHO ARE THEY?
Long-Distance Runners // Marathoners
02
WHAT DO THEY CARE ABOUT?
Increased performance, competitive
edge, time, pushing themselves.
03
HOW CAN HICKIES ® LACES HELP?
Adjustable fit, comfort, elastic compression,
targeted fit, no loose laces, no stopping.
01
WHO ARE THEY?
Casual Athletes // Gym-goers
02
WHAT DO THEY CARE ABOUT?
Staying fit, mixing up activities
(jogging, biking, hiking, basketball,
soccer), enjoying what they do
03
HOW CAN HICKIES ® LACES HELP?
Flexible, easy to switch between shoes,
comfort, multiple lacing styles
HOW
CAN HICKIES®
HEADLINE CONCEPT:
Be bold, confident and focus
on style benefits.
“Beautiful kicks. No strings attached.”
“It’s okay to flex.”
“Tight.”
“Stretch beyond the expected.”
HELP?
EXAMPLE 2
EXAMPLE 3
HEADLINE CONCEPT:
Relate to the runner’s mindset and
focus on performance benefits.
“Slip on, run till your lungs explode, slip off.”
“When you’re competing against yourself,
you need every advantage you can get.”
“Don’t forget to stretch.”
“Run uninterrupted.”
“Laces that respond to every step. All
46,000 of them.”
HEADLINE CONCEPT:
Be inclusive. Focus on functionality
and variety of uses.
“The right fit to stay fit.”
“Laces as flexible as you used to be.”
“Your competitive edge for a ‘friendly’
pick-up game.
“HICKIES® for your hustle.”
51
STYLE
Brand Elements
Our Type
Kids
FOCUS: KIDS
COPY CONSIDERATIONS
FEATURES & BENEFITS
Language should be colorful, fun and positive.
Keep it simple and brief. Remember, kids are
always smarter and more intuitive than we
think, but they’ll lose interest if you don’t get
to the point. If talking to moms, keep topics grounded and relatable to the realities of
family life.
You can break down our kids target into two
main audiences: each with interest in unique
benefits:
Kids
Moms
HEADLINE CONCEPT:
Be fun, inspirational and focus on creative benefits.
“Play your way.”
“Create something crazy.”
“Let your imagination run wild.”
“Whatever you do, make it you.”
“The world is your rainbow.”
“What will we create today?”
“Stretch the rules.”
Bold color assortment, personalized, creative, fun
Convenience, comfort, safety, durability
FOCUS: MOMS
HEADLINE CONCEPT:
Be relatable and focus on convenience benefits.
“No loose laces. No worries.”
“Play, uninterrupted.”
“Slip on, slip off. No strings attached.”
“Fit for family.”
“Fit for free spirits and wild imaginations.”
“Happy kids. Happy moms. No loose ends.”
“Their imaginations are the only things that
should be running loose.”
53
STYLE
Description
Details if Applicable
BRAND IN
ACTION
Print ························································· 56
Digital ······················································ 58
Experience ················································· 60
55
STYLE
Brand In Action
Print Samples
Print
Consider
This:
Print designs may consist
of anything from posters to
advertising to educational
brochures. Make sure the
product is easily visible, the
design is eye catching, and
the copy is minimal.
57
STYLE
Brand In Action
Digital Samples
Digital
®
BACK TO
SCHOOL
Consider
This:
Digital content is a bit more
freeing in nature than print.
It is quicker to produce, edit
and add elements of motion
to. Keep this in mind for
emails, banners, pop-ups and
the like.
HELLO, LOS ANGELES
59
STYLE
Brand In Action
Experience Samples
Experience
Consider
This:
This is the social aspect of
our brand. It is the space
in which our community
interacts with us and builds a
relationship. It should be fun,
evolutionary and unexpected
to keep people interested.
Whether you are producing
social media content or an
event, always ask yourself:
> WHO IS THIS FOR?
> WHAT DO THEY CARE
ABOUT?
> H OW CAN WE PEAK
THEIR INTEREST?
61
STYLE
HICKIES S T Y L E G U I D E
© 20 16 H I C KI ES, In c . Al l Rig hts Res er ved
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