Introduction

Introduction
The objective of this rebranding project is twofold. The rst
objecttive is to increase brand awareness in American Apparel as a
global clothing manufacturer by providing additional digital and
other advertising collateral thereby increasing customers.
The second objective is to provide content that illustrates the
differentiating factors of the company in terms of their innovative
and passionate initiatives to provide fair wages, environmental
protection and charitable donations to those in need. The primary
demographic is men and women between 20-35 years old and
who see themselves as unique rather than part of the mainstream
of fashion. American Apparel has been in business since 1997 and
has become the largest manufacturer of clothing in the United
States with over 6,000 employees and a vertically integrated factory
which means all of the work is done on the premises and they pride
themselves on being sweat-shop free.
The unique value proposition of the company is that they practice
the triple bottom line business model of people, planet, prots and
believe strongly in equality, ecologically friendly waste disposal and
expansion into new markets.
The market for American Apparel keeps expanding and they now
have 260 stores worldwide in 19 countries. They are currently
positioned #76 out of the top 100 clothing retailers and their target
market is 20-35 year old men and women who are geographically
located in urban areas as well as college towns The chief
competitors are Hanes, ranked #77 Casual Male # 75 and The
Limited #78,
Page 1
MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
The Logo
(Insert background information about the design of the logo.
Explain the reason for the redesign effort. Show:
Single and full color versions of the logo
Black and white versionThe Logo (continued)
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Page 2
MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
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Typography and Voice

Page 3
MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
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Helvetica, Eurostile, Century Gothic
The tone of the campaign is conversational, utilizing terms and phrases
popular with the target audience, somewhat fippant, but with an overall
theme of being an individual rather than following the trends.
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Using Brand Colors
(Explain the use of color in the campaign and why it is appropriate
in communicating
Secondary color palette)
Page 4
MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
Colors
RGB: 165 30 36
CMYK: 23.53 100 98.04 37.65
PANTONE: 206 CP
CMYK:9.8 10.2 95.69 0
RGB:235 232 38
PANTONE: 605 CP
CMYK:24.31 28.24 58.32 0.39
RGB:196 173 123
PANTONE: 467 CP
CMYK:38.04 30.98 29.02 0
RGB: 164 164 167
PANTONE: 421 CP
CMYK:80.78 67.45 0 0
RGB:73 97 172
PANTONE: 2727 CP
CMYK:46.27 21.96 65.1 1.57
RGB:146 167 137
PANTONE: 7493 CP
Use of Images
(Write a brief narrative to describe the look and feel of the images
for the campaign. Explain how they convey the brand essence.)
Page 5
MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
Images
Motion and Sound
(Describe the qualities of the motion and sound fro the campaign)
Page 6
MDM615 Design
Strategies and Motivation
Karen Walsh
(May 4, 2014
(Use this area to show examples of appropriate images for the campaign.)
References
(Insert APA-style citations to your research and image sources.)
Page 7
MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
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MDM615 Design
Strategies and Motivation
Karen Walsh
May 4, 2014
Logo Dos Logo Donts
Logo Donts
colors wrong
distorted , too small
letter a not white
The primary logo consists of three colors: white, blue
and red. Both the corporate signature and the lower-
case a are in Century Gothic bold font. The smaller
a that is hooked onto the main letter can be changed
to either white, red or blue however the main a must
be kept white . Since the colors are not compatible with
all backrounds, the secondary logo is simply the corporate
signature with the two linked lower case as however the
format needs to be adhered to or the logo loses its identity.
The textured backround and the bars of color are taken
out it this case. The logo can be utilized in either a vertical
or horizontal format.
Minimum size without losing legibility
Page 8