The Basement is a school project from my identity design class. View more of my portfolio here: https://www.behance.net/JCAnderson

1. 12.07.15
version 1
by jordan anderson
the brand book
the
basement

2. every day we wake up
with adventure on our
minds... our perspective

3. and leave for
our home away
from home.

4. this home is where
we developed our
core beliefs; our beliefs

5. adventure,

6. adventure,
friendships,

7. adventure,
friendships,
& heaps of style.

8. adventure,
friendships,
& heaps of style.
our promise is to
cultivate each belief in
our community and too
keep our culture alive. our promise

9. we are...

10. the
basement

11. our brand
The basement is a home-roots establishment
for middle-aged men and women within the
vail community. Our goal is to provide access
to the best products and designs prevalent in
the field, with a passion to stick with the basics
of the joy and creativity in adventure sports.

12. the logo
We developed a logo that signifies the
mountain as our home. we have become who
we are today because the mountians have
been a refuge, a hangout spot, and everything
else a home would provide.

13. the
basement
the
basement

14. color palette
The color palette should reflect the difference
and classy lifestyle that prevails in Vail. The
color should be bold and bright enough to
stand out in the winter months and
summer months.

15. RGB
R251 G64 B0
#fb4000
CMYK
C0 M88 Y100 K0
Pantone
PMS 172 C
RGB
R210 G53 B3
#d23503
CMYK
C12 M92 Y100 K3
Pantone
PMS 1665 C
RGB
R162 G181 B196
#a2b5c4
CMYK
C37 M21 Y16 K0
Pantone
PMS 536 C
RGB
R65 G64 B66
#41404
CMYK
C68 M62 Y58 K46
RGB
R101 G102 B104
#656668
CMYK
C0 M0 Y0 K90
Pantone
PMS Cool Gray 8C
RGB
R182 G184 B186
#b6b8ba
CMYK
C29 M22 Y22 K0
Pantone
PMS Cool Gray 4C

16. typography
The typography should closely reflect the
idea of a new beginning. As well as the
versatility of adventure sports. It should
feature the organic and man-made terrain
that we call home.

17. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Neue Haas Grotesk Display Pro
65 Medium
Neue Haas Grotesk Display Pro
55 Roman
Helvetica
Regular

18. stationary
The stationary set uses typography
established at the base of what ever material
is housing the logo. Therefore, the logo or
typography gives reference to the basement
of an object.

19. 70 east meadow drive
vail, colorado 81657
the
basement
t. 555.456.8894
f. 555.654.4988
70 east meadow drive
vail, colorado 81657
the
basement
th
ba
70 east meadow drive
vail, colorado 81657
d. 555.456.8894
c. 555.654.4988
jordan@thebasement.com
Jordan Anderson / Manager
the
basement

20. photography
The photography should have a strong life-
style feel & resilience to it. It should speak to
the middle class who work hard in their lives to
make snowboarding and mountain biking
a priority.

23. packaging
our packaging instills the bright and alive
culture that exists on the mountain. It stands
above all other competitors by the way it is
positioned on a shelf.

26. advertising
our ads utilize our photography, and large
typographic call-outs that speak our
brand voice.