Graphic Standards GuideYOGA LOVE RUN PEACE 2YOGA LOVE RUN PEACE 3ABOUT This Graphic Standards Guide covers the basic guidelines for the Lululemon Athletica’s new graphic identity.The Guide provides a summary of the primary features and applications of the graohic identity. For further guidelines on how to apply the identity in specific communications materials, please contact Lululemon Athletica.Contact: 400 - 1818 Cornwall AvenueVancouver, BC Canada V6J 1C7phone: 1.604.732.6124fax: 1.604.874.6124YOGA LOVE RUN PEACE 4 CONTENTINTRODUCTION IDENTITYAPPLICATIONP. 5P. 6 – 11P. 12 – 15YOGA LOVE RUN PEACE 5 INTRODUCTIONlululemon athletica: company historyAfter 20 years in the surf, skate and snowboard business, founder Chip Wilson took the first commercial yoga class offered in Vancouver and found the result exhilarating. The post-yoga feeling was so close to surfing and snowboarding that it seemed obvious that yoga was an ideology whose time had come (again).Cotton clothing was being used for sweaty, stretchy power yoga and seemed completely inappropriate to Chip, whose passion lay in technical athletic fabrics. From this, a design studio was born that became a yoga studio at night to pay the rent. Clothing was offered for sale and an underground yoga clothing movement was born. The success of the clothing was dependent on the feedback from yoga instructors who were asked to wear the products and provide their insights.naming the companyThe lululemon name was chosen in a survey of 100 people from a list of 20 brand names and 20 logos. The logo is actually a stylized “A” that was made for the first letter in the name “athletically hip”, a name which failed to make the grade.YOGA LOVE RUN PEACE 6 IDENTIRY: The “Lu”The Lululemon Athletica’s identity contains the passionate red “lu” , wich also symbolize the blow, and lululemon athletica’s word mark.The positive image of the Lu is the preferred use. When reproducing the identity in colour, it should always appear as PANTONE 186C – passion red. When producing the Lu in black and white, the identity must be black, never grey.The Lu can be printed as a negative(in recerse as white), when it needs to stand out for a dark background. For guideline on selecting the appropriate version of the Lu for use on different backgrounds, see Identity Usage section.Positive: PMS 431Positive: BlackNegative: WhiteYOGA LOVE RUN PEACE 7 aaaaaaaaabcccbbacbcccbIDENTIRY: Safe ZoneThe Safe Zone is the minimum distance that any other elements (other than back-ground texture) can be placed around the Lu.The Lu is displayed to the best effect whrn surrounded with a Safe Zone, so no other predominant elements (like type or graphic elements) would interfere with its integrity.The amount of Safe Zone is in direct proportion to the size of the Lu and must not be altered. See the example below. To ensure...
