001001lululemonBrand Identity GuidelinesAugust 31, 2020Document Version 1.00020020.0lululemonBrand Identity Guidelines0.0August 31, 2020Document Version 1.0IntroductionWhymadethis.weBrand is what enables us to tell our story, influence how people perceive us, and ignite the possibilities that exist within ourselves and beyond. Our brand is powerful. It must be nurtured and applied with care. We made this guide to empower everyone who touches the brand to speak with one voice and sweat the details.In a way, we made these guidelines to realize our own full potential.003003lululemonBrand Identity Guidelines0.0August 31, 2020Document Version 1.00.0Index004006008015 019025041043047048152155 159 160058060061064065 070081085173175 177 182086088097099111117126128184186 191 194 197 203 206 208 210 213132134 135216Overview YogoLogotypeCombination MarkLockups1.11.21.31.41.5Our Logo1.0Primary PaletteSecondary PaletteApplication2.12.22.3Colour2.0OverviewCalibreCalibre Practice Global Font UseSetting TypeExpressive TypeFallback Typeface3.13.23.33.43.53.63.7Typography3.0Casting StrategyCore Photography CodesCampaigns/WeekliesDocumentationEventsEcommerce Seasonal and Lighting4.14.24.34.44.54.6 4.7Photography and Video4.0OverviewIcon Sets4.14.2Iconography5.0StructureMessaging/Manifesto StatementsApplication7.17.27.3Manifesto7.0One brand. One voice.How We SpeakOur Name8.18.28.3Our Voice8.0lululemon-isms and General Writing GuidelinesCore Web Components (NA Site)English Grammar and PunctuationEnglish Style and UsageEnglish Prose (Long-form Copy)Global Word Choice and SpellingTrademarked Names Sanskrit GuidelinesNaming Guidelines9.19.29.39.49.59.69.79.89.9Global Writing Style Guide9.0Brand Terminology10.0137139 140 142 149 150 151Basic ElementsWordmarkSymbols Colour and TypographyPhotographyWordmark and Symbol Misuse6.16.26.36.46.56.6Science of Feel6.0004004lululemonBrand Identity GuidelinesAugust 31, 2020Document Version 1.01.01.0Our Logo005005lululemonBrand Identity GuidelinesAugust 31, 2020Document Version 1.0Our Logo1.01.0Our logo is the central element in lululemon’s visual communications system. It is a universal signature across every channel and is the most immediate representation of our company, our people, and our brand. Sounds pretty important right? That’s why we wrote so many fun rules for its use.006006Our LogolululemonBrand Identity GuidelinesAugust 31, 2020Document Version 1.01.11.1OverviewThe lululemon logo is a valuable asset that must be used consistently in the proper, approved forms. The following pages show the ins and outs of our logo system and guidelines for its use and application.Through consistent use in all of our communications, the logo becomes a visual shorthand that identifies lululemon and symbolically embodies its values, activities, achievements, and goals.007007Our LogolululemonBrand Identity GuidelinesAugust 31, 2020Document Version 1.01.11.1Overview – Logomark HierarchyLogomark/YogoLogotypeCombination MarkCombination Mark – Primary Mark...
