NOVEMBER 2016
G U I D E L I N E S
I N T R O D U C T I O N
New Brand, New Identity.
Meet the New Us.
There’s a new Zenni brand, and we’re happy you’re here.
After all, you’re the builders, the people who will bring it to life. Everything you need is in this
identity system and toolkit.
You’ll discover the strategy behind our new story and an entire visual system with logo,
color palettes, typefaces, and design graphics. You’ll fi nd look and feel, brand voice, and
personality. It’s a detailed set of construction blueprints. Let’s brand build!
Note: The Zenni brand team is ready to answer all questions. Contact Mark Brutten
at markb@zennioptical.com.
I N T R O D U C T I O N
T A B L E O F C O N T E N T S
The Contents,
in Full.
1
INTRODUCTION
02
2
INDUSTRY OVERVIEW
04
3
THE ZENNI
08
PROPOSITION
4
BRAND PLATFORM
10
5
THE ZENNI CUSTOMER
13
6
PERSONAS
15
7
BRAND VOICE
19
8
CUSTOMER
28
EXPERIENCE
9
SYSTEM OVERVIEW
30
10 LOGO
32
11 COLOR
40
12 TYPOGRAPHY
50
13 PATTERNS
55
14 ANGLE
59
15 PHOTOGRAPHY
62
16 PHOTOGRAPHY
68
AND PATTERNS
17 ILLUSTRATION
71
18 VISUAL EXAMPLES
83
19 CONTACT
94
I N D U S T RY
OV E RV I E W
S T R A T E G Y
Section
Fresh Optics.
How We See
Our World.
I N D U S T RY OV E RV I E W
We see tremendous opportunity ahead.
People are becoming more comfortable buying everything online. Happily, that trend
includes prescription eyewear.
As a company that revolutionized eyewear in this digital marketplace, we’re in a great
position to expand. The rise of mobile, tablets, and a 24/7 shopping cart all play to our
strengths. We’ve created a wonderful new eyewear experience on the web.
Our business model allows us to bring affordable and stylish glasses to everyone. People
can now own multiple pairs of glasses that refl ect every side of their personality. That’s a
reframe that opens up plenty of self-expression.
We’re moving from a manufacturing company to a lifestyle and fashion brand. It’s an
evolution that changes how we look and sound, our voice, and our story. Read on – because
Zenni has a fresh new vision.
First, Why the New Brand?
I N D U S T RY OV E RV I E W
Brand positioning is how we think about our place in the
eyewear industry, who we are as a company, and what our brand
stands for to our customers.
Are we high fashion luxury, quirky hipster, or a bargain web business shouting low prices?
(Hint: none of the above.) Actually, we have a far more engaging and rewarding position
in mind.
Eyewear, Figuring Out
the Where.
I N D U S T RY OV E RV I E W
HIGH FA SHION
Designer style, luxury cache, and
famous name. Did we mention the
outrageous price? These brands
play a game of exclusivity.
N I C H E FA S H I O N
Quirky, hipster, and a cool in-crowd.
Often priced just below high
fashion. These brands live on style
and lots of verbal attitude.
M A S S M A R K E T
Populist, approachable, and price-
tag friendly. A designer inspiration
minus the attitude. These brands
focus on fashion that refl ects
everybody’s own personal style.
PR ICE VA LU E
The home of knock-offs and
imitations and clever bargains.
These brands have a story that
begins and ends with price.
Style and
Positioning:
Where We
Landed.
ZENNI IS HERE
Section
What’s the
Story on
Our Story?
T H E Z E N N I
P R O P O S I T I O N
S T R A T E G Y
T H E Z E N N I P R O P O S I T I O N
We want people to think of Zenni as a place for self-expression.
We make a wide selection of stylish, well-crafted, and highly affordable glasses. This
wonderful combination means people can now own multiple pairs of glasses – one for every
look, occasion, and need. We’re encouraging people to think about frames in a whole new
way – they can create an entire eyewear wardrobe. We bring that unique point of view to life
with four simple, exciting words: Eyewear for Every You.
Eyewear for Every You.
10
The Big
Thinking
Behind Zenni.
Section
B R A N D
P L A T F O R M
S T R A T E G Y