vie style guide

Style Manual / Spring 2012

V I E | s t y l e m a n u a l

PUBLICATION INFORMATION

Publication NameVie

The Meaning Behind “Vie”v. to strive ambitiously and passionately towards your goals.

Concept

The wellness and lifestyle magazine for the smart, modern woman. We are not your average pop culture magazine centered on quick fix fitness goals and filled with skinny-girl thinspirations, we are writing to the new subculture of women who choose strong over skinny, wit over gossip, balance over obsession. Our sarcastic copy and refined design aesthetic relates to the growing audience of the young, professional woman, who is athletic as well as stylish, and who has long-term life goals as well as short term ambitions.

Our magazine is made for the woman of today, her fitness regime, her new eating habits, her career goals. We want to help inspire her with everything from articles about being more socially aware to tidbits of encouragement to get through life challenges. We encourage happiness and peace of mind. And a little bit everything in between to help her live the healthiest, balanced life. We are realistic and sassy, we are always writing to our equal, and we never suggest anything we wouldn’t try ourselves.

Trim SizeLuLu A4 8.264 x 11.694

DesignersAlyssa Bastien (Art Director)Sophia BrownleeJing JianCaitlin Workman


CONCEPT

WE ARE

Fitnessfitness trends, gear spotlights, realistic exercises, reader athlete features

Self Improvementhome improvement, finances, career development, time management, organizing

Adventuresocial activites, social awareness, new fun outdoorsy/activites to try, places to go, restaurants/bars/boutiques, places to explore, zest for life, passions

Wellnessfood, health, beauty


TO SUGGEST

DEFINED WORDS

Aspire verbTo have a great ambition or ultimate goalTo desire strongly

Inspiration nounDivine guidance or influence exerted directly on the mind and soul of humankind.Stimulation of the mind or emotions to a high level of feeling or activity.

Potential adjectiveHaving possibility, capability, or powerThe inherent ability or capacity for growth, development, or coming into being

Adventure noun/verbTo venture upon; undertake or try.To take a risk; dare.To proceed despite risks

Style nounA comfortable and elegant mode of existence


TO SUGGEST

THIS NOT THAT

Confidence not beautyStrength not skinnyLifestyles not “Lose Ten Pounds”Trends not Quick FixSocial Awareness not Drama StoriesTime Management not ShoppingPersonality not GlamourBlog/Web not Celebrity/TVIntelligence not Fluff StoriesDIY not Store BoughtPhilosopy, Logic, Science, Outdoor, Modern, MotivationalWit not gossipBalance not obsessionBrains not Bimbo


WHAT MAKES US DIFFERENT

WHAT OUR AUDIENCE WILL RESPOND TO

Voice of the Magazine “Trainer Friend”

Informative and approachable copy

Stories that are useful and interesting

Clear, defined, and dynamic structure

Applicable ads

Clean, great, and simple photography

Adventure


TARGET DEMOGRAPHIC

Gender

Female

Age

20-35

Educational Level

College Graduate

Income Level

$40,000+


AUDIENCE PERSONA

Jill

Jill is a first time homeowner, lives ten minutes from downtown with her long-time boyfriend. She shops at Forever 21 and Anthropologie, J Crew and Underarmour, Halls and Trader Joe’s. Jill appreciates a good deal but loves to splurge a little on ac-cessories. She majored in accounting at a state university, was a member of a sorority, and scored well on her CPAs. Vacations with her dog Theo and boyfriend in Colorado, loves hiking and scuba diving, runs three miles everyday and is a long-time mem-ber of Lifetime Fitness. Jill guiltily reads cosmo but also Ftness and likes to take a gander at her boyfriends’s GQ. Loves pinning wedding stuff on pinterest. She appreciates trashy reality tele-vision but loves watching The Bachelor, does cycling with her girlfriends every Saturday morning. Jill grows window plants and is an avid recycler, tries to eat organic.


AUDIENCE PERSONA

Anna

Anna has been married three years, with a dog named Oliver. She is a designer, went to state art in-state school. Wears business pants and cute tops to work, and sassy heels. Always reading a new book, Anna reads Stephanie Meyer books but refuses to admit it in public. She has a chicken salad with dressing on the side but appreciates the tasty work cupcake once in a while. She keeps trail mix at her desk and likes to flip through her latest read at lunchtime. Spends too much money on shoes, and it’s something she and her husband don’t talk about. Anna enjoys home-improvement projects, just redid her kitchen backsplash with some help from her husband. She hates that Oliver lets the squirrels eat her blueberry bushes .Anna is a member of her work gym, goes to different fitness classes or runs on the track after work. She loves meeting her girlfriends for happy hour at Power and Light. She is hoping to have a baby in the near future.


FINAL TABLE OF CONTENTS

DEPARTMENTS

Fitness

Healthy Body: Strong and FitStability and flexibility is as important to reaching your fitness goals as healthy eating and being active.

The Traveling RunnerMaking the commitment to maintain your workout schedule even when you’re on the road.

Wellness

Staying LocalThe growing locavore culture is taking over the country. Learn about shortening the distance from farm to table and ways to support your local farmers.

Healthy Summer SaladsSimple and easy to prepare recipes that will liven up your weekly office lunch.

Adventure

VIE Spotlight: Christy MahonColorado native Christy Magon became the first woman and the seventh person ever to ski all 54 of Colorado’s 14,000-foot mountains.

Essentials

Simplify Your Work LifeDeclutter and organize your desktop, laptop, and cell phone.


FINAL TABLE OF CONTENTS

FEATURES

Fitness

Cycle ScienceCycling has grown in popularity. This low-impact sport has a wide following on the trails and in the gym. This is a thorough introduction into cycle science.

How to be Confident at the GymThough it’s easy to be intimidated at the gym, it’s important to recognize ways to overcome these fears and make that commit-ment to working out and to your fitness goals.

Wellness

Homeward BoundThe idea of a “staycation” is an adventure that can offer a much-needed break from the stresses of everyday life without the financial and time commitment of going away from home.

Adventure

Backwoods WomanJennifer Mull, CEO of Backwoods Inc. is an avid adventurer and has developed her business into nine adventure retail stores across the nation.

Essentials

The New, Modern WomanDriven, ambitious, and non-traditional, the new, mod-ern woman is breaking boundaries at the office and redefining what it means to be a wife, mother, and professional. Read interviews from five women who embody this new attitude and lifestyle.


VISUAL RESOURCES

PatagoniaTitle 9North FaceCrate and BarrelCB2West ElmAthletaNikeUnderarmourTrader JoesWhole Foods

AnthropologieJ. CrewGapFrancesca’sCarve DesignsTom’s ShoesExpressTargetWorld MarketTJ Maxx


WHO WE ARE

Cosmo Self Shape Women’s Health Title NineAthletaExperience lifeNorth Face PatagoniaUnderarmourAdidas

Mountain HardwareMarmot Nike

Women’s Bodybuilding


PUBLICATION INFORMATION

Color Palette

c: 0 m: 0 y: 0 k: 100

c: 100 m: 98 y: 7 k: 2

c: 20 m: 0 y: 9 k: 0 c: 0 m: 93 y: 91 k: 0

c: 0 m: 0 y: 0 k: 100

c: 5 m: 2.2 y: 3.4 k: 0


LOGO

Logo

Invented Typeface

Icon

Black c: 0 m: 0 y: 0 k: 0

Italic serif type suggests movement and sophistication. The boldness of the mark contrasted with the delicacy of the points suggest a modern femininity.


ILLUSTRATION PALETTE

3


MOOD BOARDS


GRID

page dimensions8.264 x 11.694

baseline: 3p0

hangline

outside gutter: 6p0

inside gutter: 6p0

gutter: 1p0

column: 4p2.376

column: 6p2.885

top gutter: 3p0


DEPARTMENT TYPE PALETTE

GeneralFlag

DepartmentFlag

DepartmentTitle

Intro Text

Author Byline

Body Text

Side Bar

Numbers

Lowercase green

Walbaum Italic 6pt

All caps black

Walbaum 7pt

10 tracking

All caps

Walbaum Italic 22pt

.15 pt stroke

Berthold Akzidenz Grotesk

8pt / 12pt leading

Berthold Akzidenz Grotesk

Bold 8pt /

10pt leading

Berthold Baskerville Book

Regular

10pt / 14pt leading

HEADING: All caps Berthold

Akzidenz Grotesk bold 7pt

BODY: Berthold Akzidenz

Grotesk bold 6pt

Bold Georgia 30pt

All caps Berthold Akzidenz

Grotesk | lowercase green

Walbaum Italic 6pt

V I E . C O M | a u g u s t 2 0 1 2 w e l l n e s s S TAY I N G L O C A L

DEPARTMENT TITLEIntroduction Text. Big buildings and heavy traffic don’t preclude tasting

regional produce, supporting small farms, and eating like a local. More

and more people these days— not just chefs —are developing an appre-

ciation for farmers’ markets. In fact, some of these local spots are even

becoming tourist attractions.

Talk to folks who eat locally grown foods and eventually you’ll hear the Tale of Two Tomatoes. It goes something like this: One tomato grows up in a distant field with thousands of siblings in dirt that’s soaked in chemical fertilizers. He’s bred for uniformity and durability. (He’s bound for a supermarket a thousand miles away.) He’s spritzed with bug sprays and herbicides, and he’s picked when still unripe and boxed up for the truck. Poor guy doesn’t taste that great.

Joseph Hart

LOCALHARVEST www.localharvest.org

Features an extensive search-by-ZIP database of farms, CSAs, farmers’ markets, restaurants and co-ops, as well as an extensive online store.

CHEFS COLLABORATIVE www.chefscollaborative.org

A nonprofit organization created to help res-taurants run healthy, sustainable operations. A great source for finding restaurants commited to local foods.

GREEN PEOPLE www.greenpeople.org

This useful compendium offers searchable list-ings of CSAs and co-ops, as well as a host of other “eco-friendly and holistic health products.”

REAL PEOPLE EAT LOCAL www.realpeopleeatlocal.com

Features an extensive guide to eating locally, including tips and etiquette. A great primer for beginners.

3

2

1


EXAMPLE DEPARTMENT


FEATURE TYPE PALETTE

GeneralFlag

Feature Flag

FeatureTitle

Intro Text

Author Byline

Body Text

Callout Quote

PageNumbers

Lowercase black

Walbaum Italic 6pt

All caps black

Walbaum 7pt

10 tracking

All caps

Walbaum Italic 30pt

.15 pt stroke

Walbaum Italic

8pt / 12pt leading

Walbaum Italic

11pt

Berthold Baskerville Book

Regular

10pt / 14pt leading

All caps Walbaum Italic

15pt / 26pt leading

first spread has Georgia bold

150pt page numbers

All caps Berthold Akzidenz

Grotesk | lowercase green

Walbaum Italic 6pt

V I E . C O M | a u g u s t 2 0 1 2 f e a t u r e B A C K W O O D S W O M A N

35

For Jennifer Mull, CEO of Backwoods Inc., a

day at the office could include anything from

signing off on a new line of backpacks to climbing

the highest mountain range in the Alps. And yes, there

are the ubiquitous phone calls and e-mail in between.

BACKWOODS WOMANBY MEDA KESSLER

“...IT’S MORE ABOUT MAKING

SURE OUR CLIENTS GET

THE MOST OUT OF A TRIP

WITHOUT WORRYING ABOUT

A LOT OF DETAILS.”


EXAMPLE FEATURE OPENING


EXAMPLE FEATURE


COVER 50%


THUMBNAILS

Jing

Jing

Sophia

Caitlin

Alyssa

Alyssa

Jing

Alyssa

Sophia

Jing

Alyssa

Caitlin

Caitlin

Alyssa

Caitlin

Caitlin

Alyssa

Caitlin

Jing

Sophia

Jing

JingJing

Jing

Sophia

Jing

Sophia

Sophia

All

Sophia (Left) / Jing (Right)

Sophia

Caitlin (Left) / Alyssa (Right)

Jing

Caitlin

Jing

Sophia

Alyssa

Jing

Alyssa

Alyssa

Caitlin

Jing

Jing

Sophia


DIVISION OF LABOR

Sophia

Motivational SpreadContributors PageDepartment: Vie Spotlight: Christy MahonFeature: Backwoods WomanGroup Feature:The New Modern Woman;Kasha KochDepartment: 10 Tips for the Travelling RunnerDepartment: Best of the Best BackpacksAd: Madewell

Design Brief 1Final Style Manual Put spreads together for print

Alyssa Bastien

Department: Staying LocalFeature: Homeward BoundGroup Feature:The New Modern Woman;Jill BastienDepartment: Healthy Summer SaladsAd: J CrewAd: TargetSubscriptions

Design Brief 1+2Final Style Manual Put spreads together for print


DIVISION OF LABOR

Jing Jian

CoverBack CoverOpening PageTitle PageFeature: How to be Confident at the Gym Group Feature:The New Modern Woman;Ampersand Design Studio, Anna KohlMotivational SpreadAd: AnthropologieAd: KitchenAidDepartment: SuperfoodsDepartment: Healthy Body: Strong and Fit

Design Brief 1+2Final Style Manual Put spreads together for print

Caitlin Workman

LogoMotivational SpreadFeature: Let’s Spin: The Science of CycleGroup Feature: The New Modern Woman;Lauren WorkmanDepartment: Simplify Your Work LifeNext IssueAd: CamelbakAd: Pearl Izumi Shoes

Design Brief 1Final Style Manual

vie style guide

Documents