sassy_manual

michael.tripoli

Sassy Gator is a high-end brand of leather accessories with a light, fun feel. The brand helps give back by supporting crocodile and alligator population around the world by donating to conservation and harvesting sustainably and ethically. I created a detailed brand manual, showing guidelines for use in signage and advertising, that create the irreverent, fun and chic tone of the brand.

FASHION WITH A BITE

B R A N D I N G G U I D E




TABLE OF CONTENTS

6 | OUR MISSION

8 | THE LOGO

12 | TYPOGRAPHY

7 | LETTERHEAD SYSTEM

7 | BOUTIQUE SIGNAGE

7 | BRANDING

7 | PROMOTION

ACCESSORIES TO MAKE

A CROCODILE SMILE



OUR MISSION

Established in 1984, Sassy Gator began as a small startup in

rural Georgia by up and coming designer Toby Hilfinkel and his

partner and master craftswoman Lauren Mercer. Over the last

39 years, this attention to detail and artistry has been combined

with a visionary eye for style to create fashion that amazes.

At Sassy Gator, our passion is providing people with glamorous

fashion at an affordable price while remaining ethically and

environmentally conscious. We’ve made a commitment to our

community to create gorgeous fashion with a heart. We work

closely with the farms we partner with to provide ethical

treatment to the crocs they raise, and are tremendously proud

of our work in conserving these beautiful animals and the wild

spaces they call home.

S A S S Y G A T O R B R A N D I N G G U I D E

7



THE PRIMARY LOGO

Wilma - Full Body

SECONDARY MARKS

Our corporate identity features bold bright colors and illustration

to create a fun, vibrant feel meant to evoke the fashion and style of

the upper class of the 1920’s deep South.

Maintain 1 eye-distance of white space

Greyscale and Black and White

Charlton - Portrait

FASHION WITH A BITE

FASHION WITH A BITE

Wilma - Portrait

FASHION WITH A BITE

Minimum Size: 1.15x1in.

FASHION WITH A BITE

Part of our branding is our two mascots Wilma and

Charlton. These marks are used on our signage

and across our promotional materials

8

S A S S Y G A T O R B R A N D I N G G U I D E

9



COLOR GUIDE

PATTERNS

M A R I N E B L U E

G A T O R G R E E N

SCALE PATTERN

SCUTE PATTERN WITH SCALES ON AQUA

CYMK: 88,71,24,31

RGB: 41,66,107

HEX#: 29426B

CYMK: 37,22,100,0

RGB: 174,174,55

HEX#: AEAE37

SCALE PATTERN ON GOLD

G O L D E N S M I L E

B E A C H A Q U A

SCUTE PATTERN

CYMK: 5,16,100,0

RGB: 244,205,18

HEX#: F4CD12

CYMK: 55,0,60,0

RGB: 118,197,140

HEX#: 76C58C

SCALE PATTERN ON BLUE

S A L M O N P I N K

CYMK: 4,70,52,0

RGB: 233,112,107

HEX#: E9706B

Colors on solid swatch at 33% opacity

SCUTE PATTERN WITH SCALES ON PINK

10

S A S S Y G A T O R B R A N D I N G G U I D E

11



TYPOGRAPHY

Headline

EUROPA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

Subhead

EUROPA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

Body

BODONI MT REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

Captions

EUROPA REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

12

FASHION WITH A BITE



LETTERHEAD SYSTEM

BUSINESS CARD AND ENVELOPE

17pt space

18.6pt space

13pt space

21pt space

| | 30721 | P 762-936-9454 |

9pt type

9pt type

Logo at 2.25x1.9in

WW W.SASSYGATORFASHION.COM

Logo at 2.25x1.9in

FASHION WITH A BITE

FA SHION WITH A BITE

29pt space

35pt space

11pt type

FASHION WITH A BITE

9pt type

17pt space

9pt type

S A S S Y G A T O R B R A N D I N G G U I D E

14 15



BOUTIQUE SIGNAGE

Sassy Gator outlets and boutique stores are

found in malls all across America. Eyecatching,

consistent branding is important

to maintaining our visual identity.

Our beautiful products should be on full display

alongside our bold graphic style.

16

S A S S Y G A T O R B R A N D I N G G U I D E

17





BRANDING

At Sassy Gator we pride ourselves on the quality

of our beautifully crafted leather products.

Wallets

Shoes

18

Our advertising features gorgeoes photos of models with

our products, but with an offbeat, gator-themed twist



Handbags

Heels

S A S S Y G A T O R B R A N D I N G G U I D E

21



PROMOTIONAL MERCHANDISE

Canvas Tote

Casual Wear

Pendant Bracelet

22

S A S S Y G A T O R B R A N D I N G G U I D E

23





905 West Garfield Ave.

Dalton, GA 30721

www.sassygator.com

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