Real
reliable
relatable
reliable
relatable
1. LOGO
Main logo
The Gabba logotype is set in Gabba’s primary typeface Pilat Extended Demibold and is perfectly spaced to obtain the right balance of negative space between each letter. The logo exists in two versions — one with and one without payoff. You’ll find the logo in various files and formats in the logo package.
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Logotype + payoff
1. LOGO
Distance of respect
The logo must have a minimum amount of free space around it to make it stand out and not be interrupted by other visual elements. This is called the logo's distance of respect.
The Gabba logotype must include 1/3 of one of the letters in free space around it.
1. LOGO
Proper use of the logo
The Gabba logo must stand out optically and be fully legible throughout all visual representations. The following rules must apply:
Never display the logo in too-low color contrast.
Always place a relatively light version of the logo on a dark background and vice versa.
The logo must never be displayed in more than one color or outlined.
Never display the logo in too-low color contrast.
Always place a relatively light version of the logo on a dark background and vice versa.
The logo must never be displayed in more than one color or outlined.
2. COLORS
GAbba blue
Gabba's primary color creates a clear and legible recognisability with the Gabba brand. Therefore, it is essential to prioritize this color throughout all media types and whenever possible.
Gabba Blue is displayed differently across print, textiles, and digitally. Make sure to use the correct value for the right kind of media.
Gabba Blue is displayed differently across print, textiles, and digitally. Make sure to use the correct value for the right kind of media.
Gabba Blue
PrintCoated:
Pantone: 3597 C
CMYK: 76, 53, 0, 54
Uncoated:
Pantone: 2146 U
CMYK: 65, 45, 0, 42
Pantone: 3597 C
CMYK: 76, 53, 0, 54
Uncoated:
Pantone: 2146 U
CMYK: 65, 45, 0, 42
Textile
Pantone 19-3953 TCX
Pantone 19-3953 TCX
Web
HEX: 143775
RGB: 20, 55, 117
HEX: 143775
RGB: 20, 55, 117
Paint
NCS: S 4550-R80B
NCS: S 4550-R80B
2. COLORS
Secondary
colors
colors
Besides Gabba Blue, Gabba does not have a fixed color palette in its visual identity. Gabba is a brand that has a flexible color palette depending on the current season.
3. TYPOGRAPHY
Typography
In this section, you'll find all guidelines and typefaces necessary for maintaining Gabba's unique typographic expression throughout all types of media.
3. TYPOGRAPHY
Pilat extended
Pilat Extended Demibold is the primary typeface of the Gabba brand and should be used at the top of any given typographic hierarchy.
3. TYPOGRAPHY
Unica77
The Unica77 typeface should be used in the typographic hierarchy's lower-scaled and more text-heavy parts.
3. TYPOGRAPHY
typographic
hierarchy
hierarchy
In order to create the right typographic hierarchy, when working with Gabba's brand visuals, the following rules must apply:
Stylistic sets can be found under Character → OpenType → Stylistic Sets in InDesign
3. TYPOGRAPHY
TEXT FRAMES
A big part of the bearing visual elements in Gabba's visual identity are the characteristic text frames. These frames should be used primarily for text set in Unica77 and used to categorize subjects. They can be used as buttons, subheaders, or graphic elements in a given composition to create balance.
The following rules should be applied for a consistent expression. These guides are relative and should always be as a minimum considered in a given situation.
The following rules should be applied for a consistent expression. These guides are relative and should always be as a minimum considered in a given situation.
4. BRAND PLATFORM
Brand platform
The brand platform is a tool that articulates the brand's most important and distinct features. It is a roadmap for future communication and design. When in doubt, consult the brand platform in order to determine: Are we on brand?
Gabba’s brand platform has been produced in close collaboration with the Gabba team. The objective was to “turn Gabba inside out” – in the sense that the internal Gabba culture and values are the actual and authentic drivers for the brand in the future.
Gabba’s brand platform has been produced in close collaboration with the Gabba team. The objective was to “turn Gabba inside out” – in the sense that the internal Gabba culture and values are the actual and authentic drivers for the brand in the future.
5. CORE NARRATIVE
CORE
NARRATIVE
NARRATIVE
Gabba is Danish for denim - well, not really, but it should be! Because Gabba is probably the oldest still- running denim brand in Denmark - all because of an ongoing family love affair with denim that started way back in 1983.
So, what is it about denim that makes the Gabba heart beat a little faster? First off, it’s the universal fact that a well-fitted pair of jeans will empower you to either stand out or fit in - just as you see fit! And then there’s the fact that denim is pretty much the definition of durable. It’s not just because of the fabric itself but also because of the enduring love you feel for your favourite pair of jeans.
And that’s the ultimate Gabba dream: to keep on building long-lasting bonds with people who go through life wearing our clothes. Gabba is all about experiencing whatever life throws our way - together.
Gabba is not about being cool. Unless by cool you mean being absolutely comfortable in your own skin, because in that case – we’re really cool!
Wearing a pair of Gabba jeans is a way of accepting your own and everybody else’s charming imperfections. And of saying that, yes, we are not perfect human beings, but we are all perfectly human.
Gabba continues to run on reliability, relatability, and - of course – a real love of denim. Today, the Gabba brand has grown to extend beyond denim, but a touch of denim is sewn into every single piece of Gabba clothing. We just can’t help it!
Gabba - Relatable since 1983
So, what is it about denim that makes the Gabba heart beat a little faster? First off, it’s the universal fact that a well-fitted pair of jeans will empower you to either stand out or fit in - just as you see fit! And then there’s the fact that denim is pretty much the definition of durable. It’s not just because of the fabric itself but also because of the enduring love you feel for your favourite pair of jeans.
And that’s the ultimate Gabba dream: to keep on building long-lasting bonds with people who go through life wearing our clothes. Gabba is all about experiencing whatever life throws our way - together.
Gabba is not about being cool. Unless by cool you mean being absolutely comfortable in your own skin, because in that case – we’re really cool!
Wearing a pair of Gabba jeans is a way of accepting your own and everybody else’s charming imperfections. And of saying that, yes, we are not perfect human beings, but we are all perfectly human.
Gabba continues to run on reliability, relatability, and - of course – a real love of denim. Today, the Gabba brand has grown to extend beyond denim, but a touch of denim is sewn into every single piece of Gabba clothing. We just can’t help it!
Gabba - Relatable since 1983
CORE NARRATIVE - short version
The Gabba love affair with denim goes all the way back to 1983. To us, wearing a pair of Gabba jeans is a way of accepting your own and everybody else’s charming imperfections. And of saying that, yes, we are not perfect human beings, but we are all perfectly human.
Denim still makes the Gabba heart beat a little faster. Always have, always will.
Denim still makes the Gabba heart beat a little faster. Always have, always will.
