one by one brands standards manual

brand standards

brand standards

W A T C H C o

ONE BY ONE

Time is something which we have been cur ious about s ince the day we discov ered change. Time s tays wi th i t and we k eep i t .

18000 BCE

3000 BCE

1500 CE 2000 CE

MESOLITHIC PERIOD“Ice-age hunters in Europe over 20,000 years ago scratched l ines and gouged holes in st icks and bones, possibly counting the days between phases of the moon.”

NIST

DAYS DIVIDEFive thousand years ago, Sumeri-

ans in the Tigris-Euphrates val ley

in today’s Iraq had a calendar that

divided the year into 30 day months,

divided the day into 12 periods (each

corresponding to 2 of our hours) ,

and divided these periods into 30

parts (each l ike 4 of our minutes) .NIST

MECHANICAL MOVEMENTSIn 1656, Christ iaan Huygens, a

Dutch scientist , made the f ir st pen-

dulum clock, regulated by a mecha-

nism with a “natural” period of os-

ci l lat ion. (Gali leo Gali lei i s credited

with inventing the pendulum-clock

concept, and he studied the motion

of the pendulum as early as 1582.

He even sketched out a design for a

pendulum clock, but he never actu-

al ly constructed one before his death

in 1642.) Huygens’ early pendulum

clock had an error of less than 1

minute a day, the f ir st t ime such ac-

curacy had been achieved. His later

ref inements reduced his clock’s error

to less than 10 seconds a day.NIST

WHO HAS THE CORRECT TIME?

WHERE WE KEEP TIME

All included information is from The National Institute of Standards and Technology (NIST) an agency of the U.S. Department of Commerce.

1500

1600

1700

1800

1900

2000 CE

Since 1923, NIST radio stat ion WWV has

provided round-the-clock shor twave broad-

casts of t ime and frequency signals. WWV’s

audio signal is also of fered by telephone: dial

(303) 499-7111 (not tol l - free) . A sister stat ion,

WWVH, was established in 1948 in Hawaii , and

i ts s ignal can be heard by dial ing (808) 335-4363

in Hawaii .

Time signals are an impor tant byproduct of the Global Posit ioning System (GPS) , and indeed this has become the premier satel l i te source for t ime signals. The t ime scale operated by the USNO ser ves as reference for GPS, but i t is impor tant to note that the t ime scales of NIST and USNO are highly coordinated ( that is, synchronized to well within 100 nanoseconds,

or 100 bi l l ionths of a second) .

Of f icial U.S. Gover nment t ime, as provided by

NIST and USNO, is avai lable on the Inter net at

http: / /www.time.gov. NIST also of fer s an Inter-

net Time Ser vice ( ITS) and an Automated Com-

puter Time Ser vice (ACTS) that al low sett ing of

computer and other clocks through the Inter net

or over standard commercial telephone l ines.

THE EARLIEST WATCHESThe f irst watch movements were straight verge movements, with no balance springs. These

f ir st t imepieces were notoriously innaccurate and uti l ized only an hour hand. What al -

lowed horologists to create a clock that did not need hanging weights was the spiral- leaf

main spring. At the end of this period, astronomical data and dates were already being

displayed on watches, but even with al l of the embell ishments, t imekeeping was very poor.

THE BALANCE SPRINGIt was not unti l 1675 that a spiral balance spring was used. This element took dai ly t ime-

keeping accuracy from fractions of an hour to fractions of a minute. There is dispute as

to who created the balance spring but many think i t was Huygens s ince he also worked on

the spiral spring. As accuracy increased, a minute hand was added. The commonality was

to have the hours marked in Roman Numerals, and minutes in Aarabic.

F IRST CHRONOMETERThe basics of the chonometers design included a balance completely detached from the

tr in, a hel ical balance spring instead of a spiral spring and maintaining power whilst being

wound. All designs had some for m of temperature conmpensation. This accuracy al lowed

the second hand to be added to the watches.

INTERCHANGEABLE PARTSIt wasn’t unti l 1840 that interchangeable parts came into the watch market. While most

watches at that t ime were hand f inished the Swiss opted for low-cost machine made watch-

es that al lowed parts to be swapped. The main change to the watch making was that holes

were dri l led with a panotgraph, which al lowed for each watch to share the same holes. It

was the American’s who capital ized on this and began mass production in the 1850’s.

PROGRESSIVE MOVEMENTSAs mechanical advancements occured within watches parts started to become smaller.

This change in interior for m al lowed watches to become smaller and therefore move from

the pocket to the wrist . Watches started sharing s imilar features such as the chronograph,

datework, alar mwork, and moonwork. All of this s tandardization began to wash al l of the

brands into one indist inguishable space.

WATCH HISTORY

Why is it important to build a strong, appropriate and consistent One By One brand?

To a l low the customer to par t ic ipate in the narrat ive movements of the brand.

To increase awareness that One By One i s an Amer ican Co.

To bui ld g reater publ ic awareness of Amer ican Culture.

To promote the va lue of Amer ican Craf t s .

Identity & Brand? Why Worry?

Whether we want to be or not, we are a brand. We’re out there—and our members and others are continually forming opinions about us. Those opinions will be positive, negative or ambiguous. We need to participate actively in inf luencing opinions.

We can choose to be either vis-ible or invis ible. We can become perceived as either a good brand or a bad brand; a clear brand or a confusing brand; a helpful brand or an irr i tat ing brand; a responsible brand or an irrespon-sible brand. It ’s up to us.

Does our logo define our brand?

Our logo is a thing—it idenif ies us on objects and in environ-ments. In and of i tsel f, i t doesn’t say a whole lot about the entire company itsel f. As beauti ful or unique as any logo may be, i t remains essential ly inanimate. Without being placed onto or into something, i t i s meaningless.

When our logo is placed into posit ive environments that ref lect our goals, values and init iat ies, our organization wil l be wel l-rep-resented and our desired messag-es del ivered. Placed into a poor or inappropriate environment, the logo may only serve to mis-represent or confuse our goals, values and init iat ives, and may ref lect our company negatively.

Our visual identity—our logo and supporting elements—iden-ti f ies us. It says WHO we are. Our brand is the activation and manifestation of our goals, ini-t iat ives, miss ion and values. It demonstrates WHAT we are, and WHY we are.

The purpose of our branding program is to evoke an appropri-ate emotional response from the viewer by embodying—within al l our messages and actions—the posit ive emotional characterist ics of the organization.

The Key

The key to successfully branding One By One is personal responsibility.

All those involved in creating One By One Watches, environ-ments and init iat ives—Watch-makers, designers, s tores own-ers, and sales-people—must be personal ly responsible for ensur-ing that the posit ive attr ibutes of the organization are embodied in every ef fort ; that the members and audiences are being wel l served; that the organization is gett ing credit for al l i ts ef forts. This cannot be accomplished merely with an identity manual or systematic branding guidl ines. It can only be achieved with thoughtful , intelligent, creative efforts by thoughtful, intelligent, creative people.

We must program, write, design and del iver al l that we do ac-cording to who we say we are. And then we must ensure that we are creditted for everything that we produce.

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W A T C H C o

ONE BY ONELOGOThe One By One logo is a celebration of the balance achieved from each single moment’s correspondence with another. It i s not only a l i teral l balance between the two rounds but also holds space the way a musical note might within t ime. The for m is meant to be sol id and adaptable, ref ined and mechanical at the same t ime.

Within i ts many adaptations the logo should always be identi f iable. Dur-ing certain instances when the logo is of minimal s ize the descriptor may be dropped and at other t imes the company name. It i s always important that the logotype be seen in al l instances.

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W A T C H C o

ONE BY ONE

W A T C H C o

4 FORMAL ARRANGEMENTS Each can be downloaded from the public website.

At no instance may the mark be alterred in any way.

At no point may the wordmark be used without the symbol.

COLOR PALETTEOne By One’s color palette is

deter mined by i ts application. The

company pref fer that the logo only

show up white or black depending on

the background. The mark was de-

signed so that i t would be completely

recognizalbe without color and that

i t would ref lect i t ’s surroundings.

Because al l marketing wil l be done

internal ly al l designers wil l be breifed

on the specif ic colors for that project.

The mark may be defined by texture

from an image as seen on the right.

Aside f rom spec i f i c adaptat ions, One By One as that Amer ican Colors are used. T hese co l ros are bur nt red {C34, M90, Y100, K18} and Navy {C100, M19, Y12, K80}. T hese co lors are bes t used as br i e f accents throughout a l l ex t ens ions o f the One By One Company.

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UNIVERSE 59 ULTRA CONDENSED

BASKERVILLE REGULAR

BASKERVILLE ITALIC

BASKERVILLE SEMIBOLD

BASKERVILLE SEMIBOLD ITALIC

BENDER BOLD





TYPOGRAPHYThere are two famil ies of type that should be used for al l “per manent” One By One mater ia l s, inc luding s tat ionery, bus iness cards, for ms, member-ship cards and s ignage: Universe 59 Ultra and Baskervi l le. These typefaces may a l so be used wherever e l se they may be appropriate, but promotional mater ia l s and publ icat ions are not l imited to these fonts and should be produced in the typefaces that are most appropriate to the subject matter being presented.

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TYPE LAYOUTWhen creating paragraphs of infor mation there are two dif ferent ways to present the text. One is horizontal which is the width of more than one col-umn and vert ical is always made up of one s ingle column. When creating these rows and columns there are two dif ferent character options.

Wel l Han.. you Stated that I need not

Be Sur pr i sed to see L i le come Down

to our Co.. I wou ld Be some sur-

pr i sed I f He Shou ld come tho I wou ld

love to Have a l l good Boys w ith us

But st i l l I wou ld adv i se Him to Re-

ma in at Home & let them Dra f t Some

of them Home Torr ies

We can not Exspect th i s Rebel l ion Put Down w ith out F ight ing & I am in favor of Doing the F ight ing as soon as Poss ible & then those of us that are Spared to l ive can Return to there Honnest Fr iends I w i l l te l l you that L ieut Wa lker & Wi l l & a l l conva lescent s were lef t at Helena Wi l l was get t ing Pret t y Stout aga in But I told Him that comeing w ith th i s Exped it ion might throw Him Back s ick aga in & He concluded to stay though I Exspect that He Has wr iten to you Before th i s t ime

VERT ICALPARAGRAPHBASKERVILLEREGUL AR 10/18 L INE-SPAC ING: 90KERNING: OPT ICAL

HORIZONTALPARAGRAPHBASKERVILLEREGUL AR 10/14L INE-SPAC ING: 75KERNING: OPT ICAL

T ITL INGUNIVERS 59 ULTRA CONDENSED 14/16L INE-SPAC ING: 75KERNING: OPT ICAL

DESCRIPTORS BASKERVILLE I TAL IC 10/14 L INE-SPAC ING: 90KERNING: OPT ICAL

LOGOTYPOGRAPHYFONT ARRANGEMENTS

Elements o f t i t l ing may become larger but the y must s t i l l k eep a 7:8 rai to.

Wel l I mus t cl ose fo r t h i s t ime Pl ea se wr i t e S oon & wr i t e a l l t h e News & Par-t i cu l a rs & Pl ea se Excu se t h i s I l l composed l e t t e r & my Poor wr i t in g & I w i l l t r y & Do Be t t e r in t h e Futu re .

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jmurphy@onebyone .com

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follow us on twitter

O N E B Y O N EW A T C H C O M P A N Y

W A T C H C o

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J A M E S M U R P H YW a t c h m a k e r

W A T C H C o

ONE BY ONE

BUSINESS CARD,LETTERHEAD & ENVELOPEOnline one can f ind the layouts for a l l three s ta t ionar y mater ia l . T hey are o f fe red in a PDF for mat and are to be pr in t ed on French Paper ’s Speckle tone Kraf t 100C.



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W A T C H C o

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J A M E S M U R P H YW a t c h m a k e r

9/9

.5 Inch e s

L ET T ER HE A D (8 .5 inx11in)

BUSI NESS C A R D (2in x 3 .5 in)

B ACK

FRON T

No. 9 E N V ELOPE

1 Inch

1 Inch

.5 Inch e s

9/18

9/9

9/18

9/18

18pt

18pt

18pt

18pt

18pt

18pt

a

a

W A T C H C o

ONE BY ONE

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FALL BANDS 2011

COPYRIGHT 2011 ONEBYONE.COM

WEBSITET he One By One Websi t e can be found by go ing to 1x1.com. T here anyone can shop, exper i ence the company, v i ew the his tor y, contac t the company and access soc ia l ne t -working pages.

ADVERTISEMENT SPREADSAll adver t i s ement spreads are to u t i l ize the g r id layout o f the ta g when marke t t ing a product .

PACKAGINGT he wood packaging i s to be hand craf t ed f rom recycl ed Wiscons in Cheese boxes. Each box i s beaut i fu l l y assembed al l the way down to the p lacement o f watch manual .

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THERE IS SURELY NOTHING OTHER THAN THE SINGLE PURPOSE OF THE MOMENT.

Ancient Haiku

THERE IS SURELY NOTHING OTHER THAN THE SINGLE PURPOSE OF THE MOMENT.

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