Members Only

THE REINVENTION OF MEMBERS ONLY

wELCOME TO THE CLUB.

THE Pa T 22

THE FUTU E 2838The Members

THE TaNDa D 4252

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The Language

The Graphics

The Typefaces

The Colors

The New Mark

The Logo Details

The Logo Alternates

THE E VICE 6870

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The Brand Extensions

Membership Kit

Online Magazine

Headquarters

Enhancement Spa

Elite Intel

Off the Grid & Travel

Personal Assistant

THE Pa T

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Members Only was founded in 1975, selling tab-collar nylon bomber jackets with black name tags sewn to the front pocket, an emblem of cool. By the mid 1980s, the signature jackets and brand slogan — "when you put one on, some-thing happens" — were everywhere. The ubiquitous, ultimately fleeting trend was one-note and unsustainable. Thus, the story of a brand founded on the idea of embodying the essence of exlusivity and cool ended as quickly as it began.

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A line of clothing, most famously jackets, that was initially meant

to portray exclusivity and utter cool, Members Only quickly lost

track of its mission. Soon enough, there was a Members Only

jacket in nearly every closet in Americ, and by the end of the 80’s,

the brand kissed its hold on unironic cool goodbye.

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THE FUTU E

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Members Only was never about a jacket: it was about representing the ultimate in exclusive cool. The time has come to regain that power. Today, the brand has abandoned trendy fashion altogether. morphing into the ultimate embodiment of exclusivity. Today’s Members Only is a gentlemen’s club for the 21st century. A highly exclusive secret society.

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Members Only has become synonymous with a

joke. No one getting past the velvet rope would be

caught dead in a Members Only jacket. That look

has been relegated to ironic hipsters and creepy

skulking older men. Any self-respecting person

wearing a Members Only jacket is doing so with

tongue planted firmly in cheek.

THE BRAND TODAY

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Tomorrow’s Members Only is a sleek, ominous,

brand that conveys mystery, power and style. Make

no mistake: there is nothing ironic about the new

Members Only. We are, quite literally, the ultimate

elite deciders of what is cool.

OUR MAKEOVER

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IN a wO LD gOVE NED BY IMagE, wE MaKE THE ULE .

Throughout history, a number of secret societies

have thrived. Skull and Bones, the Freemasons, the

Bilderberg Group, the Bohemian Club; each of these

have achieved at least marginal fame, and they are

shrouded in mystery. They abide by certain codes,

often employing secret languages and rituals, and

they never reveal their most trusted secrets. Many

of the most high profile, influential members of

society have been a part of these clubs.

Members Only has abandoned its past as a purveyor

of passé outerwear. Instead, the brand is capital-

izing on its exclusive roots, transforming into the

ultimate gentlemen’s club for the 21st century.

Members Only is a secret society to end all secret

societies; to be a member is to attain authority

over the very definition of cool. One cannot ask to

join, but is invited, or “tapped.” The men who make

up Members Only don’t just have more impeccable

taste, class and fun than anyone else in the room:

they are the inventors of these things. The club is

shrouded in secrecy and myth. Suffice to say, the

rest of the world is playing by Members Only’s rules.

TOP SECRE T

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THE MEMBERA Cross Section

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Colin Briggs is a movie star in his early 40s. He

comes from humble beginnings and had a tendency

towards being a loner growing up in middle America,

but has worked his way up to the top of the

Hollywood elite.

Having the best of the best, and whatever is most

cutting edge, is of paramount importance to Ryan;

he feels he must represent the status he has built

for himself at all times.

COLIN

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30-year-old James is the pinnacle of understated

yet simultaneously ostentacious prep. His father is

a prominent politician and their names fall above

the fold of every newspaper in the country.

James grew up in the spotlight in a huge way, and is

used to being recognized when he walks down the

street. More often than not, he just wants to get

away from the oppressive throngs of people that

seem to constantly surround him.

JAMESPhillip is a fashion designer in Manhattan. When it

comes to clothing and aesthetics, Philip is of the

opinion that in America, 99.9% of the population is

simply never going to "get it." By the time a maga-

zine reviews a restaurant or gallery, Phillip’s already

been there and either deemed it too commercial, or

tragically behind the times.

For Phillip, part of the fun of fashion is the mystery,

the secrecy, and the aura of elite exclusiveness

that comes along with it.

PHILLIP

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A 28-year-old investment banker living in his high

rise apartment in Tribeca, William had much of his

life handed to him. He was bred at a private prep

school, followed by an Ivy League college, which led

him straight to Wall Street.

William's closets are filled with Brooks Brothers

suits, his fridge with Dean & Deluca. William has

been groomed since birth to be a member of the

financial elite.

WILLIAMSteven is a tech entrepreneur in his mid-30s who

made his first milion at the age of 25. He owns a 3

bedroom house in a high end California neighbor-

hood, along with the two vacation homes he shares

with his wife and newborn daughter. He is also a

staunch locavore, tirelessly choosy about the foods

he and his family eat.

Steven's advanced brain sets him apart from most

any crowd. Sometimes this is a blessing, but for the

most part he has felt isolated for most of his life.

STEVEN

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THE TaNDa D

The following pages contain guides for the visual standards that make up our new brand. Deviation from these rules will yield serious consequences.

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M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y






















































M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E B E N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B E RS O N L Y M E M B O N L Y B E RS O N L Y M E M B E RS O N L Y


































































































MEMBE HIP MEaN ELITE aCCE TO THE CLUB’ INNE MO T EC ET .

THE LaNgUagE

The Members Only secret written code is loosely

based on a cipher system used by the Freemasons.

We have developed a series of keys which serve as a

base for the creation of the ciphers. Members refer

to their decoder rings and these keys in order to

decipher the code.

KEY & ALPHABE T

A Secret Code

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/ 9

/ 7

/ 1 / 5

/ 4

/ 0

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/ 2

/ 3

/ 6

/ 8

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THE g aPHIC

Members Only’s graphic system is based on our key

for the written code. When placed next to each

other, the keys create an X and diamond pattern,

each of which symbolize main ideals of the club:

exclusivity and opulence. The key pattern may be

scaled quite large and quite small, to create

different pattern effects.

USE OF THE KEY

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The key grid pattern may be used as a solid vector on top of

a gradient, or as a gradient on top of a solid vector. The

pattern may also be broken apart and used across an image

in order to indicate Members Only’s omnipotent control and

transformative power over whatever the image represents.

THE TYPEFaCES

A modified version of this face has been utilized for

the logotype, which boasts a variety of glyphs and

ligatures. It is to be used as a display header, and

only for the largest headers. Never use Lightyears

for body text or sub-headers.

LIGHT YEARS MOaBCDEFgHIJKLMNOPQrsTUVwXYZ 1234567890

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MO

A thin, mysterious condensed sans serif designed by

Hoefler & Frere-Jones, Cyclone Inline is to be utilized

for all sub-heads. Only to be used in all caps. Never

to be used as a main header or as body text.

CYCLONE INLINE MOA B C DE F G HI JK L MNOP Q R S T U V W X Y Z 12 3 4 5 6 7 8 90

A strong, urbane and versatile typeface designed by

House Industries, United adds a hard, masculine

edge. To be used for body copy only.

UNITED SANSABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890

ABCDEFGHIJKLMNOPQRSTUV WXYZ

abcdefghijklmnopqrstuv w x yz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ


1234567890

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PMS: Hexachrome Black C

CMYK: C 0 M 0 Y 0 K 100

MODUS BL ACK

Members Only used to display all the colors of the

rainbow, as it were. Every color in the spectrum was

available in jacket format; as such the look became

garish and gender-neutral. Today’s Members Only is

most decidedly masculine and sleek, with a pinch of

flamboyance thrown in for good measure.

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THE COLO S

PMS: 2567 C

CMYK: C 29 M 36 Y 0 K 0

PALE VIOLE TPMS: 429 C

CMYK: C 5 M 0 Y 0 K 100

MEDIUM GRE YPMS: 457 C

CMYK: C 0 M 15 Y 100 K 28

TRUE GOLD

PMS: 2623 C

CMYK: C 59 M 100 Y 0 K 32

ROYAL PURPLEPMS: 431 C

CMYK: C 11 M 0 Y 0 K 64

CHARCOALPMS: 105 C

CMYK: C O M O Y 100 K 50

GOLD GREEN

PMS: 7457 M

CMYK: C 12 M 0 Y 5 K 0

ICE BLUEPMS: 454 M

CMYK: C 9 M 6 Y 17 K 100

SOLID CRE AMPMS: 449 C

CMYK: C 65 M 55 Y 100 K 28

HUNTER GREEN

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THE NEw Ma K

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THE LOgO DETaIL

Do not apply the logo in any manner other than the

way it was intended. A great deal of thought has

gone into the mark, and we do not want it sullied.

THE DON’ TS

Members Only

Do not apply multiple colors to the logo. It should remain

black or white at all times.

Do not use alternate typefaces for the logotype or alter the

scale of the mark in proportion to the typography.

Do not stretch or apply a drop shadow to the logo.

We are a brand that was created for those who are

in the know. Much of the mark is inscrutable to

non-members, and this is exactly as we want it.

Inside the hexagon is the cipher that stands for M,

and the ciphers on either side of the hexagon read

“1975,” the year the original brand was founded.

ANATOMY

2x

x

2x

6x

2x 2.5x2xx

2x

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THE LOgO aLTE NaTE

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The full logomark may be used without the

logotype in situations where more mystery

and intrigue is called for.

The “M Cipher” mark may be used on its

own in situations where minimalism is

called for, such as signage or stamps.

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THE E VICEBrand Analysis & Projection

At its inception, the brand offered only jackets, augmented by an assortment of forgettable offshoot products.

Members Only of tomorrow features far more intriguing projections.

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Headquarters

Hotel/Spa with cosmetic enhancement

Private reading, audio and film library

Private top-tier restaurant and bar

Members are privy to being Off the

Grid, meaning they are entirely

undetectably by satellite at all times.

×

×

×

×

×

INSIDE The Society

For All Membership

Member kit, including membership ID

card, uniform, platinum decoder ring,

confidential digital newsletter

Access granted at top-secret meetings

and club events

MO School: each level passed grants

access to more confidential info.

Control over what the next big thing is.

Members make these decisions for

society at large.

×

×

×

×

For You

FOR ALL

FOR YOU

Hotel & Spa, Cosmetic

Enhancement Pr ivate L ibrar y

Of f the Gr id

Pr iv ileges Lounge & Restaurant

Secret Meetings &

Club Events

Direct Inf luence

on Culture

Membership K it ,

Digital Newslet ter

MO School /

Degrees of Clearance

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×

×

×

×

×

×

×

×

Headquarters

Personal valet (chauffeur, personal

catering, shopping, tailoring)

Tax evasion service (utmost secrecy)

Elite employment network ensures

top-tier job placement for life

Handling of all administrative tasks in

the workplace

OUTSIDE In the World

At Work Membership

Personal jet and helicopter service

Top-tier, exlusive travel accomodations

Secret communication devices

Access to alternate identities for full

privacy and secrecy

At Play

AT WORK

AT PLAY

Personal Valet /

Assistant Tax Evasion

Ser v ices

Eli te Employment

Net work Administrative Tasks

Helicopter &

Jet Ser v ice Secret Identit y

Communication

Dev ices Top Accomodations

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Members are privy to select privileges, information,

and access. This begins with a membership kit.

Members receive an elite membership card that

functions as identification, currency, and all-access

pass. Additionally, we provide a platinum decoder

ring that can be used to decipher coded messages

or signage while on the go.

Finally, members are provided with portable hard

drives that contain classified information, and

allows user access to myriad intel and privileges.

MEMBERSHIP KIT

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Members are outfitted with platinum engraved

rings that allow easy decoding of our written

cipher-based language. The rings are to be worn on

the right ring finger and signify membership while

acting as a physical aid.

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A personal stationery identity system is provided

to all members. This includes a full stationery set;

the membership card acts as a business card, as it

acts as an ID reader at all entryways and provides

access to confidential information.

Membership grants access to a password-pro-

tected top secret newsletter, much of which is

encrypted in our secret code. Club goings-on and

details about upcoming events and privileges can

be found on this site. Members can shop top-tier

deals on premium items, as well as look into profiles

of members and potential members. It is also

available as an app for the Ipad.

STAY CONNECTED

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Members are privy to select privileges, information,

and access. This begins with a membership kit.

Members receive an elite membership card that

functions as identification, currency, and all-access

pass. Additionally, we provide a platinum decoder

ring that can be used to decipher coded messages

or signage while on the go.

Finally, members are provided with portable hard

drives that contain classified information, and

allows user access to myriad intel and privileges.

HEADQUARTERS

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Members Only headquarters has a purposefully

minimal front. Housed in a beautiful stone building,

the tastefully decorated streetview is clean,

mysterious, and intriguing, but gives nothing away.

What lies inside is for members’ eyes only.

Impressive stone stairwells, relaxing courtyards,

and exclusive five star accomodations are only the

beginning of what there is to be found within the

walls of our headquarters.

Within the club, we are pleased to offer a full-ser-

vice spa and cosmetic enhancement center. The spa

includes an outdoor rooftop pool, an indoor pool,

hot tub, steam room, gymnasium, cutting edge

grooming and cosmetic center with an accompany-

ing line of products, as well as a full staff of top tier

plastic surgeons. Patients can convalesce within

Members Only headquarters so as to minimize time

spent in public while not at one’s peak.

Our image experts are on call 24 hours a day, 7 days

a week to ensure that members’ needs are met and

that their appearance remains up to code.

ENHANCEMENT SPA

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Being a member of our society means achieving

different levels of clearance. The higher level one

reaches, the more information and influence one is

privy to and able to dispense.

We have established a school within our walls which

teaches members about our traditions, what sort of

protocol is expected of them, and what they can do

to achieve the coveted highest levels of clearance.

It often takes several years to reach the highest

level, of which there are three.

Our meetings take place at our private meeting

chambers, located in a remote corner of the

headquarters. If there is one piece of information

about the club that is most secret, it is this one.

Under no circumstances may an outsider be made

aware of the whereabouts of the meeting cham-

bers. This is where the most private goings-on and

rituals take place.

We hold a private dinner annually and announce who

has moved up in the ranks of information. You will

be debriefed on these goings on as your clearance

continues to progress.

ELITE INTEL

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Members Only is pleased to offer “Off the Grid”

privileges. This means anytime,anywhere, one can

become entirely undetectable by satellite. The Off

the Grid privilege program is augmented by our

Secret Identity package and our elite line of full

service travel accomodations.

Members are granted immediate access to a

private jet, helicopter, town car or scooter with

the touch of a button. Accomodations are top of

the line and of the highest efficiency.

OFF THE GRID

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Members Only boasts on-site private personal shopping. We

curate only the very best in menswear, from material to

construction to bespoke fit. Some members are very

involved in this process, while other prefer to allow their

personal assistant handle their shopping needs.

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Your personal assistant will keep you out of traffic jams for

good. You will never have to think about whether you’re on

the list for the most up-and-coming bar or restaurant.

Members are simple beyond lists.

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Each member is awarded a personal assistant and

valet. Your assistant is at your constant beck and

call, day or night. They will coordinate your trans-

portation and ensure that you never find yourself in

a traffic jam. They take care of administrative

tasks, personal shopping and tailoring, top tier

travel accommodations, and first rate restaurant

and bar reservations, to start with. In short,

members are never caught off-guard, because their

personal assistants anticipate their every move.

As we have iterated, in this world, image is every-

thing. We at Members Only are the creators of that

image. Our lifestyle is so impenetrably covetable

that outsiders cannot help but want to know what

is happening behind closed doors.

We are the most selective of the elite, and we

choose our members wisely. As you know, you have

been “tapped” to join us; one cannot ask to join our

club, but can only be asked. That you have been

party to this privilege is a clear indicator of your

standing in society, and of the path you are about

to embark on. Welcome.

PERSONAL ASSISTANT

Dara Weinberg

Academy of Art University

Nature of Identity 2011

Printed on Moab Entrada 190 lb

Epson 3800 Printer

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Members Only

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