Brand Architecture. - Amazon Web Services

Transcription

DORMEO
BRAND
MANUAL
01.
Foreword
01. Foreword
Our Vision.
…. is to find harmony between nature, people and comfort. Dormeo
world is a world of soft shapes, warm materials and friendly colors.
Attending to each individual and giving the opportunity to choose their
own style of sleep, their own style of living. Health, relaxation and quality are the values we cherish and thrive on. Creating the products of
excellence and esthetic value for everybody is our primary and final
goal.
In order to share this vision and its values, we have prepared new Dormeo visual identity standards. Clear architecture and contemporary
design have created a brand for those who appreciate high quality
relaxation and regeneration products destined for a happy home.
Branka Hutar,
Dormeo Brand Director
dormeo: brand manual
005
02.
Index
02. Index
01.
02.
03.
04.
05.
06.
07.
08.
09.
Foreword 003
Our Vision. 005
Index
009
Strategy 011
One dream. one vision. one team.
013
Success Through Integration
013
A Responsible Relationship With Our Consumers
013
Environmental Commitment
013
Brand Positioning
014
Brand Core
014
Dormeo’s Functional and Emotional Benefits 014
Brand Objectives
015
Brand Values 015
Dormeo Brand Architecture
017
Brand Architecture.
019-020
PRICE LINES LOGOS 021
Sales channels
023
Dormeo Sales Strategy.
025
Large Product Portfolio 025
Creative Strategy and Slogan
027
Creative Strategy And Slogan.
027
Creative Strategy 027
Slogan
027
Brand personality
031
Brand personality.
033
Tina
033
Complete graphic standards
035
Brand Consistency.
037
Logo
037
Brand Lines 037
Current State of Trademark Registration 037
OLD LOGO
038
RE-BRANDED LOGO 039
NEW FORM
040-041
LOGO - PROPER USAGE
042-049
LOGO - VERTICAL APPLICATION 050
DIMENSIONS
051
PROPORTIONS
052-053
COLOUR SYSTEM 054-055
NOT ALLOWED USAGE OF THE LOGO
056
LOGO - PROPER USAGE ON THE BACKGROUND
057
BRAND LINE LOGO 058-073
ADDITIONAL LINE LOGO
074-077
PROPORTIONS FOR BRAND LINE LOGO
078-081
PROPORTIONS FOR ADDITIONAL LINE LOGO 082-085
COLOUR SYSTEM FOR BRAND LINE LOGO 086
COLOUR SYSTEM FOR BRAND & ADDITIONAL LINE LOGO 087
TYPOGRAPHY
088-089
Packaging
091
Packaging. 093
10.
11.
12.
13.
Visual Elements
Packaging Photography
Packaging Icons
BRAND LINE PACKAGING
BACKGOUNDS FOR BRAND LINES
BACKGROUND PATTERN PHOTOGRAPHY
Advertising
Advertising.
Above The Line Advertising.
ADVERTISING IMAGE BILLBOARD
ADVERTISING DIRECT BILLBOARD
ADVERTISING IMAGE CITY-LIGHT ADVERTISING DIRECT CITY-LIGHT
PRINT MEDIA ADS/IMAGE
PRINT MEDIA ADS/DIRECT
PROPORTIONS FOR PRINT MEDIA ADS
Below The Line Advertising.
LEAFLET CATALOGUE
ICONS
TEXT FRAMES
PICTOGRAMS
Business promotion Promotional Tool Kit. Stationery STANDARD BUSINESS CARD
CORRESPONDENCE PAPER
ENVELOPES
PAPER BAGS
PLASIC BAGS
TEXTILE BAGS
FLAGS
POWERPOINT PRESENTATION LAYOUT
Point Of Sale Communication Point Of Sale Communication.
EXAMPLE FOR INDOOR PROMOTIONS / IMAGE
EXAMPLE FOR INDOOR PROMOTIONS / DIRECT
EXAMPLE FOR INDOOR PROMOTIONS
LOGO FOR STUDIO DORMEO STORE
NAME BADGE, STUDIO DORMEO BUSINESS CARD
LOCATION MARKERS WOBBLERS
LIGHT SIGN AND WINDOW DISPLAY LOGO SIGN FOR DORMEO STORE
T-SHIRT POSITIONING OF LOGO ON DELIVERY VANS DRTV Marketing
Picture in motion.
BASIC SCREEN LAYOUT & ORDERING SCREEN
093
093
093
094-101
102
103
104-105
107
109
110
110-112
113
114-116
117
118-119
120-121
122-123
124
124
125-127
128
129
130-131
133
135
135
136
137
138-139
140-147
148
149
150
151
153
155
156
157-159
160-161
162
163
164
165
166
167
168
169
171
173
174-177
009
03.
Strategy
03. Strategy
One Dream.
One Vision.
One Team.
Success Through Integration
A Responsible Relationship With Our Consumers
Operating across a diverse portfolio of countries requires a deep understanding of local cultures and consumer habits. It is the appreciation of this market individuality that lies at the heart of our success at
Dormeo brand. By tailoring our strategy to address the unique requirements of each local market, we aspire towards a common vision of
driving sustainable growth across our whole business.
Our response to health and wellness trends has led to vibrant innovation. New mattresses (Soya, Bamboo...) are increasingly important
contributors to our portfolio.
As our business expands, we are able to leverage increased benefits
of scale. We quickly address the needs of our customers and introduce new products and packages to the marketplace. At the same
time, we are committed to sharing knowledge and successful operating practices across countries to realize efficiencies through the use of
common systems and processes. There are several communication
platforms and internal conferences that enable our people in different countries to share learning, thus raising overall performance standards.
Environmental Commitment
We are putting our commitments into action by developing innovative
solutions. Ground breaking materials that represent a peak of environment friendly industry, while still serving its purpose to the fullest are a
corner stone of our product line. The components that are 100% bio
degradable with implemented natural raw materials that replace and
improve the role of conventional materials used in the industry are essential to the portfolio and a testament to our commitment.
013
03. Strategy
03. Strategy
Brand Positioning
Dormeo’s Functional and Emotional Benefits
Brand Objectives
Brand Values
Companies need positioning because customers have choices. Positioning is what differentiates a brand in the customer’s mind relative
to competing products. Thus, Dormeo is positioned as convenient,
trustworthy, and high quality brand.
When further developing the Dormeo brand, we think about product’s
functional and emotional benefits since in this way we want to build
preference for our products, which results in increased sales and enhanced brand loyalty.
Dormeo values are the basis of our work and are reflected in each
product.
Brand Core
- Functional Benefits:
Functional excellence
Modern design
In an ever increasing competitive market, the need to “stand out” becomes essential to ensure Dormeo’s sustainable growth. Dormeo’s
brand potential and current product strengths place it amongst the
leading brands in the industry, competing for similar market segments.
For this reason Dormeo brand focuses its strategy on a selection of
a differentiated product base and on an excellent customer service
allowing Dormeo brand to position itself as a brand that provides to its
customers a superior product and service experiences.
Brand core is the driving force and the beating heart of the brand: Dormeo is always there. It’s likable and affordable. Its quality and brilliant
customer services are there to serve people, providing well thoughtout and health oriented products. Dormeo enables its customers to
have a simpler, better, and more successful life.
Home and Family - Our aim is to help making a cosy place where our
customers can enjoy the joys of everyday’s life.
Trust - Our customers trust us – we make them feel that we are always
there for them.
Safety – Safety excellence is a vital focus of our products. Our products are safe for people as well as for the environment.
- Emotional Benefits:
Keeping promises and being honest
Surprise and Delight moments
Customer service with personality
Engaging customers
01. UNDERSTAND
CONSUMERS
02. CONNECT
EMOTIONALLY
WHAT THEY
REALLY WANT
VIA A RICH
SPECTRUM OF
SELLING CHANNELS
03. STAY TRUE
TO THE BRAND
VALUES
Activity - We are curious, open and have good ideas to set things in
motion.
Modernity - Our products are in line with the latest trends. We carefully
select the latest high quality materials and designs.
Beauty of Life - With our products we provide our customers the essentials for a happy home and the beauty of life.
Open mindedness - We have the technology, the product range and
flexibility to offer the products that our customers want.
014
015
04.
Dormeo Brand
Architecture
04. Dormeo Brand Architecture
Brand
Architecture.
A brand architecture lays out the key elements of the brand in detail
and reveals specific messages and important take-always for the target
audience. The brand architecture represents the structural integrity of
the brand, delineating how it is built, how it works, and how the
components fit together to deliver meaningful benefits to the
consumer.
019
PRICE LINES LOGOS
original/negative
020 dormeo: brand manual
Price lines are used solely for internal communication
and in print where we want to differentiate products from
the same product line.
021
05.
Sales Channels
05. Sales Channels
Dormeo Sales
Strategy.
Dormeo developed a business strategy which uses an integrated approach that leverages sales in different selling channels. The DRTV
channel, designed to facilitate sales of products that are presented to
final customers through infomercials on TV, is supplemented by other
selling channels (retail, wholesale, internet, mailing, print advertisements, catalogues) for sale of the same or other products that are not
appropriate for DRTV sales.
The combination of sales via different selling channels allows Dormeo
brand to tailor its sales strategy on demand, based on customer characteristics and specific needs.
Large Product Portfolio
Our job is to sell and distribute the precious brand Dormeo, to provide
our consumers’ the essentials for a happy home and a good night’s
sleep. Over the past several years, we have been expanding the range
of products offered to our consumers. Across growing sleep related
categories we extended our product lines living, bath and kids in response to new preferences in the sense of materials, colours, shapes,
patterns, and trends.
DRTV
PR AND
EVENTS
WORD OF MOUTH
CATALOGUE
PLACEMENTS
RETAIL
WHOLESALE
INTEGRATED
INTERNET
APPROACH
PRINT
ADVERTISING
INTEGRATED APPROACH ALLOWS US:
01. MORE CUSTOMIZATION
02. MORE COMMUNICATION FROM US
WORD OF MOUTH
MAILINGS (MAIL,
EMAIL, SMS)
TAILORED TO CONSUMERS
SPECIFIC NEEDS
Introduction of product lines stimulates the effect of cross-selling.
025
06.
Creative Strategy
And Slogan
06. Creative Strategy And Slogan
Creative Strategy
And Slogan.
Creative strategy
Slogan
A distinctive and consistent tone of communication helps customers
to understand what the Dormeo brand stands for, it builds recognition
and loyalty, and it ensures we stand out among all other brands. Our
tone of communication is:
“Essentials for a Happy Home” is Dormeo’s main message which conveys the essence of the brand. It can be used in combination with the
logo, in advertising, and for other marketing purposes.
Optimistic - We look for the best in all people and the best in all situations. We’re warm and friendly and we speak optimistically.
B2C communication:
a) SLEEP brand line and in markets where Dormeo is mostly known
for its sleep program:
“A good night sleep”
b) LIVING, BATH, and KIDS brand line:
“Essentials for a Happy Home”
Ingenious - At the heart of our company is the spirit of innovation – the
desire to bring new ideas and new experiences to our customers.
B2B communication:
“Innovative sleep solution”.
Playful - We are creative, open-minded, future oriented, modern, esthetic.
Inspiring - Every time we speak we make an impression on people.
We should always seek to surprise and never be predictable.
Credible - In our communication we provide reliable and correct information and clear messages.
029
07.
Brand Personality
07. Brand Personality
Brand
Personality.
In the heart of every brand is a set of characteristics akin to a human
personality that a customer can relate to as if the brand were their true
friend. A successful brand is able to vibrate with consumer’s emotions
and values.
Tina
Middle aged. Lives in a house with a garden. Married with children.
Protective and reliable. She is very practical, likes to cook and work in
the garden. Her core value is family, but she is a very self-confident,
successful, ambitious and determined woman. Looks after herself, her
appearance, dresses in a modern way, goes regularly to gym, drinks
green tea, and is extremely sentient with a special sense for esthetics.
She recycles and is environmentally aware. dormeo: brand manual
Tina, 36 years
033
08.
Signature look
08. Signature look
Signature look.
Dormeo home is inviting,
warm, modern, optimistic,
inspiring and aesthetic. It is a
happy home everyone wants
– a haven in which you can
experience tranquillity and
enjoy quality time with those
you love.
037
08. Signature look
Sleep.
White goods.
038
08. Signature look
Making reality of sleep better than one’s dreams. Evoking emotions of beauty, comfort, softness
and gentleness that only quality sleep can bring.
Living.
Reflecting values of healthy, joyous, comfortable living through home & living essentials for a happy, balanced living.
Dormeo’s living is inspiring – inviting people to seize each day, to be creative and to empower them to live their best.
039
08. Signature look
Bath.
040
08. Signature look
The bathroom as a beautiful sanctuary, where one can unwind and energize one’s body and spirit; the bathroom
transformed into a spa-like retreat, filled with peaceful, soothing and luxurious feel.
Furniture.
Clean shapes, functionality, trendy mix & match design transform any home into a spacious, well-organized and
comfortable place which blends with style and personality of any consumer.
041
09.
Complete
Graphic Standards
09. Complete Graphic Standards
Brand
Consistency.
“Brand Consistency” is all about how we are perceived by our customers and ranges from the first piece of literature they see, maybe an
advert or a leaflet, through to the stationery they can use as a part of
the package we supply, and everything else in between.
Maintaining this Consistency is of the utmost importance, creating and
maintaining a single positive image of our brand, of our company. Giving the customer (or potential customer) this coherent image will instil
a confidence of recognition, enabling them to feel more relaxed when
dealing with any part associated with Dormeo brand.
Brand Lines
There are two predicted uses of brand lines:
1. Brand line horizontally aligned with Dormeo’s brand name
2. Brand line vertically aligned with Dormeo’s brand name
Every communication from Dormeo to the public affects the image
and reputation of the brand. Commercials, web pages, newsletters,
packaging, video spots, e-mails, mailings, PR articles, and presentations are the face of Dormeo to many people.
Dormeo’s visual identity has a dual purpose. To the external constituents, it reflects its character, strength, and values. Internally, it creates a
sense of pride and commitment for a common mission and purpose.
Dormeo products are distributed in four distinctive lines: Sleep, Living,
Bath, Kids.
The key elements that differentiate the different lines are four carefully
chosen colours, where each colour is associated with a specific line:
Blue with Sleep, Magenta with Living, Green with Bath and Orange
with Kids and different photos. As a general rule, all lines shall be used
in their primary colours. In case this is not possible for financial or technical reasons, the lines’ names can be applied also in grey or in black.
Slogan to be used in all lines is “Essentials for a Happy Home”. All
product lines have english names to simplify their management on
Dormeo’s markets.
Logo
Current State of Trademark Registration
Dormeo logo has a two-colour design and type treatment. It is a clear,
simple and modern logo. It has been enhanced to provide a more
contemporary feel, consistent with the new strategic direction of the
brand.
For the current state of the Trademark Registration of “Dormeo” brand
you can go to:
http://www.vipo-online.org/
045
09. Complete Graphic Standards / Logo
OLD LOGO
RE-BRANDED LOGO
It is composed of three elements:
1. The Background
2. The “Dormeo” typeface
3. A Registration mark
046
047
A
C
B
NEW FORM
step 1
048
NEW FORM
step 2
049
LOGO - PROPER USAGE
without background
in primary colour and 2 secondary colours
050
LOGO - PROPER USAGE
with background
051
LOGO - PROPER USAGE
without background and with brand slogan
052
LOGO - PROPER USAGE
with background and with brand slogan
053
a good night’s sleep
LOGO - PROPER USAGE*
054
*Applicable for sleep brand line only.
055
innovative sleep solution
056
057
LOGO - VERTICAL APPLICATION*
with background and without/with brand slogan vertical positioning/used only under special
058
circumstances in the primary colour
*Vertical logo should be used only on some outdoor signs
or table pennants/flags. No other use of the vertical logo is
allowed.
DIMENSIONS*
Logotype’s minimum dimension is 1 cm in
width.
*The logo shall never be redrawn, original vector or bitmap
images are the only acceptable options and are freely
available.
059
25
7
25
7
a/4
a/4
a/4
a
a /2
a/4
a /2
b
PROPORTIONS
basic
060
PROPORTIONS
obligatory free space*
*Obligatory free space is the area around the logo that is left
empty. This creates the emphasis on the logo and means it
doesn’t get crowded out. No objects or text may touch the logo
or cross its boundaries. Obligatory free space must be left on
two sides of the logo (right side and below the logo) to ensure
that it is free from clutter.
061
B secondary colours
A primary colour
BLACK
SOLID: PANTONE PROCESS BLACK C
PROCESS: C0 M0 Y0 K100
DARK BLUE
SOLID: PANTONE 282 C
GREY
SOLID: PANTONE Cool Gray 6 C
WHITE
COLOUR SYSTEM
primary and secondary*
062
*The primary logo application is dark blue. Since the dark blue
application is not always available, we predicted also the use
of secondary colours - grey and black, although it is strongly
recommended to use the primary colour (dark blue) whenever
possible.
063
s)
(solid to proces
25
7
2717 (solid to process)
(solid to process)
25
7
dormeo_logo:logo_brand 24.3.09 22:31 Page 1
(solid to process)
25
7
dormeo_logo:logo_brand 24.3.09 22:31 Page 1
25
7
064
(solid to process)
NOT ALLOWED USAGE OF THE LOGO*
The logo is not to be used in any form other than that shown in
these guidelines. The two elements, the background and the
name, must not be split, rearranged, changed, or moved from
the frame area surrounding the logo. As a general rule, the logo
must be printed in the primary colour. Whenever this is not possible for financial or technical reasons, the logo may be reproduced in grey or in black.
LOGO - PROPER USAGE ON THE BACKGROUND
in primary and secondary colours
065
09. Complete Graphic Standards / Brand Line Logo
BRAND LINE LOGO
basic/horizontal - negative
066
BRAND LINE LOGO
basic/horizontal - negative/secondary colours - grey and black
067
BRAND LINE LOGO
basic/vertical - negative
068
BRAND LINE LOGO
basic/vertical - negative/secondary colours - grey and black
069
BRAND LINE LOGO
070
BRAND LINE LOGO
071
BRAND LINE LOGO
072
BRAND LINE LOGO
073
BRAND LINE LOGO
074
BRAND LINE LOGO
075
BRAND LINE LOGO
076
BRAND LINE LOGO
077
BRAND LINE LOGO
078
BRAND LINE LOGO
079
BRAND LINE LOGO
080
BRAND LINE LOGO
081
09. Complete Graphic Standards / Additional Line Logo
ADditional Line LOGO
basic/negative
082
basic/negative/secondary colours - grey and black
083
basic/negative
084
basic/negative/secondary colours - grey and black
085
25
7
25
7
sleep
a
a /2
sleep
a /2
a /2
a /4
basic/horizontal
086
obligatory free space*/horizontal
087
a /2
a
a /2
a /2
a /8
basic/vertical
088
obligatory free space*/vertical
089
a /2
a
a /2
a /4
a /4
a /2
PROPORTIONS FOR ADDITIONAL LINE LOGO
basic
090
091
a /2
a
a /2
a /4
a /4
a /2
basic
092
093
A primary colours
A primary colour
DARK BLUE
BLUE (SLEEP)
MAGENTA (LIVING)
B secondary colours
BLACK
SOLID: PANTONE PROCESS BLACK C
GREEN (BATH)
GREY
SOLID: PANTONE Cool Gray 6 C
ORANGE (KIDS)
white
BROWN (NATURA)
BEIGE
SOLID: PANTONE 7527C
COLOUR SYSTEM FOR BRAND LINE LOGO *The primary logo application is dark blue. Since the dark
blue application is not always available, we predicted
primary and secondary
also the use of secondary colours - grey and black, although it is strongly recommended to use the primary
colour (dark blue) whenever possible.
094
COLOUR SYSTEM FOR BRAND & ADDITIONAL LINE LOGO
blue - sleep, magenta - living, green - bath,
orange - kids, brown - natura
095
09. Complete Graphic Standards / Typography
TYPOGRAPHY
primary/for packaging and brand lines
logo
096
*FSAlbert is the primary brand typeface and must be
used whenever possible. The two main typefaces used
from the FSAlbert family are shown.
09. Complete Graphic Standards / Typography
TYPOGRAPHY
secondary*/for all other materials
*To complement the FSAlbert type family, we have introduced
the NimbusSan PCE. This font can be used together with FSAAlbert in professionally prepared printed documents, signage,
etc.
For the best results and legibility, it is recommended that the
body copy (main section of text) should be used at no smaller
than 10pt. There will be occasions where space dictates the use
of a smaller point size for the copy. It is advised to keep these
instances to a minimum. The use of the font at this smaller size
really should be the exception and not the rule.
097
10.
Packaging
10. Packaging
Packaging.
In Dormeo, we pride ourselves on thinking ‘outside the bottle’ and consider new ways to broaden our product portfolio through product and
packaging innovation.
We introduced a range of new packaging solutions to broaden our
product offering to consumers and address the consumer trend towards increased convenience.
Successful packaging is dependent on creating clarity in a cluttered
marketplace. With the packaging we perform many sales tasks - from
attracting attention to describing the product with a clear benefit and making the sale. In the store, the package has to be different and it
should convey the image of its promises.
We seek to maximize the value of packaging by:
- Increasing product sales through high quality esthetic, innovative design, effective and user friendly packaging;
- Minimizing packaging material and production costs by choosing the
right pack and print for the product.
Visual Elements
Photo: clear, perceivable, different, emotive
Typography: credibility, trust
Colours: noticeable, different, warm, modern
Visual expression: contemporary elegance
Packaging Photography
When selecting photography, it is important to choose images that
communicate the attributes of the brand. It is advisable to use only
up-to-date, modern images that represent our brand’s contemporary
style. When multiple images are used together, they must be in either
colour or black and white for consistency, and never a combination
of the two.
The new art direction for Dormeo requires two pieces of photography:
1. The first is the shot that shows the creative idea. It should reflect the
consumer benefit of the product in an inspiring, engaging, Dormeo
way.
2. The second is an iconic product shot. The product photography
needs to demonstrate the esthetic beauty that Dormeo products possess and highlight any particular elements that would be of special
interest to the consumer.
Packaging Icons
Icons on packaging were introduced as a way to appeal to shoppers
who take less and less time to scan shelves. New packaging makes
an icon an important element in a strategy to connect with shoppers.
101
10. Packaging
10. Packaging
W
SL
M E LMLO
REYE P
W
SL
M E LMLO
REYE P
decorative blanket
Sanja
decorative blanket
Mark Plus
3 in 1 system
140 x 200
SOFT,
LIGHT &
COMFORTAB
LE!
140 x 200
BLANKET
COVER & ,
PILLOW!
-----------------------------
------------------------------
Wellsleep microfibres:
alternative to goose down
Wellsleep microfibres:
alternative to goose down
-----------------------------
------------------------------
Multifunctional: it can be
used as a pillow, a blanket,
or a cover
Extremely soft Wellsleep
microfibre filling provides
you with safe and allergyfree living environment
-----------------------------
Extremely soft Wellsleep
microfibre filling provides
you with safe and allergyfree living environment
------------------------------
-----------------------------
Essentials for a happy home
DORMEO SANJA BLANKET RED
I5027
3 831034 512743
------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------
FOR MORE INFO CLICK: WWW.DORMEO-INTERNATIONAL.COM
102
3 831034 512309
living
DORMEO MARK PLUS RED
I4717
sleep
Essentials for a happy home
103
10. Packaging
10. Packaging
INNOVAT
MATERIAIVE
L
MICROSAN
bathrobe
Soft
------------------------
extremely soft
luxurious embrace
------------------------
pleasant to touch
------------------------
skin friendly
essentials for a happy home
--------------------------------------------------------------------------------------------Bathrobe Soft is made of microsan, an extremely soft material, soothing to the
skin and tender to the touch. After showering or bathing, Dormeo bathrobe Soft
keeps you cosy, warm, and relaxed. A perfect choice for ultimate pampering!
---------------------------------------------------------------------------------------------
------------------------
COMPOSITION: 100% microsan (poliester)
SIZES: S (34-36), M (38-40), L (42-44), XL (50-52), XXL (54-56)
MAINTENANCE: 30
COUNTRY OF ORIGIN: China
SUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13, CH-6900 Lugano, Switzerland
0
FOR MORE INFO CLICK:
WWW.DORMEO-INTERNATIONAL.COM
bath
104
kids
105
106
107
sleep
layout/front, sides and back
ADDITIONAL LINE PACKAGING
natura
---------------------------------------------------------
Discover Soya, the new generation of bathrobes: soft as silk and
super absorbent, made from soya fibres and therefore friendly
for both people and environment. Soya is a new generation
bathroom textile, spun from soya fibres and mixed with cotton.
--------------------------------------------------------COMPOSITION: 15% soya fibre, 65% cotton, 20% modal
SIZES: S/M, L/XL
MAINTENANCE: 60 C
COUNTRY OF ORIGIN: Turkey
SUPPLIER: Studio Moderna SA, Via Ferruccio Pelli 13,
CH-6900 Lugano, Switzerland
0
bathrobe
Soya
---------------------------
stays nice and soft
after many washes
---------------------------
silky look
---------------------------
supreme comfort in use
super absorbent
---------------------------
bathrobe
Soya
S OYA
NATURAL
MATERIAL
10. Packaging
10. Packaging
10. Packaging
sleep
3D visual
sleep
3D visual
108
10. Packaging
109
10. Packaging / Backgrounds
10. Packaging / Backgrounds
BEIGE
SOLID: PANTONE 7527C
BACKGROUNDS FOR BRAND LINES
transition, blue - sleep, green - bath, magenta living, orange - kids, dark blue - brand colour/
primary, grey - brand colour/ secondary
110
BACKGROUND PATTERN
only for packaging
exceptions possible
BACKGROUND*
*BACKGROUND PATTERN
for NATURA additional line only
only for packaging, exceptions possible
111
10. Packaging / Photography
PHOTOGRAPHY
for packaging and advertising
version 1 - bw
112
10. Packaging / Photography
PHOTOGRAPHY
for packaging and advertising
version 2 - colour
113
11.
Advertising
11. Advertising
Advertising.
Advertising is the mark of a company’s market presence - the benchmark
by which most business offerings are initially judged. The main purpose
is to produce unique and stimulating advertisements that capture sales,
change perceptions, and build long-term awareness.
With advertising there is the opportunity to communicate with all (or many
of) target audiences simultaneously. Depending on the media we use
and on segment we target, there are two key categories of advertising,
namely ‘above-the-line’ and ‘below-the-line.’ With Dormeo brand, we
implement integrated and consistent campaigns which are executed
creatively both above the line (DRTV, print, billboards, etc.) and below
the line (direct mail, leaflets, catalogues, newsletters, etc.). The advertising approach applied by Dormeo brand is the so called ‘through-the-line’
advertising. Benefits of such form of advertising are brand recognition as
an immediate effect, while in the long run the brand benefits from brand
credibility. In order to keep the Dormeo’s brand image high, in all advertising materials the logo, brand line name, and colour and slogan shall
be used in a consistent way, while the selection of photos has to reflect
Dormeo’s brand personality and values.
All applications in this chapter are intended for visual identification only
and do not represent actual offers and information. dormeo: brand manual
117
11. Advertising / Above The Line Advertising
Above The Line Advertising.
my
sleeping
room
my
bath
room
my
lollipop
room
my
living
room
ADVERTISING IMAGE BILLBOARD*
brand lines - sleep/living
basic
118
*Billboard advertising grabs the attention of potential customers.
It is advisable to use it for building brand awareness or to present
a specific offer in a local market. The design shall stress colourful, creative, and eye-catching ads that generate more impact.
Given that the main purpose of billboards is to target a specific
audience according to location, the written messages have to
be localized.
brand lines - bath/kids
basic
119
spalna vreča Free
3 v1
spalna vreča, odeja, vzglavnik
:
DARILO
ljiv
napih
vzglavnik
G**
ua**
*
ran-
ye
ars
STUDIO DORMEO , Mariborska 100 (Citycenter-Spar)
brand line - sleep
basic with location marker
120
4990 €
30% popust
ob nakupu druge spalne vreče
Ponudba velja do 13.7.2010
ADVERTISING DIRECT BILLBOARD
brand line - living with special offer
121
my
sleeping
room
my
bath
room
my
living
room
my
lollipop
room
ADVERTISING IMAGE CITY-LIGHT*
brand line - sleep/living
basic
122
*City-light advertisements are the fastest medium for reaching all
target groups and represent an effective medium for reaching
urban populations in larger city municipalities.
ADVERTISING IMAGE CITY-LIGHT
brand line - bath/kids
basic
123
 
Gara
ncija
12
let
karbonska vlakna
ležišče
Comfort
my
sleeping
room
ko se združita udobje in podpora
www.dormeo.net
ADVERTISING IMAGE CITY-LIGHT
brand line - sleep
with location marker
124
ADVERTISING DIRECT CITY-LIGHT
brand line - sleep
with special offer
125
my sleeping room
my living room
my bath room
my lollipop room
PRINT MEDIA ADS*/IMAGE
126
*Print media ads open up opportunities to enhance sales. Their
advantage is the targeting of a specific target audience or they
can be used as a part of integrated campaigns. Ad positioning
within magazines brings visibility to the brand. Consistent advertising ensures a cumulative effect. The more familiar customers
are with a brand, the more likely they would buy it and have trust
in it. The format allows the slogans to be translated/adapted.
PRINT MEDIA ADS/IMAGE
127
****
****n*Gu
ara
Gu
*aran
60
60
DAY
DAY
FRE
FREEETRI
TRIALAL
carbon fibres
carbon fibres
ye
yeararss
decorative blanket
blanket
decorative
Erik
Erik
merinowool
wool
merino
merino wool
anatomic
mattress
anatomic pillow
pillow
mattress
Memosan
wwhen
Memory
2+12
Memosan
hencomcomMemory
2+12
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed
Lorem ipsum
dolor
amet,rhoncus
consectetuer
Morbi
commodo,
ipsum
sed
pharetra
gravida,
orcisit
magna
neque,adipiscing
id pulvinarelit.
odio
lorem
non turpis.
Nullam
gravida,
orci magna
rhoncus
id pulvinar
odio lorem non
turpis.
sitpharetra
amet enim.
Suspendisse
id velit
vitaeneque,
ligula volutpat
condimentum.
Aliquam
eratNullam
vosit amet
id velit
vitaelibero.
ligula volutpat
condimentum.
Aliquam
erat volutpat.
Sedenim.
quis Suspendisse
velit. Nulla facilisi.
Nulla
ivamus
v pharetra
posuere
sapien.
lutpat. Sed quis velit. Nulla facilisi. Nulla libero. ivamus
v pharetra posuere sapien.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed
Lorem ipsum
dolor
amet,rhoncus
consectetuer
Morbi
commodo,
ipsum
sed
pharetra
gravida,
orcisit
magna
neque,adipiscing
id pulvinarelit.
odio
lorem
non turpis.
Nullam
gravida,
orci magna
rhoncus
id pulvinar
odio lorem non
turpis.
sitpharetra
amet enim.
Suspendisse
id velit
vitaeneque,
ligula volutpat
condimentum.
Aliquam
eratNullam
vosit amet
id velit
vitaelibero.
ligula volutpat
condimentum.
Aliquam
erat volutpat.
Sedenim.
quis Suspendisse
velit. Nulla facilisi.
Nulla
ivamus
v pharetra
posuere
sapien.
lutpat. Sed quis velit. Nulla facilisi. Nulla libero. ivamus
v pharetra posuere sapien.
essentials
essentialsfor
foraahappy
happyhome
home
essentials
essentialsfor
foraahappy
happyhome
home
www.dormeo.com
www.dormeo.com
with special offer
128
towel
mattress
towel
mattress
Indian
Summer
wwhen
Memory
2+12
Indian
Summer
hencomcomMemory
2+12
pure cotton
pure cotton
****
****n*Gu
ara
Gu
*aran
ye
yeararss
memory foam & aloe vera
memory foam & aloe vera
www.dormeo.com
www.dormeo.com
with special offer
129
example for magazines
130
example for billboards
131
11. Advertising / Below The Line Advertising
Below The Line Advertising
LEAFLET*/cover
standard dimensions: folded A4, font:
Nimbus/regular/bold, print colours: 4/4,
paper quality: 250 g matt
132
*Leaflets can be an important method of external communication because they can advertise the brand. Each
leaflet is designed to complement a particular poster, ad
or mailing and to expand on the specific message about
the product. The format allows to translate/adapt the text
according to local needs. Visually all Dormeo leaflets include elements of packaging and ads’ design.
CATALOGUE*/cover
standard dimensions: 164 x 235 mm,
font: Nimbus/regular/bold,
print colours: 4/4,
paper quality: 170 - 250 g matt
*Catalogues are an important part of external communication.
They motivate consumers to action, playing an important role
in showing to final customers the Dormeo’s product range. The
product catalogue includes detailed product pages with photos
posted for every product. Catalogues are also an efficient way
to drive customers to other Dormeo’s sales channels and for
maintaining loyalty. The format allows translation/adaptation of
the text according to local needs.
133
CATALOGUE/spread 2
print colours: 4/4,
CATALOGUE/spread 1
print colours: 4/4,
134
135
11. Advertising
11. Advertising
E M OERLY
EMLIOC
M EOC
MO
EC
ER
LLY®
ME
M EMORY
MORY
MEM
ORY
BIO
MEMORY
LAT
E XO R Y
MEM
M E M OLATEX
RY
ULTRA
M EOGR
MOR
YN
EC
EE
M E M OSTE
RY R
POLIE
M ENMCO
TE
E LR®Y
ME
M EMOGE
M O R YL
BESTSELLER
MEMORY
COTTON
W
M E LLSLE
M O R YE P
M
EMORY
SILK
ME
M
ER
MIN
OO
RY
TEXT FRAMES
variable texts are allowed
Background colour of bubbles is always
brand line colour.
ICONS
variable texts and colours are allowed
136
KASHMEERE
MEMORY
SOYA
MEMORY
137
11. Advertising
height
15 cm
11. Advertising
1
2
14 cm
ECOCELL
1
2
3
4
5
CARBON
3
zone
ADJUSTABLE
FIRMNESS
PICTOGRAMS
variable texts are allowed
138
PICTOGRAMS
139
12.
Business
Promotion
12. Business Promotion
Promotional
Tool Kit.
Today, the promotional tool kit is considered as an effective tool of
communication in the form of conveying message, promoting the
brand name and gaining customer attention. One element that adds to
the energy of promotional tool kit is that it can be used in many different
ways. It can be used to send our customers thank you letters, offers,
or simply to introduce Dormeo brand to new customers.
Stationery
All stationery must carry Dormeo brand logo and contact information.
This can be as minimal as the web address or as complete as a full set
of details, including postal address, telephone and fax numbers, email
address(es) and web site.
All sales related materials (Envelopes, Letterheads, etc.) and
advertising must show sales contact details, i.e. appropriate sales office telephone number and email address.
143
STANDARD BUSINESS CARD
standard dimensions: 55 mm x 85 mm, font:
Nimbus/regular/bold, primary colour: dark
blue, secondary colour: grey, paper quality:
144
CORRESPONDENCE PAPER*
standard dimensions: A4, font:
Nimbus/regular/bold, primary colour: dark blue,
secondary colour: grey, paper quality: 90 g
350 g matt
*The correspondence paper can be used for internal and external
communication.
145
ENVELOPES/front and back
standard dimensions: american*, A5**
font: Nimbus/regular/bold, primary colour: dark
blue, secondary colour: grey,
146
*The American envelope format is used for external and internal
communication. Its purpose is to send correspondence materials or
smaller elements. The envelopes have a self-adhesive flap.
** A5 envelopes are used for internal and external communication.
They are intended for sending materials that shall not be folded. The
envelopes have a self-adhesive flap.
ENVELOPES/front and back
standard dimensions: A4,
font: Nimbus/regular/bold, primary colour: dark
blue, secondary colour: grey,
* A4 envelopes are used for internal and external communication. They are intended for sending materials that shall not be
folded. The envelopes have a self-adhesive flap.
147
*Bags are an efficient media to promote the Dormeo
brand. Customers can take it away and can promote
Dormeo’s lines which are differentiated by the use of different colours.
(solid to process)
(solid to process)
www.dormeo.com
25
7
25
7
25
7
(solid to process)
PAPER BAGS*/version 1 - general
standard dimensions: variable,
font: Albert/
regular, primary colour: dark blue,
paper quality: variable
140
www.dormeo.com
PAPER BAGS/version 2 - general
font: Albert/
regular, primary colour: dark blue,
141
25
7
25
7
PAPER BAGS/version 3 - sleep brand line
font: Albert/regular, primary colour: dark blue,
secondary colour: blue - sleep,
(solid to process)
www.dormeo.com
(solid to process)
25
7
(solid to process)
a good night’s sleep.
142
www.dormeo.com
PAPER BAGS/version 4 - living brand line
secondary colour: magenta - living,
143
(solid to process)
(solid to process)
25
7
25
7
25
7
(solid to process)
www.dormeo.com
PAPER BAGS/version 5 - bath brand line
secondary colour: green - bath,
144
www.dormeo.com
PAPER BAGS/version 6 - kids brand line
secondary colour: orange - kids,
145
essentials for a happy home.
a good night’s sleep.
(solid to process)
25
7
www.dormeo.com
PAPER BAGS/version 6 - natura additional line
secondary colour: brown - natura,
146
PAPER BAGS/version 1, 2, 3, 4, 5, 6
3D visual
147
dormeo bags 2010 1_bag 1b 2.12.10 13:29 Page 1
dormeo bags 2010 1_bag 1a 2.12.10 13:29 Page 1
TEXTILE BAGS/basic
font: Albert/regular, Nimbus/bold,
primary colour: dark blue,
textile quality: poliester – non woven textile
PLASTIC BAGS/basic
font: Albert/regular, Nimbus/bold,
primary colour: dark blue,
pvc quality: HDPE
148
dormeo-international.com
149
www.dormeo.com
FLAGS*
standard dimesions: 1 m x 3 m
150
www.dormeo.com
*Flags can be used as part of internal and external communication. Internally flags can be used during Dormeo brand’s presentations, while external use can imply a varied spectrum of
uses, from conferences to workshops or meetings with external
partners, etc. Flags can be printed in two brand colours, dark
blue and white, or they can include a picture which expresses
Dormeo’s brand personality and values. The picture is always
used in combination with the Brand name.
POWERPOINT PRESENTATION LAYOUT*
*The template for a multimedia presentation is composed of
the main page and of the element presentation field. The fields
use colours from the basic colour spectrum. Arial typography
is used in multimedia presentation. Title: Arial Black - 54 pt,
Subtitle: Arial - 36 pt, Date: Arial - 20 pt,
Title 2: Arial Bold - 36 pt, Text: Arial - 28 - 32 pt.
Pictures may vary.
151
13.
Point Of Sale
Communication
13. Point Of Sale Communication
Point Of Sale
Communication.
Today’s marketplace is becoming increasingly complex. Dormeo aims
to be the preferred business partner to retail outlets, furniture shops,
specialized chains and other businesses that sell the Dormeo products. In view of this, we have been enhancing our route-to market and
commercial capabilities to ensure the availability of an ever-expanding
range of products in the marketplace.
Point of sale communications are a powerful marketing tool, because
they reach the consumer at the moment and the place they make a
decision.
Many customers make a decision regarding where to shop based on
their attitude toward a mix of stores, the shopping centre environment,
and the entertaining shopping experience which is not always easy
because of the multitudes of messages in a selected store. Through
point of sale communications we can help our customers make a better decision more easily... And hopefully to select the Dormeo brand!
Point of sales communications involve all the aspects of the store and
the store environment that can signal something to customers about
the quality, price, or product assortment. The primary objective of using
in-store communication techniques is to direct attention of shoppers
and to stimulate them to make purchase. Point of sale communications can serve various objectives like:
• Attract consumer attention and differentiate the store from the competition through an attractive exterior and interior store design, so increasing the likelihood that the consumer will enter the store.
• Remind consumers of ongoing or previous advertising or other forms
of promotion like public relations, sales promotions, or other previous
campaign, thus reinforcing the communications message.
• Inform consumers about the product.
• Persuade consumers to enter the store or to buy some specific
products, to influence their decision-making at the point of sale and to
trigger impulse purchase.
• Building an image.
155
EXAMPLE FOR INDOOR PROMOTIONS / IMAGE
LINES (sleep, living, bath, kids)
standard dimensions: variable
156
PRODUCTS (mattresses, pillows, duvets) - version 1
157
158
159
(solid to process)
essentials for a
happy home
essentials for a
happy home
essentials for a
happy home
www.dormeo-ks.com
www.dormeo-ks.com
www.dormeo-ks.com
25
7
(solid to process)
BRAND IMAGE
160
25
7
B2B
161
trgovina dormeo, Ljubljana
Litostrojska 52, 1000 Ljubljana
EMA ČEŠKO
študentka
LOGO FOR STUDIO DORMEO STORE
162
DELOVNI ČAS:
delovniki: od 9.00 do 19.00
sobota: od 8.00 do 12.00
nedelja: zaprto
tel.: + 386 1 58 99 858 NAME BADGE, STUDIO DORMEO BUSINESS CARD
standard dimensions and colours
163
WOBBLERS
variable dimensions and colours
LOCATION MARKERS
164
165
LIGHT SIGN FOR DORMEO STORE AND WINDOW DISPLAY LOGO
outdoor
166
SIGN FOR DORMEO STORE
with brand slogan
indoor
167
www.dormeo.com
www.dormeo.com
www.dormeo.com
T-SHIRT - version 1, 2
with logo and logo + brand slogan
168
POSITIONING OF LOGO ON DELIVERY VANS
169
appendix:
14.
DRTV
Marketing
14. DRTV Marketing
Picture in motion.
General visual identity of Dormeo video ads (prime time commercials,
DRTV spots and infomercials) is divided to two basic picture aspect
ratios 16:9 and 4:3.
All live video materials should be recorded in 16:9 picture format – HD
1080p.
When the ad originally recorded in 16:9 video format is used for SDTV
- 4:3 transmitting format the mattes are used and applied as a part of
brand identity and they became the carrier for basic information as web
address, telephone number, brand logotype, product name, …
When the ad originally recorded in 16:9 video format is used for HDTV
- 16:9 (widescreen) transmitting the basic information as web address,
telephone number, brand logotype, product name… should be used
directly in the picture – inside the letterbox so when received on 16:9
(widescreen) format television you see the full screen picture.
Basic visual identity of Dormeo video ads is structured and it follows the
same architecture as it is set in basic brand manual. For more specific
and detailed applications please ask for Advanced visual identity brand
manual.
173
14. DRTV Marketing
14. DRTV Marketing
Borut Veselko
lorem ipsum
ORDERING SCREEN
picture aspect ratio 4:3
brand line – sleep
BASIC SCREEN LAYOUT
brand line - sleep
namebar basic with subline
174
175
14. DRTV Marketing
14. DRTV Marketing
Borut Veselko
lorem ipsum
www.dormeo.com
ORDERING SCREEN
brand line – sleep
BASIC SCREEN LAYOUT
brand line - sleep
namebar basic with subline
176
177
design + art direction: 0.10 Büro 178
© 2010
179

Brand Architecture. - Amazon Web Services

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