corporate design manual

Transcription

CORPORATE DESIG N MANUAL
CORPORATE DESIGN MANUAL
002 ESCADA CORPO R AT E D E S I G N M A N U A L
PAGE
COMMUNICATING THE LUXURY BRAND ESCADA
07
T H E E S C A D A P O S I T I O NING 08
T H E E S C A D A B R A N D PROPOSITION 09
T H E E S C A D A TA R G E T GROUP 10
T H E E S C A D A P R O D U C T STRUCTURE 11
PRINCIPAL DESIGN ELEMENTS 13
the W O R D M A R K
14
H I G H L I G H T I N G T H E W ORDMARK 15
U S E O F T H E W O R D M A RK 16
U S E O F T H E W O R D M A RK AT PAR TNER COMPANIES
A N D L I C E N S I N G PA R TNERS 17
P O S I T I O N I N G O F T H E WORDMARK – GENERAL RULES 18
P O S I T I O N I N G O F T H E WORDMARK IN ADVER TS 19
B R A N D C O L O R S
20
C O L O R O F T H E W O R DMARK – PRINTING INK 22
C O L O R O F T H E W O R DMARK – HOT-STAMPED FOIL 23
C O L O R O F T H E W O R DMARK – C ampaign
24
C O L O R O F T H E W O R DMARK – SPECIAL CASES 25
the E M B L E M
26
H I G H L I G H T I N G T H E E MBLEM 27
U S E O F T H E E M B L E M
28
P O S I T I O N I N G O F T H E EMBLEM 29
C O L O R O F T H E E M B L EM – PRINTING INK 30
C O L O R O F T H E E M B L EM – HOT-STAMPED FOIL 31
E S C A D A C O R P O R AT E D ESIGN MANUAL 003
C ontents
PAGE
E M B L E M O N different BACKGROUNDS – SPECIAL CASES 32
T H E E M B L E M I N T H E ESCADA PATTERN 33
F O N T S
34
F O N T U S E D I N D I G I TA L APPLICATIONS 35
THE PRODUCT MARKINGS
37
T H E E S C A D A P R O D U C T MARKINGS 38
CLOTHES HANGERS
40
THE PACKAGING CULTURE
43
CARRIER BAGS
44
GIFT BOXES
45
G I F T R I B B O N S
46
U S E O F T H E G I F T R I B BONS
47
G I F T S T I C K E R S
48
G I F T W R A P / T I S S U E PA PER
49
Packaging A ccessories – BOXES 50
Packaging A ccessories – HAT BOX 51
Packaging A ccessories – BAGS 52
Travel B ags
53
S P E C I A L C A R R I E R B A GS FOR OUTLETS 54
PAGE
THE CORPORATE STATIONERY 57
E S C A D A S E L E T T E R H E AD 58
E S C A D A S E B O A R D O F MANAGEMENT LETTERHEAD 59
E S C A D A S E L E T T E R H E AD – SECOND PAGE 60
E S C A D A S E L E T T E R H E AD – TEXT 61
E S C A D A S tore L E T T E RHEAD 62
L E T T E R H E A D F O R E S CADA FRANCHISE PAR TNERS 63
L E T T E R H E A D F O R E S CADA LICENSING PAR TNERS 64
C ATA L O G C O V E R L E T TER AND S tore LIST 65
E S C A D A S E B U S I N E S S CARDS 66
B U S I N E S S C A R D S F O R ESCADA S tore S AND
F R A N C H I S E PA R T N ERS 67
B U S I N E S S C A R D S F O R ESCADA LICENSING PAR TNERS 68
C O M P L I M E N T C A R D F OR ESCADA SE/S tore S
69
P E R S O N A L I Z E D C O M P LIMENT CARD 70
D I N L A N G E N V E L O P E
71
PA D D E D E N V E L O P E S
72
A D D R E S S L A B E L / A D D RESS STAMP 73
C U S T O M E R C A R D
74
T I L L R E C E I P T
75
A LT E R AT I O N C A R D 76
R E S E R VAT I O N C A R D
77
G I F T V O U C H E R E N V E L OPE 78
N O T E PA D 79
P R E S E N TAT I O N F O L D ER
80
BINDER LABELS
81
c ontents
PAGE
SER VICE ITEMS AND GIVE-AWAYS 83
I N V I TAT I O N S
84
G I V E - AWAY S 85
ONLINE COMMUNICATION AND TEMPLATES 87
O N L I N E P R E S E N C E
88
THE E-MAIL
89
FA X S H E E T 90
A G E N D A S H E E T
91
MINUTES SHEET
92
MEMO FORM
93
P O W E R P O I N T P R E S E N TATION 94
C D S L E E V E A N D L A B E LS
95
C O M M UN I C AT IN G T H E L U X U RY B R A N D ESC A D A
T
he evolution of ESCADA into a modern, global and
successful luxury brand is due chiefly to the brand’s coher-
ent perception worldwide. The ESCADA brand hallmarks
elegance, glamour and color and its emotional and rational brand propositions can only be communicated if the
central component of the corporate image – the corporate design
concept – is implemented fully and consistently. From a marketing
perspective, it is therefore vital that all ESCADA products share
a common visual design. It is therefore crucial that all those indi-
viduals whose work involves the formal presentation of the brand
– company personnel, partners and licensees – carefully implement
the principles set out in this Corporate Design Manual. The purpose of this publication is both to explain the objectives and logic
underlying the brand’s formal communication and to provide practical advice on how to use the corporate design in day-to-day activities. The rules and guidelines determining the corporate design
will be stipulated exclusively and in full by the global Marketing
Department at ESCADA SE corporate headquarters. They apply to
the product markings, the packaging culture, the corporate stationery, all catalog and campaign products and all advertising.
C OMMUN I C AT IN G T H E L U XU RY B R A N D ESC A D A
POSITIONING OF THE LUXURY BRAND ESCADA
PRICE
DESIGNER
(luxury segment)
DIFFUSION
(subline segment)
BRIDGE
(mid-priced
segment)
FEMININE
STREAMLINED
THE ESCADA POSITIONING
The luxury brand ESCADA is positioned in the designer
segment – the top segment of the fashion market.
The fashion statement of the ESCADA collections is
overtly feminine with a modern elegance.
This positioning – which is central to the ESCADA brand
identity – is inextricably linked with the unique brand
proposition made to the ESCADA target group on the
fashion market.
MINIMALISTIC
FASHION
STATEMENT
ESCADA BRAND CONSTRUCT/BRAND PROPOSITION
RATIONAL BRAND
PROPOSITION
supreme quality and
workmanship
color
surprising details
exclusive fit
BRAND CORE
modern elegance
COLOR
ELEGANCE
GLAMOUR
THE ESCADA BRAND PROPOSITION
Color, elegance and glamour are the brand hallmarks.
It is the sole source of the central propositions of the
luxury brand that is ESCADA. ESCADA offers a unique way
to celebrate femininity; the brand represents the quintessence of feminine luxury.
EMOTIONAL BRAND
PROPOSITION
glamour
dynamic, daring style
feminine statement
ESCADA CORPO R AT E D E S I G N M A N U A L
010 C OMMUN I C AT IN G T H E L U XU RY B R A N D ESC A D A
THE ESCADA CUSTOMER
THE ESCADA TARGET GROUP
The ESCADA woman has a distinct sense of luxurious
quality and lifestyle. She enjoys her social status and feels
no need to conceal it. She wishes to express her
uniqueness.
She is naturally drawn to the limelight and the glamour of
sparkling occasions, whatever the time of day. She is
extroverted, positive and self-confident.
The ESCADA woman loves exceptionally feminine
collections.
E S CA D A B R A N D
COLLECTIONS
ACCESSORIES
LICENSES
ESCADA
ESCADA
ESCADA FRAGRANCES
E S C A D A S P O RT
ESCADA SPORT
ESCADA EYEWEAR
THE ESCADA PRODUCT STRUCTURE
At over 400 stores around the world, ESCADA offers its
customers collections and products for every conceivable
occasion.
All of these products share the same brand core:
“THE COLOR OF ELEGANCE.”
In addition to the main brand ESCADA, which features
daywear, eveningwear and couture, ESCADA SPORT
focuses on satisfying the customer’s needs for luxury
casualwear. The FRAGRANCES, EYEWEAR and KIDSWEAR
product groups round out the world of luxury that is
ESCADA.
P R INC I PA L DESI G N E L EM ENTS
B
asic rules defining the use of the brand’s wordmark, the
ESCADA emblem and the corporate fonts and colors
help to create and sustain a consistent brand identity.
PRI N CIPAL DESI GN EL EM ENTS
a
b
c
16,36 %
100 %
THE WORDMARK
a) The ESCADA wordmark is the central element in the
ESCADA corporate design. It is protected under trademark law and must not be modified in any way.
b)The previous ESCADA wordmark has been superseded
by a new and revised version. To illustrate the differences, the two versions have been superimposed over each
other below. The former wordmark can be recognized
by its more rounded letters. Please note that – with immediate effect – only the new version of the wordmark
may be used.
c) The proportions of the wordmark are 1 : 0.1636
(width : height).
HIGHLIGHTING THE WORDMARK
a) To avoid reducing the impact of the wordmark, the area
surrounding it must not contain any other graphical
elements, e.g. images or lettering. This free area will
extend around the wordmark by a distance equivalent
to the height of the letter “E” in the wordmark.
b)Titles and season designations (e.g. Fall / Winter 2010)
are the only exceptions to this rule. For example, the
season may be identified on the front covers of catalogs, with the top of the text a distance equivalent to
half of the height of the letter “E” below the wordmark.
INFORMATION:
Instructions on the use of fonts can be found on pages 34 - 35.
a
b
USE OF THE WORDMARK
a) When changing the size of the ESCADA wordmark, its
exact proportions must always be preserved.
b)The wordmark has been created specially and must not
be modified or reproduced using other fonts.
c) The ESCADA wordmark must not be distorted. Please
only use the original files.
d)The ESCADA wordmark and ESCADA emblem must not
appear in unison, i.e. in direct proximity of one another.
c
USE OF THE WORDMARK AT PARTNER COMPANIES AND LICENSING PARTNERS
To preserve the high standards and exclusive character of
the luxury brand ESCADA, guidelines have been drawn up
to define the use of the ESCADA wordmark by licensing
partners. Wherever the licensing partner’s logo is displayed, it must not appear in the direct proximity of the
ESCADA wordmark.
If the licensing partner’s logo appears, it must remain
distinct from the ESCADA wordmark, e.g. by positioning it
on the back of the licensing partner’s business card.
INFORMATION:
The business cards for licensing partners are described on page 74 and the
letterhead for licensing partners on page 70.
a
b
b
POSITIONING OF THE WORDMARK – GENERAL RULES
Different options for positioning the wordmark are available, depending on the context.
a) In core elements of the corporate image such as the
corporate stationery, the wordmark is always centered
at the top.
b)In seasonal elements such as image catalogs, look
books and seasonal invitations, the wordmark is positioned to the side.
Special guidelines apply to packaging and product markings. Details are provided in the sections devoted to these
items.
POSITIONING OF THE WORDMARK IN ADVERTS
The position of the wordmark in adverts depends on the
seasonal campaign-concept and therefore can differ from
other elements.
PANTONE 871
BRAND COLORS
In line with the brand’s traditions, a glamorous, exclusive
and sparkling gold has been selected as its core color.
The secondary color in the ESCADA corporate design are
an intense black. The color dark silver (PANTONE 8402) is
used for the company’s official stationery.
black
PANTONE 8402
(for stationery only)
a
b
c
COLOR OF THE WORDMARK – PRINTING INK
Where the wordmark cannot be created using hotstamped foil, combinations of printing ink can be used:
a) The wordmark in gold PANTONE 871 on a black
background for product markings.
b)The wordmark in gold PANTONE 871 on a white
background.
c) The wordmark in black on a white background for the
fax sheet and similar forms etc.
INFORMATION:
4-color versions:
PANTONE 871: 20% cyan, 36% magenta, 82% yellow, 8% black
RGB colors (for digital applications):
PANTONE 871: #BCAE89 or R 188 , G 174, B 137
a
COLOR OF THE WORDMARK – HOT-STAMPED FOIL
To underscore the brand’s luxury character, the wordmark
should be hot-stamped in foil whenever possible.
a) Gold foil on a black background
INFORMATION:
Hot-stamped (flat) in metallic gold (Kurz Luxor 381)
Corporate Campaign
COLOR OF THE WORDMARK – CAMPAIGN
For use in specific campaign motifs and on the front
covers of catalogs, the global ESCADA Marketing
Department may define a color for the wordmark which
differs from the corporate colors and is keyed to the
current collection themes.
This color may only be used on a seasonal basis in
campaign motifs and on the front covers of catalogs.
On no account may it be used in any other element of
the corporate design.
a
THE Look Book
(WORDMARK HOT-STAMPED IN Gold FOIL)
COLOR OF THE WORDMARK – SPECIAL CASES
Thanks to the ongoing refinement of the creative
campaign and catalog concept, the luxurious fashions
from ESCADA are gaining an identity of contemporary
luxury. In this context it is critical that a coherent concept
is forged which combines the central principles of the
corporate design with a creative statement. This concept,
which is always in tune with the times, is being further
refined from season to season.
a) On the front covers of catalogues, the ESCADA
wordmark should ideally be gold foil.
a
b
70 %
100 %
THE EMBLEM
a) The ESCADA emblem, a stylized double-E, is the secondary element in the ESCADA corporate design. It is
protected under trademark law and must not be modified in any way.
B)The proportions of the emblem are 1 : 0.7 (width : height)
The ESCADA emblem height is equivalent to the height
of the “E” of the ESCADA wordmark.
100%
Höhe = 100%
100%
100%
100%
HIGHLIGHTING THE EMBLEM
To avoid reducing the impact of the emblem, the area
surrounding it must not contain any other graphical
elements, e.g. images or lettering. This free area will
extend around the emblem by a distance equivalent to the
emblem’s height.
INFORMATION:
The ESCADA pattern, which consists of multiple instances of the emblem, is
the only exception.
The ESCADA pattern is described on page 33.
a
b
USE OF THE EMBLEM
a) When changing the size of the ESCADA emblem, its
exact proportions must always be preserved.
b)The ESCADA emblem must not be distorted. Please
only use the original files. It is protected and must not
be modified or reproduced using other means.
c) The ESCADA wordmark and ESCADA emblem must not
appear in unison, i.e. in direct proximity of one another.
c
WWW.ESCADA.COM
POSITIONING OF THE EMBLEM
The emblem is always centered horizontally. For the most
part, it appears on the backs of print products, e.g. catalogs. However it can also serve as a decorative element,
e.g. on give-aways, as part of the Store concept, or on
fragrances.
On the majority of seasonal print products, the website
address is displayed in addition to the emblem. In this
event, the website address is centered at the bottom.
a
b
COLOR OF THE EMBLEM – PRINTING INK
Where the emblem cannot be created using hot-stamped
foil, combinations of printing ink can be used:
a) The emblem in PANTONE 871 on a black background
b) The emblem in PANTONE 871 on a white background
INFORMATION:
4-color versions:
PANTONE 871: 20% cyan, 36% magenta, 82% yellow, 8% black
RGB colors: (for digital applications):
PANTONE 871: #BCAE89 oder R 188 , G 174, B 137
a
COLOR OF THE EMBLEM – HOT-STAMPED FOIL
To underscore the brand’s luxury character, the emblem
should be hot-stamped in foil whenever possible.
a) Gold foil on a black background for the back of the
Image Book etc.
INFORMATION:
Hot-stamped (flat) in metallic gold (Kurz Luxor 381)
THE IMAGE BOOK, BACK
(EMBLEM HOT-STAMPED IN GOLD FOIL)
THE EMBLEM ON different BACKGROUNDS – SPECIAL CASES
On different backgrounds, e.g. on the back covers of
This color may only be used on a seasonal basis, e.g. on
catalogs, the ESCADA emblem should ideally be hot-
the front covers of catalogs. On no account may it be used
stamped in gold foil.
in any other element of the corporate design.
For use in specific motifs, the global ESCADA Marketing
Department may define a color for the emblem which
differs from the corporate colors and is keyed to the
current collection themes.
a
b
THE EMBLEM IN THE ESCADA PATTERN
As shown above, the ESCADA emblem may also be
repeated for decorative purposes to form a recurrent
pattern. The permitted distances between the individual
emblems are shown above.
The following color combinations can be used:
a) emblems in white (tissue paper) or contoured
(wall paneling in ESCADA Stores)
b) e mblems in glossy black on a matte black background
.
a
FUTURA LIGHT
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
1234567890äöü!§$%&/()=?
abcdefghijklmnopqrstuvwxyz
b
FUTURA BOOK
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
1234567890äöü!§$%&/()=?
AVENIR LIGHT
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
1234567890äöü!§$%&/()=?
AVENIR BOOK
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
1234567890äöü!§$%&/()=?
FONTS
Two corporate fonts have been defined and approved.
Short texts such as titles or established terms and designations must also appear completely in uppercase characters.
a) FUTURA is used for collection descriptions, campaigns,
catalogs and other seasonal publications, e.g. mailings.
b)AVENIR is used on the company’s official stationery,
Extended texts, such as body text and continuous text,
should be written in accordance with normal grammatical
conventions (i.e. a mixture of uppercase and lowercase
labels and for corporate publications such as the Annual
characters) to improve readability and legibility.
Report.
Only the two font styles used most frequently – Book and
Light – are shown here.
If reference is made in normal text to the brand or company ESCADA, the collections or to product groups, the
Text written in capital letters need to typeset with a positive
word “ESCADA” must always appear completely in
letterspacing from 80 -150.
uppercase letters.
INFORMATION:
Should you have any questions, please contact the global Marketing
Department.
c
ARIAL REGULAR
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
1234567890äöü!§$%&/()=?
ARIAL BOLD
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
1234567890äöü!§$%&/()=?
FONT USED IN DIGITAL APPLICATIONS
c) The font ARIAL is used on electronic media or templates, e.g. the corporate letterhead or PowerPoint
presentations. The bolded style of ARIAL is used exclusively to emphasize individual words or passages of
text.
T H E P ROD U C T M A R K I N G S
T
he ESCADA product markings are a central element
of the brand image. They identify the brand and its
collections to ESCADA customers. They are based on
the same principles as the corporate design and provide
reassurance to consumers that they have purchased
original ESCADA items
T HE PR O D U CT M A R K IN GS
65 mm
45 mm
a
c
b
13 mm
21 mm
width 29 mm
width 41 mm
THE ESCADA PRODUCT MARKINGS
To ensure that the product markings remain neutral in a
context of changing collections and fashion statements,
the color combination of gold on an intense black background was selected for the ESCADA wordmark.
On woven labels and the lead seal, the wordmark is
centered vertically and horizontally (a, b, c).
51 mm
51 mm
d
e
57 mm
f
102 mm
102 mm
80 mm
34 mm
34 mm
27 mm
8 mm
width 30 mm
width 30 mm
On the vertically-oriented (portrait format) hangtags, the
product booklets and the button bags, the wordmark is
centered in the bottom (d, e, f).
Space is available for product-specific information on the
blank, white areas inside the product booklet.
The shape of the hangtags is determined by printing
requirements.
width 33.5 mm
T HE PR O D U CT M A R K IN GS
a
b
CLOTHES HANGERS
The ESCADA wordmark appears as an unobtrusive relief
on the two clothes hangers (a, b).
On the additional plastic hangers used for transport purposes, the wordmark is hot-stamped in gold metallic foil.
T H E PA C K A G IN G C U LT U R E
T
he ESCADA packaging culture surrounds purchased
garments with an aura of contemporary luxury. The
feminine gold and the intense black conjure up joie de vivre
and glamorous elegance. Together, the elements of the
ESCADA packaging culture – the carrier bags, gift boxes,
gift ribbons and tissue paper – celebrate the characteristic ESCADA
spirit captured in the words “THE COLOR OF ELEGANCE.”
T HE PACK A G ING C U LT U RE
CARRIER BAGS
The carrier bags are the central element in the brand’s
packaging culture. Their high quality underscores the
brand’s luxury character. The carrier bags are available in
three different sizes and are therefore suitable for collection items of all sizes (see information section below).
The color combination for the carrier bag is as follows:
The wordmark enbossed hot-stamped in gold foil on a
glossy black background. The interior of the bag has the
repeating logo pattern. It is black-on-black with a matt
surface.
INFORMATION:
Measurements for carrier bags:
dimensions wordmark (width) (width)
70 mm 110 mm 165 mm 16.44 mm
25.73 mm
38.6 mm
(width x height x depth) small 220 x 320 x 110 mm medium 400 x 350 x 150 mm large 600 x 480 x 150 mm emblem
GIFT BOXES
The gift boxes also emulate the luxurious quality and
coloring of the carrier bags. They are available in four
different sizes and the wordmark is centered at the lid.
The wordmark hot-stamped in gold foil on a glossy black
background on the exterior, while the interior has the
repeating black-on-black printed pattern.
INFORMATION:
Measurements for gift boxes:
dimensions wordmark (width) (width)
53 mm 88 mm 110 mm 153 mm 12.4 mm
20.6 mm
25.73 mm
35.74 mm
(width x height x depth) extra small 170 x 170 x 70 mm small 280 x 200 x 90 mm medium 350 x 300 x 130 mm large 550 x 430 x 140 mm emblem
GIFT RIBBONS
The ribbon is two-tone in design. The ribbon is in black
with the wordmarks and emblems printed in gold.
INFORMATION:
Measurements for gift ribbons:
ribbon width wordmark (width) (width) 25 mm 36 mm E S C A D A C O R P O R AT E D ESIGN MANUAL 047
USE OF THE GIFT RIBBONS
The combination of the satin-black gift ribbons and
the black-gold gift boxes gives a high quality look and
represents the exclusivity of the brand.
GIFT STICKERS
There is one gift sticker of the ESCADA wordmark:
Transparent with a centered wordmark hot-stamped
in gold foil
INFORMATION:
Diameter: 37.5 mm
wordmark:
width 16 mm
hot-stamped in gold foil
a
b
GIFTWRAP/TISSUE PAPER
a) The ESCADA giftwrap is black on one side and
the ESCADA pattern in black printing on the other.
b)The ESCADA tissue paper displays the ESCADA
pattern in white printing.
INFORMATION:
Giftwrap:
Dimensions: 700 x 1000 mm
Paper: 90 g/m2
Front: deep black, finished with UV varnish
Back: 100% PANTONE 871, finished with UV varnish
Tissue paper:
Paper: white tissue paper, 20 g/m2
Pattern: emblem white UV varnish, width 25.73 mm
The ESCADA pattern is described on page 33.
Packaging Accessories – BOXES
On the exterior of accessory boxes, the wordmark is hotstamped in gold foil on a glossy black background. The
interior features the repeating black-on-black printed
pattern.
INFORMATION:
Measurements for accessory boxes:
dimensions wordmark (width x height x depth) (width) Boxes for small leather goods and belts
145x130x 40 mm
150x150x50 mm
170x170x120 mm
170x170x60 mm 170x170x80 mm
200x200x110 mm 210x130x40 mm
260x160x70 mm
260x260x130 mm
47 mm
47 mm
54 mm
54 mm
54 mm
65 mm
65 mm
80 mm
80 mm
emblem
(width)
11 mm
11 mm
12.6 mm
12.6 mm
12.6 mm
15.2 mm
15.2 mm
18.7 mm
18.7 mm
295x240x100 mm 300x170x130 mm
94 mm
94 mm
22 mm
22 mm
Boxes for shoes
285x130x100 mm
292x150x100 mm
290x180x100 mm
300x200x100 mm
300x220x95 mm
310x270x100 mm
370x290x100 mm
550x285x100 mm
540x340x100 mm
94 mm
94 mm
94 mm 94 mm 94 mm
94 mm 112 mm
172 mm
172 mm
22 mm
22 mm
22 mm
22 mm
22 mm
22 mm
26.2 mm
40.2 mm
40.2 mm
Boxes for jewellery 125x125x80 mm
200x200x60 mm
170x250x40 mm
250x70x40 mm
90x125x40 mm
40 mm
65 mm 54 mm
65 mm
33 mm
9.3 mm
15.2 mm
12.6 mm
15.2 mm
7.7 mm
Packaging Accessories – HAT BOX
A hat box is also available. Its exterior design is similar to
the gift box, with a wordmark embossed in gold foil on a
glossy black background. For production reasons, the
interior of the hat box is white.
INFORMATION:
dimensions wordmark (diameter x height) (width) 400 x 250 mm 110 mm 052 ESCADA CORPO R AT E D E S I G N M A N U A L
Packaging Accessories – BAGS
The accessory bags are made of black material. The
ESCADA wordmark is centered in gold on the front.
INFORMATION:
Measurements for accessory bags:
dimensions wordmark
(width x height x depth) (width)
Pouches for bags
& small leathergoods
230x230 mm
160x160 mm
110x60 mm
340x320 mm
700x600 mm
450x450 mm
650x500 mm
600x600 mm
550x450 mm
500x500 mm
70 mm
51 mm
35 mm
100 mm
210 mm
133 mm
210 mm
175 mm
175 mm
175 mm
420x350 mm 300x250 mm 600x700 mm 400x500 mm
133 mm
100 mm
175 mm
133 mm
Pouches for shoes
200x350 mm
100x100 mm
70 mm
35 mm
Travel Bag
The ESCADA travel bags have a black exterior. The
ESCADA wordmark appears in gold positioned at breast
height on the right – centered between the golden zipper
and edge of the bag.
INFORMATION:
The ESCADA travel bags are available in the following sizes:
dimensions wordmark
(width x height x depth) (width)
small 600 x 1200 mm 137 mm
medium 600 x 1850 mm 137 mm
large 600 x 1800 x 350 mm 137 mm
SPECIAL CARRIER BAGS FOR OUTLETS
Carrier bags for special outlet stores are available in
three different sizes.
The wordmark appears in light white on a background in
PANTONE Cool grey 2.
INFORMATION:
Measurements for carrier bags:
dimensions (width x height x depth) small 350 x 300 x 150 mm medium 490 x 380 x 150 mm large 650 x 480 x 200 mm wordmark (width) 110 mm 124 mm 162.5 mm 056 ESCADA CORPO R AT E D E S I G N M A N U A L
T H E C OR POR ATE STATI ONE RY
T
he principles established in the corporate design
also apply systematically to the items of corporate sta-
tionery. The various letterheads, envelopes, compliment
cards and address labels etc. all contribute significantly to establishing the images of both the company and
the luxury brand ESCADA. For this reason, they must be used as
specified everywhere.
T HE C ORP OR ATE STATI ONE RY
ESCADA SE LETTERHEAD
The ESCADA wordmark is always centered at the top of
the letterhead. The body text, which is justified, is aligned
with the bottom of the letterhead, i.e. the distance between the body text and the bottom edge of the paper
remains constant, irrespective of the length of the text.
INFORMATION:
Paper:
Conqueror CX 22, diamond white, 100 g/m2
Wordmark: Hot-stamped (embossed) in metallic gold (Kurz Luxor 381) finshed
with glossy clear hot-stamp-foil.
Type:
Address: AVENIR 35 Light, 6 pt, optical kerning 60 -100 with space characters
adjusted, line spacing 9 pt, uppercase, justified
ESCADA SE BOARD OF MANAGEMENT LETTERHEAD
The design of the Board of Management letterhead is
analogous to the design of the ESCADA SE letterhead.
The name and function of the board member are positioned below the ESCADA wordmark.
The design of the back of the letterhead is analogous to
the design of the back of the ESCADA SE letterhead.
INFORMATION:
Paper:
Wordmark: Hot-stamped (embossed) in metallic gold (Kurz Luxor 381) finshed
with glossy clear hot-stamp-foil.
Type:
Address: AVENIR 35 Light, 6 pt, optical kerning 60-100 with space characters
Type:
Name: AVENIR 45 Book, 7.5 pt, kerning 100, uppercase, centered
Function: AVENIR 35 Light, 6 pt, kerning 60, line spacing 9 pt, uppercase,
centered
ESCADA SE LETTERHEAD – SECOND PAGE
The ESCADA wordmark is the only element displayed on
the second page of the ESCADA SE letterhead. It is centered at the top of the page.
INFORMATION:
Paper:
Wordmark: Hot-stamped (embossed) in metallic gold (Kurz Luxor 381)
finshed with glossy clear hot-stamp-foil.
ESCADA SE LETTERHEAD – TEXT
The letterhead helps to shape and communicate the brand
image and identity.
For this reason, mandatory guidelines have been laid
down for the text on the letterhead.
INFORMATION:
The font used is ARIAL in the font size of 10 pt. The line spacing (in Microsoft
Word) should be 13 pt. The text begins 22.5 mm from the left edge of the letterhead and ends 22.5 mm from the right edge. The body text, which is always
aligned left and never justified, should extend 165 mm from left to right.
The address begins 57 mm from the top and 22.5 mm from the left edge of the
letterhead. The font and font size are the same as in the main body text.
The subject line begins 97 mm from the top edge of the letterhead and is
emphasized by the use of the bold style of the font ARIAL. Bold is also used
for emphasis within the body text. The date is aligned horizontally with the
subject line. Beneath these are two blank lines followed by the salutation. The
salutation is followed by a single blank line, after which the body text begins.
Paragraphs are divided by a single blank line. The indicator showing that the
text continues on the following page follows a single blank line and is aligned
with the right margin. The text should not extend more than 250 mm from the
top edge of the letterhead.
The page number on second and subsequent pages is positioned 60 mm from
the top and 43 mm from the left edge of the letterhead. Three blank lines then
follow, after which the body text resumes. The letter ends with a blank line
followed by the complimentary close (e.g. “Sincerely yours”). Three blank lines
then follow for the signature. After this come the first name and surname of
the signatory followed by the signatory’s function in the line below.
ESCADA Store LETTERHEAD
The design of the ESCADA Store letterhead is analogous
to the design of the ESCADA SE letterhead.
The body text, which is justified, is aligned with the
bottom of the letterhead, i.e. the distance between the
body text and the bottom edge of the paper remains
constant, irrespective of the length of the text. Information
on the Store is provided in the footer only. No other logos
may be displayed on the letterhead.
INFORMATION:
Paper:
Type:
Address: AVENIR 35 Light, 6 pt, optical kerning 60 -100 with space
characters adjusted, line spacing 9 pt, uppercase, justified
C ORPORATE STAT IONERY / F R AN C H ISE PA RTNE R S
LETTERHEAD FOR ESCADA FRANCHISE PARTNERS
The design of the ESCADA franchise letterhead is
analogous to the design of the ESCADA SE letterhead.
The body text, which is justified, is aligned with the
bottom of the letterhead, i.e. the distance between the
body text and the bottom edge of the paper remains
constant, irrespective of the length of the text. Information
on the Store is provided in the footer only. No other logos
may be displayed on the letterhead.
INFORMATION:
Paper:
Type:
Address: AVENIR 35 Light, 6 pt, optical kerning 60 -100 with space
C ORPORATE STAT IONERY / L I CENS I N G PA RTNE R S
LETTERHEAD FOR ESCADA LICENSING PARTNERS
The design of the letterhead for ESCADA licensing partners is analogous to the design of the ESCADA SE letterhead.
The body text, which is justified, is aligned with the bottom of the letterhead, i.e. the distance between the body
text and the bottom edge of the paper remains constant,
irrespective of the length of the text. Information on the
Store is provided in the footer only. No other logos may
be displayed on the letterhead.
INFORMATION:
Paper:
Type:
Address: AVENIR 35 Light, 6 pt, optical kerning 60-100 with space
CATALOG COVER LETTER AND Store LIST
When dispatching catalogs, a personalized cover letter to
Store lists are drawn up for each country and inserted in
the customer is enclosed.
the backs of catalogs.
The design of the catalog cover letter is similar to the
The design of the Store list is similar to the design of the
d esign of the ESCADA SE letterhead with Logo in
ESCADA SE letterhead with Logo in PANTONE 877.
PANTONE 877.
The text is centered vertically and horizontally in
The text is centered in PANTONE 8402. The postal and
PANTONE 877 C. The website address is displayed in the
website addresses are displayed in the footer at the
footer at the bottom.
bottom.
ESCADA SE BUSINESS CARDS
The ESCADA wordmark is always centered at the top of
the ESCADA SE business card. All text appears in uppercase characters. The name and function are centered on
the business card. The contact information is centered at
the bottom of the card, starting from the bottom margin.
INFORMATION:
Paper:
Type color: 100% PANTONE 8402
Type: Name: AVENIR 45 Book, 7.5 pt, kerning 100, uppercase, centered
centered
Address: AVENIR 35 Light, 6 pt, kerning 60, line spacing 8.5 pt, uppercase,
centered
BUSINESS CARDS FOR ESCADA StoreS AND FRANCHISE PARTNERS
The design of the back of the ESCADA Store and franchise
the ESCADA SE business card.
INFORMATION:
Paper:
Information on the franchise partner/Store is provided in
business cards is analogous to the design of the back of
thefooter only.
centered
centered
BUSINESS CARDS FOR ESCADA LICENSING PARTNERS
a) The design of the front of the business card for licensing partners is analogous to the design of the front of
the ESCADA SE business card.
b)The design of the back of the business card for licensing partners may be analogous to the design of the
back of the ESCADA SE business card without printing.
c) Alternatively, the back of the business card for licensing
partners may display the licensing partner’s logo. In this
event, the logo must be centered.
INFORMATION:
Paper:
centered
centered
Back:
c) Logo of the licensing partner
Color: 100% PANTONE 8402
COMPLIMENT CARD FOR ESCADA SE, StoreS
The design of the ESCADA compliment card is analogous
to the design of the ESCADA SE letterhead.
The ESCADA wordmark is centered at the top of the compliment card. The contact information is centered in a line
at the bottom.
INFORMATION:
Paper:
PERSONALIZED COMPLIMENT CARD
The design of the personalized ESCADA compliment card
is analogous to the design of the ESCADA SE letterhead.
The ESCADA wordmark is centered at the top of the
personalized compliment card. The contact information is
centered in a line at the bottom.
The name and function are shown below the ESCADA
wordmark.
INFORMATION:
Paper:
centered
DL ENVELOPE
The ESCADA DIN Lang envelope is available with and
without an address window on the front. On the back of
the envelope, the wordmark is centered on the flap.
INFORMATION:
Paper:
PADDED ENVELOPES
On the padded envelopes, the ESCADA wordmark is centered vertically on the left to allow space for the address.
The wordmark is hot-stamped in gold foi. The flap on the
back usually runs along the longer side of the envelope.
The padded envelopes are cellophaned with glossed foil.
INFORMATION:
Measurements for padded envelopes:
Size: dimensions wordmark
(width x height) (width)
232 x 139 229 x 162 324 x 229 50 mm
55 mm
76 mm
353 x 250 76 mm
Special invitation
format
C5 C4 Special catalog
format
a
Bei Unzustellbarkeit Anschriftenberechtigungskarte
ESCADA SE Marketing Einsteinring 14-18 85609 Aschheim/München
b
ADDRESS LABEL/ADDRESS STAMP
a) The sender’s name and address are centered in a line at
the bottom of the address label.
b)The address stamp prints the ESCADA wordmark followed by the sender’s name and address which are
aligned left. Black ink is used for the stamp.
INFORMATION:
ADDRESS LABEL:
Type: AVENIR 45 Book, 7.5 pt, kerning 100, uppercase, centered
ADDRESS STAMP:
Dimensions: 33.1 x 12.8 mm
a
b
I HEREBY AUTHORIZE ESCADA GROUP TO SEND INFORMATION TO ME AT THE MAILING
TITLE
ADDRESS, TELEPHONE NUMBER(S) AND/OR EMAIL ADDRESS(ES) AS PROVIDED ON THIS
CARD. I UNDERSTAND THAT I MAY REVOKE THIS AUTHORIZATION AT ANY TIME.
FIRST NAME
LAST NAME
SIGNATURE
ADDRESS
THE INFORMATION YOU SO KINDLY PROVIDE WILL BE USED IN ACCORDANCE WITH OUR
PRIVACY POLICY AS STATED BELOW. THANK YOU FOR YOUR PATRONAGE.
CITY/STATE
POST CODE / ZIP
BY AGREEING TO BE INCLUDED IN OUR DATABASE, YOU HEREBY AUTHORIZE ESCADA GROUP
COUNTRY
OF INFORMING YOU OF SPECIAL PROMOTIONS AND EVENTS, INCLUDING ESCADA GROUP´S
TO MAINTAIN YOUR PERSONAL DATA (NAME, ADDRESS, PHONE, E-MAIL) FOR THE PURPOSES
PUBLICITY, NEW COLLECTIONS, TRUNK SHOWS AND SEASONAL CATALOGUES.
TELEPHONE 1 (WORK, HOME, MOBILE)
ALL YOUR DATA WILL BE ENTERED INTO OUR SECURED ELECTRONIC DATABASE AND WILL BE
TELEPHONE 2 (WORK, HOME, MOBILE)
USED, WITH THE HIGHEST RESPECT FOR YOUR PRIVACY, BY ESCADA GROUP AND BY COMPANIES
ACTING ON OUR BEHALF WHO SPECIALIZE IN THE MANAGEMENT OF PERSONAL DATA AND
E-MAIL (PERSONAL/COMPANY)
IN THE MAILING OF INFORMATION MATERIALS.
PREFERRED METHOD OF CONTACT: MAIL
PHONE
E-MAIL
E S C ADA G R O U P FO LL OW S IND U ST RY STA N DAR DS IN T H E P R O T E C T IO N OF P E R S ON AL
CUSTOMER INFORMATION AGAINST UNAUTHORIZED USE AND DISCLOSURE.
BIRTHDAY (MM/DD/YY)
HOW DID YOU HEAR ABOUT US?
WALK-IN
EVENT INVITE
MAGAZINE
REFERRAL
MAIL
E-MAIL
OTHER
CUSTOMER CARD
The customer card is printed on both sides.
a) On the front, the ESCADA wordmark is centered at
the top. The area below the wordmark is reserved for
customer information. The text is left-aligned.
b)The legal text appears on the back of the customer
card.
INFORMATION:
Paper:
The customer questionnaire is A5-sized
Wordmark: 100% PANTONE 8402
a
b
TILL RECEIPT
There are two different till receipts. On both, the wordmark is centered at the top in PANTONE 8402, and the
INFORMATION:
text is centered at the bottom.
a) Till receipt for the franchise stores (including an
automatic copy)
b)Till receipt for ESCADA directly operated stores
(corporate retail)
ALTERATION CARD
The text on the alteration card is aligned left.
There is a reinforced hole at the top of the alteration card,
allowing it to be slipped onto the hook of the clothes
hanger. The ESCADA wordmark is centered in PANTONE
8402 at the top of the stub retained by the customer.
INFORMATION:
Paper:
CB, white, 90 g/m2
RESERVATION CARD
The text on the reservation card is aligned left.
There is a reinforced hole at the top of the reservation
card, allowing it to be slipped onto the hook of the clothes
hanger. The ESCADA wordmark is centered in PANTONE
8402 at the top of the stub retained by the customer.
INFORMATION:
Paper:
GIFT VOUCHER ENVELOPE
The exterior of the gift voucher envelope is black.
The ESCADA wordmark is hot-stamped in gold foil at the
bottom right-hand corner on the front.
On the back, the ESCADA emblem is centered vertically
and horizontally and the website address centered at the
bottom. Both are hot-stamped in gold foil.
The gift voucher or computerized till receipt are placed
inside the envelope.
INFORMATION:
Paper: Luxo Card gloss, 350 g/m2, cellophaned (gloss finish)
Dimensions (closed): 148 x 105 mm
Wordmark: hot-stamped in gold foil, width 50 mm
Emblem: hot-stamped in gold foil, width 14.6 mm
Website address: hot-stamped in gold foil, AVENIR 55 Roman, 8 pt, kerning
100, uppercase, centered
The till receipt is described on page 77.
NOTEPAD
The size of the notepad is A5. On the front, the ESCADA
wordmark is hot-stamped in gold in the bottom right hand
corner. The front cover is in glossy black, the inside of the
front cover in black.
On the back of the notepad, the ESCADA emblem is
centered horizontally and vertically and the website
address centered at the bottom. Both are also hotstamped in gold.
On the front of the paper, the ESCADA wordmark is
centered at the top.
INFORMATION:
Paper:
Envelope: Splendorlux, 350 g/m2, cellophaned (gloss finish)
Content: SoporSet Premium Offset, 120 g/m2
Dimensions: A5
Envelope:
Wordmark: hot-stamped in gold foil, width 47 mm
Emblem: hot-stamped in gold foil, width 11 mm
Website address: hot-stamped in gold foil, AVENIR 55 Roman, 8 pt,
kerning 100, uppercase, centered
Content:
Wordmark: 100% ESCADA Gold (PANTONE 871), width 34 mm
PRESENTATION FOLDER
The exterior of the presentation folder is glossy black.
On the exterior, the ESCADA wordmark is hot-stamped in
gold foil at the bottom right.
On the back, the ESCADA emblem is centered vertically
and horizontally. The ESCADA website address is centered
at the bottom.
INFORMATION:
Paper: Invercote Creato, 350 g/m2, cellophaned (gloss finish)
Size:
Dimensions: 220 mm x 305 mm x 5 mm (for A4-sized content).
Wordmark (on exterior): hot-stamped in gold foil, width 70 mm
Back:
Emblem: hot-stamped in gold foil, width 17 mm
Website address: hot-stamped in gold foil, AVENIR 55 Roman, 8 pt,
kerning 100, uppercase, centered
705
PROJECTS
FALL/WINTER
FY 05/06
2006
USA
PROJECTS
BINDER LABELS
Binder labels are available for wide and narrow binders.
The ESCADA wordmark is centered in the upper section.
The font is ARIAL. The text is aligned left.
SERVICE ITEMS AND GIVE-AWAYS
T
he ESCADA give-aways are small presents which
– representing “a touch of luxury” and something truly
special – convey the glamour and elegance of the luxury
brand ESCADA. They are given to customers as a way of
expressing gratitude.
SERVICE ITEMS AND GIVE-AWAYS
b
a
INVITIATIONS
a) The neutral invitation is an A5-sized, folded card. The
wordmark is hot-stamped in gold foil on a black background.
b)The season invitations are also A5-sized, folded card.
The color of the wordmark will be keyed to the motif
(see page 24). The actual motif (sample only shown
here) will vary from season to season.
INFORMATION:
Paper: Bindacoat, 300 g/m2
Size: A5
GIVE-AWAYS
The samples above illustrate the wordmark and emblem
on a range of give-aways.
Here too, the use of the wordmark and emblem complies
with the corporate design principles.
The give-aways shown above are samples only.
INFORMATION:
Responsibility for design and production lies exclusively with the global
ESCADA Marketing Department.
ON L INE CO M M UN I C ATI ON A N D TEM P L ATES
V
ia the new media, the luxury brand ESCADA can
present itself and its full array products worldwide,
allowing its entire brand world to be experienced. To
achieve this, it is vital that the creative statement em-
bodied in the corporate design and current advertising
campaign are consistently sustained and reinforced. All the digital applications are geared towards these.
88
NEW ME D I A AND D I G ITA L A P P L I C AT I ONS
THE ESCADA HOMEPAGE
THE ESCADA EOIS
ONLINE PRESENCE
ESCADA is communicated on its corporate website
www.escada.com and its intranet EOIS (ESCADA Online
Information System) www.escada-world.com in a look
and feel that reflects the corporate design. The alignment of the website offerings with the current advertising
campaign must be coordinated with the global Marketing
Department. The same also applies to any new modules
or pages published online.
E S C A D A C O R P O R AT E D ESIGN MANUAL
a
Dear Mr./Ms. Surname,
b
Equate modolor tionsenis esequis alisim vendreet lortis autat nullan heniam et lore consenibh euiscidunt utpat ad modiat lorer ad
esequat, quat ullut wisim zzriuscidunt autpat. Ut ullaorero elit dolorpero odolum ipit lutpat.
Elis er susto etueraestrud minim quat ad te ming elendrer in henim et lutat, consequ ipissim iril ea adiam accum quatummy nullam
volore velenibh euguero etue molummy nostisit, consectem illa at ulput wismodo consed delesed tat nonsenis et ad dolore dionsequat
la feugait utpat. Et praesequis dolorerostie miniamc onsectet eriusci et, cor alisim inci blamet
c
Sincerely,
First Name Surname
Manager Marketing
d
ESCADA SE
Marketing
Einsteinring 14-18
85609 Aschheim/Munich
Germany
Phone: +49 (0)89 9944-00 00
Fax: +49 (0)89 99 44-00 00
E-Mail: [email protected]
www.escada.com
Sitz: Aschheim, München HRB 183000
Geschäftsführer: Dr. Bruno Sälzer, Harak Banthia, Michael Börnicke, Dr. Werner Lackas, Megha Mittal
THE E-MAIL
Electronic communications at ESCADA also comply with
f) The legal line begins after a further blank line.
the principles of the corporate design.
When composing e-mails, please remember to take ac-
The font used is ARIAL in the font size of 10 pt.
count of any local conventions or etiquette.
The e-mails are structured as follows:
a) Salutation.
b)Following a single blank line, the body text begins.
c) The body text is followed by a blank line and the complimentary close.
d) A fter two further blank lines, the first name and surname
of the sender come, followed by the designation for the
sender’s function on the line below.
e) Following two further blank lines, the contact and company information come.
INFORMATION:
The signature and legal line is available to ESCADA SE as an automated
template.
89
90
FAX SHEET
The fax sheet only exists as an electronic file. It is filled out
on the computer and then printed.
The design elements are all in black to simplify printing.
The font ARIAL is used for all text.
INFORMATION:
Width of wordmark: 48 mm
AGENDA SHEET
The agenda sheet only exists as an electronic file. It is
filled out on the computer and then printed.
INFORMATION:
91
92
MINUTES SHEET
The minutes sheet only exists as an electronic file. It is
filled out on the computer and then printed. The design
elements are all in black to simplify printing. The font
ARIAL is used for all text.
INFORMATION:
MEMO FORM
The memo form only exists as an electronic file. It is filled
out on the computer and then printed.
INFORMATION:
93
94
In this place a double
headline can be written
Between-Headline (Level 1)
General text (Level 2)
– Third text level
– Fourth text level
2
06.08.2009 · Presentation Theme · Author
POWERPOINT PRESENTATION
The PowerPoint presentation only exists as an electronic
file.
It consists of a template containing a first slide (title page)
and the remaining slides.
The first slide shows a current motif from the ESCADA
corporate campaign and the ESCADA wordmark.
The subsequent slides are clearly structured: each has a
heading, a sub-heading and body text. The ESCADA wordmark appears in the according campaign color at the bottom of these slides. The slide number, date, presentation
topic and the author’s name are also shown on the left.
INFORMATION:
The template for PowerPoint presentations is produced centrally by the global
ESCADA Marketing Department.
CD SLEEVE AND LABELS
The CD sleeves for internal and external share have
the same design. On a white background, the ESCADA
wordmark in gold is positioned in the bottom right-hand
corner.
The CD label is white with the wordmark in gold centered
horizontally as shown.
95
This Corporate Design Manual is for internal use at ESCADA SE only.
It may only be reproduced, in part or in its entirety, with the express permission of ESCADA SE
of Aschheim/Munich, Germany. © 2010 ESCADA SE
Should you have any questions, please contact:
ESCADA SE
Marketing Department/Global Branding
Einsteinring 14-18
85609 Aschheim/Munich
Germany
Phone: +49 (0) 89 - 9944-1960
Fax: +49 (0) 89 - 9944-1513

corporate design manual

Transcription

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