marshall's brand manual

Brand Manual

This is a Brand Manual.

CONTENTS

IDENTITY GUIDELINES2 the big idea behind the logo

3 logo construction

4 logo clearspace/bleed

5 logo minimum size

6 logo states

7-12 logo colors

IDENTITY TYPOGRAPHY13 introduction

14-15 color palette

16 typography

17 image style

18 graphic elements

IDENTITY APPLICATIONS19 introduction

20 stationary set/letterhead

21 business card

22 envelope

23 fax sheet

24-38 prototypes

39-40 filing structure

INTRODUCTION

MARSHALLS identity

The Marshalls identity consists of the brand logo

and the seven department icons. The unifying

component within the logo and icons is the

modern geometric application.

The Marshalls logo showcases the modern,

high-end merchandise offered in Marshalls

stores worldwide. The mark possesses three dif-

ferent states: black and white, spring/summer,

and fall/winter. The application of each state

should be used in accordance with both the

shift of fashion seasons and store merchandise.

Marshalls strives to provide high end, name

brand merchandise at low, consumer friendly

prices. The Marshalls brand is meant to commu-

nicate the company’s sophisticated taste and af-

fordability.

The flexibility of the system requires careful

treatment and attention for all graphic elements.

The use of these guidelines will assure that the

visual system will reinforce and strengthen our

identity.

7

IDENTITY GUIDELINES

THE BIG IDEAthe brand Marshalls is defined by the selling of

designer brands at affordable prices. In terms

of marketing, the brand Marshalls should re-

flect the high end merchandise advertised in its

stores. The new identity should be clean, simple

and high end, reminiscent of the stores original-

ly selling the designer brands. Marshalls carries

many high end brands and designs, including

Michael Kors, Ralph Lauren, 7 for All Mankind,

Betsey Johnshon, Juicy Couture, Red by Marc

Ecko and Guess.

9

Marshalls mark

descriptor

10

IDENTITY GUIDELINES

CONSTRUCTIONThe Marshalls logo is made up of two compo-

nents: the Marshalls mark and the descriptor.

These two components are always placed in a

fixed relationship and should never be altered,

modified or reproduced in any way.

11

To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.

File Identifiermar_logo_bw_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

12

X

X

clearspace

bleed 1 bleed 2

IDENTITY GUIDELINES

CLEARSPACE/BLEEDTo ensure its integrity and visibility,

The Marshalls logo should be kept clear of

competing text, images and graphics. It must

be surrounded on all sides by an adequate cle-

arspace—a space equal in size to the cap height

of the descriptor, as shown at left.

In cases where it is more visually appealing and

advantageous to bleed the logo, bleed it only in

the greyed areas of the “M” and “S” in The Mar-

shalls mark, as shown at bottom left.

In instances when it is advantageous to use only

the geometrical mark without the descriptor,

bleed it only in the greyed areas in the mark, as

shown at bottom right.

13

14

minimum original logo size (black and white)2”

minimum small logo size (black and white)1.25”

minimum mark size (black and white)1”

minimum original logo size (color)

2”

minimum small logo size (color)1.25”

minimum mark size (color)1”

IDENTITY GUIDELINES

MINIMUM SIZEThe marshalls logo has two size versions; an

original version and a small version. The original

logo version can be sized down to a minimum

of 2”. The small logo version can be sized down

to 1.25”.

If a size smaller than 1.25” is necessary, use the

mark without the descriptor line. The mark can

be sized down to a minimum of 1”.

15

To ensure the consistency necessary to build a recog-nizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.

File Identifiermar_logo_full_s_pos.eps mar_logo_full_s_pos_small.eps

mar_logo_bw_pos.eps

mar_logo_bw_pos_small.eps*See pages 74-75 for a complete explanation of the file naming structure.

16

BLACK AND WHITE STATE

MID-COLOR STATE

FULL COLOR STATE

IDENTITY GUIDELINES

STATESThe Marshalls mark has three states. These states

reflect the modern taste of Marshalls. All states

can be used interchangeably across all applica-

tions.

17


File Identifiermar_logo_bw_pos.eps

mar_logo_mid_s_pos.eps

mar_logo_full_s_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

18

SPRING/SUMMER PALETTE

FALL/WINTER PALETTE

IDENTITY GUIDELINES

COLORThe Marshalls color palette consists of a black/

white, spring/summer, fall/winter color palette.

The consistent use of these colors will create rec-

ognition and strengthen the identity. Marshalls

logo must always use the color palette appro-

priately in accordance with the correct season.

19

Color specifications are on the following page

The colors shown through-out this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

20

Pantone Hexachrome black CCMYK 1/1/1/100RGB 0/0/0Pantone 5185 CCMYK 80/100/85/25RGB 76/36/50Pantone 704 CCMYK 0/90/72/29RGB 180/46/52Pantone 2385 CCMYK 19/79/0/0RGB 200/89/161Pantone 695 CCMYK 0/50/28/20RGB 203/126/128Pantone 4745 CCMYK 0/17/18/10RGB 229/197/182Pantone 4995 CCMYK 0/48/38/34RGB 175/110/101Pantone cool Grey 9CMYK 0/1/0/51RGB 145/145/149

Pantone Hexachrome black CCMYK 1/1/1/100RGB 0/0/0Pantone 379 CCMYK 9/0/58/0RGB 237/237/138Pantone 375 CCMYK 41/0/78/0RGB 160/207/103Pantone 2725v CCMYK 77/68v/0/082/97/172Pantone 319 CCMYK 52/0/19/0RGB 114/204/110Pantone 702 CCMYK 0/69/34/5RGB 230/109/123Pantone 7521 CCMYK 0/25/20/10RGB 227/183/172Pantone 252 CCMYK 24/56/0/0RGB 191/131/185

Spring/ Summer Fall/Winter

IDENTITY GUIDELINES

COLORThe Marshalls color palette consists of a black/

white, spring/summer, fall/winter color palette.

The consistent use of these colors will create rec-

ognition and strengthen the identity. Marshalls

logo must always use the color palette appro-

priately in accordance with the correct season.

21

The colors shown through-out this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

22

BLACK AND WHITE PALLETTE

FALL/WINTER PALLETTE

SPRING/SUMMER PALLETTE

IDENTITY GUIDELINES

COLORThe coloration of the Marshalls logo is an essen-

tial element in setting a recognizable tone and

look for the identity. Consistent use of color en-

hances the strength of the identity.

The primary color palette for the Marshalls logo

are black and white, pastels and deep colors.

All three color variations are to be used inter-

changeably. Using color variation reinforces the

modern, tasteful and high-end nature of the

identity.

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mar_logo_full_s_pos.eps

mar_logo_full_f_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

IDENTITY GUIDELINES

COLOR: ON BACKGROUNDThe preferred background colors for the fall/

winter palette are the Marshalls brown, pink and

black.

25


File Identifiermar_logo_full_f_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

IDENTITY GUIDELINES

COLOR: ON BACKGROUNDThe preferred background colors for the spring/

summer palette are the Marshalls purple, pink

and blue.

27


File Identifiermar_logo_full_S_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

28

BLACK AND WHITE PALLETTE

FALL/WINTER PALLETTE

SPRING/SUMMER PALLETTE

IDENTITY GUIDELINES

COLOR: ON PHOTOGRAPHYOn a photographic background, The Marshall’s

logo can be used in color, black and white ver-

sions. The demonstrations at left show which

colors look best on dark backgrounds and which

work better on light backgrounds. Because ev-

ery image is different, be sure to choose a color

with a strong contrast to the background. Place

the logo in an area of the image that is not busy

in order to enhance legibility. (See page 30-31

for “don’ts”.)

29


File Identifiertns_logo [orig. version] Example: tns_logo_left_R_pos.eps

tns_logo...small [small version] Example: tns_logo_R_pos_small.eps

tns_mark [mark] Example: tns_mark_left_R_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

IDENTITY GUIDELINES

COLOR: DON’TSThe Marshalls logo should always be seen clear-

ly and dramatically. When using the logo on

imagery, always make sure that it is positioned

away from any competing imagery and stands

out from the background color.

31




mar_logo_full_f_pos.eps*See pages 74-75 for a complete explanation of the file naming structure.

32

Bold, dynamic, compelling, eye catching

Modern, simple, sophisticated, easy

High End, timeless, chic, well made

IDENTITY GUIDELINES

IMAGE STYLEImage style plays a critical role in developing

a vivid and meaningful identity for Marshalls.

Marshalls image style consists of three catego-

ries: modern, bold, high-end. All imagery should

support The Marshalls brand promise (see page

II).

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Marshalls Personality

Bold Dynamic Modern Simple Easy

Image Driversprovokes want, desire.

Focus on bold, dynamic, eye catching products

Sell only well made, affordable designer labels.

INTRODUCTION

Identity TypographyThe Marshalls identity typography is designed

to be modern and sophisticated. This section

will explain the use of color, typography, image

style and graphic elements.

The flexibility of the system requires careful

treatment and attention for all graphic elements.

The use of these guidelines will assure that the

visual system will reinforce and strengthen our

identity.

35

36

Displays: Neutra Display

Text: Myriad Pro Regular

IDENTITY TYPOGRAPHY

IMAGE STYLEMarshalls typography consists of one typeface:

Neutra Display. This type face comes in a variety

of weights and offers flexibility of use. Commit-

ment to this typeface will create a consistent

and strong identity.

37

These typefaces should be used at all times. Contact the director of communications if there is a specific request not to use the specified typefaces.

File IdentifierFonts Folder

IDENTITY TYPOGRAPHY

GRAPHIC ELEMENTSDesigned with the purpose of creating a collec-

tion of images to support a designer in future

applications.

39

The M Mark of the Marshalls logo may be used as a design element, pattern or brush in order to enhance a design.

INTRODUCTION

Identity ApplicationThe Marshalls visual identity will come to life on

the materials we use to communicate. These in-

clude stationery, signage, marketing materials

and custom icons. Correct and consistent use of

the visual system will be the determining factor

for a successful identity.

This section provides sample layouts and me-

chanicals that illustrate how all of the visual ele-

ments come together to create a distinct Mar-

shalls identity.

41

IDENTITY APPLICATION

STATIONARY: LETTERHEAD

43

Format8.5” x 11” Typeface:Myriad Pro: 10 ptTemplateMyriad Pro: 10 ptColor: Black

File Identifiermar_letterhead.eps*See pages 74-75 for a complete explanation of the file naming structure.


STATIONARY: ENVELOPE

45

Format9.05” x 4.15”Typeface:Myriad Pro: 10 ptTemplateMyriad Pro: 10 ptColor: Black

File Identifiermar_letterhead.eps*See pages 74-75 for a complete explanation of the file naming structure.


STATIONARY: BUSINESS CARD

47

Format2” x 3.5”Typeface:Myriad Pro: 10 ptColor: Black

File Identifiermar_businesscard.eps*See pages 74-75 for a complete explanation of the file naming structure.

IDENTITY APPLICATIONS

PROTOTYPES:

DEPARTMENT ICONSThis prototype is an example of an icon for the

Women’s department in Marshall’s.

49

FormatIcon may be scaled as large as needed but must be kept proportionate to

3.2526 in x 7.6589 in

File Identifiermar_icon_women.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Men’s department in Marshall’s.

51


2.7167 in x 7.6589 in

File Identifiermar_icon_men.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Kids department in Marshall’s.

53


3.5192 in x 6.6782 in

File Identifiermar_icon_kids.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Shoe department in Marshall’s.

55


3.5 in x 3.5956 in

File Identifiermar_icon_shoes.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Accesories department in Marshall’s.

57


3.5 in x 3.994 in

File Identifiermar_icon_acc.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Luggage department in Marshall’s.

59


3.5 in x 6.9108 in

File Identifiermar_icon_luggage.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Intimates department in Marshall’s.

61


3.5 in x 2.7137 in

File Identifiermar_icon_int.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Electronics department in Marshall’s.

63


3.5192 in x 6.6782 in

File Identifiermar_icon_elec.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:


Home department in Marshall’s.

65


3.5192 in x 6.6782 in

File Identifiermar_icon_home.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:

Shopping BagThis prototype is an example of a shopping bag

for Marshalls

67

Format

This is a prototype, custom di-cut shopping bag. size can be altered in accordance with company needs, howerver, must be kept proportionate to

4.8956 in x 5.4238 in

These prototypes are for demonstration only and should not be used as final work.

File Identifiermar_bag.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES:

Recyclable HangersThis prototype is an example of a recyclable

hanger for Marshall’s. The “L” in the center indi-

cates the size, large.

69

Format

This is a prototype, custom recyclable hanger. size can be altered in accordance with company needs.


File Identifiermar_hanger.eps*See pages 74-75 for a complete explanation of the file naming structure.


PROTOTYPES: StorefrontThis prototype is an example of a storefront for

Marshalls

71



PROTOTYPES: DEPARTMENTSThis prototype is an example of a Department

for Marshalls

73


FILE DIRECTORY

FILE NAMING STRUCTUREUse this naming convention guide to select the

appropriate logo for reproduction.

EPS files can be imported into or opened

through page layout and illustration soft- ware

such as QuarkXPress, Illustrator or Photoshop.

The EPS logos should be used for high-resolu-

tion print applications.

75

76

LOGOmar_logo_bw_pos.eps

mar_logo_bw_rev.eps

mar_logo_bw_pos_small.eps

mar_logo_mid_s_pos.eps


mar_logo_full_s_pos_small.eps

mar_logo_mid_f_pos.eps

mar_logo_full_f_pos.eps

mar_logo_full_f_pos_small.eps

STATIONARYmar_businesscard.eps

mar_envelope.eps

mar_letterhead.eps

mar_fax.eps

ICONSmar_icon_acc.eps

mar_icon_bag.eps

mar_icon_creditcard.eps

mar_icon_home.eps

mar_icon_int.eps

mar_icon_luggage.eps

mar_icon_men.eps

mar_icon_shoes.eps

mar_icon_women.eps

mar_icon_kids.eps

mar_icon_elec.eps

mar_icon_hanger.eps

FILE DIRECTORY

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marshall's brand manual

Documents

brand logo

marshalls brand

white1minimum original

brand merchandise

minimum mark size black

brand manualthis

high end merchandise

high end brands