MATALAN BRAND GUIDELINES

The Matalan identity is a seal of approval and a promise of quality.

MATALAN'S IDENTITY VALUES

Having Less negative impact:

LESSLESS PACKAGING

LESS PAPERLESS WASTE

Matalan re~branded

Matalan has changed its brand and values.

New strong foundations have been put in place to make Matalan a more trusted and more valuable company. As part of this process, there are three core values that express the shared understanding of what they believe, how they aim to behave and what they aspire to be as a business.

Matalan loves fashion, which by its nature is constantly moving, fickle and hugely wasteful, starting from the way they are packaged. We have designed new methods of recycling wasteful packaging materials by utilising every box we deliver and turning them into hangers and price tags, as well as using less ink. Our values are simple we want 'Less negative impact' and we are doing this by using LESS PACKAGING, LESS PAPER, LESS WASTE.

To help determine the ethics of each item in the store, new price tag systems have been developed, new price tags with symbols which denote the specific ethical status of the designers and their products. We know you want to know exactly why the item you love is so special. Each products ethics are explained in their price tag, and the symbols, also found there, are a quick way to understand if an item is organic, vegan, sustainable etc.

As part of the new values comes a new logo, a logo that represents less altogether, short for Matalan is M | N.

RE BRANDED

MATALAN SIGNATURES

Matalan SignaturesMatalan Signature Colour PaletteMatalan Signature ConfigurationMinimum Clear Space and Minimum SizeTypographyAvoid Signature Mistakes

ASSETS

Using Matalan Assets

ADVERTISING AND PROMOTIONS

Advertising and Promotions MaterialsPrinted Materials

STORE IDENTITY

Matalan Design

ADDITIONAL ITEMS

Merchandise ItemsShirtsStationery

CONTENTS

SIGNATURES

Matalan's new brand is changing to make a difference to the environment however, they still want the brand to represent the elegance, strength and confidence of their clothes through the design and colours. It is important that the colour below are only used on their own. Signatures must be all of the same colour to save ink.

Black is associated with power, elegance and formality. Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious colour.

White is associated with light, goodness, innocence and purity. It is considered to be the colour of perfection. White means safety, purity, and cleanliness. White can represent a successful beginning.

SIGNATURE COLOUR PALETTE

Silver/Grey is associated with modesty. Grey symbolizes security, reliability, intelligence and staid. It is considered to be the colour of modesty, maturity and conservative.

Gold is associated with wealth used wisely. Gold is also the symbol of good health., optimism, power, and promotes courage, confidence and willpower.

Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wisdom, dignity, independence, creativity, mystery and magic.

Silver/Grey R = 209G = 211B = 212

Gold R = 178G= 153B = 79

COLOUR PALETTE

Black PurpleR = 0 R = 102G = 0 G = 45B = 0 B = 145

WhiteR = 250G = 250B = 250

A signature is the combination of the Matalan logo with a logotype (a name like 'Authorized Reseller' set in specially designed type).

PRIMARY SIGNATURES

The Matalan Logo comes in 4 forms:

The logo on its own. One~line signature

Two~line signature Two~line signature with descriptor

Value Added Reseller

SIGNATURES

Authorized Reseller

Value Added ResellerLess negative impact

The choice of signature configuration will dependon your graphic layout. The one~line signature is used when there is ample horizontal layout space.

The two~line signature is more compact. It can be used when both vertical space and horizontal space are limited.

ONE~LINE SIGNATUREIn the one~line signature, both the typeand the Matalan logo are clearly legibleat a small size. It is ideal for horizontallayout space.

CHOOSING A CONFIGURATION

TWO~LINE SIGNATUREPromotions and advertising offer very limited space. The two~line signature is a compact configuration that fits in small spaces.

Authorized Reseller

Value Added Reseller

Matalan signatures can be shown only in one all colour.

When placing a signature on black or colour backgrounds, use an all white signature reversed out of the background colour. Never place a Matalan signature on a visually cluttered or patterned background.

SIGNATURE COLOUR

Authorized Reseller

Authorized Reseller

The minimum clear space around the signature is equal to the height of the Matalan logo. To create the greatest impact, allow even more space around your signature. Do not allow typography, or other graphic elements to enter the minimum clear space area.It is important to keep in mind that the signature should be kept small where possible to maintain the premium look it was intended to portray.

MINIMUM SIZEThe minimum signature size should be used when layout space is extremely limited. Use at a larger size whenever possible. Remember not too large that it looses the premium look.

ONE~LINE SIGNATUREThe minimum size is 5 mm in print and 15 pixels onscreen. Allow minimum clear space as shown.

MINIMUM CLEAR SPACE AND SIZE

Authorized Reseller

x

x

x

x

5 mm15 px

TWO~LINE SIGNATUREThe minimum size is 5 mm in print and 15 pixels onscreen. Allow minimum clear space as shown.

Value Added Reseller

x

x

x

x

5 mm15 px

x

x

x

x

5 mm15 px

Value Added ResellerLess negative impact

The Matalan corporate font

Matalan marketing materials use abeatbyKai. AbeatbyKai should be used only in marketing materials and presentations provided by Matalan.

It cannot be used for any other marketing materials or any third party's marketing materials or presentations.

Do not imitate the Matalan typography by using a version of abeatbyKai on other marketing communications.

Do not imitate the Matalan typographic style.

TYPOGRAPHY

Less Negative Impact

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9

Do not alter the Matalan signature artwork in any way.

Avoid these common mistakes

Do not remove the Matalan logo or alter the relationship of the elements in any way.

Do not change the font or alter the spacing between letters.

Do not incorporate the Matalan signature into your company identity.

AVOID SIGNATURE MISTAKES

Never create a new signature that combines the Matalan logo with your business name.

For the Internet, do not rotate or animate a Matalan signature or make any of its elements three dimensional.

Do not use more than one colour for the Matalan signature, not even colours from the signature colour palette.

Authorized Reseller

Authorized Reseller

Never use a Matalan signature as a decorative border or pattern.

Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Matalan logo.

Do not link a Matalan signature to your company's identity by placing it in a shape or background field that is part of your identity.

Do not change the colour.

AVOID SIGNATURE MISTAKES

ASSETS

Matalan product photography

Never download or copy an image from Matalan's website at www.matalan.com.

Avoid these common mistakes

Do not place a Matalan product image ona busy or colourful, background. Matalan product photos can be placed only on a white, off white, light gray, black or very subtle backgrounds or on a promotional background provided as part of the image.

USING MATALAN ASSETS

Make sure you use Matalan product photos at a resolution appropriate to the output size.

When photos accompany products in a list or in a row, select photos with a solid white or solid black background to make it easier for customers to see the product.

ADVERTISING AND PROMOTIONS

To achieve the marketing goals cost effectively, advertising resources should be used for conventional print and online advertising.

Don't market the marketing.

Do not produce advertising before the product isavailable.

Do not engage in nonconventional or stunt advertising to draw attention to a product launch.

Use your advertising budget to secure premium positioning in desirable environments.

For print ads, focus your budget on a few large ads rather than many small ones.

Full pages or two~page spreads are preferable to half, quarter, or smaller page units.

For print and newspaper placements, focus on environments that are contextually relevant to the product and audience.

ADVERTISING AND PROMOTIONS

Matalan has made their packaging one of their primary sources for recycling. Recycling a tonne of paper saves almost 13 trees. It saves 2.5 barrels of oil, 4100kWh of electricity, 4 cubic metres of landfill and 31,780 litres of water. Every year we need a forest the size of Wales to provide the paper we use in Britain. For these reasons we are trying to use all the cardboard that we can from the packaging in which we receive our garments.

By using Cardboard hangers we are using less metals and plastics. The energy it takes to make one new aluminium hook is enough to make 20 recycled ones. Plastics can take up to 400 years to break down in a landfill.

The idea is that the hangers like in many retail shops are free for purchasing customers, it is one of the many changes that Matalan are making to use less paper and to have a less negative impact.

Recycling itself uses electricity and costs money, a well run curbside recycling program can cost anywhere from $50 to more than $150 per ton trash collection and disposal programs, on the other hand, cost anywhere from $70 to more than $200 per ton. This demonstrates that, while there is still room for improvements, recycling can be cost~effective.

Wherever possible we try to use all the materials that we can to produce advertisement and other useful tools for our business, however recycling also forms big part of Matalan's new brand values.

MATERIALS

Always check printed communications during the production process to ensure print quality and consistency throughout. Never use Matalan assets on very low resolution.

COLOUR

White signatures should always reverse out of dark or bright colour backgrounds. When using a black signature, white, off white, or neutral colour backgrounds are preferred.

Avoid using bright colour backgrounds to draw attention to Matalan products. Instead, place Matalan products together, along with a Matalan signature, in a designated area of the layout. A containing border can be used. For emphasis, Matalan products can be shown at a larger scale than the surrounding images.

PRINTED MATERIALS

STORE IDENTITY

Matalan has a variety of point of sale (POS) materials. These items may include banners, posters, brochures, and promotional merchandise.

Always use the materials as provided; do not alter them in any way.

Do not reuse design or text elements from these materials in your communications.

MATALAN DESIGN

NEW IN

SHORTS

£ 9. 99

NEW IN

SHORTS

£ 9. 99

MATALAN DESIGN

LIVING

KITCHEN

CLOTHES

TRAVEL

MATALAN DESIGN

LIVING

KITCHEN

CLOTHES

TRAVEL

MATALAN DESIGN

ACCESSORIES

MATALAN DESIGN

£ 9. 99 OFF SET £ 1 99

RECYCLE £ . 99

OFFSET TYPE SOLAR WIND BIO HYDRO NUCLEAR

M

WHITE

STYLE

MATERIALS FROM BOLIVIA

MANUFACTURED IN SINGAPORE

SOLD IN USA, EU, AUSTRALIA

ORGANICE RECYCLED BIODEGRADABLE

MADE BY

NAME OF FACTORY WORKERNAME OF FACTORY WORKERNAME OF FACTORY WORKER

C+

6.2K

CARBON4.012 MILES MAXIMUM

ECOTAG SOURCE AUDIT

SALESALE

Matalan has developed a system through their packaging that allows hangers and price tags to simply pop up, no need for scissors, the hangers and price tags have already been perforated into the cardboard. Wherever possible the cardboard should too be used for signs around the shop.

MATALAN DESIGN

OUTSIDEBOX

INSIDEBOX

£ 9. 99

OFF

SET

£ 1 99

REC

YCLE £ .

99

OFFS

ET TY

PE

SOLA

R W

IND

BIO

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NUCLEA

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STY

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MATERIALS

FR

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SOLD

IN USA

, EU, AUSTRALIA

ORGANIC

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RADABLE

MADE BY

NAME OF

FACTO

RY W

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NAME OF

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NAME OF

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C+

6.2

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CARBON

4.012 MILES

MAXI−

MUM

ECOTA

G SOURCE AUDIT

£ 9. 99

OFF SET £ 1 99

RECYCLE £ . 99

OFFSET TYPE

SOLAR WIND

BIO HYDRO

NUCLEAR

M WHITE

STYLE

MATERIALS FROM BOLIVIA

MANUFACTURED IN SINGAPORE

SOLD IN USA, EU, AUSTRALIA

ORGANICE RECYCLED BIODEGRADABLE

MADE BY

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

C+

6.2K

CARBON

4.012 MILES

MAXI−

MUM

ECOTAG SOURCE AUDIT

£ 9. 99

OFF

SET

£ 1 99

REC

YCLE £ .

99

OFFS

ET TY

PE

SOLA

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BIO

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NUCLEA

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MATERIALS

FR

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MANUFA

CTURED IN SINGAPORE

SOLD

IN USA

, EU, AUSTRALIA

ORGANIC

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DEG

RADABLE

MADE BY

NAME OF

FACTO

RY W

ORKER

NAME OF

FACTO

RY W

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NAME OF

FACTO

RY W

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C+

6.2

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CARBON

4.012 MILES

MAXI−

MUM

ECOTA

G SOURCE AUDIT

£ 9. 99

OFF SET £ 1 99

RECYCLE £ . 99

OFFSET TYPE

SOLAR WIND

BIO HYDRO

NUCLEAR

M WHITE

STYLE

MATERIALS FROM BOLIVIA

MANUFACTURED IN SINGAPORE

SOLD IN USA, EU, AUSTRALIA

ORGANICE RECYCLED BIODEGRADABLE

MADE BY

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

C+

6.2K

CARBON

4.012 MILES

MAXI−

MUM

ECOTAG SOURCE AUDIT

£ 9. 99

OFF

SET

£ 1 99

REC

YCLE £ .

99

OFFS

ET TY

PE

SOLA

R W

IND

BIO

HYDRO

NUCLEA

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MWHITE

STY

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MATERIALS

FR

OM BOLIV

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MANUFA

CTURED IN SINGAPORE

SOLD

IN USA

, EU, AUSTRALIA

ORGANIC

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DEG

RADABLE

MADE BY

NAME OF

FACTO

RY W

ORKER

NAME OF

FACTO

RY W

ORKER

NAME OF

FACTO

RY W

ORKER

C+

6.2

K

CARBON

4.012 MILES

MAXI−

MUM

ECOTA

G SOURCE AUDIT

£ 9. 99

OFF SET £ 1 99

RECYCLE £ . 99

OFFSET TYPE

SOLAR WIND

BIO HYDRO

NUCLEAR

M WHITE

STYLE

MATERIALS FROM BOLIVIA

MANUFACTURED IN SINGAPORE

SOLD IN USA, EU, AUSTRALIA

ORGANICE RECYCLED BIODEGRADABLE

MADE BY

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

C+

6.2K

CARBON

4.012 MILES

MAXI−

MUM

ECOTAG SOURCE AUDIT

£ 9. 99

OFF

SET

£ 1 99

REC

YCLE £ .

99

OFFS

ET TY

PE

SOLA

R W

IND

BIO

HYDRO

NUCLEA

R

MWHITE

STY

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MATERIALS

FR

OM BOLIV

IA

MANUFA

CTURED IN SINGAPORE

SOLD

IN USA

, EU, AUSTRALIA

ORGANIC

E REC

YCLED BIO

DEG

RADABLE

MADE BY

NAME OF

FACTO

RY W

ORKER

NAME OF

FACTO

RY W

ORKER

NAME OF

FACTO

RY W

ORKER

C+

6.2

K

CARBON

4.012 MILES

MAXI−

MUM

ECOTA

G SOURCE AUDIT

£ 9. 99

OFF SET £ 1 99

RECYCLE £ . 99

OFFSET TYPE

SOLAR WIND

BIO HYDRO

NUCLEAR

M WHITE

STYLE

MATERIALS FROM BOLIVIA

MANUFACTURED IN SINGAPORE

SOLD IN USA, EU, AUSTRALIA

ORGANICE RECYCLED BIODEGRADABLE

MADE BY

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

NAME OF FACTORY WORKER

C+

6.2K

CARBON

4.012 MILES

MAXI−

MUM

ECOTAG SOURCE AUDIT

ADDITIONAL ITEMS

A Matalan signature can be included on high quality key chains, mugs, pens, notebooks and portfolios.

Matalan branded merchandise can be given away at strategic events such as store openings and major trade shows to promote Matalan.

Merchandise that contains a Matalan signature must not be sold by your store or business, and it must not be resold to or by a third party.

MERCHANDISE ITEMS

One Matalan signature may be placed on a shirt.

If used to promote a reseller's identity, the identity must be the predominant graphic on the shirt and must be placed on the front or back. It is preferred that the reseller identity be placed on the front with the Matalan channel signature on the sleeve or back.

T SHIRTS

Shirts that include the Matalan signature cannot be giveaway items. Shirts must be reserved for by reseller employees. Branded shirts can be worn by reseller employees while they are working in the store, conducting training, or representing the reseller at a trade show or other professional events.

Matalan signatures can appear on stationery items, including letterhead, business cards, notepads, and folders.

STATIONARY