reiss identity guideline
DESCRIPTION
My identity guidline for the Reiss re-brand.TRANSCRIPT
Identity Guideline
Visual Manual
Reiss Identity GuidelinesApril 15, 2011
David Nathan Davies0905767
Please visit www.reissonline.com to view our full clothing range.
© 2011 David Reisswww.reissonline.com
Original edition: © 2011 Hand MadePerfect Bound© Photography & Editing by David Nathan Davies
Printed in the United Kingdom08/05/2011
Content Page
Black & White
Exclusion Zone
Alternate Colours
Size Guide
Clothing Tags
Store Bags
Wrapping Paper
Loyalty Card
Photography
Contact
The End
05
01
02
03
04
Welcome
Core Beliefs
Useage
INTRODUCTION
LOGOTYPE
TYPOGRAPHY
MEDIA USEAGE
DETAILS
Typeface
Size Guides
Type Examples
Welcome
Reiss’ identity is not just a logo nor is it a colour.
It is a design scheme that combines all of these
elements and more. This scheme can be applied
to all of Reiss’ printed materials, leaflets, booklets,
cards, receipts and so on. This identity guideline
is here to ensure constancy throughout all of
Reiss’ design and will help to create a strong
and long lasting identity.
This guideline is broken up into several sections,
which take apart and isolate each section of our
identity; this is to help each area of our identity
be fully understood.
The reiss philosophy centres on and around
creating and producing directional, design-led
mens wear, womens wear and accessories.
Reiss prides itself with an uncompromising
commitment to delivering innovative, original
products combining exceptional design, quality
and value. Our Philosophy can be summed up
with these three words which, we feel encompass
our vision (Shown opposite).
Core Beliefs
Reiss aims to provide not only long lasting and
hardwearing fashion, but also aims to be a
company that remains prevalent for many years
to come. We want our clothing to become key
style pieces and our company to remain at the
cutting edge of fashion to create a loyal following.
Cutting edge fashion is what we do best, but
there is more to this than stylish clothing. We
aim to create a company, which not only caters
to our consumers but the people who make
our clothing and the environment and become
sustainable. We aim to leave as small an impact
on the environment while still being a leading
name in high fashion.
We want our consumers to feel special, like
they own a piece of clothing that no one else
has. This is done throughout shopping experience
with dedicated, knowledgeable and skilled
partners in our stores. This exclusive feel will
also be portrayed in out design by colours and
our new logotype.
01 ENDURING
02 MODERN
03 EXCLUSIVE
About this Guideline
Reiss prides itself in creating high quality, modern
and design led menswear, womenswear and
accessories. Reiss is committed to creating
clothing that stands the test of time, creating
key signature pieces which will last for many
years to come and become iconic fashion pieces.
This guideline is part of our commitment to our
consumers and aims to educate people in our
new design scheme. This guideline lists the new
logotype plus its uses on bags, receipts and so
on along with the colours which are now part
of our identity.
Section Two
Black & White
Exclusion Zone
Alternate Colours
Size Guide
02 LOGOTYPE
Logotype
This is the new Reiss logotype. It has been
made to be a strong visual representation of
the out values and to become a mark which is
easy recognizable.
Exclusion Zone
The diagram above shows the exclusion zone
for the logotype. This area must be left clear,
free from any images or text unless the logo
is being placed over a full page photograph.
The logo must always be in proportion, the
height is seven times X and the width is six
times X. This spacing must also be applied to
the logotype when text is added to the logo
which is shown on the following pages.
x
xx
x x
Alternate Logotpye
The logotype has also been made without any
words, but should you feel it necessary to place
the word Reiss next to the mark then Univers
LT must be used and has to be in scale to the
logo. Logotype must be 1x from the top of the
logo and 1x from the bottom if using type with
logo. This spacing is also used if the type is to
be placed below the logotype and type must
never be placed above the logotype.
x x
xx x
x
Size Guide
The logotype can be displayed in any size, which
fits in with the media that is being used (digital,
print etc). The logo must be prominent and also
use the exclusion zone shown opposite. For
special uses of the logo, beyond print for example,
any size may be used so long as it adheres to
exclusion guidelines. The smallest size, which
the logotype can be shown at, is 25mm.
Although the logo can be used at any size, for
standard paper sizes up to A3 the size of the
logo is fixed and positioning of the logo is fixed.
This is because standard paper sizes are used
for business to business documents and not
directly to the consumer. The number next to
the diagram shows the distance the logo must
be from each edge of the page (diagram on
next page).
Size Guide
12mm
14mm
50mm
10mm
12mm
35mm
8mm
10mm
25mm
6mm
8mm
15mm
Alternate Colours
PANTONE DS Process Black U
0, 0, 0, 100
35, 31, 32
344, 11, 13
#231F20
YES
PANTONE DS 76 - U1
0, 100, 100, 40
158, 11, 15
357, 92, 15
#9EOB0F
YES
PANTONE DS2 - 8 U
0, 0, 25, 3
249, 242, 197
50, 20, 97
#F9F2C5
YES
PANTONE
CMYK
RGB
HSB
WEB
TINTS
PANTONE
CMYK
RGB
HSB
WEB
TINTS
PANTONE
CMYK
RGB
HSB
WEB
TINTS
Alternate Colours
Above is an example of the new Reiss logotype
in colour. Any of the colours listed in the alternate
colour swatch list can be used depending on
the way the logo is being used. If, for example,
the logo is being placed over a dark background
then a lighter colour should be used.
Section Three
03 TYPOGRAPHY
Typeface
Size Guides
Type Examples
Typeface
Univers LT is our standard typeface. It has been
chosen due to its clarity and contemporary look,
which we feel, links into our company well. We
use Univers Light and Regular as our main weights
as they are simple, clean and sophisticated while
not overpowering. Below are some examples,
these are only guides and so long as clarity is
maintained they can be altered.
Size Guides
MAIN TITLES
PAGE TTILES
QUOTES
BODY COPY
CAPTIONS
Univers 55 Roman
24pt, -30 tracking
28.8 Leading
Univers 55 Roman
16pt, -30 tracking
19.2 Leading
Univers 45 Light
16pt, -30 tracking
19.2 Leading
Univers 45 Light
8pt, 0 tracking
9.6 Leading
Univers 45 Light
6pt, 0 tracking
7.2 Leading
01
02
03
04
05
This is an Example
This is an example of a subheading using Univers
This is an example of a quote using Univers LT Std Roman
This is an example of a large body of text using Univers LT Std 45 Light. This is only an example and does not mean anything, it has been used only as a way of showing what Univers looks like when set using the
This is an example of a large body of text using Univers LT Std 45 Light. This is only an example and does not mean anything, it has been used only as a way of showing what Univers looks like when set using the guides to the left. This size is advised for captions under photographs in leaflets or used for the terms and conditions on receipts. It has been
Univers LT Std
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz fiflß&
1234567890
.,:;-—“„“”·«»*%‰!?¡¿()[]/†‡§$£¢ƒ
ÄÁÂÀÅÃÆÇËÉÊÈÏÍÎÌÑÖÓÔÒØÕÜÚÛÙŽäáâàåæçëéêèïíîìñöóôòøœšüúûùž
Identity Guideline
Clothing Tags
Store Bags
Wrapping Paper
Loyalty Card
Photography
04 MEDIA USEAGE
Clothing Tags
Each item of clothing in all of our ranges comes
with a small tag with details such as sizes, cost
and also act a decoration and promotion for our
new identity. There are two variations of the
tags; each is a variation of the placement of
the pattern. One tag acts as the more informative
version with all of the information on the garment
and the other acts as embellishment. Special
ranges of clothing have unique tags on them
which adhere to the placement of the logotype.
Clothing Tags
Store Bag
Our store bags are made from a 150gsm white
card with paper handles, all sourced from
sustainable sources. They are made to be strong
so that they can be re-used in future for other
purchases and coincide with the 5% off when
customers re-use the bags. The bag itself
(pictured with net on following pages) is plain
white with a simple red sticker to seal the bag.
The sticker is also accompanied but a patterned
version of the clothing tag shown previously.
Store Bag
Store Bags
Wrapping Paper
The store bags are also accompanied by a
white piece of tissue paper to wrap and protect
the clothing brought inside. This tissue paper
is sealed with a simple round sticker with the
Reiss logotype on.
Loyalty Card
As part of our commitment to offering our
customers exceptional customer service we use
a reward scheme, which gives our customers,
points which give money off al our clothing. The
loyalty card is similar in design to the clothing
tags and uses to full logo with text as the front.
Loyalty Card
Photography
Within our stores and online photography plays
a big part in our new identity showing off our
clothing lines and creating a stronger much
identity. Photos should be kept simple and clean,
showing off the clothing in its best light, simple
backdrops and smartly presented clothing.
The use of ‘lifestyle’ shots ay also be used if
appropriate, photos of the model wearing the
suit in an aspirational location etc. the use of
black & white photography and tonal photography
can be utilized for poster campaigns and ‘front
covers’ of leaflets to help create a strong cover
image. On the following pages are some examples
of how photography should be used. Detail
shots are also used to help show of the finer
point of our clothing. These should be kept
simple and focus in on points of interest such
as button etc,
Photography
Photography
Photography
Photography
Duotone with Reiss Red & 50% Black.
Photography
Photography
Contact
If you have any queries or need further guidance please
contact our marketing department at;
0845 678 5869
PHONE
:
:
©Reiss reserves all rights to this identity guideline. 2011.