LE BON TON THE MOST FASHIONABLE MODE OF BRITAIN
BRAND GUIDELINES CONTENTS Introduction
5
The Brand
6-7
Visual Elements
8-9
The Identity
10-13
Typography
14-17
Policies & Procedures
18
THE MOST FASHIONABLE MODE OF BRITAIN
BRAND GUIDELINES INTRODUCTION Welcome to the Le Bon Ton Brand Guidelines. This information has been designed and presented to ensure that the Le Bon Ton brand is copy led in an appropriate and consistent manner. It is essential that there is a sense of uniform when working with the seasonal nature and versatility of the fashion industry so these guidelines should be adhered to in all circumstances. Thank you in advance for your cooperation.
THE MOST FASHIONABLE MODE OF BRITAIN
THE BRAND BRAND POSITIONING It is essential that the Le Bon Ton brand should be visible through the entire customer experience and reflect the classical elements that have been regenerated into contemporary form. Whether it be a seasonal look book, to the envelope it is distributed in, the quality should be representative of the positioning below: Brand Pillars:
The Most Fashionable Mode of Britain. This is the Brand Truth and is underpinned by the four brand pillars: Aristocratic (Differentiation) Fashionable (Relevance) Eccentric (Esteem) Contemporary Classics (Knowledge)
Brand Mission:
To deliver to the fashionista crowd a British label that reflects on the bygone era of the elaborate Aristocracy.
Brand Personality: Edgy and Eccentric with elements of British culture. Brand Essence:
Fashionably Aristocratic.
THE MOST FASHIONABLE MODE OF BRITAIN
THE BRAND BRAND PILLARS Brand Pillars make up the special features, which distinguish Le Bon Ton from our competitors and increase our competitive advantage in a busy marketplace. They have been established through sound research and analysis and a reinforced by the customer experience. THE MOST FASHIONABLE MODE OF BRITAIN This is the Brand Truth and is underpinned by the four brand pillars: ARISTOCRATIC Taking inspiration from the exuberant British aristocracy and the elaborateness of their lifestyle. FASHIONABLE Delivering high society fashion to those who strive to be in mode. ECCENTRIC Iconically eccentric and edgy in all we do. CONTEMPORARY CLASSICS Regenerating classical British culture into a contemporary form.
THE MOST FASHIONABLE MODE OF BRITAIN
VISUAL ELEMENTS THE LE BON TON COLOURS We have adopted the following Le Bon Ton colour palette to present a uniform look for the brand when surrounded by the seasonal changes. Although the selection of colours appears simple, users of these guidelines should be aware that colours are and can be dramatically different when applied to a variety of materials. Care must be take when quality controlling any of the many forms of print and colour outputting. Below are the colours and their respective breakdowns.
PANTONE
CMYK
RGB
8642
32 40 100 6
174
139
26
266
72 84 0 0
103
59
184
3015
100 55 19 3
0
101
162
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VISUAL ELEMENTS THE LE BON TON MATERIALS We have chosen a selection of materials to respectively match these uniformed colours. These must be used to maintain a copy led and continuous experience throughout the Le Bon Ton brand.
REGULAR
LUXURY
FOIL
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THE IDENTITY BRAND IDENTITY Le Bon Ton has two identities for the Le Bon Ton brand known as the Master and Secondary identity. The Master Brand identity contains the Crest, Name and Brand Truth, where as the Secondary Brand identity is the Crest alone. Master Brand Identity
LE BON TON THE MOST FASHIONABLE MODE OF BRITAIN
Secondary Brand Identity
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THE IDENTITY THE SEAL These are then accompanied by the Seal which is the inner elements of the Crest and adds a further luxurious touch to the brand.
THE MOST FASHIONABLE MODE OF BRITAIN
THE IDENTITY BRAND IDENTITY Where full colour reproduction of the identity is not available, the mono version should be used:
LE BON TON THE MOST FASHIONABLE MODE OF BRITAIN
Where the background does not contrast sufficiently with the full colour identity, the white version should be used:
LE B ON TON THE MOST FASHIONABLE MODE OF BRITAIN
THE MOST FASHIONABLE MODE OF BRITAIN
THE IDENTITY SPACING The identity should have the following minimum amounts of space around it. The width of the ‘O’ forms the clear space.
LE B ON TON THE MOST FASHIONABLE MODE OF BRITAIN
THE MOST FASHIONABLE MODE OF BRITAIN
TYPOGRAPHY TYPEFACES To present a consistent and coherent brand image, we have selected the following group of typefaces to be used when producing Le Bon Ton material. Gill Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Trajan Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Baskerville Old Face ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Palace Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
THE MOST FASHIONABLE MODE OF BRITAIN
TYPOGRAPHY TYPEFACES Gill Sans and Gill Sans Light are to be used in the majority of cases for all copy, if an alternitive typeface is desired it must first be approved. Trajan Pro, Baskerville Old Face and Palace Script are to be used at the designers descretion to create interesting typography that is continuous with the Le Bon Ton brand experience. An example of this can be see below:
Le Bon Ton ESTABLISHED 2011
The Most Fashionable Mode of Britain SAVILE ROW, LONDON
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TYPOGRAPHY COPYWRITING STYLE Far be it for any guidelines to instruct on how to write copy, but any copy must reflect the quality of the brand. It must be addressed in such a way so as to add credibility to a brand which is new to the market but desires to build on a foundation of acclaim. Descriptions of Le Bon Ton, its brand and its products must project a sense of quality, style and experience. There are many words and phrases which can be used to ensure such a delivery and the following are just a small selection for your guidance: Aristocratic Aspirational Attire British Classic Contemporary Eccentric Edgy Elaborate Experience Extravagant Exuberant Fashionable Heritage Historical Lavish Luxury Mode Quality Sophisticated Stylish Timeless
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TYPOGRAPHY TERMINOLOGY Language: Use British English in all communications. Numeric Styles: Always spell out numbers 9 and under. Use numeric designations for 10 and higher. Use numerals when the number modifies a unit of measure. Dates: Refer to dates in the order of Day/Month/Year. Currency: Use pound sterling in all pricing.
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POLICIES & PROCEDURES MARKETING APPROVAL Marketing approval or guidance can be obtained by contacting the Le Bon Ton household via the following: ADDRESS 7 Savile Row London W1S 3PL United Kingdom TELEPHONE +44 (0)20 7434 2001 EMAIL enquires@lebonton.co.uk
THE MOST FASHIONABLE MODE OF BRITAIN