ABOUT THIS BOOK This book is a reference manual for all those who interact with the San Antonio Shoemakers (SAS) brand. With this book we aim to: • • • •
Share our history. Show the disposition of our company. Introduce and solidify San Antonio Shoemakers’ brand essence and brand personality. Provide brand guidelines to our associates.
Our company is evolving and we need everyone on board. Now is the time for us all to work together to take SAS to the next level.
APRIL/MAY 2014
CONTENTS PART ONE | FROM VISION TO BRAND
PART TWO | GUIDELINES
The story of San Antonio Shoemakers 3 Our customers say... 4 Our vision 5 Our brand promise 6 Store philosophy 7 Customer service philosophy 8
Tone of voice 10 Colors Attributes 11-12 Our logo 13-14 Typography 15-16 Tagline 17 Past logos 18 19 Applications (coming soon)
PART ONE | FROM VISION TO BRAND
The story of San Antonio Shoemakers Our customers say . . . Our vision Our brand promise Store philosophy Customer service philosophy
2
THE STORY OF SAN ANTONIO SHOEMAKERS In the 70s, two men had a dream of making the most comfortable shoes in the world. Terry Armstrong and Lew Hayden had a vision of how soft and comfortable genuine leather shoes should be made. They would use the finest leather and quality materials; each pair crafted by hand with close attention to detail. With passion, determination and the support of their families, the two visionaries pooled their resources to start their first factory in the corner of an old, unused aircraft hangar on the South Side of San Antonio. In 1976, San Antonio Shoemakers was born. They were confident their shoes would sell themselves once tried on, and they were right. The SAS reputation grew by word of mouth and became a name people could trust for comfortable, quality footwear.
Our goal is to keep Terry and Lew’s dream alive. Today, San Antonio Shoemakers continues to be a family-owned business. We take pride in the legacy handed down to us by Terry and Lew.
“Thanks for such great products – they are lifesavers.”
OUR CUSTOMERS SAY . . .
“I have worn SAS shoes for at least 30 years; they are the most comfortable shoes I own! SAS is the only store that I can go into and try on narrow shoes. Thank you for making your shoes in narrow widths!” -Nedra Hinchman
“SAS crafts well-made shoes that always feel good from the first wear. There is no need to break them in before they can be worn all day. Thank you!” -Judy Neuenschwander
America strong! Keep making them that way! You’re special people! I thank you and so do my feet!!! -Judy Werber
“Best darn shoes I have ever worn. You have a lifetime customer.”
“The shoes I bought are cute and the comfort is great!” “I live in Venice, Florida and I am all over town with my company: beaches, shopping and sightseeing. Always in my SAS.” “Your shoes are the best out there on the market. I’ve had to wear special shoes all my life. I even wore your shoes when I served with the Women’s Army Corps. There are no other shoes I would march with.”
“I just bought my first pair of SAS shoes. My mother and I went into our local SAS store and I was amazed at the service and care we received; it was wonderful to be taken care of like that. I am so thrilled with my shoes! I know they will last a very long time and I am so happy about how comfy they are. I put them on when I got home and now, I don’t want to take them off!” -Carrie Barrett
“Finding SAS was truly another major and memorable moment in my life.”
4
OUR VISION Our aim is to outfit our customers with comfortable shoes to fit their feet and lifestyle. We know comfort. For more than 35 years, San Antonio Shoemakers has acquired a faithful following of customers with our handcrafted shoes. Handpicked leathers, quality materials and an innovative comfort system are elements that go into each shoe, still made in the USA. We want more. We want our shoes to be our customers’ first choice in the morning - the shoe they build their wardrobe around. To achieve this, we understand we have to keep our styles fresh and expand our accessibility. Our team of designers have come up with a line of new styles and colors to keep our current customers happy, and open us up to a new demographic who may not be familiar with SAS. The future of SAS is bright. We’re changing the way we do business by enlisting fresh new minds but always respecting the hard work that has come before us. The SAS culture lives in each employee, a quality we are proud of – and it shows.
Insight: People today live multi-dimensional lives. “92% of all American adults believe they are ‘busier than the average person.’ ” - Yankelovich
OUR BRAND PROMISE SAS brand Our crafts promise shoes toisfitthat yourour lifecustomers as well as will your feet. wearhelps SAS our shoes you towith keep asmoving. much pride as we take in I making them. Brand Positioning
At San Antonio Shoemakers, we take extra steps so you can too.
Idea
With so many things to do in a day and so little time, you need shoes with comfort and style that won’t slow you down.
Proof to the Promise
• Handcrafted shoes • Made in the USA • Up to 88 sizes for women (includes WWW) • Up to 104 sizes for men (includes WWW) • Genuine leather
Tagline
keep moving™
• Premium-cushioned heel • Tripad comfort system • Contoured footbed • Flexible, Supersoft® lightweight sole
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STORE PHILOSOPHY We want our stores to be unique We want them to be comfortable, clean and well-organized. In our stores, there are no gimmicks or high-pressure selling. We want to serve our customers like we want to be served: in a friendly, honest, old-fashioned way. Positioning
Our retail philosophy has always been pleasing to the senses. SIGHT • Clean presentation • Well-groomed employees
TOUCH • Softness of leathers • Helping hand
SOUND • Voice quality • No music in background
SCENT • Fresh leathers • Natural wood • Clean environment
TASTE
•Offer toffee to the customer at the end of each purchase. • Shortbread cookies available at select locations
CUSTOMER SERVICE PHILOSOPHY In your home, your choice of décor expresses your personality. The same is true of an SAS store. Brand Positioning
Our customer service is based upon friendship. The goal is to make the customer a friend.
OPENING THE DOOR
KEEPING THE FRIENDSHIP
LASTING IMPRESSIONS
If you invite friends over to your house, you would greet each one sincerely. You would answer the door with a smile, letting each one know they are welcome. After inviting them in, you would show your guests around your home. For those who have visited before, you would show any new additions or things of which you are proud.
The basis for most friendships is trust, respect, honesty and mutual regard for each other. You have to care!
We will not take an attitude of sell, sell, sell with our customers; we would not do that to a friend. The goal is to make new friends at SAS through our product knowledge and pleasant service.
When we inform our customers of new products or items of interest, we are making them aware. Don’t be pushy – be informative.
Our success in business is a result of the good things YOU do every day. You make the difference!
8
PART TWO| GUIDELINES
Tone of voice Our logo Colors we love Typography Past logos Applications
TONE OF VOICE The tone of our voice at SAS is relaxed, friendly and knowledgeable. SAS should be capitalized and pronounced as S-A-S. We also use our complete company name, San
Antonio
Shoemakers. The two are used interchangeably.
We prefer our company name to be said as S-A-S but just as we are friendly, we are easygoing. The way our customers pronounce our name is not nearly as important as how comfortable they feel in our stores and in our shoes.
10
PRIMARY COLORS
The two colors below, Red/Orange and Blue are versatile and can be used interchangeably, as long as it makes sense to the piece.
COLORS ATTRIBUTES Color evokes emotion. Because of this, we want to ensure we are using the best possible combination to fit every application we utilize. While there is not an official SAS color, we have started to implement Red/Orange & Blue into different aspects such as store décor, packaging and stationary. These two colors have a common characteristic: strength. Strength is what has seen our company through 38 successful years.
RED/ORANGE If you need a pop of color, use this one. CMYK RGB WEB Pantone
C 16 M 82 Y 100 K 5 R 175 G 80 B 45 #af502d PMS 180 C
BLUE If you need a subdued color, use this one. CMYK RGB WEB Pantone
C 100 M 81 Y 39 K 42 R 7 G 47 B 80 #072f50 PMS 540 C
WHAT RED/ORANGE REPRESENTS •strength •dominance •pleasure •energy •determination •creativity •enthusiasm •positivity WHAT BLUE REPRESENTS •importance •confidence •power •intelligence •stability •unity •elegance •sophistication
SAS WARM GRAY This is the first neutral color to be used. It can be used in various pieces. CMYK RGB WEB Pantone
C 16 M 23 Y 23 K 44 R 139 G 129 B 120 #8b8178 PMS Warm Grey 8C
SAS LIGHT WARM GRAY This is the second neutral color to be used. If you have a dark background, use this. CMYK RGB WEB Pantone
C 11 M 16 Y 18 K 32 R 165 G 157 B 149 #a59d95 PMS Warm Grey 6C
ACCENT COLORS
For each season, we use a set of Pantone colors that are based on the current fashion trends. These colors will change every six months. They can be used sparingly to complement the shoes that will be in the particular piece. If the primary colors do not complement the seasonal colors, use the neutral color choices for the logo instead. SPRING 2014 COLORS
C 0 M 81 Y 95 K 0 R 219 G 87 B 42 #db572a PMS 7579
C 3 M 83 Y 59 K 0 R 204 G 83 B 91 #cc535b PMS 7418
C 1 M 22 Y 100 K 0 R 239 G 196 B 0 #efc400 PMS 7406
C 58 M 49 Y 11 K 0 R 122 G 126 B 171 #7a7eab PMS 7675
C 34 M 26 Y 28 K 0 R 171 G 173 B 172 #abadac PMS 422
C 42 M 18 Y 5 K 0 R 156 G 182 B 214 #9cb6d6 PMS 278
C 47 M 2 Y64 K 0 R 159 G 197 B 134 #9fc586 PMS 7488
C 38 M 0 Y 19 K 0 R 174 G 214 B 211 #aed6d3 PMS 7464
C 46 M 81 Y 1 K 0 R 133 G 82 B 154 #85529a PMS 258
C 84 M 67 Y 0 K 0 R 73 G 96 B 171 #4960ab PMS 7455
C 47 M 45 Y 53 K 11 R 130 G 122 B 111 #827a6f PMS 8003
C 17 M 92 Y 89 K 6 R 167 G 58 B 53 #a73a35 PMS 180
C 94 M 71 Y 21 K 2 R 57 G 86 B 135 #395687 PMS 653
C 13 M 100 Y 90 K 4 R 174 G 18 B 149 #ae1231 PMS 186
C 94 M 65 Y 10 K 1 R 56 G 96 B 156 #38609c PMS 660
C 53 M 68 Y 10 K 1 R 126 G 102 B 156 #7e669c PMS 2583
C 19 M 30 Y 38 K 0 R 197 G 174 B 154 #c5ae9a PMS 480
C 34 M 13 Y 30 K 0 R 176 G 193 B 180 #b0c1b4 PMS 5575
C 5 M 19 Y 71 K 0 R 231 G 201 B 108 #e7c96c PMS 141
C 33 M 93 Y 48 K 15 R 133 G 51 B 86 #853356 PMS 7434
C 20 M 46 Y 10 K 0 R 188 G 148 B 178 #bc9462 PMS 680
C 47 M 62 Y 63 K 32 R 103 G 81 B 74 #67514a PMS 7518
FALL 2014 COLORS
* Based on Pantone速 Fashion Color Report | Spring 2014 & Fall 2014
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PRIMARY LOGO
FOR WHITE OR CLEAR BACKGROUNDS Use logo with no white in background. For black and white materials, the black logo on a light background is acceptable.
OUR LOGO Our logo is the look and feel of our company. It represents us to the world, making us synonymous with comfort. The logos seen on this page are the only logos that should be used in both print and digital materials. Do not abuse our logo. Here is a list of unacceptable changes:
SPACING Remember to use plenty of white space around the logo. This is the minimum margin of white space that should appear, making sure there is no interference.
•Shadowing •Beveling •Additional flourishes •Typeface changes •Color changes Be kind - use our logo as shown. FOR OPAQUE OR SOLID BACKGROUNDS Color of logo must contrast background color.
FOR SMALL USAGE Use the primary logo for small usage only.
FOR OPAQUE OR SOLID BACKGROUNDS WITH WHITE LOGO Color of logo must contrast background color. Use the white logo on dark backgrounds. It can be placed on photographs as long as the underlying image is not busy.
INVERSE LOGO
SECONDARY LOGO
FOR LARGE FORMAT & “BUSY” BACKGROUNDS USAGE Use logo with no white in the background. For black and white materials, the black logo on a light background is acceptable.
FOR SOLID BACKGROUNDS WITH WHITE LOGO Color of logo must contrast background color. SAS must be white and the oval must be an approved color. Black cannot be used.
USAGE Use the secondary logo in print or digital materials when there are no shoes present and/or the material is not shoe-focused. In this instance, it is necessary to identify SAS as a shoe company. We do this by adding “Handcrafted Comfort Shoes,” “Made in the USA” or San Antonio Shoemakers™ under the primary logo. These can be used in red/orange, blue or warm grey.
HANDCRAFTED COMFORT SHOES
MADE IN THE USA
San Antonio Shoemakers™
HANDCRAFTED COMFORT SHOES MADE IN THE USA
INCORRECT USAGE
INCORRECT USAGE Do not use a black SAS logo for the inverse version.
INCORRECT USAGE Do not use a black oval for the inverse version.
INCORRECT USAGE Do not move or remove the registration mark.
INCORRECT USAGE Never use multicolor for the inverse or primary form.
INCORRECT USAGE Outlines are never accepted.
INCORRECT USAGE INCORRECT USAGE Skewing or stretching is not The color inside the “A” should be the same color as the background. allowed.
FONT WEIGHTS Omnes Extra Light
San Antonio Shoemakers
FONT WEIGHT EXAMPLES
Omnes Hairline
San Antonio Shoemakers
TYPOGRAPHY
Omnes Light
Our corporate typeface is Omnes™ Pro.
San Antonio Shoemakers
Omnes™ Pro is a typeface that is a great fit for SAS and our branding. Its rounded terminals and geometric shape complement every piece it’s used in. Overall, it’s fresh, trendy and versatile. It will stand the test of time and be popular in retail settings for years to come.
San Antonio Shoemakers
Characteristics for Omnes Pro™ : • modern • classic • warm • friendly • legible • upscale
Omnes Light Italic
Omnes™ Pro should always be used in print materials. However, we do have alternatives for digital documents if needed.
Omnes Regular Italic
Omnes Regular
Omnes Extra Light Italic
San Antonio Shoemakers Omnes Hairline Italic
San Antonio Shoemakers
Regular heading
Omnes Semibold
Smaller heading
Omnes Medium
Subheading
Omnes Regular
vs.
San Antonio Shoemakers Omnes Medium Italic
San Antonio Shoemakers San Antonio Shoemakers Omnes Black
San Antonio Shoemakers Omnes Semibold
San Antonio Shoemakers
The curves and roundness are similar to the SAS logo. It does not compete with the logo; it complements and enhances.
Omnes Black
San Antonio Shoemakers Omnes Medium
WHY IT WORKS WELL FOR SAS
HUGE HEADING
Omnes Black Italic
San Antonio Shoemakers Omnes Semibold Italic
San Antonio Shoemakers Omnes Thin
San Antonio Shoemakers
KERNING The bigger the font gets, the more tightly it should be kerned.
Big
Big
Bigger
Bigger
Biggest
Biggest
ALTERNATIVE TYPEFACES FOR PRESENTATIONS
ALTERNATIVE TYPEFACES FOR TEXT DOCUMENTS
ALTERNATIVE TYPEFACES FOR WEB
PC: Headline: Corbel Bold Body Text: Corbel
PC: Headline: Corbel Bold Body Text: Lucida Sans
Headlines: Omnes Regular Fallback fonts for headlines in the order of preference: Gill Sans, Century Gothic, Franklin Gothic, Glypha Body Text: Lucida Sans, Franklin Gothic, Glypha
Corbel Bold Corbel Bold Italic
Corbel Bold Corbel Bold Italic
Omnes Regular Omnes Regular Italic
Omnes AaBbCdDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZz 0123456789
Corbel Regular Corbel Italic
Lucida Sans Lucida Sans Italic
Gill Sans Regular Gill Sans Italic
Glypha AaBbCdDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZz 0123456789
Glypha Bold Glypha Regular
Gill Sans AaBbCdDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZz 0123456789
Century Gothic Century Gothic Italic
Century Gothic AaBbCdDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZz 0123456789
Lucida Sans Lucida Sans Italic
Lucida Sans AaBbCdDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZz 0123456789
Franklin Gothic Franklin Gothic Condensed
Franklin Gothic AaBbCdDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvXxYyZz 0123456789
Mac: Headline: Gill Sans Body Text: Gill San Light
Gill Sans Regular Gill Sans Italic
Mac: Headline: Franklin Gothic Body Text: Franklin Gothic
Franklin Gothic Franklin Gothic Condensed
Gill Sans Light Gill Sans Light Italic Mac: Headline: Glypha Bold Body Text: Glypha
Mac: Headline: Glypha Bold Body Text: Glypha
Glypha Bold Glypha Regular
Glypha Bold Glypha Regular
Glypha Light Glypha Light Oblique
Glypha Light Glypha Light Oblique
“Type is magical. It not only communicates a word’s information, but it conveys a subliminal message.” -Erik Spiekermann
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TAGLINE Our tagline is more than just a slogan - it is the spirit of SAS. From our factory workers to our retail stores to our customers, keep moving is a wish we have for everyone who wears our shoes: keep moving comfortably, keep moving in life. The tagline is to be included in all marketing materials so that it is ingrained into the minds of our customers.
Keep moving has been fashioned into a logo to keep consistency. Please follow the same rules on page 11 for keep moving™ logo usage. INCORRECT USAGE Keep Moving™ Keep moving™ keep Moving™ keep moving (no ™)
® PAST LOGOS SAS has evolved over the years, and our logo has too. Do not use any of the logos on this page - they are considered retired. When we use too many variations, it causes confusion to our customer and takes away from our value. Consistency is important as we continue to rebrand our company.
®
The logos on this page should no longer be used in print or digital material.
® ®
Log Cabin
25 Anniversary
th
®
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STATIONERY
APPLICATIONS As our company grows, so does the need for proper use of our logo across all applications. We are working to identify all applications, and will update this section as needed. Until then, to get an understanding of where our logo is applied and the importance behind it, please see preliminary list below: Stationery Shoe box, tissue paper & shopping bag Footbeds Water bottles Lucites Store hours signage & window vinyls Billboards Website Again, this list is not complete. Please check back often to ensure the logo is used correctly.
BAG, BOX, TISSUE PAPER
SHOE CARE
FOOTBEDS
WATERBOTTLE
LUCITES
STORE HOURS SIGN
WINDOW VINYLS
BILLBOARDS
Right on Veteran’s left on 10th, left on Johnson at airport.
WEBSITE
“The only thing that is constant in life is change� - Heraclitus The information in this brand book is subject to change. As our brand continues to evolve, we will continue to update the book with the most current information relevant to all those who help make SAS a success.