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BRAND GUIDE RESET BRAND GUIDE


what we do


reset BRAND GUIDE


INDEX what we do


Reset

pages

what we do

4-5

WHAT WE OFFER

6-7

reset for women

8-11

reset for men

12-15

reset for kids

16-19

RESET personality

20-21

photography style

22-23

TONE OF VOICE

24-25

communicationS

26-27

the Logo

28-37

COLOURS

38-41

the font

42-45

applications

47-58

RESET BRAND GUIDE


what we do WHAT WE DO


RESET IS A SOPHISTICATED OUTERWEAR BRAND THAT PROVIDES A SOPHISTICATED JACKET COLLECTION FOR CUSTOMERS LOOKING FOR FASHION OF TODAY.


what we do WHAT WE OFFER - SINCE 1957 -


WHAT WE OFFER WE HAVE CREATED A BALANCED OUTERWEAR JACKET COLLECTION FOR MEN, WOMEN AND KIDS WHICH PROVIDES A WIDE CHOICE IN STYLE AND SIZE. OUR CUSTOMER INSIGHT OUR CUSTOMERS ARE FASHION-AWARE and lead AN ACTIVE, MODERN LIFE. A CERTAIN SOPHISTICATION WHICH IS REFLECTED IN THEIR STYLE CHOICE. HOW WE PROVIDE SATISFACTION RESET PROVIDES THE RIGHT JACKET AND STYLE FOR ANY OUTDOOR OCCASION. OUR JACKETS OFFER THE PERFECT BALANCE BETWEEN COMFORT, SOPHISTICATION AND WEARABLE CONTEMPORARY FASHION. WHAT MAKES US BETTER WE LIVE AND BREATHE OUTERWEAR. OUR BRAND VALUES ARE MODERN, FORWARD LOOKING, WE BELIEVE IN FASHION AND the FREEDOM IT BRINGS. OUR COLLECTION IS ACCESSIBLE , OFFERING SOMETHING FOR EVERYONE, WHICH TO US IS MORE IMPORTANT TO US THAN THE TECHNOLOGY OR HERITAGE THAT OUR COMPETITORS RELY ON.

RESET BRAND GUIDE


what we do


Reset women Reset Women is a collection that balances a contemporary look with very wearable and co-ordinated styles. Every season we create a collection based on the latest fashion and trends in colour, form and shape. Our collections are universal combining short, medium and long jackets and coats with an emphasises on the tried and trusted styles such as the trenchcoat, parka and ski jacket.

RESET FOR WOMEN fashionable, contemporary, wearable RESET BRAND GUIDE


WOMEN WINTER what we do

WINTER COLLECTION - CAPE TOWN


WOMEN SUMMER

RESET BRAND GUIDE SUMMER COLLECTION - milan


what we do


Reset Men Reset Men is a modern collection that is sophisticated and timeless. Every season we create a collection based on the timeless and classic templates; the Reefer, Bomber, Parka to name but a few. Our jackets are wearable and hardworking to ensure maximum comfort and a strong design signature that makes Reset stand out from the rest.

RESET FOR MEN modern, sophisticated, timeless RESET BRAND GUIDE


MEN WINTER what we do

WINTER COLLECTION - CAPE TOWN


MEN SUMMER

RESET BRAND GUIDE SUMMER COLLECTION - milan


what we do


Reset Kids Reset rescaled. Our Kids collections for both boys and girls is rich in details taken from our adult collection with an added sense of playfulness, fun and a great outdoors attitude. The collection styles follow the latest fashion and trends in colour, form and graphics.

RESET FOR KIDS playful, fashion, rescaled RESET BRAND GUIDE


KIDS WINTER what we do

WINTER COLLECTION - hilversum


KIDS SUMMER

RESET BRAND GUIDE SUMMER COLLECTION - amsterdam


what we do RESET PERSONALITY


THE RESET PERSONALITY IS BASED ON 3 KEY VALUES THAT NEED TO BREATHE WITHIN THE BRAND. THESE WORDS ARE NOT YOUR PAY OFF OR TAGLINE, BUT USED INTERNALLY TO DESCRIBE THE BRAND DNA.

CONTEMPORARY THIS DESCRIBES THE COLLECTION AND THAT IT IS FASHION-AWARE LIKE YOUR CUSTOMERS. YOU DO NOT PLAY ON HERITAGE OR THE NOSTALGIA OF A PLACE, BUT ARE ALWAYS MOVING FORWARD in the same way THAT FASHION NEVER STOPS.

SOPHISTICATED THIS DESCRIBES RESETS APPROACH TO EVERYTHING IT DOES, FROM THE COLLECTION TO THE WEBSITE. SOPHISTICATION MEANS INTELLIGENT SOLUTIONS To PRAGMATIC PROBLEMS SOLVED WITH STYLE AND DEDICATION BY THE BRAND TEAM.

ACCESSIBLE THIS DESCRIBES THE WIDTH OFFERED AND COLLECTION STYLE, THE BROAD APPEAL WE CREATE WITH OUR BRAND IMAGE.

RESET BRAND GUIDE


what we do RESET PHOTOGRAPHY STYLE


RESET PHOTOGRAPHY STYLE RESETS PHOTOGRAPHY STYLE IS ALL ABOUT CREATING A SOPHISTICATED AND ALLURING LIFESTYLE IN WHICH THE COLLECTION AND INDIVIDUAL ITEMS ARE PHOTOGRAPHED. WHAT WE SHOOT WHEN SHOOTING RESET WE MAKE SURE to CREATE A BALANCED SHOOT showing the best of THE WOMENS AND MENS COLLECTIONs. ITS IMPORTANT TO SHOOT A MIX OF THE BEST SELLERS AND THE SEASONS FASHION ITEMS OF THE COLLECTION.

RESET BRAND GUIDE


TONE OF VOICE what we do


TONE OF VOICE WITH RESET WE LIKE TO SAY LESS THAN MORE, SO WE KEEP OUR WORDS EASY TO UNDERSTAND. WORDS LIKE ESTABLISHED IN 1957 ARE IMPORTANT TO US. WORDS LIKE OUTERWEAR MAKES SURE THAT EVERYONE KNOWS WHICH FASHION SEGMENT WE ARE IN AND WHAT ITEMS WE SELL. WE LIVE AND BREATHE OUTERWEAR EXPLAINS OUR DRIVE TO CREATE CONTEMPORARY, SOPHISTICATED CLOTHING AT OUTSTANDING VALUE. The Great Outdoors We believe in the great outdoors, staying warm, protected while outdoors, in summer, winter in fact Reset is a brand for all seasons.

WE LIVE AND BREATHE OUTERWEAR


what we do reset COMMUNICATIONS


reset COMMUNICATIONS WHEN THE OPPORTUNITY ARISES TO ADVERTISE RESET WE HAVE A FEW RULES THAT WE APPLY TO OUR LAYOUTS. THESE RULES ARE NECESSARY TO MAKE SURE THAT EVERYTHING RESET COMMUNICATES IS CONSISTENT. MANDATORY WEB ADDRESS IN EVERY PRINT MEDIA OUTING ALWAYS COMMUNICATE THE WEBSITE ADDRESS:

WWW.RESET.EU

RESET BRAND GUIDE


what we do the LOGO


THE LOGO THE RESET LOGO NEEDS NO INTRODUCTION. RECENTY REDESIGNED to become easier to read, CLEANER, SHARPER ON THE EDGES AND MORE CONTEMPORARY. THE RESET LOGO HAS A FEW RULES THAT SHOULD BE ADHERED TO. on the next pages three different options are set put to explain the use of the logo in different media.

RESET BRAND GUIDE


what we do SUMMER COLLECTION 2011


These templates are based on an a4 size document. The exact distances should be scaled equal when using other formats. Logo and text position The position of the logo is always on the left side of the page. the distance to the edge is 1cm. line position the position of the line is 7mm underneath the logo. The thickness of the line is 1pt. The line is always placed from page edge to page edge. subheader position the position of subheaders is 7mm underneath the line. This rule also applies when the subheader is placed without the logo, on top or underneath the line. logo and subheader size option 1 the size of logo the can vary, but the hight of the subheader always equals the logo.

1cm 7mm 1/1 7mm

SUMMER COLLECTION 2011

logo and subheader size option 2 the size of logo the can vary, but the width of the subheader always equals witdh of the first two logo letters: ‘RE’.

1cm 7mm 7mm

1/1

since

1957

RESET BRAND GUIDE


what we do

reset summer 2011 brochure


summer collection 2011

outerwear

we live and breathe outerwear

contemporary sophisticated ACCESSIBLE

LOGO AND TEXT option 1 WHEN USING multiple words, IT IS IMPORTANT TO USE THE LOGO equal to THE TEXT for coherence. Always with the line in between, TO create a clear seperation

RESET BRAND GUIDE


what we do since

1957

reset summer 2011 campaign


since

outerwear

we live and

outer

1957

breathe

outer

wear

wear

LOGO and text option 2 WHEN USING less words, IT IS IMPORTANT TO USE THE text equal to THE first two letters of the logo for a sophisticated look. use the line TO create a clear seperation between message and logo.

RESET BRAND GUIDE


what we do

LOGO ONLY USE THE FULL WIDTH OF THE PRINTED AREA TO COMMUNICATE THE BRAND LOGO.

reset kids summer 2011 campaign


logo only position The position of the logo is always at the bottom in the left middle of the page. the distance to the edges is 1cm.

1cm

1cm 1cm

RESET BRAND GUIDE


what we do COLOURS


black

RESET COLOURS RESET COLOURS ARE ALWAYS SUBDUED SO THAT THEY NEVER COMPETE WITH THE COLLECTION OR ITS COLOURING. FOR RESET WE USE VARIATIONS ON THE COOL GREY COLOURS, complemented with black and white. WE HAVE ADDED A METALLIC 8402 AS AN ACCENT COLOUR.

METALLIC 8402

BRINGING A STRONGER CLARITY TO RESET THIS COLOUR RANGE IS USED IN ALL MEDIA AND COMMUNICATIONS IN BACKGROUNDS AND TEXTS. THIS RANGE HAS BEEN CHOSEN TO BRING A SUBDUED, SOPHISTICATED AND COOL-NATURAL FEEL TO EVERYTHING SURROUNDING THE COLLECTION. IN THEIR APPLICATION, WE WANT TO RESPECT THE MATERIALS IN WHICH THE COLOUR RANGE IS APPLIED, MAKING SURE THAT THE COOL FEELING AND TACTILITY APPLIED TO THE MATERIALs are KEPT TONED DOWN. logo colour

COOL GRAY 11

The logo can be used in four different colours: White, Black, cool grey 6 and cool grey 11.

COOL GRAY 6

COOL GRAY 3

white

RESET BRAND GUIDE


summer collection 2011

we live and breathe outerwear

contemporary sophisticated ACCESSIBLE

modern sophisticated timeless

fashionable contemporary wearable

playful fashion rescaled

what we do text colour

the colour of the text depands on the background. when white, cool grey 11 is used for body text and cool grey 6 for subtile accents. on a cool grey 3 or 11 background, white or the contrasting cool grey (11 or 3) are used for text.


Come and see our new summer collection 2011 at the following fair: Kleine fabriek - Rai Amsterdam - 4 & 5 July Or make an appointment with your salesagent to see the collection in the showroom. RESET KIDS TOKYOSTRAAT 7-11 1175 RB LIJNDEN THE NETHERLANDS TEL +31 20 4877777 INFO@RESET.EU WWW.RESET.EU

text colour on images When text and graphics are placed on top of an image we always use the colour white, with one exception: when this is unreadable, black will be used.

reset summer 2011 brochure

reset kids summer 2011 brochure

RESET BRAND GUIDE


gotham thin ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890/œøß&ø?!£$*(.,;:) gotham light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890/œøß&ø?!£$*(.,;:) gotham medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890/œøß&ø?!£$*(.,;:)

what we do


the font gotham Gotham is a geometric sans serif typeface designed by american type designers Tobias Frere-Jones and Jesse Ragan in 2000. The letterforms of the font are inspired by architectural signage of new york city. Gotham has a masculine, new and fresh look with a geometric structure, which fits the new brand image of Reset perfectly. GOTHAM thin IS USED FOR ALL MAIN communications in big letters. for body text we use gotham light. GOTHAM medium IS USED FOR TITLES - ONLY WHEN NECESSARY. USE CAPITAL LETTERS ONLY!


what we do


TEXT DESIGN TO KEEP THE STYLE CONTEMPORARY, MAKE SURE THAT ALL TEXTS ARE aligned LEFT AND THE LINE and letter SPACING IS KEPT CLOSE TO EACH OTHER. big letters When the font is used in big letters, a letter spacing of -25 pt. is required.

RESET BRAND GUIDE


what we do applications


applications IN THIS SECTION WE WOULD LIKE TO SHOW HOW THE BRANDING IS APPLIED TO OUR COMMUNICATION MATERIALS. IT IS IMPORTANT TO FOLLOW THE GUIDELINES FOR BRAND CONSISTENCY ACROSS ALL THE COLLECTIONS.

RESET BRAND GUIDE


what we do

BROCHURE collection winter 2010


BROCHURE collection summer 2011

RESET BRAND GUIDE


what we do

kids BROCHURE collection winter 2010


kids BROCHURE COLLECTION summer 2011

RESET BRAND GUIDE


what we do

homepage - reset integrated website


women collection winter 2010 - kids collection summer 2011 - reset integrated website

RESET BRAND GUIDE


look book what we do summer collection 2011

reset lookbook

summer collection 2011


we live and breathe outerwear

KLEINE FABRIEK 4 & 5 JULY WWW.RESET.EU

reset kids advertising summer 2011

reset SHOWCARD summer 2011

RESET BRAND GUIDE


reset women hangtags

1957

since

we live and breathe outerwear

fashionable contemporary wearable

we live and breathe outerwear

what we do


reset men hangtags

RESET BRAND GUIDE

modern sophisticated timeless

1957

since

modern sophisticated timeless

we live and breathe outerwear


reset kids hangtags

1957

since

wear

outer

outerwear

lively expressive functional

what we do kids

kids

kids

kids


RESET BRAND GUIDE


what we do


WE LIVE AND BREATHE OUTERWEAR


what we do


RESET BRAND GUIDE


what we do

Reset Brandbook 2.0  

Reset Brandbook by CMK1

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