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MONO

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

MONO is a feeling, a state of mind, an attitude, a lifestyle, an art, a way of being. MONO is a form of expression, through it’s luxury shapes, textiles and structures. Specialising on meticulously bespoke monochromatic pieces, MONO becomes a destination for sophisticated and elegant womenswear, shoes and accessories. As a fashion retailer and e-commerce retailer, MONO embodies a highly interactive and accessible platform for the brand to express it’s unique fashion diction, as well as propogating remarkable experiences for the fashion retailer. With a flagship store based on Sloane Street, London, MONO is building a highly reputable name, which is being endorsed by socialites, celebrities, and recognised by Vogue UK. It’s e-flagship store allows luxury goods to be shipped and recognised worldwide, sharing new fashion with international culture. Within the next 5 years, MONO is set to expand to menswear, along with the opening of a flagship store set to launch in New York. Through it’s offerings, every aspect of MONO’s identity and brand, is built to tailor for it’s target audience, whilst continuing to exceed the expectations of the industry. The identity of the brand itself, has been designed to showcase the concept, using a monochromatic colourscheme and structured visuals, whilst maintaining an intregity for luxury.

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

MONO holds a strong, focused target market audience which falls into 3 categories. These are as follows:

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

Typically a 25-30 year old female, who cares about her image and style. She cares about luxury products and lives the luxury lifestyle. She has a good career with disposible income. Whilst being interested in fashion, she doesn’t follow all fashion trends and enjoys key, statement pieces. Lives in a city location alone, or with her partner.

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

Primary Target Audience:

Secondary Target Audience: 30-35 year old women, who still consider themselves fashionable and on trend. She would live a similar lifestyle to that of the primary target audience, however would be more mature, and possibly settled down. Tertiary Target Audience: The fashion industry and associative press, specifically: Magazine Editors Stylists Journalists Models Press Celebrities Socialities

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

HERMES LV

Chanel

MASS MARKET

Burberry

Coach

MONO

Vivienne Westwod

Guess

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

DKNY

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

Whilst being a luxury brand, competing with other retailers such as Burberry and Vivienne Westwood, the store will push this status with exclusive distribution channels and limited product line quantities. Products will only be currently available to buy instore, via the e-store or via Harvey Nichols Concessions in London.

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

EXCLUSIVITY

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

PRESTIGE

AFFORDABILITY

MONO is positioned, as shown above, as exclusive, yet averagly priced in comparion to presitgious brands such as Hermes. This makes it accessible to the target markets in mind, as well as remaining a high standard of luxury, quality and craftmanship.

Emphasising luxury, personal shopping services, product transfers and VIP events will be available in store. A repairs and alterations service will also be featured in-house to make any personal sizing changes.

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The tone of voice for the brand remains consistent throughout the branding and identity, as well as the corresponding visuals.

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

High-end Luxurious Sophisticated Structured Bold Elegant Classic Tailored Timeless Authoritive Dominant Chic Exclusive Valuable

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

MONO can be descirbed as:

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The MONO logo has been specifically designed for the clothing line, and reflects the structure and fluidity of the products. 40mm

2. VISUALS 2.1. The Logo 11mm 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

80mm

23mm

Above: The maximum and minumum size for the logo to be used at on printed material (excluding large format advertising). MONO

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

MONO

MONO

Above: The allowed and recognised logo positioning for any printed or digital media. The logo should not be placed in corners, or turned vertically. It should only be paced centrally, or in the right hand corner (top or bottom).

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

5mm

5mm

5mm

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

The logo should always have a 5mm isolation period between design elements and borders. This is important to ensure continuity and to allow the logo to ‘breathe’.

5mm

The logo should remain consistent throughout and no changes should be made to the logo as a whole, or as individual glyphs. The artwork should only be ever used from the files provided. Examples of how the logo should not be used, applied or modified are shown below: Do not use the logo vertically. Do not place a box around the logo. Do not use the logo on an angle. Do not use different weights.

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

The logo should only be used in black or white.

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The body copy used throughout the body copy is Helvetica Neue and is the only typeface used other than the custom logo.

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

ABCDEFGHIJKLMNOPQRSTUVWQVZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=_+[]{};:”’\|,.<>/?

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

Helvetica Neue, UltraLight

Helvetica Neue, UltraLight Italic ABCDEFGHIJKLMNOPQRSTUVWQVZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()-=_+[]{};:”’\|,.<>/? Sizing: To ensure the bodycopy is legible, consistent and readable, the minimum and maximum sizes are stated below. 7pt - Minimum

12pt - Maximum Colour: Only black or white should be used throughout to ensure clarity and aesthetic value. Tones, tints, shades and alternate colour choices should not be used at any point unless specifed for promotional material (seasonal).

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

IImagery provided for use should not be edited, or manipulated in anyway, nor should be redistributed. Brand imagery should always remain in grey scale. No filters should be used. Photography of collections where stated can be used in colour, however this depends on season and trend, and must be approved before application. Imagery can be re-scaled, trimmed and used at either portrait or landscape format. An example of correct use is shown below.

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

The letterhead layout is based on a template, whereby imagery is interchangable. Only imagery provided can be used.The layout itself or logo placement should not be altered. The letterhead should always be A4, Portrait. An example of the correct usage is shown below. MONO

MONO

Only the imagery and the seasonal tag, i.e. ‘A/W’ can be changed in terms of design, and the layout should provide a solid template. The poster is to always be A4, with an A5 image placed in the bottom left hand corner. This is to allow the look book to be placed over, holding the poster and concealing the image. Image

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

Poster

MONO Look Book

210mm

297mm

MONO

=A/W 148mm

210mm

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

The business cards should remain consistent throughout, with the logo placed centrally on the front. On the reverse would be an image, with a QR code in the bottom right hand corner. This is opposed to written contact details. MONO as a brand wants to push printed media and digital media throughout itâ&#x20AC;&#x2122;s collateral, as well as creating engagement with the brand.

MONO

Front

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

Back

Only images supplied should be used for the back of the business cards, and will remain in greyscale.

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

The look books will change seasonally, however will follow a layout structure. Layouts & shown below are the only ones which can be used, and are listed for guide purposes. MONO

=A/W

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

The look book should always be A5, Portrait landscape and bound via Stab Stitching unless stated otherwise. QR codes should be placed on each page to link directly to the look online. BRAND GUIDELINES


MONO

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

The press invite folows a structure applied to each seasons shows. As seen in other elements the imagery is changed relative to season, however follows the template given. The bodycopy should always remain consistent from invitie to invite, and should be inclusive of all audiences.

MONO

210mm

1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

148mm

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

MONO

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

Reproduction of any design elements relative to the MONO brand, must be authorised, and printed on specific stocks. A list of design element and appropriate stock are listed below for convinience. Printing must use black as a spot process colour. Business Cards 135gsm White Silk 10gsm White Matte Black Ritrama Vinyl 220gsm Black Card Look Book 135gsm White Silk Black Ritrama Vinyl Poster

135gsm White Silk

Letterhead/Envelope 135gsm White Silk Packaging 220gsm Black Card 220gsm White Card Black Ritrama Vinyl Reciept Holder 220gsm Black Card 100gsm White Matte Black Ritrama Vinyl Alternative Business Card/ Drinks Coaster

Black Ritrama Vinyl 180gsm Silver Mirri Card

Gift Card 220gsm Black Card Black Ritrama Vinyl 160gsm White Card Press Invite 135gsm White Silk White Mountboard Black Ritrama Vinyl Clothing Tags 160gsm White Matte 220gsm Black Card Black Ritrama Vinyl

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

Advertising can be applied across a series of appropriate media applications. Vector files for the custom logo will be supplied for large format designs, along with appropriate photography. Advertising will be continuosly designed for different collections, seasons and product lines such as shoes, and accessories. Approved forms of advertising are listed below: Magazine Advertisments Billboards Bus Stops Online Blogs Online Magazines Celebrity Endorsements Harvey Nichols Website MONO Website Press Invites/Fashion Week Examples of approved advertising methods can be seen on the following page.

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

The navigational system for the website can be seen below, and must not be changed. Home Page | The World of Mono | Collections - Photo | - Video Look Book | Stores | E-Store My Mono and Newsletter are two page links which can be accessed from any page. This is the same as the legal links placed along the bottom on the website. Home Page: Access to other pages Changing Landing Imagery - 4 Variations Search Bar

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

The World of Mono:

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

A/W and S/S collections shown as both a series of separate images, and as a catwalk video. Links directly to the ‘look’ on the ‘e-store’.

About Mono. Brand Story. Collections:

Look Book: Digital version of the printed Look Book. Stores: Location and Contact Details. E-Store: Products can be bought/sent internationally. BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The website can be seen, accessed and used via computers, tablets and smart phones, covering a range of digital media, as well as allowing international access to the site, and brand.

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

The website is fully responsive in terms of format and scale and will automatically adjust independantly based on screen size and page orientation.

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples

The website is designed to be functional, easy to use, and appropriate for the brand, whilst adhering to the identity guidelines throughout. Examples of itâ&#x20AC;&#x2122;s usage can be seen below:

4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

Printed Media, Digital Interactivity: Printed media, i.e. business cards and look books will always have a QR code which links directly to the contact page/e-store depending on the code used. The QR codes are also shown on the digital version of the look book which can be seen online. When a product is selected from the look book, the website directs the user to the approriate product on the e-store. Digital Media, Interactivity: The website uses interactive elements to engage with the user. Recognised and approved ways of digital interactivity are listed below: Interactive Collections - Links to E-Store Videos - Catwalk and Product Close-Ups QR Codes via Digital Look Book Product Links via Look Book App/Social Media Links, i.e. Instagram Links

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The website must follow a pre-set layout and grid system. Examples of acceptable web design layouts are shown below. MONO

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups

MONO

MONO

5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact The dimensions for the website should remain at 1024px x 768px, unless stated otherwise.

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour

The website should follow a strict wire frame, and should not be manipulated, altered or changed at any point. Only imagery and content given must be used for the website. Examples of corrent usage is shown below:

3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The flagship store is located on Sloane Street, London and the exterior of the MONO store, will not change. It is designed to reflect structure and architecture in the most luxurious form.

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice

The interior of the store will remain monochrome in colourscheme, and use seasonal imagery to reference the current collection on offer in store. Only given imagery can be used.

2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

BRAND GUIDELINES


MONO 1. INTRODUCTION 1.1. Mission Statement 1.2. Target Market 1.3. Brand Positioning 1.4. Tone of Voice 2. VISUALS 2.1. The Logo 2.2. Logo Size 2.3. Logo Positioning 2.4. Logo Isolation 2.5. Logo Misuse 2.6. Colour Scheme 2.7. Typography 2.8. Typography Sizing & Colour 3. PRINTED MEDIA 3.1. Imagery 3.2. Letterhead Layout 3.3. Poster Layout 3.4. Business Card Layout 3.5. Look Book Layout 3.6. Press Invites Layout 3.7. Reproduction 3.8. Advertising & Examples 4. WEB PRESENCE & INTERACTIVITY 4.1. Navigation & Pages 4.2. Usage 4.3. Interactivy & Print 4.4. Layout & Grid 4.5. Web Mock-Ups 5. LOCATION 5.1. Exterior 5.2. Interior 5.3. Location & Contact

PRESS OFFICE: Sample Requests T: 020 7878 8900 E: pressassistant@mono.com SALES: T: 020 7659 5933 E: sales@mono.com WEB/APP: www.monowear.com Mono London SHOWROOM/STORE: 221 Sloane Street London W1A 1EX T: 020 7409 0947 CONCESSIONS: Harvey Nichols London 109-125 Knightsbridge London SW1X 7RJ T: 020 7235 5000

BRAND GUIDELINES


Brandguidelines