Visual Manual
Identity Guideline
Reiss Identity Guidelines April 15, 2011 David Nathan Davies 0905767 Please visit www.reissonline.com to view our full clothing range. © 2011 David Reiss www.reissonline.com Original edition: © 2011 Hand Made Perfect Bound © Photography & Editing by David Nathan Davies Printed in the United Kingdom 08/05/2011
Content Page
01 INTRODUCTION Welcome Core Beliefs Useage 02 LOGOTYPE Black & White Exclusion Zone Alternate Colours Size Guide 03 TYPOGRAPHY Typeface Size Guides Type Examples 04 MEDIA USEAGE Clothing Tags Store Bags Wrapping Paper Loyalty Card Photography 05 DETAILS Contact The End
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
01 ENDURING 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. 02 MODERN 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. 03 EXCLUSIVE 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.
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
02 LOGOTYPE Black & White Exclusion Zone Alternate Colours Size Guide
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
x
x
x
x
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
Alternate Logotpye
x
x
x
x
x
x
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.
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 CMYK
PANTONE DS 76 - U1 0, 100, 100, 40
RGB
158, 11, 15
HSB
357, 92, 15
WEB
#9EOB0F
TINTS
PANTONE CMYK
YES
PANTONE DS2 - 8 U 0, 0, 25, 3
RGB
249, 242, 197
HSB
50, 20, 97
WEB
#F9F2C5
TINTS
PANTONE CMYK
YES
PANTONE DS Process Black U 0, 0, 0, 100
RGB
35, 31, 32
HSB
344, 11, 13
WEB
#231F20
TINTS
YES
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
01 MAIN TITLES Univers 55 Roman 24pt, -30 tracking 28.8 Leading
02 PAGE TTILES Univers 55 Roman 16pt, -30 tracking 19.2 Leading
03 QUOTES Univers 45 Light 16pt, -30 tracking 19.2 Leading
04 BODY COPY Univers 45 Light 8pt, 0 tracking 9.6 Leading
05 CAPTIONS Univers 45 Light 6pt, 0 tracking 7.2 Leading
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
abcdefghijklmnop qrstuvwxyz fiflß& ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 .,:;-—“„“”·«»*%‰ !?¡¿()[]/†‡§$£¢ƒ ÄÁÂÀÅÃÆÇËÉÊÈÏÍÎÌÑÖÓÔÒ ØÕÜÚÛÙŽäáâàåæ çëéêèïíîìñöóôòøœšüúûùž
Identity Guideline
04 MEDIA USEAGE Clothing Tags Store Bags Wrapping Paper Loyalty Card Photography
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;
PHONE : 0845 678 5869 E-MAIL : reissdesign@reiss.co.uk
ŠReiss reserves all rights to this identity guideline. 2011.