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P A R F U M E U R


E

T T

LOGO 1949

U

et tu LOGO 1956

&& ET TU

LOGO 1968

ET TU LOGO TODAY

H I S T O R Y 1949 WHILE AVEDON ,

ET TU WAS FOUNDED BY MARCEL RIMBAUD IN LIVING IN THE SMALL PROVINCIAL TOWN OF

FRANCE . A RETIRED CHEMIST , RIMBAUD BEGAN CREATING FRAGRANCES IN HIS SPARE TIME AND SELLING THEM IN THE TOWN PHARMACY . WHILE SEARCHING FOR A NAME FOR THE FRAGRANCES , HE REMEMBERED BACK TO HIS FAVORITE LINE IN THE SHAKESPEAR PLAY JULIUS CESAR ,

“ ET

TU , BRUTE ?”

RIMBAUD THOUGHT OF ET TU AS ITS LITERAL TRANSLATION ,

YOU TOO , AND TOOK IT OUT OF CONTEXT TO MEAN THAT ALL OF HIS FRAGRANCES ARE

FOR YOU TOO, REGARDLESS OF

WHO YOU ARE . SOON WORD OF ET TU SPREAD TO PARIS WHERE THE FRAGRANCES QUICKLY BECAME SOUGHT AFTER . IN HIS LATER YEARS , RIMBAUD WAS KNOWN TO BOAST THAT EVEN COCO CHANEL WAS OBSESSED WITH ET TU . WITH THE GREAT DEMAND FOR ET TU , RIMBAUD MOVED FROM AVEDON TO PARIS AND BEGAN EXPANDING HIS BUSINESS INTO THE COUTURE BRAND THAT IT IS TODAY . WHILE LIVING IN PARIS , MARCEL RIMBAUD WAS EXPOSED TO MANY AVANT - GARDE MOVEMENTS THAT INFLUENCED THE HIS UNIQUE TAKE ON THE WAY PERFUME SHOULD BE PACKAGED .

ET TU

BRAND

GUIDELINES


I S S E X U A L ,

I D E O L O G Y

G L A M O R O U S ,

THESE ARE THE THINGS THAT MARCEL RIMBAUD BASES HIS

A N D R O G E N O U S ,

SEXUALLY ANDROGENOUS … GLAMOROUSLY MYSTERIOUS … FRAGRANCES UPON . HE BELIVES THAT BY CREATING UNISEX SCENTS THAT HE IS FRACTURING THE BARRIERS THAT DEFINE WHAT IS MASCULIN AND FEMINIE .

M Y S T E R I O U S .

ET TU

BRAND

GUIDELINES


LOGO TYPE

LOGO

L O G O THE LOGO IS MADE UP OF MIRRORED AMPERSANDS WHICH IS A GRAPHIC REPRESENTATION OF THE MEANING OF ET TU . THE VISUALS THAT COME TO MIND WHILE LOOKING AT THE LOGO ARE VARIED , BUT WELL CONSIDERED ; IT APPEARS AS A HEART , BREASTS , OR EVEN AN ANDROGENOUS COUPLE HOLDING HANDS . ALL OF THESE VISUAL ASSOCIATIONS ARE GOOD ONES TO BRING TO MIND ONE MAY THINK OF LOVE , SEXUALITY , OR RELATIONSHIPS WHEN THEY SEE OUR LOGO . THE LOCK - UP IS A MODERNIZED BUT TIMELESSLY STYLISH , VERSION OF ITS PREDECESSORS . THE CONSISTANT STROKE WIDTH OF THE LOGO AND THE THICKER STROKE OF THE LOGO

ET TU

TYPE ARE HARMONIOUS , WHILE THE LATTERS THIN SERIFS CREATE A VISUAL INTEREST .

LOCK - UP

ET TU

BRAND

GUIDELINES


ET TU

N U M E R A L S

LOGO TYPE

SUB HEADER

BAUER BODONI ROMAN

D I N L I G H T A LT E R N AT E

CAPITALS

SUB SCRIPT, FRACTIONAL WIDTHS

ABCDEFGHI JKLMNOPQR STUVWXYZ

1 6 P T. L E A D I N G , 2 8 0 P T. T R A C K I N G

1 2 3 4 5 6 7 8 9 0

T Y P O G R A P H Y P A R F U M E U R

LOGO TYPE BAUER BODONI IS A CLASSIC MODERN SERIF TYPEFACE THAT GIVES ET TU THE FEELING OF SEXY TIMELESSNESS .

SUB HEADER DIN LIGHT SUB SCRIPT, FRACTIONAL WIDTHS 1 6 P T. L E A D I N G , 2 8 0 P T. T R A C K I N G

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

SUB HEADER DIN LIGHT IS A STRONG BUT THIN SAN - SERIF THAT MIMICS THE THINNER SERIFS OF BAUER BODONI IN ITS STROKE WIDTH . IT HAS A VERY ELEGANT AND RELIABLE FEEL WHEN USED AS A SUB HEADER , BUT IT IS ALSO A GREAT TYPEFACE WHEN USED FOR BODY COPY . NUMERALS

a b c d e f g h i j k l m n o p q r s t u v w x y z

THE NUMERALS OF DIN LIGHT ALTERNATE COMPLIMENT THE SUB SCRIPT OF DIN LIGHT PERFECTLY WITH THEIR LOWERED X - HEIGHT .

ET TU

BRAND

GUIDELINES


C - 44

C - 50

M - 47

M - 39

Y - 78

Y - 39

K - 20

K - 0

C O L O R R - 137

R - 130

G - 144

G - 111

B - 146

B - 70

P A L E T T E

T H E S I LV E R A N D G O L D C O LO R S C H E M E P R O M OT E S E T T U AS A GENDERLESS COMPANY THAT EITHER OF THE SEXES CAN USE.

THE GREY AND BROWN ARE INTENDED TO BE PRINTED IN M E TA L L I C S I LV E R A N D M E TA L L I C G O L D I N K . H OW E V E R , THE RGB VALUE SHOWN CAN BE USED IN PLACE OF METALLIC IMAGERY ONLINE.

ET TU LO G O I N S I LV E R

ET TU LOGO IN GOLD

ET TU

BRAND

GUIDELINES


ET TU

ET ET TU TU L O G O

I T E R A T I O N S

THE LOCK UP, PICTURED LEFT, MAY BE USED WHEN THERE IS A PIECE OF COLLATERAL THAT IS LARGER THAN A PERFUME BOTTLE OR SHOPPING BAG. FOR EXAMPLE, THE LOGO WOULD BE FOR USE ON POSTERS, IN-STORE DISPLAYS, AND BILLBOARDS. IT MAY BE USED IN GOLD,

ET TU

S I LV E R , O R B L AC K .

THE STACKED LOGO TYPE, PICTURED ABOVE, MAY BE USED FOR PATTERNS AND WHERE SPACE IS LIMITED.

ET TU

BRAND

GUIDELINES


ET TU

ET TU

I N C O R R E C T DO NOT TURN THE FAVICON,

U S A G E

LOGO, OR LOCK-UP UPSIDE

DOWN OR CHANGE ITS COLOR FROM THE PRE-APPROVED

ET TU

C O LO R PA L AT E . T H E O N LY W AY T H AT Y O U M AY R OTAT E O R TURN ANY ASPECT OF THE BRAND IS IF IT IS IN C O N J U N C T I O N W I T H A PAT T E R N M O T I F.

DO NOT USE THE SUB HEADER OR ANY OTHER FONT IN

ET TU

P L A C E O F B A U E R B O D O N I F O R T H E L O G O T Y P E O R L O C K U P.

ET TU

BRAND

GUIDELINES


ET TU

ET TU

FAVICON

W E B

P R E S E N C E

THE OVERALL WEB AESTHETIC SHOULD MATCH WITH THE F E E L I N G O F I T S P R I N T E D C O U N T E R PA R T.

T H E FAV I C O N I S I N T E N T I O N A L LY W E I G H T E D W I T H A 0 . 7 5 P T. S T R O K E TO B E V I E W E D AT 1 6 X 1 6 P I X E L S .

ET TU

BRAND

GUIDELINES


ET TU


ET TU brand guidelines