Cover Design: 8x8 Design Manager: Beatriz Juarez Production: Pikto Cataloging-in-Publication: Data has been applied for and may be obtained from the Library of Congress. ISBN: 978-1-4197-0448-2 Copyright ÂŠ 2018 Jasmine Ligacion Published in 2018 by Pikto, a imprint of Pikto. All rights reserved. No porition of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, mechanical, electronic, photocopying, recording, or otherwise, wihtout written permission from the publisher. Printed and bound in Toronto, Canada. 10 9 8 7 6 5 4 3 2 1 Pikto books are available at special discounts when purchased in quantty for premiums and promotions as well as fundraising or educational use. Special editions can also be created to specification. For details, contact email@example.com or the address below.
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OFFICIAL STYLE GUIDE BY JASMINE LIGACION
NEW YORK · LONDON · MILAN · PARIS
HERMES — (n.) The messenger and herald of the gods; the divinity of commerce, cunning, theft, travellers, and rascals. He was represented as wearing winged sandals. Pronunication | [‘hûr’mēz]
PHILOSOPHY Hermès Paris, sometimes also referred to as Hermès International or Hermès, is a French luxury goods manufacturer. It has been consistently ranked as the world’s most valuable luxury brand in different valuation and ranking studies published by leading consultancies. Hermès Paris as a brand enjoys an iconic status in the world of luxury. A combination of rich heritage, exquisite craftsmanship, eye for detail and high levels of quality and professionalism through the entire manufacturing process gives Hermès Paris a position of superiority in the very competitive and ruthless world of luxury. MISSION STATEMENT A matter of creating a bridge between creation in art and creation in art craft design. OBJECTIVE A house thats cultuates the respect for the client, the sharing, and, the sensibility. ATTRIBUTES & CHARACTERISTICS Exquisite and understated, creative and refined, and—most importantly—desirable: Hermès Paris is founded by the exceptionally talented and innovative Thierry Hermès.
SIGNATURE The horse-drawn carriage logo has become an emblem of the brand. This signature, inspired by a drawing done by painter Alfred de Dreux, today resonates as an expression of Hermès’ particular affection for the equestrian universe. MINIMUM SIZES The logo must be scaled to approximately 2.5 inches by 1.4 inches minimum; however, the logo may exceed the scale due to the size of the medium. This would be in the likes of production—leather goods and RTW—and packaging.
2.5” x 1.4”
CHROMATICS The following examples are company-approved variations of the Hermès Paris logo. The logo is mandated to strictly follow company guidelines nor otherwise.
Black on white
White on black
Black on signature Hermès orange
White on signature Hermès orange
DO’s & DONT’s To stray away from Hermès Paris’ intended design and aesthetic would cause a misunderstanding among the company’s target audience of the objective.
Patterns & Gradients
Lack of visibility
YES’s & NO’s The following examples are company-approved imagery of the Hermès Paris logo.
PRIMARY COLOURS Logo follows company-approved colour palettes that best express the brandâ€™s aesthetic.
GRID SYSTEM The final trim of the lookbook will measure at 11 inches by 14 inches, portrait scale. The grid system is 7 columns by 9 row, with a gutteer that measures to 0.1667 inches. The marginsâ€”top to bottom and inside to outsideâ€”measure at half an inch.
FINAL NUMBER OF PAGES The final number of pages for the lookbook will contain 96 pages of content. In regards to the C1, C2, C3, and C4, altogether the number of pages total up to 100.
CHARACTER STYLES Character styles include main headlines, subheadings, drop caps, and gutter credits. On a general note, character styles make a point of emphasis on the page. For instance, elements of the character styles include a combition of serif and san serif typefaces. PARAGRAPH STYLES Paragraph styles include decks, body copies, and pull quotes. Generally, paragraph styles make up the majority of the typographic elements. Such elements include a combintion of serif and san serif typefaces.
CONTINUE TO FOLLOWING PAGES TO SEE ISSUED TYPOGRAPHIC ELEMENTS
The Secret to Hermès’ Success DROP CAPS ADOBE CASLON PRO OTF REGULAR 10 PTS, 13.2 LEADING 3 LINES
HEADER MEMPHIS LT STD MEDIUM 40 PTS, 50 LEADING
ermès frustrates demand and makes it difficult for people to buy its most coveted products. But here, too, Hermès is not alone, even if it does push things to the extreme.
HISTORY: CONDEMNED TO REPEAT ITSELF
GILL SANS LIGHT 10 PTS, 14 PTS
CAPTION GILL SANS LIGHT 7 PTS, 8.4 LEADING
Very few handbag brands can claim such significant volume on any of their models.
GUTTER CREDITS BUSINESSOFFASHION.COM, PHOTOGRAPHED SOURCE BY COURTESY
GILL SANS LIGHT 5 PTS, 6 LEADING
For two decades, Hermès has managed to make its luxury goods both impossibly exclusive and widely available, driving strong profits and growth. BODY CAP SIDEBAR GILL SANS LIGHT 9.5 PTS, 11.4 LEADING
DECK MEMPHIS LT STD MEDIUM 16 PTS, 19.2 LEADING
Hermès has implemented one of the most effective stratagems for reconciling high sales volumes with a reputation for exclusivity: category segregation. This involves confining iconic, core category products to high-end price ranges only, while focusing other product categories with lower price points on aspirational consumers.
“Hermès has achieved both high organic growth and very significant margin.”
PULLQUOTES MEMPHIS LT STD MEDIUM 20 PTS, 35 LEADING
TIMELINE A look back on the company’s first movements to its current stance as a luxury brand, DEFINITION A little insight on the meaning of the company’s name and how it is of significance. ABOUT HERMÈS With the family-run French company passing to a sixth generation, the author chronicles its rise to a global pre-eminence, where a modern aesthetic meets humble tools—awls, wallets, needles, knives, and stones—of unsurpasses tradition. ICONS OF THE CENTURY Hermès has implemented one of the most effective stratagems for reconciling high sales volumes with a reputation for exclusivity: category segregation. This involves confining iconic, core category products to high-end price ranges only. THE HUMANITY OF HERMÈS Dumas, who is half-Greek and knew the staff ’s maker, vividly explains how it was created from a single branch, patiently trimmed until it grew sufficiently tall and straight, then steam-bent at one end to get the curvature of the handle just right.
HOW HERMÈS IS WINNING This year’s list of the 100 most innovative companies, according to Forbes, sees French luxury brand Hermès sitting at number 13. The list is determined by measuring which companies trade at a level incongruous to their underlying financials and assets. A BAG YOU ARE NOT ALLOWED TO BUY The immaculately turned-out shop assistant is adamant, “I am sorry, madam, we can’t take an order and there is no waiting list,” she snaps. “When they do arrive, they just fly out of the shop. To be honest, it is not easy to get one. Good luck.” HERMÈS BETS ON READY-TO-WEAR As Hermès prepares to host its first-ever women’s pre-collection presentation on July third in Paris, women’s ready-to-wear artistic director Nadège Vanhee-Cybulski speaks exclusively to The Business of Fashion about her plans for the category. HERMÈS: UNSENSORED A behind-the-scenes take on the French luxury brand: from backstage of the catwalks to the tables of the artisans and designers alike, bringing together the phenomenon that is Hermès Paris.
INSERTS & EXTRAS The HermĂ¨s Paris lookbook will additionally contain inserts and extras. This includes acetates, postcards of classic HermĂ¨s Paris scarves, and proofs of authenticity such as a personal letter inscribed to the reader and a certificate that indicates ownership.
RAISON D’ÊTRE Hermès’ deep commitment to craftsmanship—raison d’être—is what sees the company through.
EVERY 25 SECONDS Since 1937, the square silk has become the French fashion houseâ€™s most famous piece and a recognizable accessory.
3 JUILLET HermĂ¨s is signalling the growing bet the brand is placing on womenâ€™s ready-towear with its first-ever pre-collection.
LOGO All credit to the Hermès Paris logo belongs to the Hermès family and company. BEHIND-THE-SCENES
All credit to photographs belong to VanityFair.com, Forbes.com, and its respective photographers. Showcased are artisans at work on the highly desirable and coveted bags, the iconic Kelly and Birkin. Among other delicacies include decor and such. ACCESSORIES Directly from the company’s e-commerce website, showcased is an assortment Hermès Paris silk scarves with one-of-a-kind patterns and colours. READY-TO-WEAR
Ready-To-Wear in the Hermès Paris style guide showcases the Resort 2018 Collection in detail. Photographs are directly taken from VogueRunway.com. All credit belongs to the Hermès family and company. WATERCOLOURS All watercolours showcased in the Hermès Paris style guide are original work.
Time is our greatest weapon. â€”Jean-Louis Dumas
Copyright Â© 2018
Published on Mar 12, 2018
Published on Mar 12, 2018
A style guide (or style manual) is a set of visual standards that are established for a specific publication or project. A style guide enfor...