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Benetton is going to celebrate Indian festival of colors. This is truly an immerse experience for all ages at this family friendly event that’s open to everyone both young and old. In the event, you’re guaranteed to leave with a beautiful smile on your face, new friends, and also expect to get a deeper understanding on the Easter Indian culture. Enjoy delicious traditional cuisine, fusion Indian music, and tons of activities for every one.

Benetton establishes the visual system for the communication purpose in the market. The business system keeps in mind of the brand style guide, and it is designed in a consistent visual language. All the distal and print business materials must adapt with the system.

Benetton provides more diverse choices to get cultural information in order to let people to see, feel, listen to, taste and smell the global world. By experiencing different cultures, people develop a greater understanding of each other and know how to respect each other more. In the meantime, people's interactions, as well as respect and equality, will increase.

Benetton’s previous brand offered apparel for men, women and children. Our clothing design was classic and popular worldwide. Benetton’s brand also represents a global trend, which embraced multiculturalism and respecting people equally.

the guidelines that follow.

Be culturally savvy. Benetton Rebranding Guide


Benetton /

Print & Bindery Jolin Tsai First published 2014 Š2014 Jolin Tsai Designed by Jolin Tsai www.beculturallysavvy.us All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the written permission of Benetton.

Rebranding Guide


Be culturally savvy.

Be culturally savvy. Benetton Rebranding Guide


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Benetton /

Global village brings in a lot of different people, a lot of different ideas, lots of different backgrounds, lots of different aspirations. — Lakhdar Brahimi 

Rebranding Guide


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Rebranding Guide


Be culturally savvy.

We also have a cultural phenomenon: the emergence of a global culture, or of cultural globalization. — Peter L. Berger 

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Culture makes people understand each other better. And if they understand each other better in their soul, it is easier to overcome the barriers. — Paulo Coelho 

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Let's broaden our experience and be culturally savvy.

Rebranding Guide


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Rebranding Guide


Be culturally savvy.

A Cultural Tour 15

The Origins Of Benetton Our Heritage From Global To Multicultural Citizens Of The World

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A Bridge To The Globe A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

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The New Era And Beyond Brand Variety Diverse Experiences

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Seeing Into Cultures Signing Savvy Read Broadly

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Feeling The Experience Festival Colors The Art Of Chinese Tea

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Listening To The World The Power Of Music A Portal To Cultures

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Tasting Authenticity Interactive Hands-on Cooking Book of International Etiquette

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The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

Benetton /

Rebranding Guide


Be Culturally Savvy

Benetton are always looking ahead to the future, working at the cutting edge: with color, with the revolution of the global viewpoint, and with a universal form of communication.

The Origins Of Benetton

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Benetton /

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The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

Rebranding Guide

The United Colors of Benetton clothing collections for women, men and children offer a style universally recognized as encompassing design, taste, and a sense of beauty which reflect the Italian style of the brand. Benetton is focused on the future. Its story is built on innovation and seeing where others fail to see. They have always been at the cutting edge: with color, with its revolutionary approach to point of sale, with an absolutely unique production and commercial network and with a universal form of communication, which created both a phenomenon and cultural debate. Moreover, Benetton was global before globalization, but in its own way. From the start, Benetton saw fashion as a global village where young people of every race live. It travels at the world’s speed, overcoming geographical, political and ideological boundaries. Benetton is a responsible group, receptive to the needs and problems of the present time and attentive to the environment, to human dignity and to the transformation of society. It creates value and aims at growth, not as an end in itself, but as a means for contributing to progress.

1960

1965

Benetton was established as a partnership by Benetton family (Luciano, Giuliana, Gilberto and Carlo) in Ponzano Veneto, Italy.

1966

The first store was open in Belluno and was instantly successful in Italy.

1969

Benetton moved overseas and opened a store in Paris.


Be culturally savvy.

1970

1971

Benetton’s expansion in the Italian market of sweaters, then of casual apparel in general.

1980

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1984

Benetton hired Oliviero Toscani, an award-­winning photographer, to head its advertising campaign. In the same year, the first campaign was featuring “All the colors in the World” which was having children from a variety of different cultures dressed in colorful Benetoon Clothing. This was supposed to promote world peace and diversity among nations. The campaign lead way to the name United Colors of Benetton.


1989

Campaigns / Handcuffs

1990

1991

Fabrica, Benetton Group’s communication research centre, is one of the key drivers supporting the Group’s capacity to actively put down roots in the world and in society. The challenge facing Fabrica is one of innovation and internationality. One of the particular note in this regard is the quarterly magazine COLORS, which has been casting its curious, eager eye over “the rest of the world.


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1992

Campaigns / AIDS

1996

Campaigns / Horses & Hearts

2000

Rebranding Guide

2001

Campaigns / Volunteers


Be culturally savvy.

2003

2006 Pentagram redesign the logo.

Campaigns / Food for Life

2010

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2011 Benetton launched the new worldwide communication campaign, an invitation to the leaders and citizens of the world to combat the “culture of hatred�, and created the UNHATE Foundation.


2013 On April 24, the eight-story Rana Plaza commercial building collapsed outside Dhaka that housed one of the factories where Benetton makes its clothing. There were at least 1,127 people died and over 2,438 were injured.


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The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

Apparel Essentials Fashion

Benetton /

Rebranding Guide

Benetton’s previous brand offered apparel for men, women and children. Our clothing design was classic and popular worldwide. Benetton’s brand also represents a global trend, which embraced multiculturalism and respecting people equally.


Be Culturally Savvy

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Benetton /

Rebranding Guide


Be culturally savvy.

The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

Culture Etiquette Respect

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Benetton provides more diverse choices to get cultural information in order to let people to see, feel, listen to, taste and smell the global world. By experiencing different cultures, people develop a greater understanding of each other and know how to respect each other more. In the meantime, people's interactions, as well as respect and equality, will increase.


David likes traveling and has a lot of friends around the world, because he is outgoing and active. His is a backpacker and a writer. He has published couple of books about food and traveling. He is smart, because he can speak some different languages due to he has lots of experiences traveling outside his country and has many multicultural friends. Even if he is still single, but he would never feel bored. It's because he has written down many things to do, to try, to adventure in the future.

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The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

1 David Backpacker Male 175cm 34

Rebranding Guide


Austin needs to go to other cities for business, because he is a manager in a foreign trade corporation. He is friendly and likes to social due to his job which has trained him into a talkative business man. In his company, his coworkers are from many different countries, so he also has made a lot of different friends and has good friendship with them. It's because they will exchange and share their life and stories to each other. He loves Thai food, because most of time he needs to fly to Thailand for business. Therefore, he has tried a lot local food and has fallen in love with it.

Be culturally savvy.

2 Austin Trade Manager Male 178cm 43

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Benetton /

Andy Tour-guide Male 180cm 45

Andy has gotten married and has one daughter and one boy. He has traveled outside his country frequently due to his job of being a tour-guide. Mostly, he likes to share his experiences of funny things from work with friends, because his clients who are rarely travel outside and they had met lots of funny situations during the trip. So at the beginning of every trip, he will tell his clients about the basic information or cultures of the country they are visiting in order to decrease the problems during the trip.

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The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

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Julie Photographer Female 162cm 30

Julie is a landscape photographer, and she likes to visit many countries around the world to capture breathtaking images. Most of the time, she traveled alone and just with her couple of heavy lens, because photograph landscapes will take time to adjust camera functions and wait for the best moment to catch the landscape. So during her own trip, she usually need to solve every problem by herself. Therefore, every time when she decided to visit a country, she will look for the city's information, and prepare everything in order to get ready.

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Lisa likes to help people in need, if she is affordable to donate. It's because she has empathy. Every morning, she will go to exercise and makes friends from the golden gate park. During her spare time, she would like to have some programs in her community, because she likes to keep learning new things. Mostly, she will travel once a month with her husband to a another country, because her dream is visiting all the countries until one day she couldn't walk easily. Although, she has been an grandma, but she still has good energy and it keeps her looking elegant and friendly and much younger.

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The Origins Of Benetton— Our Heritage From Global To Multicultural Citizens Of The World

5 Lisa Grandma Female 158cm 62

Rebranding Guide


Ethan is a language program student in college. In his class, there are many students from around the world. Therefore, he has made many friends during his studying. On the weekend, he will hang out with his friends, and they will bring him to try their country's food. And Ethan can accept most of the food, because he is open-mined and easygoing with his friends. His dream is becoming a teacher, because he likes to help people and delivery, share his knowledge to people around him. Beside being a teacher, he also wants to travel around the world one day when he makes enough money.

Be culturally savvy.

6 Ethan Student Male 182cm 20 31


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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Benetton /

Rebranding Guide


Be Culturally Savvy

Diversity is good...your culture (whoever you are) is as important as our culture (whoever we are).  — Colors, no. 1

A Bridge To The Globe

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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Benetton /

Rebranding Guide

Benetton’s signature is the core element in our brand identity. It represents the integration of different cultures by overlapping the circles. We create the diversity by using four different colors and create the equality by using four equal shapes in order to manifest our respect for Human Equality. The signature is used on our products, environmental signage, marketing communications, retail graphics, and a variety of other visual applications that represent our brand. It should be more prominent than any other symbol displayed, and not altered or recreated in any way. It is essential that all manifestations of our signature be faithfully and consistently implemented according to the guidelines that follow.


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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Rebranding Guide

To create maximum impact, keep the space around the signature free from other text and graphics. The clear space on each side of the signature should always be equal to or greater than the x-height of the signature. You may always leave more than the minimum required distance but you may not leave less. A generous amount of clear space, especially at the edge of large printed pieces or near images and other graphic elements, is preferred.

Minimum Size

1" For onscreen applications.

0.5" For print applications.


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Signature

Symbol 6.5 X

X

0.75 X

7.5 X

0.75 X

2.5 X

2.5 X Symbol

0.75 X

7.5 X Logotype

Logotype

0.75 X


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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

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Benetton /

Rebranding Guide

The Benetton signature is available in a number of color variations and color formats to meet the needs of a variety of design layouts. Use the black or white version of the logo when color reproduction is limited or unavailable. The box surrounding the logo on this page is for illustrative purposes only; the logo should not appear in a bounding box.

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1

Primary Logo / Lateral Logo The primary logo should be used on a white background. The lateral logo will be used when there is minimal space above and below the logo.

2

Black Logo If the logo must appear on a light colored background, the logo should be used in black.

3

White Logo If the logo must appear on a dark colored background, the logo should be used in white.

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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Rebranding Guide

We retain the Benetton signature blue, green, red, and orange colors for the symbol and Black for the logotype. Or, the symbol and signature are entire black. Please refer to the chart on the bottom right side for appropriate color breakdowns for print and on screen use. Please be aware that inks will have different results on different materials and papers. Use the appropriate PantoneÂŽ number as a target. Ask your printer for assistance when needed and always request a proof before going into production. Depending on the substrates used, your printer may suggest a layer of opaque white under the color, a double hit of ink, or an alternate printing method. Using the Benetton color palette consistently is crucial for communicating the brand in every context. The corporate color system reflects a rich, dynamic, multi-dimensional Benetton. Our primary colors are the colors of green, red, blue, orange and black which are applied to our signature. The secondary colors are yellow, pink, purple, dark blue and grey which are reflecting more diversities from our brand.

Primary Palette

CMYK

100/0/0/0

0/100/100/0

0/60/100/0

100/0/100/0

0/0/0/100

RGB

0/175/240

235/30/35

245/130/30

0/165/80

0/0/0

HEX

00adef

ed1c24

f5821f

00a550

000000

PANTONE

Pantone 355

Pantone 485

Pantone 166

Pantone 7460

Pantone 426

Secondary Palette

CMYK

0/0/100/0

0/100/0/0

100/0/0/0

100/90/10/0

RGB

255/240/0

240/0/140

120/95/170

40/65/145

HEX

fff100

ec008b

7961aa

ed1c24

PANTONE

Pantone Proc. Yellow

Pantone Proc. Magen.

Pantone 2587

Pantone 2736


Be culturally savvy.

CMYK

100/0/0/0

0/100/100/0

0/60/100/0

100/0/100/0

RGB

0/175/240

235/30/35

245/130/30

0/165/80

HEX

00adef

ed1c24

f5821f

00a550

PANTONE

Pantone 355

Pantone 485

Pantone 166

Pantone 7460

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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Benetton /

Rebranding Guide

The Benetton signature must always be easy to read. There must always be contrast between our signature and its background. Avoid placing our signature on a photographic or patterned background. We have placed strict limitations on usage of the Benetton signature top reserve the integrity of the brand. The examples on this page illustrate some, but not all, potential misuses of the logo. Keep in mind that the logo is carefully rendered artwork and any alteration of the logo, apart from proportional scaling, is considered misuse.


Be culturally savvy.

Do not use the original logo.

Do not change the proportions

Do not outline the signature.

Benetton Do not use unapproved color variations.

Do not change the logotype font.

Do not use a holding circle for the logo.

Do not up side down the signature.

Do not put the logotype in the center of symbol.

Do not use drop shadow.

at every corner Do not skew, rotate or distort the signature in any way.

Do not create signature lockups with texts.

Do not rearrange the signature elements.

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Rebranding Guide

A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Bb

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

Graphik is available in a number of weights and styles, providing designers with a wide range of choices. As shown, Graphik is a modern and simple sans-serif typeface that complements the distinctive design of the Benetton signature. Graphik also inherited an refreshing and straightforward tone that’s neutral without being clinical, and authoritative without being impersonal. It’s easy to read in body copy and approachable as display type. The typeface is a family of widely used geometric sans-serif digital typefaces designed by Christian Schwartz, 2009. Taking cues from the less-known anonymous grotesques and geometric sans serifs, Graphik is perfectly suited for graphic and publication design.


Be culturally savvy.

Bb

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

Sentinel Type is the typographic arm of advertising creative James Arboghast. Dedicated to producing distinctive and original typefaces for commercial sale, Sentinel Type also provides powerfully effective typographic logos, custom fonts and type solutions for all varieties of business. All Sentinel Typefaces are designed to have lasting artistic value, and crafted to the highest level of technical quality. Sentinel’s variety and sophistication will be a perfect fit for Gotham typeface.


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A Bridge To The Globe— A New Index Of Culture Showing Respect Cultural Diversity Color Palette And Specifications Inappropriate Usage Exploring Various Typography Sharing Experiences

Benetton /

Rebranding Guide

Benetton establishes the visual system for the communication purpose in the market. The business system keeps in mind of the brand style guide, and it is designed in a consistent visual language. All the distal and print business materials must adapt with the system.


Be Culturally Savvy

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The New Era And Beyond— Brand Variety Diverse Experiences

Benetton /

Rebranding Guide


Be Culturally Savvy

The new Benetton will allow us to see, feel, listen to, taste and smell the global world.

Our Brand And Beyond

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Benetton /

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Rebranding Guide

Before

The New Era And Beyond— Brand Variety Diverse Experiences

Benetton’s previous brand offered apparel for men, women and children. Their clothing design was classic and popular worldwide. Benetton’s brand also represents a global trend, which embraced multiculturalism and respecting people equally.

Global

Old Benetton

Uniqlo Gap

Esprit Zara

Mango

H&M

Abercrombie&Fitch

American Apparel

Polo Ralph Lauren

J Crew

Regional

Forever21 Paul Smith

Trendy

Classic

Tommy Hilfiger


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Accessibility

Forever21

Gap Uniqlo

Old Benetton

American Apparel

Tommy Hilfiger

Polo Ralph Lauren

H&M

Zara

Abercrombie&Fitch

Esprit

J Crew Paul Smith

Less Accessibility

Diversity

Uniformity

Mango


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The New Era And Beyond— Brand Variety Diverse Experiences

Rebranding Guide

Now Benetton provides more diverse choices to get cultural information in order to let people to see, feel, listen to, taste and smell the global world. By experiencing different cultures, people develop a greater understanding of each other and know how to respect each other more. In the meantime, people's interactions, as well as respect and equality, will increase.

Global

New Benetton

Discovery Create TV Globe Trekker TLC

Lonely Planet Rough Guide

National Geographic

Regional

Trendy

Classic

Fodor's Travel


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Accessibility

New Benetton Discovery

Rough Guide

TLC

Fodor's Travel

Globe Trekker National Geographic

Rick Steves

Less Accessibility

Lonely Planet

Diversity

Uniformity

Create TV


Benetton /

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The New Era And Beyond— Brand Variety Diverse Experiences

See

Feel

Listen

Taste & Smell

Rebranding Guide

Human equality is the soul of Benetton. We extend our spirit by educating people about global cultural etiquette, so that everyone can learn respect. By learning to understand the etiquette of traditional cultures in other countries, we can avoid making social errors and ultimately enjoy, and enrich our global interactions.

See

many cultures through the books, courses and visible subjects around us to develop understanding of the global village.

Feel traditional culture by

attending an experience tour or meet-up group with local people in order to explore and get inspiration from authentic stories.

Listen to the world through

Benetton's portal. Accessing global music and diving into rich cultures will offer deep insights and enrich our souls.

Taste

different foods while learning how to cook and explore the process of preparing traditional dishes from different countries. Learn about table etiquette while eating.


Be culturally savvy.

Seeing into cultures.

Feeling the experience.

Listening to the world.

Tasting authenticity.

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Rebranding Guide

Seeing into cultures.


Be culturally savvy.

The New Era And Beyond— Brand Variety Diverse Experiences

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Education Body Language/Gesture Course Some body language is universal but some might make people misunderstand the meaning or cause social errors. Therefore, Benetton partner with local communities in order to provide some body language courses to teach people what manners and gestures they will need to use or avoid in other countries. 365 Days Posters Let’s learn about culture. Every day Benetton creates a digital and print image randomly to show one country’s cultural etiquette. Product App The App provides people with the cultural etiquette from various countries. They can learn information about Dos and Don’ts, such as dress, religious, body language, meeting & greeting, gift, and dining.

Monthly Magazine Each month Benetton publishes a magazine which highlight one country's history, culture and custom. Cultural Etiquette Guide It is convenient for tourists who are traveling to a new country and they can access quick information from the guidebook in order to avoid some social errors. Event Runway Show It is a two-hour spectacular show in which models will wear the costumes to present traditional cultures worldwide. Environment Book Store There are seven floors, and each floor is colored to represent one continent.


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The New Era And Beyond— Brand Variety Diverse Experiences

Rebranding Guide

Event Experience Tour People can experience other countries' cultures, such as tea art, calligraphy through the event tour. Meet-up with local people Benetton invites local people to share their stories and experiences in order to create positive global interactions. Handcraft Skills Learn the traditional arts and skills to experience the techniques. Multicultural Festival There is one specific topic per month to celebrate a country's holiday, such as, Spain's La Tomatina and India Holi festival of colors.


Be culturally savvy.

Feeling the experience.

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Rebranding Guide

Listening to the world.


Be culturally savvy.

The New Era And Beyond— Brand Variety Diverse Experiences

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Education Podcast The podcast provides different programs about a country's culture for different subjects, such as people, custom, food, and architecture. Video sires of cultural information There are five categories which include East Asia, Australia, Europe, Africa, North and South America to introduce issues and information specific to the countries' cultures. Product Music CD Benetton provides the traditional music and descriptions for a specific holiday. Radio/Speaker Benetton cooperates with Tivoli Audio to produce a series of audio speaker product in different color choices. Event Singing Show There is a stage which welcomes everyone to sing their country's song and share that to the world. Music Festival There is a week long music festival to embrace and celebrate different cultures in order to let people experience and see the local culture in United States. It is also a chance to let people make more friends from around the world and increase positive interactions.


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The New Era And Beyond— Brand Variety Diverse Experiences

Rebranding Guide

Education Cooking Course & Table Etiquette The course includes many different countries' cooking styles. During the course, people can not only learn the skills of cooking, but also learn the table etiquette based on different cultures. Product Recipe Book A book provides traditional recipes for people to cook by themselves. Event Food Potluck There is one day potluck event, everyone prepares one traditional food dish from their country to join the event. Food Festival There is one week food festival with different topics of food celebrations each day.


Be culturally savvy.

Tasting authenticity.

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Seeing Into Cultures Siging Savvy Read Broadly

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Rebranding Guide


Be Culturally Savvy

What would it be like to have not only color vision but culture vision, the ability to see the multiple worlds of others. ­ — Mary Catherine Bateson

Seeing Into Cultures

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Seeing Into Cultures Siging Savvy / Education Read Broadly

Benetton /

Rebranding Guide

Different sign languages are used in different countries or regions. Benetton will partner with local communities in order to provide language course to teach people what manners and gestures will need to use or avoid in other countries. Understanding other people's languages, cultures, and etiquettes is a great value to the traveler or people are surrounding with multicultural friends. Hundreds of sign languages are in use around the world. Some sign languages have obtained some form of legal recognition, while others have no status at all. Sign language can involve simultaneously combining hand shapes, orientation and movement of the hands, arms or body, and facial expressions to fluidly express a speaker's thoughts.


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Seeing Into Cultures Siging Savvy Read Broadly / Environment

Benetton /

Rebranding Guide

Benetton's bookstore are seven floors, and each floor is colored to represent one continents. Moreover, we divided books into different sections by colors. This would help reader locate the bookstores more easily. Our bookstore offers the most complete selection of worldwide cultural book. Our shelves feature the Museum’s publications, new titles, used books, children’s books, rare volumes, pictorial books, magazines. Book signing events with authors are hosted month-round.


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Feeling The Experience Festival Colors The Art Of Chinese Tea

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Rebranding Guide


Be Culturally Savvy

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I gave myself permission to feel and experience all of my emotions. In order to do that, I had to stop being afraid to feel. In order to do that, I taught myself to believe that no matter what I felt or what happened when I felt it, I would be okay. ­ — Viggo Mortensen

Let's Feel The Experience


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Feeling The Experience Festival Colors/ Event The Art Of Chinese Tea

Benetton /

Rebranding Guide

Benetton is going to celebrate Indian festival of colors. This is truly an immerse experience for all ages at this family friendly event that’s open to everyone both young and old. In the event, you’re guaranteed to leave with a beautiful smile on your face, new friends, and also expect to get a deeper understanding on the Easter Indian culture. Enjoy delicious traditional cuisine, fusion Indian music, and tons of activities for every one.


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Feeling The Experience Festival Colors The Art Of Chinese Tea / Event

Benetton /

Rebranding Guide

The Chinese people are without a doubt the ones who best understand the nature of tea. Tea has a long history over 2,000 years old, and is a common thread running through culture. Tea drinking has become a form of artistic and intellectual expression in Chinese culture, and is rich in tradition. Many relationship with tea, though of superficial origins, grew more and more profound over time. The significance of tea began to assert itself in the Tang and Song Dynasties. It was during this time that the art of tea was born. Benetton will have an event which allows people to experience Chinese tea, and delivery the knowledge of making a traditional tea. For a Chinese to say anything more of tea than this would be to misunderstand its purpose, which can be anything but to be worshipped. The attitude Chinese take toward tea drinking is in many ways symbolic of their relatively balanced position towards different attitudes and behaviors. Benetton won't let the art of tea drinking become some complex concept that is difficult to appreciate or to understand. We are returning to the old and original principles of simplicity and universality to let people see the art of tea.


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Listening To The World The Power Of Music A Portal To cultures

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Rebranding Guide


Be Culturally Savvy

I think music in itself is healing. It's an explosive expression of humanity. It's something we are all touched by. No matter what culture we're from, everyone loves music. ­ — Billy Joel

Listening To The World

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Listening To The World The Power Of Music / Event A Portal To cultures

Benetton /

Rebranding Guide

Music has the power to transform people. There is a simple beauty in music connecting with a listener for the first time. Benetton has discovered that music not only can inspire people to explore their own potential, but even inspire change for the greater good. Change that can revive centuries-old traditions, fuel developing cultures, and educate ourselves. Benetton is driven to bring traditional, classical, and indigenous music from around the world to audiences everywhere. Benetton does what it takes to make music heard globally.


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Listening To The World The Power Of Music A Portal To cultures / Product

Benetton /

Rebranding Guide

Benetton partner with Tivoli Radio to produce a radio and speaker. It streams global music and also lets you enjoy Benetton's portal of culture channels which offer deep insights and enrich our souls. Accessing and listening to your favorite radio station via Benetton radio is just as simple. Whether you’re traveling, at the beach, on a boat, in the park, or at home, you can take this compact, lightweight, and rich-sounding global music system with you wherever you go.


Be culturally savvy.

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Rebranding Guide


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Tasting Authenticity Interactive Hands-on Cooking Book of International Etiquette

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Rebranding Guide


Be Culturally Savvy

Food is not rational. Food is culture, habit, craving and identity.  — Jonathan Safran Foer

Tasting Authenticity

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Tasting Authenticity Interactive Hands-on Cooking Book of International Etiquette

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Rebranding Guide

Benetton participates with community college to offer kitchen class. At each class beginners are instructed on how to prepare a five course meal from different countries. The class is followed by a communal dining experience with new friends and table etiquette while teaching. The class is hands on and highly interactive, prompting each group to work closely together to create and execute something wonderful. It is also a good chance to share experiences and knowledge among people who are from different countries.


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Tasting Authenticity Interactive Hands-on Cooking Book of International Etiquette

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Rebranding Guide

Benetton's dining Etiquette is introducing the basic social graces of attending a meal, particularly at a restaurant, but also brimming with solid advice for attending a dinner party or respectfully sharing a meal at a friend's house. A concise yet absolutely invaluable resource for learning how to look and act one's best in any different cultures situation or business interaction based around a meal.


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All our knowledge begins with the senses, proceeds then to the understanding, and ends with reason. — Immanuel Kant 

Rebranding Guide


Be culturally savvy.

Be culturally savvy. Be ready to experience Benetton's next global /cultural tour.

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The signature is used on our products, environmental signage, marketing communications, retail graphics, and a variety of other visual applications that represent our brand. It should be more prominent than any other symbol displayed, and not altered or recreated in any way. It is essential that all manifestations of our signature be faithfully and consistently implemented according to

BenettonBenetton / /

Benetton’s signature is the core element in our brand identity. It represents the integration of different cultures by overlapping the circles. We create the diversity by using four different colors and create the equality by using four equal shapes in order to manifest our respect for Human Equality.

The signature is used on our products, environmental signage, marketing communications, retail graphics, and a variety of other visual applications that represent our brand. It should be more prominent than any other symbol displayed, and not altered or recreated in any way. It is essential that all manifestations of our signature be faithfully and consistently implemented according to the guidelines that follow.

Benetton’s signature is the core element in our brand identity. It represents the integration of different cultures by overlapping the circles. We create the diversity by using four different colors and create the equality by using four equal shapes in order to manifest our respect for Human Equality.

From the start, Benetton saw fashion as a global village where young people of every race live. It travels at the world’s speed, overcoming geographical, political and ideological boundaries. Benetton is a responsible group, receptive to the needs and problems of the present time and attentive to the environment, to human dignity and to the transformation of society. It creates value and aims at growth, not as an end in itself, but as a means for contributing to progress.

Benetton is focused on the future. Its story is built on innovation and seeing where others fail to see. They have always been at the cutting edge: with color, with its revolutionary approach to point of sale, with an absolutely unique production and commercial network and with a universal form of communication, which created both a phenomenon and cultural debate. Moreover, Benetton was global before globalization, but in its own way.

The United Colors of Benetton clothing collections for women, men and children offer a style universally recognized as encompassing design, taste, and a sense of beauty which reflect the Italian style of the brand. 110 Rebranding RebrandingGuide Guide

Seeing into cultures. Feeling cultural experience. Listening to the world. Tasting authenticity.

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Benetton Rebranding Guide  

Benetton Rebranding Guide  

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