Everything you need for you little daisies
Little Daisies Corporate Manual
Who are we? Everyone loves a story - and Little Daisies definitely has a story worth telling. From its early days starting as an internet based business to opening its first store in Sheffield - it’s been a true epic! Little Daisies was founded in 1985 by Lauren Baldwin, a former childrenswear buyer. She identified a gap in the market for a specialised retail brand offering design-driven kidswear - and Little Daisies began, initially as a mail order business, followed soon after by its first retail store. Gemma Robertson and Claire Wright joined the team in 1989, and remain the Design Director and Managing Director, respectively to this day. Gemma and Claire took over to nurture the company toward its current success. Little Daisies employs 6 people in their flagship store in Sheffield. The Little Daisies brand has become such a success since 2006, that we’re planning to expand and grow our company.
Our collections The Little Daisies collections are created by our dedicated in-house designer, Susan Rymes guaranteeing each garment is fresh and fun with a distinctive Daisy signature. They are very comprehensive and cover all stages of a child’s growth, from baby through to pre-teen. They are packed with great fashion, hardwearing everyday wear and all the other coordinating wardrobe essentials - including footwear, nightwear, swimwear and accessories. Little Daisies also provides a modern maternity collection that ensures all mums-to-be are both comfortable and fashionable during their pregnancy.
Little Daisies Corporate Manual
Contents Section one Visual Identity elements The Prime Marque
1.0
Variants of Marque
1.1
Corporate Colours
1.2
Typeface Families
1.3
Incorrect Uses
1.4
Section Two Design Applications Standard Letterhead
2.0
Standard Compliments Slip and Business Card
2.1
Standard Envelope
2.2
Standard A4 Literature
2.3
Standard 1/3 A4 Leaflet 2.4
Section Three General Swing Tag
3.0
Carrier Bag
3.1
Uniform 3.2
Section Four Environmental Applications Retail Outlet Fascia
4.0
Vehicle Livery
4.1
Little Daisies Corporate Manual Visual Identity Elements
The Prime Marque The Prime Marque is the key component of the corporate style. When used continously, it can be easily recognised within the city of Sheffield, to both local and international customers. The marque represents Little Daisies as a modern and fashionable store aimed at children from the ages of 0-11years.The daisy expresses a form of elegance and purity, this can be seen throughout all of our products. The font gives a personal approach by using a handwritten font created by a young child. The idea of making the word ‘little’ smaller than the rest of the text, emphasises the idea that this store is aimed at a younger audience. The slogan ‘Everything you need for your little daisies’ provides the idea that our company literally sells everything you would want for your children. There is no maximum size required for the prime marque, however the minimum size must have a width of 40mm and a height of 18mm. This can then be applied to all stationary and uniforms.
1.0
Little Daisies Corporate Manual Visual Identity Elements
Varients of Marque The Prime Marque plays a key part of our company and therefore must be used consistently and accurately. The Marque is set out into three elements: the marque itself; the typeface and the marque colours. In addition to this, the marque must contain the full name, image of daisy and the slogan. Little Daisies should always appear in lower case and use the font Mia’s Scribblings. Avsnt garde must be used when creating the slogan. The daisy, name and slogan must be used together in the examples shown and on no account must these examples be changed in anyway. The colour versions of the marque will be used for general use on all stationary and signage. The black and white version is for press advertisments and single colour print. The alternative colour versions are to be used for other promotional material.
1.1
Little Daisies Corporate Manual
Corporate Colours
Visual Identity Elements
The primary colour scheme consists of two colours: Pantone 156 (orange) and Pantone 375 (green). The Marque must always print in orange and green where the printing process allows.
Pantone 156
Pantone 375
1.2
Little Daisies Corporate Manual Visual Identity Elements
Incorrect Uses From Top to Bottom: Never use colours that aren’t specified Never use a typeface other than what has been specified Never reposition the image when within the marque Never resize the image without it having some relation to the Marque Never rotate the marque or image Never strerch the marque
1.4
Little Daisies Corporate Manual Visual Identity Elements
Incorrect Uses From Top to Bottom: Never position a stroke around the type Never Produce the marque onto a textured background Never place the marque over an image Never place the marque over a background that doesn’t provide an acceptable contrast Never reproduce the Marque so it clashes with other corporate brands
1.4
Little Daisies Corporate Manual
Standard Letterhead
Design Applications
This is a standard A4 Letterhead size The Prime Marque is positioned in the top right corner. It is set using the given colours and size. A line has also been set between the marque and address. The line uses colour Pantone 375. Everything you need for you little daisies
Fao Mr A Nonimous
Little Daisies
34 Hubbard Street
West Street
Sheffield
Sheffield
South Yokshire
S1 2AT
S9 6LZ
The address of the store is aligned left directly underneath the marque and set in to Ariel Regular. The font has been set to 9pt type with 14pt leading and uses Pantone 156.
Tel: 0114 275 6784 14th March 2012 www.littledaisies.co.uk enquiries@littledaisies.net
The addressee body text is set to same dimensions but this time uses pure black.
Dear Mr Nonimous Please find enclosed example of my design proposal for your new company letterhead. When presenting letterhead designs it is always advisable to include a ‘mock’ letter in place as this is a fundamental part of the structure of the design. It allows you to demonstrate how elements, such as the logo/symbol address details and any company information (VAT numbers, Registered Office address & number etc.) interrelate. Use a clear and legible typeface for your letter text. Remember that the letter text will always print in black. Typically I use 9pt for the typesize and 14pt leading. Always show a date, clear indication of the addressee and his/her address details. It is normal in business communication to indicate what the letter is relating to, i.e. Re: Design and layout of a standard A4 Letterhead. Turn off hyphenation and always be careful with line endings - design always matters, even when you’re writing a standard letter. Employ visual hierarchy such as bold setting for addressee, date and ‘with reference to’ details. Start the body of the letter approximately 5mm below the first fold @ 99mm. Also make sure you keep a generous left margin (no less than 25mm). The right margin can be visually judged but again be generous; your letter should not extend to within mm’s of the right edge. Break your letter text into ‘chunks’ with line returns at the end of sections as appropriate. This always aids ‘readability’ . Finally sign off with the correct salutation: Yours sincerely if you know the addressee’s name (as on this letter) or Yours faithfully if you don’t know the addressee’s name and have started with Dear Sir/Madam. You should always leave two line spaces from the end of the letter to the salutation, then four to the printed name, allowing a generous area for an ‘Arty’ signature!
Yours sincerely
Lauren Baldwin, Manager
2.0
Standard Letterhead
Little Daisies Corporate Manual Design Applications 0mm
The Prime Marque is 30mm in from the right side of the letter and is a 30mm
140mm
180mm
Everything you need for you little daisies
Fao Mr A Nonimous
Little Daisies
34 Hubbard Street
West Street
Sheffield
Sheffield
South Yokshire
S1 2AT
30mm
further 40mm across to the width of the marque. It then consists of a dotted line 4mm down, this needs to use Pantone 375. The address of the store is aligned left to the start of the marque and
34mm
is set 10mm down from the bottom of the marque. The addressee is
40mm
positioned using the same dimensions but is set to the left side of the
S9 6LZ
letterhead. The start of the letter begins 100mm down from the top of the page
Tel: 0114 275 6784 14th March 2012
and the type is to be ranged left and ragged right. 5mm above the
www.littledaisies.co.uk
start of the letter is where the first fold of the letter sits.
enquiries@littledaisies.net
The entire letter excluding the marque will use Ariel Regular as the Dear Mr Nonimous Please find enclosed example of my design proposal for your new company letterhead. When presenting
100mm
typeface. The letter content will consist of 9pt type with 14pt leading.
letterhead designs it is always advisable to include a ‘mock’ letter in place as this is a fundamental part of the structure of the design. It allows you to demonstrate how elements, such as the logo/symbol address details and any company information (VAT numbers, Registered Office address & number etc.) interrelate. Use a clear and legible typeface for your letter text. Remember that the letter text will always print in black. Typically I use 9pt for the typesize and 14pt leading. Always show a date, clear indication of the addressee and his/her address details. It is normal in business communication to indicate what the letter is relating to, i.e. Re: Design and layout of a standard A4 Letterhead. Turn off hyphenation and always be careful with line endings - design always matters, even when you’re writing a standard letter. Employ visual hierarchy such as bold setting for addressee, date and ‘with reference to’ details. Start the body of the letter approximately 5mm below the first fold @ 99mm. Also make sure you keep a generous left margin (no less than 25mm). The right margin can be visually judged but again be generous; your letter should not extend to within mm’s of the right edge. Break your letter text into ‘chunks’ with line returns at the end of sections as appropriate. This always aids ‘readability’ . Finally sign off with the correct salutation: Yours sincerely if you know the addressee’s name (as on this letter) or Yours faithfully if you don’t know the addressee’s name and have started with Dear Sir/Madam. You should always leave two line spaces from the end of the letter to the salutation, then four to the printed name, allowing a generous area for an ‘Arty’ signature!
Yours sincerely
Lauren Baldwin, Manager
2.0
Standard Compliments Slip and Business Card
Little Daisies Corporate Manual Design Applications
Compliments Slip A standard compliments slip is a 1/3 A4 paper or 210mm x 99mm. Like the letterhead, the prime marque and address is positioned to the right side of slip sitting 30mm away from the edge. Pantone 156 is used for the address and uses Ariel Regular with 9pt type and 14pt leading. With Compliments sits 30mm in from the left side of the slip and is positioned 40mm down aligning itself with the height of the address. The colour used is Pantone 375 and also uses the type Ariel Regular.
Everything you need for you little daisies
With Compliments
but with 12pt type and 14pt leading
Little Daisies West Street Sheffield S1 2AT Tel: 0114 275 6784 www.littledaisies.co.uk enquiries@littledaisies.net
0mm
30mm
140mm
180mm
Everything you need for you little daisies
30mm 34mm
With Compliments
Little Daisies West Street
40mm
Sheffield S1 2AT Tel: 0114 275 6784 www.littledaisies.co.uk enquiries@littledaisies.net
99mm
2.1
Standard Compliments Slip and Business Card
Little Daisies Corporate Manual Design Applications
Business Card A standard business card goes by the dimensions of 85mm x 55mm. The front of the business card consists of the prime marque and store address. These are aligned to the centre of the card 23mm either side.
Front
The address now uses 6pt type with 9pt leading to enable it to fit onto
Front
0mm
23mm
62mm
the business card. Pantone 156 is used.
85mm
4mm
The back of the business card focuses on the prime marque. It is to
16mm
Everything you need for you little daisies
Everything you need for you little daisies
18mm
55mm 13mm
Little Daisies West Street Sheffield S1 2AT
Little Daisies West Street Sheffield S1 2AT
Tel: 0114 275 6784
Tel: 0114 275 6784
www.littledaisies.co.uk
www.littledaisies.co.uk
enquiries@littledaisies.net
enquiries@littledaisies.net
be positioned in the centre of the card 13mm either side and 15mm down. The background colour is Pantone 156.
72mm
15mm
40mm
Back
Back
2.1
Standard Envelope
Little Daisies Corporate Manual Design Applications
The envelope little daisies uses is a standard C5/C6 (114mm x 229mm) envelope. To enable the postage stamp to fit onto the envelope, the marque and address have been re-positioned to the left side. This sits 10mm down x 10mm in.
0mm 10mm
219mm 229mm
To avoid confusion of addresses, the store address has been made smaller by using 5pt type with 10pt leading. This then enables the addressee to be clearly recognised.
10mm Everything you need for you little daisies
26mm
Little Daisies West Street Sheffield S1 2AT
Mr A Nonimous 34 Hubbard Street Sheffield South Yokshire S9 6LZ
Tel: 0114 275 6784
www.littledaisies.co.uk enquiries@littledaisies.net
Everything you need for you little daisies
Little Daisies West Street Sheffield S1 2AT
Tel: 0114 275 6784
www.littledaisies.co.uk enquiries@littledaisies.net
Mr A Nonimous 34 Hubbard Street Sheffield South Yokshire S9 6LZ
2.2
Little Daisies Corporate Manual Design Applications
Standard A4 Literature This is a standard front cover of how our brochures look. The brochures will be A4 in size and always have the prime marque in the top right corner and positioned so it’s 10mm down x 10mm in.
2.3
Standard A4 Literature
Little Daisies Corporate Manual Design Applications
This is an example of how the inside pages of the brochure will look. The colour scheme of Pantone 156 and Pantone 375 is continued throughout the brochure.
Who are we?
Ariel Regular is used for the font style and uses various sizes
Girls (3-11): Tops (6-15) Dresses (16-24) Jackets and Coats (25-32) Denim (33-40) Shoes (41-46) Formal (47-50)
Little Daisies was founded in 1985 by Lauren Baldwin, a former childrenswear buyer. She identified a gap in the market for a specialised retail brand offering design-driven kidswear - and Little Daisies began, initially as a mail order business, followed soon after by its first retail store. Gemma Robertson and Claire Wright joined the team in 1989, and remain the Design Director and Managing Director, respectively to this day. Gemma and Claire took over to nurture the company toward its current success.
depending on page size and the positioning of images. The brochure must always be at A4 size, opening up to be at A3 size.
Boys (3-11): Tops (52-57) Jackets and Coats (58-63) Denim (63-70) Shoes (71-76) Formal (77-80)
Lauren Baldwin, Founder
Collection: Spring/Summer 12 (81-83) Holiday (84-86) Newborn (0-3) - (87-90) Us: Store Details - (91) Contact Us - (92) Ordering and Delivery - (93)
Spring/Summer 2012
Our exclusive range of Spring/Summer wear is available now.
Floral Print Sumer Dress £24.99
Pink dress with flowers £25.99
White flower dress £30.00
Red love heart Dress Was £26.00 Now: £20.00 You save: £6.00
Colourful floral dress £22.95
All in one pink outfit £30.00
Orange tunic with pockets £15.99
Keep calm dress £22.00
MY house all in one £24.99 For more of our collection visit us at www.littledaisiesboutique.com or pop down to our store
2.3
Standard 1/3 A4 Leaflet
Little Daisies Corporate Manual Design Applications
This shows an exmaple of the Spring/Summer leaflet that little daisies provides. Each leaflet is to supply the client with information on current collections, news and information about the store. The leaflet is to be sent out to businesses and households across South Yorkshire and to be sent out every 1-2 months.
Spring/Summer 2012
The leaflet will stand at a 1/3 A4 size and will open to a full size of A4.
Spring is just around the corner and to ensure your children look and feel the best, we have a collection of modern and contemporary designs, suited for the summer period.
Whether it be a day out to the seaside or park, or you need an outfit for a summer party, we have it covered.
We understand that it’s important to protect your child during those hot sunny days, so we have now created our own line of suncreams and lotions ranging from factor 30-50+. To view the collection for yourself, you can either visit us instore at West Street, Sheffield or by going to our webpage at www.littledaisiesboutique.com. You can even simply call us to request our seasonal catalougue by phoning 0114 288 7526.
Our collection includes: Dresses Shorts Skirts Tops Sandals & Shoes Bathing Suits Holiday wear Knitwear Jackets Accessories Each collection has been exclusiviely designed by our in-house designer, Felicity Watt.
2.4
Swing Tag
Little Daisies Corporate Manual General
This is the swing tag design that little daisies uses. The rounded edges at the top of the tag provide a more quirky and unique approach to the store. Two swing tags are to be used. The first one (white) is to be used on general store items and the second (orange) is to be used on exclusive items such as designer and themed collections. For the second tag, the colour used is Pantone 156. The back of the swing tag is to be left white . This enables the customers to easily udnerstand the information.
Pink Floral Print Dress UK 3-4 years
Everything you need for you little daisies
€30.05 £24.99
Both swing tags will use the dimensions 55mm x 90mm.
www.littledaisiesboutique.com
Pink Floral Print Dress UK 3-4 years
Everything you need for you little daisies
€30.05 £24.99
www.littledaisiesboutique.com
3.0
Little Daisies Corporate Manual General
Carrier Bag This the carrier bag little daisises uses. It is to made from a pure white and textured material and use a cord string handle. The marque itself it to be positioned within the centre of bag and must use the original marque design. The marque must also retain the same texture as the bag so it must be printed onto the same material. On the inside fold of the bag, the web address must be printed on the bottom left corners. This is to be written in Ariel Regular. For a carrier bag larger than 3/4 A3, the font is to be 50pt type with 20pt leading.
3.1
Little Daisies Corporate Manual General
Uniform The way in which our staff excel themselves towards a customer plays an imporatnt role within our company. We believe that by presenting ourselves in a clean, friendly manner can give our clients an enjoyable and pleasant shopping experience. Our uniform consists of two items, a t-shirt and a sweatshirt. These are both plain white and the marque is to be positioned on the right hand side of each product.
3.2
Retail Outlet Fascia
Little Daisies Corporate Manual Environmental Applications
These images show the exterior and interior of our store. The image we want to portray is a fun, modern and memorable place to shop. Parents will come back time and time again and recommened us to their friends and family. The shop exterior must have a fresh, clean decor in pure white. The
Front of shop
marque must be postioned centrally on the fascia board.Any promotional or sale signs must use the same corporate colours and type style as the marque to keep consistency.The sale signs or other promotional posters must be no bigger than 20% of the area of the window. The shop interior must continue with clean white lines . The marque must be situated centrally at the cash desk.
Interior
4.0
Vehicle Livery
Little Daisies Corporate Manual General
As Little Daisies is only a small and independant company, many of our items are delivered via a small transit van. A white van was chosen inparticular as it provides the best possible outcome to clearly view the marque. The examples provided show how the marque can be in-corporated
Side
onto different areas of the van.The marque must be clearly displayed and positioned within the centre of each section.
Front
Back
4.1