BRAND STANDARDS
BRAND STANDARDS
BEAUTY
CONFIDENCE
SEXY
THIS IS FREDERICK’S
CONTENTS
01
THE HOLLYWOOD DREAM The Beginning of Frederick’s of Hollywood Through the Years New Beginnings
02
TIME FOR A CHANGE
03
BECOMING FREDERICK’S
04
MORE THAN LINGERIE
Who We Were Who We Are Beautiful Explorations Wild Explorations Who We Are Talking To
This Is Our Old Mark This Is Our New Mark Logo Anatomy Acceptable Logo Usage Unacceptable Logo Usage Typographic Standards These Are Our Colors This Is Our Photography This Is Our Grid Stationery System
What Else Do We Offer? This Is Our Lotion This Is Our Shampoo This Is Our Lipstick & Nail Polish
16 18 20
26 28 30 36 44
54 56 58 60 62 64 68 70 76 78
84 88 92 96
01
THE HOLLYWOOD DREAM
FREDERICK’S
THE BEGINNING OF FREDERICK’S OF HOLLYWOOD The company is named for its founder and longtime president Frederick Mellinger, who conceived of his lingerie business while serving in the armed forces during World War II. In 1946, after his discharge, Mellinger established a mail-order undergarment operation in New York City. Known as Frederick’s of Fifth Avenue, his shop offered racy black bras and panties embellished with lace and appliqués.
came complete with a “free straw.” The catalogs and stores later added glamorous evening wear, much of it designed by Mr. Frederick himself. The garments featured daring necklines, high slits, and sheer fabrics intended to appeal to men as much as women. In fact, Mellinger once wrote that his goal was to offer “the most alluring, body-hugging, figure-enhancing outer fashions ... always aimed at men.”
Mellinger took his fancy foundations to more permissive California in 1947, changing the name of the catalog business to Frederick’s of Hollywood that same year. Tinseltown’s glitz and glamour provided the perfect backdrop for the groundbreaking retailer, and a parade of starlets and models provided a ready customer base.
Mr. Frederick opened his first retail store in California in 1952 and others soon followed. The flamboyant Art Deco flagship store soon became known as “the purple palace.” Mellinger started advertising his catalog and garments in nationally circulated magazines using saucy tag lines such as “Fashions Change—But Sex Is Always in Style.” It was Frederick’s that brought French bikinis to the United States during the 1950s. After incorporating in 1962, Frederick’s continued to expand its product offerings in the sexually permissive environment of the 1960s and 1970s. Soon pasties, anonymously written sexual guides, and other “sexually oriented non-apparel products” appeared in the catalogs.
Mellinger, who came to be known as “Mr. Frederick” among his clientele, soon began to specialize in figure-enhancing foundations and accessories. He designed and began selling the first push-up bra, dubbed the “Rising Star,” in 1948. Fanny pads, girdles, sky-high heeled shoes, hosiery, wigs, false eyelashes, even head pads to achieve the illusion of height—anything necessary to achieve “Frederick’s figure balancing act”—followed in the years to come. The company even offered an inflatable bra that
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In May 1985, after a short period of leadership under interim managers, Frederick’s board of directors hired former Carter Hawley Hale home furnishings
THE HOLLYWOOD DREAM
division chief George Townson to take the reins at Frederick’s as chairman and CEO. Townson brought two decades of experience in mail-order retailing, although none of it was in apparel, let alone lingerie. It did not take Townson long to pinpoint Frederick’s problems. He later enumerated the shortcomings to Direct Marketing’s Mollie Neal: “Outdated business assumptions, deteriorating conditions of our stores, ineffective management, inadequate merchandising and financial reporting systems, a dwindling core customer base, more sophisticated competition, archaic structures and antiquated policies.” The new CEO immediately mapped out a ten-year plan for what he called the “desleazification” of Frederick’s.
Mellinger once wrote that his goal was to offer “the most alluring, body-hugging, figure-enhancing outer fashions ... always aimed at men.” Store renovations shunned the traditional garish purples and hot pinks for more subtle lavenders and mauves, while softer lighting and new carpeting in the stores made for a more romantic, less burlesque atmosphere. The high-profile, $300,000 renovation of the “purple palace” was a prime example of this physical repositioning. Not only did the company redecorate—including covering over the outrageous lavender facade with gray paint—but it also celebrated its heritage with the opening of the world’s first Lingerie Museum, featuring some of Frederick’s earliest designs as well as undergarments of the stars. Los Angeles Mayor Tom Bradley declared “Frederick’s of Hollywood Day” on the occasion of the grand reopening, November 8, 1989. The vast majority (80 percent) of Frederick’s nearly 200 stores had been redecorated by 1991.
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FREDERICK’S
THROUGH THE YEARS 1946
1952
Frederick Mellinger establishes a mail-order lingerie business in New York City called Frederick’s of Fifth Avenue.
The first retail store opens in California.
1947
1962
Mellinger relocates the business to California, renaming it Frederick’s of Hollywood.
The company is incorporated as Frederick’s of Hollywood, Inc.
1948
1972
Mellinger designs and begins selling the first push-up bra, dubbed the “Rising Star.”
The company goes public, but the Mellinger family continues to own a majority stake.
18
THE HOLLYWOOD DREAM
1984
1999
Frederick’s suffers a net loss for the year, its first ever; Mellinger retires.
Linda LoRe is named president and CEO.
1985
2000
George Townson is brought onboard as chairman and CEO and launches a “desleazification” of Frederick’s.
Knightsbridge sells the company to investment firm Wilshire Partners; burdened by debt, Frederick’s files for Chapter 11 bankruptcy protection.
1997
2003
Investment bank Knightsbridge Capital Corp. takes Frederick’s private in a $66.6 million leveraged deal.
The company emerges from bankruptcy under the majority ownership of creditors led by Crédit Agricole, a French investment bank.
19
FREDERICK’S
NEW BEGINNINGS We all know Victoria’s Secret is the leader in the lingerie field, so if we can’t beat them, why not go in a slightly different direction. First things first, no more Frederick’s of Hollywood, the new name is simply Frederick’s. We will still be a lingerie store, but we will have ALL sizes, big and small and will be upscale in appearance, but be affordable and for all women. And we want to be clear we are for ALL women of ALL sizes, we want every single woman to feel beautiful and confident in themselves. Also, in addition, within each store will be “Frederick’s Concierge” and this will be somewhere women can go and get a makeover, which would consist of hair, makeup and a personal shopper to pick out lingerie just for them. Also, if they choose, they can even do a photo shoot in their new hair and makeup and lingerie if they would like, but of course, tastefully done and not in your stereotypical “sexy” poses. Our thinking behind this, is it gives our customers something different than other lingerie shops and it gives us the ability to sell confidence and create the fantasy for these women.
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OUR MISSION IS TO CREA MAKE WOMEN FEEL CON OUR GOAL IS TO EXPAND THROUGH QUALITY, INNO UNRELENTING CUSTOME
ATE PRODUCTS THAT NFIDENT IN THEMSELVES. D OUR PRESENCE OVATION, VALUE AND AN ER FOCUS.
02
TIME FOR A CHANGE
FREDERICK’S
WHO WE WERE Frederick’s of Hollywood sold lingerie and sex. Everything was very risque and borderline sleazy for a lot of people. With the coming of Victoria’s Secret, Frederick’s of Hollywood really started to lose an audience and couldn’t connect. Women don’t want sleazy, women want to feel beautiful and sexy, thus why we believe the new Frederick’s is a new culture that women will embrace.
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TIME FOR A CHANGE
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FREDERICK’S
WHO WE ARE The new Frederick’s is somewhere women can come and feel comfortable. They can be themselves, which is strong, confident, beautiful and sexy. No matter what their size, race, etc. They can come and know that they will not be judged. They can come and know that they can find anything they are looking for, whether it be a simple pair of underwear to a sexy outfit to wear for their significant other. Frederick’s understands women and that they come in all different types. Not one woman is the same and that’s what’s so awesome about them.
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TIME FOR A CHANGE
29
FREDERICK’S
BEAUTIFUL EXPLORATIONS In trying to figure out what way we wanted to take Frederick’s we had to do a lot of research. And in that research there was a lot of brainstorming. What we did was choose two words we believed embodied what we wanted Frederick’s to be and those two words are Beautiful and Wild. We then took those words and created 6 pages for each word (12 total) of whatever we thought represented these words well. It helped us brainstorm different ways to show the words beautiful and wild, which would help later on in making the actual logo. So in the next few pages we will show you those explorations, starting with beautiful, so you can get an idea of how we were brainstorming.
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TIME FOR A CHANGE
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FREDERICK’S
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TIME FOR A CHANGE
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FREDERICK’S
WILD EXPLORATIONS And here are the pages for the word Wild, which was a little bit more challenging for us. How do we show wild without being stereotypical or literal? After a lot of tries we had fun with it and started to expand our explorations with wild fire, wild hair, using fun, wild fonts and colors, altering photos to make them appear unnatural, etc. Overall, doing this made us choose two words to be more specific in where we wanted our rebrand to go and it also made us think outside the box a little by exploring a lot of different avenues that we otherwise may not have tried if we just went straight into sketching logo ideas. So, keep in mind, Frederick’s is beautiful and wild.
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TIME FOR A CHANGE
37
FREDERICK’S
W I L D 40
TIME FOR A CHANGE
41
The beauty of a woman is n the true beauty in a woman is the caring that she loving she shows. The beauty of a passing years.
not in a facial mode but n is reflected in her soul. It gly gives the passion that a woman grows with the — Audrey Hepburn
WHO WE ARE TALKING TO As any other company does, we also have our own audience profiles, who are we trying to market to, who do we think will be shopping at Frederick’s, etc. With the rebrand brings new customers and that’s always great, but we need to make sure we understand these customers. The following are some profiles we believe will help us keep our brand going strong because we know what our customers want.
TIME FOR A CHANGE
CARRIE PERKINS 30 YEARS OLD | FASHION STYLIST | BROOKLYN, NY
Carrie graduated from the Fashion Institute of Technology and now works as a freelance fashion stylist for local boutiques and the occasional photo shoot. Her dream is to work for a well known design house and actually make clothes, rather than just style with them, but she knows her time will come.
Carrie is a free spirit living in a loft in Brooklyn. She loves the artsy, hipster scene in the area and constantly visits local thrift shops hoping to find that one awesome piece for her wardrobe. She hates malls and all the “trendy” mainstream stores. She likes to be different in the way she looks.
She’s currently single with no kids and likes it that way. She doesn’t feel like being tied down by a man and likes being able to do whatever she wants when she wants.
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FREDERICK’S
JULIA IRWIN
35 YEARS OLD | MARKETING MANAGER | AUSTIN, TX Julia is a tried and true Texas girl, born and raised. She loves her Texas BBQ and has more than one pair of cowboy boots. She graduated from the University of Texas and is a die hard football fan. That’s the Texas way! She is currently single and recently purchased her own home and loves it. But she does get the pressure from her parents that she needs to find a man and settle down. She believes it will happen with time.
46
Along with cowboy boots, Julia has a ton of shoes, she loves shoes and she knows it has to do with her weight. No matter what her weight fluctuates to she can always rely on her shoes to fit. So when it comes to clothes shopping, she is not a huge fan and she hates trying clothes on. But, one would never know that because she appears so confident.
TIME FOR A CHANGE
NANCY LARKIN
57 YEARS OLD | STAY AT HOME MOM | SACRAMENTO, CA Nancy is a wife of 34 years, a mother of 4, now grown, children and a grandmother of 3 children. And she wouldn’t have it any other way. She was a stay at home mother her entire life, while her husband was the sole provider as a dentist. They lived your typical middle class lifestyle and have always been comfortable.
from different countries and go clothes shopping in hopes of finding things she wouldn’t in the states. But, overall, when at home she shops at normal, affordable stores. She loves Target and is always looking in the clearance aisle wherever she goes.
Now that her husband is retired and the kids are out of the house, they both love to travel. And with traveling comes shopping. She loves to collect things
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FREDERICK’S
SHARMA MARTINEZ 28 YEARS OLD | WEB DEVELOPER | SAN FRANCISCO, CA Sharma is one of the many young graduates who came over to the Bay Area in hopes of making it in the tech industry. Originally from New Jersey, she made the move to San Francisco in 2010 after graduating from Northwestern University and got her dream job at Google. Sharma has a boyfriend that she met after her move to San Francisco and they now live together with an engagement hopefully on the horizon.
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But for now she’s enjoying her job and enjoying the Bay Area and all it has to offer. She loves to go into the city, especially Union Square to meet friends for drinks and shopping. Her boyfriend believes she has a shopping addiction because of all the clothes and shoes she owns, but she sees it as therapy and reward after a long weeks work.
TIME FOR A CHANGE
CORY ARMSTRONG 31 YEARS OLD | GAME DESIGNER | MOUNTAIN VIEW, CA Cory was born and raised in New Jersey, but moved to California when he was 28 years old. He graduated with a degree in game design and figured his job options would be a lot better in California. So he packed up and drove across the country. A couple months after moving to California he met his girlfriend Melissa, online. Two and a half years and they are still going strong, even living together. He definitely sees marriage and kids in their future.
Cory, as most men do, hates shopping and is extremely indecisive when he does go shopping. But he does enjoy buying gifts for Melissa, to show he’s thinking about her. One thing he tends to avoid is lingerie because he feels awkward going in those stores by himself and worries he will pick out the wrong thing or even worse, the wrong size and offend her. So, he usually avoids lingerie completely.
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03
BECOMING FREDERICK’S
FREDERICK’S
THIS IS OUR OLD MARK
54
BECOMING FREDERICK’S
55
FREDERICK’S
THIS IS OUR NEW MARK Frederick’s of Hollywood has been around since 1946. We feel “of Hollywood” is dated and doesn’t represent what we want to achieve as a company, but we still want to pay homage to the man who started the company all on his own. So the new name for the company is simply, Frederick’s. The new brand is simple and elegant and creates an inclusive feel, but also a little upscale. We want women to feel comfortable and that Frederick’s is somewhere they can come and be themselves and we feel this new brand accomplishes that.
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BECOMING FREDERICK’S
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FREDERICK’S
LOGO ANATOMY 0.125x 0.25x
x
3.5x x = 2�
Notice the letter spacing of the logo. The maximum space between the letters is the measurement between vertical letters (i.e. the F and E). Also, notice the heart apostrophe is placed in a particular place within the logotype and the space between the K and S is a little larger than the other letters to make room for the heart.
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BECOMING FREDERICK’S
CLEAR SPACE 0.25x
0.25x
0.25x
0.25x
White space is given so the logo can breathe. No elements should go within the given white space shown above.
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FREDERICK’S
ACCEPTABLE LOGO USAGE As you know Frederick’s started out as Frederick’s of Hollywood in 1947. Not much has changed about the logo over the years until now. Frederick’s of Hollywood has become simply Frederick’s. The logo represents confidence, comfort and beauty among women. We want women to leave Frederick’s feeling empowered and confident in themselves because we make sure we make them all feel special and unique like every women should. Whenever possible the logo should appear in its primary colors. With the type in teal and the heart in pink. The full colored logo should appear when the background is white.
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BECOMING FREDERICK’S
PRIMARY LOGO When the logo is on a white background, it should be shown in it’s main two colors. This is always the preferred way of using the logo.
BLACK LOGO When the logo is on a light colored background you can show the logo in black.
WHITE LOGO When the logo is on a dark colored background you can show the logo in white.
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FREDERICK’S
UNACCEPTABLE LOGO USAGE A lot of thought and effort has gone into making this new mark, so please respect it and keep it as is. Our mark stands for everything that Frederick’s is now and it’s simplicity is what make Frederick’s what it is today. So please no changes.
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BECOMING FREDERICK’S
DO NOT use other fonts
DO NOT stretch or alter
DO NOT change the colors
DO NOT add elements
DO NOT add a stroke
DO NOT screen, always use at 100%
DO NOT rotate
DO NOT encase
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FREDERICK’S
TYPOGRAPHIC STANDARDS Avenir Next Ultra Light
Avenir Next Medium
Avenir Next Bold
Use for body copy
Use for body copy
Use for body copy
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
1234567890,.?!
1234567890,.?!
1234567890,.?!
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BECOMING FREDERICK’S
Avenir Next Condensed Ultra Light
Avenir Next Condensed Ultra Light Italic
Avenir Next Condensed Regular
Use for titles/headers
Use for quotes
Use for titles/headers
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
1234567890,.?!
1234567890,.?!
1234567890,.?!
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People often say th eye of the beholde the most liberating th realizing you are the beho
hat beauty is in the er, and I say that hing about beauty is older. — Salma Hayek
FREDERICK’S
THESE ARE OUR COLORS We have two primary colors, which are what are in the logo. They are Electric Blue and Tickle Me Pink. They must be the only colors used for the logo. These colors will also be what is used in any marketing materials, packaging, etc.
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BECOMING FREDERICK’S
PMS 7696 C RGB 81/156/186
HEX #519CBA CMYK 68/25/18/0
PMS 7423 C
RGB 240/98/134
PMS BLACK RGB 0/0/0
HEX #F06286 CMYK 0/76/24/0
HEX #000000 CMYK 0/0/0/100 69
FREDERICK’S
THIS IS OUR PHOTOGRAPHY Our photography shows who we are. We want the women who shop with us to be comfortable and confident in who they are and know that our services don’t define them, but accentuate their own inner and outer beauty. Our customers are the everyday women, not the unrealistic model type. We want to show them in natural, comfortable poses. Showing them laughing, having fun, being serious, silly, whatever they feel represents their personalities. Our photography will be in black and white because we feel this really accentuates the woman and all her beauty without the distraction of color. Now keep in mind when it comes to the catalog we will also have to incorporate color photography because the catalog needs to show our products in full color, but our main look will be black and white.
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FREDERICK’S
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CHAPTER TITLE
In addition to showing women in lingerie in classy, non sexual ways, we also want to show women in everyday wear, just out and about having fun and/or doing what they love. And we will always stand by our promise to only show the “everyday woman”. No stick skinny, unrealistic model types. Women come in all shapes, sizes and races and that’s what Frederick’s caters to.
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FREDERICK’S
THIS IS OUR GRID For any print and web materials we will use a grid, this will get you the right measurements and proper layouts for a variety of items, including any brochures, web ads, prints ads, catalogs, etc. The beauty about grids is they keep the consistency needed for a brand, but also let you create interest and variety when used properly.
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CHAPTER TITLE
NO TEXT HERE. ONLY GO ABOVE THE HEADER IF IT’S FOR IMAGERY.
TWO LINE HEADER BODY COPY. Lorem ipsum dolor sit amet, consectetur adipiscing elit. In interdum felis elit, a adipiscing mi ornare eget. Aenean eu sapien nisl. Ut cursus dolor eget aliquet convallis. Etiam facilisis erat sit amet elit ornare, ut auctor mi eleifend. Nullam magna sapien, sollicitudin sed consectetur in, dictum a velit. Nunc molestie tellus eu urna aliquam gravida in ac magna. Quisque lacus mauris, sollicitudin eget porta rhoncus, dapibus et est. Pellentesque sed arcu quam. Suspendisse eu est magna. Etiam elementum tincidunt turpis. Maecenas lobortis sed ipsum nec viverra. Quisque a sem sit amet turpis sodales malesuada.
PAGE NUMBER
FREDERICK’S
STATIONERY SYSTEM Here is our business system. Everyone will be provided with their business card, letterhead and envelopes. Please use what is given and do not create your own. These have been designed to fit with our overall brand and it needs to be kept this way. Everyone will get a set of cards with both pink and blue backs so you can mix them up if you choose. Lastly, if you need to change something on your card go through the appropriate avenues to get it changed and do not do it on your own.
36
BECOMING FREDERICK’S
Mr. Cory Armstrong 2256 Lincoln Avenue Alameda, CA 94501
Mr. Cory Armstrong, Thank you for working with us and being a part of the Frederick’s family all of these years! To continue this partnership we want to make sure we are all on the same page. So, in this package you will find a box with the book of branding guidelines. Please keep this book in your files for future work that you will most likely be doing with our brand. We want to make sure that everything with our brand is done correctly and looks like we intended so we appreciate you taking the time to look at our branding guidelines and working with them. We hope that you have a great year and please feel free to contact us at any time if you have any issues. You will find my business card included in this letter.
Thank You,
Nicole Johnson
Graphic Designer
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FREDERICK’S
PO BOX 1234 | SAN FRANCISCO | CA | 94111
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BECOMING FREDERICK’S
Nicole D. Johnson Graphic Designer
PO BOX 1234 San Francisco, CA 94111 510.512.6612 www.fredericks.com nicole@fredericks.com
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04
MORE THAN LINGERIE
WHAT ELSE DO WE OFFER? Frederick’s is mainly lingerie, that’s what we have always sold and started out with, but in this rebrand we will also have a few new things that we think will expand on our brand for the better. First off, we will have Frederick’s Concierge, which will live in our storefronts. It will be somewhere women can come to and get a makeover, which would consist of hair, makeup and a personal shopper to pick out lingerie just for them. It will also consist of the option of a photo shoot in the lingerie that they could have for themselves and/ or significant others as a gift. But of course, tastefully done and not in your stereotypical “sexy” poses. Lastly, Frederick’s will also sell their own brand of lotions, makeup, hair care products, etc. All of this will be what is used in Frederick’s Concierge and what is sold. Everything sold in Frederick’s is a Frederick’s item, which is something we want to make sure to keep for the consistency of the brand.
MORE THAN LINGERIE
CONCIERGE
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Beauty is how you feel ins your eyes. It is not someth
side, and it reflects in hing physical. – Sophia Loren
FREDERICK’S
THIS IS OUR LOTION One of the new items Frederick’s will carry is lotion. We will have it in all different scents, but here is a starter of what our basic lotion will look like. We will house them in a tall tube that gives it a sleek, modern look, especially with the tube being black. Overall, our packaging will be fairly minimal because we want it to be easily identifiable, yet sleek and modern. So for the lotion tube, we will be playing with the highness of it and place the logo sideways with the heart going off and around the tube.
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MORE THAN LINGERIE
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FREDERICK’S
THIS IS OUR SHAMPOO Frederick’s will also have shampoo. Again, it will eventually be made for different hair types like straight, colored, curly, etc. But, this is what the overall bottle will look like. The heart will appear on the front and wrap around. It is consistent with the lotion and also when placed on the shelves, they could be placed together in pairs to create a whole heart if wanted.
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MORE THAN LINGERIE
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I always find beauty in thi imperfect, they are much
ings that are odd and more interesting. —Marc Jacobs
FREDERICK’S
THIS IS OUR LIPSTICK & NAIL POLISH Lastly, we will have makeup, ranging from lipstick, foundation, nail polish, mascara, eye liner, etc. Since we will have Frederick’s Concierge which will provide makeovers, they will need all types of makeup and whatever they use at the concierge is what we will sell to our customers. Here, you will find mockups of the lipstick and nail polish. Again, in keeping with the look we will have the logo match the lotion in that it is sideways running up with the heart wrapping around the top of the lipstick. As far as the nail polish, using clear bottles so the polish color shows is a must, so because of that our logo will appear in white as to not compete with the variety of colors. And we will have the heart bleeding off the bottom and wrapping around the edge in either pink or blue.
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MORE THAN LINGERIE
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NEVER BE TOO BUSY
TO BE BEAUTIFUL
THIS IS FREDERICK’S
Copyright Š 2014 Nicole Johnson 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 prior permission. Written and designed by Nicole Johnson The original source for this book was created in InDesign and output as a PDF. The photographs were enhanced using Photoshop and the text was formatted in InDesign. The typefaces used in this book are Avenir Next, Avenir Next Condensed and Blanch. This book was printed on 100# Text, Eggshell Texture. It was printed and bound by Blurb. GR 604 - Nature of Identity Instructor Gordon Mortensen Spring 2014 at the Academy of Art University San Francisco, CA