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Story The Marque Colour Palette

Contents

Correct Usage Typography Stationery & Promotional Material Marque Applications


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I

n 1986, Thomas Doherty, a tailor, designer, jeans enthusiast and avid denim collector from Sheffield was inspired to

produce his own brand of premium denim after finding a rare pair of vintage jeans. He then set out to replicate the American classic 1944-style jean with an almost obsessive attention to detail and strongly influenced by 1950’s Americana. Thomas used his experience in the vintage clothing import business and poured it into his love of denim and began collecting the elements required to produce the vintage inspired jeans he wanted to create. This involved gathering machinery that had not been produced for over 40 years. The initial production allowed just 15 pairs to be made a day but each one had the hand painted Fairfight marque, now the signature of the brand, put on by Thomas himself. Nowadays we produce our products in greater quantity, but keeping the quality the same as it’s always been.

T

he name Fairfight is derived from a respectful, structured way of confronting each other on issues that are causing

open or hidden conflict. It is a method for handling and resolving the differences of opinion that inevitably occur between spouses or partners. Fairfight is a brand that can be enjoyed by fashion-conscious males and females who take pride in the quality and craftsmanship of the garments they wear.


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The Marque


x

9x

x

T

x x

he Fairfight logo has been developed as a balanced whole and at no time may the shape, configuration, or

proportions be altered. The correct proportions are shown here. Consistent use of the logo helps maintain the integrity of the brand and ensures greater brand recognition.

3x 11x x

O

ur marque is made from two components, two ‘F’s and one ‘T’. The two F’s are the abbreviation of our name,

Fairfight. The negative space created by the Fs, and the line at the top gives the ‘T’ for tailoring, our speciality. We value

4x

the marque’s simplicity, and it’s ability to communicate the company’s ethos. The marque is strong, bold, unisex, quality and exclusive.

3x

x

x 11x


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1.

T

Permitted orientation variants

hese images show the accepted variations of the marque and accompanying typography. Under no circumstances must these two formats be deviated from. The first diagram is our primary format, and the orientation that is most readily used within the brand, the second allows the marque to occupy a less linear space and should be used when space doesn’t permit the primary format. The marque may be used on its own, but the typography must never be used without the marque.

2.


14.5x 3.25x 5.25x

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x x

3.25x

5x

3.25x 15x

5.25x

5.25x x

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O 15x

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x x


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Minimum distance requirements

3x

3x

3x

3.5x

o preserve the integrity of the logo and ensure maximum

3x

impact in environments where it appears with other

elements, clear space must be maintained on all sides of the logo. The minimum clear space required is relative to the size of the logo. It is equal to the 3 times the length of x, and is a mandatory requirement.

3x

3x

3x

3x


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Colour Palette


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Primary

Secondary

Alternative

Men’s clothing

Women’s clothing

Advertising + TV

F

airfight is a uni-sex brand, and where possible we keep most of our products and marque applications

as such, but to aid our customers in identifying the gender of the clothing they are looking at, we use two colour variations of our prime marque. The golden colour variant is for males, and the silver colour is for females. In printed material and stationary we used the gold colouring and as such we identify gold as our primary colour variant, silver as the secondary. Our alternative colouring and texture is for advertising, television and other media where the extra decoration is required.


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Primary colour scheme

P

antone colour swatches are used to maintain the universal standard of colour consistency used within

Fairfight Tailoring’s corporate identity. The three colours used by the Fairfight brand are as follows;

Pantone 8960c

Pantone DS Process Black

Pantone 8960 C : Fairfight Tailoring’s primary colour. Used on our prime marque, and on all stationary and printed material.

Secondary colour scheme

This swatch also represents our male clothing line. Pantone 8400 C : Fairfight Tailoring’s secondary colour. This

Colour Palette

swatch is used with our female clothing line, and all associated material. Pantone DS Process Black : Fairfight Tailoring’s backing colour. Used in situations where sufficient contrast isn’t available. Used on our stationery, clothing labels and on most of our printed material.

Pantone 8400c

Pantone DS Process Black

Below is the alternative method of colouring the fairfight marque which is typically used in advertising; the golden

Alternative colour scheme

texture. It is available by request and should not be replicated using a different texture. It should also not be used on any printed material such as stationary, and reserved for media where the extra decoration is required.

Golden Texture

Golden Texture Marque


Primary colour combinations

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Correct usage


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1.

2.

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he Fairfight logo has been carefully designed to reflect the brand personality of Fairfight and it should always

3.

4.

appear in it’s original form with sufficient clear space surrounding it. To ensure the impact and preserve the integrity T

of the logo, any deviation from the established standard usage

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is prohibited. The following examples show improper usage of the Fairfight Tailoring logo. 1. Never recolour the marque with a colour other than those

Incorrect usage

5.

6.

specified in this manual.

2. Never place a reverse stroke around the logotype. 3. Never reproduce the marque onto a complex background.

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4. Never place the marque over an image that lacks sufficient

Never place items that invade the marques

contrast.

protected area.

5. Never rotate the marque. 6. Never place items that invade the marques protected area.

8.

7.

7. Never use the logotype as a marque. It must always be accompanied with the symbol.

8. Never reproduce the Prime Marque so it cashes with other

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brand’s corporate elements.

9. Never stretch the logotype. 10. Never squash the logotype. 9.

10.

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1.

he Fairfight marque is often used in conjunction with photography and as such, we request that any images

that bare the marque must first be considered by our marketing team. Here are two examples of correct marque and image use;

Image usage

1.

Here is a piece of our advertising material for our store

launch in Paris. The marque is coloured using the alternative style, but to create sufficient contrast it has been placed over a

2.

black rectangle at 75% transparency. 2.

This image shows the marque used within a brochure

format. The marque is housed within a rectangular box set to the maximum safe distance. This method ensures that the marque has high legibility and impact.

A U T U M N CO L L E C T I ON


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Typography


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Primary company typeface

T

he Fairfight logo uses Myriad Pro Regular for its accompanying typography. Under no circumstances

must this typeface be altered. Myriad Pro Bold may be used in circumstances and documents where the regular typeface doesn’t provide sufficient legibility. 12 point type should be used with 14 point leading with both of these typefaces.

Myriad Pro Regular

Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aa Aa


Secondary company typeface

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D

Didot Regular

idot Regular, and Didot Italic are our secondary typefaces. They are to be used on print and web

material. These are the only two typefaces to be used on our material and products unless otherwise specified. We prefer the use of this typeface and it’s family to be loosely leaded, to aid with legibility on important documents. 12 point type should be used with 18 point leading.

Didot Italic

Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


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Stationery


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C

Business card

85mm

16mm

8mm

36mm

8mm

8mm 6mm

6mm

ompany business cards are 85mm x 30mm in size.

30mm

6mm

These dimensions are to be followed strictly and under no 5mm

circumstances should the size of the business card, or its

5mm

contents be changed. The card is duo-tone, making use of the company’s Gold and Black (Pantone 8960C and Pantone DS Process Black respectively).

7mm 12mm

Tom Doherty Tel: (020) 7493 4820 16mm

30mm

Fax: (020) 7493 4821 Email: tomdoherty@fairfight.co.uk

12mm

7mm

85mm


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180mm 30mm

10mm 23mm

40mm

60mm

T

company letter head; • • •

Fairfight Tailoring 301-309 Oxford Street, London, W1C 2DN

he standard Letter Head is A4 size.

The following rules must be adhered to when replicating the

Letter Head

80mm

18mm

90mm

110mm

5th February 2012

Dear Fairfight Tailoring, Dus. Soluptaquis eum sedigniam, tem verest, odia dunt, offici quis dolor molorpores sant accus, et quam aut et quam ut que peditaspis ea nonsere, cuptis ea volore rem. Eni nullabo ruptatur ma volorem. Nam quasperore nemquidusam samus moditat apis iniae prat ut od ex es dendenienis esed qui unt, nissequate nullaciis dendit estia con earunto dolupta ereseque que omniet et il ipictur abo.

The Fairfight Marque is set in the top left corner in the company’s golden Pantone swatch, against the black strip.

Ut explauda voluptiatur am vent es et aut estibereptam ut faccus, odis min est, sequia sumquam velent, que peligendam sentibusti nos rescilit adis volore delita preptas aut doluptur sus, et quides eatatqui repudia sollaut quiam quiatet et exerroriam, sin necum laudipis mod qui aut ommolup tatiur, inis con por receatecum faccuptati ommolup taepel endest, consequiam voleseq uisquis molorunt, voles archici psaerro optatat ma volorerum qui cum quam, totae estion nimolento moluptiur si doluptatiur? Ed qui cuptatur mil eicto venditis qui cus alis arum labo. Nequi dolupti ossitempor ratium eossuntis eatem dolorum corepuditat.

The page margins are set at 30mm. All other measurements are noted in the example to the left. Main body text is Myriad Pro regular set at 12 point,

Yours sincerely,

whilst the address section at the bottom is 7 point.

Fairfight Tailoring

255mm

284mm

301-309 Oxford Street, London, W1C 2DN

30mm

Tel: (020) 7493 4820

58mm

Fax: (020) 7493 4821

89mm

Email: info@fairfight.co.uk

120mm

www.fairfight.co.uk

155mm

180mm


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30mm

10mm 30mm

T

he company Compliments Slip is of the standard size.

23mm

(210mm x 99mm).

The following rules must be adhered to when replicating the

Compliments slip

10mm 23mm 40mm

company compliments slip;

40mm

60mm

• •

180mm

80mm

18mm

The Fairfight Marque is set in the top left corner in the company’s golden Pantone swatch, against the black strip. The page margins are set at 30mm. All other measurements

65mm

With Compliments

are noted in the example to the left.

93mm

Main body text is Myriad Pro regular set at 12 point,

100mm

whilst the address section at the bottom is 7 point.

85mm

301-309 Oxford Street, London, W1C 2DN

30mm

Tel: (020) 7493 4820

58mm

Fax: (020) 7493 4821

89mm

Email: info@fairfight.co.uk

120mm

155mm

www.fairfight.co.uk

180mm


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T

o the right are examples of some of Fairfight’s launch catalogues, at the standard A4 size.

The Fairfight Marque may be set in one of four places, as demonstrated by the images. The margins and columns dictate the placement of the marque, and must be followed precisely. A U T U M N CO L L E C T I ON

A U T U M N CO L L E C T I ON

For ease of placement the marque should be applied with

A4 calalogue

it’s maximum distance requirements met. This constrains the marque to a rectangular box that fits the constraints of the columns. The following must also be adhered to when replicating/creating these catalogues; A U T U M N CO L L E C T I ON

The page margins are set at 12.7mm.

There are five columns, each with a 4mm gutter in between.

The imagery should be duo-tone, in one of the company’s

colours and white. The images must also have prior approval from the Fairfight marketing team.

SUMMER COLLECTION

A U T U M N CO L L E C T I ON


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o the right are two examples of some of Fairfight’s launch brochures, at one third of A4 size.

The Fairfight Marque may be set in one of two places, as demonstrated in the images. The margins and columns dictate the placement of the marque, and must be followed precisely. For ease of placement the marque should be applied with it’s maximum distance requirements met. This constrains

Brochure

the marque to a rectangular box that fits the constraints of the columns. The following must also be adhered to when replicating/creating these catalogues; •

The page margins are set at 12.7mm.

There are three columns, each with a 4mm gutter in

• •

between. The imagery should be duo-tone, in one of the company’s colours and white. The images must also have prior approval from the Fairfight marketing team.

S U M M E R CO L L E C T I ON

S U M M E R CO L L E C T I ON


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Applications


Merchandise

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Flagship Store in London


Store Launch Images

Merchandise


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H

Merchandise

ere are some examples from Fairfight’s launch stock, which indicates the manor in which we use the brand’s

marque on products. We like the marque to be prominent on all our garments. There are exceptions but as a general rule we only use the marque on the garments and accessories, the accompanying typography is on the inside label, or on the tag.


Fairfight Brand Manual  

Fairfight Brand Manual

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