B R A N D
B O O K
TA B L E O F CO N T E N T S 3 Introduction
4 About Our Products
28 Logo Combination
6 Egard Homme Style Collections
29 Color Options
Forged as a tribute to the bond between a son and his father, Égard seeks to produce exceptional timepieces that do more than simply tell time—they capture moments.
10 Our Industry
30 Our Colors
12 What Makes Us Different
31 Logo Spacing
Égard debuted in 2012 with an intricate layered-dial design that
14 Who We Are
32 Logo Rules
makes a bold statement while exuding prestige. Our pieces are
16 Our Story
34 Our Fonts
18 Raison D’être / Mission / Vision / Core
36 Communication Guidlines
that are truly worthy of life’s milestones, while still providing top-of-the-
38 Key Words
line materials and motion.
Essence / Value
unique expressions of style, built with the highest quality movements produced in Switzerland and Japan. We strive to design luxury pieces
22 Our Brand Personality
39 Communicating Who We Are
Father and son founders, Ilan and Peter Srulovicz work together in
23 Our Target Audience
41 Defining Thoughs
their Los Angeles and Toronto offices to design and manufacture all
24 Our Logo 26 Icon Guideline
INTRODUCTION TO ÉGARD
of Égard’s pieces. Providing real craftsman quality with luxury appeal, Égard will take the accessory industry by storm. It is our moment; seize it.
ABOUT OUR PRODUCTS Égard debuted in 2012 with an intricate layered-dial design that makes a bold statement while exuding prestige. Our pieces are unique expressions of style, built with the highest quality movements produced in Switzerland and Japan. Each timepiece is crafted with the finest automatic movements, as well as the highest quality materials including AR coating, sapphire crystals, and engraved casing. We hide nothing, proudly displaying the movement through the glass bottom plate. Égard’s designs are distinct. The layered dial, texturized face, visible movements, and overall 3D look—combined with splashes of bold color—are unique to our brand. These features, partnered with a thick engraved case, create the perfect combination of function and luxury design. Although each Égard collection has its own style, we strive to incorporate our identity and distinctive elements into every new piece we create. We are never stagnant though, seeking always to be at the forefront of luxury and quality. Égard strives to design luxury pieces that are truly worthy of life’s milestones, while still providing top-of-the-line materials and motion. 4
EGARD HOMME STYLE COLLECTIONS At our launch, we are debuting our Égard Homme line of men’s timepieces with three main style collections: the Shade, the Adoro, and the Hunter. As with every style collection, each has its own personality, look, and audience.
THE SHADE The Shade exudes a unique hybrid of a sports and dress personality. Reflecting the passion of its creator, the Shade’s means is to demonstrate the inner workings of how time is perceived. The appeal of this timepiece is meant to come from an individual who truly values a combination of elegance and functionality. Consisting of a skeletonized automatic movement, sapphire crystal top and bottom, AR coating and water resistant 20 ATM, the Shade most certainly does not compromise quality. Furthermore, this piece can be sported with just about anything, from a t-shirt and jeans to a suit and tie, the range of The Shade is endless.
Comprised of a 3D dial that puts an emphasis on
Designed to be unique while remaining a timeless
exclusivity, the hunter is meant to signify style. A
masterpiece, The Adoro signifies class and elegance
unique design sporting a domed sapphire crystal
above all else. Intended to symbolize the bond
top and bottom, AR coating and a Swiss Selitta sw-
between father and son, this timepiece utilizes a
220 movement along with a butterfly buckle, this
manual wind movement, allowing the user to fully
exceptional timepiece embraces a classy yet
appreciate its true value.
Limited to only 100 pieces, this rare item contains a Swiss luxury ETA 6498 movement, a sapphire crystal with AR coating, and comes in a 20 micron thick, 18K rose gold plated case.
O U R I N D U ST RY The luxury watch industry has a very long history, as does the fashion accessory
For others, quality is of the greatest significance as timepieces are their top priority.
industry. They have grown hand-in-hand throughout the years, with many of the most
These brands are classified as watch enthusiasts. While these two factors should be
successful watch brands stemming from both markets.
a vital feature for any product, these companies can sometimes forget that the main consumer appeal of this market is derived from a blend of both functionality
With new companies jumping in every day, the industry has become very competitive.
However, not all these companies have timepieces as their primary focus. For some, these items are nothing more than a fashion accessory to go along with the main
We here at Egard are a watch enthusiast brand who believes that a combination of
product. Therefore, the functionality and quality of these watches might not live up to
both quality and luxury is very important. This is why we strive to create products
company name the way their other lines do.
that are more than just timepieces but rather an expression of the strong connection one feels they posses with another. Therefore we put forth all of our focus into our timepieces, making sure the level of quality and style meets the name and the meaning.
W H AT M A K E S U S D I F F E R E N T Égard has a distinctive style and sophisticated product. Although our industry is
filled with a variety of designs, our timepieces stand out as unique and recognizable, with our signature layered dial, textures, and overall look. With each style collection we produce, we aim to be innovative in our design, always looking to make a distinguished statement.
Égard offers unparalleled quality guarantees and customer service. We warranty all
of our timepieces for a full three years—from the internal movement to the casing and the strap. We want our customers to be more than satisfied. If for any reason they are not happy with their purchase, we offer a 30-day return policy on Égard purchases.
Égard’s greatest difference lies in its legacy and founding story. We exist out of a
Égard is certainly high class and high quality, but we’re still down-to-earth. We know
desire to pay tribute to the person who has supported us throughout our defining
everyone. To prove that, we offer promotions, engage on a customer level, and have a
purpose and seek to always honor it with our design, quality, and service.
how to appeal to a variety of lifestyles. Our goal is to be luxury and quality for almost
moments; everyone can relate to that desire on some level. We take pride in our
wider price range.
WHO WE ARE We are Égard. We create timepieces—works of art, style, and function. Why simply tell time, when we can define moments? Combining tradition and quality with one-of-a-kind modern style, Égard is a revolution in both luxury and time. In French, égard translates as toward, concerning, or in consideration of; everything that Égard creates is in consideration of quality, luxury, sustainability and connection.
O U R STO RY Life is a series of moments. Many of those moments define us as individuals.
Though time is fleeting, each carefully crafted Égard timepiece becomes a constant
Often, when we look back, those defining moments include someone else, someone
looking forward to the next ones.
who stood by our side—when it was easy and when it was hard. Égard began as a tribute to that person and to those moments. In our story, that person is a father, Peter Srulovicz. His son, Ilan, designed his first timepiece to honor the years of support and the ageless bond they have shared. It was his goal to create pieces that inspire, embodying the depth of emotion we all feel for that person in our lives.
reminder to accept those passing moments, being thankful for the great ones and
At its core, Égard is a son’s way of thanking his father, turning time into a timeless legacy. “Though we ask not to be bound nor gripped by the hand of time, we seek to measure it—not so that we may control it or defeat it, but rather, so that we may expose ourselves to its infinite scale.”
Being a true designer, Ilan researched the inner workings of watches and the watch industry thoroughly, adopting only the finest technical specifications and materials. He found inspiration in his memories and sense of style, building his designs as 3D renderings. With his designs receiving overwhelmingly positive reviews around the world, those renderings became prototypes, which became finished products. Thus, Égard came into being. 16
Every company has a reason it exists, their mission and purpose. Although we have a
We believe we do more than just make timepieces; our mission makes that clear.
solid mission, Égard was created out of a philosophy, an idea. Fundamentally, this is why we exist:
“Though we ask not to be B O U N D nor G R I P P E D by the H A N D o f T I M E , we seek to M E A S U R E it—not so that we may C O N T R O L it or D E F E A T it, but rather, so that we may expose ourselves to its I N F I N I T E scale.”
Our focus is: To craft innovative, luxury timepieces as unique expressions of individual style. To be continuously innovative in design and manufacturing, utilizing only the finest materials and movements. To create a timeless legacy in honor of all life’s moments and the people we share them with.
Alternative Mission Statement: To craft high quality, luxury timepieces as unique expressions of individual style while creating a timeless legacy honoring all of life’s moments and the people who share them.
OUR VISION To build a successful, recognized brand of luxury timepieces in both the watch and fashion industries, embodying an identity, status, and expression of individuality and style for our customers.
O U R VA L U E
Quality Value Innovation
Design Technology Quality – Égard never compromises quality for luxury, or visa versa. Each timepiece
is crafted with the finest inner workings, with movements from Switzerland and Japan, as well as the highest quality materials including AR coating, sapphire crystals, and engraved casing.
Uniqueness – Égard’s designs are distinct. The layered dial, texturized face, visible
Customer Service Heritage
movements, and overall 3D look—combined with splashes of bold color—are unique to our brand. These features, partnered with a thick engraved case, create the perfect combination of function with luxury design.
Expression – Design and personal style motivate most luxury watch purchases.
Égard creates its timepieces to be an expression of style and individuality that stand apart from all other brands, exuding luxury and status.
OUR BRAND PERSONALITY
O U R TA RG E T AU D I E N C E
Égard is a gentleman—sophisticated, educated, classy, distinguished. Égard is a trendsetter—stylish, edgy, innovative, unique.
As a whole, Égard timepieces are for almost everyone, with product lines and
We have a sense of adventure combined with a love of tradition. We are proud and strong, but never forceful or conceited—we let our product speak for itself. We appreciate the details and the moments—in life and in our products. Our outside quality represents our inside values. We know how to have live life to its fullest, whether yachting or clubbing, and we do it in distinctive style. We make our own success, never being held back by convention and always-moving forward. We aren’t afraid to seize the moment.
collections appealing to specific personalities, tastes, and ages. Our debut Égard Homme line features timepieces for men, generally between the ages of 20 and 60 with a high style sense and the ability to indulge their tastes. Each collection is created with a certain personality or style, from more modern and bold to more classic and distinguished. We offer a variety that can appeal to our wearers as a unique expression of individual style. Generally, a man who would wear Égard relates to our brand personality, being a unique mix of gentleman and trendsetter. He appreciates the finer things in life while having a down-to-earth character. To him, Égard is an opportunity to set him apart, and make a statement. As Égard grows, we look forward to creating luxury timepieces for women with our Égard Femme line.
SIMPLE YET CLASSIC Egard prides ourselves on being distinguished. Our logo embodies our unique personality as it exudes class and quality. Our font was selected to represent our luxurious style while the crossing of swords symbolizes the special bond between father and son, giving off an image of respect and heritage. The combined result Basic Logo
gives us the powerful, edgy yet extravagant look we desire to obtain.
TAG L I N E Our timepieces certainly tell time. More importantly, however, is their ability to define
Always included as part of the logo, with or without the tagline.
Always shown in our branded black, or white. Tints are allowed
moments—as a gift given on a momentous occasion, a constant companion through life’s journeys, a legacy passed down through generations. Those moments build us as individuals; Égard creates and shares those moments.
TAG L I N E G U I D L I N E S Always used on any Égard designs
Used on its own as an icon or watermark.
or communication. Used on its own or combined with the logo.
Always keep straight; do not rotate, relfect, or otherwise edit the symbol.
Always shown in the type as designed here. Always shown in our branded black, white and occasionally the blue. Text should always be in one color.
L O G O & TAG L I N E CO M B O
L O G O S PA C I N G In order to stand out, our brand needs space. Always keep a mnimum amount of space between our logo and any other elements in a design. Use the icon to help ensure the spaceing is proportional.
COMBO GUIDLINES Always place the tagline as shown, under the company name. The tagline always matches the rest of the logo Tagline can be used as our other primary color to stand out (see our brand color page).
OUR BRAND COLORS P R I M A RY CO LO R S
S E C O N DA R Y C O L O R
T E RT I A RY CO LO R S
Black and white are our main brand colors. Although tints are fine for our black.
Our secondary color can be used to highlight text or subheaders, as well as for some design elements.
Our tertiary colors are meant to highlight one specific element.
Use PANTONE 292 C (left) for text on black backgrounds, including the tagline.
Tints are allowed for both the red orange and yellow.
Use PANTONE 542 C (middle) for design elements on black backgrounds.
HEX # 212121
C0 M0 Y0 K100
R35 G31 B32
These can be used as highlight text or some design elements. However, they should never over power the primaries.
Use PANTONE 7470 C (right) for text and design elements on white backgrounds, including the tagline.
PANTONE 292 C
PANTONE 542 C
PANTONE 7470 C
C49 M11 Y0 K0
C62 M22 Y0 K3
C80 M15 Y0 K45
HEX # 79BDE8
HEX # 56A0D3
HEX # 006990
R 121 G189 B223
R86 G160 B211
R0 G105 B144
PANTONE 179 C
PANTONE 114 C
C0 M79 Y100 K0
C0M8 Y73 K0
HEX # F15D22
HEX # FFE363
R241 G93 B34
R255 G227 B99
W H AT N O T T O D O
Do not skew, rotate, or strech.
To keep our brand’s integrity, there are some things we should never do with our
Always transform our logo proportionately to make sure it is readable and recognizable.
logo, icon, or tagline. Basically anything that changes the way they look…but to be more specific:
Do not change colors.
Do not move or rearrange elements.
Our EGARD text and icon should always both be ether black or white.
We worked hard to make those elements fit together comfortably; there’s no need to move them now!
Do not change the text or font.
Do not use patterns or colors that interfere with the logo.
The font was picked specifically for the logo, so lets try to keep it exactly the same. That goes for the tagline too.
Make sure our logo, including the icon and tagline are always legible.
EGARD EGARD DEFINING MOMENTS
Helvetica Neue Regular (for body copy, labels, and general text)
Each font has a defined use, from headlines to body text. We
Helvetica Neue is a classic, modern font. Weâ€™ve chosen the regular weight to use for our general text from body copy to labels. Be sure to give appropriate line-height spacing. (example: 11pt/ 16pt) to ensure legibility.
can be creative within these guldelines, so long as the end result matches our brand style.
TeX Gyre Pagella (for headlines & pullouts) TeX Gyre Pagella is a great serif font and used as allcaps with wide tracking. The result is a sophisticated, clean and classic look that contrasts with the sans serif body text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 (.,:;?!$&@-*)
Adobe Garamond Pro (for subtext) Adobe Garamond Pro is a classic serif font that complements the header text. This font is used as sentece case and lowercase.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 (.,:;?!$&@-*) 34
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 (.,:;?!$&@-*)
Aa Aa Regular
Arial (as an alternative) For certain uses, such as online or in Microsoft Word Documents, we may want to use an alternative to Helvetica Neue for better legibility, simplicity, or compatibility. Arial is a general computer font that is also web-safe; it makes a good alternative. Verdana would also be acceptable if in a bind.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 (.,:;?!$&@-*)
Aa Aa Aa Aa Regular
CO M M U N I C AT I O N G U I D E L I N E S The tone in which we talk about our product is strong and assured, however we never indicate that other competing products are less than ours, nor do we come across as arrogant in the way we speak. When describing our industry we communicate respect for all our competitors as they have inspired us along the way. We talk about our product with understanding, confidence and a slight eagerness to impress our customers and give them the best quality of service and product.
We speak with confidence but without ego.
Communication is a key element and a driving force behind any successful business. Therefore, the execution of effective communication is essential for becoming the established brand we desire to be.
TONE AND STYLE We always keep in mind that customer service is second to none and that not only do we stand behind our product, we stand behind the consumer. The customer is always right, and we must ensure that we are communicating to our customers from an enthusiastic, warm perspective at all times. If a customer is uphappy, wants a refund or has a complaint of any sort, we must ensure that our tone is always helpful, friendly, recommending alternatives and ultimately offering them the solution they desire. It is imperative to keep this context in mind, because as a new brand our public perception is crucial to our success. And one happy customer always leads to 10 more people knowing about that experience. We want to always ensure that our tone and the way we communicate with clients portray a positive experience and outcome. 36
We are edgy and can make a statement but we never offend or come across degrading. Some of our marketing material may be edgy, exciting, humorous, and
may push some boundaries. This is important when creating marketing campaigns that we wish to go viral. That being said, as a brand that stands by family values and strong relationships we are always respectful, and never degrading or demeaning. It is important that our brand always errs on the sophisticated side, with a slight edge maintaining a positive reputation that depicts the men who wear our timepieces. When we talk about the connection between the brand, our history and our story we come across as stoic. Our tone is about defining moments in time and with that comes nostalgia and deep connectivity. This paired with a strong personality emulates our unique style that communicates a confident and well-rounded tone and identity.
We are nostalgic and strong.
CO M M U N I C AT I N G W H O W E A R E
B R A N D K E Y WO R D S When communicating with potential customers, specific key words can be a powerful motivational tool, which can generate interest and correctly represent who we are. Therefore during a period of communication, it is important that we choose appropriate terms carefully, as a result defining our timepieces accurately. High Quality / Timepieces Unique Design / Elegance Classy / Stylish Customer friendly / Easy to use Bonds / Special Moments Customer Driven / Supportive Luxurious / Cutting Edge Signature Layered Dials / Textures Distinguished / Sophisticated 3D / Bold Color / Engraved Casing AR Coating / Sapphire Crystals
WO R D S NOT TO U S E Watch / Watches when describing the brand (unless it’s for SEO purposes) Expensive / Cheap Common / Regular Fashion Watch
Egard’s brand caters to two audiences when it comes to communicating to the public and the media, both in the fashion industry and the watch enthusiasts industry. Therefore our communication guidelines need to reflect both industries in an individual way.
We are a “Watch” Enthusiast Brand whose fundamentals are built on a special bond between father and son.
We inspire defining moments shared with loved ones to be expressed through the high quality and sophisticated style of our timepieces.
We are a hard working, family oriented, customer driven company. As a result we provide exceptional services straight from the purchase point to keep our consumer base satisfied.
We are passionate about the work we accomplish and aim for excellence throughout the products/services we offer.
We are stylish, amusing, edgy and cutting edge when it comes to our designs and our overall brand look and feel. 39
W H E N CO M M U N I C AT I N G T O T H E FA S H I O N I N D U S T R Y The fashion industry first and foremost cares about the visual identity of the timepiece, how it looks is their main priority in terms of their overall focus. When Egard is communicating to people in the fashion industry, mainly; for press coverage, editorials, social media and consumers, our focus is first and foremost how the timepiece looks and the uniqueness of the design. Secondary to that we can talk about the quality, functionality, and movements of the product.
W H E N CO M M U N I C AT I N G T O WA T C H E N T H U S I A S T S
DEFINING THOUGHTS As Egard continues to grow and succeed the potential for expansion will be vast and the exciting adventure is only beginning. Our goal is to become a household brand name for all watch enthusiasts and a desired fashion piece for all those who love to make a statement. Our dream is that when you purchase an Egard timepiece you are purchasing a product that is an expression of your style, your personality, and your connection to something deeper, to the moments that define our lives and the people who we share those defining moments with.
Watch enthusiasts care first and foremost about the quality of the product, where it was made, the materials it uses, itâ€™s durability and strength and the overall superiority of the timepiece in terms of functionality and equipment. That being said when communicating to watch enthusiasts our primary focus is to first and foremost talk about the uniqueness of how the timpiece is built, where the parts are made and the high-end quality factor that defines Egard as an up and coming industry leader. Secondary to that our focus is on how the timepiece looks and the uniqueness of style. 40
ÂŠ Egard Watch Company | All rights reserved