ROSS BRAND GUIDELINES

Page 1



table of contents CORPORATE COMMUNICATION / 1.0-1.4 IDENTITY / 2.0-2.4 COLOR / 3.0-3.4 SUPPORT SYSTEM / 4.0-4.6 APPLICATIONS / 5.0-5.16

1.0 section one corporate communication


corporate communication

corporate communication

section one corporate history

section one corporate history

OVER THE PAST 30+ YEARS, ROSS STORES, INC. HAS GROWN FROM A SIX-STORE CHAIN INTO AN $11.9 BILLION, FORTUNE 500 COMPANY. WE OPERATE OUR OFF PRICE BUSINESSES IN A WAY THAT KEEPS COSTS LOW SO WE CAN PASS THE SAVINGS TO OUR CUSTOMERS. WITH THIS MODEL, WE’VE BEEN ABLE TO GROW AND OPEN NEW STORES ACROSS THE COUNTRY. IN FACT, OUR SALES GROWTH HAS OUTPACED TRADITIONAL RETAILERS FOR THE PAST THREE YEARS.

THE REBOOTH OF THE NEW LOGO WAS MADE WITH THE INTENT TO REBRAND ROSS DRESS FOR LESS AS A COOLER, HIPPER, AND MORE MODERN APPROACH TO IT.

old logo

new logo

ross dress for less | corporate communication

01.01

ross dress for less | corporate communication

01.02


usp

competition

section one unique selling position

section one compettiton

offering the best bargains off retail prices on top brands.

ross dress for less | corporate communication

01.03

ross dress for less | corporate communication

01.04


format

2.0

section two identity shown in all formats

section two identity

THE IDENTITY OF THE ROSS IS THAT THE LOGO SYMBOLIZES ITEMS “FLYING OFF THE SHELVES” WHILE CAPITALIZING IT THROUGH THE “R” IN ROSS. THE IDENTITY MARK SHOULD ALSO HAVE THE ROSS AND DRESS FOR LESS WORD MARK ATTACHED TO THE EMBLEM AT ALL TIMES. THE WORD MARK SHOULD NEVER STAND ALONE ON ITAS OWN. HOWEVER THE EMBLEM ITSELF CAN STAND ALONE.

ross dress for less | identity

02.01


marks

identity

section two legal marks

section two integrity

x

x

ROSS DRESS FOR LESS USES A REGISTERED TRADEMARK FOR ITS LEGAL MARK. THE SYMBOL ® CAN FOUND AT THE END OF THE BRAND NAME WITH A REGISTRATION, A TRADEMARK IS PROTECTED AGAINST ANOTHER COMPANY’S USE OF THE NAME OR IMAGE. THE OR A REGISTERED TRADEMARK IS A FEDERAL AND LEGAL REGISTRATION OF THE MARK. ANY FUTURE COMPANIES WISHING TO HAVE THE REGISTER ITS OWN DESIGN/NAME/IMAGE HAS TO CHECK TO BE SURE THAT IT IS NOT LIKE ANY REGISTERED TRADEMARKS.

cap height x height x

x clear space

ross dress for less | identity

02.02

ross dress for less | identity

12mm baseline minimum height

02.03


identity

3.0

section two unacceptable usages

section three color

1. do not use any another color but given identity colors 2. do not stretch 3. do not add dropshadow(s) 4. do not stroke 5. do not move or askew logo wordmark 6. do not tilt

ross dress for less | identity

02.04


color

identity on backgrounds

section three pms + process colors

section three identity on colored backgrounds

IN KEEPING WITH ROSS’ SIGNATURE BLUE COLOR HAS MAJOR INTEGRITY. IN KEEPING WITH THE REBRAND, THE BLUE WAS KEPT BUT WAS ADJUSTED TO A MORE COOLER BLUE TONE. IT IS THEN CONTRASTED BY A COOL SILVER COLOR, MAKING THE PAIR A COOL AND COMPLETE STAND OUT AGAINIST ITS COMPETITORS.

pms coated:

pms uncoated:

109-8c

109-8u

173-1c

cmyk:

ross dress for less | color

IF EVER THE IDENTITY OF THE LOGO NEEDS TO ON A COLORED BACKGROUND, IT SHOULD ALWAYS BE ON WHITE AND ONLY ON WHITE FOR LEGIABLITY. ANY OTHER COLOR SHOULD BE AVOIDED BECAUSE IT GOES AGAINST THE IDENTITY’S USAGE.

173-1u

rgg: c-100 m-35 y-0 k-0

r-0 g-131 b-202

c-30 m-26 y-20 k-0

r-180 g-177 b-185

03.01

ross dress for less | color

03.02


ross dress for less | color

identity on backgrounds

1 color + b&w

section three identity on photographic or patterned backgrounds

section three one color and black & white versions of identity

IF EVER THE IDENTITY OF THE LOGO NEEDS TO ON A PHOTOGRAPHIC BACKGROUND, IT SHOULD ALWAYS BE PRESENTED IN ITS ORIGINAL FORM AND COLOR.

IF EVER THE IDENTITY OF THE LOGO NEEDS TO BE IN ONE SOLID COLOR, THE BLUE COLOR OF THE EMBLEM SHOULD CARRY ITSELF AS THE SOLID WHOLE COLOR.

03.03

ross dress for less | color

03.04


tagline

4.0

section four tagline

section four support system

ROSS’TAGLINE ISN’T JUST A TAGLINE, ITS ACTUALLY CONSIDERED PART OF THEIR BRAND/NAME. THE DRESS FOR LESS TAGLINE REPRESNTS WHAT ROSS IS ALL ABOUT AND HOW THEY SET THEMSELVES APART FROM THEIR COMPETETIONS.

ross dress for less | support system

dress for less

04.01


graphics

graphics

section four secondary graphics

section four secondary graphics

MAIN GRAPHICS:

SECONDARY BOOK GRAPHICS:

STRIP LINES SYMBOLIC OF THE ROSS LOGO ITSELF. IT SYMBOLIZES ITEMS FLYING OFF THE SHELF FAST.

GEOMETRIC SHAPES BLUE PRINT GRID

REPEATING THIN TO THICK WORD MARK(S) THAT ARE USED AS DEPARTMENT SIGNAGE FOR THE STORE.

ross dress for less | support system

04.02

ross dress for less | support system

04.03


typography

photography

section four typography

section four photography style

MAVEN PRO IS THE TYPE FACED USED IN THE BRAND IDENTITY/LOGO. IT IS ALSO USED IN THIS BRAND GUIDELINE MANUAL AS THE HEADLINE TYPE AND PAGANATION TYPE. THE TYPE FACE ORATOR IS USED AS THE BODY COPY TYPE AND FOR PAGANATION AS WELL.

FOR THE PHOTOGRAPHY DIRECTION CHOSEN FOR ROSS, IT WAS APPROACHED AS THE SAME AS ITS LOGO, CASUAL AND MINIMAL. MOST OF THE PHOTOGRAPHY IS CLOSE UP, DETAILED BUT CLEAN AND SIMPLE AT THE SAME TIME.

m a v e n p r o 4 0 / 5 0 / 57

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 0 12 3 45 67 8 9 ORATOR 09/0/9 -BODY COPY ORATOR 08/0/9 -caption

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ross dress for less | support system

04.04

ross dress for less | support system

04.05


photography

5.0

section four photography style

section five applications

ross dress for less | support system

04.06


grid

stationery

section five system grid

section five 3 piece business system / letterhead

letterhead shown at 25%

ross dress for less | applications

05.01

ross dress for less | applications

05.02


stationery

website

section five 3 piece business system / envelope + business card

section five website home page

envelope + business card both shown at 50%

ross dress for less | applications

05.03

ross dress for less | applications

05.04


ross dress for less | applications

website

print pieces

section five website

section five consumer items

05.05

ross dress for less | applications

05.06


ross dress for less | applications

print pieces

print pieces

section five consumer items

section five consumer items

05.07

ross dress for less | applications

05.08


ross dress for less | applications

environment

environment

section five cash wrap / dressing room

section five employee lounge

05.09

ross dress for less | applications

05.10


ross dress for less | applications

environment

environment

section five cart return / customer service counter

section five signage

05.11

ross dress for less | applications

05.12


ross dress for less | applications

environment

environment

section five store interior

section five store interior

05.13

ross dress for less | applications

05.14


ross dress for less | applications

environment

industry specific

section five signage

section five products

05.10

ross dress for less | applications

05.15


industry specific section five products

ross dress for less | applications

05.16



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