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