Ashley Furniture Rebrand by Allison Rodde

ASHLEY FURNITURE

Brand Standards

ASHLEY FURNITURE

Brand Standards

QUALITY AND INNOVATION YOU CAN EXPECT.

EXPERIENCE AND SATISFACTION GUARANTEED.

CONTENTS

Beginnings

Redecorated

10 Company History

1 9 Branding Description

14 Timeline

Identity

Extensions

33 Logotype

88 Cleaner

20 Two Words, One Idea

47 Typography

22 Then

59 Color

92 Interior Design

24 Now

27 Our Audience

71 Graphic Style

Grid System

79 Stationery

Paint

BEGINNINGS

10 Brand Standards

Company History

Ashley Furniture was built on the foundation that quality and innovation go hand in hand. Founded by Carlyle Weinberger in 1945 in Chicago, IL and Goshen, IN, Ashley Furniture was first established as a sales organization specializing in occasional tables and wall systems. Over time, we grew from a virtually unknown company to a trusted industry leader. Today, we have over 50 years of experience and continue to drive improvements in all facets of our operation. We always keep customer satisfaction at the forefront of our business.

11 Beginnings

14 Brand Standards

1945 Carlyle Weinberger

founded Ashley Furniture in Chicago, IL as a sales operation.

Opened a branch in Goshen, IN.

Selling furniture made by local companies,

they specialized in wooden

1987

occasional furniture. Ashley introduces Millennium.

1976 Arcadia Furniture and

2003

Ashley Furniture merged to form one company,

Ashley opens their 100th store.

Ashley Furniture Industries, Inc.

2005 Ashley opens their 200th store.

15 Beginnings

2009 2006

Ashley launches it’s mattress line: Ashley Sleep

Ashley becomes the #1 furniture store brand in the world.

2007

2012 Ashley continues

Ashley opens it’s 300th store,

tripling it’s store count in four years.

expanding internationally.

REDECORATED

18 Brand Standards

19 Redecorated

Branding Description

The desire to increase market share and appeal to a younger, more modern customer has brought us to update our look in 2012. We want to show that we are just as current today as we were in 1945. We have our solid customer base and we look to grow and become the furniture store of choice to current and new customers alike. We seek to be more than just your neighborhood furniture store.

20 Brand Standards

Two Words, One Idea

We began our journey exploring the direction we wanted to take. How do we want Ashley Furniture to be known? Contemporary, classic, retro or country? We realized that in order to gain the younger, more modern customer of todayâ&#x20AC;&#x2122;s day, we needed to expand upon this part of our business. We wanted to be known for our sophistication and modernity.

21 Redecorated

Modern CLEAN LINES

FRESH PERSPECTIVE

SIMPLICITY

S OP H IST IC AT ED ELEGANT

CLASSY

I N T R I C AT E

MODERN

MINIMALISM

CURRENT

22 Brand Standards

Then: Comfortable and Conservative

Ashley Furniture currently caters to the mid and upper middle class who can afford a nice lifestyle. They live in upscale neighborhoods, can afford season tickets to their favorite baseball teamâ&#x20AC;&#x2122;s home games and are a bit on the conservative side. They value reliability and dependability and donâ&#x20AC;&#x2122;t often stray from the tried and true.

23 Brand Standards

AS HLEY

24 Brand Standards

Now: Modern and Sophisticated

Moving forward, we seek to expand our current customer base and gear additional product offerings toward a younger, more forward thinking, modern audience. Furniture that leans toward high quality, trendy pieces that are fully integrated and modular, appealing to the technologically savvy, educated individual.

25 Brand Standards

AS HLEY

MICHAEL

AMANDA

04 03

SABRINA

TYLER

27 Redecorated

Our Audience

Our audience makes up a mix between male and female customers. They are a busy bunch and range from serious collectors to those who simply just want their home to look good. They all look for quality pieces that will build character and charm within their home. Additionally, each piece of furniture this audience selects, represents an extension of their personality and they are proud of it.

28 Brand Standards

MICHAEL {43 years old }

AMANDA

{32 years old}

Sunshine Seller

Cool Mom

A bit of a ladies man, Michael likes to create a warm

Amanda is a young, divorced mom who wears mul-

living environment to entertain his female love interests.

tiple hats. By day, she’s the “way cool” high school

His home also serves as a retreat, a place of zen, from

teacher, guiding today’s youth into adulthood. By

his chaotic job as a solar consultant. Not only does

night, she’s chasing after her two young, very active

Michael sell solar but it shines through his personality

children. Always in search of a bit of piece and

as well. Rich dark wood, bright accents, candle light

quiet, she dedicates a special room in her house to

and a clean space are a few of his favorite things. He

unwind. The space is cool, comfy, peaceful and full

appreciates quality but doesn’t want to spend a for-

of plants and natural light. She takes pride in seek-

tune on furniture; but, wants it to look like he has.

ing out the perfect piece of furniture to fill this room and amazes her friends when she tells them she didn’t pay very much for it.

29 Redecorated

SABRINA { 38 years old }

TYLER {27 years old}

The Fashionista

The Nester

Sabrina loves to travel and gain inspiration from many

Works and travels a lot but wants to spend more

parts of the world. She keeps a very tidy home and

time at home so he can settle down and build a

only purchases quality products, even if it’s one piece

family. As a bachelor he’s interested in impressing

at a time. She has a classic sense of style, with hints of

the ladies and wants to show off what he’s achieved

modernity. She understands the concept “less is more”

through his living environment. He knows that

and takes pride in her physical appearance as well as

women love a nice looking home with quality furni-

her home. When you walk into her home, you think it’s

ture and wants to create a space that will help him

a showroom. You see her in person, you think she’s a

find his wife. He’s young and upwardly mobile which

model. She is also the laid back girl next door that will

lends him a good amount of money to create the

always greet you with a gracious and infectious smile.

most inviting space. He’s eclectic, eccentric and fun and wants furniture that reflects his personality.

IDENTITY

LOGOTYPE 33

34 Brand Standards

Signature

Introducing our new master logo. It’s modern, simple and includes two components to the new Ashley Furniture signature: The chair symbol The Ashley Furniture wordmark The chair symbol illustrates the “A” in Ashley Furniture and represents modernity. The stacked all caps typography suggests a sturdy, solid foundation and mirrors the quality of our furniture. Our new logo signifies a more sophisticated and elegant furniture store while holding true to our values.

35 Identity / Logotype

ASHLEY FURNITURE Full color signature

36 Brand Standards

Clear Space

Clear space is an area of isolation surrounding our logo that serves as a neutral zone and ensures that the graphic elements donâ&#x20AC;&#x2122;t visually impede it. Do not allow any other graphic elements to enter into this space. Additionally, the alignment and proportions should not be altered.

37 Identity / Logotype

The clearspace around the logo is the width of one Ashley “A” from the signature.

Logomark

A ASHLEY FURNITURE A

Logotype

38 Brand Standards

39 Identity / Logotype

Minimum Sizes 1.5”

To ensure clarity and legibility is achieved, a minimum size requirement is established. Our logo must be at least 1.5” tall and .75”

ASHLEY FURNITURE

wide in most printed materials and 53 pixels wide and 106 pixels tall for the web. In some circumstances, the logo may require a smaller size. An

.75”

example would be on a business card. Should the need occur, prior approval must be authorized by Ashley Furniture.

1.0”

ASHLEY FURNITURE

.5”

40 Brand Standards

Logo Alternatives

The preference is to use the full color signature or the full color logomark in standard usage however, when an alternative is needed, the Ashley Furnitureâ&#x20AC;&#x2122;s signature or logomark should adhere to the illustrated standards. When the Ashley Furniture signature is reversed be sure that it is placed on a background that allows for enough contrast for all elements of the signature to stand out and is easy to read. Do not alter the signature in anyway.

41 Identity / Logotype

ASHLEY FURNITURE

A Full color logomark B One color signature C One color logomark

42 Brand Standards

ASHLEY

FURNITURE

43 Identity / Logotype

E Reversed one color mark F Ochre one color logomark G Warm grey one color logomark H Reversed one color signature I

Ochre one color signature

J Warm grey one color signature

44 Brand Standards

ASHLEY

FURNITURE

ASHLEY FURNITURE

45 Identity / Logotype

LogoÂâ&#x20AC;&#x201D;Incorrect Usage

The following guidelines illustrate what not to do with the Ashley Furniture signature. The signature must always be easy to read and allow necessary contrast between it and the background. Refrain from placing the signature on a photographic, patterned or gradient background. A Do not switch colors B Do not outline C Do not change colors D Do not render in 3D or include a drop shadow E Do not stretch the signature F Do not reposition the logotype

TYPOGRAPHY 47

48 Brand Standards

Typographic Standards

Ashley Furniture’s primary corporate typefaces are Gotham and Archer. Various weights are provided for different media. The Ashley Furniture signature is set in Gotham Medium.

Display headlines—Gotham Narrow Headlines or subheads—Gotham, Gotham Narrow and Archer Stationery, name headers—Archer Medium and Gotham Narrow Print material headers—Gotham Medium or Archer Medium Subheads—Gotham Medium Body copy—Gotham Rounded Light Captions— Gotham Rounded Book

49 Identity / Typography

aA Gotham

Archer

50 Brand Standards

Gotham ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Gotham Light 11/15

51 Identity / Typography

aAbBcCdDxXyYzZ123 Extra Light

Light

Book

Medium

Bold

Black

Ultra

Thin

Gotham is a hardworking font and represents the countless hours Ashley Furniture spends striving to meet customer expectations of quality, innovation and ingenuity.

Gotham Bold 9/13 +20

Gotham Book 9/13 +20

Gotham is a hardworking font and represents the countless hours Ashley Furniture spends striving to meet customer expectations of quality, innovation and ingenuity.

Gotham Medium 9/13 +20

Gotham Light 9/13 +20

52 Brand Standards

Gotham Rounded ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Gotham Rounded Light 11/15

53 Identity / Typography

aAbBcCdD123 Light

Book

Medium

Bold

Light

Gotham Rounded is a craftsman’s dream. It represents engineering at its finest as well as the foundation of Ashley Furniture; design, quality and innovation.

Gotham Rounded Bold 9/13 +20

Gotham Rounded Book 9/13 +20

Gotham Rounded is a craftsman’s dream. It represents engineering at its finest as well as the foundation of Ashley Furniture; design, quality and innovation.

Gotham Rounded Medium 9/13 +20

Gotham Rounded Light 9/13 +20

54 Brand Standards

aAbBcCdDxXyYzZ123 Extra Light

Light

Book

Medium

Bold

Black

Ultra

Gotham Narrow is ideal for body text or to create contrast against the other typefaces within the same family. Gotham Narrow is happy in tight spaces.

Gotham Narrow Bold 9/13 +25

Gotham Narrow Book 9/13 +25

Gotham Narrow is ideal for body text or to create contrast against the other typefaces within the same family. Gotham Narrow is happy in tight spaces.

Gotham Narrow Medium 9/13 +25

Gotham Narrow Light 9/13 +25

Thin

55 Identity / Typography

Gotham Narrow ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Gotham Rounded Light 11/15

56 Brand Standards

Archer ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Archer Light 11/15

aAbBcCdD Extra Light

Light

Book

Medium

57 Identity / Typography

Archer represents integrity and simplicity, two values that Ashley Furniture also takes pride in. A sleek, practical and modern slab serif exudes style, character and poise.

two values that Ashley also takes pride in. A sleek, practical and modern slab serif exudes style, character and poise.

Archer Bold 9/13 +20

Archer Book 9/13 +20

Archer represents integrity and simplicity, two values that Ashley Furniture also takes pride in. A sleek, practical and modern slab serif exudes style, character and poise.

Archer Medium 9/13 +20

Archer Light 9/13 +20

Archer represents integrity and simplicity,

xXyY123456 Semibold

Bold

Thin

Hairline

COLOR 59

60 Brand Standards

Warm Grey *pms404 C

20%

c51 m51 y53 k16 r114 g105 b99 40%

hex 726963

60%

20%

80%

40%

*pms465 C

60%

c26 m38 y66 k2 r190 g153 b105 80%

80%

60%

40%

20%

hex 4C4D4F

r76 g77 b79

c67m59 y55 k37

Ochre

*pms425 C

hex BE9969

Cool Grey

61 Identity / Color

Our Primary Colors

Muted and modern, the three colors in the Ashley furniture signature are our primary corporate brand colors: Pantone 404c, Pantone 465c and Pantone 425c. Use these colors when printing on coated stock. CMYK, RGB and Hexadecimal colors are provided for four-color process printing and screen use. Always use the correct color formulas to reproduce our brand colors.

*PANTONE速 and PANTONE MATCHING SYSTEM速 (PMS) are registered trademarks of Pantone, Inc. The colors shown on this page and throughout this guide have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE速 Color Standards. For accurate standards, refer to current PANTONE速 publications.

62 Brand Standards

Complimentary Colors

These secondary and tertiary color palettes compliment our primary brand colors. Like our primary colors, these palettes are muted and modern and should be used in a supporting role.

63 Identity / Color

Always use the correct color formulas to reproduce our brand colors.

GRID SYSTEM 65

66 Brand Standards

Grid System

The grid system illustrated on the right uses an 8 column grid when designing collateral for the Ashley Furniture brand. The horizontal blocks will vary depending on the media format. Grids allow for consistent use when placing type and imagery on a page. All grids should have .5â&#x20AC;? margins and .16â&#x20AC;? gutters within each design layout.

67 Brand Standards

1 2 3 4 5 6 7 8

68 Brand Standards

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69 Identity / Grid System

ASHLEY FURNITURE

www.ashleyfurniture.com

GRAPHIC STYLE 71

72 Brand Standards

Image/Graphic Style

The images used for Ashleyâ&#x20AC;&#x2122;s marketing efforts are those which show how our furniture, in a broad view, will fit within a room setting. In addition, macrofocused images will illustrate interesting elements of the product as well as emphasize texture. Macro images should be shot in a slight abstract view in order to create visual interest.

73 Identity / Graphic Style

76 Brand Standards

77 Identity / Graphic Style

STATIONERY 79

80 Brand Standards

Stationery System

The stationery system pulls all of our identity design together into a cohesive package. It expresses who we are as a forward looking company with the intent that we will become or remain positively indelible in the minds of our consumer. We sought to exemplify modernity and sophistication through the richness of color, pattern and simplicity with this design.

81 Identity Brand / Stationery Standards

JOANNE DIAMOND Production Manager

JOANNE DIAMOND

1 Ashley Way

Production Manager

1 Ashley Way Arcadia, WI

JOANNE DIAMOND

54612

Arcadia, WI

Production Manager

54612

Arcadia, WI

JOANNE DIAMOND Production Manager

1 Ashley Way

54612

Arcadia, WI

54612

608.323.3377 F | 608.323.6008

jdiamond @ ashleyfurniture.com

jdiamond@ashleyfurniture.com

608.323.3377 608.323.6008

ASHLEY

FURNITURE

1 Ashley Way

a s h ley f u r n it u re.co m

Arcadia, WI 54612

MARCH 30, 2012

ASHLEY FURNITURE

ASHLEY

FURNITURE

ASHLEY

FURNITURE

P | 608.323.3377 F | 608.323.6008 ashleyfurniture.com

HARMONIE BOHMANN Marketing Director Acme Upholstery Co. 57638 Homestead Ct. Palo Alto, CA 94304

Dear Ms. Bohmann, Pudanihicia incipsa nihicilignam que ne non res experer ferehentur, quo beribusae pa isciam fugiand ucipis es eseque denim nusdaeribus aut erferum quo quo offictur quat veliquu? Upta voluptatium a dolest, ni optas debitatur, nimusap itatibus voloreres denim sequo corem et aut fugitytop, sumque explam vid que dolori omnimint in nam unt ommossequae cupta cum autempo rernatur re numqui dolori sa dolup dolorepra sequibus exerumquos velporum fugiat quam, sit elist, solupisimus adit, officias acc volest, consed ut acero beaque soluptates doles et et doloreris inctorior sunditet inumque nectem fugiate era mpeliquos ne non secero dia vit enienim et mo et faccuptatat offic tent eserchi liquasped que culleni hillaud, tem sit ut ut omnis eosam veligendunt omnisci debitam as int. Otas molor re, occusandani sus repeditaspe dellaudis sanimpos rerrum fugiae is moloris ut et volore, est doluw ptur, ium excestio cum fugitio. Ur arci dis apitiis esti piendis cipsantiae dellab il ium quassin ulluptatur? Qui ut venditaepre velit utem corenis quibus maximin nus ad max imus apiendit opta venihit, que evenducilia consec atur maximpelit hilles aut posanis excescilles et occupta tquat. Orestia ectotaque et utes quis quam est la aut rem natenistrunt plabo. Natqui cu porrum qui nat quaspienesto eaqui res nem im vellis que vidus ipit quam, sintion sequae parum nis ea quat veliquu ntectate moles acestetr dolore vel ma adi officate abore nitemolorum nest, vent.

Sincerely,

ASHLEY

FURNITURE

JOANNE DIAMOND Production Manager

ASHLEY FURNITURE

1 Ashley Way | Arcadia, WI 54612

HARMONIE BOHMANN Acme Upholstery Co. 57638 Homestead Court Palo Alto, CA 94304

82 Brand Standards

.31”

.44”

.26”

.85”

.07” .20”

ASHLEY FURNITURE

1 Ashley Way Arcadia, WI 54612

MARCH 30, 2012

.28”

P | 608.323.3377 F | 608.323.6008 ashleyfurniture.com

HARMONIE BOHMANN Marketing Director Acme Upholstery Co. 57638 Homestead Ct. Palo Alto, CA 94304

Format 8.5”x11” Signature 1.5” x.75”

Otas molor re, occusandani sus repeditaspe dellaudis sanimpos rerrum fugiae is moloris ut et volore, est doluw ptur, ium excestio cum fugitio. Ur arci dis apitiis esti piendis cipsantiae dellab il ium quassin ulluptatur? Qui ut venditaepre velit utem corenis quibus maximin nus ad max imus apiendit opta venihit, que evenducilia consec atur maximpelit hilles aut posanis excescilles et occupta tquat. Orestia ectotaque et utes quis quam est la aut rem natenistrunt plabo. Natqui cu porrum qui nat quaspienesto eaqui res nem im vellis que vidus ipit quam, sintion sequae parum nis ea quat veliquu ntectate moles acestetr dolore vel ma adi officate abore nitemolorum nest, vent.

Sincerely,

Return Address Gotham Rounded Light 6/11 +40 Archer Light 4/6 +40 Name Header Archer Medium 7.5/11 +30 Body Copy Gotham Rounded Light 7.5/11 +15

JOANNE DIAMOND Production Manager

83 Identity / Stationery

.14”

.85”

Format 8.5”x11”

.37”

Signature

JOANNE DIAMOND

1.5” x.75”

Production Manager

JOANNE DIAMOND Production Manager

.18” .18”

Return Address

.17”

Gotham Rounded

1 Ashley Way

Light 6/11 +40

Arcadia, WI

Archer Light 4/6 +40 Name Header

1 Ashley Way

54612

Arcadia, WI

54612

608.323.3377 F | 608.323.6008

jdiamond @ ashleyfurniture.com

.19”

Archer Medium 10/12 +30

.12”

Body Copy Gotham Rounded

ASHLEY FURNITURE

Light 7.5/11 +15

ASHLEY FURNITURE

.25”

JOANNE DIAMOND

Production Manager

1 Ashley Way

1.75” Arcadia, WI P| F|

Arcadia, WI

54612

608.323.3377 608.323.6008

jdiamond @ ashleyfurniture.com

54612

608.323.3377 608.323.6008

Spot varnish

jdiamond@ashleyfurniture.com

ASHLEY FURNITURE

.25” ashleyfurniture.com

ASHLEY FURNITURE

84 Brand Standards

Format Number 10 Logotype 1.5” x .75” Brandmark 1.4” x 2.85” Return Address Gotham Light 6/11 +40 Name Header Gotham Narrow Medium 7/10 +30 Body Copy Gotham Rounded Light 8/12 +15

ASHLEY

FURNITURE

.20”

1.21”

ASHLEY FURNITURE

1.67”

1 Ashley Way | Arcadia, WI 54612

85 Identity / Stationery

1.05”

HARMONIE BOHMANN Acme Upholstery Co. 57638 Homestead Court Palo Alto, CA 94304

1.33”

33”

1.15”

BRAND EXTENSIONS

EY ASE HL AN I N G

CLEANER

Leather care kit

CONDITIONER

Brand Standards

ASHLEY

CLE AN I N G

89 Brand Extensions

Outside of Furniture

Every home yearns for the personal touch of its owner. At Ashley Furniture we strive to provide what our customers want: a comfy, beautiful home. To do this, our brand offers exceptional brand extension potential through interior paint selections, furniture care products and interior design services that add value and long life to our customersâ&#x20AC;&#x2122; purchases.

90 Brand Standards

Interior paint

91 Brand Extensions

92 Brand Standards

Interior Design

We understand that after a furniture purchase, sometimes a little help with inspiration may be needed. We now offer a full-service design team to help you bring your vision to life.

93 Brand Standards

MOODBOARD

WE BRING THE BEST TO YOUR HOME...

...BECAUSE WE ARE PASSIONATE ABOUT FURNITURE AND OUR CUSTOMERS.

ASHLEY FURNITURE Copyright ÂŠ2012 All rights reserved Academy of Art University Nature of Identity Designed and written by Allison Rodde Typefaces: Gotham, Gotham Rounded, Gotham Narrow, Archer Images: Original, Houzz, Ashley Furniture, Google Images Printing by Blurb Paper: Premium matte 100# text