BRAND BOOK
“Fine jewellery inspired by nature with an understated elegance. Precious. Everyday.�
As a Canadian luxury jewellery brand and respected designer Anne Sportun Fine Jewellery represents uncompromising quality, long lasting values and dedicated customer service. With inspiration from nature, Anne Sportun Fine Jewellery handcrafts timeless pieces with an understated elegance.
Anne Sportun The inspiration for my work comes from the natural world around me. With my designs, I hope to encourage an intimate exchange between each piece of jewellery and its wearer. This kind of communication is not bound by words, geography, or ethnicity, but is nurtured by a universal language of shapes, symbols, and form.
In 2003 Anne had the honour of having the image of her hands and jewellery on the Canadian $0.65 postage stamp.
Anne Sportun began experimenting with jewellery in the basement of her childhood home where her father, a high school shop instructor, had a workshop full of tools. When Anne delivered her first wholesale order at the age of sixteen, she had no idea that she had taken the first steps of her professional career.
Nor did she know that years later she would make the conscious decision to defer academic studies in
Queen Street West store while her business partner Barbara Kelly travels across North America
Archaeology to enroll in a three year Jewellery Arts Program. Anne's passion for jewellery making set her
appearing at trunk shows and exhibiting at trade shows.
on the path that would lead her to where she is today.
In 2003 Anne's contribution to the art of jewellery
In 1987, Anne registered her company Experimetal
making was honoured by a Canadian postage stamp featuring the image of her hands and jewellery.
Jewellery Works, but still held odd jobs to make ends meet. While working part-time at an architect’s office, Anne met Barbara Kelly, who fell in love with Anne’s work. The two young women became fast friends. Together they began developing Experimetal. Barb represented the work at international trade shows while Anne devoted her time to the studio. It was inevitable that the two friends would become business partners. Experimetal's first retail location opened in Toronto in 1 9 9 2 . W i t h re t a i l s u c c e s s a n d a g ro w i n g wholesale clientèle the business expanded quickly, as did Anne’s reputation for creating well-designed, finely-made jewellery. Today, the company’s team of highly-skilled goldsmiths hand-crafts each piece of jewellery in down town Toronto. Anne oversees every detail and consults with clients at her fashionable
The branding we have put in place is essential to the Anne Sportun image. The focus of our identity is internationally recognized fine jewelry that is “Precious. Everyday�. We created this document to help communicate our branding guidelines to stockists seeking to represent the Anne Sportun brand. We must ensure that our brand maintains a consistent look and feel no matter where in the world it is seen. Because we reside in the luxury jewelry market, the way we look is key to our brand image. We take great care when using our logo, layouts and typography. This guide is provided to keep the Anne Sportun brand focused and unique.
The Anne Sportun Logo Our logo is the hallmark of our brand and one of our most valuable assets. We must ensure proper usage. The preferred way to use the Anne Sportun logo is over a white/light background. Every attempt must be made to do this. If the logo must be placed on a dark background or color please contact us for assistance.
SAMPLE LOGO USAGE:
INCORRECT LOGO USAGE - DO NOT: • Change logo’s orientation • Add extraneous effects to the logo. This includes but is not limited to: bevel and emboss, lighting effects, drop shadows and reflections. • Place the logo on busy photography. • Change the logo colors. • Attempt to recreate the logo. • Scale the logo unproportionately. • Use the logo as a repeated pattern, “wallpaper,” or other decorative device.
The Anne Sportun Tagline Anne Sportun Fine Jewellery is passionate about inspirations from the natural world and creating an intimate exchange between each piece of jewellery and its wearer. This kind of communication is not bound by words, geography, or ethnicity, but is nurtured by a universal language of shape, symbol and form.
With each pieces denoting the preciousness and flow of everyday life, our
tagline embodies just that - “Precious. Everyday”. The preferred way to use the Anne Sportun logo is over a white/light background. Every attempt must be made to do this. If the logo must be placed on a dark background or color please contact us for assistance
INCORRECT TAGLINE USAGE - DO NOT: • Change logo’s orientation • Add extraneous effects to the logo. This includes but is not limited to: bevel and emboss, lighting effects, drop shadows and reflections. • Place the logo on busy photography. • Change the logo colors. • Attempt to recreate the logo. • Scale the logo unproportionately. • Use the logo as a repeated pattern, “wallpaper,” or other decorative device.
Anne Sportun Colours Our colors are what give us our clean and sophisticated image. Below are our three signature colours, use these sparingly so as not to outshine our logo. Use white backgrounds in all marketing material and in the event you wish to ad hints of colour, please choose from the supported colour palette in the outlined percentages.
RGB
230, 237, 227
CMYK 7, 3, 6, 0
RGB
255, 255, 255
CMYK 0, 0, 0, 0
RGB
209, 212, 211
CMYK 17, 11, 13, 0
Copy & Tone of Voice Our signature writing style is romantic and simple. Please visit our website for copy example. Feel free to use our exact descriptions, or if you wish to add your own please be mindful of our tone.
Typography Print Typography is a key element to communicating a unified identity for Anne Sportun. We have selected UNIVERS as our font. When writing headlines use UNIVERS CAPS. When using UNIVERS for body copy uses sentence case. Mixing weights in headlines is okay too - Univers regular, bold, and light.
Typography Web Use helvetica regular and bold on web and in mobile apps If you want to let the info go.
Imagery Our images are characterized by their clean and sophisticated appearance. With a white background each piece of jewellery is able to speak its story. When photographing for your own website and print material, please adhere to the white background. If however you currently use a different color scheme for your website please ensure that the background isn’t too dark. Always keep a light and natural background when presenting Anne Sportun jewellery.
DropBox Link Click here to visit our DROPBOXÂť account where you will find all photo, logo and advertisement material. *Please note that you can keep this link on file as it will always contain the most up-todate information regarding the Anne Sportun brand.
If you’re reading a print copy of our Brand Kit you can enter bit.ly/SgM5OB into your browser to gain instant access to our DROPBOX account.