What you wear defines sport, street, and creative culture, and we've been redefining it with you all along.
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contents page introduction our story our vision our mission our values our position brand guidlines: our logo brand guidlines: our font brand guidlines: our colours brand guidlines: our images brand guidlines: our voice brand guidlines: our store requirements brand guidelines: our social media our consumer our products our collaborations our csr/ sustainability communication: our objectives communication: our strategies communication: our identity communication: touchpoints 6
introduction
Converse is an American shoe company that primarily produces skating shoes and lifestyle brand footwear and apparel. We were founded in 1908 and since then have created thousands of sneakers for each and every style. At Converse, we pride ourselves on poviding a unique experience for our consumers despite being a renowned shoe company in the modern market. We believe that, while we provide the product, it is our consumers who provide the Converse experience and make it their own. This book is our guide to who we are, what we do and how we do it. 7
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our
story
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where we came from
Marquis Mills Converse created our company in 1908. We began as a rubber shoe manufacturer, providing winterized rubber soled footwear for men, women, and children. In 1915, Converse began manufacturing athletic shoes and we made history when our All Star Basketball shoe was introduced in 1917. The 1920s saw a significant change for our company, in 1923 a basketball player named Charles H. “Chuck” Taylor walked into our store complaining of sore feet, and we gave him a job. Taylor worked as a salesman and ambassador, promoting our shoes around the U.S., and in 1932 we added Taylor’s signature to the All-Star patch on the classic, high-topped sneakers. During this time we also customized shoes for the New York Renaissance (the “Rens”), who made history as being the first all– African American professional basketball team to play in the NBA.
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how we grew
During World War II, Converse shifted production to manufacturing rubberized footwear, outerwear, and protective suits for the military, and only resumed production of athletic footwear after the war’s end. In the 1970s, we purchased the trademark rights to Jack Purcell sneakers from B.F. Goodrich, expanding our company even more. Over the next decades, our sneakers became a signifier for street style and punk culture, however with more brands emerging in the market such as Puma and Adidas, we decided to merge with our current parent company Nike to expand our business into other market areas, such as clothes and accessories.
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where we are today
At present, Converse is ranked in the top 10 most popular sporting goods brands worldwide and we are currently one of the leading sports brands in the United Kingdom alone. In recent years, our product range has seen a boost with the introduction of our limited edition sneakers as well as our customize option for consumers, allowing each pair of sold Converse to be as authentic as the person wearing them. We have collaborated with over 100 different designers, artists and brands to integrate our brand into all aspects of society, be it music, art, skate or athletics, at present Converse offers a product for everyone, no matter who you are.
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forever chuck
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our legacy
Converse has built its reputation around the idea that with the help of creative spirit, we can change the world. Whether that be through music, art, skate or something else, our aim and legacy is to inspire everyone to be their true authentic selves. Our legacy lies with the loyalty of our consumers and how they make our products as their own. We are seen within all aspects of culture, whether it be our everlasting mark on the NBA history, or our significance in the decades long punk movement, one thing is certain; Chucks are forever.
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Whether they're on the feet of a 70's basketball star in a history book or on the street with you today, Chucks have always signified cool...because you wear them. 21
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our vision Our vision is to create a connection with each of our conusmers. We want to see our products changed, manipulated and created to fit each and every person’s style. While we make the products, our consumers are the backbone of the brand and our vision is to see our products everywhere and authentically styled.
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our mission Our mission is to deliver a personal service to all consumers knowing that a long lasting relationship is created through this. Our aim is to provide the same sneakers that generations before have worn and lived in. The mission is to provide the Converse experience for a lifetime, therefore our sneakers have stayed the same for our own brand lifetime. Everything we do is to reach our main consumer goal; wear a shoe that makes a statement, and nothing makes a statement than a shoe with a story.
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our values At Converse, our main value is the consumer. We value their loyalty, creativity and their unique nature which is why they are the base of our brand. We promote our products as ‘made by you’ because we value how each person makes Converse their own. We celebrate and appreciate individuality, and because everyone is one-of-a-kind, everyone is valued at Converse.
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High Price
our position Our position in the market has stayed consistant since we started in 1908. We provide products that are for both fashion and function shown through our basketball origins and our customized sneaker option for each consumer. In terms of competition, other brands such as the ones shown provide similar services however fall under different regions. While brands such as Fila and New Balance offer products for style at a high price, Under Armour and Adidas offer more function and comfort over fashion. At Converse, we believe in providing both aspects equally at an up market yet reasonable price, making our products available for everyone.
For Function
For Fashion
Low Price
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our
guidelines
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our logo
The original Chuck Taylor logo can be seen on the on the inside, high top section of our classic sneakers. This is changed to black if sneaker is black also.
Our signature logo was created after our very own Chuck Taylor decided to incorporate his name onto the ankle patches that displayed the Converse All Star logo. In the 1930s Taylor’s signature was further put into the design, which is how our shoe became known as the “Chuck Taylor” All Star. Since then our original patch, consisting of a simple red and blue colour scheme, had been incorporated onto any and all high top sneakers. Over the years adaptations of the patch have also been created to go along side our innovative and ever expanding range of sneakers from low tops to All Stars.
On our low tops, the All Star logo is situated on the tongue of the sneaker only.
Our signature star goes on both the inside and outside of all our One Star products.
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our logo
Our star logo can be incorporated within the brand name by being placed within the ‘O’ only.
One logo is simply not enough for a brand with over 100 different sneaker styles, so we decided to create another one! The new logo can be found on our more recent All Star and One Star ranges and can include the star, the arrow or both. Either one of our logos can be found on our basic sneaker packaging along with the brand name. The colouring for this logo is always jet black unless projected onto a dark hued background in which case the logo should be changed to white. The star must be central to the arrow and tilted at 45 degrees to the right.
Our packaging is primarily black with both our name and logo shown in in cardboard style colouring. Our name is situated on the side lid and our logo is placed on the top of the packaging, this can be reversed.
This up and coming hexagon style she box is in development to become our new All Star packaging.
Our logo can also be placed above the brand name however must take overall composition if in this position.
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The new Converse logo can only be placed to the right side of our name and must match the size of the text if in this position.
our font
The font created for our brand consists of a mixture of harsh and curved edges to give a unique style that is easily recognizable. The lettering must be close together and must only be black unless on a white background to drive attention. Every aspect of the brand is important to us, that is why we only use our signature font for the logo and include a wide range of similar fonts for our advertising and promotion and limited sneaker ranges. Our font and our logo are symbolic to our recognition as a brand, therefore we want it to be as unique as all of our products, meaning it can not be altered or recreated. The All Star font found on the tongue of our low top range is the same as our signature font however it is more vertically stretched.
Our Jersey font makes reference to our basketball origins and can be used for our All Star and One Star ranges.
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Our advertising fonts can differ depending on the campaign. One font that can be used is our informal, paint style lettering.
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Our All Star lettering can also be sharper and faded to give the ‘worn in’ feel that the brand alludes.
converse
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A sample of our new S/S18 colour collection
our colours The converse colour scheme is pretty simple. We offer almost all colours for each different style range and if we don’t offer the colour you want then we provide the option to customize your sneakers, allowing you to truly make them your own unique pair. Our basic colour scheme that is used for our original logo is also used on the sole of many of our high and low top sneakers, this is to give a sense of our story and our very own Chuck Taylor to each of our consumers.
Our promotional colour scheme often comes in pairs. From sneaker advertising to exclusive converse parties all over the world, there is always a pair to match.
Our sneaker caps come in both black and white, perfect for making the sneaker your own with endless amounts of creativity.
Our classic sneakers consist of white, blue, red, green and black piping on the sole.
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our images The images we use are an essential way of projecting who we are. Any and all images used are inclusive and will consist of real people, making converse their own, fitting it into their individual style and always on the move. Our images will always consist of action, because that’s a big part of everyday life and we are an every day, every occasion brand. Our images also never include our logo unless part of an advertising campaign as our classic sneaker style is easily recognisable. If the logo is used on the image, it should not be central and should not cover main image.
Our images do not always include our products. We photograph real people because we care about the person as well as the product.
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Converse are an every day style brand, therefore our images include real people from all aspects and professions doing what they do best, living.
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our voice Our tone of voice is all about inclusivity as our consumers are an essential part of the brand. We use collective words to allow our consumers to feel connected and involved with the individual and very personal Converse experience. While we make the product, our consumers make the brand. Our tone of voice is also direct and often provides elements of the shock factor. We are known for our rebellious and punk reputation, and we play on it in our advertising.
Our word play is often direct, unapologetic and informal, an essential element of the brand.
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Our voice reflects the respect we have for our consumers. While we provide the sneaker, it is the consumer who provides the everlasting converse experience.
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our stores Our stores are an essential part of projecting who we are. We pride ourselves on our sport meets street history and reflect this in each and every store. The sneakers should be at the forefront at all times, and should hold a striking display within the store itself, as this is our history; we want to celebrate it. The other products on offer should also be displayed evenly throughout the store in a mixture of folded items and items put on display. In terms of our uniform, we want our employees to be able to express their individual style, so as long as it is our brand, anything goes.
All products are displayed spaciously and our sneakers are the dominant focus in our window displays.
Sneakers are hung by the laces in all stores, an act that has become symbolic for the brand.
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Our sneakers are displayed on a run down background,showing that converse are hardy sneakers. We are bult for a lifetime.
our social media The main focus for our social media is to create a direct line between our brand and our consumers. All aspects of social media such as Snapchat, Twitter and Instagram contain examples of how our consumers are styling our products as well as what Converse means to them. We also advertise new products and any new collaborations we are doing to keep our consumers informed. This is also the main focus on our website.
Our sneakers and our consumers are at the centre of everything social media related; we want a real relationship with our consumers.
A slideshow of our latest products is available on our website.
Our new logo should be the profile image for any Converse social media platforms.
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our
consumer
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Our consumers are creative, innovative and driven. They do not shy away from being noticed and are willing to make noise for something they are passionate about. They take pride in their authentic style and are constantly looking for ways to give something a personal touch and make things their own. Our consumers are independent, they want to step away from social standards and find their own uniqueness. They are highly active people; they have a goal and are willing to do whatever it takes to achieve it. They are of all ages and come from all paths of life, be it artists, athletes or skaters and our consumers are always striving to be a part of an inventive generation. Our consumers see life as a canvas and are willing to paint their own story.
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who they are 56
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our
products
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our sneakers
Chuck Taylor All Star Vintage Camo £110
The sneakers are the original product that we have offered for over 100 years. From high to low tops to our brand new all stars, at present we offer a shoe for everyone. The high tops come in a wide range of colours and prints and are accompanied with either our signature red and blue-stripped sole, or basic black and white. We also offer One Stars in a range of sneaker styles and colours and there is always the option to customise your items, as we believe each pair should reflect your style. If you want the classic Converse ‘worn in’ feel from your shoes from the first purchase, we also offer a vintage range of sneakers, which have already been personalised for you.
Chuck 70 Palm Print £75
Chuck Taylor All Star Classic £50
Chuck Taylor All Star Ultra £75
Chuck Taylor All Star Classic £55
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One Star Premium Suede £65
Converse Essentials Cropped Pullover £75
Women’s Essentials Crew £60
our women's clothes We offer a basic collection of women’s clothes as, like our sneakers, we offer products that are form every day, long lasting style. Our women’s hoodies and essential crew tops are embellished with the signature converse logo and offer a basic look that can be suited towards any style. We offer Chuck Taylor patch Tees in a range of colours for those who want to celebrate and style our history and our cropped track jumpers successfully elude to our sport origins.
Women’s Star Chevron Track Cropped Crew £50
Women’s Heathered Chuck Taylor Patch Tee £20 63
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Women’s Essentials Jogger £55
Women’s 3 Pack All Star Socks £10
our women's clothes We also offer a range of essential Converse joggers and leggings that come in a wide range of colours as well as our renowned star print. For those who enjoy sports, not only are our sport leggings built for duration and style, but we also offers skorts to give your street style a feminine touch.
Converse Essentials Pant £55
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Women’s Street Sport Legging £14- £30
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our men's clothes
Men’s Slogan Tee £20
The Converse Essentials Collection is designed to get better with time. Much like all our products, they are designed for duration, style and comfort and our men’s collection of basic hoodies and crews do just that. The oversized graphic tees makes a fun, bold statement that highlights the iconic Star Chevron logo and come in stand out colours that allow you to wear our brand with pride.
Men’s Essentials Full Zip Hoodie £70 Men’s Essentials Crew £60 67
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our men's clothes Bring out your personality with the Converse Track Trousers. Each nylon pair features a fun colour block pattern to liven up your look and give you the modern street style you crave. They’re also big on comfort with an elasticated waist, exterior draw cords and a fully lined construction, so you can look cool and feel comfortable. If you want to go more basic we have our essentials range of joggers for the everyday you that can last a lifetime.
Converse Star Chevron Track Trousers £45-£50
Men’s Essentials Jogger £55
Men’s Essentials Jogger £55 69
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Colour-blocked Front Zip £37
The priority with our kid’s clothes is the same as all other products; comfort. We pride ourselves on our bold and stylish clothes that also provide a cozy and soft feel that allows the kids to look stylish and be as comfortable as possible.
Converse Basic Tee £16
Chuck Taylor Patch Rib Paneled Jogger £24 71
our kid's clothes
Colour-blocked Joggers £27-£30 72
our accessories At Converse, we think every aspect of fashion should be considered. Our accessories include different lace lengths and colours for our consumers to add even more choice and personality to their sneaker style and essential backpacks that can be dressed up or down for every occasion.
All Star Essentials Backpack £70
34”-54” Laces £3
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our collaborations
Comme des Garรงons (2009)
Gap (2007) Converse is not a brand that stands on its own. Since we started we have worked with numerous other brands, designers and artists to gain even more communication with our consumers and expand our style into all aspects of social culture. Working with designers, we have created a unique style for everyone and everyday.
JW Anderson (2018)
Nike (2017)
Nintendo (2011)
Ace Hotel (2013)
Missoni (2009) Andy Warhol (2015)
Damien Hirst (2010) 75
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our
communication
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our csr
At Converse, we take our corporate social responsibility seriously. We have no waving agreements to ensure that all of our workers are over the legal age of 16, do not exceed the legal working hours and that our workers are healthy and safe when at work. We, like all companies, have a social responsibility to the environment and we take numerous measures to ensure that when making our products our environmental impact in minimized. One way this is implemented is through our REUSE A SHOE organization. This organization helps to take old Converse and recycle them into something that benefits society, such as playgrounds, track fields, and football turf.
our sustainability Sustainability is an essential part of our brand values. Our parent company Nike Inc. has started to take sustainability more seriously, by implementing measures to reduce our climate emissions. We have also begun using preferable raw materials such as canvas for some of our Converse sneakers and we are proud to have collaborated with several organisations, such as the Fair Labour Association (FLA), to improve the labour conditions in our supply chain.
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our objectives Our objective is to provide a lifetime experience for our consumers. Our goal in recent years has been to begin the move towards complete sustainability for the brand and to work with even more artists, brands and designers to place our brand in all walks of life. We no longer simply belong to the athletic field, we belong to the rebels, the artists, the skaters; our objective is to belong to everyone.
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our strategies
Since our origins, our strategy has been to supply the Converse experience for a lifetime. We want to be known as the brand that stays with our consumers throughout their lives, that is why we have kept our original All Star designs as part of our essential sneaker ranges, our designs have remained consistent, therefore our reputation and market position does also. Another one of our main strategies is to use our consumer touch points to our advantage. The customization of our products allows our consumers to feel included in the brand and it gives them the option to really make the brand what they want. We also keep in communication with our consumers through social media to gain a better insight into who is buying our products and what they want from the brand.
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our identity
Personality Informal, friendly and often rebellious tone of voice. We have close communication wit our consumers.
Physique Sneakers are lightweight, slim and available in numerous styles/colours. Our packaging is simple and holds our logo.
relationship Our products are for a lifetime, bringing a trustworthy relationship. Consumers have a large part in creating aspects of the brand.
In order to gain a better insight into consumer perceptions of the brand, we ourselves need a clear picture of our brand identity, which we can in turn use to reflect on our touch points with consumers. Our sneakers have an easily recognisably physique and our personality is highly friendly and close with our consumers, the fact that we now sell globally also allows us to connect to each and every consumer more easily. Both our self-image and reflection comes across as rebellious, creative and hard working and our encouragement for our consumers to make their chucks unique brings an authentic relationship with our consumers.
culture Originated in Malden, Massachusetts, U.S. and now sells products worldwide.
Reflection Longlasting, stylish, creative and driven.
self-image Rebellious, innovative, bold, active and carefree.
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our touchpoints We hold a variety of touch points with our consumers. Our social media provides a platform of communication between brand and consumer, which we utilize to gain perspective of the brand and showcase how our products are being worn, created and styled. We believe in giving back to communities that provide loyalty to our brand, we recycle our sneakers to provide playgrounds, fields and other amenities for communities as well as hosting local and exclusive Converse parties to truly get to know our real consumers. We also take pride in helping the creative arts, in recent years we have built a recording studio in Brooklyn, NY where artists can record for free and we don’t take a cut of the profits, or own the songs, or even ask them to advertise our products. We simply do this just for the opportunity to participate in the communities that have adopted our brand.
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We don't know where you'll go, but we know you'll take Converse to the future with you.
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by chloe weston N0733476
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