Brand Manual
This is a Brand Manual.
CONTENTS
IDENTITY GUIDELINES 2 the big idea behind the logo 3 logo construction 4 logo clearspace/bleed 5 logo minimum size 6 logo states 7-12 logo colors
IDENTITY TYPOGRAPHY 13 introduction 14-15 color palette 16 typography 17 image style 18 graphic elements
IDENTITY APPLICATIONS 19 introduction 20 stationary set/letterhead 21 business card 22 envelope 23 fax sheet 24-38 prototypes 39-40 filing structure
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INTRODUCTION
MARSHALLS identity The Marshalls identity consists of the brand logo and the seven department icons. The unifying component within the logo and icons is the modern geometric application. The Marshalls logo showcases the modern, high-end merchandise offered in Marshalls stores worldwide. The mark possesses three different states: black and white, spring/summer, and fall/winter. The application of each state should be used in accordance with both the shift of fashion seasons and store merchandise. Marshalls strives to provide high end, name brand merchandise at low, consumer friendly prices. The Marshalls brand is meant to communicate the company’s sophisticated taste and affordability. The flexibility of the system requires careful treatment and attention for all graphic elements. The use of these guide- lines will assure that the visual system will reinforce and strengthen our identity.
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IDENTITY GUIDELINES
THE BIG IDEA the brand Marshalls is defined by the selling of designer brands at affordable prices. In terms of marketing, the brand Marshalls should reflect the high end merchandise advertised in its stores. The new identity should be clean, simple and high end, reminiscent of the stores originally selling the designer brands. Marshalls carries many high end brands and designs, including Michael Kors, Ralph Lauren, 7 for All Mankind, Betsey Johnshon, Juicy Couture, Red by Marc Ecko and Guess.
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Marshalls mark
descriptor
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IDENTITY GUIDELINES
CONSTRUCTION The Marshalls logo is made up of two components: the Marshalls mark and the descriptor. These two components are always placed in a fixed relationship and should never be altered, modified or reproduced in any way.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_bw_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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X X clearspace
bleed 1
bleed 2
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IDENTITY GUIDELINES
CLEARSPACE/BLEED To ensure its integrity and visibility, The Marshalls logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace—a space equal in size to the cap height of the descriptor, as shown at left. In cases where it is more visually appealing and advantageous to bleed the logo, bleed it only in the greyed areas of the “M” and “S” in The Marshalls mark, as shown at bottom left. In instances when it is advantageous to use only the geometrical mark without the descriptor, bleed it only in the greyed areas in the mark, as shown at bottom right.
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2”
2”
minimum original logo size (color)
minimum original logo size (black and white)
1.25”
1.25”
minimum small logo size (color)
minimum small logo size (black and white)
1”
minimum mark size (color)
1”
minimum mark size (black and white)
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IDENTITY GUIDELINES
MINIMUM SIZE The marshalls logo has two size versions; an original version and a small version. The original logo version can be sized down to a minimum of 2”. The small logo version can be sized down to 1.25”. If a size smaller than 1.25” is necessary, use the mark without the descriptor line. The mark can be sized down to a minimum of 1”.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_full_s_pos.eps mar_logo_full_s_pos_small. eps mar_logo_bw_pos.eps mar_logo_bw_pos_small. eps *See pages 74-75 for a complete explanation of the file naming structure.
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BLACK AND WHITE STATE
MID-COLOR STATE
FULL COLOR STATE
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IDENTITY GUIDELINES
STATES The Marshalls mark has three states. These states reflect the modern taste of Marshalls. All states can be used interchangeably across all applications.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_bw_pos.eps mar_logo_mid_s_pos.eps mar_logo_full_s_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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Spring/summer palette
fall/winter palette
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IDENTITY GUIDELINES
COLOR The Marshalls color palette consists of a black/ white, spring/summer, fall/winter color palette. The consistent use of these colors will create recognition and strengthen the identity. Marshalls logo must always use the color palette appropriately in accordance with the correct season.
Color specifications are on the following page
The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE速 is a registered trademark of Pantone, Inc.
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Spring/ Summer
Fall/Winter
Pantone Hexachrome black C CMYK 1/1/1/100 RGB 0/0/0
Pantone Hexachrome black C CMYK 1/1/1/100 RGB 0/0/0
Pantone 379 C CMYK 9/0/58/0 RGB 237/237/138 Pantone 375 C CMYK 41/0/78/0 RGB 160/207/103 Pantone 2725v C CMYK 77/68v/0/0 82/97/172 Pantone 319 C CMYK 52/0/19/0 RGB 114/204/110 Pantone 702 C CMYK 0/69/34/5 RGB 230/109/123 Pantone 7521 C CMYK 0/25/20/10 RGB 227/183/172 Pantone 252 C CMYK 24/56/0/0 RGB 191/131/185
Pantone 5185 C CMYK 80/100/85/25 RGB 76/36/50 Pantone 704 C CMYK 0/90/72/29 RGB 180/46/52 Pantone 2385 C CMYK 19/79/0/0 RGB 200/89/161 Pantone 695 C CMYK 0/50/28/20 RGB 203/126/128 Pantone 4745 C CMYK 0/17/18/10 RGB 229/197/182 Pantone 4995 C CMYK 0/48/38/34 RGB 175/110/101 Pantone cool Grey 9 CMYK 0/1/0/51 RGB 145/145/149
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IDENTITY GUIDELINES
COLOR The Marshalls color palette consists of a black/ white, spring/summer, fall/winter color palette. The consistent use of these colors will create recognition and strengthen the identity. Marshalls logo must always use the color palette appropriately in accordance with the correct season.
The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE速 is a registered trademark of Pantone, Inc.
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BLACK AND WHITE PALLETTE
FALL/WINTER PALLETTE
SPRING/SUMMER PALLETTE
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IDENTITY GUIDELINES
COLOR The coloration of the Marshalls logo is an essential element in setting a recognizable tone and look for the identity. Consistent use of color enhances the strength of the identity. The primary color palette for the Marshalls logo are black and white, pastels and deep colors. All three color variations are to be used interchangeably. Using color variation reinforces the modern, tasteful and high-end nature of the identity.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_bw_pos.eps mar_logo_full_s_pos.eps mar_logo_full_f_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY GUIDELINES
COLOR: ON BACKGROUND The preferred background colors for the fall/ winter palette are the Marshalls brown, pink and black.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_full_f_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY GUIDELINES
COLOR: ON BACKGROUND The preferred background colors for the spring/ summer palette are the Marshalls purple, pink and blue.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_full_S_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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BLACK AND WHITE PALLETTE
FALL/WINTER PALLETTE
SPRING/SUMMER PALLETTE
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IDENTITY GUIDELINES
COLOR: ON PHOTOGRAPHY On a photographic background, The Marshall’s logo can be used in color, black and white versions. The demonstrations at left show which colors look best on dark backgrounds and which work better on light backgrounds. Because every image is different, be sure to choose a color with a strong contrast to the background. Place the logo in an area of the image that is not busy in order to enhance legibility. (See page 30-31 for “don’ts”.)
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier tns_logo [orig. version] Example: tns_logo_left_R_ pos.eps tns_logo...small [small version] Example: tns_ logo_R_pos_small.eps tns_mark [mark] Example: tns_mark_left_R_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY GUIDELINES
COLOR: DON’TS The Marshalls logo should always be seen clearly and dramatically. When using the logo on imagery, always make sure that it is positioned away from any competing imagery and stands out from the background color.
To ensure the consistency necessary to build a recognizable identity, it is critical that Marshalls logo appear only in the colors approved in these guidelines.
File Identifier mar_logo_bw_pos.eps mar_logo_full_s_pos.eps mar_logo_full_f_pos.eps *See pages 74-75 for a complete explanation of the file naming structure.
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Bold, dynamic, compelling, eye catching
Modern, simple, sophisticated, easy
High End, timeless, chic, well made
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IDENTITY GUIDELINES
IMAGE STYLE Image style plays a critical role in developing a vivid and meaningful identity for Marshalls. Marshalls image style consists of three categories: modern, bold, high-end. All imagery should support The Marshalls brand promise (see page II).
Marshalls Personality Bold Dynamic Modern Simple Easy
Image Drivers provokes want, desire. Focus on bold, dynamic, eye catching products Sell only well made, affordable designer labels.
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INTRODUCTION
Identity Typography The Marshalls identity typography is designed to be modern and sophisticated. This section will explain the use of color, typography, image style and graphic elements. The flexibility of the system requires careful treatment and attention for all graphic elements. The use of these guide- lines will assure that the visual system will reinforce and strengthen our identity.
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Displays: Neutra Display Text: Myriad Pro Regular
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IDENTITY Typography
IMAGE STYLE Marshalls typography consists of one typeface: Neutra Display. This type face comes in a variety of weights and offers flexibility of use. Commitment to this typeface will create a consistent and strong identity.
These typefaces should be used at all times. Contact the director of communications if there is a specific request not to use the specified typefaces.
File Identifier Fonts Folder
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IDENTITY Typography
GRAPHIC ELEMENTS Designed with the purpose of creating a collection of images to support a designer in future applications.
The M Mark of the Marshalls logo may be used as a design element, pattern or brush in order to enhance a design.
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INTRODUCTION
Identity Application The Marshalls visual identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and custom icons. Correct and consistent use of the visual system will be the determining factor for a successful identity. This section provides sample layouts and mechanicals that illustrate how all of the visual elements come together to create a distinct Marshalls identity.
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IDENTITY APPLICATION
STATIONARY: LETTERHEAD
Format 8.5” x 11” Typeface: Myriad Pro: 10 pt Template Myriad Pro: 10 pt Color: Black
File Identifier mar_letterhead.eps *See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATION
STATIONARY: ENVELOPE
Format 9.05” x 4.15” Typeface: Myriad Pro: 10 pt Template Myriad Pro: 10 pt Color: Black
File Identifier mar_letterhead.eps *See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATION
STATIONARY: BUSINESS CARD
Format 2” x 3.5” Typeface: Myriad Pro: 10 pt Color: Black
File Identifier mar_businesscard.eps *See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Women’s department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_women.eps
3.2526 in x 7.6589 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Men’s department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_men.eps
2.7167 in x 7.6589 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Kids department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_kids.eps
3.5192 in x 6.6782 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Shoe department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_shoes.eps
3.5 in x 3.5956 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Accesories department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_acc.eps
3.5 in x 3.994 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Luggage department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_luggage.eps
3.5 in x 6.9108 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Intimates department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_int.eps
3.5 in x 2.7137 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Electronics department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_elec.eps
3.5192 in x 6.6782 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: DEPARTMENT ICONS This prototype is an example of an icon for the Home department in Marshall’s.
Format
File Identifier
Icon may be scaled as large as needed but must be kept proportionate to
mar_icon_home.eps
3.5192 in x 6.6782 in
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: Shopping Bag This prototype is an example of a shopping bag for Marshalls
Format
File Identifier
This is a prototype, custom di-cut shopping bag. size can be altered in accordance with company needs, howerver, must be kept proportionate to
mar_bag.eps
4.8956 in x 5.4238 in These prototypes are for demonstration only and should not be used as final work.
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: Recyclable Hangers This prototype is an example of a recyclable hanger for Marshall’s. The “L” in the center indicates the size, large.
Format
File Identifier
This is a prototype, custom recyclable hanger. size can be altered in accordance with company needs.
mar_hanger.eps
These prototypes are for demonstration only and should not be used as final work.
*See pages 74-75 for a complete explanation of the file naming structure.
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IDENTITY APPLICATIONS
PROTOTYPES: Storefront This prototype is an example of a storefront for Marshalls
These prototypes are for demonstration only and should not be used as final work.
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IDENTITY APPLICATIONS
PROTOTYPES: Departments This prototype is an example of a Department for Marshalls
These prototypes are for demonstration only and should not be used as final work.
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FILE DIRECTORY
FILE NAMING STRUCTURE Use this naming convention guide to select the appropriate logo for reproduction. EPS files can be imported into or opened through page layout and illustration soft- ware such as QuarkXPress, Illustrator or Photoshop. The EPS logos should be used for high-resolution print applications.
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LOGO
ICONS
mar_logo_bw_pos.eps
mar_icon_acc.eps
mar_logo_bw_rev.eps
mar_icon_bag.eps
mar_logo_bw_pos_small.eps
mar_icon_creditcard.eps
mar_logo_mid_s_pos.eps
mar_icon_home.eps
mar_logo_full_s_pos.eps
mar_icon_int.eps
mar_logo_full_s_pos_small.eps
mar_icon_luggage.eps
mar_logo_mid_f_pos.eps
mar_icon_men.eps
mar_logo_full_f_pos.eps
mar_icon_shoes.eps
mar_logo_full_f_pos_small.eps
mar_icon_women.eps mar_icon_kids.eps
STATIONARY mar_businesscard.eps mar_envelope.eps mar_letterhead.eps mar_fax.eps
mar_icon_elec.eps mar_icon_hanger.eps
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FILE DIRECTORY