TIFFANY & CO.
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EMILY LINDSAY N0733170
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table of contents 6 BRAND HISTORY 8 BRAND VALUES 14 BRAND POSTIONING 20 BRAND GUIDELINES 22 LOGO 24 COLOUR 26 FONT & TYPOGRAPHY 30 OUR STORES
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OUR PRODUCTS 32 THE CONSUMER 34 SUSTAINABILITY 38 COMMUNICATION GUIDLINES 48 SOCIAL MEDIA 50 BRAND TOUCHPOINTS 54 FUTURE OF THE BRAND 56 ETHICS CLAUSE
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brand history
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our history Tiffany & Co. was first founded in 1837 by 25-year-old Charles Lewis Tiffany and John B. Young. They opened a “stationary and fancy goods emporium” initially called “Tiffany, Young and Ellis” on 259 Broadway, with a $1000 start up from Tiffany’s father. It was in 16 years later in 1853 that they realised their marketing niche was in fact jewellery, and not stationary. This prompted Tiffany, Young and Ellis to change their branding and product line, as well as the company name, to the now well known, Tiffany & Co.
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brand values
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our mission statement “To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewellery.”
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Distinctive design and high quality are the foundations of our brand here at Tiffany & Co.
We believe we are more than just a brand. We are an experience for anyone and everyone. Our iconic
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blue box instantly exudes excitment, elegance and centuries of timeless style; sparking an emotional connection with our customers.
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Honour the customer Think boldly Lead with passion Do the right thing Be brilliant together
CORE VALUES
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LUXURIOUS TIMELESS SOPHISITCATED ROMANTIC 12
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brand positioning
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This bar graph, formulated by amCharts.com shows our brand Tiffany & Co., above in purple, compared to it’s competitors in yellow. Competitors such as Harry Winston, Cartier and Swarvoski. The Graph shows the revenue growth from the year 2017, clearly stating that our brand is ahead of comeptitiors in revenue growth by 9.49%. Ultimately this states our brand is collecting more revenue than competitors combined.
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our competitors
Naturally, our main competitors are other big brand jewellers; such as Cartier, Swarovski, Harry Winston and Pandora. Here at Tiffany, we like to think we have a good unique selling point (USP) compared to our competitors. Since our brand was born in New York, we make that one of our main, core focus point when marketing and advertising our brand and products. Many comsumers purely buy into the brand because of the connotations that come along with the brand. Another USP is our range of products. Price and product wise, we offer a large range of products aimed at a large audience; with ages ranging from baby gifts, to 60 year anniversary gifts. Here at Tiffany, we have something for everyone.
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perceptual map featuring our main competitors
fashionable
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inexpensive
expensive
unfashionable
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brand guidelines
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logo and guidelines
overview The only font used for Tiffany & Co. logo is Baskerville Old Face. The logo is always presented vertically reading upwards, with black text. We belive less is more when it comes to our logo, and have used the Baskerville Old Face text for years.
1837
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2018
incorrect logo usage
TIFFANY & CO. Don’t change the font type in our logo.
Always present the logo vertically and reading upwards.
TIFFANY & CO. Don’t alter the shape or stretch the logo in anyway.
TIFFANY & CO. Don’t rearrage our logo in anway.
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colour and image guidelines
colours
PANTONE 11- 0601
Our colour scheme is clean and simple - mainly featuring our most predominant and famous colour: Pantone 1837, otherwise known as Tiffany Blue. Within our adverts and marketing images, differnt hues and variations of the Tiffany blue are used, inlcuding darker and lighter ones. For the brand logo and excess text; white, black and grey hue variations are used, to keep thing simple, classic and elegant. Less is more.
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PANTONE 9061 U
PANTONE 9481 U
PANTONE 1837
PANTONE 8 XGC
PANTONE 10 XGC
PANTONE 6XGC
colour usage
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Don’t use any other coloured text apart from black on Tiffany Blue background.
TIFFANY & CO. Do only use black or white text on a Tiffany Blue background e.g. jewellery boxes.
Don’t use the logo over any other coloured background.
TIFFANY & CO. Do only use the Tiffany Blue coloured background.
Don’t alter the logo or outline the font of the logo.
TIFFANY & CO. Do only use the Baskerville Old Face font and never alter the logo or font outline.
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typography guidelines The products should all appear with Baskerville Old Face. The Baskerville font has been chosen for simplicity and clarity, but also for elegance.
Baskerville Old Face
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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our stores
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our stores At Tiffany & Co., we have hundreds of stores worldwide, spread from Asia, the Americas and Europe. Many stores are apart of concession stores such as Selfridges & Co., in the UK, and well as John Lewis. Many of our smaller stores can be found in airports shopping malls, across Americas and Europe.
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our products Whilst our brand first started out as mainly a jewellery brand, we have expanded our product line with many artist collaborations, fragrances, homeware and accessories. We are more than a brand, and we want to show that through are products. Customers wanting to live our brands lifestyle can purchase homewear and lifestyle goods; such as cutlery, chinaware, stationary and glasswear.
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Tiffany homeware
Tiffany stationary Tiffany engagment rings
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our consumer
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consumer pen portrait Grace Montague lives in a two-story penthouse on Park Avenue in Manhattan, New York. She is the Editor in chief of a New York based fashion and lifestyle magazine, and her Husband is a successful investment banker at Wall Street. Grace was born and raised in New York, and comes from an affluent family of property developers. For many important milestones in her life, such as her christening, debutant, 13th,18th and 21st birthday, she has always received an appropriately meaningful and sentimental gift from Tiffany & Co by her parents. She values Tiffany & Co for the quality, durability and timeless, elegant designs. Being from New York, she values the Tiffany culture and sustainable missions, and is happy to buy into the brand for both herself and others. Both her engagement ring and wedding bands were from Tiffany, something that she holds very close to her heart. Grace is one of many Tiffany consumers who believe that Tiffany is more than a brand, it’s a special experience and lifestyle.
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sustainablilty
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responsible mining As a brand, we want to make sure we can and are responsibly sources high quality, raw materials; which is continued throughout the creations of the beautiful, final piece of jewellery. What make us different to other jewellers is that we source alot of our diamonds and metals directly from mines that we know well and from sustainable and recycled sources. As a brand, one of our main focuses is to better our understanding of environmental, social and economic impacts of the processing and mining of precious stones and materials; so that we can create a positive experience along the supply chain, from our mines all the way to our customers.
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tiffany diamonds
Here at Tiffany and Co., we value knowing where our diamonds are sourced from. We are fully committed to finding the best quality diamonds for our pieces of jewellery. Our diamonds are only sourced from countries that fully participate in the Kimberley Process Certification Scheme. We also work hard to make sure thay not only environmental rights are protected, but human rights are also. We firmly believe that investing in local communities help make the world a better place, including job training and fair wage practice at our diamond cutting and polishing facilities around the globe.
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sustainablilty
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sustainablilty
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protecting the environment At Tiffany, we are fully dedicated to protecting our natural environment. We believe in protecting our planet, and keeping it as beautiful as it was before we inherited it. Protecting special places from mining is on top of our priority list, including places such and Bristol Bay, Alaska and Yellowstone National Park.
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making our iconic blue boxes green As a brand, we are currently working to make sure that our iconic blue boxes and bags are fully sustainable by sourcing paper from responsibly managed forests, and fully recycled paper. By doing this, it will help reduce not only ours but also our consumers environmental footprint.
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sustainablilty
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sustainablilty
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energy and climate change
We are committed to reducing our energy use and greenhouse gas emissions to protect our planet, especially for our future generations. Our pledge is to achieve a net-zero greenhouse gas emission by the end of the year 2050. Another aim of ours is to eventually fit all of our stores with LED lighting, again reducing our use of greenhouse gases, hopefully reducing our goal by 15% from 2013 to 2020.
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communication guidelines
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our app
Aside from our main social media platforms; Snapchat, Facebook and Instagram, we launched an app back in 2015 called “Tiffany & Co. engagement ring finder”. This allowed our consumers to digitally ‘try on’ engagement and wedding rings through the use of their rear camera on their phones. The app allowed consumers to try on all of our most popular shapes and sizes of rings, as well as capturing pictures of their own hands with the ring, and adding filters and effects to those images.
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social media channels
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snapchat
We were the first luxury brand to launch our own branded Geofilter on snapchat, during our #likenotlove campaign back in in 2016. This brought a lot of organic publicity from many celebrities, including Kylie Jenner.
From our facebook page, consumers can follow the direct link to our website and easily shop and browse all our products without hassle. Consumers can also share posts and updates from Tiffany & Co. with their friends.
When we first broke news of our ‘The Blue Box Cafe’, it went viral on twitter. This brought a whirl wind of publicity to new cafe, letting consumers from all over the world know.
instagram Due to it’s large group of users, Instagram is one of our biggest social media platforms; with our Tiffany and Co. account boasting over eight million followers. Hashtags are a main feature of the app, with almost one million uses of the hashtag #tiffany&co. Social media campaigns are also used a lot on our Instagram account; including our latest hashtag #believeinlove; pushing consumers to interact with the hashtag and our brand, being able to share their experiences; creating an emotional connection with our brand and emphasising our values.
The #believeinlove campaign on Instagram stories.
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instagram Recently on our instagram, we collaborated with the artist Paloma Picasso to create a new line of jewellery along with appropriately stunning, modern artwork. We posted all of these on our Instagram to engage and interest our consumers with the new products.
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Paloma Picasso
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brand touchpoints As recent as Novemeber 2017, we unveiled our first Tiffany cafe, The Blue Box Cafe. Featuring 15 tables on the 4th floor of our New York flagship store, our cafe boasts all things elegant and glamourous. Our cafe drips in iconic Tiffany Blue, with handcrafted dining accessories avalible to purchase in our stores. The Blue Box Cafe allows anyone and everyone to experience the iconic ‘Breakfast at Tiffany’s’; it allows our customers to experience the brand on another level; something more than just transaction.
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The Blue Box Cafe, 727 5th Ave, 4th Floor, New York
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our future As a brand, we want to be better than ever in the future. Tiffany & Co. will continue to work towards making our products more sustainable, and making our planet as clean as possible. We will contine to strive for the best possible quality products for our consumers, continuing collaborations with artists and supporting important and momumental worldwide issues.
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SOME STYLE IS LEDGENDARY
TIFFANY & CO. NEW YORK SINCE 1837
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ethics clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed................................................................. Date.....................................................................
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