BR AN D GU ID ELIN ES FO R EX TERNAL PARTN ERS
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CO N T E NTS
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T IM E L I N E WH AT W E STA N D F OR LO GO T Y P E FACE NAM I N G CON V E N TI O N S TO NE OF VOI CE SO C IA L CO LOU R T E M PL ATE S T IL L P OI N T G U I D L E L I N ES
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E V ERY T H I N G YO U NEED TO COM M U NI CAT E A N Y T HING YO U WANT K E Y B R A N D E LE ME NT S
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1831 The story begins when Benjamin Harvey opens a linen shop on the corner of what is now Knightsbridge and Sloane Street in London. The store quickly grows as he expands into neighbouring properties over the following years.
1841 Benjamin Harvey hires a young salesman called James Nichols. Benjamin and James become close friends. Nine years later, Benjamin Harvey dies.
1854 Benjamin Harvey’s wife goes into partnership with James Nichols. Harvey Nichols and Co. is born. It quickly becomes known for its cutting-edge, uncompromising approach to fashion. 2
1991 Hong Kong entrepreneur Dickson Poon buys Harvey Nichols from the Burton Group and gives the store a new lease of life. He removes white goods and homewares from the shop floor and re-establishes Harvey Nichols as the ultimate fashion destination. The revolutionary Fifth Floor Restaurant, Bar, Foodmarket and Wine Shop opens and Harvey Nichols becomes the place everyone wants to be seen in.
1996 Harvey Nichols becomes the first Londonbased luxury department store to successfully establish a store outside the capital. Harvey Nichols Leeds opens in the heart of the city and quickly becomes a magnet for style-conscious shoppers, proving once again that rules are there to be broken. In the same year, Harvey Nichols launches OXO Tower Restaurant, Bar and Brasserie.
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2001 Birmingham store opens.
2000 Harvey Nichols abandons the rules of traditional fashion advertising; instead of the usual oh-so-serious pouting models it produces a series of tongue-in-cheek adverts that celebrate the absurdities of the world of high fashion. Its advertising soon becomes the most distinctive, talked about, and awarded of any fashion retailer in the world. Harvey Nichols opens its first international store in Riyadh. 4
2003 Manchester store opens.
2002 Edinburgh store opens. Iconic advertising accompanies the launch, reminding people of the transformative effect that a Harvey Nichols store opening has on a city and its inhabitants - things will never be the same again. 5
2005 Hong Kong, Landmark and Dublin stores open.
2006 Istanbul and Dubai stores open. 6
2008
2011
Bristol store opens.
Hong Kong, Pacific Place store opens.
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2012
Ankara store opens.
Kuwait store opens. 7
2012 Harvey Nichols launches Beauty Bazaar in Liverpool, a category-breaking concept providing the ultimate beauty experience and one-stop shop for everything from fragrance to facials.
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2015 Harvey Nichols launches Rewards by Harvey Nichols, a pure digital loyalty programme which offers customers a range of relevant and personal rewards, from experiences to exclusive perks. Birmingham store reopens, the new blueprint for the future of Harvey Nichols stores, redefining the luxury retail market.
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2016 Harvey Nichols, Knightsbridge opens the refurbished menswear department. The new area boasts over 270 brands spanning two floors and seven rooms including Project 109 and Wallpaper* Bar + Kitchen. Repositioning the store as the ultimate menswear destination in London. The Knightsbridge flagship also sees the introduction of the Beauty Lounge and a wider floor relaunch. The Beauty Lounge is the only place in Knightsbridge you can get luxury services before or after work, plus completely impartial expert advice from Beauty Concierge.
A lot has changed since Benjamin Harvey first opened that linen shop in 1831, but some things remain the same: we still have a fierce and proud reputation for breaking the rules, for daring to be different, and for challenging established retail thinking and practice. And we still believe in being fearlessly stylish in everything we do.
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WH AT WE STA ND F O R A KE Y BRA ND E L E M E N T
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OUR B RAN D PRO M I SE Our brand promise is what defines us. It is the most important thing about us.
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O U R BR A ND VA LU E S Our values are what we live by. They are our best qualities. They define the way we are with our customers and each other.
WE MA KE OU R CU STOM E RS F E E L U N I Q U E AN D E NSU RE TH E IR E XPE RIE NCE S ARE E F F O RT L E SS. 15
WE SE T TH E BA R H IGH WITH O U R OWN ST YL E , I NSPIRING OTH E RS TO BE F E AR L E SSLY ST YL I SH. 16
WE CONSTA NTLY STRIVE TO P U SH B O U N DAR I E S A ND DISRU PT TH E STAT U S Q U O. 17
WE DON’ T TA KE OU RSE LVE S TO O SE RI O U SLY. WE A RE F U N A ND M ISCH IE VOU S I N AL L T HAT WE D O. 18
OU R K E Y BRAND ELEMENTS
To help us talk about our brand, we have some key brand elements. These are to help us project all our brilliant qualities and bring them to life. Our brand elements need to be consistent, because they’re the things which help make our brand memorable.
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LOGO A KE Y BRA ND E LEM E N T
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LO G O To maximise its impact, the logo must have an area of clear space around it. This area is called the clear zone. It should be free from other elements such as type or graphics.
The clear zone is equal to the H height of the identity and remains in proportion when re-sized. Whatever size the logo, just scale up the clear zone accordingly.
= CLEAR ZONE
Make sure other type or logos sit outside the clear zone. Make sure that the document edge does not encroach into the clear zone.
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LO G O P OS I TI O NI NG The Harvey Nichols logo should appear on one line whenever possible. However, in some exceptional cases, a very narrow artwork may make it necessary to stack the logo on two lines. An example of this might be a skyscraper online banner ad.
correct use of clear zone
= CLEAR ZONE
incorrect use of clear zone
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PR I M A RY LO GO COLO U RS The preferred colours for the logo are black, white or grey.
Black logo on white background
Care must be taken when choosing the logo colour to make sure it stands out against the background.
Only very occasionally, when it is appropriate, can the logo appear in other colours. Colour will only be considered appropriate if it is used to give meaning. Any proposed colour logo must be approved by the Global Brand Team. White logo on black background
Grey logo on white background The grey is Pantone 877
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LO G O D O ’S
5mm
Make the logo clear and visible
Make sure the logo is legible. At least 5mm high in print and 14 pixels high on screen.
Put the logo in a clear space
Adjust the background behind the logo to aid legibility.
Use the Clear Zone
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LO G O D O N’ TS
Crowd or obscure the logo
Animate the logo
Modify the logo
Add a drop shadow to the logo
Make the logo too small.
Only use logo white aginst black when black is full bleed
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LO G O PA RTNERI NG : WE BSITE The website should appear underneath the logo. It should be centralised, in lowercase. Do not include www. The height of the website should be 1/3 of the logo H height. The distance between the logo baseline and the web address baseline should be 1 1/3 of the logo H height. Clear zone rules apply to all partnering logos.
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LO G O PA RTNERI NG : STORE NA ME The store name should sit underneath the logo. It should be centralised, in uppercase, at 2/3 the size of the logo. The distance between the logo and the store name is equivalent to H x 2. A line sits between the logo and store name. The line is the same length as the logo above. The width of the line is a third of the thickness of the character weight in the Harvey Nichols logo. The distance between the logo and the line is equal to H height. Clear zone rules apply to all partnering logos.
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LO G O PA RTNERI NG : STORE NA ME A ND A DDRE SS The store name and address is centralised, in uppercase, at 1/3 of the H height of the logo. The distance between the logo and the store name is equivalent to H height. Clear zone rules apply to all partnering logos. UK logos follow a rule of Town, City, Postcode. For international logo rules please contact the Global Brand Team.
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LO G O PA RTNERI NG : STORE NA ME , A DDRE SS A ND WE B SI T E The distance between the logo and the store name is equivalent to H height. The website is centralised, in lowercase, at 1/3 of the H height of the logo. The distance between the store address and the website is equivalent to 2/3 H height. Clear zone rules apply to all partnering logos. We don’t use commas in address logo lockups.
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OXO TOWER RESTAURANT LOGO Harvey Nichols stand alone restaurants have their own identities. OXO logo uses Futura Light. The standard OXO identity includes the address which is written in Futura Book.
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OXO TOWER RESTAURANT LOGO: VA RIATIONS STAN D ALO N E LO GO
LO GO WITH H OSPITALIT Y ARE AS The distance between the logo baseline and the hospitality area baseline is half of the logo X height.
VERTICAL LOGO As part of the heritage of the building the OXO logo is also available in a vertical format. This format must only be used with permission from the Global Brand Team.
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B E AU T Y BAZ AAR LO GO Beauty Bazaar store has a seperate logo.
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LO G O W I TH PARTNERSH IPS A ND IN TH IRD PA RTY A DV E RT I SE M E N T This page explains how a partner brand should use Harvey Nichols as part of their communications. Harvey Nichols is a marque and not a font. In communications created by an external party Harvey Nichols should therefore only appear as either of these logo lockups. Avoid writing Harvey Nichols in to the headline or copy where possible. All artwork must be approved by the Global Brand Team. Artwork should look and feel as though it has come from the partner brand, and not try to replicate the Harvey Nichols design guidelines.
Exclusive partnership
E X C L U S I V E LY F O R
Non-exclusive partnership
TOGETHER WITH
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IN T E R N AT I O NAL VARI ATION LOGO – KU WA IT A RA B I C V E RSIArabic O Nuse: Bilingual English
Arabic use: Bilingual 34
T Y P E FAC E A KE Y BRA ND E LEM E N T
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P R I M A RY TY P EFAC E Our primary typeface is Futura. It is bold, simple and timeless. Stylish, rather than fashionable. Futura comes in a variety of weights but we use just three: Book, Light and, in exceptional cases, Bold. We tend to stick with the Book wherever possible, and Light weights of Futura in print. We use Futura Bold to make certain statements more pronounced where necessary. As the primary typeface, Futura should always feature first and be the dominant typeface in most written communication. To make the most of Futura, adjust the size and weights according to how important the message is. We can mix the Book and Light weights to make certain words or messages pop out. In these cases, it is best to put the whole phrase or sentence in the different type weight. It is not good practice to bold or colour single words within a sentence or phrase. This tends to make type look messy.
This is Futura Book This is Futura Light This is Futura Bold
Uppercase is used for headings, with tracking set at 100 to mirror the spacing of the logo. CTA’s are set in full capitals using tracking set to 50. For any body copy, always make sure you use sentence case with tracking set at 0, and with digital it can be extended to 10 to increase legibility.
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NA M I N G CONVENTIO NS A KE Y BRA ND E L E M E N T
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N A M I N G CONVENTI ONS O U R B RA N D NA M E Harvey Nichols should always be written in full, in title case, with capitals for the first letters ‘H’ and ‘N’. The only exception is the website URL which should be written harveynichols.com without the www. Harvey Nichols must always be written in the singular. ‘Harvey Nichols is delighted’ and never ‘Harvey Nichols are delighted’. Harvey Nichols should never have an apostrophe, despite grammatical rules. ‘Harvey Nichols Sales are especially busy periods’. To avoid apostrophes we rephrase sentences wherever possible. ‘Harvey Nichols’ new arrivals’ would become ‘new arrivals at Harvey Nichols’. Harvey Nichols should not be separated or personified. We would never write Harvey’s new arrivals. Harvey Nichols should never be shortened. The brand should never be referred to as ‘Harvey Nics’ or ‘HN’. The exception is in social media, where ‘HN’ can be used because character limits restrict phrasing.
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N A M I N G CONVENTI ONS OU R D EPA RT M E NT S When naming departments we have to consider what makes sense to us in the fashion industry vs what makes sense to our customers. Customer-facing department names will now specify Womenswear, Menswear only. This will also be replicated in all marketing, event and customer communications. The following is a glossary of all the department names that can be used. Strict adherence to naming of departments is necessary to avoid confusion and ensure a simple and easily navigable instore experience. When referencing departments internally or with other trade or press, “International” and “Contemporary” will still be used. Personal Shopping terminology is no longer to be used across the UK estate. Exclusions in International stores include Hong Kong which will keep Personal
• Accessories
• Jewellery
• Womenswear
• Beachwear
• Lingerie
• Bar
• Beauty
• Menswear
• Brasserie
• Beauty Lounge
• Style Concierge
• Café
• Childrenswear
• Private Shopping
• Foodmarket
• Concierge
• Shoes
• Terrace
• Collect in Store
• Tailoring
• Wine Shop
• Eveningwear
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N A M I N G CONVENTI ONS DE PA RT MEN T S, Knightsbridge Store Departments The following are based on the layout of the Knightsbridge Store LOWER GRO U N D 1 Everything a man could ask for. And possibly more. • • • • • • •
Designer Contemporary Denim + Casualwear Shoes + Accessories Project 109 Wallpaper* Bar + Kitchen AONO Barbershop
LOWER GRO U N D 2 All your style needs covered, just ask. • Tailoring • Off-Duty • Style Concierge GRO U N D Designer handbags, sunglasses, jewellery and the best of beauty • • • •
Accessories Beauty Beyond Beauty Beauty Lounge - Beauty Concierge • Jewellery
FI RST Established international fashion labels and luxury designer shoes • Womenswear • Shoes SECO N D Timeless classics, special events and workwear • Childrenswear • Lingerie • Womenswear
FI F TH Food, glorious food! (and wine) • • • • • • •
Bar Café & Terrace Foodmarket Wine Shop Burger & Lobster Kurobuta YO! Sushi
This is to demonstrate all areas of the business and doesn’t represent Knightsbridge as it undergoes its refurbishment.
TH I RD Something for the weekend: denim, swimwear and downtime • • • •
Beachwear Denim Shoes Style Concierge - Collect in Store - Stylist Service • Womenswear FO U RTH New generation style and shoes from need-to-know names • Beyond Medispa • Daniel Hersheson Salon • Bags + Accessories
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N A M I N G CONVENTI ONS A - Z FLO O RS
MO N EY
All floors should be written in full and in upper and lower case.
Decimal places should only be used where necessary. If something costs exactly £7, do not write £7.00. Similarly, never write out amounts in full: £30 is right but thirty pounds is wrong.
First Floor FO O DM A RK E T Foodmarket should always be written as one word, and never food hall or food court. I NSTO RE Instore is always written as one word and never hyphenated. We never write in-store or in store. The only exception is for a specific name such as ‘Collect in Store’. M ASTERCL ASS + M AK EU P Mastercass and makeup should always be written in one word format.
N UM BERS For numbers up to and including nine, the number should be written in full, apart from when we say 5* service. The label launched seven years ago. Numbers exceeding nine should be written in numerical characters. The label launched 11 years ago. Amounts of money are exempt from this rule, and so are sentences beginning with numbers. Twenty two customers enjoyed their visit. For numbers in the thousands, use a comma to mark this. 1,888 is correct but 1888 is not. .
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N A M I N G CONVENTI ONS A - Z
RESTAU R ANTS When referring to restaurants the name should always be capitalised. Restaurants should be listed in the following format and order: Fifth Floor Café, Bar and Terrace, Knightsbridge Second Floor Restaurant and Bar, Bristol Second Floor Brasserie and Bar, Manchester Forth Floor Restaurant, Brasserie and Bar, Edinburgh Harvey Nichols Restaurant, Birmingham Fourth Floor Café and Bar, Leeds Harvey Nichols Espresso Bar, Leeds WOW Bar, Beauty Bazaar, Liverpool OXO Tower Restaurant, Bar and Brasserie Where these names appear as logos, ‘and’ will be replaced with an ampersand &. RESTAU R ANTS: OXO Should always be written in capital letters. The new menu at OXO Tower Restaurant.
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NA MIN G C O N V E N T I O NS A - Z
SALE
STO RES
Sale names should always be CAPITALISED. Summer Sale or The Harvey Nichols Sale.
Harvey Nichols sites should always be listed in the following order. We start with the London flagship, followed by the other stores listed in the order they were opened, with the most recent first: Knightsbridge, Bristol, Dublin, Manchester, Edinburgh, Birmingham, Leeds, OXO, Beauty Bazaar, Harvey Nichols.
SE ASO NS Are written as Spring/Summer and Autumn/Winter. Do not refer to them as ‘SS’ or ‘AW’ – we know what the abbreviations mean, but it is not clear to customers, they might think AW is referring to ‘After Work’? SE ASO NAL CO LLEC TI O NS Must be referred to as ‘New Season’, not ‘Pre Season’ or ‘Cruise’ – we don’t want to imply that these are temporary collections before the good stuff from mainline arrives. SO CIAL M ED IA
TI M ES Times should be written according to the 12 - hour clock. They should appear in lower case without a space. 9am, 5pm, 11pm Any minutes past the hour should appear in numerals with a full stop rather than a colon. 4.30pm 12pm should always be written as midday and 12am as midnight. When referring to a time period, repeat the ‘pm’ or ‘am’. 5pm – 10pm
Hashtags start with a capital and come at the end of a message (unless part of the sentance) #LikeThis Use natural abbreviations, for example ‘we’re’.
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TON E OF VO IC E A KE Y BRA ND E L E M E N T
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TO N E OF V O I C E
We speak and write beautifully and intelligently. With great attention to detail. The language should engage, seduce and delight. It should be unexpected. And it should be cheeky. This is how we set ourselves apart. There are three key principles to bear in mind when writing copy:
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INFO RMED Our language must be articulate, smart and assertive. We are an authority of style. We should talk to people as though they are friends, but not best friends.
PUN C H Y Our words pack a punch. No waffle. We get straight to the point.
PLAYF U L We’re upbeat and sparky. Never dry or predictable. We have an unmistakable British humour and tonguein-cheek attitude.
M U S T H AV E
FGDS DESIGNS Account / Job title Order / Job number Studio number Job location Size Proof stage Run out Document name Repro house
Harvey Nichols / Beans G05898 / HAR/01/N/10603 009954 17th March 2005 273x412mm Trim FIRST Page 1 of 2 273x412 Beans 009954 FGDS
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TON E OF V O I C E : W E A R E B R I T I S H
WE ARE BRITISH We are a British brand and we write in English. Not American English, which should never be used in copy, unless the word is part of a brand or product name originating from America. Even then, please revert to English spelling in editorial copy. WE D O CO LO U R WE D O ACCESSO RISE WE D O N’T CO LO R WE D O N’T ACCESSO RIZE
QUINCE WILLIAM & QUINCE WILLIAM & SKATE S K A T E MIDDLETON MIDDLETON 46
SO C I A L A KE Y BRA ND E LEM E N T
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S OC I A L MEDI A BEST P RACTICE GO O D PR AC TI CE
• Clean, creative ‘lifestyle’ based imagery • Natural lighting • Not overly-edited
• Clean Focus • Any use of the Harvey Nichols logo must be pre-approved by the brand
BAD PR AC TI CE
• Overly stylised imagery • Heavily branded imagery or text overlays • Harsh and artificial lighting
• We don’t use imagery that promotes the use of drugs or smoking • Too dark, clumsy framing 48
COLO UR A KE Y BRA ND E LEM E N T
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PA L E T T E Our primary colour palette is luxury monochrome, comprising of black, white, and where suitable silver or grey. These colours are simple, stylish and timeless. The primary palette is used to compliment product colour and make it stand out. This monochromtic approach allows a harmony between our visual identity and the photography we use. We also use it to ensure consistency across the brand, making our signature palette instantly recognisable as being Harvey Nichols.
White
Black
Silver (Pantone 877 C)
Gold (Pantone 872 U)
Pantone Grey 877
We are reviewing our secondary colour palette. The only approved secondary colour currently is gold. All other secondary colours must be approved by the global brand team. The secondary palette colours are to be used sparingly and should never over shadow our primary colours. Typically they are used for minor accenting or simple backgrounds. Our general recommendation is that the secondry palette should not make up more than 25% of a layout. Be mindful of our direct competitors and don’t use too much yellow, purple or dark green.
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T E M P L AT E S A KE Y BRA ND E LEM E N T PRINTED INV ITE TEM P L AT E S POSTER AND POSTCARD T E MP L AT E STEP & REPEAT
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P R I N T E D I NVI TE TEMP LATE S • Booking information and any other details that would be on a call to action button should be added to the copy • For digitally printed invites minimum weight is 350gsm • For all other print types optimum weight is 400gsm
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POST E R A ND P OSTCARD TE MPLATE • Poster artwork should be simple and clean, containing a small amount of text along with the logo
• It is imperative that all artwork is signed off by the Brand Guardian
• The image should either be full bleed or take up a large amount of the artwork • All printing material must be printed on a minimum of 400gsm, on a matt coated paper. Avoid silk and gloss to ensure a premium finish
A5 blocks
A3 poster example
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TILL POINT GUIDELINES A KE Y BRA ND E LEM E N T
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T IL L P O I N T GUI DELI NES HARVEY N I CH O LS TI LL PO I NTS
CO N CESSI O N TI LL PO I NTS
• Harvey Nichols till points are to be uncluttered, curated, functional and represent our luxury position
• Harvey Nichols Concession till points are to be uncluttered, curated, functional and represent our luxury position
• Maximum of two signage blocks with different messages • Signage must be displayed in A5 perspex blocks • A6 postcards must be displayed on one black metal holder per till point • Only Harvey Nichols collateral allowed • No perfume bottles, beauty products or random objects on display, tills are not to be used to dual site product • No third party look books on display • No non-Harvey Nichols data capture on display. After purchase, and after Harvey Nichols Rewards sign up, third party are then permitted to request data capture and then present forms to customer • All signage, artwork, fixtures must be approved by Harvey Nichols
• Maximum of two signage blocks with different messages, one message to be Harvey Nichols • Data capture cards, look books, general marketing collateral must be kept behind the till and out of sight • Signage must be displayed in A5 perspex block • A6 postcards must be displayed on one black metal holder per till point • No perfume bottles, beauty products or random objects on display, tills are not to be used to dual site product • No non-Harvey Nichols data capture on display. After purchase, and after Harvey Nichols Rewards sign up, third party are then permitted to request data capture and then present forms to customer • All signage, artwork, fixtures must be approved by Harvey Nichols
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B E AU T Y CO UNTERS GU IDE LINE S BE AUT Y CO U NTERS • Harvey Nichols beauty counters are to be uncluttered, curated, functional and represent our luxury position • Maximum of one signage per promotion and no more three different messages at any given time • Harvey Nichols must approve before or after photos • Artwork shouldn’t focus on discount or devalue the offer i.e. Avoid –50%, price focused offers need to have a premium feel, added value is preferred • No samples to be displayed, but to be kept behind the counter • All collateral must be neatly displayed • No non-Harvey Nichols data capture on display. After purchase, and after Harvey Nichols Rewards sign up, third party are then permitted to request data capture and then present forms to customer • All signage, artwork, fixtures must be approved by Harvey Nichols
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T H I S E X T E R N A L PA C K H A S B E E N C R E AT E D TO S H A R E W I T H A L L S U P P L I E R S , PA R T N E R S A N D FRIENDS OF THE BRAND
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