Brand guidelines internal

BR AN D GU I D ELIN ES

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CO N T E NTS

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WHERE WE’V E COME F R OM WHAT WE STAN D F OR OUR BR AN D VA LU ES FAS HION V S ST Y L E OUR PR OMIS ES SUMMARY OUR KEY BR A N D EL EMEN T S LOGO TYPEFACE NAMING CON V EN TION S TONE OF VOICE SOCIAL COLOUR IMAGERY TEMPLAT ES PACKAGIN G

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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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WH AT’ S T H I S ALL ABOUT THIS BOO K IS FO R ABSO LUTELY EVERYON E WHO WO RKS FO R HARVEY N I CH O LS. Everyone has their part to play in making Harvey Nichols the most successful and iconic fashion brand in the world. It’s something we can only achieve if everyone of us knows exactly what we stand for. And what sets us apart from the competition. In the way we think, in the way we behave, and in the way we treat our customers.

Welcome to the wonderful world of Harvey Nichols.

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W HE R E WE ’V E CO ME F RO M A KE Y BRA ND E LEM E N T

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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.

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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.

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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.

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2005 Hong Kong, Landmark and Dublin stores open.

2006 Istanbul and Dubai stores open.

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2008

2011

Bristol store opens.

Hong Kong, Pacific Place store opens.

2010

2012

Ankara store opens.

Kuwait store opens.

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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. 21

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. 22

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. 23

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. 24

FA S H I O N

VS

STY LE

ANYONE CAN F OLLOW FA SH ION. I T’S EASY. FASHI ON I S A BA NDWAGON. I T ROC KS UP, H ONKS ITS H ORN AND EVERYONE JU M PS ON. ONE FAD FI TS A LL. FASHI ON I S F OR PE OPLE WH O LIKE F ITT I N G I N .

BUT WHAT A BOU T TH OSE WH O WA NT TO STAN D O U T ?

W HO MAKE TH E IR OWN RU LE S INSTE A D O F F O L LOWI N G OTHERS ?

W HO HAVE TH E IR OWN U NIQU E STYLE ?

STY LE… THAT’S THE TH ING. YO U CAN’ T F OLLOW IT. MO NEY CAN’ T BU Y IT. YO U HAVE TO CRE ATE IT. OW N I T. EVO LVE I T. THAT’S WHERE WE COME IN.

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FA S HI O N

VS

STY LE

WE KN OW ST YL E . WE GE T I T. WE KN OW HOW TO CO M PO SE A LO O K. WE KNOW T HAT WHE N SO M E T HI N G WO RKS, IT JU ST WO R K S. H E LL, IT M I GHT E V E N C L ASH, BU T IT’LL ST I L L WO R K .

WE KNOW WHE N L E SS I S M O R E .

A ND WH E N MO R E I S M O RE .

WH E N TO ACCE SSO R I SE .

A ND WH E N TO L E AV E WE L L ALO N E .

WE ’RE NOT A F RAI D TO ASK Q U E ST I O N S. TO GIVE A N H ONE ST O PI N I O N .

TO F LY IN TH E FACE O F FASHI O N .

WE ’RE CH A M PIONS O F ST YL E .

IT’S INSTINCTIVE .

IT’S IN OU R NATU RE .

WE TRA NSF ORM TH E BE I GE I N TO T HE B RE AT HTAKI N G. WE INSPIRE OU R CU STO M E RS TO STAN D O U T AN D B E U N I Q U E .

WE A RE F E A RLE SSLY STYLI SH. WE A RE H A RVE Y NICH OLS.

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O U R P R OMI S ES TO EACH OTH E R These are the promises we make to each other to ensure that working for Harvey Nichols is a uniquely rewarding experience.

S UPPORT TO BUILD A

C ON S TA N T IN S P IR ATION

CAREER IN THE IND USTRY

A N D C HA L L E N G E

HONES T AND UPFRONT

CELEBR ATE FA BUL OUS N E S S

WO R K A N D P L AY

COM M UNI CAT I ON

WHE N E VE R W E S E E IT

TOG E THE R A S O N E

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OU R P R O MI S ES TO O U R CU STOME RS These are the things we deliver on a daily basis to ensure that we live up to our value of being ‘devoted to customers’.

A WE LC OME EX PE RIE N C E

INS PIRATION

IMPEC C A BL E S E RVIC E A N D

A S UM P TUO US S E TTIN G

W O RT H Y OF A

AT EVERY TURN

S TY L E E X P E RTIS E FOR A L L

TO E X P E R IM E N T IN

EFFORT LE SS

D ECAD ENT AND

ON-TR E N D HA N G O UTS

P E R S O N A L LY R E L E VA N T A N D

WAYS T O PAY,

THOUGHTFUL

TO RE L A X A N D R E C HA R G E

G E N E R O US R E WA R DS

R EC EI V E OR RE T U RN

PACK AGING,

5* HOT E L

WHATEVER YOU BUY

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W HAT W E STA N D FOR: S U M M A RY

BRA ND PROMISE Stand out, to be unique‌.to be fearlessly stylish

BRA ND VA LU E S Playful in attitude

Daring in delivery

Obsessed with style

Devoted to customers

OU R PROMISE S TO E AC H OT HE R Constant inspiration and challenge

Honest and upfront communication

Celebrate fabulousness whenever we see it

Work and play together as one

Support to build a career in the industry

OU R PROMISE S TO OU R C U STO M E RS A welcome Experience worthy of a 5* hotel Inspiration at every turn

Decadent and thoughtful packaging, whatever you buy Impeccable service and style expertise for all

Effortless ways to pay, receive or return A sumptuous setting to experiment in

Personally relevant and generous rewards On-trend hang-outs to relax and recharge

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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 Our logo is the single most important visual element of our brand. The logo must stand out and be consistent; it is our signature across all communications and our guarantee of quality. The logo should never be recreated or modified in any way. Logo usage will be viewed on a case by case basis. All logo requests must be approved by the Brand Guardian.

The Harvey Nichols logo is produced in uppercase using Futura Book. To ensure legibility, the logo must always be at least 5mm high in print and 14 pixels high on screen.

Minimum logo size: 5mm high in print and 14 pixels high on screen.

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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

correct use of 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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STACK I N G THE LO GO 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.

= CLEAR ZONE

THE CAP HEIGHT OF THE LOGO DICTATES THE SIZE OF THE SAFE AREA.

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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 tracking level is between 80 and 160.

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 store name and address are written in uppercase with a tracking level between 80 and 160.

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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LO G O PA RTNERI NG : The store names are written in uppercase with a tracking level between 80 and 160.

The distance between the logo and the store names 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 names and the website is equivalent to 2/3 H height.

The bullet points are reduced by 10pts when separating store names to match the weight of the typeface.

Clear zone rules apply to all partnering logos.

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F O O D A ND HOS P I TALI T Y LOGOS: MU LTIPLE NA M E S

In this section you’ll find logo guidelines for specific food and hospitality areas such as the CafÊ, Bar, Foodmarket and the Wine Shop.

All hospitality and food identities are built around the same template. They use Futura Book which we also use for our logo typeface.

STA N DA RD G U I D E L I N E The hospitality area name should sit underneath the Harvey Nichols logo. It should be centralised, in uppercase, at 2/3 the size of the Harvey Nichols name.

The distance between the Harvey Nichols and the floor name is equivalent to H x 2.

The line is the same length as the Harvey Nichols bove.

The width of the line is 1/3 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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FO O D A ND HOS P I TALI T Y LOGOS: STORE NA ME S When the hospitality area is on the ground floor, or the store has only one floor, then the hospitality area is partnered with the brand name.

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OXO R E STAURANT 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 R E STAURANT 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 ATI ONAL VARI ATION LOGO – KU WA IT A RA B I C V E R SI O N Arabic use: Bilingual English

Arabic use: Bilingual

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T HE R E WA RDS AP P LO GOTYPE COU PLE D WITH H A RV E Y N I C HO L S LO GOT YPE At launch, it is important to emphasise that our Rewards programme is an app (rather than a storecard). ‘The Rewards App’ logotype coupled with Harvey Nichols logotype has been designed to work as a stand-alone mark and therefore falls in line with existing Harvey Nichols spacing guidelines.

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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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T Y P E CO LOURS In almost all cases the type will be black, white or grey.

Black type on a white background.

Grey type on a white background. The grey is Pantone 877. This is equivalent to 40% black.

THIS IS BLACK TYPE ON A WHITE BACKGROUND

White type on a black background.

This is white type on a black background

THIS IS GREY TYPE on a white background

THIS IS BAD. WE DO NOT PUT GREY TYPE ON A BLACK BACKGROUND

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T YP E CO LOURS H E AD LI N ES Headlines should always be set in our primary font, Futura. Keep them short to invite people to read on.

Headlines can be written entirely in uppercase or sentence case, but not both in one layout. Headlines can either be left aligned or centred, but not both in one layout. Keep the number of type sizes and weights to a minimum.

HEADLINES CAN BE LEFT ALIGNED.

HEADLINES CAN BE IN CAPITALS.

YOU CAN MIX FUTURA BOLD AND FUTURA LIGHT.

HEADLINES SHOULD ALWAYS

THIS MAKES MESSAGES STAND OUT.

BE WRITTEN IN FUTURA. Don’t write part of the headline in sentence case.

HEADLINES

AND ANOTHER PART IN UPPER CASE.

CAN BE CENTRED. Don’t bold single words Headlines can be in

within headlines.

sentence case.

When appropriate headlines can be in colour.

DON’T COLOUR SINGLE WORDS WITHIN HEADLINES.

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TY P E ST Y LE BO DY CO PY

Body copy will normally be written in Futura. Like this.

Copy will always be written in our primary font, Futura.

Body copy can be a colour.

Left aligned copy is preferred.

Keep the number of type sizes and weights to a minimum.

Body copy is better when it’s left aligned.

Bullet points can be used. Make sure they are the same colour as the copy.

•

ullet points should B be set in the same colour.

Don’t bold single words within copy.

Don’t COLOUR single words within copy

•

on’t set bullet points in a different D colour to the copy

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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 Shopping.

Private Shopping is never to be signed, awareness through word-of-mouth and only for VVIP. Any additions or variations must be approved by the Global Brand Team.

• Accessories

• Jewellery

• Womenswear

• Beachwear

• Lingerie

• Bar

• Beauty

• Menswear

• Brasserie

• Beauty Rooms

• 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

ACCENTS For all brands, appropriate accents and punctuation should be retained, whether you’re writing in upper case or sentence case.

LANCÔME, Lancôme, CHLOÉ, Chloé BE AUT Y BA Z A AR Should always be written: ‘Beauty Bazaar, Harvey Nichols’ or ‘Beauty Bazaar, Harvey Nichols Liverpool’.

CAFÉ Café should always be written with an accent.

CO LLEC TI O NS Childrenswear, menswear and womenswear all appear as one word, and without an apostrophe.

DATES Date format should always appear as day, date, month and year with indicators. We do not use ‘th’ on written dates.

On Wednesday 2 December 2015 From Wednesday 26 – Friday 28 August 2015

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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 67

SO C I A L A KE Y BRA ND E LEM E N T

68 68

TON E O F VOI C E: SO CIAL M ED IA

BE IN F O RMED, PUNC H Y A N D P L AY FU L Have fun! Social media is us at our most relaxed.

Formal grammar rules are not absolutely necessary. Abbreviation, colloquial language and exclamation marks are all welcome. ; ) BE VIS UA L Great images help you stand out on a newsfeed – every post should have a picture. Images should be stylish, simple and surprising. They should grab a user’s attention and they should be fun. Don’t post clichéd or dull images. Avoid tourist-style shots of London buses and city skylines. Don’t use stock or google-sourced images. If these have to be used ensure you have the rights to use them.

Shots of Harvey Nichols bags or competition winners aren’t witty or playful.

Make sure your images are excellent quality and large and work in the relevant platform’s content stream.

KEEP IT S H O RT Copy should be kept short and to the point.

Users are put off by long, over-complicated posts.

Social media is the only place where the abbreviation ‘HN’ may be used.

Links must be shortened.

EN GAGE PEO PLE Posts should encourage likes, comments and shares.

Viewers are more likely to share or like something that elicits a strong emotional response. A post should be: topical, funny, informative and relevant. If it’s none of these things, don’t post it. We must reinforce our fearlessly stylish credentials across social media. For example don’t just push product but show customers how to style complete looks by mixing and matching brands from our collections.

TI M I N G IS KEY Be current. Look out for relevant trending topics and news stories. A perfectly timed post can be a big success.

BE CO NSISTENT A consistent voice and visual style increases audience return rates and fan loyalty. Post a consistent amount of times per day.

BE RESPO NSIVE / I N CLUSIVE Reply/acknowledge as many people as possible.

Everyone who has a complaint or question should be answered. Always greet a customer by name when replying on any social network. Tag brands in Instagram posts so that they show if the follower taps.

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S OC I A L MEDI A BEST P R ACTICE COMPANY S OCIA L MED IA ACCOU NTS

Harvey Nichols has three separate ‘brands’ on social media: Harvey Nichols, OXO and Beauty Bazaar. Each of these brands has their own separate presence on social media.

You should not manage or open social media accounts that claim to be representing the business unless permission has been granted by Head Office.

All social media accounts must be updated regularly and have a consistent posting strategy, adhering to the Tone of Voice and Imagery guidelines.

All social media accounts must have a dedicated community manager to run the account and take care of day-to-day posting, engagement, customer service and reporting.

Customer queries must be answered on the day they are received. If received in the evening, the next working day.

Content, where possible, should be scheduled using Falcon Social, a social media management tool.

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S OC I A L MEDI A BEST P RACTICE STYLIST ACCOU N T S

I NSTAGRA M A ND FACE B OOK

TWITTER

We recognise the value in selling to VIPs and customers through Instagram, so certain stylists are permitted to use Instagram to communicate new styles to their following. These accounts must follow the social media brand guidelines.

Imagery on Instagram and Facebook should be clean, crisp and high-quality. A good DSLR camera is recommended to achieve the best quality shots, especially when shooting instore.

Twitter imagery doesn’t need to be as polished as Instagram - although we should always aim for the best quality, we can relax the rules a bit on Twitter.

STOR E CONTEN T Stores have their own logins for Falcon Social which enables you to schedule Tweets for approval. These should be scheduled well in advance to allow time for sub-editing and fitting into the content schedule.

For more spur-of-the-moment content (which is often the best kind!) that requires a speedy action (e.g. something exciting happening in store), contact the social media team by phone so we can publish it as soon as possible. Every post about a certain store should be hashtagged #HNStoreName, i.e. #HNBirmingham.

The Instagram feed should have a consistent look use image editing apps such as Snapseed to adjust the brightness and contrast to ensure as polished a picture as possible. Try to avoid preset filters.

Each tweet should contain a high-quality landscape image in the correct dimensions.

(Image 1, on next page ) Flat product shots are fine for Twitter, though they should be resized to look their best on the timeline.

Don’t use other brands’ artwork on our Instagram account - Instagram is made for photography, and 99% of the time, it should be our original work.

Social Media assets – when using our own imagery ensure it has the Harvey Nichols logo or a mention to Harvey Nichols on the image in case it is shared down or saved – if needed to request from Creative team.

INTERNATIONAL ACCOU N T S International franchises are permitted one Instagram, Facebook and Twitter account, and are encouraged to represent Harvey Nichols on other mainstream social networks specific to the territory, e.g. Sina Weibo in Hong Kong.

As with UK and Ireland, international accounts are required to adhere to the Social Media Brand Guidelines at all times.

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S O C I A L MEDI A BEST P RACTICE WE D O • @ tag brands in all posts, on every channel • Keep posts short and concise (don’t waffle) • Experiment with line spacing in tweets (Image 1, 3) • Say ‘Champagne’ or ‘Prosecco’ (not ‘fizz’ or ‘bubbly’) • @ tag our social accounts when mentioning us (e.g. @BeautyBazaarHN or @Harveynichols or @OXO_Tower)

Image 1 Image 4

• Pin important tweets to the top of your timeline (Image 3) • Customise shortened links for big campaigns (Image 3) • Use one or two emojis! (Image 1, 2, 3, 4)

Image 2

Image 3 72

S O C I A L MEDI A BEST P RACTICE WE D O N ’ T • Make spelling or grammar mistakes (Image 5) • Overuse exclamation marks!!!!!!!!!

• Retweet spelling or grammar mistakes (Image 6) • Retweet off-brand imagery

Image 6

• Retweet tweets with Instagram links (they don’t show up natively in the preview) (Image 6) • Say ‘Xmas’, it’s Christmas

Image 5

• Publish images of drugs or smoking

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S O C I A L MEDI A BEST P R ACTICE 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 74

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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I M AGERY A KE Y BRA ND E L E M E N T

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P H OTO G RAP HY

KNIGHTSBRIDGE . DUBLIN . MANCHESTER . EDINBURGH . BIRMINGHAM . LEEDS

Our communications must grab our customers’ attention and wow them; not just with our message, but also with our distinct visual style. Our customers have a keen sense of aesthetic and our imagery needs to recognise this.

Every photograph should feel elegant and uncluttered, and the clothes should feel absolutely desirable.

The visual world we create should be warm and inviting.

It should also provoke a strong emotional response.

Harvey Nichols photography is defined by the three S’s: STYL I S H Photography should feel high-end, effortless and inspiring.

SIM P L E

D U B L I N • M AN C H E S T E R • E D I N B U R G H • B I R M I N G H A M • L E E D S

Photography should feel fresh and new, to ensure stand out. It should always have a Harvey Nichols edge.

•

SU RP RIS IN G

MENSWEAR

KN I G H T S B R I D G E

Simplicity is the key to great photography. It is essential to help us communicate quickly, powerfully and memorably. Photography should always enhance the product or message and never detract from it.

HARVEY NICHOLS

FA S H I O N S TAT E M E N T •

• •

B E A U T Y

• •

•

THE SOURCE Account / Job title Order / Job number Studio number Job location Size Proof stage Run out Document name Repro house Publication Colour profile

Harvey Nichols / Bubbles G13337 / HAR/01/N/11442 013953 2nd January 2008 285x440mm Trim FIRST Page 1 of 3 285x440_Bubbles_013953 Source Tatler ISO Coated v2

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PH OTO GRAP HY Here is a selection of photographers who capture the spirit of Harvey Nichols. Of course other photographers may be used.

GUTENBERG NETWORKS

Miles Aldridge

Account / Job title

Harvey Nichols / Beauty Bazaar

Norbert Schoerner Order / Job number

Studio number

Job location

Size

Proof stage

Run out

Document name

PXXXXX

25th October 2012

200x400mmT_48pro 1st

Page 1 of

48_Love_Theyself_PXXXXX

Publication

Mark Shearwood

Lorrie Spence

H A R V E Y N I C H O L S SA L E DAYL I G H T R O B B E RY S T A R T S 15 T H J U N E

Ben Hassett

2011

Frederike Helwig

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P H OTO G RAP HY WHAT WE D O: • Show off the product, and make it look utterly desirable • Try to capture an essential fashion truth • Remember that realistic must remain classy • Create careful compositions • Find beauty in the ordinary • Use interesting textures, fabrics or props • Create distinct, uncluttered backgrounds • Try to prompt an emotional response • Make shots feel inviting, as though they are luring you in • Feel free to be surreal, so long as you’re illustrating a truth • Photographers should be approved by our pictures editor WHAT WE D O N’T D O: • Feature smoking/drugs usage or inappropriate activity

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P H OTO G RAP HY

Shows off the product

Realistic and classy

Hides the product

Realistic and downmarket 81

P HOTO G RAP HY

Beautiful composition

Messy composition

Prop adds meaning

Prop adds nothing

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P HOTO G RAP HY

The ordinary made beautiful

Ordinary and dull

Background supports story

Background is distracting

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P H OTO GRAP HY

Prompts an emotional response

No emotional response

Lures you in

Pushes you away

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PH OTO GRAP HY

Surreal for a reason

Surreal for the sake of it

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P H OTO G RAP HY: HOW WE TRE AT OU R M ODE LS WE D O: • Choose models for their sense of style • Make sure our models are elegantly posed • Find their true or natural beauty •U se models to show our clothes and accessories to best effect ake sure the model does not overshadow the M brand or the product being advertised. We do not use celebrity models who have a strong association with other brands, or who receive constant exposure in non-advertising media.

Sense of style

Elegantly posed

Natural Beauty

Show our clothes to best effect

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P H OTO G RAP HY: HOW WE TRE AT OU R M ODE LS WE D O N’ T: • Use models who are underweight or underage • Use models who are cosmetically enhanced • Place models in extreme poses • Let the model distract or mask the product

Underage or underweight

Cosmetically enhanced

Extreme poses

Distract or mask product

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IL LU ST R AT I O N

Where illustration is appropriate, take care to ensure it fits with our brand vision and supports the message in the communication. As with all imagery, illustration should be stylish, simple and surprising.

COMME DES MACARONS

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T E M P L AT E S A KE Y BRA ND E LEM E N T PRESS REL EASE BOIL E R P L AT E EMAIL SIGNATURE TE MP L AT E POWERPOINT TEM P L AT E S DATA CAPTURE – PRIZ E DRAWS & COMP E T I T I ON S STEP & REPEAT EM AIL INV ITE TEMPLAT E S PRINTED INV ITE TEM P L AT E S POSTER AND POSTCARD T E MP L AT E

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PRE S S R ELEAS E BO I LER PLATE About Harvey Nichols Harvey Nichols is the world’s leading luxury retailer, renowned for its exclusive edit of the most prestigious brands across womenswear, menswear, accessories, beauty, food and wine.

Founded in 1831, today Harvey Nichols has stores in London, Bristol, Manchester, Edinburgh, Birmingham, Leeds and a dedicated beauty store Beauty Bazaar, Harvey Nichols in Liverpool. Outside of the UK stores include Dublin in the Republic of Ireland and internationally Hong Kong, Dubai, Istanbul, Ankara, Riyadh and Kuwait.

For further information on Harvey Nichols see harveynichols.com

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EMA I L T EMP LATES EM AI L SI GNATU RE

MR HARVEY NICHOLS STORE OWNER HARVEY NICHOLS Head Office | 361-365 Chiswick High Road | Chiswick | London | W4 4HS (t) +44 20 7201 8716 (x) 0000 (e) harvey.nichols@harveynichols.com (w) harveynichols.com

OU T O F O F FI C E

Thanks for your email.

Iâ&#x20AC;&#x2122;m now out of the office until <end date>.

Iâ&#x20AC;&#x2122;ll have access to my emails during this time but there may be a delay in getting back to you.

For anything urgent, please contact <name> at <email / tel>. or / delete as appropriate I will not have access to my emails during this time, so please contact <name> and <email / tel>.

Otherwise, I will respond to your message when I get back.

Email signatures will always be set in the below format. This will be written in Century Gothic.

Keep the email signature left aligned and set at 12pt. Font colour is grey: RGB: 145, 145, 145.

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P OW E R P OI NT TEMP LAT E S OVERVI EW Our Powerpoint template includes images and textures that reflect our fearlessly stylish brand positioning.

The PowerPoint presentation will be set as standard on all computers and should be used for all internal and external presentations.

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POW E R P O I NT TEMP LAT E S PAGE BRE AKS Choose from a range of photographic page breaks.

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POW E R P O I NT TEMP LAT E S O N E CO LUM N CO PY PAG E

T WO CO LUM N CO PY PAG E

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DATA CA P TURE – P RI Z E DRAWS & COMPE TITIONS DE F IN IT I O N S: • A competition is where we actively choose the winner, based on ‘skill’ • A prize draw is where we choose the winner at random from all entries TERMS & CO N D I T I ON S We have specific competition/prize draw terms and conditions that can be found here: http://www.harveynichols.com/information/policies/competition-terms/ They must be referenced with every competition/prize draw such as: “Standard Competition Terms apply. Please see the following link for more information http://www.harveynichols.com/information/policies/competition-terms/” All competitions T&Cs must include the following: 1. Closing date 2. Prize details 3. Draw method 4. Opt in/opt out information With every prize draw/competition we would like to opt them into communications as a standard so you must include the following in your T&C’s: “By entering your details you agree to receive marketing communications from Harvey Nichols.

You can opt out of these at any time directly. All data will be held in accordance with our privacy policy, please see the following for more details: http://www.harveynichols.com/information/policies/privacy-policy/”

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PR I N T E D DATA CAP TURE : PRIZE DRAWS & COM PE T I T I O N S

• Wherever possible use digital data capture • If print is necessary, make sure it has all mandatory fields and must be printed on no less than 350gsm • If you require a postal address, ask for the below as two separate fields: - Address: - Postcode: • Automatic opt in information in the Terms and Conditions printed on the card • Text To Win (SMS) • Liaise with CRM to create keyword

26—29 MARCH Follow up your purchase by entering your details for the chance to win* two tickets to our exclusive Jessie Ware gig instore on Sunday 29 March FIRST NAME: LAST NAME: MOBILE: EMAIL:

# F E S T I VA L O F S T Y L E *Terms and conditions apply. Competition closes 8pm on Saturday 28 March. All data submitted will be held in accordance with our privacy policy. You will be opted in to receive communications from Harvey Nichols and can unsubscribe at any time. See harveynichols.com for details.

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D I G I TA L P RI Z E DRAW S Relevant for Social (Facebook Tabs), Loyalty, Online Competitions (Website landing pages).

• Make sure it has all mandatory fields and validation • Title OR Gender are a necessity • Email address validation - must ask for email@domain.com • Mobile Number validation - must ask for (country code +44) (phone number) • Loyalty ID - competition entrants should provide us with all information we need if API driven ‘Enter with your loyalty app’ button

PR I ZE D RAW PA RT NE R SHI P S Follow all standard prize draw/competition T&Cs on previous slides in addition to the below: Check with the partner we are collaborating with for their T&Cs to include opt ins for our marketing communication as well as theirs (use the below copy) “By entering your details you agree to receive marketing communications from Harvey Nichols. You can opt out of these at any time directly. All data will be held in accordance with our privacy policy, please see the following for more details: http://www.harveynichols. com/information/policies/privacy-policy/” If needed use two separate tick boxes for their opt in and ours.

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E M A I L I N VI TE TEMP LATES BEST PR AC TI CE •A strong visual theme that represents what the experience might entail • Short copy that provides only top level detail - Event name/headline - Intro - Date/time - Location - Ticket price - Customer call to action - Contact details - Terms and conditions •A call to action button that is simple and clear, providing the customer with the ‘next step’ to secure their place

A strong visual identity

Essential copy only

Excessive amounts of copy

Multiple actions which could

A clear call to action

• Clicking

the call to action will either take you to: a page providing further details on the event andhow to book. a booking applet to secure their place • T he opportunity to cross sell – considering if product could also feature in the event email which could inspire and drive sales. i.e. ‘Shop the dress code’ •C onsider the event follow up. Depending on the event we should add an email banner on another suitable campaign, or feature in social coverage: i.e. ‘See all the action from last night’s event!’

confuse and prevent booking

A weak visual identity

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PR I N T E D I NVI TE TEMP LATE S • Best practice for email invites is applicable for printed • 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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PO ST E R A ND P OSTCARD TE M PLATE • 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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ST E P & R EP EAT A backdrop design for when doing presentations.

This can be open artwork to be amended where applicable to changing logos and translations.

The logo should be spaced with six H heights vertically and four h heights horizontally.

Step and repeat template

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D I S P L AY A N D S I G N A G E T E M P L AT E S A KE Y BRA ND E LE ME N T SIG NAG E TEMPL ATES TIL L POINT SIG NAG E GUIDE L I N E S PRODUCT TAGS

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IN STO R E SI G NAG E I NSTO RE SI GNS • Instore signs are written in uppercase with a tracking level between 80 and 160 • Clear zone is set to cap height • The distance between line breaks is 2/3 of cap height • Clear zone rules apply to all signs

VICTORIA VICTORIA BECKHAM

• Directories are grouped by what we sell first and services we provide after e.g. Knightsbridge Third floor o Womenswear o Denim o Beachwear o Shoes

KENZO

o Style Concierge -­ Stylist Service -­ Collect in Store • Brand signage on shop fit: o The size of fonts are determined by length of longest brand – Diane von Furstenberg o Brands across 2 lines. 2nd line is roughly half the font size of main line – Victoria, Victoria Beckham

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TILL P O I N T G UI 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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S IG N AG E TEMP LATES LI F T SI GNS • For stores with multiple floors, the following template is provided to aid navigation by elevator and escalator exits: • Letters or numbers are used to denote the floor: LG2, LG1, G, 1, 2, 3, 4, 5 • The broad departmental category is then shown: Womenswear, Menswear, Childrenswear, Beauty, Accessories, Food, Restaurant • Further description or departmental sub-category can then be included (see departmental names glossary in Naming Conventions). The following examples from Knightsbridge can be used as a guide • Third party brands should always be written in the Harvey Nichols Futura typeface

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S IG N AG E TEMP LATES I NSTO RE SI GNAGE These icons are angular and modern, reflecting our brand values.

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S IGN AG E TEMP LATES O PEN I N G TI M ES • Frosted Vinyl • Red text on frosted vinyl to highlight Christmas opening hours • Store opening times larger than concession restaurants

OPENING HOURS

• Concessions should be written in Futura when possible MO N DAY TO S AT U R DAY

10.00 A M - 8.00 PM ARROWS • Arrow symbols should be placed on the RHS

(FOODM ARKET 9.00 A M)

SUNDAY

11.30 A M - 6.00 PM (BROWSE 11.30 A M - 12.00 PM)

NO SMOKING IT IS AGAINST THE L AW TO SMOKE IN THIS STORE

NO DOGS ALLOWED EXCEPT GUIDE DOGS AND SERVICE DOGS

FREE WI FI AVAIL ABLE

WE ACCEPT ALL MA JOR CREDIT CARDS

H A R V E Y N IC HOL S .COM IM AGES ARE BEING MONITORED FOR THE PURPOSE OF CRIME PREVENTION AND PUBLIC SAFET Y. THIS SCHEME IS CONTROLLED BY HARVEY NICHOLS.

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P R O D U CT TAGS These will appear on hangers of selected items to promote: • N EW SE ASO N • N EW • EXCLUSIVE

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M US IC

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MU S I C The music we play in our stores is critical in setting the right tone. It is one of the most fundamental elements in creating an enjoyable and unique Harvey Nichols retail experience for our customers.

We have created our brandâ&#x20AC;&#x2122;s music identity, culminating in a bespoke playlist bringing the Harvey Nichols DNA to life.

Our quintessential Britishness, our heritage, our tongue-in-cheek attitude, and our fearlessly stylish approach have all been embodied in the new tracks.

Different music will be played on each floor representative of the departments, and the energy of the tracks will reflect the desired mood required to create the perfect atmosphere of that time of day.

Instore music should be regularly updated to avoid wear-out and the tracks will be updated every three months.

The new playlists are now live in the Knightsbridge and Birmingham stores, and will be rolled out across the UK estate in the future. Hong Kong is also now playing our bespoke Harvey Nichols soundtrack.

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PAC KAG ING

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PACKAG I NG This is the current packaging. All packaging is under review in order to improve and enhance the offer for online and instore. This will be launched in the future.

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H A M P E R S & G I FTI NG HAMPER PACKAGING

For Christmas 2015 a range of new hamper packaging is introduced and will be used going forward. The new designs are future classics, using monochramatic graphic prints of wine racks to create the iconic look.

WINE PACKAGING

A new range of seasonless wine packaging is introduced for Christmas 2015, and will continue to be used going forward. The new designs are future classics, using monochramatic graphic prints of wine racks to create the iconic look.

GIFT CARD

Electronic gift cards replaced paper gift vouchers in Autumn 2015.

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T HE E N D

N EED MORE HELP? Please talk to your Global Brand Team. Because the best way to look after the Harvey Nichols brand is for us to look after each other.

CO NTAC T D E TAI LS: Gemma Hare, Brand Guardian brandteam@harveynichols.com

AN EX TERNAL PACK IS BEI N G CRE ATED TO SHARE WITH ALL SU PPLI ERS, PARTN ERS AN D FRI EN DS O F TH E BR AN D

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THESE GUIDELINES ARE CONFIDENTIAL AND FOR I N T E R N A L U S E O N LY.

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