BRAND IDENTITY GUIDELINE MANUAL
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TABLE OF CONTENTS NEW LOOK, SAME H&M 6 THE BASICS 10 THE LOGO 12 I. Flexibility 12 II. Greyscale 14 III. Wordmark Approach 16 IV. Grids & Buffer Zones 18 V. Background Applications 20 VI. Incorrect Usages 22 THE COLOURS 24 THE TYPEFACES 26 LAYOUT 28 STATIONERY 30 BUSINESS CARDS 32 ENVELOPES 33 LETTERSHEETS 34 MARKETING AND RETAIL COLLATERAL 36 STOREFRONT 38 TRANSPORTATION 39 PHOTOGRAPHY 39 SALE SIGNS 50 EMPLOYEE PARAPHERNALIA 52 PRODUCT TAGS 54 SHOPPING BAG 55 EXHIBITS 56
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NEW LOOK, SAME H&M The rebranding’s aim is to mirror and reflect what H&M’s mission is all about: Quality for Less, and reflect it in a more hip and relevant aesthetic in its branding. With today’s ever-evolving world and the cultures that it caters, pushing for innovation and original identity is a must for H&M’s image to portray towards the masses. Thus the approach will be that of the avante-garde whilst paying homage to its native country of Sweden and the graphic design that it is known for while still keeping original aspects of its former identity intact.
“STITCH” H&M’s new logo still keeps to the former logo’s acronym approach of the company (“H” and “M”), which are integrated into a simple yet rhythmic approach, wherein the letters are seamlessly made to represent the stitching of clothing through the zigzag pattern that it is set in. The jagged edges also alludes to the modern and fresh, European fashion style that the company sells, as well as its ideology regarding fast fashion, which is symbolized by its dynamic zigzag rhythm. The imagery of the stitching also symbolizes unity and connectedness, as being one of the company’s traits between the consumer and the company, with its steady knowledge about the current fashion trends that constantly evolves. It also pays homage to the Swedish design, known for its modern and sharp edged aesthetic. The circular shape that the letter forms sit on represents the world and the company’s universal presence. The logo incorporates the present red H&M company colour, and can utilize white and red as well as alternative logo for various applications.
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ADHERE TO STANDARDS The Brand Identity Guidelines Manual ensures and preserves the strong and reinvigorated image of the newly-rebranded H&M identity. As one of the leading and fast-growing fashion companies in the world, H&M’s identity needs to be clear, memorable, and to excel in communicating the company’s ideals and statements. Furthermore, H&M’s identity needs to adhere to the Accessibility for Ontarians with Disabilities Act (AODA). This will make sure that the company’s image is consistent to the general public and to pass on the message of what H&M is all about. This Brand Identity Guidelines Manual outlines both the visual identity program, as well as the official publication production standards. This includes the brand statement, logo usage, typefaces, colours, stationery, retail components and marketing publication standards. To prolong and ensure H&M’s image, consistency, uniformity and cohesiveness will be of utmost importance and the enclosed standard guidelines are to be applied to all printed and electronic materials.
It is highly recommended that graphic designers, web designers and printers be knowledgeable of the standards provided in this Brand Identity Guidelines Manual and to adhere to it in order to keep H&M’s identity strong and unified in its integrity. H&M’s identity relies on the guidelines that are set here in this manual, as well as the cooperation and collaboration of those in charge of maintaining and building H&M’s image all throughout its longevity. Any questions regarding the rules and guidelines provided in the Brand Identity Guidelines Manual should be directed to the Marketing & Development Department: Dana LeClerc Manager, Marketing & Development (416) 920-4821 dleclerc@hm.com Kent Collaway Marketing & Communications Officer (416) 422-2314 ext. 12385 kcollaway@hm.com Melanie Eglesias Graphic/Web Designer (416) 422-2314 ext. 12659 meglesias@hm.com
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THE BASICS
THE LOGO I. Flexibility H&M’s new look depends on the cohesiveness of the the new identity, but particularly in the logo, as it is the face of the company as a whole. Thus, the logo must be flexible and can adapt with the factors that it is applied on and found on, as well as its surroundings. The following guidelines will be focusing on its application to certain areas which the company will be prominently using. The logo has two main faces that must be applied to wherever the logo needs to be placed on, such as H&M’s chain stores and buildings, stationeries, tags, fliers, catalogues, annual reports and so on. a. Primary Logo The primary logo sports the official H&M red colour (see “Colours” section, page NUMBER) as its fill colour, and will be applied when placed in front of a light-coloured background, specifically white or on blank white paper. Examples of this would be on letterheads, parts of business cards, envelopes, certain retail elements such as bags, signs and tags whenever applicable (See the “Stationery” section, pages 30-31; and the “Marketing and Retail Collateral” section, pages 38-49).
b. Secondary Logo The secondary logo is essentially the reverse of the primary logo’s colour scheme, and serves as the alternative logo whenever the application requires the logo to be visible due to darker and busy/noisy backgrounds. The primary approach whenever the secondary logo is to be used is to use the assigned hue of red as a default background that it will be applied onto. This is commonly required when designing fliers, catalogues, annual reports and so forth, as well as certain vehicular, shop and building applications (See the “Storefront” section, page 38 and the “Transportation” section, page 39).
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a.
b.
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a.
b.
II. Greyscale The new H&M logo comes prepared when the use of black and white or greyscale is needed, as in the case of photocopying and reproducing printed material.
a. Primary Logo - B&W Similar treatment and application is utilized for the primary logo in greyscale, with the exception being devoid of colour, as explicitly presented here. The logo is clearly visible, as compared from the colour treatments that it serves as a substitute for.
b. Secondary Logo - B&W Just like the preceding logo treatments, similar approach is is utilized for the secondary logo in greyscale, with the exception being devoid of colour, as explicitly presented here. The logo is clearly visible, as seen from the colour treatments that it serves as a substitute for.
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III. Wordmark Approach Although H&M’s logo stands alone by itself most of the time, there will be times where the company’s name will need to appear beside the logo for legal purposes.
a.
b.
c.
Kerning Whenever the company name is used, the kerning (spacing) between the letters must be cohesive with each other to keep its readability and legibility intact.
As illustrated above, the letters must be kept approximately the same distance as the space in between the two letter n’s in Hennes.
The leading in between words and symbols is measured by the spacing in between the ‘s’ and and ‘&’ as seen above.
a. Legal This approach is to be used when working with deliverables that is associated with internal company affairs. Examples include designing envelopes, business cards and letterheads. b. Marketing This approach is to be used when working with deliverables that is associated with external company affairs. Examples may include in-store collateral such as flyers, signs and brochures if needed. c. Alternate Similar to the stand-alone logo, the wordmark approach also has alternatives if ever needed.
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IV. Grids & Buffer Zones In order to maintain legibility and make the best use of space, it is of utmost important that the following rules be followed in order to maintain the uniformity and cleanliness of the identity’s presentation.
M It is important that the logo always have an “M” (preferrably Avenir LT - 45 Book) height of clear space all the way around. The safe zones for the logo’s sides is that of a rotated M, with the M’s base facing away from the logo, as illustrated above. The spacing is dictated in proportion to the scale of the logo used.
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To centre the logo, place it inside a square and divide it into four quadrants. Lines can also be drawn in order to intersect and determine the central area of the logo, as illustrated above.
The wordmark logo approach requires that the company name be within the “M” distance. The company name must be within the same baseline and height as the zigzag section of the H&M logo, as illustrated above.
Minimum Logo Sizing Below are a few of the acceptable logo sizings, with the last one being the smallest allowed size in order to maintain the readability of the logo.
1.85”
1.35”
0.75”
0.45” 19
V. Background Applications The new H&M logo’s implementation in regards to various backgrounds depends on the level of activity and the business of the background, whether ir be the use of a certain colour, or of an image. This is primarily used when designing ads, posters, catalogues, fliers and other elements that utilizes imagery.
The background dictates what approach is needed to be taken in order to communicate the company’s identity to its fullest capacity, whether it be a solid colour or a photograph.
If the image provided has busy background elements and/or is using darker tones, then use the white secondary logo as seen here.
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If the image provided has lighter hues and tone, use the primary red logo as seen applied above.
Above is an illustration as to where and what background each respective logo would be applied on. 21
VI. Incorrect Usages The logos application has its restrictions, and the following are some of the incorrect applications that must be avoided when working with the logo mark.
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Do not scale the logo in an manner where by the proportions are distorted. The logo proportions must always be constrained when scaling.
Do not apply colour that is not stated within this visual brand guideline. Only use official colours (see page 24).
The logo must never appear angled
Make sure that the logo is in its upright position. This is important as the logo when reversed looks very similar to the correct, upright logo.
The logo must never appear with a border, or enclosed within one.
Do not emboss, deboss, engrave, or any other physical modification that makes the logo mark appear three-dimensional.
Hennes & Mauritz Never add a drop shadow to the logo.
When working with the wordmark logo for corporate/legal purposes, never work outside the guidelines by altering the positioning of the company name. Adhere to the guideines provided within this Visual Brand Guideline (see page 19)
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THE COLOURS The new H&M identity’s colours keeps the H&M that the masses know alive through the use of its traditional hues and tones. Thus, the transition from old to new is not a shock to the consumerist world, but as a statement of the company’s fresh take on its revolutionary ideals. The following colour schemes are the only colours acceptable when designing H&M’s deliverables (for photograph guidelines, see pages 40-41)
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PANTONE 1795 C
PANTONE 1795 C
CMYK 15 10 10 5
CMYK 0000
RGB 199 33 39
RGB 255 255 255
PANTONE Cool Grey 9 C
PANTONE Hexachrome Black C
CMYK 57 48 45 12 RGB 114 115 118
CMYK 70 68 64 74 RGB 35 31 32
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THE TYPEFACES Avenir H&M’s official universal typeface is the family of Avenir. The typeface embodies everything H&M as a progressive and innovate fashion company, as the name is derived from the French word for “Future”. This further makes the company a recognizable forerunner within the fashion industry.
Aa
Aa
Aa
Aa
Aa
Aa
Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 45 Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 35 Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 55 Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Aa
Aa
Aa
Aa
Aa
Aa
Avenir 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 65 Medium Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 85 Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
Avenir 95 Black Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()-+=_<>?:;
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LAYOUT Publishing Guidelines The following is a brief guideline on how to set up publishing material and work with layouts for any required deliverable that needs to be published. This may apply to Annual Reports, magazines and in some cases, brochures and flyers. a. Headline / Header Avenir 85 Heavy 30 pt b. Subheader Avenir 65 Medium 18 pt c. Body Avenir 45 Book 10 pt Leading: 14 pt d. Caption Avenir 35 Light Oblique 10 pt Leading: 14 pt. e. Margins Top: 0.5 in Bottom: 0.5 in Inside: 0.5 in Outside: 0.5 in f. Gutter 0.17 in g. Columns 2-Column layout
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SUMMER COLLECTION Cheap Monday - Kids
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STATIONERY
BUSINESS CARD The business card is the extension of the employee which represents H&M as a whole. The following guidelines ensures that the company’s identity will translate through each and every employee.
Back
Front
0.15”
Vince DeMarco Recruitment Manager
0.20” 0.25” 0.25”
1 Dundas Street West 18th floor Suite 1808, box 47 Toronto, ON M5G 1Z3
(416) 422 - 2314 ext. 12047 vdemarco@hm.com
3.5” Dimensions: 3.5 in x 2 in Name: Avenir 55 Roman, 11 pt. Job: Avenir 35 Light Oblique, 7 pt. Additional Info: 35 Light, 7 pt.
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2”
ENVELOPE The envelopes acts similarly to clothing, as it gives the receiver of a letter the first impression of who the sender is. With H&M’s reputation within the fashion industry as one of the world’s leading fashion company, its envelope should reflect this prestigious image with its simple but elegant presentation and appearance.
Dimensions: 9.5 in in x 4.125 in (Envelope Size 10) Addresses: Avenir 45 Book, 10 pt.
9.5” 0.35” 0.50”
Elaine Page 215 Park Ave. South 15th floor New York, N.Y. 10003
4.125”
Front
Vince DeMarco 1 Dundas Street West 18th floor Suite 1808, box 47 Toronto, ON M5G 1Z3
Return Address is located in the flap at the back of the envelope.
Back
Inside
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LETTERSHEET The medium is the message, and with the proper and official layout provided in order to communicate, H&M’s identity will further support the message that is intended. The lettersheet must be set in the regular 8.5 x 11 format.
0.50”
0.50” 0.40”
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Hennes & Mauritz LP 1 Dundas Street West 18th floor Suite 1808, box 47 Toronto, ON M5G 1Z3
Return Address: Avenir 35 Light, 10 pt. Body: Avenir 35 Light, 10 pt.
Hennes & Mauritz LP 1 Dundas Street West 18th floor Suite 1808, box 47 Toronto, ON M5G 1Z3
July 2, 2015 Elaine Page Senior Account Manager 215 Park Ave. South 15th floor New York, N.Y. 10003 Dear Ms. Page, We are delighted to announce that H&M Hennes & Mauritz LP has expanded to open a new retail store in Mississauga, Ontario, Canada. The new address for the store will be at 1250 S Service Rd #93, Mississauga, ON L5E 1V4. Recruitment processes will commence in a few weeks, and job positions will be made available for review and approval once decisions and other factors are decided on and made. In behalf of the head office here in Toronto, mea and my team will be taking charge of representing this new project and will act as the spokesman of the new branch team. We will be in constant communication and will try our very best to keep you on the lop with any updates in terms of staff, retail and other developments. I will provide the contact information of each of my colleagues and staff once our team is finalized. In the mean time, please feel free to contact me through my office number at (416) 422-2314 ext. 12047 or shoot me an e-mail at vdemarco@hm.com. It will be our pleasure to serve you at our new location with the same quality and service you have come to expect of us. We hope to hear you soon. Sincerely Yours,
Vince DeMarco Recruitment Manager, H&M
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MARKETING AND RETAIL COLLATERAL
STOREFRONT Aside from the logo of the company, the identity of H&M is carried out the most by the hundreds of H&M storefront worldwide. Its architecture and aesthetic plays an important factor in bringing in customers and experience what H&M has to offer.
H&M Branch Storefront Concept
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TRANSPORTATION H&M’s vehicular transportation also plays an important role in bringing H&M’s new identity into widespread recognition just by delivering and transporting goods. Hence, mobility is key and should also sport the unified look of the stores within the company’s trucks and so forth.
H&M Delivery Truck Concept
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PHOTOGRAPHY Hip & Up-to-Date Photography within H&M’s identity should reflect the target demographic as well as the company’s personality and products. Below are examples of photography that is allowed when designing ads, posters, catalogues, fliers and other elements that utilizes imagery.
Floral Sweater
$19.99
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Poster/Ad Treatment The following are examples of how posters and ads should look like when designing with the appropriate photographs.
Sun Dress
$15.99
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Annual Report In order to maintain its chic and fast fashion ideals, the annual reports are to be made like that of the company’s catalogue/advertisements.
2015
Annual Report
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Catalogue One of H&M’s major advertising medium is through the production of fashion catalogues that details what’s hot and fresh within the store’s clothing line-up. Here’s an example of how to approach its aesthetic.
2015
Fall Collection
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Photograph Examples
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45
46
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48
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SALE SIGNS When promoting Sale events, posters and window displays can utilize the universal circle shape that the identity is primarily associated with. Below are a few approaches that can be made in order to keep the identity intact. The approach is not restricted solely for window display but also applicable on flyers and other advertising medium.
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Retail Product Signs In order to successfully sell H&M products, signages and placards must be eye-catching and must flow well with the identity of the company as a whole. Here are some ideas that these components can be approached with.
SLIM PANTS
$39.99
FLANNEL JACKET
$59.99
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EMPLOYEE PARAPHERNALIA Most of the time, H&M employees do not wear uniform as they are asked to advertise the clothing themselves by actually wearing them However, there are certain events where employees are required to wear uniforms. Here are a few concepts illustrated.
Event Uniform
JENNA
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Name Tags
JENNA
REMIE
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PRODUCT TAGS H&M’s products are the lifeline of the company. Hence, each product should clearly inform the consumer the information that they need in order to make a decision with a potential purchase.
SIZE EUR
36/36 &DRAIN slim jeans waist: LOW legs: SUPER SLIM
$39.95
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SHOPPING BAG The shopping bag is an important advertising tool as well, as its mobility due to being carried around by a customer will attract the attention of the people around them.
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EXHIBITS Included are samples and exhibits to help with the designing of the deliverables needed. This provides a sense of what the physical statinery would look like when produced for practical use. Please return after use.
Hennes & Mauritz LP 1 Dundas Street West 18th floor Suite 1808, box 47 Toronto, ON M5G 1Z3
t: (416) 422-2314 f: (416) 422-1242 e: info@hm.com