“Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too.” -Christian Dior.
CONTENT 01. INTRODUCTION 1. Statement 2. Personality 3. Mood Board
04. COLORS 1. Colors 2. Alternative Colors
07. PATTERNS 1. Pattern 2. Pattern & Logo 3. Pattern Misuse
02. LOGO 1. Logo 2. Scale 3. Alternative Logos 4. Logo Misuse
05. TYPOGRAPHY 1. Display Type 2. Text Type
08. IMAGE 1. Social Media 2. Photography
03. PARTNERS 1. Branded Businesses 2. Collaborators
06. ICONOGRAPHY 1. Iconography 2. Icon Misuse
09. PACKAGING 1. Packaging 2. Stationary
STATEMENT Dior is a French luxury fashion house. It was founded in 1946 by French fashion designer Christian Dior, who was originally from Normandy. This brand just sells shoes and clothing and can only be bought in Dior stores. Haute couture is under the Christian Dior Couture division. Christian Dior’s values were those of excellence in all that he undertook, of elegance and of craftsmanship reflecting his unique talent. His mission was not only to make his clients - indeed all women – more beautiful, but also to make them happy, to help them dream.
01.1
PERSONALITY One efficient and clear way to assess the key elements of the Dior’s company personality can be done through a prism of the brand. All words to describe Dior:
French
Fashion
Elegant
Expensive
Couture
Chic
Luxury
Women
01.2
MOOD BOARD Dior represents its personality in every detail they make, their clothing design, interior, exterior, color palette, photography, everything stands out to shine the light on the brand itself.
01.3
LOGO The logo of the company Dior is the name of the founder and fashion designer of the brand Christian Dior. The Dior logo represents a simple word mark with the brand name and using a Nicolas Cochin font.
02.1
SCALE Scale the logo the right way and respect its space.
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01. 140 px 02. 80 px
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03. 40 px
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02.3
ALTERNATIVE LOGOS Despite the fact that the company is worldrenowned in the luxury industry, the logo remains simple and straightforward, reinforcing its ease of identification and being easily recognizable for consumers.
02.4
LOGO MISUSE 01. Do no scale any of the letters.
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02. Do not cover the logo. 03. Do not crop any part of the logo. 04. Do not add any effects.
02.5
BRANDED BUSINESSES Dior is committed to imagining timeless icons, objects of lasting desire that can be repaired.
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02
01. Perfume by Dior. 02. Makeup line by Dior.
03.1
COLLABORATORS Respecting both logos with the space each one needs to stand out. 01. Prefer to use the same black color for both logos. 02. If necessary, use the partner logo’s color in the background.
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&
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&
03.2
COLORS Regarding colors of Dior logo, the use of black and white color in it transmits a natural feeling of warmth, reinforcing the power of the overall design and the classy impression it gives.
Black #000000
White #ffffff
04.1
ALTERNATIVE COLORS For Christian Dior, pink is the color of the heart; and gray that of elegance and refinement. The latter, which was chosen in 1946 to adorn the boutique on Rue Montaigne, has the advantage of glorifying materials and revealing every other nuance.
Trianon gray #C9D0CD
Montaigne gray #D0D0D0
04.2
DISPLAY TYPE 01. Cochin is a serif typeface, it was originally produced in 1912, it has a small x-height with long ascenders. 02. Didot is a group of typefaces, its classification is known as modern, or Didone.
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02
Cochin EF Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z
Used only for display.
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2
!
@
3 #
4 $
5 %
^
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&
*
8 (
9 )
_
0 +
Didot Regular, Italic, bold
ABCDEFGH IJKLMNOPQ RSTUVWXYZ abcdefgh ijklmnopq r s t u v w x y z
Used for headlines.
1 !
2 @
3 4 # $
5 %
6 7 8 9 0 ^ & * ( ) _ +
05.1
TEXT TYPE The Dior wordmark personifies elegance alongside the rich and dynamic fullscreen images which work well with the fonts to create a sense of style, class and sophistication. The supporting typeface is Century Gothic.
Century Gothic Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Used for body.
1 !
2 @
3 #
4 $
5 %
^
6
7
&
*
8 (
9 )
_
0 +
Century Gothic Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Used for title.
1 !
2 @
3 #
4 $
5 %
^
6
7
&
*
8 (
9 )
_
0 +
05.2
ICONOGRAPHY The Christian Dior emblem is the first 2 capital letters of the brand name. Elegance and restraint have long been the hallmarks of the brand. These letters are usually located on a contrasting background.
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*Use when needed only. 06.1
ICON MISUSE 01. Do not rotate or mess scale the icon.
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02. Do not color the icon with a different color than the logo. 03. Do not merge the icon with the logo. 04. Do not add any effects.
06.2
PATTERN The oblique pattern, named after Christian Dior’s fall/winter collection 1950/ 51, was revealed to the general public in 1969. Whenever using this pattern its important to respect it.
07.1
PATTERN & LOGO Alway separate the logo when there’s a pattern bahind it.
07.2
PATTERN MISUSE 01. Do not cover or hide the pattern. 02. Do not alter the pattern by wrongly scaling or rotating it.
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DIOR
07.3
SOCIAL MEDIA Colored posts on social media, especially Instagram with a neat and feminine color palette reflect the Dior idea of luxury and elegance. Instagram feed:
08.1
PHOTOGRAPHY Dior tends to give full attention to their product, by using the black and white method with extra light on the statement piece. The lightning and the model pose is a all part of Dior’s stro strategy.
08.2
PACKAGING The Dior box is a case with a couture soul inspired by the ateliers at 30 Avenue Montaigne: 01. Lid 02. Box
01 01 X+2
02 X
02
09.1
STATIONARY Dior studies every little detail they put on their identity, but simplicity is always the keyword.
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Y*2
Letterhead for Dior:
Y
09.2
