Corporate Identity Manual
Table of Contents History
2
Logo
Environmental Exterior signage
13
Department signage
14
Aisle Signage
14
Creation
3
Construction
4
Clearance area
5
Corporate Colors
6
Marketing
Typography
7
Coupon
15
Proper use
8
Poster
16
Improper use
9
Web banner
17
Stationery
Website
Business card
10
Home Page
18
Letterhead
11
Women Page
19
Envelope
12
Wedding Page
20
History of DSW DSW was created inside the corporate folds of the retail operations owned by the Schottenstein family. The company’s roots stretched to the beginning of the Schottenstein family business empire, going back to the first store opened by the patriarch of the family, Ephraim L. Schottenstein. Ephraim Schottenstein opened his first store, called the E.L. Schottenstein Department Store, in Columbus, Ohio, in 1917. His son, Jerome M. Schottenstein, began working for the family business as a teenager, taking on his first executive responsibilities in 1946 when he was 20 years old. Jerome Schottenstein spent nearly a half-century building his father’s business into a modern corporation. He became the company’s chief executive officer and chairman of the family’s business interests, organized as a privately held enterprise named Schottenstein Stores Corporation, in 1972. Jerome Schottenstein invested in a number of retail concerns, creating the corporate folds that constituted the Schottenstein empire, but the core of the family’s empire sprang from the Schottenstein department stores in Columbus Ohio. The stores operated under the Schottenstein banner in Columbus.
Although the company continued to manage the shoe departments of other retailers in the 21st century, its prominence in the retail sector was associated with another aspect of its business, one that did not come into being until the beginning of the 1990s. DSW opened its first store in July 1991 in Dublin, Ohio. Like Value City, the retailer it had long served, DSW started in Ohio before making any significant geographic leap, first building a base in the Schottensteins’ home state before expanding throughout the Midwest and Northeast. Also like Value City, the company positioned itself as a discount retailer, inheriting the signature trait of the Schottenstein empire. As DSW gradually developed into a chain, its format found a receptive audience, attracting consumers who helped make the 1990s the decade that warehouse, or “big-box,” discount retailers flourished. DSW’s white-and-black striped color theme, most visible on the awnings in front of the company’s stores, became a familiar sight in certain markets, but it was the stores’ layout and their merchandising mix that won over consumers and earned their loyalty.
The outside of Columbus was where a retail chain developed, customers knew the Schottenstein retailing business as Value City Department Stores. Value City operated as a discount retailer, offering a broad selection of merchandise with an emphasis on apparel items. The business began in January 1969 as Shonac Corporation, which as a venture formed by the Schottensteins and another family, the Nachts. Shonac was created to manage the leased shoe departments of Value City and other retailers, the sole function of the company for more than 20 years.
2
Logo
Logo Creation This logo was designed in April of 2013 for our store DSW. The goal is to show a more
old logo
classy and modern side of DSW. It is to be represented as a more upbeat and modern shoe store. The color red is used to represent the vibrance and excitement of the store. The products sold are all brand new so they should be represented in a brand new way, and not as dark, dim, and boring, since a wide variety of shoes are sold here. The logo was designed as something classic and stylish,
new logo
seeing as though we sell “designer shoes�.
3
Construction The big “S” in the middle is to represent
the various curves and styles of the shoes. It fits in perfectly especially because it’s in the
This logo must not be stretched or elongated
middle. It stands out with a dash of color, a
out of proportion. The letters and words
nice classic red. Also because it stands for
must not be changed, taken out of place, nor
“shoes” and that is what we sell. It’s a modern
switched around. Gill Sans MT Std. is the
way of showing the style and class that DSW
typeface used because it’s a sans serif, which
carries. The “designer shoe warehouse”
makes the logo even more modern. More
portion was designed to be in line with the
emphasis was placed on the “Designer Shoe”
“DSW” of the logo, so that nothing would
because that’s what we sell; and also because
be hanging off and out of place. Everything is
each shoe is from a famous designer. Less
aligned equally to be fitted within the “D”
emphasis was placed on the “Warehouse”
and the “W”. This logo can only be used in
because it’s not as important as the
the colors, which are shown in the proper use
“Designer Shoe”. It’s classic.
section of this manual.
Representing the cur ves within each shoe. Fits perfectly in the middle. Stands out with style and class.
Ever ything is aligned to fit within the space of the “D” and the “W”. Typeface used: Classic Roman Std. Pantone Red: 1807 CMYK: 0, 100, 96, 28 RGB: 181, 18, 27 Typeface: Gill Sans Regular, 100% black Typeface: Gill Sans Light, 100% black
4
Clearance Area
The cap height of the letter “E” in “Warehouse” is used as the unit of measurement for the clearance area. 2x
2x
2x
2x
The clearance area is 2x the cap size of the letter “E”.
5
Corporate Colors
This is the only shade of red that can be used to adver tise and promote DSW.
Pantone Red: 1807 CMYK: 0, 100, 96, 28 RGB: 181, 18, 27 HTML color code: B5121B
This is the only shade of black that can be used within the DSW.
Black: 100% CMYK: 40, 30, 30, 100 RGB: 0,0,0 HTML color code: 000000
6
Typography
Classic Roman Std. (regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Classic Roman Std is the only typeface and weight to be used for the letters (DSW).
Gill Sans (light) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Gill Sans light is the only typeface and weight to be used for the “Warehouse”.
Gill Sans (regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Gill Sans regular is the only typeface and weight that is to be used for “Designer Shoe”.
9
Proper Use of Logo
This is the correct use of the logo in full color.
This is the correct use of the logo in black.
This is the correct use of the logo in white.
8
Improper Use of Logo
The letters of the logo are not to be taken out of place, nor should the colors be changed.
These are incorrect uses of the logo is it is stretched.
The “Designer Shoe Warehouse” is to be underneath the “DSW” at all times.
These are incorrect uses, if the “S” of “DSW” is displayed in another color other than black, white or red.
9
Stationery
Stationery Business Card 2in wide
DSW portion of logo, Classic Roman Std.
12/8.7 Gill Sans Regular, all caps
9/11.38 Gill Sans Light, all caps
Jordan Battle
10/12 Gill Sans Light
Customer Service Director
9pt Gill Sans Regular
p. 614.237.7100 e. jbattle@dsw.com
9/10.8 Gill Sans Light 3.5in high 9/10.8 Gill Sans Light (front info panel)
DSW Customer Service 810 DSW Drive Columbus, OH 43219
All text is centered
shoe illustration cropped.
9/10.8 Gill Sans Regular (back panel)
dsw.com 10
Letterhead
8.5in wide 0.41in
3.43in
3.43in
logo size: 1.74in wide 1.3in high
1.22in
9/10.8 Gill Sans Light 100% black, center alignment
11in high
1.22in
backside pattern design.
810 DSW Dr. Columbus, OH 43219 • p. 614.237.7100 • f. 614.238.4200 • e. customserv@dsw.com • www.dsw.com
0.41in
11
Envelope Pantone red
810 DSW Drive Columbus, OH 43219
810 between DSW Drive the 0.25in Columbus, OH 43219 logo and the left side of the envelope.
0.25in between the top of the logo to the top of the envelope.
10.7/13 Gill Sans Light 100% black, left aligned
4.125in high 9.5in wide
width of the logo to be used is: 1.53in wide and 0.77in high.
backside of the envelop, shoe pattern.
12
Environmental
Environmental Exterior Signage
Size: 7ft x 4ft The logo color will remain the same red and black on the exterior of the building. The type will always be underneath the “DSW�.
13
Department Signage
MEN Sizes 11 – 12½
WOMEN Size: 1ft x 6in These signs will be the department signs within the store. All caps white type on a red background. 48/57.6 Classic Roman Std. white.
Sizes 9 – 10½
KIDS Sizes 5 – 6½
Aisle Signage
sizes 9– 9½
sizes 10– 10½
sizes 11– 11½
Size: 2ft x 1ft These will be the aisle signs throughout the store. White oval shape with black and red type, 35pt type size and 42pt leading.
14
Marketing
Marketing Coupon
50%
off
on total purchases in stores and online with free shipping. Receive a free $200 gift card when you shop between 8am and 12noon May 1 – June 1, 2013
Size: 7in x 3.5in The coupons should have the logo colors at all times. It must include the logo, as well as shoes and/ or other merchandise from DSW stores only.
15
Poster
SALE EXTRA 35% off Friday, September 21, 2012 – Wednesday 28, 2012 On select brands including Dolce & Gabbana, Emillo Pucci, Jimmy Choo, Ralph Lauren, Stella McCarthy, Miu Miu and Prada. Also receive an extra 10% off on items $200 and up. Free shipping everyday with a minimum purchase of $150 or more. Use promotion code 3873DSW.
Size: 11in x 17in The logo must be present at all times on the posters. It can either be in full color, all white, or all black. Having an image is not required for all posters. 16
Web Banner
Designer shoes for less at warehouse prices
The web banner must be DSW images only on the banner with the information and the logo included somewhere within the banner.
17
Website
Website Home Page
Search
Women
Men
Kids
Boot Shop
Luxury
Handbags
Athletics
Brands
Clearance
home
Check us out on:
Size: 1000px x 700px Flash The home page is the beginning to the gateway to the world of DSW. The logo is to be present at the top left hand corner on all web pages, the navigation bar running across the page, the search box in the top right hand corner on all pages, and the contact and connection apps at the bottom right hand corner. The website is to always include DSW colors.
18
Women – second level page
Search
Women
Men
Kids
Boot Shop
Luxury
Handbags
Athletics
Brands
Clearance
women
Boots
Pumps
Sandals Check us out on:
Size: 1000px x 700px Flash This page focuses on the women section of the website. Everything as far as the logo and placement of contents remain the same as the home page.
19
Wedding – third level page
Search
Women
Men
Kids
Boot Shop
Luxury
Handbags
Athletics
Brands
Clearance
wedding
Dolce & Gabbana
Miu Miu
Emilio Pucci Check us out on:
Size: 1000px x 700px Flash This page focuses on the wedding section branching off from the women section of the website. Everything as far as the logo and placement of contents remain the same as the home page.
20