TREND
B R A N D B R A N D
M A N U A L
I D E N T I T Y
G U I D E L I N E S
PRELUDE BRAND MANUAL
This brand manual shows the guidelines of H&M Trend’s communication. At all times, it’s necessary to stick to these rules during the design process. The guidelines will maintain the consistency of H&M Trend’s communication. The brand book, the brand manual and the stylebook together form a complete unity and can be used in addition to one another.
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TABLE OF CONTENTS
INTRODUCTION BACKGROUND INFORMATION 06 LOGO IMPLEMENTATION 08 COLOURS & SHADES 18 TYPOGRAPHY PRIMARY & SECONDARY FONT 22 TONE OF VOICE COMMUNICATION 26 IMAGERY TREND UPDATE 30
SOURCE LIST VISUALS 42
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brand identity guidelines introduction
INTRODUCTION BACKGROUND INFORMATION
The inspiration behind this manual comes from the continuous changes in fashion. Nowadays, trends go but always make their return. With the rise of social media, fashion reaches us faster than ever. The fashion industry needs to respond on this phenomenon. The result: clothing lasts longer than just one season. Fashion has become more durable and thriftily. We don’t have to replace our wardrobe every season, but we add pieces to it which reflect our personality. Therefore H&M Trend’s brand identity is based on polygons that have a dynamic, changeable character just like high-end fashion. The mix of styles within H&M Trend’s collection is another focus point. These contrasting mixes are incorporated in the thicknesses of the fonts, the logo, but also in the primary colours. The durability of H&M Trend is shown through the use of polygons that are unified in the logo. H&M Trend can been seen as the gem within H&M and as fashion has become more durable, we cherish the items of the collection by wearing them beyond seasons.
LINEAR FRAMEWORK DYNAMIC LUXURIOUS
brand identity guidelines introduction
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LOGO
brand identity guidelines logo
LOGO IMPLEMENTATION
H&M Trend’s logo design comes from the idea of H&M Trend as being a treasure within H&M, that needs to be cherished. Polygonal shapes show the movement and changeable appareance of the collection. It also shows subtile contrasts between thick and thin, comparable with H&M Trend’s variety of styles. The ‘T’ and the original H&M logo are brought back in the brand image to emphasize the name of the Trend concept within H&M. The flexible, linear structure of the logo forms the basis of H&M Trend in its visual language.
brand identity guidelines logo components
COMPONENTS The H&M Trend logo consists of a brand mark made of polygonal shapes and the brand name. The full logo will only be used when it’s legible. In particular, this logo is very suitable for labels and packaging and embodies H&M Trend as a brand.
PRIMARY LOGO THE BRAND MARK The brand mark can stand on its one and will especially be used as a symbol within H&M’s communication such as the signing instore through little logo symbols (see H&M Trend’s retail book). The brand mark will never be presented with the secondary logo.
TREND
BRAND MARK
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brand identity guidelines logo colour variations
COLOUR VARIATIONS Legibility of the logo is the most important thing to take into account. The polygonal structure asks for a maximum of one colour that can be used within the logo. The completely pink and black logos are being preferred.. The colour of the logo depends on its background.
COLOUR USE LOGO
BE AWARE! The thick lines (‘T’ shape) always form a unity of the same colour. The same thing goes for the thinlined structure.
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COLOUR USE BRAND MARK
brand identity guidelines logo on images
IMAGES Make sure when placing the logo on an image that the image has enough free space (at least 2 cm space around the logo). If not, a transparent strip can be used to create a calmer background and at the same time an exclusive atmosphere.
ON IMAGERY
TREND
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brand identity guidelines secondary logo
SECONDARY LOGO This secondary logo will be used in a rather functional than aesthic way. For example on labels, this logo is used as it is simple and easy legible. The logo should be used preferably in black for the purpose of legibility, but can also be used in pink.
SECONDARY LOGO
TREND COLOUR VARIATIONS
TREND TREND
brand identity guidelines logo dont’s
DONT’S In order to retain a consistent brand identity we set up some do nots to forsee some pitfalls.
PITFALLS
TREND Don’t put the logo in a ‘box’
TREND Don’t ‘stretch’ or ‘squash’ the logo
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TR
EN
D
Don’t try to recreate the logo
TREND
Don’t place the logo on a similar
Don’t add any extra ‘glow’ or other
coloured, or overloaded background
effects to the logo.
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brand identity guidelines logo siZe
LOGO SIZE The priority of H&M Trend’s logo is to embody H&M Trend as a brand. Therefore legibility is of great importance. Make sure that the logo size suits its purpose and that the logo is always surrounded by some white space (at least 2 cm).
To determine the exclusion zone of H&M Trend’s logo and the minimum size of the logo, the following rules are set:
20 mm
20 mm
TREND 20 mm
MINIMUM SIZE
TREND 30 mm
16 mm
20 mm
brand identity guidelines examples use of logo
SIGNING INSTORE
EXAMPLES USE OF LOGO
TREND
TREND
PRODUCT LABELS
TREND R E A D Y - T O - W E A R
C O L L E C T I O N
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COLOURS
brand identity guidelines colour palette
COLOURS A variety of basic colours: white, grey and black coming out of H&M’s core, mixed with Trend’s pink as being the main colour.
COLOUR PALETTE
C= 20 M=43 Y=32 K=0
C= 45 M=37 Y=36 K=2
R=204 G=153 B=153
R=148 G=147 B=149
C= 0 M=0 Y=0 K=0
C= 74 M=64 Y=63 K=66
R=255 G=255 B=255
R=38 G=42 B=43
brand identity guidelines colours
COLOURS & SHADES
On the one hand, H&M Trend’s colours are based on the general colours H&M is using: white, black and grey. These tones are basic, multi-usable and balancing. H&M Trend’s pseudonym ‘the pink label’ (among customers), has been translated into a pinkish colour as well. Not the obvious baby pink or barbie pink, but a pink teint that could also stand in line with rose copper materials and the beige/pink label inside the garments. This colour forms the basis of H&M Trend’s identity within H&M. By using the grey and the greyish black in textual expressions, the luxurious character of H&M Trend has been underlined. Subtile choices are made, also in the use of colours, to create a real sub-line with its own identity but that could still exists within H&M.
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TYPOGRAPHY
brand identity guidelines typography
TYPOGRAPHY PRIMARY & SECONDARY FONT
The fonts that are used within H&M Trend communication are based on the mix of styles within H&M Trend, its dynamic, yet female character and it’s up-to-date, modern appearance. Friandise and Frutiger LT STD are chosen to create a balance between contemporary and luxurious.
FRIANDISE The Friandise font consists of round and female shapes. There is also a contrast visible between her thick and thin lines. This communicates well together with the different styles within the H&M Trend collection.
HEADING
Aa
ABCDEFGHIJKLM NOPWRSTUVWXY Zabcdefghijklmn opqrstuvwxyz
brand identity guidelines typography
FRUTIGER LT STD Frutiger LT STD embodies H&M Trend’s modern appearance. The thin lines create a simplistic yet exclusive feel. Besides, this font is very legible, even in small sizes.
BODY TEXT & SUB HEADER
Aa
Aa A B C D E F G H I J K L M NOPWRSTUVWXY Zabcdefghijklmn opqrstuvwxyz01 23456789
Aa
ABCDEFGHIJKLM NOPWRSTUVWXY Zabcdefghijklmn opqrstuvwxyz01 23456789 25
TONE OF VOICE
brand identity guidelines tone of voice
TONE OF VOICE COMMUNICATION
H&M Trend’s language is private, personal, and subtile. H&M Trend doesn’t proclaim the news through a loudspeaker. It wants to stay personal and close to its loyal target group and make them feel special, even as being a sub-line of a fast fashion chain. If you buy a Trend item, Trend’s tone of voice is carefully presented on the labels. H&M Trend is transparent about the roots of the collection, but without screaming it out loud. The garments refer to their inspiration source in a subtile way. For the consumer, this reference results into a higher value that will be added to the product. H&M Trend wants, through this way of communicating to maintain and even strenghten the word-on-mouth buzz around the line.
KEYWORDS
PRIVATE PERSONAL SUBTILE
brand identity guidelines tone of voice example
EXAMPLE
Pssst... This skirt is inspired by Proenza Schouler’s Spring 2014 collection
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IMAGERY
brand identity guidelines imagery
IMAGERY TREND UPDATE
To make H&M’s communication consistent and recognizable, H&M Trend’s character is also translated in its visuals. The images need to express highend, yet affordable quality, with its focus on the product. The consumer will be able to identify herself with the model on the photograph and the setting that has been created. Also the details of the products need to be visualized. To make the Trend update inspiring and clear, the updates are divided in seasons. Just like the high-fashion brands there will be a Pre-fall, Autumn/ Winter, Resort and Spring/Summer Trend Update. It’s the inspiring overview of catwalk looks translated and mixed by H&M Trend. But this doesn’t mean that you can wear the trends beyond seasons! It’s not about imposing a look, but about inspiring true fashion lovers with a look. H&M Trend should take the visual language of H&M in account and implement the Trend values into this language to stay on the one hand, part of H&M, and on the other hand a seperate, recognizable concept.
GENERAL GUIDELINES VISUAL LANGUAGE H&M
A HUMAN BEING PRICE FEATURED ON IMAGE FOCUS ON PRODUCT ACCESSIBILITY ASPIRATION LEVEL FAMOUS FACES NO DARING POSES
brand identity guidelines visual language
VISUAL LANGUAGE H&M TREND The most important goal of the H&M Trend editorial is that the visuals are inspiring and that the consumers can identify theirselves with the models. The Trend Update will become the high-end version of the existing imagery. There is always a setting created in an urban environment, featuring real models, expressing the feeling of being unique by wearing the challenging clothes of H&M Trend. Wearing the treasure, founded in the mass.
INSPIRATION SOURCE: GIVENCHY RESORT
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brand identity guidelines introduction
GUIDELINES VISUAL LANGUAGE H&M TREND
NO STUDIO PHOTOGRAPHY URBAN ENVIRONMENT REAL MODELS HIGH-END POSES FOCUS ON DETAILS UNIQUENESS EXPERIMENTING LOOKS IDENTIFICATION / INSPIRATION LEVEL
brand identity guidelines imagery setting
SETTING The editorial takes always place in an urban setting. Never in a studio. In the end the urban setting will be blurred and will create an almost surreal landscape that is open for interpretation. Every person of the target group recognizes elements similar to the ones on the image. It could be a crowded square in the middle of your favourite big city, a recognizable building, a breath-taking rooftop or a popular hotspot.
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brand identity guidelines iimagery models & styling
MODELS In the editorials are ‘real models’ featured. These women are not the ones to look up to, but rather to identify yourself with. One of a kind models with an high-end touch. The models must be able to move well with their bodies and having guts to take on challenging, high-end poses. Within the setting, the models must stand out, without being static.
EXAMPLES
STYLING In every production, the key items out of the seasonal trends will be mixed and featured. This looks show that you can mix the loose items with everything that suits your personality. It’s not about imposing a look, but to encourage and inspire consumers to mix and match the H&M Trend items or the ones that they already have in their wardrobe. The trend update shows that trends come and go and are beyond seasons.
brand identity guidelines imagery poses
POSES The models must strike high-fashion poses which will take the visual language of H&M Trend to a slightly higher level than the regular H&M visuals. The high-end value of the clothes must be seen back into the poses and body language. The emotion of being an individual, unique character is the most important message. The attention is focused on the model, expressing herself.
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brand identity guidelines photography
PHOTOGRAPHY Within the photography style, the product is the focus point. The background can be crowded, as it will be blurred. The soft light creates an almost surreal landscape, but still with some recognizable urban elements, where the model forms the only important creature. The visuals consist of full body shots and detail shots, as the unique, touchable and qualitative part of the collection also needs be emphasized. The details of the product are highlighted and the focus on the garment itself will become stronger.
FULL BODY & DETAIL SHOT
brand identity guidelines make-up & hair
MAKE-UP & HAIR The make-up and hair support the focus on the
BE AWARE!
individuality of the total look and will be everything
Never focus on the lips and eyes at the same time.
except mainstream. It’s all about being unique and
Emphasize the lips, or the eyes and never both.
in the center of attention. Think about beyond normal hairdos, which are ‘in-the-know’, such as complex hair braids and epic ponytails. This will go along with intriguing and experimenting make-up, but without being theatral.
EXAMPLES
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brand identity guidelines sourcelist
SOURCELIST VISUALS
Bem, M. (2014) ‘De Malle Mode Molen’ , Elle NL, March 2014, p. 84
Fashion Gone Rogue, (2014), Patrijia by Antia Pagant in “City Slicker”
for Fashion Gone Rogue.com [ONLINE]. Available at: http://fashiongoneroque.com [Accessed 9 May 14].
Fashion Gone Rogue, (2014), Marloes Horst Takes the night in Thom-
as Whiteside’s Elle US Shoot [ONLINE]. Available at: http://fashiongonerogue.com [Accessed 10 May 14].
Fashion Gone Rogue, (2014), Bette Franke by Marc de Groot for VOGUE
NL april 2012 [ONLINE]. Available at: http://fashiongonerogue.com [Accessed 10 May 14].
Forever Making Lists, (2014), Givenchy Resort [ONLINE]. Available at:http://forevermakinglists.blogspot.com [Accessed 03 May 14].
H&M, (2014), H&M Trend Update Gallery Girl [ONLINE]. Available at: http://hm.com/imagegallery[Accessed 29 April 14].
H&M, (2014), H&M Trend Update New Romantic [ONLINE]. Available at: http://hm.com/imagegallery [Accessed 10 May 14].
Julia Stenius, (2014), Unknown [ONLINE]. Available at: http://juliastenius.com [Accessed 03 May 14].
Koray Birand, (2014), Wang Xiao by Koray Birand for H & M Trend Up-
date [ONLINE]. Available at: unknown [Accessed 17 March 14].
brand identity guidelines sourcelist
Paparazzi Model Management, (2014), Cicely ONLINE]. Available at:http://www.paparazzimodels.com/ [Accessed 12 May 14].
Septemberindustry, (2014), Commodity Range [ONLINE]. Available at: http://septemberindustry.co.uk[Accessed 01 May 14].
Style.com, (2014), Givenchy Resort 2012 [ONLINE]. Available at: http:// style.com [Accessed 10 May 14].
The Paper Mulberry, (2014), NYC Rooftop [ONLINE]. Available at: http:// thepapermulberry.blogspot.com[Accessed 9 May 14].
Touche Models, (2014), Hannah P [ONLINE]. Available at: http://www. touchemodels.com [Accessed 12 May 14].
Trendhunter, (2014), Medieval Fashion [ONLINE]. Available at: http:// www.trendhunter.com [Accessed 10 May 14].
Unknown, (2014), Obei Obei Design Attico [ONLINE]. Available at: unknown [Accessed 06 May 14].
Unknown, (2014), Unkown [ONLINE]. Available at: http://www.anygivenname.org/load/2008/01/00183.jpg[Accessed 08 May 14].
Vogue, (2014), Vogue Fall 2014 RTW [ONLINE]. Available at: http:// vogue.com [Accessed 10 May 14].
Weekdaycarnival, (2014), Notebooks by Selma Lamai [ONLINE]. Available at:http://weekdaycarnival.blogspot.nl/ [Accessed 10 May 14].
Zara, (2014), Look book February [ONLINE]. Available at: http://www. zara.com/nl/nl/lookbook/woman/februari-c572004.html [Accessed 05 March 14].
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JULIETTE DE DREU | FASHION & BRANDING AO 4 | GRADUATION AMSTERDAM FASHION INSTITUTE