BOOKBRAND
LAST UPDATE 11/07/2022
2 1. OUR BRAND Page 3 2. OUR IDENTITY Page 9 3. OUR GUIDELINES Page 21 CONTENTS INDEX Page 65 1.1 OUR STORY 4 1.2 OUR PLATFORM 5 1.3 OUR BRAND PROMISE 6 1.4 OUR COLLECTION PROMISES 7 1.5 OUR MANIFESTO 8 3.1 LOGOS. 22 3.2 TYPOGRAPHY. 35 3.3 COLORS. 38 3.4 LAYOUT EXAMPLES. 42 3.5 PHOTOGRAPHY GUIDELINES. 56 3.6 TONE OF VOICE GUIDELINES. 60 2.1 IDENTITY BUILDING BLOCKS. 10 2.2 THE LOGOTYPE. 11 2.3 TYPOGRAPHIC PROMISES. 13 2.4 UPLIFTING COLORS. 15 2.5 AUTHENTIC PHOTOGRAPHY. 17 2.6 A WARM TONE OF VOICE. 19
OUR BRAND 3 1.1 OUR STORY 4 1.2 OUR PLATFORM 5 1.3 OUR BRAND PROMISE 6 1.4 OUR COLLECTION PROMISES 7 1.5 OUR MANIFESTO 8
4 Landau is one of the most trusted makers of scrubs in the USA. Since our foundation in 1938 we have become known for meticulous craftsmanship, innovative design and enduring value. Today we continue this legacy by offering a wide range of practical, durable and stylish products designed to support medical professionals not just on every shift, but at every stage of their careers. We believe that we and our customers are on a journey together, and that's why everything we make comes with a clear promise of Landau quality. OUR STORY.1.1
5 A simple, authentic, and utilitarian rebrand that exhibits an understanding of our consumers’ lives by focusing not just on the quality of every product, but its end use and purpose. Our aspiration , as we move into the future, is to continue to refine and simplify, making our communications and product ecosystem the most accessible, intelligible and useful in the medical scrubsmarketplace.OURPLATFORM.1.2
6 FOR WORK. FOR LIFE. SINCE 1938. OUR BRAND PROMISE.1.3 Taking inspiration from our authentic mission and "5 signs of Landau quality," we lead with messaging that reassures customers with a series of promises. Our simple brand promise expresses the functional and emotional benefits of our products, as well as the trusted quality that comes with experience.
7OUR COLLECTION PROMISES.1.4 Echoing our tagline, our collection promises are clear and direct, derived from each line's distinct benefits. FUNCTION: Timeless and versatile. FUNCTION: Durable and washable FUNCTION: Stretch and performance. FUNCTION: Sustainable, performance, and style. BENEFIT: Classic style, every day. VERSATILE SCRUBS FOR STYLE ON EVERY SHIFT. HARD-WORKING SCRUBS FOR ENDURING VALUE. AGILE STRETCH SCRUBS FOR ALL-DAY COMFORT. PREMIUM SCRUBS FOR YOUR ONWARD JOURNEY. BENEFIT: Our most value-driven range. BENEFIT: Comfort that adapts to you. BENEFIT: For your future and our future
8OUR MANIFESTO. For the details that matter. For color that lasts. For style. For comfort. For all day. For through the night. For performance. For endurance. For any shift. For any journey. For quality you can depend upon. For a name you can trust. For work. For life. Since 1938. 1.5
OUR IDENTITY. 9 2.1 IDENTITY BUILDING BLOCKS. 10 2.2 THE LOGOTYPE. 11 2.3 TYPOGRAPHIC PROMISES. 13 2.4 UPLIFTING COLORS. 15 2.5 AUTHENTIC PHOTOGRAPHY. 17 2.6 AN AUTHENTIC TONE OF VOICE. 19
10 Our new identity is made up of four key building blocks that reinforce our brand and product promises at every touch point. 2.1 Brand promises set with bold typography. A palette of uplifting colors. A bright, authentic photography direction. A warm & confident, Tone of Voice. The logo ① ② ③ ④ ⑤ OUR IDENTITY: INTRODUCTION.
OUR IDENTITY: THE LOGOTYPE.
A clean, modern reimagining of our Landau logo that builds on existing brand recognition.
11①2.2 THE LOGOTYPE.
122.2.1 OUR IDENTITY: THE LOGOTYPE.
13②2.3 BRAND PROMISES SET WITH BOLD TYPOGRAPHY.Boldtypographythatbringsourbrand&product promises to the forefront of communications. OUR IDENTITY: BRAND PROMISES
142.3.1 OUR IDENTITY: BRAND PROMISE.
15③2.4 A PALETTE OF UPLIFTING COLORS. Communicating Landau's heritage in color innovation with a bold palette of inspiring and eye-catching colors OUR IDENTITY: AN UPLIFITING PALETTE.
THE MAIN LANDAU BRAND COLOR IS PANTONE BLUE 072C. HEX #000F9E. We also have a palette of secondary colors to denote product lines. 162.4.1 346CPANTONE #6CCA98 PANTONE #FECB8B148C 372CPANTONE #D2EA8E 264CPANTONE #C2A6E1 OUR IDENTITY IDENTITY: AN UPLIFITING PALETTE.
17④2.5 A AUTHENTICBRIGHT, PHOTO DIRECTION.Warm,andapproachable,ournewimage direction speaks to professionalism, utility and authenticity. OUR IDENTITY: AN AUTHENTIC PHOTO DIRECTION.
182.5.1 OUR IDENTITY: AN AUTHENTIC PHOTO DIRECTION.
19⑤2.6 A WARM,CONFIDENT,AUTHENTIC TONE OF VOICE. OUR IDENTITY: TONE OF VOICE. Our promise of quality inspires the way we speak, for a tonality that is as clear and simple as it is welcoming and accessible.
20 BOLD WORDS. BIG FEELINGS. ALL THE DETAILS. 2.6.1 OUR IDENTITY: A TKTK TONE OF VOICE.
OUR GUIDELINES. 21 3.1 LOGOS. 22 3.1.1 Landau Logo. 23 3.1.2 Landau Logo Minimum Margins. 24 3.1.3 Sub-Brand Logos. 25 3.1.4 Sub-Brand Logos. Essentials. 26 3.1.5 Sub-Brand Logos. ScrubZone. 27 3.1.6 Sub-Brand Logos. ScrubZone. 28 3.1.7 Sub-Brand Logos. Forward. 29 3.1.8 Logo Layout 'Dos' 30 3.1.9 Logo Layout 'Don'ts' 31 3.1.10 Promise Tag. 32 3.1.11 Promise Tag. 'Dos' 33 3.1.12 Promise Tag. 'Don'ts' 34 3.2 TYPOGRAPHY 35 3.2.1 Primary Font. 36 3.2.2 Secondary Font.. 37 3.3 COLORS. 38 3.3.1 Color Overview. 39 3.3.2 Brand Color. 40 3.3.3 Sub-Brand Colors. 41 3.4 LAYOUT EXAMPLES. 42 3.4.1 Layout Overview. 43 3.4.2 Stationery. Headed Paper 44 3.4.3 Stationery. Business Cards 45 3.4.4 Digital. Email Sig. 46 3.4.5 Digital. Website. 47 3.4.6 Digital. Social. 48 3.4.7 Digital. Powerpoint 49 3.4.8 Print. Catalog 50 3.4.9 Print. Campaigns 51 3.4.10 On Product. Swingtags. 52 3.4.11 On Product. Heatstamp. 54 3.4.12 On Product. Neck Tape. 55 3.5 PHOTOGRAPHY GUIDELINES 56 3.5.1 Campaign Imagery. Mood. 57 3.5.2 Product Photography. Mood. 58 3.5.3 Social Photography. Mood 59 3.6 TONE OF VOICE GUIDELINES. 60 3.6.1 ToV Pillars. 61 3.6.2 Promises. 62 3.6.3 Collection Promises. 63 3.6.4 Quality Promises. 64
22 LOGOS. 3.1 3.1 LOGOS.3.1.1 Landau Logo. 23 3.1.2 Landau Logo Minimum Margins. 24 3.1.3 Sub-Brand Logos. 25 3.1.4 Sub-Brand Logos. Essentials. 26 3.1.5 Sub-Brand Logos. ScrubZone. 27 3.1.6 Sub-Brand Logos. ScrubZone. 28 3.1.7 Sub-Brand Logos. Forward. 29 3.1.8 Logo Layout 'Dos' 30 3.1.9 Logo Layout 'Don'ts' 31 3.1.10 Promise Tag. 32 3.1.11 Promise Tag. 'Dos' 33 3.1.12 Promise Tag. 'Don'ts' 34
23 1. This is the logo that appears on all branded output. 2. The logo is drawn using a modified version of the 'Old School Grotesk Regular' typeface. 3. It can either be used in BLACK or WHITE, but no other color. LANDAU LOGO.3.1.1 LOGO Black LOGO BlackLANDAU_Black.eps LANDAU_White.eps
24LANDAU LOGO. Minimum Margin.3.1.2 80% WIDTH XX XXXX XX
25 1. All of our sub-brand logos have been redesigned in line with the new brand world. 2. All sub brand logos should only be set in black or white. 3. Any new sub-brands should be designed to match. 4. For differentiation, they are designed using the Compact version of our brand font. 5. These logos can stand alone or in a lockup (but only when seen without the context of the main brand) SUB-BRAND LOGOS.3.1.3
26SUB-BRAND LOGOS. Essentials.3.1.4 LOCKUP Black LOCKUP White LOGO Black LOGO White LANDAU_Essentials_Lockup_Black.eps LANDAU_Essentials_Lockup_White.eps LANDAU_Essentials_Black.eps LANDAU_Essentials_White.eps
27SUB-BRAND LOGOS. ScrubZone.3.1.5 LOCKUP Black LOCKUP White LOGO Black LOGO White LANDAU_ScrubZone_Lockup_Black.eps LANDAU_ScrubZone_Lockup_White.eps LANDAU_ScrubZone_Black.eps LANDAU_ScrubZone_White.eps
28SUB-BRAND LOGOS. ProFlex.3.1.6 LOCKUP Black LOCKUP White LOGO Black LOGO White LANDAU_ProFlex_Lockup_Black.eps LANDAU_ProFlex_Lockup_White.eps LANDAU_ProFlex_Black.eps LANDAU_ProFlex_White.eps
29SUB-BRAND LOGOS. Forward.3.1.7 LOCKUP Black LOCKUP White LOGO Black LOGO White LANDAU_Forward_Lockup_Black.eps LANDAU_Forward_Lockup_White.eps LANDAU_Forward_Black.eps LANDAU_Forward_White.eps
30 WHITE LOGO ON A BACKGROUNDDARK BLACK LOGO ON A BACKGROUNDLIGHT BLACK LOGO ON AN BRIGHT IMAGE WHITE LOGO ON A DARK IMAGE WHITE LOGO ON A BACKGROUNDBLACK OCCASIONALY SIDEWAYS. ALWAYS THIS WAY ROUND. 1. Use it large in the space available. 2. Wherever possible, place it at the bottom of your design. (Our promises sit at the top*See Page 00) 3. Only ever use it in 100% Black or 100% White, whichever is easier to read. 4. Feel free to run it over an image. Make a judgment for readability if it should be black or white. 5. Occasionaly it can be run on its side in a very slim format, but always with the L at the bottom. LANDAU LOGOS. 'Dos'.3.1.8
31 ANY OTHER BRAND COLORBLUE TEXT SMALL LOGO FLOATING IN SPACE LARGE LOGO ALIGNED TO THE TOP UPSIDE DOWN LOGO STRETCHED LOGO 1. Don't ever show it in blue. 2. Don't ever show it in any other brand color. 3. Don't run it really small floating in the middle of the page. 4. Don't ever run it completely upside down 5. Don't run it at the top of the page. 6. Don't warp, it, stretch it or redesign it in any way. LANDAU LOGOS. 'Don'ts'.3.1.9
32 1. In addition to the logo, we have a promise tag. This design combines our promise, the logo, and our brand color into a single graphic. 2. We only use this graphic when there is no other text in the layout. 3. Applications for this graphic include objects, merch and other situations where there is room to provide this additional context. PROMISE TAG.3.1.10
33 WHITE TEXT ON LANDAU BLUE WHITE TEXT ON BLACK ALL WHITE TEXT OVER IMAGE. 1. It should always be run in a square. 2. The copy is always black or white. 3. The square is always blue. 4. It can be run at any size that suits the space, but should always be docked to either the left or bottom edge. 5. It can be applied to anything. 6. The promise itself can be separated from the logo ONLY if running as proprietory advertising. PROMISE TAG. 'Dos'.3.1.11
34 DO NOT USE WHITE TEXT ON BLACK DO NOT USE ANY OTHER BRAND COLORS DO NOT USE BLUE TEXT EVER DO NOT USE BLACK TEXT ON WHITE DO NOT FLOAT IN THE MIDDLE OF AN IMAGE DO NOT CUT OUT THE LETTERS. 1. Don't change the color of the square. It should only be used if it's blue. 2. Do not float it right in the middle of a layout, it should only ever be used docked to the left or bottom. If this doesn't work, use brand logo only. 3. Do not cutout the letters with an image or color showing through. PROMISE TAG. 'Don'ts'.3.1.12
35GUIDELINES TYPOGRAPHY. 3.2 3.2 TYPOGRAPHY 3.2.1 Primary Font. 36 3.2.2 Secondary Font.. 37
363. 2. 1. 3.2.101213456789abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZTYPOGRAPHY.Primaryfont.OurMainbrandfontisOldSchoolGroteskRegularbyKilotypefoundry.(Thisisalsothebasisofourlogo).ForallbrandmomentsweusethisfontlargeandinallcapsWeusethisfontineitherblack,orbrandblue,butneverinthesecondarycolors.
37 ABCDEFGHIJKLMNOPQRSTUVWXYZ 01213456789abcdefghijklmnopqrstuvwxyz TYPOGRAPHY. Secondary font.1. 3.2.2Our secondary brand font is Old School Grotesk Compact Regular by Kilotype foundry. 2. We use this font for sub-brand moments, or when we need to fit more copy in a smaller amount of space. 3. We only use this font in either black or brand blue, but never in the secondary colors.
38GUIDELINES COLORS. 3.3 3.3 COLORS. 3.3.1 Color Overview. 39 3.3.2 Brand Color. 40 3.3.3 Sub-Brand Colors. 41
39 PRODUCT PALETTEBRAND COLOR LOGO & TEXT COLORS PANTONE K 0.2000Y 0.2549M 0.0000C 0.4461#71CC98346C PANTONE Blue 072 C K 0.3765Y 0.0000MC 0.8994#10069F 0.9623 PANTONE K 0.0039YM 0.2008C 0.0000#FECB8B148C 0.4528 PANTONE K 0.0784Y 0.3957M 0.0000C 0.0979#D4EB8E372C PANTONE K 0.1137Y 0.0000M 0.2611C 0.1460#C1A7E2264C BLACK K 100.00Y 0.0000M 0.0000C 0.0000#000000 #FFFFFFWHITE K 0.0000Y 0.0000M 0.0000C 0.0000 1. Our full brand palette. 2. Where possible, use all PANTONES. If only one pantone available, use the brand blue and CMYK versions of the secondary colors. 3. Only use CMKY version of brand blue as a last resort. 4. The product palette is for backgrounds only, as a brand we do not use colored text. 5. If we need to create a new sub-brand, we will add an additional color to the palette COLOR. Oveview.3.3.1
40COLOR. Brand color.3.3.2 THE LANDAU BRAND COLOR IS PANTONE BLUE 072C. HEX K 0.3765Y 0.0000MC 0.8994#10069F0.9623
41COLOR. Sub-Brand Colors.3.3.3 PANTONE K 0.2000Y 0.2549M 0.0000C 0.4461#71CC98346C PANTONE K 0.0039YM 0.2008C 0.0000#FECB8B148C 0.4528 PANTONE K 0.0784Y 0.3957M 0.0000C 0.0979#D4EB8E372C PANTONE K 0.1137Y 0.0000M 0.2611C 0.1460#C1A7E2264C
42GUIDELINES LAYOUT EXAMPLES. 3.4 3.4 LAYOUT3.4.1 LayoutEXAMPLES. Overview. 43 3.4.2 Stationery. Headed Paper 44 3.4.3 Stationery. Business Cards 45 3.4.4 Digital. Email Sig. 46 3.4.5 Digital. Website. 47 3.4.6 Digital. Social. 48 3.4.7 Digital. Powerpoint 49 3.4.8 Print. Catalog 50 3.4.9 Print. Campaigns 51 3.4.10 On Product. Swingtags. 52 3.4.11 On Product. Heatstamp. 54 3.4.12 On Product. Neck Tape. 55
Bold, confident and utilitarian, focusing on a large, monochrome iteration of our logotype for clarity, autheticity and versatility.
LayoutsCREATIVE
Bold, confident and utilitarian, focusing on a large, monochrome iteration of our logotype for clarity, autheticity and versatility.
43LAYOUT. Overview.3.4.1
LayoutsCORPORATE
44 Landau Uniforms LLC +1 (662) 895-7200 8410 W Sandidge Rd, Olive Branch, Mississippi, MS 38654, USA www.Landau.com @LandauUniforms Landau Uniforms LLC +1 (662) 895-7200 8410 W Sandidge Rd, Olive Branch, Mississippi, MS 38654, USA www.Landau.com @LandauUniforms 3.4.2 STATIONERY. Headed Paper. Large & Small Logo variations.
45 Landau.com @LandauUniforms FIRST SECOND JOB Email.Email@landau.comTITLE Office. 1-662-895-7200 (ext.000) Cell. 84101-662-555-000WSandidgeRd, Olive Branch, MS 38654, USA 3.4.3 STATIONERY. Business Cards.
463.4.4 DIGITAL. Email Sig. Email@landau.comJOBSECONDFIRSTTITLE Office. 1-662-895-700 (ext.000) Cell. 1-662-895-700 8410 W Sandidge Road, Olive Branch, Mississippi, 3864 USA
473.4.5 DIGITAL. Website. PREMIUM YOURFORSCRUBS ONWARD JOURNEY. SHOP WOMEN SHOP MEN MEN WOMEN WHO WE ARE TEAM ORDERS SEARCH SHOP WOMEN SHOP MEN PREMIUM YOURFORSCRUBS
483.4.6 DIGITAL. Social. To come. Awaiting social strategy. Work Pending.
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quam dolore hiciae solorit et quiantet quiducilia consequuntis sum eatinum et re pro blaudi sequide rumquid que FEATURE TWO ailored FitAliciis eos quam dolore hiciae solorit quiantet quiducilia consequuntis sum eatinum re pro blaudi sequide rumquid que estiaec eperuptatem FEATURE ONE ailored FitAliciis eos quam dolore hiciae solorit et quiantet quiducilia consequuntis sum eatinum et re pro blaudi sequide rumquid que estiaec eperuptatem PAGEHIGHLIGHTPRODUCTFORWARD Model Wears ESSENTIALS SKU 000000 Page 00 Model Wears ESSENTIALS SKU 000000 Page 00 Model Wears ESSENTIALS SKU 000000 Page 00 Model Wears ESSENTIALS SKU 000000 Page 2120. Collection. BLACK BKPR ROYAL BEPR CEIL BCPR GRAPHITE GRPR TRUE NAVY TNPR WHITE WWPR STEEL STPR WINE RWPR GUIDECOLOROurfullrangeof colors for the complete brand. Some styles only available in certain shades tktk... GALAXY BGPR HUNTER GHPR CARIBBEAN CBPR TRUE RED TRPR GRAPE RPPR SANDSTONE SAPR NEW EGGPLANT NEPR PRIMROSE PRPR TEAL 12. Collection. HARDVALUE.ENDURINGFORSCRUBSWORKING FROM LEFT: Model Wears ESSENTIALS SKU 000000 Page 00 3938. Collection. JOURNEY.ONWARDYOURFORSCRUBSPREMIUM 1514. Collection. BLACK BKPR BLACK BKPR BLACK BKPRBLACK BKPR BLACK BKPR BLACK BKPRGALAXY BGPR GALAXY BGPR GALAXY BGPR HUNTER HUNTER GRAPE SANDSTONERPPR ROYAL ROYAL ROYALROYAL ROYAL ROYAL TRUE NAVY TNPR TRUE NAVY TNPR TRUE NAVY TNPRTRUE NAVY TNPR TRUE NAVY TNPR TRUE NAVY TNPR WHITE WHITE TEAL BTPR TEAL BTPR TEAL BTPRTEAL BTPR TEAL BTPR DRAWCORDCONVERTIBLEPANT SLIM LIGHTPREMIUMPOCKETSFITTOPSTITCHINGANDBREATHABLE DRAWCORDCONVERTIBLEPANT SLIM LIGHTPREMIUMPOCKETSFITTOPSTITCHINGANDBREATHABLE DRAWCORDCONVERTIBLEPANT SLIM LIGHTPREMIUMPOCKETSFITTOPSTITCHINGANDBREATHABLE DRAWCORDCONVERTIBLEPANT SLIM LIGHTPREMIUMPOCKETSFITTOPSTITCHINGANDBREATHABLE DRAWCORDCONVERTIBLEPANT LIGHTPREMIUMSLIMPOCKETSTOPSTITCHINGANDBREATHABLE DRAWCORDCONVERTIBLEPANT SLIM LIGHTPREMIUMPOCKETSFITTOPSTITCHINGANDBREATHABLE DETAILS: Poly/Spx 2x2 Rib Knit waistband Cargo Pockets Back Pockets Twill Tape at Right Cargo Side StraightVentsleg with opening FABRIC CARE: 40% recycled polyester, 42% polyester, 8%WashSoftFadespandex.Resistantfeelcool SIZES. XXS XS XXL DETAILS: Poly/Spx
503.4.8 PRINT. Catalog.
FEATURE THREE ailored FitAliciis eos 2x2 Rib Knit waistband Cargo Pockets Back Pockets Twill Tape Right Cargo Side StraightVentsleg with 8” opening FABRIC CARE: 40% recycled polyester, 42% polyester, 8%WashSoftFadespandex.Resistantfeelcool SIZES. XXS XL XXL DETAILS: Poly/Spx 2x2 Rib Knit waistband Cargo Pockets Back Pockets Twill Tape Right Cargo Side StraightVentsleg with opening FABRIC CARE: 40% recycled polyester, 42% polyester, 8%WashSoftFadespandex.Resistantfeelcool SIZES. XXS XS XL XXL DETAILS: Poly/Spx 2x2 Rib Knit waistband Cargo Pockets Back Pockets Twill Tape Right Cargo Side StraightVentsleg with opening FABRIC CARE: 40% recycled polyester, 42% polyester, 8%WashSoftFadespandex.Resistantfeelcool SIZES. XXS XS XL XXL DETAILS: Poly/Spx 2x2 Rib Knit waistband Cargo Pockets Back Pockets Twill Tape at Right Cargo Side StraightVentsleg with opening FABRIC CARE: 40% recycled polyester, 42% polyester, 8%WashSoftFadespandex.Resistantfeelcool SIZES. XXS XS XXL DETAILS: Poly/Spx 2x2 Rib Knit waistband Cargo Pockets Back Pockets Twill Tape Right Cargo Side StraightVentsleg with opening FABRIC CARE: 40% recycled polyester, 42% polyester, 8%WashSoftFadespandex.Resistantfeelcool SIZES. XXS XL XXL 3534. Collection.
513.4.9 PRINT. Campaigns.
PRODUCTTHEFORFUNCTIONPRODUCTSubBrand PROMISE. Landau.com @LandauUniforms SubBrand ▷ FEATURE ONE ▷ FEATURE TWO ▷ FEATURE THREE 52ON PRODUCT. Swingtags.Front3.4.10 & Back designs.
SHIFT.ONSTYLEFORSCRUBSVERSATILEEVERY Landau.com @LandauUniforms Landau.com @LandauUniforms JOURNEY.ONWARDYOURFORSCRUBSPREMIUM Landau.com @LandauUniforms AGILE STRETCH SCRUBS FOR ALL-DAY COMFORT. Landau.com @LandauUniforms HARDVALUE.ENDURINGFORSCRUBSWORKING HIGH PERFORMANCE. REDUCED IMPACT. This garment has been made with yarn using CiCLO® sustainable textile technology, which reduces the persistence of microfiber pollution by allowing synthetic fibres to behave more like natural ones when they end up as pollutants in the environment. SCAN THE QR CODE TO LEARN MORE ABOUT HOW YOUR CHOICE IS MAKING A DIFFERENCE. ▷ TIMELESS DESIGN ▷ MADE TO LAST ▷ FADE RESISTANT ▷ MADE TO PERFORM ▷ FOUR-WAY STRETCH ▷ MOISTURE WICKING ▷ MADE TO MOVE ▷ TWO-WAY STRETCH ▷ FADE RESISTANT ▷ BUILT TO ENDURE ▷ LIGHTWEIGHT FABRIC ▷ INDUSTRIAL LAUNDRY APPROVED 533.4.11 ON PRODUCT. Swingtags. Full product line variations.
543.4.12 ON-PRODUCT. Heatstamp. XSM/TP/ECH 73 % PO LY ES TER/PO LY ES TER/POLIÉS TE R 25% RAYO N/VISCOSA/RAYO NNE 2% SPANDEX/ELAS TA NO/ÉLA ST HANNE MADE IN KENYA / FA BRIQUÉ AU KENYA / HE CHO EN KENI A ▷ MADE TO PERF OR M ▷ FO UR -WAY ST RE TC H ▷ MOI ST URE WICKIN G
FOR WORK. FOR LIFE. SINCE 1938. FOR WORK. FOR LIFE. SINCE 553.4.13 ON-PRODUCT. Neck Tape.
563.5 GUIDELINES GUIDELINES.PHOTOGRAPHY 3.5 PHOTOGRAPHY GUIDELINES 3.5.1 Campaign Imagery. Mood. 57 3.5.2 Product Photography. Mood. 58 3.5.3 Social Photography. Mood 59
573.5.1 PHOTOGRAPHY. Campaign imagery Mood. 1. Bright, clean imagery that conveys our new brand platform: simple, authentic, utilitarian. 2. Models that don't look too much like models: we cast real, authentic looking personalities, and if possible real medical professionals. 3. We should aim to include pairs or group shots, that show we are a community focused brand. 4. Poses are natural and relaxed: nothing too 'fashiony' and not too 'actiony'.
583.5.2 PHOTOGRAPHY. Product Imagery Mood. 1. Product is shot on model in a clean, bright, off-white/v.light grey studio. 2. Option to show models face, or crop to unrecognisable. 3. Models are diverse in both ethnicity and body shape. Their poses are relaxed and natural. 4. Details are shown close-up and on body.
593.5.3 PHOTOGRAPHY. Social Mood. To come. Awaiting social strategy. Work Pending.
603.6 GUIDELINES TONE OF VOICE GUIDELINES. 3.6 TONE OF VOICE GUIDELINES. 3.6.1 ToV Pillars. 61 3.6.2 Promises. 62 3.6.3 Collection Promises. 63 3.6.4 Quality Promises. 64
61 WARMTH We welcome our customers into our world by speaking to them in a way that is both upbeat and accessible, Do: – Use personal pronouns ("We", "You") – Use speech-like language – Be upbeat and positive –Don'tUse youthful or immature language – Use formal, passive or impersonal language – Be cynical or ironic 3.6.1 CONFIDENCE We communicate our confidence in our brand and product by keeping our messaging clean, simple and direct –Do:Use simple words – Use short sentences – Be bold; speak in slogans –––Don'tExaggerateComplicateOver-explain AUTHENTICITY We are honest, truthful and understanding, explaining our products with an eye on their end use. –Do:Start with the facts – Speak to customer needs – Be clear and detailed –Don'tUse clichés or generalisations – Patronise the reader ToV PILLARS.
62 BRAND PROMISE. A statement of brand purpose, speaking to our heritage and trusted quality. COLLECTION StatementsPROMISES.thatdifferentiate and explain our collections' USP and lifestyle benefit. PROMISES.QUALITY A consistent lexicon of quality statements that can be rolled out across the Kindthread portfolio. AGILE STRETCH SCRUBS FOR ALL-DAY COMFORT. – Tailored Fit – Fade Resistant – 2-Way Stretch – Shape Retention ToV. Promises3.6.2
63 SHIFTS.BUSYFORSCRUBSVALUEDURABLE AGILE FORSCRUBSSTRETCH COMFORT.ALL-DAY PLANETFORSCRUBSFRIENDLY A BRIGHT FUTURE. OFSHIFTSFORSCRUBSEVERYDAYANY LENGTH. ToV. Collection promises.Collection3.6.3 promises are formed from two elements: PRODUCT FUNCTION What is this product and what is its purpose? PRODUCT BENEFIT. What is the benefit to the life of the wearer?
64 ▷ TIMELESS DESIGN ▷ BUILT TO LAST ▷ MADE TO ENDURE ▷ MADE TO MOVE ▷ MADE TO PERFORM 3.6.4 PROMISES. Quality Promises. A directory of distinctive attributes that define and articulate product quality at colleciton level across the brand portfolio. DESIGN ▷ SOFT FABRIC ▷ LIGHTWEIGHT FABRIC ▷ PREMIUM FABRIC FABRIC ▷ TWO-WAY STRETCH ▷ FOUR-WAY STRETCH ▷ 360º STRETCHSTRETCH ▷ MOISTURE WICKING ▷ WRINKLE RESISTANT ▷ BV RESISTANT ▷ INDUSTRIAL LAUNDRY APPROVED PERFORMANCE
65 1.11. Brand. OUR STORY 4 1.2 OUR PLATFORM 5 1.3 OUR BRAND PROMISE 6 1.4 OUR COLLECTION PROMISES 7 1.5 OUR MANIFESTO 8 2. Identity. 2.1 IDENTITY BUILDING BLOCKS. 10 2.2 THE LOGOTYPE. 11 2.3 TYPOGRAPHIC PROMISES. 13 2.4 UPLIFTING COLORS. 15 2.5 AUTHENTIC PHOTOGRAPHY. 17 2.6 AN AUTHENTIC TONE OF VOICE. 18 3. Guidelines. 3.1 LOGOS. 22 3.1.1 Landau Logo. 23 3.1.2 Landau Logo Minimum Margins. 24 3.1.3 Sub-Brand Logos. 25 3.1.4 Sub-Brand Logos. Essentials. 26 3.1.5 Sub-Brand Logos. ScrubZone. 27 3.1.6 Sub-Brand Logos. ScrubZone. 28 3.1.7 Sub-Brand Logos. Forward. 29 3.1.8 Logo Layout 'Dos' 30 3.1.9 Logo Layout 'Don'ts' 31 3.1.10 Promise Tag. 32 3.1.11 Promise Tag. 'Dos' 33 3.1.12 Promise Tag. 'Don'ts' 34 3.2 TYPOGRAPHY 35 3.2.1 Primary Font. 36 3.2.2 Secondary Font.. 37 3.3 COLORS. 38 3.3.1 Color Overview. 39 3.3.2 Brand Color. 40 3.3.3 Sub-Brand Colors. 41 3.4 LAYOUT EXAMPLES. 42 3.4.1 Layout Overview. 43 3.4.2 Stationery. Headed Paper 44 3.4.3 Stationery. Business Cards 45 3.4.4 Digital. Email Sig. 46 3.4.5 Digital. Website. 47 3.4.6 Digital. Social. 48 3.4.7 Digital. Powerpoint 49 3.4.8 Print. Catalog 50 3.4.9 Print. Campaigns 51 3.4.10 On Product. Swingtags. 52 3.4.11 On Product. Heatstamp. 54 3.4.12 On Product. Neck Tape. 55 3.5 PHOTOGRAPHY GUIDELINES 56 3.5.1 Campaign Imagery. Mood. 57 3.5.2 Product Photography. Mood. 58 3.5.3 Social Photography. Mood 59 3.6 TONE OF VOICE GUIDELINES. 60 3.6.1 ToV Pillars. 61 3.6.2 Promises. 62 3.6.3 Collection Promises. 63 3.6.4 Quality Promises. 64 INDEX