White Cross Brand Book

BRAND BOOK

A Family Business, Built On Exceptional Passion.

The story of White Cross is the story of the Lutfy Family. Their shared passion, spanning three generations, has enabled White Cross to offer lovingly and carefully crafted garments, innovative design ideas, and empathic, personalized customer service. For over 100 years, Montreal-based White Cross has served clients and discerning healthcare professionals from around the globe.

From The Story Of Us To A Story For Everyone.

As we look to cement White Cross as a prestigious global company in medical apparel, our goal is to capture the essence of what makes the brand and founders so special. The first step is creating an engaging narrative, rooted in White Cross’ heritage, with an emotional message that healthcare professionals will relate to.

Empowering Exceptional Achievements.

Our mission is to empower healthcare professionals around the world to achieve incredible things. This mission is inspired by the optimistic, enterprising spirit of the Lutfy family and their own exceptional achievements.

Our Values

1. Exceptional Quality

White Cross has always been known for its fine quality uniforms. Today, our flattering fits, high stitch counts, and superior workmanship reflect our 100 plus years of serving healthcare professionals.

2. Exceptional Style

White Cross products seamlessly integrate the demands of the workplace with the prevailing winds of style. Elegance is part of our heritage, from the early days of dressmaking for nurses to Madeleine Lufty’s fashion innovations created in the 1970s.

3. Exceptional Stories

Every product we make is tied to a story that relates to our heritage and our future. We engage with our clients on an emotional level, by sharing information about every collection’s inspiration, quality, and benefits.

4. Exceptional People

White Cross’ reputation remains strong due to the passion and creativity of the Lutfy family, as well as its pioneering female leaders. We understand what it takes to do a job well, just like the healthcare professionals we serve.

Designed & Crafted For Exceptional Individuals.

At White Cross, we know that healthcare professionals are often called upon to be exceptional, which is why we make our garments exceptional too. Since the early 20th century, our scrubs have always been a cut above, offering flattering fits, high-quality materials, and a superior level of workmanship, thanks to the dressmaking expertise of our founders, Sam and Rahme Ganthous Lutfy. Today, inspired by the passion of three generations of the Lutfy family, we’re dedicated to matching the achievements of our customers with garments that truly go the distance in terms of cut, comfort, and effortless style. By doing so, we’re able to offer world-class products for healthcare professionals who expect the very best from their working wardrobes.

Embrace Exceptional.

#embraceexceptional

An empowering slogan to use for campaign and brand ambassador purposes.

Rooted In Heritage, Always Looking Forward.

We communicate our products by anchoring ourselves in an idea related to our history. Our heritage is rooted in the dressmaking expertise of Rahme Ghantous Lutfy, our history of quality and cut innovation, and our dedication to serving our clients on a personal, one-to-one basis.

Collections & Stories

White Cross Exceptional versatility.

Inspired by over 100 years of expertise, the White Cross Core collection is designed to be the backbone of your working wardrobe. Each garment is made to our exact standards, with premium fabrics for extra mobility, comfort, and performance. In addition, understated detailing combines utility with effortless style, making these garments ready for any situation.

V-Tess Marvella Exceptional elegance.

Exceptional movement.

The word “vitesse” means “speed” in French – the mother tongue of White Cross’s home in Montreal, Canada. Accordingly, the V-Tess collection is designed for movement and energy, offering a range of sporty scrubs in an expanded palette of eye-catching colors. These fabrics combine fourway stretch for maximum agility along with fade resistance for vibrant, long-lasting color.

Marvella draws upon White Cross’s heritage as a dressmaker for nurses, offering a range of garments in flattering cuts and elegant fabrics, for optimum style on shift. Combining two-way stretch with an exceptionally luxurious next-to-skin feel, the range is wrinkle resistant so each garment retains its clean, sharp look throughout the day.

Collections & Stories

FIT Exceptional lightness.

The Fit collection is our most advanced range of scrubs, informed by our long history of innovation in cut and fabric. With a sleek, minimal activewear-inspired design, and an ultralightweight feel for effortless comfort, these garments also offer four-way stretch and moisturewicking properties, meaning that they will keep even the most dynamic professionals cool and dry throughout the day.

Prints

Exceptional character.

Since our foundation in 1918, we’ve built our brand on personal relationships. Our Prints collection is designed with this in mind, featuring a range of light-hearted and characterful garments designed to foster joy, lift spirits, and forge deeper connections with clients and colleagues.

A Refined Identity For A Global Future.

For the next chapter in White Cross’ story, our goal is to create an identity that marks the brand’s unique position in the marketplace – a heritage brand offering the finest quality scrubs in the world. We want to advance towards a feeling of refined, contemporary luxury, living up to Louise Lutfy’s description of White Cross as “the fashion house of Canada; just as Chanel was to Paris.“

Elements

1. A Bold Logotype

Drawing upon the modernist visual language of early 20thcentury luxury to reimagine the White Cross wordmark as a recognizable brand lockup.

2. An Evolving Emblem

Reimagining the White Cross logo as an interactive graphic element, stripped of cultural and regional associations. The logo transforms and comes to life across our physical and digital channels, providing a subtle brand statement at every touchpoint.

3. Refined Art Direction

A cleaner, more elevated direction that focuses on effortlessly stylish photography, a tighter color palette, and improved product storytelling through new collection logotypes and collateral designs.

4. Product Storytelling

Bringing our product stories to life in our catalogue and on the products, by creating a new typographic system for subcollections, and incorporating our collection stories into product collateral.

Wordmark

A sans-serif typeface that mixes modernist cool with contemporary boldness. A mixture of smooth and sharp transitions for an identity that’s open and welcoming, but designed for our digital future.

ratio of 1:1

1:1

1:1

A sharp, graphic, and adaptable symbol that outlines a white cross through negative space. It can also be broken down into four movable squares to add impact to our campaign layouts.

ratio of 1:1

Our reimagined graphic mark evokes the white cross through negative space. It is designed with the following criteria in mind:

Minimizing regional & cultural associations

There are many strong associations to a white cross on a red background, from national flags and pre-existing medical associations, to religious and countercultural iconography. By abstracting the cross through the use of negative space, we’re hoping to sidestep any confusing associations.

Improving flexibility

By using monochrome graphic elements and negative space, we’ve created a logo that can work on any product and any execution, no matter what colors surround it.

Energizing our multichannel & digital identity

Our logo is designed to transform and adapt over multiple executions, appearing as an abstracted graphic element on labels and campaign imagery and in eye-catching animations on our digital channels.

Unification of the wordmark and symbol. This variation is recognizable and elegant.

Logo & Ethos

A corporate version of the logo that includes the slogan helps promote the brand’s ethos while remaining elegant. This version should be used with diligence.

Layout: Overview

Corporate Layouts

Creative Layouts

Stationery: Business Cards

White Cross 4398 St Laurent Blvd Montreal QC

H2W 1Z5

SAM LUTFY CHIEF PRODUCT OFFICER

sam.lutfy@whitecross.com

Office. 1-123-123-1234 (ext. 000)

Cell. 1-123-123-1234

Stationery: Headed Paper

LOREM IPSUM DOLOR SIT AMET

Lorem Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Your truly, Sam Lutfy

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat vel illum dolore eu feugiat nulla facilisis

White Cross 4398 St Laurent Blvd Montreal QC H2W 1Z5

Lorem ipsum dolor sit amet 01 january 2024

On Product: Swingtags

DESIGNED & CRAFTED FOR EXCEPTIONAL INDIVIDUALS.

At White Cross, we know that healthcare professionals are often called upon to be exceptional, which is why we make our garments exceptional too. Since the early 20th century, our scrubs have always been a cut above, offering flattering fits, high-quality materials, and a superior level of workmanship. #EmbraceExceptional

On Product: Emblem

Photography Direction

A Refined and Clean Photographic Direction.

Our approach to photography communicates the superior quality of garments through an understated sense of style while referencing modernist interiors in our set design. Warm, natural light gives a sense of effortless ease, while also bringing a feeling of personality and intimacy to our campaign imagery.

Photography Direction: Mood

Photography Direction: Mood

Photography Direction: Campaigns

Photography Direction: Campaigns

Designed & Crafted For Exceptional Individuals.

At White Cross, we know that healthcare professionals are often called upon to be exceptional, which is why we make our garments exceptional too. Since the early 20th century, our scrubs have always been a cut above, offering flattering fits, high-quality materials, and a superior level of workmanship. #EmbraceExceptional

Photography Direction: Social Mood

Photography Direction: Website

BECOMING A DISTRIBUTOR DOWNLOAD CATALOG SEARCH LOGIN USD FR

CATEGORIES BRANDS NEW ON SALE LOOKBOOKS

Photography Direction: Website

BECOMING A DISTRIBUTOR

DOWNLOAD CATALOG

CATEGORIES BRANDS NEW ON SALE LOOKBOOKS

SEARCH LOGIN USD FR

WOMEN’S > SCRUB > TOPS

WOMEN’S V-NECK TOP

Knit organic cotton and extrafine merino wool-blend sweater.

· Knit insert V-neck

· Knit insert

· Angled patch pockets

· Center Back Length: 26"

63% Polyester, 34% Cotton, 3% Spandex. Made in Canada.

UPC 807715663175

SELECT A SIZE

ADD TO BAG

A Curated Palette of Impactful Colors.

The new color palette goes back to the essentials, combining utilitarian black and white with a deep red that links to our past, as well as communicates our heritage in serving healthcare professionals.

By simplifying and restricting our use of color, we increase clarity and consistency across our multichannel world.

The New Usage of the Color Red.

The color red used to be part of the old White Cross logo. We now removed it from the logo to eliminate any connotation to the Swiss flag or the red cross. The new White Cross Red will now be used across the branding either as the color for text on social media posts, as a background color for print matters such as price tags, or for emphasis on the click buttons of the website.

Red Color: Do’s

A recognizable color to be used to replace black as an accent on a creative/discretionary basis inline with guidance below.

1. GRAPHICS

- CTAS

- Website buttons

- Website breadcrumbs/navigation

- Wayfinding (eg. on location, or on foredge of catalog)

2. TEXT

- Headlines & CTAS only. eg.

- Red on white background only. Never red over imagery.

Red Color: Dont’s

1. Body copy (or anything that sits lower than the main headline in design hierarchy)

2. Product descriptions

3. Subtitles

4. Never red over an image—only ever red on WC white.

Communicating Our Brand Across Collections.

We’re putting the White Cross brand front and center in our product messaging, with a series of new logotypes for our collections derived from our main brand font. This new approach allows each collection to have a distinct identity while consistently communicating our core values of quality and style.

Collection Logotypes

Creating a harmonized typographic system for our sub-labels that clearly communicates each collection’s unique identity while retaining consistency through a shared font family.

Telling Our Brand Story on Every Product.

We want to offer our customers reassuring storytelling about our heritage future, and dedication to quality on every one of our products. By rolling out our collection stories on product collateral, we can do this with as light of a touch as possible.

On Product: Swingtags Subrand Overview

On Product: Swingtags Overview

DESIGNED & CRAFTED FOR EXCEPTIONAL INDIVIDUALS.

At White Cross, we know that healthcare professionals are often called upon to be exceptional, which is why we make our garments exceptional too. Since the early 20th century, our scrubs have always been a cut above, offering flattering fits, high-quality materials, and a superior level of workmanship. #EmbraceExceptional

Exceptional Elegance.

Marvella draws upon White Cross’s heritage as a dressmaker for nurses, offering a range of garments in flattering cuts and elegant fabrics, for optimum style on shift. Combining two-way stretch with an exceptionally luxurious next-to-skin feel, the range is also wrinkle resistant, meaning each garment will retain its clean, sharp looks throughout the day.

On Product: Swingtags Folding System

DESIGNED & CRAFTED FOR EXCEPTIONAL INDIVIDUALS.

Marvella draws upon White Cross’s heritage as a dressmaker for nurses, offering a range of garments in flattering cuts and elegant fabrics, for optimum style on shift. Combining two-way stretch with an exceptionally luxurious next-to-skin feel, the range is also wrinkle resistant, meaning each garment will retain its clean, sharp looks throughout the day.

On Product: Swingtags

Exceptional Elegance.

Marvella draws upon White Cross’s heritage as a dressmaker for nurses, offering a range of garments in flattering cuts and elegant fabrics, for optimum style on shift. Combining two-way stretch with an exceptionally luxurious next-to-skin feel, the range is also wrinkle resistant, meaning each garment will retain its clean, sharp looks throughout the day.

On Product: Swingtags

Exceptional Character.

Since our foundation in 1918, we’ve built our brand on personal relationships. Our prints collection is designed with this in mind, featuring a range of light-hearted and characterful print garments designed to foster joy, lift the spirits and forge deeper connections with your clients and colleagues.

On Product: Swingtags

Exceptional Movement.

The word Vitesse means “speed” in French – the mother tongue of White Cross’s home in Montreal, Canada. The V-Tess collection, accordingly, is designed for movement and energy, offering a range of sporty scrubs in an expanded palette of eye-catching colors. Fabrics combine four way stretch for maximum agility with fade resistance to keep the energy up as long as you do.

On Product: Swingtags

Exceptional Performance.

The Fit collection is our most advanced range of scrubs, informed by our long history of innovation in cut and fabric and designed to provide the ultimate levels of comfort, durability and performance. With a sleek, minimal activewear-inspired design, these garments offer four-way stretch and moisture-wicking properties, meaning that they will keep even the most dynamic professionals cool and dry throughout the day.

White Cross Logo

White Cross Logo Minimum Margins

Sub-Brand Logos

Sub-Brand Logos: Marvella

Sub-Brand Logos: Allure

Sub-Brand Logos: V-Tess

Sub-Brand Logos: Fit

Our Wordmark

1. This is the wordmark that appears on all branded output.

2. The logo is drawn using a slightly tweaked version of the 'Whyte Bold’ typeface.

Wordmark Black

White Cross_Wordmark_RGB_Black

Wordmark White

White Cross_Wordmark_RGB_White

White Cross Wordmark: Minimum Margin.

Sub-Brand Logos

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, there is a designed and stylized version of Whyte Medium 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: Marvella

White Cross_Marvella_Wordmark_RGB_Black

White Cross_Marvella_Wordmark_RGB_White

Marvella Black

Marvella White

Sub-Brand Logos: Marvella

White Cross_Marvella_Wordmark_RGB_Black

White Cross_Marvella_Wordmark_RGB_White

Marvella Black

Marvella White

Sub-Brand Logos: Allure

Allure Black

White Cross_Allure_Wordmark_RGB_Black

Allure White

White Cross_Allure_Wordmark_RGB_White

Sub-Brand Logos: Allure

Allure Black

White Cross_Allure_Wordmark_RGB_Black

Allure White

White Cross_Allure_Wordmark_RGB_White

Sub-Brand Logos: V-tess

V-Tess Black

White Cross_V-Tess_Wordmark_RGB_Black

V-Tess White

White Cross_V-Tess_Wordmark_RGB_White

Sub-Brand Logos: V-tess

V-Tess Black

White Cross_V-Tess_Wordmark_RGB_Black

V-Tess White

White Cross_V-Tess_Wordmark_RGB_White

Sub-Brand Logos: Fit

Fit Black

White Cross_Fit_Wordmark_RGB_Black

Fit White

White Cross_Fit_Wordmark_RGB_White

Sub-Brand Logos: Fit

Fit Black

White Cross_Fit_Wordmark_RGB_Black

Fit White

White Cross_Fit_Wordmark_RGB_White

Our Logo: Do’s

1. Use it large in the space available.

2. Wherever possible, placed it at the bottom of your design.

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 W at the bottom.

OCCASIONALY

WHITE LOGO ON A DARK BACKGROUND

BLACK LOGO ON A LIGHT BACKGROUND

WHITE LOGO ON A BLACK BACKGROUND

BLACK LOGO ON AN BRIGHT IMAGE

WHITE LOGO ON A DARK IMAGE

SIDEWAYS. ALWAYS THIS WAY ROUND.

Our Logo: Dont’s

1. Don’t ever show it in red.

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.

RED TEXT ANY OTHER BRAND COLOR SMALL LOGO FLOATING IN SPACE UPSIDE DOWN LOGO LARGE LOGO PLACED AT THE TOP STRETCHED LOGO

TYPOGRAPHY

3.2.1

Typography: Our fonts

1. Whyte Bold is only for our logo.

2. Our MAIN brand font is Whyte Regular.

3. Our SECONDARY brand font is Whyte Medium.

4. Our THIRD font for more descriptive text is Whyte Light. All are by Dinamo Foundry.

Whyte

Typography: Secondary Font

1. Our MAIN brand font is Whyte Regular by Dinamo.

2. Our SECONDARY brand font is Whyte Medium by Dinamo. It is mostly used for emphasis and it is also used for our sub-brand logo

Typography: Third Font

1. Our MAIN brand font is Whyte Regular by Dinamo.

2. Our SECONDARY brand font is Whyte Medium by Dinamo.

3. Our THIRD brand font is Whyte Light by Dinamo. It is mostly used as a reading text .

Colors: Overview

1. Our full brand palette.

2. Where possible, use all PANTONES. If only one pantone available, use the brand red and CMYK versions of the secondary colors.

3. Only use CMYK version of brand red as a last resort.

PANTONE Black 6 C

R 0 G 0 B 0

C 0 M 0 Y 0 K 100

HEX #000000

PANTONE 3517 C

R 193 G 0 B 22

C 0 M 100 Y 89 K 24

HEX #C10016

PANTONE 9020 C 25%Op

R 255 G 254 B 247

C 0 M 0 Y 3 K 100

HEX #fffef5

PANTONE Black 6 C

R 0 G 0 B 0

C 0 M 0 Y 0 K 100

HEX #000000

PANTONE 9020 C 25%Op

R 255 G 254 B 247

C 0 M 0 Y 3 K 100

HEX #fffef5

BRAND COLOR PRODUCT PALETTE LOGO & TEXT COLORS

3.3.2

Colors: Brand Color

THE WHITE CROSS BRAND COLOR IS PANTONE 3517 C.

HEX #C10016

LAYOUT EXAMPLES

LAYOUT EXAMPLES

Digital Email Signature

Digital Power Point

Print Catalog

FIRST SECOND JOB TITLE

email@whitecross.ca

Office. 1-123-123-1234 (ext. 000)

Cell. 1-123-123-1234

FIRST SECOND JOB TITLE

email@whitecross.ca

Office. 1-123-123-1234 (ext. 000)

Cell. 1-123-123-1234

Whyte is use in font weight Medium & Light at 11pt.

PHOTOGRAPHY GUIDELINES

3.5

3.5.1

3.5.2

PHOTOGRAPHY GUIDELINES

Campaign Imagery: Mood

Social Photography: Mood

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’ or 'actiony’.

Photography: Social Mood

White Cross’ social content should be within the following:

1. Repost of Influencer

2. Crafmanship of the Product

3. Campaign Imagery

4. Logo Animation

CRFT BRAND

Taking 100 years of craftsmanship into the next century.

Since 1915, White Cross has been crafting fine quality uniforms for exceptional individuals. But as we move into our second century, we’re pushing our craft further, exploring new frontiers in comfort, quality and sustainability, harnessing our craft expertise to make positive change for our community and our industry.

Name CRFT

Our brand name is all about redefining craftsmanship – though it’s pronounced “Craft”, it’s also an acronym that breaks down to define our new vision for White Cross craft into four key values: Comfort, Responsibility, Fit and Technology.

Values – Overview

Our values provide the basis for our messaging and campaign activations.

By focusing on one message at a time, we can create an articulated story that continues to evolve as we continue to offer new products.

COMFORT

Maximizing flexibility and softness with premium stretch fabrics that feel amazing against the skin.

RESPONSIBILITY

Working to reduce our impact on the planet by using more sustainable fabrics and fibres.

FIT

Offering an expanded range of sizes to help you look and feel great on shift, whatever your body shape.

TECHNOLOGY

Designing garments to work harder, with agile stretch panels and a protective fluid barrier.

Values – Messaging Comfort. (A feeling for the future)

Our starting point for White Cross CRFT is always a feeling. The way each garment moves with the body. The way our ultra-soft, breathable CRFTSLK fabric feels next to the skin. It’s about ensuring the highest level of physical comfort, so our exceptional individuals can pursue the highest levels of success as they advance into their own exceptional futures.

Values Responsibility. (Making better, for now and forever)

We know that our industry can have an outsized environmental impact. That’s why we’re preparing for a brighter future by prioritizing more sustainable fabrics, like recycled polyester and renewable, ultra soft bamboo yarns, and investing in a take-back program, so we can increase reuse of our materials. By taking responsibilty for the future of our garments, we’re also working towards an exceptional future for our planet.

4.1.3 Values Fit. (Celebrating every body)

Exceptional individuals come in all shapes and sizes, which is why we offer an expanded range of fits in all CRFT garments. By doing so, we’re encouraging every medical professional we work with to fully celebrate themselves, their achievements and their ongoing journey.

Technology. (Always achieving more)

Because medical professionals have demands that are beyond the ordinary, we’re working to make garments that combine function with superlative performance, bringing the the latest technological developments to market with every product we make. From fluid-repellent treatments to advanced design details that facilitate breathability and movemet, we’re committing to innovation so we can continue to empower exceptional achievements.

Brand Hierarchy

CORE COLLECTIONS

MAIN BRAND

CRFT PROGRAM

CRFT POSITIONING

Positioning

As a brand, White Cross CRFT exists as the innovation arm of White Cross. It continues and extends the White Cross mission of celebrating the “exceptional”, but with a focus on our exceptional future: both for our brand and our customers.

Our mission

Empowering exceptional achivements.

Our tagline Designed and crafted for exceptional individuals.

Our mission Creating an exceptional future.

Our tagline Defining the future of White Cross craftsmanship.

Extending our exceptional range

As a collection, White Cross CRFT expands our promise of offering garments for medical professionals that demand the exceptional, inspired by our 100-year history of crafting beautiful, functional unfiorms.

White Cross core

Exceptional Versatility

V-Tess

Exceptional Movement

Marvella

Exceptional Elegance

FIT

Exceptional Lightness

Prints

Exceptional Character

White Cross CRFT

Exceptional Innovation

White Cross CRFT is inspired by our history of innovation in fabric, cut and style. It is a collection in which we continually push for higher levels of quality and craftsmanship, over the CRFT values that are redefining our own exceptional future.

Web Presence

White Cross CRFT offers a separate route into the White Cross world, appearing in its own tab at the top of the White Cross website. It has its own categories, navigation and content, leading with clear storytelling around our four “Values”.

Landing Page: Choose White Cross or CRFT Channel CRFT Homepage

Defining the future of White Cross craftsmanship.

Defining the future of White Cross craftsmanship.

Ultra-soft, fluid-repellent scrubs designed for exceptional individuals of all body types.

Naming & Franchising

Our CRFT wordmark suggests many possibilities for naming garments, fabrics, initiatives and communities – taking familiar words and removing the vowels.

FABRICS

CRFTSLK

CRFTWB

CRFTMSH

CRFTLUX

INITIATIVES

CRFTWRK

CRFTPLY

CRFTMX

COMMUNITY

CRFTFLK

CRFTNTWRK

CRFTHB

PRODUCTS

CRFTSPRNT

CRFTSCRB

CRFTSTRTCH

Our Fabric CRFTSLK

Performance fabric is at the core of the White Cross CRFT name, which is why we put it to the forefront of our messaging. By telling focused stories on CRFTSLK –our wonder fabric designed for optimum performance and an ultra-soft feel – we can more clearly establish our point of difference, and set up a platform for material innovation that we can extend in future seasons.

White Cross CRFT adopts the same tonality as White Cross: inspiring and intelligent, with a restrained confidence that speaks to the quality of our garments.

CONFIDENT

Language that embraces the elegant restraint of the luxury industry, communicating with a bold simplicity that indicates our garments speak for themselves through superior quality.

INSPIRING

Language that speaks directly to the emotions, comunicating our passion for exceptional quality and inspiring our customers to aim higher and achieve more.

INTELLIGENT

Mature, sophisticated and precise language that offers useful detail about our garments, beliefs and processes.

CRFT IDENTITY

A word using C that can be arranged in a 4x4 matrix.

Speaks clearly to a higher level of quality & manufacturing excellence.

Logo Versions: White Cross CRFT Lockup

Logo Versions: CRFT Logos (horizontal and vertical orientations)

We primarly use the horizontal version, but the vertical alternative can be used where it suits the format in a more visually appealing way.

PRIMARY HORIZONTAL VERSION

ALTERNATIVE VERTICAL VERSION

White Cross Logo Hierarchy

To distinguish between WHITE CROSS and WHITE CROSS CRFT, we use a complementary logo system.

‘WHITE CROSS’ Brand world

‘WHITE CROSS CRFT’ Brand world

White Cross Logo Hierarchy

Where there is a need for extra focus on the CRFT branding, such as on a swing tag or heat stamp where the collection needs to stand out from other White Cross product, we can separate the CRFT icon from the White Cross wordmark. It is important to remember the balance in the relationship between the CRFT line and main White Cross brand. CRFT should never outshine the latter.

When Running the ICON large, the letters of CRFT should never be larger than those in the WORDMARK.

Height X

COMFORT, QUALITY AND CONSCIOUS DESIGN, FOR NOW AND FOREVER.

Height X

White Cross Logo Hierarchy

Since the CRFT brand is designed to elevate WHITE CROSS as a whole, we always make sure to connect the two in every piece of design, whether that be on garment, online or in print.

We never use the CRFT icon without also including the WHITE CROSS wordmark nearby within the same medium.

COMFORT, QUALITY AND CONSCIOUS DESIGN, FOR NOW AND FOREVER.

ICON + WORDMARK ON A SWINGTAG

WORDMARK / ICON LOCKUP ON AN ADVERT

ICON + WORDMARK / ICON LOCKUP ON GARMENT

CRFT IMAGE & ART DIRECTION

White Cross CRFT builds upon our existing White Cross art direction, focusing on simple authenticity with a cast of real personalities. But it adds elevated craft messaging and a sense of joyful optimism by introducing enhanced visual storytelling around our four brand pillars.

For COMFORT & FIT our visual storytelling is warm and emotional.For RESPONSIBILTY & TECHNOLOGY our story telling is detailed and authoritative. Together this builds an identifiable new brand image.

All CRFT product photography is shot according to White Cross main-line guidelines

4.5.2 Art & Image Direction / Comfort

Imagery for COMFORT is soft, and cosy. We always shoot with multiple models in relaxed, affectionate poses to build a feeling of warmth and emotional connection.

Art & Image Direction / Responsibility

It is important that our imagery for Responsibility focused campaigns is truthful and authentic. Here we document our real efforts towards a sustainable future. We avoid any temptation to shoot images amongst lush nature, or anything that may be percieved as greenwashing.

Art & Image Direction / Fit

Imagery for FIT is heavily body positive. We produdly show how well our collections fit a range of shapes and sizes.

4.5.5 Art & Image Direction / Technology

Imagery for TECHNOLOGY is all about materials. We show fabrics in close-up and details of how we’re crafting for the future.

CRFT GUIDELINES

White Cross Logo Positioning (On Garment)

PANT

PANT

SLEEVE CHEST

White Cross Logo Positioning (On Garment Application)

Application is sleek, sharp and minimal—a less is more approach.

We use a mixture of three application designs illustrated below and choose the most appropriate for the positioning and type of garment. eg. Style 1 on a v.fine underscrub, Style 2 for chest pocket, Style 3 for large application on rear waistband.

APPLICATION STYLE 1

HEAT TRANSFER

APPLICATION STYLE 2

Flat edged 3D application (no bevelling)

APPLICATION STYLE 3

Tone on Tone Embroidered

Swing-Tag (Embossed & Folded)

COMFORT. RESPONSIBILITY. FIT. TECHNOLOGY. Defining the future of White Cross craftsmanship.

ULTRA-SOFT, FLUID-REPELLENT SCRUBS. Designed for exceptional individuals of all body types.

FRONT NBRAND INSIDE BRAND STORY BACK. PRODUCT STORY

Neckline HeatStamp

Packaging

TBC. Dependednt on design/delivery requierements

4.6.2

Catalog Layout

Defining the future of White Cross craftsmanship.

At White Cross, we know that healthcare professionals are often called upon to be exceptional. That’s why we aim to make our garments exceptional too. Since our foundation in Montreal in the early 20th century, our scrubs have been a cut above. Today, inspired by the passion of three generations of the Lutfy family, we’re dedicated to matching the achievements of our incredible customers with garments that truly go the distance. By doing so, we’re able to offer world-class products for individuals who expect the very best from their working wardrobe.

Catalog Design aligned with rest of White Cross. Only we use a black tab instead of red.

Campaign Layout