BRAND HANDBOOK
CONTENTS INTRODUCTION
6
IDENTITY
9
VALUES
16
BRAND POSITIONING & ARCHITECTURE
24
STANDARDS & EXPECTATIONS
28
INTRODUCTION
This handbook has been created as a guide for all employees and stockists of Jamie Long London. The aim of this handbook is to evoke the personality and values of our brand whilst giving a firm understanding of its positioning and expectations. These will be expanded on in this handbook. Jamie Long is a luxury heritage menswear brand launched in 2014 on Savile Row, London. Our modern twist on classic mens tailoring combines a forward thinking approach to design innovation to create a progressive, modern and, most importantly, unique menswear label. As Jamie Long continues to expand, this handbook is to be used as a guide and referred back to for all matters regarding visual merchandising, store layout, visuals and staff standards throughout our stores and corporate offices.
IDENTITY
Jamie Long’s visual profile combines a modern sleek approach to fine tailoring with British heritage. These are core to our brand image and are present in our visuals and products. Inspired by industrial heritage of industrial Britain, the brands imagery combines with modern minimalist tailoring to create a sleek and contemporary approach to branding. LOGO & SIGNAGE The logo has been designed as a signifier for the brands values, reflecting them in a modern and clean way.The bold font in stark black gives a contempory and minimalist look, complimenting the brands design ethos, showcasing an efficient industrial look. The fonts used in the logo are bold and modern, demonstrating the minimalist approach to our brands design principles. Signage for our store will be extremely subtle, reflecting the brands personality. Store fronts featuring heritage brickwork will be adorned with the brands logo and the same minimalist fonts. TYPOGRAPHY The typography used throughout the company are variations of Helvetica Neue and Gills Sans. These are both to be used in the ‘light’ weight and included in all materials produced under the Jamie Long brand, maintaining its image and aesthetic. PACKAGING Packaging features the logo prominently.The bags will be changed every season to reflect current trends and colours. It is the aim of the brand that these bags will become a status symbol for customers. The cardboard bags will be sturdy to give a sense of solidarity and luxury. This adds to the palpability of the brand.
LOGO
TYPOGRAPHY
HELVETICA NEUE BOLD GILLS SANS LIGHT HELVETICA NEUE ULTRA LIGHT
PACKAGING
VALUES
Jamie Long holds the following values and maintains them to a high standard throughout the brand. These are integral to our brand and are at the core of what we do, now and always.
FASHION FORWARD
The brand will strive to excel current trends, pushing forward the boundaries of contemporary mens tailoring. This is achieved by ensuring we stay on the cutting edge of tailoring technology and trends, delivering in them in classic Jamie Long style, with a innovative twist only we can provide.
TAILOR MADE
Jamie Long is a ready to wear brand, with cuts and tailoring that give our customers a couture finish. The feeling of luxury is absolutely essential to the Jamie Long experience, ensuring that our customers develop strong brand loyalty, growing with us over time. Our luxury approach to minimalist style is a unique combination of excessive fabrics and design.
HERITAGE
The brand draws on an industrial heritage which features prominently throughout our store and our overall aesthetic. It is subtly woven into the fabric of Jamie Long and incorporated into everything we do. Our youthful, sophisticated style is based on contemporary interpretations of industrial British heritage, which has been combined with our spiritual home in modern cosmopolitan London.
BRAND POSITIONING & ARCHITECTURE
Jamie Long is a hybrid brand which will compete with the tailors of Savile Row, such as Gieves & Hawkes and Henry Herbert, as well as high street brands, such as Reiss and Ted Baker. Our positioning in this middle ground between the two opens up both markets for us, attracting customers from both. Prices reflect the positioning of the brand ensuring we don’t alienate our customers with ultra-high end prices, this is to be made clear in stores, with service that reflects high end luxury.
Jamie Long carries a range of accessories, including bags, shoes, belts, underwear and seasonal accessories. These are priced more accessibly to increase brand recognition and exposure.
STANDARDS & EXPECTATIONS
All Jamie Long staff members are expected to adhere to the brands following standards and expectations. This is to ensure that the Jamie Long experience is consistent and excels customers needs every time they visit us now and into the future. Your are expected to be: QUALIFIED All our staff members should be fully trained and know exactly what they are talking about in their assigned roles at the brand. Store assistants should be fluent in English and ideally in one other language, catering to the international nature of our brand and its multi-cultural London home. PROFESSIONAL Staff are expected to be professional at all times, catering to the needs of clients and pre-empting their needs. They should be polite ,friendly and approachable at all times. UNIFORMED Our staff are to wear Jamie Long products. They should make and effort to dress appropriately for the brand, coherently fitting into the brand ethos. Suits and blazers are the staples of the uniform, with shirts or t-shirts staff prerogative.