Lectra Re-Branding Guidelines

LECTRA Brand Guidelines 2017

2

CONTENTS 05.

06.

08.

10.

12.

14.

16.

18.

20.

22.

About Lectra Brand History Brand Concept Consumer Profile Colour Palette Typography Logo Design Web Pages Brand Positioning Tone of Voice

4

LECTRA

LECTRA is a world leader in intergrated technology software, CAD/CAM equipment and other associated services designed for industries including fabric, leather, technical textiles, automotive industries and other materials for manufacturing products. LECTRA serves world wide markets including fashion and apparel, automotive and furniture as well as areonautics, marine and wind power.

6

BRAND HISTORY

Lectra was founded in 1973 by engineers Jean and Bernard

The first machine enabled a piece of clothing to be cut in all sizes from a cardboard pattern. The company launched its first CAD systems for apparel making in 1976.

In 1980, Lectra established its first foreign subsidiary in Germany followed by the United Kingdom, Italy, Spain and the United States in 1982.

By 1986, Lectra was the world’s leading CAD and CAM systems provider and the company had its initial public offering the following year. After financial troubles in the early 1990s, the company was recapitalized by Daniel and AndrÊ Harari

Lectra initially launched its Modaris software in 1984.

Its onscreen pattern modification and design systems are widely used in the textile industry, including fashion schools and colleges. Vector, Lectra's fabric-cutting technology, was introduced in 1993.

In 2011, Lectra launched its leather-cutting technology Versalis for the automotive, furniture and fashion industries.Versalis, the fastest leather-cutting solution in the industry, replaces leather-cutting typically done by hand with software and machinery that automates the process.

In 2014, Lectra partnered with ESCP Europe to establish a chair in Fashion and Technology on its Paris campus for fashion and luxury sector innovation research.

By 2017, Lectra has developed privileged relationships with customers in more than 100 countries. Its world markets cover fashion and apparel, automotive, and furniture as well as other industries.

8

BRAND CONCEPT

Lectra has expertise in all types of fashion business models and garments, such as fast-fashion, luxury, ready-to-wear, outdoor, tailored goods, denim, lingerie and more.

Lectra's fashion and apparel solutions help companies enhance their value chain and develop better collections with expertise based on best-practice methods and technologies.

Social, economic and technological developments have changed the way fashion is designed, produced and consumed. To keep up with the ever-changing industry, its expanding markets and the challenges it produces, having the ability to adapt as a company will ensure its long-term success. To meet business objectives, we provide the expertise and technological methods required that are based on 40 years of experience in the fashion world.

10

CONSUMER PROFILE

The Lectra consumer is someone who is currently working in the creative industry or someone who is studying to persure a career in the creative industry. The Lectra customer is hard working, organized and up to date on all current affairs, both world wide and within the design world.

Ensuring that they look presentable, the Lectra customer maintains a clean appearance with knowledge of current trends and the ability to adapt them into their everyday working lives.

The LECTRA demographic will consist of people aged between 20 and 40. This is because this age group will typically be those who would be interested in worldwide affairs and an insight into progression in the design world.

12

COLOUR PALETTE Our brand colours can be identified as contemopary and fresh, the kind of image Lectra wants to portray to its consumer. This colour palette was designed to be neutral and fluid and have the ability to be recognised for its specific use of Cyan Grey and acidic Green Blue.

This colour palette is a refernce to the companies French background. Founded in France in 1973 and now having it headquaters in Paris, using this neutral, but sage based tones a clear nod to the French modern and clean tones commonly used in interiors.

For Web: R:31 G:32 B:34 For Print: C:74 M:67 Y:63 K:73 1f2022

For Web: R:188 G:202 B:202 For Print: C:26 M:13 Y:18 K:0 bccaca

For Web: R:112 G:110 B:116 For Print: C:58 M:51 Y:44 K:14 706e74

For Web: R:182 G:219 B:212 For Print: C:28 M:2 Y:17 K:0 b6dbd4

When using our colour palette, be sure not to overlap all four colour once. Despite having four colours form our colour palette, only three of them are used in our distictive geometric logo. The grey tone is used as a text colour for our website and social media postings.

14

TYPOGRAPHY

AaBbCcDdEeFfGg HhIiJjKkLlMmNn O o P p Q qR rS sTt U uVvWw X xYyZ z

Athene ABCDEFGHIJKLMNOPQRSUVWXYZ abcdefghijklmnopqrstuvwxyz

The font above is used for titles across all formal documentation, webpage titles and brochures.

Futura (Light) ABCDEFGHIJKLMNOPQRSUVWXYZ abcdefghijklmnopqrstuvwxyz The font above is used for content within letters, brochures, webpage and social media content.

BREAK ABCDEFGHIJKLMNOPQRSUVWXYZ abcdefghijklmnopqrsuvwxyz The font above is used for Lectra logos, in both letter heads and branded products.

16

LOGO DESIGN 5.5 cm

In order to ensure that the logo is distinct, the logo cannot be any smaller than 1.5 x 5.5 cm

1.5 cm

MINIMUM SIZE

MAXIMUM SIZE There is not a difinitive maximum size that the logo can be, it is dependant on what the logo will be used for and where it will be placed.

The three triangles can be used on their own without the LECTRA SYSTEMS tag on our packages software

The LECTRA logo is design to portray four main characteristics, Simplicity, Effectiveness, Reliability and Progression. Through this simple logo, Lectra maintains that it will forever run as effectively as possible, always been relied upon for their fast software and outstanding service and will continue to progress along side the forever changing technology and fashion industries.

The use of this four triangle logo is a representation of the fast forward button commonly found on old VHS boxes. It is used as a way of representing the fast forward motion of the LECTRA software.

Simple, Effective, Reliable, Progressive

18

WEB PAGES The mobile version of LECTRA SYSTEMS is easy to navigate and simple to use. Much like the website version, all information is condensed into mobile format with fully useable webchats with other LECTRA users.

The LECTRA SYSTEMS webpage can be accessed through computer and is also mobile friendly. The website is complete with stunning visuals and a complete guide to all the software services avaliable.

LECTRA’s webpage was designed to be clean and easy to navigate. It’s colour palette is carried throughout the entire webpage. This design was chosen to represent the simple nature of LECTRA and maintain it’s effectiveness with the general public.

20

BRAND POSITIONING More Expensive

More Avaliable Features

Less Avaliable Features

Less Expensive

According to the Brand Positioning map, Lectra is among many competitors offering similar services. This graph helps to map out the amount of features each of these companies offer compared to how expensive there services are. Lectra is also placed on the map to give an understanding of where in the market we sit. Being that we offer a range of different features for our customers, depending on the software they require and what they are going to use it for. We are placed in pole position for offering as much as we can for the price.

22

TONE OF VOICE QUALITY SIMPLE EFFECTIVE RELIABLE HARD WEARING CREATIVE EXPERIMENTAL SOPHISTICATED FLEXIBLE

24

Lectra Sales Operations Department, 16-18 rue Chalgrin, 75016 Paris, France