the Journey to Royal Enfield brand guide
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her
Majesty’s contents
North by Northeast
East by Southeast
brand overview
crest and graphics
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By Royal Decree
36
The Crest
12
Royal Oath
38
The Royal Crest
13
Quest for the Grail
40
Borders of the Kingdom
14
Realms of the Kingdom
44
Royal Sensorship
16
The Royal Family / Traitors
48
Heraldry
19
The Court Grounds
20
Enemies of the Crown
24
Tradition
26
Historic Timeline
28
The Quest
30
Coat of Arms
South by Southwest
West by Northwest
palace standards
products nd services
54
Symbols
84
The Net Palace
56
Textures
86
The Royal Palace
58
Calligraphy
88
The Royl Satchel
60
Shades of Distinction
92
The Royal Stables
62
Crosshatch
94
The Armory
66
Photography
98
Guardaroba
68
Savoir Faire
100
Squire
69
Glossary
102
Expedition Equipment
71
Cartography
104
The Weaponsmith
74
Correspondence
106
The Quest Horse
76
Promotion
110
The Royal Archives
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North by Northeast
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Brand Overview
In this section of the guide we travel into the very brand. We explain the reasons for our quest. Take a look at the past and future of our house and plan our route with charts, maps and diagrams.
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by
Royal Decree brand overview
Royal Enfield is a luxury adventuring
When considering the core of the Royal
gear company, that markets: motorcy-
Enfield brand, the go-to concept when
cles, motorcycle accessories, camping
dealing with any aspect of the business,
equipment, clothing and accessories for
one must consider the customer a mem-
men and women as well as hunting and
ber of a Royal Family. Just as the best
fishing apparatus. Above that, Royal
materials are used to make everything
Enfield is a style, and a belief that dis-
Royal Enfield, so should the language
covery and adventure are pursuits of the
reflect a cultured and simple yet very
highest order.
aristocratic demeanor.
Our Royal family is made up of warrior
This guide through the garden maze and
poets. The expeditionaries and poets of
familiarize you with the standards of
the road that combine the ruggedness
conduct. In undertaking anything in the
of the world traveller with the sensitivity
name of Royal Enfield, one must always
of a cultured individual. These are core
consult the guide to Royal Enfield.
values that should be exemplified in every aspect of the Royal Enfield brand. From the products and packaging to copy text and customer service, all things Enfield should be strong and gentle. Much like the reputation that Royal Enfield motorcycles
have
enjoyed
throughout their history. That of style and durability.
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Royal Oath brand mission
Royal Enfield is about adventure in style.
More than that though, Royal Enfield
Distinctiveness from the traditional
offers a new perspective on the riding
“biker image” is the company’s hallmark.
and travelling on a motorcycle. It aims to
Our mission is to bring quality to the—
bring back the good old days of style
unique—relationship a rider has with her
and global discovery. When globe trot-
motorcycle. The image of the Royal
ting visionaries considered it an honor to
Enfield rider is that of the gentleman or
visit new places and learn from new
the lady.
experiences. The vision of the Royal
The brand provides a complete line of products for the modern road trip. From the legendary line of motorcycle, accessories and clothing to camping and hunting equipment. It also offers the ultimate in roadtrip preparation. Our themed bikes are complete packages of everything one might need to embark on a number of adventures.
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House for the future is to foster a new generation of riders and rebels in the tradition of the scientist adventurers and the road poets of 70s America.
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Quest for the Grail direction overview
The purpose of rebranding Royal Enfield
This rebranding initiative has its roots in
was to closer define and set the brand
the recent “retro” wave that is sweeping
apart from it’s competitors. Where in the
both the fashion and automotive worlds.
past, the brand would share similarities
In the “established style” department,
with the image of the traditional motor-
Royal Enfield has an advantage that until
cycle companies (Harley Davidson,
today went unused.
Triumph), it now sets itself apart by defining a unique tribe of followers and a turn towards adventure.
The idea of the legendary stylish motorcycles now defines a number of products and brings back the concept of the cultured adventurer. Taking a que from the days of Royal expeditions, Royal Enfield is about doing it in style.
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Realms of the Kingdom visual grids
These grids represent the Royal Enfield
The opposite page represents the new
name in its old and new incarnation. The
Royal Enfield. The image of a young man
first page represents the image that the
with an old soul. Who is respected, but
company projected until now. One of
still adventurous. Rebellious luxury.
trite machismo.
past
Royal Enfield
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the
Royal Family cutomer profiles
Fun Natalie
Retro Josh
Natalie has gotten a white collar job. She
Josh is in his late twenties. In his free
enjoys going out with her girlfriends, is
time he likes to party and is fashionable.
adventurous but not too athletic. She
He likes sports and enjoys any new activ-
often rides a bike, likes hanging out in
ity. He is not in a relationship and enjoys
small restaurants and bars. She is think-
travelling. Josh listens to grunge rock
ing of marriage. Has a couple of tattoos,
and sometimes enjoys electronic.
enjoys folk music and Jarmusch movies.
sometimes deejays in his friend’s bar. He
She likes roadtrips, and needs a stylish
is also very active on the web and enjoys
mode of transportation for the city.
reading and writing.
Creative Mike
Roaming Christine
Mike works in the creative industry. He
Christine is a young woman with mid
collects art and is a fan of things stylish.
level job or her own small startup. When
He is in a relationship but has no chil-
she isn’t working she enjoys yoga and
dren. He lives in the city and has a studio
travelling. As a traveler, she prefers the
near his home. He often attends gallery
original experience rather than the tour-
openings, concerts, likes bars and used
isty travel arrangements. She is not in a
to skateboard. He collects comic books
relationship and has many friends, who
and records. He is a fan of the modern
she enjoys spending time with, usually at
trend for retro autos, likes travelling but
home. Christine likes to listen to folk,
is also interested in riding a piece of art
jazz and ethnic music and often takes
rather a boring modern car.
roadtrips and camps for vacation.
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Traitors non cutomer profiles
Biker Bob Bob is the typical biker. The motorcycle enthusiast interested in the power and speed of his bike as well as the free and rebellious style traditionally associated with it. Her hangs out in rock bars and has children. He likes to fiddle with mechanics and has a number of tattoos. His bike is a Harley.
Banker Barbara Barbara lives in the suburbs and works in an office. She is married and has one child. Her favorite TV show is “Desperate Housewives� and she pursues an active social life. She is also very active and hands on and is a gym member as well as a hiker. Her bike is a BMW.
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the
Court Grounds brand architecture
In this breakdown, we can observe the
ture that it represents from this day
expansion of the Royal Enfield brand,
forward. The chart resembles the
from a motorcycle company like any
organization of the knight’s support
other to the aristocratic patron of adven-
within the Royal Court.
the
the
Quest
Knight
the stables
guardaroba
- Sports parts
- Women’s wear
- Motorcycles - Decals
expedition eq.
- Men’s wear
the armory - Helmets
- Tents
- Saddles / Bags
- Blankets / Sleeping Bags
- Riding gloves
- Cases
- Riding boots
- Lamps
- Riding jackets
- Outdoor cooking set
the quest steed - Roadtrip-ready bike
scribe - Bags
- Luggage - Watches
the
- Belts - Scarfs
Royal Archives
weaponsmith
- Travel guides
- Rifle cases
- Photo books
- Knives
- Hunting manuals
- Binoculars
- Socks
- Lee Enfield hunting rifles
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Enemies of the Crown brand comparison chart
In these charts we can observe the Royal
Just as important is observing the move
Enfield brand positioning in relation to
that the company is making for itself.
some key concepts as well as some of
The change in audience and concept.
the major competitive brands in the
In this first page we see the move from
same market sector.
older/casual to young/formal. Younger
Confederate
YAMAHA
Motoguzzi
Triumph
Formal
Casual
Ducati
Benelli
Harley Davidson
BMW
Older
Key
New Brand
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Old Brand
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This page illustrates the change from
In its travels, Royal Enfield has embodied
cheaper/targeted to men to expensive/
many different ideas and values. In its
targeted to women and men.
latest incarnation it represents a more sensitive and vibrant one.
Expensive
Harley Benelli
Davidson
Confederate Triumph BMW Ducati
Feminine
Masculine
Motoguzzi
YAMAHA
Cheap
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Tradition company history
Royal Enfield has more than a century’s
that defined our world. From the “flea”
history that borders on the mythic.
that was dropped by airplanes in WWI to
Quality and style have been the hall-
the Indian manufactured stylish models
mark of the brand that followed the
that now exemplify the best in collector
rise and fall of the English Empire and
bikes, Royal Enfield is moving to the new
took active part in the two great wars
exciting chapter in its history.
1851 – 1890
1900 - 1921
1931 - 1940
Evolution of Royal Enfield
Motorcycles
Establishing Bullet
George Townsend Jr. developed the
Royal Enfield cars were on the road in
Most well known offering for the Second
“Townsend cycle”, reputed for its sturdy
1902.
World War was the “Flying Flea”.
frame, a character that all Enfield bikes
Called on to supply motorcycles to the
would follow.
The Bullet 350 kick-started the post-war
Government.
models.
The 1915 make 675cc in-line 3-cylinder
In 1949, the 350cc Bullet was launched in
2-stroke prototype was the worlds’ first
India, when Madras Motors won an order
with this engine type.
from the Indian Army.
1891 – 1900
1921 - 1930
Coming into Being
The interwar years
Contract to supply precision rifle parts to the Royal Small Arms Factory in
Sales even during the depression in Great Britain towards the end of 1930.
Enfield, Middlesex. The first new design
Several machines were produced in the
of bicycle, is called the “Enfield”.
next decade, from a tiny two-stroke
In 1893 the trademark “Made Like a Gun” appeared. In 1899 the first mechanical vehicle
was
advertised
Enfield Cycle Company.
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Dropped with airborne troupes.
British War Department and Russian
by
146cc Cycar to an 1140cc.The range for 1930 consisted of 13 models.
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As we evolve, we don’t forgo the values
Thus, all of our previous incarnations still
that made us great, but rather embrace
hold true. Everything we make is of
them. In this fast paced world of metal
exce p t i o n a l
and silicone, Royal Enfield addresses the
Products and services fit for Royalty.
quality
and
st re n g t h .
soul. Puts quality and style above electronics and unnecessary frill.
1951 - 1970
1971 - 1990
1991 - 2010
A tale of three cities
Tough times ahead
Royal Enfield
In 1974 the swift, accurate and compact
1993, the Bullet 500 was launched. It
Showrooms in the UK saw everything
Japanese were nipping at the venerable
went on to become the most coveted
from 125cc two strokes to the mighty
heels of the Old Motorcycle Industry.
model of the brand.
Enfield India got squarely into the fray
2002 First cruiser, the “Thunderbird” is
with a slew of lightweight machines.
launched worldwide.
Motors only if the Bullet motorcycle was
The 80s saw the Bullet in many different
2003 The Bullet enters the Automotive
produced indigenously.
avatars. The Deluxe models appeared.
“Hall of Pride”.
The Bullet slowly evolved into the form
Enfield Bullets found a strong niche mar-
2004 Bullet Electra is launched.
we know today.
ket in the UK and Europe, among people
700cc Meteor. The Indian Army insisted that they would continue doing business with Madras
looking to come back to motorcycling.
34 men ride on a Bullet simultaneously,
In 1960, the badge arrangement with
setting a new world record.
Indian (Of America) had ended,
2005 Royal Enfield India Celebrates 50
By 1970, Enfield India was a company
glorious years of motorcycling and
established in its own right, and with a
unveils a blueprint for the future.
production line going full steam, the
2008 Royal Enfield exports India’s first
need for collaboration with Enfield of
EFI, Euro III compliant motorcycle.
the UK and Villiers of the UK was no longer seen.
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Historic Timeline logo history
The formal representations of the Royal
can be used as parts of graphics, with-
Enfield have always been restrained and
out though representing the brand
stylish. For years though, they follow the
alone. As backgrounds or graphic ele-
same theme. In this new era, these signs
ments for example.
1861
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1891
1916
1932
1938
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1952
1960
1980
2005
2008
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the
Quest company structure
at Home
On the Road
After Trip
6 7 8 9 10
15
the rider
1 2
Men’s & Women’s Fashion Casual Accessories
Riding Accessories
The Road Poets Collection
Luggage Camping Equipment Hunting Equipment Roadtrip Guides
the bike
3 4 5
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Riding Accessories Maintenance Manual Bike Cover
11 12 13 14
The Bikes Saddles Road Repair Kit The Quest Steed
16 17
The Viewing Collection Aurhorized Service Stations
at Home
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1 2 3 4
On the Road
5
6 7 8
9
10
11
12
13
After Trip
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15 16 17
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Coat of Arms
logo design process
In developing the new logo for the Royal Enfield brand, the main concerns were communicating the tradition and quality involved. Embrace the spirit of Royal explorers and poets of the road. Animal avatars, crests and crowns were used as well as symbolic and abbreviated forms of the name. The new logo expresses style, tradition and motion. It balances between the vintage and the modern and evokes a familiar memory.
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The first attempts at type lock-ups and a crown design.
Specialized type and spirit animal final attempts
A concept attempting to meld a vintage and a more modern style
Simplified bannes version
The secondary choice for a final verison of the crest with a type lock-up and an animal spirit logo.
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East by Southeast
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Crest and Graphics
This part of the guide deals with the rules surrounding the Royal Crest and the image styles that should accompany the concepts surrounding the crown at all times.
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Se
the
Crest final mark
In developing the new logo for the Royal Enfield brand, the main concerns were communicating the tradition and quality involved. Embrace the spirit of Royal explorers and poets of the road. Animal avatars, crests and crowns were used as well as symbolic and abbreviated forms of the name. The new logo expresses style, tradition and motion. It balances between the vintage and the modern and evokes a familiar memory.
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the
Royal Crest logo base styles, sizes and negatives
The Royal Enfield logo is the main component of the brand identity. It should be included in all promotinal and correspondence material produces for the company. It should adhere to the guidelines marked in this guide.
2 Inch
1 Inch
The Royal Enfield logo should not be reprosuced smaller than 0.5 inches . 38
0.5 Inch
Se
The textured version of the Royal Enfield log can be used in all the same ways that the regular one can be except that it can never be smaller than 1 inch.
The logo can also be used in two parts. The script and the crown.
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Borders of the Kingdom logo outlines
The Royal Enfield crest can be used with an outline. When the occassion calls, either as printed graphic or sculpted object, the design should follow the quidelines specified on this page
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clear space
In placing the Royal Enfield logo on any printed or web application, there should always be a clear space of 1X around the logo, where X = the hight of the crown in the middle.
X X
X
X
X
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cropping
Logo applications can vary in opacity when used with Royal Enfield textures and colors. The logo can also be applied in part, but always visible for at least a 3X / 3X (X=height of crown) square.
3X
3X
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Royal Sensorship logo dos and donts
The logo can be applied in transparency, but only on slight textures. When placed on an image, the logo should be in either black, white or a brand color, but never in partial opacity or other effect.
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It can’t be skewed.
It can’t be filled with an image.
It can’t be filled with a pattern.
It can’t be substituted with a typeface
Royal Enfield no shadows
Royal Enfield It can’t be abreviated
R.E. Royal E. only approved outlines
no random overlays
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logo color range
The Royal Enfield logo can be applied in
ors that would misrepresent the brand.
any brand related color. That means
When applying color to the logo please
warm and natural colors. It should never
consider contrast and visibility.
be applied in bright and saturated col-
Colors that are to bright should not be used for brand designs. Ever.
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Heraldry logo applications
In applying the Royal Enfield crest all the
The logo can be used as both a small symbol
previous stipulations apply. The sign
or a background texture. When a very small
should not be replicated in austentatious
sign is required, the crown can be used by
colors or in unflattering angles. Textures
itself. When applying these symbols onto a
andn scratches are often used in the
layout, they should be given adequate nega-
brand. These textures should be interest-
tive space to be well visualy framed.
ing and flawed. Preferebaly textures like metal, old wood, fabric or leather. Never ones like shiny plastic or carbon fiber.
The design of the Royal crest allows for both a central and an edge alignment. It is up to the art director to place the symbol. While following all the other rules in this guide.
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West by Soutwest
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Palace Standards
In this section of the guide we travel into the very brand. We explain the reasons for our quest. Take a look at the past and future of our house and plan our route with charts, maps and diagrams.
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Symbols graphics and decorations
These are some of the graphic elements that can be used within brand guidelines. The use of these symbols is at the discretion of the creative director (unless specified otherwise). These, and any other symbols should be used tastefully and as secondary signifiers rather than main elements.
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Textures texture profiles
The Royal Enfield brand often utilizes
are used to create a feeling of familiarity
textures as backgrounds. Textures like,
and tradition. They should be used in low
old paper, cracked wall, soil, fabric. They
opacity with gentle color variations.
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Calligraphy typography directions
In setting type for Royal Enfield promo-
titles and high hierarchy and Univers for
tions and collateral, the basic two type-
text and low hierarchy. Too much leading
faces that should be used are Serifa bold
or tracking should not be used but legi-
cnd. and Univers 57 cond.. Serifa for
bility should always be maintained.
PRIMARY
TITLE FONT
Hoefler Text Italic Sw Sc AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz?,”&*$%@#{](). Luckily, I did want to go. I was on the hunt Spain... Any of the Hoefler Text typeface weights and styles can be used for the brand
Luckily, I did want to go. I was on the hunt Spain... Luckily, I did want to go. I was on the hunt Spain...
Luckily, I did want to go. I was on TEXT FONT
Gotham AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvXxYyZz?,”&*$%@#{](). Luckily, I did want to go. I was on the hunt not only for an idyllic beach getaway, but also for a hidden group of people who call themselves Mexicanos negros (black Mexicans). The end of slavery after Mexico’s independence from Spain...
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SECONDARY
UNIVERS 45 Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz?,”&*$%@#{](). Luckily, I did want to go. I was on the hunt not only for an idyllic beach getaway, but also for a hidden group of people who call themselves Mexicanos negros (black Mexicans). The end of slavery after Mexico’s independence from Spain...
WEB
If at all possible, any web application
with sans serif texts should be kept. An
involving the brand should adhere to the
example would be to use as substitutes
same rules of typography. If impossible
Rockwell and Helvetica.
then the combination of slab serif titles
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Shades of Distinction color directions
The majestic colors of the landscape
Colors use for the Royal House should
change as we journey on. Transitions are
always be warm and inviting. Natural and
natural, never jarring, always familiar.
active, but never crass. Some examples:
PANTONE
PANTONE
PANTONE
704C / 194U/ 194M
5767C / 5767U/ 5767M
4515C / 4515U/ 4515U
R:190 G:30 B:45
R:190 G:30 B:45
R:190 G:30 B:45
C:17 M:100 Y:90 K:5
C:75 M:45 Y:100 K:0
C:75 M:45 Y:100 K:0
PANTONE
PANTONE
PANTONE
4515C / 4515U/ 4515M
1595C / 1595U/ 1595M
2573C / 3573U/ 2573M
R:190 G:30 B:45
R:190 G:30 B:45
R:190 G:30 B:45
C:17 M:100 Y:90 K:5
C:75 M:45 Y:100 K:0
C:75 M:45 Y:100 K:0
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Crosshatch pattern suggestions
Royal Enfield employs many plaid patterns. All in the understated color palette the brand uses. These patterns are mostly used in product fabrics and packaging. When used in other applications such as print and web, they are used subtly and not as the main component.
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Photography image style
When dealing with brand images, the
When Royal Enfield bikes are photo-
color profiles should match those of the
graphed, they should follow the same
brand. Natural colors with low satura-
color and texture guidelines that the
tion. People in photos should be in
other photos do. The bikes should be
motion or casual positions. Never posing
treated as jewels and more often than
directly for the camera. Other image
not, shot without riders. Motion shots on
themes relevant to the brand are those
the road can also be used but to signify
of rustic destinations, winding small
enjoyment, rather than performance and
roads, foggy landscapes, old English
riding skill. Complimenting the bike
castles, stylish city neighborhoods, old
should be an interesting backdrop.
topographic maps and historic expedition photos. Understated vintage frames can also be used in company collateral.
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Savoir Faire
layouts
In all company communication, verbal
The sample text below features an exert
and written, a certain standard of lan-
from one of the Royal Enfield travel
guage should be maintained. Both the
essays. It demonstrates the formallity
brand and the customers should be
and sensitivity that all copy regarding
treated like Royalty. Quality and tradi-
Royal Enfield should follow.
tion are our milestones.
sample text
Romance, as it confirms human agency
to the picturesque traveler. He would not
with regards to understanding the world
bring this intention of travel into con-
and organizing one’s existence, is an en-
flict with the other more “useful ends of
abling genre. Northrop Frye identifies
travel,” but he also offers it as a goal for
“romance” in its questing, adventurous,
those who “travel without any end at all.”
persistently nostalgic, and “perennially
Gilpin even describes the amusements of
child-like quality” as the “nearest of all
picturesque travel as a sort of adventure:
literary forms to the wish-fulfillment.
Romance, as it confirms human agency
Arguably, many of the texts that we have examined over the course of the term can be understood as (more or less)
with regards to understanding the world and organizing one’s existence, is an enabling genre.
participating in the affirmative conven-
Northrop Frye identifies “romance” in its
tions of romance in the ways that they
questing, adventurous, persistently nos-
show men and woman turning travel
talgic, and “perennially child-like quality”
into a journey. Take for instance Gilpin’s
as the “nearest of all literary forms.
essay “On Picturesque Beauty:” what a light hearted quest it is that he assigns
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Glossary definitions
Royal Family: Clients
The Lee: Rifle
Lord: Man
Quest: Road trip
Lady: Woman
Tradition: History
Court: Audience
Milestones: Brand Core
Crest: Logo
Guardaroba: Wardrobe
Kingdom: Products
Armory: Riding Equipment
Expedition: Camping
Weaponsmith: Hunting Gear
Palace: Store
Royal Archives: Publication
City: Town
Online Palace: Company Site
Manor: Home
Scribe: Accessory Boutique
Kingdom: Products
Stables: Motorcycle Store
Steed: Motorcycle
Cartography: Layout
Weapon: Gun
Satchel: Shopping Bag
Blade: Knife
Heraldry: Logo Application
Lantern: Flashlight
Distinction: Company Line
Optics: Glasses
Calligraphy: Typography
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Cartography layouts
Layouts regarding Royal Enfield will
For clarification and ease, here is fea-
evolve and adapt to circumstance. The
tured the detailed layout of this docu-
same quality and sensitivity that charac-
ment. One of three columns and three
terizes the company should be repre-
rows that demands the use of ample
sented in this instance as well.
negative space.
TYPESETTING
Hoefler Text B/Italic Sw SCAll . 18/21 . +10 Gotham . Book . 10/14 . +25 Gotham . light . 8/12 . +25 . Paragraph space between: p6 . Full alignment. Gotham . light . 8/12 . +25 . Paragraph space between: p6 . Full alignment. Gotham . light . 8/12 . +25 . Paragraph space between: p6 . Full alignment.
Gotham . light . 8/12 . +25 . Paragraph space between: p6 . Full alignment. Gotham . light . 8/12 . +25 . Paragraph space between: p6 . Full alignment. Gotham . light . 8/12 . +25 . Paragraph space between: p6 . Full alignment.
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Correspondence personalized corporate cards
personalized
store card
logo cut-out
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letterhead label greeting card
letterhead
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Promotion advertising applications
All advertising applications in the name
Other than the all of the previous pro-
of the Royal house, should first, and fore-
motional efforts though, the company
most respect the guidelines put forth in
employs some guerrilla marketing tactics
this book. Royal Enfield employs a wide
too. Most usually to insert Royal Enfield
rage of advertising methods. From ads
promotions in the landscape in a more
in popular publications and an active
natural and camouflaged manner. As if
presence on the internet, there are bill-
they have been there for decades. Such
boards, brochures and mailing cards.
as painting an old barn. Also, in many of
All graphics, copy and images in Royal Enfield’s presence exude the same quality and soul that characterizes the entire brand. Landscapes should be rustic, typography should be understated and distinctive and the copy should adhere to the savoir faire that the company uses in its communications.
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the collateral put forth, there is a cut out of the Royal Crest that the Royal Family is prompted to tag where ever they may travel on one of the house’s steeds.
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Road Royalty
The Prince in this Royal Family. An agile, well bred steed fit for the town as well as the hunt.
SCEPTER 500E
Join the Royal family. Be the road poet, the explorer, the stylish traveler.
400cc . V6
www.royalenfield.com
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advertising applications
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catalog
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North by Nortwest
Products and Services
In this section of our journey we discover the service provided to our Lords and Ladies. In every Royal Place around the world, and online, these goods and activities culminate the quality and tradition that is Royal Enfield.
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Net Palace web site
The modern age demands that a Royal
The motorcycle shop is obviously a pri-
House have a palace online. Welcome to
ority but it is also linked to all other retail
the net gardens of Royal Enfield. A new
items from the palace. Other than that
site that offers everything the modern
though the visiting Royalty can view in-
noble on a quest might need.
teractive roadtrip guides, style catalogs,
The new site, is redesigned around the entire service that the company provide rather than centering around market-
new opinions on travel, a dedicated blog and information on the Royal House and its genealogy.
ing the motorcycles. Through the home
As the brand moves to a new era of
page, the visitor is offered a number of
services and communication with its
choices on which direction of Royal En-
audience, it also widens its community
field he or she wishes to view.
appeal. Through fostering quality road travel and a new ethos in motorcycle culture, in literature, photography and the global riding community.
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the
Royal Palace retail locations
Welcome your Grace. This is your palace.
viewed as pieces of art and be allowed
In these walls, you will be treated with
to “breathe”. Other than clothes, acces-
Royal respect. Here is Rooyal Enfield
sories and steeds, the Palace features
central. In Place stores throughout the
expedition equipment and a bookstore
world, the Royal House exhibits its fine
with selections from the Royal Archives.
products and expresses its thoughts and
Although hunting gear are sold, the Lee
plans for the future.
Enfield riffle can be ordered through
Each Royal Enfield Palace is decorted according to company standards, sent out each month. The stores are clean,
the stores but not bought on-site. There is always a non functioning sample for showing purposes.
not too fancy and feature decorations
As there is a new spirit of fostering the
that fortify the “traditional rebelion”
world’s riding community into a new era,
concept of the company. Stores fetaure
oftentimes products from collaborating
a certain amount of product and motor-
companies and artists will be featured in
cycles but always in a minimal and re-
the Palace.
spectable fashion. All products should be
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the
Royal Satchel packaging
There are two main packaging systems
The second tier of packaging that the
(satchels) that the Royal Enfield brand
brand utilizes is that of shopping bags,
uses, throughout the empire.
wrapping paper and small boxes that
The first tier of packaging used for all the Royal products is the company one that the products are shipped in. This packaging is uniform throughout the world of Royal Enfield.
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have store information incorporated on them. This packaging is to be used instore to the sales department’s discretion and is provided by the company.
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the
Royal Stables
Royal Enfield motorctycles
As much as Royal Enfield has grown and
The entire Royal Enfield motorcycle line
expanded, its soul and biggest seller, still
has been renamed to reflect its heri-
remain the world renowned Royal Enfield
tage. The Biggest model (1200 cc.) is the
Motorcycles. Or our Steeds as we like to
Hegemon. There is also the 600 cc. Joust
call them. Legendary not only in name
and the 400 cc Scepter.
and performance but most importantly in their unique style.
Other than the manufactured models, through the Net and Royal Palaces, the
incarnation
Royal Family can design their own cus-
frames the motorcycles in the atmo-
tom bike with dozens of alternatives to
sphere they themselves inspire and de-
choose from.
The
company’s
newest
serve. They are now thought of more as emblems of elegance. Machines that the dignified and imaginative will prefer.
In the final chapters of this guide the crown steed of our line is also revealed. Travel on.
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The
Armory riding accessories All questing Lords and Ladies should visit the Armory before venturing beyond their manors. The Armory line of products will accompany them in their travels and provide comfort, safety, quality and style. Royalty burdens responsibility. The new line of riding accessories by Royal Enfield is made with the best materials and is of the highest quality. Helmets, goggles, boots, gloves, saddle bags, jackets, scarfs and riding pants are some of the Armory’s offerings.
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The products in this line are not only made to complement the style of the motorcycles but also the garments under the Royal Crest. Riding accessories are sold side by side with the steeds and customers should be prompted to complete the purchase of one with the completion of a riding ensemble. Our accessories are offered in consideration of both Lords and Ladies and are offered in various styles.
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riding boots
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Guardaroba men & women’s wardrobe
Influenced by the traditional English
This line of products centers around the
style and materials inspired by adven-
casual apparel, but is created to comple-
ture and freedom, Royal Enfield offers
ment both the motorcycles and the Ar-
the definitive wardrobe collection for the
mory brand. These garments are meant
Aristocrat Rebel of the modern world.
to complete the new image of the rider/
The Guardaroba embraces the glorious
poet that the company fosters.
fashion of Royal ancestry and infuses it with the active spirit of youth.
Guardaroba is one of the two lines of products by the Royal House that re-
This complete line of apparel features
ceives its own promotion budget and is
the Lord and Lady lines. It is also sub-
featured in other stores other than Royal
divided into archetypal ensembles that
Enfield ones. The apparel line is consid-
use several of the line’s objects. All prod-
ered to be characterized by the riding
ucts are made of the best materials and
traditions but not bound by them.
follow the company’s color and design outlines. Each season, the company decides on its new offerings which can be found online and in Royal Palaces.
In that sense, the Royal Enfield Guardaroba is featured in fashion magazines and style blogs and publishes its own catalog and ads. It occupies space in popular media and hosts events that center around it. This part of the company should be considered a symbiotic but independent organism. It can be featured in other appropriate settings and coupled with other quality products, other than Royal Enfield ones.
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luggage
walets
hats
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Squire men & women’s accessories Extending the Gurdaroba is the Squire
Every Royal escapade should be adorned
line which offers complementary acces-
with the help of the Squire. As the Guard-
sories for the Lord and Lady. Although
aroba makes sure that the rider looks
this is quite a limited line of products,
great, a visit to the Squire will complete
each item is carefully designed to com-
the Royal look and provide with beautiful
plement the Royal image and the Guard-
and useful accessories. The offerings un-
aroba and Armory products.
der this line are inspired by luxury materi-
This line handles a wide range of categories. In a selective manner though. Each season, the company designs a small number of complementary objects, that orbit the Royal fashion sense. Some examples are: a luggage set, wallets, handbags, shoes, caps, hats, scarfs, watches,
als and a youthful exuberance. Although maintaining the image of distinction, the accessories are meant to complement even the youngest members of the Royal Family. They are all also designed with the adventure in mind. Durable and in tune with earthy qualities.
socks, jewelry... etc.. All the products
The accessories in the Squire line bal-
are created with the highest standards
ance between the rural and urban. The
in mind. Oftentimes with the collabo-
rustic materials and modern style com-
ration of other noted brands. Such as
plete each other to create the look of the
the Braille watches made for the Royal
fashionable expeditionary.
House in 2011.
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outdoor blankets
Expedition Equipment camping equipment
The Expedition equipment line embodies
These products have been specifically
the new soul of the Royal Enfield brand.
created with the camping; or hunt-
In embracing adventure, the Royal family
ing trip, in mind. The complete line will
provides the best in camping and out-
ensure that the customer has for all his
door equipment for today’s rider.
basic needs in the outdoors.
All expedition equipment, is first and
All the products in this line are created
foremost engineered to be carried on a
with the highest standards and the fin-
Royal Enfield motorcycle. The Expedition
est materials. They were designed in
line offers a wide selection of equipment
H.M. Royal Small Arms Factory in Enfield
in select designs. Staring with the tent,
and their materials are meant to endure
to sleeping and sitting, blankets, camp-
military hardship. They have kept though
ing tool set, lamp and radio.
the style of the British Army during the reign of the British Empire. The image of Sir Laurence of Arabia is blended with modern engineering to create the finest in outdoor gear.
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the legendary
Lee Enfield
Rifle centennial edition
The refurbished centennial edition of the Lee Enfield rifle is every gun collector’s dream. The legendary riffle that built the British Empire and was revered for it’s accuracy, stability and durability is continuing it’s bloodline with a worthy heir. This new version of the riffle is made with the same excellent materials, hand crafted and individually numbered.
specifications
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Caliber: 12.8
Ammo: 12
Trigger: Spring
Scope: yes
Max Range: 900
Weight: 8lb
Top Range: 1100
Barrel Length: 78cm
Handle: Rosewood
Balance: Custom
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the
Weaponsmith hunting and fishing equipment
The Royal Small Arms Factory in Enfield,
The hunting gear department of Royal
UK is now in collaboration with the Royal
Enfield, deals in only the Centennial
Enfield company. As the Royal host of
version of the Lee Enfield riffle and the
aristocratic adventures, Royal Enfield has
equipment needed to maintain and use
taken it upon itself to continue its grand
the gun for hunting. The archival case )
tradition and provide the best equip-
seen above) is the one the riffle comes
ment for its patrons. In motorcycles as
in and it is equipped with a cleaning kit.
well as hunting gear.
For our Lord’s pleasure, there is also a
After half a century of divide, the Royal Enfield motorcycle company and the Small Arms Factory in Enfield (where the company used to be based) have again joined forces. This joyous union has pro-
strap for the gun, a scope, a carrying case, and hunting belt. All of the above are made of the same premium materials and complement the Royal Enfield line of clothing, and riding accessories.
duced offspring of the noblest blood.
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the
Quest Horse roadtrip-ready bike Before embarking on a quest, the trav-
The Quest Horse is a Hegemon Motorcy-
eler will visit the Palace’s many depart-
cle, with sports specialty additions and
ments and compose the preferred riding
the appropriate gear for a camping road
apparatus. That task has been stream-
trip already attached to it. The purchase
lined into this complete ensemble.
of this package deal will not only provide the Royal Family with a great solution, but also save $500 approximately.
1 Heated Handles
8
9
Helmet
Personal Bag
12 Waterproof Cases
11 Expanding Grid
6
2
10
Heated Seat
Fog Light
13
Comfort Seat Rear Suspension Reinforcement
15 Sport Gearbox
3 Sport Suspension
5 Sport Differential
7 Sport Transmission
4 Off-Road Tires
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1
8
9
12 11 6
2
10
13
15
3
14
5 7
4
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the
Royal Archives publications
Road Poets
The Royal Archives are the publica-
The
tion arm of the company. Although the
up of travel essays by visiting travelers.
production is completely outsourced to
They are poetic representations of the
Jafran Books, the Royal Enfield House
world on the road.
maintains complete creative control over
collection is made
Expedition Guides are leath-
all products and licences pertaining to
The
its activities.
er-bound travel guides for road trips. They cover destinations from all over the
Within the Royal library of archives there are three collections:
world and offer unique information for a majestic, safe and affordable journey. The
Viewing
Collection is made up
of coffee table books with images from travels of professional photographers in the Royal Service, of interesting locations around the world.
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the
Epilogue As our journey comes to an end, what
As in all our travels, we had fun on this
is it that we feel? Is it nostalgia for the
one. Even in difficult times, our fortitude
good times we had or an ever growing
prevailed. Did we learn anything? Or did
yearning to come home. The Royal En-
we create more questions that we set
field brand accompanies us in both. On
out to answer? Hopefully, managing the
the one hand it embraces the majesty of
Royal Enfield brand, will always be an
the open road and on the other it honors
river, rather than a stagnant pond. Ever
noble familiarity.
flowing, always Informed by the tradition that came before it.