Sears holidaylook 050111 ms2

Page 1

Holiday Icons


Holiday Icons The pictogram-like quality of the icons tie into the helpful, informational aspect of the Real Help for the Holidays positioning. They also mirror the notion of Sears as the place that can bring simplicity to your holiday shopping. The icons make things less complicated and chaotic because everything you want for your loved ones can be found in one place, Sears. The ultimate holiday gift giving destination.


ICON USAGE

• Never use a single icon to represent a department or specific brand. • Icons can be used individually as long as they are treated as an abstract graphic element (e.g. large, cropped background element). • Can use in large graphic pattern or smaller groupings with the following stipulations: - Minimum groupings of three, with at least one holiday-specific icon (e.g. snowflake, tree, gift etc.) - Only use the supplied holiday icon pattern. Do not alter or create new versions. - W hen using as border, must proportionally match spacing in pattern and holiday-product-holiday-product icon order. Border can only be one icon wide. • Use groupings thoughtfully and make sure they are relevant to purpose: - To represent a broader category (i.e. hard lines, soft lines; men, women, kids) - To cross-promote - To create department specific stories (i.e. groupings of appliance icons for Home Appliances or clothing icons for Fashion/Apparel, etc.), • Tint back to use as subtle background graphic/add background texture. Use approved tint values.


HOLIDAY 2011

|

ICONS


HOLIDAY 2011

|

ICON GROUPING EXAMPLES

HOW TO USE - icon groupings should be department specific - groupings should never have more than four unique icons (not counting seasonal elements like the snowflake) - icon groupings are meant to create a visual story for a specific department

Tools grouping

Apparel grouping

Home Applicances grouping

Consumer Electronics grouping


HOLIDAY 2011

|

HOLIDAY PATTERN


HOLIDAY 2011

|

ICON

HOW TO USE - single icons can only be used as large, dynamically cropped elements - their purpose is to provide an abstract background visual; they should never be a primary element or used uncropped, as this can give them a logo-like appearance - single icons can be paired with a season-specific icon (such as a snowflake) as long as the seasonal icon is used as a secondary (smaller) element and cropped in a similar dynamic manner - single icons should always be tinted back (see color page for approved values) to provide contrast to the main color

Single icon, dynamic cropping

Single icon with secondary seasonal icon, dynamic cropping


“S” Icon The purpose of this mark is not to replace the current logo, but to create a dynamic element that provides a shorthand way to refer to the brand while still linking directly to the logo. It expands the visibility of the brand in a fresh new way that builds the equity of the current Sears logotype, rather than competing with it. Conceptually, “sears” starts and ends with “s,” much like the consumer’s shopping needs begin and end with Sears. As the brand moves forward and covers new ground, devices such as this will help extend the brand beyond the confines of a singular look. “S” ICON BENEFITS FOR HOLIDAY

• Provides a simple branded visual that aligns with straightforward icon style. • Including the “s” with icon groupings gives them a sense of ownership as well as an ownable, branded look. • Helps to further ground the icons within the Sears visual landscape. • Graphic element that is used more as a branded tag to hang on the icons rather than a shortened version of the Sears logo. • Can be used as a primary or secondary element, depending on the level of branding required.


HOLIDAY 2011

|

“S” ICON HOLIDAY CONTAINERS


“S” ICON USAGE WITH HOLIDAY

• Must always be in a holiday-themed container (ornament, tree, present, snowflake). Do not use “s” by itself. • Do not use more than one “s” icon per collateral piece. • “s” icon should always be clearly visible against other icons, whether through larger size or increased opacity. “s” icon should not feel like it’s being hidden among the other icons. • In general, the “s” icon and Sears logotype should not be used on the same item. If they are both used, a generous amount of space should separate the two elements.


Holiday Icon Applications


HOLIDAY 2011

|

PAPER ICON ORNAMENTS


HOLIDAY 2011

|

PAPER “S” ICON ORNAMENTS


HOLIDAY 2011

|

TREES


HOLIDAY 2011

|

WREATH CENTER WITH ICONS


HOLIDAY 2011

|

WREATH CENTER WITH MESSAGING


HOLIDAY 2011

|

BOX DISPLAY EXAMPLE

printed insert

product

printed insert


HOLIDAY 2011

|

BOX DISPLAY EXAMPLE

printed insert

lifestyle image

printed insert


HOLIDAY 2011

|

BOX DISPLAY EXAMPLE

filled with buttons

printed insert

product


HOLIDAY 2011

|

SIGNAGE IDEAS


HOLIDAY 2011

|

SIGNAGE IDEAS


HOLIDAY 2011

|

SIGNAGE IDEAS


HOLIDAY 2011

|

SIGNAGE IDEAS


HOLIDAY 2011

|

MALL ENTRANCE EXAMPLE


HOLIDAY 2011

|

MALL ENTRANCE EXAMPLE


Non-traditional


HOLIDAY 2011

|

GIFT WRAP


HOLIDAY 2011

|

GIFT WRAP


HOLIDAY 2011

|

BUTTONS


HOLIDAY 2011

|

HOLIDAY MUGS


HOLIDAY 2011

|

HOLIDAY SCARVES


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.