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.
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ICONS
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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
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HOLIDAY PATTERN
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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.
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“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
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PAPER ICON ORNAMENTS
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PAPER “S” ICON ORNAMENTS
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TREES
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WREATH CENTER WITH ICONS
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WREATH CENTER WITH MESSAGING
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BOX DISPLAY EXAMPLE
printed insert
product
printed insert
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BOX DISPLAY EXAMPLE
printed insert
lifestyle image
printed insert
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BOX DISPLAY EXAMPLE
filled with buttons
printed insert
product
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SIGNAGE IDEAS
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SIGNAGE IDEAS
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SIGNAGE IDEAS
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SIGNAGE IDEAS
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MALL ENTRANCE EXAMPLE
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MALL ENTRANCE EXAMPLE
Non-traditional
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GIFT WRAP
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GIFT WRAP
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BUTTONS
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HOLIDAY MUGS
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HOLIDAY SCARVES