Brand Indentity Manual
Table of Content
•
Corporate Structure Landmark Group ...pg 5 Corporate Brands ...pg 6 International Brands ...pg 7 Corporate ...pg 8 Brand Architecture ...pg 10
5.3 Envelopes C4 size 5.4 Business Card 6. Advertising Grids... pg 36 6.1 Advertising Systems Portrait 6.2 Advertising Systems Landscape
1. Logo ... pg 12 1.1 Arabic Logo 1.2 Our Logotype & Icon 1.3 Measurement Unit & Clerance Zone 1.4 Minimum Logo Size 1.5 Logo Constraints 1.6 Logo Version
7. Outdoor Signage... pg 40 7.1 Billboard 7.2 Mupis 7.3 Outdoor Sample
2. Colour Palettes ... pg 21 2.1 Pantone Colours / CMYK / RGB 2.2 Supporting Colour Palette
9. Shop Signage... pg 46 9.1 Shop Internal and Front Signage 9.2 Shop Front Signage 9.3 Cash Counter Signage 9.4 Departmental Signage 9.5 Notice Board Signage
3. Typography ... pg 24 3.1 Typography Arabic 3.2 Shop Signage Typeface 4. Imagery Style ... pg 27 4.1 Image Samples 5. Stationery Templates ... pg 30 5.1 Letterhead 5.2 Envelopes A4 size
8. Vehicle Graphics - Bus... pg 44 8.1 Delivery Truck
10. Shopping Bag... pg 53 11. Shoe Box... pg 53 11.1 Shoe Box Men 11.2 Shoe Box Kids 12. Uniforms... pg 57
3
4
Landmark Group Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful retail organizations in the Middle East and India. An international, diversified retail and hospitality conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 1500 outlets encompassing over 20 million square feet across the GCC, India, Egypt, Turkey, Jordan, Lebanon, Yemen, Sudan, Kenya, Libya, Nigeria, Tanzania, Pakistan and Uganda. The Group employs over 40,000 people.
5
Corporate Brands
6
International Brands
7
Vision To be regions leading value fashion footwear and accessories retailer, offering a true value experience for the entire family within an easy self-select shopping environment.
About Shoexpress Started in 2009, Shoexpress aims to offer customers a real value experience, through an extensive assortment of fashionable footwear and accessories at truly unbelievable prices. It currently operates 80 stores across the Middle East and North Africa with plans of opening a number of new stores each year.
8
Corporate
Corporate
Positioning Shoexpress offers a true value experience for the entire family through an extensive range of footwear and accessories at unbelievable every day value.
Your Sign Of Value The Shoexpress store design & concept is fresh, attractive and very efficient in its approach. It uses an open stock concept in which shoes are displayed neatly and clearly within each department, allowing customers to easily browse and find what they’re looking for. Shoexpress also provides a extensive collection of fun, fashionable and eye-catching accessories, including costume jewellery, handbags and purses, as well as socks and belts for the entire family.
9
Brand Architecture Men’s Shoes
Ladies Shoes
Children’s Shoe
Accessories
Casual
Casual
Infants
Handbags
Formal
Formal
Girls
Purses & Wallets
Active
Comfort
Boys
Hosiery
Sandals / Chappals
Young Fashion
Belts
Active
Costume Jewellery
Beach Sandals & Slippers
Sun Glasses Watches
10
11
Logo English
12
1
1.1
Logo Arabic
13
Logotype & Icon
1.2
Shukran Logo All print advertisments must carry Shukran logo.
Logo debosed on inlays As shown here, the logo initials for the only purpose of debosing on the inlays.
14
1.3
Measurement Unit & Clerance Zone
Clearance Zone As shown here, the logo should always have a minimum clearance zone surrounding it to ensure clarity on all printed materials. This will help in preventing any other elements from crowding the logo and altering its legibility.
15
Minimum Logo Size
1.4
The minimum size that ShoeXpress logo can be reproduced is 3cm wide. Resizing the logo to a size less than the above mentioned is prohibited, because it compromises the readability and impact of the mark. 3 cm
16
5 cm
8 cm
1.5
Logo Constraints
The logo constraints and the various unacceptable logo applications detailed below must be considered when reproducing the logo.
Never reconfigure the logo
Never reconfigure the logo
Proportion Never distort the logo to fit a particular layout. Never alter the scale of the logo. Colour No colours, other than those stipulated in the Corporate Identity Guidelines, should be used. Balance The logo has been designed for optimal appeal to the eye’s sense of balance. Do not compromise this balance by disregarding any of the elements.
Never change the logo colours
Never change the logo colours
Never discard any elements of the logo
Never use the logo with a different language line
17
Logo Constraints
Never use drop shadow for the logo
Never discard any elements of the logo
Never use glow effect for the logo
Never use the logo with a different language line
1.5
Effects Never apply drop shadows, vignettes or any other effects that could cause confusion or make the logo illegible. Languages The logo has been designed as a dual English / Arabic logo. Both languages must always be present. Typography The only typefaces to be used are the specified corporate fonts.
Never change the fonts of the logo
18
Never change the fonts of the logo
1.6
Logo Version
These are examples of acceptable uses of the logo. The reverse versions of the logo can be utilized on coloured backgrounds. Mono colour versons are to be applied on a black & white background and only when full colour printing is not available.
Mono Colour Versions black background
Although all of these versions of the logo adhere to our brand identity guidelines, the original two colour version applied on a white background is the official logo. Mono Colour Versions white background
19
20
2
Colour Palettes
Our Logo Colours Reflecting our duties and responsibilities, our corporate colours were chosen to be a vital supporting element for Shoexpress’s Brand Strategy. These colors combined send strong messages to communicate with the public and deliver indirect impressions of growth, purity, and health. Red colour it is popularly represents life and vitality. Red also signifies the color of the sun: a symbol of energy, radiating its vitalizing life-force into human beings. Red is also looked upon as a sensual color. Grey symbolizes security, reliability. This tone has a calming effect, on a consumer level. Black connotes a sense of solidity mixed with a feeling of power and authority. Used as the font colour, black also denotes elegance and grace.
21
Pantone 2.1 Colours / CMYK / RGB Shown here are the Shoexpress corporate colours. No other colours should be used when reproducing the logo.
22
Pantone 446 C
Pantone 485 C
Pantone Black 6 C
C = 0, M = 0, Y = 0, K = 85
C = 0, M = 100, Y = 100, K = 10
C = 0, M = 0, Y = 0, K = 100
R = 77, G = 77, B = 79
R = 215, G = 25, B = 32
R = 13, G = 12, B = 13
The Pantone reference colours and their CMYK equivalents are an aid for any adaptations, whether on outdoor media, print media, online advertising, etc. Consistency in colour on every adaptation will contribute to the thorough building of the logo’s recognition.
2.3
Supporting Colour Palette
Shown here are the Shoexpress supporting corporate colours. These colour can be used for outdoor media, print media, online advertising, etc. or shop interior signage.
Colour Code Pantone 2727
Pantone 805
Pantone 382
Pantone 1365
5730
RAL 7043
RAL 3020
Colour Code - Ultramark Vinyl 5704
Consistency in colour on every adaptation will contribute to the thorough building of the logo’s recognition.
23
abcdefghijklmnopqrstuvwxyz 1234567890
Typography English
3
DIN-Light - Regular
abcdefghijklmnopqrstuvwxyz 1234567890 DIN-Light - Regular
Times New Roman is Shoexpress’s official English typeface. DIN -Light Regular is the only typeface that should be used for all kind of internal and external communication. On the other hand, the variations of the DIN family shown on this page can be used for headlines, sub headlines, body copy and address details in advertising, brochures, literature and marketing collateral. This font should also be used for all office stationeries.
24
3.1
Typography Arabic
اب ت ث ج ح خ دذرزم س ش ص ض ط ظ ع غ ك ل و ي ة 1234567890 DIN-Light - Regular
GE SS Two (family) is Shoexpress’s official Arabic typeface. GE SS Two (family) is the only typeface that should be used for text that accompanies the logo. On the other hand, the variations of the GE SS Two family shown on this page can be used for headlines, sub headlines, body copy and address details in advertising, brochures, literature and marketing collateral.
اب ت ث ج ح خ دذرزم س ش ص ض ط ظ ع غ ك ل و ي ة 1234567890 DIN-Light - Medium
اب ت ث ج ح خ دذرزم س ش ص ض ط ظ ع غ ك ل و ي ة 1234567890 DIN-Light - Bold
DO NOT USE THIS FONT FOR: Business Card and Letterhead
25
abcdefghijklmnopqrstuvwxyz 123456789
Shop Signage Typeface
3.2
Times New Roman - Bold Times New Roman, is the only official font that should be used for the shop internal signage eg: shown in pictures.
26
4
Imagery Style
27
Shop Signage Typeface
28
Image Sample
4.1
4.1
Image Sample
29
Printed in 4 colour Material: 115 gsm Matt Art Dimensions: 210mm x 297mm Finishing: Flush cut
PP
[
Stationery Letterhead
',1 /LJKW SW
30
VVV K@MCL@QJ BNL
3 2 %R[ 'XEDL 8 $ ( 7HO )D[
5
PP
3$73 1$ PP
PP
PP
PP
PP
PP
Stationery Letterhead
PP
PP
PP
PP
PP
PP
)D[ ',1 /LJKW SW )D[ 3 2 %R[ 'XEDL 8 $ ( 7HO VVV K@MCL@QJ BNL 3 2 %R[ 'XEDL 8 $ ( 7HO
PP
PP
VVV K@MCL@QJ BNL
PP
',1 0HGLXP SW PP
',1 /LJKW
',1 0HGLXP SW
3$73 1$
3$73 1$
PP
PP
PP
PP
PP
PP
PP
PP
3$73 1$
PP
5.1
31
Envelope A4 size PP PP
PP PP
PP PP PP PP
PP PP
PP PP
Printed in 4x1 colour Material: 150 gsm Matt Art Finishing: Dia-cut and pasted
PP PP
PP PP
&25325$7( 2)),&( /$1'0$5. *8/) *5283 ,1'8675,$/ $5($ -(%(/ $/, 8$( &25325$7( 2)),&( /$1'0$5. *8/) *5283 ,1'8675,$/ $5($ -(%(/ $/, 8$( PP PP
PP PP
32
7(/ )$; 7(/ )$;
3 2 %R[ 'XEDL 8 $ ( 7HO )D[ 3 2 %R[ 'XEDL 8 $ ( 7HO )D[
',1 0HGLXP SW ',1 0HGLXP SW
ZZZ ODQGPDUNJURXS FRP ZZZ ODQGPDUNJURXS FRP ¾).1#-¾$&8/3¾+$! 4 4$¾! $¾!'1'1(-¾., (-¾.,-¾0 -¾03 31¾*46 1¾*46(3¾2 (3¾24#( 4#( 1 1!( !(¾).1# -¾$&8/3¾+$!-.-¾8$,$-.-¾8$,$-
',1 /LJKW SW ',1 /LJKW SW PP PP
PP PP
PP PP
VVV K@MCL@QJ BNL VVV K@MCL@QJ BNL
PP PP
5.2
',1 /LJKW SW SW ',1 /LJKW SW SW ',1 0HGLXPW SW SW ',1 0HGLXPW SW SW
Envelope C4 size
220mm 10mm
5.3
75mm
10mm
25mm
110mm
5.3mm
23mm
P. O. Box 24570, Dubai, U.A.E. Tel +971 4 8993506 Fax +971 4 5154417
www.landmark.com 10mm
Printed in 4x1colour Material: 150 gsm Matt Art Finishing: Dia-cut and pasted
DIN-Light - 10 pt
DIN-Medium- 7.5 pt
10mm
138mm
110mm
CORPORATE OFFICE: LANDMARK GULF GROUP, INDUSTRIAL AREA 1, JEBEL ALI, UAE. TEL +971 4 8094000, FAX +971 4 8094040. www.landmarkgroup.com UAE•BAHRAIN•OMAN•QATAR•KUWAIT•SAUDI ARABIA•JORDAN•EGYPT•LEBANON•YEMEN
DIN-Mediumt- 8 pt /12 pt
10mm
45.8mm
DIN-Light- 8 pt /12 pt
33
Business Card 90mm 42mm
8.3mm
Abdul Mohammeds
DIN-Medium - 9 pt /11.2pt
Visual Merchandising Manager
DIN-Light - 7 pt/11pt
55mm
jeffrey.quinones@landmarkgroup.com P. O. Box 24570, Dubai, U.A.E. Tel +971 4 8993506 Fax +971 4 5154417 Mob +971 50 8031703
5.9mm
CORPORATE OFFICE: LANDMARK GULF GROUP, IND TEL +971 4 8094000, FAX +971 www.landmarkgroup.c
18.9mm x 4.4mm
www.landmark.com
3.7mm
DIN-Medium - 6 pt
UAE • BAHRAIN • OMAN • QATAR • KUWAIT • SAUD LEBANON • YEMEN
4.
Front
34
82.4mm x 16.8mm
DIN-Light - 7.5 pt/10.7pt
Front 6.9mm
Printed in 4x4 colour Material: 350 gsm Matt Art Dimensions: 55mm x 90mm 10.5mm Finishing: Flush cut 3.4mm
21.5mm 30.6mm x 10.3mm
5.4
Common Bac
5.4
meds
sing Manager
@landmarkgroup.com Dubai, U.A.E. 506 417 31703
m
Business Card
Printed in 4x4 colour Material: 350 gsm Matt Art Dimensions: 55mm x 90mm Finishing: Flush cut DIN-Medium - 9 pt /11.2pt
10.5mm
82.4mm x 16.8mm
DIN-Light - 7 pt/11pt 3.4mm
DIN-Light - 7.5 pt/10.7pt
CORPORATE OFFICE: LANDMARK GULF GROUP, INDUSTRIAL AREA 1, JEBEL ALI, UAE. TEL +971 4 8094000, FAX +971 4 8094040. www.landmarkgroup.com
Comman Back
DIN-Medium - 6 pt
UAE • BAHRAIN • OMAN • QATAR • KUWAIT • SAUDI ARABIA • JORDAN • EGYPT LEBANON • YEMEN
DIN-Light - 6pt/8pt
DIN-Medium - 6pt /7pt- Tracking 50
4.6mm
Common Back
35
PP
,PDJH
,PDJH
PP [ PP
PP [ PP
PP
36
Advertising Portrait Grid
6
,PDJH ,PDJH
PP [ PP PP [ PP
6.1
Advertising Systems Portrait PP
PP
These are general guideline to artwork of all A4 size portrait print media non-bleed advertisements. These guidelines can be adopted to all portrait format print media advertisements with same or similar dimensions.
PP
PP
,PDJH ,PDJH
PP [ PP PP [ PP
37
Advertising Landscape Grid
,PDJH
PP [ PP
38
PP
6.2
PP
6.3 PP
Advertising Systems Landscape
These are general guideline to artwork of all A4 size landscape print media non-bleed advertisements. These guidelines can be adopted to all landscape format print media advertisements with same or similar dimensions.
,PDJH
PP PP [ PP
,PDJH
PP [ PP
,PDJH
PP [ PP
,PDJH
PP [ PP
PP
39
Billboard
,PDJH
RI WKH ZLGWK
,PDJH
RI WKH ZLGWK
40
/RJR
RI WKH ZLGWK
/RJR
RI WKH ZLGWK
,PDJH
RI WKH ZLGWK
7
These are general guideline to artwork of all landscape billboard with length more then three time its height. With reference image of an artwork below has clear positioning of the Arabic and English logo, seasonal message and the locations. These guidelines can be adopted to all billboard with same or similar dimensions.
7.1
Billboard
These are general guideline to artwork of all landscape billboard with length more then twice its height. With reference image of an artwork below has clear positioning of the Arabic and English logo, seasonal message and the locations. These guidelines can be adopted to all billboard with same or similar dimensions.
,PDJH
RI WKH ZLGWK
/RJR
RI WKH ZLGWK
41
Mupis
7.2
/DQJXDJH /RJR /DQJXDJH /RJR RI WKH KLJKW RI WKH KLJKW
,PDJH ,PDJH RI WKH KLJKW RI WKH KLJKW
(QJOLVK /RJR (QJOLVK /RJR RI WKH KLJKW RI WKH KLJKW
42
This is general guideline to artwork of all mupis with hight more then two time its width. With reference image of an artwork below has clear positioning of the Arabic and English logo, seasonal message and the locations. These guidelines can be adopted to all billboard with same or similar dimensions.
7.3
Outdoor Sample
43
Vehicle Graphics
Back Side
1 Passenger Side
Driver Side
44
This is general guideline to artwork of all vehicle Graphics 1) Bus
8
8.1
Vehicle Graphics
2
This is general guideline to artwork of all vehicle Graphics 2) Delivery Truck
45
Shop Signage
Shop Internal & Front Signage SS mirror finish molded letters with 10mm white acrylic fascia
9.1
Colour Code - Ultramark Vinyl 5704
46
5730
RAL 7043
RAL 3020
300 cm x 73 cm (w x h)
300 cm x 66.8 cm (w x h)
240 cm x 58.4 cm (w x h)
240 cm x 53.4 cm (w x h)
200 cm x 48.6 cm (w x h)
200 cm x 44.5 cm (w x h)
Standard Signage Specifications
9.2
Shop Signage
Internal Shop Front Signage Section Details
Existing surface
Sample Pictures of Shop Signage
0.9mm SS mirror finish side retun 5mm white edge illumination Vinyl sticker as per logo colour Mac LED strips 3528/12v/white 4mm frosted acrylic base 10mm white acrylic
Fastener screw 50mm 15mm
20mm ALM spacer pipe Mac LED strips 3528/12v/white
47
Shop 9.3 Indoor Signage
Cash Counter Signage Non illuminated 25mm cutout letters with front vinyl, on existing surface Colour Code - Ultramark Vinyl 5704
5730
RAL 7043
180 cm x 44 cm (w x h)
48
RAL 3020
9.3
Shop Indoor Signage
Cash Counter Signage Section Details
Power
White acrylic Vinyl applied as per logo colour
Silicon sealant / VHP tape 25mm
LED strip for cover light
49
Departmental Signage 18mm MDF cutout letter with white spray paint finish Colour Code - Pantone 2727 men : Font - Times New Roman Size : 73mm x 204mm
Colour Code - Pantone 805 women : Font - Times New Roman Size : 1267mm x 296mm
Colour Code - Pantone 382 Kids : Font - Times New Roman Size : 690mm x 300mm
Colour Code - Pantone 1365 accessories : Font - Times New Roman Size : 1267mm x 296mm
50
Shop 9.4 Indoor Signage
9.4
Shop Indoor Signage
Departmental Signage Section Details
18mm
MDF cutout letter with white spray point finish
Silicon sealant / VHP tape
Existing surface
51
Shop 9.5 Indoor Signage Sizes: 29.7 x 42.0cm Material: 90 gsm normal matt paper Printing process: Digital Colours: 4 x 0 Return policy must always be installed on the right side of the counter 10 cms below the shoexpress brand (recessed wall with cove lighting).
52
10
Shopping Bag
Sizes: 45cm x 50cm 63cm x 60cm 26cm x 35cm Material: HDPE Thickness: 100 micron Printing process: Flexo Colours: 3 + 3 (Red+Grey+Sliver)
53
Pantone 7416C
Pantone 877C
Pantone White U
Shoe Box
11
Women Material: Board Thickness: 300 gsm Liner: 105 gsm Printing process: Offset Colours: 3/0
Finger hole with metel ring diameter 20mm
50mm
Box type L1. L2, L3 Footwear size range (EUR) L1: 36 – 42 (Flat footwear) L2: 36 – 42 (Med. heel footwear) L3: 36 – 42 (High heel footwear) Dimensions (L X W X H) L1: 28 X 12 X 10 L2: 30 X 14 X 10 L3: 30 X 16 X 10
54
11.1
Shoe Box
Men Material: Board Thickness: 300 gsm Liner: 105 gsm Printing process: Offset Colours: 3/0 Box type M1, M2 Footwear size range (EUR) M1: 39 – 46 (Sandals/Slipper/ Low Cut Canvas) M2: 39 – 46 (Sandals/Slipper / Shoes/Mid Cut Canvas)
Pantone 2727C
Pantone 877C
Pantone White U
Finger hole with metel ring diameter 20mm
50mm
Dimensions (L X W X H) M1: 34 X 15 X 12 M2: 35 X 17 X 13
55
Pantone 382C
Pantone 877C
Pantone White U
Shoe Box
11.2
Kids Material: Board Thickness: 285 gsm Liner: 105 gsm Printing process: Offset Colours: 3/0
Finger hole with metel ring diameter 20mm
50mm
Box type C1. C2, C3 Footwear size range (EUR) C1: 20 – 24 C2: 25 – 29 C3: 30 – 36 Dimensions (L X W X H) C1: 18 X 13 X 8 C2: 22 X 15 X 9 C3: 26 X 17 X 10
56
12
Staff Uniform
Red
Grey
Black
Front
Back
Men
Ladies
57
58
59