Frederick Mellinger laboratories

SUBJECT ID

frederick mellinger laboratories

LAB ID #

MANUAL ID

an identity manual and branding guidebook

1946

002

00

SECTION NO.

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BRAND HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

003

00

SECTION NO.

[In路no路va路tor]

Ct

/noun/

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COMPANY TIMELINE

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Pioneer Creator Formulator, builder Designer, developer, deviser Someone who or something that helps open up a new line of research, technology, or art

S N RE T S N A GR O M YB NGI SE D RE VO C

1.

2.

3.

4.

5.

004

00

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

SPECIMEN ID

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

005

00 SECTION NO.

Ct

COMPANY TIMELINE

006

frederick mellinger laboratories

00

SECTION NO.

Bh SPECIMEN ID

BRAND HISTORY

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

007

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Ct

COMPANY TIMELINE

008

00

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

9 9 . 91 £ K U

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NBSI

SPECIMEN ID

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

009

00 SECTION NO.

Ct

COMPANY TIMELINE

0010

frederick mellinger laboratories

00

SECTION NO.

Bh

BRAND HISTORY

SPECIMEN ID

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0011

00 SECTION NO.

Ct

COMPANY TIMELINE

0012

00

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

0013

00

SECTION NO.

[Fred·er·ick Mell·in·ger]

Ct

/noun/

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

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COMPANY TIMELINE

9 9 . 91 £ K U

Innovator in the lingerie industry Avant-garde Revolutionary icon in fashion A pioneer in intimate apparel and products Entrepreneur

S N RE T S N A GR O M YB NGI SE D RE VO C

1.

2.

3.

4.

5.

0014

00

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

Contents

an identity manual and branding guidebook

0015

history of frederick mellinger

01

SECTION NO.

The Legend Behind Fredericks of Hollywood Company Timeline Brand Grid

0016 0020 0024

00

SECTION NO.

elevating the brand

02

SECTION NO.

Brand Analysis Brand Grid_New Target Audience

0038 0040 0044

identity specifications 0052 0056 0060 0068 0070

COMPANY CONTENTS TIMELINE

0084 0090

0108

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

0102

NBSI

0096

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SECTION NO.

Pheremone lab Body lab Fashion lab Audio lab Gastronomy lab

SUBJECT ID.

0074

brand extensions

04

Ct Co

9 9 . 91 ÂŁ K U

SECTION NO.

The New Logo Logo Anatomy Proper Usage Photographic Style Color Palette & Type Specifications Brand as a Business System

S N RE T S N A GR O M YB NGI SE D RE VO C

03

0016

00 01

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

Bh Brand History _Fredericks of Hollywood

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0017

00 01 SECTION NO.

Ct Bh

SUBJECT ID.

COMPANY BRAND TIMELINE HISTORY

0018

01 00

SECTION NO.

Bh

BRAND HISTORY

00 01

SECTION NO.

Ct

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In 1947, Frederick’s of Hollywood was started

by Frederick Mellinger, a true innovator who changed the face of the lingerie industry and created an iconic sex brand along the way.

0019

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0020

frederick mellinger laboratories

Company Timeline 00 01

SECTION NO.

_1946 Frederick Mellinger returns from WWII & brings with him the idea of selling a sensuous and sophisticated European style of lingerie to American women

Mr. Mellinger opened Frederick’s Fifth Avenue in New York

_1947 Frederick Mellinger moves to Hollywood and renames his company “Frederick’s of Hollywood”

Mellinger launches a constant stream of new and pioneering products like the first padded bra

_1948 Mellinger launches the “Rising Star,” the world’s first push-up bra

Bh

_1950 Mellinger markets his lingerie in both men’s and women’s magazines and fashion conscious women begin to seek out his pointed, cone-stitched bras

Pin-up and bondage model Bettie Page wears Frederick’s of Hollywood lingerie

_1960 BRAND HISTORY

Innovations include the front-hook bra, bras with shoulder pads, padded girdles, and body shapers.

The “Cadillac” bra launches, and soon becomes the company’s best-seller

_1970 Female demonstrations of ‘burning bras’ outside Frederick’s of Hollywood’s store.

Mellinger publicizes that the “law of gravity will win out” as a part of a publicity coup and sales of his bras soar across the continent.

an identity manual and branding guidebook

0021

00 01

SECTION NO.

_1981 Mellinger introduces the thong to American women despite seeing the risk in Frederick’s associating itself with explicitly sexual lingerie

Pamela Anderson Lee for appears in Mellinger’s lingerie catalogues and later lands a role in Baywatch

_1984

_1989

Frederick Mellinger retires

Fredericks opens the world’s first Lingerie Museum to huge success

Ct

_1990 Frederick Mellinger dies of pneumonia at the age of 76

_1992

_2006 The company merges with New York City sleepwear manufacturer Movie Star and the headquarters was moved to New York

NBSI

Company emerges from bankruptcy and is headquartered in Los Angeles

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

_2003

Frederick’s of Hollywood company files for Chapter 11 bankruptcy

9 9 .92 $ SU

_2001

COMPANY TIMELINE

9 9 . 91 £ K U

Frederick’s expands its range to include dresses, sportswear, swimwear, hosiery, and accessories

S N RE T S N A GR O M YB NGI SE D RE VO C

Frederick’s continues to be successful with its lingerie innovations introducing the Water Bra and the Hollywood Kiss with its “wishbone” construction

0022

00 01

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

00 01

SECTION NO.

Ct

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Frederick Mellinger’s remarkable legacy and his unique innovations have led the company to become one of the most recognized brand names in the world.

0023

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0024

00 01

SECTION NO.

Bh SUBJECT ID.

BRAND HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

0025

The Golden Age _the brand 1947–1990

01

SECTION NO.

_seductive _desirable mysterious_

_positive reputation

_luxurious

_fashionable

Bh

celebrity status_ _glamour iconic_

_heritage

BRAND HISTORY

innovative_ NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 £ K U

S N RE T S N A GR O M YB NGI SE D RE VO C

experimental_

9 9 .92 $ SU

_avante-garde

0026

frederick mellinger laboratories

01

SECTION NO.

_Bettie Page Frederick’s of Hollywood lingerie was first worn by the famous 1950s pin-up & bondage model Bettie Page, making the brand an instant smash with many glamorous Hollywood actresses—the ones American women worshipped as their style icons.

9 9 . 91 £ K U

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

0027

01

Bh

BRAND HISTORY

0028

00 01

SECTION NO.

Bh SUBJECT ID.

BRAND HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

0029

The Downfall _the brand 1990–present

01

SECTION NO.

_tawdry _trashy raunchy_

_negative reputation

_crude

_cheap

reality tv status_ _unsophisticated common_

_loss of heritage

pornographic_ NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 ÂŁ K U

S N RE T S N A GR O M YB NGI SE D RE VO C

distasteful_

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_unfashionable

0030

frederick mellinger laboratories

01

SECTION NO.

_Carmen Electra The Frederick’s image began to lose its high-end status after being worn by Playboy models like Carmen Electra and Pamela Anderson in their DVD Aerobic Striptease series

9 9 . 91 £ K U

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

0031

01

Bh

BRAND HISTORY

0032

00 02

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

Bi Brand Innovation _elevating the brand

0033

00 02

SECTION NO.

Ct Bi SUBJECT ID.

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COMPANY BRAND TIMELINE INNOVATION

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0034

frederick mellinger laboratories

SPECIMEN ID

00 02

SECTION NO.

Bh

BRAND HISTORY

Innovation is the creation of the new or the re-arranging of the old in a new way_

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0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0035

LAB ID #

00 02 SECTION NO.

Ct

COMPANY TIMELINE

0036

00 02

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

SECTION NO.

Ct

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

COMPANY TIMELINE

9 9 .92 $ SU

Frederick’s of Hollywood has now repositioned itself to offer you the science and technology behind attraction.

00 02

9 9 . 91 £ K U

After Mellinger’s death, the brand found itself losing its iconic status and credibility.

0037

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0038

00 02

SECTION NO.

Bh Bi SUBJECT ID.

BRAND INNOVATION HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

0039

The Transformation _the new brand

02

SECTION NO.

_chemosensory _technology R&D_

_positive reputation

_high end

_valuable

celebrity status_ _sophisticated original_

_iconic

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 ÂŁ K U

innovative_

S N RE T S N A GR O M YB NGI SE D RE VO C

_unisex brand

9 9 .92 $ SU

attractive_

0040

02

SECTION NO.

frederick mellinger laboratories

9 9 . 91 £ K U

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

0041

02

Bi

BRAND INNOVATION

0042

frederick mellinger laboratories

SPECIMEN ID

00 02

SECTION NO.

Bh

BRAND HISTORY

Regardless of who you are or what you have been, the new Fredericks will transform you into who you’ve always wanted to be_

9 9 . 91 £ K U

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0043

LAB ID #

00 02 SECTION NO.

Ct

COMPANY TIMELINE

0044

02

Bi

BRAND INNOVATION

an identity manual and branding guidebook

01

SPECIMEN NO.

02

SPECIMEN NO.

SUBJECT ID

jenna robertson

SUBJECT ROLE

_the self-conscious wallflower

LAB ID #

29

29-year-old Jenna is always the bridesmaid, never the bride.

She has always existed as this idiom as she has never managed to receive the recognition she craves in life. Unlike her audacious, attractive, and social group of girlfriends, Jenna embodies a true wallflower who never seems to be the most important person in the room. Stifled by her lack of confidence in her social life, Jenna perpetually longs to be admired by those surrounding her.

SUBJECT ID

matt silva

SUBJECT ROLE

_the entertainment entrepreneur

LAB ID #

0045

02

SECTION NO.

36

Born into a wealthy family that owns numerous luxury casino resort chains in Las Vegas, 36-year-old Michael is next in line to take over and uphold the family’s fortune and reputation in the entertainment and hospitality industry.

Wanting to prove to his family that he can create business opportunities with as much allure and success as his older brothers, Michael aims to create and promote the hottest nightclubs and dining experiences in Sin City. Catering to the demands of A-list celebrities is the name of his game as he strives to stay ahead of the curve in the competitive hospitality market of Las Vegas.

SUBJECT ID.

NBSI

47-year-old Elizabeth is the owner and sole proprietor of a premiere day spa resort. Her resorts garner a reputation for catering to well-heeled tourists and famous celebrities.

Constantly researching and updating her company’s body care technology, Elizabeth is known for being a pioneer in providing products and procedures that are guaranteed to enhance beauty, youth, and attraction.

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

_the fountain of youth seeker

47

9 9 .92 $ SU

SUBJECT ROLE

LAB ID #

9 9 . 91 £ K U

SPECIMEN NO.

elizabeth hansen

S N RE T S N A GR O M YB NGI SE D RE VO C

03

SUBJECT ID

0046

02

Bi

BRAND INNOVATION

an identity manual and branding guidebook

04

SPECIMEN NO.

05

SPECIMEN NO.

SUBJECT ID

olivia morgan

SUBJECT ROLE

_the socialite

LAB ID #

28

Being the privileged daughter of a prominent real estate developer, Olivia Morgan grew up on the Upper East Side of New York where she attended an elite private school.

Life for Olivia is often based on reputation and conformance and she spends much of her time arranging or participating in social events. Always throwing parties, Olivia runs with a high-society crowd but has never been the ring leader of her social network. Olivia’s basic nature of unrest lies in her constant need for more attention and recognition within her competitive social crowd and she will stop at nothing to attain this regard from her peers.

SUBJECT ID

anthony ripert

SUBJECT ROLE

_the culinary master

LAB ID #

0047

02

SECTION NO.

54

A graduate of the Culinary Institute of America and a veteran of numerous professional kitchens, Anthony has built his career around traveling the globe to find the most exotic ethnic dishes that will take his culinary skills to the next level. Being irritated by both the overt commercialism of the celebrity cooking industry and its lack of culinary authenticity, Ripert strives to find the most innovative food preparation techniques around the world in order to apply them to his own practice. Interested in molecular gastronomy, a modern style of cooking, Ripert takes advantage of many technical innovations from the scientific disciplines and applies it to his own culinary style.

SUBJECT ID.

NBSI

Noelle is always looking for the next big break. Her daily routine consists of early morning pilates followed by workouts with her personal trainer, submitting head shots to casting agencies, and spending long afternoons in auditions. She spends her nights in the Hollywood club scene in hopes of rubbing shoulders with A-list celebrities and screenwriters. Desperately trying to climb the social ladder, Noelle is looking for the connections that will boost her career and status in life.

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

_the aspiring model/actress

23

9 9 .92 $ SU

SUBJECT ROLE

LAB ID #

9 9 . 91 ÂŁ K U

SPECIMEN NO.

noelle davenport

S N RE T S N A GR O M YB NGI SE D RE VO C

06

SUBJECT ID

0048

00 03

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

Vs Visual Standards _identity specifications

0049

00 03

SECTION NO.

Ct Vs SUBJECT ID.

9 9 . 91 £ K U

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 .92 $ SU

COMPANY VISUAL TIMELINE STANDARDS

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0050

frederick mellinger laboratories

SPECIMEN ID

00 03

SECTION NO.

Bh

BRAND HISTORY

The new identity of Frederick’s has blossomed into a brand that will be sure to entice your senses_

9 9 . 91 £ K U

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0051

LAB ID #

00 03 SECTION NO.

Ct

COMPANY TIMELINE

0052

03

SECTION NO.

frederick mellinger laboratories

03

0053

0054

frederick mellinger laboratories

SPECIMEN ID

00 03

SECTION NO.

Bh

BRAND HISTORY

The new Frederick Mellinger brand mark signifies a change for a new approach to the future without abandoning the heritage of our past_

9 9 . 91 £ K U

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

0055

LAB ID #

00 03 SECTION NO.

Ct

COMPANY TIMELINE

0056

00 03

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

0057

03

SECTION NO.

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 £ K U

year that Frederick Mellinger returned home from WWII and brought with him the idea of selling a sensuous and sophisticated European style of lingerie to American women. 1946 marked the year that began the legendary Frederick’s on 5th Avenue in New York.

S N RE T S N A GR O M YB NGI SE D RE VO C

The new Frederick Mellinger brandmark signals a change for a new approach to the future while preserving the heritage of our past. The typeface Bodoni Book is used to pay homage to Frederick Mellinger’s roots in the fashion industry while the box enclosing the “f” references the science, technology, and innovation behind the new brand. The “46” denotes the

9 9 .92 $ SU

_logo anatomy

0058

00 03

SECTION NO.

Bh

BRAND HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

0059

03

SECTION NO.

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 £ K U

ion industry, the typeface Bodoni Book is also utilized in the wordmark “laboratories” while a condensed light version of the typeface Interstate is used for Frederick Mellinger’s name.

Interstate was chosen for its optimal properties in signage and display usage in print.

S N RE T S N A GR O M YB NGI SE D RE VO C

The new logo and wordmark are complete deviations from the iconic name “Frederick’s of Hollywood”. The brand has now shifted from it’s old wordmark into “Frederick Mellinger laboratories”, thus signaling the coming of a new era for this legendary company. To stay true to Frederick Mellinger’s roots in the fash-

9 9 .92 $ SU

_logo & wordmark anatomy

0060

frederick mellinger laboratories

SPECIMEN ID

frederick mellinger laboratories _ logo variations

03

SECTION NO.

logo_white

logo_black

0061

LAB ID #

03

logo_white outline over image This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging. The white version is only to be used when the image and/or color it is being placed on is darker than 50%.

logo_black outline over image This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging. The black version is only to be used when the image and/or color it is being placed on is lighter than 50%.

0062

frederick mellinger laboratories

SPECIMEN ID

frederick mellinger laboratories _ logo

&

wordmark variations

03

SECTION NO.

logo & wordmark_white

logo & wordmark_black

0063

LAB ID #

03

logo & wordmark_ white outline over image This logo is to be used for all printed collateral including all advertising, billboards, posters, flyers and product packaging. The white version is only to be used when the image and/or color it is being placed on is darker than 50%.

logo & wordmark_ black outline over image This logo is to be used for all printed collateral including all advertising, billboards, posters, flyers and product packaging. The white version is only to be used when the image and/or color it is being placed on is lighter than 50%.

0064

SPECIMEN ID

frederick mellinger laboratories _ proper usage of logo

03

frederick mellinger /laboratories/

f

f

correct usage_ logo & wordmark DO use the logo and the wordmark in white when the color is dark enough that the white is legible. When the logo and wordmark are used together over a color they must be centered justification.

correct usage_ logo DO use the logo in white when the color is dark enough that the white is completely legible. DO use the logo in black when the color is light enough that the black is completely legible.

correct usage_ logo & wordmark DO use the logo and the wordmark in black when the color is light enough that the black is legible. When the logo and wordmark are used together over a color they must be centered justification.

0065

SPECIMEN ID

03

frederick mellinger /laboratories/

f

correct usage_ logo & wordmark DO use the logo and the wordmark in white when the image is dark enough that the white is legible. When the logo and wordmark are used together over an image they must be centered justification.

correct usage_ logo DO use the logo in white when the image is dark enough that the white is completely legible. When only the logo is used, the mark must be overlapping the hero image.

correct usage_ logo & wordmark DO use the logo and the wordmark in black when the image is light enough that the black is legible. When the logo and wordmark are used together over an image they must be centered justification.

0066

SPECIMEN ID

frederick mellinger laboratories _ incorrect usage of logo

03

incorrect usage_ logo & wordmark

frederick mellinger

DO NOT use the logo and wordmark without the “/laboratories/” text underneath Frederick Mellinger.

f f f f f f f f f 46

46

46

incorrect usage_ logo DO NOT deviate from the rectangular shape with the angle cut on the left. DO NOT use any “f” besides Bodoni Book BT regular. DO NOT deviate from using New Caledonia italic for the “46”.

incorrect usage_ logo & wordmark DO NOT left justify or right justify the logo and wordmark. They must always be centered when used together.

0067

SPECIMEN ID

frederick mellinger

03

/laboratories/

f

incorrect usage_ logo & wordmark DO NOT use the logo and the wordmark with a white fill over imagery. DO NOT break up the wordmark so that they are separated by the logo.

incorrect usage_ logo DO NOT rotate logo or add embellishments like drop-shadows, pillow embossings etc. to the logo.

incorrect usage_ logo & wordmark DO NOT use the logo and wordmark on backgrounds that are too light, cluttered, and noisy.

0068

SPECIMEN ID

frederick mellinger laboratories _ photographic style

03

photography usage_ The Frederick Mellinger laboratories identity system makes use of macro photography with a touch of darkness to convey a sense of mystery and attraction.

0069

SPECIMEN ID

macro photography

03

suitable images_ Suitable imagery choices include macro photography of the intricacy and innovation found in & outside of nature (pheremone-releasing orchids, insects, metallic materials, lab equipment etc)

0070

03 midnight black C M Y K

0 0 0 100

R G B

L A B

0 0 0

PMS#

0 0 0

process black C

alloy pewter C M Y K

68 53 52 26

R G B

L A B

38 4 4

PMS#

81 91 94

325-2C

laboratory gray C M Y K

10 7 10 0

R G B

L A B

90 1 1

PMS#

phosphorous green C M Y K

26 0 100 0

R G B

L A B

90 32 85

PMS#

202 242 0

302-3C

galvanized silver C M Y K

0 0 0 40

L A B PMS

69 1 2 877C

226 227 223

330-7C

nuclear plum C M Y K

74 100 31 40

R G B

L A B

15 37 28

PMS#

71 0 77

170-1C

metallic gold dust C M Y K

42 36 55 5

L A B PMS

60 1 14 8381C

vapor white C M Y K

0 0 0 0

R G B

L A B

100 0 0

PMS#

N/A

255 255 255

an identity manual and branding guidebook

01

SPECIMEN NO.

SUBJECT ID

primary color scheme

COLOR ID

_base colors

LAB ID #

0071

1

The primary color palette represents innovation, science, and technological advancements. These base colors provide a sense of confidence, control, and magnetism. The company logo and the display type are only set in Midnight Black or Vapor white.

03

SECTION NO.

02

SPECIMEN NO.

SUBJECT ID

secondary color scheme

SUBJECT ROLE

_pop colors

LAB ID #

2

The secondary color palette is in place to add additional vibrant colors in order to contrast and give the sterileness of the primary color palette a more humanistic touch.

Phosphorous Green and Nuclear Plum are intended to communicate feelings of sultriness and allurement. These vibrant colors are pulled from nature and can be found in the small details of insects and venomous orchids.

SUBJECT ID.

SUBJECT ROLE

_metallic spot colors

LAB ID #

3

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 .92 $ SU

The tertiary color scheme consists of two metallic spot colors that mimic alloys used in our laboratories. Spot colors are only used minimally (i.e. small detail line-work, titles, detailed graphics, and/or varnishes) and usually accompany the primary color palette.

9 9 . 91 ÂŁ K U

SPECIMEN NO.

tertiary color scheme

S N RE T S N A GR O M YB NGI SE D RE VO C

03

SUBJECT ID

0072

United italic 03

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bodoni Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir LT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

an identity manual and branding guidebook

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SUBJECT ID

display type

CLASS ID

_san serif

LAB ID #

1

Designed by Tal Leming and released in 2006, United Sans is a part of House Industries and includes three different styles, each with seven weights and five widths for a total of 105 fonts for the entire collection. United Sans is used only in publication headlines and for large display type.

SUBJECT ID

typographic details

CLASS ID

_serif

LAB ID #

0073

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SECTION NO.

2

Designed by Morris Fuller Benton, Bodoni Book BT is used for the smaller typographic details within the Frederick Mellinger laboratories identity system. This typeface is use in its regular version for the logo’s “f” and the italic version is used in the wordmark “laboratories”. Bodoni Book BT is utilized in the branding system in order to pay homage to Frederick Mellinger’s roots in the fashion industry.

SUBJECT ID.

NBSI

Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988. The name Avenir is French for “future,” and it is used for all body copy within the Frederick Mellinger laboratories identity system.

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_san serif

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9 9 .92 $ SU

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LAB ID #

9 9 . 91 £ K U

SPECIMEN NO.

body type

S N RE T S N A GR O M YB NGI SE D RE VO C

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SUBJECT ID

0074

SPECIMEN ID

frederick mellinger laboratories _ business system

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02

514 0 87 9 208352

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9 9 . 91 £ K U

S N RE T S N A GR O M YB NGI SE D RE VO C

9 9 .92 $ SU

DAY NO.

05 2012

514 0 87 9

NBSI

9 9 .92 $ SU

NBSI

514 0 87 9

208352

E_ fred@fmlaboratories.com W_ fmlaboratories.com

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9 9 . 91 £ K U

T_ 212 555 4578 F_ 212 555 4982

FREDERICK MELLINGER

S N RE T S N A GR O M YB NGI SE D RE VO C

Frederick Mellinger laboratories West 38th street Suite 802 New York, NY 10018

208352

E_ fred@fmlaboratories.com W_ fmlaboratories.com

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9 9 . 91 £ K U

T_ 212 555 4578 F_ 212 555 4982

S N RE T S N A GR O M YB NGI SE D RE VO C

Frederick Mellinger laboratories West 38th street New York, NY 10018

9 9 .92 $ SU

YEAR ID.

E_ fred@fmlaboratories.com W_ fmlaboratories.com

208352

NBSI

514 0 87 9

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

S N RE T S N A GR O M YB NGI SE D RE VO C

9 9 .92 $ SU

Frederick Mellinger laboratories West 38th street Suite 802 New York, NY 10018

9 9 . 91 £ K U

T_ 212 555 4578 F_ 212 555 4982 9 9 .92 $ SU

514 0 87 9

9 9 .92 $ SU

514 0 87 9

NBSI

208352

NBSI

514 0 87 9

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

S N RE T S N A GR O M YB NGI SE D RE VO C

9 9 . 91 £ K U

208352

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S N RE T S N A GR O M YB NGI SE D RE VO C

9 9 . 91 £ K U

208352

NBSI

9 9 .92 $ SU

208352

514 0 87 9

NBSI

9 9 .92 $ SU 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 £ K U

514 0 87 9

S N RE T S N A GR O M YB NGI SE D RE VO C

208352

NBSI

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 £ K U

514 0 87 9

S N RE T S N A GR O M YB NGI SE D RE VO C

208352

NBSI

9 9 .92 $ SU

0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 . 91 £ K U

S N RE T S N A GR O M YB NGI SE D RE VO C

SPECIMEN ID

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0075

promotional cards and mailer

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BRAND HISTORY

frederick mellinger laboratories

Be Brand Extensions _the five senses

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SECTION NO.

Ct Be SUBJECT ID.

9 9 . 91 £ K U

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 .92 $ SU

COMPANY BRAND TIMELINE EXTENSIONS

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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frederick mellinger laboratories

SPECIMEN ID

00 04

SECTION NO.

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BRAND HISTORY

Frederick Mellinger laboratories has grown beyond the retail industry and can now offer you attraction on all five senses_

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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LAB ID #

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Ct

COMPANY TIMELINE

0080

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BRAND HISTORY

frederick mellinger laboratories

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NBSI

COMPANY TIMELINE

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We’re curious & curiosity leads us towards new transformations.

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9 9 . 91 £ K U

We don’t look backwards for very long. We keep moving forward, opening up new doors, and doing new things.

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S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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BRAND EXTENSIONS HISTORY

frederick mellinger laboratories

an identity manual and branding guidebook

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The Expansion _the new laboratories

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Frederick Mellinger laboratories

pheremone lab_ _sound lab

_fashion lab

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9 9 . 91 ÂŁ K U

S N RE T S N A GR O M YB NGI SE D RE VO C

body lab_

9 9 .92 $ SU

gastronomy lab_

0084

04

Be

BRAND EXTENSIONS

an identity manual and branding guidebook

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SECTION NO.

EXTENSION ID

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_smell

Years of research from the team of scientists at Frederick Mellinger laboratories has led to the isolation of pheremones found in humans and in nature. We are now taking that knowledge and technology and applying it to our patented perfume and cologne line. At Frederick Mellinger laboratories, we believe that pheromones are the chemical triggers that make the world go around.

COMPANY TIMELINE

NBSI

_Customized _ pheremone-based fragrances for both men and women _Chemist _ consultations _24 _ hour on-call R/D team for all your customer service needs

Ct

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Aside from the fragrance line, Frederick Mellinger’s pheremone lab offers complete one-on-one consultation and customization to fit every individuals needs. At Frederick Mellinger’s pheremone laboratories we can offer you:

9 9 .92 $ SU

Our perfume and cologne line are proven to increased levels of confidence and well being. Men and women in these broad-based scientific studies just absolutely felt better about themselves and projected these feelings to others.

In other words, they enhanced their basic natural attraction. Our research also found that these naturally occurring compounds affected the hypothalamus and other emotional centers of the human brain that control basic drives and emotions such as comfort and attraction.

9 9 . 91 £ K U

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SUBJECT ID

LAB ID #

S N RE T S N A GR O M YB NGI SE D RE VO C

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pheremone lab

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frederick mellinger laboratories

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BRAND HISTORY

Harnessing the power of nature, our labs find & isolate pheremones to create tomorrow’s breakthrough products_

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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Ct

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frederick mellinger laboratories

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BRAND HISTORY

_Frederick Mellinger fragrances Frederick Mellinger laboratories products contain isolated pheromones found in nature.

Using the latest scientific knowledge, our labs have produced a group of products that take advantage of this newest technology. Our pheremone-based fragrance line will be sure to increase natural attraction and levels of confidence in all consumers.

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

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BRAND EXTENSIONS

0090

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BRAND EXTENSIONS

an identity manual and branding guidebook

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_touch

At Frederick Mellinger’s body lab, our dedicated team of scientists and dermatologists can offer you younger, more radiant, and more attractive looking skin. After all, your skin is your most visible body-part, so we deeply understand when you feel the need to improve or repair your skin.

With the help of our latest skin care technology and procedures, our goal is to make you look and feel better, no matter what your age. We strive for the highest levels of compassion, professionalism & care for your needs. Our goal is to give you natural and quick results so that you can enjoy your life and feel more attractive. We strive to make our environment pleasant, comfortable and welcoming.

Our team of highly-trained, dedicated professionals work together to give you the best care possible.

Frederick Mellinger’s body lab offers complete one-on-one consultation & customization to fit every individuals needs.

At Frederick Mellinger’s body laboratories we can offer you:

Ct

_Customized _ body, cosmetic, and skin care products _Dermatologist _ consultations _Non-invasive _ body corrective services _Exclusive _ access to Frederick Mellinger’s body lab spa _Couples _ spa retreats

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9 9 .92 $ SU

COMPANY TIMELINE

9 9 . 91 £ K U

SPECIMEN NO.

SUBJECT ID

LAB ID #

S N RE T S N A GR O M YB NGI SE D RE VO C

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body lab

0092

frederick mellinger laboratories

SPECIMEN ID

00 04

SECTION NO.

Bh

BRAND HISTORY

Your skin is your most visible body part so allow our team to help you maximize its full potential_

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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LAB ID #

00 04 SECTION NO.

Ct

COMPANY TIMELINE

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frederick mellinger laboratories

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SECTION NO.

Bh

BRAND HISTORY

_Younger and more attractive looking skin With the help of our latest skin care technology, procedures, and products, our goal is to make you look and feel more attractive.

Indulge in our exclusive spa treatments and services that will leave you looking and feeling 10 years younger.

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SECTION NO.

Ct Be SUBJECT ID.

9 9 . 91 £ K U

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

9 9 .92 $ SU

COMPANY BRAND TIMELINE EXTENSIONS

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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BRAND EXTENSIONS

an identity manual and branding guidebook

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00 04

SECTION NO.

EXTENSION ID

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_sight

Why should you look your best? Because it’s damn sexy.

And because how you dress and take care of yourself conveys a lot about who you are to the people around you.

It shows you are put together, have high-self esteem, and you’re confident about your body. When you look good, you feel good.

At Frederick Mellinger’s fashion lab we have grown beyond our simple roots in the lingerie industry & we are now offering new fashion lines that will take you from the boardroom to the bedroom with everything from underwear to outerwear. This time around we’ve added a men’s line that will be sure to attract attention.

Frederick Mellinger’s fashion lab offers the most alluring trends in the industry as well as access to our exclusive retail lab and team of personal shoppers. At Frederick Mellinger’s fashion laboratories we can offer you:

Ct

_High-end _ lingerie as well as outerwear fashion lines for both sexes _Access _ to our exclusive fashion lab _Customized _ private fittings for every occasion _Personal _ shoppers

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9 9 .92 $ SU

COMPANY TIMELINE

9 9 . 91 £ K U

SPECIMEN NO.

SUBJECT ID

LAB ID #

S N RE T S N A GR O M YB NGI SE D RE VO C

03

fashion lab

0098

frederick mellinger laboratories

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SECTION NO.

Bh

BRAND HISTORY

_Captivating fashion for him Frederick Mellinger fashion laboratories is reinventing itself, repositioning & even attempting to fill the gender gap with a new men’s fashion line that is sure to attract attention.

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

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Be

BRAND EXTENSIONS

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Bh SUBJECT ID.

BRAND HISTORY

an identity manual and branding guidebook

00101

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SECTION NO.

Ct

NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9

Wherever you are, Frederick Mellinger fashion can guarantee that all eyes will be on you. Each and every item of the new Frederick Mellinger fashion selection is aimed at adding a shade of luxury and enticement to the mundane routine, turning an ordinary woman into a seductress.

9 9 . 91 ÂŁ K U

_From the boardroom to the bedroom

S N RE T S N A GR O M YB NGI SE D RE VO C

9 9 .92 $ SU

COMPANY TIMELINE

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04

Be

BRAND EXTENSIONS

an identity manual and branding guidebook

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00 04

SECTION NO.

EXTENSION ID

4

_sound

For all the aspiring vocalists and musicians, the Frederick Mellinger audio lab offers superb acoustics that are sure to take your sound to the next level. We offer a full service audio production and recording studio with state of the art audio, computer and video editing technology.

We also offer optimum acoustic properties in our recording labs that will make any movie score sound like a full piece orchestra. Whether you’re a song writer, musician, or recording artist, Frederick Mellinger audio labs will digitally enhance your sound.

Frederick Mellinger audio labs offer state of the art technology in digital recording. We are a unique blend of vision, precision, and the desire to make attractive music.

At Frederick Mellinger audio laboratories we can offer you:

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NBSI

COMPANY TIMELINE

9 9 .92 $ SU

_Access _ to our exclusive full service audio production and recording studio _Optimum _ acoustic properties in our technology _Professional _ and private voice coaching

9 9 . 91 ÂŁ K U

SPECIMEN NO.

SUBJECT ID

LAB ID #

S N RE T S N A GR O M YB NGI SE D RE VO C

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audio lab

00104

frederick mellinger laboratories

SPECIMEN ID

00 04

SECTION NO.

Bh

BRAND HISTORY

Frederick Mellinger audio lab believes that innovation lies in the integration of ideas from many fields_

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9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

00105

LAB ID #

00 04 SECTION NO.

Ct

COMPANY TIMELINE

00106

frederick mellinger laboratories

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SECTION NO.

Bh

BRAND HISTORY

_Sound better with our audio technology Staffed with experienced recording engineers and producers, clients from all over the world utilize our technology for precise, high-quality recording, production, mixing, mastering, composing and unbeatable customer service.

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9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

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BRAND EXTENSIONS

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BRAND EXTENSIONS

an identity manual and branding guidebook

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SECTION NO.

EXTENSION ID

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_taste

Life is too short to eat bad cuisine. At the Frederick Mellinger molecular gastronomy lab we are leading the way in a new culinary trend called molecular cooking. It is now the newest fashion for chefs to offer their customers caviar made from sodium alginate and calcium, burning sherbets, spaghetti made from vegetables, and instant ice cream, fast-frozen using liquid nitrogen.

At Frederick Mellinger’s molecular gastronomy lab our chefs explore new possibilities in the kitchen by embracing science, research, technological advances in equipment and various natural gums and hydrocolloids produced by the commercial food processing industry.

Frederick Mellinger’s gastronomy lab offers the most alluring cuisine in the food industry as well as access to our exclusive dining hotspots and celebrity chefs. At Frederick Mellinger’s gastronomy laboratories we can offer you:

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_Experimental _ cuisine and fine dining experiences _Molecular _ Gastronomy courses with our R/D team _Personal _ Chefs for high-end events and parties

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9 9 .92 $ SU

COMPANY TIMELINE

9 9 . 91 £ K U

SPECIMEN NO.

SUBJECT ID

LAB ID #

S N RE T S N A GR O M YB NGI SE D RE VO C

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gastronomy lab

00110

frederick mellinger laboratories

SPECIMEN ID

00 04

SECTION NO.

Bh

BRAND HISTORY

We like to explore new possibilities in the kitchen by embracing science, & technological advances_

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

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LAB ID #

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Ct

COMPANY TIMELINE

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frederick mellinger laboratories

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SECTION NO.

Bh

BRAND HISTORY

_Experimental cuisine from master chefs Our chefs explore new possibilities in the kitchen by embracing science, research, technological advances in equipment, and various natural gums produced by the commercial food processing industry.

9 9 . 91 £ K U

9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

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BRAND EXTENSIONS

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frederick mellinger laboratories

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SECTION NO.

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BRAND HISTORY

_Chemistry in the kitchen We offer caviar made from sodium alginate and calcium, burning sherbets, spaghetti made from vegetables, and instant ice cream, fast-frozen using liquid nitrogen.

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9 9 .92 $ SU

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NBSI

S N RE T S N A GR O M YB NGI SE D RE VO C

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04

00116

frederick mellinger laboratories

SPECIMEN ID

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Bh

BRAND HISTORY

9 9 . 91 ÂŁ K U

9 9 .92 $ SU

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NBSI

Let the transformation begin_

S N RE T S N A GR O M YB NGI SE D RE VO C

an identity manual and branding guidebook

00117

LAB ID #

00

Ct

COMPANY TIMELINE