SUBJECT ID
frederick mellinger laboratories
LAB ID #
MANUAL ID
an identity manual and branding guidebook
1946
002
00
SECTION NO.
Bh
BRAND HISTORY
frederick mellinger laboratories
an identity manual and branding guidebook
003
00
SECTION NO.
[In路no路va路tor]
Ct
/noun/
NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
9 9 .92 $ SU
COMPANY TIMELINE
9 9 . 91 拢 K U
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
0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
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
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
007
00 SECTION NO.
Ct
COMPANY TIMELINE
008
00
SECTION NO.
Bh
BRAND HISTORY
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
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
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
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
9 9 .92 $ SU
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
9 9 .92 $ SU
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
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
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
NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
9 9 .92 $ SU
COMPANY TIMELINE
9 9 . 91 £ K U
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
NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
9 9 .92 $ SU
COMPANY TIMELINE
9 9 . 91 £ K U
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_
9 9 .92 $ SU
_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.
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 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_
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
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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SPECIMEN NO.
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SPECIMEN NO.
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
03
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
3
9 9 .92 $ SU
CLASS ID
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
03
SUBJECT ID
0074
SPECIMEN ID
frederick mellinger laboratories _ business system
03
02
514 0 87 9 208352
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
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
0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
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
0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
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
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
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
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
0075
promotional cards and mailer
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0076
00 04
SECTION NO.
Bh
BRAND HISTORY
frederick mellinger laboratories
Be Brand Extensions _the five senses
0077
00 04
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
0078
frederick mellinger laboratories
SPECIMEN ID
00 04
SECTION NO.
Bh
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
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
0079
LAB ID #
00 04 SECTION NO.
Ct
COMPANY TIMELINE
0080
00 04
SECTION NO.
Bh
BRAND HISTORY
frederick mellinger laboratories
SECTION NO.
Ct
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NBSI
COMPANY TIMELINE
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We’re curious & curiosity leads us towards new transformations.
00 04
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.
0081
S N RE T S N A GR O M YB NGI SE D RE VO C
an identity manual and branding guidebook
0082
00 04
SECTION NO.
Bh Be SUBJECT ID.
BRAND EXTENSIONS HISTORY
frederick mellinger laboratories
an identity manual and branding guidebook
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The Expansion _the new laboratories
04
SECTION NO.
Frederick Mellinger laboratories
pheremone lab_ _sound lab
_fashion lab
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
body lab_
9 9 .92 $ SU
gastronomy lab_
0084
04
Be
BRAND EXTENSIONS
an identity manual and branding guidebook
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00 04
SECTION NO.
EXTENSION ID
1
_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
SPECIMEN NO.
SUBJECT ID
LAB ID #
S N RE T S N A GR O M YB NGI SE D RE VO C
01
pheremone lab
0086
frederick mellinger laboratories
SPECIMEN ID
00 04
SECTION NO.
Bh
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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LAB ID #
00 04 SECTION NO.
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COMPANY TIMELINE
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frederick mellinger laboratories
00 04
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Bh
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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04
Be
BRAND EXTENSIONS
0090
00
Be
BRAND EXTENSIONS
an identity manual and branding guidebook
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00 04
SECTION NO.
EXTENSION ID
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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
NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
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
02
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
0093
LAB ID #
00 04 SECTION NO.
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COMPANY TIMELINE
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frederick mellinger laboratories
00 04
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.
0095
00 04
SECTION NO.
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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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04
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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
NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
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
00 04
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
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
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04
Be
BRAND EXTENSIONS
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Bh SUBJECT ID.
BRAND HISTORY
an identity manual and branding guidebook
00101
00 04
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
00102
04
Be
BRAND EXTENSIONS
an identity manual and branding guidebook
00103
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:
Ct
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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
04
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_
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
00105
LAB ID #
00 04 SECTION NO.
Ct
COMPANY TIMELINE
00106
frederick mellinger laboratories
00 04
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.
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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BRAND EXTENSIONS
an identity manual and branding guidebook
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SECTION NO.
EXTENSION ID
5
_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:
Ct
_Experimental _ cuisine and fine dining experiences _Molecular _ Gastronomy courses with our R/D team _Personal _ Chefs for high-end events and parties
NBSI 0 - 9 3 6 3 3 - 5 14 - 0 - 8 7 9
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
05
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
00112
frederick mellinger laboratories
00 04
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
00113
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BRAND EXTENSIONS
00114
frederick mellinger laboratories
00 04
SECTION NO.
Bh
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.
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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04
00116
frederick mellinger laboratories
SPECIMEN ID
00
Bh
BRAND HISTORY
9 9 . 91 ÂŁ K U
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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