System MANUAL
L E N S C R A F T SYSTEM MANUAL
* THE EYE LEVEL OF A BOOK
THE LENS CRAFT SYSTEM MANUAL WAS CREATED SO THAT EVERYONE WOULD BE ON OUR “EYE-LEVEL” IN TERMS OF OUR IDENTITY SYSTEM.
SECTION 1.2
CORPORATE COMMUNICATION
SECTIONT 1 INTRODUCTION 1.2 1.4 1.6
COMPANY HISTORY UNIQUE SELLING POSITION COMPETITION
SECTIONT 2 SIGNATURE DENTITY THE SIGNATURE MINIMUM HEIGHT & SIGNATURE MARKS SIGNATURE CLEAR SPACE UNACCEPTABLE USAGES
2.2 2.4 2.6 2.8
SECTIONT 3 IDENTITY COLORS SIGNATURE COLORS ACCEPTABLE BACKGROUND USE UNACCEPTABLE BACKGROUND USE
3.2 3.4 3.6
SECTIONT 4 SUPPORT SYSTEM TYPOGRAPHY SECONDARY GRAPHICS SYSTEM GRID
4.2 4.4 4.6
SECTIONT 5 APPLICATIONS STATIONERY SYSTEM WEBSITE ENVIRONMENT INDUSTRY CONSUMER
5.2 5.4 5.6 5.18 5.30
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
COMPANY HISTORY Lens Craft was created in 1983 by E. Dean Butler, a manager with Procter & Gamble. Butler sold the company to the United States Shoe Corporation in 1985 and remained as President until 1987, when Ban Hudson replaced him. 1990, Hudson became CEO of US Shoe and Dave Browne CEO of Lens Craft. Lens Craft is an international retailer of prescription eye wear, and prescription sunglasses. The company was founded in the United States and has subsequently expanded to over 850 stores in Canada, the United States, Puerto Rico and Hong Kong. The stores usually feature independent optometrists on site (or in an adjacent store). The company has its corporate headquarters in Mason, Ohio, (Cincinnati). Lens Craft, Sunglass Hut International and Pearle Vision are all wholly owned subsidiaries of the Italian-based Luxottica. Lens Craft is the largest optical chain in the nation, with about 90 stores in California alone. The Lens Craft chain of stores is ultimately owned by the Luxottica Group, an Italian company that is the largest eye wear company in the world.
SECTION 1.2
CORPORATE COMMUNICATION
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
UNIQUE SELLING POSITION Lens Craft reflects its philosophy and beliefs in our unique selling position. Our massive collection of frames makes it possible for our consumers to find a piece of eye wear suitable for them. We believe that there is a frame that could match the attitude and style of anyone out there. We also believe that everyone shouldn’t be forced to choose and wear something from a small, general selection. Lens Craft upholds this belief by providing a wide range of frames and selections. We provide as many options necessary to deliver a successful pick every time.
SECTION 1.4
CORPORATE COMMUNICATION
CUSTOM CRAFTED FRAMES THAT EXPRESS YOUR STYLE AND ATTITUDE.
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
COMPETITION We want to show you that the new Lens Craft identity system will stand out from what is currently out there in the eye wear category. The Lens Craft identity system will definitely be something memorable compared to all the other competition. You can see by the comparison how strong and sophisticated the Lens Craft identity is. There is also a stronger concept behind with the Lens Craft ideneity system.
SECTION 1.6
CORPORATE COMMUNICATION
SECTION 1.7
IDENTITY SIGNATUR IDENTITY SIGNATUR IDENTITY SIGNATUR L E N S C R A F T SYSTEM MANUAL
SECTION 1.2
Y RE Y RE Y RE
CORPORATE COMMUNICATION
SECTIONT 2 SIGNATURE DENTITY THE SIGNATURE MINIMUM HEIGHT & SIGNATURE MARKS SIGNATURE CLEAR SPACE UNACCEPTABLE USAGES
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
THE SIGNATURE The Lens Craft signature is a graphic representation of our organization and the values for which it stands. It identifies us by displaying an image that is strong and credible. The signature combines two of the most important visual elements of our brand – the Lens Craft wordmark and the Lens Craft symbol. The Lens Craft symbol is a representation of the different styles and selections of lenses we have to offer. The lines and colors overlap each other to give the effect of the lens in a modern and sophisticated way. The diagram to the right illustrates the graphic features that make the signature unique. Position, size and color, as well as the spacial and proportional relationships of the signature elements, are predetermined and should not be altered. When reproducing the signature under some circumstances, challenges may arise. To provide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. There is only one signature with multiple color variations. Whenever possible use the full-color dimensional version of the signature. It is provided in 4-color process (CMYK for print applications) and RGB for electronic use. A 1-color positive and white reverse version of the signature is also provided. These versions are to be used only in the event that full-color is not an option.
SECTION 2.2
CORPORATE COMMUNICATION
HORIZONTAL COLOR SIGNATURE
HORIZONTAL COLOR SIGNATURE
HORIZONTAL B&W SIGNATURE
HORIZONTAL B&W SIGNATURE
HORIZONTAL B&W SIGNATURE
HORIZONTAL B&W SIGNATURE
SECTION 2.3
L E N S C R A F T SYSTEM MANUAL
MINIMUM HEIGHT Minimum size refers to the smallest size at which the Lens Craft signature may be reproduced and still maintain legibility. To ensure its legibility, the minimum reproduction size of the Lens Craft signature is 6.5 mm in height for print applications and 45 pixels in height for web and any electronic media. Do not surpass the minimum height. When reduced or enlarged, the wordmark must always scale proportionally with the symbol.
SIGNATURE MARKS The Lens Craft signature can also be combined with other signature marks like the Lens Craft tagline, which can be placed in both the horizontal and vertical format, and the Lens Craft signature with the legal mark. Always use the approved signature artwork provided by Lens Craft. Do not recreate or alter any of the elements in the signature artwork in any way.
SECTION 2.4
CORPORATE COMMUNICATION
MINIMUM HEIGHT FOR PRINT APPLICATIONS
MINIMUM HEIGHT FOR SCREEN APPLICATIONS
SIGNATURE WITH TAGLINE
HORIZONTAL SIGNATURE WITH TAGLINE
SIGNATURE WITH LEGAL MARK
HORIZONTAL SIGNATURE WITH LEGAL MARK
SECTION 2.5
L E N S C R A F T SYSTEM MANUAL
SIGNATURE CLEAR SPACE The Lens Craft signature is the product of proportional and specially drawn elements. The size and position of each element is determined by “x”, which is defined by the height of the capital letters in the Lens Craft wordmark. Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements. Clear space is defined by the distance of “x” as a unit of measurement surrounding each side of the signature. The distance of “x” equals the height of the capital letters in the Lens Craft wordmark. A minimum clear space requirement has been established to ensure the prominence and clarity of the Lens Craft signature. It is essential that the signature clear space remain free of all graphics, identities, photography and typography for maximum brand recognition.
SECTION 2.6
CORPORATE COMMUNICATION
HORIZONTAL COLOR SIGNATURE
HORIZONTAL B&W SIGNATURE
SECTION 2.7
L E N S C R A F T SYSTEM MANUAL
UNACCEPTABLE USAGES To maintain the equity and value of our brand, the Lens Craft signature must never be altered or redrawn. Some, but not all, common misuses are shown on the page to the right. Such examples are, do not change the signature colors, do not change the signature typeface, do not scale the signature elements separately, do not distort the signature, do not scale the signature unproportionally, do not rearrange the signature elements, and other uses not listed that would change the identity of the signature.
SECTION 2.8
CORPORATE COMMUNICATION
DO NOT CHANGE THE SIGNATURE COLORS
DO NOT CHANGE SIGNATURE TYPEFACE
DO NOT SCALE ELEMENTS SEPARATELY
DO NOT DISTORT THE SIGNATURE
DO NOT SCALE THE SIGNATURE UNPROPORTIONALLY
DO NOT REARRANGE SIGNATURE ELEMENTS
SECTION 2.9
IDENTITY COLORS IDENTITY COLORS IDENTITY COLORS L E N S C R A F T SYSTEM MANUAL
SECTION 1.2
Y
Y
CORPORATE COMMUNICATION
SECTIONT 3 IDENTITY COLORS SIGNATURE COLORS ACCEPTABLE BACKGROUND USE UNACCEPTABLE BACKGROUND USE
Y SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
SIGNATURE COLORS Color provides a strong visual link to our brand across a wide range of applications. Lens Craft shades of blues and teal serve as our corporate logo colors for all brand communications. A secondary color palette has been created for use in presentations and other corporate materials where additional color is necessary to differentiate levels of information. To provide the greatest degree of flexibility, a suite of colors have been created to satisfy a variety of reproduction methods. It is provided in Pantone and 4-color process (CMYK for print applications), CMYK, and RGB (for web and screen applications).
SECTION 3.2
CORPORATE COMMUNICATION
PANTONE 278
PANTONE 289
C:39 M:14 Y:0 K:0
C:100 M:64 Y:0 K:60
R:150 G:192 B:230
R:0 G:43 B:92
PANTONE 235
PANTONE 2425
C:87 M:35 Y:42 K:12
C:50 M:94 Y:27 K:8
R:0 G:120 B:131
R:133 G:12 B:112
PANTONE 229 C:87 M:35 Y:42 K:12 R:0 G:120 B:131
PANTONE 308 C:87 M:35 Y:42 K:12 R:0 G:120 B:131
SECTION 3.3
L E N S C R A F T SYSTEM MANUAL
ACCEPTABLE BACKGROUND USE By controlling the background on which the Lens Craft signature is placed, we ensure signature legibility and brand integrity. The preferred background is a white color or a solid color with a high contrast, which allows for the greatest legibility. Ideally, the background will allow for clear identification of all signature elements: symbol, wordmark, color and clear space.
SECTION 3.4
CORPORATE COMMUNICATION
SIGNATURE ON WHITE BACKGROUND
SIGNATURE ON COLORED BACKGROUND
SIGNATURE IN B&W
SIGNATURE ON GRADIENT
SIGNATURE ON PATTERN
SIGNATURE ON PICTURE
SECTION 3.5
L E N S C R A F T SYSTEM MANUAL
UNACCEPTABLE BACKGROUND USE To maintain the equity and value of our brand, the Lens Craft signature must never be altered or redrawn. When the brand identity is misused in any way possible, you destroy the equity of the brand. Some, but not all, common misuses are shown on this page.
SECTION 3.6
CORPORATE COMMUNICATION
DO NOT MAKE SIGNATURE COLOR VIBRATE
DO NOT PLACE SIGNATURE ON BUSY PATTERN
DO NOT MAKE SIGNATURE DISAPPEAR
DO NOT PLACE SIGNATURE ON BUSY BACKGROUND
DO PUT SIGNATURE DISAPPEAR IN COLOR
DO NOT PLACE SIGNATURE ON TYPOGRAPHY
SECTION 3.7
SUPPORT SYSTEM SUPPORT SYSTEM SUPPORT SYSTEM L E N S C R A F T SYSTEM MANUAL
SECTION 1.2
CORPORATE COMMUNICATION
SECTIONT 4 SUPPORT SYSTEM TYPOGRAPHY SECONDARY GRAPHICS SYSTEM GRID
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
TYPOGRAPHY Typography is a cornerstone of our visual identity. Lens Craft has chosen the Brandon Grotesque font family as the primary typeface for all our brand communications. A variety of weights shown at right will provide creativity and flexibility in your layouts. Lens Craft has chosen the Verlag and Century Gothic font family as the secondary typeface for all our brand communications. A variety of weights shown at the right will provide creativity and flexibility in your layouts. The use of the Verlag family is for headlines and packaging descriptors on the Lens Craft products. The use of the Century Gothic font family is for body copy and small forms of text in the Lens Craft system.
SECTION 4.2
CORPORATE COMMUNICATION
LENS C R AFT MED IUM 12/ 11/ 20 0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 FR AMES CON D EN SED BOLD 14/ 12/ 200
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SP E C K LE S GOTH IC BOOK 12/ 1 2/ 200
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SP E C K LE S GOTH IC BOLD 12/ 12 / 200
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
SECTION 4.3
L E N S C R A F T SYSTEM MANUAL
SECONDARY GRAPHICS Lens Craft uses the combination of photography and gradients to portray the right mood of high quality, bold, and fashion in the secondary graphics. The gradient background combines all the colors of the logo and the secondary color choice. A striking model cropped to show off their eyewear is placed on top of the gradient backgrounds to signify that bold statement. The Lens Craft models can be placed on top of either the blue to white gradient or purple teal gradient backgrounds and horizontally flipped to create more options and variety for our applications.
SECTION 4.4
CORPORATE COMMUNICATION
SECTION 4.5
L E N S C R A F T SYSTEM MANUAL
SYSTEM GRID This is the main text are for the Lens Craft system manual book. This is the main text are for the Lens Craft system manual book. This is the main text are for the Lens Craft system manual book. This is the main text are for the Lens Craft system manual book. This is the main text are for the Lens Craft system manual book. This is the main text are for the Lens Craft system manual book.
SECTION 4.6
CORPORATE COMMUNICATION
SECTION 4.7
APPLICATIO APPLICATIO APPLICATIO APPLICATIO APPLICATIO APPLICATIO L E N S C R A F T SYSTEM MANUAL
SECTION 1.2
ONS ONS ONS ONS ONS ONS
CORPORATE COMMUNICATION
SECTIONT 5 APPLICATIONS STATIONERY SYSTEM WEBSITE ENVIRONMENT INDUSTRY CONSUMER
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
STATIONERY SYSTEM Our visual identity–one of our most important marketing tools–extends to all our stationery items, maintaining a unified representation of our company. Our stationery system is simple and functional, designed to strengthen the message we are sending. The preferred Lens Craft business card layout presents the signature, the individual’s name, title and local contact information on the front of the card. The back side of the card uses the Lens Craft secondary graphic gradient with our website address. Our envelope also uses the Lens Craft secondary graphic gradient.
4000 Luxottica Rd. Mason, Ohio 45040
SPECKLES ZIMMERMAN Professional Eyeglass Stylist O 513-765-4321 H 877-753-6727 E speckles@lenscraft.com 400 Luxottica Rd. Mason, Ohio 45040
LENSCRAFT.COM
SPECKLES ZIMMERMAN Professional Eyeglass Stylist O 513-765-4321 H 877-753-6727 E speckles@lenscraft.com 400 Luxottica Rd. Mason, Ohio 45040
LENSCRAFT.COM
SECTION 5.2
CORPORATE COMMUNICATION
4000 Luxottica Rd. Mason, Ohio 45040 1-877-753-6727 lenscraft.com
October 21, 2011 Brian Flynn Speckles Frames and Stuff Co. 4501 Clearwear Rd. Suite 21 San Francisco, CA 95109
Dear Mr. Speckles, Maybe you wonder what sets Lens Craft apart from the rest. It's pretty simple, really - our unwavering, never-ending commitment to quality glasses and your satisfaction. Every one of our stores nationwide is ready to cater to your eyewear needs, whether it's new frames or just a simple adjustment. Simply put, we love your eyes. And we'll do whatever it takes to make sure you love everything about your Lens Craft experience from start to finish. Lens Craft really cares about your overall eye health and improving your vision. Since most of our stores have Independent Doctors of Optometry next door, the independent optometrist and the LensCraft opticians and associates can work together to meet all your vision care needs. LensCraft was founded in 1983 on a simple idea: Provide our customers with a pair of quality glasses in about an hour. That idea was revolutionary then and still is today. In fact, our one-hour service remains the gold standard in quality eyewear delivery. How do we do it in an hour? Instead of sending all of our eyewear to a centralized production facility, we put the production laboratories in our stores. Today, nearly 900 stores across the USA, Puerto Rico and Canada have fully equipped, in-store laboratories to produce quality glasses in about one hour.
Sincerly,
T A N Y A M E N D I O LA
enclosure
SECTION 5.3
L E N S C R A F T SYSTEM MANUAL
WEBSITE
WHICH FRAME BEST SUITS YOUR PERSONALITY? >> TAKE THE LENS CRAF T FRAME QUIZ
SECTION 5.4
CORPORATE COMMUNICATION
THE LENS CRAFT WEBSITE HOME PAGE INTRODUCES YOU TO OUR UNIQUE FRAME PERSONALITY QUIZ. AFTER THE QUIZ, LENS CRAFT CREATES YOUR PERSONALIZED COLLECTION OF FRAMES
YOUR FRAME COLLECTION
THAT FIT WHO YOU ARE. YOL ANDI
BARNOBY
COLT
WETHERBY
SPENCER
GERTRUDE
MCLOVIN
SYBILINE
DUMBLEDORE
EYEGLAS SE S SELECTED ACCORDING TO YOUR QUIZ RESULTS
SECTION 5.5
L E N S C R A F T SYSTEM MANUAL
ENVIRONMENT
AS LENS LOVERS, WE DECIDED TO REFLECT THAT BY CREATING A STORE FRONT THAT SUGGESTS AN EYEGLASS FR A ME . O UR S TO R E ATMO S P HE R E GIVES OFF A REFRESHING TONALITY ON EYE WEAR PRODUCTS.
SECTION 5.6
CORPORATE COMMUNICATION
SECTION 5.7
L E N S C R A F T SYSTEM MANUAL
SECTION 5.8
CORPORATE COMMUNICATION
SECTION 5.9
L E N S C R A F T SYSTEM MANUAL
SECTION 5.10
CORPORATE COMMUNICATION
SECTION 5.11
L E N S C R A F T SYSTEM MANUAL
SECTION 5.12
CORPORATE COMMUNICATION
THESE APPLICATIONS SHOW YOU HOW OU R LE N S C R A FT I D E N TI TY S Y S TE M WORKS WHEN YOU TAKE IT TO THE AIR. THE AIR PLANE AND BLIMP DEAL WITH T H E SCA L E A N D P E R C E P TI O N O F TH E LENS CRAFT SIGNATURE MARK.
SECTION 5.13
L E N S C R A F T SYSTEM MANUAL
SECTION 5.14
CORPORATE COMMUNICATION
SECTION 5.15
L E N S C R A F T SYSTEM MANUAL
SECTION 5.16
CORPORATE COMMUNICATION
SECTION 5.17
L E N S C R A F T SYSTEM MANUAL
INDUSTRY
SECTION 5.18
CORPORATE COMMUNICATION
THESE APPLICATIONS SHOW YOU HOW OUR IDENTITY SYSTEM WORKS ON A NUMBER OF PRODUCTS THAT YOU WILL SEE AROUND OUR STORES AND SELECT OFFICES. THIS APP SHOWS OUR MARK EMBOSSED ONTO A CLEANING CLOTH.
SECTION 5.19
L E N S C R A F T SYSTEM MANUAL
SECTION 5.20
CORPORATE COMMUNICATION
SECTION 5.21
L E N S C R A F T SYSTEM MANUAL
YOU CAN CARRY YOUR FRAMES AND O FFI C E W O R K I N O UR TR AV E L E R ’ S B A G S E T W I TH TH E L E N S C R A FT L O G O DEBOSSED INTO THE LEATHER. THEN YOU CAN GIVE YOUR EYES A REST WITH A SOFT CUSHIONED LENS CRAFT BLACK, SILK EYE MASK.
SECTION 5.22
CORPORATE COMMUNICATION
SECTION 1.2
L E N S C R A F T SYSTEM MANUAL
THE LOGO CAN BE APPLIED TO A LOT OF STORE FURNITURE SUCH AS WAITING CHAIRS AND MIRRORS. CONVENTIONAL ITEMS ALSO USE THE LOGO WITH TO TAKE PRIDE IN OUR BRAND.
SECTION 5.24
CORPORATE COMMUNICATION
SECTION 5.25
L E N S C R A F T SYSTEM MANUAL
SECTION 5.26
CORPORATE COMMUNICATION
WE REFLECT OUR SIGNATURE MARK ON ALL OUR PRODUCTS NO MATTER HOW SMALL TH E A PPLICA TION IS. OUR PEN REFLECTS THE MINIMUM REQUIREMENT OUR SIGNATURE CAN BE SCALED DOWN TO. WE ALSO REPRESENT OUR LOGO ON OUR OPTOMETRIST LAB COATS.
SECTION 5.27
L E N S C R A F T SYSTEM MANUAL
SECTION 5.29
CORPORATE COMMUNICATION
SECTION 5.29
L E N S C R A F T SYSTEM MANUAL
CONSUMER ITEMS
SECTION 5.30
CORPORATE COMMUNICATION
SECTION 5.31