MATALAN BRAND GUIDELINES
The Matalan identity is a seal of approval and a promise of quality. MATALAN'S IDENTITY VALUES Having Less negative impact: LESS LESS PACKAGING LESS PAPER LESS WASTE
RE BRANDED Matalan re~branded
Matalan has changed its brand and values.
New strong foundations have been put in place to make Matalan a more trusted and more valuable company. As part of this process, there are three core values that express the shared understanding of what they believe, how they aim to behave and what they aspire to be as a business.
Matalan loves fashion, which by its nature is constantly moving, fickle and hugely wasteful, starting from the way they are packaged. We have designed new methods of recycling wasteful packaging materials by utilising every box we deliver and turning them into hangers and price tags, as well as using less ink. Our values are simple we want 'Less negative impact' and we are doing this by using LESS PACKAGING, LESS PAPER, LESS WASTE.
To help determine the ethics of each item in the store, new price tag systems have been developed, new price tags with symbols which denote the specific ethical status of the designers and their products. We know you want to know exactly why the item you love is so special. Each products ethics are explained in their price tag, and the symbols, also found there, are a quick way to understand if an item is organic, vegan, sustainable etc.
As part of the new values comes a new logo, a logo that represents less altogether, short for Matalan is M | N.
CONTENTS MATALAN SIGNATURES Matalan Signatures Matalan Signature Colour Palette Matalan Signature Configuration Minimum Clear Space and Minimum Size Typography Avoid Signature Mistakes
ASSETS Using Matalan Assets
ADVERTISING AND PROMOTIONS Advertising and Promotions Materials Printed Materials
STORE IDENTITY Matalan Design
ADDITIONAL ITEMS Merchandise Items Shirts Stationery
SIGNATURES
SIGNATURE COLOUR PALETTE Matalan's new brand is changing to make a difference to the environment however, they still want the brand to represent the elegance, strength and confidence of their clothes through the design and colours. It is important that the colour below are only used on their own. Signatures must be all of the same colour to save ink.
Black is associated with power, elegance and formality. Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious colour.
White is associated with light, goodness, innocence and purity. It is considered to be the colour of perfection. White means safety, purity, and cleanliness. White can represent a successful beginning.
Silver/Grey is associated with modesty. Grey symbolizes security, reliability, intelligence and staid. It is considered to be the colour of modesty, maturity and conservative.
Gold is associated with wealth used wisely. Gold is also the symbol of good health., optimism, power, and promotes courage, confidence and willpower.
Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wisdom, dignity, independence, creativity, mystery and magic.
COLOUR PALETTE Silver/Grey R = 209 G = 211 B = 212
Black R = 0 G = 0 B = 0
Gold R = 178 G= 153 B = 79
White R = 250 G = 250 B = 250
Purple R = 102 G = 45 B = 145
SIGNATURES A signature is the combination of the Matalan logo with a logotype (a name like A ' uthorized Reseller' set in specially designed type).
PRIMARY SIGNATURES
The Matalan Logo comes in 4 forms:
The logo on its own.
One~line signature
Authorized Reseller
Two~line signature
Value Added Reseller
Two~line signature with descriptor
Value Added Reseller Less negative impact
CHOOSING A CONFIGURATION The choice of signature configuration will depend on your graphic layout. The one~line signature is used when there is ample horizontal layout space.
The two~line signature is more compact. It can be used when both vertical space and horizontal space are limited.
ONE~LINE SIGNATURE In the one~line signature, both the type and the Matalan logo are clearly legible at a small size. It is ideal for horizontal layout space.
TWO~LINE SIGNATURE Promotions and advertising offer very limited space. The two~line signature is a compact configuration that fits in small spaces.
Authorized Reseller Value Added Reseller
SIGNATURE COLOUR Matalan signatures can be shown only in one all colour.
When placing a signature on black or colour backgrounds, use an all white signature reversed out of the background colour. Never place a Matalan signature on a visually cluttered or patterned background.
Authorized Reseller
Authorized Reseller
MINIMUM CLEAR SPACE AND SIZE The minimum clear space around the signature is equal to the height of the Matalan logo. To create the greatest impact, allow even more space around your signature. Do not allow typography, or other graphic elements to enter the minimum clear space area. It is important to keep in mind that the signature should be kept small where possible to maintain the premium look it was intended to portray.
MINIMUM SIZE The minimum signature size should be used when layout space is extremely limited. Use at a larger size whenever possible. Remember not too large that it looses the premium look. x x 5 mm 15 px
x
Authorized Reseller
x
TWO~LINE SIGNATURE The minimum size is 5 mm in print and 15 pixels onscreen. Allow minimum clear space as shown.
ONE~LINE SIGNATURE The minimum size is 5 mm in print and 15 pixels onscreen. Allow minimum clear space as shown.
x
x
x 5 mm 15 px
x
x Value Added Reseller
5 mm 15 px
x
Value Added Reseller Less negative impact
x
x
TYPOGRAPHY The Matalan corporate font
Matalan marketing materials use abeatbyKai. AbeatbyKai should be used only in marketing materials and presentations provided by Matalan.
It cannot be used for any other marketing materials or any third party's marketing materials or presentations.
Do not imitate the Matalan typography by using a version of abeatbyKai on other marketing communications.
Do not imitate the Matalan typographic style.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Less Negative Impact
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9
AVOID SIGNATURE MISTAKES Do not alter the Matalan signature artwork in any way.
Avoid these common mistakes
Do not remove the Matalan logo or alter the relationship of the elements in any way.
Never create a new signature that combines the Matalan logo with your business name.
Do not change the font or alter the spacing between letters.
For the Internet, do not rotate or animate a Matalan signature or make any of its elements three dimensional.
Do not incorporate the Matalan signature into your company identity.
Do not use more than one colour for the Matalan signature, not even colours from the signature colour palette.
Authorized Reseller
Authorized Reseller
AVOID SIGNATURE MISTAKES Never use a Matalan signature as a decorative border or pattern.
Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Matalan logo.
Do not link a Matalan signature to your company's identity by placing it in a shape or background field that is part of your identity.
Do not change the colour.
ASSETS
USING MATALAN ASSETS Matalan product photography
Never download or copy an image from Matalan's website at www.matalan.com.
Avoid these common mistakes
Do not place a Matalan product image on a busy or colourful, background. Matalan product photos can be placed only on a white, off white, light gray, black or very subtle backgrounds or on a promotional background provided as part of the image.
Make sure you use Matalan product photos at a resolution appropriate to the output size.
When photos accompany products in a list or in a row, select photos with a solid white or solid black background to make it easier for customers to see the product.
ADVERTISING AND PROMOTIONS
ADVERTISING AND PROMOTIONS To achieve the marketing goals cost effectively, advertising resources should be used for conventional print and online advertising.
Don't market the marketing.
Do not produce advertising before the product is available.
Do not engage in nonconventional or stunt advertising to draw attention to a product launch.
Use your advertising budget to secure premium positioning in desirable environments.
For print ads, focus your budget on a few large ads rather than many small ones.
Full pages or two~page spreads are preferable to half, quarter, or smaller page units.
For print and newspaper placements, focus on environments that are contextually relevant to the product and audience.
MATERIALS Matalan has made their packaging one of their primary sources for recycling. Recycling a tonne of paper saves almost 13 trees. It saves 2.5 barrels of oil, 4100kWh of electricity, 4 cubic metres of landfill and 31,780 litres of water. Every year we need a forest the size of Wales to provide the paper we use in Britain. For these reasons we are trying to use all the cardboard that we can from the packaging in which we receive our garments. By using Cardboard hangers we are using less metals and plastics. The energy it takes to make one new aluminium hook is enough to make 20 recycled ones. Plastics can take up to 400 years to break down in a landfill. The idea is that the hangers like in many retail shops are free for purchasing customers, it is one of the many changes that Matalan are making to use less paper and to have a less negative impact. Recycling itself uses electricity and costs money, a well run curbside recycling program can cost anywhere from $50 to more than $150 per ton trash collection and disposal programs, on the other hand, cost anywhere from $70 to more than $200 per ton. This demonstrates that, while there is still room for improvements, recycling can be cost~effective. Wherever possible we try to use all the materials that we can to produce advertisement and other useful tools for our business, however recycling also forms big part of Matalan's new brand values.
PRINTED MATERIALS Always check printed communications during the production process to ensure print quality and consistency throughout. Never use Matalan assets on very low resolution.
COLOUR White signatures should always reverse out of dark or bright colour backgrounds. When using a black signature, white, off white, or neutral colour backgrounds are preferred.
Avoid using bright colour backgrounds to draw attention to Matalan products. Instead, place Matalan products together, along with a Matalan signature, in a designated area of the layout. A containing border can be used. For emphasis, Matalan products can be shown at a larger scale than the surrounding images.
STORE IDENTITY
MATALAN DESIGN Matalan has a variety of point of sale (POS) materials. These items may include banners, posters, brochures, and promotional merchandise.
Always use the materials as provided; do not alter them in any way.
Do not reuse design or text elements from these materials in your communications.
NEW IN
NEW IN
SHORTS ÂŁ 9. 99
SHORTS ÂŁ 9. 99
MATALAN DESIGN
LIVING
CLOTHES
KITCHEN
TRAVEL
MATALAN DESIGN
LIVING
CLOTHES
KITCHEN
TRAVEL
MATALAN DESIGN
ACCESSORIES
MATALAN DESIGN Matalan has developed a system through their packaging that allows hangers and price tags to simply pop up, no need for scissors, the hangers and price tags have already been perforated into the cardboard. Wherever possible the cardboard should too be used for signs around the shop.
ECOTAG SOURCE AUDIT
M
£ 9. 99
WHITE
OFF SET £ 1 99
MATERIALS FROM BOLIVIA
STYLE
RECYCLE £ . 99
MANUFACTURED IN SINGAPORE
OFFSET TYPE SOLAR BIO NUCLEAR
WIND HYDRO
SOLD IN USA, EU, AUSTRALIA ORGANICE
6.2
K
CARBON 4.0 12 MILES MAXIMUM
SALE
RECYCLED MADE NAME NAME NAME
BIODEGRADABLE
BY OF FACTORY WORKER OF FACTORY WORKER OF FACTORY WORKER
C+
SALE
YB E D AM
2 .6
E P YT TE SFF O R AL OS OIB R AEL C U N
9 9 . £ EL CYCE R
DNIW O R D YH
TI D UA E CR U OS GATOCE
AI VI L OB M OR F SLAI R ETAM
+C
R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN
YB E D AM
D EL CYCE R
2 .6 N OB R AC SEL I M 2 1 0.4 −X I AM MUM
K
E C I N AGR O
AI LAR TSUA ,U E , ASU N I D L OS
E R OP AG N I S N I D E R U TCAF U N AM
N OB R AC SEL I M 2 1 0.4 −X I AM MUM
K
E C I N AGR O
EL B AD AR GE D O I B
+C
EL YTS
DNIW O R D YH
E P YT TE SFF O R AL OS OIB R AEL C U N
9 9 . £ EL CYCE R
9 9 1 £ TE S F F O
99 9 . £
ECOTAG SOURCE AUDIT
BIODEGRADABLE
D EL CYCE R
RECYCLED
MADE BY
NAME OF FACTORY WORKER NAME OF FACTORY WORKER NAME OF FACTORY WORKER
C+
BIODEGRADABLE AI LAR TSUA ,U E , ASU N I D L OS
K
MANUFACTURED IN SINGAPORE MATERIALS FROM BOLIVIA
RECYCLED
MADE BY
NAME OF FACTORY WORKER NAME OF FACTORY WORKER NAME OF FACTORY WORKER
C+
ECOTAG SOURCE AUDIT SOLD IN USA, EU, AUSTRALIA
ORGANICE
6.2
CARBON 4.0 12 MILES MAX− I MUM
K
MATERIALS FROM BOLIVIA
MANUFACTURED IN SINGAPORE
SOLD IN USA, EU, AUSTRALIA
ORGANICE
6.2
CARBON 4.0 12 MILES MAX− I MUM R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN
WIND HYDRO
£ 9. 99
OFF SET £ 1 99
RECYCLE £ . 99
OFFSET TYPE SOLAR BIO NUCLEAR EL B AD AR GE D O I B
EL YTS
E TI H W
M
TI D UA E CR U OS GATOCE
AI VI L OB M OR F SLAI R ETAM
YB E D AM
D EL CYCE R
K
2 .6
99 9 . £
E P YT TE SFF O R AL OS OIB R AEL C U N
9 9 . £ EL CYCE R
9 9 1 £ TE S F F O
DNIW O R D YH
TI D UA E CR U OS GATOCE
AI VI L OB M OR F SLAI R ETAM
+C
R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN
YB E D AM
D EL CYCE R
2 .6 N OB R AC SEL I M 2 1 0.4 −X I AM MUM
K
E C I N AGR O
AI LAR TSUA ,U E , ASU N I D L OS
E R OP AG N I S N I D E R U TCAF U N AM
N OB R AC SEL I M 2 1 0.4 −X I AM MUM
EL B AD AR GE D O I B
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E C I N AGR O
AI LAR TSUA ,U E , ASU N I D L OS
E R OP AG N I S N I D E R U TCAF U N AM
R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN R EK R OW YR OTCAF F O E M AN
EL B AD AR GE D O I B
£ 9. 99
OFF SET £ 1 99
M
RECYCLE £ . 99
WIND HYDRO
STYLE WHITE
OFFSET TYPE SOLAR BIO NUCLEAR
M E TI H W
EL YTS
E TI H W
M
DNIW O R D YH
E P YT TE SFF O R AL OS OIB R AEL C U N
9 9 . £ EL CYCE R
9 9 1 £ TE S F F O
99 9 . £
ECOTAG SOURCE AUDIT
BIODEGRADABLE
STYLE WHITE
M
RECYCLED
MADE BY
NAME OF FACTORY WORKER NAME OF FACTORY WORKER NAME OF FACTORY WORKER
C+
BIODEGRADABLE
99 9 . £
K
MANUFACTURED IN SINGAPORE MATERIALS FROM BOLIVIA
RECYCLED
MADE BY
NAME OF FACTORY WORKER NAME OF FACTORY WORKER NAME OF FACTORY WORKER
C+
ECOTAG SOURCE AUDIT SOLD IN USA, EU, AUSTRALIA
ORGANICE
6.2
CARBON 4.0 12 MILES MAX− I MUM
K
MATERIALS FROM BOLIVIA
MANUFACTURED IN SINGAPORE
SOLD IN USA, EU, AUSTRALIA
ORGANICE
6.2
CARBON 4.0 12 MILES MAX− I MUM 9 9 1 £ TE S F F O
WIND HYDRO
£ 9. 99
OFF SET £ 1 99
RECYCLE £ . 99
OFFSET TYPE SOLAR BIO NUCLEAR TI D UA E CR U OS GATOCE
EL YTS
E TI H W
M
OFF SET £ 1 99
£ 9. 99
RECYCLE £ . 99
M
M WIND HYDRO
STYLE WHITE
OFFSET TYPE SOLAR BIO NUCLEAR
STYLE WHITE AI VI L OB M OR F SLAI R ETAM
OUTSIDE BOX
E R OP AG N I S N I D E R U TCAF U N AM
MATALAN DESIGN
INSIDE BOX
ADDITIONAL ITEMS
MERCHANDISE ITEMS A Matalan signature can be included on high quality key chains, mugs, pens, notebooks and portfolios.
Matalan branded merchandise can be given away at strategic events such as store openings and major trade shows to promote Matalan.
Merchandise that contains a Matalan signature must not be sold by your store or business, and it must not be resold to or by a third party.
T SHIRTS One Matalan signature may be placed on a shirt.
If used to promote a reseller's identity, the identity must be the predominant graphic on the shirt and must be placed on the front or back. It is preferred that the reseller identity be placed on the front with the Matalan channel signature on the sleeve or back.
Shirts that include the Matalan signature cannot be giveaway items. Shirts must be reserved for by reseller employees. Branded shirts can be worn by reseller employees while they are working in the store, conducting training, or representing the reseller at a trade show or other professional events.
STATIONARY Matalan signatures can appear on stationery items, including letterhead, business cards, notepads, and folders.