February 5, 2017 | Author: Anna Alison | Category: N/A
HARRODS Marketing & Advertising Brand Guidelines
HARRODS BRAND GUIDELINES
These guidelines contain all the tools and resources you will need to maintain the Harrods brand identity successfully, including precise information and practical examples. For quick access to individual sections or pages please see the contents page. High-resolution artwork is also available in a range of downloadable formats. Great brands are made through the commitment of everyone who works with them. Whatever your relationship with Harrods, your willingness to use these guidelines is important. How you implement them makes a difference and will significantly help Harrods build upon its reputation. We’re all guardians of this historic brand and in treating its identity with impeccable care and consistency, we protect the Harrods name, ensuring success and longevity.
HARRODS BRAND GUIDELINES | CONTENTS
CONTENTS 1 CORE BRANDING
4 STYLE GUIDE
6 CO-BRANDING
1.0
THE HARRODS LOGO
4.0
6.0
1.1
LOGO OPTIONS
4.1 HOUSE STYLE A-Z
1.2
LOGO RULES
1.3 COLOUR PALETTE 1.4
LOGO COLOURS
2 TYPOGRAPHY
HARRODS’ TONE OF VOICE
BY APPOINTMENT
6.5
BRAND EMAILERS
5.1 THE GIFT BUREAU
6.6
CONTACTS & COMMUNICATIONS
5.0
2.1
GILL SANS MT
5.3 PRIVATE SERVICE SUITE
2.2
PC USERS
5.4
THE STUDIO
5.5
HARRODS CONCIERGE
CORPORATE SERVICE
3 CORE VISUAL BRANDING
5.6 HARRODS ESTATES
3.0
5.7
3.2
STATIONERY
3.3 EMAILS 3.4 PRESENTATIONS
6.3 INVITATIONS BRAND MAILERS
5.2
3.1 THE HARRODS SALE
ADVERTISING
6.4
2.0 ITC NEW BASKERVILLE
ADVERTISING
6.1 THE HARRODS BRAND BAND 6.2
5 SERVICES & ASSOCIATED BRANDS
ESSENTIALS
HARRODS BANK
HARRODS BRAND GUIDELINES | CONTACT
CONTACT For further information on Harrods Advertising and Marketing Brand Guidelines, please email your queries to the Harrods Brand Guardians at:
[email protected]
1 | HARRODS BRAND GUIDELINES | CORE BRANDING
CORE BRANDING Core branding is the overarching term for any piece of communication produced in-house for Harrods Ltd which doesn’t require any third party, associated brand (sub brands such as BY APPOINTMENT) or external input. Core branding is at the root of all internal and external communication and maintains the traditional branding foundations from which all other third party, collaborative, service specific and associated-branded communication follow. Without this principal starting point, the Harrods identity would not be what it is today.
1.0 | HARRODS BRAND GUIDELINES | CORE BRANDING | THE HARRODS LOGO
THE HARRODS LOGO Our logo and corporate colours are essential elements of Harrods’ visual identity. Your commitment to ensuring they always appear as shown in these guidelines will protect the integrity of the Harrods name and ensure we create the best results. If you need any help or advice about the Harrods Brand Guidelines, please contact the Harrods Brand Guardians at
[email protected]. The iconic Harrods logo has changed very little in the last 40 years. Its distinctive script style is the most important element of our visual identity and the most potent symbol of our brand and heritage. It unites all the business elements and ensures that the Harrods brand stands out against global competitors. For this reason, the logotype must never be redrawn or altered in any way. The logo is confident, simple and above all, effective. No other elements should therefore be used in direct contact with this logo as this will only serve to weaken the strength of the message.
1.1 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO OPTIONS
LOGO OPTIONS Alternative Harrods logotypes are used for different styles of communication. Although they are all centred upon the original logo, they can incorporate a variety of web addresses and telephone numbers (web & tel) as below. Please ensure you check which logotype is appropriate to your communication before selecting.
ORIGINAL LOGO
HARRODS EXCLUSIVELY LOGO
HARRODS LIMITED EDITION LOGO
Limited Edition
UK SIGN OFF (WEB & TEL)
INTERNATIONAL SIGN OFF
must be present once on all UK publications
must be used once on international publications and Harrods Rewards
HARRODS EXCLUSIVELY SIGN OFF
HARRODS EXCLUSIVELY WITH INTERNATIONAL SIGN OFF
must be present once on all UK publications
must be used once on international publications and Harrods Rewards
HARRODS DIRECT SIGN OFF
HARRODS EXCLUSIVELY WORLDWIDE SIGN OFF
must be present once on all UK publications
must be used once on international publications and Harrods Rewards
1H
1.2 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO RULES 1B
1H 1B
1H
H
B
LOGO RULES
CLEARANCE ZONE
1H
The unique script of the Harrods logotype has its own idiosyncrasies and symmetry. 1H It can be most effectively centred using the optical centre as we have shown below, rather than by measurement. Where possible, the logo should be centred on the axis, using the optical centre, as illustrated below. Do not centre the logo on the axis using the geometric centre line as this will make it appear too far to the right.
The logotype is our icon and always occupies its own space. We can maximise visual 1B impact, simply by creating and protecting an invisible clear zone around it. 1B
An invisible clear zone protects the logo. The size of this zone is determined by the height of the ‘H’ of the Harrods (as a unit of measurement H). This is a minimum recommended clear zone area – more space will always aid visibility. 0.5H
1T 0.5H
1T
T
H 1T
1T
Geometric centre
Optical centre
Geometric centre
Optical centre
0.5H
0.5H
MINIMUM SIZE OF LOGO
1T
The Harrods sign-off can appear with or without the web & tel. The sizes1T indicated below provide a guide to print production of the Harrods logotype when used Talone and also in conjunction with the sign off. The reproduction medium, methods and materials will affect the final size, therefore on every occasion these elements should be checked thoroughly to ensure that quality and legibility is of the highest standard.
1T
1T
20mm
46.5mm
33mm
1C
1C
C
1.3 | HARRODS BRAND GUIDELINES | CORE BRANDING | COLOUR PALETTE
THE CORE COLOUR PALETTE
;
The three colours below are Harrods primary colours – the core colour palette. Used in combination, they are strong brand signifiers and are fundamental to brand identity. It is important they are used carefully on core items so that they remain powerful and effective brand elements.
METALLIC GOLD
BLACK
HARRODS GREEN
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
PANTONE 574c C:58 M:22 Y:98 K:79 R:58 G:75 B:1
THE SUPPLEMENTARY COLOUR PALETTE Our secondary colours shown below can be used in combination with our core colours, introducing subtle differentiation and variety to applications. They too must be used carefully to complement and enrich our strong brand identity.
SILVER
SALE RED
GOLD FOIL
SILVER FOIL
PANTONE 8001c C:44 M:35 Y:37 K:21 R:125 G:127 B:126
C:0 M:100 Y:100 K:40 R:158 G:11 B:15
LUXOR 220
ALUFIN Special
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference. Geometric centre
Optical centre
1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS
LOGO COLOURS
SECONDARY COLOURS
The primary colour palettes for the logotype are Pantone Gold 871c, Pantone 574c (Harrods Green) and Pantone Black 6. These three colours form a strong and well recognised visual identity and they should always be used for items requiring core branding creative.
As a secondary option, the logotype can appear in Pantone Silver 8001 and White. When the logotype needs to be small, or there are issues with legibility or budget, black or white options are a simple, practical solution.
NB: The Harrods logotype should never appear in any other colour or pattern other than those outlined on this and the previous pages.
Geometric centre
1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS
LOGO ON BACKGROUNDS Great care should be taken when using the logo against different backgrounds. Following these simple rules will ensure it remains a visible and effective branding device, whatever the background.
On light colour backgrounds it is recommended that the logotype in Black is used. Using the logotype in Silver or White on light backgrounds is not advisable due to the lack of contrast, and consequently visibility may be compromised.
On light photographic backgrounds it is recommended that the logotype in Black is used. Try to ensure that the area of the photograph where the logotype is placed is not too busy and is of a consistent tone. Using the logotype in Silver or White on light backgrounds is not advisable due to the lack of contrast, and consequently visibility may be compromised.
On dark colour backgrounds it is strongly recommended that the logotype in White is used.
On dark photographic backgrounds it is recommended that the logotype in White is used. Try to ensure that the area of the photograph where the logotype sits is not too busy and is of a consistent tone.
2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY
TYPOGRAPHY Typography is a fundamental element in creating and protecting Harrods distinctive brand identity. It is a subtle and more complex element than the logotype or colour palette. It is also a powerful brand signifier in its own right, bringing personality and consistency to all communication, infusing everything with the essential Harrods look and feel. Harrods branding always appears in one of two type fonts – New Baskerville or Gill Sans MT. Web and telephone numbers always appear in Baskerville font.
2.0 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | NEW BASKERVILLE
ITC New Baskerville New Baskerville
New Baskerville Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789012345678901234567890
123456789012345678901234567890
New Baskerville Bold
New Baskerville Bold Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
New Baskerville is one of our two primary typefaces. For this reason it is used for applications relating to the core of the business. These include corporate communications and signs. It can also be used for headlines or body copy. In the Harrods logo where the web address and telephone number is included, New Baskerville is used, however this should always be incorporated as a jpeg and never typed in manually. New Baskerville Bold is reserved for headings and sub-headings. It is also employed to provide emphasis in body copy set in New Baskerville only. New Baskerville Italic is reserved purely to provide emphasis in body copy, or for captions supporting images. New Baskerville Bold Italic is reserved purely to provide emphasis in body copy set in New Baskerville and New Baskerville Italic. The New Baskerville font is available in a variety of brands, please note that for all Harrods material, only the ITC version is to be used.
2.1 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | GILLSANS
Gill Sans MT Gill Sans MT Light
Gill Sans MT Light Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789012345678901234567890
123456789012345678901234567890
Gill Sans MT
Gill Sans MT Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Gill Sans MT Light is one of our two primary typefaces. For this reason it is used for applications emanating from the core of the business. These include corporate communications and signs. It can be used for headlines or body copy. Gill Sans MT is the boldest Gilll Sans MT used. It is reserved for headings and sub-headings. It is also employed to provide emphasis in body copy set in Gill Sans MT Light only. In addition it is ideal for body copy that has been reversed out of a solid colour. Gill Sans MT Light Italic is reserved purely to provide emphasis in body copy, or for captions accompanying pictures, images and illustrations. Gill Sans MT Italic is reserved purely to provide emphasis in body copy, or for captions accompanying pictures, images and illustrations.
2.2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | PC USERS
TYPOGRAPHY FOR PC USERS The vast majority of Harrods in-house communication is carried out on PC computers. With this in mind, two standard fonts are applicable across all email and online communication: Arial and Times New Roman. Whether it’s a letter to a Business Unit Director or an email to an external Brand Manager, all staff using PCs should adhere to these fonts when corresponding via email.
Arial
Times New Roman Times New Roman
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Arial Bold
Times New Roman Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Arial Italic
Times New Roman Italic
ABC D EFGH IJK L M N OP QR S T U V WX Y Z
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789012345678901234567890
123456789012345678901234567890
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING
CORE VISUAL BRANDING Harrods’ Core Visual Branding dictates the rules for every piece of communication which represents and emanates from the essential brand – Harrods. This means internal and external communications which could be departmental brochures, editorial and advertorial pieces as well as fundamental in-store elements including the Store Guide, plasmas, signage, business cards and so on. This does not include the associated brand communications. The Harrods core branding guidelines are fundamental to the visual identity of the brand and must be followed strictly as laid out in the following pages.
3.0 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | ADVERTISING
ADVERTISING All Harrods advertising must follow these template formats, paying particular attention to the placement of the Harrods logotype as well as colours and fonts used.
FJ&W ad-Men'sFitness
16/4/09
13:22
Page 1
7786_DIAd_SunTimesStyle_11May
7/6/09
15:44
Page 1
8224_Hello mag Elie Saab ad 336x246:. 07/08/2009 3:09 pm p Page 1
Elie Saab wear by Evening Starring ery by Pascal ell and Jew
LECTURE SERIES IN ASSOCIATION WITH THE
FINE JEWELLERY & L U X U R Y WAT C H E S
3.1 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | THE HARRODS SALE
THE HARRODS SALE The Harrods Sale happens twice yearly, once in June/July and again in December/ January. During this period, there is a distinct set of guidelines for all communications that refer to the Sale.
THERE IS ONLY ONE SALE STARTS THIS SATURDAY AT 9am
SALE OPENING TIMES Saturday 15th June 9am – 9pm Then, Sun 11.30am – 6pm Mon – Sat 10am – 9pm
MKT0125_SaleAd_SaleStarts_TimesSouth_170x264_13June13.indd 1
11/06/2013 16:19
3.2 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | STATIONERY
STATIONERY All communication must follow these template formats which all Harrods employees are expected to adhere to. All of these templates can be found on the Y:Drive in a folder marked Brand Guidelines. Use font Times New Roman for headings in 12pt and Arial for body copy in 10pt.
Letterhead
Memo
Fax
To
From
To
From
Company
Title/Dept
Company
Title/Dept
Fax Number
Fax Number
Pages
Telephone Number
Pages
Telephone Number
Date
Date
Reference
Reference
Memo Fax
3.2 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | STATIONERY
BUSINESS CARDS Harrods business cards serve the important function of communicating essential employee information and also to demonstrate our core branding aesthetic to external associates. Clarity and accuracy are key. The person’s name, job title, department, email and telephone numbers all flow in line sequence beneath the Harrods logo. The Harrods address should always run along the bottom of the card.
CHRISTINA HEALY Lead Designer & Brand Guardian Creative Tel: +44 (0) 20 3626 7560 • Fax: +44 (0) 20 3626 7896
[email protected] Harrods Ltd, Fifth Floor, 68 Hammersmith Road, London W14 8YW
Name Job Title Department Email Address Contact Numbers Address
3.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | EMAILS
EMAILS All emails sent from either a Harrods address or a Harrods representative with an alternate address must follow the Harrods email guidelines to ensure consistency is maintained across all communications. Emails are often seen as a less formal method of communication, however it is of utmost importance that all emails sent from representatives of Harrods retain a distinct sense of professionalism and formality. Please ensure grammatical accuracy and that all emails are spellchecked before being sent (this can be set as an automatic preference). All emails must be written using a default of Arial font in 12pt in black or grey.
EMAIL – SIGN-OFF All emails sent must have a default sign off setting (often referred to as signature) which must precisely replicate the example below:
Christina Healy Lead Designer & Brand Guardian HARRODS | Store Image | Creative
Name Job Title Company | Directorate | Division
Harrods Limited, Fifth Floor, 68 Hammersmith Road, London W14 8YW Tel: +44 (0) 20 3626 7560 | Fax: +44 (0) 20 3626 7896 | harrods.com
Address Contact details | Web address
3.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | EMAILS
EMAILS – OUT OF OFFICE When heading out of the office for an external client meeting or taking annual leave, please remember to set your out of office on your computer for any individual attempting to contact you while you are away. As a rule of thumb, an out of office message should inform the sender that you’re away from the business, the date you’ll be returning and a point of contact for any urgent queries. If you are going to be checking and responding to your emails while you’re out of the office, please state this in your message. All emails must be written using a default of Arial font in 10pt.
For example: Thank you for getting in touch. I am currently out of the office until xxxx xxth xxxx 2013. Should you have any urgent queries, please contact xxxx on ext xxxx in my absence, otherwise I look forward to following up your query on my return. Many Thanks
3.4 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | PRESENTATIONS
EXTERNAL PRESENTATION TEMPLATE When creating presentations for external meetings, Harrods presentation guidelines must be followed as laid out below. The templates can be found on the Y:drive/Brand Guidelines.
3.4 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | PRESENTATIONS
INTERNAL PRESENTATION TEMPLATE When creating presentations for internal meetings, Harrods presentation guidelines must be followed according to the layouts below. These templates can be found on the Y:drive/Brand Guidelines.
4 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE
HARRODS’ STYLE GUIDE
4.0 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | TONE OF VOICE
HARRODS’ TONE OF VOICE
ASSOCIATED BRANDS
Harrods always appears in the singular as one sole, collective company and should have an apostrophe associated with it when denoting the possessive. If unsure about Harrods’ brand identity, the following five values – or ‘BLISS’ as they are often summarised – constitute the cornerstones of the Harrods brand ethos:
Authoritative, decadent, distinguished language that captures exclusivity, first-class products and service excellence.
B – BRITISH heritage meets cutting-edge L – LUXURY is the new premium, it’s not always expensive I – INNOVATION is always at the forefront of retail trends S – SENSATIONAL the greatest store on earth S – SERVICE to make every customer feel special
BUZZ WORDS AND BAD WORDS BUZZ: Decadent, premium, elite, exclusive, quality, service, excellence, luxury, luxurious, sophisticated, elegant, experiential, retail theatre, exceptional, sensational, modern classic, iconic, value, investment, enduring, aspirational, innovative, pioneering, celebratory, sublime, quintessentially British, unprecedented, superlative, elite, ultra-luxe, eccentric, unforgettable. BAD: Cheap, free, low-cost, bling, discount, bargain, shopper, gents, global (use world), over one thousand (use ‘more than’), invites (use invitations)
Harrods’ written communication always adheres to a formal, sophisticated yet warm tone of voice, tailoring levels of formality according to the brief and the audience. A basic breakdown of the three core tone of voice variations are as follows:
INTERNATIONAL MARKET Authoritative, elegant, elevated language that can be easily interpreted when translated into other languages.
HARRODS REWARDS Green tier members: First person, sophisticated language but without assuming the reader is entirely familiar about the Harrods brand. Warm, welcoming and aspirational language is the preferred tone. Black/Gold tier members: Sophisticated, polished language that addresses customers in the first person and persuades and affirms the recipient’s exclusive status in-store. Harrods Rewards and other Customer Relationship Management (CRM) necessitates a different approach to copy depending on the campaign in question. For full details and explanations please refer to the separate CRM copy guidelines or contact the Brand Guardians at
[email protected]
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
A ACCENTS For all brands, wine names, places and people, accents should be added with the computer’s character palette. All capitalised words should also feature accented vowels without exception – e.g. Hermès, Ladurée Tea Room, CHÂTEAU.
ACRONYMS All acronyms and abbreviations should not contain full stops or spaces between initials. Use all caps only if the abbreviation is pronounced as the individual letters – BBC, VAT – otherwise spell the word out – e.g. NATO (North Atlantic Treaty Organisation). Beware of overusing acronyms or abbreviations that may not be instantly familiar to the reader. Unless used frequently in common vernacular, write the word or phrase in full with the abbreviation in brackets for the first instance of use, after this, the abbreviation may be used alone.
ADDRESSES Addresses should be left justified and without punctuation. Postcodes should be written on a separate line underneath the city, as below. Harrods 87-135 Brompton Road London SW1X 7XL The address to use on collateral is our standard registered Harrods Ltd. address, eg: Harrods Limited, Registered in England No. 30209. Registered Office: 87-135 Brompton Road, London SW1X 7XL. This is only necessary when it is not clear that Harrods is the promoter.
AGES Use the word twenties, not 20s, e.g. ‘men in their twenties’ For numbers up to and including nine, the number should appear in full, e.g. ‘The boy is seven years old’. Whereas numbers exceeding nine should be written in numerical characters, e.g. ‘The boy is 10 years old’.
AMERICANISMS American English should never be used in copy unless the word is part of a brand or product name originating from America. Take extra care when using the electronic spell check to ensure it is set to British English rather than American.
AND/BUT It is fine to begin a sentence with ‘and’ or ‘but’.
APOSTROPHES Apostrophes have two uses: 1.Apostrophes show you that some letters have been taken out of a word to shorten it, e.g. do not becomes don’t or I will becomes I’ll. The apostrophe goes where the letters have been removed. Apostrophes are used this way in informal writing. You should not shorten words when you are writing formal letters. NB – sometimes words are shortened in an irregular way. The apostrophe, however, is still used to show where letters are missing e.g. will not is condensed to won’t. 2. A postrophes denote possession. e.g. The dog’s tail – the tail belongs to the dog Laura’s hair – the hair belongs to Laura Usually the apostrophe goes before the ‘s’, but if the owner already ends in s, then the apostrophe goes after the s that is already there. You just need to add an apostrophe.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
e.g.
The dogs’ bowls – the bowls belong to the dogs The boys’ cars – the cars belong to the boys
Ladies is already plural for a group of women, so the apostrophe is placed after the ‘s’ in circumstances that talk about the Ladies’ Day. Watch out for plurals not ending in ‘s’. Words like men and children don’t end in s, but do refer to lots of people. These words use ‘s’ to show possession: e.g. Children’s Shoes, Men’s Ready-to-Wear, Women’s Accessories. Always ensure the apostrophe (’) is a correct apostrophe and not the foot character (´). Any references to years should be written without apostrophes, e.g. The 1970s unless they are referring to possession. Harrods Rewards always appears without an apostrophe.
AUTUMN/WINTER For all Harrods fashion collateral, Autumn/Winter 2013 is our house style when referring to the autumn and winter collections. Similarly, Spring/Summer 2013 is used for spring and summer. For all non-fashion related copy collateral, seasons should appear in lowercase.
B
BY APPOINTMENT As an associated brand of Harrods, BY APPOINTMENT adheres to a slightly different tone of voice according to its market. Ultra-luxe, high-end, evocative language is incorporated to reflect the service offering. Further details can be found in the main associated brand guidelines. Always use full capitalisation.
C CAPITALISATION All brands, concessions, spirits and alcohol (when named after their place of origin), food collections and so on should always have their initial letter capitalised, e.g. Christian Dior, Champagne, Cognac. If the region and the product are mentioned in the same sentence, only capitalise the region to differentiate between the two. For further capitalisation rules see individual categories, such as Brand Names or CRM.
CARAT/KARAT Use carat for stones; 2-ct diamond ring. Use karat for gold; 24-kt gold.
BRAND NAMES
CARD/CARDHOLDERS
All brand names and concessions appear with initial caps e.g. Gucci, Oscar de la Renta. When partaking in sponsored or co-partnered communication, a brand will determine if its entire name is capitalised or in upper or lowercase. If it always appears across all collateral completely capitalised, it should be written as so, on all Harrods produced communication. Brand names should appear in full and never abbreviated e.g. Louis Vuitton, not LV.
Mainly for CRM copy, Harrods Rewards ‘cards’, ‘customers’ or ‘cardmembers’ should have their initial letter written in the lowercase. American Express copy is an exception to this rule, where Cardmembers should have the initial letter capitalised.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
CAVEATS
COMMAS
There is a sequence that must be adhered to when adding caveats to CRM or any other communication requiring terms and conditions clauses. These caveats may be used in the following order: First clause: *, Second clause: **, Third clause: †, Fourth clause: ‡, Fifth clause: 1, Sixth clause. 2
Good punctuation is always expected and commas are a punctuation essential.
CENTURIES When writing about centuries, these should always appear in the lowercase, e.g. ‘Since the 15th century, the building has maintained its striking architecture’. The only exception to this rule is when the word ‘century’ forms part of a capitalised name.
CRM Customer Relationship Management (CRM) necessitates a different approach to copy depending on the campaign in question. For full details and explanations please refer to the separate CRM copy guidelines or contact the Creative team.
COMPLIMENTARY/COMPLEMENTARY COMPLIMENTARY a) expressing praise or admiration.
CHAMPAGNE
b) given or supplied free of charge.
For any drink or product that denotes the region, the item should begin in the upper case, e.g. Champagne not champagne. See also Wine.
Always use ‘complimentary’ instead of ‘free’.
CHILDRENSWEAR
COMPLEMENTARY a) two or more different things combining in such a way as to form a complete whole or enhance each other.
Always written as one word, e.g. Childrenswear, not Children’s Wear.
COLONS AND SEMICOLONS The correct use of a colon is before a list, e.g. ‘I could only find three of the ingredients: sugar, flour and eggs’. The correct use of semicolons is to link two separate sentences that are closely related, e.g. ‘The children came home today; they had been away for a week’
COLLECTION When simply referring to collections, the word should be lowercase, e.g. Tom Ford’s Spring/Summer 2009 collection. If ‘collection’ forms part of the name then the word Collection should be initial capitalised as part of the name.
D DATES AND TIMES DATES Date format should always appear as day, date, month and where relevant, the year, e.g. ‘Between Thursday 23rd and Saturday 25th August 2012’. If a date or dates appear on a document as a single piece of information (such as an invitation), they should be written simply with a long hyphen (m dash –) separating both dates, e.g. Thursday 23rd – Saturday 25th August 2012’. Dates that appear in the PAST tense need not include the day; the date, month
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
and year will suffice. In this case, omit all days from the document for consistency.
capitalised for headers, Sale and fashion communication, e.g. Summer Sale Preview.
Dates must always appear as numerical characters with their appropriate ordinal suffixes (th, st, nd, rd) in lowercase, e.g. 20th, 1st. The only exception to this rule applies to American Express guidelines, where dates appear as numerical characters alone.
However, when seasons appear in body copy, for example if talking about an autumn harvest or a winter frost, they should remain in lowercase.
Please refer to CRM copy guidelines for all American Express specific copy rubric. The ordinal suffixes (th, st, nd, rd) should never be superscripted (aligned with the top of the number preceding it) but should always align with the bottom of the number preceding it e.g. 9th not 9th. For dates and times always use the following syntax conventions: from xx to xxx between xx and xx xx – xx xx & xx DECADES ’50s or 1950s, not 1950’s. An apostrophe may only be used here when possession is implied. TIMES Written in accordance with the 12-hour clock, all times should appear in lowercase without a space, e.g. 9am, 5pm, 11pm. Midday should always be written as 12 noon. Any minutes past the hour should appear in numericals e.g. 12.30pm. When writing two times, repeat the ‘pm’ e.g. 5pm – 10pm Where store opening times are written, terms and conditions must explain the Sunday browsing only information. SEASONS Seasons, unlike days of the week and months of the year, should appear initial letter
Bank Holiday Monday always uses an uppercase ‘H’.
DEPARTMENTS All department titles should be written in upper and lowercase, prefaced when needed with ‘The’ and written in full, e.g. Womenswear, Cosmetics, The Terrace Bar, The Georgian restaurant. When in prose however ‘the’ is lowercase. Try to avoid using ‘department’ when referring to locations, rather write them as they appear in the monthly Store Guide. For example, ‘Visit Toy Kingdom on the Third Floor’, rather than ‘Visit the Toy Kingdom department on the Third Floor’.
DOORS Each of the store’s public entrances should be initial letter capitalised and accompanied by the door number in digits, e.g. Door 5, Door 10. When writing invitations, it is helpful to mention to the audience the nearest entrance if the event is being held in a hard-to-reach place within the store. E.g. Enter via Door 5.
E EMAIL Always written as one word, e.g. email, not e-mail.
EMPLOYEES Always preferred over ‘staff’.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
EXCLAMATION MARKS To be used sparingly.
EXCLUSIVELY
‘Harrods are delighted’. However, the use of ‘our’ is acceptable on the basis that Harrods itself is an organisation run by a group, therefore the narrative voice should reflect this. The only time the first person narrative (‘I’) should be implemented is in senior communication that addresses the customer personally.
Always refer to products that are uniquely stocked in-store as ‘exclusive to Harrods’ not ‘exclusively at Harrods’. The logo for this associated brand however always appears as ‘Harrods Exclusively’.
HOMEWARES
F
HYPHENS
FLOORS
b) to avoid an odd sequence of letters, e.g. re-enter not reenter.
All floors should be written in full and in upper and lowercase, e.g. First Floor, Fifth Floor. Lower Ground Floor should not be hyphenated.
c) to avoid confusion, e.g. three year-old boys or three-year-old boys.
H
When in doubt, err on the side of caution in the case of ultra-, super-, mega-, multiunless the dictionary states otherwise (superhuman, ultraviolet, multiethnic).
HANDMADE
Similarly, hyphens between dates and times must use the m dash (–) with space in between each word, e.g. 5.30pm – 7.30pm.
Always one word, as well as handcrafted, handshake, handprint, handwritten, handwoven, where as hand-filled, hand-picked, hand-embroidered are hyphenated. Check dictionary if unsure.
HARRODS Harrods as a brand should always be considered singular and without an apostrophe. The name Harrods should have the ‘H’ capitalised at all times, with one exception – harrods.com, which should always be written with a lower case h and without the www. Harrods is always written in the singular e.g. ‘Harrods is delighted’ and never
Always written as one word, e.g. Homewares, not Home Wares.
Hyphens are used to show a link between words. a) to join words, e.g. ‘he used a non-corrosive wok to make dinner’.
d) to show the difference between terms that are spelled the same, but have different meanings, e.g. Reformation and re-formation or resign and re-sign.
When constructing a sentence that requires hyphenation, a long (–) hyphen (m dash) is always preferred over a short (-) hyphen (n dash).
When joining words however, an n dash (-) is the standard rule, e.g. ‘See in-store for details’. Hyphens should be used sparingly to avoid cluttering text and can often be left out according to syntax structure e.g. Well-established fashion house or the fashion house is well established.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
I
J
IN-STORE
JOB TITLES
Always hyphenated, e.g. in-store, not instore or in store.
When referring to an individual’s job title, whether they are a Harrods employee or externally employed, use initial caps, e.g. Sales Associate, Chanel Communications Manager. Otherwise use lowercase for job functions.
INVITATIONS The word ‘invitation’ should always be used over ‘invite’ when in noun form. In invitations, often the dates and times are written in capitals for prominence – in these cases, the ordinal suffixes (th, st, nd, am, pm) should be written in small caps without a space, e.g. THE GEORGIAN, TUESDAY 9th MAY, 5.30pm – 7.30pm Invitations should also highlight the place where the event is being held, the relevant floor and the nearest door access for the recipient, e.g. The Georgian, Fourth Floor, nearest access via Door 10.
L LIMITED EDITION Limited edition should only be hyphenated when used as a compound modifier (when two words act together as an adjective to modify a noun), such as a limited-edition collection.
ITALICS All works of art should be italicised, e.g. titles of books, magazines, poem titles, chapter headings, tv programmes, album titles, sculptures, exhibitions, musical works, drawings. Less common, non-anglicised words should be italicised, but err on the side of roman if unsure (hors d’oeuvre, angst, de rigueur). A word may be italicised for emphasis but this device should be used sparingly.
INTERNATIONAL Unless in a title or at the start of a sentence, international never uses a capital ‘I’.
INTERNET Unless in a title or at the start of a sentence, internet never uses a capital ‘I’.
M MAKE-UP Always hyphenated, except in specific brand names.
MEASUREMENTS All dimensions should be specified using the metric system. All jewellery values should be referred to as ‘ct’ in lists and ‘carat’ or ‘carats’ in prose, e.g. ‘This drop-neck pendant features yellow diamonds comprising 17.5 carats’. Toy measurements should appear in metric (cm) format.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
Weights should appear in kg or kilogrammes.
more detail.
Land mass should always be quantified in kilometres, e.g. ‘This stretch of coastline dips south for over 400km’.
For numbers associated with days, weeks or months, a hyphen is used to illustrate the relationship, e.g. He completed a five-day week.
References to measurements of furniture items, large-scale toys (e.g. dolls’ houses) and antiques pieces should be written in metric format but may also include inches and feet if necessary. *
When giving the size of an item and more than one measurement is given, the abbreviated measurement must be repeated in each instance, e.g. 10cm x 25cm not 10 x 25cm – spaces must always appear on either side of the ‘x’ for clarity.
MENSWEAR Always written as one word, e.g. Menswear, not Men’s Wear.
MINI HARRODS
Sentences beginning with numbers should be written out in full, e.g. ‘Twenty-two customers enjoyed their visit’ not ‘22 customers enjoyed their visit’. Always refer to numbers as ‘more than’ 1,000, not ‘over’ 1,000 For numbers in the thousands, use a comma to mark this, e.g. 1,888 not 1888.
O
See Mini Harrods Brand Guidelines/Style Guide.
ORDINAL SUFFIXES
MONEY
For dates and times, ordinal suffixes should always be lowercase (please see invitations for the one exception) and should never be superscripted. See Dates and Times for examples.
As a rule, monetary terms written in full are always preferred. However, when necessary abbreviate millions, billions and trillions to £1m, £2b, £3tn.
N NUMBERS For numbers up to and including nine, the number should appear in full, e.g. ‘The estate covers seven hectares of land’. Whereas numbers exceeding nine should be written in numerical characters, e.g. ‘The estate covers 25 hectares of land’. Numbers that appear in any CRM collateral are exempt from the written character rule, e.g. ‘Earn 1 point for every £1 spent in-store’. See separate CRM guidelines for
P PERCENTAGES Always written as a symbol, e.g. 20% and not in words, e.g. 20 percent.
PHRASES To ensure consistency across the brand, there are certain phrases that are preferable to any other of similar meaning. However these are not to be relied upon or overused, e.g. Harrods is the world’s most famous department store; There is only one Harrods, Enter a Different World, Ask in-store for further details.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
POSTCODES Postcodes should be written on a separate line underneath the city, as below. See also the Address Format section. Harrods 87-135 Brompton Road London
R READY-TO-WEAR Ready-To-Wear should appear in full, with each initial letter capitalised and hyphenated except where spacing limitations require an abbreviated form, e.g. RTW.
SW1X 7XL
ROOM POWER PLATE Always written as two words, not PowerPlate or Power-Plate.
PRESS RELEASES Press releases should also include the below sentence at the end: For more information, please contact Harrods’ Press Office: [Name] [Phone number] [Email address]
PRICES Decimal places should only be used where necessary. If there is a price with no pence, it is not necessary to highlight this, e.g. instead of £7.00, £7 will suffice.
PULL QUOTES When quotes are pulled from the text for extra emphasis, they should be chosen from the text on the page on which they appear. Pull quotes should always be appropriately punctuated.
See Departments.
RRP (RECOMMENDED RETAIL PRICE) Never write RRP. Always refer to the product as ‘worth £XX’ or ‘valued at £XX’.
REGIONS When stating regions of the world, the directional ordinates should not be capitalised, e.g. southwest France / the eastern Mediterranean. This rule does not apply to areas where the directonal ordiantes form part of the name rather than offering a suggestion of the location, e.g. Middle East, Western Hemisphere.
REPETITION Generally, the terms ‘cardmember’ and ‘customer’ should always be used consistently across all internal and external communication. However, in long copy repetition can and does occur, so use sensible alternatives which do not lower the brand identity. See ‘buzz words’ in the Tone of Voice section. For instances where repetition occurs, the rule should always follow that the first use of any idea/word/phrase must be written out in full, with different variations following consistently eg: Welcome to the Harrods Rewards programme. As a valued member of the Rewards programme, we are delighted to present you with a new Rewards card.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
S
STATIONARY/STATIONERY
SALE
STORE
Events should be referred to as the Summer Sale, the Winter Sale and the Sale Preview. Any further mention of the Sales should always be initial letter capitalised. The phrase ‘There Is Only One Sale’ is always used in Sale collateral – never ‘there’s only one Sale’.
SKINCARE Always one word.
SEASONS
Stationary – not moving, not changing. Stationery – writing materials.
When referring to the Harrods store, the word ‘store’ should remain in the lowercase, e.g. ‘Harrods is the world’s most famous department store’. The only exception is the Store Guide.
STORE GUIDE In the Store Guide brands are usually omitted unless spanning a dedicated department. Department names (as they appear on their signage) are listed instead, e.g. Men’s Tailoring. Cross checking names against in-store signage is always advised for accuracy.
See Date and Time.
SERVICES Correct names of some of Harrods Services include: Bespoke Events Global Shipping Corporate Service at Harrods The Studio at Harrods Weddings by Harrods
T TEAM Where following a department or brand, the word team should be in lowercase.
TELEPHONE NUMBERS
SPEECH MARKS
Telephone numbers should always be written as follows:
For all quotations across all communication channels, double speech marks must be used, e.g. Speaking about his designs, Samuel says, “I gain inspiration from the textures and organic shapes found in the natural world.”
020 7730 1234 or 07971 179590 For international dialling, telephone numbers should begin with a + and the international dialling code. For UK numbers, this will be +44 followed by the first number of the city code in parentheses, e.g. +44 (0)20 7730 1234. Where the international number has a different amount of numbers, it is the first part of the number that needs to remain the same, e.g +21 (0)408 555 1212.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
Extensions should always be prefixed with ext. (full stop to signify abbreviation), e.g. Please call +44 (0)20 7730 1234, ext. 9876. International codes should not be written on contact details for press releases, unless you know the release is being sent out internationally.
W WEBSITES
TERMS AND CONDITIONS
Harrods website should simply be written as harrods.com
If any offer, promise, gift, event or price is given, terms and conditions should accompany. We can use the term ‘ts and cs’ in internal communication, but never on any published material. For every piece that includes ts and cs, Harrods Legal Department must approve it.
For wider campaigns like Harrods Rewards, the web address should read: harrods.com/rewards
Terms and conditions: the title is always laid out with a capital T, lowercase c and a colon. If an asterisk is used in the copy then the title ‘Terms and conditions’ is not always necessary, there can just be an asterisk at the bottom. But for multiple clauses, the title is preferred. If an asterisk is found on the front and the ts and cs are on the back, it’s essential to ask the reader to ‘see reverse for terms and conditions’. Set words and phrases to be used in the terms and conditions include: Ask in-store for further details. (Never ‘see in-store’.) Harrods employees are excluded from this offer. See the section on Caveats for further examples.
TITLE CASE In title case all initial letters are capitalised, except for non-initial articles (e.g. the, a, an) and short prepositions (a word that links nouns, pronouns and phrases to other words in a sentence (e.g. to, of, from, at). Always capitalise the initial letter in the first and last word, capitalise all nouns, verbs, pronouns, adjectives, adverbs and subordinate conjunctions (as, because, although), and never use full stops or exclamation points, e.g. The War of the Worlds, A Tale of Two Cities, Snow White and the Seven Dwarfs, Harrods is the Greatest Department Store in the World.
TIME See Date and Time.
All American Express or third party communication follows the same rule, however to be sure this works when entered into a browser it is best to double check. If it does not take you to the appropriate site when entered without the ‘www’, then it is necessary for it to appear. Never precede addresses with http://. Unless followed by another sentence, web/url addresses should never be followed by a full stop.
WELLBEING Always one word.
WINE Hectolitres usually appear abbreviated to ‘hl’, but can also be written in full, e.g. ‘The vineyard accounts for 30hl of Sauvignon, 20hl of Merlot and 10hl Pinot grapes’. Percentages always appear in character, e.g. ‘The vineyard produces 75% Sauvignon Blanc wines’. The size of a vineyard is always measured in hectares – never square feet. A ‘premier’ or ‘grand cru’ wine should only have initial caps when referring to its title. In all other cases, they should appear in lowercase, e.g. ‘1998 Château Guiraud Premier Cru’ versus ‘There are 11 grand crus currently under the region of St. Julien’. Similarly, all named domaines should appear in initial caps, e.g. ‘Château Margaux is one of three premier cru classé properties’.
4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z
Traditionally, words with stress accents on vowels do not feature them when capitalised. However, Harrods requires both capitalised and non-capitalised words with accents to always feature them for consistency, e.g. ‘CHÂTEAU MARGAUX – BORDEAUX’. Wines and spirits named after a place of origin should always appear with the initial letter capitalised, e.g. Champagne, Cognac, Port. All other drink names should appear in lowercase. The The The The The
various areas in Wine, Spirits & Cigars should be written as follows: Wine Rooms Cigar Rooms Wine Vault Wine and Spirits Rooms
WIDOWS AND ORPHANS In typesetting, widows and orphans are words or short lines at the beginning or end of a paragraph, which are left dangling at the top or bottom of a column, separated from the rest of the paragraph. Where possible, paragraphs should end neatly and without widows, orphans or hyphenated words dangling. This is also the responsibility of the designer but, where possible, aim to check the aesthetic layout of language for all communication.
WOMENSWEAR Always written as one word, e.g. Womenswear, not Women’s Wear. Never Ladieswear. For further queries regarding Harrods’ Style Guide, please contact the Brand Guardians at
[email protected]
5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS
HARRODS SERVICES & ASSOCIATED BRANDS The Harrods Core Brand has several key services and associated associated brands which fall beneath it, each with their own distinct branding style and guidelines. Aligned with the Core Branding but carefully distinguished from it as separate stand alone entities, each division represents the elite services Harrods offers and for this reason, justifies each respective variation on style.
5.0 BY APPOINTMENT 5.1 THE GIFT BUREAU 5.2 CORPORATE SERVICE AT HARRODS 5.3 PRIVATE SERVICE SUITE 5.4 THE STUDIO 5.5 HARRODS CONCIERGE 5.6 HARRODS ESTATES 5.7 HARRODS BANK
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
BY APPOINTMENT – AN OVERVIEW
BY APPOINTMENT – POINTS OF DIFFERENCE
Harrods BY APPOINTMENT Personal Shopping & Beyond is an entirely bespoke personal shopping experience offering a 360-degree service from discreet, detailfocused experts who cater to clients’ every lifestyle need. Located on the First and Fifth Floors, clients find a shopping oasis and effortless service in one.
• The ultimate Personal Shopping experience
A team of personal shoppers will shop the entire store to fulfil clients’ requests. They handpick the best – whether it’s an updated fashion wardrobe, a vintage bottle of wine or a new interior. Even cars, private jets, antique dining tables and a banquet for 20 can be organised in a matter of hours. This extraordinary level of service also extends to sourcing art, fine jewellery and investment pieces.
• Located in a stunning environment
• Unique and radical in its product offering • Run by expert, fashion-savvy shoppers
• An indulgent, individual way to shop the entire Harrods store •P ersonal shoppers work closely with clients and will pre-edit and shop on their behalf • Assured discretion at all times • A world of exclusives, products, previews, shows and launches • Chauffeur service • Available internationally
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
COLOURS In order to maintain consistency throughout the brand, only the colours listed below are permitted for use in BY APPOINTMENT communications.
CORE COLOUR PALETTE:
SILVER
SILVER FOIL
PMS 8001c C:44 M:35 Y:37 K:21 R:125 G:127 B:126
API_1000_Silver Gloss
Metallic Silver Headings and body copy
Silver Foil Headings and logos
SECONDARY COLOUR PALETTE:
BY APPOINTMENT DARK GREY
BY APPOINTMENT COOL GREY
PMS Cool Grey 10c OR 425u R:97 G:98 B:101
R:227 G:227 B:227
BY APPOINTMENT Dark Grey is used as a background colour on stationery, on Colorplan Dark Grey stock. Use: Background and body copy
BY APPOINTMENT Cool Grey is also used on stationery, on Colorplan Cool Grey stock. There is no colour-matching system equivalent for this colour. It will require special mixed ink that a printer can match and create. IT MUST NOT be printed as CMYK. Use: Background only
BY APPOINTMENT NAVY PMS 2766c OR 296u R:23 ; G:33 ; B:84
BY APPOINTMENT Navy is used sparingly on packaging and stationery as a highlight colour. Use: Background block colour
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
LOGO The BY APPOINTMENT Personal Shopping & Beyond logo gives the service a strong identity in its own right, setting BY APPOINTMENT communications apart from those of the wider Harrods brand. Min 65mm
BASIC LOGO GUIDELINES • The optimal height for the Harrods logo is 10mm (minimum) • The optimal width of BY APPOINTMENT logo is 65mm (minimum) •A lways maintain size proportion between the BY APPOINTMENT logo and the Harrods logo, as shown opposite • The Harrods logo must be centred visually below the BY APPOINTMENT logo
Min 48mm
1H
1P
1H
•T he distance between the BY APPOINTMENT logo and the Harrods logo varies depending on print area, but must never be less than 48mm
1P
H
P
1P
1H
1P
• The Harrods logo must sit 15mm from the bottom trim
1P
1H
1P
P 1H
CLEARANCE ZONE
1B
1P
B
H
1H
1H
1B
Min 10mm
1H
•A n invisible clearance zone must1H surround the logos. The size of this zone is determined by the height of the ‘B’ of BY APPOINTMENT and half the height of the ‘H’ of Harrods. This is a minimum recommendation; more space will always aid visibility
1H
1H 1B
1B
1B
0.5H 1T
1B
1H
1P
0.5H
1T
T
B
H
H 1T
1H 1T
1H
0.5H
1B
0.5H
1B
1T
1T
T
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
T YPOGRAPHY The typography employed for BY APPOINTMENT communications is integral to the identity of the sub-brand. While continuity within the larger Harrods brand is always maintained, this typography allows the sub-brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS LIGHT
• BY APPOINTMENT only ever uses GILL SANS LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and silver foil or silver for all headings and sub headings • Use upper and lowercases and silver or black colour for all body copy •U se upper case when writing BY APPOINTMENT whether as part of a heading or in body copy
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • Silver foil or metallic silver
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Use a double-carriage return for paragraph breaks
123456789012345678901234567890
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
PRINTED SAMPLES
FRONT OF HOUSE
F I F T H , F I R S T & LOW ER G RO U N D F LO O R S • H A R RO DS L I M I T ED 87-135 B RO M P TO N ROA D
LO N D O N
S W1X 7 X L
T: +4 4 ( 0 )20 7893 80 0 0 • F : +4 4 ( 0 )20 7893 80 03 B YA P POINT M E N T @ H A R R O D S . C O M
BUSINESS CARD
F I F T H , F I R S T & G R O U N D F LO O R S • H A R R O D S L I M I T E D 8 7 - 1 3 5 B R O M P TO N R O A D LO N D O N S W 1 X 7 X L T: +44 (0)20 7893 8000 • F: +44 (0)20 7893 8003 B YA P P O I N T M E N T @ H A R R O D S . C O M • H A R R O D S . C O M REGISTERED IN ENGLAND 30209
BA053_BA_Letterhead_A4_GREY.indd 1
LETTERHEAD
14/07/2010 15:19
GIFT BOX
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
THE GIFT BUREAU – AN OVERVIEW
THE GIFT BUREAU – POINTS OF DIFFERENCE
The Gift Bureau is a comprehensive gift list service for all celebrations. Specialised consultants guide clients through items on all seven floors of the store, helping them organise individual lists, incorporating everything from homewares and furniture to fashion and jewellery – including access to BY APPOINTMENT, Harrods’ personal shopping service.
•T he personal consultant provides one-to-one advice in compiling a list that reflects the individual needs and tastes of the client
THE GIFT BUREAU PROVIDES TWO PRINCIPLE OFFERINGS: •T he Gift Bureau Account – Clients select items with the help of a personal consultant and then compile a gift list for guests to select from •T he Gift Bureau Gift card – Guests pledge their contribution onto a gift card in varying denominations, which the recipients can then spend across the store – even during Sale periods and in conjunction with the Harrods Rewards card
•T he personal consultant oversees the gift list for the entire duration it is registered with us •C lients enjoy complimentary delivery to the UK mainland (certain exclusions apply) • Guests can purchase from the list either in-store or by telephone • Guests are able to leave a personal message when they purchase a gift •C lients choose from a world of exclusives, products, previews and pampering experiences • This service is available internationally
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
COLOURS In order to maintain consistency through the brand only the colours listed below are permitted for use in The Gift Bureau communications.
CORE COLOUR PALETTE:
METALLIC GOLD
GOLD FOIL
PMS 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
API VELVET GOLD 4084M
Metallic Gold Use: Headings
Gold Foil Use: Headings and logos
SECONDARY COLOUR PALETTE:
DARK PURPLE
COOL GREY
PMS 2695c or 276u C:100 M:100 Y:10 K:79 R:38 G:15 B:84
R:227 G:227 B:227
The Gift Bureau Dark Purple is used as a background colour on Stationery. Use: Background and body copy
Cool Grey is also used on stationery, on Colorplan Cool Grey stock. There is no colour-matching system equivalent for this colour. It will require special mixed ink that a printer can match and create. IT MUST NOT be printed as CMYK. Use: Background only
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
1P
1P
LOGO
P
The Gift Bureau logo gives the sub-brand a strong identity in its own right, setting The Gift Bureau communications apart from those of the wider Harrods brand.
1P
1H
1P
1H
Min 65mm 1H
BASIC LOGO GUIDELINES
1B
• The optimal height for Harrods logo is 10mm (minimum)
1H
H
1B
B
• The optimal width of the The Gift Bureau logo is 65mm (minimum) 1H
•A lways maintain size proportion between The Gift Bureau logo and Harrods logo as shown opposite 1H
1B
1B
• Harrods must be centred visually below The Gift Bureau logo
Min 50mm
1H
1P
1H
•T he distance between The Gift Bureau logo and the Harrods logo varies depending on print area, but must never be less than 50mm
1P
H
P
0.5H
1P
1H
1T
1P
• The Harrods logo must sit 15mm from the bottom trim
1H
0.5H
1T
T 1H
CLEARANCE ZONE
H
1B
Min 10mm 1B
1H
B
H
1T
•A n invisible clearance zone surrounds the logos, the size of this zone is determined by the height of the ‘T’ of The Gift Bureau and half the height
1H
1T
1H 1B
1B
0.5H
of the ‘H’ of the Harrods logo. This is a minimum recommendation, more space will always aid visibility
0.5H 0.5H 1T 0.5H
1T
1T
T
1T
H 1T
T
1T
0.5H
0.5H
1T
1T 1T
1T
T
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
TYPOGRAPHY The typography employed for The Gift Bureau communications is integral to the identity of the sub-brand. While continuity within the larger Harrods brand is always maintained, this typography affords the sub-brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS LIGHT
• The Gift Bureau only ever uses GILL SANS LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and gold for all headings and sub headings
123456789012345678901234567890
• Use upper and lowercases and black colour for all body copy •U se initial letter capitalised when writing The Gift Bureau whether as part of a heading or in body copy, it is only in the logo where it is written in uppercase
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Use a double-carriage return for paragraph breaks
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
CORPORATE SERVICE – AN OVERVIEW
CORPORATE SERVICE – POINTS OF DIFFERENCE
Corporate Service is a department within Harrods that builds and maintains relationships with corporate customers – the business-to-business (b2b) sales department provided by Harrods.
•C orporate Service works with a variety of clients including large blue chip corporate companies, small private businesses and, lifestyle and incentive agencies
The Corporate Service team drives incremental, multiple order sales to all departments across the store, selling products, services and experiences from all seven floors of internationally sought-after brands. The experienced team provides an exceptional level of service, which is expected and enjoyed by our valued corporate clients across the globe.
•O ur customers primarily buy corporate gifts to say ‘thank-you’ to valued clients and colleagues, or as part of an incentive or Rewards programme • Run by an experienced, business-minded team •H arrods Corporate Service offers a complimentary personal shopping service to all clients •A dedicated Account Manager will source gifts to suit all briefs and budgets, listening to individual requirements to find unique and effective solutions • E xceptional level of service including prompt turnaround of orders, the highest quality presentation and packaging and delivery to UK and international destinations •A ccess to a world of exclusives, exceptional product offerings and brand knowledge, thanks to closely aligned brand integration with Harrods • Available internationally
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
COLOURS In order to maintain consistency across the brand only the colours listed below are allowed.
CORPORATE SERVICEBRAND CORPORATE COLOURS:
METALLIC GOLD
GOLD FOIL
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
LUXOR 220
Metallic Gold Use: Headings
Gold Foil Use: Headings & logos
BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
Black Use: body copy
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
1P
1H
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS 1B
1H 1B
1H
B
H
LOGO
1H
1H 1B
The Corporate Service logo gives the sub brand a strong identity in its own right, marking Corporate Service communications apart from those under the wider Harrods brand.
BASIC LOGO GUIDELINES
1B
Min 90mm
BY APPOINTMENT 0.5H
1T
0.5H
• The optimal height for Harrods logo is 14mm (minimum)
PERSONAL SHOPPING & BEYOND
1T
T
• The optimal width of the Corporate Service logo is 90mm (minimum) H
•A lways maintain size proportion between the Corporate Service logo and Harrods logo as shown opposite 1T
1T
• The Harrods logo must be centred visually below the Corporate Service logo
Min 50mm
0.5H
1H
1P
1H
•T he distance between the Corporate Service logo and the Harrods logo varies depending on print area but must never be less than 50mm
0.5H
H
1P
P
1P
1H 1P
• The Harrods logo must sit 15mm from the bottom trim
1T
1H
1T
T
CLEARANCE ZONE
1H
1H
1B
Min 14mm
1B
B
H
•A n invisible clearance zone surrounds the logos, the size of this zone is determined by the height of the ‘C’ of Corporate Service and half the height
1H
1T
1H 1B
1T 1B
of the ‘H’ of the Harrods logo. This is a minimum recommendation, more space will always aid visibility
0.5H
1C 1T
1C
0.5H
1T
T
C H 1T
1T
0.5H
1C
0.5H
1C
1T
1T
T
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
TYPOGRAPHY The typography employed for Corporate Service communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained, this typography allows the sub brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS MT LIGHT
• Corporate Service only ever uses GILL SANS MT LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U se initial letter capitalised when writing Corporate Service whether as part of a heading or in body copy, it is only in the logo where it is written in full uppercase .
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks
123456789012345678901234567890
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
PRIVATE SERVICE SUITE – AN OVERVIEW
PRIVATE SERVICE SUITE – POINTS OF DIFFERENCE
The Private Service Suite is a specialised service set up specifically to look after the needs of Royalty, Heads of State and other VIPs who demand the highest level of privacy and confidentiality. The Private Service Suite is proud to nurture long-term relationships with individual clients as well as with generations of families.
•The utmost understanding of the need to protect and relay the importance of privacy and discretion both within the store and externally
This exceptional service is by invitation only and the dedicated team assures the utmost discretion and an unsurpassed level of quality and service at all times. The team behind the Private Service Suite is required to enter into negotiations and decision making outside of the normal store channels.
•A strong bond of trust with customers that has taken years, if not decades, to build and nurture
WEDDINGS & OCC ASIONS
• The flexibility and constant preparation for any unannounced visit or request
•A complete respect of our clients’ positions, connections and above all their expectations, combined with a deep understanding of etiquette and its implications in wider diplomatic circles
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
COLOURS In order to maintain consistency through the brand only the colours listed below are allowed.
PRIVATE SERVICESUITE BRAND CORPORATE COLOURS:
METALLIC GOLD
GOLD FOIL
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
LUXOR 220
Metallic Gold Use: Headings
Gold Foil Use: Headings & logos
BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
Black Use: body copy
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
LOGO The Private Service Suite logo gives the sub brand a strong identity in its own right, marking PRIVATE SERVICE SUITE communications apart from those of the wider Harrods brand.
BASIC LOGO GUIDELINES
BY APPOINTMENT
• The optimal height for the Harrods logo is 14mm (minimum)
PERSONAL SHOPPING & BEYOND
Min 96mm
• The optimal width of the Private Service Suite logo is 96mm (minimum) •A lways maintain size proportion between the Private Service Suite logo and the Harrods logo as shown opposite • The Harrods logo must be centred visually below the Private Service Suite logo
Min 50mm
1H
1P
1H
•T he distance between the Private Service Suite logo and the Harrods logo varies depending on print area but must never be less than 50mm
1P
H
P
1P
1H 1P
• The Harrods logo must sit 15mm from the bottom trim
1H
1H
CLEARANCE ZONE
1B
Min 14mm
1B
1H
B
H
WEDDINGS & OCC ASIONS
•A n invisible clearance zone surrounds the logos, the size of this zone is determined by the height of the ‘P’ of Private Service Suite and half the height of the ‘H’ of the Harrods logo. This is a minimum recommendation, more space will always aid visibility
1H
1H
0.5H 1T
1H
0.5H
1T
1P
T
H
1P
H
1B
1B
1T
P
1T
0.5H
1P
1H
0.5H
1P
1H 1T
1T
T
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
TYPOGRAPHY The typography employed for Private Service Suite communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained, this typography allows the sub brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS MT LIGHT
• Private Service Suite only ever uses GILL SANS MT LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U se initial caps when writing Private Service Suite whether as part of a heading or in body copy. It is only in the logo where it is written in full uppercase
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks
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5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
THE STUDIO – AN OVERVIEW
THE STUDIO – POINTS OF DIFFERENCE
The Studio operates as the beacon service department of the Harrods Homewares and Furniture Department. Aligned with BY APPOINTMENT, this department offers yet another exceptional selection of elite personal services at Harrods.
•A n all encompassing design service, working for the client and with the client from start to finish
WEDDINGS & OCC ASIONS
The Studio provides an influential design service which runs a range of interior projects, catering to a diverse and exciting customer base. The design philosophy behind The Studio is to fulfil each individual client’s unique vision by understanding their needs, tastes and lifestyle requirements in order to create for them the ultimate interior using a range of luxurious finishes, furnishings and fabrics. Each interior design scheme is undertaken by a small but highly experienced design team, who have worked on a wide range of projects – from city apartments and townhouses to country houses and mansions, both in the UK and abroad.
•C atering to any taste, from the traditional to the contemporary and everything in between • Run by a highly skilled, multi-lingual, polished design team •W illingness to liaise on the client’s behalf with architects, contractors and consultants • Clearly defined service proposition and fee structure • Assured discretion at all times •O ffering complete access to a world of incredible brands and products through Harrods, with the ability to realise absolutely everything an interior project could require – even down to colour co-ordinated toothbrushes • Available internationally
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
COLOURS In order to maintain consistency through the brand only the colours listed below are allowed.
THE STUDIOBRAND CORPORATE COLOURS:
METALLIC GOLD
GOLD FOIL
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
LUXOR 220
Metallic Gold Use: Headings
Gold Foil Use: Headings & logos
BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
Black Use: body copy
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
LOGO The Studio logo gives the sub brand a strong identity in its own right, marking The Studio communications apart from those of the wider Harrods brand.
Min 52mm
BASIC LOGO GUIDELINES
BY APPOINTMENT
1H
• The optimal height for the Harrods logo is 14mm (minimum)
1P
1H
PERSONAL SHOPPING & BEYOND
• The optimal width of The Studio logo is 52mm (minimum)
1P
H
P
•A lways maintain size proportion between the The Studio logo and the Harrods logo as shown opposite
1H 1P
• The Harrods logo must be centred visually below The Studio logo
Min 50mm
1H 1H
1P
1H
•T he distance between The Studio logo and the Harrods logo varies depending on print area but must never be less than 50mm
WEDDINGS & OCC ASIONS 1P
H
P
• The Harrods logo must sit 15mm from the bottom trim
1H 1P
1B
1H
1H
B
H
1B
1H
1H
CLEARANCE ZONE
1P
1B
1H
1B
1H
1H H
Min 14mm
•A n invisible clearance zone surrounds the logos, the size of this zone is determined by the height of the ‘T’ of The Studio and half the height of
B
1H
1H 1B
1B
the ‘H’ of the Harrods logo. This is a minimum recommendation, more space will always aid visibility
0.5H
0.5H
1T
1T 0.5H
1T
1T
T
H
T 1T
1T
H 0.5H
1T
0.5H
1T
1T
0.5H
1T
T
0.5H
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
TYPOGRAPHY The typography employed for The Studio communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained, this typography allows the sub brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS MT LIGHT
• The Studio only ever uses GILL SANS MT LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U se initial caps when writing The Studio whether as part of a heading or in body copy. It is only in the logo where it is written in full uppercase
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks
123456789012345678901234567890
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
HARRODS CONCIERGE – AN OVERVIEW
HARRODS CONCIERGE – POINTS OF DIFFERENCE
Harrods Concierge is the next generation of customer service, providing an unparalleled level of service for customers, clients and partners alike. Harrods provides a world-renowned retail experience, guaranteed through exceptional levels of customer service. Staying true to our customer-centric ethos, our dedicated Concierge team ensures that each customer’s needs and queries are met with the highest professional level.
•T ailor-making the Harrods experience according to individual customer needs and setting a service precedent for all customers
The Customer: Harrods Concierge can assist with all customer enquiries no matter how big or small, from giving simple directions, making restaurant and Urban Retreat reservations, recommending what’s on and where to go in-store and out, as well as booking detailed shopping packages. The Partner: The Harrods Concierge endeavours to provide unrivalled relationships with external partners, specifically in pivotal hotels within the Knightsbridge area and Harrods catchment area, not just to help guests but ultimately build mutually beneficial relationships. The Harrods Concierge acts as a main point of contact for all individual questions, whether it be a simple store question or making a reservation, to organising a complete shopping package. Harrods aims to fully communicate the most up-to-date store information to our partners, providing exceptional customer experiences from beginning to end.
• Professional, friendly and efficient service at all times •B uilding key relationships with London hotels and their concierges to ensure all queries and needs of guests are met and even surpassed • E nsuring the internal word-of-mouth communication of in-store activities and events by having precise and up-to-date store knowledge • Driving levels of customer service and in-store services • A reactive and proactive service
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
COLOURS In order to maintain consistency through the brand only the colours listed below are allowed.
HARRODS CONCIERGEBRAND CORPORATE COLOURS:
METALLIC GOLD
GOLD FOIL
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
LUXOR 220
Metallic Gold Use: Headings
Gold Foil Use: Headings & logos
BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
Black Use: body copy
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
1H 1B
1B
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS| HARRODS CONCIERGE
0.5H 1T
LOGO
0.5H
1T
T
The Harrods Concierge logo gives the sub brand a strong identity in its own right, marking the Harrods Concierge communications apart from those of the wider Harrods brand.
H
1T
1T
BY APPOINTMENT Min 109mm
0.5H
BASIC LOGO GUIDELINES 0.5H
PERSONAL SHOPPING & BEYOND
• The optimal height for the Harrods logo is 14mm (minimum) • The optimal width of the Harrods Concierge logo is 109mm (minimum) 1T
1T
•A lways maintain size proportion between the Harrods Concierge logo and the Harrods logo as shown opposite T
Min 50mm
• The Harrods logo must be centred visually below the Harrods Concierge logo
1H
1T 1P
1H
•T he distance between the Harrods Concierge logo and the Harrods logo varies depending on print area but must never be less than 50mm
1P
1T
H
P
1P
1H 1P
• The Harrods logo must sit 15mm from the bottom trim
1H
1C
1C 1H
CLEARANCE ZONE
C
Min 14mm
1B
1B
1H
B
H
•A n invisible clearance zone surrounds the logos, the size of this zone is determined by the height of the ‘H’ of Harrods Concierge and half the height
1H
1H 1B
1C 1B
1C
of the ‘H’ of the Harrods logo. This is a minimum recommendation; more space will always aid visibility
0.5H 1T 0.5H
1T
1H
T
H
1H 1T
1T
H
0.5H
1H 0.5H
1H
1T
1T
T
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
TYPOGRAPHY The typography employed for Harrods Concierge communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained, this typography allows the sub brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS MT LIGHT
• Harrods Concierge only ever uses GILL SANS MT LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U se initial caps when writing Harrods Concierge whether as part of a heading or in body copy, it is only in the logo where it is written in full uppercase
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks
123456789012345678901234567890
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
HARRODS ESTATES – AN OVERVIEW
HARRODS ESTATES – POINTS OF DIFFERENCE
Harrods Estates is the luxury real estate arm of Harrods, specialising in the sale, letting, acquisition and management of some of the most exclusive properties in Central London, the Home Counties and prime overseas locations.
• The luxury property agent specialising in top end properties • Eight departments covering London House Sales, London Apartment Sales, London Lettings, Country House Sales & Lettings, New Developments, Asset
Established in 1897, the Harrods Estates team is divided between three offices. The flagship Knightsbridge office situated opposite the main Harrods store on the Brompton Road, covers Knightsbridge, the Chelsea office situated on Fulham Road serves Belgravia and South Kensington, while the Mayfair office located on Park Lane focuses on Regent’s Park, St John’s Wood, Mayfair, Marylebone and St James. Additionally, Harrods Estates has specialist desks for other countries, including Russia and the Middle East. Supported by the strength of the Harrods brand, Harrods Estates has successfully developed strong brand awareness in key international markets, predominantly Russia, the Middle East and India with the result that international clients now account for 86% of sales and lettings. The Harrods Estates team offers each client an individual service to cater to their needs as well as being able to call upon all of the services that the Group provides.
Management, Property Management and Acquisitions • Access to the finest properties in Central London and the Home Counties • Client confidentiality is key • Professional, experienced property advisers providing a 360 degree service • Proactive international approach – the Harrods Estates team visits Middle Eastern, Russian and other key markets to see their clients throughout the year • Individual, tailored service for each client
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
COLOURS In order to maintain consistency through the brand only the colours listed below are allowed.
HARRODS ESTATES BRAND COLOURS:
METALLIC GOLD
GOLD FOIL
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
LUXOR 220
Metallic Gold Use: Headings
Gold Foil Use: Headings & logos
BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
Black Use: body copy
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
LOGO Min 91mm
The Harrods Estates logo gives the sub brand a strong identity in its own right, marking Harrods Estates communications apart from those of the wider Harrods brand.
BASIC LOGO GUIDELINES • The optimal height for the Harrods logo is 14mm (minimum) • The optimal width of the Harrods Estates logo is 91mm (minimum) • Always maintain size proportion between the Harrods Estates logo and
Min 50mm
the Harrods logo as shown opposite
1H 1P
1H
• The Harrods logo must be centred visually below the Harrods Estates logo
1P
H
P
• The distance between the Harrods Estates logo and the Harrods logo varies
1P
1H 1P
depending on print area but must never be less than 50mm
1H
Min 14mm
• The Harrods logo must sit 15mm from the bottom trim
1B
1H 1B
1H
B
H
CLEARANCE ZONE
1H
1H 1B
1B
•A n invisible clearance zone surrounds the logos, the size of this zone is determined by the height of the ‘H’ of Harrods Estates and half the height of the ‘H’ of the Harrods logo. This is a minimum recommendation, more space will always aid visibility
0.5H
1H
1T 0.5H
1T
1P
1H T
1P
H
H
P
1T
1T
0.5H
1H
0.5H
1H
1T
1T
T
1H
1B
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
TYPOGRAPHY The typography employed for Harrods Estates communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained, this typography allows the sub brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS MT LIGHT
• Harrods Estates only ever uses GILL SANS MT LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and metallic gold for all headings and sub headings • Use lowers case and black colour for all body copy •U se initial caps when writing Harrods Estates whether as part of a heading or in body copy, it is only in the logo where it is written in full uppercase
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks
123456789012345678901234567890
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
HARRODS BANK LIMITED – AN OVERVIEW
HARRODS BANK – POINTS OF DIFFERENCE
Harrods’ Bank is over 100 years old and is a comprehensive banking service, supporting the financial needs of both Personal and Business customers. Located on the Lower Ground Floor of Harrods, customers enjoy a quality of service that has all but disappeared from the major high street banks. A comprehensive range of deposit and lending facilities is on offer and all customers are personally looked after by our dedicated Relationship team.
• A genuinely personal service, discreet and attentive • No Call Centre, one-on-one interaction • Open between 10am and 7pm, Monday to Saturday • Experienced finance professionals offering impartial advice • Personal and business banking services
The staff are highly experienced and able to respond quickly and efficiently at all times. Above all, the service is personal, friendly and caring. Whatever the financial need, Harrods Bank does its utmost to provide the best solution, either through its own product range or by suggesting alternative providers if that is best for the customer. For the convenience of customers and shoppers alike, the Bank has a Bureau de Change facility and has also entered the market in investment gold, providing a range of coins and bars that can be purchased.
• Deposits, loans and overdrafts available • Safety of depositors’ funds is the prime consideration • Prompt lending decisions • Bureau de Change • New Gold Bullion service
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
COLOURS In order to maintain consistency through the brand only the colours listed below are allowed.
HARRODS BANKBRAND CORPORATE COLOURS:
METALLIC GOLD
GOLD FOIL
PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68
LUXOR 220
Metallic Gold Use: Headings
Gold Foil Use: Headings & logos
BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27
Black Use: body copy
Please DO NOT attempt to visually colour match from print-outs or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
LOGO The Harrods Bank logo gives the sub brand a strong identity in its own right, marking Harrods Bank communications apart from those of the wider Harrods brand.
Min 70mm
BASIC LOGO GUIDELINES • The optimal width of the Harrods Bank logo is 70mm (minimum) • The Harrods Bank logo must sit centered 15mm from the bottom trim
CLEARANCE ZONE •A n invisible clearance zone surrounds the logo, the size of this zone is determined by half the height of the ‘H’ of the Harrods logo. This is a minimum recommendation, more space will always aid visibility
0.5H
0.5H
0.5H
0.5H
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
TYPOGRAPHY The typography employed for Harrods Bank communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained, this typography allows the sub brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS MT LIGHT
• Harrods Bank only ever uses GILL SANS MT LIGHT
abcdefghijklmnopqrstuvwxyz
• No other weight may be used anywhere
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U se initial caps when writing Harrods Bank whether as part of a heading or in body copy, it is only in the logo where it is written in full uppercase
HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold
BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks
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6 | HARRODS BRAND GUIDELINES | CO-BRANDING
CO-BRANDING The Harrods Core Brand often works in conjunction with another brand, for example on a brand mailer or an advertisement. In this case, where the piece produced represents Harrods and an external brand in equal proportions, the preference would always be that the Harrods brand guidelines set the precedent.
6.0 | HARRODS BRAND GUIDELINES | CO-BRANDING | ESSENTIALS
CO-BRANDING ESSENTIALS •P lease pay particular attention to Harrods’ tone of voice guidelines, especially where dates, times, departments and addresses are concerned • The collateral must sit comfortably with the Harrods tone of voice in terms of clarity, consistency and sophistication •T erms and conditions must be written in accordance with the Style Guide and approved by Harrods’ Legal department • Under no circumstances should any collateral feature third party web addresses • It is essential to follow the brand band sizing guidelines (see 6.2) as stipulated for each variation on internal or external communication •A ll collateral is subject to copy, artwork and brand approval by the Harrods Brand Guardians at
[email protected]
6.1 | HARRODS BRAND GUIDELINES | CO-BRANDING | THE HARRODS BRAND BAND
THE BRAND BAND SIZE GUIDE The brand band is an integral part of our external communications and must be incorporated into every co-branded item adhering to the guidelines below. Please pay particular attention to use of colour.
LANDSCAPE For all collateral that requires a landscape template the size of the logo sits at 33% of the width including the margin.
PORTRAIT For all collateral that requires a portrait template the size of the logo sits at 50% of the width including the margin.
SQUARE & DPS For all collateral that requires a square or dps template the size of the logo sits at 50% of the width including the margin.
COLOURING For collateral that is prodominantly white, or light, always use a black band. For dark or black backgrounds, use a white brand band (see right).
6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
CO-BRANDED ADVERTISING •C o-branded advertising must feature the Harrods brand band as illustrated below and on the previous page • All copy, images and design must adhere to Harrods’ brand guidelines at all times •P lease pay particluar attention to the House style guidelines for dates, locations and set phrases such as ‘Exclusively at Harrods’ • Under no circumstances should any collateral feature third party web addresses
www.dior.com
•T he Harrods brand band and logo must appear on all co-branded advertising, for further clarity see the brand band and logo guidelines
A NEW FRAGRANCE FOR MEN FROM
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48727 • GRAZIA • 300x468 Trim • 306x480 Bleed • 7.4.9 • First Proof
6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
HARRODS ADVERTORIALS •T he majority of all Harrods paid advertorials are written in-house by the publication in question •W ithout exception, all copy drafted and creative artwork should adhere to the Harrods Brand Guidelines. Co-branded advertorials will always require approval from the Harrods Brand Guardians at
[email protected] • Under no circumstances should any collateral feature third party web addresses •T he Harrods brand band and logo must appear on all advertorials, for further clarity see the brand band and logo guidelines
PROMOTION
ADVERTISEMENT FEATURE
ELEMENTAL ELEGANCE
Hot destination: Harrods The new, most-wanted fragrance wardrobe, a fabulously luxurious travel set and the label that’s on every fashion editor’s lips – no wonder everyone is heading to Harrods this autumn…
Label alert: The new office staple
reADy, jeT seT, go! This uber-glamorous collaboration between Crème de la Mer and British luxury luggage company Globe-Trotter will satisfy even the most beautyaddicted jet setter. Each vanity case is handmade, featuring Globe-Trotter’s finest detailing, and is packed with Crème de la Mer’s most iconic and pampering products, including the cult Crème, The Eye Concentrate and the sumptuous The Body Crème. At £1,200 it’s an investment but, for Crème de la Mer devotees, worth every penny – it’s the ultimate luxe travel companion! This set is a limited edition of four and is exclusive to Harrods. Cosmetics, Ground Floor
Looking for a new workwear statement? Then meet Robert Rodriguez and his new collection. Chic, urban and fashion forward, you’ll be sure to find a more feminine and edgy twist on everything from two-piece suits, tailored trousers and tuxedo jackets to slouchy day dresses. Throw in a statement coat or oversized gilet and you’re done. A real Grazia favourite for easy but edgy daytime style. Sequinned dress (right), £529. Designer Studio, First Floor
Add a little lustre to your festive offering this year with a special gift for your loved one from the place that does ‘luxury’ better than any other – Harrods.
Body-con has taken a sophisticated new turn this season and no one is doing it better right now than Hervé Léger. With a tougher edge, the new collection is rich in earthy tones and velvet, snakeskin and ‘hardwear’, making it a must-have for serious fashionistas. Celebrity fans range from Victoria Beckham to Cheryl Cole and Kate Moss. Head down to Harrods early before the fash pack beat you there! This couture dress (below) is available to order, price on application. Eveningwear, First Floor
Luxe-over your Lingerie! Whether you want a new take on sexy lingerie or simply a pampering treat, the new buzzword in indulgence is Kiki De Montparnasse. This chic, sophisticated boutique range of boudoir-style lingerie also features irresistible accessories and high-quality massage oils and candles. We’re especially loving the silk chiffon jumpsuit – very A/W ’09. Prices range from £59.95 for aromatic candles to £499 for luxe loungewear.
Lingerie, First Floor
Everyone’s getting a scent wardrobe! Why stop at one perfume when a fragrance wardrobe is the new way to wear scent? High-end jewellers Van Cleef & Arpels have created the ultimate couture collection of six perfumes inspired by the world’s classic gardens. Rich, luxurious and sophisticated, each is tailored to work with your mood and outfit. Gardénia Pétale is a fresh floral for carefree days; Bois d’Iris is a warm scent, ideal for knitwear days; and Cologne Noire is for your statement outfits and events. Discover all six in this chic presentation case, £700, exclusive to Harrods. Perfumery, Ground Floor
ON SHOW: Raek-Mig-Lige sterling Silver bowl by Georg Jensen £8,438. The Silver room, Second Floor. Items clockwise from top: Montblanc platinum plated fountain pen £830; Baccarat ring £1,520; Lara Bohnic chain necklace £789; M.C.L flower earrings with green sapphire £640; Harrods candle £29.95; Annoushka bangles (from top to bottom) 18ct yellow gold £1,200, 18ct white gold £1,200, 18ct white gold and diamonds £2,900, 18ct gold and diamonds £2,400, 18ct yellow and white gold from £1,200; Burberry watch £329; Aeon notebook £19.95; Carlo Zini bracelet £599; Alexis Bittar cuff £229; Annoushka 18ct yellow gold and diamond necklace £5,600; Jimmy Choo clutch £1,895. All items available from Lower Ground and Ground Floor.
6.3 | HARRODS BRAND GUIDELINES | CO-BRANDING | INVITATIONS
INVITATIONS • Invitations are a simple and attractive way of drawing customers in-store and highlighting new products or brands •A ll invitations must be laid out in accordance with the Harrods Brand Guidelines to ensure continuity and must be sent to the Harrods Brand Guardians at brand@ harrods.com for brand approval prior to being printed. This approval must be organised with at least five days’ notice
1. HARRODS HOSTED •A ny event that is being hosted by Harrods must be designed by the in-house Creative team. All information and logos should be supplied when submitting the original material • Under no circumstances should any collateral feature third party web addresses •The Harrods brand band and logo must appear on the front cover (without web & tel) and back cover (with web & tel) of all invitations, for further clarity see the brand band guidelines
HARRODS AND DENNIS BASSO are delighted to invite you to the exclusive launch of Eveningwear’s newest boutique.
THUR SDAY 15 t h Oc TOBER 20 09 6 pm – 8 pm Eveningwear, First Floor Entrance via Door 10, Hans Road
Join us as we unveil the exclusive Dennis Basso boutique and the designer’s new collection. Dennis Basso’s attention to detail and design for each season allows his collections to make a mark in the world of fashion. The collections will include a combination of exquisite gowns, ready-to-wear and luxury fur pieces, all exclusively at Harrods. RSVP is essential as places are limited. Please contact Jenny Harris on 020 7893 8809 or email
[email protected]
•A ll invitations must be sent to the Harrods Brand Guardians at
[email protected] for brand approval prior to being printed
2. JOINT OR SUPPLIER HOSTED •A ll invitations for events that are hosted by Harrods and a third party (co-funded, usually a concession) or an event that is totally supplier funded and hosted by the third party at Harrods, (using their database of contacts) must contain the brand band on the image side and the Harrods logo in the bottom right hand corner on the text side, for further clarity see the brand band and logo guidelines • Under no circumstances should any collateral feature third party web addresses • All invitations must be sent to the Harrods Brand Guardians at
[email protected] for brand approval prior to being printed
cordially invites you to the exclusive worldwide unveiling of
is delighted to invite you to a worldwide exclusive preview of the new Enchanted Lotus Collection. A celebration of the unexpected and the eternal: a delicate lotus flower is woven into a sculptural heart with an infinite thread of diamonds, creating drama in its exquisite details. Featuring five different pieces, De Beers’ exceptional craftsmanship has created an ethereal yet resilient micropavé where the diamonds brilliance and beauty. 1st - 15th October 2009 Harrods Fine Jewellery Room, Ground Floor
6.4 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND MAILERS
BRAND MAILERS •B rand mailers increase brand and product awareness, through images, copy and targeted mailing. Usually an event, gift or discount offer will be proposed to draw recipients in-store •A ll brand mailers must be laid out in accordance with Harrods’ Brand Guidelines to ensure continuity and must be sent to the Harrods Brand Guardians at brand@ harrods.com for brand approval prior to being printed. This approval must be organised with at least five days’ notice
HARRODS BRAND MAILER ESSENTIALS •P lease pay particular attention to Harrods’ Style Guide, especially where dates, times, departments and addresses are concerned • The brand mailer must sit comfortably with the Harrods tone of voice in terms of clarity, consistency and sophistication •T he Harrods brand band must appear on the front cover and back cover (with web & tel) of any brand mailer collateral, for further clarity see the brand band guidelines •T erms and conditions must be written in accordance with the Harrods Style Guide and must be approved by the Harrods Legal department •A ll brand mailers are subject to copy, artwork and brand approval and must be sent to the Harrods Brand Guardians at
[email protected] for approval prior to being printed. This approval must be organised with at least five days’ notice .• Under no circumstances should collateral feature third party web addresses
6.5 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND EMAILS
BRAND EMAILS The email content should fit inside the width of the template which is 624 pixels. The header and footer must remain the same and not be edited unless terms and conditions are to be added.
KEY TYPEFACES DISPL AY FONTS = ANNIVERS/CALLUNA (please use Calluna for the main title, Annivers for secondary titles and buttons) FUNCTIONAL FONTS = ARIAL /GEORGIA (please use Georgia for all body copy and Arial for specific product information; colour #666666)
COPY GUIDELINES • • •
Text should never be placed over images; a solid background colour is required Our copywriters will review all copy and make any changes they feel necessary to adhere to the brand guidelines, and will provide a subject line for the email Please note: no links to external websites or content, aside from harrods.com, can be included
BUTTON CALL TO ACTIONS Main call to action = rounded button, 1px radius 24px height with a 1px stroke; colour = #333333 Secondary = rounded button, 1px radius 22px height with a 1px stroke; colour = #A8A8A8
CONTENT • • • • • • •
Where possible please use a hero image, as in the example to the right of this page Harrods will place the supplied brand artwork into the Harrods branded email frame (see right) Harrods reserves the right to re-colour the framework to give contrast to the artwork Harrods will send a flattened proof for sign-off by the brand; please note the framework is subject to change by Harrods, as it is amended regularly All brand email communications are subject to copy, artwork and brand approval by Harrods The email template can be found at The Harrods FTP in the downloads section File name: Rewards_Email_Template.psd (to download the file click on the disk icon) The Harrods FTP site for uploading large files is: harrodscreative.com username: harrods password: creative
6.6 | HARRODS BRAND GUIDELINES | CO-BRANDING | CONTACTS & COMMUNICATION
CONTACTS & COMMUNICATION For any information on Harrods’ Advertising and Marketing Brand Guidelines, please email your queries to the Harrods Brand Guardians at
[email protected] For all urgent matters, please approach your Harrods Trade Marketing contact. To download an electronic version of the full Harrods Brand Guidelines visit harrodscreative.com To upload artwork or to download the Harrods brand band or logos visit harrodscreative.com. Before uploading artwork to this FTP, please contact the Brand Guardians at
[email protected] for your individual file name. Please then email us to confirm you have uploaded your file.
