Branding Guidelines
Cre ate d 2 0 18
B R A N D G U I D E L I N E S L A U N C H D AT E S
IN STORE
These brand guidelines should be launched in store for both UK and International from
January 2018. Any packaging/POS/Ads/printed collateral etc planned to hit down in stores
from January 2019 should be in line with these guidelines.
ONLINE
These brand guidelines should be launched immediately for online purposes.
L o go
LOGO
Regular Usage
For the majority of applications, such as advertising, packaging
and large scale use such as signage
Small Usage
For application where the branding is less dominant and
a smaller size is requires, or for digital applications
‘A’ MARK
‘A’ Mark - Regular usage
For mark usgae from 10mm wide and larger please ONLY use this
version. For application that requires smaller sizes please use the
specific ‘small usage’ mark
‘A’ Mark - Small usage
Please only use this mark for small size applications. The maximum
size this is to be used at is 10mm wide. For usage larger than this
please use the regular mark above.
The minimum size for this mark is 6mm wide. It must not be repro-
duced any smaller than this.
D UA L L O G O
This logo is to be used for dual branding purposes only and is the only occasion where
the Accessorize logo can appear without the ‘London’ lock up.
Fonts
FONTS
1. Core messaging - ogg 2. Body copy - Berthold Akzidentz Grotesk 3. Expressive - Broadcast Matter
For core messaging, titles and call-out, a contemporary An elegant sans serif can be deployed to deliver An expressive, hand-written script for short statements
typeface with expression and quirk body copy and technical information or call-outs (No more than 3 or 4 words)
FONTS - USE EXAMPLES
CS-3291_LIMITED_EDITION_STRUT_CARD
limited Ogg
edition
Light up after-dark invites with our
limited edition evening bags, designed Berthold Akzidentz Grotesk
exclusively for Accessorize
Broadcast Matter
CS-3291_LIMITED_EDITION_STRUT_CARD.indd 1 11/09/2018 15:49
Core Brand
Colours
C O R E C O L O U R PA L E T T E
Brand
Pattern
C O L O U R PA L E T T E
Regular usage Small usage
Packa ging
L O G O A P P L I C AT I O N
Regular Usage
For logotype usage from 70mm wide and larger please ONLY use this version.
For applications that require smaller sizes please use the specific ‘small usgae’ logotype
Small Usage
Please only use this logotype for small size applications. The maximum size this is to be used
at is 70mm wide. For usage larger than this please use the regular logotype above. The minimum size
for this for this logotype is 28mm wide. It must not be reproduced any smaller than this.
POSITIONING THE LOGOTYPE
Position the logotype at the base or the
centre of the application. The logotype
should always be centrally aligned.
When positioning logo at the base use
the below exclusion area (detailed be-
low) as a guide as to how high to place
logo from base.
Exclusion Area
Always maximise the space around the
logotype. Please keep a minimum clear
space as show
POSITIONING THE LOGOTYPE
Consistency and Scale
Ensure the width of the logotype
on smaller cards (up to W70mm) is
applied at 75% of the width of the
carding or less.
The width of the logotype on larger
cards is applied at 50%-60% of the
width of the carding or less.
Always ensure that the exclusion
area is taken into account.
Ensure the logotype is positioned with
conviction but ensure that it does not
feel cramped – it should have room to
breathe.
Substrate
Colour: To match back to GFSmith
Colorplan Ice White paper stock
Texture: To match back to GFSmith Takeo
Tassel embossed paper Small Cards (47mm width) Larger Cards (90mm width)
Logotype width: Approx 75% of application Logotype width: Approx 50% - 60% of application
Logo
Logo to be hot foil stamped onto carding
using FOILCO 3027 or closest match
DESIGNED IN NOTTING HILL
Consistency and Scale
The ‘Designed in Notting Hill’ line
should be a consistent size.
This should appear centrally-aligned
and at the base of the reverse of the
product cards, no less than 3mm from
the edge.
For narrower cards, where width is
limited, the wording should appear
across two lines.
Place over two
lines when width
is limited
WOVEN LABEL S - END FOLD
Consistency and Scale
When applying the logotype please
ensure that there is a consistency in
sizing.
Ensure the width of the logotype
is 65% of application (to feel
comfortable on the application).
Always ensure that the exclsuion
area is taken into account.
Ensure the logotype is positioned
with conviction but ensure that it
does not feel cramped - it should
Label 60mmx18mm Label 60mmx18mm
have room to breathe.
Logo width: 65% of application Logo width: 65% of application
(to feel comfortable on the application) (to feel comfortable on the application)
Sizing Information:
Berthold Akzidenz Grotesk - Medium
Pip separate and attached to collar
6.5pt with +100 tracking
next to main label
Caps
‘Made in’ Information
Berthold Akzidentz Grotesk - Medium Pip size:
6.5pt/7pt line spacing W15mmxH18mm
Sentence case
WOVEN LABEL S - MITRE FOLD
Consistency and Scale
When applying the logotype please
ensure that there is a consistency in
sizing.
Ensure the width of the logotype
is 65% of application (to feel
comfortable on the application).
Always ensure that the exclusion Label 60mmx18mm
area is taken into account. Logo width: 65% of application
(to feel comfortable on the application)
Ensure the logotype is positioned
with conviction but ensure that it
does not feel cramped - it should
have room to breathe,
Sizing Information:
Berthold Akzidentz Grotesk - Medium
6.5pt with +100 tracking
Caps
Label 75mmx18mm
Logo width: 65% of application
(to feel comfortable on the application)
SHOE BRANDING
Consistency and Scale
Ensure the width of the logotype
is 50mm across all sizes and is
positioned centrally on the heel.
Always ensure that the exclusion
area is taken into account.
Ensure the logotype is positioned
with conviction but ensure that it
does not feel cramped - it should
have room to breathe.
Sizing Information:
Berthold Akizidentz Grotesk -
Medium
8pt/10pt line spacing with +100
tracking
Caps
Real Leather:
Berthold Akzidenz Grotesk -
Medium
6.5pt with +100 tracking
Sentence case
D i gi tal
E m a i l Cre at i ve Exa m p l e s
I n s ta g ra m Cre at i ve Exa m p l e s
Inter n al
Co m mun i c at i o n
I N T E R N A L C O M M U N I C AT I O N S
You must use the Internal Comms
Power Point template pack to
communicate internal information/
presentations to ensure a consistant
brand message. Seasonal assets are
interchangable.
FONTS
Header - Garamond
Body - Arial
