Hamleys Brand Style Guide Refresh - Sept 2016

Brand Style GuideRevised September 2016

Destroy any previous copies

Page 2Hamleys Brand Style Guide

Welcome to theHamleys® Brand Style Guide

These guidelines provide you with the approved branding assets and an instruction of how to use them.

All files within this document can be downloaded from the Hamleys Franchise FTP. Please see the Glossary and FTP information on page 20.

The Hamleys Design Team delivers ALL types of design to the business from in-store point of sale (POS), window and shop fit graphics to external marketing materials, online and product design, and we’re responsible for all Hamleys own brand packaging.

We control the tone of voice, WHAT we say, HOW we say and WHEN we say to ensure a complete and seamless brand experience for our customer.

Contents

Master Logo Page 3

1 Colour Logo Page 4

at Hamleys Logo Page 5

Special Icons Page 6

William Hamley Page 7 - 8

Intellectual Property Page 9

Quick Guide: The Hamleys Logo Page 10

Brand Colours Page 11

Proofing Hamleys Gold Page 12

Official Font Page 13

Generic Toy Print Page 14

Official Skyline Page 15

Photo Library Page 16

Approval Process & Artwork Guide Page 17

Office Stationery & Communications Page 18 - 19

Hamleys Franchise FTP & Asset Pack Glossary Page 20

Please Note: Brand Guidelines

All artwork independently developed for any

communication within the business or to external

parties must be sent to the Design Team for

Brand Approval before use.

See page 17 for the Approval process.


Master Logo

The Master Logo can be used in 2 ways: -

• Red & Gold Logo - Use on white or light backgrounds.

• White & Gold Logo - Use on bold, dark or busy backgrounds.

To select the correct logo for the end use, the size and legibility of type contained within the artwork must be considered.

• Filenames marked PANTONE are for use with external printers, screen printing, costume and product development only.

• Filenames marked CMYK are for use with internal and external printers only.

• Filenames marked RGB are for screen use, Hamleys.com and online marketing only.

Red & Gold Logo 1Use when logo size exceeds 5cm.

If the Logo is going to be less than3cm in size, use Logo 3.

Red & Gold Logo 2Use when logo size falls between 3cm - 5cm

Red & Gold Logo 3Use when logo size is below 3cm

White & Gold Logo 1Use when logo size exceeds 5cm.

Ask for approval from Hamleys and Zebra for use on Hamleys Toy Shop Fascias.

If the Logo is going to be less than3cm in size, use Logo 3.

White & Gold Logo 2Use when logo size falls between 3cm - 5cm

White & Gold Logo 3Use when logo size is below 3cmPlease Note: Regisitered Trademark

The ® mark must be placed under the S as

shown to the right.

For press release, the ® must be superscripted on

Hamleys name during its first appearance.

Please Note: Animation

No animation can be used without Approval.

There is an approved Hamleys logo available in

our Asset Pack mentioned in page 20.

There are logos in the Asset Pack prepared for embroidery, animation and media boards.

See page 10 for correct and incorrect use of the Hamleys logos


1 Colour Logo

The Hamleys logo can only be used as a single colour in exceptional circumstances.

The use of this logo is restricted to the 4 colours shown on the right including white, red, gold and black.

Use these logos in the following application:

• Black & White internal printing ONLY. Non customer facing.

• When you are restricted by print specification.• Special printing methods including gold foiling.

For any other applications or advise on logo usage, please contact Design Team directly.

Please Note: Brand Colours

Please refer to page 11 for the exact colour

values.

Gold Logo 1Use for premium printing

Use Gold T171 when using foil.Please refer to page 11 for further information

on the Hamleys Gold.

Red Logo 1Use for economic printing

Use only for a low cost print runfor example sale signage.

Black Logo 1Use for black & white printing ONLY

DO NOT use this for artwork purposes. Written permission is required from the

Design Team before use.

White Logo 1Use for economic printing

Use only for a low cost print runfor example sale signage



at Hamleys Logo

The at Hamleys logo must be used on supplier graphics. For Example, Barbie at Hamleys, Star Wars at Hamleys or LEGO at Hamleys.

The at Hamleys logo is available in 2 ways:

• Red & Gold Logo: Use on white or light backgrounds.

• White & Gold Logo: Use on bold, dark or busy backgrounds.

AT Hamleys Ellipse

The AT Hamleys Ellipse is designed specifically for shop fit. Below shows an example of AT Hamleys Elipse usage on our Wall Bay Headers.

Red & Gold at HamleysUse on bold, dark or textured backgrounds

White & Gold at HamleysUse on white or pale backgrounds

at

AT Hamleys EllipseUse ONLY for shop fit - the AT is emphasised.

Please Note: OwnershipThe at Hamleys logo must be present on supplier artwork when used internally or externally to ANY Hamleys Toy Shops.



Special Icons

There are 4 special icons approved for use.

These can be used as an embellishment to Brand artwork.

• Hamleys H• Hamleys Crown• Hamleys Star• Hamleys 5 Stars

For any other applications or advise on logo usage, please contact Design Team directly.

These Special Icons follow the same usage rules as the Hamleys logo. See page 10 for further instructions.

H LogoUse when space is restricted.

The ™ should not be used on shop fit.

The H can only be used in red, gold or white ONLY

5 StarsCan be used on graphics and shop fit.

The 5 star formation cannot be changed,rotated or reflected.

StarUse on graphics and shop fit

The star cannot be changed,rotated or reflected.

CrownUsed on graphics and shop fit.

Please remove the star detail if they will not print at a clear legible size.


William Hamley

William Hamley is the host of Hamleys and his official name is William.

He is used to reinforce the Brand on Marketing & PR materials, and signs-off communications.

The following cannot be applied to William under ANY circumstances: -

• NO Animation.• NO Addition of elbow and knee joints.• NO Change of apparel.• NO Change of colour.• NO 3D Interpretations.• NO Holding hands or signs.• NO Christmas decorations.

Please Note: Trademark

William Hamley is a Hamleys Trademark, and is highly protected with all usage controlled by the Design Team.

Page 7 shows the correct usage of William Hamley. Page 8 shows examples of incorrect usage of William Hamley. Usage out of these parameters MUST have written authorisation from the Design Team before use.

William Hamley 1 William Hamley 2

William Hamley 3 William Hamley 4


Usage of William Hamley

William Hamley can be placed in a select number of positions. Example have been artworked on the right to show you the correct and incorrect usage of William Hamley.

-

Diagram 1 ~You can create designs using a cropped version of the 4 positions. Please see examples of how to crop William Hamley correctly on the right.

Diagram 2 ~

DO NOT edit the master artwork files supplied within the Asset Pack. Use as provided.

Examples of incorrect usage include: -

DO NOT Reflect. He should never be mirrored – the highlight on his hat should always be on the left hand side.DO NOT Stretch, skew OR distort artwork files supplied.DO NOT Place graphics over OR artwork William holding a sign. DO NOT Add features to William, change his colours, change what he is wearing, or alter his facial expression. DO NOT Remove any elements from William.DO NOT Add seasonal graphics to William. DO NOT Animate William.DO NOT Use old William Hamley ~ Delete all old versions to prevent incorrect usage.

Diagram 1 ~ See cropped examples below.

This includes (from left to right below) introducing, head shot, cropped hat, jumping William and half head.

Permitted - What you CAN DO

NOT Permitted - What you CANNOT DO

Permitted - What you CAN DO

NOT Permitted - What you CANNOT DO

Diagram 2 ~ See examples below.

NO SIGN HOLDING

*This a discontinued William Hamley designed for packaging. DO NOT USE. *Stretched

*Colours changed

*Added object

*Seasonal William

*Holding a sign

*Eyes changed

*hair changed*hat removed

*Stretched

*Holding an object*Buttons & scarf edited


Intellectual Property

The Registered Trademarks MUST appear on ALL external marketing or PR material in the business. The one exception to this rule is when the logo size results in poor legibility of the trademarks.

The trademarks MUST also be applied to ALL in-store marketing and promotional material that will be taken away from the store.

Hamleys Logo ~ The ® appears as small as possible to the right of the letter Y and the bottom left ‘curl’ of the letter S in Hamleys. The ® MUST be the same colour as the Hamleys within the logo.

Hamleys H Logo ~ The ™ logo appears as small as possible whilst still being legible in the bottom right.

William Hamley ~ The ® appears as small as possible whilst still being legible to the bottom right of the full William icon.

Hamleys Strapline

Customer Facing & Non-Customer Facing

Strapline is a term used as a secondary sentence attached to a brand name. Its purpose is to emphasize a phrase that the company wishes to be associated with. In our case it is The Finest Toy Shop in the World.

Sample usage of the ®

Sample usage of the ®

Sample usage of the ™

Page 10Hamleys Brand Guidelines 2.0

The fun starts here!

#1 Red & Gold LogoAlways use the files without alteration in the asset pack.

#2 White & Gold LogoAlways use the files without alteration in the asset pack.

#3

Never remove the 5 stars from the logo. The 5 stars must always be present*

#4

Never remove the Est. London 1760 from the banner in logo.

#5

Never increase the size of the banner or use it independently from the logo.

#6

Never use an apostrophe in the Hamleys logo or in writing.

#7

Never change the position of the strapline.

#8

Never change the strapline wording.

#9

Never add a bevel to the Hamleys logo.

#10

Never change the colour of the Hamleys logo.

#11

Never place a drop shadow on the Hamleys logo.

#12

Never place an outer glow effect on the Hamleys logo.

#13

Do not convert the Hamleys logo into grayscale or gradient.

#14

Never outline the Hamleys logo in a colour.

#15

Never outline the Hamleys logo in white.

#16

Never bend the Hamleys logo. It should be visible and easy to read.

#17

Never create logos or text that look like the letters in the Hamleys logo.

#18

Never place the Hamleys logo on a busy background.

*The only exception for removing the 5 stars is for specific product design & development. On this occasion the Design Team need to advise the correct usage e.g. very small bear foot pads.

Brand Approval Process: Send artwork accompanied with a description of end use to Hamleys Brand Design Manager Stacey Dix [email protected]

Quick Guide: The Hamleys LogoCORRECT AND INCORRECT USE OF THE HAMLEYS LOGO


Brand Colours

These are our brand colours.

Depending on the end of use, preparation and method of presentation of designs you will see a slight variation in depth and intensity of colour.

See below for different colour profiles(Artworkers, Printers & Suppliers use only)

• PANTONE® Colours (Pantone solid coated) are used for the development of screen prints, stationery, product and costume development.

• CMYK / 4-Colour is used for internal and external printing.

• RGB / 3-Colour process is used for screen use, Hamleys.com and ANY online marketing.

• HEX / Hexadecimal colour or RGB / 3-Colour is used when displaying content online for example Hamleys.com and Hamleys Resource Centre.

• RAL Code is used for shop fit.

• A Dulux Code has been provided for a select number of corporate colours.

• NCS is an International Colour Paint System.

Please Note: Colour Warning

Please DO NOT colour match to print outs of this document - USE THE VALUES FOR THE RELEVANT PROCESS ONLY.

PANTONE®

Black C

PRINTC75~M68~Y67~K90

SCREEN & WEBR0~G0~B0

Hex 00 00 00

SHOP FITRAL 8022 (Black Brown)

NCS 8801-R14B

Black Red Gold White

PANTONE®

Red 186C

PRINTC3~M100~Y95~K1

SCREEN & WEBR207~G16~B45Hex CF 10 2D

SHOP FITRAL 3020 Traffic Red

for powder coating

Formica Carnaval Red K1238for laminates

NCS-1080-Y90Rfor decorations

PANTONE®

Gold 872C

FOIL Gold T171



Hex B4 97 5A

SHOP FIT1st Choice for powder coating

Becker Industrial CoatingsProduct No. EP902292G

2nd Choice for powder coatingRAL 1036 Pearl Gold

PANTONE®

White C

PRINTC0~M0~Y0~K0


Hex FFFFFF

SHOP FITRAL 9016 Traffic White

Core Corporate Colours

PANTONE®

2975C

PRINTC38~M2~Y5~K0


Hex 96 D5 EA

SHOP FITReception Support Centre

Dulux 50BG 55/241Internal Support Centre

Dulux 70BG 72/071Dark Blue Ceiling

Dulux 43 BB 09/340

Blue Dark Red Pale Pink

PANTONE®

187C


SCREEN & WEBR171~G25~B45Hex AB 19 2D

SHOP FITRAL 3002 Orient Red

NCS 2167-Y95R

PANTONE®

475C

PRINTC3~M19~Y28~K0


Hex F3 D0 B3

If you are using

PANTONE® CMYK Coatedreferences the closest

match is P 47-1 C

Secondary Corporate Colours

Use on William Only

Please Note:

Additional Colours

There are additional colours used

within Hamleys.

Please ask Design Team for assistance.

Page 12Hamleys Brand Guidelines 2.0PROOFING HAMLEYS GOLDTechnical guidance for Artworkers & Printers.CORRECT AND INCORRECT USE OF THE HAMLEYS GOLD.

INCORRECT VERSION

The logo file has been pasted straight into software not preserving colour values of the asset. This results in the gold appearing too dark.

CORRECT VERSION

The logo file has been pasted straight into software preserving the asset colour values.

CMYK (Old Version) LAB (New Version)

CMYK (Old Version) LAB (New Version)


H Albert Font FamilyThis is only supported by Adobe Creative Suite or similar software packages.

H Albert Light Use on small print, terms & conditions and other graphics with restricted space / Turn off the Open Type feature / The Hamleys stars on the small letters reduce legibility.

Trebuchet MS Regular This can be used on any internal communications.

Trebuchet MS Italic This can be used in artworking as HAlbert does not support italics.

Trebuchet MS Bold This can be used on any internal communications.

Trebuchet MS Bold Italic This can be used in artworking as HAlbert does not support italics.

H Albert Extra Bold Use on subheadings, headings, call to actions and writing on large POS e.g. prices, product titles etc / Turn on the Open Type feature.

H Albert Bold Use on subheadings, headings, call to actions and writing on POS including prices & product titles etc / Turn on the Open Type feature.

H Albert Regular Use on main text and body text / DO NOT use on subtitles or headings /Turn off the Open Type feature / The Hamleys stars on the small letters reduce legibility.

Official Fonts

HAlbert and Trebuchet MS are the official fonts for Hamleys.

HAlbertHAlbert is a bespoke font. We have designed special

characters within this font including:

• Integrating a Hamleys star on the j, i & !.

• Re-designed the £ sign to improve legibility.

*To activate the special characters select “Contexual Alternative” on the “Open Type” character menu in Adobe Creative Suite. Only use these features on headings, subtitles and call outs. Ensure all 4 fonts from the HAlbert font family are installed successfully on your computer.

Trebuchet MSTrebuchet MS is the equivalent PC and HTML font

to HAlbert.

Font for Artworkers

Trebuchet MSFor internal communications ONLY. This must be used on all email communications and supports Cyrillic characters.

Font for Internal Commuications & PCs

Please Note: Different Fonts

There are additional fonts used within Hamleys that are linked to specific Marketing & VM Promotions. An example of this would be the HVD Comic Serif & Chocolate Box fonts used in the seasonal instruction packs.

Childsplay font has been removed from the Brand Guidelines, and therefore must not be used.


Generic Toy Print

This is the generic toy print for Hamleys.

Applications include gift wrap, gift boxes and certificates. This artwork can be used as a backdrop for small and large scale graphics.

The prints are available in the following colours: -

• PANTONE Coated Colours are used for the development of screen prints, stationery, product and costume development.

• CMYK / 4-Colour is used for internal and external printing.

• RGB / 3-Colour process is used for screen use, Hamleys.com and ANY online marketing.

Please Note: Promotional Toy Print

The toy print can be used in other colourways when part of specific Marketing & VM Promotions.

Details of this can be found in the relevant Marketing & VM Instruction Guide e.g. Have A Hamleys Christmas!

Generic Toy Print

Examples of use include Hamleys Gift Boxes.

Please Note: Printing using Pantones

Please ask the Design Team for advice when preparing for samples and printing.

Light Gold C37 M42 Y64 K8

Dark Gold C40 M=48 Y=77 K=17

Light Red C=8 M=100 Y=84 K=1

Dark Red C=2 M=100 Y=82 K=26

Please note below are the correct colour values to print the toy print: -


Official Skyline

This is the Hamleys Official Skyline. This has been illustrated to represent our London heritage.

Examples of UK & International use is outlined below: -

• Hoarding graphics

• Shop fit perimeters

• Recruitment posters

• Window backdrops

• Shelf edge strips

• Wall bay headers

Please Note: Localised Skylines

Localised skylines have previously been supplied including Dubai, Copenhagen, Chennai and Cyprus. These should no longer be in circulation.

Hamleys Skyline

The skyline can be repeated. An example application can be seen on the perimeter shop fit graphics and shelf edge strips.

Please Note: Manipulation

DO NOT manipulate the Hamleys Skyline.

The skyline does feature in other designs that have been produced and approved by the Design Team including Birthday Parties, Halloween and Hamleys.com.

The skyline is illustrated to include the Olympic Stadium, Tower Bridge, Big Ben, Shard, Hamleys Toy Shop, Gherkin & London Eye.

Skyline Elements

The skyline elements are used to bring

posters and graphics to life, and add a

little bit of fun.

The artworking of these elements is tightly controlled to ensure the use of brand assets are consistent.

• Cloud

• Balloon

• Birds

• Blimps

• Kite

X

What you CAN DO What you CANNOT DO

Change the colours

Add drop shadows

Rotate

Stretch or distort

Place on a coloured background other than sky

XXX

Only use on sky blue

Place William Hamley in an air balloon

Use balloons or birds as bullet points

XPlease Note: Hamleys World

Localised skylines can be used for Hamleys Worlds. Please contact [email protected]


Photo Library

A Photo Library is now available on the Hamleys Franchise FTP.

This is provided to support with Marketing, PR, Brand Design and Presentations.

Download Instructions: Franchise FTP

The photos are available on the Franchise FTP.Log on details and full download instructions are available on Page 20.

The photo library is updated regularly as new photos are taken. If there is anything specific you require, that is not available, please ask the Design Team for advice.

Please Note: Photo Sharing

If you have taken an excellent photo please share this with the Design Team. We will review each photo sent to us and add this to the library if approved.

Please send to [email protected] as a Hi-Res 300dpi jpeg.

Page 17Hamleys Brand Guidelines 2.0APPROVAL PROCESS & ARTWORK GUIDE

Please Note: Approval ProcessALL artwork independently developed for ANY communication within the

business or to external parties must be sent for brand approval.

This requires 7 working days. Send artwork accompanied with a description of end use to

Hamleys Brand Design Manager Stacey Dix [email protected]

A design MUST not be used if it does not receive brand approval.

Approval ChecklistHow do I produce artwork for approval?

Artwork adheres to the rules and logo usage within this document.

I’ve sent a clear description and photograph(s) confirming end use.

I’ve approached the Design Team for direction before artworking.

#1 Clip ArtDO NOT use Clip Art.

#2 Word ArtDO NOT use Word Art or any other pre-set fonts.

#3 Off Brand FontsDO NOT introduce any new fonts to artwork.

#4 EffectsDO NOT introduce standard effects in Adobe Creative Suite e.g. drop shadows.

#5 Editing AssetsDO NOT adjust or amend brand assets supplied to you.

#6 No Branding & Supplier Sign-offHamleys branding must be present in any internal OR external artworks. DO NOT send artworks directly to Suppliers for approval, as it needs to be approved by the Hamleys Design Team first.

#7 White BoxesDO NOT place branding or icons in a white box over a photograph

#8 Illustrating HamleysDO NOT try to illustrate the Hamleys wording.See page 10 for further details.

#9 Existing MaterialsThe Design Team may hold an existing design to match your needs ~ Ask for advice before commencing new artwork.

#10 WilliamDO NOT change William.See page 8 for further details.

at Hamleys has been added to the left image


Office Stationery

This is the stationery pack for use in external and internal communications including: -

• Powerpoint

• Hamleys logo

• Hamleys Ludendo logo

• Word A4 document

• Word A4 landscape document

• Word A4 landscape booklet

• Word A4 portrait booklet

There is also a Hamleys logo supplied for your signature on email communications. Please refer to the next page for full details.

Please Note: Business Template

There is a Hamleys Business Template available for extenrral presentations. The Design Team will supply this on request if required.

PowerPoint

Please Note: Presentation Support

If you are preparing Powerpoint presentations please request advice and imagery from the Design Team.Please give as much notice as possible.

Word Documents

Friday, May 23, 2014

Page 2 of 2 Document4

*Front page*Internal page

*Individual pages *Booklets

Logos

Hamleys Logo

• Internal & External communication

Page 1 of 1 Document2

Monday, June 2, 2014

Title Date

Title Date


Name in size 10 bold sentence case Title in size 10 bold in sentence caseLEAVE A ONE LINE GAP HEREThe Hamleys Group 2 Fouberts PlaceLondonW1F 7PAMobile: +44 (0) XXXX XXX XXX Office: +44(0)20XXXXXXXXFax: +44 (0) 20 XXXX XXXX

www.hamleys.com (Make this a link)

Email SignatureAn e-mail signature is a block of text that is appended to the end of an e-mail message you send. Generally, a signature is used to provide the recipient with your name, e-mail address, business contact information, or Web site URL.

Attach this signature to ALL outgoing e-mails.

Email should be setup using Trebuchet MS at size 10 pt and the layout is displayed to the right.

DO NOT include any of the following in signatures without approval: -

• Online sponsorship links.

• Local Facebook or Twitter messages.

• Any other additional information.

• Alternative signature logo.

Please Note: SupportPlease request assistance for support setting up your signature if you are unsure.

Email Signatures ~ For employees of The Hamleys Group ONLY

Please Note: Seasonal ChangesThe Design Team will communicate ANY seasonal changes to you including the change of signature during Christmas.

Email Signatures for Non Hamleys Employees

For Non Hamleys Employees who wish to use the Hamleys logo in their email signature. Please request instructions and approval from the Design Team before use.


Hamleys Franchise FTPAll files discussed throughout this document are available to download from the Hamleys Franchise FTP.

Please reference to the Glossary on the right. This confirms the file formats available for each asset.

File formats for example eps, illustrator (ai) & dst files are prepared for artworkers, printers and suppliers use only. You will not be able to open these files without the relevant software for example Adobe Creative Suite.

Always send the PDF Brand Style Guide before supplying the assets. Only send individual assets where possible so we can manage what is in circulation.

Please ensure old asset packs are deleted. This Asset Pack supercedes any previous version.

Franchise FTP: Log On DetailsThis can be accessed through an Internet Browser (Chrome) or

a FTP Software program (Filezilla).

If you experience any issues please contact us.

Browser URL: https://hamsecure.hamleys.co.ukFTP Software: hamsecure.hamleys.co.uk

Username: HamfranchisePassword: F74nch1seham

Location: /Franchise FTP / Brand Style Guides /Hamleys Brand Style Guides - March 2016

Asset Pack Glossary

Logos: Logo FolderAll logos are supplied in Illustrator, eps, Hi-Res and Low-Res jpegs for print & web.

Logos prepared for specific end use include: -

Embroidery: Embroidery Logo FolderSuppliedinpdf&dstfile.

Animation: Animated Logo Folder

Media Board: Media Board Folder

FacebookProfilePicture: ProfilePicture.jpg

Special Icons: Special Icons FolderSupplied in Illustrator, eps, Hi-Res and Low-Res jpegs for print & web.

William Hamley: William FolderSupplied in Illustrator, Hi-Res and Low-Res jpegs for print & web.

Font: Typefaces FolderSupplied as Open Type files (otf) in Extra Bold, Bold, Regular & Light.

Toy Prints: Toy Print FolderSupplied as Illustrator, eps & Hi-Res jpeg.

Skyline: Skyline FolderSupplied as Illustrator & eps files.Skyline Elements are also supplied in this folder as Illustrator & eps files.*Jpegs are not supplied as the skyline must go through artwork software e.g. Adobe Creative Suite.

Photos: Hamleys Photo LibrarySupplied as Hi-Res and Low-Res jpegs.*This folder will be updated regularly by the Design Team

Stationery: Office Stationery PackSupplied documents & files include: -• Powerpoint.ppt• Hamleys logo.jpg• Hamleys-Ludendo logo.jpg• A4 portrait.docx• A4 landscape.docx• A4 portrait booklet.docx• A4 landscape booklet.docx• Email Signature~TheHamleysGroupe.png

Please Note: File FormatsThe Design Team hold additional master artwork files.

If there is something specific or a file format your require, there is a possibility it already exists.

Please do ask us for assistance.

Hamleys Brand Style Guide ~ Revised September 2016

Destroy any previous copies