Identity Guideline

Visual Manual

Reiss Identity GuidelinesApril 15, 2011

David Nathan Davies0905767

Please visit www.reissonline.com to view our full clothing range.

© 2011 David Reisswww.reissonline.com

Original edition: © 2011 Hand MadePerfect Bound© Photography & Editing by David Nathan Davies

Printed in the United Kingdom08/05/2011

Content Page

Black & White

Exclusion Zone

Alternate Colours

Size Guide

Clothing Tags

Store Bags

Wrapping Paper

Loyalty Card

Photography

Contact

The End

05

01

02

03

04

Welcome

Core Beliefs

Useage

INTRODUCTION

LOGOTYPE

TYPOGRAPHY

MEDIA USEAGE

DETAILS

Typeface

Size Guides

Type Examples

Welcome

Reiss’ identity is not just a logo nor is it a colour.

It is a design scheme that combines all of these

elements and more. This scheme can be applied

to all of Reiss’ printed materials, leaflets, booklets,

cards, receipts and so on. This identity guideline

is here to ensure constancy throughout all of

Reiss’ design and will help to create a strong

and long lasting identity.

This guideline is broken up into several sections,

which take apart and isolate each section of our

identity; this is to help each area of our identity

be fully understood.

The reiss philosophy centres on and around

creating and producing directional, design-led

mens wear, womens wear and accessories.

Reiss prides itself with an uncompromising

commitment to delivering innovative, original

products combining exceptional design, quality

and value. Our Philosophy can be summed up

with these three words which, we feel encompass

our vision (Shown opposite).

Core Beliefs

Reiss aims to provide not only long lasting and

hardwearing fashion, but also aims to be a

company that remains prevalent for many years

to come. We want our clothing to become key

style pieces and our company to remain at the

cutting edge of fashion to create a loyal following.

Cutting edge fashion is what we do best, but

there is more to this than stylish clothing. We

aim to create a company, which not only caters

to our consumers but the people who make

our clothing and the environment and become

sustainable. We aim to leave as small an impact

on the environment while still being a leading

name in high fashion.

We want our consumers to feel special, like

they own a piece of clothing that no one else

has. This is done throughout shopping experience

with dedicated, knowledgeable and skilled

partners in our stores. This exclusive feel will

also be portrayed in out design by colours and

our new logotype.

01 ENDURING

02 MODERN

03 EXCLUSIVE

About this Guideline

Reiss prides itself in creating high quality, modern

and design led menswear, womenswear and

accessories. Reiss is committed to creating

clothing that stands the test of time, creating

key signature pieces which will last for many

years to come and become iconic fashion pieces.

This guideline is part of our commitment to our

consumers and aims to educate people in our

new design scheme. This guideline lists the new

logotype plus its uses on bags, receipts and so

on along with the colours which are now part

of our identity.

Section Two

Black & White

Exclusion Zone

Alternate Colours

Size Guide

02 LOGOTYPE

Logotype

This is the new Reiss logotype. It has been

made to be a strong visual representation of

the out values and to become a mark which is

easy recognizable.

Exclusion Zone

The diagram above shows the exclusion zone

for the logotype. This area must be left clear,

free from any images or text unless the logo

is being placed over a full page photograph.

The logo must always be in proportion, the

height is seven times X and the width is six

times X. This spacing must also be applied to

the logotype when text is added to the logo

which is shown on the following pages.

x

xx

x x

Alternate Logotpye

The logotype has also been made without any

words, but should you feel it necessary to place

the word Reiss next to the mark then Univers

LT must be used and has to be in scale to the

logo. Logotype must be 1x from the top of the

logo and 1x from the bottom if using type with

logo. This spacing is also used if the type is to

be placed below the logotype and type must

never be placed above the logotype.

x x

xx x

x

Size Guide

The logotype can be displayed in any size, which

fits in with the media that is being used (digital,

print etc). The logo must be prominent and also

use the exclusion zone shown opposite. For

special uses of the logo, beyond print for example,

any size may be used so long as it adheres to

exclusion guidelines. The smallest size, which

the logotype can be shown at, is 25mm.

Although the logo can be used at any size, for

standard paper sizes up to A3 the size of the

logo is fixed and positioning of the logo is fixed.

This is because standard paper sizes are used

for business to business documents and not

directly to the consumer. The number next to

the diagram shows the distance the logo must

be from each edge of the page (diagram on

next page).

Size Guide

12mm

14mm

50mm

10mm

12mm

35mm

8mm

10mm

25mm

6mm

8mm

15mm

Alternate Colours

PANTONE DS Process Black U

0, 0, 0, 100

35, 31, 32

344, 11, 13

#231F20

YES

PANTONE DS 76 - U1

0, 100, 100, 40

158, 11, 15

357, 92, 15

#9EOB0F

YES

PANTONE DS2 - 8 U

0, 0, 25, 3

249, 242, 197

50, 20, 97

#F9F2C5

YES

PANTONE

CMYK

RGB

HSB

WEB

TINTS

PANTONE

CMYK

RGB

HSB

WEB

TINTS

PANTONE

CMYK

RGB

HSB

WEB

TINTS

Alternate Colours

Above is an example of the new Reiss logotype

in colour. Any of the colours listed in the alternate

colour swatch list can be used depending on

the way the logo is being used. If, for example,

the logo is being placed over a dark background

then a lighter colour should be used.

Section Three

03 TYPOGRAPHY

Typeface

Size Guides

Type Examples

Typeface

Univers LT is our standard typeface. It has been

chosen due to its clarity and contemporary look,

which we feel, links into our company well. We

use Univers Light and Regular as our main weights

as they are simple, clean and sophisticated while

not overpowering. Below are some examples,

these are only guides and so long as clarity is

maintained they can be altered.

Size Guides

MAIN TITLES

PAGE TTILES

QUOTES

BODY COPY

CAPTIONS

Univers 55 Roman

24pt, -30 tracking

28.8 Leading

Univers 55 Roman

16pt, -30 tracking

19.2 Leading

Univers 45 Light

16pt, -30 tracking

19.2 Leading

Univers 45 Light

8pt, 0 tracking

9.6 Leading

Univers 45 Light

6pt, 0 tracking

7.2 Leading

01

02

03

04

05

This is an Example

This is an example of a subheading using Univers

This is an example of a quote using Univers LT Std Roman

This is an example of a large body of text using Univers LT Std 45 Light. This is only an example and does not mean anything, it has been used only as a way of showing what Univers looks like when set using the

This is an example of a large body of text using Univers LT Std 45 Light. This is only an example and does not mean anything, it has been used only as a way of showing what Univers looks like when set using the guides to the left. This size is advised for captions under photographs in leaflets or used for the terms and conditions on receipts. It has been

Univers LT Std

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz fiflß&

1234567890

.,:;-—“„“”·«»*%‰!?¡¿()[]/†‡§$£¢ƒ

ÄÁÂÀÅÃÆÇËÉÊÈÏÍÎÌÑÖÓÔÒØÕÜÚÛÙŽäáâàåæçëéêèïíîìñöóôòøœšüúûùž

Identity Guideline

Clothing Tags

Store Bags

Wrapping Paper

Loyalty Card

Photography

04 MEDIA USEAGE

Clothing Tags

Each item of clothing in all of our ranges comes

with a small tag with details such as sizes, cost

and also act a decoration and promotion for our

new identity. There are two variations of the

tags; each is a variation of the placement of

the pattern. One tag acts as the more informative

version with all of the information on the garment

and the other acts as embellishment. Special

ranges of clothing have unique tags on them

which adhere to the placement of the logotype.

Clothing Tags

Store Bag

Our store bags are made from a 150gsm white

card with paper handles, all sourced from

sustainable sources. They are made to be strong

so that they can be re-used in future for other

purchases and coincide with the 5% off when

customers re-use the bags. The bag itself

(pictured with net on following pages) is plain

white with a simple red sticker to seal the bag.

The sticker is also accompanied but a patterned

version of the clothing tag shown previously.

Store Bag

Store Bags

Wrapping Paper

The store bags are also accompanied by a

white piece of tissue paper to wrap and protect

the clothing brought inside. This tissue paper

is sealed with a simple round sticker with the

Reiss logotype on.

Loyalty Card

As part of our commitment to offering our

customers exceptional customer service we use

a reward scheme, which gives our customers,

points which give money off al our clothing. The

loyalty card is similar in design to the clothing

tags and uses to full logo with text as the front.

Loyalty Card

Photography

Within our stores and online photography plays

a big part in our new identity showing off our

clothing lines and creating a stronger much

identity. Photos should be kept simple and clean,

showing off the clothing in its best light, simple

backdrops and smartly presented clothing.

The use of ‘lifestyle’ shots ay also be used if

appropriate, photos of the model wearing the

suit in an aspirational location etc. the use of

black & white photography and tonal photography

can be utilized for poster campaigns and ‘front

covers’ of leaflets to help create a strong cover

image. On the following pages are some examples

of how photography should be used. Detail

shots are also used to help show of the finer

point of our clothing. These should be kept

simple and focus in on points of interest such

as button etc,

Photography

Photography

Photography

Photography

Duotone with Reiss Red & 50% Black.

Photography

Photography

Contact

If you have any queries or need further guidance please

contact our marketing department at;

0845 678 5869

reissdesign@reiss.co.uk

PHONE

E-MAIL

:

:

©Reiss reserves all rights to this identity guideline. 2011.