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MS Brand Guidelines

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Matthieu Zer Falsche
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53 views

MS Brand Guidelines

Uploaded by

Matthieu Zer Falsche
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 14

WORKING WITH THE M&S BRAND MARK

EDITION 1.0 JULY 2014


THE OVERALL OBJECTIVE WITH OUR BRAND IDENTITY
IS TO DELIVER A CLEAR, COHERENT AND INSPIRING SYSTEM
TO EXPRESS THE BRAND AT ITS BEST. AT THE HEART OF THIS
IS OUR BRAND MARK.

THIS GUIDELINE HAS BEEN PREPARED TO HELP YOU


WITH CREATIVE WORK WHERE YOU NEED TO APPLY OUR
BRAND MARK.
MORE THAN JUST A LOGO
WE ARE ONE BRAND WITH ONE BRAND MARK, WHICH WE
USE AS OUR SIGNATURE ACROSS ALL OF OUR ASSETS.
OUR BRAND MARK HAS BEEN DESIGNED TO CAPTURE THE
PURE ESSENCE OF ALL THAT WE ARE.
WE CREATE PRODUCTS AND SERVICES THAT FULFIL DESIRE IN A WAY THAT MAKES THE WORLD A BETTER PLACE. INTO ALL OUR
FASHION, FOOD AND HOME WE POUR INSPIRATION AND INNOVATION, CREATIVE EXCELLENCE AND GENUINE INTEGRITY THAT ADDS
REAL VALUE BOTH FOR OUR CUSTOMERS AND OURSELVES. WE SAY THAT OUR PURPOSE IN LIFE IS TO ‘ENHANCE LIFE, EVERY DAY'.
WITH EXTRA SPECIAL PRODUCTS AND SERVICES.

ADD TO THIS, THE FACT THAT OUR BRITISHNESS PERVADES EVERY ASPECT OF OUR WORK AND YOU CAN SEE THAT WE
ARE THE BRAND THAT REFLECTS THE BEST OF CONTEMPORARY BRITAIN WITH OUR ORIGINALITY, WARMTH AND
LIGHT HEARTEDNESS, CREATIVITY AND INTEGRITY.
HISTORICALLY, WE HAVE OFTEN USED THE SHORTHAND OF 'M&S'
THE PREVIOUS MANIFESTATION OF M&S WAS SET IN HELVETICA
NEUE ULTRA LIGHT. A SERIES OF INCREMENTAL ADJUSTMENTS
HAVE BEEN MADE TO CREATE THE LATEST DESIGN WITH MORE
WEIGHT AND MAKE IT MORE ROBUST, WITHOUT LOSING
BALANCE AND STATURE AND RETAINING RECOGNITION.
THE M HAS BEEN MADE TO LOOK SOFTER AND THE AMPERSAND SYMBOL IS DRAWN TO BE MORE RIBBON LIKE,
TERMINATING IN A KISS. THE S HAS BEEN MADE MORE CURVACEOUS AND LESS SQUARE. THESE CHANGES ALLOW NEGATIVE
SPACE TO FLOW MORE EASILY AND EVENLY AROUND THE LETTERS.

THE RESULT IS MORE COHERENT WITH A GENTLER MORE ELEGANT CHARACTER. BY ADDING ‘EST. 1884’ TO THE M&S WE
ARE REMINDING CUSTOMERS OF OUR ACKNOWLEDGED PEDIGREE OF WHICH WE ARE JUSTLY PROUD.
AS WELL AS BEING THE SIGNATURE FOR ALL OUR COMMUNICATIONS, THE BRAND MARK IS ALSO
OUR MAKERS MARK FOR BRANDING DIRECTLY ON TO OUR PRODUCT AND PACKAGING. IT IS VISIBLE EVIDENCE
OF THE INTEGRITY IN ANY ONE OF OUR PRODUCTS ACTING AS A ‘HALLMARK’ (OF QUALITY).
AS WELL AS BEING THE SIGNATURE FOR ALL OUR COMMUNICATIONS, THE BRAND MARK IS ALSO
OUR MAKERS MARK FOR BRANDING DIRECTLY ON TO OUR PRODUCT AND PACKAGING. IT IS VISIBLE EVIDENCE
OF THE INTEGRITY IN ANY ONE OF OUR PRODUCTS ACTING AS A ‘HALLMARK’ (OF QUALITY).
IT IS IMPORTANT THAT OUR BRAND MARK IS ALWAYS WELL POSITIONED WITH CONSIDERATION GIVEN TO ITS STAND OUT.
IT IS MORE THAN JUST A CORPORATE SIGN OFF. THE MARK SHOULD THEREFORE ALWAYS BE PLACED WITHIN A SURROUND OF
CLEAR SPACE. IT SHOULD ALWAYS SIT APART FROM OTHER GRAPHIC ELEMENTS. BY GIVING THE MARK AIR TO BREATH WE ARE
EXPRESSING RESPECT AND SPECIALNESS TO THE MARK. FOR OUR CUSTOMERS THIS DEMONSTRATES IT TO BE A MARK OF QUALITY.
WHEN REVERSING OUT OF DIFFICULT BACKGROUNDS THE MARK IS CARRIED REVERSED OUT OF A SOLID BLACK
PANEL AS SHOWN HERE. THIS CREATES A BRAND PLAQUE. THE DIMENSIONS OF THIS PLAQUE ARE SET TO BEST COMPLEMENT
THE BRAND MARK WITH ITS NEGATIVE SPACES AND SHOULD THEREFORE NOT BE ALTERED IN ANY WAY.
For use larger than 15mm

For use no larger than 15mm


and no smaller than 10mm

WE HAVE CREATED TWO WEIGHTS OF OUR BRAND MARK FOR REPRODUCTION AT DIFFERENT SIZES.
ADDITIONAL WEIGHTS HAVE ALSO BEEN CREATED FOR VERY LARGE REPRODUCTION SIZES LIKE SIGNAGE AND FOR WHEN
THE BRAND MARK IS MADE IN 3D. THE FILES FOR THESE ARE HELD BY M&S STORE DESIGN.
Do not adjust spacing between Do not stretch the logotype
the elements

EST. 1884

Do not re-colour the logotype Do not re-create the logotype


in a different typeface

PLEASE AT NO TIME ATTEMPT TO RECREATE OR AMEND OUR BRAND MARK.


IT IS SPECIAL AND WE CARE ABOUT IT.
100% black on white White on 100% black White on Hero Green (Pantone 3305)

Black on light image White on dark image

OUR BRAND VISUAL IDENTITY HAS BEEN DESIGNED TO BE AS SIMPLE AS POSSIBLE. WHILST WE
STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD
REPRODUCE IN JUST TWO COLOUR WAYS:
POSITIVE - 100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
NEGATIVE - 100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)

IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE
VERSION OF OUR BRAND MARK.
Logotype width = 1/5 page width
Logotype position relative to base as
per clear space rule

Logotype positioned too high Logotype positioned too low Logotype in the optimum position

IT IS IMPORTANT THAT YOU TAKE CARE AND PAY EXTRA SPECIAL ATTENTION TO HOW YOU POSITION
OUR BRAND MARK. IT WORKS BEST WHEN IT NEITHER FLOATS UP AND AWAY OR DROPS DOWN ON AN APPLICATION.
POSITION IT SO IT SITS REASSURINGLY STATIC IN APPLICATION.

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