Couture_web

Couture International 4


These guidelines help Couture International to build a strong brand, which represents who we are and communicates what is unique about our brand’s identity. Therefore, as guardians of the Couture brand, we must all know how to promote and use its strength in order to reinforce: our unique business model; our products and services; the integrity of our people; enduring relationships with our partners and prospective partners; as well as those we wish to attract to our team; and invest in our company. Please follow the guidelines in this document with care and respect for a valuable asset: our brand.

Mary ClarksonV.P. MarketingCouture International

Introduction



Contents

The Brand

1.1 Couture International logo1.2 Preferred logo sizes1.3 Clear space1.4 logo reproduction versions1.5 Couture International brand colors1.6 Background color control1.7 Incorrect logo uses1.8 Couture International typefaces1.9 Master artwork

2.1 Letterhead2.2 Business card2.3 Envelope2.4 Fax Cover2.5 Purchase Order

3.1 Introduction3.2 Approach to Photography3.3 Approach to Publications3.4 Brochure – Slim Jim 3.5 Product sample folder3.6 Print advertising3.7 Sales leaflet mailer3.8 Promotional Quarterly Newsletter

4.1 Casual clothing4.2 Vehicle decals4.5 Vehicle decal application

Publication system

Contents

Basic Elements

Stationery

Roll-Out Items



The following guidelines describe the basic elements of the Couture brand identity and provide detailed examples of its application. The correct application of the basic elements is essential to maintain the integrity of the Couture logo and brand identity.

Consequently, these guidelines must be followed closely as any deviation will weaken the overall brand image. These guidelines have been divided into four sections, each dealing with specific elements of the identity from basic elements to signage. They are intended for use by the organization as a whole, and by graphic designers, agencies and other outside consultants or manufacturers who have responsibility for design, creation or production of any item that is associated with Couture International.

If you require any further advice or assistance regarding the use of the Couture brand identity, please contact the Marketing Department at Couture International.

Couture Brand Promise A brand is more than just a name and a logo. It’s a promise. The things that make Couture different are reflected in our brand promise. It’s a promise of a certain type of experience that people will have whenever they come into contact with us.

The Brand



1.1 The Mark1.2 Preferred logo sizes1.3 Guidelines for use1.4 Couture brand colors1.5 Background color control1.6 Incorrect logo uses1.7 Incorrect background uses1.8 Couture typefaces

Basic Elements


LogoThe Couture International wordmark is the logo used within our visual system and is available for all customer communications. The Couture logo is comprised of both the custom-crafted Couture logotype and the threaded needle symbol.

The relationship between these elements has been established and the appropriate usage is fixed as illustrated. They must never be altered or modified in any way.

COU T U R EI N T E R N A T I O N A L

The Mark


Master artworkAlways use master artwork for reproduction. The Couture wordmark and symbols are available as master artwork from the Couture Marketing Department.


Couture Wordmark: Arno Pro Light Display

Couture Symbol

International Wordmark: Frutiger LT Std 45


Clear SpaceThe Couture International logo should stand out from other graphic elements. In order to protect the integrity of the logo and ensure maximum impact, a clear space area has been defined. This space should be kept free of all type and graphic elements.

Minimum clear space The minimum clear space is equal to the height of the capital “I” in the International part of the logo, as illustrated just below on this page.


x

Guidelines

Large formatWhen a larger format Couture logo is required for display use, you may enlarge the master art-work to the required size.

x


Preferred SizesThe Couture logo is used in a variety of ways that will be discussed in further detail later in these guidelines. We use a limited number of fixed sizes shown here, to create a visual standard, minimize variation and coordinate printed material sign-off.

Whenever possible, the Couture logo should be used at 4”, 3”, 1.75” or 1.5”, measured from the left edge of the symbol to the right edge of the letter ‘e’ in Couture.





Minimum Size1.5” x 0.375”

4” x 1.625”

3” x 0.875”

1.75” x 0.5”


One-Color LogoWhen it is not practical to use the full-color logo, due to printing or cost constraints, use the one-color logo. This version logo may be used in Couture red, gray or the PMS value for Uncoated Black. All one-color values are as specified in the list below.


PMS: 485U COU T U R EI N T E R N A T I O N A L

The one-color logo may also be reproduced in reversed white out on either a red, gray or black background. The full-color Couture logo (Couture red and gray) is the preferred reproduction version; it should be used whenever possible.


PMS: 424U


PMS: Black U




Preferred Version

Two-Color LogoUse the two-color logo when your reproduction methods prohibit the use of the full-color or one-color logo. Also use the two-color logo for laser-printed documents and reproduction in newsprint. The two-color logo is also used for special finishes, such as etching and embossing.






Preferred Printing MethodThere are only two Couture International brand colors: Couture red and gray. Couture International colors play a very important role within the brand identity and help strengthen brand awareness. White also plays a key role. A white background enhances the vibrancy of our colors.

Important note: Materials that are professionally printed, always strive to match colors to the spot colors listed here, using PANTONE® professional color chips and formula guides. Never match to the colors as they appear on your screen or color printouts since these may shift.

Spot Color A printed color will vary in hue and density due to the surface it is printed on. To overcome this, use the preferred printing method of spot colors. These are specially mixed inks which are visually matched by the printer to the current edition of the PANTONE® formula guide printer edition C/U.

Couture Gray (PANTONE® 424 C)

Uncoated Paper(PANTONE® 424 U)

Color

Couture Red(PANTONE 485 C)

Uncoated Paper(PANTONE 485 U)

100%

50%

25%

100%

50%

25%


It is vital that Couture colors look consistent from piece to piece and medium to medium. To help achieve this, color references are listed for printing spot colors (PANTONE®), printing process colors (CMYK), and for on-screen applications (RGB and Hex).

Four-color processWhen printing is limited to four-color process, use the CMYK (cyan, magenta, yellow, black) percentage breakdowns shown here. Process colors should be visually matched to the current edition of the PANTONE PROCESS formula guide printer edition coated/uncoated.

Screen applicationsCouture colors used on- screen should visually match as close as possible to printed Couture colors. Use the RGB (red, green, and blue) breakdown or Hex value indicated here for screen applications to minimize variation of colors, as screens will vary in hue across platforms.

CMYK0 cyan0 magenta0 yellow65 black

EUR CMYK23 cyan54 magenta59 yellow54 black

CMYK11 cyan84 magenta73 yellow1 black

EUR CMYK22 cyan61 magenta97 yellow2 black

RGB 118 cyan120 magenta123 yellow

RGB 215 cyan79 magenta74 yellow

HEX#76787b

HEX#d74f4a


White backgroundIt is preferred that the full, one and two-color Couture logos are reproduced on a white background whenever possible to enhance the vibrancy of our colors and maximize the impact of the Couture logo.

Solid color backgroundThe Couture logo may also be reversed white out of a Couture red, Couture gray or black background. Please refer to page 16 for color value specifications and formulas.





When to Use? These four Couture logo variations offer a choice of usage when working on a white or light colored background. There is no preference of use within this category.

Logo Variations


Background imageWhen positioning the Couture logo over a light background image, use the full-color logo (Couture red and gray). Make sure the background is uncluttered and that the logo has ‘room to breath.’ See below for an example on this page. The Couture logo may be reversed white out of a dark image.

As mentioned above, look for an area of the image where the background is uncluttered and dark enough for the logo to stand out. If there is no desirable location of clear space within the image, use the Couture gray to create a space to work within.

When to Use? The Couture logo will be used in combination with imagery very often. When the need arises, if the image is cluttered or dark, either reverse the logo out in white or place it on a Couture gray color field as shown to the right.




This page illustrates some typical incorrect applications of the Couture logo on various backgrounds. For correct application of the Couture logo on a color background, please refer to page 16 for this section.

Incorrect Logo Usage

1. The Couture logo colors have been transposed.

2. The Couture logo typefaces have been transposed.

3. Inappropriate use of logo elements.

4. The Couture logo case can not change.

5. Inappropriate two- color logo.

6. The Couture logo case can not change.


I N T E R N A T I O N A L

COU T U R E

COUTUREI N T E R N A T I O N A L

Co u t u r eI N T E R N A T I O N A L

COU T U R EI n t e r n a t i o n a l


1. 2.

3. 4.

5. 6.



I N T E R N A T I O N A L

COU T U R E Co u t u r e

COU T U R ECOU T U R EI N T E R N A T I O N A L

COUTUREI N T E R N A T I O N A L

7. The Couture logo is not to be placed on any type of pattern.

8. The Couture logo type is wrong and is placed on a pattern.

9. Appropriate brand colors are used in an inappropriate way.

10. The Couture logo elements cannot be omitted or altered.

11. The Couture logo case change.

12. The Couture logo is not to be abbreviated.

7. 8.

9. 10.

11. 12.


Arno Pro FamilyThese pages demonstrate the Couture typefaces as applied to both the Couture and International sections of the wordmark. Arno Pro Light Display and Frutiger 45 Light are the preferred weights; they should be used whenever possible. Arno Pro Roman, and Frutiger 65 Bold can also be used.

When the Couture International wordmark is printed in a small size use the bold respective type family. The Couture portion of the wordmark should always appear in Arno Pro family while the International portion of the wordmark is correctly respresented by using the Frutiger family of typefaces.

Typography

Arno Pro L i g h t D i s p l ayL i g h t I t a l i c D i s p l a yCapt ionDisp layR eg u l arSmTextSubheadIta l i cItal ic CaptionIt a l i c D i s p l a yItal i c SmTextIt a l i c S u b h e a dS e m i b o l dSemi bold Capt ionS e m i b o l d D i s p l a yS em i b o l d SmTe x t

S e m i b o l d S u b h e a dS e mi b ol d It a l i cSemibold Italic CaptionS e m i b o l d It a l i c D i s p l a yS e mibold Ital i c S mTe xtS e m i b o l d It a l i c S u b h e a dBoldBold Capt io nB o l d D i s p l a yB o l d S mTe x tB o l d S u b h e a dB o l d It a l i cBold Italic CaptionB o l d It a l i c D i s p l a yB old It ali c S mTe xtB o l d It a l i c S u b h e a d


Frutiger FamilyThe two Couture wordmarks can be shownin Couture red, gray, black or reversed out white. For Couture colors, please refer that earlier section of this manual.

Frutiger LT STd L ight Condensed Condensed Bold CondensedBlack CondensedExtra Black CondensedL ightL ight I ta l icRomanItal icBold Bold Ital ic Black Black ItalicUltra Black


Primary typefaceArno Pro Light Display is the primary Couture typeface. It was chosen for its proportions, refinement and delicacy. This typeface adds a touch of classical elegance to the brand. It is an essential element of the brand identity and should be used for all published materials under the Couture brand.

Consistent use of the primary typeface is very important and strengthens brand awareness. Use the different weights illustrated here to create different distinctions in text when it is necessary for the overall design.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . ! @ # $ %

Arno Pro Light Display


Secondary typefaceFrutiger is the secondary Couture typeface and may be used for an additional tone. It has been chosen for its flexibility, elegance, contemporary and clean appearance, which makes it legible across all media.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h j k l m n o p q r s t w x y z 1 2 3 4 5 6 7 8 9 0 . ! @ #

Frutiger LT STd


File Format Master artwork is in vector format (AdobeIllustrator EPS) which may be scaled up or down to a desired size without limiting the image quality. For ease of reproduction each Couture logo file is provided.




File Format Tip:All files are available in vector format and are named as follows with the appropriate extension

Logo File Formats

CI_bw.eps

CI_4c.eps


CI_gs.eps

CI_blk.eps

The four color options for use on a white background are the 4-color, black-and-white, Couture gray and black.


Important note: When printing in four-color process in Europe, use the EURO breakdownversion of the mas-ter artwork.

Background Color Options There are three preferred background color versions of the Couture logo. All available master artwork is supplied in different color formats: spot color, four-color process, RGB for on-screen use and black.

CI_gback.eps

CI_rback.eps

CI_blk.eps




Master artwork is in vector format (AdobeIllustrator EPS) which may be scaled up or down to a desired size without compromis-ing image quality.



3.1 Templates 3.2 Typesetting3.2 Forms

Stationer y


LetterheadThe Couture letterhead is clean and simple. The full-color logo (Couture red and gray) is positioned on the top right corner and the address block is aligned with it on the bot-tom right of the page.

The placement of the logo is flush left and measures two and one-half inches from the right edge of the page. The top margin measures three quarters of an inch and the bottom measures one-half.

Samples

PaperConqueror CX22, brilliant white, 110gsm or use a similar smooth, bright white stock.

Couture International Inc.2489 Peachtree IndustrialAtlanta, GA 30316

1.800.435.8787 p404.765.2901 f

coutureinternational.com



EnvelopeThe outer margin here is one-half inch all the way around. The Couture logo and address block are both left aligned and the later is top-aligned with the mid-point.


Mary ClarksonVice President


1.800.435.8787 p404.765.2901 [email protected]





LetterheadThe templates provided for all Couture International offices include the letterhead, envelope and business card designs. Resident graphic designers or art directors can then design and deliver in-house.

The following section describes appropriate type specifications for these publications in order to ensure brand consistency.

Templates

FormatUS Letter: 8.5” x 11”

Type specificationsAddress, telephone and URL: Frutiger 45 Light, 7/9pt leading.


1.800.435.8787 p404.765.2901 f



0.75“

0.5 “

2.5 “


EnvelopeThe Couture International envelope should be used for all external communications aside from the quarterly style catalog. These will be provided pre-addressed so as to be produced in-house as needed.

Business CardAll business cards should be requested in- house as well. The card template is stamped with the Couture logo and the type specs are shown below.



Envelope Format9.5” x 4.125”


Business Card Format3.5” x 2”

Type specificationsName and title: Arno Pro Display Light, 10/10pt. leading.Address, telephone and URL: Frutiger 45 Light, 8/10pt leading.

0.5 “

0.5 “




1.800.435.8787 p404.765.2901 [email protected]


1.75 “

0.25 “


Typing

LetterheadWhen typesetting any communication on the Couture letterhead it is important to define the margins before starting. The left margin should be one and one-half inches and the right margin is one inch.

The top margin is one and three quarters of an inch while the baseline lies one-half inch from the bottom of the page. No text should drop below this baseline for any reason.


Type specificationsLetter date, addressee and body copy: Arno Pro Regular, 11/13pt. leading.

SpacingSingle spacing is best within the address block and body copy of the letter. Use spacing to separate between paragraphs and the headings and closing.

March 3, 2009

Mr. Josh WilliamsSenior BuyerTarget Corporation4582 Industrial Blvd.Minneapolis, MN 34523

Dear Mr. SmithThank you for the order that you have placed for the full team kit. We wish to confirm that the order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and 12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order will be approximately 3 weeks from the date of this letter, however please be aware that we have experienced a slight delay on recent similar orders and there is a possibility that the order may take an additional 2 weeks beyond the expected date.

Thank you for the order that you have placed for the full team kit. We wish to confirm that the order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and 12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order will be approximately 3 weeks from the date of this letter, however please be aware that we have experienced a slight delay on recent similar orders and there is a possibility that the order may take an additional 2 weeks beyond the expected date.

Thank you for the order that you have placed for the full team kit. We wish to confirm that the order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and 12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order will be approximately 3 weeks from the date of this letter, however please be aware that we have experienced a slight delay on recent similar orders and there is a possibility that the order may take an additional 2 weeks beyond the expected date.

We can confirm that you will be invoiced for the full amount of $195 plus VAT after the order has been received. Once again we thank you for your custom and should there be any problems with your oder then please do not hesitate to contact me during office hours.

Yours sincerely,



1.800.435.8787 p404.765.2901 f



1.75“

0.5 “

1.5 “


EnvelopeThe address block should hang from the same central line as the pre-printed Couture address, two inches and one eighth from the top. The left margin is four inches and one eighth from the left, centering the address.

Couture International Inc.2489 Peachtree Industrial Atlanta, GA 30316


Mr. Josh WilliamsSenior BuyerTarget Corporation4582 Industrial Blvd.Minneapolis, MN 34523

Envelope Format9.5” x 4.125”

Type specificationsReceiving name and ad-dress: Arno Pro Regular, 11/13pt. leading.

2.125 “

4.25 “


Forms

Purchase OrderCouture International is a business which thrives on orders placed. This makes the design of a clear and understandable pur-chase order essential for good business and clear communication between Couture and its wide range of clientele.


1.800.435.8787 p404.765.2901 f



Vendor

Customer Name, Date

Address

Customer Number Invoice Number Attn.

Quantity Description Account# Price/Unit# Amount

Ordered by Sub Total

Approved by Shipping

Name/Title GST

Signature Total



The top and bottom margins are both one-half inch while the right margin is one and a quarter. The left margin is slightly larger in order to leave room for hole-punch for filing.

1.5 “

0.5 “

1.25 “

0.5 “


Fax Cover When typesetting any communication on the Couture letterhead it is important to define the margins before starting. The left margin should be one and one-half inches and the right margin is one inch.

The top margin is one and three quarters of an inch while the baseline lies one-half inch from the bottom of the page. No commu-nication should drop below this baseline for any reason.

1.5 “

0.5“

1.25 “



0.5 “



4.1 Photography4.2 Catalog4.3 Newsletter4.4 PR Brochure

Communications


The way we communicate is the heart of the Couture brand. It is how we tell our story and create a relationship with our consumers to build brand awareness and reputation. At Couture, we strive to be the premier, top-of-mind product—the only brand of choice.

This page illustrates types of photographs that could be used within the Couture visual system when portraying the consumer.

Portrait photoA glossy, high-end photo which could be used in any publication for Couture. However, grayscale repro-ductions of these photos are not suitable.

Inspiration photo An eclectic environment or brightly colored fabric shots may be used to illustrate the tone of the season or publication.

Environment photoArchitectural/interior photography of residential environments that cap-tures the atmosphere of the space and showcases the use of Couture prod-ucts. The photograph may or may not have people in the space.

Inspiration photo Couture will periodically send out inspirational and promotional pieces to vendors worldwide.

Photography


There are examples of texture and detail images which will be provided by Couture quarterly in order to provide a constantly evolving texture palate.

Object and product photoClose-up photography of the Couture product elements as a familiar object gives an indication of the process to the consumer.

Texture photoClose-up photography that shows the various woven treatments possible with Couture.

Texture photo Other textures of the Couture brand are full of luminosity and elegance.

Detail photoThese photographs highlight details of the Couture product .


Couture Spring LineThis page illustrates examples for the Couture 11” x 17” catalog. It shows how the underlying grid, photography, typography and color are brought together to create the Couture visual style for multiple publications.

11 x 17 Grid Format

brochure based on an 8.5” x 11” square page.

The cover art should exemplify each season’s featured colors as explained later in this manual. The Couture logo used with any photography should be an approved logo option as specified earlier in this book.

11 “

17 “

0.5 “


Page formatThis page demonstrates an example of a Couture catalog cover and inside spread layout based on the 11” x 17”grid.


The catalog grid as shown here is eight columns wide with a half-inch margin all the way around. This grid is a guideline which should be the starting point for each catalog.


Cover StockThe stock chosen for printing of this publica-tion is a combination of Neenah cover and text weights. Special promo-tions within the catalog would also feature a Neenah cover weight.

Couture Spring LineThis page illustrates examples of a color range layout for a Couture 11” x 17” Spring Line Catalog cover spread.. It shows how the underlying grid, photography, typography and swatches are brought together to create the Couture visual style for publications.


This publication would start as a quarterly marketing tool for Couture. As the business continues to grow the option of making this a monthly feature is a strong possibility. The cover should try to hint to the color palate of the season it features.


PhotographyQuarterly photography releases will be made available both through coutureinternational.com and can also be requested by fax to be delivered by U.S. mailing service.


The grid at work on both of these pages includes eight columns and a margin of one-half inch. These guides provide a starting point for designers and art directors while the final products is not intended to be directed by this manual.


Couture is a manufacturer which deals with clients on an international level. Therefore it is necessary to use printed materials to replace the more traditional sales call.

8.5” x 11” Gr id Format

Once a working relationship is established with any commercial business the client will continue to receive updates on the capabili-ties of Couture International.

8.5 “

11 “

0.5 “


Bulletin sizeThis page demonstrates an example of the 8.5” x 11” layout possibilities using the grid on the fac-ing page.

“Fashion Week is always full of energy and should inspire us to make it our own.”

Alic OlinsCouture FashionConsultant;Style Magazine

Fall will con� rm the trend of pleats and ru� es for ultra femininity. � is trend has been spo� ed around waist-lines, over shoulders and bustlines. Details.




Clean CutsFancy Ru� es Classic DesignModern Design


This page illustrates the 8.5” x 11 grid for the B2B bulletin mailer. This piece would not need folding since it will be a packaged addition to the catalog. The grid features four columns and a consistent half-inch margin all the way around.


B2B Capabilities Bulletin One idea for this particular format to use is a monthly Capabilities Bulletin which would showcase a new line or season of products for Couture International.


With a working relationship in place by providing a constant reminder of everything Couture can do, the company is sure to stay in the forefront of its clients’ minds.

Bulletin sizeThis page demonstrates an example of the 8.5” x 11” layout as a magazine print advertisement.


Bulletin sizeThis page demonstrates an example of the 8.5” x 11” layout possibilities using the grid on the fac-ing page.

“Fashion Week is always full of energy and should inspire us to make it our own.”

Alic OlinsCouture FashionConsultant;Style Magazine





Clean CutsFancy Ru� es Classic DesignModern Design



This page illustrates how the determined grid for this format works with the images, typography and Couture colors. This guide however is not setting a standard for the style of Couture International.


This page illustrates an example of our grid applied to the front of a Couture promotion-al brochure. The grid brings photography and typography together to create the unique Couture visual style for advertising.

Slim Jim This page demonstrates an example of a Couture brochure cover using the established grid on the facing page.

This brochure illustrates the specific line or work created by a visiting or established seamstress and his/her capabilities. The cover is used to create interest in the featured work and invites the viewer to look inside.

3.75” x 9” Grid


Ana MyerCI Seamstress

Artist Portfolio Spotlight


Slim Jim This page demonstrates an example of Couture promotional brochure grid of 3.75” x 9”.

The grid used for the slim jim brochure is three columns wide with a consistent margin of 0.5” acting as a border. This grid is merely a guide to start by and designers or art directors may use this guide as they see fit.

3.75 “

9 “


PR Brochure This page illustrates an example of an inside spread for the promotional brochure. Each outside photograph is illustrated here to elaborate on the capabilities of even just one Couture International employee.

The purpose of this publication is to confirm trust in the Couture brand by serving as a constant reinforcement for clients what the brand is all about.


Slim Jim This page demonstrates the 3.75” x 9” grid over the designed brochure.

The design should develop around this guide of using the grid, style of photography and specified Couture colors. The way in which these are combined is left completely open.



5.1 Casual Clothing5.2 Vehicle Decals

Roll-Out Items


Women’s CasualThis page illustrates examples of casual clothing that can be worn by Couture employees or approved distributors. The Couture corporate logo can be applied as shown on these items and in the color variations illustrated here.

Women’s TeeFor company functions or trade show events, the female portion of the staff will be provided with this tee and a cap.

Clothing ColorSize of the Couture corporate logo will vary depending on the item. Use the examples illustrated as a visual guide for size. The Couture corporate logo can be embroidered or screen printed in Couture red and gray.

Casual Clothing




Executive SmockAn embroidered Henly will be provided for all executive female positions for events, tradeshows and promotions.


Men’s TeeThe male counterpart to the female version, used for all company events.

Men’s CasualThis page shows clothing items from white, through black. Where possible, select colors or shades of colors from the Couture palette. It is preferred that colors match the brand color palette range.

Unisex CapBaseball Couture caps will be available for all em-ployees and for customer promotions. The unique string design references Couture neutrally.




On the Couture large auto decal, theCouture logo is available in the spot color for Couture red.

Vehicle Decals

Couture logoUse the Couture spot color logo artwork or reversed white out.


The decal could be used by Couture employees or as a promotional item for tradeshows and events.


The materials used for the decals is a plas-tic cling so as to not destroy any underlying surface it adheres to and can be used multiple times with ease.


Documents

Couture_web