Strategy | Brand | Design10associates.co.uk

01484 543905

The ChallengeWhen John Horsfall, a long-established supplier of textiles to the aviation industry, wanted a

refreshed look to express both its heritage and innovative 21st century creativity, it turned to us!

A family business established more than 150 years ago, Huddersfield-based John Horsfall is highly regarded within the airline textile manufacturing industry, with a client list including

British Airways and Emirates and collaborators such as the V&A, Eve Mattresses and designer David Caon for the new Qantas 787 Dreamliner cabin interior.

Despite being well known within the textile industry, the company felt its existing branding did not fully reflect its bold, creative thinking and ultra-modern production processes.

The Approach

Following a successful pitch, we set about getting to the heart of John Horsfall to celebrate its history while highlighting its agile practices and forward-thinking attitude.

This began, as ever, with Brandschool® to gain a full understanding of what mattered most to the company and its people.

The result was a sleek, contemporary look for the company that reflects both John Horsfall’s heritage while celebrating its high quality, design-led products

that offer the ultimate in passenger comfort.

The idea of creating a signature for the new brand mark helps to cement the founders story to the future of the business, while creating a clean and contemporary brand feel. The colour palette reflects this using copper detailing to pick out the brand mark on printed collateral.

The Results

“John Horsfall was such a great project for us to work on. The business is doing fantastic work and has a long-standing reputation, they just needed a brand that celebrated that heritage and

showcased its innovative working practices. We took the whole team on the journey to create a distinctive platform that was real and true to them as a business.”

Jane Darnell, Account Director.

“As a company we have gained so much from this project. We were particularly impressed with the Brandschool® process and how 10 ensured that every member of our team felt involved

and valued. This has resulted in a refreshed brand that everyone feels proud of and truly engaged in delivering..”

Joanna Shipp, Design Manager, John Horsfall.

Strategy | Brand | Design10associates.co.uk

01484 543905

Creativityin Flight

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O U R S T O R Y

In life, it’s not where you go, it’s who you tr�vel with.

John Horsf�ll make every mile of every flight � journey for the senses. More comfort�ble. More delightful. More sensu�l. More t�ctile. We’ve been

making tr�velling ever more ple�surable for over 150 years.

We work with �irlines who want every p�ssenger’s experience to be extr�ordin�ry. And that means const�ntly upping our g�me to create levels of comfort and contentment that h�ve never been

seen before. We make wonderfully touch�ble f�brics and be�utifully pr�ctical products that rel�x, re�ssure and delight.

Boldness and cre�tive thinking �re woven into everything we do.

We collabor�te. We innov�te. We elev�te experiences to new heights.

John Horsf�ll.Creativity in Flight.

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We take the detail of every project very seriously and our case study photography should capture this, reflecting the beautiful details of our products, patterns, finishes.

Design imagery allows us to show who we are and the design process. Close up photography should have a short depth of field to give focus, whilst interior/people photography will add sense of scale to our business.

Our aspirational images are key brand assets and should celebrate the delight element of our brand whether it's customers interacting with our product or an abstract image representing our brand everything should encompass pure delight.

O U R P H O T O G R A P H Y S T Y L E S

D E L I G H TD E S I G ND E T A I L

The imagery that brings our brand to life sits in 3 categories which, they are represent 3 key themes that run throughout our business. Detail. Design. Delight.

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Heading

H E A D L I N E

Body Copy Body CopyBody Copy Body CopyBody Copy Body Copy

Chapter

Achieving a harmony of colour is key to creating successful compositions. Our base colours provide a background on which information can be placed and allows our special and highlight colours, as well as our imagery, to take prominence.

Neutrals provide a base for heavy content to sit and sparingly used highlight colours, create impact. Therefore as a general rule, highlight colours should take either a small part on a single page or as a page background or block elements on a relatively neutral, multi-page document.

C O L O U R B A L A N C E

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Pantone® 7533 C on Pantone® 7527 C Pantone® 7533 C on an image background Copper Foil on Pantone® 7527 C Black on White

White on Black

P R I M A R Y C O L O U R W A Y O N C O L O U R M E T A L L I C I N K / F O I L B L A C K A N D W H I T E

Pantone® 7527 C on Pantone® 7533 C Pantone® 7527 C on an image background Copper Foil on Pantone® 7533 C

Colour is a vitally important part of our brand, it helps it to live and breathe. When it comes to our brand mark however, to help us remain consistent, our primary brand mark application is Pantone® 7533 C for maximum impact and clarity.

If used on a light coloured background the brand mark should be used in Pantone® 7533 C, however if used on a dark coloured background the brand mark should be used in Pantone® 7527 C or white. Be sure to choose background colours or photos that provide sufficient contrast with the logo. If print specification permits, a copper colour can be used in foil or metallic ink as illustrated above.

In cases where the coloured logo is not appropriate, the logo can be used in black on a white background or alternatively in white on black background as illustrated above.

O U R C O L O U R V A R I A T I O N S

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S I G N A T U R E S I G N A T U R E W I T H W O R D M A R KS I G N A T U R E W I T H W O R D M A R K

A N D S T R A P L I N E

Whilst it is important that our logo is always used in a consistent way, we have a some variations to help us to adapt and flex our brand to where ever it needs to be applied.

Signature - For formats such as social media profile images or conceptual signage or subtle brand sign offs, our signature can be used on its own.

Signature with wordmark - This is our primary logo and will be the version most widely used both on and offline, across collateral, samples and internal applications.

Signature with word mark and strapline - This application of the logo should be used where we need to help people to understand what we do on exhibition stands for first time external communications.

O U R L O G O V A R I A T I O N S

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O U R S I G N A T U R E

Simple in design, but also sophisticated with how we use it to represent us as a business, people and service. It is the single most visible representation of our company and reflects everything we want to say about our brand – we call it our signature.

Our signature nods to what we believe matters most, the journey, and the experience of our customer’s customers and John Horsfall’s part of that journey. The 3 lines represent our core attributes – Detail, Design, Delight.

The journey John Horsfall

Detail Design Delight

O U R S I G N A T U R E

B R A N D G U I D E L I N E S V 1 . 0

©John Horsf�ll 2018