Brand Identity Guidelines

Brand identity guidelines Brand identity Help Introduction guidelines The Harrods brand How to use these guidelines Basic elements Main contents Typography Logotype artworks Packaging Advertising Ticketing Publications Labelling Stationery On-line Partnerships Presentations Help

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Main contents brand Help Brand identity The Harrods brand Introduction guidelines Basic elements Using our brand identity Typography Harrods history Packaging Harrods brand values Advertising Ticketing Publications Labelling Stationery On-line Partnerships Presentations Harrods is a rare and precious brand. One of the world’s famous names, its reputation has been built on extraordinary glamour and vision. It is a theatre of dreams that astonishes us with its breathtaking range. Harrods has always offered constant innovation, service and quality to people all over the world. As the Knightsbridge store continues its glittering evolution, the brand reaches further towards new on-line and international horizons.

Main contents Help Brand identity The Harrods brand Introduction guidelines Basic elements Using our brand identity Typography Harrods history Packaging Harrods brand values Advertising Ticketing Publications Labelling Stationery On-line Partnerships Presentations Why you matter Great brands are great brands because of the commitment of everyone who works with them. Whatever your relationship with Harrods, your willingness to use these guidelines matters. What you do makes a difference and it can significantly help Harrods build on its reputation. We’re all guardians of this cherished brand. By treating its identity with impeccable care and consistency, we protect the Harrods name and create the conditions in which we can all succeed.

Main contents Help Brand identity The Harrods brand Introduction The Harrods logotype is the visual essence of guidelines Basic elements Using our brand identity Typography Harrods history 1, 2 the brand identity, refined and distilled over Packaging Harrods brand values decades. Harrods logotype has a rich and Advertising Ticketing well-documented history that has reflected Publications fashion, practicalities and events for more Labelling Stationery than 150 years. On-line Partnerships Presentations

1849 1902 1909 1920s 1930s

Charles Henry Harrod first 1889 Charles Digby Harrod sells The building is nearing completion. The store expands as residential Between the two world wars, opens his store in Knightsbridge the business to a conglomerate. Harrods continues to serve flats on the second and third floor trade fluctuates. Always the Richard Burbidge becomes General the world shipping goods are converted to more selling space innovator, Harrods begins to Manager in 1891. The store as we throughout the Empire, sell aeroplanes and to operate know it begins to take shape Omnia Omnibus Ubique car hire and chauffeur services

Main contents Help Brand identity The Harrods brand Introduction With few exceptions, the logotype has unerringly guidelines Basic elements Using our brand identity Typography Harrods history 1, 2 returned to script forms again and again. The Packaging Harrods brand values expansive, handwritten and very personal Advertising Ticketing sophistication the logotype represents is at the Publications very heart of the Harrods brand. Labelling Stationery On-line Partnerships Presentations

1949 1950s 1967 1985 2006

Harrods celebrates its Centenary. 1952 and a new standardised The original version of the logotype Mr Al Fayed buys the House of More people than ever have the In just 100 years it has become script version of the logotype is we now use is designed. London Fraser group. As its flagship store, chance to experience the Harrods a business success, turning over introduced. Harrods becomes is swinging and Harrods opens its Harrods once more becomes brand. It continues to expand £20m a year one of the first advertisers on first boutique, ‘Way In’ a family business across the world with on-line commercial television shopping and new international and airport stores

Main contents Help Brand identity The Harrods brand Introduction Our brand values describe what the Harrods guidelines Basic elements Using our brand identity Typography Harrods history brand means today. Some are rooted in the Packaging Harrods brand values past, others in the future. At least one element Advertising Ticketing of the values should always be evident wherever Publications it touches our customers, staff, partners and Labelling Stationery suppliers. These values are the authentic flavour On-line of our brand. Partnerships Presentations

British Sensation Celebrating British diversity A retail experience Heritage and cutting edge Exciting to the senses A rich cultural blend Surprising and delighting Sophisticated and eccentric An experience Tradition and contradiction Service Luxury Making people feel special Redefining luxury Service of the past and future A new luxury premium Meeting and exceeding the expected Value above price Service to indulge and entertain Rare and unique Making life easier

Innovation Should you require further information Leading the field on our values, the Harrods Brand A leader Strategy and Brand Values document Pioneering new trends is available from the Brand Guardians. Experienced and visionary

Main contents Brand identity Help Introduction guidelines The Harrods brand The Harrods logotype Basic elements The clear zone Typography Logotype sizes Packaging Positioning the logotype Advertising Core colour palette Ticketing Secondary colour palette Publications Logotype colours Labelling Logotype on backgrounds Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations Basic elements

Our logotype and corporate colours are the vital basic elements of the Harrods visual identity. They are its foundation. Your commitment to ensuring they always appear as we’ve shown them here will protect the integrity of the Harrods name and create the best results. If you need more help or advice about these guidelines please contact one of the Brand Guardian Team.

Main contents Brand identity Help Introduction The Harrods logotype has changed little guidelines The Harrods brand The Harrods logotype Basic elements The clear zone in 40 years. Its distinctive script is the most Typography Logotype sizes important element of our visual identity and Packaging Positioning the logotype Advertising Core colour palette the most potent symbol of our brand and Ticketing Secondary colour palette heritage. It unites our business and differentiates Publications Logotype colours Labelling Logotype on backgrounds Harrods from its competitors all over the world. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

The Harrods logotype has been The logotype is confident, simple Always ensure that the Harrods carefully crafted to represent our and effective. No other elements logotype is reproduced from high values and heritage. For this reason should therefore be used in a direct quality original artwork. it should never be redrawn or relationship with it as this will only altered in any way. weaken its potency. Main contents Brand identity Help Introduction The logotype is our hero and always occupies guidelines The Harrods brand The Harrods logotype Basic elements The clear zone its own space. It is a precious visual element Typography Logotype sizes that needs room to breathe and come alive. Packaging Positioning the logotype Advertising Core colour palette We can maximise visibility and impact simply Ticketing Secondary colour palette by creating and protecting this invisible clear Publications Logotype colours Labelling Logotype on backgrounds zone around it. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

0.5H

An invisible clear zone protects the Remember, this is the minimum Harrods logotype. The size of the recommended clear zone area and zone is determined by the height of more space around the logotype the ‘H’ of the Harrods (as a unit of will always aid visibility. measurement H). Main contents Brand identity Help Introduction Our logotypes’ integrity and legibility must guidelines The Harrods brand The Harrods logotype Basic elements The clear zone never be compromised. When working in Typography Logotype sizes small sizes extra care is needed to make sure Packaging Positioning the logotype Advertising Core colour palette its reproduction is clean, clear and of the Ticketing Secondary colour palette highest possible quality. Publications Logotype colours Labelling Logotype on backgrounds Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

Minimum recommended widths of logotype with sign-offs

020 7730 1234 harrods.com harrods.com

20mm 46.5mm 33mm

The Harrods sign-off can appear with or without the telephone H number. The ‘x’-height of the text is 1/10 the height of the Harrods ‘H’. 1/10 H 020 7730 1234 harrods.com Please refer to the Sign-off page in this section for more precise details.

The sizes indicated above provide can be found in the Sign-off page in elements can be used successfully. a guide for print reproduction of the this section as well as in the On every occasion therefore Harrods logotype when used alone, Advertising section. reproduction of these elements and with the sign-offs, under ideal The reproduction medium, should be checked to ensure the conditions. Details regarding the methods and materials will also quality and legibility is of the creation and use of the sign-offs affect the size at which these highest possible standard. Main contents Brand identity Help Introduction The unique script style of the Harrods logotype guidelines The Harrods brand The Harrods logotype Basic elements The clear zone has its own idiosyncrasies and little symmetry. Typography Logotype sizes It can be most effectively centred using the Packaging Positioning the logotype 1, 2 Advertising Core colour palette optical centre as we have shown below, rather Ticketing Secondary colour palette than by measurement. Publications Logotype colours Labelling Logotype on backgrounds Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

Geometric centre

Optical centre

Where possible the Harrods NB: Do not centre the Harrods logotype should be centred on the logotype on the vertical axis using vertical axis using the optical centre the geometric centre line. This as illustrated above. This will give would make the logotype appear to the logotype the appearance of be positioned too far to the right. being centred. Main contents Brand identity Help Introduction Our logotype appears on many thousands guidelines The Harrods brand The Harrods logotype Basic elements The clear zone of products and items. Although flexibility Typography Logotype sizes is needed and the logotype can appear in Packaging Positioning the logotype 1, 2 Advertising Core colour palette other positions, we prefer it to be centred Ticketing Secondary colour palette wherever possible. This should always be Publications Logotype colours Labelling Logotype on backgrounds our first consideration. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

The preferred positioning of the NB: In exceptional cases the logo- Use of the logotype in other Harrods logotype is centred using type may appear in other positions. positions can only occur with the the optical centre line. It may This should only happen when the prior authorisation of the Brand however appear anywhere on character of the application to Guardian Team. this vertical axis to allow for which it is applied is adversely other design elements that affected by using the logotype in Main contents may appear with it. the preferred position, centred. Brand identity Help Introduction Our primary colours are Harrods Green and guidelines The Harrods brand The Harrods logotype Basic elements The clear zone Harrods Gold. Used in combination they are Typography Logotype sizes strong brand signifiers and fundamental to our Packaging Positioning the logotype Advertising Core colour palette identity. It’s important they are only used Ticketing Secondary colour palette carefully on core items so that they remain Publications Logotype colours Labelling Logotype on backgrounds powerful and effective brand elements. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations Harrods Green Pantone® 574C Process colour breakdown: C58 M22 Y98 K79 RGB: R58 G75 B1 HEX: 3A4B01

Harrods Gold Pantone® 871C Process colour breakdown: C20 M25 Y60 K25 Foil: Gold Foil Luxor 220 RGB: R131 G127 B68 HEX: 988344

NB: Only the Pantone® coated specification is suitable for colour matching to Harrods Green. Even when using uncoated stock or matt finishes please match to the coated Pantone® 574C specification. Harrods Gold has a metallic finish which should, wherever possible, be printed as a solid or special Harrods Gold colour. This reinforces the quality and prestige of our brand. The Gold foil reference is for use with ‘By Appointment’ applications.

Harrods Green *Pantone® Regulation Disclaimer In place of the colour used throughout these guidelines you may use the Pantone® colours quoted, the standards NB: Please do not attempt For accurate colour matching use for which are shown in the current editions to visually colour match from the correct Pantone® or CMYK of Pantone© Colour Publications. print-outs or on-screen colours, colour references. Colour swatches When specifying colours always refer to as printing conditions and screen are available from the Brand Pantone® colour swatches. The colours resolution may result in variations Guardian Team. used throughout these guidelines are not intended to match the Pantone® colour in colour shade. standards. Pantone® is a registered Main contents trademark of Pantone® Inc. Brand identity Help Introduction Our secondary colours are Harrods White, guidelines The Harrods brand The Harrods logotype Basic elements The clear zone Silver and Black. They can be used in Typography Logotype sizes combination together, and with our core Packaging Positioning the logotype Advertising Core colour palette colours, to introduce subtlety and variety to Ticketing Secondary colour palette applications. They too must be used carefully to Publications Logotype colours Labelling Logotype on backgrounds complement and enrich our brand identity. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations Harrods Silver Pantone® 8001C RGB: R131 G127 B119 HEX: 837F77

Harrods White RGB: R255 G255 B255 HEX: FFFFFF

Harrods Black Process colour breakdown: C0 M0 Y0 K100 RGB: R0 G0 B0 HEX: 000000

Harrods Silver has a metallic finish which should be printed as a special colour. This reinforces the quality and prestige of our brand.

Harrods Silver Harrods White Harrods Black

NB: Please do not attempt For accurate colour matching use to visually colour match from the correct Pantone® or CMYK print-outs or on-screen colours, colour references. Colour swatches as printing conditions and screen are available from the Brand resolution may result in variations Guardian Team. in colour shade. Main contents Brand identity Help Introduction Primary colour palette for the logotype is guidelines The Harrods brand The Harrods logotype Basic elements The clear zone Harrods Green and Harrods Gold. These Typography Logotype sizes colours are potent and well recognised. They Packaging Positioning the logotype Advertising Core colour palette should always be used for items requiring the Ticketing Secondary colour palette core brand identity. Publications Logotype colours 1, 2 Labelling Logotype on backgrounds Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

The Harrods logotype in Gold on When printing in one colour Green is still our preferred colour Harrods Green is the preferred way for identification. colour option. The Harrods logotype may appear in Green or reversed out in white. Main contents Brand identity Help Introduction As a secondary option the logotype can appear guidelines The Harrods brand The Harrods logotype Basic elements The clear zone in Harrods Gold or Harrods Silver for a sense Typography Logotype sizes of luxury and quality. When the logotype needs Packaging Positioning the logotype Advertising Core colour palette to be small, or there are issues with legibility or Ticketing Secondary colour palette budget, black or white options are a simple, Publications Logotype colours 1, 2 Labelling Logotype on backgrounds practical solution. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

The logotype may appear in NB: The Harrods logotype should Harrods Gold or Silver or reversed never appear in any other colour or out of them in white. Care must be pattern other than those outlined taken with regard to contrast and on this and the previous page. visibility when using the logotype in these colours on other coloured Main contents backgrounds or patterns. Brand identity Help Introduction Great care needs to be taken when using guidelines The Harrods brand The Harrods logotype Basic elements The clear zone the logotype against different backgrounds. Typography Logotype sizes Following these simple rules will help ensure it Packaging Positioning the logotype Advertising Core colour palette remains a visible and effective branding device Ticketing Secondary colour palette whatever the background. Publications Logotype colours Labelling Logotype on backgrounds 1, 2 Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

Light colour backgrounds Dark colour backgrounds

On light colour backgrounds the Using the logotype in Harrods On dark colour backgrounds the Using the logotype in Harrods use of the logotype in Harrods Gold, Silver or White on light use of the Harrods logotype in Green, Gold, Silver or Black on Green or Black is recommended. backgrounds is not advisable white is strongly recommended. dark colour backgrounds is not due to the lack of contrast, advisable due to the lack of and consequently visibility contrast, and consequently that may occur. visibility that may occur. Main contents Brand identity Help Introduction guidelines The Harrods brand The Harrods logotype Basic elements The clear zone Typography Logotype sizes Packaging Positioning the logotype Advertising Core colour palette Ticketing Secondary colour palette Publications Logotype colours Labelling Logotype on backgrounds 1, 2 Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

Light photographic backgrounds Dark photographic backgrounds

On light photographic backgrounds Using the logotype in Harrods On dark photographic backgrounds Using the logotype in Harrods the use of the logotype in Harrods Gold, Silver or White on light the use of the logotype in white is Green, Gold, Silver or Black on Green or Black is recommended. backgrounds is not advisable recommended. Try to ensure that dark backgrounds is not advisable Try to ensure that the area of the due to the lack of contrast, the area of the photograph where due to the lack of contrast, and photograph where the logotype is and consequently visibility the logotype is placed is not too consequently visibility that placed is not too busy and of a that may occur. busy and of a consistent tone. may occur. Main contents consistent tone. Brand identity Help Introduction Harrods is the world’s most famous department guidelines The Harrods brand The Harrods logotype Basic elements The clear zone store offering unparalleled range and choice. Typography Logotype sizes This is our brand offer and the logotype must Packaging Positioning the logotype Advertising Core colour palette sit comfortably with the names of our many Ticketing Secondary colour palette departments. We have two size versions of Publications Logotype colours Labelling Logotype on backgrounds this relationship or lock-up. Version A is used Stationery Applying department names 1, 2 where the department name must be the On-line The harrods.com sign-off Partnerships Common mistakes primary message. Presentations

Version A Minimum clear zones Logotype and department name lock-up 0.5H H HOMEWARES & ELECTRICALS H

H H H

0.5H

H 0.5H FOOD HALLS H == HOMEWARES & ELECTRICALS H Version A is designed for applications where the primary H H purpose is identification of the department.

When the Harrods logotype is must never be altered without NB: Always centre the Harrods As with the Harrods logotype when the ‘H’ of the Harrods (as a unit used in a direct relationship with the prior consent of the Brand logotype on the vertical axis using it appears alone, there is also an of measurement H). a department name we call this Guardian Team. the optical centre as illustrated invisible minimum clear zone that Remember, this is the minimum a lock-up. The size and spacing of The department name must above. This will give the logotype protects the department name and recommended clear zone area and the two elements is carefully always be in New Baskerville the appearance of being centred. logotype lock-up. The size of the more space around the lock-up calculated to work across the entire Roman. Character spacing is zone is determined by the height of will always aid visibility. Main contents range of department names and tight and line spacing solid. Brand identity Help Introduction In Version B the Harrods brand name is the guidelines The Harrods brand The Harrods logotype Basic elements The clear zone primary element. This version is used on items Typography Logotype sizes like carrier bags where the brand identity will Packaging Positioning the logotype Advertising Core colour palette travel outside the store. Ticketing Secondary colour palette Publications Logotype colours Labelling Logotype on backgrounds Stationery Applying department names 1, 2 On-line The harrods.com sign-off Partnerships Common mistakes Presentations

Version B Minimum clear zones Logotype and department name lock-up 0.5H

HOMEWARES & ELECTRICALS H 0.75H

0.75H 0.75H

0.5H

0.5H 0.4H FOOD HALLS H

= = HOMEWARES & ELECTRICALS Version B is designed for 0.75H applications which may be viewed away from the branded environment, therefore requiring 0.75H 0.75H a bolder Harrods presence.

When the Harrods logotype is must never be altered without NB: Always centre the Harrods As with the Harrods logotype when the ‘H’ of the Harrods (as a unit used in a direct relationship with the prior consent of the Brand logotype on the vertical axis using it appears alone, there is also an of measurement H). a department name we call this Guardian Team. the optical centre as illustrated invisible minimum clear zone that Remember, this is the minimum a lock-up. The size and spacing of The department name must above. This will give the logotype protects the department name and recommended clear zone area and the two elements is carefully always be in New Baskerville the appearance of being centred. logotype lock-up. The size of the more space around the lock-up calculated to work across the entire Roman. Character spacing is zone is determined by the height of will always aid visibility. Main contents range of department names and tight and line spacing solid. Brand identity Help Introduction We now include the Harrods web site address guidelines The Harrods brand The Harrods logotype Basic elements The clear zone as standard in almost all communications. It has Typography Logotype sizes become a new and important Basic element. Packaging Positioning the logotype Advertising Core colour palette This page shows you how to ensure it always Ticketing Secondary colour palette appears in correct and consistent relationship Publications Logotype colours Labelling Logotype on backgrounds to the logotype. Stationery Applying department names On-line The harrods.com sign-off Partnerships Common mistakes Presentations

Clear zone Positioning

2x 020 7730 1234 harrods.com harrods.com 1x 020 7730 1234 harrods.com 2x

2x 2x

The sign-off must always be set in New Baskerville Roman lower case, on one line and with harrods.com harrods.com normal character spacing. 020 7730 1234 harrods.com harrods.com NB: When using the sign-off that includes the telephone number, 2x 2x the numerals are set 1/2pt. The location of the Harrods sign-off should also be centred. smaller than the harrods.com logotype will determine where to When the logotype is positioned text. Also use a double space position the sign-off. The two left or right then the position of the between the number and elements can appear together or sign-off is more flexible. harrods.com text. The sign-off apart, but always aligned. If the must never be used alone, logotype is used centred then the without the Harrods logotype. It should be coloured to match that of the logotype. As with the logotype it too has a clear zone that ensures visibility. This is based on the ‘x’-height Size and alignment (lower case) of the sign-off. No harrods.com As a general guide the lower case If the logotype is used centred then other graphic element should be ‘x’-height of the sign-off should be the sign-off should also be centred, allowed to enter this zone. 1/10th the height of the Harrods using the optical not geometric ‘H’. It must never be larger than centre. When the logotype is this. On larger applications it may positioned left or right then the 10H be less than this in order that it position of the sign-off is more does not become too obtrusive. flexible, but still aligned. 1H In restricted space the two harrods.com elements may appear together as long as the sign-off does not intrude into the clear zone of the logotype. 020 7730 1234 harrods.com Main contents Brand identity Help Introduction The logotype is applied to so many different guidelines The Harrods brand The Harrods logotype Basic elements The clear zone products and situations that mistakes are Typography Logotype sizes easily made. Here are just a few examples. Packaging Positioning the logotype Advertising Core colour palette Recognising these common pitfalls will help Ticketing Secondary colour palette us all become more effective in presenting Publications Logotype colours Labelling Logotype on backgrounds and protecting our brand. Always use the Stationery Applying department names high quality artwork supplied here in this On-line The harrods.com sign-off Partnerships Common mistakes original form. Presentations

Do not use colour combinations Do not fill the Harrods logotype Ensure that the corporate Do not distort the Harrods Do not apply effects such as including those from our own with patterns, gradients and colours are reproduced logotype in any way. drop shadows and key lines palette that impede the visibility other effects. accurately and consistently. to the Harrods logotype. of the Harrods logotype.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh megastore euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim. Dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet Do not use backgrounds that Do not attach unauthorised words Do not attach other elements Always respect the clear zone. Never contain the Harrods interfere with the visibility of or phrases to the Harrods logotype. including our own to No other graphic elements are logotype within a shape. the logotype. the logotype. permitted within this area.

Main contents Brand identity Help Introduction guidelines The Harrods brand Our corporate typefaces Basic elements New Baskerville Typography News Gothic Packaging Using the corporate fonts Advertising Using other fonts Ticketing Publications Labelling Stationery On-line Partnerships Presentations Typography

Typography is fundamental to Harrods distinctive brand identity. It is an art. A subtle and more complex element than the logotype or colour palette. It is also a powerful brand signifier in its own right, bringing personality and consistency to all communication and infusing everything it touches with the essential Harrods look and feel.

Main contents Brand identity Help Introduction Harrods uses only two type families. Timeless guidelines The Harrods brand Our corporate typefaces Basic elements New Baskerville and highly versatile, they have been chosen Typography News Gothic to work across a spectrum of applications and Packaging Using the corporate fonts Advertising Using other fonts styles – individually and together. Our primary Ticketing typeface, New Baskerville has a classic sense of Publications Labelling quality and heritage while News Gothic is a Stationery simple, clean and flexible contrast. On-line Partnerships Presentations

New Baskerville This is our primary typeface. For this reason it is used for ABCDEFGHIJKLMNOPQRSTUVWXYZ applications eminating from the core of the business. These include corporate abcdefghijklmnopqrstuvwxyz communications and signs. It can be used for headlines or body copy. 0123456789

News Gothic This is our secondary typeface. It is used primarily for body ABCDEFGHIJKLMNOPQRSTUVWXYZ copy or small texts being more legible at these sizes. abcdefghijklmnopqrstuvwxyz 0123456789

Main contents Help Brand identity The Harrods brand Introduction There are several cuts, or versions, of the guidelines Basic elements Our corporate typefaces Typography New Baskerville Baskerville typeface. It is critical that we use Packaging Using the corporate fonts New Baskerville which has its own unique Advertising Using other fonts Ticketing letter forms quite distinct from other Publications Baskerville cuts. We use four members of the Labelling Stationery New Baskerville font family illustrated below. On-line Partnerships Presentations New Bask New Baskerville Roman New Baskerville Bold New Baskerville Italic New Baskerville Bold Italic

New Baskerville Roman New Baskerville Italic New Baskerville Bold New Baskerville Bold Italic This is our primary typeface. For this This font is reserved purely to This weight is reserved for headings This font is reserved purely to reason it its used for applications provide emphasis in body copy, and sub-headings. It is also employed provide emphasis in body copy eminating from the core of the or for captions to pictures to provide emphasis in body copy set set in New Baskerville Roman business. These include corporate and illustrations. in New Baskerville Roman only. In and Italic. Main contents communications and signs. It can addition it is ideal for body copy that be used for headlines or body copy. has been reversed out of a solid colour. Help Brand identity The Harrods brand Introduction Consider who and what your communication is guidelines Basic elements Our corporate typefaces Typography New Baskerville for and select your font accordingly. Do not be Packaging Using the corporate fonts 1, 2 afraid to use scale, size and colour to bring Advertising Using other fonts Ticketing typography to life. Publications Labelling Stationery On-line Partnerships Presentations

Nutrition information There is Typical values per 100g: Energy 1792kJ, 426kcal; Protein 1.3g; Carbohydrate 73.0g, Fat14.3g of which saturates 9.5g, Fibre only 0.0g; Salt 0.5g of which sodium 0.2g. Ingredients Sugar, Butter (16%) (from Cows’ Milk) Sweetened Condensed Milk (from Cows’ milk), Golden Syrup, Glucose Syrup, Maple Syrup, Natural Flavouring. How to store One Best before: see base of box Store in a cool dry place. Produced and packed in the UK for Harrods Limited London SW1X 7XL Customer helpline 0800 123123 Luxurious, or visit harrods.com stylish,confident 200g. & innovative

Scale Colour Don’t be afraid to use New Generally type should appear also be used with care. Tints Baskerville in larger sizes. Its in one of the corporate colours; of the Harrods Green and Black style, together with how it is Harrods Green, Black or White. are also acceptable as long as used, are an integral part of Harrods Gold and Silver may legibility is maintained. our brand identity. Main contents Help Brand identity The Harrods brand Introduction Other fonts and colours can be used for guidelines Basic elements Our corporate typefaces Typography New Baskerville non-corporate communications, campaigns and Packaging Using the corporate fonts products. We ask only that the Harrods logotype Advertising Using other fonts Ticketing appears clearly and consistently in one of the Publications corporate colours, as explained in the Basic Labelling Stationery elements section of these guidelines. On-line Partnerships Presentations

Main contents Brand identity Help Introduction guidelines The Harrods brand Types of packaging Basic elements Store packaging Typography Sizes Packaging Positioning the logotype Advertising Bags Ticketing Formats Publications Wrappings Labelling Ribbons Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations Packaging

Harrods has an inimitable reputation and people from all over the world come to experience it for themselves. Most want to take something of Harrods home with them, whether that’s a Harrods product or simply a carrier bag. Our products and packaging are powerful representatives of our brand, and use the brand identity in its simplest form.

Main contents Brand identity Help Introduction We have two types of packaging. The first are guidelines The Harrods brand Types of packaging Basic elements Store packaging carrier bags, boxes and items used at the point Typography Sizes of purchase. These are objects of desire, carrying Packaging Positioning the logotype Advertising Bags the Harrods name and made from the highest Ticketing Formats quality materials. The second is packaging for Publications Wrappings Labelling Ribbons our huge range of own brand products. Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

Store packaging Own brand packaging

Main contents Brand identity Help Introduction Our boxes and carrier bags use the identity in guidelines The Harrods brand Types of packaging Basic elements Store packaging its purest form. They are brand ambassadors, Typography Sizes travelling outside the store and so we have strict Packaging Positioning the logotype Advertising Bags guidelines for use of the logotype and colour Ticketing Formats palette. With the exception of departmental Publications Wrappings Labelling Ribbons names, no other element must appear. Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

This pyramid displays the approved colour combinations for store packaging. Our preferred is always with the Harrods logotype in Harrods Gold on Green. If printing in one colour then Harrods Green on white is preferred. Harrods Gold and Silver on black or white may also be used with the prior approval of the Brand Guardian Team.

Main contents Brand identity Help Introduction All the guidelines in the Basic elements section guidelines The Harrods brand Types of packaging Basic elements Store packaging apply to using the logotype. Its size can vary but Typography Sizes in larger sizes it must have at least the minimum Packaging Positioning the logotype Advertising Bags clear zone space around it, and in smaller sizes Ticketing Formats be visible legible and accurately reproduced. Publications Wrappings Labelling Ribbons Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

The Harrods logotype may appear at any size. There are two simple rules that must be followed. Firstly the distance between the logotype and face edge should not be less than the minimum recommended clear zone. Secondly when reproduced at small sizes the logotype needs to remain visible and of an acceptable quality.

0.5H Minimum size Minimum clear zone The size indicated left, provides 0.5H An invisible clear zone protects a guide for print reproduction the Harrods logotype. The size of the Harrods logotype under of the zone is determined by the ideal conditions. height of the ‘H’ of the Harrods (as a unit of measurement H). The reproduction medium, H methods and materials will Remember, this is the minimum recommended clear zone area and 12mm also affect the size at which it can be successfully used. more space around the logotype will always aid visibility. On every occasion therefore reproduction of the logotype 0.5H should be checked to ensure the quality and legibility is of the highest possible standard. 0.5H

Main contents Brand identity Help Introduction The Harrods logotype must always be accurately guidelines The Harrods brand Types of packaging Basic elements Store packaging centred on the horizontal axis, whatever the size Typography Sizes or format. The logotype itself is not symmetrical. Packaging Positioning the logotype Advertising Bags It is most easily positioned by eye rather than Ticketing Formats by measurement. Please see the Basic elements Publications Wrappings Labelling Ribbons section for more advice. Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

Optical centre

Always position the Harrods logotype on the horizontal axis using the optical centre as illustrated above. This will give the logotype the appearance of being truly centred. Main contents Brand identity Help Introduction Our coveted gold, green and white carrier bags guidelines The Harrods brand Types of packaging Basic elements Store packaging are a quintessential expression of the Harrods Typography Sizes brand and one of our most effective forms of Packaging Positioning the logotype Advertising Bags advertising. As such, we must always ensure our Ticketing Formats logotype and colours are reproduced to the Publications Wrappings Labelling Ribbons highest standard and in high quality materials. Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

FOOD HALLS

Main contents Brand identity Help Introduction These pages show all the names, styles and sizes guidelines The Harrods brand Types of packaging Basic elements Store packaging of all Harrods bags and carrier bags currently in Typography Sizes use. The logotype appears according to the Packaging Positioning the logotype Advertising Bags principles laid out in these guidelines and each Ticketing Formats 1, 2 style is manufactured to approved specifications. Publications Wrappings Labelling Ribbons For queries or more information please contact Stationery Own brand packaging the Brand Guardian Team. On-line Small print Partnerships Backgrounds Presentations

Plastic bags

Small Merlin Medium Merlin Housewares Jumbo 252 x 330 x 50 350 x 380 x 90 455 x 505 x 100 565 x 605 x 125

Laminated paper bags

All dimensions are in mm Width x Height x Depth (Gusset)

Size 1 Size 2 Size 3 Size 4 Main contents 210 x 305 x 115 280 x 420 x 100 500 x 370 x 120 600 x 444 x 144 Brand identity Help Introduction guidelines The Harrods brand Types of packaging Basic elements Store packaging Typography Sizes Packaging Positioning the logotype Advertising Bags Ticketing Formats 1, 2 Publications Wrappings Labelling Ribbons Stationery Own brand packaging Overcoat carrier On-line Small print 1380 x 600 Partnerships Backgrounds

Presentations Umbrella bag Suit carrier 1000 x 160 1150 x 600

Small 350 x 350 x 100

White HF3 Clear HF3 254 x 356 254 x 356 x 25

Main contents Brand identity Help Introduction Luxury wrapping paper and tissue are used guidelines The Harrods brand Types of packaging Basic elements Store packaging in-store, to protect the purchase and add value Typography Sizes to the experience for the customer. Both Packaging Positioning the logotype Advertising Bags wrapping and tissue paper carry a simple pattern Ticketing Formats based on the Harrods logotype. Matching Publications Wrappings Labelling Ribbons ribbon, as described on the following page, Stationery Own brand packaging is also available. On-line Small print Partnerships Backgrounds Presentations

Wrapping paper

The pattern

Tissue paper

The Harrods pattern employs By always using the Harrods Wrapping paper Tissue paper the logotype printed in a regular pattern we will create a consistent Wrapping paper printed with the Tissue paper in one of the pattern. This pattern is fixed and and regular secondary device that pattern in one of the corporate corporate colours can be used to should never be altered although will be recognised as a genuine and colour combinations can be used wrap our products. This can be it can be increased and reduced original brand element. to wrap our products. plain or printed with the pattern in in proportion. a matching colour to produce a Main contents subtle effect. Brand identity Help Introduction Harrods ribbon is printed with the logotype guidelines The Harrods brand Types of packaging Basic elements Store packaging in the primary colours: green, gold and white. Typography Sizes Plain ribbon in any of these three primary Packaging Positioning the logotype Advertising Bags colours can also be used, particularly in Ticketing Formats combination with Harrods patterned wrapping Publications Wrappings Labelling Ribbons paper, described on the previous page. Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

There are several ribbon designs created for store packaging. Plain ribbon in either Harrods Green, Gold or White may also be used.

Main contents Brand identity Help Introduction Each Harrods product range has its own theme guidelines The Harrods brand Types of packaging Basic elements Store packaging and style. The logotype is the only common Typography Sizes visual element. It works hard to unify our Packaging Positioning the logotype Advertising Bags product ranges and achieve a consistent level of Ticketing Formats branding. Provided the logotype guidelines Publications Wrappings Labelling Ribbons explained in the Basic elements section are Stationery Own brand packaging observed, the logotype can be positioned almost On-line Small print Partnerships Backgrounds anywhere our own product packaging. Presentations

NB: For own brand packaging the logotype may appear in other positions. This should only happen when the character of the pack to which it is applied is adversely affected by using it in the preferred position, centred. Optical centre

The preferred positioning of the packaging is that the Harrods They may also range in style from Harrods logotype on all packaging logotype needs to appear in a those that are close to the store is centred using the optical centre visible position in one of the through to highly individual ranges line. For own brand packaging the corporate colours. whose only link with the Harrods logotype must appear in a clearly Own brand may also use a range brand is the inclusion of the visible location. Its size is variable. name eg. Heritage, London etc., Harrods logotype, and News Gothic Main contents The only strict rule for own brand endorsed by the Harrods logotype. typeface for statutory texts. Brand identity Help Introduction Many different backgrounds and colours are guidelines The Harrods brand Types of packaging Basic elements Store packaging used for products and packaging. By following Typography Sizes these simple rules you can ensure that any Packaging Positioning the logotype Advertising Bags small print or product information is always Ticketing Formats clear, well laid-out and easy to read, whatever Publications Wrappings Labelling Ribbons the background. Stationery Own brand packaging On-line Small print Partnerships Backgrounds Presentations

Nutrition information Nutrition information Nutrition information Nutrition information Nutrition information Typical values per 100g: Energy Typical values per 100g: Energy Typical values per 100g: Energy Typical values per 100g: Energy Typical values per 100g: Energy 1792kJ, 426kcal; Protein 1.3g; 1792kJ, 426kcal; Protein 1.3g; 1792kJ, 426kcal; Protein 1.3g; 1792kJ, 426kcal; Protein 1.3g; 1792kJ, 426kcal; Protein 1.3g; Carbohydrate 73.0g, Fat14.3g Carbohydrate 73.0g, Fat14.3g Carbohydrate 73.0g, Fat14.3g Carbohydrate 73.0g, Fat14.3g Carbohydrate 73.0g, Fat14.3g of which saturates 9.5g, Fibre of which saturates 9.5g, Fibre of which saturates 9.5g, Fibre of which saturates 9.5g, Fibre of which saturates 9.5g, Fibre 0.0g; Salt 0.5g of which 0.0g; Salt 0.5g of which 0.0g; Salt 0.5g of which 0.0g; Salt 0.5g of which 0.0g; Salt 0.5g of which sodium 0.2g. sodium 0.2g. sodium 0.2g. sodium 0.2g. sodium 0.2g. Ingredients Ingredients Ingredients Ingredients Ingredients Sugar, Sugar, Sugar, Sugar, Sugar, Butter (16%) (from Cows’ Milk) Butter (16%) (from Cows’ Milk) Butter (16%) (from Cows’ Milk) Butter (16%) (from Cows’ Milk) Butter (16%) (from Cows’ Milk) Sweetened Condensed Milk (from Sweetened Condensed Milk (from Sweetened Condensed Milk (from Sweetened Condensed Milk (from Sweetened Condensed Milk (from Cows’ milk), Golden Syrup, Cows’ milk), Golden Syrup, Cows’ milk), Golden Syrup, Cows’ milk), Golden Syrup, Cows’ milk), Golden Syrup, Glucose Syrup, Maple Syrup, Glucose Syrup, Maple Syrup, Glucose Syrup, Maple Syrup, Glucose Syrup, Maple Syrup, Glucose Syrup, Maple Syrup, Natural Flavouring. Natural Flavouring. Natural Flavouring. Natural Flavouring. Natural Flavouring. How to store How to store How to store How to store How to store Best before: see base of box Best before: see base of box Best before: see base of box Best before: see base of box Best before: see base of box Store in a cool dry place. Store in a cool dry place. Store in a cool dry place. Store in a cool dry place. Store in a cool dry place. Produced and packed in the UK for Produced and packed in the UK for Produced and packed in the UK for Produced and packed in the UK for Produced and packed in the UK for Harrods Limited Harrods Limited Harrods Limited Harrods Limited Harrods Limited London SW1X 7XL London SW1X 7XL London SW1X 7XL London SW1X 7XL London SW1X 7XL Customer helpline 0800 123123 Customer helpline 0800 123123 Customer helpline 0800 123123 Customer helpline 0800 123123 Customer helpline 0800 123123 or visit harrods.com or visit harrods.com or visit harrods.com or visit harrods.com or visit harrods.com 200g. 200g. 200g. 200g. 200g.

Light image backgrounds Dark image backgrounds Light solid backgrounds Dark solid backgrounds In these cases a light transparent In these cases a dark transparent In these cases the body copy which In these cases the body copy is box is used behind the body copy box is used behind the body copy is in Harrods Green or Black. reversed out in white. NB: In exceptional cases such as which is in Harrods Green or which is reversed out in white. one colour printing a colour other Black text. than a Harrods corporate colour may be used for this text.

For information on how to apply Gothic Demi should be used for Gothic Condensed should be used. the Harrods logotype on difficult main copy with Bold reserved for Please refer to the Typography backgrounds please refer to the headings and emphasis along with section of these guidelines for Basic elements section of the Italic options of these styles. more information. these guidelines. Where space is extremely restricted When text is reversed out of a solid or where the amount of statutory Main contents or photographic background News text is substantial then News Brand identity Help Introduction guidelines The Harrods brand Advertising categories Basic elements Using the logotype Typography Typography Packaging Harrods own advertising Advertising Co-branded advertising Ticketing The brand band Publications Band and logotype size Labelling Brand band colours Stationery On-line Partnerships Presentations Advertising

Main contents Brand identity Help Introduction guidelines The Harrods brand Advertising categories Basic elements Using the logotype Typography Typography Packaging Harrods own advertising Advertising Co-branded advertising Ticketing The brand band Publications Band and logotype size Labelling Brand band colours Stationery On-line Partnerships Presentations

Harrods has been renowned for outstanding advertising throughout its history. Advertising has helped create the Harrods brand as we know it today. This high-profile medium demands that every element of the brand identity is impeccably presented for maximum impact. It must bring our brand values to life with style and imagination, and create perceptions of Harrods that will continue to take it successfully into the future.

Main contents Brand identity Help Introduction Harrods produces varying types of advertising, guidelines The Harrods brand Advertising categories Basic elements Using the logotype including co-branded formats shared with the Typography Typography product brands it retails. All Harrods advertising Packaging Harrods own advertising Advertising Co-branded advertising should be visually arresting and must clearly Ticketing The brand band communicate the brand values in its concept, Publications Band and logotype size Labelling Brand band colours layout or message. In co-branded advertising, Stationery Harrods is the host but should never dominate On-line Partnerships its partner brand. Presentations

Harrods corporate and campaign advertising Co-branded advertising

020 7730 1234 harrods.com

Harrods own advertising as Co-branded advertising, as shown shown above varies in type from above, uses a brand bar carrying purely corporate communications the Harrods logotype to clearly through to all manner of distance it from the partner brand promotional messages. identity and image identity style carried on the main image area. Main contents Brand identity Help Introduction The logotype is often the only basic element guidelines The Harrods brand Advertising categories Basic elements Using the logotype used in corporate advertising and must work Typography Typography hard to communicate the brand identity. These Packaging Harrods own advertising Advertising Co-branded advertising simple principles for using our Basic elements Ticketing The brand band will ensure the Harrods logotype always has Publications Band and logotype size Labelling Brand band colours visibility, standout and coherence whatever the Stationery size or format. On-line Partnerships Presentations

Harrods own advertising Co-branded advertising

harrods.com

NB: On co-branded advertisements which we control, the Harrods logotype and sign-off appear at a fixed size within the brand band. Please refer to the Basic elements section and following pages of this Corporate advertising Promotional advertising section referring to the brand band for more details.

On corporate advertisements the The preferred position for the freely placed but always preferred position for the Harrods Harrods logotype on promotional clearly visible and in one of logotype is centred. advertisements is bottom right. Due the corporate colours. It should always be used in one of to the constant need for fresh and the corporate colours. Please refer interesting promotions this may to the Basic elements section for not always be possible. In these Main contents more information. instances the logotype may be Brand identity Help Introduction Typography is an essential brand identifier guidelines The Harrods brand Advertising categories Basic elements Using the logotype in advertising. Our corporate typefaces should Typography Typography always be chosen unless the concept absolutely Packaging Harrods own advertising Advertising Co-branded advertising requires a different font. Even then, we ask Ticketing The brand band you to take advice from a Brand Guardian. Publications Band and logotype size Labelling Brand band colours Promotional advertising has greater Stationery flexibility and can follow the type style of the On-line Partnerships overall campaign. Presentations

THERE IS ONLY ONE SALE Sales assistant STARTS AT 9AM Fashion department TOMORROW Knightsbridge, London

Autem vel eum iriure dolor in hen drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nun ummy to va. Duis autem vel eum iriure dolor in Autem vel eum iriure dolor in hen hend rerit in vul putate velit esse drerit in vulputate velit esse mol molestie consequat dolor sit. estie consequat, vel illum dolore Vel illum dolore eu feugiat nulla eu feugiat nun ummy to va. facilisis at vero eros et accumsan Nulla facilisis at vero eros et cum et iusto odio dig nissim qui blandit san et iusto odio dignis sim qui praesent luptatum zzril delenit blandit praesent. Eros et augue duis dolore te feugait nul la accumsan et iusto odio. facilisi dolor rerit in tate.

Contact: vel eum iriure dolor in hen drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nun ummy to va.

Anything is Possible

STORE OPENING TIMES WED 9AM - 9PM THUR 10AM - 8PM FRI 10AM - 8PM SAT 10AM - 8PM SUN 12 NOON - 6PM 020 7730 1234 harrods.com

Our corporate font is New in secondary typographic elements. details on the corporate fonts Baskerville. This should be used Our secondary font, News Gothic and how to use them, please wherever possible for Harrods own provides a clear and legible refer to the Typography section brand advertising. New Baskerville typeface ideal for smaller, and of these guidelines. Roman is the preferred style. Italic larger bodies of text.It is not and bold styles are also used but intended for use alone as a Main contents are reserved for emphasis primarily headline or title font. For more Brand identity Help Introduction Different types of Harrods own advertising can guidelines The Harrods brand Advertising categories Basic elements Using the logotype apply the brand identity in different ways. As the Typography Typography only visual element in corporate advertising, the Packaging Harrods own advertising Advertising Co-branded advertising purpose and position of the logotype need Ticketing The brand band careful consideration. Brand and promotional Publications Band and logotype size Labelling Brand band colours advertising can take full advantage of the Stationery many creative ways in which the logotype On-line Partnerships can be positioned. Presentations

Sales assistant Fashion department Knightsbridge, London

Autem vel eum iriure dolor in hen drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nun ummy to va. Duis autem vel eum iriure dolor in tate. hend rerit in vul putate velit esse Autem vel eum iriure dolor in hen molestie consequat dolor sit. drerit in vulputate velit esse mol Vel illum dolore eu feugiat nulla estie consequat, vel illum dolore facilisis at vero eros et accumsan eu feugiat nun ummy to va. et iusto odio dig nissim qui Nulla facilisis at vero eros et cum blandit praesent luptatum zzril san et iusto odio dignis sim qui delenit augue duis dolore te blandit praesent. Eros et feugait nul la facilisi dolor rerit in accumsan et iusto odio.

Contact: vel eum iriure dolor in hen drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nun ummy to va.

Anything is Possible

Harrods own brand advertising is consistent and visible identification in the range above. The logotype diverse and continually evolving. of the advertisement origin. must however always be Few restrictions exist in order that The preferred placement of the reproduced in one of the corporate the free flow of creative ideas and logotype for own brand advertising colours, selected to provide executions are not impeded. is bottom right. If this impedes or is the best visibility as well as There is one critical element, the in conflict with the layout of the complement the design Harrods logotype, which does need advertisement then an alternative of the advertising. Main contents some protection to ensure a position may be used as illustrated Brand identity Help Introduction Co-branded advertising must effectively present guidelines The Harrods brand Advertising categories Basic elements Using the logotype both brands in partnership, but as separate Typography Typography entities, each with its own identity. Our ‘brand Packaging Harrods own advertising Advertising Co-branded advertising band’ device carries the Harrods logotype in a Ticketing The brand band fixed and recognisable position. This clearly Publications Band and logotype size Labelling Brand band colours differentiates the two brands and creates Stationery consistency in the way we present Harrods. On-line Partnerships Presentations

harrods.com

020 7730 1234 harrods.com

Illustrations of co-branded advertising can be seen above. Both examples demonstrate the balance and hierarchy that should be aimed for. Main contents Brand identity Help Introduction The brand band will work in any advertising guidelines The Harrods brand Advertising categories Basic elements Using the logotype format and is always calculated as the same Typography Typography proportion of any space. By following the simple Packaging Harrods own advertising Advertising Co-branded advertising rule we suggest on the following page you can Ticketing The brand band ensure the height and width of the brand band Publications Band and logotype size Labelling Brand band colours is always in the same harmonious proportion to Stationery the height and width of the format it appears in, On-line Partnerships whether portrait or landscape. Presentations

A3 A4 A5 A6 A3 A4 A5 A6 1/3 A4

The brand band is designed For sizes below A6 care must be to accommodate portrait and taken so that the Harrods logotype landscape formats from A6 to is not reduced below its minimum billboard sizes and beyond. permitted size and remains legible. The band height always remains Please refer to the Basic elements 15% that of the format height section of these guidelines for Main contents whether portrait or landscape. more information. Brand identity Help Introduction The Harrods logotype and sign-off appear guidelines The Harrods brand Advertising categories Basic elements Using the logotype in a fixed position bottom right, and in a size Typography Typography proportionate to the space. Used consistently, Packaging Harrods own advertising Advertising Co-branded advertising this simple layout will make Harrods Ticketing The brand band co-branded advertising significantly more Publications Band and logotype size Labelling Brand band colours visible and effective. Stationery On-line Partnerships Presentations

Sizing and positioning the Band size Harrods logotype and sign-off

0.5H

H 1/10 H 020 7730 1234 harrods.com

0.5H 85%

85% 0.5H 0.5H

15% harrods.com These simple principles create The Harrods sign-off can appear visual harmony and balance the with or without the telephone Landscape formats branding elements. The height of number. The ‘x’-height of the text is the brand band is always 15% of 1/10 the height of the Harrods ‘H’. the height of the format, whether Please refer to the Basic elements portrait or landscape. The size of section in these guidelines for 15% 020 7730 1234 harrods.com the logotype is calculated using more information. the height of the capital H. Portrait formats

Main contents Brand identity Help Introduction The brand band can appear in one of three guidelines The Harrods brand Advertising categories Basic elements Using the logotype solid colours: green, black or white. For a lighter, Typography Typography subtler feel, the band can also appear as a Packaging Harrods own advertising Advertising Co-branded advertising translucent overlay in black or white, particularly Ticketing The brand band on very neutral or uncomplicated backgrounds. Publications Band and logotype size Labelling Brand band colours Stationery On-line Partnerships Presentations

Solid bands Tinted bands

020 7730 1234 harrods.com 020 7730 1234 harrods.com 020 7730 1234 harrods.com 020 7730 1234 harrods.com 020 7730 1234 harrods.com

Black White Green % of black % of white

The brand band may appear in one of the Harrods logotype and sign-off The percentage of tint used is not of the three corporate colours or for on complex backgrounds. Tinted fixed. The only requirement is that certain applications as a tint of backgrounds may be used where it is sufficient for the logotype and white or black. the background is already neutral sign-off to remain clearly visible. In general a solid band provides a and a more subtle effect required. safe field that ensures the visiblility Main contents Brand identity Help Introduction guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders Typography General ticketing Packaging Price ticketing Advertising Sale ticketing Ticketing Concessions Publications Promotional ticketing Labelling Stationery On-line Partnerships Presentations Ticketing

Main contents Brand identity Help Introduction guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders Typography General ticketing Packaging Price ticketing Advertising Sale ticketing Ticketing Concessions Publications Promotional ticketing Labelling Stationery On-line Partnerships Presentations

Tickets are vital signposts for customers, providing essential information about products, pricing and promotions. Appearing in vast numbers and seen by millions, they are virtually a communication medium in their own right. The way ticketing expresses the Harrods brand identity is just as important as it is on Harrods advertising or a Harrods carrier bag. Ticketing must not only be clear, practical and fit for purpose, it must carry the true quality of the Harrods brand.

Main contents Brand identity Help Introduction Our formats have been designed to work for guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders a wide range of ticket types, from product Typography General ticketing identification to pricing. We use only these nine Packaging Price ticketing Advertising Sale ticketing sizes, usually displayed in clear, acrylic frames. Ticketing Concessions Consistently using only these formats in this Publications Promotional ticketing Labelling way makes our ticketing simple, clear and Stationery easily recognisable. On-line Partnerships Presentations

Ticket formats

A3 A4 A5 76mm x 306mm x 127mm 102mm x 75mm x 51mm x 50mm x (420mm x 297mm) (210mm x 297mm) (148mm x 210mm) 229mm 76mm 40mm 38mm 35mm

Key All ticketing General ticketing only Sale ticketing only

We use nine formats for ticketing. for Sale ticketing, (colour coded red These are a combination of above). The remaining three sizes Imperial and ISO DIN ‘A’ sizes. (colour coded gold), can beused for Three sizes are used only for both General and Sale ticketing. General ticketing, (colour coded No other sizes or formats should green above). Three are used only be used. Main contents Brand identity Help Introduction Clear, acrylic holders carry our ticketing guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders messages. These should always look clean and Typography General ticketing unscratched and be regularly checked for signs Packaging Price ticketing Advertising Sale ticketing of wear and tear. The holders are available from Ticketing Concessions the Sign Studio in a range of seven sizes, either Publications Promotional ticketing Labelling as freestanding units or in flat forms that can be Stationery attached at the point of sale. On-line Partnerships Presentations

Clear acrylic holder sizes

A3 A4 A5 76mm x 306mm x 102mm x 51mm x (420mm x 297mm) (210mm x 297mm) (148mm x 210mm) 229mm 127mm 76mm 38mm

Ticket holders are available in the edges finished to a polished seven sizes, each with varying or high standard. mounting options. Please No cracked, blurred, scratched consult the Sign Manager for or dirty units should be used. further details. Additional information should All holders must be manufactured never be attached, drawn or Main contents from 3mm thick clear acrylic, with written on the holders. Brand identity Help Introduction General ticketing is the first level of Harrods guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders ticket messaging and sets the standards for our Typography General ticketing distinctive house-style. Primarily used to identify Packaging Price ticketing Advertising Sale ticketing products and promotions it must work hard to Ticketing Concessions differentiate our own messages from those of our Publications Promotional ticketing Labelling partners and concessions. It should always create a Stationery calm and authoritative presence for the Harrods On-line Partnerships brand, even in the most hectic environment. Presentations

Stephen Dweck Exclusive to Harrods Baby Clothes Harrods 0-18 months History Craft This department The Kelmscott Collection of home accessories is based on is not participating the William Morris border in the 10% day. illustrations on the famous Kelmscott Chaucer. Harrods Sports Equipment

The illustrations above show how area identification, product and The other weights and styles of Harrods Gold may be used for to use the corporate elements to other non-promotional information. New Baskerville should be used subservient texts or emphasis. design general ticketing. It is always used in upper and sparingly and only where emphasis The Harrods logotype should New Baskerville Roman is our lower case with tight letter and line is required. always be centred. See the Basic corporate font and is used for all spacing. The layout may be ranged The Harrods logotype and main elements section for more messages eminating from the core left or centred depending upon the text must always appear in Harrods information. Main contents of our business. These include core nature of the information. Green. Tints of the Green, and Brand identity Help Introduction Price ticketing is always designed and laid out guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders in a consistent style. This is a simple, clear and Typography General ticketing well-established formula that creates impact Packaging Price ticketing Advertising Sale ticketing and visibility for Harrods products. Its use of Ticketing Concessions white space and distinctive typography makes Publications Promotional ticketing Labelling it readily recognised and easy to read. Stationery On-line Partnerships Presentations

Harrods Mens Toiletries Mens Silver Plated Shaving Foam 16.00 Cutlery Deodorant Stick 14.00 Deodorant Spray 12.00 Toiletries Shower Gel 8.00

Table Knife 30.00 Shaving Foam 16.00 Table Fork 23.00 Soup Spoon 23.00 Deodorant Stick 14.00 Dessert Knife 25.00 Deodorant Spray 12.00 Dessert Fork 20.00 Dessert Spoon 23.00 Shower Gel 8.00 Coffee Spoon 15.00 The visual style of Harrods core Fish Knife 25.00 product price tickets follows closely that of our general ticketing. Fish Fork 23.00 New Baskerville Roman is the main Table Spoon 25.00 font used, with the other weights Cheese Knife 28.00 and styles reserved for emphasis. It Salad Servers 60.00 is always used in upper and lower case with tight letter and line spacing. For pricing the text and prices are ranged left and right as illustrated above. The Harrods logotype and main text must always appear in Harrods Green. On lists using a 50% tint of the Green every second line helps the viewer reference price information quickly. The Harrods logotype should always be centred. See the Basic elements section for more information. Main contents Brand identity Help Introduction The Harrods Sale is an event. High profile, guidelines The Harrods brand Ticketing formats Basic elements Ticketing holders exclusive and newsworthy, it is ‘The Sale’ in Typography General ticketing London. Twice a year, our Sale ticketing must Packaging Price ticketing Advertising Sale ticketing reflect this, as well as providing all the necessary Ticketing Concessions information. It must highlight key products with Publications Promotional ticketing Labelling vibrancy and panache, setting them apart from Stationery other promotions, without compromising the On-line Partnerships integrity of our brand. Presentations

Six sizes are used for Harrods Sale ticketing. New Baskerville Roman is the main font used, with the other weights and styles reserved THERE IS ONLY for emphasis. THERE IS ONLY ONE SALE ONE HARRODS STARTS AT 9AM TOMORROW THE HOMEWARES SALE PREVIEW

SATURDAY 2ND DECEMBER TO SUNDAY 24TH DECEMBER 2006

STORE OPENING TIMES WED 9AM - 9PM THUR 10AM - 8PM FRI 10AM - 8PM SAT 10AM - 8PM 020 7730 1234 harrods.com SUN 12 NOON - 6PM 020 7730 1234 harrods.com

Main contents Brand identity Help Introduction guidelines The Harrods brand Sizing the Harrods logotype Basic elements Backgrounds Typography Editorial magazines Packaging Catalogues Advertising Marketing literature Ticketing Publications Labelling Stationery On-line Partnerships Presentations Publications

This section covers Harrods magazines, catalogues, brochures and marketing literature. These publications have a life outside the store, playing an important part in building Harrods’ relationship with its customers. This section will show you how the identity can be best applied to printed publication formats, helping you create publications that bring the brand to life and recreate the Harrods experience in print.

Main contents Brand identity Help Introduction With the exception of the Harrods magazine guidelines The Harrods brand Sizing the Harrods logotype Basic elements Backgrounds which has its own unique masthead design, Typography Editorial magazines the logotype should always appear in a fixed Packaging Catalogues Advertising Marketing literature position and scale at the bottom right hand Ticketing of the front cover. Publications Labelling Stationery On-line Partnerships Presentations

Minimum clear zone 0.5H Calculating the clear zone height

0.5H

H 100%

100%

20% 0.5H

Landscape formats 0.5H

15%

Portrait formats

For publications we use formats it is increased to 20% of the minimum clear zone to the format height. protect, locate and scale the The minimum clear zone perimeter Harrods logotype. is then used to anchor the logotype For portrait formats the height of to the bottom right corner of the this invisible clear zone is 15% of front cover. the format height. For landscape Main contents Brand identity Help Introduction An arresting front cover is a primary guidelines The Harrods brand Sizing the Harrods logotype Basic elements Backgrounds consideration in the design of all publications, Typography Editorial magazines but care must be taken to ensure the Harrods Packaging Catalogues Advertising Marketing literature logotype is clear and visible, especially against Ticketing photographic backgrounds. Regardless of the Publications Labelling front cover colour scheme or concept, it should Stationery always appear in either black or white. On-line Partnerships Presentations

On light solid or photographic On dark solid or photographic backgrounds use the Harrods backgrounds the logotype is used in logotype in black.Try to ensure white. Try to ensure that the area that the area where the logotype where the logotype is placed is not is placed is not too busy and of a too busy and of a consistent tone. consistent tone.

Main contents Brand identity Help Introduction Editorial magazines, including the famous guidelines The Harrods brand Sizing the Harrods logotype Basic elements Backgrounds Harrods Magazine, are an exceptional case. Typography Editorial magazines They can carry their own unique masthead, Packaging Catalogues Advertising Marketing literature shown in the two alternative illustrations, Ticketing but must always be approved by our Publications Labelling Brand Guardians. Stationery On-line Partnerships Presentations

The Harrods magazine illustrated An alternative approach to the above is an example of an editorial Harrods magazine masthead is to publication. It is unique in that use the Harrods logotype, always they have a carefully constructed, remembering to follow the guides distinctive masthead for set out in the Basic elements identification, replacing the section of these guidelines. Main contents Harrods logotype sign-off. Brand identity Help Introduction Catalogues play an increasingly important role guidelines The Harrods brand Sizing the Harrods logotype Basic elements Backgrounds in supporting Harrods mail order and on-line Typography Editorial magazines shopping services. Front cover images are Packaging Catalogues Advertising Marketing literature often rich and aspirational, but the logotype Ticketing must always be clearly visible, appearing in the Publications Labelling bottom right corner in black or white. Stationery On-line Partnerships Presentations

The catalogue illustrated above, and all other catalogues should have a cover design which carries the Harrods logotype at the bottom right corner in either black or white. Main contents Brand identity Help Introduction Marketing literature is produced by many of our guidelines The Harrods brand Sizing the Harrods logotype Basic elements Backgrounds departments and there are no strict rules for its Typography Editorial magazines style or design aside from the one unifying Packaging Catalogues Advertising Marketing literature element in the Harrods logotype. This must Ticketing always appear at the bottom right of the front Publications Labelling cover in either black or white. Stationery On-line Partnerships Presentations

Our reward scheme is key to our business success. Accompanying marketing literature must therefore reflect our values, style and Promotional literature is often personality more closely than aimed at a specific audience for a promotional literature. limited period of time. It is free therefore to use its own styles, typefaces and colours to create a unique story, and attract customers.

Main contents Brand identity Help Introduction guidelines The Harrods brand This section Basic elements The Harrods logotype Typography Labels Packaging Label formats Advertising Dual branding Ticketing Clear zone Publications Swing tags Labelling Stationery On-line Partnerships Presentations Labelling

Harrods is the world’s most prestigious retail brand and every detail of our own garments and products should look and feel authentically Harrods. Our labels are desirable items in their own right and one the most important symbols of the Harrods brand for our customers. They must be correctly designed and consistently manufactured to the highest standards by our many approved suppliers around the world.

Main contents Brand identity Help Introduction Applying the brand identity to small label guidelines The Harrods brand This section Basic elements The Harrods logotype formats without compromising quality, Typography Labels durability and legibility is a challenge. This Packaging Label formats Advertising Dual branding section sets out some simple principles for Ticketing Clear zone applying the logotype to Harrods labels, dual Publications Swing tags Labelling brand labels and swing tags. Stationery On-line Partnerships Presentations

Clothing and Household labels Dual brand labelling Swing tags This category is used to identify These labels indicate products that This category covers a multitude a Harrods product. It carries the are sold in partnership with the of tickets used to carry price and Harrods logotype in one of the supplier or retailer. other information. corporate colours and occasionally statutory information.

Main contents Brand identity Help Introduction The Harrods logotype is the primary element on guidelines The Harrods brand This section Basic elements The Harrods logotype all labelling. By following the method explained Typography Labels here, the logotype will be consistently sized and Packaging Label formats Advertising Dual branding correctly positioned, whatever the size or format. Ticketing Clear zone Always centre the logotype by eye rather than Publications Swing tags Labelling measurement as explained in the Basic elements Stationery section of this guide. On-line Partnerships Presentations

0.6H 0.5H 0.6H 0.5H

0.5H

H 0.6H

0.5H

0.6H

Labels come in a wide variety On square and portrait formats a geometric centre line. On horizontal formula also means that the of formats and sizes. We therefore space equivalent to 0.6H or 60% formats the same distances are logotype never exceeds the use a simple method for calculating of the height of the H is used to the used but above and below the H, minimum clear zone that must be and positioning the Harrods left of the logotype. A space of 0.5H above and 0.6H below. left around it. Please refer to the logotype. This is based on the 0.5H or 50% is left to the right. Again, the logotype is centred Basic elements section of these height of the capital ‘H’ of the The logotype is centred vertically horizontally using the optical rather guidelines for more details. Main contents logotype (H). using the optical rather than than geometric centre. Using this Brand identity Help Introduction Our basic range of labels uses the logotype in guidelines The Harrods brand This section Basic elements The Harrods logotype various different combinations of the corporate Typography Labels colour palette as shown here. No other colour Packaging Label formats Advertising Dual branding combinations are acceptable. Ticketing Clear zone Publications Swing tags Labelling Stationery On-line Partnerships Presentations

Ref: Y692 66mm x 38mm

Ref: Z118 90mm x 50mm

Ref: Y963 48mm x 16mm Ref: Y696 40mm x 20mm Ref: Y689 47mm x 25mm

Detailed information for the Primary labels should be placed to placement of these primary labels, be viewed whilst care and fibre as well as care and fibre labels, labels should be hidden from view. can be found in the relevant A range of age and size labels are department buying office or from also available. the House Stationery Department. Main contents Brand identity Help Introduction Here are two examples of how the logotype can guidelines The Harrods brand This section Basic elements The Harrods logotype be best positioned in portrait and landscape Typography Labels label formats. Detailed information about Packaging Label formats Advertising Dual branding positioning for other sizes and formats is Ticketing Clear zone available from the relevant buying team or the Publications Swing tags Labelling house stationery team. Stationery On-line Partnerships Presentations

Clean with a damp cloth

Made in the UK

35mm x 75mm 35mm x 75mm 33mm x 115mm

If secondary texts are required they should be set in News Gothic. Please refer to the Typography section of these guidelines for more information. Main contents Brand identity Help Introduction Here are two examples of how to use the guidelines The Harrods brand This section Basic elements The Harrods logotype Harrods logotype in a fixed relationship with Typography Labels another brand’s logo, in both portrait and Packaging Label formats Advertising Dual branding landscape formats. We call this a dual brand Ticketing Clear zone lock-up. Follow these simple rules to ensure the Publications Swing tags Labelling Harrods logotype appears in the dominant Stationery position and in correct proportion to the On-line Partnerships partner, as shown here. Presentations

Standard lock-up

Alternate lock-up

0.25H

0.5H

The standard lock-up has the The alternate lock-up is reserved Harrods logotype always above for extreme vertical formats where the other brand mark with a fixed the use of the standard option distance between them. The brand would reduce the size of the mark should never be sized to marks significantly. dominate the Harrods logotype Main contents but may appear smaller. Brand identity Help Introduction When using the Harrods logotype in a lock up guidelines The Harrods brand This section Basic elements The Harrods logotype with another brand’s logo, the two elements Typography Labels must be carefully sized to ensure that the Packaging Label formats Advertising Dual branding invisible clear zone space around the Harrods Ticketing Clear zone logotype is always protected. Specific dimensions Publications Swing tags Labelling are used for different formats, as shown here. Stationery On-line Partnerships Presentations

Square and Vertical formats Horizontal formats Extreme horizontal formats Minimum Minimum Minimum 0.5H 0.5H 0.5H H H

H Minimum 0.6H 0.25H

0.25H Minimum Minimum Minimum Minimum 0.6H 0.5H 0.5H 0.5H

Minimum Minimum 0.5H 0.5H Minimum 0.5H

0.6H 0.5H

When the Harrods logotype is For square and portrait formats a For horizontal formats a minimum For extreme horizontal formats the Please refer to the Basic elements used alone, we use a simple space equivalent to 0.6H or 60% space of 0.5H or 50% is left two logotypes are placed side by section of these guidelines for more method for calculating the size of the height of the H must be left around the entire lock-up. The side with the Harrods logotype information about the clear zone. of the clear zone that must be left to the left, and below, the lock-up. logotype is also centred vertically always appearing left. around the lock-up. This is based using the optical rather than on the height of the capital ‘H’ of geometric centre line. Main contents the logotype (H). Brand identity Help Introduction Swing tags are used for branding and pricing guidelines The Harrods brand This section Basic elements The Harrods logotype garments and products on the shop floor. Typography Labels White Swing tags are used for fashion areas only Packaging Label formats Advertising Dual branding while Green and Gold Swing tags can be used Ticketing Clear zone anywhere in the store. Publications Swing tags Labelling Stationery On-line Partnerships Presentations

Harrods Limited Knightsbridge, London, SW1X 7XL

Main contents Brand identity Help Introduction guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation Typography Compliment slip & Business card Packaging Envelope Advertising Facsimile cover sheet Ticketing Email sign-off Publications Labelling Stationery On-line Partnerships Presentations Stationery

Even in a retail business, stationery is important. It is one of the purest expressions of the brand identity. The way the logotype, typography and paper are used all represent the integrity and values of the Harrods brand. Any communication on our headed paper must look, feel and read as if it is quintessentially Harrods. This section includes simple principles for applying the identity to stationery.

Main contents Brand identity Help Introduction The logotype, printed in Harrods Green, is the guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation hero of the Harrods stationery range. The Typography Compliment slip & Business card logotype is always centred and no other element Packaging Envelope Advertising Facsimile cover sheet should appear above or near it. Identical, high Ticketing Email sign-off quality paper stock should be used for Publications Labelling letterhead, continuation paper, compliment Stationery slips and envelopes. On-line Partnerships Presentations

John Greenhouse BSc MA Manager, Distribution

Direct Line: 020 7893 8288 M: 0792 0206 405 E: [email protected] Harrods Ltd, Knightsbridge, London, SW1X 7XL T: 020 7893 8200 F: 020 7893 8100 harrods.com Mr Jonathan Smith 126 Westbourne Gardens Notting Hill London, NW3 6GE Great Britain

Reference: 123/ABC 17 August 2006

If undelivered, please return to: Harrods Ltd, Knightsbridge, London, SW1X 7XL Dear Sir

Terentius arte. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet. Consequat duis autem vel eum iriure dolor in hendrerit

Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis.

Nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent.

With kind regards

with compliments Alfred Bramble Customer Services Harrods Ltd, Knightsbridge, London, SW1X 7XL. Telephone: +44 (0)20 7893 1234 harrods.com Direct number. 207 123 4567 Registered in London No.30209 Registered Office, 87-135 Brompton Road, Knightsbridge, London, SW1X 7XL

cc: Susan Smith

Harrods Ltd, Knightsbridge, London, SW1X 7XL. Telephone: +44 (0)20 7893 1234 harrods.com Registered in London No.30209 Registered Office, 87-135 Brompton Road, Knightsbridge, London, SW1X 7XL

Main contents Brand identity Help Introduction Space around the logotype should always be guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation protected by the margins shown here. Text Typography Compliment slip & Business card always appears in the corporate typeface, laid out Packaging Envelope Advertising Facsimile cover sheet and justified to the left as shown. Continuation Ticketing Email sign-off paper must do exactly what it promises, Publications Labelling seamlessly continuing the reader’s experience Stationery with this consistent design and text layout. On-line Partnerships Presentations

88 36 Letterhead paper 12 The format is the ISO standard 1 1 A4 portrait, 210mm wide by 56 297mm high. 44 Always use a high quality white stock with a matt finish, chlorine free and with a weight of at least Mr Jonathan Smith vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum 90gsm. Never use stock that is 126 Westbourne Gardens dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui watermarked or has a laid or wove Notting Hill blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Autem London, NW3 6GE vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum pattern or texture. Off whites such Great Britain dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui as ivory and cream should never be 3 blandit praesent. Terentius arte. Lorem ipsum dolor sit amet, consectetuer adipiscing Reference: 123/ABC elit, sed diam nonummy nibh euismod tincidunt ut laoreet. Consequat duis autem vel used for standard headed paper. 17 August 2006 eum iriure dolor in hendrerit. Always ensure reproduction of the Autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel Harrods logotype is of the highest 4 illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui Dear Sir blandit praesent. Dignissim qui blandit praesent luptatum zzril delenit augue duis quality and consistency. dolore te feugait nulla facilisi. Terentius arte. Lorem ipsum dolor sit amet, consectetuer Terentius arte. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet. 3 nonummy nibh euismod tincidunt ut laoreet. Consequat duis autem vel eum iriure dolor in hendrerit Nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit 1. Harrods logotype in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at Always printed in one special Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit tation ullamcorper suscipit lobortis. augue duis dolore te feugait nulla facilisi. Autem vel eum iriure dolor in hendrerit in colour to match Harrods Green, vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero (Pantone® 574C). Nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit eros et accumsan et iusto odio dignissim qui blandit praesent. in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit Consequat duis autem vel eum iriure dolor in hendrerit. Dolore magna aliquam 2. Address details augue duis dolore te feugait nulla facilisi. Autem vel eum iriure dolor in hendrerit in erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero suscipit lobortis. All text set in New Baskerville eros et accumsan et iusto odio dignissim qui blandit praesent. Roman, to measure of 150mm, With kind regards With kind regards and printed to match Harrods Green. First line in 10.5/11pt., second line set in 7.5/11pt. All numerals and post codes Alfred Bramble set 0.5pt smaller. Alfred Bramble Customer Services Customer Services Direct number. 207 123 4567 Direct number. 207 123 4567 3. Main text font style cc: cc: Susan Smith New Baskerville Roman 11/13pt. Susan Smith New Baskerville Italic and Bold styles may be used for emphasis only. Text is always printed in black.

4. Fold Line Harrods Green. 2 Harrods Ltd, Knightsbridge, London, SW1X 7XL. Telephone: +44 (0)20 7893 1234 harrods.com 10 Registered in London No.30209 Registered Office, 87-135 Brompton Road, Knightsbridge, London, SW1X 7XL NOT TO SCALE 30 150 30 Continuation paper All dimensions are in millimetres Main contents Left margin Right margin Brand identity Help Introduction Harrods compliment slips and business cards guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation are used in our most personal communication. Typography Compliment slip & Business card Our business cards carry the core identity Packaging Envelope Advertising Facsimile cover sheet and are valued by contacts all over the world. Ticketing Email sign-off They must be high quality, classic and durable. Publications Labelling Compliment slips are used for informal notes Stationery but must still be produced to the same On-line Partnerships high standards. Presentations

88 36 Compliment slip Business card 12 The format is 1/3 A4 landscape, The format is landscape, 210mm wide by 99mm high. 85mm wide by 55mm high. 1 Always use a high quality white Always use a high quality white stock with a matt finish, chlorine stock with a matt finish, chlorine free and with a weight of at least free and with a weight of at least 90gsm. Never use stock that is 350gsm. Never use stock that is watermarked or has a laid or wove watermarked or has a laid or wove pattern or texture. Off whites such pattern or texture. Off whites such as ivory and cream should never as ivory and cream should never be used for compliment slips. be used for standard business cards. 2 Always ensure reproduction of the Always ensure reproduction of the with compliments Harrods logotype is of the highest Harrods logotype is of the highest quality and consistency. quality and consistency. The optional card reverse or back 30 1. Harrods logotype features the Harrods logotype Always printed in one special printed in Harrods Gold on a 3 Harrods Green background. Harrods Ltd, Knightsbridge, London, SW1X 7XL. Telephone: +44 (0)20 7893 1234 harrods.com colour to match Harrods Green, Registered in London No.30209 Registered Office, 87-135 Brompton Road, Knightsbridge, London, SW1X 7XL (Pantone® 574C). 10 1. Harrods logotype 2. With compliments Always printed in one special Compliment slip Set in New Baskerville Italic colour to match Harrods Green, 12.5pt. Character spacing -25. (Pantone® 574C). Printed in Harrods Green. 2. Name/title, department 3. Contact details Name set in New Baskerville 33 31.5 24 19 Set in New Baskerville Roman Roman 10pt, title in 7.5/9pt. 6 8.5/10pt. All numerals and Character spacing -25. post codes set 0.5pt smaller. Printed in Harrods Green. 1 18 Character spacing -25. 21 Printed in Harrods Green. 3. Contact details Set in New Baskerville Roman 2 John Greenhouse BSc MA 8.5/10pt. All numerals and Manager, Distribution post codes set 0.5pt smaller. Character spacing -25. 3 Direct Line: 020 7893 8288 M: 0792 0206 405 Printed in Harrods Green. E: [email protected] Harrods Ltd, Knightsbridge, London, SW1X 7XL T: 020 7893 8200 F: 020 7893 8100 harrods.com 3.5

Business Card (Front) Back (Optional)

NOT TO SCALE Main contents All dimensions are in millimetres Brand identity Help Introduction Harrods envelopes have a practical and positive guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation function. They must fit perfectly with our other Typography Compliment slip & Business card stationery items in their quality, consistency and Packaging Envelope Advertising Facsimile cover sheet materials. First impressions are important. Our Ticketing Email sign-off logotype always appears on the outside of the Publications Labelling envelope, reproduced to the highest standard. Stationery On-line Partnerships Presentations

90.5 36 Envelope 12 The DL format envelope measures 220mm wide by 110mm high. 1 It is intended to carry an A4 format letter folded in thirds. It must be white with a matt finish, chlorine free and with a weight of at least 100gsm. Never use stock that is watermarked or has a laid or wove pattern or texture. Off whites such as ivory and cream should never be used for envelopes. When using ready made envelopes make sure that they are in line with specifications above. In addition do not use envelopes with illustrative or branded security patterns. Window envelopes should also not be used for business stationery. 2 Always ensure reproduction of the If undelivered, please return to: Harrods logotype is of the highest 10 Harrods Ltd, Knightsbridge, London, SW1X 7XL quality and consistency.

1. Harrods logotype Always printed in one special colour to match Harrods Green, (Pantone® 574C).

2. Contact details Text set in New Baskerville Roman and Italic, 10.5/12pt. Post code set 0.5pt smaller. Printed to match Harrods Green.

NOT TO SCALE All dimensions are in millimetres Main contents Brand identity Help Introduction The quality of our brand presentation guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation can be severely compromised by faxing. Typography Compliment slip & Business card To avoid difficulties with legibility, use only Packaging Envelope Advertising Facsimile cover sheet high quality, original Harrods fax cover sheets Ticketing Email sign-off for transmission. These should be produced Publications Labelling to the guidelines shown here or by using the Stationery electronic document templates available. On-line Partnerships Presentations

88 36 Facsimile cover sheet 12 All elements on the facsimile cover sheet are printed in black. 1 Always ensure reproduction of the 44 Harrods logotype is of the highest quality and consistency.

To Fred Winterbottom From John Greenhouse 1. Harrods logotype Company Sign Systems Title/Dept Manager Distribution Always printed 100% black. Facsimile 0207 123 4567 Facsimile 0207 345 6789 Pages 7 Telephone 0207 234 8000 3 5 2. Address details 56 Date 17 August 2006 Reference 123/ABC Set in New Baskerville Roman 14/16pt. All numerals and post codes set 0.5pt smaller. 4 Facsimile All printed 100% black. 12 Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, 3. Origin/Destination text quis nostrud exerci tation ullamcorper suscipit lobortis. Nisl ut Set in News Gothic Roman aliquip ex ea commodo consequat. 12/18pt, -25 character spacing. Printed 100% black. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, at vero eros et accumsan et iusto odio dignissim 4. Main title 5 qui blandit praesent luptatum zzril delenit augue duis dolore te New Baskerville Roman 36pt., feugait nulla facilisi. Character spacing -25. Autem vel eum iriure dolor in hendrerit in vulputate velit esse Printed 100% black. molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent. 5. Main text font style Molestie consequat, vel et accumsan et iusto odio dignissim qui New Baskerville Roman 14/18pt. blandit praesent delenit augue duis nulla facilisi. Hendrerit in New Baskerville Italic and Bold vulputate velit esse molestie consequat, vel illum dolore eu praesent. styles may be used for emphasis only. Prints 100% black.

2 Harrods Ltd, Knightsbridge, London, SW1X 7XL. Telephone: +44 (0)20 7893 1234 harrods.com 10 NOT TO SCALE 30 150 30 All dimensions are in millimetres Main contents Left margin Right margin Brand identity Help Introduction Email is a digital format that has replaced many guidelines The Harrods brand Stationery suite Basic elements Letterhead & Continuation traditional forms of communication. Despite its Typography Compliment slip & Business card convenient nature, content should be written Packaging Envelope Advertising Facsimile cover sheet to a high standard of grammar, succinct and Ticketing Email sign-off non-contentious. Every email must contain the Publications Labelling correct Harrods sign-off. Stationery On-line Partnerships Presentations

Dear (Name) Email sign-off It is good practice for Harrods’ staff to compose and sign off all their 1 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam emails in a consistent way. Every email should include the individuals nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam details, in the same order, as shown erat volutpat. on the left. Firstly the senders name and position within the business. Then, their direct telephone number Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper (DL) and direct Fax if they have one, the main switchboard number or suscipit lobortis nisl ut aliquip ex ea commodo consequat. that of the departmental secretary. Finally, their correct Harrods email address. Two line spaces are left Yours sincerely, before the disclaimer appears.

2 Firstname Surname 1. Body copy Set in Arial Regular 10pt., Job Title colour black. Harrods 2. Name and Title One line space between end of letter 3 DL: 020 7225 1234 and name. Set in Arial Regular 10pt., colour black. T: 020 7730 1234 F: 020 7225 4321 3. Contact details E: [email protected] One line space between end of title and contact details. Set in Arial Regular 10pt., colour black.

This message has been sent via the Internet. Internet communications are not secure against interception or modification. Harrods Ltd therefore can not guarantee that this message has not been modified in transit. NB: This disclaimer is automatically This message and any files transmitted with it are confidential and added to every email that leaves our intended solely for the use of the addressee. If you have received this server. The user is therefore not message in error please notify the sender and destroy your copies of the required to add this information when writing an email. message and any attached files. Harrods Limited Registered in London Company Number 30209 Registered Office: 87-135 Brompton Road Knightsbridge London SW1X 7XL

Main contents Brand identity Help Introduction guidelines The Harrods brand Home page Basic elements Landing pages Typography On-line colours Packaging On-line fonts Advertising Ticketing Publications Labelling Stationery On-line Partnerships Presentations On-line

Harrods is a shopping experience. Every sense is fully engaged by its range, choice and sheer glamour. The internet brings new opportunities and new customers wanting to explore Harrods in a different way. Our brand identity is a major resource in successfully recreating the Harrods experience on-line.

Main contents Brand identity Help Introduction The Harrods.com home page sets the style for the guidelines The Harrods brand Home page Basic elements Landing pages whole site. It must reassure, inform and seduce. Typography On-line colours The Harrods brand identity – basic elements Packaging On-line fonts Advertising and typography – should be very much in Ticketing evidence, the navigation system simple and easy Publications Labelling to use and the content persuasive and seductive. Stationery Please see the Basic elements section for help On-line Partnerships with positioning and scaling the core elements. Presentations

Although the messages on the home page are continuously updated there are some key elements that must remain constant if the brand integrity is to be maintained. The green identification band carrying the Harrods logotype should remain fixed. The style of the menu bars should adhere to the Brand identity guidelines. They should be a stable element of the page design. Main contents Brand identity Help Introduction The Harrods.com landing pages should follow guidelines The Harrods brand Home page Basic elements Landing pages the style set by the home page, with the elements Typography On-line colours of the brand identity used in clear, consistent Packaging On-line fonts Advertising and stable formats. Always use corporate Ticketing typefaces where possible unless a promotional Publications Labelling campaign specifically requires a different Stationery typographic treatment. On-line Partnerships Presentations

The two landing page examples left show how New Baskerville and News Gothic should be used for headlines and headings, and enforce our core identity.

Main contents Brand identity Help Introduction Primary graphic and typographic elements such guidelines The Harrods brand Home page Basic elements Landing pages as menus, navigation bars and headlines should Typography On-line colours always use the core Harrods colour palette Packaging On-line fonts Advertising where possible, as shown here. RGB colour Ticketing references are provided to help you achieve Publications Labelling accurate colour matching in on-line applications. Stationery On-line Partnerships Presentations

Harrods Green RGB: R58 G75 B1 HEX: 3A4B01

Harrods Gold RGB: R131 G127 B68 HEX: 837F44

Harrods White RGB: R255 G255 B255 HEX: FFFFFF

Harrods Silver Please do not attempt to visually may result in variations in RGB: R131 G127 B119 colour match from print-outs or colour shade. For accurate colour HEX: 837F77 on-screen colours, as printing matching use the RGB references conditions and screen resolution shown to the right hand side. Harrods Black RGB: R0 G0 B0 HEX: 000000

Main contents Brand identity Help Introduction Wherever possible, the two Harrods corporate guidelines The Harrods brand Home page Basic elements Landing pages typefaces, New Baskerville and News Gothic, Typography On-line colours should be used for Harrods on-line applications. Packaging On-line fonts Advertising The Arial typeface family is also acceptable for Ticketing small text and body copy within digital medium. Publications Labelling Stationery On-line Partnerships Presentations

New Baskerville This is our primary typeface. Within screen applications it ABCDEFGHIJKLMNOPQRSTUVWXYZ should be used for headlines, headings and large text. abcdefghijklmnopqrstuvwxyz 0123456789

News Gothic This is our secondary typeface. For screen applications it is ABCDEFGHIJKLMNOPQRSTUVWXYZ reserved for small titles and secondary headlines. abcdefghijklmnopqrstuvwxyz 0123456789

Arial Regular/Italic Arial Bold/Bold Italic This is NOT a corporate font. Arial Regular This is NOT a corporate font, Arial Bold It is only used on screen however, in certain circumstances applications and only for it can be used for on-screen body copy or small texts. applications. Arial Bold/Italic Arial Italic is reserved purely to Arial Italic can be used for headlines or Arial Bold Italic provide emphasis in body copy, to emphasise body copy in or for captions to pictures this instance. and illustrations.

Main contents Brand identity Help Introduction guidelines The Harrods brand Categories Basic elements Relationship Typography Logotype usage Packaging Logotype position Advertising Promotional co-branding Ticketing Logotypes in close proximity Publications Harrods logo & multiple partners Labelling Stationery On-line Partnerships Presentations Partnerships

NB: All partnership brand marks Harrods is home to the most exciting luxury must be agreed with a Brand Guardian prior to their use. Their application must also conform strictly to the guidelines brands in the world. We value these unique outlined in this section. relationships, and as our business develops, so do new strategic partnerships. With shared interests, mutually beneficial promotions are the lifeblood of any retail business. This section explains how to use the Harrods brand identity to create effective, co-branded communications that will help us to build better business relationships.

Main contents Brand identity Help Introduction Strong partnerships help Harrods remain guidelines The Harrods brand Categories Basic elements Relationship a leader and innovator, continually bringing Typography Logotype usage new experiences and products to customers. Packaging Logotype position Advertising Promotional co-branding This section shows how to make the Harrods Ticketing Logotypes in close proximity brand identity work effectively in co-branded Publications Harrods logo & multiple partners Labelling communications, including sponsorship and Stationery promotion involving more than one partner. On-line Partnerships Presentations

Joint promotions Sponsorship

Fashion in Sport Victoria & Albert Museum 17-24 August 2006 Ticket hot-line 0207 321 4567

Main contents Brand identity Help Introduction The nature of our relationship with partners guidelines The Harrods brand Categories Basic elements Relationship sometimes requires explanation. This can be Typography Logotype usage clearly and simply communicated by attaching a Packaging Logotype position Advertising Promotional co-branding brief descriptor below the Harrods logotype. Ticketing Logotypes in close proximity This must always appear in a fixed size, style and Publications Harrods logo & multiple partners Labelling relationship to the logotype and never in a way Stationery that compromises it. On-line Partnerships Presentations

Preferred Partner Preferred Partner

0.25H 0.15H Official Sponsor 0.1H

Exclusively Exclusively

The descriptor appears in a fixed The Harrods logotype and Never mix colours, even corporate relationship with the Harrods descriptor always appear in the ones. Never change the descriptor logotype. It is set in New same colour. Only approved colour style, size or position, nor add Baskerville Bold Italic. combinations are permissible. further elements or create new or These can be found in the relevant unapproved descriptors. sections of these guidelines. Main contents Brand identity Help Introduction When the Harrods logotype is used alone or guidelines The Harrods brand Categories Basic elements Relationship with a descriptor, it is critical that the clear zone Typography Logotype usage around them is fully observed. This ensures Packaging Logotype position Advertising Promotional co-branding they always appear in a clear and balanced Ticketing Logotypes in close proximity relationship. Find out more in the Basic Publications Harrods logo & multiple partners Labelling elements section. Stationery On-line Partnerships Presentations

0.5H 0.5H

H H

Official Sponsor 0.5H

0.5H 0.5H 0.5H

0.5H 0.5H

An invisible clear zone protects the Remember, this is the minimum Harrods logotype and descriptor. recommended clear zone area and The size of the zone is determined more space around the elements by the height of the ‘H’ of the Harrods will always aid visibility. (as a unit of measurement H). Main contents Brand identity Help Introduction The Harrods logotype can appear in almost any guidelines The Harrods brand Categories Basic elements Relationship position in relation to another brand name or Typography Logotype usage logo. Here are just a few examples and please Packaging Logotype position Advertising Promotional co-branding refer to the Basic elements section for more Ticketing Logotypes in close proximity information about positioning the Harrods Publications Harrods logo & multiple partners Labelling logotype correctly. Stationery On-line Partnerships Presentations

Logo Logo Logo

0.5H 0.5H Preferred Partner 0.5H

Official Sponsor 0.5H 0.5H Logo Logo Logo

0.5H

The Harrods logotype appears in the most appropriate alignment NB: When using a descriptor with a variety of positions depending from above. the logotype make sure that the upon the application type. Also ensure that the two brand minimum clear zone is still used. Therefore, when aligning other marks are visually equal in size. brand marks with our’s please ensure that the Harrods logotype is Main contents correctly positioned. Then choose Brand identity Help Introduction Joint promotions with our partner brands are guidelines The Harrods brand Categories Basic elements Relationship an important part of our marketing activity. Typography Logotype usage The Harrods identity must work with those of Packaging Logotype position Advertising Promotional co-branding its partners in a variety of media and formats. Ticketing Logotypes in close proximity To avoid conflict and achieve harmony, Publications Harrods logo & multiple partners Labelling here are some solutions for a range of Stationery different applications. On-line Partnerships Presentations

Wherever possible the two brand Please refer to the Brand identity marks should be kept well apart. guidelines for more information. The size and exact position of the Harrods logotype will depend upon the application type. Main contents Brand identity Help Introduction When formats are small or space is limited, the guidelines The Harrods brand Categories Basic elements Relationship Harrods logotype may appear in close proximity Typography Logotype usage to that of a partner. Always ensure the two Packaging Logotype position Advertising Promotional co-branding logotypes are balanced and follow our Ticketing Logotypes in close proximity guidelines for setting the invisible clear zone Publications Harrods logo & multiple partners Labelling around the Harrods logotype. See the Basic Stationery elements section for more help. On-line Partnerships Presentations

When another logo needs to appear Please refer to the Brand identity in close proximity to the Harrods guidelines for more information. logotype, our logotype should always be positioned closer to the format edge. Their size and exact position will depend upon the Main contents application type. Brand identity Help Introduction The Harrods logotype often appears as a joint guidelines The Harrods brand Categories Basic elements Relationship sponsor of events or promotions with more than Typography Logotype usage one other partner. These few simple rules are Packaging Logotype position Advertising Promotional co-branding designed to protect the Harrods logotype and to Ticketing Logotypes in close proximity ensure it always appears in an appropriate size, Publications Harrods logo & multiple partners Labelling position and space. Stationery On-line Partnerships Presentations

Official Sponsor Minimum Minimum 0.5H 0.5H Official Sponsor Official Sponsor H

Official Sponsor Minimum Minimum 0.5H 0.5H

Official Sponsor

Minimum Minimum 0.5H 0.5H

When the Harrods logotype The preferred alignment is centred The Harrods logotype must always in Harrods Black or Green. /descriptor is used by a third party, both vertically and horizontally, appear in one of our corporate On dark backgrounds the use of partners or sponsors always insist although ranged left or right is also colours which should be chosen the logotype/descriptor in white is that the clear zone around it is permissable, particularly where the to provide maximum legibility. recommended. Try to ensure that respected. layout style dictates. Always use On light backgrounds that interfere the area of the image where the the optical rather than geometric with the visibility of the Harrods logotype is placed is not too busy Main contents centre when positioning the marks. logotype/descriptor it should appear and of a consistent tone. Brand identity Help Introduction guidelines The Harrods brand PowerPoint® templates Basic elements Colour palette Typography Packaging Advertising Ticketing Publications Labelling Stationery On-line Partnerships Presentations Presentations

Main contents Brand identity Help Introduction guidelines The Harrods brand PowerPoint® templates Basic elements Colour palette Typography Packaging Advertising Ticketing Publications Labelling Stationery On-line Partnerships Presentations

Harrods staff communicate with suppliers, consultants and other businesses extensively and on a regular basis. How we compose our presentations is as important as the letters we write and the emails we send to them. Each must convey professionalism and integrity, and be on-brand as if it were communicating with a retail customer.

Main contents Brand identity Help Introduction Our PowerPoint® templates follow a similar guidelines The Harrods brand PowerPoint® templates 1, 2, 3 Basic elements Colour palette style to other literature (except the font). Typography They not only reinforce our identity but Packaging Advertising help the individual to make concise, Ticketing engaging presentations. Publications Labelling Stationery On-line Partnerships Presentations

1. Presentation title slide 2. Contents slide 1. Presentation title slide 2. Contents slide This slide, together with the end This slide, together with the section slide, use the Harrods Green as a divider slides, use the Harrods background colour. The Harrods Black as a background colour. Contents in 30pt Arial Main Title 40pt Arial Regular logotype appears in Harrods Gold. The contents appear in white as Secondary title 30pt Arial Regular Introduction et al Titles should be short and succinct. indicated. No images or other text Highlights nunummy No images or other text must must appear on this slide. Opportunities appear on this slide. Text/boxes Text/boxes must not be resized or must not be resized or the the template layout re-arranged. Lorem Ipsum dolor template layout re-arranged. Next Steps

Prepared by: Name 12pt Arial Regular Date 1 April 2007 (12pt Arial Regular)

3. Section divider slides 4. End slide 3. Section divider slides 4. End slide These slides help to navigate the This slide provides a consistent way viewer through the presentation of terminating slide presentations. Contents in 30pt Arial content. They are identified by their Together with the first slide it uses Thank you black background and for this a Harrods Green background. Introduction et al reason this colour should be used For this reason this colour Section divider highlighted sparingly on other slides. The background should be used Opportunities current section text is highlighted in sparingly on other slides. Lorem Ipsum dolor white with all other section names in Harrods Silver. Section titles Next Steps should be short and succinct. No images or other text must appear on this slide or any of the text boxes re-arranged. Brand identity Help Introduction Text slides all share a common white guidelines The Harrods brand PowerPoint® templates 1, 2, 3 Basic elements Colour palette background. A variety of text layout options Typography appear in the template to allow for varying Packaging Advertising amounts of copy and information. As a general Ticketing rule however texts should be kept short and Publications Labelling to the point. Stationery On-line Partnerships Presentations

1. One column slide 2. Two column text slide 1. One column text slide 2. Two column text slide All text slides use a white This slide allows for two columns of Heading in Arial Title Case 30pt Heading in Arial Title Case 30pt background. Headings and text, useful for comparison texts or sub-headings are styled as listings. The graphic style follows indicated and are in the Harrods that of the one column text slide. Where a paragraph or phrase is required, SUB-HEADS IN CAPS. SAME SIZE AS TEXT Gold with other text in Harrods use Arial 20pt, 24pt or30pt in Harrods Green Where a paragraph or Where a paragraph or Green. Texts should be short and with normal line spacing. Use Arial Italic for phrase is required, use phrase is required, use succinct. Text/boxes must not be emphasis where required. Try not to make Arial 20pt, 24pt or 30pt in Arial 20pt, 24pt or 30pt in resized or the template layout Harrods Green with Harrods Green with text too long and if necessary continue on re-arranged. Images should also normal line spacing. normal line spacing. not be used on this slide type. another slide.

3. Word/phrase slide 4. Bullet slide 3. Word/phrase slides 4. Bullet slide Words, phrases and numbers can This slide allows the listing of Heading in Arial Title Case 30pt be made more memorable by words or short phrases in one or appearing in isolation within a two columns. The corporate colours presentation. They should always can be used to differentiate texts YES NO be set in Arial, in one of the between or even within columns. 20, 24 or 30pt Lorem corporate colours. British Arial Regular Ipsum Et al Vidi Dolor Sit Valorum Amet

Main contents Brand identity Help Introduction The most engaging presentations often contain guidelines The Harrods brand PowerPoint® templates 1, 2, 3 Basic elements Colour palette graphic images to reinforce the message. We Typography have a number of ways of dealing with images Packaging Advertising depending upon their size and style. Ticketing Publications Labelling Stationery On-line Partnerships Presentations

1. Graphs and charts 2. Image slides 1. Graphs and charts 2. Image slide Statistical information can be Image slides can appear with Title in Harrods Gold Arial 30pt Title in Harrods Gold Arial 30pt provided in a number of ways. text, on a white background Secondary title in 24pt Harrods Silver Secondary title in 24pt Harrods Silver For these variations to have some using the two column image

25 cohesion and reflect our identity a and text template. Where a paragraph or number of simple rules must be 20 phrase is required, use followed. All graph and chart slides Arial 20pt, 24pt or 30pt in 15 must use a white background. The Harrods Green with Harrods colour palette must be 10 normal line spacing. used in the order indicated; 5 AXIS TITLES IN CAPITALS Harrods Green, Gold, White, Silver

0 and Black. If more colours are Arial Reg. 12-16pt Harrods Silver Use colour palette Consecteteur required tints or lighter shades of AXIS TITLES IN CAPITALS this palette may be used.

Caption for title/date or other information 10pt Arial Regular

Title Arial 30pt Title Arial 30pt

Arial Reg. 12-16pt

Where a paragraph or phrase is required, use Arial 20pt, 24pt or 30pt in Harrods Green with normal line spacing. Arial Reg. 12-16pt

Arial Reg. 12-16pt Arial Reg. 12-16pt

Arial Reg. 12-16pt

Main contents Brand identity Help Introduction The PowerPoint® templates already carry the guidelines The Harrods brand PowerPoint® templates Basic elements Colour palette core Harrods colour palette built in. Below are Typography the RGB colours for your reference to create Packaging Advertising elements outside of the program. Ticketing Publications Labelling Stationery On-line Partnerships Presentations

Harrods Green RGB: R58 G75 B1 HEX: 3A4B01

Harrods Gold RGB: R131 G127 B68 HEX: 837F44

Harrods White RGB: R255 G255 B255 HEX: FFFFFF

Main contents