brand book everything you need to know welcome Welcome to the Mothercare brand guidelines. This document contains all you need to know about how the Mothercare brand should be used across all channels, for all marketing materials, point of sale and product packaging ensuring it remains consistent throughout. Using our brand correctly is extremely important to us so we ask that the guide is always referred and adhered to. We hope you enjoy getting to know our brand better. The Mothercare Brand Team about our brand section 2 section 1 our attributes about us 50 years of parenting inspiration personality what makes a brand iconic our brand’s character our company values the facts what’s important to our brand our group values essence gurgle the heart and soul of our brand Save the Children tag lines our partners & projects our services being responsible design essence our customer profile and demographics brand guidelines logo exclusion zone section 3 colour palette base palette promotional palette typeface in store point of sale mothercare.com web colour palette base palette promotional palette website common colours & gradients tabs banner cropping & size examples icons tone of voice body copy headlines cultural aspects imagery advertising using photography lifestyle & cut out exterior signage fascia highstreet window graphics section 1 about us inspiration ...is all about Mothercare and our group of When Selim Zilkha set up Mothercare in 1961 his aim was to build a business that catered for all companies, giving you an insight into our past, our parents needs whilst inspire them. Our identity is therefore a true reflection of what he set out to thoughts on what we need to accomplish in the create, an iconic brand that captures the essence of parenting. The things that are important to the making life easier for parents are in turn important to us: future and a vision of how we as a company simplicity, ease, practicality inclusive, informality, universal inspiration, energy, creativity intend to achieve it. Details of our partners & projects and group values are also highlighted As an iconic brand we need to elevate Mothercare, underlining the quality, range, specialist knowledge and service that deliver exceptional value at competitive prices. To convince and explained. parents to buy in to Mothercare beyond pregnancy and browsing and to set Mothercare apart as the definitive specialists amongst generalist competitors. Icons are all about love. They reflect our collective spirit, keeping our culture alive and enriching it all the time. They represent the things that are timeless and enduring - what we hold dear. Their role is to nurture, inspire and unite us. our company the facts 200 + stores UK what makes a brand iconic? 1000 + stores in 55 countries worldwide multi channel retailer – stores, online, catalogue and mail order 1. It is instantly recognisable 2. It leads not follows mothercare awards 3. It’s always appropriate, never out of style 4. It associates with other icons 5. it uses its history as an asset 6. It constantly reinvents itself to stay relevant Silver - Innovative Product - Steriliser bottle Bronze - Manual Breast Pump - Manual Breast Pump Bronze - Safety gate - Easy 7. It reflects the lifestyle of a lot of different people Close Décor Safety Gate Silver - Safety Gate - Easy Close White Wood Safety Gate 8. It stands for something greater than the product Toddler Toy Best Buy & Best Value - Early Learning Centre Toy Shop Best Buy - Early Learning Centre Baby Sling / Carrier Best Value - Mothercare First Pram / Pushchair Best Value - 9. It makes an emotional connection Mothercare Family Friendly Retailer Best Buy - Mothercare Travel Cot Best Value - Mothercare 10. It can move people beyond loyalty to love Changing Bag Best Value - Mothercare Reusable Nappy Best Value Mothercare Moses basket / Crib Best Buy - Mothercare Cot / Cot Bed Best Value - Mothercare. Wooden Activity Cube Please see over pageage for European detailail China Morocco Syria Kuwait Pakistan Lebanon Iraq Taiwan Jordan Egypt Egyp Hong Kong Saudi India (JV and SSL) Arabia United Arab Emirates Philippines Malaysia Panama (opening 2012) Bahrain Thailand Qatar Brunei Nigeria Oman Venezuela (opening 2012) Colombia (opening 2012) Singapore Indonesia Chile (opening late 2011 and 2012) Australia Southth AfricAfricaa where are we in the world? Key Country Mothercare and ELC stores New Zealand founded in 1961 mothercare has grown into a successful global specialist our group values our partners & projects Our group values talk about the way we like everyone in our group of companies to approach everything they do at work. They’ve been inspired by our history and how we have evolved over the past 50 years. If everyone uses all of these values in their approach to work every day, we’ll really be able to add to the success and excellent reputation and achieve our goals. keep it simple Challenge complexity - things should be easy to use and easy to do. build trust Be honest , informative and always listen. ensure quality Work hard to ensure quality and safety. being responsible stick together Share the good times. Help throughout the bad times. We aspire to be involved with businesses which respect and seek to improve human rights, the environment and the communities in think fresh which we operate. As such, we will endeavour to treat everyone Fresh ideas. Fresh approach. Great results. with respect, act in an environmentally friendly way and continue grow with us to contribute to the wider community on all possible levels. Adapt to change and grow for the future. about our brand section 2 ...is all about the Mothercare brand, highlighting the core aspects of what our brand is built on, what our mission is and how we plan to accomplish our goal. our attributes since 1961 we have: become one of the worlds’ most recognised parenting brand been at the forefront in changing people’s lives with innovative product design and helping give expert advice to millions of parents years of parenting 1961-2011 created a group of companies that strive for excellence and are trusted for our commitment to authenticity and quality in everything we do The first Mothercare store opened its doors in Kingston, Surrey, on 19th September, 1961. Fast forward 50 years and we are the From the beginning we’ve offered number one specialist parenting retailer worldwide. how mums-to-be expert advice on pregnancy 60’s60’s and birth. In that respect the 60’s were no 70’s things different to today. But how times have have changed! Here are some of the tips that made us smile from our very first changed catalogue in 1962. 80’s Pregnancy is no time for boredom! You’ll Men soon get expert at changing have a lot of preparations to do – and a nappy and bathing a baby – 90’s plenty of knitting. and rather enjoy it! An occasional glass of sherry is permitted, but 20112011 fruit juices are very fashionable and much better for you. Having a baby isn’t an illness. When you are pregnant there is no reason why you should not do all your housework! When your baby is born your husband Don’t listen to old wives’ tales. will be allowed to see you for a few This is where your husband minutes and have a quick peep at the can come in useful. It is up to newborn. him to change the subject. this is our story... Mothercare was born when the 60’s were just Mothercare’s vision was to bring starting to swing. Founded as the UK’s only high down the cost of having a baby in the 60’s street retailer dedicated to catering for and the early years were parents-to-be and their children, the brand still dominated by finding ways of holds that unique position today. developing new and innovative products to support that promise. The first Mothercare store opened it’s doors in Kingston, Surrey, on 19th September, 1961. Initially Founder Selim Zilkha said in focused on maternity products, the brand 1966: “Our policy is to give Our stormhoods went down, well, a storm! quickly expanded to cater for children up to the the mother the best age of five. Massive changes were taking place possible value by passing Kids watched the in society, with the old pre-war conceptions on to her the benefit of Magic Roundabout... swept away for a brave new world and our large scale buying… the ‘white heat’ of technological advances. the greatest difficulty with the development of new The concept of the modern family was being products is to find created; the advent of the contraceptive pill manufacturers enthusiastic Our babywear was pratical was providing women with greater freedom of and efficient enough to and warm from the very start choice and those born in the wartime baby interpret our ideas. We boom were beginning to have children of their feel that we’ve had a own. Hair was long, hem lines were short and good week if we find the whole country was enjoying the post-war one good new economic high promised by Prime Minister manufacturer.” Harold Macmillan. Maternity wear as featured in our Autumn Winter catalogue in 1968. Gloves essential! Below: How Mothercare stores looked in the 60’s and our very first catalogue, published in 1962 If the previous decade saw Mothercare take its first infant steps, the 70’s was all about growing up. in the 70’s Pushchair design moved on. Bonnet design stayed put Mothercare started the 70’s with 123 UK stores and Later that decade, the ‘winter of discontent’ saw ended the decade with 366. Politically, it was a time more public sector strikes – rubbish went of upheaval.