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 Main contents Brand identity Help Introduction This document has been optimised for use with guidelines The Harrods brand How to use these guidelines Basic elements Main contents Adobe® Acrobat® (version levels 5 and Typography Logotype artworks upwards). To download the latest free Adobe® Packaging Advertising Reader® software, click on the ‘Get Adobe Ticketing Reader’ button displayed on the Adobe Home Publications Labelling page (www.adobe.com). Stationery On-line Partnerships Presentations Adobe® Acrobat® Navigation bar A B C D E F G Navigation controls Full Screen mode The navigation controls in the Click the Full Screen button in the status bar at the bottom of the lower left corner of the document window provide a quick way to window (Windows only, CMND+L navigate through the document for Mac OS), pressing Enter, Return (see above). or the Cursor keys to page through document. The contents-based A First page button navigation, which appears as a list B Previous page button throughout the document, works in C Current page both Standard view and Full Screen D Next page button mode. To exit Full Screen mode E Last page button press ‘Esc’ or press CTRL+L F Go to previous view button (Windows) or CMND+L (Mac OS). G Go to next view button 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 The Harrods 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 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 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