Couture International 1

Couture International 1

2 

Couture International

Introduction 

These guidelines help Couture International to build a strong brand, 

which represents who we are and communicates what is unique about 

our brand’s identity. Therefore, as guardians of the Couture brand, 

we must all know how to promote and use its strength in order to 

reinforce: our unique business model; our products and services; 

the integrity of our people; enduring relationships with our partners 

and prospective partners; as well as those we wish to attract to our 

team; and invest in our company. Please follow the guidelines in this 

document with care and respect for a valuable asset: our brand. 

Mary Clarkson 

V.P. Marketing 

Couture International 


4 


Contents 

Contents 

Basic Elements 

Stationery 

Publication system 

Roll-Out Items 

The Brand 

1.1 Couture International logo 

1.2 Preferred logo sizes 

1.3 Clear space 

1.4 logo reproduction versions 

1.5 Couture International brand colors 

1.6 Background color control 

1.7 Incorrect logo uses 

1.8 Couture International typefaces 

1.9 Master artwork 

2.1 Letterhead 

2.2 Business card 

2.3 Envelope 

2.4 Fax Cover 

2.5 Purchase Order 

3.1 Introduction 

3.2 Approach to Photography 

3.3 Approach to Publications 

3.4 Brochure – Slim Jim 

3.5 Product sample folder 

3.6 Print advertising 

3.7 Sales leaflet mailer 

3.8 Promotional Quarterly Newsletter 

4.1 Casual clothing 

4.2 Vehicle decals 

4.5 Vehicle decal application 



The Brand 

The following guidelines describe the basic elements of the Couture 

brand identity and provide detailed examples of its application. 

The correct application of the basic elements is essential to maintain 

the integrity of the Couture logo and brand identity. 

Consequently, these guidelines must be followed closely as any 

deviation will weaken the overall brand image. These guidelines have 

been divided into four sections, each dealing with specific elements 

of the identity from basic elements to signage. They are intended for 

use by the organization as a whole, and by graphic designers, 

agencies and other outside consultants or manufacturers who have 

responsibility for design, creation or production of any item that 

is associated with Couture International. 

If you require any further advice or assistance regarding the use of the 

Couture brand identity, please contact the Marketing Department at 

Couture International. 

Couture Brand Promise 

A brand is more than just a name and a logo. It’s a promise. 

The things that make Couture different are reflected in our brand 

promise. It’s a promise of a certain type of experience that people 

will have whenever they come into contact with us. 


8 


Basic Elements 

1.1 The Mark 

1.2 Preferred logo sizes 

1.3 Guidelines for use 

1.4 Couture brand colors 

1.5 Background color control 

1.6 Incorrect logo uses 

1.7 Incorrect background uses 

1.8 Couture typefaces 


The Mark 

Logo 

The Couture International wordmark is the 

logo used within our visual system and is 

available for all customer communications. 

The Couture logo is comprised of both the 

custom-crafted Couture logotype and the 

threaded needle symbol. 

The relationship between these elements has 

been established and the appropriate usage 

is fixed as illustrated. They must never be 

altered or modified in any way. 

COUTU RE 

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

10 


Master artwork 

Always use master artwork for reproduction. 

The Couture wordmark and symbols are 

available as master artwork from the Couture 

Marketing Department. 

Couture Wordmark: Arno Pro Light Display 

COUTURE 

Couture Symbol 


International Wordmark: Frutiger LT Std 45 


Guidelines 

Clear Space 

The Couture International logo should stand 

out from other graphic elements. In order 

to protect the integrity of the logo and 

ensure maximum impact, a clear space area 

has been defined. This space should be 

kept free of all type and graphic elements. 

Minimum clear space The minimum clear 

space is equal to the height of the capital 

“I” in the International part of the logo, 

as illustrated just below on this page. 

x 

Large format 

When a larger format 

Couture logo is required 

for display use, you may 

enlarge the master artwork 

to the required size. 

COUTURE 


x 

12 


Preferred Sizes 

The Couture logo is used in a variety of ways 

that will be discussed in further detail later 

in these guidelines. We use a limited number 

of fixed sizes shown here, to create a visual 

standard, minimize variation and coordinate 

printed material sign-off. 

Whenever possible, the Couture logo should 

be used at 4”, 3”, 1.75” or 1.5”, measured 

from the left edge of the symbol to the right 

edge of the letter ‘e’ in Couture. 

4” x 1.625” 

COUTU RE 


3” x 0.875” 

COUTURE 


1.75” x 0.5” 

COUTU RE 


Minimum Size 

1.5” x 0.375” 

COUTU RE 



One-Color Logo 

When it is not practical to use the full-color 

logo, due to printing or cost constraints, use 

the one-color logo. This version logo may be 

used in Couture red, gray or the PMS value 

for Uncoated Black. All one-color values are 

as specified in the list below. 

The one-color logo may also be reproduced 

in reversed white out on either a red, gray 

or black background. The full-color Couture 

logo (Couture red and gray) is the preferred 

reproduction version; it should be used 

whenever possible. 

PMS: 485U 

COUTU RE 


COUTURE 


PMS: 424U 

COUTU RE 


COUTU RE 


PMS: Black U 

COUTU RE 


COUTU RE 


14 


Two-Color Logo 

Use the two-color logo when your reproduction 

methods prohibit the use of the full-color or 

one-color logo. Also use the two-color logo for 

laser-printed documents and reproduction 

in newsprint. The two-color logo is also used for 

special finishes, such as etching and embossing. 

Preferred Version 

COUTU RE 


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Color 

Preferred Printing Method 

There are only two Couture International 

brand colors: Couture red and gray. 

Couture International colors play a very 

important role within the brand identity and 

help strengthen brand awareness. White 

also plays a key role. A white background 

enhances the vibrancy of our colors. 

Important note: 

Materials that are professionally printed, 

always strive to match colors to the spot colors 

listed here, using PANTONE® professional 

color chips and formula guides. Never match 

to the colors as they appear on your screen or 

color printouts since these may shift. 

Spot Color 

A printed color will vary in 

hue and density due to 

the surface it is printed 

on. To overcome this, 

use the preferred printing 

method of spot colors. 

These are specially mixed 

inks which are visually 

matched by the printer to 

the current edition of the 

PANTONE® formula guide 

printer edition C/U. 

Couture Gray 

(PANTONE® 424 C) 

Uncoated Paper 

(PANTONE® 424 U) 

Couture Red 

(PANTONE 485 C) 

Uncoated Paper 

(PANTONE 485 U) 

100% 

100% 

50% 

50% 

25% 

25% 

16 


It is vital that Couture colors look consistent 

from piece to piece and medium to medium. 

To help achieve this, color references are 

listed for printing spot colors (PANTONE®), 

printing process colors (CMYK), and for onscreen 

applications (RGB and Hex). 

Four-color process 

When printing is limited to 

four-color process, use the 

CMYK (cyan, magenta, 

yellow, black) percentage 

breakdowns shown here. 

Process colors should 

be visually matched to 

the current edition of the 

PANTONE PROCESS 

formula guide printer 

edition coated/uncoated. 

CMYK 

0 cyan 

0 magenta 

0 yellow 

65 black 

EUR CMYK 

23 cyan 

54 magenta 

59 yellow 

54 black 

CMYK 

11 cyan 

84 magenta 

73 yellow 

1 black 

EUR CMYK 

22 cyan 

61 magenta 

97 yellow 

2 black 

Screen applications 

Couture colors used onscreen 

should visually 

match as close as possible 

to printed Couture colors. 

Use the RGB (red, green, 

and blue) breakdown or 

Hex value indicated here 

for screen applications 

to minimize variation of 

colors, as screens will vary 

in hue across platforms. 

RGB 

118 cyan 

120 magenta 

123 yellow 

HEX 

#76787b 

RGB 

215 cyan 

79 magenta 

74 yellow 

HEX 

#d74f4a 


Logo Variations 

White background 

It is preferred that the full, one and two-color 

Couture logos are reproduced on a white 

background whenever possible to enhance 

the vibrancy of our colors and maximize the 

impact of the Couture logo. 

Solid color background 

The Couture logo may also be reversed white 

out of a Couture red, Couture gray or black 

background. Please refer to page 16 for color 

value specifications and formulas. 

When to Use? 

These four Couture 

logo variations offer 

a choice of usage 

when working on a 

white or light colored 

background. There is 

no preference of use 

within this category. 

COUTU RE 


COUTU RE 


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COUTU RE 


18 


Background image 

When positioning the Couture logo over a 

light background image, use the full-color 

logo (Couture red and gray). Make sure the 

background is uncluttered and that the logo 

has ‘room to breath.’ See below for an 

example on this page. The Couture logo may 

be reversed white out of a dark image. 

As mentioned above, look for an area of the 

image where the background is uncluttered 

and dark enough for the logo to stand out. 

If there is no desirable location of clear space 

within the image, use the Couture gray to 

create a space to work within. 

When to Use? 

The Couture logo will 

be used in combination 

with imagery very 

often. When the need 

arises, if the image is 

cluttered or dark, either 

reverse the logo out in 

white or place it on a 

Couture gray color field 

as shown to the right. 

COUTURE 


COUTU RE 



Incorrect Logo Usage 

This page illustrates some typical incorrect 

applications of the Couture logo on various 

backgrounds. For correct application of the 

Couture logo on a color background, please 

refer to page 16 for this section. 

1. The Couture logo 

colors have been 

transposed. 


typefaces have been 

transposed. 

3. Inappropriate use 

of logo elements. 


case can not change. 

5. Inappropriate twocolor 

logo. 


case can not change. 

COUTURE 


COUTURE 


COUTURE 


1. 2. 

Couture 


3. 4. 

COUTURE COUTURE 

I N T E R N A T I O N A L I n t e r n a t i o n a l 

5. 6. 

20 


7. The Couture logo is 

not to be placed on 

any type of pattern. 

8. The Couture logo type 

is wrong and is placed 

on a pattern. 

9. Appropriate brand 

colors are used in an 

inappropriate way. 


elements cannot be 

omitted or altered. 


case change. 

12. The Couture logo is 

not to be abbreviated. 

COUTU RE 


COUTU RE 


COUTURE 


7. 8. 

Couture 

9. 10. 

COUTU RE 


COUTURE 

11. 12. 


Typography 

Arno Pro Family 

These pages demonstrate the Couture 

typefaces as applied to both the Couture and 

International sections of the wordmark. 

Arno Pro Light Display and Frutiger 45 Light 

are the preferred weights; they should be 

used whenever possible. Arno Pro Roman, 

and Frutiger 65 Bold can also be used. 

When the Couture International wordmark is 

printed in a small size use the bold respective 

type family. The Couture portion of the 

wordmark should always appear in Arno Pro 

family while the International portion of the 

wordmark is correctly respresented by using 

the Frutiger family of typefaces. 

Arno Pro 

Light Display 

Light Italic Display 

Caption 

Display 

Regular 

SmText 

Subhead 

Italic 

Italic Caption 

Italic Display 

Italic SmText 

Italic Subhead 

Semibold 

Semibold Caption 

Semibold Display 

Semibold SmText 

Semibold Subhead 

Semibold Italic 

Semibold Italic Caption 

Semibold Italic Display 

Semibold Italic SmText 

Semibold Italic Subhead 

Bold 

Bold Caption 

Bold Display 

Bold SmText 

Bold Subhead 

Bold Italic 

Bold Italic Caption 

Bold Italic Display 

Bold Italic SmText 

Bold Italic Subhead 

22 


Frutiger Family 

The two Couture wordmarks can be shown 

in Couture red, gray, black or reversed out 

white. For Couture colors, please refer that 

earlier section of this manual. 

Frutiger LT STd 

Light Condensed 

Condensed 

Bold Condensed 

Black Condensed 

Extra Black Condensed 

Light 

Light Italic 

Roman 

Italic 

Bold 

Bold Italic 

Black 

Black Italic 

Ultra Black 


Primary typeface 

Arno Pro Light Display is the primary Couture 

typeface. It was chosen for its proportions, 

refinement and delicacy. This typeface adds 

a touch of classical elegance to the brand. 

It is an essential element of the brand identity 

and should be used for all published materials 

under the Couture brand. 

Consistent use of the primary typeface is very 

important and strengthens brand awareness. 

Use the different weights illustrated here 

to create different distinctions in text when 

it is necessary for the overall design. 

Arno Pro Light Display 

A B C D E F G H I J K L M 

N O P Q R S T U V W X Y Z 

a b c d e f g h i j k l m n o p q r s t u v 

w x y z 1 2 3 4 5 6 7 8 9 0 . ! @ # $ % 

24 


Secondary typeface 

Frutiger is the secondary Couture typeface 

and may be used for an additional tone. 

It has been chosen for its flexibility, elegance, 

contemporary and clean appearance, which 

makes it legible across all media. 

Frutiger LT STd 

A B C D E F G H I J K L M 

N O P Q R S T U V W X Y Z 

a b c d e f g h j k l m n o p q r s t 

w x y z 1 2 3 4 5 6 7 8 9 0 . ! @ # 


Logo File Formats 

File Format 

Master artwork is in vector format (Adobe 

Illustrator EPS) which may be scaled up or 

down to a desired size without limiting 

the image quality. For ease of reproduction 

each Couture logo file is provided. 

The four color options for use on a white 

background are the 4-color, black-and-white, 

Couture gray and black. 

File Format Tip: 

All files are available 

in vector format and 

are named as follows 

with the appropriate 

extension 

COUTU RE 


COUTU RE 


CI_4c.eps 

CI_bw.eps 

COUTU RE 


CI_gs.eps 

COUTU RE 


CI_blk.eps 

26 


Background Color Options 

There are three preferred background color 

versions of the Couture logo. All available 

master artwork is supplied in different color 

formats: spot color, four-color process, RGB 

for on-screen use and black. 

Master artwork is in vector format (Adobe 

Illustrator EPS) which may be scaled up or 

down to a desired size without compromising 

image quality. 

Important note: 

When printing in 

four-color process 

in Europe, use the 

EURO breakdown 

version of the master 

artwork. 

COUTU RE 


CI_gback.eps 

COUTU RE 


CI_rback.eps 

COUTU RE 


CI_blk.eps 


28 


Stationery 

3.1 Templates 

3.2 Typesetting 

3.2 Forms 


Samples 

Letterhead 

The Couture letterhead is clean and simple. 

The full-color logo (Couture red and gray) is 

positioned on the top right corner and the 

address block is aligned with it on the bottom 

right of the page. 

The placement of the logo is flush left and 

measures two and one-half inches from 

the right edge of the page. The top margin 

measures three quarters of an inch and the 

bottom measures one-half. 

Paper 

Conqueror CX22, 

brilliant white, 110gsm 

or use a similar smooth, 

bright white stock. 

COUTURE 


Couture International Inc. 

2489 Peachtree Industrial 

Atlanta, GA 30316 

1.800.435.8787 p 

404.765.2901 f 

coutureinternational.com 

30 


Envelope 

The outer margin here is one-half inch all the 

way around. The Couture logo and address 

block are both left aligned and the later is 

top-aligned with the mid-point. 

COUTURE 





COUTU RE 


Mary Clarkson 

Vice President 




1.800.435.8787 p 

404.765.2901 f 

mclarkson@coutureinc.com 



Templates 

Letterhead 

The templates provided for all Couture 

International offices include the letterhead, 

envelope and business card designs. 

Resident graphic designers or art directors 

can then design and deliver in-house. 

The following section describes appropriate 

type specifications for these publications in 

order to ensure brand consistency. 

2.5 “ 

Format 

US Letter: 8.5” x 11” 

Type specifications 

Address, telephone and 

URL: Frutiger 45 Light, 

7/9pt leading. 

COUTURE 


0.75“ 




1.800.435.8787 p 

404.765.2901 f 


0.5 “ 

32 


Envelope 

The Couture International envelope should 

be used for all external communications 

aside from the quarterly style catalog. These 

will be provided pre-addressed so as to be 

produced in-house as needed. 

Business Card 

All business cards should be requested inhouse 

as well. The card template is stamped 

with the Couture logo and the type specs 

are shown below. 

0.5 “ 

COUTURE 

0.5 “ 





Envelope Format 

9.5” x 4.125” 





Business Card Format 

3.5” x 2” 


Name and title: Arno 

Pro Display Light, 

10/10pt. leading. 




COUTURE 


Mary Clarkson 





1.800.435.8787 p 

404.765.2901 f 

mclarkson@coutureinc.com 


0.25 “ 

1.75 “ 


Typing 

Letterhead 

When typesetting any communication on the 

Couture letterhead it is important to define 

the margins before starting. The left margin 

should be one and one-half inches and the 

right margin is one inch. 

The top margin is one and three quarters of 

an inch while the baseline lies one-half inch 

from the bottom of the page. No text should 

drop below this baseline for any reason. 

1.5 “ 

Format 



Letter date, addressee 

and body copy: Arno Pro 

Regular, 11/13pt. leading. 

Spacing 

Single spacing is best 

within the address block 

and body copy of the 

letter. Use spacing to 

separate between 

paragraphs and the 

headings and closing. 

March 3, 2009 

Mr. Josh Williams 

Senior Buyer 

Target Corporation 

4582 Industrial Blvd. 

Minneapolis, MN 34523 

Dear Mr. Smith 

Thank you for the order that you have placed for the full team kit. We wish to confirm that the 

order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and 

12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order 

will be approximately 3 weeks from the date of this letter, however please be aware that we have 

experienced a slight delay on recent similar orders and there is a possibility that the order may 

take an additional 2 weeks beyond the expected date. 













We can confirm that you will be invoiced for the full amount of $195 plus VAT after the order has 

been received. Once again we thank you for your custom and should there be any problems with 

your oder then please do not hesitate to contact me during office hours. 

Yours sincerely, 

COUTURE 


1.75“ 

Mary Clarkson 





1.800.435.8787 p 

404.765.2901 f 


0.5 “ 

34 


Envelope 

The address block should hang from the 

same central line as the pre-printed Couture 

address, two inches and one eighth from the 

top. The left margin is four inches and one 

eighth from the left, centering the address. 

4.25 “ 

COUTURE 





Mr. Josh Williams 

Senior Buyer 

Target Corporation 

4582 Industrial Blvd. 

Minneapolis, MN 34523 

2.125 “ 

Envelope Format 

9.5” x 4.125” 


Receiving name and address: 

Arno Pro Regular, 

11/13pt. leading. 


Forms 

Purchase Order 

Couture International is a business which 

thrives on orders placed. This makes the 

design of a clear and understandable purchase 

order essential for good business and 

clear communication between Couture and 

its wide range of clientele. 

The top and bottom margins are both onehalf 

inch while the right margin is one and 

a quarter. The left margin is slightly larger in 

order to leave room for hole-punch for filing. 

1.5 “ 

1.25 “ 

Format 






0.5 “ 

0.5 “ 

36 


Fax Cover 

When typesetting any communication on the 

Couture letterhead it is important to define 

the margins before starting. The left margin 

should be one and one-half inches and the 

right margin is one inch. 

The top margin is one and three quarters of 

an inch while the baseline lies one-half inch 

from the bottom of the page. No communication 

should drop below this baseline for 

any reason. 

1.5 “ 

1.25 “ 

Format 






0.5“ 

0.5 “ 


38 


Communications 

4.1 Photography 

4.2 Catalog 

4.3 Newsletter 

4.4 PR Brochure 


Photography 

The way we communicate is the heart of the 

Couture brand. It is how we tell our story 

and create a relationship with our consumers 

to build brand awareness and reputation. At 

Couture, we strive to be the premier, top-ofmind 

product—the only brand of choice. 

This page illustrates types of photographs 

that could be used within the Couture visual 

system when portraying the consumer. 

Portrait photo 

A glossy, high-end photo 

which could be used in any 

publication for Couture. 

However, grayscale reproductions 

of these photos 

are not suitable. 

Environment photo 

Architectural/interior 

photography of residential 

environments that captures 

the atmosphere of 

the space and showcases 

the use of Couture products. 

The photograph may 

or may not have people in 

the space. 

Inspiration photo 

An eclectic environment 

or brightly colored fabric 

shots may be used to 

illustrate the tone of the 

season or publication. 

Inspiration photo 

Couture will periodically 

send out inspirational 

and promotional pieces 

to vendors worldwide. 

40 


There are examples of texture and 

detail images which will be provided by 

Couture quarterly in order to provide a 

constantly evolving texture palate. 

Object and product photo 

Close-up photography of 

the Couture product 

elements as a familiar 

object gives an indication 

of the process to the 

consumer. 

Texture photo 

Close-up photography 

that shows the various 

woven treatments possible 

with Couture. 

Texture photo 

Other textures of the 

Couture brand are full of 

luminosity and elegance. 

Detail photo 

These photographs 

highlight details of the 

Couture product . 


11x17 Grid Format 

Couture Spring Line 

This page illustrates examples for the 

Couture 11” x 17” catalog. It shows how the 

underlying grid, photography, typography 

and color are brought together to create the 

Couture visual style for multiple publications. 

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

The cover art should exemplify each 

season’s featured colors as explained later 

in this manual. The Couture logo used with 

any photography should be an approved 

logo option as specified earlier in this book. 

11 “ 

0.5 “ 

17 “ 

42 


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

The catalog grid as shown here is eight 

columns wide with a half-inch margin all the 

way around. This grid is a guideline which 

should be the starting point for each catalog. 

Page format 

This page demonstrates 

an example of a Couture 

catalog cover and inside 

spread layout based on 

the 11” x 17”grid. 


Couture Spring Line 

This page illustrates examples of a color 

range layout for a Couture 11” x 17” Spring 

Line Catalog cover spread.. It shows how the 

underlying grid, photography, typography 

and swatches are brought together to create 

the Couture visual style for publications. 


This publication would start as a quarterly 

marketing tool for Couture. As the business 

continues to grow the option of making this 

a monthly feature is a strong possibility. The 

cover should try to hint to the color palate of 

the season it features. 

Cover Stock 

The stock chosen for 

printing of this publication 

is a combination of 

Neenah cover and text 

weights. Special promotions 

within the catalog 

would also feature a 

Neenah cover weight. 

44 



The grid at work on both of these pages 

includes eight columns and a margin of 

one-half inch. These guides provide a starting 

point for designers and art directors while 

the final products is not intended to be 

directed by this manual. 

Photography 

Quarterly photography 

releases will be made 

available both through 


and can also be requested 

by fax to be delivered by 

U.S. mailing service. 


8.5” x 11” Grid Format 

Couture is a manufacturer which deals with 

clients on an international level. Therefore 

it is necessary to use printed materials to 

replace the more traditional sales call. 

Once a working relationship is established 

with any commercial business the client will 

continue to receive updates on the capabilities 

of Couture International. 

8.5 “ 

11 “ 

0.5 “ 

46 


This page illustrates the 8.5” x 11 grid for 

the B2B bulletin mailer. This piece would 

not need folding since it will be a packaged 

addition to the catalog. The grid features 

four columns and a consistent half-inch 

margin all the way around. 

Bulletin size 


an example of the 8.5” 

x 11” layout possibilities 

using the grid on the facing 

page. 

Alic Olins 

Couture Fashion 

Consultant; 

Style Magazine 

“Fashion Week is always full of energy 

and should inspire us to make it our own.” 

Modern Design 

Fall will confirm the trend 

of pleats and ruffles for ultra 

femininity. This trend has 

been spotted around waistlines, 

over shoulders and 

bustlines. Details. 

Fancy Ruffles 







Classic Design 







Clean Cuts 







COUTURE 



B2B Capabilities Bulletin 

One idea for this particular format to use is 

a monthly Capabilities Bulletin which would 

showcase a new line or season of products 

for Couture International. 


With a working relationship in place by 

providing a constant reminder of everything 

Couture can do, the company is sure to stay 

in the forefront of its clients’ minds. 

Bulletin size 


an example of the 8.5” x 

11” layout as a magazine 

print advertisement. 

48 



This page illustrates how the determined 

grid for this format works with the images, 

typography and Couture colors. This guide 

however is not setting a standard for the 

style of Couture International. 

Bulletin size 


an example of the 8.5” 

x 11” layout possibilities 

using the grid on the facing 

page. 

Alic Olins 

Couture Fashion 

Consultant; 

Style Magazine 

“Fashion Week 

is always 

full of energy 

and should inspire us to make it our own.” 

Modern Design 







Fancy Ruffles 







Classic Design 







Clean Cuts 







COUTURE 



3.75” x 9” Grid 

This page illustrates an example of our grid 

applied to the front of a Couture promotional 

brochure. The grid brings photography and 

typography together to create the unique 

Couture visual style for advertising. 

This brochure illustrates the specific line or 

work created by a visiting or established 

seamstress and his/her capabilities. The cover 

is used to create interest in the featured work 

and invites the viewer to look inside. 

Slim Jim 


an example of a Couture 

brochure cover using the 

established grid on the 

facing page. 

COUTURE 


Artist Portfolio Spotlight 

Ana Myer 

CI Seamstress 

50 


The grid used for the slim jim brochure is 

three columns wide with a consistent margin 

of 0.5” acting as a border. This grid is merely 

a guide to start by and designers or art 

directors may use this guide as they see fit. 

3.75 “ 

Slim Jim 


an example of Couture 

promotional brochure grid 

of 3.75” x 9”. 

9 “ 


PR Brochure 

This page illustrates an example of an inside 

spread for the promotional brochure. Each 

outside photograph is illustrated here to 

elaborate on the capabilities of even just 

one Couture International employee. 

The purpose of this publication is to confirm 

trust in the Couture brand by serving as a 

constant reinforcement for clients what the 

brand is all about. 

52 


The design should develop around this guide 

of using the grid, style of photography and 

specified Couture colors. The way in which 

these are combined is left completely open. 

Slim Jim 


the 3.75” x 9” grid over 

the designed brochure. 


54 


Roll-Out Items 

5.1 Casual Clothing 

5.2 Vehicle Decals 


Casual Clothing 

Women’s Casual 

This page illustrates examples of casual 

clothing that can be worn by Couture 

employees or approved distributors. The 

Couture corporate logo can be applied as 

shown on these items and in the color 

variations illustrated here. 

Clothing Color 

Size of the Couture corporate logo will vary 

depending on the item. Use the examples 

illustrated as a visual guide for size. The 

Couture corporate logo can be embroidered 

or screen printed in Couture red and gray. 

Women’s Tee 

For company functions or 

trade show events, the 

female portion of the staff 

will be provided with this 

tee and a cap. 

Executive Smock 

An embroidered Henly 

will be provided for all 

executive female positions 

for events, tradeshows 

and promotions. 

COUTURE 


COUTURE 


COUTU RE 


56 


Men’s Casual 

This page shows clothing items from white, 

through black. Where possible, select colors 

or shades of colors from the Couture palette. 

It is preferred that colors match the brand 

color palette range. 

Unisex Cap 

Baseball Couture caps will 

be available for all employees 

and for customer 

promotions. The unique 

string design references 

Couture neutrally. 

Men’s Tee 

The male counterpart to 

the female version, used 

for all company events. 

COUTURE 


COUTU RE 



Vehicle Decals 

On the Couture large auto decal, the 

Couture logo is available in the spot color for 

Couture red. 

The decal could be used by Couture 

employees or as a promotional item 

for tradeshows and events. 

Couture logo 

Use the Couture spot 

color logo artwork or 

reversed white out. 

COUTU RE 


58 


The materials used for the decals is a plastic 

cling so as to not destroy any underlying 

surface it adheres to and can be used multiple 

times with ease. 

COUTURE 



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Couture International 1

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