Couture International 1
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<strong>Couture</strong> <strong>International</strong> 1
2<br />
<strong>Couture</strong> <strong>International</strong>
Introduction<br />
These guidelines help <strong>Couture</strong> <strong>International</strong> to build a strong brand,<br />
which represents who we are and communicates what is unique about<br />
our brand’s identity. Therefore, as guardians of the <strong>Couture</strong> brand,<br />
we must all know how to promote and use its strength in order to<br />
reinforce: our unique business model; our products and services;<br />
the integrity of our people; enduring relationships with our partners<br />
and prospective partners; as well as those we wish to attract to our<br />
team; and invest in our company. Please follow the guidelines in this<br />
document with care and respect for a valuable asset: our brand.<br />
Mary Clarkson<br />
V.P. Marketing<br />
<strong>Couture</strong> <strong>International</strong><br />
<strong>Couture</strong> <strong>International</strong> 3
4<br />
<strong>Couture</strong> <strong>International</strong>
Contents<br />
Contents<br />
Basic Elements<br />
Stationery<br />
Publication system<br />
Roll-Out Items<br />
The Brand<br />
1.1 <strong>Couture</strong> <strong>International</strong> logo<br />
1.2 Preferred logo sizes<br />
1.3 Clear space<br />
1.4 logo reproduction versions<br />
1.5 <strong>Couture</strong> <strong>International</strong> brand colors<br />
1.6 Background color control<br />
1.7 Incorrect logo uses<br />
1.8 <strong>Couture</strong> <strong>International</strong> typefaces<br />
1.9 Master artwork<br />
2.1 Letterhead<br />
2.2 Business card<br />
2.3 Envelope<br />
2.4 Fax Cover<br />
2.5 Purchase Order<br />
3.1 Introduction<br />
3.2 Approach to Photography<br />
3.3 Approach to Publications<br />
3.4 Brochure – Slim Jim<br />
3.5 Product sample folder<br />
3.6 Print advertising<br />
3.7 Sales leaflet mailer<br />
3.8 Promotional Quarterly Newsletter<br />
4.1 Casual clothing<br />
4.2 Vehicle decals<br />
4.5 Vehicle decal application<br />
<strong>Couture</strong> <strong>International</strong> 5
<strong>Couture</strong> <strong>International</strong>
The Brand<br />
The following guidelines describe the basic elements of the <strong>Couture</strong><br />
brand identity and provide detailed examples of its application.<br />
The correct application of the basic elements is essential to maintain<br />
the integrity of the <strong>Couture</strong> logo and brand identity.<br />
Consequently, these guidelines must be followed closely as any<br />
deviation will weaken the overall brand image. These guidelines have<br />
been divided into four sections, each dealing with specific elements<br />
of the identity from basic elements to signage. They are intended for<br />
use by the organization as a whole, and by graphic designers,<br />
agencies and other outside consultants or manufacturers who have<br />
responsibility for design, creation or production of any item that<br />
is associated with <strong>Couture</strong> <strong>International</strong>.<br />
If you require any further advice or assistance regarding the use of the<br />
<strong>Couture</strong> brand identity, please contact the Marketing Department at<br />
<strong>Couture</strong> <strong>International</strong>.<br />
<strong>Couture</strong> Brand Promise<br />
A brand is more than just a name and a logo. It’s a promise.<br />
The things that make <strong>Couture</strong> different are reflected in our brand<br />
promise. It’s a promise of a certain type of experience that people<br />
will have whenever they come into contact with us.<br />
<strong>Couture</strong> <strong>International</strong> 7
8<br />
<strong>Couture</strong> <strong>International</strong>
Basic Elements<br />
1.1 The Mark<br />
1.2 Preferred logo sizes<br />
1.3 Guidelines for use<br />
1.4 <strong>Couture</strong> brand colors<br />
1.5 Background color control<br />
1.6 Incorrect logo uses<br />
1.7 Incorrect background uses<br />
1.8 <strong>Couture</strong> typefaces<br />
<strong>Couture</strong> <strong>International</strong> 9
The Mark<br />
Logo<br />
The <strong>Couture</strong> <strong>International</strong> wordmark is the<br />
logo used within our visual system and is<br />
available for all customer communications.<br />
The <strong>Couture</strong> logo is comprised of both the<br />
custom-crafted <strong>Couture</strong> logotype and the<br />
threaded needle symbol.<br />
The relationship between these elements has<br />
been established and the appropriate usage<br />
is fixed as illustrated. They must never be<br />
altered or modified in any way.<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
10<br />
<strong>Couture</strong> <strong>International</strong>
Master artwork<br />
Always use master artwork for reproduction.<br />
The <strong>Couture</strong> wordmark and symbols are<br />
available as master artwork from the <strong>Couture</strong><br />
Marketing Department.<br />
<strong>Couture</strong> Wordmark: Arno Pro Light Display<br />
COUTURE<br />
<strong>Couture</strong> Symbol<br />
I N T E R N A T I O N A L<br />
<strong>International</strong> Wordmark: Frutiger LT Std 45<br />
<strong>Couture</strong> <strong>International</strong> 11
Guidelines<br />
Clear Space<br />
The <strong>Couture</strong> <strong>International</strong> logo should stand<br />
out from other graphic elements. In order<br />
to protect the integrity of the logo and<br />
ensure maximum impact, a clear space area<br />
has been defined. This space should be<br />
kept free of all type and graphic elements.<br />
Minimum clear space The minimum clear<br />
space is equal to the height of the capital<br />
“I” in the <strong>International</strong> part of the logo,<br />
as illustrated just below on this page.<br />
x<br />
Large format<br />
When a larger format<br />
<strong>Couture</strong> logo is required<br />
for display use, you may<br />
enlarge the master artwork<br />
to the required size.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
x<br />
12<br />
<strong>Couture</strong> <strong>International</strong>
Preferred Sizes<br />
The <strong>Couture</strong> logo is used in a variety of ways<br />
that will be discussed in further detail later<br />
in these guidelines. We use a limited number<br />
of fixed sizes shown here, to create a visual<br />
standard, minimize variation and coordinate<br />
printed material sign-off.<br />
Whenever possible, the <strong>Couture</strong> logo should<br />
be used at 4”, 3”, 1.75” or 1.5”, measured<br />
from the left edge of the symbol to the right<br />
edge of the letter ‘e’ in <strong>Couture</strong>.<br />
4” x 1.625”<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
3” x 0.875”<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
1.75” x 0.5”<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
Minimum Size<br />
1.5” x 0.375”<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 13
One-Color Logo<br />
When it is not practical to use the full-color<br />
logo, due to printing or cost constraints, use<br />
the one-color logo. This version logo may be<br />
used in <strong>Couture</strong> red, gray or the PMS value<br />
for Uncoated Black. All one-color values are<br />
as specified in the list below.<br />
The one-color logo may also be reproduced<br />
in reversed white out on either a red, gray<br />
or black background. The full-color <strong>Couture</strong><br />
logo (<strong>Couture</strong> red and gray) is the preferred<br />
reproduction version; it should be used<br />
whenever possible.<br />
PMS: 485U<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
PMS: 424U<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
PMS: Black U<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
14<br />
<strong>Couture</strong> <strong>International</strong>
Two-Color Logo<br />
Use the two-color logo when your reproduction<br />
methods prohibit the use of the full-color or<br />
one-color logo. Also use the two-color logo for<br />
laser-printed documents and reproduction<br />
in newsprint. The two-color logo is also used for<br />
special finishes, such as etching and embossing.<br />
Preferred Version<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 15
Color<br />
Preferred Printing Method<br />
There are only two <strong>Couture</strong> <strong>International</strong><br />
brand colors: <strong>Couture</strong> red and gray.<br />
<strong>Couture</strong> <strong>International</strong> colors play a very<br />
important role within the brand identity and<br />
help strengthen brand awareness. White<br />
also plays a key role. A white background<br />
enhances the vibrancy of our colors.<br />
Important note:<br />
Materials that are professionally printed,<br />
always strive to match colors to the spot colors<br />
listed here, using PANTONE® professional<br />
color chips and formula guides. Never match<br />
to the colors as they appear on your screen or<br />
color printouts since these may shift.<br />
Spot Color<br />
A printed color will vary in<br />
hue and density due to<br />
the surface it is printed<br />
on. To overcome this,<br />
use the preferred printing<br />
method of spot colors.<br />
These are specially mixed<br />
inks which are visually<br />
matched by the printer to<br />
the current edition of the<br />
PANTONE® formula guide<br />
printer edition C/U.<br />
<strong>Couture</strong> Gray<br />
(PANTONE® 424 C)<br />
Uncoated Paper<br />
(PANTONE® 424 U)<br />
<strong>Couture</strong> Red<br />
(PANTONE 485 C)<br />
Uncoated Paper<br />
(PANTONE 485 U)<br />
100%<br />
100%<br />
50%<br />
50%<br />
25%<br />
25%<br />
16<br />
<strong>Couture</strong> <strong>International</strong>
It is vital that <strong>Couture</strong> colors look consistent<br />
from piece to piece and medium to medium.<br />
To help achieve this, color references are<br />
listed for printing spot colors (PANTONE®),<br />
printing process colors (CMYK), and for onscreen<br />
applications (RGB and Hex).<br />
Four-color process<br />
When printing is limited to<br />
four-color process, use the<br />
CMYK (cyan, magenta,<br />
yellow, black) percentage<br />
breakdowns shown here.<br />
Process colors should<br />
be visually matched to<br />
the current edition of the<br />
PANTONE PROCESS<br />
formula guide printer<br />
edition coated/uncoated.<br />
CMYK<br />
0 cyan<br />
0 magenta<br />
0 yellow<br />
65 black<br />
EUR CMYK<br />
23 cyan<br />
54 magenta<br />
59 yellow<br />
54 black<br />
CMYK<br />
11 cyan<br />
84 magenta<br />
73 yellow<br />
1 black<br />
EUR CMYK<br />
22 cyan<br />
61 magenta<br />
97 yellow<br />
2 black<br />
Screen applications<br />
<strong>Couture</strong> colors used onscreen<br />
should visually<br />
match as close as possible<br />
to printed <strong>Couture</strong> colors.<br />
Use the RGB (red, green,<br />
and blue) breakdown or<br />
Hex value indicated here<br />
for screen applications<br />
to minimize variation of<br />
colors, as screens will vary<br />
in hue across platforms.<br />
RGB<br />
118 cyan<br />
120 magenta<br />
123 yellow<br />
HEX<br />
#76787b<br />
RGB<br />
215 cyan<br />
79 magenta<br />
74 yellow<br />
HEX<br />
#d74f4a<br />
<strong>Couture</strong> <strong>International</strong> 17
Logo Variations<br />
White background<br />
It is preferred that the full, one and two-color<br />
<strong>Couture</strong> logos are reproduced on a white<br />
background whenever possible to enhance<br />
the vibrancy of our colors and maximize the<br />
impact of the <strong>Couture</strong> logo.<br />
Solid color background<br />
The <strong>Couture</strong> logo may also be reversed white<br />
out of a <strong>Couture</strong> red, <strong>Couture</strong> gray or black<br />
background. Please refer to page 16 for color<br />
value specifications and formulas.<br />
When to Use?<br />
These four <strong>Couture</strong><br />
logo variations offer<br />
a choice of usage<br />
when working on a<br />
white or light colored<br />
background. There is<br />
no preference of use<br />
within this category.<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
18<br />
<strong>Couture</strong> <strong>International</strong>
Background image<br />
When positioning the <strong>Couture</strong> logo over a<br />
light background image, use the full-color<br />
logo (<strong>Couture</strong> red and gray). Make sure the<br />
background is uncluttered and that the logo<br />
has ‘room to breath.’ See below for an<br />
example on this page. The <strong>Couture</strong> logo may<br />
be reversed white out of a dark image.<br />
As mentioned above, look for an area of the<br />
image where the background is uncluttered<br />
and dark enough for the logo to stand out.<br />
If there is no desirable location of clear space<br />
within the image, use the <strong>Couture</strong> gray to<br />
create a space to work within.<br />
When to Use?<br />
The <strong>Couture</strong> logo will<br />
be used in combination<br />
with imagery very<br />
often. When the need<br />
arises, if the image is<br />
cluttered or dark, either<br />
reverse the logo out in<br />
white or place it on a<br />
<strong>Couture</strong> gray color field<br />
as shown to the right.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 19
Incorrect Logo Usage<br />
This page illustrates some typical incorrect<br />
applications of the <strong>Couture</strong> logo on various<br />
backgrounds. For correct application of the<br />
<strong>Couture</strong> logo on a color background, please<br />
refer to page 16 for this section.<br />
1. The <strong>Couture</strong> logo<br />
colors have been<br />
transposed.<br />
2. The <strong>Couture</strong> logo<br />
typefaces have been<br />
transposed.<br />
3. Inappropriate use<br />
of logo elements.<br />
4. The <strong>Couture</strong> logo<br />
case can not change.<br />
5. Inappropriate twocolor<br />
logo.<br />
6. The <strong>Couture</strong> logo<br />
case can not change.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
1. 2.<br />
<strong>Couture</strong><br />
I N T E R N A T I O N A L<br />
3. 4.<br />
COUTURE COUTURE<br />
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<br />
5. 6.<br />
20<br />
<strong>Couture</strong> <strong>International</strong>
7. The <strong>Couture</strong> logo is<br />
not to be placed on<br />
any type of pattern.<br />
8. The <strong>Couture</strong> logo type<br />
is wrong and is placed<br />
on a pattern.<br />
9. Appropriate brand<br />
colors are used in an<br />
inappropriate way.<br />
10. The <strong>Couture</strong> logo<br />
elements cannot be<br />
omitted or altered.<br />
11. The <strong>Couture</strong> logo<br />
case change.<br />
12. The <strong>Couture</strong> logo is<br />
not to be abbreviated.<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
7. 8.<br />
<strong>Couture</strong><br />
9. 10.<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTURE<br />
11. 12.<br />
<strong>Couture</strong> <strong>International</strong> 21
Typography<br />
Arno Pro Family<br />
These pages demonstrate the <strong>Couture</strong><br />
typefaces as applied to both the <strong>Couture</strong> and<br />
<strong>International</strong> sections of the wordmark.<br />
Arno Pro Light Display and Frutiger 45 Light<br />
are the preferred weights; they should be<br />
used whenever possible. Arno Pro Roman,<br />
and Frutiger 65 Bold can also be used.<br />
When the <strong>Couture</strong> <strong>International</strong> wordmark is<br />
printed in a small size use the bold respective<br />
type family. The <strong>Couture</strong> portion of the<br />
wordmark should always appear in Arno Pro<br />
family while the <strong>International</strong> portion of the<br />
wordmark is correctly respresented by using<br />
the Frutiger family of typefaces.<br />
Arno Pro<br />
Light Display<br />
Light Italic Display<br />
Caption<br />
Display<br />
Regular<br />
SmText<br />
Subhead<br />
Italic<br />
Italic Caption<br />
Italic Display<br />
Italic SmText<br />
Italic Subhead<br />
Semibold<br />
Semibold Caption<br />
Semibold Display<br />
Semibold SmText<br />
Semibold Subhead<br />
Semibold Italic<br />
Semibold Italic Caption<br />
Semibold Italic Display<br />
Semibold Italic SmText<br />
Semibold Italic Subhead<br />
Bold<br />
Bold Caption<br />
Bold Display<br />
Bold SmText<br />
Bold Subhead<br />
Bold Italic<br />
Bold Italic Caption<br />
Bold Italic Display<br />
Bold Italic SmText<br />
Bold Italic Subhead<br />
22<br />
<strong>Couture</strong> <strong>International</strong>
Frutiger Family<br />
The two <strong>Couture</strong> wordmarks can be shown<br />
in <strong>Couture</strong> red, gray, black or reversed out<br />
white. For <strong>Couture</strong> colors, please refer that<br />
earlier section of this manual.<br />
Frutiger LT STd<br />
Light Condensed<br />
Condensed<br />
Bold Condensed<br />
Black Condensed<br />
Extra Black Condensed<br />
Light<br />
Light Italic<br />
Roman<br />
Italic<br />
Bold<br />
Bold Italic<br />
Black<br />
Black Italic<br />
Ultra Black<br />
<strong>Couture</strong> <strong>International</strong> 23
Primary typeface<br />
Arno Pro Light Display is the primary <strong>Couture</strong><br />
typeface. It was chosen for its proportions,<br />
refinement and delicacy. This typeface adds<br />
a touch of classical elegance to the brand.<br />
It is an essential element of the brand identity<br />
and should be used for all published materials<br />
under the <strong>Couture</strong> brand.<br />
Consistent use of the primary typeface is very<br />
important and strengthens brand awareness.<br />
Use the different weights illustrated here<br />
to create different distinctions in text when<br />
it is necessary for the overall design.<br />
Arno Pro Light Display<br />
A B C D E F G H I J K L M<br />
N O P Q R S T U V W X Y Z<br />
a b c d e f g h i j k l m n o p q r s t u v<br />
w x y z 1 2 3 4 5 6 7 8 9 0 . ! @ # $ %<br />
24<br />
<strong>Couture</strong> <strong>International</strong>
Secondary typeface<br />
Frutiger is the secondary <strong>Couture</strong> typeface<br />
and may be used for an additional tone.<br />
It has been chosen for its flexibility, elegance,<br />
contemporary and clean appearance, which<br />
makes it legible across all media.<br />
Frutiger LT STd<br />
A B C D E F G H I J K L M<br />
N O P Q R S T U V W X Y Z<br />
a b c d e f g h j k l m n o p q r s t<br />
w x y z 1 2 3 4 5 6 7 8 9 0 . ! @ #<br />
<strong>Couture</strong> <strong>International</strong> 25
Logo File Formats<br />
File Format<br />
Master artwork is in vector format (Adobe<br />
Illustrator EPS) which may be scaled up or<br />
down to a desired size without limiting<br />
the image quality. For ease of reproduction<br />
each <strong>Couture</strong> logo file is provided.<br />
The four color options for use on a white<br />
background are the 4-color, black-and-white,<br />
<strong>Couture</strong> gray and black.<br />
File Format Tip:<br />
All files are available<br />
in vector format and<br />
are named as follows<br />
with the appropriate<br />
extension<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
CI_4c.eps<br />
CI_bw.eps<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
CI_gs.eps<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
CI_blk.eps<br />
26<br />
<strong>Couture</strong> <strong>International</strong>
Background Color Options<br />
There are three preferred background color<br />
versions of the <strong>Couture</strong> logo. All available<br />
master artwork is supplied in different color<br />
formats: spot color, four-color process, RGB<br />
for on-screen use and black.<br />
Master artwork is in vector format (Adobe<br />
Illustrator EPS) which may be scaled up or<br />
down to a desired size without compromising<br />
image quality.<br />
Important note:<br />
When printing in<br />
four-color process<br />
in Europe, use the<br />
EURO breakdown<br />
version of the master<br />
artwork.<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
CI_gback.eps<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
CI_rback.eps<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
CI_blk.eps<br />
<strong>Couture</strong> <strong>International</strong> 27
28<br />
<strong>Couture</strong> <strong>International</strong>
Stationery<br />
3.1 Templates<br />
3.2 Typesetting<br />
3.2 Forms<br />
<strong>Couture</strong> <strong>International</strong> 29
Samples<br />
Letterhead<br />
The <strong>Couture</strong> letterhead is clean and simple.<br />
The full-color logo (<strong>Couture</strong> red and gray) is<br />
positioned on the top right corner and the<br />
address block is aligned with it on the bottom<br />
right of the page.<br />
The placement of the logo is flush left and<br />
measures two and one-half inches from<br />
the right edge of the page. The top margin<br />
measures three quarters of an inch and the<br />
bottom measures one-half.<br />
Paper<br />
Conqueror CX22,<br />
brilliant white, 110gsm<br />
or use a similar smooth,<br />
bright white stock.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
1.800.435.8787 p<br />
404.765.2901 f<br />
coutureinternational.com<br />
30<br />
<strong>Couture</strong> <strong>International</strong>
Envelope<br />
The outer margin here is one-half inch all the<br />
way around. The <strong>Couture</strong> logo and address<br />
block are both left aligned and the later is<br />
top-aligned with the mid-point.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
Mary Clarkson<br />
Vice President<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
1.800.435.8787 p<br />
404.765.2901 f<br />
mclarkson@coutureinc.com<br />
coutureinternational.com<br />
<strong>Couture</strong> <strong>International</strong> 31
Templates<br />
Letterhead<br />
The templates provided for all <strong>Couture</strong><br />
<strong>International</strong> offices include the letterhead,<br />
envelope and business card designs.<br />
Resident graphic designers or art directors<br />
can then design and deliver in-house.<br />
The following section describes appropriate<br />
type specifications for these publications in<br />
order to ensure brand consistency.<br />
2.5 “<br />
Format<br />
US Letter: 8.5” x 11”<br />
Type specifications<br />
Address, telephone and<br />
URL: Frutiger 45 Light,<br />
7/9pt leading.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
0.75“<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
1.800.435.8787 p<br />
404.765.2901 f<br />
coutureinternational.com<br />
0.5 “<br />
32<br />
<strong>Couture</strong> <strong>International</strong>
Envelope<br />
The <strong>Couture</strong> <strong>International</strong> envelope should<br />
be used for all external communications<br />
aside from the quarterly style catalog. These<br />
will be provided pre-addressed so as to be<br />
produced in-house as needed.<br />
Business Card<br />
All business cards should be requested inhouse<br />
as well. The card template is stamped<br />
with the <strong>Couture</strong> logo and the type specs<br />
are shown below.<br />
0.5 “<br />
COUTURE<br />
0.5 “<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
Envelope Format<br />
9.5” x 4.125”<br />
Type specifications<br />
Address, telephone and<br />
URL: Frutiger 45 Light,<br />
7/9pt leading.<br />
Business Card Format<br />
3.5” x 2”<br />
Type specifications<br />
Name and title: Arno<br />
Pro Display Light,<br />
10/10pt. leading.<br />
Address, telephone and<br />
URL: Frutiger 45 Light,<br />
8/10pt leading.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
Mary Clarkson<br />
Vice President<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
1.800.435.8787 p<br />
404.765.2901 f<br />
mclarkson@coutureinc.com<br />
coutureinternational.com<br />
0.25 “<br />
1.75 “<br />
<strong>Couture</strong> <strong>International</strong> 33
Typing<br />
Letterhead<br />
When typesetting any communication on the<br />
<strong>Couture</strong> letterhead it is important to define<br />
the margins before starting. The left margin<br />
should be one and one-half inches and the<br />
right margin is one inch.<br />
The top margin is one and three quarters of<br />
an inch while the baseline lies one-half inch<br />
from the bottom of the page. No text should<br />
drop below this baseline for any reason.<br />
1.5 “<br />
Format<br />
US Letter: 8.5” x 11”<br />
Type specifications<br />
Letter date, addressee<br />
and body copy: Arno Pro<br />
Regular, 11/13pt. leading.<br />
Spacing<br />
Single spacing is best<br />
within the address block<br />
and body copy of the<br />
letter. Use spacing to<br />
separate between<br />
paragraphs and the<br />
headings and closing.<br />
March 3, 2009<br />
Mr. Josh Williams<br />
Senior Buyer<br />
Target Corporation<br />
4582 Industrial Blvd.<br />
Minneapolis, MN 34523<br />
Dear Mr. Smith<br />
Thank you for the order that you have placed for the full team kit. We wish to confirm that the<br />
order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and<br />
12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order<br />
will be approximately 3 weeks from the date of this letter, however please be aware that we have<br />
experienced a slight delay on recent similar orders and there is a possibility that the order may<br />
take an additional 2 weeks beyond the expected date.<br />
Thank you for the order that you have placed for the full team kit. We wish to confirm that the<br />
order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and<br />
12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order<br />
will be approximately 3 weeks from the date of this letter, however please be aware that we have<br />
experienced a slight delay on recent similar orders and there is a possibility that the order may<br />
take an additional 2 weeks beyond the expected date.<br />
Thank you for the order that you have placed for the full team kit. We wish to confirm that the<br />
order will consist of 12 red and white striped jerseys (size large), 12 white shorts (size large) and<br />
12 pairs of red socks with white trim (size 6-12). We envisage that the delivery time on this order<br />
will be approximately 3 weeks from the date of this letter, however please be aware that we have<br />
experienced a slight delay on recent similar orders and there is a possibility that the order may<br />
take an additional 2 weeks beyond the expected date.<br />
We can confirm that you will be invoiced for the full amount of $195 plus VAT after the order has<br />
been received. Once again we thank you for your custom and should there be any problems with<br />
your oder then please do not hesitate to contact me during office hours.<br />
Yours sincerely,<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
1.75“<br />
Mary Clarkson<br />
Vice President<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
1.800.435.8787 p<br />
404.765.2901 f<br />
coutureinternational.com<br />
0.5 “<br />
34<br />
<strong>Couture</strong> <strong>International</strong>
Envelope<br />
The address block should hang from the<br />
same central line as the pre-printed <strong>Couture</strong><br />
address, two inches and one eighth from the<br />
top. The left margin is four inches and one<br />
eighth from the left, centering the address.<br />
4.25 “<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> Inc.<br />
2489 Peachtree Industrial<br />
Atlanta, GA 30316<br />
Mr. Josh Williams<br />
Senior Buyer<br />
Target Corporation<br />
4582 Industrial Blvd.<br />
Minneapolis, MN 34523<br />
2.125 “<br />
Envelope Format<br />
9.5” x 4.125”<br />
Type specifications<br />
Receiving name and address:<br />
Arno Pro Regular,<br />
11/13pt. leading.<br />
<strong>Couture</strong> <strong>International</strong> 35
Forms<br />
Purchase Order<br />
<strong>Couture</strong> <strong>International</strong> is a business which<br />
thrives on orders placed. This makes the<br />
design of a clear and understandable purchase<br />
order essential for good business and<br />
clear communication between <strong>Couture</strong> and<br />
its wide range of clientele.<br />
The top and bottom margins are both onehalf<br />
inch while the right margin is one and<br />
a quarter. The left margin is slightly larger in<br />
order to leave room for hole-punch for filing.<br />
1.5 “<br />
1.25 “<br />
Format<br />
US Letter: 8.5” x 11”<br />
Type specifications<br />
Address, telephone and<br />
URL: Frutiger 45 Light,<br />
7/9pt leading.<br />
0.5 “<br />
0.5 “<br />
36<br />
<strong>Couture</strong> <strong>International</strong>
Fax Cover<br />
When typesetting any communication on the<br />
<strong>Couture</strong> letterhead it is important to define<br />
the margins before starting. The left margin<br />
should be one and one-half inches and the<br />
right margin is one inch.<br />
The top margin is one and three quarters of<br />
an inch while the baseline lies one-half inch<br />
from the bottom of the page. No communication<br />
should drop below this baseline for<br />
any reason.<br />
1.5 “<br />
1.25 “<br />
Format<br />
US Letter: 8.5” x 11”<br />
Type specifications<br />
Address, telephone and<br />
URL: Frutiger 45 Light,<br />
7/9pt leading.<br />
0.5“<br />
0.5 “<br />
<strong>Couture</strong> <strong>International</strong> 37
38<br />
<strong>Couture</strong> <strong>International</strong>
Communications<br />
4.1 Photography<br />
4.2 Catalog<br />
4.3 Newsletter<br />
4.4 PR Brochure<br />
<strong>Couture</strong> <strong>International</strong> 39
Photography<br />
The way we communicate is the heart of the<br />
<strong>Couture</strong> brand. It is how we tell our story<br />
and create a relationship with our consumers<br />
to build brand awareness and reputation. At<br />
<strong>Couture</strong>, we strive to be the premier, top-ofmind<br />
product—the only brand of choice.<br />
This page illustrates types of photographs<br />
that could be used within the <strong>Couture</strong> visual<br />
system when portraying the consumer.<br />
Portrait photo<br />
A glossy, high-end photo<br />
which could be used in any<br />
publication for <strong>Couture</strong>.<br />
However, grayscale reproductions<br />
of these photos<br />
are not suitable.<br />
Environment photo<br />
Architectural/interior<br />
photography of residential<br />
environments that captures<br />
the atmosphere of<br />
the space and showcases<br />
the use of <strong>Couture</strong> products.<br />
The photograph may<br />
or may not have people in<br />
the space.<br />
Inspiration photo<br />
An eclectic environment<br />
or brightly colored fabric<br />
shots may be used to<br />
illustrate the tone of the<br />
season or publication.<br />
Inspiration photo<br />
<strong>Couture</strong> will periodically<br />
send out inspirational<br />
and promotional pieces<br />
to vendors worldwide.<br />
40<br />
<strong>Couture</strong> <strong>International</strong>
There are examples of texture and<br />
detail images which will be provided by<br />
<strong>Couture</strong> quarterly in order to provide a<br />
constantly evolving texture palate.<br />
Object and product photo<br />
Close-up photography of<br />
the <strong>Couture</strong> product<br />
elements as a familiar<br />
object gives an indication<br />
of the process to the<br />
consumer.<br />
Texture photo<br />
Close-up photography<br />
that shows the various<br />
woven treatments possible<br />
with <strong>Couture</strong>.<br />
Texture photo<br />
Other textures of the<br />
<strong>Couture</strong> brand are full of<br />
luminosity and elegance.<br />
Detail photo<br />
These photographs<br />
highlight details of the<br />
<strong>Couture</strong> product .<br />
<strong>Couture</strong> <strong>International</strong> 41
11x17 Grid Format<br />
<strong>Couture</strong> Spring Line<br />
This page illustrates examples for the<br />
<strong>Couture</strong> 11” x 17” catalog. It shows how the<br />
underlying grid, photography, typography<br />
and color are brought together to create the<br />
<strong>Couture</strong> visual style for multiple publications.<br />
brochure based on an 8.5” x 11” square page.<br />
The cover art should exemplify each<br />
season’s featured colors as explained later<br />
in this manual. The <strong>Couture</strong> logo used with<br />
any photography should be an approved<br />
logo option as specified earlier in this book.<br />
11 “<br />
0.5 “<br />
17 “<br />
42<br />
<strong>Couture</strong> <strong>International</strong>
ochure based on an 8.5” x 11” square page.<br />
The catalog grid as shown here is eight<br />
columns wide with a half-inch margin all the<br />
way around. This grid is a guideline which<br />
should be the starting point for each catalog.<br />
Page format<br />
This page demonstrates<br />
an example of a <strong>Couture</strong><br />
catalog cover and inside<br />
spread layout based on<br />
the 11” x 17”grid.<br />
<strong>Couture</strong> <strong>International</strong> 43
<strong>Couture</strong> Spring Line<br />
This page illustrates examples of a color<br />
range layout for a <strong>Couture</strong> 11” x 17” Spring<br />
Line Catalog cover spread.. It shows how the<br />
underlying grid, photography, typography<br />
and swatches are brought together to create<br />
the <strong>Couture</strong> visual style for publications.<br />
brochure based on an 8.5” x 11” square page.<br />
This publication would start as a quarterly<br />
marketing tool for <strong>Couture</strong>. As the business<br />
continues to grow the option of making this<br />
a monthly feature is a strong possibility. The<br />
cover should try to hint to the color palate of<br />
the season it features.<br />
Cover Stock<br />
The stock chosen for<br />
printing of this publication<br />
is a combination of<br />
Neenah cover and text<br />
weights. Special promotions<br />
within the catalog<br />
would also feature a<br />
Neenah cover weight.<br />
44<br />
<strong>Couture</strong> <strong>International</strong>
ochure based on an 8.5” x 11” square page.<br />
The grid at work on both of these pages<br />
includes eight columns and a margin of<br />
one-half inch. These guides provide a starting<br />
point for designers and art directors while<br />
the final products is not intended to be<br />
directed by this manual.<br />
Photography<br />
Quarterly photography<br />
releases will be made<br />
available both through<br />
coutureinternational.com<br />
and can also be requested<br />
by fax to be delivered by<br />
U.S. mailing service.<br />
<strong>Couture</strong> <strong>International</strong> 45
8.5” x 11” Grid Format<br />
<strong>Couture</strong> is a manufacturer which deals with<br />
clients on an international level. Therefore<br />
it is necessary to use printed materials to<br />
replace the more traditional sales call.<br />
Once a working relationship is established<br />
with any commercial business the client will<br />
continue to receive updates on the capabilities<br />
of <strong>Couture</strong> <strong>International</strong>.<br />
8.5 “<br />
11 “<br />
0.5 “<br />
46<br />
<strong>Couture</strong> <strong>International</strong>
This page illustrates the 8.5” x 11 grid for<br />
the B2B bulletin mailer. This piece would<br />
not need folding since it will be a packaged<br />
addition to the catalog. The grid features<br />
four columns and a consistent half-inch<br />
margin all the way around.<br />
Bulletin size<br />
This page demonstrates<br />
an example of the 8.5”<br />
x 11” layout possibilities<br />
using the grid on the facing<br />
page.<br />
Alic Olins<br />
<strong>Couture</strong> Fashion<br />
Consultant;<br />
Style Magazine<br />
“Fashion Week is always full of energy<br />
and should inspire us to make it our own.”<br />
Modern Design<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
Fancy Ruffles<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
Classic Design<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
Clean Cuts<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 47
B2B Capabilities Bulletin<br />
One idea for this particular format to use is<br />
a monthly Capabilities Bulletin which would<br />
showcase a new line or season of products<br />
for <strong>Couture</strong> <strong>International</strong>.<br />
brochure based on an 8.5” x 11” square page.<br />
With a working relationship in place by<br />
providing a constant reminder of everything<br />
<strong>Couture</strong> can do, the company is sure to stay<br />
in the forefront of its clients’ minds.<br />
Bulletin size<br />
This page demonstrates<br />
an example of the 8.5” x<br />
11” layout as a magazine<br />
print advertisement.<br />
48<br />
<strong>Couture</strong> <strong>International</strong>
ochure based on an 8.5” x 11” square page.<br />
This page illustrates how the determined<br />
grid for this format works with the images,<br />
typography and <strong>Couture</strong> colors. This guide<br />
however is not setting a standard for the<br />
style of <strong>Couture</strong> <strong>International</strong>.<br />
Bulletin size<br />
This page demonstrates<br />
an example of the 8.5”<br />
x 11” layout possibilities<br />
using the grid on the facing<br />
page.<br />
Alic Olins<br />
<strong>Couture</strong> Fashion<br />
Consultant;<br />
Style Magazine<br />
“Fashion Week<br />
is always<br />
full of energy<br />
and should inspire us to make it our own.”<br />
Modern Design<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
Fancy Ruffles<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
Classic Design<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
Clean Cuts<br />
Fall will confirm the trend<br />
of pleats and ruffles for ultra<br />
femininity. This trend has<br />
been spotted around waistlines,<br />
over shoulders and<br />
bustlines. Details.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 49
3.75” x 9” Grid<br />
This page illustrates an example of our grid<br />
applied to the front of a <strong>Couture</strong> promotional<br />
brochure. The grid brings photography and<br />
typography together to create the unique<br />
<strong>Couture</strong> visual style for advertising.<br />
This brochure illustrates the specific line or<br />
work created by a visiting or established<br />
seamstress and his/her capabilities. The cover<br />
is used to create interest in the featured work<br />
and invites the viewer to look inside.<br />
Slim Jim<br />
This page demonstrates<br />
an example of a <strong>Couture</strong><br />
brochure cover using the<br />
established grid on the<br />
facing page.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
Artist Portfolio Spotlight<br />
Ana Myer<br />
CI Seamstress<br />
50<br />
<strong>Couture</strong> <strong>International</strong>
The grid used for the slim jim brochure is<br />
three columns wide with a consistent margin<br />
of 0.5” acting as a border. This grid is merely<br />
a guide to start by and designers or art<br />
directors may use this guide as they see fit.<br />
3.75 “<br />
Slim Jim<br />
This page demonstrates<br />
an example of <strong>Couture</strong><br />
promotional brochure grid<br />
of 3.75” x 9”.<br />
9 “<br />
<strong>Couture</strong> <strong>International</strong> 51
PR Brochure<br />
This page illustrates an example of an inside<br />
spread for the promotional brochure. Each<br />
outside photograph is illustrated here to<br />
elaborate on the capabilities of even just<br />
one <strong>Couture</strong> <strong>International</strong> employee.<br />
The purpose of this publication is to confirm<br />
trust in the <strong>Couture</strong> brand by serving as a<br />
constant reinforcement for clients what the<br />
brand is all about.<br />
52<br />
<strong>Couture</strong> <strong>International</strong>
The design should develop around this guide<br />
of using the grid, style of photography and<br />
specified <strong>Couture</strong> colors. The way in which<br />
these are combined is left completely open.<br />
Slim Jim<br />
This page demonstrates<br />
the 3.75” x 9” grid over<br />
the designed brochure.<br />
<strong>Couture</strong> <strong>International</strong> 53
54<br />
<strong>Couture</strong> <strong>International</strong>
Roll-Out Items<br />
5.1 Casual Clothing<br />
5.2 Vehicle Decals<br />
<strong>Couture</strong> <strong>International</strong> 55
Casual Clothing<br />
Women’s Casual<br />
This page illustrates examples of casual<br />
clothing that can be worn by <strong>Couture</strong><br />
employees or approved distributors. The<br />
<strong>Couture</strong> corporate logo can be applied as<br />
shown on these items and in the color<br />
variations illustrated here.<br />
Clothing Color<br />
Size of the <strong>Couture</strong> corporate logo will vary<br />
depending on the item. Use the examples<br />
illustrated as a visual guide for size. The<br />
<strong>Couture</strong> corporate logo can be embroidered<br />
or screen printed in <strong>Couture</strong> red and gray.<br />
Women’s Tee<br />
For company functions or<br />
trade show events, the<br />
female portion of the staff<br />
will be provided with this<br />
tee and a cap.<br />
Executive Smock<br />
An embroidered Henly<br />
will be provided for all<br />
executive female positions<br />
for events, tradeshows<br />
and promotions.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
56<br />
<strong>Couture</strong> <strong>International</strong>
Men’s Casual<br />
This page shows clothing items from white,<br />
through black. Where possible, select colors<br />
or shades of colors from the <strong>Couture</strong> palette.<br />
It is preferred that colors match the brand<br />
color palette range.<br />
Unisex Cap<br />
Baseball <strong>Couture</strong> caps will<br />
be available for all employees<br />
and for customer<br />
promotions. The unique<br />
string design references<br />
<strong>Couture</strong> neutrally.<br />
Men’s Tee<br />
The male counterpart to<br />
the female version, used<br />
for all company events.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 57
Vehicle Decals<br />
On the <strong>Couture</strong> large auto decal, the<br />
<strong>Couture</strong> logo is available in the spot color for<br />
<strong>Couture</strong> red.<br />
The decal could be used by <strong>Couture</strong><br />
employees or as a promotional item<br />
for tradeshows and events.<br />
<strong>Couture</strong> logo<br />
Use the <strong>Couture</strong> spot<br />
color logo artwork or<br />
reversed white out.<br />
COUTU RE<br />
I N T E R N A T I O N A L<br />
58<br />
<strong>Couture</strong> <strong>International</strong>
The materials used for the decals is a plastic<br />
cling so as to not destroy any underlying<br />
surface it adheres to and can be used multiple<br />
times with ease.<br />
COUTURE<br />
I N T E R N A T I O N A L<br />
<strong>Couture</strong> <strong>International</strong> 59
60<br />
<strong>Couture</strong> <strong>International</strong>
<strong>Couture</strong> <strong>International</strong> 61