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WELCOME TO SMILEY
to the world of SMILEY we hope that through our brands, creative design and marketing input that together we will embark on a creative journey to further our company mission, whilst adding a ‘happy kick to your organization. Our mission, much like our first endeavor 40 years ago is:
This is what makes Smiley unique and unlike any other lifestyle brand on the market. Not only is it evergreen, but its widespread appeal transcends across age, gender, nationality, religion and politics. We hope you enjoy exploring our universe and can imagine the many possibilities to translate our spirit onto your products. Above all, lets enjoy ourselves whilst doing it.
“Making the world a happier place”
Nicolas Loufrani, CEO
Guru Invincible And Ever Triumphant General Of The Happiness Forces
Franklin Loufrani, President
STORY OF SMILEY
HOW WAS SMILEY BORN?
In the late 60’s and early 70”s, the world was dominated by depressing news. Franklin Loufrani, founder of the Smiley company deduced to change this. By trademarking the smiley face, he licensed it to major European Newspapers as part of a promotion to highlight good news. From this moment on, Smiley would go on to become an iconic global phenomena literally the face of positive movements of unity, peace & love and decades of music evolution. 25 years later with the evolution of the internet and digital technology global communication changed forever. In 1997 Franklin’s son Nicholas Loufrani launched a universe of communication with the brand Smileyworld by creating variations of the original Smiley developing expressive characters and promoting a new universal language of the ‘emoticon’. Today we have thousands of different icons which we constantly evolve to represent fashion, art and cultural trends.
“TAKE TIME TO SMILE.”
All our products instill hope, aspiration and positive energy. Generations of people have embraced our products as a symbol of happiness.
We focus on constantly innovating our product and our marketing development to excite and inspire our customers.
I know The most FAMOUS HAPPY BRAND in the world 97 percent Brand name has increased recognition visibility from 60 percent to across the world percent as a symbol 90 in the last 10 years.VISIBILITY 97% YES. I know 90% YES. of positivity Source surveys from Ciao 2003 + Toluna 2013 Global surveys show a The Smiley .
GLOBAL OFFICES & INTERNATIONAL PR In all major markets to secure global celebrity placement. Instagram. Pinterest. media coverage and marketing partners across multiple platforms Kimberly Walsh Stooshie . Twitter.PR HOUSE PR We follow a centralized in strategy including an extensive digital focus on Facebook. Wordpress. Linked-in and Youtube.
our brand has attracted many global partners in the fashion and lifestyle markets. . With Smileys increased relevance in a design driven industry.COLLABORATIONS With SMILEY’s evergreen appeal and hot on the trend radar leading fashion designers have sought to work with us to lead the trend into new frontiers.
DIGITAL Smiley is the ﬁrst interactive multimedia brand.4 MILION FANS BILLIONS OF EMOTICONS NEW NAME SMILEY. instant messaging and social media. .COM are sent every day across all major mobile networks. OVER 3.
In house designed stands reﬂect our brand values with custom built stands the world over. Las Vegas to Berlin. Showcasing our extensive product ranges and highlighting premium products.TRADESHOW We exhibit at all leading tradeshows across every category from Paris to Shanghai. .
000 high street stores Millions of products sold year round .RETAIL Sold and marketed in over 50.
a unifying inﬂuence across the world So powerful it features in global events such as the London Olympics 2012.EXPERIENCE The smiley icon embodies a spirit which appeals to everyone speaking to those who are optimistic and love life. . major music festivals and the biggest club events in the world.
PROMOTION & ADVERTISING Smiley has worked with over 200 partners. . We are continuing to grow Few brands have such a broad scope for partnership.
org SMILEYWORLD ASSOCIATION (SWA) .CHARITY is a non proﬁtable organization working actively against all forms of social isolation. groupe-sos. Managed independently by Groupe SOS. We support our SWA by donating 10percent of proﬁts accrued from the sale of our products.
CATCH HAPPINESS .
stronger than ever in our unique iconic logo. The historic values of Smiley survive today. It has deﬁned generations and is a global representation of happiness and unity through MUSIC & POSITIVE VIBES. MUSICAL UNITY POWER OF A SMILE.BRAND DIRECTION The story and heritage of Smiley transcends GENDER. and the appreciation of the PEACE & LOVE. . NATIONALITY and OPINION.
Age 13-35+ . MUSIC and live their life with a positive outlook. They LOVE LIFE. They want to communicate to those around them THEIR POSITIVE OUTLOOK ON LIFE.CONSUMER PROFILE A Smiley consumer is appreciative of THE VALUES BEHIND THE BRAND.
EVERYDAY HAPPINESS From Happy healthy Sports to Décor. gifting to high fashion Smiley has a concept for every aspect of modern day life. . To associate with Smiley is to want to make a di erence. A FASHION LIFESTYLE BRAND for happy people with happy dreams and a positive healthy outlook on life.BRAND LIFESTYLE The Smiley Spirit and soul has embodied the values and aspirations of generations past and o ers a positive outlook for future generations.
LATE 80’S EARLY 90’S CLUB LAND MUSIC HERITAGE reviving the spirit when Smiley ruled the dance ﬂoors. ‘HOUSE OF SMILEY’ We revive the simplicity and values back in the day when wearing your Smiley and keeping the beats alive was about UNITY and TOGETHERNESS. SMILEY LONDON WELCOMES YOU BACK. .SMILEY LONDON Smiley London celebrates our London became the epicenter for the – the rave capital of the world where everyone wore their Smiley with honour.
Seasonal trend relevant graphic style guides. digital technology and the search for happiness our graphics add a positive dimension to all product categories. peace movements.BRAND GRAPHICS There is no area untouched by the power of a smile. Smiley has a strong graphic identity with our heritage in music. WE ARE THE MUSIC MAKERS AND THE DREAMERS OF DREAMS SMILEY VIBRANTLY COLOURFUL WITH A POSITIVE NARRATIVE .
Whether you wear your Smiley on a T-shirt. Smiley is an icon to share and our products reﬂect this. watch or sunglasses.PRODUCTS What kind of products are in the Smiley Universe? Everything you can imagine! Why conﬁne happiness and positivity to one category? Spread the love. . the message will always be the same. Smiley products are design conscious tapping into key trends.
DESIGN DIVERSITY Our powerful trend driven graphic style guides communicate our brand message o ering strong design possibilities It’s about a fresh. . positive vibe on every product. We want you to smile whenever you see our brand anywhere in the world.
We intend to roll out Smiley stores in other major cities across the world… WATCH THIS SPACE.RETAIL CONCEPT Reﬂecting Smiley’s heritage in music culture we have created A NIGHTLIFE CLUB VIBE for our Smiley store concept. THE FIRST OFFICIAL SMILEY store opened in London at the start of 2012. . The smiley store is a gateway into the universe of smiley. hip and always kickin’ out cool beats with a smile. an environment ﬁlled with free spirited positivity with everything you could imagine to bring a smile to our consumers faces. young.
Our SmileyWorld emoticons have their heritage in digital communication and expressing yourself through online or texting. We at SmileyWorld are taking it to the next level by o ering them ways to express their lifestyles through our STYLETRIBES concept “Which style Tribe are you”? Teenagers want to create an identity.BRAND DIRECTION Youth culture has always been keen on self expression In SmileyWorld we believe in giving teenagers the ability to express themselves through their interests and passions via our huge collection of icons. to change the world and most of all have fun. SmileyWorld is the perfect platform from which to “EXPRESS YOURSELF” . to connect with others.
CONSUMER PROFILE Voice Identity Teens want to create an identity They want to have a voice They want to have fun Connection Age 7-18+ They want to change the world They are smart and savvy and totally tuned in to todays digital culture Digita l They want to connect with others .
fashion.BRAND LIFESTYLE ibes s r T e l y t S s en ld’ e r t o s W w y o l e l l i Sm oncept that a eir h lifestyle centify and show tlar TRIBE to id of a particu hic p i p h a s r r g e c b ﬁ i m me spec ir passions e b i r t h g throu enced by the yle or t u styles inﬂusic. be it m al communica digit S E B I R STYLE T is a . lifetsion.
STYLE TR IBES S SLOG ANS Youth Culture has always been keen on self expression the bigger picture needs to focus on the positivity the voice of youth has. fashion. ICON To further evolve the SmileyWorld Brand we have created the STYLE TRIBES concept a unique lifestyle concept that caters to teens passions music. identify and express who they are through our extensive graphic o ering.BRAND GRAPHICS We at SmileyWorl d believe in self-expression. Emo’s and Rockers that allow any teen to relate. ns and SmileyWorld emoticons play a huge part in teens everyday lives and interactions. we believe in giving teenagers the ability to express themselves through their passions via our huge dictionary of emoticons. . lifestyle and digital communication through individual Tribes such as Skaters. with slogans giv our icons platform to expree teens a personal emotio ss their individuality.
and if what you’re doing isn’t cool. they won’t like it. so the product must project the same message.PRODUCTS Teens are smart and savvy. . It’s all about cool expression.
DESIGN DIVERSITY O ering a free world of diverse creative design and direction. Teens and young adults. popular culture and personal identity. adaptable to a universe of directions across music. . SmileyWorld has evolved into a universal brand catering for Tweens.
Using modern design and playful messaging. we want to o er a deﬁnitive invitation into the universe of digital social expression and creativity – the very basis for the thousands of unique designs the SmileyWorld brand has been creating since its inception in 1997. . We intend to roll out SmileyWorld stores in major cities across the world… watch this space.RETAIL CONCEPT The SmileyWorld Store will welcome the consumer directly into the world of SmileyWorld icons by way of a digitally inspired environment. Translatable across multiple categories. speciﬁcally: a) Apparel b) Gift c) Footwear The store is the framework and the products will tell the story.
the Jr & Girl brands embody a youthful spirit of self-expression. we empower children to learn of their individuality and how to express it through design and style a liation. while at the same time reﬂecting playful attitudes towards life. to lead them into their growing adventure. It’s about learning human emotions and understanding them in order to be able to express themselves conﬁdently as they grow. SMILEY JR & SMILEY GIRL are the stopgap between early childhood and core teenage years An extension of SmileyWorld. . these two expressions are uniquely explored to cater to the girl and boy respectively. emoticons still play an important role in reﬂecting self-expression and individuality. By o ering impressive and colourful design.BRAND DIRECTION Growing up with independence and identity is key to growing up. Teenagers want to create an identity and through the younger feeder brands. Smiley Jr & Smiley Girl are unlike no other young brand. With JR and GIRL. their value is wholly positive and tailored to the broad interests of growing kids with big dreams and imagination.
they are hungry for information and ideas.CONSUMER PROFILE Jr’s and Girls want to learn how to be more independent. At such a young stage. They want to have fun They are learning to appreciate what they like and don’t like They are forming their own voice and identity through the choices they make They want to stand out They want design and colour which speaks directly to them Life is meant to be fun. Jr & Girl and the leap-stones to learning about expression. their attitude to the brands they engage with are the same Age 3-7 .
creative and expressive. activity. fun & games. life and emotions. however as brands they are not afraid to push the boundary by being daring. Still focused on the key interests to children growing up. the lifestyle empowers its users to express who they are from an early age and to discover new things.BRAND LIFESTYLE Smiley JR & GIRL take a softer approach than the more mature Tribes direction. education. .
by creating character driven personalities. arms and legs have been added to make the icons more accessible to a younger audience. with JR & GIRL. With digital communication a less identiﬁable interest in growing kids. where facial icons alone make up the basis of all artwork. Unlike the SmileyWorld and Tribe’s universes. LEGS and ARMS are a signiﬁcant addition to the JR & GIRL characters. our icons with expressive taglines give kids a platform to learn how to express their personal emotions and individuality.BRAND GRAPHICS Continuing the SmileyWorld ethos of promoting self-expression. . icons take on their own personality which is reﬂected in accompanying graphics and background all-overs.
SmileyWorld drawns from the universe of icons and creations developed to cater for any kind of kids – almost with limitless possibilities. It means we can expose the brand to a broad demographic. adaptable to many directions across the interests of growing children. .DESIGN DIVERSITY Open to the free world of diverse creative design and direction.
be it through creative design or slogan driven catchwords which young kids can relate to. Staying true to the notion of self-expression and individuality. products need to demonstrate a platform for expression. . Consistency is key to demand. It is for this reason that we streamline our designs from the young adult and teen brands into the more youthful extensions of SmileyWorld.PRODUCTS Kids like to copy their peers – like an older brother or sister.
The basis for digital communication is expression and allowing each other to communicate in a fun and playful way. The store is the framework and the products will tell the story. but via character association and exciting artwork which will adorn the walls and ﬁxtures of the store. we want to o er a subtle point of di erent to the digital heavy environment of SW. therefore through keeping consistency with our other branded shops. JR & GIRL will continue to embody this direction. Translatable across multiple categories. Keeping the contemporary design and playful messaging embodied in the SW store. the concept will be unchanged.RETAIL CONCEPT The Jr & GIRL Store will welcome the consumer directly into the world of SmileyWorld by way of an extension. Kids are aspirational. . speciﬁcally: a) Apparel b) Gift c) Stationery While the product may vary. the intention is to give the consumer and their parents an insight into the overall work of Smiley whilst remaining true to the nature of JR and GIRL: personality and expression.
BRAND DIRECTION The early years of a baby are some of the most important. mixed with educational content. It’s the ﬁrst path to an adventure of happiness and expression. SMILEY BABY o ers a branded lifestyle which will provide the An extension of SmileyWorld. The emoticons still play an important evergreen appeal and ino ensive role in reﬂecting self-expression nature attracts parents. and individuality. they make us who we are SMILEY BABY is the youngest point on introduction to our brand. . By o ering soft and colourful design. but the content is reﬂective of simpler and more a ectionate styles. building blocks for babies.
cute and with its eyes exploring the new world around it They want to instill the positive and happy values of life of the SmileyWorld brand into their newborn from an early age Smiley Baby aims to educate. young. It’s shaping who they are the person they will become. The di erence is their parent.CONSUMER PROFILE The Smiley Baby is no di erent to any other baby. bubbly. please and open the minds of growing babies. who chooses the Smiley Baby for their newborn Age 0-36 months .
Baby introduces early themes and fun characters as a stepping stone to developing growth. . Feeding into the early interests of a growing child.BRAND LIFESTYLE Smiley Baby is the younger sibling to JR & GIRL.
Cute and bubbly Legs and arms are a signiﬁcant addition to the BABY characters. taking an inﬂuence from it’s older renditions of JR & GIRL. Again. . our icons. together with colourful and exciting artwork with give parents and opportunity to express their babies ﬁrst personal emotions and individuality. we added the body features to reﬂect a baby character brand and gradually introduce the idea of icons through expansive design .BRAND GRAPHICS Continuing the SmileyWorld ethos of promoting self-expression.
PRODUCTS Every product design goes through a unique process to ensure it ticks all the boxes for a successful baby product. . This includes examining colour selection and tone – as well as – making the icons and characters as adorable as possible to both parents and babies.
.DESIGN DIVERSITY Open to the free world of diverse creative design and direction. Smiley Baby draws from the universe of icons and creations developed to cater for any kind of Smiley Baby – almost with limitless possibilities. We tailor down the ne ile sm y b ba y w p ha py r gi l new happ smiley bab y y BOY right artwork and graphic direction from the broad library of content to select the strongest and most appealing variations which will work for a baby brand.
we want to o er a subtle point of di erent to the digital heavy environment of SW. however with a softer approach and educational attitude. The store is the framework and the products will tell the story. speciﬁcally: a) Apparel – casual and nightwear b) Toys & Gifts c) Early Learning Products While the product may vary. The basis for SmileyWorld is expression and allowing each other to communicate in a fun and playful way. it is the parents and guardians who we need to speak to the most. the intention is to give parents an insight into the overall work of Smiley whilst remaining true to the nature of our Smiley Baby: innocent and hungry for new adventures and emotions to learn. Keeping the contemporary design and playful messaging embodied in the SW store. but via character association and artwork employed to teach babies how to connect imagery and emotion.RETAIL CONCEPT The Smiley Baby Store will welcome the consumer directly into the world of SmileyWorld by way of an extension. the concept will be unchanged. while giving parents the tools to pass this information on and raise young ones with good values and a thirst for new things. . BABY will continue to embody this direction. Our Baby store will remain consistent with the ideology of self-expression that drives the entire SmileyWorld Universe. While babies are the end-user target. Translatable across multiple categories.
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