Professional Documents
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Harrods Brand Guidelines 2014
Harrods Brand Guidelines 2014
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Fourth clause:
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CENTURIES
When writing about centuries, these should always appear in the lowercase, e.g.
Since the 15th century, the building has maintained its striking architecture.
The only exception to this rule is when the word century forms part of a
capitalised name.
CHAMPAGNE
For any drink or product that denotes the region, the item should begin in the
upper case, e.g. Champagne not champagne. See also Wine.
CHILDRENSWEAR
Always written as one word, e.g. Childrenswear, not Childrens Wear.
COLONS AND SEMICOLONS
The correct use of a colon is before a list, e.g. I could only find three of the
ingredients: sugar, flour and eggs.
The correct use of semicolons is to link two separate sentences that are closely
related, e.g. The children came home today; they had been away for a week
COLLECTION
When simply referring to collections, the word should be lowercase, e.g. Tom Fords
Spring/Summer 2009 collection. If collection forms part of the name then the word
Collection should be initial capitalised as part of the name.
COMMAS
Good punctuation is always expected and commas are a punctuation essential.
CRM
Customer Relationship Management (CRM) necessitates a different approach to
copy depending on the campaign in question. For full details and explanations please
refer to the separate CRM copy guidelines or contact the Creative team.
COMPLIMENTARY/COMPLEMENTARY
COMPLIMENTARY
a) expressing praise or admiration.
b) given or supplied free of charge.
Always use complimentary instead of free.
COMPLEMENTARY
a) two or more different things combining in such a way as to form a complete
whole or enhance each other.
D
DATES AND TIMES
DATES
Date format should always appear as day, date, month and where relevant, the year,
e.g. Between Thursday 23rd and Saturday 25th August 2012.
If a date or dates appear on a document as a single piece of information (such as an
invitation), they should be written simply with a long hyphen (m dash ) separating
both dates, e.g. Thursday 23rd Saturday 25th August 2012.
Dates that appear in the PAST tense need not include the day; the date, month
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
and year will suffice. In this case, omit all days from the document for consistency.
Dates must always appear as numerical characters with their appropriate ordinal suffixes
(th, st, nd, rd) in lowercase, e.g. 20th, 1st. The only exception to this rule applies to
American Express guidelines, where dates appear as numerical characters alone.
Please refer to CRM copy guidelines for all American Express specific copy rubric.
The ordinal suffixes (th, st, nd, rd) should never be superscripted (aligned with the
top of the number preceding it) but should always align with the bottom of the
number preceding it e.g. 9th not 9
th
.
For dates and times always use the following syntax conventions:
from xx to xxx
between xx and xx
xx xx
xx & xx
DECADES
50s or 1950s, not 1950s.
An apostrophe may only be used here when possession is implied.
TIMES
Written in accordance with the 12-hour clock, all times should appear in lowercase
without a space, e.g. 9am, 5pm, 11pm.
Midday should always be written as 12 noon. Any minutes past the hour should
appear in numericals e.g. 12.30pm.
When writing two times, repeat the pm e.g. 5pm 10pm
Where store opening times are written, terms and conditions must explain the
Sunday browsing only information.
SEASONS
Seasons, unlike days of the week and months of the year, should appear initial letter
capitalised for headers, Sale and fashion communication, e.g. Summer Sale Preview.
However, when seasons appear in body copy, for example if talking about an
autumn harvest or a winter frost, they should remain in lowercase.
Bank Holiday Monday always uses an uppercase H.
DEPARTMENTS
All department titles should be written in upper and lowercase, prefaced when
needed with The and written in full, e.g. Womenswear, Cosmetics, The Terrace
Bar, The Georgian restaurant. When in prose however the is lowercase.
Try to avoid using department when referring to locations, rather write them as
they appear in the monthly Store Guide. For example, Visit Toy Kingdom on the
Third Floor, rather than Visit the Toy Kingdom department on the Third Floor.
DOORS
Each of the stores public entrances should be initial letter capitalised and
accompanied by the door number in digits, e.g. Door 5, Door 10.
When writing invitations, it is helpful to mention to the audience the nearest
entrance if the event is being held in a hard-to-reach place within the store.
E.g. Enter via Door 5.
E
EMAIL
Always written as one word, e.g. email, not e-mail.
EMPLOYEES
Always preferred over staff.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
EXCLAMATION MARKS
To be used sparingly.
EXCLUSIVELY
Always refer to products that are uniquely stocked in-store as exclusive to Harrods
not exclusively at Harrods. The logo for this associated brand however always
appears as Harrods Exclusively.
F
FLOORS
All floors should be written in full and in upper and lowercase, e.g. First Floor,
Fifth Floor. Lower Ground Floor should not be hyphenated.
H
HANDMADE
Always one word, as well as handcrafted, handshake, handprint, handwritten,
handwoven, where as hand-filled, hand-picked, hand-embroidered are hyphenated.
Check dictionary if unsure.
HARRODS
Harrods as a brand should always be considered singular and without an
apostrophe. The name Harrods should have the H capitalised at all times, with
one exception harrods.com, which should always be written with a lower
case h and without the www.
Harrods is always written in the singular e.g. Harrods is delighted and never
Harrods are delighted. However, the use of our is acceptable on the basis that
Harrods itself is an organisation run by a group, therefore the narrative voice should
reflect this. The only time the first person narrative (I) should be implemented is in
senior communication that addresses the customer personally.
HOMEWARES
Always written as one word, e.g. Homewares, not Home Wares.
HYPHENS
Hyphens are used to show a link between words.
a) to join words, e.g. he used a non-corrosive wok to make dinner.
b) to avoid an odd sequence of letters, e.g. re-enter not reenter.
c) to avoid confusion, e.g. three year-old boys or three-year-old boys.
d) to show the difference between terms that are spelled the same, but have
different meanings, e.g. Reformation and re-formation or resign and re-sign.
When in doubt, err on the side of caution in the case of ultra-, super-, mega-, multi-
unless the dictionary states otherwise (superhuman, ultraviolet, multiethnic).
When constructing a sentence that requires hyphenation, a long () hyphen (m
dash) is always preferred over a short (-) hyphen (n dash).
Similarly, hyphens between dates and times must use the m dash () with space in
between each word, e.g. 5.30pm 7.30pm.
When joining words however, an n dash (-) is the standard rule, e.g. See in-store
for details.
Hyphens should be used sparingly to avoid cluttering text and can often be left out
according to syntax structure e.g. Well-established fashion house or the fashion
house is well established.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
I
IN-STORE
Always hyphenated, e.g. in-store, not instore or in store.
INVITATIONS
The word invitation should always be used over invite when in noun form.
In invitations, often the dates and times are written in capitals for prominence
in these cases, the ordinal suffixes (th, st, nd, am, pm) should be written in
small caps without a space,
e.g. THE GEORGIAN, TUESDAY 9TH MAY, 5.30PM 7.30PM
Invitations should also highlight the place where the event is being held, the relevant
floor and the nearest door access for the recipient, e.g. The Georgian, Fourth Floor,
nearest access via Door 10.
ITALICS
All works of art should be italicised, e.g. titles of books, magazines, poem titles,
chapter headings, tv programmes, album titles, sculptures, exhibitions, musical works,
drawings.
Less common, non-anglicised words should be italicised, but err on the side of
roman if unsure (hors doeuvre, angst, de rigueur).
A word may be italicised for emphasis but this device should be used sparingly.
INTERNATIONAL
Unless in a title or at the start of a sentence, international never uses a capital I.
INTERNET
Unless in a title or at the start of a sentence, internet never uses a capital I.
J
JOB TITLES
When referring to an individuals job title, whether they are a Harrods employee
or externally employed, use initial caps, e.g. Sales Associate, Chanel Communications
Manager. Otherwise use lowercase for job functions.
L
LIMITED EDITION
Limited edition should only be hyphenated when used as a compound modifier
(when two words act together as an adjective to modify a noun), such as a
limited-edition collection.
M
MAKE-UP
Always hyphenated, except in specific brand names.
MEASUREMENTS
All dimensions should be specified using the metric system.
All jewellery values should be referred to as ct in lists and carat or carats in prose,
e.g. This drop-neck pendant features yellow diamonds comprising 17.5 carats.
Toy measurements should appear in metric (cm) format.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
Weights should appear in kg or kilogrammes.
Land mass should always be quantified in kilometres, e.g. This stretch of coastline
dips south for over 400km.
*
References to measurements of furniture items, large-scale toys (e.g. dolls houses)
and antiques pieces should be written in metric format but may also include inches
and feet if necessary.
When giving the size of an item and more than one measurement is given, the
abbreviated measurement must be repeated in each instance, e.g. 10cm x 25cm not
10 x 25cm spaces must always appear on either side of the x for clarity.
MENSWEAR
Always written as one word, e.g. Menswear, not Mens Wear.
MINI HARRODS
See Mini Harrods Brand Guidelines/Style Guide.
MONEY
As a rule, monetary terms written in full are always preferred. However, when
necessary abbreviate millions, billions and trillions to 1m, 2b, 3tn.
N
NUMBERS
For numbers up to and including nine, the number should appear in full,
e.g. The estate covers seven hectares of land.
Whereas numbers exceeding nine should be written in numerical characters,
e.g. The estate covers 25 hectares of land.
Numbers that appear in any CRM collateral are exempt from the written character
rule, e.g. Earn 1 point for every 1 spent in-store. See separate CRM guidelines for
more detail.
For numbers associated with days, weeks or months, a hyphen is used to illustrate
the relationship, e.g. He completed a five-day week.
Sentences beginning with numbers should be written out in full, e.g. Twenty-two
customers enjoyed their visit not 22 customers enjoyed their visit.
Always refer to numbers as more than 1,000, not over 1,000
For numbers in the thousands, use a comma to mark this, e.g. 1,888 not 1888.
O
ORDINAL SUFFIXES
For dates and times, ordinal suffixes should always be lowercase (please see
invitations for the one exception) and should never be superscripted. See Dates and
Times for examples.
P
PERCENTAGES
Always written as a symbol, e.g. 20% and not in words, e.g. 20 percent.
PHRASES
To ensure consistency across the brand, there are certain phrases that are
preferable to any other of similar meaning. However these are not to be relied
upon or overused, e.g. Harrods is the worlds most famous department store;
There is only one Harrods, Enter a Different World, Ask in-store for further details.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
POSTCODES
Postcodes should be written on a separate line underneath the city, as below.
See also the Address Format section.
Harrods
87-135 Brompton Road
London
SW1X 7XL
POWER PLATE
Always written as two words, not PowerPlate or Power-Plate.
PRESS RELEASES
Press releases should also include the below sentence at the end:
For more information, please contact Harrods Press Office:
[Name]
[Phone number]
[Email address]
PRICES
Decimal places should only be used where necessary. If there is a price with no
pence, it is not necessary to highlight this, e.g. instead of 7.00, 7 will suffice.
PULL QUOTES
When quotes are pulled from the text for extra emphasis, they should be chosen
from the text on the page on which they appear. Pull quotes should always be
appropriately punctuated.
R
READY-TO-WEAR
Ready-To-Wear should appear in full, with each initial letter capitalised and
hyphenated except where spacing limitations require an abbreviated form, e.g. RTW.
ROOM
See Departments.
RRP (RECOMMENDED RETAIL PRICE)
Never write RRP. Always refer to the product as worth XX or valued at XX.
REGIONS
When stating regions of the world, the directional ordinates should not be
capitalised, e.g. southwest France / the eastern Mediterranean. This rule does not
apply to areas where the directonal ordiantes form part of the name rather than
offering a suggestion of the location, e.g. Middle East, Western Hemisphere.
REPETITION
Generally, the terms cardmember and customer should always be used
consistently across all internal and external communication. However, in long copy
repetition can and does occur, so use sensible alternatives which do not lower the
brand identity. See buzz words in the Tone of Voice section.
For instances where repetition occurs, the rule should always follow that the first
use of any idea/word/phrase must be written out in full, with different variations
following consistently eg: Welcome to the Harrods Rewards programme. As a
valued member of the Rewards programme, we are delighted to present you
with a new Rewards card.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
S
SALE
Events should be referred to as the Summer Sale, the Winter Sale and the Sale
Preview. Any further mention of the Sales should always be initial letter capitalised.
The phrase There Is Only One Sale is always used in Sale collateral never theres
only one Sale.
SKINCARE
Always one word.
SEASONS
See Date and Time.
SERVICES
Correct names of some of Harrods Services include:
Bespoke Events
Global Shipping
Corporate Service at Harrods
The Studio at Harrods
Weddings by Harrods
SPEECH MARKS
For all quotations across all communication channels, double speech marks must
be used, e.g. Speaking about his designs, Samuel says, I gain inspiration from the
textures and organic shapes found in the natural world.
STATIONARY/STATIONERY
Stationary not moving, not changing.
Stationery writing materials.
STORE
When referring to the Harrods store, the word store should remain in the
lowercase, e.g. Harrods is the worlds most famous department store. The only
exception is the Store Guide.
STORE GUIDE
In the Store Guide brands are usually omitted unless spanning a dedicated
department. Department names (as they appear on their signage) are listed instead,
e.g. Mens Tailoring.
Cross checking names against in-store signage is always advised for accuracy.
T
TEAM
Where following a department or brand, the word team should be in lowercase.
TELEPHONE NUMBERS
Telephone numbers should always be written as follows:
020 7730 1234 or 07971 179590
For international dialling, telephone numbers should begin with a + and the
international dialling code. For UK numbers, this will be +44 followed by the first
number of the city code in parentheses, e.g. +44 (0)20 7730 1234.
Where the international number has a different amount of numbers, it is the first
part of the number that needs to remain the same, e.g +21 (0)408 555 1212.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
Extensions should always be prefixed with ext. (full stop to signify abbreviation),
e.g. Please call +44 (0)20 7730 1234, ext. 9876. International codes should not be
written on contact details for press releases, unless you know the release is being
sent out internationally.
TERMS AND CONDITIONS
If any offer, promise, gift, event or price is given, terms and conditions should
accompany. We can use the term ts and cs in internal communication, but never
on any published material. For every piece that includes ts and cs, Harrods Legal
Department must approve it.
Terms and conditions: the title is always laid out with a capital T, lowercase c and
a colon. If an asterisk is used in the copy then the title Terms and conditions is
not always necessary, there can just be an asterisk at the bottom. But for multiple
clauses, the title is preferred.
If an asterisk is found on the front and the ts and cs are on the back, its essential to
ask the reader to see reverse for terms and conditions.
Set words and phrases to be used in the terms and conditions include:
Ask in-store for further details. (Never see in-store.)
Harrods employees are excluded from this offer.
See the section on Caveats for further examples.
TITLE CASE
In title case all initial letters are capitalised, except for non-initial articles (e.g. the,
a, an) and short prepositions (a word that links nouns, pronouns and phrases to
other words in a sentence (e.g. to, of, from, at). Always capitalise the initial letter
in the first and last word, capitalise all nouns, verbs, pronouns, adjectives, adverbs
and subordinate conjunctions (as, because, although), and never use full stops or
exclamation points, e.g. The War of the Worlds, A Tale of Two Cities, Snow White and
the Seven Dwarfs, Harrods is the Greatest Department Store in the World.
TIME
See Date and Time.
W
WEBSITES
Harrods website should simply be written as harrods.com
For wider campaigns like Harrods Rewards, the web address should read:
harrods.com/rewards
All American Express or third party communication follows the same rule, however
to be sure this works when entered into a browser it is best to double check. If it
does not take you to the appropriate site when entered without the www, then it
is necessary for it to appear. Never precede addresses with http://.
Unless followed by another sentence, web/url addresses should never be followed
by a full stop.
WELLBEING
Always one word.
WINE
Hectolitres usually appear abbreviated to hl, but can also be written in full,
e.g. The vineyard accounts for 30hl of Sauvignon, 20hl of Merlot and 10hl Pinot
grapes.
Percentages always appear in character,
e.g. The vineyard produces 75% Sauvignon Blanc wines.
The size of a vineyard is always measured in hectares never square feet.
A premier or grand cru wine should only have initial caps when referring to its
title. In all other cases, they should appear in lowercase, e.g. 1998 Chteau Guiraud
Premier Cru
versus There are 11 grand crus currently under the region of St. Julien.
Similarly, all named domaines should appear in initial caps, e.g. Chteau Margaux is
one of three premier cru class properties.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
Traditionally, words with stress accents on vowels do not feature them when capitalised.
However, Harrods requires both capitalised and non-capitalised words with accents to
always feature them for consistency, e.g. CHTEAU MARGAUX BORDEAUX.
Wines and spirits named after a place of origin should always appear with the initial
letter capitalised, e.g. Champagne, Cognac, Port. All other drink names should appear in
lowercase.
The various areas in Wine, Spirits & Cigars should be written as follows:
The Wine Rooms
The Cigar Rooms
The Wine Vault
The Wine and Spirits Rooms
WIDOWS AND ORPHANS
In typesetting, widows and orphans are words or short lines at the beginning or end of a
paragraph, which are left dangling at the top or bottom of a column, separated from the
rest of the paragraph. Where possible, paragraphs should end neatly and without widows,
orphans or hyphenated words dangling. This is also the responsibility of the designer but,
where possible, aim to check the aesthetic layout of language for all communication.
WOMENSWEAR
Always written as one word, e.g. Womenswear, not Womens Wear. Never Ladieswear.
For further queries regarding Harrods Style Guide, please contact the
Brand Guardians at brand@harrods.com
5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS
HARRODS SERVICES & ASSOCIATED BRANDS
The Harrods Core Brand has several key services and associated associated brands which
fall beneath it, each with their own distinct branding style and guidelines. Aligned with the
Core Branding but carefully distinguished from it as separate stand alone entities, each
division represents the elite services Harrods offers and for this reason, justifies each
respective variation on style.
5.0 BY APPOINTMENT
5.1 THE GIFT BUREAU
5.2 CORPORATE SERVICE AT HARRODS
5.3 PRIVATE SERVICE SUITE
5.4 THE STUDIO
5.5 HARRODS CONCIERGE
5.6 HARRODS ESTATES
5.7 HARRODS BANK
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
BY APPOINTMENT AN OVERVIEW
Harrods BY APPOINTMENT Personal Shopping & Beyond is an entirely bespoke
personal shopping experience offering a 360-degree service from discreet, detail-
focused experts who cater to clients every lifestyle need. Located on the First and
Fifth Floors, clients find a shopping oasis and effortless service in one.
A team of personal shoppers will shop the entire store to fulfil clients requests. They
handpick the best whether its an updated fashion wardrobe, a vintage bottle of wine
or a new interior. Even cars, private jets, antique dining tables and a banquet for 20
can be organised in a matter of hours. This extraordinary level of service also extends
to sourcing art, fine jewellery and investment pieces.
BY APPOINTMENT POINTS OF DIFFERENCE
The ultimate Personal Shopping experience
Unique and radical in its product offering
Run by expert, fashion-savvy shoppers
Located in a stunning environment
An indulgent, individual way to shop the entire Harrods store
Personal shoppers work closely with clients and will pre-edit
and shop on their behalf
Assured discretion at all times
A world of exclusives, products, previews, shows and launches
Chauffeur service
Available internationally
CORE COLOUR PALETTE:
Metallic Silver Silver Foil
Headings and body copy Headings and logos
SECONDARY COLOUR PALETTE:
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
BY APPOINTMENT
DARK GREY
PMS Cool Grey 10c OR 425u
R:97 G:98 B:101
BY APPOINTMENT
NAVY
PMS 2766c OR 296u
R:23 ; G:33 ; B:84
BY APPOINTMENT
COOL GREY
R:227 G:227 B:227
COLOURS
In order to maintain consistency throughout the brand, only the colours listed below are permitted for
use in BY APPOINTMENT communications.
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
SILVER
PMS 8001c
C:44 M:35 Y:37 K:21
R:125 G:127 B:126
SILVER FOIL
API_1000_Silver Gloss
BY APPOINTMENT Cool Grey is also used on stationery,
on Colorplan Cool Grey stock. There is no colour-matching
system equivalent for this colour. It will require special
mixed ink that a printer can match and create.
IT MUST NOT be printed as CMYK.
Use: Background only
BY APPOINTMENT Dark Grey
is used as a background colour
on stationery, on Colorplan Dark
Grey stock.
Use: Background and body copy
BY APPOINTMENT Navy is used
sparingly on packaging and stationery
as a highlight colour.
Use: Background block colour
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
BASIC LOGO GUIDELINES
The optimal height for the Harrods logo is 10mm (minimum)
The optimal width of BY APPOINTMENT logo is 65mm (minimum)
Always maintain size proportion between the BY APPOINTMENT logo and the
Harrods logo, as shown opposite
The Harrods logo must be centred visually below the BY APPOINTMENT logo
The distance between the BY APPOINTMENT logo and the Harrods logo varies
depending on print area, but must never be less than 48mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone must surround the logos.
The size of this zone is determined by the height of
the B of BY APPOINTMENT and half the height of
the H of Harrods. This is a minimum recommendation;
more space will always aid visibility
Min 65mm
Min 48mm
LOGO
The BY APPOINTMENT Personal Shopping & Beyond logo gives the service a strong
identity in its own right, setting BY APPOINTMENT communications apart from those
of the wider Harrods brand.
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
Min 10mm
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
BASIC TYPOGRAPHY GUIDELINES
BY APPOINTMENT only ever uses GILL SANS LIGHT
No other weight may be used anywhere
Use upper case and silver foil or silver for all headings and sub headings
Use upper and lowercases and silver or black colour for all body copy
Use upper case when writing BY APPOINTMENT whether as part of
a heading or in body copy
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
Silver foil or metallic silver
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Use a double-carriage return for paragraph breaks
GILL SANS LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for BY APPOINTMENT communications is integral to the
identity of the sub-brand. While continuity within the larger Harrods brand is always
maintained, this typography allows the sub-brand a certain differentiation.
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
PRINTED SAMPLES
F I F TH, F I RS T & GROUND F LOORS HARRODS L I MI TED
87- 135 BROMPTON ROAD LONDON S W1X 7XL
T: +44 ( 0) 20 7893 8000 F : +44 ( 0) 20 7893 8003
BYAPPOI NTMENT@HARRODS . COM HARRODS . COM
REGI S TERED I N ENGL AND 30209
BA053_BA_Letterhead_A4_GREY.indd 1 14/07/2010 15:19
FI F TH, FI RST & LOWER GROUND FLOORS HARRODS LI MI TED
87-135 BROMPTON ROAD LONDON SW1X 7XL
T : + 4 4 ( 0 ) 2 0 7 8 9 3 8 0 0 0 F : + 4 4 ( 0 ) 2 0 7 8 9 3 8 0 0 3
BYAPPOI NTMENT@HARRODS . COM
FRONT OF HOUSE
LETTERHEAD
BUSINESS CARD
GIFT BOX
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
THE GIFT BUREAU AN OVERVIEW
The Gift Bureau is a comprehensive gift list service for all celebrations.
Specialised consultants guide clients through items on all seven floors
of the store, helping them organise individual lists, incorporating everything
from homewares and furniture to fashion and jewellery including access to
BY APPOINTMENT, Harrods personal shopping service.
THE GIFT BUREAU PROVIDES TWO PRINCIPLE OFFERINGS:
The Gift Bureau Account Clients select items with the help of a personal
consultant and then compile a gift list for guests to select from
The Gift Bureau Gift card Guests pledge their contribution onto a gift card
in varying denominations, which the recipients can then spend across the store
even during Sale periods and in conjunction with the Harrods Rewards card
THE GIFT BUREAU POINTS OF DIFFERENCE
The personal consultant provides one-to-one advice in compiling a list
that reflects the individual needs and tastes of the client
The personal consultant oversees the gift list for the entire duration it is
registered with us
Clients enjoy complimentary delivery to the UK mainland
(certain exclusions apply)
Guests can purchase from the list either in-store or by telephone
Guests are able to leave a personal message when they purchase a gift
Clients choose from a world of exclusives, products, previews
and pampering experiences
This service is available internationally
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
COLOURS
In order to maintain consistency through the brand only the colours listed below are permitted
for use in The Gift Bureau communications.
METALLIC GOLD
PMS 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
DARK PURPLE
PMS 2695c or 276u
C:100 M:100 Y:10 K:79
R:38 G:15 B:84
The Gift Bureau Dark Purple is used
as a background colour on Stationery.
Use: Background and body copy
COOL GREY
R:227 G:227 B:227
Cool Grey is also used on stationery, on Colorplan Cool
Grey stock. There is no colour-matching system equivalent
for this colour. It will require special mixed ink that a printer
can match and create. IT MUST NOT be printed as CMYK.
Use: Background only
CORE COLOUR PALETTE:
Metallic Gold Gold Foil
Use: Headings Use: Headings and logos
SECONDARY COLOUR PALETTE:
GOLD FOIL
API VELVET GOLD
4084M
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
BASIC LOGO GUIDELINES
The optimal height for Harrods logo is 10mm (minimum)
The optimal width of the The Gift Bureau logo is 65mm (minimum)
Always maintain size proportion between The Gift Bureau logo and Harrods logo
as shown opposite
Harrods must be centred visually below The Gift Bureau logo
The distance between The Gift Bureau logo and the Harrods logo varies
depending on print area, but must never be less than 50mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logos, the size of this zone is
determined by the height of the T of The Gift Bureau and half the height
of the H of the Harrods logo. This is a minimum recommendation, more space
will always aid visibility
LOGO
The Gift Bureau logo gives the sub-brand a strong identity in its own right,
setting The Gift Bureau communications apart from those of the wider Harrods brand.
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
Min 65mm
Min 50mm
Min 10mm
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
BASIC TYPOGRAPHY GUIDELINES
The Gift Bureau only ever uses GILL SANS LIGHT
No other weight may be used anywhere
Use upper case and gold for all headings and sub headings
Use upper and lowercases and black colour for all body copy
Use initial letter capitalised when writing The Gift Bureau whether
as part of a heading or in body copy, it is only in the logo
where it is written in uppercase
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Use a double-carriage return for paragraph breaks
GILL SANS LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for The Gift Bureau communications is integral to the
identity of the sub-brand. While continuity within the larger Harrods brand is always
maintained, this typography affords the sub-brand a certain differentiation.
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
CORPORATE SERVICE AN OVERVIEW
Corporate Service is a department within Harrods that builds and maintains
relationships with corporate customers the business-to-business (b2b) sales
department provided by Harrods.
The Corporate Service team drives incremental, multiple order sales to all departments
across the store, selling products, services and experiences from all seven floors of
internationally sought-after brands. The experienced team provides an exceptional
level of service, which is expected and enjoyed by our valued corporate clients across
the globe.
CORPORATE SERVICE POINTS OF DIFFERENCE
Corporate Service works with a variety of clients including large blue chip
corporate companies, small private businesses and, lifestyle and incentive agencies
Our customers primarily buy corporate gifts to say thank-you to valued clients
and colleagues, or as part of an incentive or Rewards programme
Run by an experienced, business-minded team
Harrods Corporate Service offers a complimentary personal shopping service
to all clients
A dedicated Account Manager will source gifts to suit all briefs and budgets,
listening to individual requirements to find unique and effective solutions
Exceptional level of service including prompt turnaround of orders,
the highest quality presentation and packaging and delivery to UK
and international destinations
Access to a world of exclusives, exceptional product offerings and brand
knowledge, thanks to closely aligned brand integration with Harrods
Available internationally
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
CORPORATE SERVICE BRAND CORPORATE COLOURS:
Metallic Gold Gold Foil
Use: Headings Use: Headings & logos
Black
Use: body copy
COLOURS
In order to maintain consistency across the brand
only the colours listed below are allowed.
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
GOLD FOIL
LUXOR 220
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
BASIC LOGO GUIDELINES
The optimal height for Harrods logo is 14mm (minimum)
The optimal width of the Corporate Service logo is 90mm (minimum)
Always maintain size proportion between the Corporate Service logo and Harrods
logo as shown opposite
The Harrods logo must be centred visually below the Corporate Service logo
The distance between the Corporate Service logo and the Harrods logo varies
depending on print area but must never be less than 50mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logos,
the size of this zone is determined by the height
of the C of Corporate Service and half the height
of the H of the Harrods logo. This is a minimum recommendation,
more space will always aid visibility
BY APPOI NTMENT
PERSONAL SHOPPI NG & BEYOND
Min 50mm
Min 14mm
LOGO
The Corporate Service logo gives the sub brand a strong identity in its own right,
marking Corporate Service communications apart from those under the wider
Harrods brand.
Min 90mm
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
BASIC TYPOGRAPHY GUIDELINES
Corporate Service only ever uses GILL SANS MT LIGHT
No other weight may be used anywhere
Use upper case and gold for all headings and sub headings
Use upper and lowercases and black colour for all body copy
Use initial letter capitalised when writing Corporate Service whether
as part of a heading or in body copy, it is only in the logo
where it is written in full uppercase
.
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Double carriage return for paragraph breaks
GILL SANS MT LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for Corporate Service communications is integral to the
identity of the sub brand. Whilst continuity within the larger Harrods brand is always
maintained, this typography allows the sub brand a certain differentiation.
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
WEDDINGS & OCCASIONS
PRIVATE SERVICE SUITE AN OVERVIEW
The Private Service Suite is a specialised service set up specifically to look after the
needs of Royalty, Heads of State and other VIPs who demand the highest level of
privacy and confidentiality. The Private Service Suite is proud to nurture long-term
relationships with individual clients as well as with generations of families.
This exceptional service is by invitation only and the dedicated team assures the
utmost discretion and an unsurpassed level of quality and service at all times. The team
behind the Private Service Suite is required to enter into negotiations and decision
making outside of the normal store channels.
PRIVATE SERVICE SUITE POINTS OF DIFFERENCE
The utmost understanding of the need to protect and relay the importance of
privacy and discretion both within the store and externally
The flexibility and constant preparation for any unannounced visit or request
A strong bond of trust with customers that has taken years, if not decades,
to build and nurture
A complete respect of our clients positions, connections and above all
their expectations, combined with a deep understanding of etiquette and its
implications in wider diplomatic circles
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
PRIVATE SERVICE SUITE BRAND CORPORATE COLOURS:
Metallic Gold Gold Foil
Use: Headings Use: Headings & logos
Black
Use: body copy
COLOURS
In order to maintain consistency through the brand
only the colours listed below are allowed.
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
GOLD FOIL
LUXOR 220
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
BASIC LOGO GUIDELINES
The optimal height for the Harrods logo is 14mm (minimum)
The optimal width of the Private Service Suite logo is 96mm (minimum)
Always maintain size proportion between the Private Service Suite logo and the
Harrods logo as shown opposite
The Harrods logo must be centred visually below the Private Service Suite logo
The distance between the Private Service Suite logo and the Harrods logo varies
depending on print area but must never be less than 50mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logos,
the size of this zone is determined by the height
of the P of Private Service Suite and half the height
of the H of the Harrods logo. This is a minimum
recommendation, more space will always aid visibility
LOGO
The Private Service Suite logo gives the sub brand a strong identity in its own right,
marking PRIVATE SERVICE SUITE communications apart from those of the wider
Harrods brand.
BY APPOI NTMENT
PERSONAL SHOPPI NG & BEYOND
Min 50mm
Min 14mm
WEDDINGS & OCCASIONS
Min 96mm
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
BASIC TYPOGRAPHY GUIDELINES
Private Service Suite only ever uses GILL SANS MT LIGHT
No other weight may be used anywhere
Use upper case and metallic gold for all headings and sub headings
Use upper and lowercases and black colour for all body copy
Use initial caps when writing Private Service Suite whether
as part of a heading or in body copy. It is only in the logo
where it is written in full uppercase
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Double carriage return for paragraph breaks
GILL SANS MT LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for Private Service Suite communications is integral to the
identity of the sub brand. Whilst continuity within the larger Harrods brand is always
maintained, this typography allows the sub brand a certain differentiation.
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
WEDDINGS & OCCASIONS
THE STUDIO AN OVERVIEW
The Studio operates as the beacon service department of the Harrods Homewares
and Furniture Department. Aligned with BY APPOINTMENT, this department offers
yet another exceptional selection of elite personal services at Harrods.
The Studio provides an influential design service which runs a range of interior
projects, catering to a diverse and exciting customer base. The design philosophy
behind The Studio is to fulfil each individual clients unique vision by understanding
their needs, tastes and lifestyle requirements in order to create for them the ultimate
interior using a range of luxurious finishes, furnishings and fabrics.
Each interior design scheme is undertaken by a small but highly experienced design
team, who have worked on a wide range of projects from city apartments and
townhouses to country houses and mansions, both in the UK and abroad.
THE STUDIO POINTS OF DIFFERENCE
An all encompassing design service, working for the client and with the client
from start to finish
Catering to any taste, from the traditional to the contemporary and everything
in between
Run by a highly skilled, multi-lingual, polished design team
Willingness to liaise on the clients behalf with architects, contractors
and consultants
Clearly defined service proposition and fee structure
Assured discretion at all times
Offering complete access to a world of incredible brands and products through
Harrods, with the ability to realise absolutely everything an interior project could
require even down to colour co-ordinated toothbrushes
Available internationally
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
THE STUDIO BRAND CORPORATE COLOURS:
Metallic Gold Gold Foil
Use: Headings Use: Headings & logos
Black
Use: body copy
COLOURS
In order to maintain consistency through the brand
only the colours listed below are allowed.
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
GOLD FOIL
LUXOR 220
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
BASIC LOGO GUIDELINES
The optimal height for the Harrods logo is 14mm (minimum)
The optimal width of The Studio logo is 52mm (minimum)
Always maintain size proportion between the The Studio logo and
the Harrods logo as shown opposite
The Harrods logo must be centred visually below The Studio logo
The distance between The Studio logo and the Harrods logo varies depending
on print area but must never be less than 50mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logos,
the size of this zone is determined by the height
of the T of The Studio and half the height of
the H of the Harrods logo. This is a minimum
recommendation, more space will always aid visibility
BY APPOI NTMENT
PERSONAL SHOPPI NG & BEYOND
Min 50mm
Min 14mm
LOGO
The Studio logo gives the sub brand a strong identity in its own right, marking
The Studio communications apart from those of the wider Harrods brand.
WEDDINGS & OCCASIONS
Min 52mm
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
BASIC TYPOGRAPHY GUIDELINES
The Studio only ever uses GILL SANS MT LIGHT
No other weight may be used anywhere
Use upper case and metallic gold for all headings and sub headings
Use upper and lowercases and black colour for all body copy
Use initial caps when writing The Studio whether
as part of a heading or in body copy. It is only in the logo
where it is written in full uppercase
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Double carriage return for paragraph breaks
GILL SANS MT LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for The Studio communications is integral to the identity of
the sub brand. Whilst continuity within the larger Harrods brand is always maintained,
this typography allows the sub brand a certain differentiation.
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
HARRODS CONCIERGE AN OVERVIEW
Harrods Concierge is the next generation of customer service, providing an
unparalleled level of service for customers, clients and partners alike. Harrods
provides a world-renowned retail experience, guaranteed through exceptional levels
of customer service. Staying true to our customer-centric ethos, our dedicated
Concierge team ensures that each customers needs and queries are met with the
highest professional level.
The Customer: Harrods Concierge can assist with all customer enquiries no matter
how big or small, from giving simple directions, making restaurant and Urban Retreat
reservations, recommending whats on and where to go in-store and out, as well as
booking detailed shopping packages.
The Partner: The Harrods Concierge endeavours to provide unrivalled relationships
with external partners, specifically in pivotal hotels within the Knightsbridge area
and Harrods catchment area, not just to help guests but ultimately build mutually
beneficial relationships. The Harrods Concierge acts as a main point of contact for all
individual questions, whether it be a simple store question or making a reservation, to
organising a complete shopping package. Harrods aims to fully communicate the most
up-to-date store information to our partners, providing exceptional customer
experiences from beginning to end.
HARRODS CONCIERGE POINTS OF DIFFERENCE
Tailor-making the Harrods experience according to individual customer needs and
setting a service precedent for all customers
Professional, friendly and efficient service at all times
Building key relationships with London hotels and their concierges to ensure all
queries and needs of guests are met and even surpassed
Ensuring the internal word-of-mouth communication of in-store activities and
events by having precise and up-to-date store knowledge
Driving levels of customer service and in-store services
A reactive and proactive service
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
HARRODS CONCIERGE BRAND CORPORATE COLOURS:
Metallic Gold Gold Foil
Use: Headings Use: Headings & logos
Black
Use: body copy
COLOURS
In order to maintain consistency through the brand
only the colours listed below are allowed.
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
GOLD FOIL
LUXOR 220
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS| HARRODS CONCIERGE
BASIC LOGO GUIDELINES
The optimal height for the Harrods logo is 14mm (minimum)
The optimal width of the Harrods Concierge logo is 109mm (minimum)
Always maintain size proportion between the Harrods Concierge logo and
the Harrods logo as shown opposite
The Harrods logo must be centred visually below the Harrods Concierge logo
The distance between the Harrods Concierge logo and the Harrods logo varies
depending on print area but must never be less than 50mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logos,
the size of this zone is determined by the height of
the H of Harrods Concierge and half the height
of the H of the Harrods logo. This is a minimum
recommendation; more space will always aid visibility
BY APPOI NTMENT
PERSONAL SHOPPI NG & BEYOND
Min 50mm
Min 14mm
LOGO
The Harrods Concierge logo gives the sub brand a strong identity in its own right,
marking the Harrods Concierge communications apart from those of the wider
Harrods brand.
Min 109mm
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
BASIC TYPOGRAPHY GUIDELINES
Harrods Concierge only ever uses GILL SANS MT LIGHT
No other weight may be used anywhere
Use upper case and metallic gold for all headings and sub headings
Use upper and lowercases and black colour for all body copy
Use initial caps when writing Harrods Concierge whether
as part of a heading or in body copy, it is only in the logo
where it is written in full uppercase
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Double carriage return for paragraph breaks
GILL SANS MT LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for Harrods Concierge communications is integral to the
identity of the sub brand. Whilst continuity within the larger Harrods brand is always
maintained, this typography allows the sub brand a certain differentiation.
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
HARRODS ESTATES AN OVERVIEW
Harrods Estates is the luxury real estate arm of Harrods, specialising in the sale, letting,
acquisition and management of some of the most exclusive properties in Central
London, the Home Counties and prime overseas locations.
Established in 1897, the Harrods Estates team is divided between three offices.
The flagship Knightsbridge office situated opposite the main Harrods store on the
Brompton Road, covers Knightsbridge, the Chelsea office situated on Fulham Road
serves Belgravia and South Kensington, while the Mayfair office located on Park
Lane focuses on Regents Park, St Johns Wood, Mayfair, Marylebone and St James.
Additionally, Harrods Estates has specialist desks for other countries, including Russia
and the Middle East.
Supported by the strength of the Harrods brand, Harrods Estates has successfully
developed strong brand awareness in key international markets, predominantly Russia,
the Middle East and India with the result that international clients now account for 86%
of sales and lettings. The Harrods Estates team offers each client an individual service
to cater to their needs as well as being able to call upon all of the services that the
Group provides.
HARRODS ESTATES POINTS OF DIFFERENCE
The luxury property agent specialising in top end properties
Eight departments covering London House Sales, London Apartment Sales,
London Lettings, Country House Sales & Lettings, New Developments, Asset
Management, Property Management and Acquisitions
Access to the finest properties in Central London and the Home Counties
Client confidentiality is key
Professional, experienced property advisers providing a 360 degree service
Proactive international approach the Harrods Estates team visits Middle Eastern,
Russian and other key markets to see their clients throughout the year
Individual, tailored service for each client
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
HARRODS ESTATES BRAND COLOURS:
Metallic Gold Gold Foil
Use: Headings Use: Headings & logos
Black
Use: body copy
COLOURS
In order to maintain consistency through the brand
only the colours listed below are allowed.
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
GOLD FOIL
LUXOR 220
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
BASIC LOGO GUIDELINES
The optimal height for the Harrods logo is 14mm (minimum)
The optimal width of the Harrods Estates logo is 91mm (minimum)
Always maintain size proportion between the Harrods Estates logo and
the Harrods logo as shown opposite
The Harrods logo must be centred visually below the Harrods Estates logo
The distance between the Harrods Estates logo and the Harrods logo varies
depending on print area but must never be less than 50mm
The Harrods logo must sit 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logos,
the size of this zone is determined by the height
of the H of Harrods Estates and half the height
of the H of the Harrods logo. This is a minimum
recommendation, more space will always aid visibility
LOGO
The Harrods Estates logo gives the sub brand a strong identity in its own right, marking
Harrods Estates communications apart from those of the wider Harrods brand.
Min 91mm
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
Min 50mm
Min 14mm
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
BASIC TYPOGRAPHY GUIDELINES
Harrods Estates only ever uses GILL SANS MT LIGHT
No other weight may be used anywhere
Use upper case and metallic gold for all headings and sub headings
Use lowers case and black colour for all body copy
Use initial caps when writing Harrods Estates whether
as part of a heading or in body copy, it is only in the logo
where it is written in full uppercase
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Double carriage return for paragraph breaks
GILL SANS MT LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for Harrods Estates communications is integral to the
identity of the sub brand. Whilst continuity within the larger Harrods brand is always
maintained, this typography allows the sub brand a certain differentiation.
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
HARRODS BANK LIMITED AN OVERVIEW
Harrods Bank is over 100 years old and is a comprehensive banking service,
supporting the financial needs of both Personal and Business customers. Located on
the Lower Ground Floor of Harrods, customers enjoy a quality of service that has all
but disappeared from the major high street banks. A comprehensive range of deposit
and lending facilities is on offer and all customers are personally looked after by our
dedicated Relationship team.
The staff are highly experienced and able to respond quickly and efficiently at all times.
Above all, the service is personal, friendly and caring. Whatever the financial need,
Harrods Bank does its utmost to provide the best solution, either through its own
product range or by suggesting alternative providers if that is best for the customer.
For the convenience of customers and shoppers alike, the Bank has a Bureau de
Change facility and has also entered the market in investment gold, providing a range
of coins and bars that can be purchased.
HARRODS BANK POINTS OF DIFFERENCE
A genuinely personal service, discreet and attentive
No Call Centre, one-on-one interaction
Open between 10am and 7pm, Monday to Saturday
Experienced finance professionals offering impartial advice
Personal and business banking services
Deposits, loans and overdrafts available
Safety of depositors funds is the prime consideration
Prompt lending decisions
Bureau de Change
New Gold Bullion service
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
HARRODS BANK BRAND CORPORATE COLOURS:
Metallic Gold Gold Foil
Use: Headings Use: Headings & logos
Black
Use: body copy
COLOURS
In order to maintain consistency through the brand
only the colours listed below are allowed.
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
GOLD FOIL
LUXOR 220
Please DO NOT attempt to visually
colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Optical centre
Geometric centre
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
BASIC LOGO GUIDELINES
The optimal width of the Harrods Bank logo is 70mm (minimum)
The Harrods Bank logo must sit centered 15mm from the bottom trim
CLEARANCE ZONE
An invisible clearance zone surrounds the logo ,
the size of this zone is determined by half the height
of the H of the Harrods logo. This is a minimum
recommendation, more space will always aid visibility
LOGO
The Harrods Bank logo gives the sub brand a strong identity in its own right, marking
Harrods Bank communications apart from those of the wider Harrods brand.
Min 70mm
0.5H
0.5H
0.5H
0.5H
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
BASIC TYPOGRAPHY GUIDELINES
Harrods Bank only ever uses GILL SANS MT LIGHT
No other weight may be used anywhere
Use upper case and metallic gold for all headings and sub headings
Use upper and lowercases and black colour for all body copy
Use initial caps when writing Harrods Bank whether
as part of a heading or in body copy, it is only in the logo
where it is written in full uppercase
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
White out or metallic gold
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Leading example: 10pt type on 14pt leading
Double carriage return for paragraph breaks
GILL SANS MT LIGHT
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 CDE F GHI J K L MNOP QR S T UV WXY Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
TYPOGRAPHY
The typography employed for Harrods Bank communications is integral to the
identity of the sub brand. Whilst continuity within the larger Harrods brand is always
maintained, this typography allows the sub brand a certain differentiation.
6 | HARRODS BRAND GUIDELINES | CO-BRANDING
CO-BRANDING
The Harrods Core Brand often works in conjunction with another brand, for example on
a brand mailer or an advertisement. In this case, where the piece produced represents
Harrods and an external brand in equal proportions, the preference would always be that
the Harrods brand guidelines set the precedent.
6.0 | HARRODS BRAND GUIDELINES | CO-BRANDING | ESSENTIALS
CO-BRANDING ESSENTIALS
Please pay particular attention to Harrods tone of voice guidelines, especially
where dates, times, departments and addresses are concerned
The collateral must sit comfortably with the Harrods tone of voice in terms
of clarity, consistency and sophistication
Terms and conditions must be written in accordance with the Style Guide and
approved by Harrods Legal department
Under no circumstances should any collateral feature third party web addresses
It is essential to follow the brand band sizing guidelines (see 6.2) as stipulated
for each variation on internal or external communication
All collateral is subject to copy, artwork and brand approval by the Harrods Brand
Guardians at brand@harrods.com
6.1 | HARRODS BRAND GUIDELINES | CO-BRANDING | THE HARRODS BRAND BAND
THE BRAND BAND
SIZE GUIDE
The brand band is an integral part of our
external communications and must be
incorporated into every co-branded item
adhering to the guidelines below. Please
pay particular attention to use of colour.
LANDSCAPE
For all collateral that requires a landscape
template the size of the logo sits at 33%
of the width including the margin.
PORTRAIT
For all collateral that requires a portrait
template the size of the logo sits at 50%
of the width including the margin.
SQUARE & DPS
For all collateral that requires a square
or dps template the size of the logo sits at
50% of the width including the margin.
COLOURING
For collateral that is prodominantly white,
or light, always use a black band. For dark
or black backgrounds, use a white brand
band (see right).
6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
CO-BRANDED ADVERTISING
Co-branded advertising must feature the Harrods brand band as illustrated below
and on the previous page
All copy, images and design must adhere to Harrods brand guidelines at all times
Please pay particluar attention to the House style guidelines for dates, locations and
set phrases such as Exclusively at Harrods
Under no circumstances should any collateral feature third party web addresses
The Harrods brand band and logo must appear on all co-branded advertising, for
further clarity see the brand band and logo guidelines
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6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
HARRODS ADVERTORIALS
The majority of all Harrods paid advertorials are written in-house by the
publication in question
Without exception, all copy drafted and creative artwork should adhere to
the Harrods Brand Guidelines. Co-branded advertorials will always require
approval from the Harrods Brand Guardians at brand@harrods.com
Under no circumstances should any collateral feature third party web addresses
The Harrods brand band and logo must appear on all advertorials, for further
clarity see the brand band and logo guidelines
Hot destination: Harrods
The new, most-wanted fragrance wardrobe, a fabulously luxurious travel set and the label thats on every
fashion editors lips no wonder everyone is heading to Harrods this autumn
PROMOTION
Whether you want a new take on sexy
lingerie or simply a pampering treat, the
new buzzword in indulgence is Kiki De
Montparnasse. This chic, sophisticated
boutique range of boudoir-style lingerie
also features irresistible accessories and
high-quality massage oils and candles. Were
especially loving the silk chiffon jumpsuit
very A/W 09. Prices range from 59.95 for
aromatic candles to 499 for luxe loungewear.
Lingerie, First Floor
Body-con has taken a sophisticated
new turn this season and no one is
doing it better right now than Herv
Lger. With a tougher edge, the new
collection is rich in earthy tones and
velvet, snakeskin and hardwear,
making it a must-have for serious
fashionistas. Celebrity fans range from
Victoria Beckham to Cheryl Cole and
Kate Moss. Head down to Harrods
early before the fash pack beat you
there! This couture dress (below) is
available to order, price on application.
Eveningwear, First Floor
Why stop at one perfume when a
fragrance wardrobe is the new way
to wear scent? High-end jewellers
Van Cleef & Arpels have created the
ultimate couture collection of six
perfumes inspired by the worlds
classic gardens. Rich, luxurious and
sophisticated, each is tailored to work
with your mood and outt. Gardnia
Ptale is a fresh oral for carefree
days; Bois dIris is a warm scent, ideal
for knitwear days; and Cologne Noire is
for your statement outts and events.
Discover all six in this chic presentation
case, 700, exclusive to Harrods.
Perfumery, Ground Floor
This uber-glamorous collaboration
between Crme de la Mer and British
luxury luggage company Globe-Trotter
will satisfy even the most beauty-
addicted jet setter. Each vanity case
is handmade, featuring Globe-Trotters
finest detailing, and is packed with
Crme de la Mers most iconic and
pampering products, including the cult
Crme, The Eye Concentrate and the
sumptuous The Body Crme. At 1,200
its an investment but, for Crme de la
Mer devotees, worth every penny its
the ultimate luxe travel companion!
This set is a limited edition of four and
is exclusive to Harrods.
Cosmetics, Ground Floor
The new
office staple
Looking for a new workwear
statement? Then meet Robert
Rodriguez and his new
collection. Chic, urban and
fashion forward, youll be sure
to find a more feminine and
edgy twist on everything from
two-piece suits, tailored
trousers and tuxedo jackets to
slouchy day dresses. Throw in
a statement coat or oversized
gilet and youre done. A real
Grazia favourite for easy
but edgy daytime style.
Sequinned dress (right), 529.
Designer Studio, First Floor
READY, JET SET, GO!
Everyones getting
a scent wardrobe!
Label alert:
LUXE-OVER YOUR LINGERIE!
ELEMENTAL ELEGANCE
Add a little lustre to your festive offering this
year with a special gift for your loved one
fromthe place that does luxury better than
any other Harrods.
ON SHOW:
Raek-Mig-Lige sterling Silver
bowl by Georg Jensen 8,438.
The Silver room, Second Floor.
Items clockwise fromtop: Montblanc platinum
plated fountain pen 830; Baccarat ring 1,520; Lara
Bohnic chain necklace 789; M.C.L ower earrings with green
sapphire 640; Harrods candle 29.95; Annoushka bangles (fromtop
to bottom) 18ct yellow gold 1,200, 18ct white gold 1,200, 18ct white
gold and diamonds 2,900, 18ct gold and diamonds 2,400, 18ct yellow
and white gold from1,200; Burberry watch 329; Aeon notebook
19.95; Carlo Zini bracelet 599; Alexis Bittar cuff 229; Annoushka
18ct yellow gold and diamond necklace 5,600; Jimmy Choo clutch
1,895. All items available fromLower Ground and Ground Floor.
ADVERTISEMENT FEATURE
6.3 | HARRODS BRAND GUIDELINES | CO-BRANDING | INVITATIONS
INVITATIONS
Invitations are a simple and attractive way of drawing customers in-store and
highlighting new products or brands
All invitations must be laid out in accordance with the Harrods Brand Guidelines
to ensure continuity and must be sent to the Harrods Brand Guardians at brand@
harrods.com for brand approval prior to being printed. This approval must be
organised with at least five days notice
1. HARRODS HOSTED
Any event that is being hosted by Harrods must be designed by the in-house
Creative team. All information and logos should be supplied when submitting the
original material
Under no circumstances should any collateral feature third party web addresses
The Harrods brand band and logo must appear on the front cover (without web
& tel) and back cover (with web & tel) of all invitations, for further clarity see the
brand band guidelines
All invitations must be sent to the Harrods Brand Guardians at brand@harrods.com
for brand approval prior to being printed
HARRODS AND DENNIS BASSO
are delighted to invite you to the exclusive launch of Eveningwears newest boutique.
THURSDAY 15TH OCTOBER 2009
6PM 8PM
Eveni ngwear, Fi rst Floor
Entrance via Door 10, Hans Road
Join us as we unveil the exclusive Dennis Basso boutique and the designers new collection.
Dennis Bassos attention to detail and design for each season allows his collections to make a mark in the world of fashion.
The collections will include a combination of exquisite gowns, ready-to-wear and luxury fur pieces, all exclusively at Harrods.
RSVP is essential as places are limited. Please contact Jenny Harris
on 020 7893 8809 or email jenny.harris@harrods.com
2. JOINT OR SUPPLIER HOSTED
All invitations for events that are hosted by Harrods and a third party (co-funded,
usually a concession) or an event that is totally supplier funded and hosted by the
third party at Harrods, (using their database of contacts) must contain the brand
band on the image side and the Harrods logo in the bottom right hand corner on
the text side, for further clarity see the brand band and logo guidelines
Under no circumstances should any collateral feature third party web addresses
All invitations must be sent to the Harrods Brand Guardians at
brand@harrods.com for brand approval prior to being printed
is delighted to invite you to a worldwide exclusive preview of the new
Enchanted Lotus Collection.
A celebration of the unexpected and the eternal: a delicate lotus ower is woven
into a sculptural heart with an innite thread of diamonds, creating drama
in its exquisite details. Featuring ve diferent pieces, De Beers exceptional
craftsmanship has created an ethereal yet resilient micropav where the diamonds
brilliance and beauty.
1st - 15th October 2009
Harrods Fine Jewellery Room, Ground Floor
cordially invites you
to the exclusive worldwide unveiling of
6.4 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND MAILERS
BRAND MAILERS
Brand mailers increase brand and product awareness, through images, copy and
targeted mailing. Usually an event, gift or discount offer will be proposed to draw
recipients in-store
All brand mailers must be laid out in accordance with Harrods Brand Guidelines
to ensure continuity and must be sent to the Harrods Brand Guardians at brand@
harrods.com for brand approval prior to being printed. This approval must be
organised with at least five days notice
HARRODS BRAND MAILER ESSENTIALS
Please pay particular attention to Harrods Style Guide, especially where dates,
times, departments and addresses are concerned
The brand mailer must sit comfortably with the Harrods tone of voice in
terms of clarity, consistency and sophistication
The Harrods brand band must appear on the front cover and back cover
(with web & tel) of any brand mailer collateral, for further clarity see the brand
band guidelines
Terms and conditions must be written in accordance with the Harrods Style
Guide and must be approved by the Harrods Legal department
All brand mailers are subject to copy, artwork and brand approval and must be
sent to the Harrods Brand Guardians at brand@harrods.com for approval prior to
being printed. This approval must be organised with at least five days notice
. Under no circumstances should collateral feature third party web addresses
6.5 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND EMAILS
BRAND EMAILS
The email content should t inside the width of the template which is 624 pixels. The header and footer
must remain the same and not be edited unless terms and conditions are to be added.
KEY TYPEFACES
DI SPLAY FONTS = ANNI VERS/ CALLUNA
(please use Calluna for the main title, Annivers for secondary titles and buttons)
FUNCTI ONAL FONTS = ARI AL/ GEORGI A
(please use Georgia for all body copy and Arial for specic product information; colour #666666)
COPY GUIDELINES
Text should never be placed over images; a solid background colour is required
Our copywriters will review all copy and make any changes they feel necessary
to adhere to the brand guidelines, and will provide a subject line for the email
Please note: no links to external websites or content, aside from harrods.com, can be included
BUTTON CALL TO ACTIONS
Main call to action = rounded button, 1px radius 24px height with a 1px stroke; colour = #333333
Secondary = rounded button, 1px radius 22px height with a 1px stroke; colour = #A8A8A8
CONTENT
Where possible please use a hero image, as in the example to the right of this page
Harrods will place the supplied brand artwork into the Harrods branded email frame (see right)
Harrods reserves the right to re-colour the framework to give contrast to the artwork
Harrods will send a flattened proof for sign-off by the brand; please note the framework
is subject to change by Harrods, as it is amended regularly
All brand email communications are subject to copy, artwork and brand approval by Harrods
The email template can be found at The Harrods FTP in the downloads section
File name: Rewards_Email_Template.psd (to download the file click on the disk icon)
The Harrods FTP site for uploading large files is: harrodscreative.com
username: harrods password: creative
6.6 | HARRODS BRAND GUIDELINES | CO-BRANDING | CONTACTS & COMMUNICATION
CONTACTS & COMMUNICATION
For any information on Harrods Advertising and Marketing Brand Guidelines, please
email your queries to the Harrods Brand Guardians at brand@harrods.com
For all urgent matters, please approach your Harrods Trade Marketing contact.
To download an electronic version of the full Harrods Brand Guidelines visit
harrodscreative.com
To upload artwork or to download the Harrods brand band or logos visit
harrodscreative.com. Before uploading artwork to this FTP, please contact the Brand
Guardians at brand@harrods.com for your individual file name. Please then email us
to confirm you have uploaded your file.