MAKING THE WORLD A HAPPIER PLACE

BRAND BOOK

WELCOME TO SMILEY

Welcome
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

Keep smiling
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 60s and early 70s, 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 Franklins 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.

FRANKLIN LOUFRANI

COMPANY VALUES

POSITIVITY
All our products instill hope, aspiration and positive energy. Generations of people have embraced our products as a symbol of happiness.

CREATIVITY
We focus on constantly innovating our product and our marketing development to excite and inspire our customers.

VISIBILITY

97%

YES, I know

90%

YES, 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. of positivity
Source surveys from Ciao 2003 + Toluna 2013

Global surveys show a

The Smiley

PR
HOUSE PR
We follow a centralized in strategy including an extensive digital focus on Facebook, Twitter, Pinterest, Instagram, Wordpress, Linked-in and Youtube.

GLOBAL OFFICES & INTERNATIONAL PR

In all major markets to secure global celebrity placement, media coverage and marketing partners across multiple platforms

Kimberly Walsh

Stooshie

COLLABORATIONS

With SMILEYs evergreen appeal and hot on the trend radar leading fashion designers have sought to work with us to lead the trend into new frontiers.

With Smileys increased relevance in a design driven industry, our brand has attracted many global partners in the fashion and lifestyle markets.

DIGITAL
Smiley is the rst interactive multimedia brand.

OVER 3.4 MILION FANS BILLIONS OF EMOTICONS NEW NAME

SMILEY.COM

are sent every day across all major mobile networks, instant messaging and social media.

TRADESHOW
We exhibit at all leading tradeshows across every category from Paris to Shanghai, Las Vegas to Berlin. In house designed stands reect our brand values with custom built stands the world over. Showcasing our extensive product ranges and highlighting premium products.

RETAIL
Sold and marketed in over 50,000 high street stores Millions of products sold year round

EXPERIENCE

The smiley icon embodies a spirit which appeals to everyone speaking to those who are optimistic and love life, a unifying inuence across the world

So powerful it features in global events such as the London Olympics 2012, 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.

CHARITY

is a non protable organization working actively against all forms of social isolation. We support our SWA by donating 10percent of prots accrued from the sale of our products. Managed independently by Groupe SOS. groupe-sos.org

SMILEYWORLD ASSOCIATION (SWA)

CATCH HAPPINESS

BRAND DIRECTION
The story and heritage of Smiley transcends

GENDER, NATIONALITY and OPINION.

The historic values of Smiley survive today, stronger than ever in our unique iconic logo. and the appreciation of the

PEACE & LOVE, MUSICAL UNITY POWER OF A SMILE.

It has dened generations and is a global representation of happiness and unity through MUSIC & POSITIVE VIBES.

CONSUMER PROFILE

A Smiley consumer is appreciative of THE VALUES BEHIND THE BRAND.

They want to communicate to those around them THEIR POSITIVE OUTLOOK ON LIFE.

They LOVE LIFE, MUSIC and live their life with a positive outlook.

Age 13-35+

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. 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.

EVERYDAY HAPPINESS
From Happy healthy Sports to Dcor, gifting to high fashion Smiley has a concept for every aspect of modern day life.

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.

LATE 80S EARLY 90S CLUB LAND MUSIC HERITAGE

reviving the spirit when Smiley ruled the dance oors.

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.

BRAND GRAPHICS
There is no area untouched by the power of a smile. Smiley has a strong graphic identity with our heritage in music, peace movements, digital technology and the search for happiness our graphics add a positive dimension to all product categories. Seasonal trend relevant graphic style guides.
WE ARE THE MUSIC MAKERS AND THE DREAMERS OF DREAMS

SMILEY

VIBRANTLY COLOURFUL WITH A POSITIVE NARRATIVE

PRODUCTS
What kind of products are in the Smiley Universe? Everything you can imagine! Why conne happiness and positivity to one category?

Spread the love.

Smiley is an icon to share and our products reect this. Smiley products are design conscious tapping into key trends. Whether you wear your Smiley on a T-shirt, watch or sunglasses, the message will always be the same.

DESIGN DIVERSITY

Our powerful trend driven graphic style guides communicate our brand message o ering strong design possibilities Its about a fresh, positive vibe on every product. We want you to smile whenever you see our brand anywhere in the world.

RETAIL CONCEPT
Reecting Smileys heritage in music culture we have created

A NIGHTLIFE CLUB VIBE

for our Smiley store concept; young, hip and always kickin out cool beats with a smile.

THE FIRST OFFICIAL SMILEY

store opened in London at the start of 2012.

The smiley store is a gateway into the universe of smiley, an environment lled with free spirited positivity with everything you could imagine to bring a smile to our consumers faces.

We intend to roll out Smiley stores in other major cities across the world

WATCH THIS SPACE.

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.

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, to connect with others, to change the world and most of all have fun. SmileyWorld is the perfect platform from which to EXPRESS YOURSELF

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

They want to connect with others

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 i m me spec ir passions e b i r t h g throu enced by the yle or t u styles inusic, fashion, lifetsion. be it m al communica digit

S E B I R STYLE T is a

BRAND GRAPHICS
We at SmileyWorl d believe in self-expression, with slogans giv our icons platform to expree teens a personal emotio ss their individuality. 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.

ICON

To further evolve the SmileyWorld Brand we have created the STYLE TRIBES concept a unique lifestyle concept that caters to teens passions music, fashion, lifestyle and digital communication through individual Tribes such as Skaters, Emos and Rockers that allow any teen to relate, identify and express who they are through our extensive graphic o ering.

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.

PRODUCTS

Teens are smart and savvy, and if what youre doing isnt cool, they wont like it. Its all about cool expression, so the product must project the same message.

DESIGN DIVERSITY

O ering a free world of diverse creative design and direction, SmileyWorld has evolved into a universal brand catering for Tweens, Teens and young adults; adaptable to a universe of directions across music, popular culture and personal identity.

RETAIL CONCEPT
The SmileyWorld Store will welcome the consumer directly into the world of SmileyWorld icons by way of a digitally inspired environment. Using modern design and playful messaging; we want to o er a denitive 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.

Translatable across multiple categories, specically: a) Apparel b) Gift c) Footwear

The store is the framework and the products will tell the story. We intend to roll out SmileyWorld stores in major cities across the world watch this space.

BRAND DIRECTION

Growing up with independence and identity is key to growing up. SMILEY JR & SMILEY GIRL are the stopgap between early childhood and core teenage years An extension of SmileyWorld, emoticons still play an important role in reecting self-expression and individuality. With JR and GIRL, these two expressions are uniquely explored to cater to the girl and boy respectively. By o ering impressive and colourful design, the Jr & Girl brands embody a youthful spirit of self-expression, while at the same time reecting playful attitudes towards life. Teenagers want to create an identity and through the younger feeder brands, we empower children to learn of their individuality and how to express it through design and style a liation; to lead them into their growing adventure. Smiley Jr & Smiley Girl are unlike no other young brand; their value is wholly positive and tailored to the broad interests of growing kids with big dreams and imagination. Its about learning human emotions and understanding them in order to be able to express themselves condently as they grow.

CONSUMER PROFILE
Jrs and Girls want to learn how to be more independent. At such a young stage; they are hungry for information and ideas. Jr & Girl and the leap-stones to learning about expression.

They want to have fun

They are learning to appreciate what they like and dont 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; their attitude to the brands they engage with are the same

Age 3-7

BRAND LIFESTYLE

Smiley JR & GIRL take a softer approach than the more mature Tribes direction; however as brands they are not afraid to push the boundary by being daring, creative and expressive.

Still focused on the key interests to children growing up; activity, education, fun & games, life and emotions; the lifestyle empowers its users to express who they are from an early age and to discover new things.

BRAND GRAPHICS

Continuing the SmileyWorld ethos of promoting self-expression, our icons with expressive taglines give kids a platform to learn how to express their personal emotions and individuality. LEGS and ARMS are a signicant addition to the JR & GIRL characters. Unlike the SmileyWorld and Tribes universes, where facial icons alone make up the basis of all artwork, with JR & GIRL,

arms and legs have been added to make the icons more accessible to a younger audience. With digital communication a less identiable interest in growing kids, by creating character driven personalities; icons take on their own personality which is reected in accompanying graphics and background all-overs.

DESIGN DIVERSITY

Open to the free world of diverse creative design and direction, 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.

PRODUCTS
Kids like to copy their peers like an older brother or sister. It is for this reason that we streamline our designs from the young adult and teen brands into the more youthful extensions of SmileyWorld. Consistency is key to demand. Staying true to the notion of self-expression and individuality; products need to demonstrate a platform for expression, be it through creative design or slogan driven catchwords which young kids can relate to.

RETAIL CONCEPT
The Jr & GIRL Store will welcome the consumer directly into the world of SmileyWorld by way of an extension. Kids are aspirational, therefore through keeping consistency with our other branded shops, 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. Keeping the contemporary design and playful messaging embodied in the SW store; we want to o er a subtle point of di erent to the digital heavy environment of SW.

The basis for digital communication is expression and allowing each other to communicate in a fun and playful way. JR & GIRL will continue to embody this direction, but via character association and exciting artwork which will adorn the walls and xtures of the store.

Translatable across multiple categories, specically: a) Apparel b) Gift c) Stationery

While the product may vary, the concept will be unchanged. The store is the framework and the products will tell the story.

BRAND DIRECTION
The early years of a baby are some of the most important; they make us who we are SMILEY BABY is the youngest point on introduction to our brand. Its the rst path to an adventure of happiness and expression.

By o ering soft and colourful design, mixed with educational content, SMILEY BABY o ers a branded lifestyle which will provide the An extension of SmileyWorld, building blocks for babies. The emoticons still play an important evergreen appeal and ino ensive role in reecting self-expression nature attracts parents. and individuality; but the content is reective of simpler and more a ectionate styles.

CONSUMER PROFILE
The Smiley Baby is no di erent to any other baby; young, bubbly, 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, please and open the minds of growing babies. Its shaping who they are the person they will become.

The di erence is their parent, who chooses the Smiley Baby for their newborn

Age 0-36 months

BRAND LIFESTYLE

Smiley Baby is the younger sibling to JR & GIRL. Feeding into the early interests of a growing child, Baby introduces early themes and fun characters as a stepping stone to developing growth.

BRAND GRAPHICS
Continuing the SmileyWorld ethos of promoting self-expression, our icons, together with colourful and exciting artwork with give parents and opportunity to express their babies rst personal emotions and individuality.

Cute and bubbly Legs and arms are a signicant addition to the BABY characters. Again, taking an inuence from its older renditions of JR & GIRL, we added the body features to reect a baby character brand and gradually introduce the idea of icons through expansive design .

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

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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.

RETAIL CONCEPT
The Smiley Baby Store will welcome the consumer directly into the world of SmileyWorld by way of an extension. While babies are the end-user target, it is the parents and guardians who we need to speak to the most. Our Baby store will remain consistent with the ideology of self-expression that drives the entire SmileyWorld Universe; however with a softer approach and educational attitude, 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; we want to o er a subtle point of di erent to the digital heavy environment of SW. The basis for SmileyWorld is expression and allowing each other to communicate in a fun and playful way. BABY will continue to embody this direction, but via character association and artwork employed to teach babies how to connect imagery and emotion; while giving parents the tools to pass this information on and raise young ones with good values and a thirst for new things.

Translatable across multiple categories, specically: a) Apparel casual and nightwear b) Toys & Gifts c) Early Learning Products

While the product may vary, the concept will be unchanged. The store is the framework and the products will tell the story.