2019 evergreen imagery guidelines

issued: november 2018

 note:
in these guidelines, we have provided generic scenarios
in which the new 2019 evergreen image would be
used. the same asset will be used for specialty, outlet,
licensing & wholesale. these are only meant to be used
as a reference and a starting point.

imagery and crops should remain consistent to the current

2019 asset. if you come across an asset or job that does
not fall under any of the following categories, please send a
PDF to the ny office for final approval before constructing.
please note that all mockups and layouts must be
submitted as a job through workfront, and require
feedback and approval from the new york creative team.
*please allow enough time for potential rounds of feedback
before receiving final approval.

kate spade new york / 2019 / evergreen imagery guidelines 2

image details, logo & typography
 2019 evergreen imagery

please note: on all hoardings & barricades the floral spade should be 25”W x 25”H. please do not deviate from this size.

25”

25”

when repeating the pattern, please start by using a full horizontal row and a full vertical column of the floral spade centered in the middle of the layout
(see the blue dotted lines below). work your way out from the middle to the edges of the layout. there should always be full floral spades in the middle of the asset.
they can be cropped on all edges where necessary.

kate spade new york / 2019 / evergreen imagery guidelines 4

 logo & typography

opening soon

opening [season] [year]

opening [season] [year]

want to join our team?

the square label should always be used on all standard and vertical formats. we’d love that. visit katespade.com for career opportunities.

the thinner label should always be used on extreme horizontal formats.

we’ve moved
(but not very far away)

visit us at [new location]

suite [number]

we’re closed for renovations renovations

(but katespade.com is open 24/7) with e-comm

opening soon come back soon!

pardon our appearance. renovations

we’re renovating! without e-comm

for all barricades and hoardings, our label should always be used.
any necessary type should be placed inside the label towards the bottom.
main text:
futura pt, medium, -10 pt. tracking, size depends on the barricade or hoarding size
subtext:
futura pt, medium, -10 pt. tracking, size depends on the barricade or hoarding size

kate spade new york / 2019 / evergreen imagery guidelines 5

hoardings & barricades
 potential layouts

scenario 1 scenario 2 scenario 3

scenario 4 scenario 5 scenario 6

kate spade new york / 2019 / evergreen imagery guidelines 7

 scenario 1

opening soon

label should be visually centered from left to right and top to bottom.

kate spade new york / 2019 / evergreen imagery guidelines 8

 scenario 2

opening soon

note: in instances where there is a door on the front of the hoarding, the label
should move up so that kate spade new york clears the top edge of the door.

this is the only time the label should move from center.

kate spade new york / 2019 / evergreen imagery guidelines 9

 scenario 3

opening soon

label should be visually centered from left to right

and top to bottom in the space.

kate spade new york / 2019 / evergreen imagery guidelines 10

 scenario 4

opening soon

note: in instances where there is a door on the front of the hoarding, the label
should move up so that kate spade new york clears the top edge of the door.

all labels should move up to remain consistent with the front of the hoarding.

this is the only time the label should move from center.

kate spade new york / 2019 / evergreen imagery guidelines 11

 scenario 5

opening soon

note: in instances where there is a door on the front of the hoarding, the label
should move up so that kate spade new york clears the top edge of the door.

all labels should move up to remain consistent with the front of the hoarding.

this is the only time the label should move from center.

kate spade new york / 2019 / evergreen imagery guidelines 12

 scenario 6

opening soon

when encountering multiple

windows of varying heights
and sizes, always treat them as
if they were one large window.
please start by using a full
horizontal row and a full vertical
column of the floral spade
centered in the middle of the
layout. work your way out
from the middle to the edges
of the layout. all spade florals
should be the same size.

opening soon opening soon opening soon opening soon

label should be visually centered from left to right and

top to bottom in all windows where the minimum height requirement can be met.
if the label must be smaller it cannot be included on the window.

kate spade new york / 2019 / evergreen imagery guidelines 13

 examples

kate spade new york / 2019 / evergreen imagery guidelines 14

lightboxes & marketing pos signage
 2019 evergreen imagery

please note: on all lightboxes and other smaller assets, the floral spade should be 12.5”W x 12.5”H. please do not deviate from this size.

12.5”

12.5”

when repeating the pattern, please start by using a full horizontal row and a full vertical column of the floral spade centered in the middle of the layout
(see the blue dotted lines below). work your way out from the middle to the edges of the layout. there should always be full floral spades in the middle of the asset.
they can be cropped on all edges where necessary.

kate spade new york / 2019 / evergreen imagery guidelines 16

 fixtures

square fixture horizontal fixture vertical fixture extreme vertical fixture

kate spade new york / 2019 / evergreen imagery guidelines 17

 examples

kate spade new york / 2019 / evergreen imagery guidelines 18

please do not do the following...
 do not

opening soon

do not scale image up or down so that the floral spade do not place label anywhere other than where do not let floral spades line up incorrectly when
is smaller or larger than the specified sizes in this document. specified in these guidelines. repeating the pattern.

kate spade new york / 2019 / evergreen imagery guidelines 20

thank you!