营销策划 -Dior形象指南品牌VIS规范

DIOR

Identity

Guideline

"Women,withtheirintuitiveinstinct,understoodthatIdreamednotonlyofmakingthemmorebeautiful,buthappiertoo."

-ChristianDior.

CONTENT

01.INTRODUCTION

1.Statement

2.Personality

3.MoodBoard

04.COLORS

1.Colors

2.AlternativeColors

07.PATTERNS

1.Pattern

2.Pattern&Logo3.PatternMisuse

02.LOGO

1.Logo2.Scale

3.AlternativeLogos4.LogoMisuse

05.TYPOGRAPHY

1.DisplayType2.TextType

08.IMAGE

1.SocialMedia2.Photography

03.PARTNERS

1.BrandedBusinesses2.Collaborators

06.ICONOGRAPHY

1.Iconography2.IconMisuse

09.PACKAGING

1.Packaging2.Stationary

STATEMENT

DiorisaFrenchluxuryfashionhouse.Itwasfoundedin1946byFrenchfashiondesignerChristianDior,whowasoriginallyfromNormandy.ThisbrandjustsellsshoesandclothingandcanonlybeboughtinDiorstores.HautecoutureisundertheChristianDiorCouturedivision.

ChristianDior'svalueswerethoseofexcellence

inallthatheundertook,ofeleganceandof

craftsmanshipreflectinghisuniquetalent.His

missionwasnotonlytomakehisclients-indeed

allwomen-morebeautiful,butalsotomake

themhappy,tohelpthemdream.

01.1

PERSONALITY

Oneefficient

andclearway

toassessthe

keyelementsoftheDior's

company

personality

canbedonethroughaprismofthebrand.

AllwordstodescribeDior:

Fashion

Expensive

Chic

Women

French

Elegant

Couture

Luxury

01.2

MOODBOARD

Dior

representsits

personalityin

everydetail

theymake,

theirclothing

design,

interior,

exterior,color

palette,

photography,

everything

standsoutto

shinethelight

onthebrand

itself.

01.3

LOGO

ThelogoofthecompanyDioristhenameof

thefounder

andfashion

designerofthebrandChristianDior.TheDior

logorepresentsasimplewordmarkwiththe

brandnameandusinga

NicolasCochinfont.

DD

DIOR

DD

02.1

SCALE

Scalethelogo

therightwayandrespectitsSpace.

01.140px

02.80px

03.40px

01DIOR

02DIOR

03DIOR

02.3

ALTERNATIVELOGOS

Despitethefactthatthecompany

isworld-

renowned

intheluxuryindustry,thelogoremainssimpleandstraight-

forward,

reinforcingitseaseof

identificationandbeing

easily

recognizable

forconsumers.

Dior

DD

ChristianD1Or

CDD

02.4

LOGOMISUSE

01.Dono

scaleanyoftheletters.

02.Donot

coverthe

logo.

03.Donot

cropanypartofthelogo.

04.Donot

addanyeffects.

02.5

BRANDEDBUSINESSES

Dioris

committed

toimaginingtimelessicons,objectsof

lastingdesirethatcanberepaired.

01.Perfumeby

Dior.

02.MakeuplinebyDior.

0102

DIOR

MAKEUP

03.1

COLLABORATORS

Respectingbothlogos

withthespaceeachone

needstostandout.

01DIOR

01.Preferto

02

DIOR

Usethesameblackcolorforbothlogos.

02.Ifneces-

sary,usethe

partnerlogo's

colorinthe

background.

03.2

COLORS

Regarding

colorsofDior

logo,theuse

ofblackand

whitecolor

inittransmits

anatural

feelingof

warmth,

reinforcing

thepowerof

theoverall

designand

theclassy

impressionit

gives.

DIOR

Black

#000000

DIOR

White

#ffff

04.1

graythatof

ALTERNATIVECOLORS

ForChristian

Dior,pinkis

theheart;and

thecolorof

eleganceand

latter,which

waschosenin

refinement.The

1946toadorn

theboutique

onRue

Montaigne,hastheadvantageofglorifying

materialsandrevealingeveryothernuance.

DIORDIOR

DIORDIOR

TrianongrayMontaignegray

#C9DOCD#DODODO

04.2

itwasoriginally

DISPLAYTYPE

seriftypeface,

01.Cochinisa

producedin

1912,ithasa

smallx-height

withlong

ascenders.

01Cochin

EFRegular

Usedonlyfordisplay.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijk1mnopqrstuvwxyz

1

!

2

@

3

#

4$%

5

A

6

&

7

*

Q

O90

()-十

02.Didotis

agroupof

typefaces,its

classification

isknownas

modern,or

Didone.

02Didot

Regular,

Italic,bold

Usedforheadlines.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

I234567890

!@#$%^&*()+

05.1

TEXTTYPE

TheDior

Wordmark

personifies

elegance

alongside

therichand

dynamicfull-

screenimages

whichwork

wellwiththe

fontstocreate

asenseof

style,classand

sophistication.

Thesupporting

typefaceis

CenturyGothic.

CenturyGothic

RegularUsedforbody.

CenturyGothicBold

Usedfortitle.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

a

1

bcdefghijkIm

23456

@#$%A&

nopqrstuvWxyZ7890

*()+

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijkImnopqrstuvWxyz

1234567890

!@#$%A&*()+

05.2

CONOGRAPHY

TheChristianDioremblemisthefirst

2capital

lettersofthebrandname.Eleganceandrestrainthavelongbeen

thehallmarksofthebrand.Theselettersareusually

locatedonacontrastingbackground.

*Usewhen

neededonly.

06.1

CONMISUSE

01.Donot

rotateormessScaletheicon.

02.Donot

colorthe

iconwitha

differentcolorthanthelogo.

03.Donot

mergetheiconwiththelogo.

04.Donot

addanyeffects.

06.2

PATTERN

Theoblique

pattern,

namedafterChristianDior'sfall/winter

collection

1950/51,was

revealedto

thegeneralpublicin1969.

Whenever

usingthis

patternitsimportanttorespectit.

07.1

PATTERN&LOGO

Alway

separate

thelogo

whenthere'sapattern

bahindit.

07.2

PATTERNMISUSE

01.Donot

COveror

hidethepattern.

02.Donotalterthepatternbywrongly

scalingorrotatingit.

0102

07.3

SOCIALMEDIA

Colo