营销策划 -卡尔文·克莱恩CalvinKlein品牌手册

ISSUEDBY:CALVINKLEINGLOBALMARKETINGGROUP,2NDFLOOR,205WEST39THSTREET,NEWYORK

CAVINKLEIN

Logo&GraphicGuidelinesv0106.16.2017

v01

AIntroductionBLogoUsageGuidelinesCKleinFontGuidelines

Contents

A1HowToUseTheseGuidelinesB1MasterBrandLogoC1Introduction

A2BrandEthos,PeterSavilleB2ByAppointmentLogoC2FontAssetsandFiles

KleinRomanstylefonts

A3CalvinKlein:Past&PresentB3205Logos:KleinItalicstylefonts

205StackedLogoKleinCondensedstylefonts

A4LogoArchitectureChart205HorizontalLogo

C3FontUsageGuidelines

B4CKCalvinKleinLogo

CKCalvinKleinStackedLogoC4GlyphChart

CKCalvinKleinHorizontalLogo

B5BetterSportswear&ClassificationsLogo

B6JeansLogos:

PremiumJeansLogoMasterJeansLogo

B7UnderwearLogos:

PremiumUnderwearLogoMasterUnderwearLogoOffPriceUnderwearLogo

B8SwimwearLogos:

PremiumSwimwearLogoMainlineSwimwearLogo

B9PerformanceLogos:

PremiumPerformanceLogoMainlineSwimwearLogo

B10GolfLogoB11HomeLogo

B12WatchesandJewelryLogo

B13FragranceLogos

PremiumFragranceLogoMainlineFragranceLogo

2B14OutletLogo

A1CONFIDENTIALITYCLAUSEv01

3

ConfidentialityClause

Theartworkandinformationcontainedhereinandattachedhereto,including,withoutlimitation,thenewlogomarks,monograms,

andKleinfontlibraryishighlyconfidentialandproprietaryinformationofPVHCorp.andCalvinKlein,Inc.(collectively,the“Company”).

Thisinformationmaynotbediscussed,disclosedorsharedbyyouwithanyoneinsideoroutsidetheCompany,otherthanthepeoplewhoarereceivingthiscommunication.AnydisclosureoftheimagesorinformationbyyoumayresultindisciplinaryactionagainstyoubytheCompany,uptoandincludingterminationofemployment,andcouldalsoresultinlegalaction.

AIntroduction

A1INTRODUCTION>HOWTOUSETHESEGUIDELINESv01

5

ThispackageservesasatechnicalguidetotheimplementationofCalvinKlein’s2017rebranding.

Inadditiontologoartwork,fontsandassets,itincludesbrandusage,restrictionsandviolations,plusdetailedspecificationsforclearspace,positioning,scaleandfilenames.

Aseparatedocumentwillbeissuedinpartnershipwiththeglobaldesignteams,providingtrimanddesignstandards,fortheusageofallthenewlogosandmonograms.

AlllogofilesandKleinfontfileswillbemadeavailableonthePVHDigitalAssetLibrary.

Fordistributiontocreativepartners,licensees,orproductionvendors,pleaserequestthroughtheGlobalMarketingGroup.

6

A2INTRODUCTION>BRANDETHOS,PETERSAVILLEv01

AneweraintheevolutionofCalvinKlein

Evolutionbestdescribestheapproachtakentothechallengeofdevelopingtheidentityofaglobalculturallegacy.Thenew‘CALVINKLEIN’logotypedrawsuponthecorecharacterofthefounder’soriginaltoretainitsiconicfamiliarityacrossunprecedenteddiversity.

Thenewhousefont‘KLEIN’carriestheDNAofthebrand’shistorymaintainingagenealogicalcontinuum.

Themasterbrandlogonowusescapitalization.Capitallettersareformalratherthanpersonal,andinthecontextofthecompany’sevolutionwithanewCreativeDirector,thecapitalizationofthelogodefinesthenewperspective-CalvinKleintheentityratherthantheindividual.Thisshifttouppercasesubliminallycommunicatesthecreativechangewithconfidence,transparencyandauthenticity.

Themorepersonalqualityoftheoriginalupperandlowercase‘CalvinKlein’letteringisretainedforaspectsoftheunderwearlines,tocommunicateintimacyandthecontinuityofthesetimelesssignatureproducts.

TheKLEINfontfamilyfunctionstodelineatecoherentvisualrelationshipsbetweenthevariousbrandchannels.

PeterSaville

PeterSavilleisadesignerwhosecontributiontoculturehasbeenunique.Asaco-founderofthelegendaryindependentUKlabelFactoryRecords,hisartworkaccessedamassaudiencethroughpopmusic,best

exemplifiedintheseriesofrecordsleeveshecreatedforJoyDivisionandNewOrderbetween1979and1993.

Hisradicaldesignsseemedtobreakalltherules,omittinginformationaboutartistsortitles,fundamentally

questioningmodesofconsumptionandcommunication.Savillewentontodefineanewroleandsignificanceforgraphicsincontemporaryculture.

HistoricalComparisonofLogotypes

colvinkein1975(original)

calvinklein

1992–2016

colvinklein

CALVINKLEIN

2017–

A3INTRODUCTION>CALVINKLEIN:PAST&PRESENTv01

*

*

*

*

*

*

*

BusinessLine

Past

Present

ByAppointment

—

205(formerlyknownas“Collection”)

AsiaContemporary(formerlyknownas“Platinum”)

EuropeContemporary(formerlyknownas“BlackLabel”)

BetterSportswear&Classifications(formerlyknownas“WhiteLabel”)

Jeans

Underwear

Swimwear

Performance

Golf

Home

Watches&Jewelry

Footwear

Eyewear

Fragrance

Outlet

7*formoreclarityonwhichlogotouse,seetheLogoUsageChartswithineachchapterofSectionB

8

A4INTRODUCTION>LOGOARCHITECTURECHARTv01

MASTERBRANDLOGO

BYAPPOINTMENT205CONTEMPORARY

BETTERSPORTSWEAR&CLASSIFICATION

JEANSUNDERWEARSWIMWEARPERFORMANCEGOLFHOMEWATCHES&JEWELRY

FRAGRANCEOUTLET

BLogoUsageGuidelines

B1v01

10

MasterBrandLogo

11

B1MASTERBRANDLOGO>INTRODUCTIONv01

CalvinKleinMasterBrandLogo

ThenewMasterBrandLogoservesasourprimarycorporatemark.Thiswillbeusedacrossallinternalandexternalcorporatecommunications,

forourmulti-brandlifestylestoresand,forfragrance,home,watches+jewelry,andeyewear.ThenewmarkdrawsuponthecorecharacteroftheoriginalCalvinKleinlogotoretainiconicfamiliarityacrossunprecedentedbranddiversity.

BYAPPOINTMENT205CONTEMPORARY

BETTERSPORTSWEAR&CLASSIFICATION

JEANSUNDERWEARSWIMWEARPERFORMANCEGOLFHOMEWATCHES&JEWELRY

FRAGRANCEOUTLET

12

B2MASTERBRANDLOGO>LOGOUSAGECHARTv01

LogoUsageChart

Thischartillustratesthespecificusesallowedforournewlogo.

CORPORATE

CORPORATESTATIONARY+SOCIALMEDIA+ECOMMPAGE

MULTIBRANDLIFESTYLESTORES

MASTERBRAND

MONOGRAM

COMMUNICATIONS

BUSINESSCARHSMASTHEADS

OFFICELOBBIES

(PACKAGING+FACADE)

CALVINKLEIN

CK

WATCHES&JEWELERYANDEYEWEARONLY

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

13

B1MASTERBRANDLOGO>USAGEGUIDELINES:CLEARSPACEv01

ClearSpace

Toensureconsistency,legibilityandprominence,anareaofspacesurroundingthelogoshouldbekeptclear.

C

CALVINKLEIN

½C

CCapheight

½C

Minimumclearspace

Donotpositiontypeorobjectsinsidetheminimumorpreferredclearspace.

1½C

CALVINKLEIN

Preferedclearspace/Minimumedgeproximity

Donotpostitionincloserproximitytoitemegdesthanthepreferredclearspace.Eg:pageedgesorgutters,tag,labelorpackagingedges.

C

CCapheight

C

B1MASTERBRANDLOGO>USAGEGUIDELINES:SCALING&POSITIONINGv01

14

Scale&Positioning

Thelogotypeistobeusedatamoderatesize–nottoobigortoosmall–inrelationtotheavailablespace.Thelogomustbecenteredorranged,notpositionedrandomly.

CAVINKLEIN

CAVINKLEIN

CAVINKLEIN

CAVINKLEIN

CAVINKLEIN

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

CALVINKLEINCALVINKLEIN

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

B1MASTERBRANDLOGO>USAGEGUIDELINES:LOGOVIOLATIONSv01

15

LogoViolations

Pleaserespectthelogotypes.

Don’trecreatethelogousingtheKleinfont

AlwaysplacethelogoEPSorJPEGfileinyourdocument

CALVINKLEIN

Don’tuseadifferentfont

Don’tchangetheformatofthelogoDon’tmakethelogothickerorthinner

CALVINKLEIN

CALVINKLEIN

CALVINKLEIN

Don’tusethelogowhiteonblackDon’tseparatelogocomponents

CALVINKLEIN

CALVIN

KLEIN

16

B1MASTERBRANDLOGO>LOGOARTWORKANDASSETSv01

CalvinKleinMasterLogo

EPS

Thestandardversionofthislogoshouldbeusedfrom14ptuptoanymaximumsize.Thereisnorequirementtomodifythelogoforuseatextralargesizes.

TheEPSfileswillgeneratethebestresults,especiallyatlargesizes.

EPSformatCMYK

BlacklogowithtransparentbackgroundWhitelogowithtransparentbackground

EPS

CalvinKlein_MasterBrand_logo_black.epsCalvinKlein_MasterBrand_logo_white.eps

PNGformatRGB

BlacklogowithtransparentbackgroundWhitelogowithtransparentbackground

PNG

PNG

CalvinKlein_MasterBrand_logo_black.epsCalvinKlein_MasterBrand_logo_white.eps

JPEGformatRGB

Blacklogowithwhitebackground

JPEG

CalvinKlein_MasterBrand_logo_black.eps

CalvinKleinMasterLogo:Small

EPS

Aversionofthelogohasbeencreatedforimprovedlegibilitybetween14ptand5pt.Useinallinstanceswherethecapheightissmallerthan14pt(5mm).

Minimumsize5pt.Preferredminimumsize6pt.Avoidanyusesmallerthan5pt.

EPSformatsmallCMYK

BlacklogowithtransparentbackgroundWhitelogowithtransparentbackground

EPS

CalvinKlein_MasterBrand_logo_black.epsCalvinKlein_MasterBrand_logo_white.eps

B2v01

17

ByAppointmentLogo

18

B2BYAPPOINTMENTLOGO>INTRODUCTIONv01

CalvinKleinByAppointmentLogo

TheAllUppercaseCalvinKleinByAppointmentlogohasbeenupdatedtomarrywiththeevolutionofthemasterbrandlogoandtointroduceacompletelynewbusinesslinewhilecontextualizingitwithinthebrand.

WithinArchitecture

BYAPPOINTMENT205CONTEMPORARY

BETTERSPORTSWEAR&CLASSIFICATION

JEANSUNDERWEARSWIMWEARPERFORMANCEGOLFHOMEWATCHES&JEWELRY

FRAGRANCEOUTLET

19

B2BYAPPOINTMENTLOGO>LOGOUSAGECHARTv01

LogoUsageChart

Thischartillustratesthespecificusesallowedforournewlogo.

BUSINESSLINEGARMENTLABELHANGTAGSPACKAGINGADVERTISINGPOSFACADESIGNAGE

CALVINKLEINBYAPPOINTMENT

custom

n/a

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

n/a

n/a

20

B2BYAPPOINTMENTLOGO>USAGEGUIDELINES:CLEARSPACEv01

ClearSpace

Toensureconsistency,legibilityandprominence,anareaofspacesurroundingthelogoshouldbekeptclear.

C

CALVINKLEINBYAPPOINTMENT

Minimumclearspace

Donotpositiontypeorobjectsinsidetheminimumorpreferredclearspace.

½C

CCapheight

½C

1½C

CALVINKLEINBYAPPOINTMENT

Preferedclearspace/Minimumedgeproximity

Donotpostitionincloserproximitytoitemegdesthanthepreferredclearspace.Eg:pageedgesorgutters,tag,labelorpackagingedges.

C

CCapheight

C

21

B2BYAPPOINTMENTLOGO>USAGEGUIDELINES:SCALE&POSITIONINGv01

Scale&Positioning

Thelogotypeistobeusedatamoderatesize–nottoobigortoosmall–inrelationtotheavailablespace.Thelogomustbecenteredorranged,notpositionedrandomly.

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

22

B2BYAPPOINTMENTLOGO>USAGEGUIDELINES:LOGOVIOLATIONSv01

LogoViolations

Pleaserespectthelogotypes.

Don’trecreatethelogousingtheKleinfont

AlwaysplacethelogoEPSorJPEGfileinyourdocument

Don’tuseadifferentfont

Don’tchangetheformatofthelogo

CALVINKLEIN

BYAPPOINTMENT

Don’tusethelogowhiteonblack

Don’tmakethelogothickerorthinner

CALVINKLEINBYAPPOINTMENT

CALVINKLEINBYAPPOINTMENT

Don’tseparatelogocomponents

CALVINKLEINBYAPPOINTMENT

BYAPPOINTMENT

23

B2BYAPPOINTMENTLOGO>LOGOARTWORKANDASSETSv01

CalvinKleinByAppointmentLogo

EPS

Thestandardversionofthislogoshouldbeusedfrom14ptuptoanymaximumsize.Thereisnorequirementtomodifythelogoforuseatextralargesizes.

TheEPSfileswillgeneratethebestresults,especiallyatlargesizes.

EPSformatCMYK

BlacklogowithtransparentbackgroundWhitelogowithtransparentbackground

EPS

CalvinKlein_ByAppointment_logo_black.epsCalvinKlein_ByAppointment_logo_white.eps

PNGformatRGB

BlacklogowithtransparentbackgroundWhitelogowithtransparentbackground

PNG

PNG

CalvinKlein_ByAppointment_logo_black.pngCalvinKlein_ByAppointment_logo_white.png

JPEGformatRGB

Blacklogowithwhitebackground

JPEG

CalvinKlein_ByAppointment_logo_black.jpg

CalvinKleinByAppointmentLogo:Small

EPS

Aversionofthelogohasbeencreatedforimprovedlegibilitybetween14ptand5pt.Useinallinstanceswherethecapheightissmallerthan14pt(5mm).

Minimumsize5pt.Preferredminimumsize6pt.Avoidanyusesmallerthan5pt.

EPSformatsmallCMYK

BlacklogowithtransparentbackgroundWhitelogowithtransparentbackground

EPS

CalvinKlein_ByAppointment_logo_small_black.epsCalvinKlein_ByAppointment_logo_small_white.eps

B3v01

24

205Logos

B3205LOGOS>OVERVIEWv01

25

205LogosOverview

Twologoshavebeendevelopedforourdesignerlabel(formerlyknownasCalvinKleinCollection).Bothlogosrepresentthebusinesslineinequalcapacities.

StackedLogo:HorizontalLogo:

CALVINKLE

205W39NYC

CALVINKLElN205W39NC

26

B3205LOGOS>LOGOUSAGECHARTv01

LogoUsageChart

Thischartillustratesthespecificusesallowedforournewlogos.

BUSINESSLINEGARMENT/PRODUCTLABELHANGTAGSPACKAGINGADVERTISINGPOSFACADESIGNAGESIS/SHOWROOM

APPAREL

or

ACCESSORIES

or

n/a

FOOTWEAR

or

n/a

EYEWEAR

or

n/a

27

B3205LOGOS>STACKEDLOGO>INTRODUCTIONv01

205StackedLogo

TheCalvinKlein205W39NYClogowascreatedforourdesignlabelbusinessbecauseaprincipleaddressissynonymouswiththeculture

ofalegendaryfashionhouse.Thisisfortop-tiercategoriessuchasmen’sandwomen’s205apparel,tailored,accessories,eyewear,footwear,watches+jewelry,andpremiumunderwear.

WithinArchitecture

BYAPPOINTMENT205

CONTEMPORARY

BETTERSPORTSWEAR&CLASSIFICATION

JEANSUNDERWEARSWIMWEARPERFORMANCEGOLFHOMEWATCHES&JEWELRY

FRAGRANCEOUTLET

28

B3205LOGOS>STACKEDLOGO>USAGEGUIDELINES:CLEARSPACE