MONO

BRAND GUIDELINES
MONO
BRAND GUIDELINES
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
MONO is a feeling, a state of mind, an attitude,
a lifestyle, an art, a way of being. MONO is a
form of expression, through its luxury shapes,
textiles and structures.
Specialising on meticulously bespoke
monochromatic pieces, MONO becomes a
destination for sophisticated and elegant
womenswear, shoes and accessories.
As a fashion retailer and e-commerce retailer,
MONO embodies a highly interactive and
accessible platform for the brand to express its
unique fashion diction, as well as propogating
remarkable experiences for the fashion retailer.
With a fagship store based on Sloane Street,
London, MONO is building a highly reputable
name, which is being endorsed by socialites,
celebrities, and recognised by Vogue UK.
Its e-fagship store allows luxury goods to be
shipped and recognised worldwide, sharing
new fashion with international culture.
Within the next 5 years, MONO is set to
expand to menswear, along with the opening
of a fagship store set to launch in New York.
Through its offerings, every aspect of MONOs
identity and brand, is built to tailor for its
target audience, whilst continuing to exceed
the expectations of the industry.
The identity of the brand itself, has been
designed to showcase the concept, using a
monochromatic colourscheme and structured
visuals, whilst maintaining an intregity for luxury.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
MONO holds a strong, focused target market
audience which falls into 3 categories. These
are as follows:
Primary Target Audience:
Typically a 25-30 year old female, who cares
about her image and style. She cares about
luxury products and lives the luxury lifestyle.
She has a good career with disposible income.
Whilst being interested in fashion, she doesnt
follow all fashion trends and enjoys key,
statement pieces. Lives in a city location alone,
or with her partner.
Secondary Target Audience:
30-35 year old women, who still consider
themselves fashionable and on trend. She
would live a similar lifestyle to that of the primary
target audience, however would be more
mature, and possibly settled down.
Tertiary Target Audience:
The fashion industry and associative press,
specifcally:
Magazine Editors
Stylists
Journalists
Models
Press
Celebrities
Socialities
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
PRESTIGE
AFFORDABILITY
M
A
S
S

M
A
R
K
E
T
E
X
C
L
U
S
I
V
I
T
Y
MONO
LV
HERMES
Chanel
Burberry
Coach
DKNY
Guess
Vivienne
Westwod
MONO is positioned, as shown above, as
exclusive, yet averagly priced in comparion
to presitgious brands such as Hermes. This
makes it accessible to the target markets in
mind, as well as remaining a high standard of
luxury, quality and craftmanship.
Whilst being a luxury brand, competing with
other retailers such as Burberry and Vivienne
Westwood, the store will push this status with
exclusive distribution channels and limited
product line quantities. Products will only be
currently available to buy instore, via the e-store
or via Harvey Nichols Concessions in London.
Emphasising luxury, personal shopping
services, product transfers and VIP events will
be available in store.
A repairs and alterations service will also be
featured in-house to make any personal sizing
changes.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The tone of voice for the brand remains
consistent throughout the branding and identity,
as well as the corresponding visuals.
MONO can be descirbed as:
High-end
Luxurious
Sophisticated
Structured
Bold
Elegant
Classic
Tailored
Timeless
Authoritive
Dominant
Chic
Exclusive
Valuable
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The MONO logo has been specifcally
designed for the clothing line, and refects the
structure and fuidity of the products.
80mm
23mm
40mm
11mm
Above:
The maximum and minumum size for the logo
to be used at on printed material (excluding
large format advertising).
MONO MONO
Above:
The allowed and recognised logo positioning
for any printed or digital media. The logo should
not be placed in corners, or turned vertically. It
should only be paced centrally, or in the right
hand corner (top or bottom).
MONO
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The logo should always have a 5mm isolation
period between design elements and borders.
This is important to ensure continuity and to
allow the logo to breathe.
5
m
m
5
m
m
5mm
5mm
The logo should remain consistent throughout
and no changes should be made to the logo
as a whole, or as individual glyphs.
The artwork should only be ever used from the
fles provided.
Examples of how the logo should not be used,
applied or modifed are shown below:
Do not use the logo vertically.
Do not place a box around the logo.
Do not use the logo on an angle.
Do not use different weights.
The logo should only be used in black or white.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The body copy used throughout the body copy
is Helvetica Neue and is the only typeface used
other than the custom logo.
Helvetica Neue, UltraLight
ABCDEFGHIJKLMNOPQRSTUVWQVZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@$%^&*()-=_+[]{};:\|,.<>/?

/
,

`_
Sizing:
To ensure the bodycopy is legible, consist-
ent and readable, the minimum and maximum
sizes are stated below.
7pt - Minimum
12pt - Maximum
Colour:
Only black or white should be used throughout
to ensure clarity and aesthetic value.
Tones, tints, shades and alternate colour
choices should not be used at any point unless
specifed for promotional material (seasonal).
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
IImagery provided for use should not be
edited, or manipulated in anyway, nor should
be redistributed. Brand imagery should always
remain in grey scale. No flters should be used.
Photography of collections where stated can
be used in colour, however this depends on
season and trend, and must be approved
before application.
Imagery can be re-scaled, trimmed and used
at either portrait or landscape format.
An example of correct use is shown below.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
MONO
MONO
The letterhead layout is based on a template,
whereby imagery is interchangable. Only
imagery provided can be used.The layout itself
or logo placement should not be altered.
The letterhead should always be A4, Portrait.
An example of the correct usage is shown
below.
Only the imagery and the seasonal tag, i.e.
A/W can be changed in terms of design, and
the layout should provide a solid template.
The poster is to always be A4, with an A5
image placed in the bottom left hand corner.
This is to allow the look book to be placed
over, holding the poster and concealing the
image.
MONO
MONO
=A/W
Look Book
Image Poster
2
1
0
m
m
148mm 210mm
2
9
7
m
m
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
MONO
The business cards should remain consistent
throughout, with the logo placed centrally on
the front.
On the reverse would be an image, with a QR
code in the bottom right hand corner. This is
opposed to written contact details.
MONO as a brand wants to push printed
media and digital media throughout its
collateral, as well as creating engagement with
the brand.
Only images supplied should be used for the
back of the business cards, and will remain in
greyscale.
Front
Back
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The look books will change seasonally,
however will follow a layout structure. Layouts &
shown below are the only ones which can be
used, and are listed for guide purposes.
MONO
=A/W
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The look book should always be A5, Portrait
landscape and bound via Stab Stitching unless
stated otherwise.
QR codes should be placed on each page to
link directly to the look online.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The press invite folows a structure applied to
each seasons shows. As seen in other
elements the imagery is changed relative to
season, however follows the template given.
The bodycopy should always remain consistent
from invitie to invite, and should be inclusive of
all audiences.
MONO
MONO
2
1
0
m
m
148mm
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
Reproduction of any design elements relative
to the MONO brand, must be authorised, and
printed on specifc stocks.
A list of design element and appropriate stock
are listed below for convinience.
Printing must use black as a spot process
colour.
Business Cards 135gsm White Silk
10gsm White Matte
Black Ritrama Vinyl
220gsm Black Card
Look Book 135gsm White Silk
Black Ritrama Vinyl
Poster 135gsm White Silk
Letterhead/Envelope 135gsm White Silk
Packaging 220gsm Black Card
220gsm White Card
Black Ritrama Vinyl
Reciept Holder 220gsm Black Card
100gsm White Matte
Black Ritrama Vinyl
Alternative Black Ritrama Vinyl
Business Card/ 180gsm Silver Mirri Card
Drinks Coaster
Gift Card 220gsm Black Card
Black Ritrama Vinyl
160gsm White Card
Press Invite 135gsm White Silk
White Mountboard
Black Ritrama Vinyl
Clothing Tags 160gsm White Matte
220gsm Black Card
Black Ritrama Vinyl
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
Advertising can be applied across a series of
appropriate media applications.
Vector fles for the custom logo will be supplied
for large format designs, along with appropriate
photography.
Advertising will be continuosly designed for
different collections, seasons and product lines
such as shoes, and accessories.
Approved forms of advertising are listed below:
Magazine Advertisments
Billboards
Bus Stops
Online Blogs
Online Magazines
Celebrity Endorsements
Harvey Nichols Website
MONO Website
Press Invites/Fashion Week
Examples of approved advertising methods can
be seen on the following page.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The navigational system for the website can be
seen below, and must not be changed.
Home Page
|
The World of Mono
|
Collections - Photo
| - Video
Look Book
|
Stores
|
E-Store
My Mono and Newsletter are two page links
which can be accessed from any page. This
is the same as the legal links placed along the
bottom on the website.
Home Page:
Access to other pages
Changing Landing Imagery - 4 Variations
Search Bar
The World of Mono:
About Mono.
Brand Story.
Collections:
A/W and S/S collections shown as both a
series of separate images, and as a catwalk
video.
Links directly to the look on the e-store.
Look Book:
Digital version of the printed Look Book.
Stores:
Location and Contact Details.
E-Store:
Products can be bought/sent internationally.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The website can be seen, accessed and used
via computers, tablets and smart phones,
covering a range of digital media, as well as
allowing international access to the site, and
brand.
The website is fully responsive in terms of
format and scale and will automatically adjust
independantly based on screen size and page
orientation.
The website is designed to be functional, easy
to use, and appropriate for the brand, whilst
adhering to the identity guidelines throughout.
Examples of its usage can be seen below:
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
Printed Media, Digital Interactivity:
Printed media, i.e. business cards and look
books will always have a QR code which links
directly to the contact page/e-store depending
on the code used.
The QR codes are also shown on the digital
version of the look book which can be seen
online. When a product is selected from the
look book, the website directs the user to the
approriate product on the e-store.
Digital Media, Interactivity:
The website uses interactive elements to
engage with the user.
Recognised and approved ways of digital
interactivity are listed below:
Interactive Collections - Links to E-Store
Videos - Catwalk and Product Close-Ups
QR Codes via Digital Look Book
Product Links via Look Book
App/Social Media Links, i.e. Instagram Links
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The website must follow a pre-set layout and
grid system. Examples of acceptable web
design layouts are shown below.
MONO
MONO
MONO
The dimensions for the website should remain
at 1024px x 768px, unless stated otherwise.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The website should follow a strict wire frame,
and should not be manipulated, altered or
changed at any point.
Only imagery and content given must be used
for the website.
Examples of corrent usage is shown below:
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The fagship store is located on Sloane Street,
London and the exterior of the MONO store,
will not change. It is designed to refect
structure and architecture in the most luxurious
form.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
The interior of the store will remain
monochrome in colourscheme, and use
seasonal imagery to reference the current
collection on offer in store. Only given imagery
can be used.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
MONO
BRAND GUIDELINES
PRESS OFFICE:
Sample Requests
T: 020 7878 8900
E: pressassistant@mono.com
SALES:
T: 020 7659 5933
E: sales@mono.com
WEB/APP:
www.monowear.com
Mono London
SHOWROOM/STORE:
221 Sloane Street
London
W1A 1EX
T: 020 7409 0947
CONCESSIONS:
Harvey Nichols London
109-125 Knightsbridge
London
SW1X 7RJ
T: 020 7235 5000
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact