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HARRODS

Marketing & Advertising
Brand Guidelines

HARRODS BRAND GUIDELINES

These guidelines contain all the tools and resources you will need to maintain
the Harrods brand identity successfully, including precise information and
practical examples. For quick access to individual sections or pages please
see the contents page. High-resolution artwork is also available in a range
of downloadable formats.
Great brands are made through the commitment of everyone who works
with them. Whatever your relationship with Harrods, your willingness
to use these guidelines is important. How you implement them makes
a difference and will significantly help Harrods build upon its reputation.
We’re all guardians of this historic brand and in treating its identity with
impeccable care and consistency, we protect the Harrods name, ensuring
success and longevity.

HARRODS BRAND GUIDELINES | CONTENTS

CONTENTS
1 CORE BRANDING

4 STYLE GUIDE

6 CO-BRANDING

1.0

THE HARRODS LOGO

4.0

6.0

1.1

LOGO OPTIONS

4.1 HOUSE STYLE A-Z

1.2

LOGO RULES

1.3 COLOUR PALETTE
1.4

LOGO COLOURS

2 TYPOGRAPHY

HARRODS’ TONE OF VOICE

BY APPOINTMENT

6.5

BRAND EMAILERS

5.1 THE GIFT BUREAU

6.6

CONTACTS & COMMUNICATIONS

5.0

2.1

GILL SANS MT

5.3 PRIVATE SERVICE SUITE

2.2

PC USERS

5.4

THE STUDIO

5.5

HARRODS CONCIERGE

CORPORATE SERVICE

3 CORE VISUAL BRANDING

5.6 HARRODS ESTATES

3.0

5.7

3.2

STATIONERY

3.3 EMAILS
3.4 PRESENTATIONS

6.3 INVITATIONS
BRAND MAILERS

5.2

3.1 THE HARRODS SALE

ADVERTISING

6.4

2.0 ITC NEW BASKERVILLE

ADVERTISING

6.1 THE HARRODS BRAND BAND
6.2

5 SERVICES &
ASSOCIATED BRANDS

ESSENTIALS

HARRODS BANK

HARRODS BRAND GUIDELINES | CONTACT

CONTACT
For further information on Harrods Advertising and Marketing Brand Guidelines, please
email your queries to the Harrods Brand Guardians at:

brand@harrods.com

. collaborative. Without this principal starting point. service specific and associated-branded communication follow.1 | HARRODS BRAND GUIDELINES | CORE BRANDING CORE BRANDING Core branding is the overarching term for any piece of communication produced in-house for Harrods Ltd which doesn’t require any third party. the Harrods identity would not be what it is today. Core branding is at the root of all internal and external communication and maintains the traditional branding foundations from which all other third party. associated brand (sub brands such as BY APPOINTMENT) or external input.

For this reason.0 | HARRODS BRAND GUIDELINES | CORE BRANDING | THE HARRODS LOGO THE HARRODS LOGO Our logo and corporate colours are essential elements of Harrods’ visual identity. The iconic Harrods logo has changed very little in the last 40 years. No other elements should therefore be used in direct contact with this logo as this will only serve to weaken the strength of the message. It unites all the business elements and ensures that the Harrods brand stands out against global competitors. .1. effective. simple and above all.com. the logotype must never be redrawn or altered in any way. Its distinctive script style is the most important element of our visual identity and the most potent symbol of our brand and heritage. The logo is confident. If you need any help or advice about the Harrods Brand Guidelines. Your commitment to ensuring they always appear as shown in these guidelines will protect the integrity of the Harrods name and ensure we create the best results. please contact the Harrods Brand Guardians at brand@harrods.

Please ensure you check which logotype is appropriate to your communication before selecting.1. Although they are all centred upon the original logo. ORIGINAL LOGO HARRODS EXCLUSIVELY LOGO HARRODS LIMITED EDITION LOGO Limited Edition UK SIGN OFF (WEB & TEL) INTERNATIONAL SIGN OFF must be present once on all UK publications must be used once on international publications and Harrods Rewards HARRODS EXCLUSIVELY SIGN OFF HARRODS EXCLUSIVELY WITH INTERNATIONAL SIGN OFF must be present once on all UK publications must be used once on international publications and Harrods Rewards HARRODS DIRECT SIGN OFF HARRODS EXCLUSIVELY WORLDWIDE SIGN OFF must be present once on all UK publications must be used once on international publications and Harrods Rewards . they can incorporate a variety of web addresses and telephone numbers (web & tel) as below.1 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO OPTIONS LOGO OPTIONS Alternative Harrods logotypes are used for different styles of communication.

simply by creating and protecting an invisible clear zone around it. This is a minimum recommended clear zone area – more space will always aid visibility. The size of this zone is determined by the height of the ‘H’ of the Harrods (as a unit of measurement H). Where possible. the logo should be centred on the axis.5H 1T 0. We can maximise visual 1B impact. as illustrated below. The logotype is our icon and always occupies its own space.5H MINIMUM SIZE OF LOGO 1T The Harrods sign-off can appear with or without the web & tel. using the optical centre. The sizes1T indicated below provide a guide to print production of the Harrods logotype when used Talone and also in conjunction with the sign off. 1B An invisible clear zone protects the logo.5mm 33mm 1C 1C C . rather than by measurement. therefore on every occasion these elements should be checked thoroughly to ensure that quality and legibility is of the highest standard. 1T 1T 20mm 46. Do not centre the logo on the axis using the geometric centre line as this will make it appear too far to the right.5H 0.2 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO RULES 1B 1H 1B 1H H B LOGO RULES CLEARANCE ZONE 1H The unique script of the Harrods logotype has its own idiosyncrasies and symmetry.5H 1T T H 1T 1T Geometric centre Optical centre Geometric centre Optical centre 0. 1H It can be most effectively centred using the optical centre as we have shown below. The reproduction medium. methods and materials will affect the final size.1H 1. 0.

For accurate colour matching use the correct Pantone or CMYK colour reference. SILVER SALE RED GOLD FOIL SILVER FOIL PANTONE 8001c C:44 M:35 Y:37 K:21 R:125 G:127 B:126 C:0 M:100 Y:100 K:40 R:158 G:11 B:15 LUXOR 220 ALUFIN Special Please DO NOT attempt to visually colour match from print-outs or on-screen colours.3 | HARRODS BRAND GUIDELINES | CORE BRANDING | COLOUR PALETTE ­­THE CORE COLOUR PALETTE . Geometric centre Optical centre . The three colours below are Harrods primary colours – the core colour palette. METALLIC GOLD BLACK HARRODS GREEN PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 PANTONE 574c C:58 M:22 Y:98 K:79 R:58 G:75 B:1 THE SUPPLEMENTARY COLOUR PALETTE Our secondary colours shown below can be used in combination with our core colours. They too must be used carefully to complement and enrich our strong brand identity­. introducing subtle differentiation and variety to applications. as printing conditions and screen resolution may result in variations in colour shade. It is important they are used carefully on core items so that they remain powerful and effective brand elements.1. they are strong brand signifiers and are fundamental to brand identity. Used in combination.

or there are issues with legibility or budget. Pantone 574c (Harrods Green) and Pantone Black 6. As a secondary option. Geometric centre . the logotype can appear in Pantone Silver 8001 and White.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS LOGO COLOURS SECONDARY COLOURS The primary colour palettes for the logotype are Pantone Gold 871c. These three colours form a strong and well recognised visual identity and they should always be used for items requiring core branding creative.1. practical solution. black or white options are a simple. When the logotype needs to be small. NB: The Harrods logotype should never appear in any other colour or pattern other than those outlined on this and the previous pages.

Following these simple rules will ensure it remains a visible and effective branding device. and consequently visibility may be compromised. Using the logotype in Silver or White on light backgrounds is not advisable due to the lack of contrast. On dark photographic backgrounds it is recommended that the logotype in White is used. On light photographic backgrounds it is recommended that the logotype in Black is used. Using the logotype in Silver or White on light backgrounds is not advisable due to the lack of contrast. Try to ensure that the area of the photograph where the logotype sits is not too busy and is of a consistent tone. whatever the background. On light colour backgrounds it is recommended that the logotype in Black is used. and consequently visibility may be compromised. Try to ensure that the area of the photograph where the logotype is placed is not too busy and is of a consistent tone. .4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS LOGO ON BACKGROUNDS Great care should be taken when using the logo against different backgrounds.1. On dark colour backgrounds it is strongly recommended that the logotype in White is used.

It is a subtle and more complex element than the logotype or colour palette. .2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY TYPOGRAPHY Typography is a fundamental element in creating and protecting Harrods distinctive brand identity. Web and telephone numbers always appear in Baskerville font. Harrods branding always appears in one of two type fonts – New Baskerville or Gill Sans MT. bringing personality and consistency to all communication. infusing everything with the essential Harrods look and feel. It is also a powerful brand signifier in its own right.

New Baskerville Bold is reserved for headings and sub-headings. . It is also employed to provide emphasis in body copy set in New Baskerville only. In the Harrods logo where the web address and telephone number is included. New Baskerville Italic is reserved purely to provide emphasis in body copy. only the ITC version is to be used.0 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | NEW BASKERVILLE ITC New Baskerville New Baskerville New Baskerville Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 123456789012345678901234567890 New Baskerville Bold New Baskerville Bold Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz New Baskerville is one of our two primary typefaces. These include corporate communications and signs. please note that for all Harrods material. It can also be used for headlines or body copy.2. The New Baskerville font is available in a variety of brands. New Baskerville is used. New Baskerville Bold Italic is reserved purely to provide emphasis in body copy set in New Baskerville and New Baskerville Italic. For this reason it is used for applications relating to the core of the business. however this should always be incorporated as a jpeg and never typed in manually. or for captions supporting images.

images and illustrations. In addition it is ideal for body copy that has been reversed out of a solid colour. . Gill Sans MT is the boldest Gilll Sans MT used. images and illustrations. For this reason it is used for applications emanating from the core of the business.1 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | GILLSANS Gill Sans MT Gill Sans MT Light Gill Sans MT Light Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 123456789012345678901234567890 Gill Sans MT Gill Sans MT Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 Gill Sans MT Light is one of our two primary typefaces. or for captions accompanying pictures. These include corporate communications and signs. Gill Sans MT Italic is reserved purely to provide emphasis in body copy. or for captions accompanying pictures. It can be used for headlines or body copy. It is also employed to provide emphasis in body copy set in Gill Sans MT Light only. It is reserved for headings and sub-headings. Gill Sans MT Light Italic is reserved purely to provide emphasis in body copy.2.

two standard fonts are applicable across all email and online communication: Arial and Times New Roman. With this in mind.2. all staff using PCs should adhere to these fonts when corresponding via email. Arial Times New Roman Times New Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 Arial Bold Times New Roman Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 Arial Italic Times New Roman Italic ABC D EFGH IJK L M N OP QR S T U V WX Y Z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890 123456789012345678901234567890 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz . Whether it’s a letter to a Business Unit Director or an email to an external Brand Manager.2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | PC USERS TYPOGRAPHY FOR PC USERS The vast majority of Harrods in-house communication is carried out on PC computers.

editorial and advertorial pieces as well as fundamental in-store elements including the Store Guide. This does not include the associated brand communications. signage. . business cards and so on. This means internal and external communications which could be departmental brochures. The Harrods core branding guidelines are fundamental to the visual identity of the brand and must be followed strictly as laid out in the following pages. plasmas.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING CORE VISUAL BRANDING Harrods’ Core Visual Branding dictates the rules for every piece of communication which represents and emanates from the essential brand – Harrods.

0 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | ADVERTISING ADVERTISING­ All Harrods advertising must follow these template formats. FJ&W ad-Men'sFitness 16/4/09 13:22 Page 1 7786_DIAd_SunTimesStyle_11May 7/6/09 15:44 Page 1 8224_Hello mag Elie Saab ad 336x246:. paying particular attention to the placement of the Harrods logotype as well as colours and fonts used. 07/08/2009 3:09 pm p Page 1 Elie Saab wear by Evening Starring ery by Pascal ell and Jew LECTURE SERIES IN ASSOCIATION WITH THE FINE JEWELLERY & L U X U R Y WAT C H E S .3.

there is a distinct set of guidelines for all communications that refer to the Sale. During this period.3. once in June/July and again in December/ January.1 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | THE HARRODS SALE THE HARRODS SALE The Harrods Sale happens twice yearly.30am – 6pm Mon – Sat 10am – 9pm MKT0125_SaleAd_SaleStarts_TimesSouth_170x264_13June13. THERE IS ONLY ONE SALE STARTS THIS SATURDAY AT 9am SALE OPENING TIMES Saturday 15th June 9am – 9pm Then.indd 1 11/06/2013 16:19 . Sun 11.

Use font Times New Roman for headings in 12pt and Arial for body copy in 10pt.3. All of these templates can be found on the Y:Drive in a folder marked Brand Guidelines.2 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | STATIONERY STATIONERY All communication must follow these template formats which all Harrods employees are expected to adhere to. Letterhead Memo Fax To From To From Company Title/Dept Company Title/Dept Fax Number Fax Number Pages Telephone Number Pages Telephone Number Date Date Reference Reference Memo Fax .

3. CHRISTINA HEALY Lead Designer & Brand Guardian Creative Tel: +44 (0) 20 3626 7560 • Fax: +44 (0) 20 3626 7896 christina. department. The Harrods address should always run along the bottom of the card. email and telephone numbers all flow in line sequence beneath the Harrods logo.com Harrods Ltd. The person’s name.2 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | STATIONERY BUSINESS CARDS Harrods business cards serve the important function of communicating essential employee information and also to demonstrate our core branding aesthetic to external associates. 68 Hammersmith Road. job title. Fifth Floor. Clarity and accuracy are key. London W14 8YW Name Job Title Department Email Address Contact Numbers Address .healy@harrods.

London W14 8YW Tel: +44 (0) 20 3626 7560 | Fax: +44 (0) 20 3626 7896 | harrods.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | EMAILS EMAILS All emails sent from either a Harrods address or a Harrods representative with an alternate address must follow the Harrods email guidelines to ensure consistency is maintained across all communications. however it is of utmost importance that all emails sent from representatives of Harrods retain a distinct sense of professionalism and formality. All emails must be written using a default of Arial font in 12pt in black or grey.3. 68 Hammersmith Road. EMAIL – SIGN-OFF All emails sent must have a default sign off setting (often referred to as signature) which must precisely replicate the example below: Christina Healy Lead Designer & Brand Guardian HARRODS | Store Image | Creative Name Job Title Company | Directorate | Division Harrods Limited.com Address Contact details | Web address . Please ensure grammatical accuracy and that all emails are spellchecked before being sent (this can be set as an automatic preference). Fifth Floor. Emails are often seen as a less formal method of communication.

please remember to set your out of office on your computer for any individual attempting to contact you while you are away.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | EMAILS EMAILS – OUT OF OFFICE When heading out of the office for an external client meeting or taking annual leave. All emails must be written using a default of Arial font in 10pt. Should you have any urgent queries. otherwise I look forward to following up your query on my return. If you are going to be checking and responding to your emails while you’re out of the office. an out of office message should inform the sender that you’re away from the business. Many Thanks .3. please state this in your message. For example: Thank you for getting in touch. the date you’ll be returning and a point of contact for any urgent queries. As a rule of thumb. please contact xxxx on ext xxxx in my absence. I am currently out of the office until xxxx xxth xxxx 2013.

. The templates can be found on the Y:drive/Brand Guidelines.3. Harrods presentation guidelines must be followed as laid out below.4 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | PRESENTATIONS EXTERNAL PRESENTATION TEMPLATE When creating presentations for external meetings.

These templates can be found on the Y:drive/Brand Guidelines. .4 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | PRESENTATIONS INTERNAL PRESENTATION TEMPLATE When creating presentations for internal meetings. Harrods presentation guidelines must be followed according to the layouts below.3.

4 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE HARRODS’ STYLE GUIDE .

invites (use invitations) Harrods’ written communication always adheres to a formal. exclusive. innovative. over one thousand (use ‘more than’). luxury. first-class products and service excellence. BAD: Cheap.4. aspirational. sensational. A basic breakdown of the three core tone of voice variations are as follows: INTERNATIONAL MARKET Authoritative. the following five values – or ‘BLISS’ as they are often summarised – constitute the cornerstones of the Harrods brand ethos: Authoritative. HARRODS REWARDS Green tier members: First person. exceptional. elevated language that can be easily interpreted when translated into other languages. If unsure about Harrods’ brand identity. discount. unprecedented. unforgettable. luxurious. celebratory.0 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | TONE OF VOICE HARRODS’ TONE OF VOICE ASSOCIATED BRANDS Harrods always appears in the singular as one sole. enduring. Harrods Rewards and other Customer Relationship Management (CRM) necessitates a different approach to copy depending on the campaign in question. sublime. B – BRITISH heritage meets cutting-edge L – LUXURY is the new premium. free. quality. sophisticated language but without assuming the reader is entirely familiar about the Harrods brand. retail theatre. collective company and should have an apostrophe associated with it when denoting the possessive. pioneering. gents. it’s not always expensive I – INNOVATION is always at the forefront of retail trends S – SENSATIONAL the greatest store on earth S – SERVICE to make every customer feel special BUZZ WORDS AND BAD WORDS BUZZ: Decadent. quintessentially British. shopper. elite. polished language that addresses customers in the first person and persuades and affirms the recipient’s exclusive status in-store. elite. bling. service. modern classic. Warm. tailoring levels of formality according to the brief and the audience. excellence. premium. elegant. investment. elegant. iconic. superlative. low-cost. For full details and explanations please refer to the separate CRM copy guidelines or contact the Brand Guardians at brand@harrods. decadent. distinguished language that captures exclusivity.com . welcoming and aspirational language is the preferred tone. global (use world). ultra-luxe. bargain. value. sophisticated. eccentric. experiential. Black/Gold tier members: Sophisticated. sophisticated yet warm tone of voice.

4. APOSTROPHES Apostrophes have two uses: 1. address. e.g. ‘men in their twenties’ For numbers up to and including nine.g. Beware of overusing acronyms or abbreviations that may not be instantly familiar to the reader. AMERICANISMS American English should never be used in copy unless the word is part of a brand or product name originating from America. You should not shorten words when you are writing formal letters. NATO (North Atlantic Treaty Organisation).g. Harrods 87-135 Brompton Road London SW1X 7XL The address to use on collateral is our standard registered Harrods Ltd. Whereas numbers exceeding nine should be written in numerical characters. will not is condensed to won’t. . A  postrophes denote possession. This is only necessary when it is not clear that Harrods is the promoter. e. The apostrophe.g. e. eg: Harrods Limited. e. but if the owner already ends in s. 2. The dog’s tail – the tail belongs to the dog Laura’s hair – the hair belongs to Laura Usually the apostrophe goes before the ‘s’. Registered Office: 87-135 Brompton Road. the abbreviation may be used alone. after this. Registered in England No. You just need to add an apostrophe. ‘The boy is seven years old’. accents should be added with the computer’s character palette. The apostrophe goes where the letters have been removed. Apostrophes are used this way in informal writing. Ladurée Tea Room. AGES Use the word twenties. Hermès.g. e. write the word or phrase in full with the abbreviation in brackets for the first instance of use.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z A ACCENTS For all brands. ‘The boy is 10 years old’. do not becomes don’t or I will becomes I’ll. places and people. CHÂTEAU. not 20s. NB – sometimes words are shortened in an irregular way. Postcodes should be written on a separate line underneath the city. All capitalised words should also feature accented vowels without exception – e. however. ACRONYMS All acronyms and abbreviations should not contain full stops or spaces between initials. ADDRESSES Addresses should be left justified and without punctuation.g. Take extra care when using the electronic spell check to ensure it is set to British English rather than American. wine names. London SW1X 7XL. Use all caps only if the abbreviation is pronounced as the individual letters – BBC.g.g. VAT – otherwise spell the word out – e. is still used to show where letters are missing e. 30209. as below. the number should appear in full. then the apostrophe goes after the s that is already there. Unless used frequently in common vernacular.Apostrophes show you that some letters have been taken out of a word to shorten it. AND/BUT It is fine to begin a sentence with ‘and’ or ‘but’.

. Always use full capitalisation. Louis Vuitton. BY APPOINTMENT adheres to a slightly different tone of voice according to its market. B BY APPOINTMENT As an associated brand of Harrods. Always ensure the apostrophe (’) is a correct apostrophe and not the foot character (´). These words use ‘s’ to show possession: e. on all Harrods produced communication. 2-ct diamond ring. When partaking in sponsored or co-partnered communication. Similarly. Words like men and children don’t end in s.4. Use karat for gold. For all non-fashion related copy collateral.g. Women’s Accessories. AUTUMN/WINTER For all Harrods fashion collateral. Watch out for plurals not ending in ‘s’. Men’s Ready-to-Wear. evocative language is incorporated to reflect the service offering. Any references to years should be written without apostrophes. Autumn/Winter 2013 is our house style when referring to the autumn and winter collections. concessions.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z e. If it always appears across all collateral completely capitalised. a brand will determine if its entire name is capitalised or in upper or lowercase.g. C CAPITALISATION All brands. The 1970s unless they are referring to possession. American Express copy is an exception to this rule. If the region and the product are mentioned in the same sentence. e. Cognac. Christian Dior. so the apostrophe is placed after the ‘s’ in circumstances that talk about the Ladies’ Day.g. Brand names should appear in full and never abbreviated e. Children’s Shoes. Further details can be found in the main associated brand guidelines. such as Brand Names or CRM. but do refer to lots of people.g. seasons should appear in lowercase. BRAND NAMES CARD/CARDHOLDERS All brand names and concessions appear with initial caps e. food collections and so on should always have their initial letter capitalised.g.g. where Cardmembers should have the initial letter capitalised. The dogs’ bowls – the bowls belong to the dogs The boys’ cars – the cars belong to the boys Ladies is already plural for a group of women. Mainly for CRM copy. Harrods Rewards ‘cards’. not LV. Champagne. high-end. Spring/Summer 2013 is used for spring and summer. only capitalise the region to differentiate between the two. CARAT/KARAT Use carat for stones. For further capitalisation rules see individual categories. Ultra-luxe. e. it should be written as so. Gucci. Oscar de la Renta. 24-kt gold. spirits and alcohol (when named after their place of origin). Harrods Rewards always appears without an apostrophe. ‘customers’ or ‘cardmembers’ should have their initial letter written in the lowercase.

month . e. These caveats may be used in the following order: First clause: *.g. COLONS AND SEMICOLONS The correct use of a colon is before a list. not Children’s Wear. month and where relevant.g. ‘I could only find three of the ingredients: sugar. Always use ‘complimentary’ instead of ‘free’. Fourth clause: ‡. Fifth clause: 1. they should be written simply with a long hyphen (m dash –) separating both dates. CENTURIES When writing about centuries. e. e. CHAMPAGNE b) given or supplied free of charge. ‘Since the 15th century. the building has maintained its striking architecture’. the date. Tom Ford’s Spring/Summer 2009 collection. e. ‘The children came home today.g. CHILDRENSWEAR COMPLEMENTARY a) two or more different things combining in such a way as to form a complete whole or enhance each other. See also Wine.g. Sixth clause. COMPLIMENTARY/COMPLEMENTARY COMPLIMENTARY a) expressing praise or admiration. Childrenswear. the year. Thursday 23rd – Saturday 25th August 2012’. If ‘collection’ forms part of the name then the word Collection should be initial capitalised as part of the name. e. CRM Customer Relationship Management (CRM) necessitates a different approach to copy depending on the campaign in question. Dates that appear in the PAST tense need not include the day.g. ‘Between Thursday 23rd and Saturday 25th August 2012’. For full details and explanations please refer to the separate CRM copy guidelines or contact the Creative team. e.g. Third clause: †. the word should be lowercase. D DATES AND TIMES DATES Date format should always appear as day. Always written as one word. e.g. If a date or dates appear on a document as a single piece of information (such as an invitation). the item should begin in the upper case. these should always appear in the lowercase. 2 Good punctuation is always expected and commas are a punctuation essential. flour and eggs’. For any drink or product that denotes the region. The only exception to this rule is when the word ‘century’ forms part of a capitalised name. date.g. The correct use of semicolons is to link two separate sentences that are closely related. Second clause: **. Champagne not champagne. they had been away for a week’ COLLECTION When simply referring to collections. e.4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z CAVEATS COMMAS There is a sequence that must be adhered to when adding caveats to CRM or any other communication requiring terms and conditions clauses.

rather write them as they appear in the monthly Store Guide.g. When writing two times.4. prefaced when needed with ‘The’ and written in full. DOORS Each of the store’s public entrances should be initial letter capitalised and accompanied by the door number in digits. Try to avoid using ‘department’ when referring to locations. E EMAIL Always written as one word. For example.g. all times should appear in lowercase without a space. should appear initial letter Bank Holiday Monday always uses an uppercase ‘H’. email. rather than ‘Visit the Toy Kingdom department on the Third Floor’. However. The ordinal suffixes (th. Door 5. In this case. 5pm – 10pm Where store opening times are written. 11pm.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z and year will suffice. nd. it is helpful to mention to the audience the nearest entrance if the event is being held in a hard-to-reach place within the store.g. Midday should always be written as 12 noon. e. EMPLOYEES Always preferred over ‘staff’. The only exception to this rule applies to American Express guidelines. e. ‘Visit Toy Kingdom on the Third Floor’. not e-mail.g.g. repeat the ‘pm’ e. When writing invitations. st. DEPARTMENTS All department titles should be written in upper and lowercase. For dates and times always use the following syntax conventions: from xx to xxx between xx and xx xx – xx xx & xx DECADES ’50s or 1950s. 12. When in prose however ‘the’ is lowercase.g. 20th. not 1950’s. An apostrophe may only be used here when possession is implied. Please refer to CRM copy guidelines for all American Express specific copy rubric. e.g. SEASONS Seasons. omit all days from the document for consistency.30pm. Dates must always appear as numerical characters with their appropriate ordinal suffixes (th. E. st. 9am. . capitalised for headers. 1st.g. Summer Sale Preview. rd) should never be superscripted (aligned with the top of the number preceding it) but should always align with the bottom of the number preceding it e. e. Door 10. terms and conditions must explain the Sunday browsing only information. The Terrace Bar. TIMES Written in accordance with the 12-hour clock. Any minutes past the hour should appear in numericals e. The Georgian restaurant. Womenswear. 9th not 9th. Enter via Door 5.g. unlike days of the week and months of the year. 5pm. Cosmetics. where dates appear as numerical characters alone. e. nd. e. when seasons appear in body copy. for example if talking about an autumn harvest or a winter frost. Sale and fashion communication. rd) in lowercase.g. they should remain in lowercase.

handwoven. a long (–) hyphen (m dash) is always preferred over a short (-) hyphen (n dash). handshake. d) to show the difference between terms that are spelled the same. e. but have different meanings. mega-.4.30pm – 7.30pm.g. a) to join words. the use of ‘our’ is acceptable on the basis that Harrods itself is an organisation run by a group.g. 5. . Hyphens should be used sparingly to avoid cluttering text and can often be left out according to syntax structure e. multiunless the dictionary states otherwise (superhuman. ultraviolet. e. However. When joining words however. hyphens between dates and times must use the m dash (–) with space in between each word. All floors should be written in full and in upper and lowercase. e. where as hand-filled. handwritten. hand-picked.g. EXCLUSIVELY ‘Harrods are delighted’.g. e. not Home Wares. ‘Harrods is delighted’ and never Always written as one word. Homewares. ‘he used a non-corrosive wok to make dinner’. ‘See in-store for details’.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z EXCLAMATION MARKS To be used sparingly. hand-embroidered are hyphenated. Reformation and re-formation or resign and re-sign.g. Lower Ground Floor should not be hyphenated. e. an n dash (-) is the standard rule. e. e. re-enter not reenter. Always one word. c) to avoid confusion. which should always be written with a lower case h and without the www. therefore the narrative voice should reflect this. as well as handcrafted. Fifth Floor. Always refer to products that are uniquely stocked in-store as ‘exclusive to Harrods’ not ‘exclusively at Harrods’.g. First Floor. e. H When in doubt. HOMEWARES F HYPHENS FLOORS b) to avoid an odd sequence of letters. three year-old boys or three-year-old boys. err on the side of caution in the case of ultra-. handprint. multiethnic). The only time the first person narrative (‘I’) should be implemented is in senior communication that addresses the customer personally. The logo for this associated brand however always appears as ‘Harrods Exclusively’.com. The name Harrods should have the ‘H’ capitalised at all times. HARRODS Harrods as a brand should always be considered singular and without an apostrophe. Check dictionary if unsure. Harrods is always written in the singular e.g. Hyphens are used to show a link between words. When constructing a sentence that requires hyphenation. with one exception – harrods.g. HANDMADE Similarly.g. Well-established fashion house or the fashion house is well established. super-.g.

angst. drawings. whether they are a Harrods employee or externally employed. Less common. album titles. . sculptures. Otherwise use lowercase for job functions. Chanel Communications Manager. TUESDAY 9th MAY. not instore or in store. use initial caps.4.30pm – 7. often the dates and times are written in capitals for prominence – in these cases.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z I J IN-STORE JOB TITLES Always hyphenated. L LIMITED EDITION Limited edition should only be hyphenated when used as a compound modifier (when two words act together as an adjective to modify a noun). tv programmes. ITALICS All works of art should be italicised.g.g. titles of books. in-store. e.30pm Invitations should also highlight the place where the event is being held. exhibitions. e. internet never uses a capital ‘I’.g. de rigueur). M MAKE-UP Always hyphenated.g. INVITATIONS The word ‘invitation’ should always be used over ‘invite’ when in noun form. but err on the side of roman if unsure (hors d’oeuvre. e. INTERNATIONAL Unless in a title or at the start of a sentence. e. pm) should be written in small caps without a space.g. Sales Associate. INTERNET Unless in a title or at the start of a sentence. The Georgian. non-anglicised words should be italicised. 5. nearest access via Door 10. THE GEORGIAN. MEASUREMENTS All dimensions should be specified using the metric system. In invitations.5 carats’. e. Fourth Floor. e. international never uses a capital ‘I’. Toy measurements should appear in metric (cm) format. nd. such as a limited-edition collection.g. All jewellery values should be referred to as ‘ct’ in lists and ‘carat’ or ‘carats’ in prose. When referring to an individual’s job title. the ordinal suffixes (th. chapter headings. musical works. except in specific brand names. magazines. poem titles. st. the relevant floor and the nearest door access for the recipient. ‘This drop-neck pendant features yellow diamonds comprising 17. A word may be italicised for emphasis but this device should be used sparingly. am.

O See Mini Harrods Brand Guidelines/Style Guide. use a comma to mark this. .g. See Dates and Times for examples. 20 percent. However.g. e. when necessary abbreviate millions. Land mass should always be quantified in kilometres. References to measurements of furniture items. e. billions and trillions to £1m.g. Harrods is the world’s most famous department store.g.g. PHRASES To ensure consistency across the brand. £2b. weeks or months. Menswear.g. e. ‘Twenty-two customers enjoyed their visit’ not ‘22 customers enjoyed their visit’.g. Always refer to numbers as ‘more than’ 1.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z Weights should appear in kg or kilogrammes. ‘This stretch of coastline dips south for over 400km’. ‘The estate covers seven hectares of land’.g. e. the number should appear in full. 1. ordinal suffixes should always be lowercase (please see invitations for the one exception) and should never be superscripted. MENSWEAR Always written as one word. N NUMBERS For numbers up to and including nine. There is only one Harrods. Ask in-store for further details. ‘The estate covers 25 hectares of land’. 20% and not in words. not Men’s Wear.000 For numbers in the thousands. there are certain phrases that are preferable to any other of similar meaning.4. large-scale toys (e. Whereas numbers exceeding nine should be written in numerical characters. ORDINAL SUFFIXES MONEY For dates and times. However these are not to be relied upon or overused. e. e. monetary terms written in full are always preferred. e. e. ‘Earn 1 point for every £1 spent in-store’. 10cm x 25cm not 10 x 25cm – spaces must always appear on either side of the ‘x’ for clarity.g. e. dolls’ houses) and antiques pieces should be written in metric format but may also include inches and feet if necessary. For numbers associated with days. e. Numbers that appear in any CRM collateral are exempt from the written character rule.g.g.g. not ‘over’ 1.000. e. * When giving the size of an item and more than one measurement is given. See separate CRM guidelines for P PERCENTAGES Always written as a symbol. As a rule.888 not 1888. £3tn. a hyphen is used to illustrate the relationship. e. Enter a Different World. He completed a five-day week. MINI HARRODS Sentences beginning with numbers should be written out in full. more detail. the abbreviated measurement must be repeated in each instance.g.

Middle East. so use sensible alternatives which do not lower the brand identity. the directional ordinates should not be capitalised. the terms ‘cardmember’ and ‘customer’ should always be used consistently across all internal and external communication. with different variations following consistently eg: Welcome to the Harrods Rewards programme.4. e. However. the rule should always follow that the first use of any idea/word/phrase must be written out in full. instead of £7. e.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z POSTCODES Postcodes should be written on a separate line underneath the city. This rule does not apply to areas where the directonal ordiantes form part of the name rather than offering a suggestion of the location.g. we are delighted to present you with a new Rewards card. please contact Harrods’ Press Office: [Name] [Phone number] [Email address] PRICES Decimal places should only be used where necessary. as below.g. See also the Address Format section. southwest France / the eastern Mediterranean. REGIONS When stating regions of the world. PRESS RELEASES Press releases should also include the below sentence at the end: For more information.g. in long copy repetition can and does occur. As a valued member of the Rewards programme. If there is a price with no pence.g. . e. RTW. Pull quotes should always be appropriately punctuated. RRP (RECOMMENDED RETAIL PRICE) Never write RRP. £7 will suffice. Western Hemisphere. PULL QUOTES When quotes are pulled from the text for extra emphasis. it is not necessary to highlight this. See Departments. with each initial letter capitalised and hyphenated except where spacing limitations require an abbreviated form. SW1X 7XL ROOM POWER PLATE Always written as two words. Always refer to the product as ‘worth £XX’ or ‘valued at £XX’. Harrods 87-135 Brompton Road London R READY-TO-WEAR Ready-To-Wear should appear in full. REPETITION Generally. For instances where repetition occurs. not PowerPlate or Power-Plate. See ‘buzz words’ in the Tone of Voice section. they should be chosen from the text on the page on which they appear.00. e.

telephone numbers should begin with a + and the international dialling code. Any further mention of the Sales should always be initial letter capitalised.g. +44 (0)20 7730 1234. e. STORE GUIDE In the Store Guide brands are usually omitted unless spanning a dedicated department. e. “I gain inspiration from the textures and organic shapes found in the natural world. See Date and Time. For UK numbers. ‘Harrods is the world’s most famous department store’. Men’s Tailoring. The phrase ‘There Is Only One Sale’ is always used in Sale collateral – never ‘there’s only one Sale’. it is the first part of the number that needs to remain the same. double speech marks must be used. SKINCARE Always one word. SERVICES Correct names of some of Harrods Services include: Bespoke Events Global Shipping Corporate Service at Harrods The Studio at Harrods Weddings by Harrods T TEAM Where following a department or brand. Samuel says. TELEPHONE NUMBERS SPEECH MARKS Telephone numbers should always be written as follows: For all quotations across all communication channels. When referring to the Harrods store. the word ‘store’ should remain in the lowercase. Speaking about his designs. Cross checking names against in-store signage is always advised for accuracy. e. Department names (as they appear on their signage) are listed instead. the word team should be in lowercase.g +21 (0)408 555 1212. Stationery – writing materials. SEASONS Stationary – not moving.g. the Winter Sale and the Sale Preview.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z S STATIONARY/STATIONERY SALE STORE Events should be referred to as the Summer Sale.g.4. . e. Where the international number has a different amount of numbers. The only exception is the Store Guide. e. this will be +44 followed by the first number of the city code in parentheses.g.” 020 7730 1234 or 07971 179590 For international dialling. not changing.

all named domaines should appear in initial caps. We can use the term ‘ts and cs’ in internal communication. If an asterisk is used in the copy then the title ‘Terms and conditions’ is not always necessary.g. ‘Château Margaux is one of three premier cru classé properties’. but can also be written in full. they should appear in lowercase. verbs. Julien’. For every piece that includes ts and cs. ‘The vineyard produces 75% Sauvignon Blanc wines’. although). because. Snow White and the Seven Dwarfs. Please call +44 (0)20 7730 1234. except for non-initial articles (e.g. pronouns and phrases to other words in a sentence (e. then it is necessary for it to appear. W WEBSITES TERMS AND CONDITIONS Harrods website should simply be written as harrods. however to be sure this works when entered into a browser it is best to double check. ‘The vineyard accounts for 30hl of Sauvignon. there can just be an asterisk at the bottom. a. 20hl of Merlot and 10hl Pinot grapes’. The size of a vineyard is always measured in hectares – never square feet. Percentages always appear in character. web/url addresses should never be followed by a full stop.g. adverbs and subordinate conjunctions (as. at). the. WELLBEING Always one word. e. But for multiple clauses.4. and never use full stops or exclamation points. For wider campaigns like Harrods Rewards. capitalise all nouns. Unless followed by another sentence. A Tale of Two Cities. International codes should not be written on contact details for press releases. an) and short prepositions (a word that links nouns. adjectives. Set words and phrases to be used in the terms and conditions include: Ask in-store for further details.g. terms and conditions should accompany. lowercase c and a colon. ext. All American Express or third party communication follows the same rule. the title is preferred.com/rewards Terms and conditions: the title is always laid out with a capital T.g. Similarly. See the section on Caveats for further examples. In all other cases.com If any offer. The War of the Worlds. the web address should read: harrods.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z Extensions should always be prefixed with ext. (full stop to signify abbreviation). If it does not take you to the appropriate site when entered without the ‘www’. gift.g.g. If an asterisk is found on the front and the ts and cs are on the back. pronouns. event or price is given.g. to. promise. e. Harrods is the Greatest Department Store in the World. . Harrods Legal Department must approve it. WINE Hectolitres usually appear abbreviated to ‘hl’. it’s essential to ask the reader to ‘see reverse for terms and conditions’. of. but never on any published material. (Never ‘see in-store’. ‘1998 Château Guiraud Premier Cru’ versus ‘There are 11 grand crus currently under the region of St. 9876. e. TIME See Date and Time. e. Always capitalise the initial letter in the first and last word. Never precede addresses with http://. A ‘premier’ or ‘grand cru’ wine should only have initial caps when referring to its title. e. TITLE CASE In title case all initial letters are capitalised. e. unless you know the release is being sent out internationally.) Harrods employees are excluded from this offer. from.

4.1 | HARRODS’ BRAND GUIDELINES | HARRODS’ STYLE GUIDE | HOUSE STYLE A-Z

Traditionally, words with stress accents on vowels do not feature them when capitalised.
However, Harrods requires both capitalised and non-capitalised words with accents to
always feature them for consistency, e.g. ‘CHÂTEAU MARGAUX – BORDEAUX’.
Wines and spirits named after a place of origin should always appear with the initial
letter capitalised, e.g. Champagne, Cognac, Port. All other drink names should appear in
lowercase.
The
The
The
The
The

various areas in Wine, Spirits & Cigars should be written as follows:
Wine Rooms
Cigar Rooms
Wine Vault
Wine and Spirits Rooms

WIDOWS AND ORPHANS
In typesetting, widows and orphans are words or short lines at the beginning or end of a
paragraph, which are left dangling at the top or bottom of a column, separated from the
rest of the paragraph. Where possible, paragraphs should end neatly and without widows,
orphans or hyphenated words dangling. This is also the responsibility of the designer but,
where possible, aim to check the aesthetic layout of language for all communication.

WOMENSWEAR
Always written as one word, e.g. Womenswear, not Women’s Wear. Never Ladieswear.
For further queries regarding Harrods’ Style Guide, please contact the
Brand Guardians at brand@harrods.com

5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS

HARRODS SERVICES & ASSOCIATED BRANDS
The Harrods Core Brand has several key services and associated associated brands which
fall beneath it, each with their own distinct branding style and guidelines. Aligned with the
Core Branding but carefully distinguished from it as separate stand alone entities, each
division represents the elite services Harrods offers and for this reason, justifies each
respective variation on style.

5.0 BY APPOINTMENT
5.1 THE GIFT BUREAU
5.2 CORPORATE SERVICE AT HARRODS
5.3 PRIVATE SERVICE SUITE
5.4 THE STUDIO
5.5 HARRODS CONCIERGE
5.6 HARRODS ESTATES
5.7 HARRODS BANK

5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT

5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT

BY APPOINTMENT – AN OVERVIEW

BY APPOINTMENT – POINTS OF DIFFERENCE

Harrods BY APPOINTMENT Personal Shopping & Beyond is an entirely bespoke
personal shopping experience offering a 360-degree service from discreet, detailfocused experts who cater to clients’ every lifestyle need. Located on the First and
Fifth Floors, clients find a shopping oasis and effortless service in one.

• The ultimate Personal Shopping experience

A team of personal shoppers will shop the entire store to fulfil clients’ requests. They
handpick the best – whether it’s an updated fashion wardrobe, a vintage bottle of wine
or a new interior. Even cars, private jets, antique dining tables and a banquet for 20
can be organised in a matter of hours. This extraordinary level of service also extends
to sourcing art, fine jewellery and investment pieces.

• Located in a stunning environment

• Unique and radical in its product offering
• Run by expert, fashion-savvy shoppers

• An indulgent, individual way to shop the entire Harrods store
•P 
ersonal shoppers work closely with clients and will pre-edit
and shop on their behalf
• Assured discretion at all times
• A world of exclusives, products, previews, shows and launches
• Chauffeur service
• Available internationally

Use: Background only BY APPOINTMENT NAVY PMS 2766c OR 296u R:23 . For accurate colour matching use the correct Pantone or CMYK colour reference. as printing conditions and screen resolution may result in variations in colour shade. Use: Background block colour Please DO NOT attempt to visually colour match from print-outs or on-screen colours. There is no colour-matching system equivalent for this colour.5. . on Colorplan Dark Grey stock.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT COLOURS In order to maintain consistency throughout the brand. only the colours listed below are permitted for use in BY APPOINTMENT communications. CORE COLOUR PALETTE: SILVER SILVER FOIL PMS 8001c C:44 M:35 Y:37 K:21 R:125 G:127 B:126 API_1000_Silver Gloss Metallic Silver Headings and body copy ­ Silver Foil Headings and logos SECONDARY COLOUR PALETTE: BY APPOINTMENT DARK GREY BY APPOINTMENT COOL GREY PMS Cool Grey 10c OR 425u R:97 G:98 B:101 R:227 G:227 B:227 BY APPOINTMENT Dark Grey is used as a background colour on stationery. Use: Background and body copy BY APPOINTMENT Cool Grey is also used on stationery. on Colorplan Cool Grey stock. B:84 BY APPOINTMENT Navy is used sparingly on packaging and stationery as a highlight colour. IT MUST NOT be printed as CMYK. It will require special mixed ink that a printer can match and create. G:33 .

5. as shown opposite • The Harrods logo must be centred visually below the BY APPOINTMENT logo Min 48mm 1H 1P 1H •T  he distance between the BY APPOINTMENT logo and the Harrods logo varies depending on print area. This is a minimum recommendation. setting BY APPOINTMENT communications apart from those of the wider Harrods brand. more space will always aid visibility 1H 1H 1B 1B 1B 0. but must never be less than 48mm 1P H P 1P 1H 1P • The Harrods logo must sit 15mm from the bottom trim 1P 1H 1P P 1H CLEARANCE ZONE 1B 1P B H 1H 1H 1B Min 10mm 1H •A  n invisible clearance zone must1H surround the logos.5H 1B 1T 1T T .5H 1B 0. Min 65mm BASIC LOGO GUIDELINES • The optimal height for the Harrods logo is 10mm (minimum) • The optimal width of BY APPOINTMENT logo is 65mm (minimum) •A  lways maintain size proportion between the BY APPOINTMENT logo and the Harrods logo.5H 1T 1B 1H 1P 0.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT LOGO The BY APPOINTMENT Personal Shopping & Beyond logo gives the service a strong identity in its own right.5H 1T T B H H 1T 1H 1T 1H 0. The size of this zone is determined by the height of the ‘B’ of BY APPOINTMENT and half the height of the ‘H’ of Harrods.

While continuity within the larger Harrods brand is always maintained. BASIC TYPOGRAPHY GUIDELINES GILL SANS LIGHT • BY APPOINTMENT only ever uses GILL SANS LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and silver foil or silver for all headings and sub headings • Use upper and lowercases and silver or black colour for all body copy •U  se upper case when writing BY APPOINTMENT whether as part of a heading or in body copy HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • Silver foil or metallic silver BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Use a double-carriage return for paragraph breaks ­­ 123456789012345678901234567890 .5. this typography allows the sub-brand a certain differentiation.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT ­­T YPOGRAPHY­­­ The typography employed for BY APPOINTMENT communications is integral to the identity of the sub-brand.

0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT PRINTED SAMPLES FRONT OF HOUSE F I F T H . C O M REGISTERED IN ENGLAND 30209 BA053_BA_Letterhead_A4_GREY. F I R S T & LOW ER G RO U N D F LO O R S • H A R RO DS L I M I T ED 87-135 B RO M P TO N ROA D LO N D O N S W1X 7 X L T: +4 4 ( 0 )20 7893 80 0 0 • F : +4 4 ( 0 )20 7893 80 03 B YA P POINT M E N T @ H A R R O D S . F I R S T & G R O U N D F LO O R S • H A R R O D S L I M I T E D 8 7 . C O M BUSINESS CARD F I F T H .5.1 3 5 B R O M P TO N R O A D LO N D O N S W 1 X 7 X L T: +44 (0)20 7893 8000 • F: +44 (0)20 7893 8003 B YA P P O I N T M E N T @ H A R R O D S . C O M • H A R R O D S .indd 1 LETTERHEAD 14/07/2010 15:19 GIFT BOX .

1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU .5.

1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU THE GIFT BUREAU – AN OVERVIEW THE GIFT BUREAU – POINTS OF DIFFERENCE The Gift Bureau is a comprehensive gift list service for all celebrations. helping them organise individual lists. incorporating everything from homewares and furniture to fashion and jewellery – including access to BY APPOINTMENT. Harrods’ personal shopping service. previews and pampering experiences • This service is available internationally .5. products. •T  he personal consultant provides one-to-one advice in compiling a list that reflects the individual needs and tastes of the client THE GIFT BUREAU PROVIDES TWO PRINCIPLE OFFERINGS: •T  he Gift Bureau Account – Clients select items with the help of a personal consultant and then compile a gift list for guests to select from •T  he Gift Bureau Gift card – Guests pledge their contribution onto a gift card in varying denominations. Specialised consultants guide clients through items on all seven floors of the store. which the recipients can then spend across the store – even during Sale periods and in conjunction with the Harrods Rewards card •T  he personal consultant oversees the gift list for the entire duration it is registered with us •C  lients enjoy complimentary delivery to the UK mainland (certain exclusions apply) • Guests can purchase from the list either in-store or by telephone • Guests are able to leave a personal message when they purchase a gift •C  lients choose from a world of exclusives.

Use: Background and body copy Cool Grey is also used on stationery. . CORE COLOUR PALETTE: METALLIC GOLD GOLD FOIL PMS 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 API VELVET GOLD 4084M Metallic Gold Use: Headings Gold Foil Use: Headings and logos SECONDARY COLOUR PALETTE: DARK PURPLE COOL GREY PMS 2695c or 276u C:100 M:100 Y:10 K:79 R:38 G:15 B:84 R:227 G:227 B:227 The Gift Bureau Dark Purple is used as a background colour on Stationery.5. IT MUST NOT be printed as CMYK.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU COLOURS In order to maintain consistency through the brand only the colours listed below are permitted for use in The Gift Bureau communications. There is no colour-matching system equivalent for this colour. on Colorplan Cool Grey stock. It will require special mixed ink that a printer can match and create. as printing conditions and screen resolution may result in variations in colour shade. Use: Background only Please DO NOT attempt to visually colour match from print-outs or on-screen colours. For accurate colour matching use the correct Pantone or CMYK colour reference.

1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU 1P 1P LOGO P The Gift Bureau logo gives the sub-brand a strong identity in its own right.5H 0.5H 1T 1T T 1T H 1T T 1T 0. but must never be less than 50mm 1P H P 0.5H 1T 1T 1T 1T T .5. 1P 1H 1P 1H Min 65mm 1H BASIC LOGO GUIDELINES 1B • The optimal height for Harrods logo is 10mm (minimum) 1H H 1B B • The optimal width of the The Gift Bureau logo is 65mm (minimum) 1H •A  lways maintain size proportion between The Gift Bureau logo and Harrods logo as shown opposite 1H 1B 1B • Harrods must be centred visually below The Gift Bureau logo Min 50mm 1H 1P 1H •T  he distance between The Gift Bureau logo and the Harrods logo varies depending on print area. setting The Gift Bureau communications apart from those of the wider Harrods brand.5H 1T 0.5H 1P 1H 1T 1P • The Harrods logo must sit 15mm from the bottom trim 1H 0. This is a minimum recommendation. the size of this zone is determined by the height of the ‘T’ of The Gift Bureau and half the height 1H 1T 1H 1B 1B 0.5H of the ‘H’ of the Harrods logo.5H 1T T 1H CLEARANCE ZONE H 1B Min 10mm 1B 1H B H 1T •A  n invisible clearance zone surrounds the logos. more space will always aid visibility 0.5H 0.

1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU TYPOGRAPHY­­­ The typography employed for The Gift Bureau communications is integral to the identity of the sub-brand. While continuity within the larger Harrods brand is always maintained. BASIC TYPOGRAPHY GUIDELINES GILL SANS LIGHT • The Gift Bureau only ever uses GILL SANS LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and gold for all headings and sub headings 123456789012345678901234567890 • Use upper and lowercases and black colour for all body copy •U  se initial letter capitalised when writing The Gift Bureau whether as part of a heading or in body copy. this typography affords the sub-brand a certain differentiation. it is only in the logo where it is written in uppercase HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Use a double-carriage return for paragraph breaks ­­ .5.

2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS .5.

5. listening to individual requirements to find unique and effective solutions • E xceptional level of service including prompt turnaround of orders.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS CORPORATE SERVICE – AN OVERVIEW CORPORATE SERVICE – POINTS OF DIFFERENCE Corporate Service is a department within Harrods that builds and maintains relationships with corporate customers – the business-to-business (b2b) sales department provided by Harrods. which is expected and enjoyed by our valued corporate clients across the globe. •C  orporate Service works with a variety of clients including large blue chip corporate companies. business-minded team •H  arrods Corporate Service offers a complimentary personal shopping service to all clients •A  dedicated Account Manager will source gifts to suit all briefs and budgets. •O  ur customers primarily buy corporate gifts to say ‘thank-you’ to valued clients and colleagues. lifestyle and incentive agencies The Corporate Service team drives incremental. services and experiences from all seven floors of internationally sought-after brands. selling products. multiple order sales to all departments across the store. small private businesses and. thanks to closely aligned brand integration with Harrods • Available internationally . the highest quality presentation and packaging and delivery to UK and international destinations •A  ccess to a world of exclusives. or as part of an incentive or Rewards programme • Run by an experienced. exceptional product offerings and brand knowledge. The experienced team provides an exceptional level of service.

.5. For accurate colour matching use the correct Pantone or CMYK colour reference.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS COLOURS In order to maintain consistency across the brand only the colours listed below are allowed. as printing conditions and screen resolution may result in variations in colour shade. CORPORATE SERVICE­BRAND CORPORATE COLOURS: METALLIC GOLD GOLD FOIL PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 LUXOR 220 Metallic Gold Use: Headings Gold Foil Use: Headings & logos ­ BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 Black Use: body copy Please DO NOT attempt to visually colour match from print-outs or on-screen colours.

BASIC LOGO GUIDELINES 1B Min 90mm BY APPOINTMENT 0.5H H 1P P 1P 1H 1P • The Harrods logo must sit 15mm from the bottom trim 1T 1H 1T T CLEARANCE ZONE 1H 1H 1B Min 14mm 1B B H •A  n invisible clearance zone surrounds the logos.5H • The optimal height for Harrods logo is 14mm (minimum) PERSONAL SHOPPING & BEYOND 1T T • The optimal width of the Corporate Service logo is 90mm (minimum) H •A  lways maintain size proportion between the Corporate Service logo and Harrods logo as shown opposite 1T 1T • The Harrods logo must be centred visually below the Corporate Service logo Min 50mm 0.5H 1H 1P 1H •T  he distance between the Corporate Service logo and the Harrods logo varies depending on print area but must never be less than 50mm 0. more space will always aid visibility 0.5H 1C 1T 1T T .5H 1T 0. marking Corporate Service communications apart from those under the wider Harrods brand.5H 1C 0.5H 1T T C H 1T 1T 0.5H 1C 1T 1C 0. the size of this zone is determined by the height of the ‘C’ of Corporate Service and half the height 1H 1T 1H 1B 1T 1B of the ‘H’ of the Harrods logo.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS 1B 1H 1B 1H B H LOGO 1H 1H 1B The Corporate Service logo gives the sub brand a strong identity in its own right. This is a minimum recommendation.1P 1H 5.

Whilst continuity within the larger Harrods brand is always maintained. it is only in the logo where it is written in full uppercase . HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks ­­ 123456789012345678901234567890 . BASIC TYPOGRAPHY GUIDELINES GILL SANS MT LIGHT • Corporate Service only ever uses GILL SANS MT LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U  se initial letter capitalised when writing Corporate Service whether as part of a heading or in body copy.5. this typography allows the sub brand a certain differentiation.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS TYPOGRAPHY­­­ The typography employed for Corporate Service communications is integral to the identity of the sub brand.

3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE .5.

combined with a deep understanding of etiquette and its implications in wider diplomatic circles . The Private Service Suite is proud to nurture long-term relationships with individual clients as well as with generations of families. Heads of State and other VIPs who demand the highest level of privacy and confidentiality.5. •The utmost understanding of the need to protect and relay the importance of privacy and discretion both within the store and externally This exceptional service is by invitation only and the dedicated team assures the utmost discretion and an unsurpassed level of quality and service at all times.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE PRIVATE SERVICE SUITE – AN OVERVIEW PRIVATE SERVICE SUITE – POINTS OF DIFFERENCE The Private Service Suite is a specialised service set up specifically to look after the needs of Royalty. connections and above all their expectations. if not decades. •A  strong bond of trust with customers that has taken years. to build and nurture WEDDINGS & OCC ASIONS • The flexibility and constant preparation for any unannounced visit or request •A  complete respect of our clients’ positions. The team behind the Private Service Suite is required to enter into negotiations and decision making outside of the normal store channels.

PRIVATE SERVICE­SUITE BRAND CORPORATE COLOURS: METALLIC GOLD GOLD FOIL PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 LUXOR 220 Metallic Gold Use: Headings Gold Foil Use: Headings & logos ­ BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 Black Use: body copy Please DO NOT attempt to visually colour match from print-outs or on-screen colours. .3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE COLOURS In order to maintain consistency through the brand only the colours listed below are allowed. as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.5.

more space will always aid visibility 1H 1H 0.5H 1T 1P T H 1P H 1B 1B 1T P 1T 0. BASIC LOGO GUIDELINES BY APPOINTMENT • The optimal height for the Harrods logo is 14mm (minimum) PERSONAL SHOPPING & BEYOND Min 96mm • The optimal width of the Private Service Suite logo is 96mm (minimum) •A  lways maintain size proportion between the Private Service Suite logo and the Harrods logo as shown opposite • The Harrods logo must be centred visually below the Private Service Suite logo Min 50mm 1H 1P 1H •T  he distance between the Private Service Suite logo and the Harrods logo varies depending on print area but must never be less than 50mm 1P H P 1P 1H 1P • The Harrods logo must sit 15mm from the bottom trim 1H 1H CLEARANCE ZONE 1B Min 14mm 1B 1H B H WEDDINGS & OCC ASIONS •A  n invisible clearance zone surrounds the logos. This is a minimum recommendation.5.5H 1P 1H 0. marking PRIVATE SERVICE SUITE communications apart from those of the wider Harrods brand.5H 1T 1H 0. the size of this zone is determined by the height of the ‘P­’ of Private Service Suite and half the height of the ‘H’ of the Harrods logo.5H 1P 1H 1T 1T T .3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE LOGO The Private Service Suite logo gives the sub brand a strong identity in its own right.

3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE TYPOGRAPHY­­­ The typography employed for Private Service Suite communications is integral to the identity of the sub brand.5. BASIC TYPOGRAPHY GUIDELINES GILL SANS MT LIGHT • Private Service Suite only ever uses GILL SANS MT LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U  se initial caps when writing Private Service Suite whether as part of a heading or in body copy. It is only in the logo where it is written in full uppercase HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks ­­ 123456789012345678901234567890 . this typography allows the sub brand a certain differentiation. Whilst continuity within the larger Harrods brand is always maintained.

4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO .5.

contractors and consultants • Clearly defined service proposition and fee structure • Assured discretion at all times •O  ffering complete access to a world of incredible brands and products through Harrods. The design philosophy behind The Studio is to fulfil each individual client’s unique vision by understanding their needs. multi-lingual. this department offers yet another exceptional selection of elite personal services at Harrods. catering to a diverse and exciting customer base. tastes and lifestyle requirements in order to create for them the ultimate interior using a range of luxurious finishes. with the ability to realise absolutely everything an interior project could require – even down to colour co-ordinated toothbrushes • Available internationally . who have worked on a wide range of projects – from city apartments and townhouses to country houses and mansions. from the traditional to the contemporary and everything in between • Run by a highly skilled. Each interior design scheme is undertaken by a small but highly experienced design team. working for the client and with the client from start to finish WEDDINGS & OCC ASIONS The Studio provides an influential design service which runs a range of interior projects. polished design team •W  illingness to liaise on the client’s behalf with architects. both in the UK and abroad. •C  atering to any taste. Aligned with BY APPOINTMENT.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO THE STUDIO – AN OVERVIEW THE STUDIO – POINTS OF DIFFERENCE The Studio operates as the beacon service department of the Harrods Homewares and Furniture Department.5. •A  n all encompassing design service. furnishings and fabrics.

THE STUDIO­BRAND CORPORATE COLOURS: METALLIC GOLD GOLD FOIL PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 LUXOR 220 Metallic Gold Use: Headings Gold Foil Use: Headings & logos ­ BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 Black Use: body copy Please DO NOT attempt to visually colour match from print-outs or on-screen colours. .5. For accurate colour matching use the correct Pantone or CMYK colour reference.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO COLOURS In order to maintain consistency through the brand only the colours listed below are allowed. as printing conditions and screen resolution may result in variations in colour shade.

5.5H .4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO LOGO The Studio logo gives the sub brand a strong identity in its own right. This is a minimum recommendation. marking The Studio communications apart from those of the wider Harrods brand.5H 1T 1T 0. more space will always aid visibility 0.5H 1T 1T T H T 1T 1T H 0. Min 52mm BASIC LOGO GUIDELINES BY APPOINTMENT 1H • The optimal height for the Harrods logo is 14mm (minimum) 1P 1H PERSONAL SHOPPING & BEYOND • The optimal width of The Studio logo is 52mm (minimum) 1P H P •A  lways maintain size proportion between the The Studio logo and the Harrods logo as shown opposite 1H 1P • The Harrods logo must be centred visually below The Studio logo Min 50mm 1H 1H 1P 1H •T  he distance between The Studio logo and the Harrods logo varies depending on print area but must never be less than 50mm WEDDINGS & OCC ASIONS 1P H P • The Harrods logo must sit 15mm from the bottom trim 1H 1P 1B 1H 1H B H 1B 1H 1H CLEARANCE ZONE 1P 1B 1H 1B 1H 1H H Min 14mm •A  n invisible clearance zone surrounds the logos.5H 0. the size of this zone is determined by the height of the ‘T’ of The Studio and half the height of B 1H 1H 1B 1B the ‘H’ of the Harrods logo.5H 1T 1T 0.5H 1T T 0.5H 1T 0.

this typography allows the sub brand a certain differentiation. Whilst continuity within the larger Harrods brand is always maintained.5. It is only in the logo where it is written in full uppercase HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks ­­ 123456789012345678901234567890 . BASIC TYPOGRAPHY GUIDELINES GILL SANS MT LIGHT • The Studio only ever uses GILL SANS MT LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U  se initial caps when writing The Studio whether as part of a heading or in body copy.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO TYPOGRAPHY­­­ The typography employed for The Studio communications is integral to the identity of the sub brand.

5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE .

making restaurant and Urban Retreat reservations. to organising a complete shopping package. Harrods provides a world-renowned retail experience. clients and partners alike. specifically in pivotal hotels within the Knightsbridge area and Harrods catchment area.5. friendly and efficient service at all times •B  uilding key relationships with London hotels and their concierges to ensure all queries and needs of guests are met and even surpassed • E nsuring the internal word-of-mouth communication of in-store activities and events by having precise and up-to-date store knowledge • Driving levels of customer service and in-store services • A reactive and proactive service . •T  ailor-making the Harrods experience according to individual customer needs and setting a service precedent for all customers The Customer: Harrods Concierge can assist with all customer enquiries no matter how big or small. as well as booking detailed shopping packages. Harrods aims to fully communicate the most up-to-date store information to our partners. not just to help guests but ultimately build mutually beneficial relationships.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE HARRODS CONCIERGE – AN OVERVIEW HARRODS CONCIERGE – POINTS OF DIFFERENCE Harrods Concierge is the next generation of customer service. • Professional. our dedicated Concierge team ensures that each customer’s needs and queries are met with the highest professional level. The Partner: The Harrods Concierge endeavours to provide unrivalled relationships with external partners. providing exceptional customer experiences from beginning to end. recommending what’s on and where to go in-store and out. Staying true to our customer-centric ethos. The Harrods Concierge acts as a main point of contact for all individual questions. whether it be a simple store question or making a reservation. providing an unparalleled level of service for customers. guaranteed through exceptional levels of customer service. from giving simple directions.

5. as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct Pantone or CMYK colour reference.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE COLOURS In order to maintain consistency through the brand only the colours listed below are allowed. . HARRODS CONCIERGE­BRAND CORPORATE COLOURS: METALLIC GOLD GOLD FOIL PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 LUXOR 220 Metallic Gold Use: Headings Gold Foil Use: Headings & logos ­ BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 Black Use: body copy Please DO NOT attempt to visually colour match from print-outs or on-screen colours.

5H PERSONAL SHOPPING & BEYOND • The optimal height for the Harrods logo is 14mm (minimum) • The optimal width of the Harrods Concierge logo is 109mm (minimum) 1T 1T •A  lways maintain size proportion between the Harrods Concierge logo and the Harrods logo as shown opposite T Min 50mm • The Harrods logo must be centred visually below the Harrods Concierge logo 1H 1T 1P 1H •T  he distance between the Harrods Concierge logo and the Harrods logo varies depending on print area but must never be less than 50mm 1P 1T H P 1P 1H 1P • The Harrods logo must sit 15mm from the bottom trim 1H 1C 1C 1H CLEARANCE ZONE C Min 14mm 1B 1B 1H B H •A  n invisible clearance zone surrounds the logos. more space will always aid visibility 0. the size of this zone is determined by the height of the ‘H’ of Harrods Concierge and half the height 1H 1H 1B 1C 1B 1C of the ‘H’ of the Harrods logo.5H 1T T The Harrods Concierge logo gives the sub brand a strong identity in its own right.5H 1T 1H T H 1H 1T 1T H 0. marking the Harrods Concierge communications apart from those of the wider Harrods brand.5H 1H 0.5H BASIC LOGO GUIDELINES 0.5H 1H 1T 1T T .5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS| HARRODS CONCIERGE 0.5H 1T 0.5H 1T LOGO 0. H 1T 1T BY APPOINTMENT Min 109mm 0. This is a minimum recommendation.1H 1B 1B 5.

BASIC TYPOGRAPHY GUIDELINES GILL SANS MT LIGHT • Harrods Concierge only ever uses GILL SANS MT LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U  se initial caps when writing Harrods Concierge whether as part of a heading or in body copy. this typography allows the sub brand a certain differentiation. it is only in the logo where it is written in full uppercase HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks ­­ 123456789012345678901234567890 .5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE TYPOGRAPHY­­­ The typography employed for Harrods Concierge communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained.

5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES .

Management. including Russia and the Middle East. specialising in the sale. predominantly Russia. acquisition and management of some of the most exclusive properties in Central London. Additionally. Harrods Estates has successfully developed strong brand awareness in key international markets. the Harrods Estates team is divided between three offices. Marylebone and St James. London Apartment Sales. London Lettings. Russian and other key markets to see their clients throughout the year • Individual. Mayfair. letting. covers Knightsbridge. Country House Sales & Lettings. • The luxury property agent specialising in top end properties • Eight departments covering London House Sales. experienced property advisers providing a 360 degree service • Proactive international approach – the Harrods Estates team visits Middle Eastern. Harrods Estates has specialist desks for other countries. St John’s Wood. New Developments. Property Management and Acquisitions •  Access to the finest properties in Central London and the Home Counties •  Client confidentiality is key • Professional. the Chelsea office situated on Fulham Road serves Belgravia and South Kensington. tailored service for each client . The flagship Knightsbridge office situated opposite the main Harrods store on the Brompton Road. while the Mayfair office located on Park Lane focuses on Regent’s Park. the Middle East and India with the result that international clients now account for 86% of sales and lettings. Supported by the strength of the Harrods brand. the Home Counties and prime overseas locations.5. The Harrods Estates team offers each client an individual service to cater to their needs as well as being able to call upon all of the services that the Group provides. Asset Established in 1897.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES HARRODS ESTATES – AN OVERVIEW HARRODS ESTATES – POINTS OF DIFFERENCE Harrods Estates is the luxury real estate arm of Harrods.

. For accurate colour matching use the correct Pantone or CMYK colour reference.5. HARRODS ESTATES BRAND COLOURS: METALLIC GOLD GOLD FOIL PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 LUXOR 220 Metallic Gold Use: Headings Gold Foil Use: Headings & logos ­ BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 Black Use: body copy Please DO NOT attempt to visually colour match from print-outs or on-screen colours. as printing conditions and screen resolution may result in variations in colour shade.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES COLOURS In order to maintain consistency through the brand only the colours listed below are allowed.

5.5H 1H 1T 0.5H 1H 0. more space will always aid visibility 0. BASIC LOGO GUIDELINES • The optimal height for the Harrods logo is 14mm (minimum) • The optimal width of the Harrods Estates logo is 91mm (minimum) • Always maintain size proportion between the Harrods Estates logo and Min 50mm the Harrods logo as shown opposite 1H 1P 1H • The Harrods logo must be centred visually below the Harrods Estates logo 1P H P • The distance between the Harrods Estates logo and the Harrods logo varies 1P 1H 1P depending on print area but must never be less than 50mm 1H Min 14mm • The Harrods logo must sit 15mm from the bottom trim 1B 1H 1B 1H B H CLEARANCE ZONE 1H 1H 1B 1B •A  n invisible clearance zone surrounds the logos.5H 1H 1T 1T T 1H 1B . marking Harrods Estates communications apart from those of the wider Harrods brand.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES LOGO Min 91mm The Harrods Estates logo gives the sub brand a strong identity in its own right.5H 1T 1P 1H T 1P H H P 1T 1T 0. This is a minimum recommendation. the size of this zone is determined by the height of the ‘H’ of Harrods Estates and half the height of the ‘H’ of the Harrods logo.

6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES TYPOGRAPHY­­­ The typography employed for Harrods Estates communications is integral to the identity of the sub brand. this typography allows the sub brand a certain differentiation. it is only in the logo where it is written in full uppercase HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks ­­ 123456789012345678901234567890 . BASIC TYPOGRAPHY GUIDELINES GILL SANS MT LIGHT • Harrods Estates only ever uses GILL SANS MT LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and metallic gold for all headings and sub headings • Use lowers case and black colour for all body copy •U  se initial caps when writing Harrods Estates whether as part of a heading or in body copy. Whilst continuity within the larger Harrods brand is always maintained.5.

5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK .

Located on the Lower Ground Floor of Harrods. For the convenience of customers and shoppers alike. A comprehensive range of deposit and lending facilities is on offer and all customers are personally looked after by our dedicated Relationship team. • A genuinely personal service. Harrods Bank does its utmost to provide the best solution. Above all. one-on-one interaction • Open between 10am and 7pm.5. •  Deposits. Monday to Saturday •  Experienced finance professionals offering impartial advice • Personal and business banking services The staff are highly experienced and able to respond quickly and efficiently at all times. providing a range of coins and bars that can be purchased. loans and overdrafts available • Safety of depositors’ funds is the prime consideration •  Prompt lending decisions •  Bureau de Change •  New Gold Bullion service . friendly and caring. Whatever the financial need. supporting the financial needs of both Personal and Business customers. the Bank has a Bureau de Change facility and has also entered the market in investment gold. either through its own product range or by suggesting alternative providers if that is best for the customer. discreet and attentive • No Call Centre. the service is personal.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK HARRODS BANK LIMITED – AN OVERVIEW HARRODS BANK – POINTS OF DIFFERENCE Harrods’ Bank is over 100 years old and is a comprehensive banking service. customers enjoy a quality of service that has all but disappeared from the major high street banks.

. For accurate colour matching use the correct Pantone or CMYK colour reference.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK COLOURS In order to maintain consistency through the brand only the colours listed below are allowed. HARRODS BANK­BRAND CORPORATE COLOURS: METALLIC GOLD GOLD FOIL PANTONE 871c C:20 M:25 Y:60 K:25 R:131 G:127 B:68 LUXOR 220 Metallic Gold Use: Headings Gold Foil Use: Headings & logos ­ BLACK PANTONE 6 C:0 M:0 Y:0 K:100 R:29 G:29 B:27 Black Use: body copy Please DO NOT attempt to visually colour match from print-outs or on-screen colours.5. as printing conditions and screen resolution may result in variations in colour shade.

7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK LOGO The Harrods Bank logo gives the sub brand a strong identity in its own right.5H 0. Min 70mm BASIC LOGO GUIDELINES • The optimal width of the Harrods Bank logo is 70mm (minimum) • The Harrods Bank logo must sit centered 15mm from the bottom trim CLEARANCE ZONE •A  n invisible clearance zone surrounds the logo­. marking Harrods Bank communications apart from those of the wider Harrods brand. This is a minimum recommendation.5H 0. the size of this zone is determined by half the height of the ‘H’ of the Harrods logo. more space will always aid visibility 0.5H 0.5H .5.

this typography allows the sub brand a certain differentiation. it is only in the logo where it is written in full uppercase HEADINGS: • Always 2pt larger than body copy in upper case • Leading example: 12pt type on 18pt leading • White out or metallic gold BODY COPY: • Always 2pt smaller than headings in upper and lowercases • Leading example: 10pt type on 14pt leading • Double carriage return for paragraph breaks ­­ 123456789012345678901234567890 .7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK TYPOGRAPHY­­­ The typography employed for Harrods Bank communications is integral to the identity of the sub brand. Whilst continuity within the larger Harrods brand is always maintained.5. BASIC TYPOGRAPHY GUIDELINES GILL SANS MT LIGHT • Harrods Bank only ever uses GILL SANS MT LIGHT abcdefghijklmnopqrstuvwxyz • No other weight may be used anywhere ABCDEFGHIJKLMNOPQRSTUVWXYZ • Use upper case and metallic gold for all headings and sub headings • Use upper and lowercases and black colour for all body copy •U  se initial caps when writing Harrods Bank whether as part of a heading or in body copy.

. In this case. for example on a brand mailer or an advertisement.6 | HARRODS BRAND GUIDELINES | CO-BRANDING CO-BRANDING The Harrods Core Brand often works in conjunction with another brand. the preference would always be that the Harrods brand guidelines set the precedent. where the piece produced represents Harrods and an external brand in equal proportions.

times.com . consistency and sophistication •T  erms and conditions must be written in accordance with the Style Guide and approved by Harrods’ Legal department • Under no circumstances should any collateral feature third party web addresses • It is essential to follow the brand band sizing guidelines (see 6. departments and addresses are concerned • The collateral must sit comfortably with the Harrods tone of voice in terms of clarity.2) as stipulated for each variation on internal or external communication •A  ll collateral is subject to copy.0 | HARRODS BRAND GUIDELINES | CO-BRANDING | ESSENTIALS CO-BRANDING ESSENTIALS •P  lease pay particular attention to Harrods’ tone of voice guidelines. artwork and brand approval by the Harrods Brand Guardians at brand@harrods.6. especially where dates.

PORTRAIT For all collateral that requires a portrait template the size of the logo sits at 50% of the width including the margin. always use a black band. COLOURING For collateral that is prodominantly white. For dark or black backgrounds. . SQUARE & DPS For all collateral that requires a square or dps template the size of the logo sits at 50% of the width including the margin. Please pay particular attention to use of colour.6.1 | HARRODS BRAND GUIDELINES | CO-BRANDING | THE HARRODS BRAND BAND THE BRAND BAND SIZE GUIDE The brand band is an integral part of our external communications and must be incorporated into every co-branded item adhering to the guidelines below. or light. use a white brand band (see right). LANDSCAPE For all collateral that requires a landscape template the size of the logo sits at 33% of the width including the margin.

for further clarity see the brand band and logo guidelines A NEW FRAGRANCE FOR MEN FROM beatM_shortlist_mag_235_297_V4. locations and set phrases such as ‘Exclusively at Harrods’ • Under no circumstances should any collateral feature third party web addresses www.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING CO-BRANDED ADVERTISING •C  o-branded advertising must feature the Harrods brand band as illustrated below and on the previous page • All copy.6.9 • First Proof .dior.4.indd 1 18/02/09 17:33:13 48727 • GRAZIA • 300x468 Trim • 306x480 Bleed • 7. images and design must adhere to Harrods’ brand guidelines at all times •P  lease pay particluar attention to the House style guidelines for dates.com •T  he Harrods brand band and logo must appear on all co-branded advertising.

The Silver room. Discover all six in this chic presentation case. £529. At £1. Perfumery. This chic. all copy drafted and creative artwork should adhere to the Harrods Brand Guidelines. First Floor Add a little lustre to your festive offering this year with a special gift for your loved one from the place that does ‘luxury’ better than any other – Harrods. ideal for knitwear days. Burberry watch £329. Alexis Bittar cuff £229. price on application. Baccarat ring £1. We’re especially loving the silk chiffon jumpsuit – very A/W ’09.438. snakeskin and ‘hardwear’. All items available from Lower Ground and Ground Floor.200. luxurious and sophisticated. for Crème de la Mer devotees. Gardénia Pétale is a fresh floral for carefree days. The Eye Concentrate and the sumptuous The Body Crème. including the cult Crème.95.C. Chic. urban and fashion forward. Sequinned dress (right). the new buzzword in indulgence is Kiki De Montparnasse. jeT seT.200. Body-con has taken a sophisticated new turn this season and no one is doing it better right now than Hervé Léger. Prices range from £59. £700. Annoushka bangles (from top to bottom) 18ct yellow gold £1. Each vanity case is handmade. A real Grazia favourite for easy but edgy daytime style. Ground Floor Looking for a new workwear statement? Then meet Robert Rodriguez and his new collection. Jimmy Choo clutch £1. Aeon notebook £19. .400. Cosmetics. Designer Studio.L flower earrings with green sapphire £640. 18ct gold and diamonds £2. each is tailored to work with your mood and outfit. Items clockwise from top: Montblanc platinum plated fountain pen £830. most-wanted fragrance wardrobe. and Cologne Noire is for your statement outfits and events. for further clarity see the brand band and logo guidelines PROMOTION ADVERTISEMENT FEATURE ELEMENTAL ELEGANCE Hot destination: Harrods The new.520. M.895. and is packed with Crème de la Mer’s most iconic and pampering products. With a tougher edge. featuring Globe-Trotter’s finest detailing.200 it’s an investment but. Ground Floor ON SHOW: Raek-Mig-Lige sterling Silver bowl by Georg Jensen £8. 18ct white gold and diamonds £2.200. a fabulously luxurious travel set and the label that’s on every fashion editor’s lips – no wonder everyone is heading to Harrods this autumn… Label alert: The new office staple reADy.com • Under no circumstances should any collateral feature third party web addresses •T  he Harrods brand band and logo must appear on all advertorials. Throw in a statement coat or oversized gilet and you’re done. exclusive to Harrods.95 for aromatic candles to £499 for luxe loungewear. Harrods candle £29. sophisticated boutique range of boudoir-style lingerie also features irresistible accessories and high-quality massage oils and candles. Second Floor. Carlo Zini bracelet £599. go! This uber-glamorous collaboration between Crème de la Mer and British luxury luggage company Globe-Trotter will satisfy even the most beautyaddicted jet setter. Co-branded advertorials will always require approval from the Harrods Brand Guardians at brand@harrods.900. Celebrity fans range from Victoria Beckham to Cheryl Cole and Kate Moss. worth every penny – it’s the ultimate luxe travel companion! This set is a limited edition of four and is exclusive to Harrods.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING HARRODS ADVERTORIALS •T  he majority of all Harrods paid advertorials are written in-house by the publication in question •W  ithout exception.600. First Floor Luxe-over your Lingerie! Whether you want a new take on sexy lingerie or simply a pampering treat. making it a must-have for serious fashionistas. Bois d’Iris is a warm scent. Lara Bohnic chain necklace £789. Rich. Annoushka 18ct yellow gold and diamond necklace £5. Eveningwear. Head down to Harrods early before the fash pack beat you there! This couture dress (below) is available to order. 18ct yellow and white gold from £1. tailored trousers and tuxedo jackets to slouchy day dresses. Lingerie. the new collection is rich in earthy tones and velvet.95.6. 18ct white gold £1. you’ll be sure to find a more feminine and edgy twist on everything from two-piece suits. First Floor Everyone’s getting a scent wardrobe! Why stop at one perfume when a fragrance wardrobe is the new way to wear scent? High-end jewellers Van Cleef & Arpels have created the ultimate couture collection of six perfumes inspired by the world’s classic gardens.

All information and logos should be supplied when submitting the original material • Under no circumstances should any collateral feature third party web addresses •The Harrods brand band and logo must appear on the front cover (without web & tel) and back cover (with web & tel) of all invitations. for further clarity see the brand band and logo guidelines • Under no circumstances should any collateral feature third party web addresses • All invitations must be sent to the Harrods Brand Guardians at brand@harrods. ready-to-wear and luxury fur pieces. Hans Road Join us as we unveil the exclusive Dennis Basso boutique and the designer’s new collection. creating drama in its exquisite details. HARRODS HOSTED •A  ny event that is being hosted by Harrods must be designed by the in-house Creative team. RSVP is essential as places are limited. Featuring five different pieces.com for brand approval prior to being printed cordially invites you to the exclusive worldwide unveiling of is delighted to invite you to a worldwide exclusive preview of the new Enchanted Lotus Collection.3 | HARRODS BRAND GUIDELINES | CO-BRANDING | INVITATIONS INVITATIONS • Invitations are a simple and attractive way of drawing customers in-store and highlighting new products or brands •A  ll invitations must be laid out in accordance with the Harrods Brand Guidelines to ensure continuity and must be sent to the Harrods Brand Guardians at brand@ harrods. De Beers’ exceptional craftsmanship has created an ethereal yet resilient micropavé where the diamonds brilliance and beauty. for further clarity see the brand band guidelines HARRODS AND DENNIS BASSO are delighted to invite you to the exclusive launch of Eveningwear’s newest boutique. This approval must be organised with at least five days’ notice 1. THUR SDAY 15 t h Oc TOBER 20 09 6 pm – 8 pm Eveningwear. Ground Floor .com •A  ll invitations must be sent to the Harrods Brand Guardians at brand@harrods. A celebration of the unexpected and the eternal: a delicate lotus flower is woven into a sculptural heart with an infinite thread of diamonds. Please contact Jenny Harris on 020 7893 8809 or email jenny.15th October 2009 Harrods Fine Jewellery Room. JOINT OR SUPPLIER HOSTED •A  ll invitations for events that are hosted by Harrods and a third party (co-funded. 1st . (using their database of contacts) must contain the brand band on the image side and the Harrods logo in the bottom right hand corner on the text side. all exclusively at Harrods. First Floor Entrance via Door 10.harris@harrods.6.com for brand approval prior to being printed 2. Dennis Basso’s attention to detail and design for each season allows his collections to make a mark in the world of fashion.com for brand approval prior to being printed. usually a concession) or an event that is totally supplier funded and hosted by the third party at Harrods. The collections will include a combination of exquisite gowns.

times. This approval must be organised with at least five days’ notice HARRODS BRAND MAILER ESSENTIALS •P  lease pay particular attention to Harrods’ Style Guide.com for approval prior to being printed. through images. gift or discount offer will be proposed to draw recipients in-store •A  ll brand mailers must be laid out in accordance with Harrods’ Brand Guidelines to ensure continuity and must be sent to the Harrods Brand Guardians at brand@ harrods. departments and addresses are concerned • The brand mailer must sit comfortably with the Harrods tone of voice in terms of clarity. especially where dates.6. consistency and sophistication •T  he Harrods brand band must appear on the front cover and back cover (with web & tel) of any brand mailer collateral.4 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND MAILERS BRAND MAILERS •B  rand mailers increase brand and product awareness.• Under no circumstances should collateral feature third party web addresses . artwork and brand approval and must be sent to the Harrods Brand Guardians at brand@harrods.com for brand approval prior to being printed. Usually an event. copy and targeted mailing. for further clarity see the brand band guidelines •T  erms and conditions must be written in accordance with the Harrods Style Guide and must be approved by the Harrods Legal department •A  ll brand mailers are subject to copy. This approval must be organised with at least five days’ notice .

colour = #333333 Secondary = rounded button.com username: harrods password: creative . can be included BUTTON CALL TO ACTIONS Main call to action = rounded button. as in the example to the right of this page Harrods will place the supplied brand artwork into the Harrods branded email frame (see right) Harrods reserves the right to re-colour the framework to give contrast to the artwork Harrods will send a flattened proof for sign-off by the brand. as it is amended regularly All brand email communications are subject to copy. The header and footer must remain the same and not be edited unless terms and conditions are to be added. artwork and brand approval by Harrods The email template can be found at The Harrods FTP in the downloads section File name: Rewards_Email_Template. Annivers for secondary titles and buttons) FUNCTIONAL FONTS = ARIAL /GEORGIA (please use Georgia for all body copy and Arial for specific product information. a solid background colour is required Our copywriters will review all copy and make any changes they feel necessary to adhere to the brand guidelines. please note the framework is subject to change by Harrods. 1px radius 24px height with a 1px stroke. KEY TYPEFACES DISPL AY FONTS = ANNIVERS/CALLUNA (please use Calluna for the main title. colour = #A8A8A8 CONTENT • • • • • • • Where possible please use a hero image. aside from harrods.5 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND EMAILS BRAND EMAILS The email content should fit inside the width of the template which is 624 pixels.6. 1px radius 22px height with a 1px stroke.psd (to download the file click on the disk icon) The Harrods FTP site for uploading large files is: harrodscreative. colour #666666) COPY GUIDELINES • • • Text should never be placed over images. and will provide a subject line for the email Please note: no links to external websites or content.com.

Please then email us to confirm you have uploaded your file. To download an electronic version of the full Harrods Brand Guidelines visit harrodscreative.com. please email your queries to the Harrods Brand Guardians at brand@harrods.com for your individual file name. . Before uploading artwork to this FTP. please contact the Brand Guardians at brand@harrods.com For all urgent matters. please approach your Harrods Trade Marketing contact.com To upload artwork or to download the Harrods brand band or logos visit harrodscreative.6 | HARRODS BRAND GUIDELINES | CO-BRANDING | CONTACTS & COMMUNICATION CONTACTS & COMMUNICATION For any information on Harrods’ Advertising and Marketing Brand Guidelines.6.