big brand book The Brand

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2 2 big brand book The Brand Our Ambition /6-7 The British Indigo Man /8-9 We Make More Than Clothing /10-11 The Delight Is In The Detail /12-13 The Fun Is On The Inside /14-15 Our Values /16-23 The Housestyle The Logo /26-37 The Colours /28-29 The Font /30-31 The Tone of Voice /32-33 The Advertising The Campaign /36-37 A Place To Come Together /38-39

3 4 Part I the brand British Indigo stands for quintessential, quality mens clothing. Our quirky style brings fun and fashion together for men who are looking for more than just an outfit.

4 our ambition Quality, finesse and exquisite tailoring are authentic British clothing values that we respect, but our ambition is to add modernity to create a unique British Indigo style. Our delight for detail adds a positive twist to daily life.

5 8 9 the british indigo man Is sophisticated, modern and looking for the twist. We add the spice of life to his wardrobe. He appreciates the finer things in life and is always on the lookout for something new and surprising.

6 10 11 we make more than clothing We make things happen. Our collection is designed to give men something extra, providing the essential difference that makes them unique.

7 12 13 the delight is in the detail Our tailoring and attention to detail is quintessentially important to being able to deliver the right product every time. Every thread, every stitch and centimetre is looked at closely by our design team.

8 14 15 the fun is on the inside Even the hidden details are given a special touch, so that the owner and the proud wearer of British Indigo always knows that the fun is on the inside.

9 16 17 OUR VALUES Our brand values describe who we are and what we should be. They are the filter in everything we do, the collection, the marketing, the way we live and radiate our brand.

10 Rule N 1 quintessential Quintessential is another way to describe the epitome of style. This describes our finesse and understanding of material, colour and fabric mix. We pride ourselves on being just a step ahead of the rest in our approach to our work and collection.

11 Rule N 2 quirky We love being different, bringing a smile to a grey world. If something has been done before, we find it a challenge to change it, rethink it and offer something new.

12 Rule N 3 quality Quality is in everything we do: collection, design and delivery. It s the unspoken word that drives us to be better and more original than before.

13 24 Part II the housestyle The house style of British Indigo covers the use of our logo, fonts, colours and branding. Please follow carefully and be meticulous when adhering to the rules. We break other peoples rules but not our own!

14 27 the logo The logo is at the centre of everything we do. It has been designed to reflect the values we stand for; quality and our quintessential quirkiness.

15 28 29 the colours Our colours are used consistently throughout our communications. N 1 N 2 N 3 We use a lot more colours in our collections but the choice of these three colours provide the brand enough flavour. Pantone 632 Pantone 432 Crisp White

16 30 31 the font The Gill Sans font was designed in England and draws a clear reference to Great Britain. The original design appeared in 1926 when Douglas Cleverdon opened a bookshop in his home town of Bristol, where Eric Gill painted the fascia over the window in sans-serif capitals that would be later be known as Gill Sans. Gill Sans became popular when in 1929 Cecil Dandridge commissioned Eric Gill to produce Gill Sans to be used on the London and North Eastern Railway as an unique typeface for all the posters and publicity material. Gill Sans Light ABCDEFGHIJ KLMNOPQR STUVWXYZ abcdefghijklm nopqrstu vwxyz /œøss&ø?! $*(.,;:)

17 33 Tone of Voice the tone of voice Our tone of voice is active and inspirational. We want the world to be more creative, unique, individual and above all, less monotone. Read the words that describe us and enjoy. Informal Quintessential Wonderful Quality Established Quirky Ambitious Dedicated Twisted Creative Top-notch Finest Flirtmaker Essential Outfitters

18 34 Part III the advertising This is how we apply the brand to different marketing items to bring awareness and attention to British Indigo.

19 36 the campaign The British Indigo Summer campaign radiates the quintessential look and style that the brand stands for. All the focus is on the clothing and the details. british-indigo.com FACEBOOK/BRITISHINDIGO british-indigo.com FACEBOOK/BRITISHINDIGO This campaign will run over the summer months to ensure that British Indigo is top of mind for our customers. british-indigo.com FACEBOOK/BRITISHINDIGO

20 39 a place to come together Our web and social media presence are vitally important for us. This is where we present our image and collections to a global audience. In the coming months we will start telling our fans more about British Indigo, and what we stand for, to create a style community for all to join.

21 40 41 in a world of grey We all need a bit of indigo British Indigo Elshof Fashion B.V. Klaaskampen 6a 1251 KP Laren NH The Netherlands +31 (0) info@british-indigo.com

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