BRAND GUIDELINES2013

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CONTENTS 1. Our logo. . . . . . . . . . . . . . . . . . . . . . 4 Primary Use 1.1 Line Logo . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.2 Stacked Logo . . . . . . . . . . . . . . . . . . . . . 4 1.3 Clear space and minimum size . . . . . 5 Secondary Use 1.4 No Gradient . . . . . . . . . . . . . . . . . . . . . . 6 1.5 Monotype . . . . . . . . . . . . . . . . . . . . . . . . 6 1.6 No slogon/restricted space . . . . . . . . 7 1.7 Store facia . . . . . . . . . . . . . . . . . . . . . . . . 7 1.8 Out of the box . . . . . . . . . . . . . . . . . . . 7 1.9 Web identification . . . . . . . . . . . . . . . . 7 1.9b Logo Usage Examples . . . . . . . . . . . . 8

2. Stripes . . . . . . . . . . . . . . . . . . . . . . 9 3. Slogan . . . . . . . . . . . . . . . . . . . . . . 10 3.1 Primary Slogon . . . . . . . . . . . . . . . . . .10 3.2 Shortened Version . . . . . . . . . . . . . . .10 3.3 Alternative Slogons . . . . . . . . . . . . . .10 3.4 Examples . . . . . . . . . . . . . . . . . . . . . . . . 11 4. Colour . . . . . . . . . . . . . . . . . . . . . . 12 4.1 Logo Colour palette . . . . . . . . . . . . . . 12 4.2 Primary Colour palette . . . . . . . . . . . 13 4.3 Examples of Primary palette . . . . . . 13 4.4 Secondary Colour palette . . . . . . . .14 4.5 Gradient Colour palette . . . . . . . . . .14 4.6 Examples of Secondary palette . . .15

5. Typography . . . . . . . . . . . . . . . . . . 16 5.1 Headline and Display . . . . . . . . . . . . .16 5.2 Brand Led Copy . . . . . . . . . . . . . . . . .16 5.3 Body Copy . . . . . . . . . . . . . . . . . . . . . .16 5.4 Prices and Warnings . . . . . . . . . . . . . .16 5.5 Examples . . . . . . . . . . . . . . . . . . . . . . . .17 5.6 Headlines in Catalogue . . . . . . . . . . .18 5.7 Examples . . . . . . . . . . . . . . . . . . . . . . . .19 6. Tone Of Voice . . . . . . . . . . . . . . . . 20 6.1 Headlines and Display . . . . . . . . . . . .20 6.2 Product Descriptions . . . . . . . . . . . . .21 7. Graphical Devices . . . . . . . . . . . . 22 7.1 Symbols and Icons . . . . . . . . . . . . . . . .22 7.2 Waning Symbols . . . . . . . . . . . . . . . . .23 7.3 Web Reference . . . . . . . . . . . . . . . . . .23 7.4 Illustrations . . . . . . . . . . . . . . . . . . . . . .24 7.5 Christmas Catalogue . . . . . . . . . . . . .25 8. Imagery . . . . . . . . . . . . . . . . . . . . 26 8.1 Standard Cutouts . . . . . . . . . . . . . . . .26 8.2 Models . . . . . . . . . . . . . . . . . . . . . . . . . .27 8.3 Lifestyle . . . . . . . . . . . . . . . . . . . . . . . . .27 8.4 Packaging . . . . . . . . . . . . . . . . . . . . . . . .27 9. Examples . . . . . . . . . . . . . . . . . . . 28 9.1 Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 9.2 Retail Facia, Uniform, Bags . . . . . . . .30 9.3 POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 9.4 External Advertising . . . . . . . . . . . . . .33 9.5 Web Site . . . . . . . . . . . . . . . . . . . . . . . .34 9.6 Third Party Web Site . . . . . . . . . . . . .36

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1. LOGO - PRIMARY USEThe graduated green Hawkin logo is the primary logo and should be used in all levels of communication. It can be used in either the line or stacked version:

1.1 Line Logo

1.2 Stacked Logo

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1.3 LOGO - Clear space and minimum sizeOur logo should be kept precious and never interfered with. To protect its integrity, we have created a clear space area into which no other graphic elements should encroach. This is defined by the width of the apostraphe from ‘Hawkin’s’.

30mm45mm

Likewise, if the logo should ever appear on a coloured background it should be outlined with a white key line, the same width of the apostraphe from ‘Hawkin’s’.

Also, to help with clarity and legibility, we have defined the minimum sizes at which our logos should be reproduced. The primary version should go down no smaller than 45mm and the stacked version no smaller than 30mm.

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1.5 LOGO - monotypeThere will be occasions when the four colour process is not available; black and white newspaper adverts, recruitment adverts, faxes etc. For these occasions we have greyscale and solid black versions of our logo.

These should only ever be used where colour logos are not an option.

LOGO - SECONDARY USEThe secondary use logos are for use where technical restrictions or design specs prevent the use of the primary logos. These restrictions might be related to printing processes, where the gradient or colour are not possible, or they might be down to space or design specifications, particularly on store signage or catalogue covers.

1.4 LOGO - no gradientTo be used where the four-colour process is achievable but there are technical restrictions preventing the use of graduations.

This version uses HB LIME GREEN for the block and HB LOGO KEYLINE, for the keyline. (see page 12-14 for colour swatch values).

Again it is available in two different formats, but should only be used where the primary use logo cannot be used. Clear space and minimum size requirements also apply.

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1.8 LOGO - out of boxUsed in situations where the gradient block really doesn’t work. However the logo should only ever appear out of the box in white with a black, HB GREY or HB DARK GREEN key line.

Or, it can simply be in Black or HB DARK GREEN with no key line. (see page 12-14 for colour swatch values).

A drop shadow can also be added for effect at the designers discretion.

1.6 LOGO - restricted or expanded spaceThe are times, particularly on store fronts and across the web site header where we there is a varying degree of space. In these cases the green block can expand to fit the required space.

1.7 LOGO - store faciaOn store fronts the key line is dropped round the edge of the Hawkin’s Bazaar

1.9 LOGO - Web identi� cation For our profile picture on 3rd party websites such as Facebook, YouTube or Twitter you are usually required to supply a square logo. The example right is what should be used.

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1.9b LOGO - usage examples

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2. THE STRIPES The stripes are an old brand element that is no longer used any where else apart from in stores. In the future the use of these might need a discussion - do we keep them or should future stores not have them at all? Do they help create in store theatre or visual noise and distraction?

They appear along the top of the display units, and run in the colour sequence as shown below, with GREEN panel followed by a YELLOW, RED, YELLOW and then back to GREEN to start the cycle again.

The size and measurements of the colour blocks are dependant on the space available, but avoid them becoming too small. There are no rules for how many colour blocks must be used, but there should be a minimum of four colour blocks.

There are no restrictions in terms of pro or shape of the colour bar although a square orrectangular panel/block with rounded bottom is preferable.

YELLOWPantone 107 C

REDPantone 185 C

GREENPantone 7455 C

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UNUSUAL GIFTS FOR EVERY OCCASION, SINCE 1973

UNUSUAL GIFTS FOR EVERY OCCASION

THINGS YOU THOUGHT HAD GONE FOR EVER THINGS YOU NEVER EVEN KNEW EXISTED

SUPPLIERS TO FATHER CHRISTMAS SINCE 1973

BECAUSE LIFE’S TOO SERIOUS

3. SLOGONUnusual Gifts For Every Occasion, Since 1973 is the primary slogon for Hawkin. It sums up our main core values - to be a provider of unique and different gifts for Christmas, Birthdays, Halloween and other celebrations throughout the year. By adding the 1973 it reinforces that we have both the experience and knowledge to be able to provide such a service. Where possible, it should remain in the ‘DIN 30640 Std’ type face, although size and design may require alternative fonts from the Hawkin collection to be used. See page 16 for a Type Styles.

If a shorter version is required the 1973 can be dropped.

3.3 Alternative SlogansThroughout the years we’ve used various slogans to reflect the Hawkin range. These can be called up on when and where necessary to reinforce the main slogon.

3.1 Primary Use

3.2 Shortened Version

CURIOSITIES, TOYS, GIFTS, GADGETS AND GAMES

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3.4 Examples Of UseThroughout the years we’ve used various slogans to reflect the Hawkin range. These can be called up on when and where necessary to reinforce the main slogon.

Email header

T-Shirt

Catalogue Covers

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4. COLOUR PALETTEOur brand is a vibrant colourful one, and our palette reflects this. We have a range of colours available, including our Logo palette, Primary palette and Secondary palette.

4.1 Logo Colour PaletteWithin the Hawkin logo there are three Greens. There are two making up the subtle gradient block, with a third appearing as a keyline around the ‘Hawkin’s Bazaar’. The Keyline appears in the logo at 58% opacity, to help it blend into the gradient behind it.

LIGHT GREEN GRADCMYK C29 M6 Y100 K0RGB R193 G204 B48Web #c1cc30Pantone 583 C

LIME GREENCMYK C33 M3 Y93 K0RGB R183 G206 B66Web #b7ce42Pantone 390 C

DARK GREEN GRADCMYK C58 M16 Y100 K2RGB R122 G165 B64Web #7aa540Pantone 370 C

DARK GREEN GRADCMYK C58 M16 Y100 K2RGB R122 G165 B64Web #7aa540Pantone 370 C

KEYLINE (58% Opacity)Left Gradient

Right Keyline 58% opacity

Middle Result

KEYLINE (no Opacity)CMYK C48 M18 Y100 K1RGB R147 G171 B60Web #93ab3cPantone 7496 C

HB PURPLECMYK C41 M100 Y0 K3RGB R156 G33 B138Web #9c218aPantone 2425 C

HB DARK PURPLECMYK C64 M99 Y29 K22RGB R102 G33 B96Web #662160Pantone 261 C

4.2 Primary Colour PaletteThese four colours are used together as our Primary brand colours. Whenever we are talking about ourselves to a customer, this colour combination should be used. For example, in the introduction pages of the catalogue, an introductory email or for a newspaper advert.

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4.3 Example of Primary Colour UseIntroductory and information pages in the catalogue.Web and Catalogue Postcards.

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HB GREEN CMYK C70 M0 Y100 K0 RGB R80 G184 B72 Web #50b848Pantone 7737 C

HB BLUE CMYK C57 M0 Y3 K0 RGB R86 G201 B237 Web #56c9edPantone 2985 C

LIGHT GREEN GRAD DARK GREEN GRAD

HB RED CMYK C0 M100 Y70 K0 RGB R237 G24 B71 Web #ed1847Pantone 199 C

HB PINK CMYK C0 M100 Y9 K4 RGB R226 G0 B124 Web #e2007cPantone 214 C

HB BLUE HB DARK BLUE

HB YELLOW CMYK C0 M25 Y100 K0 RGB R255 G194 B14 Web #ffc20ePantone 7549 C

HB DARK RED CMYK C31 M95 Y72 K31 RGB R134 G35 B53 Web #862335Pantone 202 C

HB BLUE DARK CMYK C88 M71 Y6 K0 RGB R54 G91 B161 Web #365ba1Pantone 7455 C

HB ORANGE CMYK C0 M60 Y100 K0 RGB R245 G130 B32 Web #58220Pantone 158 C

HB PINK HB PURPLE

HB RED HB DARK RED

HB ORANGE HB PINK

4.4 Secondary Colour PaletteThese 8 colours make up the rest of the colour pallete and can be used alongside or instead of the Primary colours, on their own or as a collection. They are particularly useful as colour themes for different categories in the catalogue.

4.5 Gradient PaletteThese five gradients use combinations of the primary and secondary colour palette and are useful for background fills and panels.

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4.6 Example of Secondary Colour UseCategory pages in the catalogue.

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Gill Sans Light - Upper and lower case - used for body copyGill Sans bold - Upper and lower case - used for Product namesGill Sans italic - Upper and lower case - used for measurementsGill Sans Regular - Upper and lower case - used for product codes

Courier Bold - used for pricing hjkmps (TOBAR WARNINGS) - used for warning information

DIN 30640 STD - NEUZEIT GROTESK BOLD COND. - Upper case only - Used mostly for informative brand and standard web headlines

ARNOLD 2.1 - Upper case only - Used mostly for promotions, supporting headlines or if a headline uses humour

GEEK A BYTE 2 - Upper case only - Used mostly for punchy headlines on POS in store and banners on the web.

DIN 1451 Std Mittelschrift- Upper and lower case - introductory sentences/paragraphs

5. TYPOGRAPHYAs well as colours we also have a unique and vibrant palette of typefaces, which are split into the five distinct tone of voice hierarchy areas:

5.1 Headline and display

5.2 Brand Led Copy

5.3 Body Copy

5.4 Pricing and Warnings in catalogue/web

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NEW!

BUY ONEGET ONE

FREE!

5.5 Examples

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5.6 Headline in CatalogueThis collection of type faces can be used either to reinforce a certain theme, or to help add some personality to large amounts of copy. Their primary use is as product headlines in the catalogue, to add variety to layouts.

Georgia Bold Italic

Cooper Black Italic

Latienne Bold

Giza Seven Seven

Gill Sans Ultra Bold

Courier Bold

Arial BoldRosewood

Times New Roman BoldStencilBookman Old Style

Century Gothic Bold

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5.7 Examples

Century Gothic

Bookman Old Style

Cooper Black Italic

Arial Bold

Cooper Black

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6.1 Headlines and displaysHeadlines and displays should be used to try and encourage the reader to think about who might want this item and maybe even consider how they’ve got this far in life without one!

6.2 Product descriptionsWhen we describe our products we do so with personality, a point of view and, where appropriate, a sense of humour. However, descriptions should also describe the product and what it does in a clear, concise manner, avoiding any self-indulgent, rambling prose.

6. TONE OF VOICEWhen our brand speaks, it does so in an informal and friendly manner. We talk as a collective, using we, us and our rather than I, me and my. We have a relaxed personality, often sharing a point of view (“What on earth is this?” etc.) and invite responses from our customers (“What do you think?” etc.)

Wit plays a big part in our tone and can range from the raised eyebrow to the full belly-laugh, but always remains clever rather than slapstick. We should enjoy communicating our brand. We’re open, have fun and are never frightened to be mischievous or silly.

We might not like to admit it but we all know someone for

whom this would be the dream awakening

Magic for non-magicians

What on earth is this?

Every child should have one (or both) of these.

You can’t sell soap by mail order!

You’re never too old!

Something everyone will need sooner or later!

Can anyone do it?

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“Hold the back page!

It’ll be worth it!”We’re always keen to bring you the latest and greatest

curiosities at Hawkin’s Bazaar, and they don’t get

much later, greater or more curious than this. With

just 24 hours left before the catalogue’s print deadline,

our buyer excitedly slid this across the desk and told

us it just had to go in the catalogue. After a few raised

eyebrows, a collective minor panic attack from our

design team and a strong dose of caffeine, we just

about managed to squeeze it in.

6.3 Examples

Crunch on a critter, or munch on a mealworm!Crispy CrittersIt’s a proven fact that it will always be funny to watch celebrities eat horrible things that used to be crawling around a jungle. But at one stage you must have been curious about what these creepy critters actually taste like? Well, here’s your chance to find out. Can you stare into what you think were the eyes of these bugs before putting them in your mouth and chewing? We found the most unpleasant part was how much insect gets stuck between your teeth.

That’s shocking!Shocking Lighter

Convince them to give up smoking the

hilariously cruel way. Hand your victim

this joke lighter and watch them get an

unexpected electric jolt when they try and

tempt a flame from it. Just don’t blame us

if they get especially cranky afterwards.

Emergency MoustachesEveryone knows that Tom Selleck’s power comes from his moustache. Summon similar strength in times of need with this pack of expertly engineered emergency moustaches. Each box contains six different fluffy moustaches with adhesive backs, all sealed in packets to keep that essential freshness locked in. We keep at least one on our person at all times for self-defence. We’d rather have one and not need it than need it and not have one.

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7. GRAPHICAL DEVICES7.1 Symbols and icons.Another vital element to our brand is the use of graphic devices. They are fun and quirky but are also very useful for highlighting product, bringing communications to life and helping to catch the eye of our customers.

Also be careful not to use too many different devices on the same page, as these can cause the communication to look cluttered and busy. For decorative devices, like those illustrated below, it is possible to create and use similarly styled dingbat devices to help communicate or reinforce a message.

ONE OF OUR ALL TIME

BESTSELLERS

GIFT FOR DAD

ANY 4 MUGS FOR £10

ONLY AT

NEW

LOVESLOVES

SUPPLIERS TO FATHER CHRISTMAS SINCE 1973

BUY ONE GET ONE FREE

GROW YOUR OWN

Banners

Roundels

Symbols

Halftones

Polaroid effect for lifestyle images

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Warning Symbols:

P Item requires parental guidance,

E Item has a maximum weight limit,

S Warning! Not suitable for children under 3 years due to small parts

www.hawkin.com

7.3 Web References.When we show screen grabs of the website, we should always try and show them on a laptop, tablet and mobile phone, to show that not only are there many ways to shop online, but that we are forward thinking and up to date with technology.

The use of QR codes in the catalogue also help tie online with offline, as more people start to use tablets and phones to shop in the home.

7.2 Warning SymbolsIn the catalogue we have a set of symbols that we use for presenting warning information at the end of catalogue descriptions. They have been turned into the font Tobar Warning Symbols., see page 16. They should always be in the HB PURPLE colour.

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7.4 IllustrationsMostly used on our web site and on store POS, we’ve introduced a style of illustration to support product or themes. We have a library of purchased stock illustrations, or original artwork can be created. The style of image should match that of Smokey Joe, found on iStock:

http://www.istockphoto.com/Smokeyjo

The style is similar to that which is found in the Beano, a style that appeals to children, but also evokes memories for adults from their childhood too.

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7.5 Christmas CatalogueAt Christmas, and specifically for the main Christmas catalogue, we change our illustrative style, but only slightly. Similar to the way a Beano annual might have a lot more detail in it’s cover art compared to the weekly editions of the comic, so our festive illustration should have a lot more detail. It should present a traditional looking Christmas scene, but with our product featured in it.

The scene should aim to capture the feelings we all associate with an ideallic Family Christmas:Traditional, Timeless and Fun with a sense of Wonder and Magic

For the latest catalogue we wanted to use a slightly more retro/comic book look and discovered Angus Cameron from www.nbillustration.co.uk

His portfolio can be found here:

www.nbillustration.co.uk/index.php?go=q,art:82,1,6204

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8. IMAGERYWe are in advantageous position with our product imagery as we have our own studio and in-house photographer. This means we are able to shoot our own photos for the products we sell, giving us an original and unique shot that no one else has. If other businesses sell the same product, they may have to rely on the same supplier images, and we can produce our own, superior shots. Where possible and when time-scales allow, this approach should be followed, particularly when the item is a higher value item.

8.1 Standard CutoutsPrimarily, the photography of these objects should be simple, clear and uncluttered. Most of the time cut-outs should be used to avoid clutter and to make the items stand out on a white page. Drop shadows and reflections can be left or added in to create a professional look and feel.

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8.2 ModelsWhere required, a model should be used to demonstrate the item. This could be just a pair of hands or a full length body, but they should be relevant to the target audience and product. With items aimed at certain ages, make sure the model is old enough to use product.

8.3 LifestyleIn addition to this, we can also shoot higher value lines in-situ, to create a lifestyle image. It should show the product in use, in a location or buy certain people. These should be squared up in the catalogue.

8.4 PackagingIf the product’s packaging is interesting or adds value to the product, then this can also be shown. This is most relevant to games and kits.

model should be used to

be relevant to the target

the model is old enough

Where required, a

With items aimed at

the model is old enough to use product.

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9. EXAMPLES9.1 PrintStationary

9. EXAMPLES

With Compliments

With Compliments

With Compliments

t: 0844 573 4000

f: 0844 573 4593

e: sales@hawkin.com

w: www.hawkin.com

Yare House, 62-64 Thorpe Road,

Norwich, Norfolk, NR1 1RY, UK

Hawkin’s Bazaar is a trading name

of Tobar Group Trading Ltd

Registered in England No. 07845411

VAT Reg No. GB 127 2912 22

t: 0844 573 4000

f: 0844 573 4593

e: sales@hawkin.com

w: www.hawkin.com

Yare House, 62-64 Thorpe Road,

Norwich, Norfolk, NR1 1RY, UK

Hawkin’s Bazaar is a trading name

of Tobar Group Trading Ltd

Registered in England No. 07845411

VAT Reg No. GB 127 2912 22

t: 0844 573 4000

f: 0844 573 4593

e: sales@hawkin.com

w: www.hawkin.com

Yare House, 62-64 Thorpe Road,

Norwich, Norfolk, NR1 1RY, UK

Hawkin’s Bazaar is a trading name

of Tobar Group Trading Ltd

Registered in England No. 07845411

VAT Reg No. GB 127 2912 22

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Catalogue Covers

Promotional material

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9.2 Shops ExteriorUniformsBags

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9.3 POSWindow Posters

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UP TO

BAZAAR_BARGAIN_A0.indd 1 22/01/2013 16:04

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9.3 Shops POS

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9.4 Shops External Advertising

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9.5 Web siteHome page

Email

Email newsletter

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Banners

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9.6 Third Party Web SitesSocial Media home pages

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9.7 Other Examples

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Further information and brand tools

All brand information is stored on the network: OAK03/BRAND BITS/HAWKIN

In there you will �nd all logos, fonts, swatches and a copy of this guide.