WORKING WITH THE M&S BRAND MARKEDITION 1.0 JULY 2014THE OVERALL OBJECTIVE WITH OUR BRAND IDENTITY IS TO DELIVER A CLEAR, COHERENT AND INSPIRING SYSTEM TO EXPRESS THE BRAND AT ITS BEST. AT THE HEART OF THIS IS OUR BRAND MARK. THIS GUIDELINE HAS BEEN PREPARED TO HELP YOU WITH CREATIVE WORK WHERE YOU NEED TO APPLY OUR BRAND MARK. MORE THAN JUST A LOGO WE ARE ONE BRAND WITH ONE BRAND MARK, WHICH WE USE AS OUR SIGNATURE ACROSS ALL OF OUR ASSETS. OUR BRAND MARK HAS BEEN DESIGNED TO CAPTURE THE PURE ESSENCE OF ALL THAT WE ARE. WE CREATE PRODUCTS AND SERVICES THAT FULFIL DESIRE IN A WAY THAT MAKES THE WORLD A BETTER PLACE. INTO ALL OURFASHION, FOOD AND HOME WE POUR INSPIRATION AND INNOVATION, CREATIVE EXCELLENCE AND GENUINE INTEGRITY THAT ADDSREAL VALUE BOTH FOR OUR CUSTOMERS AND OURSELVES. WE SAY THAT OUR PURPOSE IN LIFE IS TO ‘ENHANCE LIFE, EVERY DAY'. WITH EXTRA SPECIAL PRODUCTS AND SERVICES. ADD TO THIS, THE FACT THAT OUR BRITISHNESS PERVADES EVERY ASPECT OF OUR WORK AND YOU CAN SEE THAT WEARE THE BRAND THAT REFLECTS THE BEST OF CONTEMPORARY BRITAIN WITH OUR ORIGINALITY, WARMTH ANDLIGHT HEARTEDNESS, CREATIVITY AND INTEGRITY.HISTORICALLY, WE HAVE OFTEN USED THE SHORTHAND OF 'M&S'THE PREVIOUS MANIFESTATION OF M&S WAS SET IN HELVETICA NEUE ULTRA LIGHT. A SERIES OF INCREMENTAL ADJUSTMENTS HAVE BEEN MADE TO CREATE THE LATEST DESIGN WITH MORE WEIGHT AND MAKE IT MORE ROBUST, WITHOUT LOSING BALANCE AND STATURE AND RETAINING RECOGNITION.THE M HAS BEEN MADE TO LOOK SOFTER AND THE AMPERSAND SYMBOL IS DRAWN TO BE MORE RIBBON LIKE, TERMINATING IN A KISS. THE S HAS BEEN MADE MORE CURVACEOUS AND LESS SQUARE. THESE CHANGES ALLOW NEGATIVE SPACE TO FLOW MORE EASILY AND EVENLY AROUND THE LETTERS. THE RESULT IS MORE COHERENT WITH A GENTLER MORE ELEGANT CHARACTER. BY ADDING ‘EST. 1884’ TO THE M&S WE ARE REMINDING CUSTOMERS OF OUR ACKNOWLEDGED PEDIGREE OF WHICH WE ARE JUSTLY PROUD.AS WELL AS BEING THE SIGNATURE FOR ALL OUR COMMUNICATIONS, THE BRAND MARK IS ALSO OUR MAKERS MARK FOR BRANDING DIRECTLY ON TO OUR PRODUCT AND PACKAGING. IT IS VISIBLE EVIDENCE OF THE INTEGRITY IN ANY ONE OF OUR PRODUCTS ACTING AS A ‘HALLMARK’ (OF QUALITY).AS WELL AS BEING THE SIGNATURE FOR ALL OUR COMMUNICATIONS, THE BRAND MARK IS ALSO OUR MAKERS MARK FOR BRANDING DIRECTLY ON TO OUR PRODUCT AND PACKAGING. IT IS VISIBLE EVIDENCE OF THE INTEGRITY IN ANY ONE OF OUR PRODUCTS ACTING AS A ‘HALLMARK’ (OF QUALITY).IT IS IMPORTANT THAT OUR BRAND MARK IS ALWAYS WELL POSITIONED WITH CONSIDERATION GIVEN TO ITS STAND OUT. IT IS MORE THAN JUST A CORPORATE SIGN OFF. THE MARK SHOULD THEREFORE ALWAYS BE PLACED WITHIN A SURROUND OF CLEAR SPACE. IT SHOULD ALWAYS SIT APART FROM OTHER GRAPHIC ELEMENTS. BY GIVING THE MARK AIR TO BREATH WE ARE EXPRESSING RESPECT AND SPECIALNESS TO THE MARK. FOR OUR CUSTOMERS THIS DEMONSTRATES IT TO BE A MARK OF QUALITY.W...
