卡尔文·克莱恩CalvinKlein品牌手册

Contents C1C2C3C4IntroductionFont Assets and FilesKlein Roman style fontsKlein Italic style fontsKlein Condensed style fontsFont Usage GuidelinesGlyph ChartCKlein Font Guidelines AIntroduction BLogo Usage Guidelines A1A2A3A4How To Use These GuidelinesBrand Ethos, Peter SavilleCalvin Klein: Past & PresentLogo Architecture Chart B1B2Master Brand LogoBy Appointment Logo B3205 Logos:205 Stacked Logo205 Horizontal Logo B4CK Calvin Klein LogoCK Calvin Klein Stacked LogoCK Calvin Klein Horizontal Logo B5Better Sportswear &Classifications Logo B6Jeans Logos:Premium Jeans LogoMaster Jeans Logo B7Underwear Logos:Premium Underwear LogoMaster Underwear LogoOff Price Underwear Logo B8Swimwear Logos:Premium Swimwear LogoMainline Swimwear Logo B9Performance Logos:Premium Performance LogoMainline Swimwear Logo B13Fragrance LogosPremium Fragrance LogoMainline Fragrance Logo B14Outlet Logo Confidentiality Clause The artwork and information contained herein and attached hereto, including, without limitation, the new logomarks, monograms,and Klein font library is highly confidential and proprietary information of PVH Corp. and Calvin Klein, Inc. (collectively, the “Company”). This information may not be discussed, disclosed or shared by you with anyone inside or outside the Company, other than the peoplewho are receiving this communication. Any disclosure of the images or information by you may result in disciplinary action against youby the Company, up to and including termination of employment, and could also result in legal action. AIntroduction This package serves as a technical guide to the implementation of Calvin Klein’s 2017 rebranding. In addition to logo artwork, fonts and assets, it includes brand usage, restrictions and violations,plus detailed specifications for clear space, positioning, scale and file names. A separate document will be issued in partnership with the global design teams, providing trimand design standards, for the usage of all the new logos and monograms. All logo files and Klein font files will be made available on the PVH Digital Asset Library.For distribution to creative partners, licensees, or production vendors, please request throughthe Global Marketing Group. A new era in the evolution of Calvin Klein Historical Comparison of Logotypes Evolution best describes the approach taken to the challenge of developing the identity of a global culturallegacy. The new ‘CALVIN KLEIN’ logotype draws upon the core character of the founder’s original to retain itsiconic familiarity across unprecedented diversity. The new house font ‘KLEIN’ carries the DNA of the brand’s history maintaining a genealogical continuum. 1975 (original) The master brand logo now uses capitalization. Capital letters are formal rather than personal, and in the contextof the company’s evolution with a new Creative Director, the capitalization of the logo defines the new perspective -Calvin Klein the entity rather than the individual. This shift to uppercase subliminally communicates the creativechange with confidence, transparency and authenticity. The more personal quality of the original upper and lowercase ‘Calvin Klein’ lettering is retained for aspects ofthe underwear lines, to communicate intimacy and the continuity of these timeless signature products. 1992–2016 The KLEIN font family functions to delineate coherent visual relationships between the various brand channels. Peter Saville Peter Saville is a designer whose contribution to culture has been unique. As a co-founder of the legendaryindependent UK label Factory Records, his artwork accessed a mass audience through pop music, bestexemplified in the series of record sleeves he created for Joy Division and New Order between 1979 and 1993. 2017– His radical designs seemed to break all the rules, omitting information about artists or titles, fundamentallyquestioning modes of consumption and communication. Saville went on to define a new role and significancefor graphics in contemporary culture. MASTER BRAND LOGO BLogo Usage Guidelines Master Brand Logo Calvin Klein Master Brand Logo The new Master Brand Logo serves as our primary corporate mark. This will be used across all internal and external corporate communications,for our multi-brand lifestyle stores and, for fragrance, home, watches + jewelry, and eyewear. The new mark draws upon the core character of theoriginal Calvin Klein logo to retain iconic familiarity across unprecedented brand diversity. Logo Usage Chart This chart illustrates the specific uses allowed for our new logo. Clear Space To ensure consistency, legibility and prominence, an area of space surrounding the logo should be kept clear. Prefered clear space/Minimum edge proximityDo not postition in closer proximity to item egdes than the preferred clear space. Eg: page edges or gutters, tag, label or packaging edges. Scale & Positioning The logotype is to be used at a moderate size – not too big or too sma