01

Brand GuidelinesNovember 2016

The London Fashion Week brand has a family of logos that are globally recognised trademarks.

Through their use by the British Fashion Council, official London Fashion Week Sponsors and Suppliers, the logos build awareness of the event and brand to an international audience throughout the year.

These guidelines explain how the family of logos should be used in order to maintain a consistent brand message across all usages.

London Fashion Week

London Fashion Week Logos

04 Stacked logos 05 Horizontal logos 06 Stamp logos 07 Composite logos

How to use the logos

08 Minimum sizes 10 Safe area 11 Placement 12 Positioning 13 Positioning with LFWM and LFWF

Typography

15 Our typeface

Approval & Contacts

16 Approval & Contacts

Contents

04

These are the official London Fashion Week logos.

They are available for use by all official London Fashion Week Designers, Sponsors, Suppliers, Funders and Partners.

It is essential that they are used correctly and consistently according to these guidelines. They should be clearly visible wherever they are used. They must never be redrawn or modified.

Any use of the London Fashion Week logos must be approved in writing by the British Fashion Council – see page 16 for contact details.

1. The vertical version of the London Fashion Week logo with the date and sponsor should be used as the primary logo in all instances. The version without the date should be used in all instances unless the dates are required and cannot be included separately.

2. The horizontal versions of the London Fashion Week logo should only be used on materials where the vertical logo won’t fit or can’t be made visible enough. The version without the date should be used in all instances unless the dates are required and cannot be included separately.

Logo artwork can be obtained by contacting the British Fashion Council – see page 16 for contact details.

London Fashion Week LogosStacked logos

LFW logo with date and sponsor LFW logo with just sponsor

05London Fashion Week LogosHorizontal logos

LFW log

o with d

ate and sp

onsorLFW

logo w

ith just sponsor

These are the official London Fashion Week logos.

They are available for use by all official London Fashion Week Designers, Sponsors, Suppliers, Funders and Partners.

It is essential that they are used correctly and consistently according to these guidelines. They should be clearly visible wherever they are used. They must never be redrawn or modified.

Any use of the London Fashion Week logos must be approved in writing by the British Fashion Council – see page 16 for contact details.

1. The vertical version of the London Fashion Week logo with the date and sponsor should be used as the primary logo in all instances. The version without the date should be used in all instances unless the dates are required and cannot be included separately.

2. The horizontal versions of the London Fashion Week logo should only be used on materials where the vertical logo won’t fit or can’t be made visible enough. The version without the date should be used in all instances unless the dates are required and cannot be included separately.

Logo artwork can be obtained by contacting the British Fashion Council – see page 16 for contact details.

06London Fashion Week LogosStamp logos

These are the official London Fashion Week ‘Stamp’ logos. Please take time to determine which one is relevant to you. This is specified in your contract or communications with the British Fashion Council. Please adhere to the guidelines for minimum sizes on page 08, and safe area on page 10.

The stamp logos are to be used as follows:

1a. This is the primary ‘Celebrating London Fashion Week’ stamp and should be used by any third party wishing to join in the celebration of the event. It is free for official event partners, on-schedule/British designers, British Fashion Council Patrons or retailers stocking on-schedule designers to use. For other retailers there will be a charge for usage – contact the British Fashion Council for further details – see page 16 for contact details.

1b. This version of the ‘Celebrating London Fashion Week’ stamp can be used only in instances where retailers are unable to include the Principal Sponsor logo and must be agreed by the British Fashion Council.

2. The ‘Official Sponsor’ stamp is for use by official London Fashion Week sponsors only. Official Sponsors can also create ‘Composite Logos’ – see page 07 for details. Composite logos are for use by Official Sponsors only.

3. The ‘Official Supplier’ stamp is for use by official London Fashion Week suppliers only.

4. The ‘Official Funder’ stamp is for use by official London Fashion Week funders only.

5. The ‘Official Partner’ stamp is for use by official London Fashion Week partners only.

6. The ‘Official Product’ stamp is for use on official London Fashion Week merchandise as approved by the British Fashion Council.

1a.

3.

5.

1b.

2.

4.

6.

Use of any London Fashion Week stamp logos must be approved in writing by the British Fashion Council – see page 16 for contact details.

07

Composite logos are for use by Official Sponsors of London Fashion Week only.

When creating a new composite logo comprising your logo plus the London Fashion Week logo, please follow these rules:

POSITIONINGThe ‘Official Sponsor’ descriptor separates your logo from the London Fashion Week logo. The distance between this line and the two logos must be equal to the width of the letter ‘N’ from the word ‘London’ and the same between both logos and the descriptor.

SIZEThe height of your logo should match the height of the London Fashion Week logo.

BALANCEWe understand that not every logo fits into a rectangular shape. In such cases, please visually align your logo and share the composite with the British Fashion Council for approval – see page 16 for contact details.

Your logo

London Fashion Week LogosComposite logos

08

To make sure all elements of the logo are clearly legible and recognisable a minimum size has been defined.

The minimum measurement for the vertical logo with the date and sponsor is 43mm high. The minimum measurement for the vertical logo with just the sponsor is 38mm high.

The minimum measurement for the stamp logos is 30mm high.

The minimum measurement for the Celebrating logo with the date and sponsor is 49mm high. The minimum measurement for the Celebrating logo with just the date is 47mm high.

Minimum size 30mm high

Minimum size 30mm high

Minimum size 37mm high

Minimum size 43mm high

Minimum size 38mm high

How to use the logosMinimum sizes

09

The minimum measurement for the horizontal logo with the date and sponsor is 15mm high. The minimum measurement for the horizontal logo with just the sponsor is 10mm high.

How to use the logosMinimum sizes continued

Min size 15mm high

Min size 10mm high

010

To preserve the clarity and impact of the London Fashion Week logo, a safe area has been defined and should be adhered to at all times.

The safe area (indicated by the dotted line) is the space around the logo in which no other type, graphic device and/or photographic element can enter. When the logo is placed onto a photographic image please ensure it is placed on a clear area that maintains this protective space and remains legible – see page 11 for more details.

The amount of space around the logo should always be equal to, or greater than, the height of the letter ‘N’ from the word ‘London’. It should be scaled according to the size of the logo. The safe area is always the same for all the London Fashion Week logos.

How to use the logosSafe Area

COLOURThe London Fashion Week logo should be reproduced in either black or white. The logo should ideally appear on a solid colour background with enough contrast between the background colour and logo colour for the logo to remain clearly visible.

BACKGROUND IMAGESWhen applying the logo over an image, the area must be free from tonal variation or image detail so that it’s clearly visible. The London Fashion Week logo must not be applied to any indecent/inappropriate images and will not be approved for use in such circumstances.

If unsure, please consult the British Fashion Council for approval – see page 16 for contact details.

Good

Good

Good

Good

Bad

Bad

Bad

Bad

A subtly textured image that is tonally consistent provides sufficient contrast for the logo.

A subtly textured image that is tonally consistent provides sufficient contrast for the logo.

A strong contrast between the background colour and the logo colour maintains legibility of the logo.

A strong contrast between the background colour and the logo colour maintains legibility of the logo.

Too much detail and tonal contrast makes the logo difficult to read.

Too much detail and tonal contrast makes the logo difficult to read.

Poor contrast between the background colour and the logo colour prevents the logo from standing out adequately.

Poor contrast between the background colour and the logo colour prevents the logo from standing out adequately.

How to use the logosPlacement

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Because of their angular nature, the London Fashion Week logos are best positioned towards the corner of layouts. These examples are only suggestions that may help you when creating your layouts and are not definitive rules for the placement of the London Fashion Week logos. If in doubt, please contact the British Fashion Council – see page 16 for contact details.

SAFE AREA AND MINIMUM SIZEWhen positioning the logo in the corner of layouts, remember to adhere to the safe area rules, which are marked on the examples to the left. Also remember to adhere to the minimum size rules (page 08).

To maintain optimum legibility on thin, tall formats like a web skyscraper ad, please do not use a composite logo.

As with all uses of the London Fashion Week logo, visuals must be shared with the British Fashion Council for approval – see page 16 for contact details.

TEMPLATESTo ensure that London Fashion Week is presented in a consistent style, there are templates for Microsoft Word documents and PowerPoint presentations for internal documents. Please contact the British Fashion Council to obtain these – see page 16 for contact details.

How to use the logosPositioning

12

How to use the logosPositioning with LFWM and LFWF logos

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In some instances, the London Fashion Week logo will need to sit alongside the London Fashion Week Men’s and London Fashion Week Festival logos. The ordering remains sujective to the content and logos should be ordered in terms of relevance. In the examples to the left, the LFW logos have been prioritised, but this won’t always be the case.

The 3 logos should always hang from the same height – the top of the word ‘London’ – wherever they are positioned on the layout.

SAFE AREA AND MINIMUM SIZEWhen positioning the logos in the corner of layouts, remember to adhere to the safe area rules, which are marked on the examples to the left. The safe area of the tallest and/or widest logo should always be followed over the other, smaller logos. Also remember to adhere to the minimum size rules (page 08).

To maintain optimum legibility on thin, tall formats like a web skyscraper ad, please do not use a composite logo.

As with all uses of the London Fashion Week logo, visuals must be shared with the British Fashion Council for approval – see page 16 for contact details.

Instructions continue on page 14...

How to use the logosPositioning with LFWM and LFWF (landscape applications)

14

TEMPLATES To ensure that London Fashion Week is presented in a consistent style, there are templates for Microsoft Word documents and PowerPoint presentations for internal documents. Please contact the British Fashion Council to obtain these – see page 16 for contact details.

Visuals across pages 13 and 14 are based on A4 ratio.

The typeface for all headings, subheadings and bodycopy across London Fashion Week communications is Avenir. The Avenir typeface is made up of multiple weights. You can choose any weight, or its italicised version.

You can purchase Avenir as a suite of fonts or as individual weights from Linotype

linotype.com/72/avenir-family.html

Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%?,.:;()

Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%?,.:;()

Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%?,.:;()

Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%?,.:;()

Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%?,.:;()

MODERNContemporary

TypographyOur typeface

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For any enquiries or to request logo artwork, please contact:

HOLLY VENNELL Marketing, British Fashion Council Holly.Vennell@britishfashioncouncil.com +44 (0) 20 7759 1956

BERTRAND DARK Marketing, British Fashion Council Bertrand.Dark@britishfashioncouncil.com +44 (0) 20 7759 1961

APPROVALS For all approvals, please supply visuals and details of intended use to Holly Vennell and Bertrand Dark.

Please share visuals of all usages of the London Fashion Week logos with the British Fashion Council for approval. All items will also be shared with the Principal Sponsor for approval.

These logos are designed for use on promotional materials, advertising, official product, in-store and on point of sale materials. You may not use any of the London Fashion Week family of logos without prior, written approval from the British Fashion Council. On creation of a composite logo, the British Fashion Council must approve it for all intended use and then each use thereafter.

Please allow at least three days to approve all artwork. The British Fashion Council and the Principal Sponsor will not unreasonably withhold approval.

Any use of the London Fashion Week logos must be approved prior to use.

Approvals & Contacts 16