ANCHOR _

ANCHOR 

_ 

VISUAL IDENTITY UPDATE 

10/03/2014 

ANCHOR 1

Summary feedback 


– Co-branding and endorsement 

Establish shape, position and colour 

recommendations 

– Colour exploration 

Explore Anchor Freccia Pantone 485 

paisley contrast colour 

– Packaging updates 

Crochet ball bands and top label - 

update designs with simplified copy 

Crochet ball band outer box - design 

exploration of outer box 

Thread box - update design with amended 

copy grouping and placement. 

Exploration of how the box can adapt for 

other variants: i.e. Marlitt and Tap Wool 

Sewing spool - update design with 

amended colour and placement 

– POS 

Design development for POS 

- Print Advert 

Design exploration of vertical format 

2

Co-branding 


and endorsement

Marques 

There are two levels of co-branding and endorsement 

and to ensure that this message is communicated clearly 

we have developed two graphic devices. 


– Ingredient brand marque 

Used when branded products are made with Anchor threads, 

this marque sits away from the primary information in the bottom 

right area on the front of the packaging. 

– Endorsement brand marque 

Used when the products are part of the Anchor range but are using 

a licensed brand. This marque has more flexibility than the ingredient 

brand and can be placed anywhere on the front of the packaging in 

a area with high visibility. 

4

Shape and positioning 


Ingredient Brand 

Licensed Brand Endorsement 

(Approach A & B) 

Shape and positioning: 

The shape and positioning of the holding 

shape is fixed. 

Licensed Brand Endorsement / Approach B: 

If having to work within strict guidelines 

with our licensed brands, to retain flexibility 

the holding shape can work as a 

standalone asset but the shape, angle and 

top position must be retained. Because the 

shape is no longer attached to the top level 

holding container, the shape doesn't have 

to bleed to the edge. 

5

Colour usage 


For use on dark backgrounds 

(All gold) 

For use on light backgrounds 

(All white) 

Colour: 

The colour is also fixed. Two options are 

available for usage on either light or dark 

backgrounds. Do not change the logo/copy 

colour, white and gold have been chosen 

to optimise legibility. 

6

Colour palette 

ANCHOR

Colours 

Core brand colours 


Differentiation 

and impact 

Quality 

Pantone® 872 

White Black 1 colour printing 

(Black) 

Supporting colours (Coats Crafts palette) + tints 

Sub-brand colours 

Friendly & feminine 

Inspiring & encouraging 

Pantone ® 

286 

Pantone ® 

7615 

Pantone ® 

511 

Pantone ® 

2395 

Pantone ® 

7416 

Pantone ® 

103 

Pantone ® 

1225 

Pantone ® 

7536 

Freccia 

Mercer 

Crochet 

8

Packaging 


Freccia colour development 

Crochet Ball Band 

(Option 1) 


Utilising a 70% tint of PMS 485 for the paisley contrast 

which offers a lighter tonality. 

6 ply 50g 

10



(Option 2) 


Recommended option. Utilising a darker palette for the paisley contrast 

which offers a more effective tonality with PMS 485 and also adheres to 

the contrast approach to Mercer Crochet which maintains consistency 

across the packaging. 

6 ply 50g 

11




(Option 1) (Option 2) 

6 ply 50g 6 ply 50g 

12

100% cotton•coton•cotone•algodao•algodon•bomuld•bomull•puuvilla•katoen•Xnonok•pamut•bawelna•bumbac•namyk•pamuk•baubaki• 


Top Label 


20 

50g ≈ 387m 1,000/1,25 


20 

50g ≈ 387m 1,000/1,25 

13

Outer box packaging 

Freccia 

(Recommended option 2 contrast palette) 


14


Freccia 

(Recommended option 2 contrast palette) 


• Buy the crochet thread from the same dye lot 

• Buy the crochet thread from the same dye lot language 























6 ply 50g 

• 100% Mercerised cotton 

• Coton 

• Algodon 

• Baumwolle 

• Bomuld 

• Puuvilla 

• Xnonok 

• Bavlna 

• Namyk 

• Pamuk 

• Coton 

• Algodon 

• Baumwolle 

• Bomuld 

• Puuvilla 

• Xnonok 

• Bavlna 

• Namyk 

• Pamuk 

• 3 ply crochet thread 

• 3 ply crochet thread language 



















White / Colours Multicolour / Ombre 

• Always wash in warm water 

• Language translation 



















6 ply 50g 

6 ply 50g 

4 x 50g 

6 ply 50g 

15


Mercer Crochet 


6 ply 50g 

16


Crochet Ball Band and Top Label 



6 ply 50g 

20 

50g ≈ 387m 1,000/1,25 

17




18




• mercerised crochet thread 

• mercerised crochet thread language 























• 100% Mercerised cotton 

• Coton 

• Algodon 

• Baumwolle 

• Bomuld 

• Puuvilla 

• Xnonok 

• Bavlna 

• Namyk 

• Pamuk 

• Coton 

• Algodon 

• Baumwolle 

• Bomuld 

• Puuvilla 

• Xnonok 

• Bavlna 

• Namyk 

• Pamuk 

4 x 50g 

• Buy the crochet thread from the same dye lot 
























6 ply 50g 

• colour fast 

• colour fast language 

















6 ply 50g 

19

Thread box 

Copy Placement 


Design recommendation of how copy can be grouped 

on the thread box. The existing amount of copy 

[shown in multiple languages] can be grouped 

together on one side, along with the care instruction 

icons, Coats logo, website and manufacture details. 

The Anchor logo and product name displays on both 

end sides to optimise brand impact. The other long 

side of the box has not been encroached with copy as 

to maintain high visual impact. 

Art. 

4635000 12 x 8m 

Stranded Cotton Mouliné 

Stranded Cotton 

Mouliné 


Mouliné 

coatscrafts.com 

• 100% Cotton 





















• Colour-fast 





















Made in Hungary • Coats GmbH • D-79341 Kenzingen • Germany 

Paisley illustration has been moved 

down. Please advise on space required 

for legal obligation display 

20

Thread box 

Design (Gold) 


21

Thread box 

Design Net (Gold) 


Stranded Cotton Mouliné 

Art. 

4635000 12 x 8m 


Mouliné 


Mouliné 













































22

Thread box 

Other variants 


Amalgamating the product colour with the 

gold background. Not recommended. 

Stranded Cotton Marlitt 

Art. 

4635000 12 x 8m 


Marlitt 


Marlitt 













































23

Thread box 

Other variants 


Design recommendation for other variants is to utilise 

a contrasting tonality between paisley pattern and 

background gradient. Amalgamating other colours 

with the gold is not aesthetically pleasing and by 

utilising this direction, it optimises product recognition. 

Anchor Marlitt colour to be supplied 

(PMS/CMYK). Illustration only. 

Art. 

4635000 12 x 8m 

Stranded Cotton Marlitt 


Marlitt 


Marlitt 













































24

Sewing Spool 

*Colour (currently the Metallic purple) 

can be adapted for different products. 

The Coats logo would be too small if it 

were placed within the outer roundel. 

The roundel is used for instructional 

information. Recommended placement 

is within the coloured paisley to 

optimise contrast and readability whilst 

retaining a hierarchy on Anchor. 

Anchor Metallic colour to be supplied 

(PMS/CMYK). Illustration only. 

63% Rayon • 37% Polyester • Made in Hungary 

M.Nakis Simi 

Machine 

Embroidery 



M.Nakis Simi 

Machine 

Embroidery 



25

POS 


POS 

Option A 


Using the lead Coats POS aubergine palette to maintain a visual 

consistency. The Coats brand endorsement label is utilised. The Anchor 

Paisley illustration has been embedded to optimise visual impact. 

makeitcoats.com 


27





DUAL 

SETA 

NYLBOND 

POS 

Option A 


METALLIC $129 

DUTY+ $129 

REALE $129 

$129 

COTTON 

COTTON 

$1 

29 

DUET 

$1 

29 

28

POS 

Option B 


Option whereby Anchor is more visually differentiated from the Coats POS, 

making it more distinct for the user. The Anchor Paisley illustration has 

been embedded to optimise visual impact and the background utilises 

the Anchor core gold palette. The Coats lead POS aubergine has been 

used for the brand endorsement label to retain a visual link to Coats. 



29





DUAL 

SETA 

NYLBOND 

POS 

Option B 


METALLIC $129 

DUTY+ $129 

REALE $129 

$129 

COTTON 

COTTON 

$1 

29 

DUET 

$1 

29 

30

Print Advert 


Print Advert 


Lorem sit 

ipsum 

Lorem ipsum dolor sit amet, 

consectetur adipiscing elit. 

Nullam in auctor libero. 

Pellentesque varius lacus a elit. 

Find more about Anchor and 

creative ideas at your local stockist 

or simply go to coatscrafts.com 

Lorem ipsum 

Lorem ipsum dolor sit amet, consectetur 

adipiscing elit. Nullam in auctor libero. 

Pellentesque varius lacus a elit pulvinar. 

Find more about Anchor and creative ideas at your 

local stockist or simply go to www.coatscrafts.com 

Horizontal colour band option 

Vertical colour band option 

32

Thank you

ANCHOR _

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