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<strong>ANCHOR</strong><br />
_<br />
VISUAL IDENTITY UPDATE<br />
10/03/2014<br />
<strong>ANCHOR</strong> 1
Summary feedback<br />
<strong>ANCHOR</strong><br />
– Co-branding and endorsement<br />
Establish shape, position and colour<br />
recommendations<br />
– Colour exploration<br />
Explore Anchor Freccia Pantone 485<br />
paisley contrast colour<br />
– Packaging updates<br />
Crochet ball bands and top label -<br />
update designs with simplified copy<br />
Crochet ball band outer box - design<br />
exploration of outer box<br />
Thread box - update design with amended<br />
copy grouping and placement.<br />
Exploration of how the box can adapt for<br />
other variants: i.e. Marlitt and Tap Wool<br />
Sewing spool - update design with<br />
amended colour and placement<br />
– POS<br />
Design development for POS<br />
- Print Advert<br />
Design exploration of vertical format<br />
2
Co-branding<br />
<strong>ANCHOR</strong><br />
and endorsement
Marques<br />
There are two levels of co-branding and endorsement<br />
and to ensure that this message is communicated clearly<br />
we have developed two graphic devices.<br />
<strong>ANCHOR</strong><br />
– Ingredient brand marque<br />
Used when branded products are made with Anchor threads,<br />
this marque sits away from the primary information in the bottom<br />
right area on the front of the packaging.<br />
– Endorsement brand marque<br />
Used when the products are part of the Anchor range but are using<br />
a licensed brand. This marque has more flexibility than the ingredient<br />
brand and can be placed anywhere on the front of the packaging in<br />
a area with high visibility.<br />
4
Shape and positioning<br />
<strong>ANCHOR</strong><br />
Ingredient Brand<br />
Licensed Brand Endorsement<br />
(Approach A & B)<br />
Shape and positioning:<br />
The shape and positioning of the holding<br />
shape is fixed.<br />
Licensed Brand Endorsement / Approach B:<br />
If having to work within strict guidelines<br />
with our licensed brands, to retain flexibility<br />
the holding shape can work as a<br />
standalone asset but the shape, angle and<br />
top position must be retained. Because the<br />
shape is no longer attached to the top level<br />
holding container, the shape doesn't have<br />
to bleed to the edge.<br />
5
Colour usage<br />
<strong>ANCHOR</strong><br />
For use on dark backgrounds<br />
(All gold)<br />
For use on light backgrounds<br />
(All white)<br />
Colour:<br />
The colour is also fixed. Two options are<br />
available for usage on either light or dark<br />
backgrounds. Do not change the logo/copy<br />
colour, white and gold have been chosen<br />
to optimise legibility.<br />
6
Colour palette<br />
<strong>ANCHOR</strong>
Colours<br />
Core brand colours<br />
<strong>ANCHOR</strong><br />
Differentiation<br />
and impact<br />
Quality<br />
Pantone® 872<br />
White Black 1 colour printing<br />
(Black)<br />
Supporting colours (Coats Crafts palette) + tints<br />
Sub-brand colours<br />
Friendly & feminine<br />
Inspiring & encouraging<br />
Pantone ®<br />
286<br />
Pantone ®<br />
7615<br />
Pantone ®<br />
511<br />
Pantone ®<br />
2395<br />
Pantone ®<br />
7416<br />
Pantone ®<br />
103<br />
Pantone ®<br />
1225<br />
Pantone ®<br />
7536<br />
Freccia<br />
Mercer<br />
Crochet<br />
8
Packaging<br />
<strong>ANCHOR</strong>
Freccia colour development<br />
Crochet Ball Band<br />
(Option 1)<br />
<strong>ANCHOR</strong><br />
Utilising a 70% tint of PMS 485 for the paisley contrast<br />
which offers a lighter tonality.<br />
6 ply 50g<br />
10
Freccia colour development<br />
Crochet Ball Band<br />
(Option 2)<br />
<strong>ANCHOR</strong><br />
Recommended option. Utilising a darker palette for the paisley contrast<br />
which offers a more effective tonality with PMS 485 and also adheres to<br />
the contrast approach to Mercer Crochet which maintains consistency<br />
across the packaging.<br />
6 ply 50g<br />
11
Freccia colour development<br />
Crochet Ball Band<br />
<strong>ANCHOR</strong><br />
(Option 1) (Option 2)<br />
6 ply 50g 6 ply 50g<br />
12
100% cotton•coton•cotone•algodao•algodon•bomuld•bomull•puuvilla•katoen•Xnonok•pamut•bawelna•bumbac•namyk•pamuk•baubaki•<br />
Freccia colour development<br />
Top Label<br />
<strong>ANCHOR</strong><br />
20<br />
50g ≈ 387m 1,000/1,25<br />
100% cotton•coton•cotone•algodao•algodon•bomuld•bomull•puuvilla•katoen•Xnonok•pamut•bawelna•bumbac•namyk•pamuk•baubaki•<br />
20<br />
50g ≈ 387m 1,000/1,25<br />
13
Outer box packaging<br />
Freccia<br />
(Recommended option 2 contrast palette)<br />
<strong>ANCHOR</strong><br />
14
Outer box packaging<br />
Freccia<br />
(Recommended option 2 contrast palette)<br />
<strong>ANCHOR</strong><br />
• Buy the crochet thread from the same dye lot<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
6 ply 50g<br />
• 100% Mercerised cotton<br />
• Coton<br />
• Algodon<br />
• Baumwolle<br />
• Bomuld<br />
• Puuvilla<br />
• Xnonok<br />
• Bavlna<br />
• Namyk<br />
• Pamuk<br />
• Coton<br />
• Algodon<br />
• Baumwolle<br />
• Bomuld<br />
• Puuvilla<br />
• Xnonok<br />
• Bavlna<br />
• Namyk<br />
• Pamuk<br />
• 3 ply crochet thread<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
• 3 ply crochet thread language<br />
White / Colours Multicolour / Ombre<br />
• Always wash in warm water<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
• Language translation<br />
6 ply 50g<br />
6 ply 50g<br />
4 x 50g<br />
6 ply 50g<br />
15
Crochet Ball Band<br />
Mercer Crochet<br />
<strong>ANCHOR</strong><br />
6 ply 50g<br />
16
100% cotton•coton•cotone•algodao•algodon•bomuld•bomull•puuvilla•katoen•Xnonok•pamut•bawelna•bumbac•namyk•pamuk•baubaki•<br />
Crochet Ball Band and Top Label<br />
Mercer Crochet<br />
<strong>ANCHOR</strong><br />
6 ply 50g<br />
20<br />
50g ≈ 387m 1,000/1,25<br />
17
Outer box packaging<br />
Mercer Crochet<br />
<strong>ANCHOR</strong><br />
18
Outer box packaging<br />
Mercer Crochet<br />
<strong>ANCHOR</strong><br />
• mercerised crochet thread<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• mercerised crochet thread language<br />
• 100% Mercerised cotton<br />
• Coton<br />
• Algodon<br />
• Baumwolle<br />
• Bomuld<br />
• Puuvilla<br />
• Xnonok<br />
• Bavlna<br />
• Namyk<br />
• Pamuk<br />
• Coton<br />
• Algodon<br />
• Baumwolle<br />
• Bomuld<br />
• Puuvilla<br />
• Xnonok<br />
• Bavlna<br />
• Namyk<br />
• Pamuk<br />
4 x 50g<br />
• Buy the crochet thread from the same dye lot<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
• Buy the crochet thread from the same dye lot language<br />
6 ply 50g<br />
• colour fast<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
• colour fast language<br />
6 ply 50g<br />
19
Thread box<br />
Copy Placement<br />
<strong>ANCHOR</strong><br />
Design recommendation of how copy can be grouped<br />
on the thread box. The existing amount of copy<br />
[shown in multiple languages] can be grouped<br />
together on one side, along with the care instruction<br />
icons, Coats logo, website and manufacture details.<br />
The Anchor logo and product name displays on both<br />
end sides to optimise brand impact. The other long<br />
side of the box has not been encroached with copy as<br />
to maintain high visual impact.<br />
Art.<br />
4635000 12 x 8m<br />
Stranded Cotton Mouliné<br />
Stranded Cotton<br />
Mouliné<br />
Stranded Cotton<br />
Mouliné<br />
coatscrafts.com<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
Made in Hungary • Coats GmbH • D-79341 Kenzingen • Germany<br />
Paisley illustration has been moved<br />
down. Please advise on space required<br />
for legal obligation display<br />
20
Thread box<br />
Design (Gold)<br />
<strong>ANCHOR</strong><br />
21
Thread box<br />
Design Net (Gold)<br />
<strong>ANCHOR</strong><br />
Stranded Cotton Mouliné<br />
Art.<br />
4635000 12 x 8m<br />
Stranded Cotton<br />
Mouliné<br />
Stranded Cotton<br />
Mouliné<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
coatscrafts.com<br />
Made in Hungary • Coats GmbH • D-79341 Kenzingen • Germany<br />
22
Thread box<br />
Other variants<br />
<strong>ANCHOR</strong><br />
Amalgamating the product colour with the<br />
gold background. Not recommended.<br />
Stranded Cotton Marlitt<br />
Art.<br />
4635000 12 x 8m<br />
Stranded Cotton<br />
Marlitt<br />
Stranded Cotton<br />
Marlitt<br />
coatscrafts.com<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
Made in Hungary • Coats GmbH • D-79341 Kenzingen • Germany<br />
23
Thread box<br />
Other variants<br />
<strong>ANCHOR</strong><br />
Design recommendation for other variants is to utilise<br />
a contrasting tonality between paisley pattern and<br />
background gradient. Amalgamating other colours<br />
with the gold is not aesthetically pleasing and by<br />
utilising this direction, it optimises product recognition.<br />
Anchor Marlitt colour to be supplied<br />
(PMS/CMYK). Illustration only.<br />
Art.<br />
4635000 12 x 8m<br />
Stranded Cotton Marlitt<br />
Stranded Cotton<br />
Marlitt<br />
Stranded Cotton<br />
Marlitt<br />
coatscrafts.com<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• 100% Cotton<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
• Colour-fast<br />
Made in Hungary • Coats GmbH • D-79341 Kenzingen • Germany<br />
24
Sewing Spool<br />
*Colour (currently the Metallic purple)<br />
can be adapted for different products.<br />
The Coats logo would be too small if it<br />
were placed within the outer roundel.<br />
The roundel is used for instructional<br />
information. Recommended placement<br />
is within the coloured paisley to<br />
optimise contrast and readability whilst<br />
retaining a hierarchy on Anchor.<br />
Anchor Metallic colour to be supplied<br />
(PMS/CMYK). Illustration only.<br />
63% Rayon • 37% Polyester • Made in Hungary<br />
M.Nakis Simi<br />
Machine<br />
Embroidery<br />
63% Rayon • 37% Polyester • Made in Hungary<br />
63% Rayon • 37% Polyester • Made in Hungary<br />
M.Nakis Simi<br />
Machine<br />
Embroidery<br />
63% Rayon • 37% Polyester • Made in Hungary<br />
<strong>ANCHOR</strong><br />
25
POS<br />
<strong>ANCHOR</strong>
POS<br />
Option A<br />
<strong>ANCHOR</strong><br />
Using the lead Coats POS aubergine palette to maintain a visual<br />
consistency. The Coats brand endorsement label is utilised. The Anchor<br />
Paisley illustration has been embedded to optimise visual impact.<br />
makeitcoats.com<br />
makeitcoats.com<br />
27
makeitcoats.com<br />
makeitcoats.com<br />
makeitcoats.com<br />
makeitcoats.com<br />
DUAL<br />
SETA<br />
NYLBOND<br />
POS<br />
Option A<br />
<strong>ANCHOR</strong><br />
METALLIC $129<br />
DUTY+ $129<br />
REALE $129<br />
$129<br />
COTTON<br />
COTTON<br />
$1<br />
29<br />
DUET<br />
$1<br />
29<br />
28
POS<br />
Option B<br />
<strong>ANCHOR</strong><br />
Option whereby Anchor is more visually differentiated from the Coats POS,<br />
making it more distinct for the user. The Anchor Paisley illustration has<br />
been embedded to optimise visual impact and the background utilises<br />
the Anchor core gold palette. The Coats lead POS aubergine has been<br />
used for the brand endorsement label to retain a visual link to Coats.<br />
makeitcoats.com<br />
makeitcoats.com<br />
29
makeitcoats.com<br />
makeitcoats.com<br />
makeitcoats.com<br />
makeitcoats.com<br />
DUAL<br />
SETA<br />
NYLBOND<br />
POS<br />
Option B<br />
<strong>ANCHOR</strong><br />
METALLIC $129<br />
DUTY+ $129<br />
REALE $129<br />
$129<br />
COTTON<br />
COTTON<br />
$1<br />
29<br />
DUET<br />
$1<br />
29<br />
30
Print Advert<br />
<strong>ANCHOR</strong>
Print Advert<br />
<strong>ANCHOR</strong><br />
Lorem sit<br />
ipsum<br />
Lorem ipsum dolor sit amet,<br />
consectetur adipiscing elit.<br />
Nullam in auctor libero.<br />
Pellentesque varius lacus a elit.<br />
Find more about Anchor and<br />
creative ideas at your local stockist<br />
or simply go to coatscrafts.com<br />
Lorem ipsum<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Nullam in auctor libero.<br />
Pellentesque varius lacus a elit pulvinar.<br />
Find more about Anchor and creative ideas at your<br />
local stockist or simply go to www.coatscrafts.com<br />
Horizontal colour band option<br />
Vertical colour band option<br />
32
Thank you<br />
<strong>ANCHOR</strong>
Change language