Brand Guide
Introduction
Contents
Our Heritage Our Coat of Arms Our ‘Goat of Arms’ Logo/Name lock ups Motif Variations Colour Palette Branding Pattern Typefaces Type Hierarchy Branding Samples
Coat of Arms
Our Coat of Arms
The Haberdashers' Company's coat of arms has had many iterations over the past 500 years, with each remaining faithful to the original blazon written into the 1570 Grant of Arms. This latest version upholds the tradition while being simplified and restyled to work better across a range on modern media.
Coat of Arms Variations
The Coat of Arms is available with and
without the 'Serve and Obey' motto.
It can appear in black, full colour or gold.
For a more contemporary look, the Coat
of Arms is best displayed in a single
colour against a plain background.
The tool kit contains print-ready vector
files, and screen optimised PNG files.
Our ‘Goat of Arms’
While coats of arms are visually appealing, their intricate designs can present challenges for reproduction at smaller scales. Consequently, they may not always serve as effective brand identifiers.
To overcome this limitation, we've developed a streamlined, modern motif that is both distinctive and versatile across various platforms. This motif incorporates two key elements from the coat of arms: the goat supporter and the nebuly lines. These elements are combined to form a central shield. We’ve nicknamed this device our ‘Goat of Arms’.
The motif is designed to serve as a visual shorthand, representing the coat of arms in a simplified form. Both the Coat of Arms and the motif share the same colours, reinforcing their connection and allowing them to be used interchangeably, depending on the size, space, and media type.
Motif Variations
The motif has been designed to be versatile, working effectively on both light and dark backgrounds. To ensure optimal appearance, please use the appropriate file based on the background colour.
For pale-coloured backgrounds, the outline goat is recommended. The solid goat will be more suitable for dark backgrounds.
Coat of Arms Lock-up
When the Coat of Arms is displayed with the company name, it should be set in a combination of Mixta Light and Bold. The text can be arranged horizontally or vertically, and aligned left or centered, as illustrated in the provided examples.
If the Coat of Arms is used as a sign-off in a website footer or on the back of a document, the company name should be replaced with the mission statement or the company addres.
The brand toolkit includes a variety of files.
Motif Lock-up
When the Motif is displayed with
the company name, it should be set in a
combination of Mixta Light and Bold.
The text can be arranged horizontally or
vertically, and aligned left or centered, as
illustrated in the provided examples.
However, there are exceptions to this rule.
When space is limited, such as in social media,
digital icons, book spines, or small branded
items like pens, the Motif can be used alone.
For very small sizes, please use only the
single-colour versions.
The brand toolkit includes a variety of files.
Dual Logo Placement
When both the coat of arms and the motif are used together, they should be aligned as demonstrated in this example. The brand toolkit includes this dual logo arrangement in three color options.
Things to avoid
To maintain brand consistency and allow for creative flexibility in other areas, please refrain from using our logos i n the following ways:
Colour palette
Colour Palette
Haberdashers' communications materials
should adhere to a consistent colour palette
that bridges the gap between the company's
historical roots and its future aspirations.
These colours should reflect the company's
journey, past and present.
The core colours are inspired by the original
heraldic palette of Gules, Azure, Argent, and
Gelb. In modern English, these correspond to
Red, Blue, Silver, and Gold. While Argent
(Silver) has been replaced with a neutral
stone, the palette retains three shades of
Blue for versatility. Additionally, Purple
(currently used in educational materials)
and a vibrant Yellow have been included to
represent energy, vibrancy, and optimism.
It's important to note that all of these colours
have been historically used throughout
Haberdashers Hall.
Colour Specifications
Please note that when printed in CMYK,
antique gold will appear as a light tan colour.
While our brand colours can be used in
tints, it's important to exercise caution when
doing so. Excessive use of tints may result
in a washed-out or muted appearance.
The Haberdashers’ is a vibrant exciting
company. We want this energy
expressed
in colour.
Typography
Type Hierarchy
The Haberdashers’ Company
does not have a rigid typographic hierarchy.
Each publication requires a customized
typographic solution that aligns with its
content and format.
The sample typesetting on the right illustrates
how the two typefaces can be combined to
achieve structure, variety, and engagement.
Typefaces
Encode Sans and Tinos have been chosen
to convey a modern, friendly tone of voice.
The Encode family offers a range of font
weights, providing versatile typographic
options. Tinos, a slab serif with modern
geometric proportions, maintains a classic
overall appearance.
For addition character, Playfair Display
Italic can be used to inject more
personality. This font works well for
quotes or numbers.
All fonts are freely available through
Google Fonts. They can be used on both
Mac and PC and can be downloaded by
anyone with a Google account.
Type Hierarchy
The Haberdashers’ Company does not have a
rigid typographic hierarchy. Each publication
requires a customized typographic solution
that aligns with its content and format.
The sample typesetting on the right illustrates
how the two typefaces can be combined to
achieve structure, variety, and engagement.
Tone of voice
Tone of voice
Our brand language should resonate
with our audience, avoiding perfunctory
pronouncements and instead, crafting clear
and compelling messages that embody
the Haberdashers' Company's legacy.
Instead of a formal, hushed voice, let's
embrace an open, friendly, and inclusive tone.
By embracing a modern brand language,
we can ensure our communications are as
impactful as our work. Through fresh,
engaging messaging, we'll not only connect
with new generations but also amplify the
positive influence the Haberdashers'
Company has had for centuries. This will
ensure its legacy thrives well into the future.
These examples demonstrate how using
active, vivid language can enhance reader
engagement.
Branding Pattern
Branding Pattern
The distinctive nebuly lines from the
Haberdashers' shield can serve as a
versatile branding pattern. By thoughtfully
incorporating this graphic element, we can
significantly strengthen our brand identity.
The geometric foundation of the pattern is
a series of circles that are tangent to each
other and arranged at a 45-degree angle.
The nebuly pattern can be effectively
integrated into various brand elements,
including backgrounds, textures, and
animated sequences.
To maintain the pattern's effectiveness,
it's crucial to use it judiciously. Overuse
can result in a cluttered and visually
overwhelming aesthetic. By carefully
considering its placement and frequency,
the nebuly pattern can become a
powerful brand asset.
Photographic Guide
Photographic Guide
Cover and hero images should be impactful
and immediately convey a message.
They should have a clear focal point, or
"subject," that dominates the composition.
Ensure there's enough space around the
subject to allow for cropping.
Instead of merely describing a scene,
choose photos that tell a story. Opt for
dynamic, engaging images that have a
narrative quality. Real people and authentic
situations make images more relatable
than overly staged shots.
Whenever possible, use natural daylight
for bright, well-lit photos. Avoid harsh
shadows and overexposed areas for a
modern feel. A shallow depth of field
can help highlight specific elements.
Pay attention to colour scheme.
Whenever possible, select images that
align with the Haberdashers' brand colours.
Brand examples
Aspire
Aspire Lock-up
The Haberdashers' Aspire program has its own online presence with a unique design aesthetic. While not technically a sub-brand, the initiative targets 13-18-year-olds and therefore employs a more youthful and energetic tone. The Aspire title stack utilizes the modern Encode font and is paired with the vibrant yellow from the corporate color palette, complemented by a monochromatic, cross-hatched motif.
Digital Assets
Digital Assets
The toolkit includes a variety of
brand devices in both vector and
PNG formats.
Vector files are provided as native
CMYK Adobe Illustrator PDFs. These
files offer the flexibility to scale to any
size without loss of quality and can be
opened directly in Adobe Illustrator
for further editing. Importantly, they
are universally accessible, viewable
on both Mac and PC systems, and do
not require an Adobe subscription.
PNG files are provided with
transparent backgrounds for use
in MS Word, Publisher, Powerpoint,
Canva etc.
