Abercrombie & Fitch Brand Identity Guidelines
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Transcript of Abercrombie & Fitch Brand Identity Guidelines
Brand Identity Guidelines
OverviewAbercrombie & Fitch is a company that was established in the late 1800s as a supplier of outdoor goods and apparel. With this rich history as a point of reference, the logo and brand guidelines for Abercrombie & Fitch are meant to infuse the rustic rootsof the company with a modern playfulness and approachability.
01. Logo Specifications
Master stackedThis is the original and preferred logo for all design materials produced.
Master landscapeThe master landscape logo can be used when-ever a horizontal spaced logo is preferred.
01. Logo Specifications
Master stand-alone company name
Color
CMYK 85/34/46/8
RGB23/126/131
Hex#177D83
PANTONE7714 C
Minimum Sizes
The master stand-alone company name can be used whenever the moose emblem is not needed. Logo with moose should be used whenever possible.
1 inch
2.5 inches
3 inches
Clear space01. Master stacked logo
The clearspace minimum is equivalent to the vertical height of the A (shown below) regard-less of the size at which the logo is reproduced.
02. Master landscape logo
The clearspace minimum is equivalent to the vertical height of the A (shown below) regard-less of the size at which the logo is reproduced.
01. Logo Specifications
Inappropriate Logo UsageThese are a few examples of how to inappro-priately use our logo. Our logo should not be wrongly stacked, stretched or cropped.
02. Textures
Approved texturesThese are the approved textures for Abercrombie & Fitch. Use these textures indi-vidually or overlayed.
Individual swatches
White wood grain Tinted paper
03. Colors
These are the primary colors for Abercrombie & Fitch. These colors should be utilized when-ever possible.
These are the highlight colors for Abercrom-bie & Fitch. Use these colors to create contrast and keep the company designs from feeling too “one note.”
Primary colors
Highlight colors
CMYK 65/0/22/0
RGB51/199/207
CMYK 85/34/46/8
RGB19/125/130
CMYK 0/0/0/0
RGB255/255/255
CMYK 31/81/100/35
RGB130/55/6
CMYK 85/34/46/8
RGB207/97/25
CMYK 0/0/0/80
RGB88/89/91
04. Typefaces
Book
abcdeghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTWXYZ 0123456789
Primary Typeface: Archer
Secondary Typeface: Gotham Rounded
123 abc ABC
123 abc ABC
Light
Medium
123 abc ABC
Book
123 abc ABC
Bold
Archer is the primary typeface for Abercrombie & Fitch and should be used in all design materials created for the company.
The secondary typeface for Abercrombie & Fitch is Gotham Rounded and should be used in the body text of all design materials created for the brand.