Fairfight Brand Manual

{Story

The Marque

Colour Palette

Correct Usage

Typography

Stationery & Promotional Material

Marque Applications

Contents

{In 1986, Thomas Doherty, a tailor, designer, jeans enthusiast

and avid denim collector from Sheffield was inspired to

produce his own brand of premium denim after finding a rare

pair of vintage jeans. He then set out to replicate the American

classic 1944-style jean with an almost obsessive attention to

detail and strongly influenced by 1950’s Americana. Thomas

used his experience in the vintage clothing import business

and poured it into his love of denim and began collecting the

elements required to produce the vintage inspired jeans he

wanted to create. This involved gathering machinery that had

not been produced for over 40 years. The initial production

allowed just 15 pairs to be made a day but each one had the

hand painted Fairfight marque, now the signature of the

brand, put on by Thomas himself. Nowadays we produce our

products in greater quantity, but keeping the quality the same

as it’s always been.

The name Fairfight is derived from a respectful, structured

way of confronting each other on issues that are causing

open or hidden conflict. It is a method for handling and

resolving the differences of opinion that inevitably occur

between spouses or partners. Fairfight is a brand that can be

enjoyed by fashion-conscious males and females who take pride

in the quality and craftsmanship of the garments they wear.

{The Marque

T he Fairfight logo has been developed as a balanced

whole and at no time may the shape, configuration, or

proportions be altered. The correct proportions are shown here.

Consistent use of the logo helps maintain the integrity of the

brand and ensures greater brand recognition.

Our marque is made from two components, two ‘F’s and

one ‘T’. The two F’s are the abbreviation of our name,

Fairfight. The negative space created by the Fs, and the line

at the top gives the ‘T’ for tailoring, our speciality. We value

the marque’s simplicity, and it’s ability to communicate the

company’s ethos. The marque is strong, bold, unisex, quality

and exclusive.

9x

11x

11x

x

x

x

x

x

x

3x

3x

4x

x

1.

2.{Permitted orientation

variants

T hese images show the accepted variations of the marque and accompanying typography. Under

no circumstances must these two formats be deviated from. The first diagram is our primary format, and the orientation that is most readily used within the brand, the second allows the marque to occupy a less linear space and should be used when space doesn’t permit the primary format. The marque may be used on its own, but the typography must never be used without the marque.

15x

x

3.25x

3.25x

5.25x5.25x

14.5x

x

xT A I L O R I N G

15x

5x

x

3.25x

5.25x

xT A I L O R I N G

3x

3x 3x

3x

{ 3x

3x

3x3x

3.5x

Minimum distance requirements

T o preserve the integrity of the logo and ensure maximum

impact in environments where it appears with other

elements, clear space must be maintained on all sides of the

logo. The minimum clear space required is relative to the size

of the logo. It is equal to the 3 times the length of x, and is a

mandatory requirement.

{Colour Palette

{Fairfight is a uni-sex brand, and where possible we

keep most of our products and marque applications

as such, but to aid our customers in identifying the gender of

the clothing they are looking at, we use two colour variations

of our prime marque. The golden colour variant is for males,

and the silver colour is for females. In printed material and

stationary we used the gold colouring and as such we identify

gold as our primary colour variant, silver as the secondary. Our

alternative colouring and texture is for advertising, television

and other media where the extra decoration is required.

Men’s clothing

Primary Secondary Alternative

Women’s clothing Advertising + TV

Pantone 8960c Pantone DS Process Black

Primary colour scheme

Pantone 8400c Pantone DS Process Black

Secondary colour scheme

Golden Texture Golden Texture Marque

Alternative colour scheme{Pantone colour swatches are used to maintain the

universal standard of colour consistency used within

Fairfight Tailoring’s corporate identity.

The three colours used by the Fairfight brand are as follows;

Pantone 8960 C : Fairfight Tailoring’s primary colour. Used on

our prime marque, and on all stationary and printed material.

This swatch also represents our male clothing line.

Pantone 8400 C : Fairfight Tailoring’s secondary colour. This

swatch is used with our female clothing line, and all associated

material.

Pantone DS Process Black : Fairfight Tailoring’s backing

colour. Used in situations where sufficient contrast isn’t

available. Used on our stationery, clothing labels and on most

of our printed material.

Below is the alternative method of colouring the fairfight

marque which is typically used in advertising; the golden

texture. It is available by request and should not be replicated

using a different texture. It should also not be used on any

printed material such as stationary, and reserved for media

where the extra decoration is required.

Colour Palette

{Secondary colour combinations{Primary

colour combinations

{Correct usage

T A I L O R I N G

T A I L O R I N G

T A I L O R I N G

T A I L O R I N G

T A I L O R I N G

T A I L O R I N G

T A I L O R I N G

T A I L O R I N G

Never place items that

invade the marques

protected area.

T A I L O R I N G T A I L O R I N G

1. 2.

3. 4.

5. 6.

7. 8.

9. 10.{The Fairfight logo has been carefully designed to reflect

the brand personality of Fairfight and it should always

appear in it’s original form with sufficient clear space

surrounding it. To ensure the impact and preserve the integrity

of the logo, any deviation from the established standard usage

is prohibited. The following examples show improper usage of

the Fairfight Tailoring logo.

1. Never recolour the marque with a colour other than those

specified in this manual.

2. Never place a reverse stroke around the logotype.

3. Never reproduce the marque onto a complex background.

4. Never place the marque over an image that lacks sufficient

contrast.

5. Never rotate the marque.

6. Never place items that invade the marques protected area.

7. Never use the logotype as a marque. It must always be

accompanied with the symbol.

8. Never reproduce the Prime Marque so it cashes with other

brand’s corporate elements.

9. Never stretch the logotype.

10. Never squash the logotype.

Incorrect usage

1.

2.

A U T U M N C O L L E C T I O N{The Fairfight marque is often used in conjunction with

photography and as such, we request that any images

that bare the marque must first be considered by our marketing

team. Here are two examples of correct marque and image use;

1. Here is a piece of our advertising material for our store

launch in Paris. The marque is coloured using the alternative

style, but to create sufficient contrast it has been placed over a

black rectangle at 75% transparency.

2. This image shows the marque used within a brochure

format. The marque is housed within a rectangular box set

to the maximum safe distance. This method ensures that the

marque has high legibility and impact.

Image usage

{Typography

Myriad Pro BoldMyriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0


AaAa{Primarycompanytypeface

The Fairfight logo uses Myriad Pro Regular for its

accompanying typography. Under no circumstances

must this typeface be altered. Myriad Pro Bold may be used

in circumstances and documents where the regular typeface

doesn’t provide sufficient legibility. 12 point type should be used

with 14 point leading with both of these typefaces.

Didot ItalicDidot Regular



AaAa{Secondary company typeface

Didot Regular, and Didot Italic are our secondary

typefaces. They are to be used on print and web

material. These are the only two typefaces to be used on our

material and products unless otherwise specified. We prefer the

use of this typeface and it’s family to be loosely leaded, to aid

with legibility on important documents. 12 point type should be

used with 18 point leading.

{Stationery

{C ompany business cards are 85mm x 30mm in size.

These dimensions are to be followed strictly and under no

circumstances should the size of the business card, or its

contents be changed.

The card is duo-tone, making use of the company’s Gold

and Black (Pantone 8960C and Pantone DS Process Black

respectively).

Tom Doherty

Tel: (020) 7493 4820

Fax: (020) 7493 4821

Email: [email protected]

85mm

85mm

30mm

12mm

12mm

30mm

5mm 5mm

6mm

16mm

16mm 8mm 8mm36mm

8mm

7mm

7mm

6mm

6mm

Businesscard

{The standard Letter Head is A4 size.

The following rules must be adhered to when replicating the

company letter head;

• The Fairfight Marque is set in the top left corner in the

company’s golden Pantone swatch, against the black strip.

• The page margins are set at 30mm. All other measurements

are noted in the example to the left.

• Main body text is Myriad Pro regular set at 12 point,

whilst the address section at the bottom is 7 point.

30mm180mm

18mm 80mm

10mm

23mm

40mm

60mm

90mm

110mm

284mm

255mm

30mm 58mm 89mm 120mm 155mm 180mm

301-309 Oxford Street, London, W1C 2DN Tel: (020) 7493 4820 Email: [email protected] www.fairfight.co.ukFax: (020) 7493 4821

Dear Fairfight Tailoring,

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Yours sincerely,

Fairfight Tailoring

Fairfight Tailoring301-309 Oxford Street, London, W1C 2DN

5th February 2012

Letter Head

{ 30mm

10mm

23mm

40mm

60mm

93mm

100mm

With Compliments

301-309 Oxford Street, London, W1C 2DN

Tel: (020) 7493 4820 Email: [email protected] www.fairfight.co.ukFax: (020) 7493 4821

30mm 58mm 89mm 120mm 155mm 180mm

180mm

23mm

40mm

65mm

85mm

10mm

30mm

18mm 80mm

The company Compliments Slip is of the standard size.

(210mm x 99mm).

The following rules must be adhered to when replicating the

company compliments slip;

• The Fairfight Marque is set in the top left corner in the

company’s golden Pantone swatch, against the black strip.

• The page margins are set at 30mm. All other measurements

are noted in the example to the left.

• Main body text is Myriad Pro regular set at 12 point,

whilst the address section at the bottom is 7 point.

Compliments slip

S U M M E R C O L L E C T I O N A U T U M N C O L L E C T I O N

A U T U M N C O L L E C T I O NA U T U M N C O L L E C T I O N

A U T U M N C O L L E C T I O N{To the right are examples of some of Fairfight’s launch

catalogues, at the standard A4 size.

The Fairfight Marque may be set in one of four places, as

demonstrated by the images. The margins and columns dictate

the placement of the marque, and must be followed precisely.

For ease of placement the marque should be applied with

it’s maximum distance requirements met. This constrains

the marque to a rectangular box that fits the constraints of

the columns. The following must also be adhered to when

replicating/creating these catalogues;

• The page margins are set at 12.7mm.

• There are five columns, each with a 4mm gutter in between.

• The imagery should be duo-tone, in one of the company’s

colours and white.

• The images must also have prior approval from the

Fairfight marketing team.

A4 calalogue

S U M M E R C O L L E C T I O N S U M M E R C O L L E C T I O N

{To the right are two examples of some of Fairfight’s launch

brochures, at one third of A4 size.

The Fairfight Marque may be set in one of two places, as

demonstrated in the images. The margins and columns dictate

the placement of the marque, and must be followed precisely.

For ease of placement the marque should be applied with

it’s maximum distance requirements met. This constrains

the marque to a rectangular box that fits the constraints of

the columns. The following must also be adhered to when

replicating/creating these catalogues;

• The page margins are set at 12.7mm.

• There are three columns, each with a 4mm gutter in

between.

• The imagery should be duo-tone, in one of the company’s

colours and white.

• The images must also have prior approval from the

Fairfight marketing team.

Brochure

{Applications

Merchandise{ Flagship Store in London

Merchandise

Store Launch Images

{Merchandise

Here are some examples from Fairfight’s launch stock,

which indicates the manor in which we use the brand’s

marque on products. We like the marque to be prominent on

all our garments. There are exceptions but as a general rule

we only use the marque on the garments and accessories, the

accompanying typography is on the inside label, or on the tag.

Fairfight Brand Manual

Documents

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