A recent presentation we created looking at how we start thinking about creating brand elements (logo types, colour palettes etc.) for an industry or sector. We don't work in fashion, I tend to focus on manufacturing, technology and defence but it is our belief that the challenges, and solutions, companies face while nuanced are universal. This presentation was our demonstration that despite not knowing chiffon from Chantilly lace the steps, process and analysis can be used to generate insights and observations and ask the questions that help inform brand design and strategy.

1. Title
A Strategic Brand Consultancy
What we think about when we start
to think about visual branding …
Fashion
Ali Nicholl
Barry Leonard

2. makeitclear.co.uk Visual branding Fashion
Fashion?
We don’t work in Fashion.Which is why we chose
it when asked to demonstrate our approach to
visual branding.
It’s a good test of our belief that all businesses
have similar challenges and that the process of
clarification works across all industries.
To prove that point,and by way of a demonstration,
here is the application of our thinking on a very
different industry,the four steps we take when we
start to think about visual branding.

3. makeitclear.co.uk Visual branding Fashion
Contents
Select research set Identify components Analyse Questions
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4. makeitclear.co.uk Visual branding Fashion
Select research set

5. makeitclear.co.uk Visual branding Fashion
Define a marketplace

6. makeitclear.co.uk Visual branding Fashion
And again (alphabetically)
Ann Taylor
Acne
Ambercrombie & Fitch
Alexander McQueen
Alfred Dunhill
ASOS
Aquascutum
Audemars Piguet
Barneys New York
Balenciaga
Ben Sherman
Boohoo.com
Bottega Veneta Burberry
Bulgari
Cartier
Catherine Malandrino
Chloe
Coach
Cole Haan
COS
Chanel
Christian Dior
Christian Louboutin
Cynthia Rowley
David Yurman
Diane von Furstenberg
Diesel
Donna Karan DKNY
Dolce & Gabbana
Emporio Armani
Ermenegildo Zegna
Fab
FarFetch
Fendi
FEYT
Fred Perry
Forever 21
Giorgio Armani
Gap
Gucci
H&M
Harrods
Harry Winston
Hermes Paris
Hommard
Hublot
Hugo Boss
IWC Schaffhausen
Jaeger Le Coultre
Jane Norman
Jimmy Choo
John Varvatos
Kate Spade
Kurt Geiger
Lacoste
Longchamp
Made.com
Marc Jacobs
Michael Kors
Miss Selfridge
Mont Blanc
Movado
Mr Porter
Muji
Net-A-Porter
Next
Nine West
Oasis
Omega
Oscar de la Renta
Pandora
Paul Smith
Prada
Ralph Lauren
Raymond Weil
River Island
Roberto Cavalli
Rolex
Roxy
Salvatore Ferragino
Selfridges & Co.
Stella McCartney
Stewart Weitzman
Style.com
Supreme
Swarovski
Tag Heuer
Ted Baker
Tiffany & Co.
Thomas Pink
TK Maxx
Tommy Hilfiger
TopShop
TopMan
Tory Burch
UNIQLO
Valentino
Van Cleef & Arpels
Versace
Vivienne Westwood
Victoria’s Secret Warber Parker
White+Warren
Yves Saint Laurent
Zara
Zac Posen

7. makeitclear.co.uk Visual branding Fashion
Identify components
Visual component one: Colour

8. makeitclear.co.uk Visual branding Fashion
Colours Luxury
PatternsMetallics
Deep rich colours
Accent colours
Blacks Whites
Sample brands

9. makeitclear.co.uk Visual branding Fashion
Colours Strong
Dark primary colours and shades
Bright primary colours
Softer pastels
Sample brands
Blacks Whites

10. makeitclear.co.uk Visual branding Fashion
Identify components
Visual component two:Typography

11. makeitclear.co.uk Visual branding Fashion
Typography
GUCCI CHANEL
BURBERRY
ZARA
DOLCE&GABBANA
Christian Dior DKNY
RALPH LAUREN T E D B A K E R
TOPSHOP
Serif Sans Serif Signature
Granjon Bold SF New Republic
Didot Bold
Didot Bold
Futura Medium
Cochin Bank Gothic
ITC Fenice Futura Medium Condensed
Gotham Thin

12. makeitclear.co.uk Visual branding Fashion
Identify components
Visual component three: Detail

13. makeitclear.co.uk Visual branding Fashion
Detail
High details
Lacoste Versace
Ralph Lauren
Burberry Vivienne Westwood
Christian Louboutin
Subtle details
Pandora
Stella McCartney
Catherine Malandrino
Cole Haan
H&M

14. makeitclear.co.uk Visual branding Fashion
Analyse

15. makeitclear.co.uk Visual branding Fashion
Whole set
OUTLIERS
STRONG COLOUR
SUBTLE DETAILS
MIXED FONT
SERIF TYPEFACES
HIGH DETAILS LUXURY COLOUR

16. makeitclear.co.uk Visual branding Fashion
Conformists
SERIF TYPEFACES
HIGH DETAILS LUXURY COLOUR

17. makeitclear.co.uk Visual branding Fashion
At least two matches
SERIF TYPEFACES
LUXURY COLOURHIGH DETAILS

18. makeitclear.co.uk Visual branding Fashion
Non-conformists
OUTLIERS
STRONG COLOUR
SUBTLE DETAILS
MIXED FONT
SERIF TYPEFACES
HIGH DETAILS LUXURY COLOUR

19. makeitclear.co.uk Visual branding Fashion
Who else thinks and talks
about fashion?

20. makeitclear.co.uk Visual branding Fashion
Fashion magazines

21. makeitclear.co.uk Visual branding Fashion
Fashion blogs

22. makeitclear.co.uk Visual branding Fashion
Questions

23. makeitclear.co.uk Visual branding Fashion
Questions
Are brand and market position related?
How do form and corporate function interact?
Fashion brands -vs-fashionable brands.
What can we read into font, detail, colour pattern,
and how do different audiences see them?

24. Established 1991 • Based in Old Street, London • 17 Employees
A Strategic Brand Consultancy
About the presenters
Ali Nicholl is the brand strategy lead
and Barry Leonard is a brand designer at
Make it Clear, the strategic brand consultancy.
info@makeitclear.co.uk
www.makeitclear.co.uk
@ac_nicholl
@make_it_clear