abercrombie & fitch brand identity guidelines

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Brand Identity Guidelines

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Page 1: Abercrombie & Fitch Brand Identity Guidelines

Brand Identity Guidelines

Page 2: Abercrombie & Fitch 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.

Page 3: Abercrombie & Fitch Brand Identity Guidelines

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.

Page 4: Abercrombie & Fitch Brand Identity Guidelines

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

Page 5: Abercrombie & Fitch Brand Identity Guidelines

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.

Page 6: Abercrombie & Fitch Brand Identity Guidelines

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.

Page 7: Abercrombie & Fitch Brand Identity Guidelines

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

Page 8: Abercrombie & Fitch Brand Identity Guidelines

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

Page 9: Abercrombie & Fitch Brand Identity Guidelines

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.

Page 10: Abercrombie & Fitch Brand Identity Guidelines