Harrods Brand Guidelines 2014

HARRODS
Marketing & Advertising

Brand Guidelines
HARRODS BRAND GUIDELINES
These guidelines contain all the tools and resources you will need to maintain
the Harrods brand identity successfully, including precise information and
practical examples. For quick access to individual sections or pages please
see the contents page. High-resolution artwork is also available in a range
of downloadable formats.
Great brands are made through the commitment of everyone who works
with them. Whatever your relationship with Harrods, your willingness
to use these guidelines is important. How you implement them makes
a difference and will significantly help Harrods build upon its reputation.
Were all guardians of this historic brand and in treating its identity with
impeccable care and consistency, we protect the Harrods name, ensuring
success and longevity.
HARRODS BRAND GUIDELINES | CONTENTS
CONTENTS
1 CORE BRANDING
4 STYLE GUIDE
6 CO-BRANDING
1.0
THE HARRODS LOGO
4.0
6.0
1.1
LOGO OPTIONS
4.1 HOUSE STYLE A-Z
1.2
LOGO RULES
1.3 COLOUR PALETTE

1.4
LOGO COLOURS
2 TYPOGRAPHY
HARRODS TONE OF VOICE
BY APPOINTMENT
6.5
BRAND EMAILERS
5.1 THE GIFT BUREAU
6.6
CONTACTS & COMMUNICATIONS
5.0
2.1
GILL SANS MT
5.3 PRIVATE SERVICE SUITE
2.2
PC USERS
5.4
THE STUDIO
5.5
HARRODS CONCIERGE
CORPORATE SERVICE
3 CORE VISUAL BRANDING
5.6 HARRODS ESTATES
3.0
5.7
3.2
STATIONERY
3.3 EMAILS
3.4 PRESENTATIONS
6.3 INVITATIONS
BRAND MAILERS
5.2
3.1 THE HARRODS SALE
ADVERTISING
6.4
2.0 ITC NEW BASKERVILLE
ADVERTISING
6.1 THE HARRODS BRAND BAND

6.2
5 SERVICES &
ASSOCIATED BRANDS
ESSENTIALS
HARRODS BANK
HARRODS BRAND GUIDELINES | CONTACT
CONTACT
For further information on Harrods Advertising and Marketing Brand Guidelines, please
email your queries to the Harrods Brand Guardians at:
brand@harrods.com
1 | HARRODS BRAND GUIDELINES | CORE BRANDING
CORE BRANDING
Core branding is the overarching term for any piece of communication produced
in-house for Harrods Ltd which doesnt require any third party, associated brand
(sub brands such as BY APPOINTMENT) or external input. Core branding is at
the root of all internal and external communication and maintains the traditional
branding foundations from which all other third party, collaborative, service specific
and associated-branded communication follow. Without this principal starting point,
the Harrods identity would not be what it is today.
1.0 | HARRODS BRAND GUIDELINES | CORE BRANDING | THE HARRODS LOGO
THE HARRODS LOGO

Our logo and corporate colours are essential elements of Harrods visual identity.
Your commitment to ensuring they always appear as shown in these guidelines will
protect the integrity of the Harrods name and ensure we create the best results. If
you need any help or advice about the Harrods Brand Guidelines, please contact the
Harrods Brand Guardians at brand@harrods.com.
The iconic Harrods logo has changed very little in the last 40 years. Its distinctive
script style is the most important element of our visual identity and the most potent
symbol of our brand and heritage. It unites all the business elements and ensures that
the Harrods brand stands out against global competitors. For this reason, the logotype
must never be redrawn or altered in any way. The logo is confident, simple and above
all, effective. No other elements should therefore be used in direct contact with this
logo as this will only serve to weaken the strength of the message.
1.1 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO OPTIONS
LOGO OPTIONS
Alternative Harrods logotypes are used for different styles of communication.
Although they are all centred upon the original logo, they can incorporate a variety of
web addresses and telephone numbers (web & tel)as below. Please ensure you check
which logotype is appropriate to your communication before selecting.
ORIGINAL LOGO
HARRODS EXCLUSIVELY LOGO
HARRODS LIMITED
EDITION LOGO
Limited Edition
UK SIGN OFF (WEB & TEL)
INTERNATIONAL SIGN OFF
must be present once on all UK publications
must be used once on international publications and Harrods Rewards
HARRODS EXCLUSIVELY SIGN OFF
HARRODS EXCLUSIVELY WITH INTERNATIONAL SIGN OFF
HARRODS DIRECT SIGN OFF
HARRODS EXCLUSIVELY WORLDWIDE SIGN OFF
1H
1.2 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO RULES

1B
1H
1B
1H
LOGO RULES
CLEARANCE ZONE
1H
The unique script of the Harrods logotype has its

own idiosyncrasies and symmetry.
1H
It can be most effectively centred using the optical centre as we have shown below,
rather than by measurement. Where possible, the logo should be centred on the axis,
using the optical centre, as illustrated below. Do not centre the logo on the axis using
the geometric centre line as this will make it appear too far to the right.
The logotype is our icon and always occupies its own space. We can maximise visual
1B
impact, simply by creating and protecting an invisible clear zone around it.
1B
An invisible clear zone protects the logo. The size of this zone is determined by the
height of the H of the Harrods (as a unit of measurement H). This is a minimum
recommended clear zone area more space will always aid visibility.
0.5H
1T
0.5H
1T
H
1T
1T
Geometric centre
Optical centre
Geometric centre
Optical centre
0.5H
0.5H
MINIMUM SIZE OF LOGO
1T
The Harrods sign-off can appear with or without the web & tel. The sizes1T indicated
below provide a guide to print production of the Harrods logotype when used Talone
and also in conjunction with the sign off. The reproduction medium, methods and
materials will affect the final size, therefore on every occasion these elements should
be checked thoroughly to ensure that quality and legibility is of the highest standard.
1T
1T
20mm
46.5mm
33mm
1C
1C
1.3 | HARRODS BRAND GUIDELINES | CORE BRANDING | COLOUR PALETTE
THE CORE COLOUR PALETTE
The three colours below are Harrods primary colours the core colour palette. Used
in combination, they are strong brand signifiers and are fundamental to brand identity.
It is important they are used carefully on core items so that they remain powerful and
effective brand elements.
METALLIC GOLD
BLACK
HARRODS GREEN
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
PANTONE 574c
C:58 M:22 Y:98 K:79
R:58 G:75 B:1
THE SUPPLEMENTARY COLOUR PALETTE

Our secondary colours shown below can be used in combination with our core
colours, introducing subtle differentiation and variety to applications. They too must
be used carefully to complement and enrich our strong brand identity.
SILVER
SALE RED
GOLD FOIL
SILVER FOIL
PANTONE 8001c
C:44 M:35 Y:37 K:21
R:125 G:127 B:126
C:0 M:100 Y:100 K:40

R:158 G:11 B:15
LUXOR 220
ALUFIN Special
Please DO NOT attempt to visually

colour match from print-outs or
on-screen colours, as printing
conditions and screen resolution
may result in variations in colour
shade. For accurate colour matching
use the correct Pantone or CMYK
colour reference.
Geometric centre
Optical centre
1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS
LOGO COLOURS
SECONDARY COLOURS
The primary colour palettes for the logotype are Pantone Gold 871c, Pantone 574c
(Harrods Green) and Pantone Black 6. These three colours form a strong and well
recognised visual identity and they should always be used for items requiring core
branding creative.
As a secondary option, the logotype can appear in Pantone Silver 8001 and White.
When the logotype needs to be small, or there are issues with legibility or budget,
black or white options are a simple, practical solution.
NB: The Harrods logotype

should never appear in any
other colour or pattern other
than those outlined on this
and the previous pages.
Geometric centre
1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS
LOGO ON BACKGROUNDS
Great care should be taken when using the logo against different backgrounds.
Following these simple rules will ensure it remains a visible and effective branding
device, whatever the background.
On light colour backgrounds

it is recommended that the
logotype in Black is used.
Using the logotype in Silver or
White on light backgrounds is
not advisable due to the lack
of contrast, and consequently
visibility may be compromised.
On light photographic
backgrounds it is
recommended that the
logotype in Black is used.
Try to ensure that the area
of the photograph where the
logotype is placed is not too
busy and is of a consistent
tone. Using the logotype
in Silver or White on light
backgrounds is not advisable
due to the lack of contrast,
and consequently visibility
may be compromised.
On dark colour backgrounds it

is strongly recommended that
the logotype in White is used.
On dark photographic
backgrounds it is
recommended that the
logotype in White is used.
Try to ensure that the area
of the photograph where the
logotype sits is not too busy
and is of a consistent tone.
2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY
TYPOGRAPHY
Typography is a fundamental element in creating and protecting Harrods distinctive
brand identity. It is a subtle and more complex element than the logotype or colour
palette. It is also a powerful brand signifier in its own right, bringing personality and
consistency to all communication, infusing everything with the essential Harrods look
and feel. Harrods branding always appears in one of two type fonts New Baskerville
or Gill Sans MT. Web and telephone numbers always appear in Baskerville font.
2.0 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | NEW BASKERVILLE
ITC New Baskerville

New Baskerville
New Baskerville Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789012345678901234567890
123456789012345678901234567890
New Baskerville Bold
New Baskerville Bold Italic
abcdefghijklmnopqrstuvwxyz
123456789012345678901234567890
123456789012345678901234567890
New Baskerville is one of our two primary typefaces.

For this reason it is used for applications relating to
the core of the business. These include corporate
communications and signs. It can also be used for
headlines or body copy. In the Harrods logo where
the web address and telephone number is included,
New Baskerville is used, however this should always
be incorporated as a jpeg and never typed in manually.
New Baskerville Bold is reserved for headings and
sub-headings. It is also employed to provide emphasis
in body copy set in New Baskerville only.
New Baskerville Italic is reserved purely to provide
emphasis in body copy, or for captions supporting images.
New Baskerville Bold Italic is reserved purely to provide
emphasis in body copy set in New Baskerville and New
Baskerville Italic.
The New Baskerville font is available in a variety
of brands, please note that for all Harrods material,
only the ITC version is to be used.
2.1 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | GILLSANS
Gill Sans MT
Gill Sans MT Light
Gill Sans MT Light Italic
123456789012345678901234567890
123456789012345678901234567890
Gill Sans MT
Gill Sans MT Italic
123456789012345678901234567890
123456789012345678901234567890
Gill Sans MT Light is one of our two primary typefaces.

For this reason it is used for applications emanating
from the core of the business. These include corporate
communications and signs. It can be used for headlines
or body copy.
Gill Sans MT is the boldest Gilll Sans MT used. It
is reserved for headings and sub-headings. It is also
employed to provide emphasis in body copy set in Gill
Sans MT Light only. In addition it is ideal for body copy
that has been reversed out of a solid colour.
Gill Sans MT Light Italic is reserved purely to provide
emphasis in body copy, or for captions accompanying
pictures, images and illustrations.
Gill Sans MT Italic is reserved purely to provide emphasis
in body copy, or for captions accompanying pictures,
images and illustrations.
2.2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | PC USERS
TYPOGRAPHY FOR PC USERS

The vast majority of Harrods in-house communication is carried out on PC computers. With
this in mind, two standard fonts are applicable across all email and online communication:
Arial and Times New Roman. Whether its a letter to a Business Unit Director or an
email to an external Brand Manager, all staff using PCs should adhere to these fonts when
corresponding via email.
Arial
Times New Roman

Times New Roman
123456789012345678901234567890
Arial Bold
Times New Roman Bold
123456789012345678901234567890
123456789012345678901234567890
Arial Italic
Times New Roman Italic
ABC D EFGH IJK L M N OP QR S T U V WX Y Z
123456789012345678901234567890
123456789012345678901234567890
3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING
CORE VISUAL BRANDING

Harrods Core Visual Branding dictates the rules for every piece of communication which
represents and emanates from the essential brand Harrods. This means internal and
external communications which could be departmental brochures, editorial and advertorial
pieces as well as fundamental in-store elements including the Store Guide, plasmas, signage,
business cards and so on. This does not include the associated brand communications. The
Harrods core branding guidelines are fundamental to the visual identity of the brand and
must be followed strictly as laid out in the following pages.
3.0 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | ADVERTISING
ADVERTISING
All Harrods advertising must follow these template formats, paying particular attention
to the placement of the Harrods logotype as well as colours and fonts used.
FJ&W ad-Men'sFitness
16/4/09
13:22
Page 1
7786_DIAd_SunTimesStyle_11May
7/6/09
15:44
Page 1
8224_Hello mag Elie Saab ad 336x246:. 07/08/2009 3:09 pm

p Page 1
Elie Saab
wear by
Evening
Starring ery by Pascal
ell
and Jew
LECTURE SERIES IN ASSOCIATION WITH THE
FINE JEWELLERY &

L U X U R Y WAT C H E S
3.1 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | THE HARRODS SALE
THE HARRODS SALE

The Harrods Sale happens twice yearly, once in June/July and again in December/
January. During this period, there is a distinct set of guidelines for all communications
that refer to the Sale.
THERE IS ONLY
ONE SALE
STARTS
THIS SATURDAY
AT 9am
SALE OPENING TIMES

Saturday 15th June 9am 9pm
Then, Sun 11.30am 6pm
Mon Sat 10am 9pm
MKT0125_SaleAd_SaleStarts_TimesSouth_170x264_13June13.indd 1
11/06/2013 16:19
3.2 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | STATIONERY
STATIONERY
All communication must follow these template formats which all Harrods employees
are expected to adhere to. All of these templates can be found on the Y:Drive in a
folder marked Brand Guidelines.
Use font Times New Roman for headings in 12pt and Arial for body copy in 10pt.
Letterhead
Memo
Fax
To
From
To
From
Company
Title/Dept
Company
Title/Dept
Fax Number
Fax Number
Pages
Telephone Number
Pages
Telephone Number
Date
Date
Reference
Reference
Memo
Fax
3.2 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | STATIONERY
BUSINESS CARDS
Harrods business cards serve the important function of communicating essential
employee information and also to demonstrate our core branding aesthetic to external
associates. Clarity and accuracy are key. The persons name, job title, department,
email and telephone numbers all flow in line sequence beneath the Harrods logo. The
Harrods address should always run along the bottom of the card.
CHRISTINA HEALY
Lead Designer & Brand Guardian
Creative
Tel: +44 (0) 20 3626 7560 Fax: +44 (0) 20 3626 7896
christina.healy@harrods.com
Harrods Ltd, Fifth Floor, 68 Hammersmith Road, London W14 8YW
Name
Job Title
Department
Email Address
Contact Numbers
Address
3.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | EMAILS
EMAILS
All emails sent from either a Harrods address or a Harrods representative with an
alternate address must follow the Harrods email guidelines to ensure consistency is
maintained across all communications. Emails are often seen as a less formal method
of communication, however it is of utmost importance that all emails sent from
representatives of Harrods retain a distinct sense of professionalism and formality.
Please ensure grammatical accuracy and that all emails are spellchecked before being
sent (this can be set as an automatic preference). All emails must be written using a
default of Arial font in 12pt in black or grey.
EMAIL SIGN-OFF
All emails sent must have a default sign off setting (often referred to as signature)
which must precisely replicate the example below:
Christina Healy
Lead Designer & Brand Guardian
HARRODS | Store Image | Creative
Name
Job Title
Company | Directorate | Division
Harrods Limited, Fifth Floor, 68 Hammersmith Road, London W14 8YW

Tel: +44 (0) 20 3626 7560 | Fax: +44 (0) 20 3626 7896 | harrods.com
Address
Contact details | Web address
3.3 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | EMAILS
EMAILS OUT OF OFFICE

When heading out of the office for an external client meeting or taking annual
leave, please remember to set your out of office on your computer for any individual
attempting to contact you while you are away. As a rule of thumb, an out of office
message should inform the sender that youre away from the business, the date youll
be returning and a point of contact for any urgent queries. If you are going to be
checking and responding to your emails while youre out of the office, please state
this in your message. All emails must be written using a default of Arial font in 10pt.
For example:
Thank you for getting in touch. I am currently out of the office until xxxx xxth xxxx 2013. Should you
have any urgent queries, please contact xxxx on ext xxxx in my absence, otherwise I look forward to
following up your query on my return.
Many Thanks
3.4 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | PRESENTATIONS
EXTERNAL PRESENTATION TEMPLATE

When creating presentations for external meetings, Harrods presentation guidelines
must be followed as laid out below.
The templates can be found on the Y:drive/Brand Guidelines.
3.4 | HARRODS BRAND GUIDELINES | CORE VISUAL BRANDING | PRESENTATIONS
INTERNAL PRESENTATION TEMPLATE

When creating presentations for internal meetings, Harrods presentation guidelines
must be followed according to the layouts below. These templates can be found on
the Y:drive/Brand Guidelines.
4 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE
HARRODS STYLE GUIDE
4.0 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | TONE OF VOICE
HARRODS TONE OF VOICE
ASSOCIATED BRANDS
Harrods always appears in the singular as one sole, collective company and should
have an apostrophe associated with it when denoting the possessive. If unsure
about Harrods brand identity, the following five values or BLISS as they are often
summarised constitute the cornerstones of the Harrods brand ethos:
Authoritative, decadent, distinguished language that captures exclusivity, first-class

products and service excellence.
B BRITISH heritage meets cutting-edge

L LUXURY is the new premium, its not always expensive
I INNOVATION is always at the forefront of retail trends
S SENSATIONAL the greatest store on earth
S SERVICE to make every customer feel special
BUZZ WORDS AND BAD WORDS

BUZZ:
Decadent, premium, elite, exclusive, quality, service, excellence, luxury, luxurious,
sophisticated, elegant, experiential, retail theatre, exceptional, sensational, modern
classic, iconic, value, investment, enduring, aspirational, innovative, pioneering,
celebratory, sublime, quintessentially British, unprecedented, superlative, elite,
ultra-luxe, eccentric, unforgettable.
BAD:
Cheap, free, low-cost, bling, discount, bargain, shopper, gents, global (use world),
over one thousand (use more than), invites (use invitations)
Harrods written communication always adheres to a formal, sophisticated yet warm

tone of voice, tailoring levels of formality according to the brief and the audience.
A basic breakdown of the three core tone of voice variations are as follows:
INTERNATIONAL MARKET
Authoritative, elegant, elevated language that can be easily interpreted when
translated into other languages.
HARRODS REWARDS
Green tier members: First person, sophisticated language but without assuming
the reader is entirely familiar about the Harrods brand. Warm, welcoming and
aspirational language is the preferred tone.
Black/Gold tier members: Sophisticated, polished language that addresses customers
in the first person and persuades and affirms the recipients exclusive status in-store.
Harrods Rewards and other Customer Relationship Management (CRM)
necessitates a different approach to copy depending on the campaign in question.
For full details and explanations please refer to the separate CRM copy guidelines or
contact the Brand Guardians at brand@harrods.com
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
A
ACCENTS
For all brands, wine names, places and people, accents should be added with the
computers character palette. All capitalised words should also feature accented
vowels without exception e.g. Herms, Ladure Tea Room, CHTEAU.
ACRONYMS
All acronyms and abbreviations should not contain full stops or spaces between
initials. Use all caps only if the abbreviation is pronounced as the individual letters
BBC, VAT otherwise spell the word out e.g. NATO (North Atlantic Treaty
Organisation). Beware of overusing acronyms or abbreviations that may not be
instantly familiar to the reader. Unless used frequently in common vernacular, write
the word or phrase in full with the abbreviation in brackets for the first instance of
use, after this, the abbreviation may be used alone.
ADDRESSES
Addresses should be left justified and without punctuation. Postcodes should be
written on a separate line underneath the city, as below.
Harrods
87-135 Brompton Road
London
SW1X 7XL
The address to use on collateral is our standard registered Harrods Ltd. address,
eg: Harrods Limited, Registered in England No. 30209. Registered Office: 87-135
Brompton Road, London SW1X 7XL. This is only necessary when it is not clear that
Harrods is the promoter.
AGES
Use the word twenties, not 20s, e.g. men in their twenties
For numbers up to and including nine, the number should appear in full,
e.g. The boy is seven years old.
Whereas numbers exceeding nine should be written in numerical characters,
e.g. The boy is 10 years old.
AMERICANISMS
American English should never be used in copy unless the word is part of a
brand or product name originating from America. Take extra care when using the
electronic spell check to ensure it is set to British English rather than American.
AND/BUT
It is fine to begin a sentence with and or but.
APOSTROPHES
Apostrophes have two uses:
1.Apostrophes show you that some letters have been taken out of a word to
shorten it, e.g. do not becomes dont or I will becomes Ill. The apostrophe goes
where the letters have been removed. Apostrophes are used this way in informal
writing. You should not shorten words when you are writing formal letters.
NB sometimes words are shortened in an irregular way. The apostrophe,
however, is still used to show where letters are missing e.g. will not is condensed
to wont.
2. A
postrophes denote possession.
e.g. The dogs tail the tail belongs to the dog

Lauras hair the hair belongs to Laura
Usually the apostrophe goes before the s, but if the owner already ends in s,
then the apostrophe goes after the s that is already there. You just need to add
an apostrophe.
e.g.

The dogs bowls the bowls belong to the dogs

The boys cars the cars belong to the boys
Ladies is already plural for a group of women, so the apostrophe is placed after the
s in circumstances that talk about the Ladies Day.
Watch out for plurals not ending in s. Words like men and children dont end
in s, but do refer to lots of people. These words use s to show possession:
e.g. Childrens Shoes, Mens Ready-to-Wear, Womens Accessories.
Always ensure the apostrophe () is a correct apostrophe and not the foot character ().
Any references to years should be written without apostrophes, e.g. The 1970s
unless they are referring to possession.
Harrods Rewards always appears without an apostrophe.
AUTUMN/WINTER
For all Harrods fashion collateral, Autumn/Winter 2013 is our house style when
referring to the autumn and winter collections. Similarly, Spring/Summer 2013 is
used for spring and summer. For all non-fashion related copy collateral, seasons
should appear in lowercase.
BY APPOINTMENT
As an associated brand of Harrods, BY APPOINTMENT adheres to a slightly
different tone of voice according to its market. Ultra-luxe, high-end, evocative
language is incorporated to reflect the service offering. Further details can be found
in the main associated brand guidelines. Always use full capitalisation.
C
CAPITALISATION
All brands, concessions, spirits and alcohol (when named after their place of origin),
food collections and so on should always have their initial letter capitalised,
e.g. Christian Dior, Champagne, Cognac. If the region and the product are
mentioned in the same sentence, only capitalise the region to differentiate between
the two. For further capitalisation rules see individual categories, such as Brand
Names or CRM.
CARAT/KARAT
Use carat for stones; 2-ct diamond ring.
Use karat for gold; 24-kt gold.
BRAND NAMES
CARD/CARDHOLDERS
All brand names and concessions appear with initial caps e.g. Gucci, Oscar de la
Renta. When partaking in sponsored or co-partnered communication, a brand
will determine if its entire name is capitalised or in upper or lowercase. If it always
appears across all collateral completely capitalised, it should be written as so, on all
Harrods produced communication. Brand names should appear in full and never
abbreviated e.g. Louis Vuitton, not LV.
Mainly for CRM copy, Harrods Rewards cards, customers or cardmembers should
have their initial letter written in the lowercase.
American Express copy is an exception to this rule, where Cardmembers should
have the initial letter capitalised.
CAVEATS
COMMAS
There is a sequence that must be adhered to when adding caveats to CRM or

any other communication requiring terms and conditions clauses. These caveats
may be used in the following order: First clause: *, Second clause: **, Third clause: ,
Fourth clause: , Fifth clause: 1, Sixth clause. 2
Good punctuation is always expected and commas are a punctuation essential.
CENTURIES
When writing about centuries, these should always appear in the lowercase, e.g.
Since the 15th century, the building has maintained its striking architecture.
The only exception to this rule is when the word century forms part of a
capitalised name.
CRM
Customer Relationship Management (CRM) necessitates a different approach to
copy depending on the campaign in question. For full details and explanations please
refer to the separate CRM copy guidelines or contact the Creative team.
COMPLIMENTARY/COMPLEMENTARY
COMPLIMENTARY
a) expressing praise or admiration.
CHAMPAGNE
b) given or supplied free of charge.
For any drink or product that denotes the region, the item should begin in the
upper case, e.g. Champagne not champagne. See also Wine.
Always use complimentary instead of free.
CHILDRENSWEAR
COMPLEMENTARY
a) two or more different things combining in such a way as to form a complete
whole or enhance each other.
Always written as one word, e.g. Childrenswear, not Childrens Wear.
COLONS AND SEMICOLONS

The correct use of a colon is before a list, e.g. I could only find three of the
ingredients: sugar, flour and eggs.
The correct use of semicolons is to link two separate sentences that are closely
related, e.g. The children came home today; they had been away for a week
COLLECTION
When simply referring to collections, the word should be lowercase, e.g. Tom Fords
Spring/Summer 2009 collection. If collection forms part of the name then the word
Collection should be initial capitalised as part of the name.
D
DATES AND TIMES
DATES
Date format should always appear as day, date, month and where relevant, the year,
e.g. Between Thursday 23rd and Saturday 25th August 2012.
If a date or dates appear on a document as a single piece of information (such as an
invitation), they should be written simply with a long hyphen (m dash ) separating
both dates, e.g. Thursday 23rd Saturday 25th August 2012.
Dates that appear in the PAST tense need not include the day; the date, month
and year will suffice. In this case, omit all days from the document for consistency.
capitalised for headers, Sale and fashion communication, e.g. Summer Sale Preview.
Dates must always appear as numerical characters with their appropriate ordinal suffixes
(th, st, nd, rd) in lowercase, e.g. 20th, 1st. The only exception to this rule applies to
American Express guidelines, where dates appear as numerical characters alone.
However, when seasons appear in body copy, for example if talking about an
autumn harvest or a winter frost, they should remain in lowercase.
Please refer to CRM copy guidelines for all American Express specific copy rubric.
The ordinal suffixes (th, st, nd, rd) should never be superscripted (aligned with the
top of the number preceding it) but should always align with the bottom of the
number preceding it e.g. 9th not 9th.
For dates and times always use the following syntax conventions:
from xx to xxx
between xx and xx
xx xx
xx & xx
DECADES
50s or 1950s, not 1950s.
An apostrophe may only be used here when possession is implied.
TIMES
Written in accordance with the 12-hour clock, all times should appear in lowercase
without a space, e.g. 9am, 5pm, 11pm.
Midday should always be written as 12 noon. Any minutes past the hour should
appear in numericals e.g. 12.30pm.
When writing two times, repeat the pm e.g. 5pm 10pm
Where store opening times are written, terms and conditions must explain the
Sunday browsing only information.
SEASONS
Seasons, unlike days of the week and months of the year, should appear initial letter
Bank Holiday Monday always uses an uppercase H.
DEPARTMENTS
All department titles should be written in upper and lowercase, prefaced when
needed with The and written in full, e.g. Womenswear, Cosmetics, The Terrace
Bar, The Georgian restaurant. When in prose however the is lowercase.
Try to avoid using department when referring to locations, rather write them as
they appear in the monthly Store Guide. For example, Visit Toy Kingdom on the
Third Floor, rather than Visit the Toy Kingdom department on the Third Floor.
DOORS
Each of the stores public entrances should be initial letter capitalised and
accompanied by the door number in digits, e.g. Door 5, Door 10.
When writing invitations, it is helpful to mention to the audience the nearest
entrance if the event is being held in a hard-to-reach place within the store.
E.g. Enter via Door 5.
E
EMAIL
Always written as one word, e.g. email, not e-mail.
EMPLOYEES
Always preferred over staff.
EXCLAMATION MARKS
To be used sparingly.
EXCLUSIVELY
Harrods are delighted. However, the use of our is acceptable on the basis that
Harrods itself is an organisation run by a group, therefore the narrative voice should
reflect this. The only time the first person narrative (I) should be implemented is in
senior communication that addresses the customer personally.
Always refer to products that are uniquely stocked in-store as exclusive to Harrods
not exclusively at Harrods. The logo for this associated brand however always
appears as Harrods Exclusively.
HOMEWARES
HYPHENS
FLOORS
b) to avoid an odd sequence of letters, e.g. re-enter not reenter.
All floors should be written in full and in upper and lowercase, e.g. First Floor,
Fifth Floor. Lower Ground Floor should not be hyphenated.
c) to avoid confusion, e.g. three year-old boys or three-year-old boys.
When in doubt, err on the side of caution in the case of ultra-, super-, mega-, multiunless the dictionary states otherwise (superhuman, ultraviolet, multiethnic).
HANDMADE
Similarly, hyphens between dates and times must use the m dash () with space in
between each word, e.g. 5.30pm 7.30pm.
Always one word, as well as handcrafted, handshake, handprint, handwritten,

handwoven, where as hand-filled, hand-picked, hand-embroidered are hyphenated.
Check dictionary if unsure.
HARRODS
Harrods as a brand should always be considered singular and without an
apostrophe. The name Harrods should have the H capitalised at all times, with
one exception harrods.com, which should always be written with a lower
case h and without the www.
Harrods is always written in the singular e.g. Harrods is delighted and never
Always written as one word, e.g. Homewares, not Home Wares.
Hyphens are used to show a link between words.

a) to join words, e.g. he used a non-corrosive wok to make dinner.
d) to show the difference between terms that are spelled the same, but have
different meanings, e.g. Reformation and re-formation or resign and re-sign.
When constructing a sentence that requires hyphenation, a long () hyphen (m

dash) is always preferred over a short (-) hyphen (n dash).
When joining words however, an n dash (-) is the standard rule, e.g. See in-store
for details.
Hyphens should be used sparingly to avoid cluttering text and can often be left out
according to syntax structure e.g. Well-established fashion house or the fashion
house is well established.
IN-STORE
JOB TITLES
Always hyphenated, e.g. in-store, not instore or in store.
When referring to an individuals job title, whether they are a Harrods employee
or externally employed, use initial caps, e.g. Sales Associate, Chanel Communications
Manager. Otherwise use lowercase for job functions.
INVITATIONS
The word invitation should always be used over invite when in noun form.
In invitations, often the dates and times are written in capitals for prominence
in these cases, the ordinal suffixes (th, st, nd, am, pm) should be written in
small caps without a space,
e.g. THE GEORGIAN, TUESDAY 9th MAY, 5.30pm 7.30pm
Invitations should also highlight the place where the event is being held, the relevant
floor and the nearest door access for the recipient, e.g. The Georgian, Fourth Floor,
nearest access via Door 10.
L
LIMITED EDITION
Limited edition should only be hyphenated when used as a compound modifier
(when two words act together as an adjective to modify a noun), such as a
limited-edition collection.
ITALICS
All works of art should be italicised, e.g. titles of books, magazines, poem titles,
chapter headings, tv programmes, album titles, sculptures, exhibitions, musical works,
drawings.
Less common, non-anglicised words should be italicised, but err on the side of
roman if unsure (hors doeuvre, angst, de rigueur).
A word may be italicised for emphasis but this device should be used sparingly.
INTERNATIONAL
Unless in a title or at the start of a sentence, international never uses a capital I.
INTERNET
Unless in a title or at the start of a sentence, internet never uses a capital I.
M
MAKE-UP
Always hyphenated, except in specific brand names.
MEASUREMENTS
All dimensions should be specified using the metric system.
All jewellery values should be referred to as ct in lists and carat or carats in prose,
e.g. This drop-neck pendant features yellow diamonds comprising 17.5 carats.
Toy measurements should appear in metric (cm) format.
Weights should appear in kg or kilogrammes.
more detail.
Land mass should always be quantified in kilometres, e.g. This stretch of coastline
dips south for over 400km.
For numbers associated with days, weeks or months, a hyphen is used to illustrate
the relationship, e.g. He completed a five-day week.
References to measurements of furniture items, large-scale toys (e.g. dolls houses)

and antiques pieces should be written in metric format but may also include inches
and feet if necessary.
*
When giving the size of an item and more than one measurement is given, the
abbreviated measurement must be repeated in each instance, e.g. 10cm x 25cm not
10 x 25cm spaces must always appear on either side of the x for clarity.
MENSWEAR
Always written as one word, e.g. Menswear, not Mens Wear.
MINI HARRODS
Sentences beginning with numbers should be written out in full, e.g. Twenty-two
customers enjoyed their visit not 22 customers enjoyed their visit.
Always refer to numbers as more than 1,000, not over 1,000
For numbers in the thousands, use a comma to mark this, e.g. 1,888 not 1888.
See Mini Harrods Brand Guidelines/Style Guide.
ORDINAL SUFFIXES
MONEY
For dates and times, ordinal suffixes should always be lowercase (please see
invitations for the one exception) and should never be superscripted. See Dates and
Times for examples.
As a rule, monetary terms written in full are always preferred. However, when
necessary abbreviate millions, billions and trillions to 1m, 2b, 3tn.
N
NUMBERS
For numbers up to and including nine, the number should appear in full,
e.g. The estate covers seven hectares of land.
Whereas numbers exceeding nine should be written in numerical characters,
e.g. The estate covers 25 hectares of land.
Numbers that appear in any CRM collateral are exempt from the written character
rule, e.g. Earn 1 point for every 1 spent in-store. See separate CRM guidelines for
P
PERCENTAGES
Always written as a symbol, e.g. 20% and not in words, e.g. 20 percent.
PHRASES
To ensure consistency across the brand, there are certain phrases that are
preferable to any other of similar meaning. However these are not to be relied
upon or overused, e.g. Harrods is the worlds most famous department store;
There is only one Harrods, Enter a Different World, Ask in-store for further details.
POSTCODES
Postcodes should be written on a separate line underneath the city, as below.
See also the Address Format section.
Harrods
87-135 Brompton Road
London
R
READY-TO-WEAR
Ready-To-Wear should appear in full, with each initial letter capitalised and
hyphenated except where spacing limitations require an abbreviated form, e.g. RTW.
SW1X 7XL
ROOM
POWER PLATE
Always written as two words, not PowerPlate or Power-Plate.
PRESS RELEASES
Press releases should also include the below sentence at the end:
For more information, please contact Harrods Press Office:
[Name]
[Phone number]
[Email address]
PRICES
Decimal places should only be used where necessary. If there is a price with no
pence, it is not necessary to highlight this, e.g. instead of 7.00, 7 will suffice.
PULL QUOTES
When quotes are pulled from the text for extra emphasis, they should be chosen
from the text on the page on which they appear. Pull quotes should always be
appropriately punctuated.
See Departments.
RRP (RECOMMENDED RETAIL PRICE)

Never write RRP. Always refer to the product as worth XX or valued at XX.
REGIONS
When stating regions of the world, the directional ordinates should not be
capitalised, e.g. southwest France / the eastern Mediterranean. This rule does not
apply to areas where the directonal ordiantes form part of the name rather than
offering a suggestion of the location, e.g. Middle East, Western Hemisphere.
REPETITION
Generally, the terms cardmember and customer should always be used
consistently across all internal and external communication. However, in long copy
repetition can and does occur, so use sensible alternatives which do not lower the
brand identity. See buzz words in the Tone of Voice section.
For instances where repetition occurs, the rule should always follow that the first
use of any idea/word/phrase must be written out in full, with different variations
following consistently eg: Welcome to the Harrods Rewards programme. As a
valued member of the Rewards programme, we are delighted to present you
with a new Rewards card.
STATIONARY/STATIONERY
SALE
STORE
Events should be referred to as the Summer Sale, the Winter Sale and the Sale
Preview. Any further mention of the Sales should always be initial letter capitalised.
The phrase There Is Only One Sale is always used in Sale collateral never theres
only one Sale.
SKINCARE
Always one word.
SEASONS
Stationary not moving, not changing.

Stationery writing materials.
When referring to the Harrods store, the word store should remain in the
lowercase, e.g. Harrods is the worlds most famous department store. The only
exception is the Store Guide.
STORE GUIDE
In the Store Guide brands are usually omitted unless spanning a dedicated
department. Department names (as they appear on their signage) are listed instead,
e.g. Mens Tailoring.
Cross checking names against in-store signage is always advised for accuracy.
See Date and Time.
SERVICES
Correct names of some of Harrods Services include:
Bespoke Events
Global Shipping
Corporate Service at Harrods
The Studio at Harrods
Weddings by Harrods
T
TEAM
Where following a department or brand, the word team should be in lowercase.
TELEPHONE NUMBERS
SPEECH MARKS
Telephone numbers should always be written as follows:
For all quotations across all communication channels, double speech marks must
be used, e.g. Speaking about his designs, Samuel says, I gain inspiration from the
textures and organic shapes found in the natural world.
020 7730 1234 or 07971 179590

For international dialling, telephone numbers should begin with a + and the
international dialling code. For UK numbers, this will be +44 followed by the first
number of the city code in parentheses, e.g. +44 (0)20 7730 1234.
Where the international number has a different amount of numbers, it is the first
part of the number that needs to remain the same, e.g +21 (0)408 555 1212.
Extensions should always be prefixed with ext. (full stop to signify abbreviation),
e.g. Please call +44 (0)20 7730 1234, ext. 9876. International codes should not be
written on contact details for press releases, unless you know the release is being
sent out internationally.
W
WEBSITES
TERMS AND CONDITIONS
Harrods website should simply be written as harrods.com
If any offer, promise, gift, event or price is given, terms and conditions should
accompany. We can use the term ts and cs in internal communication, but never
on any published material. For every piece that includes ts and cs, Harrods Legal
Department must approve it.
For wider campaigns like Harrods Rewards, the web address should read:
harrods.com/rewards
Terms and conditions: the title is always laid out with a capital T, lowercase c and
a colon. If an asterisk is used in the copy then the title Terms and conditions is
not always necessary, there can just be an asterisk at the bottom. But for multiple
clauses, the title is preferred.
If an asterisk is found on the front and the ts and cs are on the back, its essential to
ask the reader to see reverse for terms and conditions.
Set words and phrases to be used in the terms and conditions include:
Ask in-store for further details. (Never see in-store.)
Harrods employees are excluded from this offer.
See the section on Caveats for further examples.
TITLE CASE
In title case all initial letters are capitalised, except for non-initial articles (e.g. the,
a, an) and short prepositions (a word that links nouns, pronouns and phrases to
other words in a sentence (e.g. to, of, from, at). Always capitalise the initial letter
in the first and last word, capitalise all nouns, verbs, pronouns, adjectives, adverbs
and subordinate conjunctions (as, because, although), and never use full stops or
exclamation points, e.g. The War of the Worlds, A Tale of Two Cities, Snow White and
the Seven Dwarfs, Harrods is the Greatest Department Store in the World.
TIME
See Date and Time.
All American Express or third party communication follows the same rule, however
to be sure this works when entered into a browser it is best to double check. If it
does not take you to the appropriate site when entered without the www, then it
is necessary for it to appear. Never precede addresses with http://.
Unless followed by another sentence, web/url addresses should never be followed
by a full stop.
WELLBEING
Always one word.
WINE
Hectolitres usually appear abbreviated to hl, but can also be written in full,
e.g. The vineyard accounts for 30hl of Sauvignon, 20hl of Merlot and 10hl Pinot
grapes.
Percentages always appear in character,
e.g. The vineyard produces 75% Sauvignon Blanc wines.
The size of a vineyard is always measured in hectares never square feet.
A premier or grand cru wine should only have initial caps when referring to its
title. In all other cases, they should appear in lowercase, e.g. 1998 Chteau Guiraud
Premier Cru
versus There are 11 grand crus currently under the region of St. Julien.
Similarly, all named domaines should appear in initial caps, e.g. Chteau Margaux is
one of three premier cru class properties.
Traditionally, words with stress accents on vowels do not feature them when capitalised.
However, Harrods requires both capitalised and non-capitalised words with accents to
always feature them for consistency, e.g. CHTEAU MARGAUX BORDEAUX.
Wines and spirits named after a place of origin should always appear with the initial
letter capitalised, e.g. Champagne, Cognac, Port. All other drink names should appear in
lowercase.
The
The
The
The
The
various areas in Wine, Spirits & Cigars should be written as follows:

Wine Rooms
Cigar Rooms
Wine Vault
Wine and Spirits Rooms
WIDOWS AND ORPHANS

In typesetting, widows and orphans are words or short lines at the beginning or end of a
paragraph, which are left dangling at the top or bottom of a column, separated from the
rest of the paragraph. Where possible, paragraphs should end neatly and without widows,
orphans or hyphenated words dangling. This is also the responsibility of the designer but,
where possible, aim to check the aesthetic layout of language for all communication.
WOMENSWEAR
Always written as one word, e.g. Womenswear, not Womens Wear. Never Ladieswear.
For further queries regarding Harrods Style Guide, please contact the
Brand Guardians at brand@harrods.com
5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS
HARRODS SERVICES & ASSOCIATED BRANDS

The Harrods Core Brand has several key services and associated associated brands which
fall beneath it, each with their own distinct branding style and guidelines. Aligned with the
Core Branding but carefully distinguished from it as separate stand alone entities, each
division represents the elite services Harrods offers and for this reason, justifies each
respective variation on style.
5.0 BY APPOINTMENT
5.1 THE GIFT BUREAU
5.2 CORPORATE SERVICE AT HARRODS
5.3 PRIVATE SERVICE SUITE
5.4 THE STUDIO
5.5 HARRODS CONCIERGE
5.6 HARRODS ESTATES
5.7 HARRODS BANK
5.0 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | BY APPOINTMENT
BY APPOINTMENT AN OVERVIEW
BY APPOINTMENT POINTS OF DIFFERENCE
Harrods BY APPOINTMENT Personal Shopping & Beyond is an entirely bespoke

personal shopping experience offering a 360-degree service from discreet, detailfocused experts who cater to clients every lifestyle need. Located on the First and
Fifth Floors, clients find a shopping oasis and effortless service in one.
The ultimate Personal Shopping experience
A team of personal shoppers will shop the entire store to fulfil clients requests. They
handpick the best whether its an updated fashion wardrobe, a vintage bottle of wine
or a new interior. Even cars, private jets, antique dining tables and a banquet for 20
can be organised in a matter of hours. This extraordinary level of service also extends
to sourcing art, fine jewellery and investment pieces.
Located in a stunning environment
Unique and radical in its product offering

Run by expert, fashion-savvy shoppers
An indulgent, individual way to shop the entire Harrods store

P
ersonal shoppers work closely with clients and will pre-edit
and shop on their behalf
Assured discretion at all times
A world of exclusives, products, previews, shows and launches
Chauffeur service
Available internationally
COLOURS
In order to maintain consistency throughout the brand, only the colours listed below are permitted for
use in BY APPOINTMENT communications.
CORE COLOUR PALETTE:

SILVER
SILVER FOIL
PMS 8001c
C:44 M:35 Y:37 K:21
R:125 G:127 B:126
API_1000_Silver Gloss
Metallic Silver
Headings and body copy
Silver Foil
Headings and logos
SECONDARY COLOUR PALETTE:
BY APPOINTMENT
DARK GREY
BY APPOINTMENT
COOL GREY
PMS Cool Grey 10c OR 425u

R:97 G:98 B:101
R:227 G:227 B:227
BY APPOINTMENT Dark Grey

is used as a background colour
on stationery, on Colorplan Dark
Grey stock.
Use: Background and body copy
BY APPOINTMENT Cool Grey is also used on stationery,

on Colorplan Cool Grey stock. There is no colour-matching
system equivalent for this colour. It will require special
mixed ink that a printer can match and create.
IT MUSTNOT be printed as CMYK.
Use: Background only
BY APPOINTMENT
NAVY
PMS 2766c OR 296u
R:23 ; G:33 ; B:84
BY APPOINTMENT Navy is used

sparingly on packaging and stationery
as a highlight colour.
Use: Background block colour

colour reference.
LOGO
The BY APPOINTMENT Personal Shopping & Beyond logo gives the service a strong
identity in its own right, setting BY APPOINTMENT communications apart from those
of the wider Harrods brand.
Min 65mm
BASIC LOGO GUIDELINES

The optimal height for the Harrods logo is 10mm (minimum)
The optimal width of BY APPOINTMENT logo is 65mm (minimum)
A
lways maintain size proportion between the BY APPOINTMENT logo and the
Harrods logo, as shown opposite
The Harrods logo must be centred visually below the BY APPOINTMENT logo
Min 48mm
1H
1P
1H
T
he distance between the BY APPOINTMENT logo and the Harrods logo varies
depending on print area, but must never be less than 48mm
1P
1P
1H
1P
The Harrods logo must sit 15mm from the bottom trim
1P
1H
1P
P
1H
CLEARANCE ZONE
1B
1P
1H
1H
1B
Min 10mm
1H
A
n invisible clearance zone must1H surround the logos.
The size of this zone is determined by the height of
the B of BYAPPOINTMENT and half the height of
the H of Harrods. This is a minimum recommendation;
more space will always aid visibility
1H
1H
1B
1B
1B
0.5H
1T
1B
1H
1P
0.5H
1T
H
1T
1H
1T
1H
0.5H
1B
0.5H
1B
1T
1T
T YPOGRAPHY
The typography employed for BY APPOINTMENT communications is integral to the
identity of the sub-brand. While continuity within the larger Harrods brand is always
maintained, this typography allows the sub-brand a certain differentiation.
BASIC TYPOGRAPHY GUIDELINES
GILL SANS LIGHT
BY APPOINTMENT only ever uses GILL SANS LIGHT
No other weight may be used anywhere
Use upper case and silver foil or silver for all headings and sub headings
Use upper and lowercases and silver or black colour for all body copy
U
se upper case when writing BY APPOINTMENT whether as part of
a heading or in body copy
HEADINGS:
Always 2pt larger than body copy in upper case
Leading example: 12pt type on 18pt leading
Silver foil or metallic silver
BODY COPY:
Always 2pt smaller than headings in upper and lowercases
Use a double-carriage return for paragraph breaks
123456789012345678901234567890
PRINTED SAMPLES
FRONT OF HOUSE
F I F T H , F I R S T & LOW ER G RO U N D F LO O R S H A R RO DS L I M I T ED
87-135 B RO M P TO N ROA D
LO N D O N
S W1X 7 X L
T: +4 4 ( 0 )20 7893 80 0 0 F : +4 4 ( 0 )20 7893 80 03

B YA P POINT M E N T @ H A R R O D S . C O M
BUSINESS CARD
F I F T H , F I R S T & G R O U N D F LO O R S H A R R O D S L I M I T E D
8 7 - 1 3 5 B R O M P TO N R O A D LO N D O N S W 1 X 7 X L
T: +44 (0)20 7893 8000 F: +44 (0)20 7893 8003
B YA P P O I N T M E N T @ H A R R O D S . C O M H A R R O D S . C O M
REGISTERED IN ENGLAND 30209
BA053_BA_Letterhead_A4_GREY.indd 1
LETTERHEAD
14/07/2010 15:19
GIFT BOX
5.1 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE GIFT BUREAU
THE GIFT BUREAU AN OVERVIEW
THE GIFT BUREAU POINTS OF DIFFERENCE
The Gift Bureau is a comprehensive gift list service for all celebrations.
Specialised consultants guide clients through items on all seven floors
of the store, helping them organise individual lists, incorporating everything
from homewares and furniture to fashion and jewellery including access to
BY APPOINTMENT, Harrods personal shopping service.
T
he personal consultant provides one-to-one advice in compiling a list
that reflects the individual needs and tastes of the client
THE GIFT BUREAU PROVIDES TWO PRINCIPLE OFFERINGS:

T
he Gift Bureau Account Clients select items with the help of a personal
consultant and then compile a gift list for guests to select from
T
he Gift Bureau Gift card Guests pledge their contribution onto a gift card
in varying denominations, which the recipients can then spend across the store
even during Sale periods and in conjunction with the Harrods Rewards card
T
he personal consultant oversees the gift list for the entire duration it is
registered with us
C
lients enjoy complimentary delivery to the UK mainland
(certain exclusions apply)
Guests can purchase from the list either in-store or by telephone
Guests are able to leave a personal message when they purchase a gift
C
lients choose from a world of exclusives, products, previews
and pampering experiences
This service is available internationally
COLOURS
In order to maintain consistency through the brand only the colours listed below are permitted
for use in The Gift Bureau communications.
CORE COLOUR PALETTE:

METALLIC GOLD
GOLD FOIL
PMS 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
API VELVET GOLD

4084M
Metallic Gold
Use: Headings
Gold Foil
Use: Headings and logos
SECONDARY COLOUR PALETTE:
DARK PURPLE
COOL GREY
PMS 2695c or 276u

C:100 M:100 Y:10 K:79
R:38 G:15 B:84
R:227 G:227 B:227
The Gift Bureau Dark Purple is used

as a background colour on Stationery.
Use: Background and body copy
Cool Grey is also used on stationery, on Colorplan Cool

Grey stock. There is no colour-matching system equivalent
for this colour. It will require special mixed ink that a printer
can match and create. IT MUSTNOT be printed as CMYK.
Use: Background only

colour reference.
1P
1P
LOGO
The Gift Bureau logo gives the sub-brand a strong identity in its own right,
setting The Gift Bureau communications apart from those of the wider Harrods brand.
1P
1H
1P
1H
Min 65mm
1H
1B
The optimal height for Harrods logo is 10mm (minimum)
1H
1B
The optimal width of the The Gift Bureau logo is 65mm (minimum)
1H
A
lways maintain size proportion between The Gift Bureau logo and Harrods logo
as shown opposite
1H
1B
1B
Harrods must be centred visually below The Gift Bureau logo
Min 50mm
1H
1P
1H
T
he distance between The Gift Bureau logo and the Harrods logo varies
depending on print area, but must never be less than 50mm
1P
0.5H
1P
1H
1T
1P
1H
0.5H
1T
T
1H
CLEARANCE ZONE
1B
Min 10mm
1B
1H
1T
A
n invisible clearance zone surrounds the logos, the size of this zone is
determined by the height of the T of The Gift Bureau and half the height
1H
1T
1H
1B
1B
0.5H
of the H of the Harrods logo. This is a minimum recommendation, more space

will always aid visibility
0.5H
0.5H
1T
0.5H
1T
1T
1T
H
1T
1T
0.5H
0.5H
1T
1T
1T
1T
TYPOGRAPHY
The typography employed for The Gift Bureau communications is integral to the
identity of the sub-brand. While continuity within the larger Harrods brand is always
maintained, this typography affords the sub-brand a certain differentiation.
GILL SANS LIGHT
The Gift Bureau only ever uses GILL SANS LIGHT
Use upper case and gold for all headings and sub headings
123456789012345678901234567890
Use upper and lowercases and black colour for all body copy
U
se initial letter capitalised when writing The Gift Bureau whether
as part of a heading or in body copy, it is only in the logo
where it is written in uppercase
HEADINGS:
White out or metallic gold
BODY COPY:
Use a double-carriage return for paragraph breaks
5.2 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | CORPORATE SERVICE AT HARRODS
CORPORATE SERVICE AN OVERVIEW
CORPORATE SERVICE POINTS OF DIFFERENCE
Corporate Service is a department within Harrods that builds and maintains

relationships with corporate customers the business-to-business (b2b) sales
department provided by Harrods.
C
orporate Service works with a variety of clients including large blue chip
corporate companies, small private businesses and, lifestyle and incentive agencies
The Corporate Service team drives incremental, multiple order sales to all departments
across the store, selling products, services and experiences from all seven floors of
internationally sought-after brands. The experienced team provides an exceptional
level of service, which is expected and enjoyed by our valued corporate clients across
the globe.
O
ur customers primarily buy corporate gifts to say thank-you to valued clients
and colleagues, or as part of an incentive or Rewards programme
Run by an experienced, business-minded team
H
arrods Corporate Service offers a complimentary personal shopping service
to all clients
A
dedicated Account Manager will source gifts to suit all briefs and budgets,
listening to individual requirements to find unique and effective solutions
E xceptional level of service including prompt turnaround of orders,
the highest quality presentation and packaging and delivery to UK
and international destinations
A
ccess to a world of exclusives, exceptional product offerings and brand
knowledge, thanks to closely aligned brand integration with Harrods
COLOURS
In order to maintain consistency across the brand
only the colours listed below are allowed.
CORPORATE SERVICEBRAND CORPORATE COLOURS:

METALLIC GOLD
GOLD FOIL
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
LUXOR 220
Metallic Gold
Use: Headings
Gold Foil
Use: Headings & logos
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
Black
Use: body copy

colour reference.
1P
1H
1B
1H
1B
1H
LOGO
1H
1H
1B
The Corporate Service logo gives the sub brand a strong identity in its own right,
marking Corporate Service communications apart from those under the wider
Harrods brand.
1B
Min 90mm
BY APPOINTMENT
0.5H
1T
0.5H
The optimal height for Harrods logo is 14mm (minimum)
PERSONAL SHOPPING & BEYOND
1T
The optimal width of the Corporate Service logo is 90mm (minimum)

H
A
lways maintain size proportion between the Corporate Service logo and Harrods
logo as shown opposite
1T
1T
The Harrods logo must be centred visually below the Corporate Service logo
Min 50mm
0.5H
1H
1P
1H
T
he distance between the Corporate Service logo and the Harrods logo varies
depending on print area but must never be less than 50mm
0.5H
1P
1P
1H
1P
1T
1H
1T
CLEARANCE ZONE
1H
1H
1B
Min 14mm
1B
A
n invisible clearance zone surrounds the logos,
the size of this zone is determined by the height
of the C of Corporate Service and half the height
1H
1T
1H
1B
1T
1B
of the H of the Harrods logo. This is a minimum recommendation,

more space will always aid visibility
0.5H
1C
1T
1C
0.5H
1T
C
H
1T
1T
0.5H
1C
0.5H
1C
1T
1T
TYPOGRAPHY
The typography employed for Corporate Service communications is integral to the
identity of the sub brand. Whilst continuity within the larger Harrods brand is always
maintained, this typography allows the sub brand a certain differentiation.
GILL SANS MT LIGHT
Corporate Service only ever uses GILL SANS MT LIGHT
Use upper case and gold for all headings and sub headings
U
se initial letter capitalised when writing Corporate Service whether
where it is written in full uppercase
.
HEADINGS:
BODY COPY:
Double carriage return for paragraph breaks
123456789012345678901234567890
5.3 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | PRIVATE SERVICE SUITE
PRIVATE SERVICE SUITE AN OVERVIEW
PRIVATE SERVICE SUITE POINTS OF DIFFERENCE
The Private Service Suite is a specialised service set up specifically to look after the
needs of Royalty, Heads of State and other VIPs who demand the highest level of
privacy and confidentiality. The Private Service Suite is proud to nurture long-term
relationships with individual clients as well as with generations of families.
The utmost understanding of the need to protect and relay the importance of
privacy and discretion both within the store and externally
This exceptional service is by invitation only and the dedicated team assures the
utmost discretion and an unsurpassed level of quality and service at all times. The team
behind the Private Service Suite is required to enter into negotiations and decision
making outside of the normal store channels.
A
strong bond of trust with customers that has taken years, if not decades,
to build and nurture
WEDDINGS & OCC ASIONS
The flexibility and constant preparation for any unannounced visit or request
A
complete respect of our clients positions, connections and above all
their expectations, combined with a deep understanding of etiquette and its
implications in wider diplomatic circles
COLOURS
In order to maintain consistency through the brand
PRIVATE SERVICESUITE BRAND CORPORATE COLOURS:

METALLIC GOLD
GOLD FOIL
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
LUXOR 220
Metallic Gold
Use: Headings
Gold Foil
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
Black
Use: body copy

colour reference.
LOGO
The Private Service Suite logo gives the sub brand a strong identity in its own right,
marking PRIVATE SERVICE SUITE communications apart from those of the wider
Harrods brand.
BY APPOINTMENT
Min 96mm
The optimal width of the Private Service Suite logo is 96mm (minimum)
A
lways maintain size proportion between the Private Service Suite logo and the
Harrods logo as shown opposite
The Harrods logo must be centred visually below the Private Service Suite logo
Min 50mm
1H
1P
1H
T
he distance between the Private Service Suite logo and the Harrods logo varies
1P
1P
1H
1P
1H
1H
CLEARANCE ZONE
1B
Min 14mm
1B
1H
A
of the P of Private Service Suite and half the height
of the H of the Harrods logo. This is a minimum
recommendation, more space will always aid visibility
1H
1H
0.5H
1T
1H
0.5H
1T
1P
1P
1B
1B
1T
1T
0.5H
1P
1H
0.5H
1P
1H
1T
1T
TYPOGRAPHY
The typography employed for Private Service Suite communications is integral to the
GILL SANS MT LIGHT
Private Service Suite only ever uses GILL SANS MT LIGHT
Use upper case and metallic gold for all headings and sub headings
U
se initial caps when writing Private Service Suite whether
as part of a heading or in body copy. It is only in the logo
HEADINGS:
BODY COPY:
123456789012345678901234567890
5.4 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | THE STUDIO
THE STUDIO AN OVERVIEW
THE STUDIO POINTS OF DIFFERENCE
The Studio operates as the beacon service department of the Harrods Homewares
and Furniture Department. Aligned with BY APPOINTMENT, this department offers
yet another exceptional selection of elite personal services at Harrods.
A
n all encompassing design service, working for the client and with the client
from start to finish
The Studio provides an influential design service which runs a range of interior
projects, catering to a diverse and exciting customer base. The design philosophy
behind The Studio is to fulfil each individual clients unique vision by understanding
their needs, tastes and lifestyle requirements in order to create for them the ultimate
interior using a range of luxurious finishes, furnishings and fabrics.
Each interior design scheme is undertaken by a small but highly experienced design
team, who have worked on a wide range of projects from city apartments and
townhouses to country houses and mansions, both in the UK and abroad.
C
atering to any taste, from the traditional to the contemporary and everything
in between
Run by a highly skilled, multi-lingual, polished design team
W
illingness to liaise on the clients behalf with architects, contractors
and consultants
Clearly defined service proposition and fee structure
Assured discretion at all times
O
ffering complete access to a world of incredible brands and products through
Harrods, with the ability to realise absolutely everything an interior project could
require even down to colour co-ordinated toothbrushes
COLOURS
THE STUDIOBRAND CORPORATE COLOURS:

METALLIC GOLD
GOLD FOIL
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
LUXOR 220
Metallic Gold
Use: Headings
Gold Foil
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
Black
Use: body copy

colour reference.
LOGO
The Studio logo gives the sub brand a strong identity in its own right, marking
The Studio communications apart from those of the wider Harrods brand.
Min 52mm
BY APPOINTMENT
1H
1P
1H
The optimal width of The Studio logo is 52mm (minimum)
1P
A
lways maintain size proportion between the The Studio logo and
the Harrods logo as shown opposite
1H
1P
The Harrods logo must be centred visually below The Studio logo
Min 50mm
1H
1H
1P
1H
T
he distance between The Studio logo and the Harrods logo varies depending
on print area but must never be less than 50mm

1P
1H
1P
1B
1H
1H
1B
1H
1H
CLEARANCE ZONE
1P
1B
1H
1B
1H
1H
H
Min 14mm
A
of the T of The Studio and half the height of
1H
1H
1B
1B
the H of the Harrods logo. This is a minimum

0.5H
0.5H
1T
1T
0.5H
1T
1T
T
1T
1T
H
0.5H
1T
0.5H
1T
1T
0.5H
1T
0.5H
TYPOGRAPHY
The typography employed for The Studio communications is integral to the identity of
the sub brand. Whilst continuity within the larger Harrods brand is always maintained,
this typography allows the sub brand a certain differentiation.
GILL SANS MT LIGHT
The Studio only ever uses GILL SANS MT LIGHT
U
se initial caps when writing The Studio whether
as part of a heading or in body copy. It is only in the logo
HEADINGS:
BODY COPY:
123456789012345678901234567890
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS CONCIERGE
HARRODS CONCIERGE AN OVERVIEW
HARRODS CONCIERGE POINTS OF DIFFERENCE
Harrods Concierge is the next generation of customer service, providing an

unparalleled level of service for customers, clients and partners alike. Harrods
provides a world-renowned retail experience, guaranteed through exceptional levels
of customer service. Staying true to our customer-centric ethos, our dedicated
Concierge team ensures that each customers needs and queries are met with the
highest professional level.
T
ailor-making the Harrods experience according to individual customer needs and
setting a service precedent for all customers
The Customer: Harrods Concierge can assist with all customer enquiries no matter
how big or small, from giving simple directions, making restaurant and Urban Retreat
reservations, recommending whats on and where to go in-store and out, as well as
booking detailed shopping packages.
The Partner: The Harrods Concierge endeavours to provide unrivalled relationships
with external partners, specifically in pivotal hotels within the Knightsbridge area
and Harrods catchment area, not just to help guests but ultimately build mutually
beneficial relationships. The Harrods Concierge acts as a main point of contact for all
individual questions, whether it be a simple store question or making a reservation, to
organising a complete shopping package. Harrods aims to fully communicate the most
up-to-date store information to our partners, providing exceptional customer
experiences from beginning to end.
Professional, friendly and efficient service at all times

B
uilding key relationships with London hotels and their concierges to ensure all
queries and needs of guests are met and even surpassed
E nsuring the internal word-of-mouth communication of in-store activities and
events by having precise and up-to-date store knowledge
Driving levels of customer service and in-store services
A reactive and proactive service
COLOURS
HARRODS CONCIERGEBRAND CORPORATE COLOURS:

METALLIC GOLD
GOLD FOIL
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
LUXOR 220
Metallic Gold
Use: Headings
Gold Foil
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
Black
Use: body copy

colour reference.
1H
1B
1B
5.5 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS| HARRODS CONCIERGE
0.5H
1T
LOGO
0.5H
1T
The Harrods Concierge logo gives the sub brand a strong identity in its own right,
marking the Harrods Concierge communications apart from those of the wider
Harrods brand.
1T
1T
BY APPOINTMENT
Min 109mm
0.5H

0.5H

The optimal width of the Harrods Concierge logo is 109mm (minimum)
1T
1T
A
lways maintain size proportion between the Harrods Concierge logo and
T
Min 50mm
The Harrods logo must be centred visually below the Harrods Concierge logo
1H
1T
1P
1H
T
he distance between the Harrods Concierge logo and the Harrods logo varies
1P
1T
1P
1H
1P
1H
1C
1C
1H
CLEARANCE ZONE
Min 14mm
1B
1B
1H
A
the size of this zone is determined by the height of
the H of Harrods Concierge and half the height
1H
1H
1B
1C
1B
1C

recommendation; more space will always aid visibility
0.5H
1T
0.5H
1T
1H
1H
1T
1T
0.5H
1H
0.5H
1H
1T
1T
TYPOGRAPHY
The typography employed for Harrods Concierge communications is integral to the
GILL SANS MT LIGHT
Harrods Concierge only ever uses GILL SANS MT LIGHT
U
se initial caps when writing Harrods Concierge whether
HEADINGS:
BODY COPY:
123456789012345678901234567890
5.6 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS ESTATES
HARRODS ESTATES AN OVERVIEW
HARRODS ESTATES POINTS OF DIFFERENCE
Harrods Estates is the luxury real estate arm of Harrods, specialising in the sale, letting,
acquisition and management of some of the most exclusive properties in Central
London, the Home Counties and prime overseas locations.
The luxury property agent specialising in top end properties

Eight departments covering London House Sales, London Apartment Sales,
London Lettings, Country House Sales & Lettings, New Developments, Asset
Established in 1897, the Harrods Estates team is divided between three offices.
The flagship Knightsbridge office situated opposite the main Harrods store on the
Brompton Road, covers Knightsbridge, the Chelsea office situated on Fulham Road
serves Belgravia and South Kensington, while the Mayfair office located on Park
Lane focuses on Regents Park, St Johns Wood, Mayfair, Marylebone and St James.
Additionally, Harrods Estates has specialist desks for other countries, including Russia
and the Middle East.
Supported by the strength of the Harrods brand, Harrods Estates has successfully
developed strong brand awareness in key international markets, predominantly Russia,
the Middle East and India with the result that international clients now account for 86%
of sales and lettings. The Harrods Estates team offers each client an individual service
to cater to their needs as well as being able to call upon all of the services that the
Group provides.
Management, Property Management and Acquisitions

Access to the finest properties in Central London and the Home Counties
Client confidentiality is key
Professional, experienced property advisersproviding a 360 degree service
Proactive international approach the Harrods Estates team visits Middle Eastern,
Russian and other key markets to see their clients throughout the year
Individual, tailored service for each client
COLOURS
HARRODS ESTATES BRAND COLOURS:

METALLIC GOLD
GOLD FOIL
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
LUXOR 220
Metallic Gold
Use: Headings
Gold Foil
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
Black
Use: body copy

colour reference.
LOGO
Min 91mm
The Harrods Estates logo gives the sub brand a strong identity in its own right, marking
Harrods Estates communications apart from those of the wider Harrods brand.

The optimal width of the Harrods Estates logo is 91mm (minimum)
Always maintain size proportion between the Harrods Estates logo and
Min 50mm
1H
1P
1H
The Harrods logo must be centred visually below the Harrods Estates logo
1P
The distance between the Harrods Estates logo and the Harrods logo varies
1P
1H
1P
1H
Min 14mm
1B
1H
1B
1H
CLEARANCE ZONE
1H
1H
1B
1B
A
of the H of Harrods Estates and half the height
0.5H
1H
1T
0.5H
1T
1P
1H
T
1P
1T
1T
0.5H
1H
0.5H
1H
1T
1T
1H
1B
TYPOGRAPHY
The typography employed for Harrods Estates communications is integral to the
GILL SANS MT LIGHT
Harrods Estates only ever uses GILL SANS MT LIGHT
Use lowers case and black colour for all body copy
U
se initial caps when writing Harrods Estates whether
HEADINGS:
BODY COPY:
123456789012345678901234567890
5.7 | HARRODS BRAND GUIDELINES | SERVICES & ASSOCIATED BRANDS | HARRODS BANK
HARRODS BANK LIMITED AN OVERVIEW
HARRODS BANK POINTS OF DIFFERENCE
Harrods Bank is over 100 years old and is a comprehensive banking service,
supporting the financial needs of both Personal and Business customers. Located on
the Lower Ground Floor of Harrods, customers enjoy a quality of service that has all
but disappeared from the major high street banks. A comprehensive range of deposit
and lending facilities is on offer and all customers are personally looked after by our
dedicated Relationship team.
A genuinely personal service, discreet and attentive

No Call Centre, one-on-one interaction
Open between 10am and 7pm, Monday to Saturday
Experienced finance professionals offering impartial advice
Personal and business banking services
The staff are highly experienced and able to respond quickly and efficiently at all times.
Above all, the service is personal, friendly and caring. Whatever the financial need,
Harrods Bank does its utmost to provide the best solution, either through its own
product range or by suggesting alternative providers if that is best for the customer.
For the convenience of customers and shoppers alike, the Bank has a Bureau de
Change facility and has also entered the market in investment gold, providing a range
of coins and bars that can be purchased.
Deposits, loans and overdrafts available

Safety of depositors funds is the prime consideration
Prompt lending decisions
Bureau de Change
New Gold Bullion service
COLOURS
HARRODS BANKBRAND CORPORATE COLOURS:

METALLIC GOLD
GOLD FOIL
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
LUXOR 220
Metallic Gold
Use: Headings
Gold Foil
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
Black
Use: body copy

colour reference.
LOGO
The Harrods Bank logo gives the sub brand a strong identity in its own right, marking
Harrods Bank communications apart from those of the wider Harrods brand.
Min 70mm

The optimal width of the Harrods Bank logo is 70mm (minimum)
The Harrods Bank logo must sit centered 15mm from the bottom trim
CLEARANCE ZONE
A
n invisible clearance zone surrounds the logo,
the size of this zone is determined by half the height
0.5H
0.5H
0.5H
0.5H
TYPOGRAPHY
The typography employed for Harrods Bank communications is integral to the
GILL SANS MT LIGHT
Harrods Bank only ever uses GILL SANS MT LIGHT
U
se initial caps when writing Harrods Bank whether
HEADINGS:
BODY COPY:
123456789012345678901234567890
6 | HARRODS BRAND GUIDELINES | CO-BRANDING
CO-BRANDING
The Harrods Core Brand often works in conjunction with another brand, for example on
a brand mailer or an advertisement. In this case, where the piece produced represents
Harrods and an external brand in equal proportions, the preference would always be that
the Harrods brand guidelines set the precedent.
6.0 | HARRODS BRAND GUIDELINES | CO-BRANDING | ESSENTIALS
CO-BRANDING ESSENTIALS
P
lease pay particular attention to Harrods tone of voice guidelines, especially
where dates, times, departments and addresses are concerned
The collateral must sit comfortably with the Harrods tone of voice in terms
of clarity, consistency and sophistication
T
erms and conditions must be written in accordance with the Style Guide and
approved by Harrods Legal department
Under no circumstances should any collateral feature third party web addresses
It is essential to follow the brand band sizing guidelines (see 6.2) as stipulated
for each variation on internal or external communication
A
ll collateral is subject to copy, artwork and brand approval by the Harrods Brand
Guardians at brand@harrods.com
6.1 | HARRODS BRAND GUIDELINES | CO-BRANDING | THE HARRODS BRAND BAND
THE BRAND BAND

SIZE GUIDE
The brand band is an integral part of our
external communications and must be
incorporated into every co-branded item
adhering to the guidelines below. Please
pay particular attention to use of colour.
LANDSCAPE
For all collateral that requires a landscape
template the size of the logo sits at 33%
of the width including the margin.
PORTRAIT
For all collateral that requires a portrait
template the size of the logo sits at 50%
of the width including the margin.
SQUARE & DPS

For all collateral that requires a square
or dps template the size of the logo sits at
50% of the width including the margin.
COLOURING
For collateral that is prodominantly white,
or light, always use a black band. For dark
or black backgrounds, use a white brand
band (see right).
6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
CO-BRANDED ADVERTISING
C
o-branded advertising must feature the Harrods brand band as illustrated below
and on the previous page
All copy, images and design must adhere to Harrods brand guidelines at all times
P
lease pay particluar attention to the House style guidelines for dates, locations and
set phrases such as Exclusively at Harrods
www.dior.com
T
he Harrods brand band and logo must appear on all co-branded advertising, for
further clarity see the brand band and logo guidelines
A NEW FRAGRANCE FOR MEN FROM
beatM_shortlist_mag_235_297_V4.indd 1
18/02/09 17:33:13
48727 GRAZIA 300x468 Trim 306x480 Bleed 7.4.9 First Proof
6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
HARRODS ADVERTORIALS
T
he majority of all Harrods paid advertorials are written in-house by the
publication in question
W
ithout exception, all copy drafted and creative artwork should adhere to
the Harrods Brand Guidelines. Co-branded advertorials will always require
approval from the Harrods Brand Guardians at brand@harrods.com
T
he Harrods brand band and logo must appear on all advertorials, for further
clarity see the brand band and logo guidelines
PROMOTION
ADVERTISEMENT FEATURE
ELEMENTAL ELEGANCE
Hot destination: Harrods

The new, most-wanted fragrance wardrobe, a fabulously luxurious travel set and the label thats on every
fashion editors lips no wonder everyone is heading to Harrods this autumn
Label alert:
The new
office staple
reADy, jeT seT, go!

This uber-glamorous collaboration
between Crme de la Mer and British
luxury luggage company Globe-Trotter
will satisfy even the most beautyaddicted jet setter. Each vanity case
is handmade, featuring Globe-Trotters
finest detailing, and is packed with
Crme de la Mers most iconic and
pampering products, including the cult
Crme, The Eye Concentrate and the
sumptuous The Body Crme. At 1,200
its an investment but, for Crme de la
Mer devotees, worth every penny its
the ultimate luxe travel companion!
This set is a limited edition of four and
is exclusive to Harrods.
Cosmetics, Ground Floor
Looking for a new workwear

statement? Then meet Robert
Rodriguez and his new
collection. Chic, urban and
fashion forward, youll be sure
to find a more feminine and
edgy twist on everything from
two-piece suits, tailored
trousers and tuxedo jackets to
slouchy day dresses. Throw in
a statement coat or oversized
gilet and youre done. A real
Grazia favourite for easy
but edgy daytime style.
Sequinned dress (right), 529.
Designer Studio, First Floor
Add a little lustre to your festive offering this

year with a special gift for your loved one
from the place that does luxury better than
any other Harrods.
Body-con has taken a sophisticated

new turn this season and no one is
doing it better right now than Herv
Lger. With a tougher edge, the new
collection is rich in earthy tones and
velvet, snakeskin and hardwear,
making it a must-have for serious
fashionistas. Celebrity fans range from
Victoria Beckham to Cheryl Cole and
Kate Moss. Head down to Harrods
early before the fash pack beat you
there! This couture dress (below) is
available to order, price on application.
Eveningwear, First Floor
Luxe-over your Lingerie!

Whether you want a new take on sexy
lingerie or simply a pampering treat, the
new buzzword in indulgence is Kiki De
Montparnasse. This chic, sophisticated
boutique range of boudoir-style lingerie
also features irresistible accessories and
high-quality massage oils and candles. Were
especially loving the silk chiffon jumpsuit
very A/W 09. Prices range from 59.95 for
aromatic candles to 499 for luxe loungewear.
Lingerie, First Floor
Everyones getting
a scent wardrobe!
Why stop at one perfume when a
fragrance wardrobe is the new way
to wear scent? High-end jewellers
Van Cleef & Arpels have created the
ultimate couture collection of six
perfumes inspired by the worlds
classic gardens. Rich, luxurious and
sophisticated, each is tailored to work
with your mood and outfit. Gardnia
Ptale is a fresh floral for carefree
days; Bois dIris is a warm scent, ideal
for knitwear days; and Cologne Noire is
for your statement outfits and events.
Discover all six in this chic presentation
case, 700, exclusive to Harrods.
Perfumery, Ground Floor
ON SHOW:
Raek-Mig-Lige sterling Silver
bowl by Georg Jensen 8,438.
The Silver room, Second Floor.
Items clockwise from top: Montblanc platinum
plated fountain pen 830; Baccarat ring 1,520; Lara
Bohnic chain necklace 789; M.C.L flower earrings with green
sapphire 640; Harrods candle 29.95; Annoushka bangles (from top
to bottom) 18ct yellow gold 1,200, 18ct white gold 1,200, 18ct white
gold and diamonds 2,900, 18ct gold and diamonds 2,400, 18ct yellow
and white gold from 1,200; Burberry watch 329; Aeon notebook
19.95; Carlo Zini bracelet 599; Alexis Bittar cuff 229; Annoushka
18ct yellow gold and diamond necklace 5,600; Jimmy Choo clutch
1,895. All items available from Lower Ground and Ground Floor.
6.3 | HARRODS BRAND GUIDELINES | CO-BRANDING | INVITATIONS
INVITATIONS
Invitations are a simple and attractive way of drawing customers in-store and
highlighting new products or brands
A
ll invitations must be laid out in accordance with the Harrods Brand Guidelines
to ensure continuity and must be sent to the Harrods Brand Guardians at brand@
harrods.com for brand approval prior to being printed. This approval must be
organised with at least five days notice
1. HARRODS HOSTED
A
ny event that is being hosted by Harrods must be designed by the in-house
Creative team. All information and logos should be supplied when submitting the
original material
The Harrods brand band and logo must appear on the front cover (without web
& tel) and back cover (with web & tel) of all invitations, for further clarity see the
brand band guidelines
HARRODS AND DENNIS BASSO

are delighted to invite you to the exclusive launch of Eveningwears newest boutique.
THUR SDAY 15 t h Oc TOBER 20 09

6 pm 8 pm
Eveningwear, First Floor
Entrance via Door 10, Hans Road
Join us as we unveil the exclusive Dennis Basso boutique and the designers new collection.
Dennis Bassos attention to detail and design for each season allows his collections to make a mark in the world of fashion.
The collections will include a combination of exquisite gowns, ready-to-wear and luxury fur pieces, all exclusively at Harrods.
RSVP is essential as places are limited. Please contact Jenny Harris
on 020 7893 8809 or email jenny.harris@harrods.com
A
ll invitations must be sent to the Harrods Brand Guardians at brand@harrods.com
for brand approval prior to being printed
2. JOINT OR SUPPLIER HOSTED

A
ll invitations for events that are hosted by Harrods and a third party (co-funded,
usually a concession) or an event that is totally supplier funded and hosted by the
third party at Harrods, (using their database of contacts) must contain the brand
band on the image side and the Harrods logo in the bottom right hand corner on
the text side, for further clarity see the brand band and logo guidelines
All invitations must be sent to the Harrods Brand Guardians at
brand@harrods.com for brand approval prior to being printed
cordially invites you

to the exclusive worldwide unveiling of
is delighted to invite you to a worldwide exclusive preview of the new

Enchanted Lotus Collection.
A celebration of the unexpected and the eternal: a delicate lotus flower is woven
into a sculptural heart with an infinite thread of diamonds, creating drama
in its exquisite details. Featuring five different pieces, De Beers exceptional
craftsmanship has created an ethereal yet resilient micropav where the diamonds
brilliance and beauty.
1st - 15th October 2009
Harrods Fine Jewellery Room, Ground Floor
6.4 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND MAILERS
BRAND MAILERS
B
rand mailers increase brand and product awareness, through images, copy and
targeted mailing. Usually an event, gift or discount offer will be proposed to draw
recipients in-store
A
ll brand mailers must be laid out in accordance with Harrods Brand Guidelines
to ensure continuity and must be sent to the Harrods Brand Guardians at brand@
harrods.com for brand approval prior to being printed. This approval must be
organised with at least five days notice
HARRODS BRAND MAILER ESSENTIALS

P
lease pay particular attention to Harrods Style Guide, especially where dates,
times, departments and addresses are concerned
The brand mailer must sit comfortably with the Harrods tone of voice in
terms of clarity, consistency and sophistication
T
he Harrods brand band must appear on the front cover and back cover
(with web & tel) of any brand mailer collateral, for further clarity see the brand
band guidelines
T
erms and conditions must be written in accordance with the Harrods Style
Guide and must be approved by the Harrods Legal department
A
ll brand mailers are subject to copy, artwork and brand approval and must be
sent to the Harrods Brand Guardians at brand@harrods.com for approval prior to
being printed. This approval must be organised with at least five days notice
. Under no circumstances should collateral feature third party web addresses
6.5 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND EMAILS
BRAND EMAILS
The email content should fit inside the width of the template which is 624 pixels. The header and footer
must remain the same and not be edited unless terms and conditions are to be added.
KEY TYPEFACES
DISPL AY FONTS = ANNIVERS/CALLUNA
(please use Calluna for the main title, Annivers for secondary titles and buttons)
FUNCTIONAL FONTS = ARIAL /GEORGIA
(please use Georgia for all body copy and Arial for specific product information; colour #666666)
COPY GUIDELINES

Text should never be placed over images; a solid background colour is required
Our copywriters will review all copy and make any changes they feel necessary
to adhere to the brand guidelines, and will provide a subject line for the email
Please note: no links to external websites or content, aside from harrods.com, can be included
BUTTON CALL TO ACTIONS

Main call to action = rounded button, 1px radius 24px height with a 1px stroke; colour = #333333
Secondary = rounded button, 1px radius 22px height with a 1px stroke; colour = #A8A8A8
CONTENT

Where possible please use a hero image, as in the example to the right of this page
Harrods will place the supplied brand artwork into the Harrods branded email frame (see right)
Harrods reserves the right to re-colour the framework to give contrast to the artwork
Harrods will send a flattened proof for sign-off by the brand; please note the framework
is subject to change by Harrods, as it is amended regularly
All brand email communications are subject to copy, artwork and brand approval by Harrods
The email template can be found at The Harrods FTP in the downloads section
File name: Rewards_Email_Template.psd (to download the file click on the disk icon)
The Harrods FTP site for uploading large files is: harrodscreative.com
username: harrods password: creative
6.6 | HARRODS BRAND GUIDELINES | CO-BRANDING | CONTACTS & COMMUNICATION
CONTACTS & COMMUNICATION

For any information on Harrods Advertising and Marketing Brand Guidelines, please
email your queries to the Harrods Brand Guardians at brand@harrods.com
For all urgent matters, please approach your Harrods Trade Marketing contact.
To download an electronic version of the full Harrods Brand Guidelines visit
harrodscreative.com
To upload artwork or to download the Harrods brand band or logos visit
harrodscreative.com. Before uploading artwork to this FTP, please contact the Brand
Guardians at brand@harrods.com for your individual file name. Please then email us
to confirm you have uploaded your file.

Harrods Brand Guidelines 2014

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HARRODS

Marketing & Advertising

HARRODS BRAND GUIDELINES

HARRODS BRAND GUIDELINES | CONTENTS

THE HARRODS LOGO

4.1 HOUSE STYLE A-Z

1.3 COLOUR PALETTE

HARRODS TONE OF VOICE

5.1 THE GIFT BUREAU

CONTACTS & COMMUNICATIONS

5.3 PRIVATE SERVICE SUITE

3 CORE VISUAL BRANDING

5.6 HARRODS ESTATES

3.1 THE HARRODS SALE

2.0 ITC NEW BASKERVILLE

6.1 THE HARRODS BRAND BAND

HARRODS BRAND GUIDELINES | CONTACT

1 | HARRODS BRAND GUIDELINES | CORE BRANDING

1.0 | HARRODS BRAND GUIDELINES | CORE BRANDING | THE HARRODS LOGO

THE HARRODS LOGO

1.1 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO OPTIONS

HARRODS EXCLUSIVELY LOGO

UK SIGN OFF (WEB & TEL)

INTERNATIONAL SIGN OFF

must be present once on all UK publications

must be used once on international publications and Harrods Rewards

HARRODS EXCLUSIVELY SIGN OFF

HARRODS EXCLUSIVELY WITH INTERNATIONAL SIGN OFF

must be present once on all UK publications

must be used once on international publications and Harrods Rewards

HARRODS DIRECT SIGN OFF

HARRODS EXCLUSIVELY WORLDWIDE SIGN OFF

must be present once on all UK publications

must be used once on international publications and Harrods Rewards

1.2 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO RULES

The unique script of the Harrods logotype has its

MINIMUM SIZE OF LOGO

1.3 | HARRODS BRAND GUIDELINES | CORE BRANDING | COLOUR PALETTE

THE CORE COLOUR PALETTE

THE SUPPLEMENTARY COLOUR PALETTE

C:0 M:100 Y:100 K:40

Please DO NOT attempt to visually

1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS

NB: The Harrods logotype

1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS

On light colour backgrounds

On dark colour backgrounds it

2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY

2.0 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | NEW BASKERVILLE

ITC New Baskerville

New Baskerville Italic

New Baskerville Bold

New Baskerville Bold Italic

New Baskerville is one of our two primary typefaces.

2.1 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | GILLSANS

Gill Sans MT Light Italic

Gill Sans MT Italic

Gill Sans MT Light is one of our two primary typefaces.

2.2 | HARRODS BRAND GUIDELINES | TYPOGRAPHY | PC USERS

TYPOGRAPHY FOR PC USERS

Times New Roman

Times New Roman Bold

Times New Roman Italic