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
1.0 THE HARRODS LOGO
1.1 LOGO OPTIONS
1.2 LOGO RULES
1.3 COLOUR PALETTE
1.4 LOGO COLOURS
2 TYPOGRAPHY
2.0 ITC NEW BASKERVILLE
2.1 GILL SANS MT
2.2 PC USERS
3 CORE VISUAL BRANDING
3.0 ADVERTISING
3.1 THE HARRODS SALE
3.2 STATIONERY
3.3 EMAILS
3.4 PRESENTATIONS
4 STYLE GUIDE
4.0 HARRODS TONE OF VOICE
4.1 HOUSE STYLE A-Z
5 SERVICES &
ASSOCIATED BRANDS
5.0 BY APPOINTMENT
5.1 THE GIFT BUREAU
5.2 CORPORATE SERVICE
5.3 PRIVATE SERVICE SUITE
5.4 THE STUDIO
5.5 HARRODS CONCIERGE
5.6 HARRODS ESTATES
5.7 HARRODS BANK
6 CO-BRANDING
6.0 ESSENTIALS
6.1 THE HARRODS BRAND BAND
6.2 ADVERTISING
6.3 INVITATIONS
6.4 BRAND MAILERS
6.5 BRAND EMAILERS
6.6 CONTACTS & COMMUNICATIONS
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
Limited Edition
ORIGINAL LOGO
UK SIGN OFF (WEB & TEL)
must be present once on all UK publications
INTERNATIONAL SIGN OFF
must be used once on international publications and Harrods Rewards
HARRODS EXCLUSIVELY LOGO
HARRODS LIMITED
EDITION LOGO
HARRODS DIRECT SIGN OFF
must be present once on all UK publications
HARRODS EXCLUSIVELY SIGN OFF
must be present once on all UK publications
HARRODS EXCLUSIVELY WORLDWIDE SIGN OFF
must be used once on international publications and Harrods Rewards
HARRODS EXCLUSIVELY WITH INTERNATIONAL SIGN OFF
must be used once on international publications and Harrods Rewards
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.
1.2 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO RULES
Optical centre
Geometric centre
20mm 46.5mm 33mm
LOGO RULES
The unique script of the Harrods logotype has its own idiosyncrasies and symmetry.
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.
MINIMUM SIZE OF LOGO
The Harrods sign-off can appear with or without the web & tel. The sizes indicated
below provide a guide to print production of the Harrods logotype when used alone
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.
CLEARANCE ZONE
The logotype is our icon and always occupies its own space. We can maximise visual
impact, simply by creating and protecting an invisible clear zone around it.
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.
Optical centre
Geometric centre
H
0.5H
0.5H
0.5H
0.5H
1B
1B
1B
1B
B
1C
1C
1C
1C
C
1P
1P
1P
1P
P
1T
1T
1T
1T
T
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1H
1H
1H
1H
H
1T
1T
1T
1T
T
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.
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 .

;
1.3 | HARRODS BRAND GUIDELINES | CORE BRANDING | COLOUR PALETTE
METALLIC GOLD
PANTONE 871c
C:20 M:25 Y:60 K:25
R:131 G:127 B:68
HARRODS GREEN
PANTONE 574c
C:58 M:22 Y:98 K:79
R:58 G:75 B:1
BLACK
PANTONE 6
C:0 M:0 Y:0 K:100
R:29 G:29 B:27
SILVER
PANTONE 8001c
C:44 M:35 Y:37 K:21
R:125 G:127 B:126
GOLD FOIL
LUXOR 220
SILVER FOIL
ALUFIN Special
SALE RED
C:0 M:100 Y:100 K:40
R:158 G:11 B:15
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.
Optical centre
Geometric centre
1.4 | HARRODS BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS
LOGO 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.
SECONDARY COLOURS
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.
Optical centre
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 dark colour backgrounds it
is strongly recommended that
the logotype in White is used.
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 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
New Baskerville
abcdefghijklmnopqrstuvwxyz
ABCDEFGHI J KLMNOPQRSTUVWXYZ
123456789012345678901234567890
New Baskerville Italic
ab c de f g hi j k l mno pq r s t uvwxy z
ABCDEF GHI J KLMNOPQRS TUVWXYZ
123456789012345678901234567890
New Baskerville Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789012345678901234567890
New Baskerville Bold Italic
abc de f ghi j kl mnopqr s t uvwxy z
ABCDEFGHI J KLMNOPQRS TUVWXYZ
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
ITC New Baskerville
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
abc def ghi j kl mnopqr s t uvwxy z
AB CDE F GHI J K L MNOP QRS TUVWXYZ
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
Gill Sans MT Light Italic
a b c d e f g h i j k l mn o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
Gill Sans MT
abcdef ghi j kl mnopqrst uvwxyz
ABCDEF GHI J KLMNOPQRS TUVWXYZ
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
Gill Sans MT Italic
a b c d e f g h i j k l mn o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
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 Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
123456789012345678901234567890
Arial Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
123456789012345678901234567890
Arial
Times New Roman
abcdefghi j kl mnopqrst uvwxyz
ABCDEFGHI JKLMNOPQRSTUVWXYZ
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
Times New Roman Italic
abcdef ghi j kl mnopqrst uvwxyz
ABCDEFGHI J KLMNOPQRS TUVWXYZ
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
Times New Roman Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
Times New Roman
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.
F I NE J E WE L L E R Y &
L UXUR Y WAT C HE S
FJ&W ad-Men'sFitness 16/4/09 13:22 Page 1
LECTURE SERIES IN ASSOCIATION WITH THE
7786_DIAd_SunTimesStyle_11May 7/6/09 15:44 Page 1
Starring Eveningwear by Elie Saab
and Jewellery by Pascal
p 8224_Hello mag Elie Saab ad 336x246:. 07/08/2009 3:09 pm Page 1
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 I S ONLY
ONE S ALE
S T A R T S
T HI S S A T UR DA Y
A T 9 A M
S A L E OP E NI NG TI ME S
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
Fax Memo Letterhead
Fax
To From
Company Title/Dept
Fax Number Fax Number
Pages Telephone Number
Date
Reference
Memo
To From
Company Title/Dept
Pages Telephone Number
Date
Reference
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.
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.
CHRI STI NA 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 Name
Lead Designer & Brand Guardian Job Title
HARRODS | Store Image | Creative Company | Directorate | Division
Harrods Limited, Fifth Floor, 68 Hammersmith Road, London W14 8YW Address
Tel: +44 (0) 20 3626 7560 | Fax: +44 (0) 20 3626 7896 | harrods.com 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
HARRODS TONE OF VOICE
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:
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:
ASSOCIATED BRANDS
Authoritative, decadent, distinguished language that captures exclusivity, first-class
products and service excellence.
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
4.0 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | TONE OF VOICE
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. Apostrophes 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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
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.
B
BRAND NAMES
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.
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.
CARD/CARDHOLDERS
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
CAVEATS
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
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.
CHAMPAGNE
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.
CHILDRENSWEAR
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.
COMMAS
Good punctuation is always expected and commas are a punctuation essential.
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.
b) given or supplied free of charge.
Always use complimentary instead of free.
COMPLEMENTARY
a) two or more different things combining in such a way as to form a complete
whole or enhance each other.
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
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
and year will suffice. In this case, omit all days from the document for consistency.
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.
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 9
th
.
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
capitalised for headers, Sale and fashion communication, e.g. Summer Sale Preview.
However, when seasons appear in body copy, for example if talking about an
autumn harvest or a winter frost, they should remain in lowercase.
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
EXCLAMATION MARKS
To be used sparingly.
EXCLUSIVELY
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.
F
FLOORS
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.
H
HANDMADE
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
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.
HOMEWARES
Always written as one word, e.g. Homewares, not Home Wares.
HYPHENS
Hyphens are used to show a link between words.
a) to join words, e.g. he used a non-corrosive wok to make dinner.
b) to avoid an odd sequence of letters, e.g. re-enter not reenter.
c) to avoid confusion, e.g. three year-old boys or three-year-old boys.
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 in doubt, err on the side of caution in the case of ultra-, super-, mega-, multi-
unless the dictionary states otherwise (superhuman, ultraviolet, multiethnic).
When constructing a sentence that requires hyphenation, a long () hyphen (m
dash) is always preferred over a short (-) hyphen (n dash).
Similarly, hyphens between dates and times must use the m dash () with space in
between each word, e.g. 5.30pm 7.30pm.
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
I
IN-STORE
Always hyphenated, e.g. in-store, not instore or in store.
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.
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.
J
JOB TITLES
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.
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.
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
Weights should appear in kg or kilogrammes.
Land mass should always be quantified in kilometres, e.g. This stretch of coastline
dips south for over 400km.
*
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
See Mini Harrods Brand Guidelines/Style Guide.
MONEY
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
more detail.
For numbers associated with days, weeks or months, a hyphen is used to illustrate
the relationship, e.g. He completed a five-day week.
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.
O
ORDINAL SUFFIXES
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.
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
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
SW1X 7XL
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.
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.
ROOM
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
S
SALE
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
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
SPEECH MARKS
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.
STATIONARY/STATIONERY
Stationary not moving, not changing.
Stationery writing materials.
STORE
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.
T
TEAM
Where following a department or brand, the word team should be in lowercase.
TELEPHONE NUMBERS
Telephone numbers should always be written as follows:
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
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.
TERMS AND CONDITIONS
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.
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.
W
WEBSITES
Harrods website should simply be written as harrods.com
For wider campaigns like Harrods Rewards, the web address should read:
harrods.com/rewards
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.
4.1 | HARRODS BRAND GUIDELINES | HARRODS STYLE GUIDE | HOUSE STYLE A-Z
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 various areas in Wine, Spirits & Cigars should be written as follows:
The Wine Rooms
The Cigar Rooms
The Wine Vault
The 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
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
Please 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
Terms 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
All 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
Co-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
Please pay particluar attention to the House style guidelines for dates, locations and
set phrases such as Exclusively at Harrods
Under no circumstances should any collateral feature third party web addresses
The Harrods brand band and logo must appear on all co-branded advertising, for
further clarity see the brand band and logo guidelines
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6.2 | HARRODS BRAND GUIDELINES | CO-BRANDING | ADVERTISING
HARRODS ADVERTORIALS
The majority of all Harrods paid advertorials are written in-house by the
publication in question
Without 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
Under no circumstances should any collateral feature third party web addresses
The Harrods brand band and logo must appear on all advertorials, for further
clarity see the brand band and logo guidelines

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
PROMOTION
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
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

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 outt. Gardnia
Ptale is a fresh oral for carefree
days; Bois dIris is a warm scent, ideal
for knitwear days; and Cologne Noire is
for your statement outts and events.
Discover all six in this chic presentation
case, 700, exclusive to Harrods.
Perfumery, Ground Floor
This uber-glamorous collaboration
between Crme de la Mer and British
luxury luggage company Globe-Trotter
will satisfy even the most beauty-
addicted 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
The new
office staple
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
READY, JET SET, GO!
Everyones getting
a scent wardrobe!
Label alert:
LUXE-OVER YOUR LINGERIE!
ELEMENTAL ELEGANCE
Add a little lustre to your festive offering this
year with a special gift for your loved one
fromthe place that does luxury better than
any other Harrods.
ON SHOW:
Raek-Mig-Lige sterling Silver
bowl by Georg Jensen 8,438.
The Silver room, Second Floor.

Items clockwise fromtop: Montblanc platinum
plated fountain pen 830; Baccarat ring 1,520; Lara
Bohnic chain necklace 789; M.C.L ower earrings with green
sapphire 640; Harrods candle 29.95; Annoushka bangles (fromtop
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 from1,200; 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 fromLower Ground and Ground Floor.
ADVERTISEMENT FEATURE
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
All 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
Any 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
Under no circumstances should any collateral feature third party web addresses
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
All invitations must be sent to the Harrods Brand Guardians at brand@harrods.com
for brand approval prior to being printed
HARRODS AND DENNIS BASSO

are delighted to invite you to the exclusive launch of Eveningwears newest boutique.

THURSDAY 15TH OCTOBER 2009
6PM 8PM
Eveni ngwear, Fi rst 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
2. JOINT OR SUPPLIER HOSTED
All 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
Under no circumstances should any collateral feature third party web addresses
All invitations must be sent to the Harrods Brand Guardians at
brand@harrods.com for brand approval prior to being printed

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 ower is woven
into a sculptural heart with an innite thread of diamonds, creating drama
in its exquisite details. Featuring ve diferent 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
cordially invites you
to the exclusive worldwide unveiling of
6.4 | HARRODS BRAND GUIDELINES | CO-BRANDING | BRAND MAILERS
BRAND MAILERS
Brand 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
All 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
Please 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
The 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
Terms and conditions must be written in accordance with the Harrods Style
Guide and must be approved by the Harrods Legal department
All 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 t 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
DI SPLAY FONTS = ANNI VERS/ CALLUNA
(please use Calluna for the main title, Annivers for secondary titles and buttons)
FUNCTI ONAL FONTS = ARI AL/ GEORGI A
(please use Georgia for all body copy and Arial for specic 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.