No parts of this document may be reproduced or distributed without © Ellesse International SpA.

2008
the permission of Ellesse International SpA. All images are used for Ellesse and are registered trademarks of
internal reference and training only. and used under licence from Ellesse International SpA.
Our Beginning

“Make it beautiful,
Make it better”
What do you do if you can’t
find the exact skiwear you want?
Well, if you’re Leonardo Servadio,
1979 Leonardo Servadio meets
founder of ellesse, you simply Chris Evert

design and manufacture your own.

Leonardo was an Italian tailor with a passion for skiing.

In Perugia in 1959 he created a revolutionary stretch ski
pant and before long his designs took the ski world by storm.

But Leonardo didn’t stop there. The success of ellesse

in winter sports was the perfect springboard to expand
the brand into first tennis and then other sports -
all the time making sure every product did exactly
the same as the first: look good and
perform brilliantly.

For Leonardo and for his brand, 1981 Leonardo Servadio and Guillermo Villas
sport is about more than just winning.
And ellesse still reflects our founder’s Perugia
character - his love of life. It’s about style,
panache and good times spent hanging
out with friends. 1988 Leonardo Servadio meets
1959 ellesse was founded Princess Caroline of Monaco
in Perugia, Italy

1970 ‘The Jet Pant’

Servadios’ first innovative ski pant

1983 Leonardo Servadio and friends

Our Logo Our Heritage

The ellesse logo began as a simple At the start of the 60s, ellesse skiwear
pair of initials. Leonardo Servadio’s revolutionised fashion on the slopes.
L&S mark was a guarantee of Skiwear was functional, not fashionable.
quality and style. Ellesse changed that for good.

But as the brand grew, so the logo changed. First the brand
name ellesse was created from the letters L&S. Later the half
ball logo was introduced, combining the tips of a pair of skis
with a cross section of a tennis ball, to symbolise the brand’s
heritage in these sports.

The logo has now evolved and exists as shorthand for the
ellesse tradition of innovation in performance and style.
It is the signature of one of the most recognised sport
lifestyle brands in the world.

The half ball is a hybrid design made from

the two tips of skis and a section of a tennis ball

1959 1968 1975 2006

The very first logo was made up from As the logo evolved it was spelt out with The shaded L&S was discontinued and the half ball The logo evolved over the years before arriving
Leonardo Servadio’s name and initials L&S. the L&S highlighted as shown above device also known as the ‘semipalla’ was introduced at the logo you see today
His name was soon dropped from either side positioned over the ‘esse’ part of the logo
so it just existed as L&S
60s Ellesse was born in Perugia, Italy in 1959 when
founder Leonardo Servadio decided to fuse his
passion for skiing with his expertise in tailoring
70s
to create revolutionary designs in skiwear.
Being a master tailor meant that Leonardo’s
designs were all about the cut. Towards the end
of the decade ellesse revolutionised the world’s
ski market with new fabrics that could enhance
athletic performance and style innovation.
In the 70’s ellesse created the ‘jet pant’, the first
pair of skiing trousers with special padded knees.
Four years later came another first: the quilted ski
80s
jacket. It quickly became a firm favourite on the
fashionable slopes of Cortina d’Ampezzo, Val d’Isère
and St Moritz. What’s more, it was the first item of
skiwear to be ‘cool’ off the slopes. Ellesse also moved
into tennis. It was love at first sight, with the collection’s
sharp Italian style making it an immediate success.
Later in the decade, ellesse became the sportswear
first company ever to put its brand name on the
outside of its clothes - a move copied by brands
around the world ever since.
In the 80s ellesse sponsored the elite of the
international tennis circuit. Ellesse sponsored
champions such as Chrissie Evert, Boris Becker
90s
and Guillermo Villas and was the official supplier
to ten national ski-teams. The passion, grace,
spirit and style of these players inspired everyone
who saw them. And they did it all wearing ellesse.
Ellesse also sponsored the New York marathon
from 1984 - 1986 as well as the legendary Ferrari
F1 team. Meanwhile, in Spain, ellesse kitted out
the Italian national football team that beat West
Germany 3-1 to win the 1982 World Cup.
Throughout the 90s the ellesse brand became
synonymous with pushing the boundaries of
sportswear. It led the way in sports technology
00s Today ellesse still combines classic styling
and fine detailing with a modern twist in
creating contemporary, stylish, Italian sportswear.
brought style to sportswear in a range that
Vogue called “stylish, practical, and with just
enough school girl sex appeal ... to look good
with products like Magic Air™ - a ski jacket that In 2005, ellesse teamed up with eminent fashion on any court you choose, even if you’re just
raised its inside temperature automatically duo Eley Kishimoto to produce an exciting new hanging around on the edge pretending to
- and the ellesse ‘Pneu’ footwear range, range. From stripy tennis skirts to bright be sporty”.
which used air cushions to support the foot. zip-through jackets, ellesse once again
Ellesse continued to support emerging young
sport talent throughout the 90s - Arantxa Sanchez
and Kournikova in tennis as well as Olympic
gold-medal winner Jean-Luc Crétier in skiing.
Our Consumer

The ellesse consumer is young, urban

and stylish. The heartbeat of the city.
What they choose to wear is an
expression of who they are and every
little detail counts, right down to the
finest stitch. While the core target
consumer is 20-30 years old,
the broader market is 15-45.
The ellesse consumers are:

• Sociable and on-trend

• Engaged with current culture
• Brand conscious
• Active and confident
• Self expression is important
• Sportswear is part of their everyday wardrobe
and is mixed and matched
Our Brand DNA

What makes
ellesse unique?
The ellesse brand is made up of numerous elements
all coming together to make the brand what it is.
The functional product attributes work alongside
the more emotive personality of the brand,
to create Stylish Italian Sportswear.

Product Attributes Brand Personality

Colour Relaxed
Sport Inspired Sociable
Attention to Detail Playful
Modern thinking with Loves Life
Italian Style
Our Product Attributes

Ellesse’s apparel, footwear and

accessories have a distinctive
design style.
The ellesse ‘look’ is defined by our
timeless iconic signature pieces
and four key product attributes:

Colour
Sport Inspired
Attention to Detail
Modern Thinking with Italian Style
Colour
• Clean, confident and fresh.
• Courageous and bold, yet considered.
• Assured use of accent / “pop” colours.
• Unique and distinctive colour combinations.
Sport Inspired Attention to Detail
• Celebrating the ellesse sport heritage - tennis, ski and other lifestyle sports. • “Make it beautiful!” (Leonardo Servadio).
• Clean, crisp and sharp designs. • Tailored and sculpted to fit the body.
• Athletic in appearance and spirit. • Quality and craftsmanship engineered through construction.
• To include colour blocking and stripes. • Fit for purpose.
• Creative use of detailing and styling.
Modern Thinking with Italian Style
• Converting the ordinary into the extraordinary.
• Innovative use of materials, technologies and techniques.
• Fusing our heritage with the future (old with new).
• Environmental sensitivity.
Our Brand Personality

The ellesse brand personality stems

from our cultural heritage, a brand
with an Italian sense of style and fun.
When we talk about the ellesse
personality attributes, this is
what we mean:

Relaxed Sociable Playful Loves life

The ellesse player is naturally
confident and never afraid
to try something new.
We take the same relaxed attitude
to everything - there’s always time
to take your time.
For ellesse, sport is about meeting
people and sharing good times.
Sometimes the après-ski is just as
important as the ski. It’s no accident
that it’s in skiing and tennis - two of
the most sociable sports there are
- where we’ve always excelled.
We love to play. The brand is
friendly and flirtatious, never
taking things too seriously.
Humour, playfulness and spontaneity
are an essential part of the ellesse
make-up whether on the court,
the slopes or the street.
Ellesse is always at the heart
of the party. We love colour,
we love vibrancy and we believe
in living for the moment.
Above all we have a confident,
open, inclusive attitude to
everything and everyone.
Our Brand Attitude

How do you translate La Dolce Vita?

It’s the Italian phrase that represents
ellesse’s attitude to life. When you’re
living “the sweet life” you’re full of
confidence, you look good and
you feel great, you take your time.
Somehow things just seem to go
your way, so whatever you want,
you go for it.

Ellesse represents a simple consumer proposition:

Stylish Italian Sportswear. And our Italian origins are
central to our brand character. Relaxed, happy
and confident in nature, ellesse believes that the
winners are those who have the best time.
Our Range Segmentation

Our segmentation aims to define the

identity and end use for product across
three main areas ATTIVO, TEMPO LIBERO
& heritage.

Attivo and Tempo Libero originate from the attivo tempo libero Heritage
Italian words for active and free time. With this
in mind our category segmentation seeks to
build on ellesse’s sports heritage as well as
new opportunities within the modern world
of sport and leisure.

Stylish Performance products combining
style, function and the freedom of
movement. Designed for active sport.
Stylish Casual products inspired
by sport, street and fashion.
Designed for everyday life.
The Heritage product concept runs across
both Tempo Libero and Attivo segments and
has its own branding identity. The product is
directly inspired by ellesse heritage collections
and iconic products.
Ellesse Iconic Products

These are our timeless classics, ellesse

signature pieces that we reinterpret
and reinvent for new times. These will
always form a part of any ellesse range
Our Brand Assets Logo Applications

The ellesse logo and executional

properties such as the half ball, the brand
colours and our official font represent
our greatest assets. They enable us to
assert our unique brand identity and
remain distinctive.
Brand Colours
Consistency of using these assets is essential, no attempt should
be made to recreate or modify elements of the ellesse logo.
To consult our logo execution and brand marketing guidelines
please refer to the attached CD on the back of this book.

The “Half Ball” Registered

trademark
Pantone 186 CV Pantone 151 CV Pantone 7545 CV
C: 2 M: 100 Y: 82 K: 6 C: 0 M: 64 Y: 100 K: 0 C: 56 M: 30 Y: 17 K: 52
HTML #C60C30 HTML #FF7900 HTML #51626F

Font

The ellesse font is Chalet - London 1960

(Primary font weight for body text and headlines)
LondonNineteenSixty

Alternative font weight - New York 1960

The Ellesse Logotype The Italia Logotype NewYorkNineteenSixty
Our Future

Today ellesse still has the same

spirit of innovation and unique
style that defined it back in 1959.
Our future as a global brand will see
continued growth into new territories
and product categories. Working with
world-class local partners will enable
us to understand our consumers,
creating outstanding products that
are on brand and relevant.
 Ellesse Brand Book CD 1. Brand Guidelines
2. Templates
3. Fonts
4. Brand Book Assets
5. Logos

On this CD you will find our latest guidelines

and assets. Please note that usage is subject
to submission of your final artwork for approval
to ellesse’s marketing department.

No parts of this cd may be reproduced or distributed

without the permission of Ellesse Ltd. All images are
used for internal reference and training only.

© Ellesse International SpA. 2008

Ellesse and are registered trademarks
of and used under licence from
Ellesse International SpA.

No parts of this document may be reproduced or distributed without © Ellesse International SpA. 2008
the permission of Ellesse International SpA. All images are used for Ellesse and are registered trademarks of
internal reference and training only. and used under licence from Ellesse International SpA.