Plan A

visual identity
guidelines

For more information about M&S and Plan A,

visit: http://plana.marksandspencer.com/
© 2010 Marks and Spencer plc
Contents:
Area 1: This area will include the designing of the
‘Plan A’ logo and the concept of it.

Area 2: This area will include the layout and design of

the posters, with the underlining idea of the
campaign.

Area 3 This area will include the potential use of the

‘Tools for the future’ posters and placement
within M&S stores.

Area 4 This area will conclude how the campaign

could work, for M&S and the potential use in
other medias.
Area 1:
This area will include the designing of the ‘Plan A’ logo and the concept of it. To
start with, the creation of the logo.

My idea for the ‘Plan A’ logo is that, because of the campaign is about trying to,
help protect and better the world by becoming more green. Is that by using the
earth as a starting point, with this I thought is was the best way to go about it.
By this I have taken the logo into the concept of the earth, by using three differ-
ent tones of green. One being the offical M&S green to then having the other two
tones lighter than the orignal colour. To make up ‘earth’, ‘water’ and ‘air/cloud’.
This is then constructed but the curving shapes that makes the basis of the
earth.

The image to the left, shows how and what the three layers work together. As you
can tell that the colours of the two shapes, are not exactly the colours you would
of thought there were, but with layer styles ad opacity changes, they soon form
the ‘earth’ concept.

This is the the ‘earth’ formation, that is created. Below are a variant and a black
and white version, right to that is the outlined structure of the ‘A’.
 Area 1:
The ‘Plan A’ logo normal colours, with the adapted ‘your’ M&S logo, to say ‘Your
Plan A’ with web address beneath it.

Colours:
PANTONE 382 C

C=39 M=17 Y=100 K=0

Layer proptities - screen
Opacity - 72%

C=39 M=17 Y=100 K=0

Layer proptities - screen
Opacity - 31%

Colours:
PANTONE 382 C
Key Black (CMYK)

Typeface:
Helvetica Neue - Ultralight
Helvetica Neue - Light
 Area 1:
The ‘Plan A’ logo Black and white colours, with the adapted ‘your’ M&S logo, to
say ‘Your Plan A’ with web address beneath it.

Colours:
90% Black

C=39 M=17 Y=100 K=0

Layer proptities - screen
Opacity - 72%

C=39 M=17 Y=100 K=0

Layer proptities - screen
Opacity - 31%

(creates the same effect)

Colours:
90% Black
Key Black (CMYK)

Typeface:
Helvetica Neue - Ultralight
Helvetica Neue - Light
 Area 1:
The ‘Plan A’ logo variant, with the adapted ‘your’ M&S logo, to say ‘Your Plan A’
with web address beneath it.

Colours:
100% Cyan

C=39 M=17 Y=100 K=0

Layer proptities - screen
Opacity - 72%

C=39 M=17 Y=100 K=0

Layer proptities - screen
Opacity - 31%

(creates the same effect)

Colours:
100% Cyan
Key Black (CMYK)

Typeface:
Helvetica Neue - Ultralight
Helvetica Neue - Light
 Area 2:
This area will include the layout for the campaign posters. I wanted to keep the
layout similar, to the original M&S posters due to the fact it will have to work
along side them. I have designed the posters for A3 but the recommended size
would be A2.

Poster:

M&S logo placement top left

corner.

Below this is the tagline.

Helvetic Neue -
Ultralight
50pt (A3)
100% Key Black
100 set tracking
60pt leading

Below that is the image

placement.

Then its a subheading

Helvetic Neue -
Ultralight
36pt (A3)
White
100 set tracking
60pt leading

Then Logo placement.

 Area 2:
The layout with the real design and text.

Poster:

M&S logo placement top left

corner.

Below this is the tagline.

Helvetic Neue -
Ultralight
50pt (A3)
100% Key Black
100 set tracking
60pt leading

Below that is the image

placement.

Then its a subheading

Helvetic Neue -
Ultralight
36pt (A3)
White
100 set tracking
60pt leading

Then Logo placement.

 Area 2:
The layout with the real design and text.

Poster:

M&S logo placement top left

corner.

Below this is the tagline.

Helvetic Neue -
Ultralight
50pt (A3)
100% Key Black
100 set tracking
60pt leading

Below that is the image

placement.

Then its a subheading

Helvetic Neue -
Ultralight
36pt (A3)
White
100 set tracking
60pt leading

Then Logo placement.

 Area 2:
The layout with the real design and text.

Poster:

M&S logo placement top left

corner.

Below this is the tagline.

Helvetic Neue -
Ultralight
50pt (A3)
100% Key Black
100 set tracking
60pt leading

Below that is the image

placement.

Then its a subheading

Helvetic Neue -
Ultralight
36pt (A3)
White
100 set tracking
60pt leading

Then Logo placement.

Area 2:
The basic layout.
Area 3:
The basic layout.