A.S. Watson Group

Official Websites

• https://www.aswatson.com
• https://www.aswatson.com/career
• http://eu.aswatson.com

Brand Guidelines

2017

Brand Summary

Mission

• To establish A.S. Watson as a great place to work and an award-winning retailer, fostering a sense of belonging and participation in something greater than just a job, across international markets [^1].

Core Values

• passion to go the extra mile
• excellence
• learning and growth
• teamwork
• innovation
• care for each other
• focus
• dynamic energy
• responsibility for the planet

Target Audience

• Current and potential employees, especially those who are digitally- and globally-minded, seeking opportunities in retail across Hong Kong and Europe [^2].

Personality Traits

• aspirational
• supportive
• worldly
• optimistic
• approachable
• inclusive

Visual Identity Overview

• The visual identity is energetic and dynamic, featuring bold red and supporting colors, unique energy patterns, natural photography of people, and contemporary retail shapes. The logo is a simple wordmark, and layouts emphasize proportion and balance. The brand uses consistent typography and visual elements to convey modernity, openness, and a people-focused ethos [^3].

Categories

Brand Voice

• This section explains how our Employer Brand sounds – and how our idea, ‘Be part of more’, is expressed in written and spoken language. Our tone of voice is based on three simple principles. They will help us communicate consistently as an employer, whichever country or language we’re speaking in.
• Our three tone of voice principles Aspirational Supportive Because our people have a desire to learn and grow. Because we have an instinct for teamwork and because we care for each other. Worldly Because we’re international, we’re experienced and we’re inspired by the world around us.
• To be aspirational… Show what ‘more’ means We make a positive difference to people’s lives and careers. Talk about positive change, potential and success. Use, and highlight, the word ‘more’ in copy and headlines.
• Be optimistic Optimism is infectious. So look on the bright side of life. Talk about things in their best possible light, without stretching the truth.
• Look forward We’ve been around for 175 years and more, but our success depends on staying ahead of the game. Talk about the future, not just our heritage.
• To be supportive… Focus on people People make us who we are. So our communications should always feel ‘human’ – like people talking to people, and not ‘corporate-speak’. Use real-life testimonials and quotes from our people. Show recognition of the important work done by people behind the scenes too.
• Be down-to-earth We believe approachable, personable people are successful people. And they draw people in. Our tone should do the same. No jargon, just ordinary everyday words.
• Be inclusive We’re a group of people working in harmony. So talk about ‘us’ not just ‘you’. Use language like ‘team’ and ‘join’ and ‘collaborate’. We’re all in it together.
• To be worldly… Talk local and global A.S. Watson is attuned to local and global retail. When communicating, take opportunities to show our understanding of Hong Kong and European markets.
• Show our responsible attitude CSR isn’t just an afterthought. It’s been integral to A.S. Watson since we started. Build responsible words and messages into communications, even when they’re not core to what we’re saying.
• Use facts and figures The evidence of numbers, facts and figures strengthen our messages, our reputation as an employer, and our appeal to high-calibre employees.

Brand Imagery

• Our energy patterns are a fundamental part of our brand identity. They capture our drive for ‘more’ in everything we do and signify the unique nature of our people. The patterns live around imagery of people, around text and, on occasions, stand on their own. When used with imagery of people they always radiate outward, highlighting the chosen subject. This should be done in a way to create energetic and engaging compositions. We use one of three styles to keep an element of consistency; Shining, Radiating and Expanding. When creating your pattern, please follow one of these three styles.
• When creating new patterns there are a few simple rules to adhere to. Most importantly, all illustrations are to be made of a single-weighted line, that must never overlap others. Try to keep the spaces between lines roughly equidistant, whilst maintaining a natural, hand-crafted feel. A few anomalies here and there are fine.
• Never overlap/cross lines
• Never draw objects/shapes around images of people
• Never use more than one line-weight per illustration
• Never create perfectly straight/ controlled lines
• We use the chalk range of brushes in Photoshop to create our patterns. This is a standard Photoshop brush, so there’s no need to create a bespoke one. The standard sizes are 11 -60. These can be scaled up and down but care should be taken to select a suitable size for the resolution you’re using.
• Each of these brushes have been scaled to visually appear the same width. ll and 17 lack definition, 23 -60 are good to go.
• These images represent our intention for art direction. The shots show a variety of poses that best suit the individual’s personality. They should be natural and relaxed, with group shots having an interesting, informal arrangement.

Color Palette

• Our Employer Brand colour palette consists of the A.S. Watson colours; the core red and five supporting colours.
• These colours are used to enhance the energy in our communications and we encourage their use.
• As a general rule we avoid using more than one colour per communication. An exception to this rule applies when creating graphs and charts where colour distinction is needed.
• Where possible we avoid using black as a feature/background colour. Instead we use the A.S. Watson Grey which creates a softer, friendlier impression.
• Red C0 M100 Y81 K4 R227 G24 B54 #e31836
• Purple C38 M55 Y0 K0 R162 G126 B198 #a27ec6
• Blue C85 M19 Y100 K0 R1 G194 B237 #01c2ed
• Magenta C0 M100 Y0 K0 R239 G0 B166 #ef00a6
• Grey C62 M54 Y51 K23 R95 G96 B98 #5f6062
• Yellow C0 48 Y100 K0 R247 G188 B0 #f7bc00

Typography

• Our typeface is VAG, it should be used in all A.S. Watson communications.
• We use two weights – Thin for large headers and body copy and Bold for small titles and highlighted messaging.
• We only ever capitalise the first letter of the first word in a title. It is only ever the illustrated version of the word ‘more’ that is set in all caps.
• In all digital applications where the use of VAG cannot be guaranteed, we recommend using Arial Regular and Bold as a substitute.
• We use rules of proportions rather than set font sizes, allowing you to experiment and explore typographic and layout options, whilst remaining on-brand.
• When picking font sizes, always use body copy at 50% the pt size of the header. So if the body copy in this example is l2pt, the header would be set in 24pt.
• Always leave a space of the x-height of the header font before starting body copy on printed work.
• Be part of more should always be Bold, wherever it’s seen.
• The word ‘More’ should always be Bold when promoting the direct benefits of working for A.S. Watson, so bold more for ‘more than just a job’ and not for ‘more than 211 pairs!’.
• In body copy, the basic rule is to highlight the few most important words in that communication, so the reader can glance at the page and gain a quick understanding. So, for instance, in a recruitment advert, you could highlight the words that define the position (eg Human Resources Graduate) and the words that explain why it’s ‘more’ than just a 9-5 job: travel overseas and work in European markets.
• Use your judgment on which words to highlight in body copy, and don’t highlight more than two or three words or phrases.
• We use our strapline as a sign-off in communications and use a font size 1.5 times bigger than that of the body copy. We also render the strapline in bold and use it in either the A.S. Watson core Red or in white-out.

Logo Usage

• Our logo is a wordmark that symbolises everything that A.S. Watson means to people. It’s simple and open in its design, but powerful in what it represents. Here are a few guidelines to ensure we present our logo in the correct way.
• Primary logo (positive)
• Primary logo (negative)
• Exclusion zone
• Minimum sizes (print + digital)
• Print = 15mm
• Digital = 125px

Tone And Messaging

• Our tone of voice is based on three simple principles. They will help us communicate consistently as an employer, whichever country or language we’re speaking in.
• Aspirational
• Supportive
• Because our people have a desire to learn and grow.
• Because we have an instinct for teamwork and because we care for each other.
• Worldly
• Because we’re international, we’re experienced and we’re inspired by the world around us.
• To be aspirational… Show what ‘more’ means We make a positive difference to people’s lives and careers. Talk about positive change, potential and success. Use, and highlight, the word ‘more’ in copy and headlines.
• Be optimistic Optimism is infectious. So look on the bright side of life. Talk about things in their best possible light, without stretching the truth.
• Look forward We’ve been around for 175 years and more, but our success depends on staying ahead of the game. Talk about the future, not just our heritage.
• To be supportive… Focus on people People make us who we are. So our communications should always feel ‘human’ – like people talking to people, and not ‘corporate-speak’. Use real-life testimonials and quotes from our people. Show recognition of the important work done by people behind the scenes too.
• Be down-to-earth We believe approachable, personable people are successful people. And they draw people in. Our tone should do the same. No jargon, just ordinary everyday words.
• Be inclusive We’re a group of people working in harmony. So talk about ‘us’ not just ‘you’. Use language like ‘team’ and ‘join’ and ‘collaborate’. We’re all in it together.
• To be worldly… Talk local and global A.S. Watson is attuned to local and global retail. When communicating, take opportunities to show our understanding of Hong Kong and European markets.
• Show our responsible attitude CSR isn’t just an afterthought. It’s been integral to A.S. Watson since we started. Build responsible words and messages into communications, even when they’re not core to what we’re saying.
• Use facts and figures The evidence of numbers, facts and figures strengthen our messages, our reputation as an employer, and our appeal to high-calibre employees.

Brand Values

• ‘Be part of more’ is the idea that lies at the heart of our Employer Brand.
• You will see it as a strapline at the foot of all our communications – such as recruitment adverts – a reminder that working for A.S. Watson is a way to participate in something that means more than just a job.
• As you’ll see on the next page in our manifesto, ‘be part of more’ means many things. And we want our current and potential employees to know all about them. So if you’re writing, designing or speaking on behalf of our brand, make sure to bring our idea to life.
• N.B The company name and the words ‘Be part of more’ – our global employer brand strapline – should always be seen in English and not translated.
• More is what we bring to life, every single day. More runs in our veins; a passion to go the extra mile for our customers. More shows the world we excel at what we do. More has set the standard since 1841 – and we’ve only just begun. More is your desire to learn and grow, because your journey means as much as ours. More is in our DNA; a natural instinct for teamwork and innovation that unites over 130,000 people. More isn’t just a job. It’s your share in the global success of our brands. More goes beyond retail; more stands up for our planet. More shapes how we think, feel and act; dynamically, productively, with focus and care for each other. More is the energy that fuels our success.
• Together we’re more than you can imagine.

Visual Style

• Our Employer Brand colour palette consists of the A.S. Watson colours; the core red and five supporting colours.
• As a general rule we avoid using more than one colour per communication. An exception to this rule applies when creating graphs and charts where colour distinction is needed.
• Where possible we avoid using black as a feature/background colour. Instead we use the A.S. Watson Grey which creates a softer, friendlier impression.
• Red C0 M100 Y81 K4 R227 G24 B54 #e31836
• Purple C38 M55 Y0 K0 R162 G126 B198 #a27ec6
• Blue C85 M19 Y100 K0 R1 G194 B237 #01c2ed
• Magenta C0 M100 Y0 K0 R239 G0 B166 #ef00a6
• Grey C62 M54 Y51 K23 R95 G96 B98 #5f6062
• Yellow C0 48 Y100 K0 R247 G188 B0 #f7bc00
• Our logo is a wordmark that symbolises everything that A.S. Watson means to people. It’s simple and open in its design, but powerful in what it represents. Here are a few guidelines to ensure we present our logo in the correct way.
• Minimum sizes (print + digital) Print = 15mm Digital = 125px
• Our energy patterns are a fundamental part of our brand identity. They capture our drive for ‘more’ in everything we do and signify the unique nature of our people.
• The patterns live around imagery of people, around text and, on occasions, stand on their own. When used with imagery of people they always radiate outward, highlighting the chosen subject. This should be done in a way to create energetic and engaging compositions.
• We use one of three styles to keep an element of consistency; Shining, Radiating and Expanding. When creating your pattern, please follow one of these three styles.
• When creating new patterns there are a few simple rules to adhere to. Most importantly, all illustrations are to be made of a single-weighted line, that must never overlap others.
• Try to keep the spaces between lines roughly equidistant, whilst maintaining a natural, hand-crafted feel. A few anomalies here and there are fine.
• Never overlap/cross lines
• Never draw objects/shapes around images of people
• Never use more than one line-weight per illustration
• Never create perfectly straight/ controlled lines
• We use the chalk range of brushes in Photoshop to create our patterns. This is a standard Photoshop brush, so there’s no need to create a bespoke one.
• The standard sizes are 11 -60. These can be scaled up and down but care should be taken to select a suitable size for the resolution you’re using.
• Each of these brushes have been scaled to visually appear the same width. ll and 17 lack definition, 23 -60 are good to go.
• Our typeface is VAG, it should be used in all A.S. Watson communications.
• We use two weights – Thin for large headers and body copy and Bold for small titles and highlighted messaging.
• We only ever capitalise the first letter of the first word in a title. It is only ever the illustrated version of the word ‘more’ that is set in all caps.
• In all digital applications where the use of VAG cannot be guaranteed, we recommend using Arial Regular and Bold as a substitute.
• We use the proportion of quarters when it comes to creating a layout, depending on orientation and size. Please refer to the illustrations provided.
• Images should be no less than 50% of the page layout.
• For portrait A-sized documents we use a proportion of l/2 or l/4 depending on which best suits the format and design.
• For landscape A-sized documents we use vertical l/2 proportion.
• We use rules of proportions rather than set font sizes, allowing you to experiment and explore typographic and layout options, whilst remaining on-brand.
• When picking font sizes, always use body copy at 50% the pt size of the header. So if the body copy in this example is l2pt, the header would be set in 24pt.
• Always leave a space of the x-height of the header font before starting body copy on printed work.
• Be part of more should always be Bold, wherever it’s seen.
• The word ‘More’ should always be Bold when promoting the direct benefits of working for A.S. Watson, so bold more for ‘more than just a job’ and not for ‘more than 211 pairs!’.
• In body copy, the basic rule is to highlight the few most important words in that communication, so the reader can glance at the page and gain a quick understanding. So, for instance, in a recruitment advert, you could highlight the words that define the position (eg Human Resources Graduate) and the words that explain why it’s ‘more’ than just a 9-5 job: travel overseas and work in European markets.
• Use your judgment on which words to highlight in body copy, and don’t highlight more than two or three words or phrases.
• We use our strapline as a sign-off in communications and use a font size 1.5 times bigger than that of the body copy. We also render the strapline in bold and use it in either the A.S. Watson core Red or in white-out.
• ‘More’ is the key word for our brand. We use it as a visual element when not using imagery of people or our energy patterns.
• Which pattern you create or brand colour you use is entirely up to you as long as it follows the same principles we use to create the energy patterns (see p12).
• To help communicate that we are a retail brand, we may use classic retail shapes in our visual language, treated in a contemporary manner. They are always used in combination with our energy patterns.
• These shapes are secondary in use to images of people, and should be used sparingly.
• Office environments could incorporate energy patterns, photography and/or messaging.
• Staff can pick the pattern and colour of their staff passes.

Iconography

• Where we don’t have literal references to retail in our copy we must use our retail iconography imagery as shown in the imagery example.
• Retail signifier. Please note this is NOT part of the design and should not be included in any designs

Layout And Composition

• Layout considerations
• We use the proportion of quarters when it comes to creating a layout, depending on orientation and size. Please refer to the illustrations provided.
• Images should be no less than 50% of the page layout.
• For portrait A-sized documents we use a proportion of l/2 or l/4 depending on which best suits the format and design.
• For landscape A-sized documents we use vertical l/2 proportion.
• We use rules of proportions rather than set font sizes, allowing you to experiment and explore typographic and layout options, whilst remaining on-brand.
• When picking font sizes, always use body copy at 50% the pt size of the header. So if the body copy in this example is l2pt, the header would be set in 24pt.
• Always leave a space of the x-height of the header font before starting body copy on printed work.
• We use our strapline as a sign-off in communications and use a font size 1.5 times bigger than that of the body copy. We also render the strapline in bold and use it in either the A.S. Watson core Red or in white-out.
• Elements can be rearranged to suit different formats.

Brand Architecture

• The A.S. Watson Employer Brand is only to be used for Group-level communications. Any retail business units such as Superdrug or Watsons will continue to use their own branding for their employer brand communications, working with the HR teams on a case-by-case basis regarding alignment with our Employer Brand.
• Superdrug is to use a Superdrug advert to recruit new store staff
• Watsons is to use a Watsons advert to recruit for a warehouse manager
• A.S. Watson would use the new employer branding to recruit an Accountant to join the team at Hutchison House
• N.B. BUs must consult with the A.S. Watson HR team prior to implementing any of the A.S. Watson Employer Brand in any of their communications.

Digital Guidelines

• Minimum sizes (print + digital) Print = 15mm Digital = 125px
• In all digital applications where the use of VAG cannot be guaranteed, we recommend using Arial Regular and Bold as a substitute.

Print Guidelines

• Minimum sizes (print + digital) Print = 15mm Digital = 125px
• When picking font sizes, always use body copy at 50% the pt size of the header. So if the body copy in this example is l2pt, the header would be set in 24pt.
• Always leave a space of the x-height of the header font before starting body copy on printed work.

Social Media Guidelines

• A social media post Hong Kong and much more The A.S. Watson Group has been a household name here in Hong Kong since 1841, with brands like Watsons, PARKnSHOP and Fortress. But did you know we’re big in Europe too, with over XXXX people and XX brands? Right now there are some exciting openings in our Superdrug and Perfume Shop brands. So if relocating to Europe could work for you, we’re waiting to hear from you. Together, we’re more than you can imagine. A.S. Watson Group Be part of more Aspirational A strong sense of teamwork and togetherness, in order to achieve more for the group. Supportive An example of putting emphasis on our people’s careers, not just the interests of our company. The language is very down-to-earth too, so we come across as approachable. Worldly It’s important to talk about A.S. Watson as an international, forward-looking company, especially in Hong Kong, where people’s perceptions don’t match our reality.
• Bringing the brand to life - Brand toolkit Please note that all applications in this section are representative designs only, they are examples of how the above guidelines can be implemented and should enable other applications to be on brand. These may include other social media applications, PowerPoint templates and stationery.
• Facebook Page Showing how the ‘MORE’ visual can be used to grab attention and drive messaging.
• Linkedln company profile
• Linkedln post How our Employer Brand idea and tone of voice can come through in social media posts. A.S. Watson Group Olga Shunina Head of People & Communications, Group HR (Europe) at A.S. Watson Group OPPORTUNITY to be part of more than just a Finance team. Join the people who push the bottom line higher at Superdrug, Savers and Kruidvat. Be part of more Find out more here at aswatson.com/bepartofmore Like • Comment * Share * 4 ■2 Belle Plec Fantastic Olga. I’ll send you a message now! 4m Like· Reply Andres Carrillo Sounds fantastic! I love Superdrug. Like· Reply Add a comment…
• BU Linkedln post Building our association with our retail brands could be achieved through a simple sign off with our strap line. N.B. BUs must consult with the A.S. Watson HR team prior to implementing any of the A.S. Watson Employer Brand in any of their communications.
• Tweets How our Employer Brand idea and tone of voice can come through in social media posts. Good with people? Looking for more than just a HK role in retail? Big openings in our global digital team. Say hello at asw.hk/bepartofmore. It’s more than a job, it’s a a career. Be part of the finance team behind Superdrug. Openings at asw.hk/bepartofmore. Be part of more than a team. Be part of a smile that’s Asia-wide. Positions in our Retail Marketing team now open at asw.hk/bepartofmore.

Additional Properties