Marks & Spencer

Official Websites

• https://www.marksandspencer.com
• https://www.marksandspencer.com/us
• https://corporate.marksandspencer.com
• https://marksandspencer.com
• https://marksandspencer.ru
• https://www.marksandspencer.in

Brand Guidelines

2014

Brand Summary

Mission

• To enhance life, every day, by creating products and services that fulfill desire in a way that makes the world a better place, pouring inspiration, innovation, creative excellence, and genuine integrity into all fashion, food, and home offerings [^1].

Core Values

• inspiration
• innovation
• creative excellence
• genuine integrity
• originality
• warmth
• light heartedness
• creativity
• integrity
• Britishness
• quality

Target Audience

• Customers seeking extra special products and services that reflect the best of contemporary Britain, valuing originality, warmth, and integrity [^2].

Personality Traits

• originality
• warmth
• light heartedness
• creativity
• integrity
• elegance

Visual Identity Overview

• The brand visual identity is simple, elegant, and coherent, centered around a single brand mark used as a signature across all assets. The mark is designed with careful attention to typography, clear space, and color palette, emphasizing quality and British heritage. It is reproduced in black or white, with a hero green as part of the corporate palette, and is positioned with respect and specialness [^3].

Categories

Brand Imagery

• AS WELL AS BEING THE SIGNATURE FOR ALL OUR COMMUNICATIONS, THE BRAND MARK IS ALSO OUR MAKERS MARK FOR BRANDING DIRECTLY ON TO OUR PRODUCT AND PACKAGING. IT IS VISIBLE EVIDENCE OF THE INTEGRITY IN ANY ONE OF OUR PRODUCTS ACTING AS A ‘HALLMARK’ (OF QUALITY).
• IT IS IMPORTANT THAT OUR BRAND MARK IS ALWAYS WELL POSITIONED WITH CONSIDERATION GIVEN TO ITS STAND OUT. IT IS MORE THAN JUST A CORPORATE SIGN OFF THE MARK SHOULD THEREFORE ALWAYS BE PLACED WITHIN A SURROUND OF CLEAR SPACE. IT SHOULD ALWAYS SIT APART FROM OTHER GRAPHIC ELEMENTS. BY GIVING THE MARK AIR TO BREATH WE ARE EXPRESSING RESPECT AND SPECIALNESS TO THE MARK. FOR OUR CUSTOMERS THIS DEMONSTRATES IT TO BE A MARK OF QUALITY.
• WHEN REVERSING OUT OF DIFFICULT BACKGROUNDS THE MARK IS CARRIED REVERSED OUT OF A SOLID BLACK PANEL AS SHOWN HERE. THIS CREATES A BRAND PLAQUE. THE DIMENSIONS OF THIS PLAQUE ARE SET TO BEST COMPLEMENT THE BRAND MARK WITH ITS NEGATIVE SPACES AND SHOULD THEREFORE NOT BE ALTERED IN ANY WAY.
• For use larger than 15mm
• For use no larger than 15mm
• and no smaller than 10mm
• WE HAVE CREATED TWO WEIGHTS OF OUR BRAND MARK FOR REPRODUCTION AT DIFFERENT SIZES. ADDITIONAL WEIGHTS HAVE ALSO BEEN CREATED FOR VERY LARGE REPRODUCTION SIZES LIKE SIGNAGE AND FOR WHEN THE BRAND MARK IS MADE IN 3D. THE FILES FOR THESE ARE HELD BY M&S STORE DESIGN.
• Do not adjust spacing between the elements
• Do not re-colour the logotype
• Do not stretch the logotype
• Do not re-create the logotype in a different typeface
• PLEASE AT NO TIME ATTEMPT TO RECREATE OR AMEND OUR BRAND MARK. IT IS SPECIAL AND WE CARE ABOUT IT.
• 100% black on white
• White on 100% black
• White on Hero Green (Pantone 3305)
• Black on light image
• White on dark image
• OUR BRAND VISUAL IDENTITY HAS BEEN DESIGNED TO BE AS SIMPLE AS POSSIBLE. WHILST WE STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD REPRODUCE IN JUST TWO COLOUR WAYS:
• POSITIVE -100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• NEGATIVE-100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE VERSION OF OUR BRAND MARK.
• Logotype positioned too high
• Logotype positioned too low
• Logotype in the optimum position
• IT IS IMPORTANT THAT YOU TAKE CARE AND PAY EXTRA SPECIAL ATTENTION TO HOW YOU POSITION OUR BRAND MARK. IT WORKS BEST WHEN IT NEITHER FLOATS UP AND AWAY OR DROPS DOWN ON AN APPLICATION. POSITION IT SO IT SITS REASSURINGLY STATIC IN APPLICATION.

Color Palette

• WHILST WE STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD REPRODUCE IN JUST TWO COLOUR WAYS:
• POSITIVE -100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• NEGATIVE-100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE VERSION OF OUR BRAND MARK.
• 100% black on white
• White on 100% black
• White on Hero Green (Pantone 3305)
• Black on light image
• White on dark image
• Do not re-colour the logotype

Typography

• THE PREVIOUS MANIFESTATION OF M&S WAS SET IN HELVETICA NEUE ULTRA LIGHT. A SERIES OF INCREMENTAL ADJUSTMENTS HAVE BEEN MADE TO CREATE THE LATEST DESIGN WITH MORE WEIGHT AND MAKE IT MORE ROBUST, WITHOUT LOSING BALANCE AND STATURE AND RETAINING RECOGNITION.
• THE M HAS BEEN MADE TO LOOK SOFTER AND THE AMPERSAND SYMBOL IS DRAWN TO BE MORE RIBBON LIKE, TERMINATING IN A KISS. THE S HAS BEEN MADE MORE CURVACEOUS AND LESS SQUARE. THESE CHANGES ALLOW NEGATIVE SPACE TO FLOW MORE EASILY AND EVENLY AROUND THE LETTERS.
• WE HAVE CREATED TWO WEIGHTS OF OUR BRAND MARK FOR REPRODUCTION AT DIFFERENT SIZES. ADDITIONAL WEIGHTS HAVE ALSO BEEN CREATED FOR VERY LARGE REPRODUCTION SIZES LIKE SIGNAGE AND FOR WHEN THE BRAND MARK IS MADE IN 3D. THE FILES FOR THESE ARE HELD BY M&S STORE DESIGN.
• Do not adjust spacing between the elements
• Do not re-colour the logotype
• Do not stretch the logotype
• Do not re-create the logotype in a different typeface
• PLEASE AT NO TIME ATTEMPT TO RECREATE OR AMEND OUR BRAND MARK. IT IS SPECIAL AND WE CARE ABOUT IT.
• 100% black on white
• White on 100% black
• White on Hero Green (Pantone 3305)
• Black on light image
• White on dark image
• OUR BRAND VISUAL IDENTITY HAS BEEN DESIGNED TO BE AS SIMPLE AS POSSIBLE. WHILST WE STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD REPRODUCE IN JUST TWO COLOUR WAYS: POSITIVE -100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS) NEGATIVE-100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE VERSION OF OUR BRAND MARK.

Logo Usage

• WE ARE ONE BRAND WITH ONE BRAND MARK, WHICH WE USE AS OUR SIGNATURE ACROSS ALL OF OUR ASSETS. OUR BRAND MARK HAS BEEN DESIGNED TO CAPTURE THE PURE ESSENCE OF ALL THAT WE ARE.
• THE PREVIOUS MANIFESTATION OF M&S WAS SET IN HELVETICA NEUE ULTRA LIGHT. A SERIES OF INCREMENTAL ADJUSTMENTS HAVE BEEN MADE TO CREATE THE LATEST DESIGN WITH MORE WEIGHT AND MAKE IT MORE ROBUST, WITHOUT LOSING BALANCE AND STATURE AND RETAINING RECOGNITION.
• THE M HAS BEEN MADE TO LOOK SOFTER AND THE AMPERSAND SYMBOL IS DRAWN TO BE MORE RIBBON LIKE, TERMINATING IN A KISS. THE S HAS BEEN MADE MORE CURVACEOUS AND LESS SQUARE. THESE CHANGES ALLOW NEGATIVE SPACE TO FLOW MORE EASILY AND EVENLY AROUND THE LETTERS.
• THE RESULT IS MORE COHERENT WITH A GENTLER MORE ELEGANT CHARACTER. BY ADDING ‘EST. 1884’ TO THE M&S WE ARE REMINDING CUSTOMERS OF OUR ACKNOWLEDGED PEDIGREE OF WHICH WE ARE JUSTLY PROUD.
• AS WELL AS BEING THE SIGNATURE FOR ALL OUR COMMUNICATIONS, THE BRAND MARK IS ALSO OUR MAKERS MARK FOR BRANDING DIRECTLY ON TO OUR PRODUCT AND PACKAGING. IT IS VISIBLE EVIDENCE OF THE INTEGRITY IN ANY ONE OF OUR PRODUCTS ACTING AS A ‘HALLMARK’ (OF QUALITY).
• IT IS IMPORTANT THAT OUR BRAND MARK IS ALWAYS WELL POSITIONED WITH CONSIDERATION GIVEN TO ITS STAND OUT. IT IS MORE THAN JUST A CORPORATE SIGN OFF THE MARK SHOULD THEREFORE ALWAYS BE PLACED WITHIN A SURROUND OF CLEAR SPACE. IT SHOULD ALWAYS SIT APART FROM OTHER GRAPHIC ELEMENTS. BY GIVING THE MARK AIR TO BREATH WE ARE EXPRESSING RESPECT AND SPECIALNESS TO THE MARK. FOR OUR CUSTOMERS THIS DEMONSTRATES IT TO BE A MARK OF QUALITY.
• WHEN REVERSING OUT OF DIFFICULT BACKGROUNDS THE MARK IS CARRIED REVERSED OUT OF A SOLID BLACK PANEL AS SHOWN HERE. THIS CREATES A BRAND PLAQUE. THE DIMENSIONS OF THIS PLAQUE ARE SET TO BEST COMPLEMENT THE BRAND MARK WITH ITS NEGATIVE SPACES AND SHOULD THEREFORE NOT BE ALTERED IN ANY WAY.
• For use larger than 15mm
• For use no larger than 15mm
• and no smaller than 10mm
• WE HAVE CREATED TWO WEIGHTS OF OUR BRAND MARK FOR REPRODUCTION AT DIFFERENT SIZES. ADDITIONAL WEIGHTS HAVE ALSO BEEN CREATED FOR VERY LARGE REPRODUCTION SIZES LIKE SIGNAGE AND FOR WHEN THE BRAND MARK IS MADE IN 3D. THE FILES FOR THESE ARE HELD BY M&S STORE DESIGN.
• Do not adjust spacing between the elements
• Do not re-colour the logotype
• Do not stretch the logotype
• Do not re-create the logotype in a different typeface
• PLEASE AT NO TIME ATTEMPT TO RECREATE OR AMEND OUR BRAND MARK. IT IS SPECIAL AND WE CARE ABOUT IT.
• 100% black on white
• White on 100% black
• White on Hero Green (Pantone 3305)
• Black on light image
• White on dark image
• OUR BRAND VISUAL IDENTITY HAS BEEN DESIGNED TO BE AS SIMPLE AS POSSIBLE. WHILST WE STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD REPRODUCE IN JUST TWO COLOUR WAYS:
• POSITIVE -100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• NEGATIVE-100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE VERSION OF OUR BRAND MARK.
• Logotype positioned too high
• Logotype positioned too low
• Logotype in the optimum position
• IT IS IMPORTANT THAT YOU TAKE CARE AND PAY EXTRA SPECIAL ATTENTION TO HOW YOU POSITION OUR BRAND MARK. IT WORKS BEST WHEN IT NEITHER FLOATS UP AND AWAY OR DROPS DOWN ON AN APPLICATION. POSITION IT SO IT SITS REASSURINGLY STATIC IN APPLICATION.

Tone And Messaging

• WE CREATE PRODUCTS AND SERVICES THAT FULFIL DESIRE IN A WAY THAT MAKES THE WORLD A BETTER PLACE. INTO ALL OUR FASHION, FOOD AND HOME WE POUR INSPIRATION AND INNOVATION, CREATIVE EXCELLENCE AND GENUINE INTEGRITY THAT ADDS REAL VALUE BOTH FOR OUR CUSTOMERS AND OURSELVES. WE SAY THAT OUR PURPOSE IN LIFE IS TO ‘ENHANCE LIFE, EVERY DAY’. WITH EXTRA SPECIAL PRODUCTS AND SERVICES.
• ADD TO THIS, THE FACT THAT OUR BRITISHNESS PERVADES EVERY ASPECT OF OUR WORK AND YOU CAN SEE THAT WE ARE THE BRAND THAT REFLECTS THE BEST OF CONTEMPORARY BRITAIN WITH OUR ORIGINALITY, WARMTH AND LIGHT HEARTEDNESS, CREATIVITY AND INTEGRITY.

Brand Values

• WE CREATE PRODUCTS AND SERVICES THAT FULFIL DESIRE IN A WAY THAT MAKES THE WORLD A BETTER PLACE. INTO ALL OUR FASHION, FOOD AND HOME WE POUR INSPIRATION AND INNOVATION, CREATIVE EXCELLENCE AND GENUINE INTEGRITY THAT ADDS REAL VALUE BOTH FOR OUR CUSTOMERS AND OURSELVES. WE SAY THAT OUR PURPOSE IN LIFE IS TO ‘ENHANCE LIFE, EVERY DAY’. WITH EXTRA SPECIAL PRODUCTS AND SERVICES.
• ADD TO THIS, THE FACT THAT OUR BRITISHNESS PERVADES EVERY ASPECT OF OUR WORK AND YOU CAN SEE THAT WE ARE THE BRAND THAT REFLECTS THE BEST OF CONTEMPORARY BRITAIN WITH OUR ORIGINALITY, WARMTH AND LIGHT HEARTEDNESS, CREATIVITY AND INTEGRITY.

Visual Style

• THE M HAS BEEN MADE TO LOOK SOFTER AND THE AMPERSAND SYMBOL IS DRAWN TO BE MORE RIBBON LIKE, TERMINATING IN A KISS. THE S HAS BEEN MADE MORE CURVACEOUS AND LESS SQUARE. THESE CHANGES ALLOW NEGATIVE SPACE TO FLOW MORE EASILY AND EVENLY AROUND THE LETTERS.
• IT IS IMPORTANT THAT OUR BRAND MARK IS ALWAYS WELL POSITIONED WITH CONSIDERATION GIVEN TO ITS STAND OUT. IT IS MORE THAN JUST A CORPORATE SIGN OFF THE MARK SHOULD THEREFORE ALWAYS BE PLACED WITHIN A SURROUND OF CLEAR SPACE. IT SHOULD ALWAYS SIT APART FROM OTHER GRAPHIC ELEMENTS. BY GIVING THE MARK AIR TO BREATH WE ARE EXPRESSING RESPECT AND SPECIALNESS TO THE MARK. FOR OUR CUSTOMERS THIS DEMONSTRATES IT TO BE A MARK OF QUALITY.
• WHEN REVERSING OUT OF DIFFICULT BACKGROUNDS THE MARK IS CARRIED REVERSED OUT OF A SOLID BLACK PANEL AS SHOWN HERE. THIS CREATES A BRAND PLAQUE. THE DIMENSIONS OF THIS PLAQUE ARE SET TO BEST COMPLEMENT THE BRAND MARK WITH ITS NEGATIVE SPACES AND SHOULD THEREFORE NOT BE ALTERED IN ANY WAY.
• For use larger than 15mm
• For use no larger than 15mm
• and no smaller than 10mm
• WE HAVE CREATED TWO WEIGHTS OF OUR BRAND MARK FOR REPRODUCTION AT DIFFERENT SIZES. ADDITIONAL WEIGHTS HAVE ALSO BEEN CREATED FOR VERY LARGE REPRODUCTION SIZES LIKE SIGNAGE AND FOR WHEN THE BRAND MARK IS MADE IN 3D. THE FILES FOR THESE ARE HELD BY M&S STORE DESIGN.
• Do not adjust spacing between the elements
• Do not re-colour the logotype
• Do not stretch the logotype
• Do not re-create the logotype in a different typeface
• PLEASE AT NO TIME ATTEMPT TO RECREATE OR AMEND OUR BRAND MARK. IT IS SPECIAL AND WE CARE ABOUT IT.
• 100% black on white
• White on 100% black
• White on Hero Green (Pantone 3305)
• Black on light image
• White on dark image
• OUR BRAND VISUAL IDENTITY HAS BEEN DESIGNED TO BE AS SIMPLE AS POSSIBLE. WHILST WE STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD REPRODUCE IN JUST TWO COLOUR WAYS:
• POSITIVE -100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• NEGATIVE-100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE VERSION OF OUR BRAND MARK.
• Logotype positioned too high
• Logotype positioned too low
• Logotype in the optimum position
• IT IS IMPORTANT THAT YOU TAKE CARE AND PAY EXTRA SPECIAL ATTENTION TO HOW YOU POSITION OUR BRAND MARK. IT WORKS BEST WHEN IT NEITHER FLOATS UP AND AWAY OR DROPS DOWN ON AN APPLICATION. POSITION IT SO IT SITS REASSURINGLY STATIC IN APPLICATION.

Layout And Composition

• IT IS IMPORTANT THAT OUR BRAND MARK IS ALWAYS WELL POSITIONED WITH CONSIDERATION GIVEN TO ITS STAND OUT. IT IS MORE THAN JUST A CORPORATE SIGN OFF THE MARK SHOULD THEREFORE ALWAYS BE PLACED WITHIN A SURROUND OF CLEAR SPACE. IT SHOULD ALWAYS SIT APART FROM OTHER GRAPHIC ELEMENTS. BY GIVING THE MARK AIR TO BREATH WE ARE EXPRESSING RESPECT AND SPECIALNESS TO THE MARK. FOR OUR CUSTOMERS THIS DEMONSTRATES IT TO BE A MARK OF QUALITY.
• WHEN REVERSING OUT OF DIFFICULT BACKGROUNDS THE MARK IS CARRIED REVERSED OUT OF A SOLID BLACK PANEL AS SHOWN HERE. THIS CREATES A BRAND PLAQUE. THE DIMENSIONS OF THIS PLAQUE ARE SET TO BEST COMPLEMENT THE BRAND MARK WITH ITS NEGATIVE SPACES AND SHOULD THEREFORE NOT BE ALTERED IN ANY WAY.
• For use larger than 15mm
• For use no larger than 15mm
• and no smaller than 10mm
• WE HAVE CREATED TWO WEIGHTS OF OUR BRAND MARK FOR REPRODUCTION AT DIFFERENT SIZES. ADDITIONAL WEIGHTS HAVE ALSO BEEN CREATED FOR VERY LARGE REPRODUCTION SIZES LIKE SIGNAGE AND FOR WHEN THE BRAND MARK IS MADE IN 3D. THE FILES FOR THESE ARE HELD BY M&S STORE DESIGN.
• Do not adjust spacing between the elements
• Do not re-colour the logotype
• Do not stretch the logotype
• Do not re-create the logotype in a different typeface
• PLEASE AT NO TIME ATTEMPT TO RECREATE OR AMEND OUR BRAND MARK. IT IS SPECIAL AND WE CARE ABOUT IT.
• 100% black on white
• White on 100% black
• White on Hero Green (Pantone 3305)
• Black on light image
• White on dark image
• OUR BRAND VISUAL IDENTITY HAS BEEN DESIGNED TO BE AS SIMPLE AS POSSIBLE. WHILST WE STILL HAVE A CORPORATE COLOUR PALETTE INCLUDING A HERO GREEN, OUR BRAND MARK SHOULD REPRODUCE IN JUST TWO COLOUR WAYS:
• POSITIVE -100% BLACK, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• NEGATIVE-100% WHITE, OUT OF BACKGROUNDS (INCLUDING FLAT COLOURS)
• IF THE BACKGROUNDS ARE COMPLICATED OR DIFFICULT PLEASE USE THE BRAND PLAQUE VERSION OF OUR BRAND MARK.
• Logotype positioned too high
• Logotype positioned too low
• Logotype in the optimum position
• IT IS IMPORTANT THAT YOU TAKE CARE AND PAY EXTRA SPECIAL ATTENTION TO HOW YOU POSITION OUR BRAND MARK. IT WORKS BEST WHEN IT NEITHER FLOATS UP AND AWAY OR DROPS DOWN ON AN APPLICATION. POSITION IT SO IT SITS REASSURINGLY STATIC IN APPLICATION.

Additional Properties

Employees History