Our logotype is at the heart of our brand. It represents who we are and what we stand for. It's confident, yet trustworthy and human, fashionable yet timeless.
We want to make sure that our logotype is always looking its best. This means we need to make sure there is always a certain amount of clear space surrounding the logotype to ensure that it’s distinct and legible.
The only approved rotation of the logotype is 90 degrees clockwise. This is primarily used on retail and carrier bag graphics. This will rarely be used in digital circumstances.
To make sure our brand is always consistent and looking its best, there are certain things we never do with our logotype.
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With a huge proportion of our work being with brand partnerships, we’re standardising how we communicate our relationship with external brands.
Primary
'BRAND AVAILABLE AT NEXT'
Secondary
'SHOP BRAND'
Next Display Extended is set in six weights with dynamic opentype features, including international ligatures, case-sensitive forms, and stylistic alternates.
Type weights help differentiate between different pieces of information, create contrast, and establish hierarchy.
Next Serif is designed in 5 weights, to align with Next Display. These are Bold, Medium, Regular, Book and Light. The standard cut of the typeface is intended for headlines, the text cut will be tailored to cater for small usage.
Uppercase headings should be used as standard. However, in very small amounts, the lowercase heading style can be used when messaging is more conversational and/or softer.
Using increments of 140% to scale typography, we can ensure consistent use of space and scale. This will also prevent excessive use of too many typesettings.
These styles should be used in most cases. Alternate styles can be used where appropriate.
To create a hierarchy within a sentence or piece of text, anything smaller than heading styles can go up, or down by one weight.
LARGE HEADING
Next Display Extended Bold
Tracking 5%
Line height 100%
LARGE HEADING ALTERNATE
Next Display Extended Medium
Tracking 2%
Line height 100%
MEDIUM HEADING
Next Display Extended Bold
Tracking 10%
Line height 100%
MEDIUM HEADING ALTERNATE
Next Display Extended Regular
Tracking 0%
Line height 150%
SMALL HEADING
Next Display Extended Medium
Tracking 10%
Line height 150%
PARAGRAPH
Next Display Extended Regular
Tracking 0%
Line height 150%
SMALL PARAGRAPH
Next Display Extended Regular
Tracking 0%
Line height 150%
Standardising our CTAs, we can ensure visual parity across all channels.
Box height = 2.5 × font size
X padding = 1.5em
Medium
Tracking 2%
Medium
Tracking 2%
text-decoration-skip-ink: auto
Black and white has been the bedrock of the brand since 1982 and remains our classic brand palette. We use our logo either white on black or black on white.
NAME:
HEX:
RGB:
CMYK:
PMS:
WHITE
#FFFFFF
255/255/255
0/0/0/0
BRILLIANT WHITE
NAME:
HEX:
RGB:
CMYK:
PMS:
BLACK
#000000
0/0/0
0/0/0/100
BLACK
Here's a snapshot of how we've already implemented the above guidelines. With your help, we'll grow this section and truly show the best of the best.
