Consumer Brand Style Guide

The Garmin Store

V.05.2019

The Garmin retail store design is a key element in defining the overall brand. With a variety of product segments and consumer markets, the retail store gives consumers the the most holistic view of the company. Therefore, the aesthetics, layout and design of the space must be consistent from country to country.

This global branding effort will result in a deeper emotional connection with consumers, foster a more memorable shopping experience and ultimately drive an increased number of sales transactions. Please use this guide as a general reference for all future retail store assignments in a continued effort to build a more powerful, globally aligned retail brand.

Creating a Retail Store

It is imperative to use high-end, permanent materials that can withstand the test of time. Fixtures, displays and graphics should be easy to update to accommodate frequent new product announcements. All design materials should elevate the brand experience and be consistent from store to store.

It is understood that final material selections are sourced based on budget, location and availability. Please consult the retail marketing manager at Garmin headquarters for approval.

All elements of the brand should be considered when working with architecture firms on the design of stores.

01 The Tone
02 The Typography
03 The Logo
04 The Colors
05 The Iconography
06 The Photography

Look to use colorful photography as a single focus when and where you can.

Retail Store Examples

Colors and Materials

Design and materials should elevate the brand and add to a consistent experience.

Colors

Primary

Black

0-0-0-100

000-000-000

#000

White

0-0-0-0

255-255-255

#FFF

Secondary

Candy Blue

PMS 297

50-0-0-0

109-207-246

#6DCFF6

Store-specific

Additional colors can be created and should serve as a middle tone, so both primary black and white are legible.

Secondary colors should be used sparingly. Their purpose is to highlight, brighten and drive focus. Avoid using secondary colors when a lifestyle photo is the focus of the composition.

Materials

Primary

Black Metal

Powder coat international gray
(HARTFORD TEX) #6022-70617
RAL #7016

White Acrylic

Secondary

Wood

Stone

Primary materials should be black or white. All secondary materials should be selected to serve as middle tones, allowing the primary black and white materials to create maximum contrast for optimal legibility.

Planogram

To create a fluid in-store experience for customers, products should be organized in lifestyle groupings. Wellness/Fitness, Outdoor, Marine, Aviation and Automotive are the five main display groupings. Product ecosystems, accessories and general wearables also can be organized together.


All products are developed with marketing categories in mind and should be organized accordingly.

General photography, not product specific, should be used to identify each category.

Products within a category should be sorted from left to right from least to most expensive, and from fewest to most features, to help consumers with their purchase decisions.

Product security apparatuses should never obstruct our products.

Work to elevate the brand experience by creating and sourcing security systems that are clean and modern.

All power sources and wires should be hidden behind brackets and display counters.

Window Features

In some retail environments, there are opportunities to create window features to draw customers into the store. Product launches, holidays and other special days throughout the year are prime examples of potential window feature themes. Campaign lines may be used within a window feature, but they should not overtake the hierarchy of the overall brand.

Unique Experiences

Within a store environment, you can create unique or interactive product or brand experiences. These initiatives can take different forms, from custom-built watch programs to interactive display cases. In every case, it should elevate the brand.

All interactive displays should comply with Garmin data privacy standards. [email protected]