The Michael Kors primary palette is comprised of three colors: the signature MK camel, black and cool gray 7. A custom Pantone spot color has been chosen for camel and matched to comparable CMYK and RGB colors to ensure consistency across all media. Exact Pantone numbers are provided for printing instances when a spot color is used.

For printing purposes, Pantone spot colors are preferred because they are the most consistent and reliable color system. The CMYK and RGB numerical values for each color are designated as well.

For Digital displays (such as computers, televisions and projectors) RGB codes and HEX codes are only able to color displays. ADA compliance has been taken into consideration while determining MK color values and must only be applied in the listed / approved uses.

Colors from the primary palette should be used most prominently and appear in every communication.

Secondary colors should supplement colors from the primary palette and should most often occur in secondary graphic elements like dividing line, borders, form fields, and alerts.

Use these colors to guide your designs, hierarchy and layouts to ensure you’re staying consistent with the Michael Kors brand.

DO NOT Manipulate or recreate the color palettes in any way. Contact Lorem Ipsum, Creative Services for any additional information and all color usage approval.

Colors from the primary palette should be used most prominently and appear in every communication while using MK Camel very sparingly.

Secondary colors should supplement colors from the primary palette and should most often occur in secondary graphic elements like dividing line, borders, form fields and alerts.

Evergreen

Typography plays a vital role in tying the brand together both in style and consistency. Gotham Book is our primary typeface—ensuring a sans-serif with refined sophistication and a luxurious experience that is designed for our audiences. Caslon 540 is our secondary typeface—supporting Gotham as a serif font with less versatility used in headlines and sub-headers, while bringing fashion credibility to the Michael Kors brand. These fonts are evergreen, utilized everyday throughout every season.

Seasonal Refreshes

Seasonal refreshes may introduce new typography styles for short-lived experiences. For more information on seasonal refreshes please contact Derick Bonilla, Creative Services.

Use these typefaces to guide your designs and layouts to ensure you’re staying consistent with the Michael Kors brand.

DO NOT Add additional typefaces, sizes or weights unless specified by the evergreen or seasonal refresh style guides. Contact Lorem Ipsum, Creative Services for any additional information and all font usage approval.

Gotham Book should be used for anything from headlines to body copy. The Michael Kors brand tends to use copy in all caps unless used in body copy. Use Gotham whenever possible and adhere to these copy sizes.

These web fonts include: Gotham 7R (bold) and Gotham 3R (book)

System font replacement stack: Gotham Book (3R), Helvetica, Arial, sans-serif

DO NOT Add additional typefaces, sizes or weights unless specified by the evergreen or seasonal refresh style guides. Contact Lorem Ipsum, Creative Services, for the font package and any additional information.

Calson 540 should be used for headlines, sub-headers and is the primary font for Michael Kors Collection. All caps is most commonly used for brand and editorial messaging. When the language is dialogue driven or directed to the user in a personal matter use sentence case.

These web fonts include: Calson 540 LT W01 Roman and Calson 540 LT W01 Italic

System font replacement stack: Georgia, Times New Roman, Times, Serif

DO NOT Add additional typefaces, sizes or weights unless specified by the evergreen or seasonal refresh style guides. Contact Lorem Ipsum, Creative Services, for the font package and any additional information.

Din is primarily used for Michael Kors Mens, but can be used for other campaigns or seasonal executions. It should be used for all men's-related headers and body copy. The brand tends to use copy in all caps unless used in body copy. Adhere to the copy sizes below.

These web fonts include: DinDot Bold

System font replacement stack: DinDot, Helvetica, sans-serif

DO NOT Add additional typefaces, sizes or weights unless specified by the evergreen or seasonal refresh style guides. Contact Lorem Ipsum, Creative Services, for the font package and any additional information.

Please adhere to the these foundational guidelines for MichaelKors.com experiences and Michael’s portraits. These are evergreen guidelines and should not shift unless a seasonal refresh states otherwise.

Seasonal Refreshes

Seasonal refreshes may introduce new typography styles for short-lived experiences. For more information on seasonal refreshes please contact Derick Bonilla, Creative Services.

DO NOT Add additional photography or sizes unless specified by the evergreen or seasonal refresh style guides. Contact Lorem Ipsum, Creative Services for any additional information and all font usage approval.

All e-commerce photography size has been carefully determined to highlight our product within the interactive space. These sizes clearly define and focus on the product used in model shots, full length photography, no head, crop in and lay-downs with a consistent baseline border. Please adhere to the mobile and website sizes below.

E-commerce product images are photographed seasonally (four times per year). For image requests, please submit a Creative Brief outlining your needs to Creative Services.

DO NOT Add additional sizes or different aspect rations. Contact Lorem Ipsum, Creative Services, for the font package and any additional information.

Michael Kors portrait requests should be submitted to the Creative Services Department, at which point they will then determine the usage.

DO NOT Add additional sizes or different aspect rations. Contact Lorem Ipsum, Creative Services, for the font package and any additional information.

OVERVIEW

A globally recognized designer, Michael Kors has become a byword for effortless sophistication. His Michael Kors Collection, MICHAEL Michael Kors and Michael Kors Mens labels offer a luxe range of iconic accessories, ready-to-wear, watches and footwear.

VOICE AND TONE

Designer Michael Kors inspires the personality of the Michael Kors brand. The brand’s voice, while distinct from the man’s voice, reflects his sense of humor, optimism and fashion authority through witty, playful language and expert style advice and references. Our aim is to engage and inspire our customers with intelligent writing that is both fun and informative. We encourage you to explore the .com site and social media to get a sense of this very specific voice.

All of our content should aim to achieve at least one of the following: Inspire, Educate, Entertain, and Engage.

Each Michael Kors lines has its own distinct identity:

MICHAEL KORS COLLECTION

Michael Kors is a glamorous, sophisticated collection for the consummate jet setter. Its design philosophy is based on the idea of essential luxury–quality craftsmanship, exquisite tailoring and attention to detail with a chic, clean and modern sensibility. Michael Kors Collection is pragmatic yet indulgent, a balance of iconic American style and rich sportswear. The juxtaposition of sporty and sexy lies at the core of the brand’s DNA. When consistently combined, these elements create afocused design philosophy and an always-recognizable style. The unexpected pairings and details, matched with a signature aesthetic, imbue the collection with the type of global perspective that makes it at home anywhere in the world.

MICHAEL MICHAEL KORS

MICHAEL Michael Kors is a cool collection with a strong fashion identity, offering a fresh mix of trends, colors, fabrics, prints and silhouettes that are always of-the-moment. The line is sporty in feel but city in attitude, with pieces for every occasion. At its heart, MICHAEL Michael Kors is accessible luxury with a hint of the unexpected, modern glamour with an element of ease—a collection that conjures the jet set lifestyle.

MICHAEL KORS MENS

Michael Kors Mens is an innovative collection with a modern American style—cool, sporty and sophisticated. Its signature sensibility is rooted in rich sportswear, sleek tailoring and essential luxury. It offers the perfect balance of polish and ease, with silhouettes that are comfortable yet sharp, materials that are casual yet luxurious, and an attitude that is both urban and rugged.

Additional Mens language:

Michael Kors Mens is an innovative collection with a modern American style—cool, sporty and sophisticated. Its signature sensibility is rooted in rich sportswear, sleek tailoring and essential luxury. It offers the perfect balance of polish and ease, with silhouettes that are comfortable yet sharp, materials that are casual yet luxurious, and an attitude that is both urban and rugged.

The editorial content on the Michael Kors e-commerce site should be the voice of both MMK and Collection. Sometimes quotes from Michael are used in product copy when applicable.

TONE

The tone should be elevated fashion language with factual information that respects legal retail constraints. Style Notes should be between 2-3 sentences, concise and current. Style Notes are a key tool for helping customers make decisions about whether to buy a product, so never underestimate the impact the copy has on sales.

You should include:

• Color
• Style / Cut
• How / where it’s designed to be worn
• Michael's inspiration / influences
• Runway styling references (for collection)
• Inspirational global locations
• Style icons gthat MK has mentioned
• MK quotes, puns or humor
• Answer the questions: Why is this piece special? Why would you buy it? Is it a key trend? How could it fit into your lifestyle?

* Always mention Michael's Picks

* Mention trends according to those listed on the site

STYLING TIPS

• Try to include a styling tip when talking about a product, for example: Pair it with… Team this standout style with…etc.
• Always reference a common Michael Kors aesthetic or product name in order to increase the sales and route customers to other products
• Where to wear it: a wedding, summer party, evening cocktails, etc.

PRODUCT TITLE

1. Product Name
2. Standout Detail
3. Size (Handbags and Jewelry)
4. Fabric / Material
5. Product

Example: Selda Studded Medium Saffiano Satchel

Note: We never include color in the title, only in the first bullet point of the details.

FABRICS – FOR USA

Fabric Guidelines:

1. Unless a fabric makes up 100% of the product it must be referred to as a blend.
2. Unless a fabric makes up 50% or more of the product, we cannot name it as the sole fabric in a blend For example: If a piece is 54% polyester, 44% wool and 2% elastane, wool is a major component in this jacket, but because it’s not 50% or more, we cannot call it a ‘wool-blend jacket’, instead we should call it something else (see genericterms)
3. If a product blend has two marketable fabrics, then you can put them both into the description if one is over 50% For example: 70% wool, 30% cashmere, we would say 'wool and cashmere-blend'

Generic Product Terms:

When a product is made from a fabric that shouldn’t be highlighted, replace it with a term that reflects the product, fabric or feel. Some helpful words: jersey, knitted, satin, crepe, shell Example: 100% viscose could be referred to as satin-jersey, etc.

FUR, LEATHER & SKINS

Fur

• Specify where the animal is originally from (country of origin)…not where it was manufactured
• Specify if the fur is natural, bleached, dyed, or colored
• If a product is composed of more than 10% animal fur you must specify what the fur is
• If a product is composed of parts of the animal pieced together you must specify “composed of parts” Ex: “Dyed rabbit fur trim, origin: China, composed of tparts”
• For Faux Fur you do not have to specify if the material was bleached, colored etc
• It is important to make clear what kind of fur is used and where on the product it is.
  IE: Rabbit-trimmed coat, rabbit-lined jacket
• Always err on the site of caution when describing fur, making sure not to glamorize it

Leather

• Specify if leather is an imitation
• Specify if leather has been printed, embossed, or painted to look like something else
• Specify if leather is “split leather” (different pieces of the animal pieced together)
• The following cannot be shipped to California due to state law: Python, Cobra, Wolf, Polar Bear, Tiger, and Cheetah

Hair Calf

• Specify if the material is hair calf
• Hair calf is only considered a fur if the skin is still attached to the fur

Snakeskin

• Specify what type of snake (Python, Cobra, etc.)
• Specify what country it was sourced

HARDWARE

We must describe hardware materials on handbags, jewelry, watches and sunglasses in a consistent way and as accurately as possible to comply with legal requirements.

Metal / Copper

• Gold-tone
• Rose gold-tone
• Silver-tone

Stainless Steel

• Gold-tone stainless steel
• Rose gold-tone stainless steel
• Silver-tone stainless steel

Plated

• Gold-tone stainless steel OR Gold-plated
• Rose gold-tone stainless steel OR Rose gold-plated
• Silver-tone stainless steel OR Silver-plated case

Tortoise

• Tortoise acetate

DETAILS

Fabric Composition

The fabric composition bullet point (with lining and trim compositions if appropriate) should be in the following order, and separated with a semi-colon: Fabric; lining; trim.

Wash/Care Information

For the wash/care bullet point include one of the following:

• Machine wash
• Hand wash
• Dry clean
• Spot clean

Clothing

• Color, print, sheerness, method, fabric
• Key details from top to bottom
• Fastening
• Fabric composition
• Wash/Care Information
• Origin of fur/ skin (if applicable)

Jeans

• Color, weight and type of fabric (lightweight denim/mid-weight corduroy)
• Rise, silhouette (Skinny/ straight-leg/ bootcut/ flared/ wide-leg/ boyfriend-fit/ cropped)
• Key details from top to bottom
• Fastening
• Fabric composition
• Wash/care info

Shoes

• Heel height
• Color, print, method, fabric
• Key details from heel to toe
• Fastening

Bags

• Color, print, method, fabric (leather type in parenthesis)
• Straps, include detachable (with drop)
• Key exterior details
• Internal compartments and pockets
• Fastening
• Lining
• Packaging (Comes with dust bag – if it does)
• Origin of fur / skin (if applicable)

Wallets

• Color, print, method, fabric including leather type
• Special / hidden details not clear in picture
• Internal compartments and pockets
• Lining
• Fastening

Jewelry

• Color and metal including karat if relevant
• Other details
• Fastenings

Watches

• Color, key materials (stainless steel/ leather)
• Secondary materials (diamond embellishment)
• Face details (color, dials, date function)
• Mechanism details
• Fastening
• Waterproof with depth (Waterproof to 100 meters)

Sunglasses

• Color
• Key details
• UV protection

HYPHEN & TERMINOLOGY GUIDE

• A-Line
• Ankle-Strap
• Balmacaan
• Boatneck
• Bootcut
• Cat-Eye
• Chain-Neck 
• Color-Block
• Cover-Up
• Cowl-Neck 
• Crewneck
• Cross-Strap
• Crossbody (no bag)
• Culottes
• Cutout
• Dust Bag
• East/West
• Faux Fur
• Flared
• Flip-Flops
• Funnel-Neck
• Hair Calf
• Hi-Low
• High-Top
• JetMaster (not Jetmaster)
• Jet Set
• Jet Set Travel
• Lace-Up
• Long Sleeve
• Mock-Neck
• North/South
• One-Shoulder
• Oversized
• Peacoat
• Pindot
• Pinstripe
• Point Collar
• Pussy-Bow (We say Tie-Neck for these)
• Ribbed (not “Rib”)
• Saddlebag
• Saffiano Leather
• Short Sleeve
• Signature Print
• Sleeveless
• Slip-On
• Smartwatch
• StraplessStudded (not “Stud”)
• Tote (not “Tote Bag”)
• Turtleneck
• Two-Tone