The Santa Brand Book: Venn diagrams, Pantone colours, positioning charts for the jolly fat man

*Santa* is a concept, not an idea. It’s an Emotion, not a feeling. It’s both Yesterday and Today. And it’s Tomorrow as well.

It begins with the Hiss of Power and ends with the Ah of Surprise.

So begins the Santa Brand Book, a brand refresh developed by Quietroom, a UK boutique brand writing agency. It’s a modern brand revitalisation for a classic marketing icon – Santa Claus.

From the brand promise (X is for excellence, M is for measurability, A is for accountability, S is for snow) to the approved vocabulary (Santa is ‘Fond of children’; Santa is not ‘A bit creepy’) to the ‘Curve of Credulity’ that has to be seen to be believed. Much like the morbidly obese round and jolly man himself.

Check out some of the slides from the Brand Book below, and head over to the full deck, because it’s worth it.

Note: *Santa*, Santa Claus and the pot-bellied logo are registered trademarks of santaclaus global enterprises incorporated (R)(C)

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