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Herman Miller Retailer Brand Guidelines

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Herman Miller Retailer Brand Guidelines July 2010 HermanMiller Retailer Brand Guidelines Retailer Retailer Brand Guidelines page 1 © 2010 Herman Miller, Inc. July 2010 To navigate, click on the sections below— or the arrows at the bottom As an authorized HermanMiller retailer, you derive several benefits from our design heritage and brand recognition. It’s likely you already know this well because HermanMiller products are among the top-selling brands for many of our retailers. There are three key elements involved in building on the recognition of the HermanMiller brand: 1. The first element is how you associate your identity with your status as an authorized retailer. Examples on pages 3-4 illustrate how we want you to use the “Authorized HermanMiller® Retailer” phrase in relation to your identity. 2. The second element is the use of our logomark (stylized M in circle) and our logotype (the words HermanMiller). They should always be used in relation to one another. You’ll find more on this on pages 5-6. 3. The third element is the correct, clear, and consistent use of our trademarks. In Resources, on page 24, we provide a link to our current trademark list on hermanmiller.com. In the examples on pages 6-7, we indicate proper usage in ads that feature only HermanMiller products or several manufacturers’ products. On pages 7-8, we provide more information on trademarks in headlines and body copy. Retailer Brand Guidelines page 2 © 2010 Herman Miller, Inc. July 2010 2. Using the Authorized Retailer Phrase “Authorized HermanMiller® Retailer” phrase The first element involved in building on the recognition of the HermanMiller brand is how we want you to associate your identity with your status as an authorized retailer in all of your communications. In each example below, we suggest an appropriate size relationship between the phrase and the retailer identity. Logo in vertical format In this example, the “Authorized HermanMiller® Retailer” phrase appears on a single line below the logo and retailer name. This example shows the phrase stacked on three lines below the logo and retailer name. MID MOD HABITATS MID MOD HABITATS FOR THE CACHET OF CLASSIC LIVING 123 Easy Street Philadelphia 215.555.6300 MidModHabitats.com 123 Easy Street 215.555.6300 MidModHabitats.com Authorized HermanMiller ® Authorized HermanMiller ® Retailer Retailer (Note: Examples are based on a fictitious retailer.) Retailer Brand Guidelines page 3 © 2010 Herman Miller, Inc. July 2010 2. Using the Authorized Retailer Phrase “Authorized HermanMiller® Retailer” phrase. Logo in horizontal format Three options show the “Authorized HermanMiller® Retailer” phrase to the right of the logo and retailer name, one as a single line, and two as stacked lines. The other options have the phrase below the logo and retailer name. Retailer Brand Guidelines page 4 © 2010 Herman Miller, Inc. July 2010 3. Using the Logomark and Logotype Following are guidelines for sizing the logomark and logotype. Please note that both are required and they need to be located near one another. The Herman Miller logomark is the Our logotype is the specific graphic symbol of our brand: typographic treatment of our name: The logomark should always be The logotype should always be The logomark and logotype should surrounded by a clear space at surrounded by a clear space at be used in proportion to each least 50% of the logomark size. least the height of the capital H. other—ensuring a visual hierarchy. x x 2x y 3y x Retailer Brand Guidelines page 5 © 2010 Herman Miller, Inc. July 2010 Phrase and trademark3. usage Using the Logomark and Logotype Phrase and trademark usage In promotions that feature In this example, the logomark is clearly visible. The caption is located next In promotions that feature only Herman Miller products, to logomark so that the logotype (HermanMiller) appears near it. several manufacturers’ two elements are required. products, one element is Classic living Classic living required and a second is 1 The fi rst element is the Logomark and logotype files in various sizes and designed for specific media can be downloaded from recommended. “Authorized Herman is comfortably compact is being with friends Miller ® Retailer” phrase. our corporate guidelines page at hermanmiller.com/brand-guidelines. 3 The fi rst element is the Wherever the phrase is proper trademarks for the placed, it always includes Herman Miller products. the circle R trademark Note that in the colored after Herman Miller. Classic living is comfortably compact band, the words “Nelson™ ” and “Eames®” 2 The second element is have the appropriate the proper trademark for trademarks. Product the products featured. If names are followed by you publish a picture of 3 the phrase “from Herman a Herman Miller product, ® TM Miller” to acknowledge the make sure the photo has Eames sofa compact 2 Nelson swag leg table and ® company that manufactures a caption that is readable from Herman Miller Eames molded plywood dining chairs them. If, for example, an and includes the name from Herman Miller ad features more than one “Herman Miller” and the Nelson product, only the appropriate Herman Miller Vase by Iittala fi rst mention of Nelson trademarks. requires the trademark. In this caption, the word Akari lamp by Noguchi 4 When products from “Eames®” has the several manufacturers are appropriate trademark. featured, the “Authorized Because the emphasis Herman Miller® Retailer” is on the product, the phrase may be omitted. caption lists the product HermanMiller Eames® sofa compact Instead, as this example name fi rst (“Eames® sofa shows, the retailer lists all compact”) followed by Looking for firm, flexible comfort? Looking for fi rm, fl exible comfort? A table for four in the best spot in the house— of the manufacturers it the phrase “from Herman You’ll find an oversized amount in this sofa design by You’ll fi nd an oversizedCharles amount and Ray in Eames. this sofa your house. represents. The list appears Miller” to acknowledge designed by Charles and Ray Eames. in alphabetical order. its manufacturer. If, for It evolved from a built-in sofa they designed for their Elegant lines, the best in fi ne mid-century modern design, It evolved from a built-inPacific sofaPalisades they home. designed Knowing this makes its name–Sofa classic details and honest materials— example, an ad features Compace–seem less curious for a piece that’s 6 feet long. more than one Eames for their Pacifi c Palisades home. all the things a fi ne dining experience requires. Knowing this makesIn its production name—sofa since 1954. compact— In stock now. product, only the fi rst Call or visit our showroom. Or go online. seem less curious for a piece that’s 6 feet long. mention of Eames And send out the invitations. requires the trademark. In production since 1954. In stock now. MID MOD HABITATS Adelta 123 Easy Street Philadelphia 215.555.6300 Alessi MidModHabitats.com Edra Herman Miller Authorized HermanMiller® Retailer MID MOD HABITATS Iittala 4 FOR THE CACHET OF CLASSIC LIVING Kartell Knoll ® Louis Poulsen Authorized Herman Miller Retailer 1 MID MOD HABITATS 123 Easy Street Ph 215.555.6300 www.midmodhabitats.com Vitra Retailer Brand Guidelines123 Easy Street, Philadelphia Phone: 215.555.6300 page 6 www.midmodhabitats.com © 2010 Herman Miller, Inc. 4 5 Phrase and trademark usage Phrase and trademark usage In promotions that feature In promotions that feature only Herman Miller products, several manufacturers’ two elements are required. products, one element is Classic living Classic living required and a second is 1 The fi rst element is the recommended. “Authorized Herman is comfortably compact is being with friends Miller ® Retailer” phrase. 3 The fi rst element is the Wherever the phrase is proper trademarks for the placed, it always includes Herman Miller products. the circle R trademark Note that in the colored after Herman Miller. band, the words “Nelson™ ” and “Eames®” 2 The second element is have the appropriate the proper trademark for trademarks. Product the products featured. If names are followed by you publish a picture of 3 the phrase “from Herman a Herman Miller product, ® TM Miller” to acknowledge the make sure the photo has Eames sofa compact 2 Nelson swag leg table and ® company that manufactures a caption that is readable from Herman Miller Eames molded plywood dining chairs them. If, for example, an and includes the name from Herman Miller ad features more than one “Herman Miller” and the Phrase and trademark usage Phrase and trademark usage Nelson product, only the appropriate Herman Miller Vase by Iittala fi rst mention of Nelson trademarks. In promotions that feature July 2010 In promotions that feature requires the trademark. only Herman Miller products, several manufacturers’ Akari lamp by Noguchi In this caption, thetwo elements word are required. products, one element is Classic living Classic living required and a second is 1 The fi rst element is the 4 When products from ® recommended. “Eames ” has the“Authorized Herman 4. Using HermanMilleris comfortably Trademarks compact is being with friends Miller ® Retailer” phrase. 3 The fi rst element is the several manufacturers are appropriate trademark.Wherever the phrase is proper trademarks for the placed, it always includes Herman Miller products. featured, the “Authorized Because the emphasisthe circle R trademark Note that in the colored ® after Herman Miller. Classic living is comfortably compact band, the words Herman Miller Retailer” is on the product, the “Nelson™ ” and “Eames®” 2 The second element is have the appropriate
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