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September 2013 Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES September 2013 Global Brand Standards Page 1 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Table of Contents FOUNDATION COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Mission Statement Context Logomark Evolution Corporate Typefaces Photography Pop Up Shop Print Definition Design Tenets Principles Logomark Usage Trademark Symbols Illustration Shop in Shops Three-Dimensional Metaphor Program Logomark Restrictions Pattern Digital Examples Lifestyle Philosophy Wordmark Usage Style Design Values Logo Clearzone Resources Logo Sizes Nomenclature Brand Color Naming Trademark and Copyright Page 2 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Mission Statement Design Tenets Foundation The Herman Miller brand is one of our most valuable assets. We want you to become advocates for our brand and to help us use it consistently. Our brand is expressed in many ways—our behavior, our products, our communications. We are asking you to pay special attention to all the ways we express our brand. Page 3 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Mission Statement Design Tenets Foundation Mission Statement INSPIRING DESIGNS TO HELP PEOPLE DO GREAT THINGS Our mission: Makes clear our reason for existing. Gives purpose to our actions. Guides the organization forward. Demonstrates our values. Inspires everyone. Page 4 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Mission Statement Design Tenets Foundation Design Tenets Our design tenets guide everything we do. They help us remain focused on the things that matter, distinguish us among our peers, and result in designs that help people do great things. Page 5 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Mission Statement Design Tenets Foundation Design Tenets 1. Human Centered 6. Sustainable We design for people Always protect the environment 2. Purposeful Design solves a problem 7. Beautiful & Useful Do people want to own 3. Integrity what we make? Everything relates to the problem 8. Spirited Does it say “Herman Miller”? 4. Original We don’t copy 9. Beyond Expectations Produce surprise and delight 5. Evident Quality The quality of our work 10. Inevitable is apparent This is the way it has to be Page 6 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection The Herman Miller Collection draws on George Nelson’s vision of “a permanent collection designed to meet fully the requirements for modern living.” This comprehensive portfolio offers a breadth and depth of products to furnish complete environments in a myriad of settings, both residential and contract, elegant and casual. Page 7 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection Context The idea of the Collection is not entirely new. In his introduction to our 1952 catalog George Nelson wrote of “the continuing creation of a permanent collection designed to meet fully the requirements for modern living.” Nelson established a program and a philosophy for the Collection that allows us to continue it today. Page 8 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection Principles As our first Design Director, Nelson defined a straightforward set of principles that guided Herman Miller, then as now: what we make is important; design is integral; the product must be honest; we decide what we make; a market for good design exists. Page 9 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection Program The program is the breadth and depth of the products we offer. It includes updated archival pieces, furnishings from partners who share our values, and new designs from today’s top talent—a bridge between Herman Miller’s past, present, and future. Each piece is considered in relation to the rest of the Collection, the places where it will be used, and the people who will use it. Page 10 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection Lifestyle Philosophy Eames, Nelson, Girard, and Noguchi created a design DNA for Herman Miller that defined “American Modernism”—they borrowed elements from International Style Modernism and mixed it with Organic Modernism to create a more optimistic, friendlier vision—“Modernism filtered through the California sunshine.” Page 11 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection Design Values Herman Miller, through our deep association with leading designers, has come closer than anyone to incorporating craft and organic ideals into the mass production of functional objects for everyday life. Each piece in the Collection presents a solution that is as purposeful as it is beautiful. Achieving that balance requires a creative tension between the dualities that express our design values. Page 12 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Context Principles Program Lifestyle Philosophy Design Values Herman Miller Collection Design Values Aspirational and Accessible Craft and Industrial Process Our designs and how we present them We value craft, balancing it with inspire and welcome everyday use. the use of new technologies and materials. Pragmatic and Optimistic What interests us is a thoughtful Engineering and Artful response to how we live and The thinking behind our designs work today. is apparent and celebrated. Elegant in Form, Casual in Use Crisp Lines and Organic Curves We think furniture can be elegant Our designs express the distinct and still feel casual. and the fluid in equal measure. Functional and Playful Beauty in Technology, Our pieces work hard to provide Knowledge in Nature a solution, but they are also fun. Inspiration and clarity arise from everything around us. Beautiful and Comfortable We aspire to sculpture, but we engineer for comfort. Page 13 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Logomark Evolution Logomark Usage Logomark Restrictions Wordmark Usage Logo Clearzone Logo Sizes Brand Color Identity Color, design, words, and symbols—used creatively, these elements combine to make everything from business cards to buildings recognizable, memorable, and a powerful presentation of our brand. Page 14 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Logomark Evolution Logomark Usage Logomark Restrictions Wordmark Usage Logo Clearzone Logo Sizes Brand Color Identity Logomark Evolution Logomarks often evolve. The most recent evolution for ours has separated, or unlocked, the stylized M in the circle from the HermanMiller wordmark. Our intent is to emphasize the stylized M as the most important visual asset of the brand and give our customers a single, simple, and memorable symbol for our company. Compare this to Nike’s swoosh or Apple’s apple. Page 15 hermanmiller.com/brandstandards © 2013 Herman Miller, Inc. Y FOUNDATION HERMAN MILLER COLLECTION IDENTITY TYPOGRAPHY VISUALS ENVIRONMENTS LAYOUT VOICE RESOURCES Logomark Evolution Logomark Usage Logomark Restrictions Wordmark Usage Logo Clearzone Logo Sizes Brand Color Identity Logomark Usage To keep the tips of the stylized M logomark crisp, use the correct file for your media. Screen: Work viewed on-screen (presentations There are two ways to keep the logomark crisp: or websites), use the logomark with tips that 1. Use an image file (.eps, .tif, or .gif) that is close to are more open and easily translated into pixels the actual size you need to prevent scaling the (Micro, see 2 below). file size up or down by more than 10%. These Print: Printed paper applications (from office files include both the logomark and wordmark. copiers or professional offset printers), use the
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