BRAND GUIDELINES
EFFECTIVE1.0 05.21.07 TABLE OF CONTENTS
2 ABOUT AMARR 16 PROFESSIONAL BUSINESS FORMATS
3 INTRODUCTION 17 E-MAIL USAGE AND ETIQUETTE
4 HOW TO USE / APPROVAL PROCEDURES 18 WEBSITES
5 THE AMARR STORY 19 SIGNAGE
6 THE AMARR BRAND 20 VEHICLE IDENTIFICATION
7 THE AMARR LOGO 21 APPAREL AND PROMO
12 TYPOGRAPHY 22 DEALER ADVERTISING EXAMPLE
13 OUR BRAND PARTNERS 23 YELLOW PAGE SAMPLE ADS
15 CORPORATE IDENTITY 24 LEGAL ABOUT AMARR
Amarr is a leading designer, manufacturer, and distributor of garage including traditional and carriage house style doors in steel, wood, doors and door access systems for residential and commercial and composite, and a wide array of commercial doors such as applications. Make no mistake about it. Amarr is far from the sectional, rolling, or slat steel, Amarr has a door that is right for you. typical “garage door” company. With sales in excess of $300 million, We also offer designs inspired by some of America’s leading brands,
Amarr’s 1,400 team members in 70 locations worldwide recognize including the distinctive heritage of Biltmore,™ the technology of that Amarr is a special place to work. Our Products Amarr is the JELD-WEN®, and the artistry of noted painter and furniture designer style and choice for door systems. We offer a wide selection of Bob Timberlake. Our Customers More than 3,000 professional, sectional overhead garage doors and opening systems for both independent garage door dealers sell Amarr doors worldwide for residential and commercial uses. With 17 residential product lines, the new construction and replacement markets.
2 INTRODUCTION
We are pleased to present you with guidelines for a trusted and Adherence to these guidelines is essential to ensure that familiar brand: Amarr. We have compiled this guide to show Amarr is consistently presented in a legally and visually correct you how the overall Amarr brand should appear and, more manner. The following guidelines may not be altered or eliminated specifically, how to correctly use the Amarr logo, colors, typefaces, without permission from the Marketing Department. ads and other marketing materials.
INTRO 3 HOW TO USE THIS GUIDE
The logos and information in this guide were developed for professionals. Please consult the Marketing Department for use by Amarr employees, graphic designers, advertising and Amarr if you need assistance with graphic design. marketing communications agencies, and communications
APPROVAL PROCEDURES
All print or electronic materials using the Amarr logo must be Amarr Garage Doors
approved by Amarr Marketing for adherence to standards. We Marketing Department
encourage you to submit materials well in advance of publication 165 Carriage Court
for our review. Early approval will lessen production delays and Winston-Salem, NC 27105
allow time for revisions. Please allow five working days for review 336.744.5100 Phone
and feedback. Submit materials for approval to: 336.251.1851 Fax
4 THE AMARR STORY
The values and principles that guide Amarr today are the same of Amarr Door Centers throughout the United States. This innovative as when the company was founded by Abe, Morris and Herb distribution concept allowed dealers to have ready access to a
Brenner in 1951. Starting out as a local building supply company complete inventory of quality Amarr products. By the start of in Winston-Salem, North Carolina, the three brothers recognized the new millennium, Amarr became a national—and international— that market demands were shifting. They streamlined their product leader in the door access systems industry. Amarr’s roster of lines and focused on quality garage doors. During the 1950s independent dealers grew to more than 3,000. The company and 60s, Amarr’s expertise in garage doors quickly grew. The also partnered with major retailers, including Costco Warehouses, knowledge accumulated as a major local distributor and installer Sam’s Club, Lowe’s Home Improvement, and Sears. By 2007, of garage doors allowed the company to capitalize on increasing Amarr had four manufacturing facilities, including Lawrence, market demand for quality products by the late 1960s. After Kansas; Whitehouse, New Jersey; Monterey, Mexico; and Mocksville,
Amarr opened its first manufacturing facility in 1969, the company North Carolina. The company also opened a state-of-the-art began supplying garage doors throughout the Southeast. During research and development facility at its headquarters in Winston- the 70s and 80s, Amarr expanded manufacturing into Alabama Salem. Amarr continues to be focused on offering high quality, and Texas and eventually to a large steel door manufacturing beautifully designed, durable and safe door access systems—all facility near Kansas City. The 1980s brought the introduction while maintaining a solid foundation of values and principles.
STORY 5 THE AMARR BRAND
What is a brand? A brand is not just a distinguishing name or brand loyalty, and brand association. A brand’s name and symbol symbol (such as a logo, trademark or design) intended to can add or subtract from the value provided by the product or differentiate its products from those of other companies. A brand service to the customer. What is brand positioning? is a set of expectations and associations resulting from a customer’s Positioning is the image of a product or brand relative to experiences (i.e. advertising, product performance, and customer competing products or brands. How is Amarr positioned? service) with a company and its product or services. It’s an Amarr is the company that offers consumers the ability to find emotional tie that binds consumers with the product, establishing a style that is right for them, while at the same time delivering an expectation of quality and consistency, and it ultimately adds quality. Amarr is considered to be all of these: Refreshing, value over and above the basic product. A brand is timeless. It Contemporary, Approachable, Smart, Relevant, Innovative, transcends the tangible and rational. What is brand equity? and provides lots of variety. Our tone (the voice we speak in)
Brand equity is the total value of the brand. It is measured from is professional and friendly, and our communication is upbeat assets and liabilities—like brand awareness, perceived quality, and conversational.
Amarr Positioning Statement A refreshing innovator with an eye for style provides savvy consumers a design that is right for them. Garage doors and garage products built on a foundation of safety, durability, and design are available from Amarr, a trend- setting leader with over 50 years of experience.
AMA R R 6 THE AMARR LOGO
Our core mark is shown below. The following pages will illustrate must be observed at all times, without deviation or alteration. how the logo is to be used: color applications, clearspace rules, Our logo is our single most important visual communicator. sizing guidelines, and placement. Strict adherence to these guidelines
7 TWO-COLOR APPLICATIONS
Preferred color for printing the Amarr logo is PMS 7475. GARAGE DOORS type prints in PMS Warm Gray 11
If Metallic is available, use PMS 8761. or in 50% Black
CMYK 63c RGB RGB 24m 89r PANTONE® 113r PANTONE® PANTONE® 30y 134g WARM 111g 7475 8761 7k 134b GRAY 11 50% BLACK 110b
8 ONE-COLOR APPLICATIONS
Preferred color for one-color printing is PMS 7475 Logo may print in Black only
If Metallic is available, use PMS 8761 for Black and White applications
9
Logo may print in White only on a contrasting background CLEARSPACE FORMULA
1/2 x
The x-height of the Amarr logo is the height of the lower case 1/2 x letters of the logo. Copy above, below, to the right or to the left x-height of the logo should not come within 1/2 of the x-height (1/2x). 1/2 x
1/2 x
Use no smaller than 1" wide (as shown above). SIZE GUIDELINES
If your ad or print The Amarr logo material size is: should be at least:
Please use these size guidelines when • Less than 4" x 4" 1" side to side For ads or print materials larger using the Amarr Garage Door logo in • From 4" x 4" to 6" x 6" 1-1/4" side to side than 11" x 11", please e-mail your ads or other print materials. • From 6" x 6" to 8" x 8" 1-1/2" side to side [email protected] to discuss 10 • From 8" x 8" to 11" x 11" 2" side to side appropriate size and placement. UNACCEPTABLE LOGO USAGE
A D
B E
GARAGE DOORS
C F
A Do not change the approved logo colors D Do not reposition, rearrange, or resize the elements. B Do not add graphics to the logo Never use any angle other than 90 degrees. 11 C Do not stretch or condense the logo E Do not alter, retype, or substitute typefaces in the logo
F Do not enclose the logo within a shape TYPOGRAPHY
STONE SANS The Stone Sans family is the typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ of the Amarr brand. Stone Sans should abcdefghijklmnopqrstuvwxyz be used for all typesetting, with the 0123456789 Italic, Semibold, and Bold versions used sparingly for emphasis at the STONE SANS ITALIC type-setter’s discretion. When used ABCDEFGHIJKLMNOPQRSTUVWXYZ in body copy, Stone Sans should abcdefghijklmnopqrstuvwxyz appear in both upper and lower case. 0123456789
STONE SANS SEMIBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
STONE SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 12 OUR BRAND PARTNERS
Amarr offers garage door designs inspired by some of America’s Partner logos require prior approvals by both Amarr’s Marketing
leading brands, including the distinctive heritage of Biltmore™; Department and the partner’s Brand Manager. Amarr Marketing
the wood composite technology of JELD-WEN®; the nation’s pre- will obtain approvals from the partner. eminent source of weather, news, and information from The
Weather Channel ®; and the artistry of noted painter and furniture designer Bob Timberlake.
13 MULTI-BRANDING APPLICATIONS
4-color process When using partner logos in multi-brand x 1x 2x x applications place the partner logo to Black the right of the Amarr logo, as shown, 1x 2x visually equal in size to the Amarr logo. The Bob Timberlake Signature and Quill are registered trademarks of Bob Timberlake, Inc., North Carolina, U.S.A. Amarr manufactures and distributes Bob Timberlake® products under a licensing agreement. Some partner logos may also be placed below the Amarr logo; The Weather x 1x 2x
PMS 299 Channel logo can only be used to the PMS 302 right. The space between brands should x be at least 2x the width of the Amarr JELD-WEN® is a registered trademark of JELD-WEN, Inc., Oregon, U.S.A. Amarr distributes JELD-WEN® brand product under an exclusive national distribution agreement. lowercase “a” in horizontal applications; 1x
2x the x-height of the Amarr logo in x 1x 2x 2x
PMS 229 C:0 M:100 Y:15 K:60 vertical applications. Partner logos PMS 430 C:5 M:0 Y:0 K:45 should never be displayed larger than
Biltmore™ For Your Home is a registered trademark of The Biltmore Company, North Carolina, U.S.A. the Amarr logo. Partner logos may also Amarr manufactures and distributes Biltmore™ For Your Home products under a licensing agreement. x be used at reduced sizes on the page, x 1x 2x singularly or arranged in a group. PMS 286 C:100 M:80 Y:0 K:0 1x Required legal copy for each application 2x
is shown for each example, and should
The Weather Channel and weather.com are U.S. federally registered marks of The Weather Channel, Inc. appear on the printed document. 14 [email protected]. on ordering on-line contact the Marketing Department at Centers. Orders can be placed by fax or on-line. For instructions business cards, and mailing labels for our Facilities Door With that thought in mind, Amarr provides letterhead, envelopes, First impressions are often the ones that most remembered. CORPORATE IDENTITY resolution and vector art l letterhead, memos, and fax sheets as well Amarr logos. High
Computer templates for e-mail usage are provided
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r t 15 PROFESSIONAL BUSINESS FORMATS
Seven spaces (1 3/8")
October 9, 2006
Four spaces
1 7/8" Richard Brenner
1" Amarr 165 Carriage Court Winston-Salem, NC 27105
Two spaces
2" Dear Richard, Two spaces
Here is an example of the recommended typing format for our new standard letterhead. As you are surely aware, a uniform and attractive format enhances the appearance of all our typed communications.
In accordance with our format, we begin our letters two inches from the top of the page. Mrs. Susan Costello The left hand margin aligns one inch from the left hand side of the page. Paragraphs are 4" Manager, Housewares Division typed flush left in 10 point Stone Sans, leaving a double space between paragraphs. We Lewis & Erickson Products, Inc. always try to maintain a visual balance between the left and right hand edges of the paper. 398 N Michigan Ave The last typed line is always at least five spaces from the bottom of the page; if in doubt, Chicago, Illinois 60603 we go to a second sheet.
If possible, we like to sign our letters in black ink. 5/8"+ Two spaces
Sincerely,
Capitalize the first letter of every word in an address except (1) prepositions Four spaces under four letters (like of and for), (2) conjunctions under four letters (like and), David Shapiro and (3) the articles the, a, and an when they are used within a name or title. (Under certain circumstances even some of these short words are capitalized.) 1/ 2 " Type the city, state, and ZIP Code on the last line. If space limitations make it 165 Carriage Court impossible for the ZIP Code to fit on the same line, the ZIP Code may be typed Winston-Salem, NC 27105-1326 on the line directly below, blocked at the left. Last typed line Ph 336 744.5100 1" amarr.com Leave one space between the state name and the ZIP Code. (The USPS recommends either one or two spaces.)
16 E-MAIL USAGE AND ETIQUETTE
E-mail should be thought of in the same manner as a professional Provide a letter (as an attachment), if detailed information is letter containing a greeting, body copy, a salutation, and a required. Shown below are two examples of the Amarr signature. Emails should also follow the rules for good grammar. standard for e-mail signatures. Please contact the IT department
E-mail messages are intended to be as brief as possible. if assistance is required for setting up your e-mail signature.
[email protected] Joe A. Doe General Manager Amarr Garage Doors Street Address City/State/Zip Code 904.123.4567 Phone 904.123.4567 Fax Cell or other numbers may be added here www.amarr.com
17 GENERAL WEBSITES
Any Amarr logo or product image appearing on a website requires must be identified by including the statement “Photo(s) courtesy prior approval by the Amarr Marketing Department and a signed of Amarr® Garage Doors.” Certain licensing agreements, such as
Image Use and Guidelines Agreement form. This form must be Bob Timberlake,® require specific treatments to meet our mailed, emailed, or faxed back to the Marketing Department. contractual requirements. Contact Amarr Marketing for more
General guidelines state that all Amarr images used on a website details at 336.744.5100 or [email protected].
DEALER WEBSITES
Two pre-approved packages are available for purchase:
Personalized or Custom. Our Personalized websites are professional, affordable, and easy to use. Amarr keeps your product information up to date and you manage your personal information. If you have additional requirements Amarr can help you meet them with a Custom website. To set up either website, visit www.amarrdealerwebsites.com.
18 SIGNAGE
When ordering signage, please follow the guidelines for clearspace 1/2 x at left, which shows minimum requirements. Signs are to be 1/2 x manufactured using either the one-color PMS 7475 logo on a
x-height white background or a white logo on a PMS 7475 background.
1/2 x Signage designs should be approved by the Marketing
Department prior to ordering. Designs should be e-mailed to
[email protected] or faxed to 336.251.1881. 1/2 x
PRINT 19 VEHICLE IDENTIFICATION
Decals and designs are available for pick-up trucks and boxed
800.503.DOOR trucks. Complete details and ordering information is available www.amarr.com 1 on-line at www.amarr.com. Click on “Dealers” located at the bottom of the home page. Vehicle signage not ordered on- line must be approved by the marketing department. Contact
www.amarr.com [email protected] or fax designs to 336.251.1881 for approval.
800.503.DOOR 8 0 0 .50 3 .DO O R www.amarr.com 2 www.amarr.com 3
www.amarr.com www.amarr.com
www.amarr.com 1 800 503 DOORS
20 APPAREL AND PROMO
Amarr’s Company Store offers several pre-approved items, from T-shirt Silkscreen logo with PMS 7475 at 7" wide, centered
caps, jackets, and shirts to promotional items. Orders can be on shirt (as shown) or 2 1/2" wide on left chest
placed by visiting the company store located on the “Dealer” or sleeve.
section of amarr.com. When placing orders with a local vendor, Cap Embroider 2 1/2" wide logo matching PMS 7475
the logo should be sized as follows at right: centered on beige or black cap, or embroider white
on matching PMS 7475 cap (as shown).
Golf shirts Embroider 2 1/2" wide logo on left chest (Golf shirt 1)
or on left sleeve (Golf shirt 2) using thread matching
PMS 7475, or embroider with white.
T-shirt
Cap
Golf shirt 1 21
Golf shirt 2 DEALER ADVERTISING EXAMPLE
The following ads are sized to Standard Advertising Units accepted throughout the newspaper industry. You may enlarge or reduce (plus or minus 5% 16' x 7 ' maximum) these reproduction-quality ads to fit specific requirements. Ask .00 $ 0 the publication to insert your pricing and dealer information into the ad. 00
Reproduction art is available by contacting the Marketing Department at [email protected].
16' x 7 ' 0 0.0 Looks can be deceiving. $00 From a distance, you see wood. Up close, it’s sturdy, durable, low-maintenance steel. Deception never looked so good.
Looks can be deceiving. From a distance, you see wood. Up close, it’s sturdy, durable, low-maintenance steel. Deception never looked so good.
DEALER DEALER INFORMATION HERE INFORMATION HERE 22
Two column x 3.625" One column x 5.375" YELLOW PAGE SAMPLE ADS
The two ads are sample layouts only. Use your selling features Reproduction art is available by contacting the Marketing
and benefits to create your individual yellow page ad. Department at [email protected].
Dealer Name Your Complete Garage Door Company
Sales • Installation • Repair Piedmont Garage Doors Residential & Commercial Your Complete Garage Door Company Serving Area Since 1970 Sales • Installation • Repair Visit Our Showroom at 123 Main Street Residential & Commercial 336-000-0000 • Your copy here • Your copy here Store Hours: 8-5, Mon.-Fri. • 9-1 Sat. • Your copy here • Your copy here www.dealername.com 000-000-0000 Store Hours: M-F, 0:00 - 0:00 www.dealername.com Eighth page
23 Serving Area Since 1970 • Visit Our Showroom at 000 Main Street
Quarter page LEGAL
What is a logo? a specific brand of a product. Examples of “lost” trademarks that A logo is a legal asset. The logo should always include the registered became generic through improper use include familiar names trademark symbol and always appear as outlined in this brand like Aspirin, Corn Flakes, Kleenex, Band Aid, and Scotch Tape. guidelines book. Use of a mark with a product To prevent a trademark from becoming a generic name of the product, use the generic term with the trademark, e.g. AMARR garage doors. Consistent reference to the generic term helps to maintain the consumer’s awareness that the trademark is not the common name for that product.
By always using this representation of the logo, we can achieve Use of the Trademark in Text consistency—a legal requirement in maintaining the integrity of Call out the trademark from other surrounding text. You can our corporate identity. The small register mark that appears to bring attention to the trademark in a number of ways, including: the right of the logo says our identity is protected legally against • Large type, all caps or initial caps misrepresentation. No one can use the logo without the consent • Quotation marks of Amarr. • Different colors • Distinctive lettering What is a Trademark? • Use of the word “brand” Trademarks are valuable assets which provide us with a commercial advantage over our competition. They must be protected from “TM” mark for Unregistered (Common Law) Marks misuse or lack of care. The initials ™ are a recognized abbreviation for trademark. The ™ symbol (placed after the mark) advises the term is A trademark identifies and distinguishes one company’s goods claimed as a trademark. Example: DecraGlass™. An alternative and services from those manufactured or sold by others. to the ™ is an asterisk with a legend (trademark credit line) at the bottom of the text. Contact [email protected] A common synonym for trademark is brand name. Trademarks should you have questions. are not confined to names or words. The design, color, shape, and appearance of its materials can all serve as trademarks.
Guidelines for Proper Trademark Use If a trademark is not properly used, the owner may lose the exclusive right to use the mark. Improper use includes allowing the mark to become the actual name of the product rather than 24 LEGAL
Registration Notices Use the ® for these products: Registration of a mark in the United States Patent and Trademark • Amarr® Office may be indicated by one of the following statutory notices: • WindPro® • ® • DuraSafe® • Reg. U.S. Pat. & TM Off. • WeatherGuard® • Registered in U.S. Patent and Trademark Office • Amarr Classica Collection® • Classica Collection® Should you notice someone using Amarr’s trademarks, report it • Bob Timberlake ® promptly to the Marketing Department. • Jeld-Wen®
Registration and trademark symbols can only be used after Use the ™ for these products: the registration has been issued. Should you notice someone • Biltmore™ For Your Home using Amarr’s trademarks, report it promptly to the Marketing • DecraGlass™ Department. • DecraTrim™ • Heritage™ • Stratford™
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