February 2012
Corporate Brand Standards Corporate Corporate Brand Standards page 1 © 2012 Herman Miller, Inc. February 2012
To navigate, click on the sections 1. Advocating for the Herman Miller Brand below—or the arrows at the bottom 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 two ways we express our brand—through the use of our logomark and our brand promise. We hope you will join us in our efforts to strengthen and expand this already wonderful part of Herman Miller. These guidelines give you clear ways you can help in this important work.
Corporate Brand Standards page 2 © 2012 Herman Miller, Inc. February 2012
2. Brand Introduction
A brand is a perception of a product, service, experience, or organization. The Herman Miller brand is shorthand for who we are, what we do, and why we do it. It stands for our products, our services, and our values. It sums up our history. It points toward our future.
Logomark: the graphic symbol of a brand Z
Wordmark: the specific typographic treatment of a name
Corporate Brand Standards page 3 © 2012 Herman Miller, Inc. February 2012
2. Brand Introduction, brand promise
Brand Promise: a phrase that sums up our highest and collective aspirations “[for] a better world around you”
We conducted research to learn how different groups of people perceive the Herman Miller brand. People consistently chose two words to describe us: Pioneer and Advocate. A pioneer originates new lines of thinking; an advocate works in the interests of others. Our brand promise, “for a better world around you,” embodies those perceptions. The word “for” conveys our advocacy. “Better world” implies our commitment to finding original, inventive ways of improving the world our customers inhabit—whether it’s an office, hospital, school, home, an entire building, or the world at large. The phrase “around you” puts the reason for our advocacy and pioneering efforts into clear focus: We do this for you—whether that “you” is a customer, an employee, a partner, a shareholder, or a member of our community.
Corporate Brand Standards page 4 © 2012 Herman Miller, Inc. February 2012
3. 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.
L → Y old logo approach new logomark
Eventually, we will use only the stylized M logomark to identify Herman Miller. 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.
Y Z For now, while more people learn that our logomark stands for Herman Miller, we want to relate the two elements, logomark and wordmark. The examples on page 6 show how the stylized M logomark can relate to the HermanMiller wordmark.
Corporate Brand Standards page 5 © 2012 Herman Miller, Inc. February 2012
3. Logomark Evolution, relating logomark to wordmark
The wordmark (Z) can be used to supplement the stylized M logomark as we transition to a time when people know that it stands for Herman Miller.
Using the wordmark to supplement the logomark requires an art file (.tif, .eps, .jpg, a This cover of a solution essay or .gif) because of the special formatting. uses the logomark and the wordmark.
b In this ad, Herman Miller appears in the first sentence a b and in the website address in the last sentence.
Maintaining Concordance as At Herman Miller, we’re always thinking of new ways to save Seated Postures Change energy. Including yours. Imagine if our electronic devices The fact is, in today’s offices, workers spend only half HOW THE ENVELOP ™ DESK UNITES THE TWO HEMISPHERES OF WORK their time at their desks. This got us thinking, “Is there a way to save the energy they’re not using?” Not exactly the kind of question you’d expect from a company best known for its furniture designs. Because at Herman Miller, we believe in improving the human experience in the office, hospital, school and home. This philosophy inspired Energy Manager, an electrical circuit control system that shuts down unoccupied clusters, helping reduce your office’s energy consumption. But its impact goes beyond your building. Just think of the energy we’d save if our offices slept while we were
Energy Manager. It’s yet another example of how we are committed to creating a better world around you. For more, visit hermanmiller.com/energymanager.y People doing technology-intensive work may have areas on an upright seated posture. If the person several elements that provide proper support for their wants to work in a reclined posture—which has wrists, backs, and eyes. However, these elements been shown to o er health bene ts—moving puts lack concordance. They don’t work in concert, so everything out of alignment. What is needed is an changing postures requires the person to adjust easy, coordinated way for a person, his or her chair, each one separately. This is further complicated by desk surface, and technology to remain in alignment ergonomic guidelines that base the design of work as the person moves through a range of postures. . c n I
, r e l l i M
n a m r e H
Solution Essay / 2009 9
Z 0 0 2 ©
Corporate Brand Standards page 6 © 2012 Herman Miller, Inc. February 2012
4. Using HermanMiller and Herman Miller
HermanMiller is a one-word unit in three instances to reinforce our brand identity: 1. When “HermanMiller” is the most prominent item in a communication, as in a headline or on signage. 2. When using the “HermanMiller” wordmark. This requires an art file (.tif, .eps, .jpg, or .gif) because of the special formatting. These files can be downloaded, along with the Herman Miller logomark, at hermanmiller.com/brand-standards. 3. When referring to a dealer, partner, or subsidiary, such as: “Kaleidoscope Office. A HermanMiller Dealer” “Geiger. A HermanMiller Company” “Nemschoff. A HermanMiller Healthcare Company” In other instances, use "Herman Miller" as two words. See example on page 11.
Note: The next four pages show examples of proper usage.
Corporate Brand Standards page 7 © 2012 Herman Miller, Inc. February 2012
4. Using HermanMiller and Herman Miller
1. Example of "HermanMiller" as the most prominent item in a communication.
Y
Z Flo™ Dynamic Monitor Arm The most movement on the market, so you can move any which way your work requires. Inc . , le r
To see how Flo takes monitor arms in a new direction (actually, every possible direction), visit hermanmiller.com/flo.
© 2010 Herman Mi l Find us at booth 126
Corporate Brand Standards page 8 © 2012 Herman Miller, Inc. February 2012
4. Using HermanMiller and Herman Miller
2. Example using the "HermanMiller" wordmark.
a logomark
a b wordmark (requires art file)
A+D OFFER – Everywhere™ Tables Herman Miller discounts just for you nc. O.AE201 , I ille r erman M © 2010 H
From now until October 29, 2010, A+D firms can purchase Everywhere tables 74% off list price. Limited to $10,000 list per A+D office location. Contact your A+D representative for more information or to place your order. b
Corporate Brand Standards page 9 © 2012 Herman Miller, Inc. February 2012
4. Using HermanMiller and Herman Miller
3. Example of "HermanMiller" when referring to a subsidiary.
Corporate Brand Standards page 10 © 2012 Herman Miller, Inc. February 2012
4. Using HermanMiller and Herman Miller
Example of using "Herman Miller" as two words.
Y
We see the whole world as our hometown.
At Herman Miller, our concern for the earth is rooted in the places we call home. Every one of our facilities around the world already runs on 100 percent renewable electrical energy. Visit us to learn more about how we’re working for a better world around you. hermanmiller.com/environment . , In c le r l “Retrospective” by Alexander Girard, head of textile
an M i design for Herman Miller 1952-1975. The Italian proverb “Tutto il mondo è paese”—the whole world is a hometown—inspired Girard to design this
©2011 Her m wallpaper for Herman Miller in 1961.
Corporate Brand Standards page 11 © 2012 Herman Miller, Inc. February 2012
5. Business Communications
The most fundamental business communication is the standard correspondence system Date Date March 7, 2011 (letterhead, business card, and
Total Number of Pages [ClickNam here e and type # of pages] envelope). Title To [ClickAddre herses and type names] [ClickCi thyer Stea tande Zip typ codee company/location] John Newland Vice President of A+D Accounts Pre-formatted template files Dear Mr. Lorem Ipsum, [Click here and type phone number] john [email protected] [Click here and type fax number] 678 777 8730 for creating letters, addressing Donec aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nam dictum mi non libero imperdiet quis ornare sapien vehicula. Proin envelopes, and making From [Clickfeugia herte ar andcu qui typs eodio fro madipi namscinge] dignissimZ. Proin laoreet, justo in accumsan suscipit, [Clickni shi erlecteu ands rhon typcues dipespt/locatioum, eget cnondimen] tum nisi leo vitae nibh. Sed sed urna dolor, on-screen presentations are sit amet sollicitudin nulla. Quisque vel justo nisi, non fringilla orci. Vestibulum suscipit [Clickmolli hers elorem and. Atypeneane ph sconeeleri numbesque, rurna] eu consectetur malesuada, sapien neque available from Herman Miller [Clickelemen heret umand quam type, sedfax fnumber]ermentum erat lacus vel velit. Donec vel ipsum sem, ac scelerisque urna. Maecenas mollis vehicula quam hendrerit molestie. Brand Marketing.
Message [ClickLa hciniaere feugiaand typt feugiae met ssagearcu id subject]ultricies. Aliquam eu ultricies velit. Quisque in arcu ut nisi dignissim accumsan. Vestibulum in tellus sapien. Aliquam semper aliquam enim, quis interdum dolor laoreet nec. Maecenas eget eros nec lacus pellentesque gravida. Aliquam commodo aliquam pharetra. Integer tempus diam in ante fringilla vestibulum. [Click here and type message] Nunc sed tellus nec nisi egestas tristique sit amet vitae augue. Integer et feugiat nunc. Cras risus leo, dignissim vel imperdiet at, mollis ut eros. Ut in erat nec massa Herman Miller Inc malesuada semper. Donec et enim nulla. PO Box 302 Zeeland MI 49464–0302 Pellentesque mattis felis in eros feugiat volutpat. Integer ac tristique justo. Vivamus mattis rhoncus libero. Maecenas enim purus, laoreet dictum consectetur a, sodales tempus diam. Sed mattis lectus a mi facilisis non pellentesque nulla imperdiet. Pellentesque ac leo mauris. Morbi venenatis lobortis turpis non luctus. Suspendisse mauris ipsum, pellentesque nec sodales sed, cursus tincidunt ante. Sed nec pellentesque nisi. Aenean luctus scelerisque mauris, sit amet fermentum tellus ultrices vel. In adipiscing tortor vel est ornare laoreet. Sed accumsan elementum risus eu porttitor. Donec congue odio ut enim rhoncus sit amet suscipit lacus luctus.
Sincerely,
Name Title
Herman Miller Inc PO Box 302 Zeeland MI 49464–0302
Corporate Brand Standards page 12 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, space
Open it up. Give the logomark room to shine.
The logomark should always be The wordmark should always be The logomark and wordmark 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
Corporate Brand Standards page 13 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, scale
Go for impact, but balance the logomark with other elements.
← no smaller than 1/4 inch
The logomark should be at least 1/4-inch in diameter.
These examples demonstrate that more space doesn’t require
John Newland a larger logomark. Vice President of A+D Accounts john [email protected] 678 777 8730 HermanMiller
HermanMiller Embody® Chairs
Corporate Brand Standards page 14 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, color
Y SAYL™ Chairs
When the logomark is placed When placed over a dark color, an image, or on a white background, the color of the complicated pattern, the stylized M should be white stylized M should also be white. to ensure visibility.
CMYK Spot RGB Pantone G0e
0.93.100.0 HermanMiller custom red 255.51.0 18–1–7 C
Please consider the intended media when applying the logomark; use the corresponding specification. Print: paper applications (from office copiers or professional offset printers) use either 4-color process (CMYK) or spot color inks (Pantone Goe library). Suggested files: .tif or .eps Screen: work viewed on-screen (projected presentations or websites) use an RGB value. Suggested files: .jpg or .gif Other: embroidered amenities and product applications need special attention. Suggested file: .eps
Corporate Brand Standards page 15 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, type
Meta. More Meta. (Sometimes Arial). Typography is an important part of visual communication; Meta is an important element for communicating the Herman Miller brand. Why? Like our company, the Meta type family is friendly and modern. Like good seating, Meta works in a wide range of sizes. It makes small copyright lines legible and provides impact for large applications on signs or trucks. Meta also translates well to both printed and on-screen presentations.
Meta Book & We suggest two primary versions of the Meta font Use Meta Meta Bold for creating branded communications, Meta Book (or Arial) and Meta Bold.
Meta is Herman Miller’s principal typeface, but sometimes old-style: Meta has two types of numerals: a complementary typeface is useful. For copy in PowerPoint old-style figures within 0123456789 sentences; lining figures for or e-mail messages, Arial is a good substitute because it is lining: charts and graphs. installed on every computer as a part of the operating system. 0123456789
Meta To increase impact, the Meta typeface is available in multiple Roman type styles. The three most important styles are Roman (or Meta Italic regular), italic, and small caps. METa Caps Corporate Brand Standards page 16 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, media
To keep the tips of the stylized M logomark crisp, use the correct file for your media.
HermanMiller Micro HermanMiller Normal HermanMiller Display
Screen: work viewed on-screen (presentations or websites), use the logomark with tips that are more open and easily translated into pixels (Micro, see 2 below). Print: printed paper applications (from office copiers or professional offset printers), use the logomark with finer points (Normal or Display, see 2 below). Special substrates: fabric embroidery, silkscreened plastics, signage, or embossed steel require additional testing and consideration. Please request a recommendation from Herman Miller Brand Marketing.
There are two ways to keep the logomark crisp: 1. Use an image file (.eps, .tif, or .gif) that is close to the actual size you need to prevent scaling the file size up or down by more than 10%. These files include both the logomark and wordmark. 2. Use one of the proprietary Herman Miller font files: Herman Miller Micro wide simplified tips that keep the mark open when viewed in small sizes (below 16pt); Herman Miller Normal small flat tips that keep the mark open when viewed in the most common sizes (16pt to 72pt); Herman Miller Display tips that come to a complete point for large sizes (above 72pt).
Corporate Brand Standards page 17 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, lockup exceptions
In some cases it is necessary that the Herman Miller logomark and wordmark are used Note: The next two pages show examples of proper usage. together in one of the following a locked configurations. 1. When there is a horizontal line of logos ,show the wordmark centered to the right of the logomark. To ensure visual hierarchy, "Herman" should be the width of the logomark. The space between should be 50% of the width of the wordmark. Clearspace around the lockup should be the height of the "H."
2. When there is a vertical line of logos or more vertical space, show the logomark centered above the wordmark. To ensure visual hierarchy, "Herman" should be the width of the logomark.The space between should be 50% of the width of the wordmark. Clearspace around the lockup should be the height of the "H."
Corporate Brand Standards page 18 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, lockup exceptions
1. Example of using the horizontal lockup in a grouping of logos.
SPONSORS We’d like to thank the following sponsors for supporting SustainableUS 2011.
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Corporate Brand Standards page 19 © 2012 Herman Miller, Inc. February 2012
6. Using the Logomark and Wordmark, lockup exceptions
2. Example of using the vertical lockup in a grouping of logos.
READY? HAVE YOUR EMAIL & ID HANDY TO REGISTER Everyone needs: A unique email (we can help you get one for free) and a government ID (driver’s license, passport, or state ID). GET SET BUY MAPS, GUIDEBOOKS, WRISTBANDS & MORE Your purchase supports the organization that makes ArtPrize happen–and can net you over $500 worth of coupons and free rides on the ArtBus and the Rapid, too. VOTE ONLINE, TEXT MESSAGES, IPHONE APP, OR IN PERSON AT THE HUB Once you register and set up your account, it’s quick and easy to vote up or down with the artists’ 5-digit code.
Corporate Brand Standards page 20 © 2012 Herman Miller, Inc. February 2012
7. Showing Authorship
Use name recognition to your advantage People know our brand and the designers we partner with. Acknowledge both the Herman Miller brand and the designer name. Place Herman Miller in the first position as in the examples below.
HermanMiller SAYL™ Chair (Headline)
Herman Miller SAYL™ chair designed by Yves Béhar (Body Copy)
HermanMiller Aeron® Chair (Headline)
Herman Miller Aeron® chair designed by Bill Stumpf and Don Chadwick (Body Copy)
HermanMiller Eames® Desk Unit (Headline)
Herman Miller Eames® desk unit designed by Charles Eames (Body Copy)
Please note: After the first mention of Herman Miller, the appropriate trademark, and the designer name in body copy, subsequent uses are not required. So, for example, the first mention of the “Herman Miller SAYL™ chair designed by Yves Béhar” can be followed simply by the “SAYL chair.”
Corporate Brand Standards page 21 © 2012 Herman Miller, Inc. February 2012
8. The Written Use of the Brand, trademarks
Trademarks play an important role in protecting a brand’s intellectual investments and marketplace leadership. The following examples demonstrate the requirements for protecting our products, services, and ideas. Please note that when the logomark is used alone, it is not necessary to add a trademark symbol to it.
Introducing Setu® chairs. Its innovative kinematic spine bends and flexes to We always add a trademark your every move. There’s nothing to tilt, nothing to tweak. Setu’s finely tuned symbol to a product or service elastomeric fabric provides superior suspension and conforms to your contours. name the first time it appears in copy. It is not necessary to repeat It’s comfort now. the trademark. Also, use the product or service name as an adjective modifying a noun the © 2011 Herman Miller, Inc. first time it appears, as in “Setu® chairs.” This should be done whenever possible, but certainly at the first prominent use of a © 2011 Herman Miller, Inc., Zeeland, Michigan product or service name. ® Y, Herman Miller, Action Office, Aeron, Ambi, Avive, Caper, Celle, Co/Struc, We always include a copyright Eames, Equa 2, Ergon 3, Ethospace, HermanMiller Options, Meridian, Mirra, line in all printed material. My Studio, Pedastool, Resolve, Setu, V-Wall, and Vivo are among the registered trademarks of Herman Miller, Inc. ™ Intent, My Studio Environments, Stackable, Stackable Storage, and Vantage In more complicated pieces are among the trademarks of Herman Miller, Inc. that mention many products or trademarks (like brochures), we provide a comprehensive list at the end that includes both the copyright line and a list of all trademarks and service marks used in the piece.
Corporate Brand Standards page 22 © 2012 Herman Miller, Inc. February 2012
8. The Written Use of the Brand, “for a better world around you”
When to use the brand promise ·· As a sign-off incorporated into a sentence in corporate pieces focused on the brand or the corporation, rather than a product or specific program, or when the copy needs to tie back to Herman Miller. ·· As an introduction of the brand when the piece is focused on a vertical market like healthcare or retail. When not to use ·· As a headline or part of a headline. ·· As a tagline or a phrase associated with the logomark. How to use ·· Always keep the phrase “a better world around you” intact as a unit. ·· Include the preposition “for” when possible, as in “Being an advocate for the environment is one way we work for a better world around you.” ·· Combine the phrase with an action verb, such as work, create, make, design, build, etc. ·· In cases where “work, heal, learn, live” language was used in the past (as in “…that improve the human experience wherever people work, heal, learn, and live”), replace it with language such as, “Our products and services improve your environment, whether it’s an office, hospital, school, home, an entire building, or the world at large.” ·· When dealing with products or programs in which the overall brand statement is not appropriate, use “for you” or “you” statements. Consider this statement from a sales presentation: “Action Office evolves for you.”
Corporate Brand Standards page 23 © 2012 Herman Miller, Inc. February 2012
8. The Written Use of the Brand, useful brand statements
Consistent use of our brand promise—“for a better world around you”—is vital for engaging with our audiences in all markets and contexts. To that end, here are ready- made statements and suggestions for where to use them.
At Herman Miller, we design and develop furniture and related services and technologies that improve your office, hospital, school, or home. It’s how we work for a better world around you.
Use this version when there are very tight constraints, such as a 25–30 word statement for a sponsorship program listing or on a retailer’s website.
Corporate Brand Standards page 24 © 2012 Herman Miller, Inc. February 2012
8. The Written Use of the Brand, useful brand statements
At Herman Miller, we design and develop furniture and related services and technologies that improve your environment, whether it’s an office, hospital, school, home, an entire building, or the world at large. In business over 100 years, we continue working hard to create a better world around you.
This version works for 50-word-or-less situations; as in the previous statement, the brand promise comes at the end so the reader has context for it.
Corporate Brand Standards page 25 © 2012 Herman Miller, Inc. February 2012
8. The Written Use of the Brand, useful brand statements
Herman Miller is a 100-year-old-plus company that places great importance on design, the environment, community service, and the health and well-being of our customers and our employees. Innovative ways to improve the performance of our customers’ organizations have become our hallmark. Our award-winning furniture and related services and technologies are available through dealers and retailers around the world. Whether your world is an office, a school, a home, or a hospital—and whether you are a customer, an employee, a shareholder, or a member of our community—we work hard to create a better world around you.
Use this statement when you need a more in-depth description, there are no length constraints, and when there is no need for financial context; this version was used in the 2009 Proxy Statement.
Corporate Brand Standards page 26 © 2012 Herman Miller, Inc. February 2012
8. The Written Use of the Brand, useful brand statements
At Herman Miller, we work for a better world around you. We do this by designing and developing award-winning furniture and related services and technologies that improve your environment, whether it’s an office, hospital, school, home, an entire building, or the world at large. In fiscal 2011, we generated $1.6 billion in revenue. More than 100 years of innovative business practices and a commitment to social responsibility have established Herman Miller as a recognized global company. In 2011, we again received the Human Rights Campaign (HRC) Foundation's top rating in its Corporate Equality Index and were also cited by FORTUNE as the “Most Admired” in our industry. Herman Miller trades on the NASDAQ Global Select Market under the symbol MLHR.
This statement provides a full description and proof of performance, in terms of revenue and recognition; use it for a “boilerplate” at the end of a press release.
Corporate Brand Standards page 27 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice
Our brand is as much about words as it is about pictures. straightforward Easy to grasp without talking down to anyone; conversational, direct language. original Ideas (unique, often pioneering) are the basis; clear thinking is obvious in the writing. personal Written by someone, not a committee; it has personality, but isn’t showy for its own sake. authentic Honest, real, how you’d talk with a friend, respects the intelligence of the audience. playful Humor when it makes a point; “serious fun”; there is substance behind the wit.
Corporate Brand Standards page 28 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice, writing samples
Here are the traits of our brand voice and examples for each. Some come from our history, others are very recent. straightforward
"The attitudes that govern Herman Miller's behavior, as far as I can make out, are compounded of the following set of principles: What you make is important. Design is an integral part of the business. The product must be honest. You decide what you will make. There is a market for good design.” George Nelson, The Herman Miller Collection catalog, 1948
"The responsibility of a leader is to define reality. The last is to say thank you." Max De Pree, Leadership Is an Art, 1990
"You have a decision to make. You need to decide what kind of company you want to work for. Think about it. The average American works 40 to 50 hours per week, 50 weeks a year. When you think about where all that time will be spent, think hard. You can make a salary. You can make a difference. Or, you can work somewhere you can make both.” Tim Hackney, Excerpt from script for “This Is You” recruitment video, 2008
"What we cherish most are not givens but chosens. As in a garden, where surprises grow because you planted changes. But every change becomes a change of place, and where you are may matter less than that you choose to be there. In control. A sense of choice, another part of the garden.” Ralph Caplan, Ethospace advertisement, 1984 Corporate Brand Standards page 29 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice, writing samples (cont'd) original
"To succeed as a company, we must include all the expressions of human talent and potential that society offers. We value the whole person and everything each of us has to offer, obvious or not so obvious. We believe that every person should have the chance to realize his or her potential regardless of color, gender, age, sexual orientation, educational background, weight, height, family status, skill level— the list goes on and on. When we are truly inclusive, we go beyond toleration to understanding all the qualities that make people who they are, that make us unique and, most important, that unite us.” “Things that Matter,” 2005
"The intersection of work life, workplace, and work is a volatile problem area that we deal with every day. The present reality and future possibilities for workplaces include both certainties and uncertainties. Beyond the facts, here is what we believe about workplaces. These beliefs and positions underlie our work for customers and our thinking about their future and ours.” Herman Miller Applications Team
"If you've ever hustled out of a McDonald's or lingered in a Barnes & Noble, if you’ve ever been inspired in a cathedral or depressed in a hospital—or vice versa—then you know that buildings help shape our moods, our behaviors, our connections, our activities, even our humanity. The places where we spend our time can nurture us or stifle us, remind us of our full potential or reinforce our status as cogs in a machine. Lois Maassen, “Place Expectations,” SEE 6
Corporate Brand Standards page 30 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice, writing samples (cont'd) personal
"His market research consisted of looking for somthing we might call the 'wow factor.’ He would locate a new design, let’s say a chair, some place prominent in his studio, so that an innocent visitor (sometimes a very important person like Bucky Fuller) could not help but see it. If there was no response, Eames knew he had more work to do. . . . Of course, Eames chose his visitors carefully.” Bill Stumpf, “Design Checklist,” 2006
"The Aeron chair has been copied and knocked off because, well, it's a beautiful and distinctive chair. But despite its stand-out look, it fits right in, whether your home office is high-tech, elegant, casual, or a room that doubles as a gym. Three Pellicle weaves in neutral colors and a range of finish options.” Pam Erbe, Aeron description, HermanMiller Store, 2010
"Many people will say that employee stock ownership sounds great philosophically, and I can’t disagree with them. But for me, there’s much more to it than that. I believe that ownership satisfies the need for involvement and accountability, and provides people with a greater incentive to reach their potential.” Max De Pree, Annual Report, 1985
Corporate Brand Standards page 31 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice, writing samples (cont'd) authentic
"We put together this Better World Report every year to let you know how we're doing. Are we perfect and do we always reach our goals? Of course not. Building a better world is not so much a goal as an everyday way of life.” Brian Walker, “Better World Report,” 2010
"Self-examination leads to thinking, and thinking may lead to a clear understanding and acceptance of who we are and where we are going. And knowing where we are going may lead to the mandate for getting there.” Hugh De Pree, Business as Unusual, 1986
"What inspires us and what we hope will inspire you and al the members of the Herman Miller community.” Discover blog purpose statement, hermanmiller.com, 2006
Corporate Brand Standards page 32 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice, writing samples (cont'd) playful
"...so that people are free to attend to what they care about. Ironically, though, the freest societies invariably create environments that militate against attention. Visual pollution is harmful not just because it is ugly but because it is distractive. And therefore destructive. Like other pollution, it destroys the balance of nature—in this case, human nature. A climate loaded with designs clamoring for your attention is a climate in which you end up paying attention to nothing. For example,…” Ralph Caplan, “Notes on Attention” ad copy, 1978
"Hall of Fame St. Louis Cardinals pitcher Dizzy Dean was a real character. He's remembered for many brash claims, one of which we’ve paraphrased on the front of this year’s annual report. It may seem a little pushy, but for me, it is an honest reaction to a great year at Herman Miller.” Brian Walker, Annual Letter, 200
Corporate Brand Standards page 33 © 2012 Herman Miller, Inc. February 2012
9. The Character of Herman Miller’s Voice, a word about style
Writing will be read if it’s well written. As to business writing, you’ve probably heard the comment that no one reads anymore. We happen to see that as a challenge. And we believe that the better the writing, the more engaged the reader will be. As to how to write well, a lot has been written, The Elements of Style being the one that comes to mind for most people. We don’t presume to say more than Strunk or White on the subject, but we would like to mention several points to keep in mind as you write: ·· Simple sentences make an impact. ·· Careful and appropriate diction leaves no room for confusion. ·· Relative clauses are best avoided; when used, subordination must be clear. ·· Correct grammar builds credibility. ·· Nouns are better than adjectives; verbs are best of all.
Corporate Brand Standards page 34 © 2012 Herman Miller, Inc. February 2012
10. Making Brand Decisions, brand guideposts
How do we know if our work is on brand? The following six guideposts will help keep us on track. Try to include as many of these attributes as possible. simplify inspire Like good design, our communications should Herman Miller is a pioneering company. be refreshingly simple. Make others wish they had done what we did. Take the complex, distill it, and make it simpler. Encourage others to follow our lead. Get to the heart of the issue/problem. Be provocative and challenge convention. Make sure the takeaway is singular and consistent. think big tell a story Herman Miller is one of the world’s most innovative People remember stories, not statistics or lists. companies and top places to work. Tell engaging, memorable stories. Think beyond office furniture. Create emotional pull and impact. Look beyond West Michigan. Bring a new and different perspective. See beyond today. be human be spirited At Herman Miller, everything starts with people. Let your audiences see and feel the Herman Miller spirit. Show the human perspective. We’re serious about our work, friendly in our Demonstrate empathy and advocacy. relationships, and creative in our play. Focus on the human situation, inspiration, and benefit. Bring this spirit everywhere people experience the Herman Miller brand.
Corporate Brand Standards page 35 © 2012 Herman Miller, Inc. February 2012
10. Making Brand Decisions, questions to ask
You need an ad or trade show banner. What’s next? What is the intent of the material? Promote a product? Connect with a certain audience? Represent a corporate sponsorship or community effort? Do you know the production specifics and design parameters? Is it to be printed in black and white–or color? What’s the trim size? How should the files be delivered? In what format? What impact will licensing rights have on how your material will be used? Are you purchasing rights for one time or multiple uses? In what type of media will you use your material?
Corporate Brand Standards page 36 © 2012 Herman Miller, Inc. February 2012
10. Making Brand Decisions, the ingredients
1 HermanMiller Setu® Chair 1 headling with product name (with trademark)
2 Instructions: Sit back. Relax. 2 copy messages Introducing the Setu Lounge, how we live and work now. 3 logomark
4 images (from hermanmiller.com)
3 5 call to action–website
6 copyright protection
4
5 hermanmiller.com/setu 6 © 2011 Herman Miller, Inc.
Corporate Brand Standards page 37 © 2012 Herman Miller, Inc. February 2012
10. Making Brand Decisions, the assembly
1 product name (with trademark)
2 copy messages
3 logomark
4 selected image
5 call to action–website 6 copyright protection
HermanMiller Setu Chairs 1 2
4
Note: The www prefix is no longer used in the Herman 5 Miller web address. 6 2011 Herman Miller, Inc. Miller, © 2011 Herman
Corporate Brand Standards page 38 © 2012 Herman Miller, Inc. 2 3 February 2012
11. The Visual Use of the Brand, examples
Here are some projects that demonstrate brand decisions and design thinking. Guideposts included simplify The complexity of material and finish choices are presented in a manageable system.
be spirited The package lets the colorful and lively range of materials show through.
inspire The utility of this design inspires people to imagine their own workplace.
Corporate Brand Standards page 39 © 2012 Herman Miller, Inc. February 2012
11. The Visual Use of the Brand, examples
Guideposts included inspire Headline and graphic are an invitation to go beyond expectations.
think big Graphic alludes to the larger world.
simplify The entire ad has only 13 words.
the new Herman Miller SAYL™ chair by Yves Béhar, starting at $399.
Corporate© 2010 Herman Miller, Inc. Brand Standards liveunframed.com page 40 © 2012 Herman Miller, Inc. February 2012
11. The Visual Use of the Brand, examples
Guideposts included tell a story The entire ad is a story.
be human At HermanMiller, we’ve managed to take our company philosophy and bottle it. The story is all about people solving a problem creatively. One day in 1995, after we became the first office furniture company to design, build and occupy a LEED-certified building, we noticed large simplify colonies of angry paper wasps had decided to make the exterior of our building their new home. But we weren’t about to reach for the pesticides. The simple image tells the story Our solution? Bees. Six-hundred thousand of them, housed in 12 beehives without words. on the GreenHouse grounds in Holland, Michigan. Before long, the bees had persuaded the wasps to move elsewhere. And our new friends inspire cross-pollinated the surrounding fields, giving us spectacular wildflowers. The story shows how anyone, We also had another favorable result: Honey. And lots of it. So we with a little thought, can think began harvesting and bottling about 5,000 pounds of GreenHouse Honey a year as gifts for our guests. And while the honey may only creatively. come in a 4-ounce bottle, we believe the story behind it speaks volumes. To us, the honey exemplifies our commitment to the environment, to be spirited those who live in it, and to those who will inherit it. Angry wasps The playful bees and friendly copy included. If you would like to learn more about what we’re doing make this ad a memorable piece. for a better world around you, visit hermanmiller.com/environment.
Corporate©2009 Herman Miller, Inc. Brand Standards page 41 © 2012 Herman Miller, Inc. February 2012
11. The Visual Use of the Brand, examples
Guideposts included simplify White space reduces complexity Y of the elements. be human The human perspective is obvious.
inspire Aim is to challenge the audience to be creative.
be spirited The headline and images are fun and inviting.
Hey, college students! Where’s your hub?
Herman Miller invites you to answer that question in our second annual Student Video Contest. Show us where you connect, recharge, study, and socialize on campus. Tell us why this spot is your hub.
Have fun. Be creative! It’s easy, and you could win up to $2,500.
L.1900 For more information, visit hermanmiller.com/studentvideocontest. . , In c e r l l an M i
©2011 Her m Z
Corporate Brand Standards page 42 © 2012 Herman Miller, Inc. February 2012
11. The Visual Use of the Brand, examples
Guideposts included simplify The simplicity of the logo by itself makes an impression.
Corporate Brand Standards page 43 © 2012 Herman Miller, Inc. February 2012
11. The Visual Use of the Brand, incorrect applications
Do not apply effects like drop- shadows, bevels, or stretched proportions.
Do not miscolor or outline the logomark (or wordmark).
Do not combine the logomark and wordmark.
Do not fill the logomark or wordmark with imagery.
Corporate Brand Standards page 44 © 2012 Herman Miller, Inc. February 2012
12. Healthcare, using the logomark and wordmark
Open it up. Give the logomark room to shine.
The logomark should always be The wordmark should always be The logomark and wordmark 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.
1:1.5 example
1.5 x
x
x 1:2 example
2x y 3y 2 x
x
Corporate Brand Standards page 45 © 2012 Herman Miller, Inc. February 2012
12. Healthcare, examples
Guideposts included be human The emphasis is on "your" vision.
be spirited Creative presentation of products C reate your vision communicates the singular voice of A sketchbook for Compass: the modular system designed for change. our healthcare brands.
Corporate Brand Standards page 46 © 2012 Herman Miller, Inc. February 2012
13. Resources
If you need help, please contact Brand Marketing.
Tools to use as you advocate for the Herman Miller brand:
Corporate Brand Standards page 47 © 2012 Herman Miller, Inc. February 2012
14. Bibliography
These are excellent resources for building your brand knowledge.
Books Designing Brand Identity (third edition), Alina Wheeler The Brand Gap, Marty Neumeier ZAG, Marty Neumeier The Designful Company, Marty Neumeier The Dictionary of Brand, Marty Neumeier It’s Not How Good You Are, It’s How Good You Want To Be, Paul Arden Brand Simple: How the Best Brands Keep it Simple and Succeed, Allen Adamson Brand Digital: Simple Ways Top Brands Succeed in the Digital World, Allen Adamson
websites Business Week resources: Brand Blog and Nussbaum On Design @Issue Online Journal of Business & Design
Corporate Brand Standards page 48 © 2012 Herman Miller, Inc. February 2012
12. Healthcare, using the Nemschoff wordmark
Relationship and sizing Color palette
At this time, two relationships between the workmarks exist: Nemschoff may only be presented stacked (preferred) and horizontally aligned. Relative spacing in blue when used on its own. When between the two wordmarks is presented below. Herman Miller Healthcare and Nemschoff are presented together, use gray, black, or white.
2x
x
1
2
1 stacked 2 horizontally aligned
Corporate Brand Standards page 49 © 2012 Herman Miller, Inc. February 2012
Spacing Sizing The wordmark lockups should always be The logomark and wordmarks surrounded shouldbe used in proportion to by a clear space at least the height of the capital H. eachother—ensuring a visual hierarchy. When horizontally aligned, the spacing between the wordmarks should be equal to two-and-a- half capital H letters placed on their sides. When stacked, the spacing between the wordmarks x should be equal to the height of two capital H letters placed on their sides.
x is equal to the width of the Herman Miller logomark.
x
For more HermanMiller Healthcare Standards click here
Corporate Brand Standards page 50 © 2012 Herman Miller, Inc.