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Hermanmiller Corporate Brand Standards 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 oer health benets—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 , r le l To see how Flo takes monitor arms in a new direction Herman Mi (actually, every possible direction), visit hermanmiller.com/flo. © 2010 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 , r ille M erman H © 2010 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 . c , In r le l i “Retrospective” by Alexander Girard, head of textile an M design for Herman Miller 1952-1975. The Italian m proverb “Tutto il mondo è paese”—the whole world is a hometown—inspired Girard to design this ©2011 Her 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.
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