BRAND STYLE GUIDE TABLE OF CONTENTS UNDERSTANDING THE BRAND 1 What is a brand? 1 Why are guidelines needed? 1 Who should use these guidelines? 1 How should they be used? 1 Brand usage review 1 Who can I contact with questions? WORDMARK SYSTEM 2 Identifiers 3 Standard configuration 4 Minimum size & clear space 5 Colors & backgrounds 6 Usage GRAPHIC STANDARDS 7 Color palette 8 Typography LEGAL REQUIREMENTS 9 Registered trademark 9 Trademark 9 Copyright BRANDING ELEMENTS 10 Photography requirements EXTERNAL | 08.2014 UNDERSTANDING THE BRAND WHAT IS A BRAND? To put it simply, a brand represents who a company is and what it stands for. Ultimately, it helps shape attitudes and behaviors toward the company and sustains loyalty. To achieve a strong corporate identity, it is important to coordinate our entire array of communication tools to create a distinct image. These tools include · Wordmarks · Identifiers · Corporate color palette · Typography treatments · Trademark & copyright guidelines · Media platforms we use to communicate our message · Photography WHY ARE GUIDELINES NEEDED? The most important aspect to making an impactful message is being consistent. These guidelines exist to ensure that the Hartmann&Forbes brand is communicated consistently. WHO SHOULD USE THESE GUIDELINES? These guidelines are for showroom partners as well as designers and workrooms that want to use Hartmann&Forbes’ materials in their collateral. HOW SHOULD THE GUIDELINES BE USED? This is a guide to the basics that should be followed exactly and completely. The goal is not to limit creativity, but to provide direction that will create a consistent message and presence to the industry. BRAND USAGE REVIEW Any usage of Hartmann&Forbes’ wordmark, images, copy, identifiers or other brand elements must be approved by Hartmann&Forbes prior to release. Please submit a copy of planned use to [email protected] WHO CAN I CONTACT WITH QUESTIONS? Email: [email protected] HARTMANN&FORBES | 1 WORDMARK IDENTIFIERS SHORT & LONG IDENTIFIERS The Hartmann&Forbes’ identifiers are used to reinforce the brand position. The identifier is not used when it is clear that Hartmann&Forbes sells natural windowcoverings, wallcoverings or textiles based on context, imagery and/or content. If it is not explicit based on context, imagery and/or content, an identifier should be used. The long identifier is preferred when space allows. LONG IDENTIFIER SHORT IDENTIFIER HARTMANN&FORBES | 2 WORDMARK STANDARD CONFIGURATION To ensure visual impact and preserve the integrity of the Hartmann&Forbes wordmark, any deviation from the established standard usage is prohibited. The wordmark resonates with designers, architects and specifiers and we must not diminish that equity. This is our current wordmark and should replace all uses of pervious versions. The ® is included in the electronic artwork file provided by Hartmann&Forbes. SMALL ® Use our small ® wordmark whenever the size is 2½" or larger. File name: HF-wordmark- wrmgray11C-registered.ai LARGE ® Use our large ® wordmark whenever the size is less than 2½.” File name: HF-wordmark- wrmgray11C-reg-larger.ai HARTMANN&FORBES | 3 WORDMARK MINIMUM SIZE & CLEAR SPACE SIZE REQUIREMENTS To ensure legibility of the Minimum size is 1½" wide wordmark, a minimum size has been determined. SMALL ® Use our small ® wordmark whenever the size is 2½" 2½" or larger. LARGE ® Use our large ® wordmark whenever the size is less than 2½." 2¼" CLEAR SPACE Clear space is the area surrounding the wordmark and must be kept free of text and all other graphic elements. The height of the “H” serves as a measurement for minimum clear space requirements. HARTMANN&FORBES | 4 WORDMARK COLORS & BACKGROUNDS COLORS Approved color variations. Pantone Warm Gray 11C (preferred color) Black Reverse to White ACCEPTABLE BACKGROUNDS The wordmark may be placed on a solid color background if the color is part of the Hartmann&Forbes palette or over a beauty product or room life-style photo that allows for contrast. Please use judgement so that the wordmark is easily read. Reversed wordmark on Pantone Warm Gray 11C Reversed wordmark on Pantone Warm Gray 6C (preferred background color) Pantone Warm Gray 11C wordmark on a light textured background Reversed wordmark on a dark textured background (preferred wordmark color) (preferred wordmark color) UNACCEPTABLE BACKGROUNDS Don’t place the wordmark on a background that provides insufficient contrast, is busy or on a color that is not specified in the color palette. Insufficient Contrast Overly Busy Not in the color palette HARTMANN&FORBES | 5 WORDMARK USAGE WORDMARK USAGE Correct use of the Hartmann&Forbes wordmark protects the Hartmann&Forbes brand and identity. The Hartmann&Forbes wordmark should not be altered in any way and this should be considered when placing it in a design or layout. These rules apply to the wordmark and identifiers. UNACCEPTABLE USAGE 1. Do not crop the wordmark. Use caution when placing and make sure that unintentional cropping doesn’t occur 2. Do not distort, extend, skew, manipulate or redraw in any way 3. Do not substitute different typefaces for the wordmark 4. Do not change the wordmark colors 5. Do not use a file format other than a transparent background when placing the signature on a colored background 6. Do not customize the identifiers or fonts. Use only supplied files 7. Do not disregard minimum size and clear space specifications 8. Do not screen the wordmark 1 2 3 HARTMANN&FORBES 4 5 6 handcrafted natural windowcoverings 7 8 1.5" HARTMANN&FORBES | 6 GRAPHIC STANDARDS COLOR PALETTE COLORS Building a strong color association with the Hartmann&Forbes brand is critical to strengthening brand awareness. Used consistently over time, color helps enhance communications, making the brand even more recognizable to our audience. Below are the primary colors that represent Hartmann&Forbes. Pantone colors and color formulas have been provided. Screens of these colors are acceptable. Pantone Warm Gray 11C Pantone Warm Gray 6C Black CMYK 26, 36, 38, 68 CMYK 14, 19, 21, 39 RGB 110, 98, 89 RGB 165, 156, 148 Hex Code 6e6259 Hex Code a59c94 Brown is the foundation of the Gray may be used as a Black is used as an accent or color palette secondary color alternate color HARTMANN&FORBES | 7 GRAPHIC STANDARDS TYPOGRAPHY WRITING OUT “HARTMANN&FORBES” When embedding the Hartmann&Forbes name in copy, do not use spaces around the “&” (It is incorrect to write Hartmann & Forbes). When the Hartmann&Forbes name is used in body copy, use initial caps. When HARTMANN&FORBES is used in a header, sub-header or in bolded copy, use all caps. Never shorten or abbreviate the name (i.e. H&F or HF). TYPE Typography unifies a brand, projecting a confident, credible and consistent appearance. The approved Hartmann&Forbes typefaces are the Helvetica Neue LT Std family and the Archer family for print based communications. The Verdana family is used for web based communications. They were selected for their readability and compatibility with each other. They are straightforward, clean, modern and direct. Helvetica Neue LT Std has a large family and those listed below are approved for use. It’s important to apply our corporate typefaces to our brand in their original format to ensure consistency. They should not be manually extended, condensed or skewed in any way. PRINT Helvetica Neue LT Std | Thin Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Helvetica Neue LT Std | Light Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Archer | Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Archer | Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 WEB Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 HARTMANN&FORBES | 8 LEGAL REQUIREMENTS TRADEMARK & COPYRIGHT REGISTERED TRADEMARK Hartmann&Forbes has legally registered collection/brand names with the US Trademark office. The first use of the following terms within a document should always be followed with the ®. Copyright the following · Hartmann&Forbes (note: the wordmark is designed with the ®, so it does not need to be duplicated elsewhere) · Recrafting® · Papyrusweave® TRADEMARK Hartmann&Forbes has legally applied for registration for Safety by design™ with the U.S. Trademark office. The first use of the following term within a document should always be followed with the TM. COPYRIGHT A copyright should be included on any printed document. When space does not allow for the extended copyright, the shortened copyright may be substituted. Shortened Copyright ©YEAR HARTMANN&FORBES, INC. Extended Copyright ©YEAR HARTMANN&FORBES, INC. all rights reserved. All design information, samples photographs, text graphics, layout, weave and shade names and other materials included in document are protected as the proprietary intellectual property of HARTMANN&FORBES, INC. Reproduction, adaptation or duplication, in whole or in part, is prohibited except by express written permission of HARTMANN&FORBES, INC. HARTMANN&FORBES | 9 BRANDING ELEMENTS PHOTOGRAPHY REQUIREMENTS PHOTO RESOLUTION It is important that all images used to support the brand be of the highest quality. The following resolutions are required when using any Hartmann&Forbes image. Anything that does not meet this requirement will detract from the effectiveness and desired “feel” of the product. Never increase image size beyond the appropriate resolution. Printed Images 300 dpi minimum at size used | Digital Images: 72