Newell Brands Brand Guidelines Live. Learn. Work. Play. Newell Brands Brand Guidelines 2 Table of Contents 1.0 Brand Logo .....................................................................4 7.0 Videography Style ........................................................25 1.1 Introduction ...............................................................................................5 1.2 Clear Space & Size ...................................................................................6 7.0 Branded Stationery ......................................................27 1.3 Guidance & Principles..............................................................................7 7.1 Business Cards ...................................................................................... 28 1.4 Improper Use ............................................................................................8 7.2 Letterhead ............................................................................................... 29 7.3 Envelopes & Mailing Label ................................................................... 30 2.0 Color System ..................................................................9 7.4 Folder ....................................................................................................... 31 2.1 Primary Palette ...................................................................................... 10 7.5 Notecards ............................................................................................... 32 2.2 Secondary Palette .................................................................................11 2.3 Color Application ....................................................................................12 8.0 Digital Applications ......................................................33 8.1 Email Signature ...................................................................................... 34 3.0 Typography ...................................................................13 8.2 Presentations ......................................................................................... 35 3.1 Fonts .........................................................................................................14 8.3 Email Templates .................................................................................... 36 3.2 Usage .......................................................................................................16 8.4 Stationery Templates ........................................................................... 37 4.0 Brand Logo Lockups .....................................................17 9.0 Division Applications ...................................................38 9.1 Colors ..................................................................................................... 39 5.0 Icons ............................................................................19 9.2 Elements .................................................................................................40 5.1 Division Representation ....................................................................... 20 9.3 Templates ............................................................................................... 41 5.2 Patterns .................................................................................................. 21 10.0 Program Application ...................................................42 6.0 Photography Style .......................................................22 6.1 Lifestyle Photography .......................................................................... 23 6.2 Product Photography .......................................................................... 24 © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 3 Introduction Newell Brands is a leading global consumer goods company with brands that touch millions of people every day where they live, learn, work and play. The following information is intended to help you remain true to our corporate brand in your communications with internal and external audiences. © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 4 1.0 Brand Logo 1.1 Introduction 1.2 Clear Space & Size 1.3 Guidance & Principles 1.4 Improper Use Newell Brands Brand Guidelines 5 Brand Logo Introduction Our chevron is Every logo tells a story. emblematic of the house of brands Ours is no exception. we've built together. The Newell Brands corporate logo is Ascending L's represent the the most immediate representation momentum and growth that power our business. of our company, our people and our brand. The following pages demonstrate how to properly use our logo. sign-in-alt Download Logo Innovative brands We—our employees, are the foundation consumers, investors, of our company. customers and community members—are partners in making life better for millions of people where they live, learn, work and play. © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 6 Brand Logo Clear Space and Size Logo clear space Our logo should always be surrounded by a clear space so that it's never crowded by other elements. The distance is determined by the visual height of the Newell “n” as shown in the illustration. Minimum size As a general rule, the logo should never be smaller than 1/2". 1/2” min © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 7 Brand Logo Guidance and Principles COLOR Primary use The primary use of the Newell Brands logo should be the two-color version. The primary color palette for the logo is limited to NWL Blue and NWL Gray. NWL BLUE NWL GRAY One-color logo Pantone 7689 C Pantone 405 C In cases where the two-color logo CMYK 79/33/8/0 CMYK 55/33/59/25 RGB 41/143/194 RGB 105/97/88 isn't possible, the one-color versions HEX 298FC2 HEX 696158 represented here are acceptable (Black and NWL Gray). When the logo KNOCKOUT appears on a dark background or on a photograph it should appear in white. Always ensure proper readability. Reminder: Any use of the Newell Brands logo externally must be approved by Corporate Communications. Contact [email protected] for approval. *PANTONE® Colors displayed here may not match PANTONE identified standards. Consult current PANTONE Color Publications for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. © Pantone, ON PHOTOGRAPHY Inc., 2019 © 2019 TOYO INK GROUP - All rights reserved © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 8 Brand Logo Improper Use Don't alter the logo The Newell Brands logo shouldn't DON'T: change the color combination DON'T: outline be altered in any way. Don't change colors, rotate, squeeze, skew, apply any effects to the logo or change the font, size or proportions. DON'T: use other colors DON'T: stretch DON'T: alter the relationships of elements DON'T: add graphic elements DON'T: use background gradients DON'T: place two-color logo over color backgrounds © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 9 2.0 Color System 2.1 Primary Palette 2.2 Secondary Palette 2.3 Color Application Newell Brands Brand Guidelines 10 Color System Primary Palette The Newell Brands color system represents our company as a whole and complements our individual brands' established color systems. Always use one dominant color with one or two accent colors. NWL BLUE NWL GRAY Pantone 7689 C Pantone 405 C CMYK 79/33/8/0 CMYK 55/33/59/25 RGB 41/143/194 RGB 105/97/88 ® *PANTONE Colors displayed here may not match PANTONE HEX 298FC2 HEX 696158 identified standards. Consult current PANTONE Color Publications for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. © Pantone, Inc., 2019 © 2019 TOYO INK GROUP - All rights reserved © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 11 Color System Secondary Palette Use secondary colors only when more colors are GRAPE BERRY RUST necessary to designate and/ Pantone 7664 C Pantone 228 C Pantone 7619 C or organize information CMYK 73/96/19/6 CMYK 42/100/38/18 CMYK 18/83/87/7 RGB 101/50/121 RGB 137/12/88 RGB 192/76/54 that would otherwise be HEX #653279 HEX #890C58 HEX #C04C36 confusing if rendered only in NWL Blue and NWL Gray. Printing applications When working with commercial printers, we recommend color tests prior TANGERINE MUSTARD to final printing because AMBER Pantone 152 C Pantone 152 C Pantone 124 C printing equipment varies in CMYK 7/66/100/1 CMYK 28/45/100/7 CMYK 7/35/100/0 RGB 229/114/0 RGB 181/133/0 performance. Provide your RGB 235/171/33 HEX #E57200 HEX #B58500 printer the appropriate CMYK HEX #EBAB21 and PANTONE information (shown right) for each color. LIME FOREST INDIGO Pantone 383 C Pantone 2244 C Pantone 7455 C CMYK 38/20/100/1 CMYK 84/29/64/11 CMYK 85/69/0/0 *PANTONE® Colors displayed here may not match PANTONE RGB 168/173/0 RGB 27/128/109 RGB 58/93/174 identified standards. Consult current PANTONE Color HEX #A8AD00 HEX #1B806D HEX 3A5DAE Publications for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. © Pantone, Inc., 2019 © 2019 TOYO INK GROUP - All rights reserved © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 12 Color System Color Application Digital applications Colors can vary between printed applications and digital applications, such as mobile displays and websites. Our colors were selected to follow digital accessibility guidelines and provide the greatest legibility possible. © NEWELL BRANDS 2019 Newell Brands Brand Guidelines 13 3.0 Typography 3.1 Fonts 3.2 Usage Newell Brands Brand Guidelines 14 Typography Fonts ROBOTO