BRAND & STYLE
GUIDE
CONTENTS 3 Introduction 4 Black Diamond Logo 7 Colors 8 Typography 10 Copy & Tone of Voice 11 Vanity Numbers & Web 12 Photography 13 Trademark Guidelines 14 Company Letterhead 16 Clothing & Uniforms 17 Service Vehicles
Š 2016 Black Diamond Pest Control, Inc.
Note: We will create all graphics you need or want for your franchise location! All marketing materials, promotions, and graphics must be approved otherwise.
Black Diamond Brand Guide | 3
MORE THAN JUST PEST CONTROL Black Diamond is a family-owned and family oriented company in its third generation of ownership. Black Diamond uses cutting edge technology and products while utilizing the best available methods and techniques in the pest control industry. As a company, we guarantee the highest quality service available at reasonable prices ensuring freedom from insects, weeds, and mold while relieving the stress that comes from doing it yourself. We provide our customers with the peace of mind they deserve. Black Diamond’s branding is essential to the service in which we provide. As Black Diamond Pest Control, Inc. continues its growth − gaining new customers and expanding nationally − it is essential that the brand and identity grows with it. This document was created to help communicate our branding guidelines to partners and new franchisees. We need to ensure that our brand maintains a consistent look and feel no matter where in the world it is seen. This guide is provided to keep the brand focused and stick to a specific standard.
© 2016 Black Diamond Pest Control, Inc.
Black Diamond Brand Guide | 5
2x
BLACK DIAMOND’S LOGO Our logo represents who we are and is the most important component to our brand. We must always use it properly.
2x
2x
2x
Observe the clear space around the logo which maximizes visual effectiveness. Nothing should intrude this specified cleared space (this rule excludes tag lines and secondary logos). With our bold and black outlined logo, the background color used behind the logo may vary from light to dark. If the logo must be placed on a black, dark colored, or busy background, a thin white stroke or outer-glow may be placed around it. The Black Diamond logo must not be altered in any way. Use the Black Diamond logo only from the authorized reproduction artwork provided. Black Diamond Brand Guide | 6
Š 2016 Black Diamond Pest Control, Inc.
INCORRECT LOGO DON’T:
1
2
3
Black Diamond
20°
1 | Change logo’s orientation beyond 20° in either direction. 2 | Change the type spacing of the logo. 3 | Change the font of the logo or attempt to recreate it. 4 | Add extraneous effects to the logo, beyond the thin white stroke when used on a dark background. This includes but is not limited to: bevel and emboss, lighting effects, and drop shadows.
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5
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5 | Change the logo colors. 6 | Scale the logo non-proportionately. 7 | Rearrange the logo elements. 8 | Use the logo as a repeated pattern, “wallpaper,” or decorative device. 9 | Display the logo without the ® symbol.
© 2016 Black Diamond Pest Control, Inc.
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SECONDARY LOGOS These logos are to show differentiation between our individual divisions, but are to be used sparingly in ad copy.
®
Pest Control ®
Real Estate Services
In most cases, the Black Diamond logo should hold strong enough brand power to stand alone. At times though, clarification may be needed. An example of when these may be used is when the advertisement length (i.e. commercial) or advertisement total size (phone book) does not have enough time or space for clarification otherwise.
®
Turf Maintenance
®
The same standards should be withheld with these logos as stated on pages 4-5.
Wildlife Control ®
Restoration Services
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© 2016 Black Diamond Pest Control, Inc.
COLORS Our colors are important to our visual identity: consistency is essential. The color palette is a statement about our company’s personality and also provides differentiation between our divisions when needed. A | Logo Colors These are our logo colors − pure black and pure white. No other colors should ever be substituted.
A #000000
© 2016 Black Diamond Pest Control, Inc.
0 0 0
#FFFFFF
C M Y K
0 0 0 0
R 255 G 255 B 255
50 41 41 5
B #E7E7E7
C M Y K
R 231 G 231 B 231
#868787
C M Y K
R 134 G 135 B 135
#4C4D4D
C M Y K
66 58 57 37
R 76 G 77 B 77
#D2232A
C 15 R 210 M 100 G 35 Y 100 B 32 K 0
#04994A
C 86 R 4 M 17 G 153 Y 100 B 74 K 0
#0096C1
C M Y K
82 25 13 0
R 0 G 150 B 193
#EF4124
C M Y K
R 158 G 65 B 36
#41AD49
C 75 R 65 M 5 G 173 Y 100 B 73 K 0
#00AEEF
C 100 R 0 M 0 G 174 Y 0 B 239 K 0
#AF2b24
C 21 R 175 M 96 G 43 Y 100 B 36 K 14
#3E8F53
C M Y K
75 16 84 13
R 92 G 143 B 83
#067BA4
C M Y K
87 43 21 1
R 6 G 123 B 164
#9E1D21
C 25 R 158 M 100 G 29 Y 100 B 33 K 21
#297242
C M Y K
86 37 93 15
R 41 G 114 B 66
#033F54
C M Y K
97 68 47 36
R 3 G 63 B 84
8 6 6 0
C
B | Primary Colors These make up our core color palette. C | Supporting Colors To complement the primary palette, a set of supportive colors may be used. These colors are most appropriate as accents in design elements, charts, and graphs.
C 0 R M 0 G Y 0 B K 100
0 90 99 0
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TYPOGRAPHY: BODY Typography is the key component to communicate a uniform voice for Black Diamond. Using a typeface consistently makes it recognizable. We have selected Open Sans as our body font for print and both Roboto (sans-serif) and Roboto Slab (serif) as our body font for web. All weights of these fonts may be used depending on the context and to show hierarchy. Open Sans may also be an appropriate selection for display text (headers and titles).
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OPEN SANS (print)
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ROBOTO (web)
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 ROBOTO SLAB (web)
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
© 2016 Black Diamond Pest Control, Inc.
TYPOGRAPHY: DISPLAY Display fonts are important for identity. These typefaces are used often in all capitals and are used only for titles and headers. Roboto Condensed and Oswald are our display typefaces. While bold is preferred, all weights of these fonts may be used to show hierarchy. Note: Oswald and Roboto Condensed may be used interchangeably for both print and web, depending on the context. For example, Oswald is preferred for billboards while Roboto Condensed is preferred for social media promos. Roboto Condensed is used for the headers on the Black Diamond company website while Oswald is used on our franchising website.
Š 2016 Black Diamond Pest Control, Inc.
ROBOTO CONDENSED BOLD (print & web)
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 OSWALD BOLD (print & web)
Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
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COPY AND TONE OF VOICE Our writing style is professional, informative, and always has the customer in mind. Our copy is well-versed on topics specifically relating to the pest control industry. Aim to pull your reader in with the headline. Don’t over complicate the message or get too wordy − always use bulleted lists when appropriate. When creating a bulleted list, use the t symbol (a lowercase “t” in the Wingdings typeface). Look for the simplest way to say what you want, and don’t use industry terms or details that are not relatable or may be over the average customer’s head. Be direct, to the point, and always speak the language of the customer.
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CUSTOMERS LOVE US. BUGS HATE US.™ Call 877-DEAD-BUG © 2016 Black Diamond Pest Control, Inc.
VANITY NUMBERS AND WEBSITE URL
LOGO EXAMPLE 1
877-DEAD-BUG All of Black Diamond’s vanity phone numbers should be all caps and divided by dashes. Roboto Condensed Bold should be used in instances where phone number is included with the Black Diamond logo or in a header. Open Sans should be used when the phone number is part of a sentence.
bdpest.com The Black Diamond URL should be written in all lowercase. The “www.” may be used when needing length to achieve balance. Roboto Condensed Bold should be used in instances where the phone number is included with the Black Diamond logo or in a header. Open Sans should be used when the URL is part of a sentence. If the URL is the last word of a paragraph, you should not include the period. © 2016 Black Diamond Pest Control, Inc.
BLACK DIAMOND’S VANITY PHONE NUMBERS
877-DEAD-BUG (for pest control)
888-DO-MY-YARD (for turf maintenance)
LOGO EXAMPLE 2
844-NO-NO-H2O (for water restoration)
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PHOTOGRAPHY We are continuously working to build our photo library, and in addition we have many stock photos readily available. Never use a photo of cartoon or illustrative style to represent Black Diamond in our advertising and literature (with exception to silhouettes on occasion). The more realistic the photo looks, the better. Use high quality photos to represent Black Diamond’s services. Photography of people should also take on a more real photojournalist style rather than posed or staged shots. We have employee photos to use when speaking of Black Diamond’s company and culture. To be represent Black Diamond in a video or photo for advertisement, an employee must be with Black Diamond for 5 years or more. An exception is made in some cases, especially for new franchise locations, but requires permission. Black Diamond Brand Guide | 14
© 2016 Black Diamond Pest Control, Inc.
TRADEMARK GUIDELINES There are important rules for how we use our wordmarks, as well as our other registered and trademarked phrases. For the following marks and phrases, excluding Black Diamond in body copy, we use the registered mark ® or trademark ™ (for pending marks). We only pair the registered mark with Black Diamond when it appears on the logo. You may add the trademarked phrases below the Black Diamond logo when applicable. When using a trademarked phrase in a title or headline with another statement, the two must be on separate lines and preferably in separate colors.
© 2016 Black Diamond Pest Control, Inc.
BLACK DIAMOND’S TRADMARKED NAMES AND PHRASES
Black Diamond® Get Pest Off® Bugs Hate Us® No Bugs, No Weeds, No Worries® WHEN COMBINING WITH ANOTHER STATEMENT IN A TITLE OR HEADLINE
Customers love us. Bugs hate us.® Customers love us. Bugs hate us.™
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COMPANY LETTERHEAD
877-DEAD-BUG bdpest.com
4911 Hamburg Pike Jeffersonville, IN 47130
It is important Black Diamond’s look stays consistent throughout its entirety, including the mailing letterhead. This letterhead is to be used for any official written conversation from the Black Diamond company. All Black Diamond locations and franchises are required to use this exact letterhead, with the replacement of phone numbers and address, for their own mailing correspondance. This document template will be provided for you and should not be changed in any way. Please use the font Times when typing all letters. Franchise opportunities available! For information, visit bdfranchising.com
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Š 2016 Black Diamond Pest Control, Inc.
EMAIL SIGNATURE A consistent company-wide email signature will provide a professional and consistent look for Black Diamond. Every employee’s email signature must be in the same format − shown to the right. Not only will this continue to make the Black Diamond brand appear professional, but it also guarantees every person we have an email conversation with will be provided with the same information in our signature. Please use Open Sans as the font, if possible. If not available through your email provider, use a sans serif font such as Arial or Verdana. For the franchise locations, the slogan beneath the logo will be changed to “Get Pest Off®” and the address and direct phone number will be changed as well. If needed, the elements for this formatting will be provided. © 2016 Black Diamond Pest Control, Inc.
Keith Duncan, Jr. CEO 877-332-3284 x 102 www.bdpest.com
> Name in 18 pt bold
> Position Title in 14 pt regular > Direct phone in 14 pt regular > Web in 14 pt red + underlined
4911 Hamburg Pike Jeffersonville, IN 47130 No Bugs, No Weeds, No Worries!®
877-DEAD-BUG
Now Franchising! Southern IN | Louisville, KY Indianapolis, IN | Lexington, KY
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CLOTHING AND UNIFORMS
Pest Control
Pest Control
At Black Diamond we believe that all of our employees, whether working in the field or in the office, should look professional and dress for success. All approved Black Diamond clothing and promotional products must be ordered through the Black Diamond headquarters. There shall be no purchases using the Black Diamond logo through any third party sellers or without permission. Please review the employee handbook for the entire list of dress code rules and regulations.
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Š 2016 Black Diamond Pest Control, Inc.
SERVICE VEHICLES The Black Diamond service vehicles is one of the easiest ways to market our brand − it is the truest form of advertising on wheels! The wolf spider and web design is iconic for the Black Diamond vehicles. The design is bold and people notice the vehicles on the road which causes them to remember the Black Diamond brand. A similar design is also used on our business cards. Vehicles may have the web design, lettered only design (black truck), or logo only which is also pictured to the right. All vehicles’ base color for the wolf spider and web design must be black, white, grey, or silver. The vehicle base color for lettered only design must be black. All vehicle wraps must be ordered through headquarters and the approved supplier.
© 2016 Black Diamond Pest Control, Inc.
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Providing MORE THAN JUST PEST CONTROL to offer our customers the peace of mind they deserve. 4911 Hamburg Pike | Jeffersonville, IN 47130 | 877-DEAD-BUG | bdpest.com Black Diamond Brand Guide | 20
© 2016 Black Diamond Pest Control, Inc.