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BRAND POSITION introduction//4 guidelines/6 brand position/7
graphic standards//8 key elements/10 imagery/11 space requirements/12 improper use/13 color palette/14 typography/15
stationery//16 letterhead/18 envelope/19 business card/20
applications//22 core products/24 promotional products/24
advertising//26 print advertising/28 web banner/29
reproduction material//30 reproduction elements disc/32
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003
introduction
Guidelines the central role of this identity program is to provide a visual representation of Pantene, and to communicate the brand in the most positive light. the keys to success for such a program are consistency and accuracy. the guidelines developed provide suppliers and Pantene providers with the information necessary to create effective, consistent, and accurate communications that reflect the philosophy and brand position of Pantene. // the identity standards that follow support this goal by creating a professional, graphically current interface between Pantene, our providers, and our consumers. this standards guide includes the approved usage of the wordmark, type and colors for the newly developed brand identity program for Pantene. proper and consistent use of our
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BRAND POSITION brand identity makes our visual recognition more memorable and works to build our brand equity. // the brand identity differentiates our company from its competitors, and delineates its position, capabilities and benefits. more importantly, an effective identity lends credibility by endorsing our values and quality of services. // the guidelines shown here apply to a specific range of items addressed in detail. if you have any questions about the contents of this standards guide or if a need arises for a type of communication not included, and you are unsure how to adapt the guidelines to that need, please contact: Rob Keen Director of Marketing
Pantene is a hair care product line that positions itself as an affordable alternative to upscale salon brands. with the consumer always in mind, the company places a strong emphasis on the value of their products in an increasingly challenging economic time. // with a new younger and more modern personality, Pantene is a friendly and approachable brand which still maintains the same reliable product that has been around for many decades. the same product that has been facilitating consumers with a the similar yet unique solution to a genuine problem of taming unruly hair. // with new clear and consistent positioning, Pantene hopes to make a long lasting impression upon their consumers to enhance their loyalty and increase their desire to use a variety of Pantene products. //
introduction
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Graphic Standards
Key Elements the key elements are the basis for creating a strong identity for the Pantene. they must be used consistently in all internal and external communications to help build brand recognition. official colors and standardized typography have been assigned to create efficient and consistent representation of the Pantene brand. detailed explanations regarding the various uses and applications of these specific elements can be found on the subsequent pages. //
imagery IMAGERY logo//
typography//
ABCDEFGHIJKL color palette//
black
012
2768
584
colored
fine
curly
Thick
hair
hair
hair
hair
428
Graphic standards
011
space requirements
improper use
a specific amount of white space where no image, type or color appears must always surround the Pantene logo. this is known as the clear space. clear space is key to creating focus, ensuring that the logo is visually set apart from accompanying copy, photographs and/or illustrative material. the one exception to this rule is when the address line of the Pantene headquarters is included with the logo. as demonstrated however, surrounding spacial requirements remain the same. in its minimum size restraint of 1 inch wide, the clear space must never be less than 0.0875 inches. the ratio of logo size to the surrounding clear space must always stay consistent with the resizing of the logo. //
when implementing the Pantene logo, it is imperative to not misuse or change the logo in any way, shape or form. the Pantene logo must never appear improperly scaled or skewed or in any other color but those recognized in the Pantene color palette. it must also never appear with a different stoke weight and lastly, the logo must never be rotated anywhere between 91 and 269 degrees. that is to say that the logo may appear skewed but must never appear upsidedown.//
012
777 third ave // new york, ny // 10017
1 inch//
1//
4//
2//
5//
3//
6//
1// improperly scaled 2// improperly scaled 3// incorrect color usage 4// stoke is too thin 5// stroke is too thick 6// improperly rotated
Graphic standards
013
Color Palette
Typography
the primary use of the designated Pantene color palette are on applications that display the logo such as our stationery, signage, website, advertising and all collateral materials. the preferred methods of displaying the Pantene identity is with spot color to enable consistent presentation of the logo. if and when the logo has to be reproduced using a four-color process, screen combinations are demonstrated here to match the specific PMS colors. lastly, RGB colors HTML codes are also demonstrated to help match the PMS colors when web-based presentations of the Pantene identity are being used. //
the use of typography must also be very specific when in conjunction with the Pantene logo. the various acceptable typefaces and their acceptable weights are as shown. to compliment the unique handwritten logo, the typefaces used in conjunction with the Pantene identity are exclusively sans serif. tall dark and handsome is to be used with all hand drawn Pantene imagery. abadi condensed light compliments this typeface and is intended for more frequent and generic use. lastly, quicksand is occasionally used to complement the roundness of the Pantene logo. both regular and bold weights are acceptable when implementing this typeface. //
PMS CMYK
RGB
HTML
014
black
2768
584
428
C M Y K
C M Y K
C M Y K
C M Y K
0 0 0 100
100 89 41 42
24 15 98 0
0 0 0 25
R 0 G 0 B 0
R 19 G 37 B 73
R 214 G 191 B 55
R 198 G 200 B 202
000
006
CC3
CCC
Tall Dark and Handsome abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&()?^* Abadi Condensed Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&()?^* Quicksand Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&()?^* Quicksand ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&()?^*
Graphic standards
015
stationery
the Pantene envelope is to be printed 4.125 by 9.5 inches on neenah: smooth (PCF), tivoli green, 24 pound paper. the address line should be 0.25 inches from the left edge of the envelope and the baseline of the receivers name should be 4 inches down from the top edge. the receivers name should be written in abadi condensed light in size 14 point with a leading of 30 points. the logo which includes the Pantene address should be centered on the closing flap on the back of the envelope. //
777 third ave // new york, ny // 10017
may//2//2011 to whom it may concern:
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W
the Pantene letterhead is to be printed 8.5 by 11 inches on neenah: smooth (PCF), natural, 80 pound paper. all text should be written in size 9 point font with 14 point leading in the abadi condensed light typeface. the address version of the logo should be positioned 0.75 inches from the left edge and 1.25 inches down from the top of the page. the left edge of the body text should start 2 inches in from the left edge of the paper. the first line which should always appear as the date should be positioned 2.5 inches down from the top edge of the letterhead. lastly, the signature curved Pantene lines are placed 0.5 inches from the bottom of the page. //
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Envelope R YO K 1
17 00
Letterhead
MAY 10 2011
alane meyer 48 depetris way grosse pointe, mi 48236
dolore dunt lore modoloreet luptat. duis diat, consequ ipsuscin henim dolortie minim vero conulla mconsequis nos numsandigna core magna con ex el ullan vullandip ex erat lut loborem dolenis nim vulputpate magnisl iure conulputpat, conulla feugait iure vel exero enim acipsus ciduisc illamco nsenim voluptating ero cortie commodit nosto od magna alismolore feugait volor se dolorperat vel del iure dolor adit autpat. ut amet, quam, velesto consed et alit lorperi lluptat. agnis et la consecte vel er sed tie magniam,
back//
sustie tis alis alit wismoloreet, sum zriure con vel dignibh ex et laorper ostrud elis delesenibh estrud magna faci blan euguer amcon utpat adit ullaore min ea facilit prat ad eugait nos ea facilit venibh er iniam, vel ea commy nostie diam dunt lut wis dolore dui tat lore consequ atuerostinis at. //
sincerely,
carolyn groves production manager
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Stationery
front//
Stationery
019
business card Pantene business cards are to be printed 3.5 by 2 inches on neenah: smooth (PCF), tivoli green, 100 pound paper. the name of the employee should be written in abadi condensed light in size 14 point with the subsequent information in size 10 point, the leading should be set to 14 points. the left edge of the text should start 2 inches in from the left edge of the card and be evenly centered between the top and bottom edges. the imagery of the hair changes with the employee’s preference of product and should be enlarged to slightly crop the top, left and bottom edges of the image. //
020
front//
carolyn groves production manager caroline.groves @pantene.com 313//410//9875
777 third ave // new york, ny // 10017
back//
the back of the business card features the Pantene logo with the included address. this text should be centered left to right, with the top of the logo 1.125 inches down from the top edge of the card. additionally the signature curved Pantene lines should be placed 0.05 inches from the bottom of the business card. //
front//
alex williams associate director alex.williams @pantene.com 210//520//0632
back//
777 third ave // new york, ny // 10017
Stationery
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Applications
core Products when the Pantene logo is applied to merchandise such as bottles and various promotional items, the logo must be printed in either black or white. it may be possible to make special exceptions regarding the color of the logo when it comes to application so long as the colors chosen appear in the specified Pantene color palette. ultimately, when the logo is applied to various products the color choice should provide maximum legibility. //
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Promotional Products
fine
Thick
hair
hair
Applications
025
Advertising
Print Advertising
Web Banner
the Pantene logo allows for leeway when adapted into advertising however must still remain within the constraints previously stated. the logo must only appear in the colors represented in the official Pantene color palette and is not to be improperly adjusted in anyway, including, but not limited to scaling the logo, skewing the logo, and/or rotating the logo. Pantene ads are meant to be young and fresh however take note and commemorate the longevity of success the product has achieved. the logo is visually cropped and slanted however still remains within the disciplined standards to maintain Pantene’s visually consistency. //
the consistency of the Pantene logo is just as important to consideration for web-based communications as it is for print. the use of the Pantene website and supplementary web advertisements is a key brand connection with its customers. the use of Pantene’s logo online can become a very effective online symbol of trust and caring. as digital communication continues to expand, the same disciplined standards apply for use of Pantene’s logo online as they have been demonstrated for print. //
curly
hair
028
advertising
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Reproduction Material
reproduction elements disc enclosed on this page you will find a disc containing various electronic versions of core Pantene branding elements. all elements needed for reproduction, such as those featured in this book, can be downloaded to both mac and windows operating systems to ensure proper usage of the Pantene logo through further design and production. //
reproduction elements disc is to be mounted here
Š 2011 caroline ross columbia college chicago branding identity spring 2011
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Reproduction Material
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