Hamrick Brand Book by deryn joy

deryn joy Fall 2017 Identity Systems Steve Skaggs

Hamrick

Contents History �� 7 Logo ��15 Supporting elements.......................... 29 Color �� 30 Details �� 36 Type �� 38 Patterns ��40 Photography �� 42 Visual applications �� 47 Stationery ��48 Web........................................................................ 52 Labels & Packaging ��56 Transportation......................................... 64 Advertising................................................... 68

History

What we do Hamrick produces lightweight, greigewoven fabrics (undyed, untreated) for other manufacturers to convert into consumer productsâ&#x20AC;&#x201D;from work shirts to home furnishings to jewelry-box linings. We spin our own yarn to weave our textiles, and our material is sourced entirely from the US. High-quality products come from high-quality foundations, and we want to make the best.

Our mission Hamrick will serve our customers by focusing on quality, innovation and superior service. We will conduct our business with integrity, and operate in a fair and equitable manner towards our associates, employees, and community.

Who we are

In January of 1900, Dr. Wylie C. Hamrick formed a brand-new textile organization in Gaffney, South Carolina.

The founder, Dr. Wiley Hamrick, served as

He called it Limestone Mills, and planned

chairman of the board for the first womenâ&#x20AC;&#x2122;s

to manufacture window shade cloth.

college in South Carolina (est 1845). 1902

His venture thrived, and Limestone

Limestone Mills, continuing to be

Mills grew beyond shade manufacturing

family-owned and-operated, was soon

into wider weave and weight

renamed Hamrick to reflect the family

applications. Soon Hamrick sons and

investment in quality and integrity

daughters joined the business.

through the millâ&#x20AC;&#x2122;s hands-on approach.

The entire plant is renovated, including cutting-edge fluorescent lights and plant-wide air-conditioning. 1950

Today, the two-plant operation is under the direction of fourth- and fifth-generation family members and holds an integral place in the larger textile community.

1937 Hamrick has maintained success over time by responding and adapting to change, investing in technology, and remaining both customer- and employee-focused in its efforts.

Quality is never an accident; it is always the result of high attention, sincere effort, intelligent direction, and skillful execution; it represents the wise choice of many alternatives. Dr. Wiley C. Hamrick, founder

Logo

logo

Our signature Hamrick creates a range of widely invisible

Hamrickâ&#x20AC;&#x2122;s official signature is the â&#x20AC;&#x153;poplin

but integral products, and the industry relies

squareâ&#x20AC;? with the company name in

on us to produce strong, beautiful textiles

our bespoke logo typeface, Schweiz

that may never be physically seen by the

Runde. Our secondary logo is the

consumer. We wanted our logo to quietly

poplin square, for interior use or where

blend well with our brand materials, yet be

the signature would be redundant.

able to stand on its own and speak for itself. We use our official logo on outside We wanted a signature that captured

materials where the poplin alone

the essence of Hamrick and our textiles:

may not be recognized.

sturdy, hardworking, and friendly, while remaining streamlined and professional.

LOGO

Spacing For our core brand, the spacing between the poplin and the logotype should always be at least the width of the Schweiz capital H. This keeps the signature from being crowded or chaotically interacting with surrounding page elements.

logo

Color applications The Hamrick logo may be used only in our navy or parchment brand colors, unless itâ&#x20AC;&#x2122;s in black & whiteâ&#x20AC;&#x201D;then use the corresponding tint. We avoid grayscale: see page 30 for our brand colors and page 34 for details on Storm (top left square on the right). The wordmark and poplin are always the same color within a given signature, to unify the brand presentation and associate the two parts with one another.

LOGO

Brand extensions For our brand extensions (such as Hamrick DeLIVeRIeS), the spacing between the logotype and the extension should always be the same depth as the legs on the poplin square.

deliveries

The colors for the extensions can vary depending on the background, as long as they are brand colors.

deliveries

deliveries nationwide

deliveries musgrove

nationwide

deliveries

nationwide

musgrove

logo

Uses to avoid Visual examples of what not to do with the logo. A general rule of thumb: if it hasnâ&#x20AC;&#x2122;t been specified all right in the guidelines, donâ&#x20AC;&#x2122;t do it. But here are some specific things to avoid.

Do not stack the logo elements.

Do not use the wordmark by itself.

Do not use other brand colors to recolor the logo.

Do not mix colors.

Do not add effects, distort, or tweak the signature.

Supporting Elements

elements

Colors Our brand colors are centered around the history of Hamrick as a business: Navy blue has always been our primary color, a serious neutral that can blend with anything.

Navy rgb 31 44 61 cmyk 87 74 51 53 hex 1f2c3c

elements Parchment adds a historical touch and recalls our greige weaves.

Parchment rgb 244 239 230 cmyk 0 1 5 4 hex f3efe6

We use Cherry to draw attention and add some personality. Use it sparingly, not like this page. We can do it because we make the rules.

Cherry rgb 241 90 50 cmyk 0 80 89 0 hex f15a32

elements Storm is our preferred gray. Textiles are not typically a go-to for entertainment, so we try to avoid gray and any glum-andblah associations, but sometimes tasteful design calls for an even quieter color. Storm fits that profile. note: Storm is not grayscale. For grayscale printing, please use Black tinted to 98, 80, 50 or 30.

Storm rgb 147 181 182 cmyk 30 10 10 20 hex 93abb5

35 Blue serves as a more casual Navy— it’s lighter but still feels on-brand.

Blue rgb 18 75 154 cmyk 100 82 5 0 hex 124b99

elements

Line details The use of lines is important to us at Hamrick. In woven materials, the tautness of warp and weft defines the quality of the final product. We use lines in our design to recall thread and the beauty of orderly creation.

We use a single stroke for differentiation between objects or drawing attention to a particular design element. e.g.: Gray, .75 pt.

A double stroke (thick + thin) adds a historical feel while remaining streamlined. e.g.: Grey, 4 pt. Limited to main headers and most important messages.

Because of the softness in our logo, the rectangles we use across our brand should be slightly rounded.

Simple. Directional. Modern. Refreshing.

An example of two ads that incorporate our secondary elements. The spool has a pattern overlay and a line dividing the header from the body copy.

weaving in the usa since 1900.

The loom ad uses a double line to add focus to the main image and incorporate the tagline.

Hamrick Mills has always taken pride in producing high-quality woven fabrics, entirely in the USA at our two state-of-the-art plants in Gaffney, South Carolina.

Since 1900.

elements

Type Our primary typefaces are Cresta (sans serif) and Freight Text (serif ). Both are friendly and straightforward; Cresta’s letterforms are clean and open, while Freight Text brings a more serious, thoughtful aspect to any written word. They combine well on screen and in print for a visual representation of Hamrick’s smooth transition from the past to the future.

Freight Text Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Freight Text Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Freight Text Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Shown 12/14

Cresta Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Cresta Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Cresta Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jklmnopqrstuvwxyz Shown 10/15

ELEMENTS

Brand pattern Our brand pattern is a delicate but extraordinarily flexible field of dots. We’ve chosen to use it in an infinite variety of scales—from a small detail on the page to a full-bleed background. To us it represents visually the fine texture of our fabrics. We use the dots most formally as a texture, overlaid on other elements. Its secondary use is more casual—as an embellishment, to establish Hamrick’s brand presence and add some colorful personality.

Parchment dots on Gray background EFFECT: Soft Light

For larger displays, tile the pattern instead of stretching it. In the case of a huge display, like a billboard, keep the dots approximately 1/10,000 of the field.

Blue dots on Blue background EFFECT: Multiply

This pattern should never detract from the information or primary image. Parchment dots on same background EFFECT: Multiply

Parchment dots on same background EFFECT: Overlay

Red dots on White background EFFECT: None

elements

Photography We strive for sharp images: detailed texture or personalized activity in wellcontrasted tones. It’s important that our business and processes be transparent, and the photography we use should highlight that openness and invitation to look more closely at our craftsmanship. For those reasons, we avoid using black and white—unless it’s a high-quality historical image, which emphasizes our long history as a company.

elements In keeping with that heritage as a family business, we want our photography to be personal and welcoming; itâ&#x20AC;&#x2122;s also important that we balance this warmth with the clean-cut professionalism Hamrick has always practiced.

Visual Applications

Stationery Stationery is still an important part of our brand, despite the increasing digitalization of everything. Hamrick is represented in the paper weight and thickness, and we want it to be a polished, well-considered representation. Our letterhead, envelopes, and business cards form a cohesive system that brings together our most important brand elements: Hamrickâ&#x20AC;&#x2122;s primary Navy color, logo, and plenty of space to breathe.

visual applications

Business Cards

Letterhead

Our business cards are printed on four

Hamrick stationery is creamy A4 paper

layers of superfine paper to create a

with our poplin square at the top and

thicker, sturdier piece that coordinates

each of our employees’ customized

with our letterhead. It’s important to keep

business information at the bottom, for

a consistent feel (literally and figuratively)

personalized and professional mail.

between pieces, to build and retain customer trust in our main product.

We print our letterheads on ivory 80-lb superfine paper for an understated, quality

Our business cards are sturdy with a linen back—a whimsical, tactile reminder of what we do.

touch and the right amount of weight.

Web The new Hamrick website shows not only our rebrand but has been overhauled and optimally streamlined to better support our customersâ&#x20AC;&#x2122; needsâ&#x20AC;&#x201D;part of our company identity as a service-first enterprise.

visual applications

Homepage Our homepage sorts through client needs immediately. It starts with the bulk buyers who need to order efficiently and moves through account and shipping details, help with an order question, and information about our company. Our brand is best expressed here with simplicity, intuitive flow, brand colors, and care paid to each type of user who may visit our site.

Sign in Although the Hamrick website is open to the public, we do have a sign-in portal for our buyers that takes them to the master ordering site. This clarifies the login options based on the information and credentials a visitor has.

Labels and packaging At Hamrick, we build trust. One of the most important elements of our brand, the exterior wrapping should always be designed toward emphasizing our trustworthiness. The labels and packaging provide our clientsâ&#x20AC;&#x2122; first physical contact with our textiles. We want that contact to be positive: packaging easy to navigate, labels directively clear, both providing an assurance of care and quality before they even reach their purchase.

Bolt labels Depending on the shipment, the bolt-

These are black and white so they can be

affixed care label will be in a different place;

printed anywhere and read easily. This label

but the design is the same. It features

goes on the end of a rectangular bolt so that

our logo with the cloth specifics and

itâ&#x20AC;&#x2122;s visible even when the fabric is stacked.

the care details for washing and dryingâ&#x20AC;&#x201D; which sounds remarkably homely, but fabric washes the same everywhere.

visual applications

Fabric labels Because we have a wide market, our

First, we roll our specified lengths into

shipping materials are very important

bolts and wrap and label each one. This

in supporting and developing our brand.

keeps the texture of the fabric from

In this section, weâ&#x20AC;&#x2122;ll cover each layer of

weakening the weaves around it by

packaging that goes into sending our

transit friction, and allows the unloader

textiles safely around the United States.

to see at a glance which bolt is which.

6 100c t

4 80c t

6oz Herringbone 100% cotton Selvedge tucked

4oz Twill 80% cotton Selvedge tucked

The label on a wrapped bolt. Blue indicates the weave: Plain. 3 is the weight per square yard, “50cp” shorthand for “50% cotton/50% polyester,” and the F means the selvedge is left fringe. The specs are printed longform on the labels as well, for verification.

visual applications

Interior box labels All of the same weave and weight are

to differentiate at a glance. The material

boxed together whenever possible, and

makeup (percentage of cotton or polyester)

these boxes are labeled as well.

and selvedge edge (fringe or tucked) are checked in the boxes provided.

Our labels cover the necessary information in clear order, starting with the weight

Any extra notes or details not articulated

and weave; all variations are color coded

by the above portion can be added in the empty space, and at the bottom is quick contact information if the order contains something incorrect.

2 oz/sq yd Poplin mtL 100% c SVg F T WV

100% p

blend

oUr PromISe Hamrick Mills is committed to meeting your fabric needs and supporting your success. We strive to constantly increase customer satisfaction and provide added value to client relationships. Order questions? Please visit hAmrIckmILLS.com or call Beverly at 864.489.4731.

visual applications

Exterior box We use both standardized and non-

Our shipping boxes are simple, but

standardized labels, but we always

clearly label themselves Hamrick.

use our brand colors and typography

We use both the signature and the

so the recipient stands out.

poplin square on our boxes.

hamrick 515 W Buford St PO Box 48 Gaffney, SC 29342

bridget lane, inc. 6053 Foothill Glen Dr San Jose, Ca 95123

We reduce our printing costs and our ink usage by keeping just our signature in color, only reversing out the square (when applicable). This keeps our shipping costs down and is more sustainable in the long run.

Transportation Finally, our boxes are loaded onto trucks for travel or delivery. Our machines have changed over the years, but Hamrickâ&#x20AC;&#x2122;s commitment to quality and service will always be the same.

visual applications

Trucks For long distance, our cutting-edge, fuel-efficient semis are branded with our main color and the Hamrick signature, as well as the brand extension. We frequently need intra-plant deliveries or transportation, and our plant trucks have the Hamrick logo for clear identification. For these and more local deliveries we use vintage trucks that add a historical flair to our long-standing company.

Advertising We usually work with old friends who know us and trust our expertise. So our advertisements are less intriguing offers for the hesitant and more informational reminders of the broader scope of our abilities.

VISUAL APPLICATIONS

Trade advertising When we do “advertising” it’s typically for trade magazines like Textile World, to notify our fellow mills of capabilities they could take advantage of—like our surplus-order weaving. It’s important to let other mills know we can support their production with a few extra thousand yards of cloth, and we want our ads to focus on those lesser-known aspects of our business. Photography- and texture-based, our ads always come back to the quality and family warmth that underscores our business.

weaving in the usa since 1900. Since 1900, Hamrick Mills has maintained success by responding and adapting to change, investing

corporate headquarters and sales offices are all located in Gaffney, SC in the center of the I-85

in technology, and remaining totally customer focused in its efforts. Today’s two-plant operation,

growth corridor, under the direction of the fourth and fifth-generation family members.

Since 1900.

Hamrick Mills produces top-quality greige woven fabrics for use in the home furnishings, industrial, apparel and support apparel markets. Two state-ofthe-art vertical manufacturing facilities

produce fabrics in widths from 48” to 135”, and in weights ranging from <2 to 6 ounces/sq. yard. Our lines of fabrics are produced entirely in the USA.

got surplus? Since 1900, Hamrick Mills has taken pride in producing highquality woven fabrics in both poly/cotton blends as well as 100% cotton. Through our focus on continuous innovation and exceptional service, we strive to constantly increase customer satisfaction and provide added value to client relationships. From basic print cloth to oneof-a-kind fabric constructions, Hamrick Mills is committed to meeting your fabric needs and supporting your success.

Credits MOCKUPS Laptop created by aleksandr_samochernyi - Freepik.com IMAGES pg. 10 – Russian textile mill (ВІЛЬНЕ ЖИТТЯ) 11 – Woman at loom (Bata) 13 – Man spinning thread (Wikimedia Commons) 37 – Loom with striped fabric (not mine, can’t locate source) 37 – Spool (not mine, can’t locate source) 43 – Spinning yarn (Fulton Bag and Cotton Mills digital collection) 44 (top left) – Weaving hands (Shutterstock) 44 (bottom left)– Hemp cloth (RubyLane.com) 44 (right) – Loom with striped fabric (not mine, can’t locate source) 45 (right) – Man fixing threads (London Cloth Company) 45 (left) – British loom (London Cloth Company) 57 – Bolt label, edited from Lisha Vidler / Yesterday’s Thimble 65 – Antique car, edited from UPS archives 66 (top) – Semi, edited from Richsun 66 (bottom) – Delivery truck, edited from “Martin” at Classic Cars for Sale 67 – Delivery truck, edited from Tesla 69 – Spool (not mine, can’t locate source) 70 (right) – Loom with striped fabric 70 (left) – Weaving hands (Shutterstock) 71 – Asian loom (not mine, can’t locate source) 72 – Asbestos factory (Asbestorama on Flickr) WORDS Quality quote – apparently nobody knows. But it wasn’t Dr. Hamrick. And the rest of the words are mine.

THANK YOU* To Leslie Friesen, Brian Faust, Steve Skaggs, and Meena Khalili. Thank you for your amazing work and incredible sacrifices. You have changed my life. Equally ardent appreciation in severe truncation (there are so many more... cohort class of 2018, my people!): Blythe Magnuson (wise & beautiful) Gwen Galeza (......no words can express. She is everything) Kylar Ware (one of Brianâ&#x20AC;&#x2122;s best decisions, topping even his giving me a coupon to print this book) *Yes, Leslie, this is one text box.

Since 1900. Designed a little later.