LOW A1 004 Style Guide R9
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V I S U A L ST A N D A R D S G U I D E C ORPORAT E I DE N T I T Y 2 0 01
LOW A1 004 Style Guide R9
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GUIDE CONTENTS ➤
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Our Look
Applications
2
Trademark Usage and Approval Process
14
Business
3
Logo Usage
18
Public Relations, Press Releases
Improving Home Improvement Usage
19
Vehicles
and Specifications
20
Proprietary Brands
6
S U P P O RT F I L E S ➤
Page 2
7
Areas of Isolation
8
Departments and Divisions
9
Color System
10
Don’ts of Logo Usage
12
Typography
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What do you think of when you see the Lowe’s logo? Everyday low prices? Wide aisles? Brighter stores? Vast selection? Knowledgeable and friendly employees? A home improvement resource for inspiration and solutions? These are the attributes we want our customers to think of when they see the Lowe’s logo. To provide this consistent and clear message throughout all Lowe’s visual communication pieces, we are providing vendors and employees with this guide, presenting Lowe’s Companies, Inc.’s company-approved logo standards. As Lowe’s continues its most aggressive expansion campaign in the company’s history, it is more imperative than ever for the company to present itself with one coherent message and logo, since Lowe’s logo is our brand identity. Therefore, it is crucial for Lowe’s vendors and employees not to deviate from these logo standards. A consistent brand image is very powerful, and it perpetuates our efforts to effectively communicate the Lowe’s message and succeed in a challenging marketplace. Thank you for working with us to make the Lowe’s brand image one that is recognized in households across America. With your help and dedication to this effort, we can give our customers one cohesive message about how Lowe’s can Improve Home Improvement for them.
Bob Tillman Chairman, President and Chief Executive Officer
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Tra d e m a r k Us a g e a n d A p p rov a l Pro c e s s
TRADEMARK INFORMATION
Trademarks are important and valuable business assets and should be treated with care. Businesses rely on their trademarks to identify their products or services and distinguish them from those of competitors. A trademark can be a word, symbol, logo design or any combination of these. When a mark is used to identify and distinguish a service, it is called a service mark. Trademarks also provide quality assurance. For example, when a consumer dines at a particular franchise fast-food restaurant, he or she expects that the nature and quality of the food served will be the same as that served at other restaurants bearing that name. Trademarks must be cared for and protected; the alternative is that they will be lost as has happened many times in the past when their owners have allowed them to be misused. Prime examples of “lost” trademarks, those that became generic through improper usage, include such familiar names as aspirin, escalator, kerosene, corn flakes, linoleum, nylon and shredded wheat. This statement must appear on all advertising materials at a minimum of 7pt type: © 2001 by Lowe’s.® Lowe’s and the gable design are registered trademarks of LF Corporation. HOW TO USE OUR TRADEMARK Our registration of the Lowe’s name is with the U.S. Patent and Trademark Office. We use the registered mark ® symbol with our name and logo on all marketing and printed materials that are used for external communications, e.g. brochures, point-of-sale materials, ads, statement stuffers, stationery, vehicle signage, etc. The registered mark indicates that trademark rights have been claimed and that the mark is registered with the U.S. Patent and Trademark Office.
APPROVAL PROCESS
Approvals must be routed through Lowe’s Creative Services. If a Lowe’s vendor or outside company would like to use our logo, all work must be submitted for approval prior to use. When using an outside logo in conjunction with our logo, refer to the Logo Usage section pertaining to ‘areas of isolation’ for details on proper usage. For questions or other assistance with any information included in this brand manual, please contact: Creative Services Lowe’s Companies, Inc. Attn: Graphic Standards 1605 Curtis Bridge Road, Dept. 105 Mail Stop: STS3 Wilkesboro, NC 28697 336-658-2538 creativeservices@lowes.com
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Our Look
L o g o Us a g e 3
FOUR COLOR
When printing in four color process inks, use the logo as shown to the left. blue
red
gray
c
10 0
0
0
m
72
10 0
0
y
0
65
0
k
18
15
50
THREE COLOR
When not printing in process inks, the three-color version of the logo is to be used as shown to the left. Use Pantone速 280 blue, Pantone 200 red and Pantone 429 gray.
TWO COLOR: BLUE & RED
When printing in two colors, use the logo as shown to the left. Use Pantone 280 blue and Pantone 200 red.
SOLID BLUE
When printing in one color with a high line screen, use the logo as shown to the left. Use Pantone 280 blue. Note that the outline of the logo is solid Pantone 280 blue.
PANTONE 速 is a registered trademark of Pantone, Inc.
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L o g o Us a g e
BLACK & 50% BLACK
When printing in black ink, use the logo as shown to the left. The outline of the logo is a 50% screen of black.
SOLID BLACK
When printing in black ink, use the logo as shown to the left. Note that the outline of the logo is solid black.
WHITE
When printing the logo with a white outline and white type, use the logo as shown to the left. The black background is intended to show how the logo appears when placed on black. The background is NOT part of this version of the logo.
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Our Look
L o g o Us a g e 5
LOGO USAGE
Use these logos without “Home Improvement Warehouse” when usage will be less than 11/2 inches wide. The logo should not be used any smaller than 5/8 inch wide. For color breakdowns, please refer to the previous section. Use of this logo will only be approved under special circumstances (see page 2 for approval process).
FOUR COLOR
When printing in four color process inks, use the logo as shown to the left.
THREE COLOR
TWO COLOR: BLUE & RED
SOLID BLACK
WHITE
blue
red
gray
c
10 0
0
0
m
72
10 0
0
y
0
65
0
k
18
15
50
SOLID BLUE
BLACK & 50% BLACK
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I m p rov i n g Hom e Im p rov em e n t Us a g e a n d Sp e c i f i c a t i on s
LOGO USAGE WITH TAGLINE
This logo with tagline must be used with all external communications to the consumer. Examples of external communications are brochures, point-of-sale materials, ads, statement stuffers, vehicle signage, etc. In addition, usage of the tagline “Improving Home Improvement” is restricted to only appear as shown with the Lowe’s logo below. Alternative usage must be approved (see page 2 for approval process).
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Our Look
A re a s o f Is o l a t i on 7
AREAS OF ISOLATION
To give the logo “breathing room,� isolate it from other type with space that surrounds it by at least one quarter the height of the gable at the size being used. In the example shown below the logo is isolated by a space of 1/4 inch.
18 pt
18 pt
x
x
x
x
18 pt
18 pt
x
x
x
x
At the size shown here, the height of the gable is 1 inch, thus determining the area of isolation as 1/4 inch.
At the size shown here, the height of the gable is still 1 inch, thus determining the area of isolation as 1/4 inch; however, it extends below the tagline. This application also applies to division names (see page 8).
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D ep a r t m ent s a n d D i v i s i o n s
DEPARTMENT & DIVISION LOGO USAGE
Department and division names may not be placed inside the gable, modifying the corporate logo. The width of the type of the department or division name must be the same width as the gable. Typeface should be Bureau Grotesque; with name shown on one line in upper/lowercase type. This font is not included on the CD provided. Please contact Creative Services and we will assist you in the development of all department and division graphics. All uses of department and division names must be submitted for approval prior to use. See page 2 for approval process. For internal Lowe’s department and division use only, examples of this type of usage include letterhead, lobby signs, road signs, business cards, etc.
DIVISIONS
FOUR COLOR
SOLID BLUE
BLACK
AND REGIONS
Western Division
Western Division
Western Division
NOTE: Divisions can only be expressed as Western Division, Northern Division and Southern Division.
FOUR COLOR
SOLID BLUE
BLACK
DEPARTMENTS
Aviation Department
COMMERCIAL
FOUR COLOR
Aviation Department
SOLID BLUE
Aviation Department
BLACK
SERVICES
NOTE: Commercial Services is the only instance where Bureau Grotesque is not used and type is all caps.
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Our Look
Color System 9
SECONDARY COLORS
PRIMARY COLOR
01
02
03
04
Always ask for a drawdown from the printer. (A drawdown
01
02
03
04
pantone coated
280
200
429
123
pantone uncoated
280
200
429
115
c
100
0
6
0
m
72
100
0
30
y
0
65
0
94
k
18
15
34
0
is the actual ink mix on your specified stock.) Also, tell them that the intention is to exactly match your PMS chip. The adjustments for process colors were made based on Pantone chips and Photoshop速 conversions to CMYK. NOTE: The colors on this guide have not been evaluated by Pantone速, Inc. for accuracy and may not match the Pantone Color Standards. For accurate color standards, refer to the current edition of the the Pantone Color Formula Guide.
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D on’t s o f L o g o U s a g e
DON’ T
Stretch logo vertically or horizontally.
DON’ T
Delete the outline around logo.
DON’ T
Delete gable shape around logo.
DON’ T
Distort logo background shape.
DON’ T
LOWE’S
Use a typeset for logo.
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Our Look
D on’t s o f L o g o U s a g e 11
DON’ T
Use a division name inside the gable. Western Division
DON’ T
Use a different color inside the gable or manipulate the color of the rules around the gable.
DON’ T
Manipulate rule width.
DON’ T
Use without proper trademark symbol.
DON’ T
Incorporate or allow art or type to touch the gable.
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Typ o gr a p h y
COMMUNICATIONS FONTS
Folio should be used for all business communications. Examples include business cards, letterhead, fax forms, etc. If Folio fonts are not available, Arial can be used as a replacement font. See pages 14-15 for business communications guidelines.
FOLIO BOOK
abcdefghijklmnopqrstuvwxyz 0123456789 FOLIO MEDIUM
abcdefghijklmnopqrstuvwxyz 0123456789 FOLIO BOLD
abcdefghijklmnopqrstuvwxyz 0123456789 FOLIO EXTRA BOLD
abcdefghijklmnopqrstuvwxyz 0123456789
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Our Look
Typ o gr a p h y 13
LOGO FONTS
Bureau Grotesque headlines are Five-Five, body copy is Three-Three. Headlines, covers of binders and presentations are done in bold. Medium should be used on letterhead. Do not use the light fonts.
BUREAU GROTESQUE FIVE-FIVE
abcdefghijklmnopqrstuvwxyz 0123456789 BUREAU GROTESQUE THREE-THREE
abcdefghijklmnopqrstuvwxyz 0123456789 FONTS FOR OTHER USES
Arial can be used in all other situations unless specified previously.
ARIAL (For business letter body copy)
abcdefghijklmnopqrstuvwxyz 0123456789 ARIAL BLACK
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Bu s i n e s s
CORPORATE STATIONERY
For assistance 54 pt
with stationery 30 pt
elements contact
18 pt
336-658-7541. LETTERHEAD 8.5" x 11"
Two Color
Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
85 pt
Logo
Typography Address PMS 280 Folio Medium 8/11 54 pt
Name 30 pt
PMS 280
18 pt
Folio Medium 10/11 ENVELOPE 9.5" x 4.25"
85 pt
PMS 280 Folio Medium 7/11
Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
Title
Rule PMS 280 .5 pt 18 pt
elements are BUSINESS CARD
Anywhere Street Anywhere Town, AA 00000
35 pt
3.5" x 2"
Phone: (000) 000-0000 Fax: (000) 000-0000
108 pt
shown actual size.
18 pt
18 pt
NOTE: Stationery
John Doe Store Manager
email: john.t.doe@lowes.com pager: (000) 000-0000
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Applications
Bu s i n e s s 15
DIVISION STATIONERY
For assistance 54 pt
with stationery 30 pt
elements contact
18 pt
336-658-7541. LETTERHEAD 8.5" x 11"
Two Color
Western Division Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
85 pt
Logo
Typography Address PMS 280 Folio Medium 8/11 54 pt
Name 30 pt
PMS 280
18 pt
Folio Medium 10/11 ENVELOPE 9.5" x 4.25"
85 pt
PMS 280 Folio Medium 7/11
Western Division Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
Title
Rule PMS 280 .5 pt 18 pt
BUSINESS CARD
Approval is needed
3.5" x 2"
Western Division Anywhere Street Anywhere Town, AA 00000
35 pt
shown actual size.
108 pt
elements are
for any changes.
18 pt
18 pt
NOTE: Stationery
John Doe
Phone: (000) 000-0000 Fax: (000) 000-0000
Regional Manager
email: john.t.doe@lowes.com pager: (000) 000-0000
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Bu s i n e s s
EXECUTIVE STATIONERY
For assistance 54 pt
with stationery 30 pt
elements contact
18 pt
336-658-7541. LETTERHEAD 8.5" x 11"
Two Color
Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
85 pt
Logo
Typography Address
Dale Pond
PMS 280
Executive Vice President
Folio Medium 8/11
Marketing & Merchandising
Name
54 pt
18 pt
30 pt
PMS 280 Folio Medium 10/11
PMS 280
ENVELOPE 9.5" x 4.25" 85 pt
Folio Medium 7/11
Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
Title
Rule PMS 280 .5 pt 18 pt
elements are BUSINESS CARD
Anywhere Street Anywhere Town, AA 00000
35 pt
3.5" x 2"
Phone: (000) 000-0000 Fax: (000) 000-0000
108 pt
shown actual size.
18 pt
18 pt
NOTE: Stationery
Dale Pond Executive Vice President Marketing & Merchandising
email: john.t.doe@lowes.com pager: (000) 000-0000
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Applications
BUSINESS APPLICATIONS
18 pt
30 pt
54 pt
FAX SHEET 8.5" x 11"
Black
Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000
40 pt
85 pt
Logo Logo with Tagline Typography Address Black
FAX COVER SHEET
Folio Medium 8/11 Document Headers
8.5" x 11"
.5 pt
85 pt
Black
40 pt
Rule
MEMO SHEET
30 pt
Folio Medium 10/15
To: Fax Number: From: Date: Number of Pages:
54 pt
Black
NOTE: Business application elements are shown actual size.
GENERAL OFFICE MEMORANDUM Date: To: From: Copy To: Subject:
Bu s i n e s s 17
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Pu b l i c Re l a t i o n s, Pre s s Re l e a s e s
PRESS RELEASE
30 pt
54 pt
PRESS RELEASE
40 pt
Three Color
85 pt
8.5" x 11"
Logo Logo with Tagline Typography Black Folio Medium 10/15
FOR IMMEDIATE RELEASE Rule Black .5 pt NOTE: Press release is shown actual size.
Contact: Lowe’s Companies, Inc. May 1, 2001 (336) 658-XXXX
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Applications
VEHICLES
We Deliver!
Ve h i c l e s 19
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Pro p r i e t a r y Br a n d s
All internal and external applications for Lowe’s proprietary brands must be approved through Lowe’s Creative Services (see page 2 for approval process).
LIFETIME WARRANTY
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lowes.com © 2001 by Lowe’s.® Lowe’s and the gable design are registered trademarks of LF Corporation.