BRAND GUIDELINES June 2014
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Haworth Marketing + Media | Brand Guidelines | June 2014
CONTENTS INTRO..................................................4 WHO IS HAWORTH?..............................5 Founder’s mission statement
IDENTITY.............................................6
Our logo Logo clear space Minimum logo size Logo colors Logo misuses
TYPOGRAPHY......................................10 Typeface Primary typeface Secondary typeface
GRAPHIC ELEMENTS...........................13 Color palette Photography Icons
DESIGN EXAMPLES.............................18 Templates
June 2014 | Brand Guidelines | Haworth Marketing + Media
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INTRO Welcome to the Haworth brand guidelines. These guidelines exist to make us look fantastic. Our brand is more than just our logo. It’s a design scheme made up of a number of elements that create a distinctive look and feel that is immediately recognizable as Haworth. This guide will familiarize you with our core brand elements to assist you in producing communications that bring our brand to life. And when in doubt, contact your design team.
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Haworth Marketing + Media | Brand Guidelines | June 2014
WHO IS HAWORTH? Haworth Marketing + Media is an idea company whose innovation and independence have positioned it as one of the best in the industry. Pivotal to our success are the devoted relationships we build with clients, partners, vendors and associates. And through brilliant research, planning, buying and flawless execution, we transform brands. OUR FOUNDER’S MISSION STATEMENT HOLDS TRUE TODAY “Haworth is entrusted with millions of dollars, and we are expected to leverage those dollars into many more millions of dollars in sales. That translates to a heavy stewardship responsibility. If we do not offer integrity in discharging that responsibility, we offer nothing at all.” - Dale Haworth, 1970
June 2014 | Brand Guidelines | Haworth Marketing + Media
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IDENTITY OUR LOGO Here it is – our logo. It’s the most visible element of our identity – a universal signature across all Haworth communications. We use two versions of our logo and think of it as our first name and our last name. It’s pretty simple how to use each. How would you sign your name? If it’s someone who is unfamiliar to you, you would sign your full name. Haworth Marketing + Media. If you’re old friends, that’s another story. Then, it’s just Haworth. And that little +? It’s just about the perfect symbol to illustrate that we’re more than just media. We’re smart marketers who just happen to love media. Our logo is a bold, simple, graphic statement. It signifies the connections that we create. The following pages illustrate the correct usage to ensure our logo always looks awesome.
first name last name
first name
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Haworth Marketing + Media | Brand Guidelines | June 2014
IDENTITY LOGO CLEAR SPACE EVERYONE NEEDS A LITTLE PERSONAL SPACE To ensure that our signature is clearly visible in all applications, surround it with sufficient clear space – free of type, graphics, and other elements that might cause visual clutter – to maximize the recognition and impact of our identity. When using the logo, a clear space of 100% of the H height should always be maintained.
Logo clear space: 100% H height
June 2014 | Brand Guidelines | Haworth Marketing + Media
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IDENTITY MINIMUM LOGO SIZE GOOD THINGS COME IN SMALL SIZES There are no predetermined sizes for the Haworth logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo. In print, the minimum size is 1.0” wide.
min size: 1.0” wide
LOGO COLORS PICK A COLOR The preferred color for our logo is Haworth blue. Contrast is important – use a white logo on color backgrounds and a color logo on white backgrounds. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances you may use a one-color black or white logo.
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Haworth Marketing + Media | Brand Guidelines | June 2014
IDENTITY LOGO MISUSES NEVER EVER... To maintain the integrity of the Haworth logo, and to promote consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown below illustrate misuses of the Haworth logo that should always be avoided.
DON’T rotate the logo
DON’T stretch the logo
DON’T use non-approved colors
DON’T add a drop shadow to the logo
DON’T place the logo on a color without sufficient contrast
DON’T place the logo over a busy image
June 2014 | Brand Guidelines | Haworth Marketing + Media
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TYPOGRAPHY TYPEFACE A FRIENDLY FACE Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent.
FRIENDLY BOLD SIMPLE ELEGANT CLEAR PRECISE
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Haworth Marketing + Media | Brand Guidelines | June 2014
TYPOGRAPHY PRIMARY TYPEFACE Calibri is our primary typeface for everyday use. Please use this font in PowerPoint, Excel, Word, and email correspondence. Use of this typeface creates consistency for our brand since it is a standard system font.
CALIBRI REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -&*+#@$%?/(.,;:) CALIBRI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -&*+#@$%?/(.,;:) CALIBRI ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -&*+#@$%?/(.,;:) CALIBRI BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -&*+#@$%?/(.,;:) June 2014 | Brand Guidelines | Haworth Marketing + Media
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TYPOGRAPHY SECONDARY TYPEFACE DIN regular and bold are used for corporate communications, such as business cards, letterhead and new business documents.
DIN REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -&*+#@$%?/(.,;:) DIN BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -&*+#@$%?/(.,;:)
Please note: DIN is not a standard system font. If you need it installed on your computer, please contact the creative team.
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Haworth Marketing + Media | Brand Guidelines | June 2014
GRAPHIC ELEMENTS COLOR PALETTE PICK A COLOR ANY COLOR Our core colors are what give us our personality. We’re bright, bold, and colorful. Please refer to the color breakdowns on this page to ensure consistency.
RGB 105 | 106 | 109
RGB 232 | 148 | 26
RGB 128 | 48 | 106
RGB 74 | 170 | 66
RGB 219 | 9 | 98
CMYK 50 | 5 | 0 | 5
CMYK 0 | 0 | 0 | 72
CMYK 7 | 47 | 100 | 0
CMYK 53 | 94 | 30 | 12
CMYK 73 | 8 | 100 | 0
CMYK 0 | 100 | 34 | 8
sky smoke flame plum earth flower
RGB 108 | 188 | 227
June 2014 | Brand Guidelines | Haworth Marketing + Media
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GRAPHIC ELEMENTS PHOTOGRAPHY PRETTY PICTURES Our photography captures a slice of everyday life. It’s never fake or posed. It should make you feel like you are right there in the room. It’s about telling stories through personalities, interactions and experiences. So it feels real, honest and straightforward. Whether the photo lives in a client deck, social media, our website, or in a new business pitch, it should feel truly Haworth. Our approach to photography: • Natural and relaxed: not posed or artificial • Everyday and honest: something we can all relate to in real life • Personal and engaging: capturing emotions and intimacy • Sometimes tongue-in-cheek: real life can be a little weird and funny and we’re not afraid to celebrate that
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Haworth Marketing + Media | Brand Guidelines | June 2014
June 2014 | Brand Guidelines | Haworth Marketing + Media
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GRAPHIC ELEMENTS ICONS THE MAKING OF AN ICON Our icons have been designed to communicate different types of media, the different audiences we reach, and other abstract concepts. If you are in need of a new icon that cannot be found in our library, please contact the design team. The full icon library can be found here: Z:\M-Files\Haworth Library\Icons
The following is just a small sampling of our icons:
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Audio
Blogging
Bus shelter
Catalog
Cinema
Coffee sleeves
Coupon
Cross channel
Digital video
Digital
Direct mail
Display
Ereader
Event
Haworth Marketing + Media | Brand Guidelines | June 2014
Gaming
In flight
In store
Internet TV
Magazine
Mobile shopping
Mobile
OOH
PR
Radio
ROP
Search
Social media
Spanish language
Tablet
TV
TV: cable
TV: on demand
Video
Website
Weekly ad
YouTube
June 2014 | Brand Guidelines | Haworth Marketing + Media
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DESIGN EXAMPLES TEMPLATES Haworth PowerPoint template example: client decks.
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Haworth Marketing + Media | Brand Guidelines | June 2014
DESIGN EXAMPLES TEMPLATES Haworth Word template example: digital letterhead.
Font: Calibri, 11pt, black, single spaced
PLEASE NOTE: Every page of client documents - PowerPoint, Excel or Word - should include the Haworth logo. June 2014 | Brand Guidelines | Haworth Marketing + Media
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Haworth Marketing + Media | Brand Guidelines | June 2014