2012
GRAPHIC STANDARDS
4 Graphic Identity 6 Primary Logo 8 10
Preferred Colors Size Requirements
11 Spacing Requirements 12 Incorrect Usage 14
Background Limitations
16 Stationery Guidelines 18 Typeface Usage 20
Presentation Application
21 Web Application 22 Packaging Guidelines 23
Print Ad Usage
24 Transit Standards 25 Apparel Application 26 HL&S Object
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Importance of a
GRAPHIC IDENTITY
Our graphic identity is the sum of all the visual impressions associated with the HL&S name. The impact of any logo depends on consistent use resulting in a large number of impressions over a long period of time. Familiar logos are not “read” as words, but processed by the brain visually, evoking a complex set of associations much more powerful than words. By using a shared HL&S graphic identity system, we can help build upon HL&S's reputation for excellence. We can increase the quality, efficiency and costeffectiveness of our efforts. We can better reflect nature of our products – it will be clear that the many benefits
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of HL&S, from hand-made quality to exclusive personal service, come from a single establishment. And in the long run, we will help foster a stronger sense of affiliation with HL&S, it's owner, and the members of our staff that make us so special. Please do not weaken or diffuse HL&S’s identity. Use the materials and follow the standards described in this manual and available at www.hls.com. The key elements of HL&S’s visual identity are: a. The HL&S logo elements b. The HL&S colors and materials c. The HL&S signature fonts and style
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This is our PRIMARY LOGO The logo is the core element in HL&S's visual identity system. Its relative size, positioning and color treatment are governed by the rules in this guide. When the HL&S acronym occurs within body text set the letters HL&S in the same typeface and size as the rest of the line but do not use any of the graphic elements.
TM
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*Digital files of various versions of the logo are available online at the HL&S Identity site in the “download graphics� section: http://www.identity.hls.com.
The logo is designed to be broken down and used in different orientations, allowing for more application options.
Secondary logo breakdowns: a. The HL&S acronym should only be used with the Barb. b. The Logotype is intended for use in wide landscape spaces. c. The Barb is for use in small areas and shouldn't be the only HL&S representation visible.
a
b
c
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We have PREFERRED COLORS HL&S Blue: PMS 5395 CMYK 100,100,30,47 RGB 24, 17, 71 Web #181148
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HL&S Aqua: PMS 318 CMYK 40, 0, 22, 0 RGB 140, 233, 217 Web #181148
Black/White: PMS Black/White CMYK 100/0 RGB 0/255 Web #0/#F
*Brown kraft paper is a key color in the branding of HL&S. Use whenever possible in conjunction with the aforementioned colors.
*Multiple colors should not be combined in one logo. The acronym, logotype and Barb should all be the same color.
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There are MINIMUM SIZE REQUIREMENTS The primary logo should not be reduced below 3.2cm wide.
The logotype should not be reduced below 6cm wide.
The HL&S acronym should not be reduced below 1.2cm wide.
The Barb with a stroke should not be reduced below 3cm.
The simple Barb can be used at any size above 1cm. *Add 1cm to all sizes when printed on a dark background
>– 3.2cm
>– 1.2cm
>– 6cm
>– 3cm
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>– 1cm
and SPACING REQUIREMENTS The logo must have a “buffer” space around it to maintain legibility and visual impact. No other graphic elements, such as typography, rules, pictures, etc., should infringe upon this space. Backgrounds are excluded.
Where logo height is (h), the required buffer space is .25h.
*Note that the logo should be centered visually, not mechanically. When the logo is visually centered, the letter “S” penetrates the free space.
Example: If the logo is 1.0" high, the required buffer space is .25". If 2" high, the required space is .5".
h
h
.25h
.25h
.25h
.25h
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Avoid INCORRECT USAGE Do not intentionally rotate the HL&S logo.*
*
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Do not stretch the logo, making it disproportionately wide.
Do not stretch the logo, making it disproportionately tall.
the "HOOK LINE & SINKER" mark can be displayed at a 90Ëš angle reading top to bottom
Do not resize the individual elements of the logo.
Do not flip or rearrange any elements of the logo.
Do not replace the typefaces that are used in the logo.
HLS
H O O K
L I N E
S I N K E R
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A few BACKGROUND LIMITATIONS Do place a darker logo on a light background for contrast.
Do place the logo on a low contrast background.
Do place the logo on a typical HL&S background (i.e. net).
Do place a lighter logo on a dark background for contrast.
Do place the logo on a low contrast area of a photograph.
Do stamp (with approved colors) the logo on kraft paper.
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Do not have the logo too light on a lighter background.
Do not place the logo on a high contrast background.
Do not place the logo on a background atypical of HL&S.
Do not have the logo too dark on a darker background.
Do not place the logo on a high contrast area of a photograph.
Do not put a stroke on the logo to separate it from a background.
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Guidelines for STATIONERY The HL&S stationery has one main goal behind it; to show a personal touch and make the customer feel exclusive rather than feeling like just a number.
The letterhead achieves this goal by having a stamped on logo in the top-center in HL&S blue. The letter itself will be hand-written in black ink to further this exclusive feeling. The address is located in the bottom center of the page, also in HL&S blue. This graphic is printed onto the page and gives credit back to the town in which the store is located.
1.7cm
x
y
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Sain t P a ul
Min n e s o t a
x
y
The HL&S envelope ties visually to the design of the packaging. There is a HL&S blue sticker that wraps around from front to back which contains the logo and Barb stamped in white. The addresses will be hand written with black ink in the location indicated in the image below. The final touch to the envelope is the spot color HL&S aqua stripe on the edge opposite the logo.
The business cards have the same elements as envelope with the addition of contact info. The name is to be filled out by the employee in black ink at the time of the interaction with the customer.
contact@hls.com (555) 555-5555
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Suggested TYPEFACE USAGE The typeface choices convey three main things; manliness, quality, and personality. No one typeface sums up all three ideas so it's important they are used to compliment one another.
A B
Precious Sans: This typeface is for use on the most dominant information in a composition. It shows bold manliness while staying simple. All-caps is the preferred style.
Aaux Pro: This typeface is used for mediumsized text in a composition such as subheads and technical specs. Regular is the common style with the bold option to show emphasis.
Precious Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aaux Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aaux Pro Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aaux Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aaux Pro Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Liberation Serif: This typeface is used for body copy and should therefore be used on text boxes with more than 50 words that contain type smaller than 12point.
C
Glastonbury: This typeface is used to convey personality, usually preceding a headline in Precious Sans Black. This is also the typeface used in the "Quality Guaranteed" mark.
Substitute: - Myriad Pro for Aaux Pro only when necessary. - Preferably Baskerville then Georgia for Liberation Serif only when necessary.
Liberation Serif Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Liberation Serif Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Liberation Serif Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Liberation Serif Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
D
Glastonbury
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Use in PRESENTATIONS The title slide of a presentation simply starts with the HL&S blue background and white logo at half the width of the screen. This simplicity will unite presentations under the HL&S name.
x
The secondary slides should all have the HL&S acronym with the acronym and Barb in the bottom right corner. The background will be a solid white. Pay attention to the spacing as specified below.
The typefaces throughout the presentation should follow along with the typeface guidelines (pg 18-19). The headlines should be in Precious Sans Black, using the designer's discretion for secondary typefaces.
w .5w
w =.11w .5x
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Guidelines for WEB USAGE The HL&S web site (http://www.hls.com) is focused on highlighting the products sold in the store, communicating vital information and strengthening the identity of HL&S. The logotype is located in the top left corner of the page and will be the primary logo on the web because of its landscape format. The Barb is located in the bottom right corner of the page.
16px
Minimum Sizes: - The favicon is the ampersand reduced down to 14px2 with a 2px border. - The other logo elements are sized as described below.
10px
50px
140px
45px
16px
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Guidelines for PACKAGING All packaging is made of kraft paper in varying weights.
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Stamped graphic elements add a personal touch to the package.
Blue stickers wrapped around corners are a common theme.
Use in PRINT ADVERTISING In print advertisements, use the "less is more" approach by using large amounts of white space. In keeping with this aesthetic, type size should remain under 10pt. Messages should be subtle and refined pushing the vintage or classy feel. All ads should have the "HOOK LINE & SINKER" logotype on a blue bar along the bottom of the ad. Using approved typefaces, thin strokes, and the ampersand from the logo will all help build the brand identity and leave a longer lasting message.
Time Tested
GENTLEMAN APPROVED
SINCE 1891
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General TRANSIT STANDARDS The HL&S delivery vehicle is the Land Rover Defender in white. The only vinyl graphic identifying the vehicle with HL&S is placed on the rear side windows and will appear as shown.
Do not: -add delivery vehicles that don't match the Land Rover Defender.
The width of the vinyl decal is 36" from the left to the right.
-use overly large decals.
The other branding piece on the delivery vehicle will be the blue license plate with the Barb in white.
-use decals that stretch over multiple colors of the vehicle.
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Use on PROMOTIONAL APPAREL The amount of promotional apparel will be kept to a minimum but what is produced will be branded in a subtle way in which the quality of the product is the main focus. This will be achieved by only using taffeta tags on hems or pocket flaps. The logo will be stitched on a taffeta tag at all times to preserve the quality of the apparel also allowing the customer to remove the tag at any time after the item has been purchased.
There will be no graphic T-shirts produced by HL&S with the only exception of a sponsorship in which the logo will be displayed at a minimum size of 3" wide, following previous guidelines.
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" Many men go fishing all of their lives without knowing that it is not the fish they are after." -Henry David Thoreau
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