Brand Guidelines
A Message From Gary Philbin To maintain and enhance our brand, we must remain focused on fulfilling our purpose and meeting the needs our customers. The Family Dollar brand is one of the most important resources we have to set us apart in the marketplace, but also is one of the most important elements to better connect and support our customers. Our brand reflects and defines who we are and how we are viewed by our customers and stakeholders. By connecting all of our actions and communications back to the Family Dollar brand, we strengthen and enhance its value. This is what makes Family Dollar’s visual identity a critical element of our overall brand strategy and why we must preserve its principles. As the owners and representative of our brand, each and everyone of us is responsible for upholding its visual identity. It is important that we all understand how and when to use it, adhering closely to these stated guidelines. Doing so will ensure that we consistently and proudly represent the Family Dollar brand, while bringing even greater success to both our company and our customers.
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The Contents of our Identity The Brand
New Brand Identity
5 6 7 8 9
12 13 14 15 16 17 18 19 20 21 22
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Vision, Mission, Values Company History Our Brand & Culture What Our Brand Stands For The Role of Brand Identity How to Use These Guidelines Contact Information
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Logo Comparison Logo Breakdown Linear Orientation Stacked Orientation Clear Space Sizing and Scaling Color Palette Logo Color Variation Incorrect Logo Usage Typography Logo Application
The Brand —— 5 6 7 8 9
Vision, Mission, Values Company History Our Brand & Culture What Our Brand Stands For The Role of Brand Identity How to Use These Guidelines Contact Information
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Company Overview & Background
Vision Statement The best small-format value and convenience retailer serving the needs of the customer in the neighborhoods we serve.
Mission Statement Our mission is to provide an attractive place to shop for our customers. As an attractive place means to do shopping, we strive to provide our customers to provide detergent, laundry products, a unique combination of products ranging from food and beverages, household goods and clothing.
Values The idea is “the customers are the boss, and you need to make them happy.� With the customer coming first, Family Dollar strives to make shopping fun and easy without stretching the family budget. For our customers work hard to provide for their families. Whether it’s a full meal or a quick snack, household cleaners, a gift for a party or a treasure for the home, they know they can count on Family Dollar to stock their favorite brands and quality Private Brands they can trust.
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Company Overview & Background
Company History In 1958, a 21-year-old entrepreneur with an interest in merchandising became intrigued with the idea of operating a low-overhead, self-service retail store. Leon Levine believed he could offer his customers a variety of high-quality, good value merchandise for under $2. Because he had grown up in his family’s retail store, he understood value, quality and customer satisfaction. In November 1959, Leon Levine opened the first Family Dollar store in Charlotte, North Carolina, and was on his way to becoming a retailing legend. Right from the start, he had a well-developed philosophy of what Family Dollar would be and how it would operate, a philosophy from which he and his management team have never strayed. The concept is a simple one, “the customers are the boss, and you need to keep them happy.� He created a general floor plan that he used in each of his stores that allowed customers to easily shop for their favorite products in any Family Dollar store. With the stores uniformly laid out and stocked, store managers were able to focus on providing good customer service. This concept for a self-serve, cash-and-carry neighborhood discount store in low to middle income neighborhoods proved so successful that today Family Dollar is a chain with over 8,000 stores from Maine to California.
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Company Overview & Background
Our Brand & Culture When it comes to getting value for everyday items for the entire family in an easy to shop, neighborhood location, Family Dollar is the best place to go. One of the nation’s fastest growing retailers, Family Dollar offers a compelling assortment of merchandise for the whole family ranging from household cleaners to name brand foods, from health and beauty aids to toys, from apparel for every age to home fashions, all for everyday low prices. As shoppers enter their neighborhood Family Dollar, they’ll find great values on the name brands they trust in a clean, well-organized store staffed with friendly team members who are members of the local community. While shoppers can find many items at $1 or less, most items in the store are priced below $10, which makes shopping fun without stretching the family budget. With more than 8,000 Family Dollar stores in 46 states and throughout Canada, Family Dollar believes that communication is the key to developing individuals to their highest potential. With an achievement-focused culture, an open line of communication, and where fun is an essential element in building a winning team, Family Dollar encourages success in a fun and open environment. Reflecting this onto the stores, Family Dollar seeks to create an open environment that allows its customers to feel comfortable and happy in a family friendly atmosphere.
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Company Overview & Background
What Our Brand Stands For Family dollar’s brand is a friendly, trustworthy company. Their employees are trained to go out of there way and be as friendly as possible, to treat everyone as a friend, as family. Another element of Family Dollar is interconnectivity. Family Dollar’s goal is to make sure that all locations are interconnected with each other. Through communication and the ability to unify and ease the shopping experience, Family Dollar wants to connect with their customers and employees as family. So often brands become a static, impersonal element of a customer’s life. Family dollar is not like this, but rather a personable and reliable company. Family Dollar aims to create a personality to their company, someone you can trust in, rely on, communicate to, and lean on when you need them. Lastly, Family Dollar is a brand that seeks to offer quality products that the customers know and love, but with a better, lower price. Quality also reflects in their stores, the atmosphere of shopping, and the team members that make up the Family Dollar family. All of these quality elements tie together to offer a quality company that the customers and the neighborhood can trust.
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Company Overview & Background
The Role of Brand Identity The brand identity is one of the most important elements to the success of a brand, and must be developed in a way that is memorable or iconic, represents the brand as a whole, personify your company to better connect with your customer base. Your brand is an asset, a unified system that encompasses your the who you are and what your brand wants to portray. It affects that way that your customers see and relate your business on a visual and often emotional level.
How to Use These Guidelines This is the brand guidelines for Family Dollar, the bible that all of the elements and rules of using the branding assets. These guidelines will show you all of the size and proportion of your logo, the typefaces and colors that should be used in all branding or marketing tools, and examples of how not to use the logo. Make sure that you fully read and understand all elements of the Family Dollar brand guidelines, for this information is vital in the unification and integration of the brand and all of its assets.
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Company Overview & Background
Contact Information If you are having trouble with anything in this guide, you are missing brand elements from the Brand Package, or you are unsure if your communication best represents the Family Dollar Brand, please contact one of the Family Dollar design teams.
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New Brand Identity —— 12 13 14 15 16 17 18 19 20 21 22
Logo Comparison Logo Breakdown Linear Orientation Stacked Orientation Clear Space Sizing and Scaling Color Palette Logo Color Variation Incorrect Logo Usage Typography Logo Application
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New Brand Identity
Logo Comparison Family Dollar’s old logo is very outdated. With the childish and primitive logo icon, Family Dollar’s old logo looks like something similar to a clip art logo. The wordmark in the old logo used the overlapping letters of the bold, contrasting typeface that neither compliments or contrasts the felling and shape of the logo icon. Family Dollar’s new logo features a symbolic logo symbol that reflects the values and the personification of the brand. The icon is created in a timeless simplistic and minimalist style, allowing for the logo to e able to be used for a long time. The icon is complemented by a wordmark that features curved edges to fit well with the curves on the icon. With the family-friendly and welcoming typeface style, The word mark and icon work seamlessly together.
Old Logo
New Logo 12 | Family Dollar Brand Identity Standards
New Brand Identity
Logo Breakdown The INFINITY SIGN represent the unification of the customers, employees, and the company. This interconnectivity seeks to exemplify the importance that Family Dollar puts on communication and the everlasting support for its customers.
The CURVED EDGES represent the family-friendly values that Family Dollar strives to showcase. The curves add a sense of welcoming and security to the brand. 13 | Family Dollar Brand Identity Standards
The DOLLAR SIGN is one of the hidden elements in this design. Instead of the common association with financial importance, the perfect shape of this dollar sign represents Family Dollar’s main goal to offer products you want without stretching the family budget.
The HEART is the central element in this logo and seeks to represent Family Dollar’s primary goal of treat their customers and employees as family. Family Dollar wants to personify their company as a loving company.
New Brand Identity
Linear Orientation Although Linear orientation isn’t commonly used as the primary orientation of the logo, Family Dollar’s rebranding seeks to align as a evolution of their original identity. Because of this, Family Dollar’s seeks to use both orientations. The linear orientation features the logo symbol on the other side of the wordmark to better differentiate itself from the competition. The Linear orientation will be used on web and print goods that give enough space for the logo and symbol to be easily recognizable.
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New Brand Identity
Stacked Orientation The stacked orientation of the new Family Dollar logo will be used on print or web goods that either use the logo over images or complex backgrounds. Allowing for better size and placement, the stacked orientation will be used when the placement is in a size constricted setting.
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New Brand Identity
Clear Space Clear space is the area that is required around the outside of the logo. It must be kept free of other graphic elements such as headlines, text, images, and outside edge of materials. This space ensures the legibility and impact of the logo by isolating it within this safe zone. The minimum requires clear space for the logo is defined by the measurement “X� as shown. The clear space is equal to one third the height of the Logo.
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New Brand Identity
Sizing and Scaling Establishing a minimum size ensures that the impact and legibility of the Logo is not compromised in application. Due to the higher resolution available in print vs digital (300dpi vs 72dpi respectively), we are able to reproduce the Logo at a fractionally smaller size in print without any graphic deterioration. When scaling either logo orientation or the icon, make sure that you keep the original proportions.
Digital ––––––––––
0.7” width
50px width
0.5” height
Digital To ensure legibility and impact, the Family Dollar logo should never be reproduced smaller than 70px and the icon should never be reproduced smaller than 30px in any digital communication.
36px height
1” width
72px width
0.5” height
Print To ensure legibility and impact, the Family Dollar logo should never be reproduced with the height smaller than 0.5” in any print communication.
36px height
1.65” width 0.25” height
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Print ––––––––––
118px width 19px height
New Brand Identity
Color Palette The primary color, Family Tangerine or PMS 1375, is meant to fully represent the Family Dollar brand while evolving their identity. Tangerine is a combination of red and yellow, and is one of the main colors for attracting attention. This color was chosen for it attributes warmth and happiness, while also showing the welcoming and love of the brand. Tangerine offers the friendly, comfortable, and communicative representation of Family Dollar. The secondary color palette consists of a bright PMS 151 Orange, which brings in more of the energetic and sociable aspects of the brand. When used with the Family Tangerine, the colors create a sense of multiculturalism. Also used is a 80% tone or lower of PMS 171 Coral, which represents the flexibility of offerings, a strong sense of welcoming, and harmony of the brand. When using black, Family Dollar uses Charcoal to act as a metaphor for the welcoming of all races in the world, rather than being so black and white. 18 | Family Dollar Brand Identity Standards
Family Tangerine
Orange
Coral – 80%
Charcoal
PMS 1375C CMYK 0.48.93.0 RGB 255.153.0 HEX ff9900
PMS 151C CMYK 0.60.100.0 RGB 255.131.0 HEX ff8300
PMS 171C CMYK 1.69.64.0 RGB 241.115.91 HEX f1735b
-CMYK 75.65.64.68 RGB 39.39.39 HEX 272727
New Brand Identity 2-Color
Logo Color Variations It is essential that the Family Dollar logo uses consistent color across all applications. The Family Dollar logo is always either in the 2-color orange and Coral or the 1-color orange. If color is not an option for technical reasons or if the brand orange lacks contrast or competes with other visual elements, you have permission to use either the charcoal or white Logo options, with preference on a white logo. The color of the logo must be legible and maintain the integrity of its form.
1-Color (PMS 1375)
1-Color (White on PMS 1375)
1-Color (Charcoal)
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New Brand Identity
Incorrect Logo Usage It is important that the appearance of the Logo remains consistent. The Logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the Logo in any way. Its orientation, color and composition should remain as indicated in this document — there are no exceptions. To illustrate this point, some of the more likely mistakes are shown on this page.
Do not skew or distort the logo in any way.
Do not use drop shadows or other graphic styles.
Do not infill the logo with a gradient.
Do not rearrange the logo symbol and word mark.
Do not use any unapproved colors in the logo.
Do not put any objects within the logo clear space.
Do not outline the logo.
Do not rotate the logo.
Do not rescale the symbol and wordmark separately from each other.
Do not use color layers within the logo.
Do not infill the logo with any patterns.
Do not use any 3-d effects on the logo.
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New Brand Identity
Typography Our Logotype and specialty typeface is a rounded sans serif typeface called Somatic Rounded, a friendly, honest, and approachable styled specialty typeface. Somatic Rounded will be primarily used for specialty headlines and key information copy and no use for body copy. Our support font family is Helvetica Neue LT Std, a simple sans serif typeface that supports the structure of the logotype and the brand’s simple and organized design style. Family Dollar uses the condensed weights of the typeface, with emphasis on the 57 Condensed and 77 Bold Condensed. 57 Condensed is used for sub-header and body copy, while 77 Bold Condensed is used for Header and sub-header copy.
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Somatic Rounded –––––––––––––– ABC DE F G HIJKLMNOPQ R ST UVWXY Z abcdefghijklmnopqrstuvwxyz 1234567890!&()-;:/? Helvetica Neue LT Std – 57 Condensed –––––––––––––– ABC DE F G HIJKLMNOPQ R ST UVWXY Z abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+?/\| Helvetica Neue LT Std – 77 Condensed –––––––––––––– ABC DE F G HIJKLMNOPQ R ST UVWXY Z abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+?/\|
New Brand Identity
Logo Application The following are some examples of how the logo will look in use on a variety of different types of mediums and size proportioned materials.
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New Brand Identity
In-store carts & baskets
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New Brand Identity
Printed Good
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New Brand Identity
Miscellaneous
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Family Dollar Brand Management Charlotte, North Carolina 28201 Brand@FamilyDollar.com