HAMRICK MILLS
B R A N D S TA N DA R D S M A N U A L
DESIGN IDENTITY BY SAMANTHA MORRELL
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INTRODUCTION
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INTRODUCTION Hamrick Mills produces top-quality greige woven fabrics for use in the home furnishings, industrial, apparel and support apparel markets. Two state-of-the-art vertical manufacturing facilities produce fabrics for big companies or individuals. One of the only textile mills left in the United States produce high quality fabric and service.
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BRAND Information 11
LOGO Logo Rebrand 11
COLOR Primary Colors 21
TYPOGRAPHY Typeface 27
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CONTENTS
BRAND ELEMENTS Elements 31
PRINT Stationery 39 Advertisements 43 Around the Mill 47
DIGITAL Website 57
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BRAND
BRAND Hamrick Mills was established on tradition, taken over by family members throughout the years it has kept the same style throughout time. With it’s new branding identity Hamrick Mills can keep it’s same traditional style while adding a modern, clean twist to attract more customers.
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HISTORY In January of 1900, a new textile organization was formed in Gaffney, South Carolina. The new venture thrived, and later sons and grandsons would follow him into the growing business. Hamrick Mills, as a company is firmly woven into the fabric of the county, the state and the textile industry. Its hands-on family structure gives Hamrick Mills a culture that ensures integrity, flexibility, responsiveness and total commitment to customer needs. Hamrick Mills has maintained success over time by responding and adapting to change, investing in technology, and remaining totally customer focused in its efforts. Today’s two-plant operation, corporate headquarters and sales offices are all still located in Gaffney, SC, it’s original birthplace.
BRAND
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MISSION Hamrick Mills will serve our customers by focusing on quality, innovation and superior service. We will strive to continually improve the operations of our company by implementation of technology or processes that increase customer satisfaction and add value to our products.
VALUES We will conduct our business with integrity, and will treat shareholders, employees, customers, suppliers, creditors, and our community in a fair and equitable manner.
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TODAY The brand was ready for an upgrade, not having changed in many years wasn’t helping the company. While the company strives to adapt to technological changes and advances, the logo should too. Hamrick Mills needed
a fresh and modern new identity to represent the company’s values and tradition. The logo below is what the company uses today, it has little to no impact on the viewer or their audience.
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BRAND
THE TRANSITION Nothing about the Hamrick Mill logo screams friendly, traditional, modern, innovative, familybased or even textile mill. The re-brand needs to encompass all of these things to transition into the modern world and get the
audiences attention, what they have right now is not doing the trick. There are only a couple of Mills left in the US, they need to step up their identity to become a leader in the industry.
TRADITIONAL FRIENDLY MODERN INNOVATIVE FAMILY-BASED
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LOGO
LOGO Keeping the brand ideals and values in mind, the new logo represents the company aesthetically and effectively. A logo should grab the viewers attention and intrigue them into learn more. Hamrick Mills can now effectively represent the tradition and innovation of the company.
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LOGOMARK The new Hamrick Mills logo keeps all company values in mind. The shield shape represents tradition, solidity and authenticity. The interlocking weave is a representation of what the company does. The mills are
covered with thread weaving in and out of one another, the polycotton threads come together to make a whole sheet of fabric. The uneven number of threads keeps the viewers interest, this is also to mock the company
name, Hamrick Mills. This logo is so unique and specific to the industry it can stand out amongst a number of other brands logos.
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LOGO
LOGO STACKED Most of the time the logo mark is used with the company name. Unless used for embellishment the logo should always appear with the company name. When pairing the mark with type, the mark should be stacked in the
center of the word Hamrick Mills. Logo typography is always GOTHAM THIN to mimic the thinness of thread at the mill. Logo should always be centered in the middle of the page when displayed stacked.
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SECONDARY LOGO Another version of the logo can be a horizontal version. When the stacked logo cannot efficiently be used, this version should takes its place. The secondary logo is usually used in situations like, smaller design space, website,
horizontal layouts, banner, etc. When using this logo version keep in mind the mark should be centered with text. Keep consistent sizes with both typography and mark.
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LOGO
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LOGO ITERATIONS Most of the time the logo should be used on a white background. It works best with the duo toned logo. If the logo should be used on background for any reason, like in an ad, it should be changed to all white with the primary colors
as a background. When placing the logo over an image make sure there is high contrast between the image and logo. Shown below are some examples.
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WHITE & BLACK In black and white the logo is still noticeable but doesn’t have the same presence as the colored version. The logo in black and white should only be used when in situations of high contrast.
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LOGO
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CLEARANCE Clearance around the logo is important so there is not spacial issues with any other object. The width and height of capital S of Gotham Thin. This will give enough space around the logo to give clearance.
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LOGO : DO NOTS There are several things that can change the logo so much that it is no longer the logo. Always be aware when handling the logo and make sure nothing is changed. The logo should stay exactly the same as it is in the original vector
file throughout every application The logo should never be altered through shape or typography. Examples below are some ways the logo SHOULD NOT be used.
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LOGO
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COLOR
COLOR Through every material created, the color should stay consistent and never be altered or edited in any way. When using any sold color it should never stray from the colors shown here. No other color should be used for the Hamrick Mills brand.
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PRIMARY COLOR
DEEP NAVY
CMYK
C=78 M=58 Y=48 K=29
RGB
R=61 G=82 B=94
# 3C525D This primary color is used most throughout the brand. This deep navy color keeps Hamrick Mills original style, a very natural color that represents the company well.
50 % TINT
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COLOR
PRIMARY COLOR
LIGHT TEAL
CMYK
C=42 M=6 Y=19 K=18
RGB
R=124 G=171 B=175
# 7CAAAE This primary color is used most of the time as well and in the logo. It’s friendly and neutral color adds emphasis to the designs and company.
50 % TINT
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SECONDARY COLOR
PEACH
CMYK
C=8 M=54 Y=51 K=0
RGB
R=228 G=139 B=118
# E38B75 This secondary color is seen throughout the brands, it’s soft, natural color can work with the brand to brighten up the page.
50 % TINT
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COLOR
SECONDARY COLOR
SWEET PINK
50 % TINT
CMYK
C=12 M=34 Y=30 K=0
RGB
R=222 G=174 B=163
# DEAEA3 The secondary color is used throughout the brand, it give a natural and comfortable feel. Relating to the fabric at the mill, a basic neutral color.
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TYPOGRAPHY Typography used throughout the brand elements include Gotham and Sentinel. Throughout all materials created the typography should stay consistent to what is listed. It’s important to stay with these chosen typography because it gives the brand a specific feel and consistency.
TYPOGRAPHY
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GOTHAM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789;?:
SENTINEL abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789;?:
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PRIMARY TYPEFACE
GOTHAM DESCRIPTION Gotham is a very friendly typeface. Used in this identity it mimic the thinness of the thread. Different weights of Gotham are used for different applications like titles, headlines, logotype. This san serifs spacing is well done and should be used in heading situations.
THIN LIGHT BOOK
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!;?@#$>{)*
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TYPOGRAPHY
SECONDARY TYPEFACE
SENTINEL DESCRIPTION Sentinel helps bring back the traditional roots to Hamrick Mills through its serif font. Sentinel is used only in body copy or long paragraphs. Never use this for a title, headline. This typeface pairs very well with Gotham and
LIGHT BOOK
together they represent the brand.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!;?@#$>{)*
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ELEMENTS
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BRAND ELEMENTS Besides the color and typography there are plenty of other things that are used throughout the brand. Things like photography, icons and patterns. Using these elements correctly though materials is important to keep a consistent identity of Hamrick Mills.
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PHOTOGRAPHY Images should be kept simple, and bright. White space is important in imagery because of logo and simplicity of brand. Photos that represent textiles well, a lot of textiles shown or get the point across that is a mill and not a
fabric company. Simple, beautiful, elegant, friendly are things to keep in mind with photos.
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INCORRECT PHOTOGRAPHY Photos that are bland, flat, blurry, etc should not be used to represent the company. Some examples are shown below.
ELEMENTS
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LOGO STROKE Throughout various times in the brand you will use three strokes in even lines. These can be used with any primary colors and either horizontal and vertical. They may never block text or images.
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ELEMENTS
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PRINT MATERIALS Designs that go through the printed should be checked to make sure colors match and align with the brand. Materials that are created for this brand that are printed pieces include, stationary, ads, and more
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PRINT MATERIALS
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LETTERHEAD Stationery will be printed on standard letter paper. The stacked logo will be used at the top of the page in the center on the back page. The left side of the paper will have three lines. The letterhead will have the owners information
Hamrick Mills Industries 515 West Buford Street Gaffney, SC, USA 29341
at the top with plenty of space for any message. This is kept simple due to the various amounts of information that could be on it.
p 864.489.4731 f 800.600.4305 hamrickmills.com
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STATIONERY
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ENVELOPES & BUISINESS CARDS The envelope shown below is to hold and letterhead or information that could be sent out. There will be just the three lines used at the bottom. The inside of the envelope will have the lines as a pattern. The business cards will be used
for every employee and has logo on one side while having employee information on the other, including the three lines.
RON HAMRICK Hamrick Mills CEO p. 321.555.6754 f. 321.555.6755 e. rham@hamrickmills.com hamrickmills.com
HAMRICK MILLS Fashion Fabrics Sue Messer 88 Loop Drive Dallas, Texas 30506
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STATIONERY
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ADVERTISING Throughout the next couple of pages you will see how advertisements are handled. Seen in many different kind of magazines, these ads will grab the readers attention in multiple different industries.
When creating an ad make sure it matches and follows these examples show. Half of an image will be traced out to show what textiles Hamrick Mills creates and sells.
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textiles for:
suit suit pants tie shirt
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ADVERTISING
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textiles for:
scrub top scrub bottom supprt apperal
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ADVERTISING
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textiles for:
sheets pillows curtains rug
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ADVERTISING
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DIGITAL ADVERTISING Throughout the next couple of pages you will see how advertisements are handled digitally. These ads purpose are to intrigue new customers to the company and learn more.Shown below are mobile versions.
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ADVERTISING
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DIGITAL ADVERTISING Throughout the next couple of pages you will see how advertisements are handled digitally. These ads purpose are to intrigue new customers to the company and learn more.Shown below are desktop versions.
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ADVERTISING
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BUILDING SIGNAGE Throughout the next couple of pages you will get a glimpse of how Hamrick Mills handles its building signage indoor and outdoor. The mills is the hub of where all textiles are created and it need to have a good, clean,
representation of the company. Logo and line elements should be used whenever possible.
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SIGNAGE
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AROUND THE MILL Some other things that are important to the brand include things seen around the mill such as clothing or vehicles. All Hamrick Mills employees will wear given shirt with logo as well as other materials. Vehicle design
should be kept simple and not to loud. Some examples are shown below.
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APPAREL
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DIGITAL
DIGITAL Digitally, Hamrick Mills need to be represented well and gain users from. The website is very important to the company and customers so it needs to be as user friendly and have an overall great experience.
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HOMEPAGE The homepage needs to be very friendly and helpful to the user. Its clean, modern design is easy to navigate and aesthetically pleasing. Throughout the next couple of pages you will see how 4 different pages function.
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WEBSITE
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ABOUT
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WEBSITE
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PRODUCT PAGE
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WEBSITE
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CONTACT PAGE
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WEBSITE
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FINAL THOUGHTS Traditional Textile Performance. This is what Hamrick Mills strives to achieve everyday. With the help of its new brand it can adapt and progress with he changing modern world. The new look can attract new customers and help keep the family tradition going for years to come.
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FINAL THOUGHTS