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B R A N D G U I D E L I N E S

EFFECTIVE 05.21.07

T A B L E O F C O N T E N T S

2 ABOUT AMARR

3 INTRODUCTION

4 HOW TO USE / APPROVAL PROCEDURES

5 THE AMARR STORY

6 THE AMARR BRAND

7 THE AMARR LOGO

12 TYPOGRAPHY

13 OUR BRAND PARTNERS

15 CORPORATE IDENTITY

16 PROFESSIONAL BUSINESS FORMATS

17 E-MAIL USAGE AND ETIQUETTE

18 WEBSITES

19 SIGNAGE

20 VEHICLE IDENTIFICATION

21 APPAREL AND PROMO

22 DEALER ADVERTISING EXAMPLE

23 YELLOW PAGE SAMPLE ADS

24 LEGAL

Amarr is a leading designer, manufacturer, and distributor of garage

doors and door access systems for residential and commercial

applications. Make no mistake about it. Amarr is far from the

typical “garage door” company. With sales in excess of $300 million,

Amarr’s 1,400 team members in 70 locations worldwide recognize

that Amarr is a special place to work. Our Products Amarr is the

style and choice for door systems. We offer a wide selection of

sectional overhead garage doors and opening systems for both

residential and commercial uses. With 17 residential product lines,

including traditional and carriage house style doors in steel, wood,

and composite, and a wide array of commercial doors such as

sectional, rolling, or slat steel, Amarr has a door that is right for you.

We also offer designs inspired by some of America’s leading brands,

including the distinctive heritage of Biltmore,™ the technology of

JELD-WEN®, and the artistry of noted painter and furniture designer

Bob Timberlake. Our Customers More than 3,000 professional,

independent garage door dealers sell Amarr doors worldwide for

the new construction and replacement markets.

A B O U T A M A R R

2

I N T R O

We are pleased to present you with guidelines for a trusted and

familiar brand: Amarr. We have compiled this guide to show

you how the overall Amarr brand should appear and, more

specifically, how to correctly use the Amarr logo, colors, typefaces,

ads and other marketing materials.

Adherence to these guidelines is essential to ensure that

Amarr is consistently presented in a legally and visually correct

manner. The following guidelines may not be altered or eliminated

without permission from the Marketing Department.

I N T R O D U C T I O N

3

The logos and information in this guide were developed for

use by Amarr employees, graphic designers, advertising and

marketing communications agencies, and communications

professionals. Please consult the Marketing Department for

Amarr if you need assistance with graphic design.

H O W T O U S E T H I S G U I D E

All print or electronic materials using the Amarr logo must be

approved by Amarr Marketing for adherence to standards. We

encourage you to submit materials well in advance of publication

for our review. Early approval will lessen production delays and

allow time for revisions. Please allow five working days for review

and feedback. Submit materials for approval to:

Amarr Garage Doors

Marketing Department

165 Carriage Court

Winston-Salem, NC 27105

336.744.5100 Phone

336.251.1851 Fax

marketingdept@amarr.com

A P P R O V A L P R O C E D U R E S

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S T O R Y

The values and principles that guide Amarr today are the same

as when the company was founded by Abe, Morris and Herb

Brenner in 1951. Starting out as a local building supply company

in Winston-Salem, North Carolina, the three brothers recognized

that market demands were shifting. They streamlined their product

lines and focused on quality garage doors. During the 1950s

and 60s, Amarr’s expertise in garage doors quickly grew. The

knowledge accumulated as a major local distributor and installer

of garage doors allowed the company to capitalize on increasing

market demand for quality products by the late 1960s. After

Amarr opened its first manufacturing facility in 1969, the company

began supplying garage doors throughout the Southeast. During

the 70s and 80s, Amarr expanded manufacturing into Alabama

and Texas and eventually to a large steel door manufacturing

facility near Kansas City. The 1980s brought the introduction

of Amarr Door Centers throughout the United States. This innovative

distribution concept allowed dealers to have ready access to a

complete inventory of quality Amarr products. By the start of

the new millennium, Amarr became a national—and international—

leader in the door access systems industry. Amarr’s roster of

independent dealers grew to more than 3,000. The company

also partnered with major retailers, including Costco Warehouses,

Sam’s Club, Lowe’s Home Improvement, and Sears. By 2007,

Amarr had four manufacturing facilities, including Lawrence,

Kansas; Whitehouse, New Jersey; Monterey, Mexico; and Mocksville,

North Carolina. The company also opened a state-of-the-art

research and development facility at its headquarters in Winston-

Salem. Amarr continues to be focused on offering high quality,

beautifully designed, durable and safe door access systems—all

while maintaining a solid foundation of values and principles.

T H E A M A R R S T O R Y

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A M A R R

What is a brand? A brand is not just a distinguishing name or

symbol (such as a logo, trademark or design) intended to

differentiate its products from those of other companies. A brand

is a set of expectations and associations resulting from a customer’s

experiences (i.e. advertising, product performance, and customer

service) with a company and its product or services. It’s an

emotional tie that binds consumers with the product, establishing

an expectation of quality and consistency, and it ultimately adds

value over and above the basic product. A brand is timeless. It

transcends the tangible and rational. What is brand equity?

Brand equity is the total value of the brand. It is measured from

assets and liabilities—like brand awareness, perceived quality,

brand loyalty, and brand association. A brand’s name and symbol

can add or subtract from the value provided by the product or

service to the customer. What is brand positioning?

Positioning is the image of a product or brand relative to

competing products or brands. How is Amarr positioned?

Amarr is the company that offers consumers the ability to find

a style that is right for them, while at the same time delivering

quality. Amarr is considered to be all of these: Refreshing,

Contemporary, Approachable, Smart, Relevant, Innovative,

and provides lots of variety. Our tone (the voice we speak in)

is professional and friendly, and our communication is upbeat

and conversational.

T H E A M A R R B R A N D

Amarr Positioning Statement A refreshing innovator with an eye for style provides savvy consumers a design that is right for

them. Garage doors and garage products built on a foundation of safety, durability, and design are available from Amarr, a trend-

setting leader with over 50 years of experience.

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Our core mark is shown below. The following pages will illustrate

how the logo is to be used: color applications, clearspace rules,

sizing guidelines, and placement. Strict adherence to these guidelines

must be observed at all times, without deviation or alteration.

Our logo is our single most important visual communicator.

T H E A M A R R L O G O

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PANTONE®

7475PANTONE®

8761

CMYK63c24m30y7k

RGB89r134g134b

PANTONE®

WARMGRAY 11 50% BLACK

T W O - C O L O R A P P L I C A T I O N S

Preferred color for printing the Amarr logo is PMS 7475.

If Metallic is available, use PMS 8761.

GARAGE DOORS type prints in PMS Warm Gray 11

or in 50% Black

RGB113r111g110b

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O N E - C O L O R A P P L I C A T I O N S

Preferred color for one-color printing is PMS 7475

If Metallic is available, use PMS 8761

Logo may print in Black only

for Black and White applications

Logo may print in White only on a contrasting background

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C L E A R S P A C E F O R M U L A

The x-height of the Amarr logo is the height of the lower case

letters of the logo. Copy above, below, to the right or to the left

of the logo should not come within 1/2 of the x-height (1/2x).

1/2 x

x-height

1/2 x

1/2 x

1/2 x

• Less than 4" x 4"

• From 4" x 4" to 6" x 6"

• From 6" x 6" to 8" x 8"

• From 8" x 8" to 11" x 11"

If your ad or printmaterial size is:

Please use these size guidelines when

using the Amarr Garage Door logo in

your ads or other print materials.

For ads or print materials larger

than 11" x 11", please e-mail

marketing@amarr.com to discuss

appropriate size and placement.

1" side to side

1-1/4" side to side

1-1/2" side to side

2" side to side

The Amarr logoshould be at least:

S I Z E G U I D E L I N E SUse no smaller than 1" wide(as shown above).

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U N A C C E P T A B L E L O G O U S A G E

A Do not change the approved logo colors

B Do not add graphics to the logo

C Do not stretch or condense the logo

A

B

C

D

E

F

D Do not reposition, rearrange, or resize the elements.

Never use any angle other than 90 degrees.

E Do not alter, retype, or substitute typefaces in the logo

F Do not enclose the logo within a shape

G A R A G E D O O R S

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T Y P O G R A P H Y

STONE SANS

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

STONE SANS ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

STONE SANS SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

STONE SANS BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

The Stone Sans family is the typeface

of the Amarr brand. Stone Sans should

be used for all typesetting, with the

Italic, Semibold, and Bold versions

used sparingly for emphasis at the

type-setter’s discretion. When used

in body copy, Stone Sans should

appear in both upper and lower case.

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Amarr offers garage door designs inspired by some of America’s

leading brands, including the distinctive heritage of Biltmore™;

the wood composite technology of JELD-WEN®; the nation’s pre-

eminent source of weather, news, and information from The

Weather Channel®; and the artistry of noted painter and furniture

designer Bob Timberlake.

Partner logos require prior approvals by both Amarr’s Marketing

Department and the partner’s Brand Manager. Amarr Marketing

will obtain approvals from the partner.

O U R B R A N D P A R T N E R S

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M U L T I - B R A N D I N G A P P L I C A T I O N S

When using partner logos in multi-brand

applications place the partner logo to

the right of the Amarr logo, as shown,

visually equal in size to the Amarr logo.

Some partner logos may also be placed

below the Amarr logo; The Weather

Channel logo can only be used to the

right. The space between brands should

be at least 2x the width of the Amarr

lowercase “a” in horizontal applications;

2x the x-height of the Amarr logo in

vertical applications. Partner logos

should never be displayed larger than

the Amarr logo. Partner logos may also

be used at reduced sizes on the page,

singularly or arranged in a group.

Required legal copy for each application

is shown for each example, and should

appear on the printed document.

1x

2x

x

1x

2x

x

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Biltmore™ For Your Home is a registered trademark of The Biltmore Company, North Carolina, U.S.A.Amarr manufactures and distributes Biltmore™ For Your Home products under a licensing agreement.

x 1x 2x

The Bob Timberlake Signature and Quill are registered trademarks of Bob Timberlake, Inc., North Carolina, U.S.A.Amarr manufactures and distributes Bob Timberlake® products under a licensing agreement.

x 1x 2x4-color process

Black

JELD-WEN® is a registered trademark of JELD-WEN, Inc., Oregon, U.S.A.Amarr distributes JELD-WEN® brand product under an exclusive national distribution agreement.

x 1x 2x

PMS 299PMS 302

PMS 229C:0 M:100 Y:15 K:60

PMS 430C:5 M:0 Y:0 K:45

The Weather Channel and weather.com are U.S. federally registered marks of The Weather Channel, Inc.

x 1x 2xPMS 286C:100 M:80 Y:0 K:0

1x

2x

x

165 Carriage CourtWinston-Salem, NC27105-1326

Ph 336 744.5100amarr.com

First impressions are often the ones that are most remembered.

With that thought in mind, Amarr provides letterhead, envelopes,

business cards, and mailing labels for our Facilities and Door

Centers. Orders can be placed by fax or on-line. For instructions

on ordering on-line contact the Marketing Department at

marketingdept@amarr.com.

Computer templates for e-mail usage are provided for

letterhead, memos, and fax sheets as well as Amarr logos. High

resolution and vector art logos are also available.

C O R P O R A T E I D E N T I T Y

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a m a r r. c o m

165 Carriage Court

Winston-Salem, NC

27105-1326

Ph 336 744.5100

amarr.com

October 9, 2006

Richard Brenner

Amarr165 Carriage CourtWinston-Salem, NC 27105

Dear Richard,

Here is an example of the recommended typing format for our new standard letterhead. Asyou are surely aware, a uniform and attractive format enhances the appearance of all ourtyped communications.

In accordance with our format, we begin our letters two inches from the top of the page.The left hand margin aligns one inch from the left hand side of the page. Paragraphs aretyped flush left in 10 point Stone Sans, leaving a double space between paragraphs. Wealways try to maintain a visual balance between the left and right hand edges of the paper.The last typed line is always at least five spaces from the bottom of the page; if in doubt,we go to a second sheet.

If possible, we like to sign our letters in black ink.

Sincerely,

David Shapiro

Seven spaces (1 3/8")

1"

1/2"

1"

Last typed line

Four spaces

Two spaces

Two spaces

Two spaces

Four spaces

P R O F E S S I O N A L B U S I N E S S F O R M A T S

Mrs. Susan CostelloManager, Housewares DivisionLewis & Erickson Products, Inc.398 N Michigan AveChicago, Illinois 60603

2"

4"

5/8"+

Capitalize the first letter of every word in an address except (1) prepositionsunder four letters (like of and for), (2) conjunctions under four letters (like and),and (3) the articles the, a, and an when they are used within a name or title.(Under certain circumstances even some of these short words are capitalized.)

Type the city, state, and ZIP Code on the last line. If space limitations make itimpossible for the ZIP Code to fit on the same line, the ZIP Code may be typedon the line directly below, blocked at the left.

Leave one space between the state name and the ZIP Code. (The USPSrecommends either one or two spaces.)

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1 7/8"

E - M A I L U S A G E A N D E T I Q U E T T E

E-mail should be thought of in the same manner as a professional

letter containing a greeting, body copy, a salutation, and a

signature. Emails should also follow the rules for good grammar.

E-mail messages are intended to be as brief as possible.

Provide a letter (as an attachment), if detailed information is

required. Shown below are two examples of the Amarr

standard for e-mail signatures. Please contact the IT department

if assistance is required for setting up your e-mail signature.

jadoe@amarr.comJoe A. DoeGeneral ManagerAmarr Garage DoorsStreet AddressCity/State/Zip Code904.123.4567 Phone904.123.4567 FaxCell or other numbersmay be added herewww.amarr.com

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Any Amarr logo or product image appearing on a website requires

prior approval by the Amarr Marketing Department and a signed

Image Use and Guidelines Agreement form. This form must be

mailed, emailed, or faxed back to the Marketing Department.

General guidelines state that all Amarr images used on a website

must be identified by including the statement “Photo(s) courtesy

of Amarr® Garage Doors.” Certain licensing agreements, such as

Bob Timberlake,® require specific treatments to meet our

contractual requirements. Contact Amarr Marketing for more

details at 336.744.5100 or marketingdept@amarr.com.

G E N E R A L W E B S I T E S

Two pre-approved packages are available for purchase:

Personalized or Custom. Our Personalized websites are

professional, affordable, and easy to use. Amarr keeps your

product information up to date and you manage your personal

information. If you have additional requirements Amarr can help

you meet them with a Custom website. To set up either website,

visit www.amarrdealerwebsites.com.

D E A L E R W E B S I T E S

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P R I N T

When ordering signage, please follow the guidelines for clearspace

at left, which shows minimum requirements. Signs are to be

manufactured using either the one-color PMS 7475 logo on a

white background or a white logo on a PMS 7475 background.

Signage designs should be approved by the Marketing

Department prior to ordering. Designs should be e-mailed to

marketingdept@amarr.com or faxed to 336.251.1881.

S I G N A G E

1/2 x

x-height

1/2 x

1/2 x

1/2 x

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Decals and designs are available for pick-up trucks and boxed

trucks. Complete details and ordering information is available

on-line at www.amarr.com. Click on “Dealers” located at the

bottom of the home page. Vehicle signage not ordered on-

line must be approved by the marketing department. Contact

marketingdept@amarr.com or fax designs to 336.251.1881

for approval.

V E H I C L E I D E N T I F I C A T I O N

800.503.DOOR

www.amarr.com

www.amarr.com 1

800.503.DOOR

www.amarr.com

www.amarr.com

2 8 0 0 . 5 0 3 . D O O R

www.amarr.com

www.amarr.com 3

www.amarr.com 1 800 503 DOORS

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Amarr’s Company Store offers several pre-approved items, from

caps, jackets, and shirts to promotional items. Orders can be

placed by visiting the company store located on the “Dealer”

section of amarr.com. When placing orders with a local vendor,

the logo should be sized as follows at right:

T-shirt Silkscreen logo with PMS 7475 at 7" wide, centered

on shirt (as shown) or 2 1/2" wide on left chest

or sleeve.

Cap Embroider 2 1/2" wide logo matching PMS 7475

centered on beige or black cap, or embroider white

on matching PMS 7475 cap (as shown).

Golf shirts Embroider 2 1/2" wide logo on left chest (Golf shirt 1)

or on left sleeve (Golf shirt 2) using thread matching

PMS 7475, or embroider with white.

A P P A R E L A N D P R O M O

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T-shirt

Cap

Golf shirt 1

Golf shirt 2

The following ads are sized to Standard Advertising Units accepted throughout

the newspaper industry. You may enlarge or reduce (plus or minus 5%

maximum) these reproduction-quality ads to fit specific requirements. Ask

the publication to insert your pricing and dealer information into the ad.

Reproduction art is available by contacting the Marketing Department at

marketingdept@amarr.com.

D E A L E R A D V E R T I S I N G E X A M P L E

D E A L E R I N F O R M A T I O N H E R E

Looks can be deceiving.From a distance, you see wood. Up close, it’s sturdy, durable,

low-maintenance steel. Deception never looked so good.

16' x 7'

$000.00

Two column x 3.625"

16' x 7'

$000.00

Looks can be deceiving.From a distance, you see wood.

Up close, it’s sturdy, durable,

low-maintenance steel.

Deception never looked so good.

One column x 5.375"

D E A L E RI N F O R M A T I O N H E R E 22

The two ads are sample layouts only. Use your selling features

and benefits to create your individual yellow page ad.

Reproduction art is available by contacting the Marketing

Department at marketingdept@amarr.com.

Y E L L O W P A G E S A M P L E A D S

Piedmont Garage DoorsYour Complete Garage Door Company

Sales • Installation • RepairResidential & Commercial

• Your copy here• Your copy here

• Your copy here• Your copy here

000-000-0000Store Hours: M-F, 0:00 - 0:00

www.dealername.com

Serving Area Since 1970 • Visit Our Showroom at 000 Main Street

Quarter page

Dealer NameYour Complete Garage Door Company

Sales • Installation • RepairResidential & Commercial

Serving Area Since 1970Visit Our Showroom at 123 Main Street

336-000-0000Store Hours: 8-5, Mon.- Fri. • 9-1 Sat.

www.dealername.com

Eighth page

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What is a logo?A logo is a legal asset. The logo should always include the registeredtrademark symbol and always appear as outlined in this brandguidelines book.

By always using this representation of the logo, we can achieveconsistency—a legal requirement in maintaining the integrity ofour corporate identity. The small register mark that appears tothe right of the logo says our identity is protected legally againstmisrepresentation. No one can use the logo without the consentof Amarr.

What is a Trademark?Trademarks are valuable assets which provide us with a commercialadvantage over our competition. They must be protected frommisuse or lack of care.

A trademark identifies and distinguishes one company’s goodsand services from those manufactured or sold by others.

A common synonym for trademark is brand name. Trademarksare not confined to names or words. The design, color, shape,and appearance of its materials can all serve as trademarks.

Guidelines for Proper Trademark UseIf a trademark is not properly used, the owner may lose theexclusive right to use the mark. Improper use includes allowingthe mark to become the actual name of the product rather than

a specific brand of a product. Examples of “lost” trademarks thatbecame generic through improper use include familiar nameslike Aspirin, Corn Flakes, Kleenex, Band Aid, and Scotch Tape.

Use of a mark with a productTo prevent a trademark from becoming a generic name of theproduct, use the generic term with the trademark, e.g. AMARRgarage doors. Consistent reference to the generic term helps tomaintain the consumer’s awareness that the trademark is not thecommon name for that product.

Use of the Trademark in TextCall out the trademark from other surrounding text. You canbring attention to the trademark in a number of ways, including:• Large type, all caps or initial caps• Quotation marks• Different colors• Distinctive lettering• Use of the word “brand”

“TM” mark for Unregistered (Common Law) MarksThe initials ™ are a recognized abbreviation for trademark.The ™ symbol (placed after the mark) advises the term isclaimed as a trademark. Example: DecraGlass™. An alternativeto the ™ is an asterisk with a legend (trademark credit line) atthe bottom of the text. Contact marketingdept@amarr.comshould you have questions.

L E G A L

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Registration NoticesRegistration of a mark in the United States Patent and TrademarkOffice may be indicated by one of the following statutory notices:• ®• Reg. U.S. Pat. & TM Off.• Registered in U.S. Patent and Trademark Office

Should you notice someone using Amarr’s trademarks, report itpromptly to the Marketing Department.

Registration and trademark symbols can only be used afterthe registration has been issued. Should you notice someoneusing Amarr’s trademarks, report it promptly to the MarketingDepartment.

Use the ® for these products:• Amarr®

• WindPro®

• DuraSafe®

• WeatherGuard®

• Amarr Classica Collection®

• Classica Collection®

• Bob Timberlake®

• Jeld-Wen®

Use the ™ for these products:• Biltmore™ For Your Home• DecraGlass™

• DecraTrim™

• Heritage™

• Stratford™

L E G A L

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