brand style guide - hartmann&forbes · typography unifies a brand, projecting a confident,...

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

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

U N D E R S TA N D I N G T H E B R A N D

1 What is a brand?

1 Why are guidelines needed?

1 Who should use these guidelines?

1 How should they be used?

1 Brand usage review

1 Who can I contact with questions?

W O R D M A R K S Y S T E M

2 Identifiers

3 Standard configuration

4 Minimum size & clear space

5 Colors & backgrounds

6 Usage

G R A P H I C S TA N D A R D S

7 Color palette

8 Typography

L E G A L R E Q U I R E M E N T S

9 Registered trademark

9 Trademark

9 Copyright

B R A N D I N G E L E M E N T S

10 Photography requirements

E X T E R N A L | 0 8 . 2 0 1 4

H A R T M A N N & F O R B E S | 1

U N D E R S T A N D I N G T H E B R A N D

W H AT I S A B R A N D ?

To put it simply, a brand represents who a company is and what it stands for. Ultimately,

it helps shape attitudes and behaviors toward the company and sustains loyalty.

To achieve a strong corporate identity, it is important to coordinate our entire array

of communication tools to create a distinct image.

These tools include

· Wordmarks

· Identifiers

· Corporate color palette

· Typography treatments

· Trademark & copyright guidelines

· Media platforms we use to communicate our message

· Photography

W H Y A R E G U I D E L I N E S N E E D E D ?

The most important aspect to making an impactful message is being consistent. These

guidelines exist to ensure that the Hartmann&Forbes brand is communicated consistently.

W H O S H O U L D U S E T H E S E G U I D E L I N E S ?

These guidelines are for showroom partners as well as designers and workrooms that

want to use Hartmann&Forbes’ materials in their collateral.

H OW S H O U L D T H E G U I D E L I N E S B E U S E D ?

This is a guide to the basics that should be followed exactly and completely. The goal is

not to limit creativity, but to provide direction that will create a consistent message and

presence to the industry.

B R A N D U S A G E R E V I E W

Any usage of Hartmann&Forbes’ wordmark, images, copy, identifiers or other brand

elements must be approved by Hartmann&Forbes prior to release. Please submit a

copy of planned use to [email protected]

W H O C A N I C O N TA C T W I T H Q U E S T I O N S ?

Email: [email protected]


S H O R T & L O N G I D E N T I F I E R S

The Hartmann&Forbes’ identifiers are used to reinforce the brand position. The identifier

is not used when it is clear that Hartmann&Forbes sells natural windowcoverings,

wallcoverings or textiles based on context, imagery and/or content. If it is not explicit

based on context, imagery and/or content, an identifier should be used. The long identifier

is preferred when space allows.

S H O R T I D E N T I F I E R

W O R D M A R KIDENTIFIERS

L O N G I D E N T I F I E R


S M A L L ®

Use our small ® wordmark

whenever the size is 2½"

or larger.

File name: HF-wordmark-

wrmgray11C-registered.ai

L A R G E ®

Use our large ® wordmark

whenever the size is less

than 2½.”

File name: HF-wordmark-

wrmgray11C-reg-larger.ai

To ensure visual impact and preserve the integrity of the Hartmann&Forbes wordmark,

any deviation from the established standard usage is prohibited. The wordmark resonates

with designers, architects and specifiers and we must not diminish that equity.

This is our current wordmark and should replace all uses of pervious versions.

The ® is included in the electronic artwork file provided by Hartmann&Forbes.

W O R D M A R KSTANDARD CONFIGURATION


W O R D M A R KMINIMUM SIZE & CLEAR SPACE

Minimum size is 1½" wide

S I Z E R E Q U I R E M E N T S

To ensure legibility of the

wordmark, a minimum size

has been determined.

S M A L L ®

Use our small ® wordmark

whenever the size is 2½"

or larger.

L A R G E ®

Use our large ® wordmark

whenever the size is less

than 2½."

C L E A R S PA C E

Clear space is the area

surrounding the wordmark

and must be kept free of

text and all other graphic

elements. The height

of the “H” serves as a

measurement for minimum

clear space requirements.

2½"

2¼"


C O L O R S

Approved color variations.

W O R D M A R KCOLORS & BACKGROUNDS

U N A C C E P TA B L E B A C K G R O U N D S

Don’t place the wordmark on a background that provides insufficient contrast,

is busy or on a color that is not specified in the color palette.

A C C E P TA B L E B A C K G R O U N D S

The wordmark may be placed on a solid color background if the color is part of

the Hartmann&Forbes palette or over a beauty product or room life-style photo

that allows for contrast. Please use judgement so that the wordmark is easily read.

Pantone Warm Gray 11C wordmark on a light textured background (preferred wordmark color)

Reversed wordmark on a dark textured background (preferred wordmark color)

Insufficient Contrast Overly Busy

Not in the color palette

Pantone Warm Gray 11C (preferred color) Black

Reverse to White

Reversed wordmark on Pantone Warm Gray 11C(preferred background color)

Reversed wordmark on Pantone Warm Gray 6C


W O R D M A R KUSAGE

W O R D M A R K U S A G E

Correct use of the Hartmann&Forbes wordmark protects the Hartmann&Forbes brand

and identity. The Hartmann&Forbes wordmark should not be altered in any way and this

should be considered when placing it in a design or layout. These rules apply to the

wordmark and identifiers.

U N A C C E P TA B L E U S A G E

1. Do not crop the wordmark. Use caution when placing and make sure that unintentional cropping doesn’t occur

2. Do not distort, extend, skew, manipulate or redraw in any way

3. Do not substitute different typefaces for the wordmark

4. Do not change the wordmark colors

5. Do not use a file format other than a transparent background when placing the signature on a colored background

6. Do not customize the identifiers or fonts. Use only supplied files

7. Do not disregard minimum size and clear space specifications

8. Do not screen the wordmark

1 2

3 HARTMANN&FORBES 4

5 6

7

1.5"

handcrafted natural windowcoverings

8


Pantone Warm Gray 11CCMYK 26, 36, 38, 68RGB 110, 98, 89 Hex Code 6e6259

BlackPantone Warm Gray 6CCMYK 14, 19, 21, 39RGB 165, 156, 148 Hex Code a59c94

Brown is the foundation of the color palette

Black is used as an accent or alternate color

Gray may be used as a secondary color

C O L O R S

Building a strong color association with the Hartmann&Forbes brand is critical to

strengthening brand awareness. Used consistently over time, color helps enhance

communications, making the brand even more recognizable to our audience.

Below are the primary colors that represent Hartmann&Forbes. Pantone colors

and color formulas have been provided. Screens of these colors are acceptable.

G R A P H I C S T A N D A R D SCOLOR PALETTE


W R I T I N G O U T “ H A R T M A N N & FO R B E S ”

When embedding the Hartmann&Forbes name in copy, do not use spaces around the “&”

(It is incorrect to write Hartmann & Forbes). When the Hartmann&Forbes name is used in

body copy, use initial caps. When HARTMANN&FORBES is used in a header, sub-header or

in bolded copy, use all caps. Never shorten or abbreviate the name (i.e. H&F or HF).

T Y P E

Typography unifies a brand, projecting a confident, credible and consistent appearance.

The approved Hartmann&Forbes typefaces are the Helvetica Neue LT Std family and the

Archer family for print based communications. The Verdana family is used for web based

communications. They were selected for their readability and compatibility with each

other. They are straightforward, clean, modern and direct.

Helvetica Neue LT Std has a large family and those listed below are approved for use. It’s

important to apply our corporate typefaces to our brand in their original format to ensure

consistency. They should not be manually extended, condensed or skewed in any way.

P R I N T

Helvetica Neue LT Std | Thin Extended

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz1234567890

Helvetica Neue LT Std | Light Extended

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz1234567890

Archer | Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijk lmnopqrstuvwxyz1234567890

Archer | Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

W E B

Verdana

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

G R A P H I C S T A N D A R D STYPOGRAPHY


R E G I S T E R E D T R A D E M A R K

Hartmann&Forbes has legally registered collection/brand names with the US Trademark

office. The first use of the following terms within a document should always

be followed with the ®.

Copyright the following

· Hartmann&Forbes (note: the wordmark is designed with the ®, so it does not need to be duplicated elsewhere)

· Recrafting®

· Papyrusweave®

T R A D E M A R K

Hartmann&Forbes has legally applied for registration for Safety by design™ with the U.S.

Trademark office. The first use of the following term within a document should always be

followed with the TM.

C O P Y R I G H T

A copyright should be included on any printed document. When space does not allow

for the extended copyright, the shortened copyright may be substituted.

Shortened Copyright

©YEAR HARTMANN&FORBES, INC.

Extended Copyright

©YEAR HARTMANN&FORBES, INC. all rights reserved. All design information, samples

photographs, text graphics, layout, weave and shade names and other materials

included in document are protected as the proprietary intellectual property of

HARTMANN&FORBES, INC. Reproduction, adaptation or duplication, in whole or in

part, is prohibited except by express written permission of HARTMANN&FORBES, INC.

L E G A L R E Q U I R E M E N T STRADEMARK & COPYRIGHT

H A R T M A N N & F O R B E S | 1 0

P H O T O R E S O L U T I O N

It is important that all images used to support the brand be of the highest quality. The

following resolutions are required when using any Hartmann&Forbes image. Anything

that does not meet this requirement will detract from the effectiveness and desired

“feel” of the product. Never increase image size beyond the appropriate resolution.

Printed Images

300 dpi minimum at size used | Digital Images: 72 dpi minimum at size used

P H O T O C R E D I T

Every use of a Hartmann&Forbes image must be accompanied with the following photo

credit: “photo courtesy of Hartmann&Forbes.” Any use of an image without proper credit

is not permitted. Do not infer that a Hartmann&Forbes’ photo is your property.

P H O T O U S A G E

Hartmann&Forbes’ use of photography is central to our image; we rely on the visual

impact of our photography to communicate our product quality. Please observe these

standards when using any Hartmann&Forbes provided photography.

E X A M P L E S O F I M P R O P E R P H O T O G R A P H Y U S E

1. Adhere to the resolution requirements stated above

2. Do not lighten or change the color or transparency of supplied photography

3. In room shots, do not place an element (such as a wordmark or type) over Hartmann&Forbes’ product

4. Our photos have been cropped with purpose; extreme deviation from the original crop is not allowed without approval

5. Do not stretch or distort an image to fit into a specific space

B R A N D I N G E L E M E N T SPHOTOGRAPHY REQUIREMENTS

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