Honeywell Brand Strategy and Visual Identity System

Training Session

Fall 2011

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Agenda

• The Power of Brand

• The Honeywell Brand Strategy

• Brand Architecture

• Brand Management

• Brand Ambassadors

• Additional Resources

• Questions

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The Power of Brand

• Brand = Total Honeywell Experience- Foundation of corporate image and reputation

- Instills sense of pride in employees and attracts new talent

- Attracts new customers and retains existing ones

- Communities welcome companies with positive brands

- Investors reward those with respected brands

• Brand is how people think/feel/respond when they hear or see Honeywell

Brand = Total Honeywell Experience

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Our Brand Promise

We are building a world that’s safer and more secure...

More comfortable and energy efficient…

More innovative and productive.

We are Honeywell.

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The Honeywell Brand Strategy

• Modified Master Brand Strategy- Nearly 250 non-Honeywell brands existed in 2003

� $4.6 Billion in Revenue

- 200+ brands transitioned under Honeywell Master Brand

� Brand logos eliminated

- Created unified communications media to ensure consistent theme, style and appearance across corporation

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Brand Architecture

• Honeywell supports a variety of sub-brands, product brands and services brands

• Standalone Brands

• Endorsed Brands

– Co-branded with the Honeywell name

Aftermarket Only

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Brand Management

• Honeywell’s name and logotype are valuable assets and the most visible symbols of our company. By using them correctly, we continue to build and protect Honeywell’s master brand- Standardizing Honeywell’s collateral helps our customers

recognize and focus on our brand

- A well-executed Identity System unifies Honeywell’s diverse businesses

- Aligning internal standards with other Honeywell strategies, initiatives and programs builds and strengthens the connection between Honeywell and its employees

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The Honeywell Logo

• Logotype Integrity- Never alter the logo in any way

� No drop shadows, Word Art distortion or stylized treatments

- Don’t attempt to recreate the logo with a standard typeface

� The Honeywell logotype is a custom piece of artwork that cannot be replicated with individual font characters

- Never use the logotype in a sentence, headline or as part of a phrase

� Instead, use the word “Honeywell” in the same font as the other words in the sentence, headline or phrase

- Always reproduce the logo in Honeywell Red

� Black may be used in a one-color documents

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The Honeywell Logo

• There are only three approved ways to use the Honeywell logotype- Freestanding logotype

- Logotype with rule

- Logotype in bar

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Freestanding Logotype

• Freestanding Logotype Standards- A clear zone, known as the control field, must always

surround the freestanding logotype

- No graphic elements of any kind should intrude into this field

- The width of the control field is determined by a measure equal to the height of the capital H in any size of logotype used

- The freestanding logo can be placed anywhere on a document, as long as the control field is unobstructed

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Logotype with Rule

• Logotype With Rule Standards- Graphics and type must be at least an H-height distance

from the rule and Honeywell logotype. An H-height is defined as the height of the "H" in the Honeywell logotype.

- “Honeywell” should always be right justified

- Photos, illustration and color may not join directly with the rule

Control Field

or Clear Zone

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Logotype in Bar

• Logotype In Bar Standards- The bar must be reproduced in Honeywell Red

� Black may be used in one-color materials only

� The logotype in bar is always positioned at the top of the page

- The logotype within the bar must be reversed in white only

� Honeywell logo should always be right justified

� No other text should be placed in the red bar

- A "clear zone" (or control field) equal to the height of the "H" in Honeywell must be maintained from the bottom of the bar in all circumstances

� No headlines, product or business unit names, or other copy may intrude on this clear zone

� Photographs and background colors may adjoin bottom of bar

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Honeywell Nomenclature

• Legal name - Honeywell International Inc.

� No comma after the word "International”

� Full company name is used only where specifically required in contracts and other legal documents

� In normal day-to-day written and verbal communications, the company should be referred to simply as "Honeywell”

• Business Units and Business Enterprises- May be referred to as a "business unit," "business" or

"operation"

� Honeywell does not use the terms "division" or "sector”

� "Honeywell" is part of some business unit names. Do not attach the name "Honeywell" to business units where it is not a formal part of the name

� Spell out name in first reference. May be abbreviated in subsequent references, using approved abbreviations

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Honeywell Nomenclature

• Product names- Naming conventions - Preferred method

� Honeywell + Generic Product Name

• Example - Honeywell Extranet Data Manager

- When it is necessary to specify a product or service brand, family or model in addition to the generic product name

� Honeywell + Brand/Family/Model + Generic Product Name

• Example - Honeywell Aclar Barrier Film

• Example - Honeywell Bendix/King RDR 2100

- Product name on packaging and trade show graphics will be in Helvetica. The font may be bolded, but not italicized.

� Exceptions may be made for retail products

- The Honeywell logo may not be used in the product name

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Global Arc

• The Global Arc is a graphic element used to unify Honeywell communications- Unique look is instantly recognized as Honeywell

- Used to structure layout and help integrate photos in multiple mediums

� Gives all Honeywell images a proprietary cropping

- Reinforces Honeywell’s global perspective and unique vantage point

ADVERTISING LITERATURE TRADE SHOW

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Global Arc

• Standards for Global Arc- Horizontal orientation (never vertical)

- Bleeds off left and right margins

- Images always cropped above the arc

- Headlines and copy below the arc

- Arc height is adjustable

A4 Layouts

8.5x11 Layouts

Image Area

No Text

This line is the Global Arc

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Color Palettes

• Primary Color Palette • Additional Color Palettes

Secondary

Palette

Tertiary

Palette

Matches

UWS palette

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Typography

• Type is a powerful brand tool- Creates a consistent and credible brand style

• Helvetica has been chosen as Honeywell’s collateral font- For simplicity, we only use select weights of Helvetica

- For internal presentations Arial may substituted

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Marketing Materials

• What has changed?- Advertising

- Literature

� Brochures

� Price Books/Catalogs

� Recruitment collateral

� Technical/Informational documents

- Trade show graphics

- Product packaging

- Promotional items

- Vehicle identification

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Advertising

• Advertising Standards- Across the entire corporation, Honeywell advertising now

has a common look and feel

- Trade advertising can be developed in partnership with D Prime agency

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Literature

• Literature Standards- Features Global Arc on front cover

- Detailed specifications and easy-to-use templates will provide a consistent look to all Honeywell literature

� A PDF of specifications and various Quark templates can be downloaded from the Brand Management Website

- Design options work well in brochure racks

Back Cover

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Recruitment Collateral

• Recruitment Collateral Standards- All recruitment collateral will follow the same format as

external marketing pieces, including:

� Advertising

� Billboards

� Brochures

� Direct mail pieces

� Folders

� Posters

� Trade show graphics

� Web applications

See Details on Brand Management Website

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Trade Show Graphics

• Trade Show Graphic Standards- Trade show graphics utilize the Global Arc

- Minimum copy used on trade show graphics

� Use high-impact photographs in image area

- To unify the trade show exhibit or stand, electronic presentations mirror printed trade show graphics

- Specifications and templates can be download from the Brand Management website

30”X 40”

VERTICAL

40”X 60”

HORIZONTAL

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Brand Compliance

• Review For Brand Compliance- To ensure brand compliance, Honeywell has enlisted

D Prime, our advertising agency to review new collateral pieces

- Compliance requirements and instruction are posted on the Brand Management website

� Adjust timelines to accommodate compliance review

• D Prime will be available on an on-going basis to answer questions about the new standards- D Prime is not responsible for proofreading content

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Product Packaging

• Product Packaging Standards- New standards are flexible enough to meet requirements of

various business units and wide variety of products

- Honeywell logo prominent on packaging

- New product naming convention must be followed

- Some exceptions may be made for consumer retail channels

See Details on Brand Management Website

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Promotional Items

• Promotional Items Standards (Internal and External)- Promotional items (giveaways) should be customized with

the Honeywell logotype ONLY

� Use red freestanding logotype, if color is an option. Black, if it is not.

� All rules regarding the Honeywell logotype must be followed

- No other logo or icon is permitted

- Apparel items may have additional customization, the product or product family name may be used as a second imprint in another area. No logos are permitted.

� The second imprint:

• Must not interfere with control field of the Honeywell logotype

• Must be in Helvetica font, preferably in black

• Must not be larger than the Honeywell logotype

• Should be a product or product family names, preferably not an event, team name or business unit

- Promotional items compliant with Identity Standards may be ordered from Corporate Express

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Vehicle Identification

• Vehicle Identification Standards- New standards are in place for company owned vehicles

- Only approved business names may be used

- www.honeywell.com URL will appear on all vehicles

• See the Brand Management website for details

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Internal Communications

• What has changed?- Internal logos

- Naming guidelines

- PowerPoint

- Organization Announcements

- Internal newsletters

- Internal posters

- E-mail guidelines

- Business cards/stationery

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Internal Logos

• No new logos, graphic symbols or other graphic element for business units, departments, initiatives, programs, teams, internal campaigns or presentations will be allowed- Honeywell does not anticipate granting further exceptions to

the graphic symbols and logos standards

• Why?- Logos compete for attention and detract from the Honeywell

logotype, which is our company’s primary identifier

- Developing and reproducing internal logos consumes valuable company resources

- The proliferation of a large number of unrelated logos create a disjointed image and runs counter to the sense of brand unity

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Internal Logos

• What is a logo?

An identifying symbol, statement, graphic element, or words written in a stylized font that defines a product, service, place or organization.

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Naming Standards

• Naming Standards- Always remember the name “Honeywell” is the primary

identifier for Honeywell Master Brand organizations and programs

- Choose organization and program names that:

� Are simple, clear and descriptive

� Reflect the audience and describe the program or entity

� Will be meaningful to the intended global audience

- Don’t use the word “Honeywell” as part of an internal name except when:

� It’s necessary to avoid confusion with an external entity or program with a similar name

• Honeywell Travel Services

• Honeywell Help Desk

� The possessive form “Honeywell’s” will work equally well, such as “Honeywell’s Service Award Program,” “Honeywell’s Five Initiatives,”or “Honeywell’s Annual Operating Plan”

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Naming Guidelines

- Avoid acronyms and other abbreviations

� They are often vague and confusing

� Never choose a name just because it produces an appealing abbreviation or acronym

- Don’t invent words or phrases, use poor grammar or unconventional capitalization

- Don’t brand internal programs or entities with unique names

Choose Simple, Descriptive Names

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PowerPoint

• PowerPoint Standards- The Honeywell logotype with red rule appears on the top of

each interior slide

- Standard white background make data easy to read

- Use the correct font (Arial) and the correct font size for each line of copy or level of bullets

- 2-up and 4-up templates use smaller fonts

- Do not resize font to include more text

- The optional "Walk-Away Message" may be used at the bottom of each slide

- The Walk-Away-Message may be white text in a red box or simply red text

- Include “Honeywell Confidential” notice when necessary

- Additional PowerPoint templates are available for satellite broadcast and rear screen projection

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PowerPoint

• Template Examples

4-Up Example Slide

2-Up Example Slide

Standard

Text Slide

Cover Slide

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Organization Announcements

• Organization Announcements - Template available for download

- For organization announcements sent via e-mail, use the printed template without the red bar header attached

- Review all announcements with the appropriate Human Resources and Internal Communications staff members before sending

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Internal Newsletters

• Internal Newsletters Standards- Standardization ensures global consistency company-wide

- Standards allows flexibility to create publications that further business objectives and meet employee audience needs

- Customizable templates in SBG-specific color

Corporate - GBS - Multi-Business Newsletters

Aerospace

Automation and Control Solutions

Performance Materials and Technologies

Transportation Systems

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Internal Newsletters

• Internal Newsletters Standards- Titles to be short and descriptive

- Honeywell-standard newsletter nameplate at the top of the newsletter’s front page� Nameplate template can be downloaded and customized with an

approved SBG color and an appropriate image• Templates are available in Microsoft PowerPoint and Quark. An Adobe

PhotoShop file and HTML version are also available

� No other logos, typefaces or stylized fonts may be used

� Editors determine body copy layout of the newsletter• No clip art

� Copyrighted material may not be used without the permission of the copyright holder

� All newsletters must carry the following footer language:

© (Year). All rights reserved. (Newsletter name) is produced for internal use only and not for distribution outside the company

- Contact Internal Communications leader for guidance and approval

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Internal Posters

• Internal Poster Standards- Posters for Honeywell bulletin boards should be simple,

easy to read and understand, and consistent in appearance, style and tone with other internal communications materials

- Poster templates available in Microsoft PowerPoint

� Available in 2 sizes, and both, vertical and horizontal

� Posters are color-code on the bottom by SBG

Aerospace

Automation and Control Solutions

Transportation Systems

Corporate

Performance Materials and Technologies

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Internal Posters

• General guidelines for Honeywell posters- Keep posters simple, clear and informative

- Use photos that will attract attention

� No clip art

- Use large type and a minimum amount of copy – refer people to other sources of information for details

- Avoid jargon and abbreviations

- Include only the most essential information to support the ideas and messages being communicated

- Use approved company typefaces, design standards and templates

Keep Posters Simple, Easy To Read

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E-mail Guidelines

• E-mail signatures should be professional- Avoid using graphic elements

- Honeywell logotype should not be used

- Do not use personal sayings, icons or quotations

- No effort should be made to emulate the Honeywell logo with a similar font or presentation

- No effort should be made to recreate the Honeywell with red bar or Honeywell with rule

Honeywell

Joe FordManager of Production Line 17Honeywell AerospaceOffice: (602) 555-1234

"Live Long and Prosper"

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E-mail Guidelines

Manager of Visual Arts CommunicationsHoneywell Aerospace21111 N. 19th Avenue (M/S V17A5)Phoenix AZ 85027Phone - 602.436.2224Cell - 602.321.0437Fax - 602.436.1439nancy.ramm@honeywell.com

Nancy Ramm Name is bold,

one point size larger

than the rest of the

signature.

Arial font used

for custom signatures.

Choice of color is up to you.

• Example of e-mail signature

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Business Cards

• Business Card Standards- Business name on right side will be an SBG or SBU name

� Exception- Performance Materials and Technologies employees may use their SBE name

- Three lines of text will be allowed under employee’s name

� This area may be used for employee’s title, business unit, awards or product line affiliation

- No logos are allowed except Standalone or Endorsed Brands

- Please use existing stock before reordering

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Business Cards (Branded)

• Branded Business Cards- Honeywell logotype and rule must be in Honeywell Red

- Standalone or Endorsed Brand logo and all other type on the card in black

- Employees supporting multiple Standalone or Endorsed Brands may add additional logos on back of card

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Stationery

• Stationery Standards- Logos are no longer permitted on standard stationery

- Only SBG and SBU names may be used

� Exception- Performance Materials and Technologies employees may use their SBE name

- Do not use electronic stationery templates

• Branded Stationery- Letterhead - may include one Standalone Brand or Endorsed

Brand logo below the Honeywell logo (with red rule) treatment and above the return address

� Single-brand letterhead will use the brand logo in its standard color, with the exception of the Prestone logo, which will be reproduced in black

� Multi-brand letterhead, with the brand logos at the bottom of the sheet, may also be ordered, with the brand logos reproduced in blackUse Existing Stock Until Depleted

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Unified Web Strategy

• Web Standards- The Unified Web Strategy (UWS) has defined templates for

external and internal web pages

- The Brand Management website links to the UWS QuickPlace site

- New URL naming standards makes navigating easier

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What Has Not Changed?

• What has not changed?- Faxes

- Forms

- Media releases

- Signage (facility)

- Shipping and mailing

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Brand Ambassadors

• Honeywell’s powerful brand is one of the company’s most valuable assets

• Building and protecting the brand by adhering to our standards is everyone’s job- We are the point of contact, the advocates for change and

the champions of our Honeywell brand

- We are the brand

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Additional Resources

• Brand Management Websitehttp://brand.honeywell.com

• Communication Leads- Aerospace – Mark Stousse 602-365-3859

- Automation & Control Solutions – Dan Joyce 763-954-5599 & David Kersten 763-954-6067

- Performance Materials and Technologies – Michael Bennett 973–455-2753

- Transportation Systems–Joe Toubes 424-221-7523

- Corporate – Michael Bennett 973–455-2753