THE ORIGINAL HOME IMPROVEMENT SPECIALISTS SM STANDARDS OF USE GUIDELINES

Transcription

1 THE ORIGINAL HOME IMPROVEMENT SPECIALISTS SM STANDARDS OF USE GUIDELINES

2 LOGO INTRODUCTION The Handyman Connection logo is a marketing communication property owned by Handyman Connection. To strengthen Handyman Connection s presence in the marketplace, every effort must be made to unify our marketing communications so that every impression we make, electronically or in print, is consistent and professional. The Handyman Connection logo design system has been created with many objectives in mind. The custom icon of the house in the circle represents Handyman Connection s core services home improvement and home repair. The icon also creatively and memorably doubles as an H to represent the first letter in Handyman Connection s name. The typeface of the word Handyman, as well as the blue of the logo, essentially remained the same to help retain the equity that was built up in the previous logo. The word CONNECTION was enlarged to help the audience recognize Handyman Connection as one unit and not just see Handyman without seeing the word Connection. The yellow was chosen to enliven the logo and provide a secondary color for graphic emphasis in other communications. The logo elements should NEVER change color, NEVER be distorted and NEVER be used in any way other than the following guidelines allow. To do so would dilute the strength of the Handyman Connection brand image in the marketplace. Any deviation from the Handyman Connection logo must be approved by corporate prior to use in any print or electronic media. Always provide or use a digital file of the logo from the digital masters provided on the digital asset Web site. 2

3 LOGO FORMATS Consistency is one of the most important aspects of brand image maintenance. The Handyman Connection logo shown on this page is the only acceptable format for use in all communications. It is imperative that in all communications the logo be used as shown in these guidelines. Acceptable format 3

4 COLOR USAGE Pantone (PMS) colors are the industry standard for color matching. The official colors of Handyman Connection are PMS 123 C and PMS 287 C. Use these reference numbers when specifying color to suppliers and vendors. Handyman Connection spot colors for coated papers COATED PAPERS Whenever possible, Handyman Connection printed materials should be executed on white coated paper stocks. This is the best way to ensure the integrity of PMS 123 C. If you cannot print on coated papers, see below. PMS 123 C PMS 287 C UNCOATED PAPERS PMS 115 U can be substituted for PMS 123 C in marketing communications that require uncoated printing papers. Uncoated printing papers can dramatically change the integrity of PMS colors. PMS 115 U used on white uncoated paper creates an acceptable match to PMS 123 C in most instances. It is common practice for the printer to pre-test stocks and inks to ensure acceptable color matches before executing an entire print run. Handyman Connection spot colors for uncoated papers PMS 115 U PMS 287 U CMYK COLOR EXECUTIONS Occasionally, in offset printed materials, the official Handyman Connection yellow and blue must be built from the standard four-color process palette. PMS 123 C and PMS 287 C are acceptably accurate when created using the formulas shown in the chart to the right. Handyman Connection four color process (CMYK) match PMS 123 C = C CYAN 0% M MAGENTA 24% Y YELLOW 94% K BLACK 0% Whenever possible, use the actual PMS inks (PMS 123 C or PMS 287 C) as spot colors. = C CYAN 100% M MAGENTA 68% Y YELLOW 0% K BLACK 12% PMS 287 C * Due to the printing technique used for this manual, the colors shown here may not be accurate interpretations of the PMS colors and process matches. Please refer to the Pantone Matching System for accuracy. 4

5 COLOR USAGE (continued) The preferred use of the Handyman Connection logo in most applications is in two colors using PMS 123 C and PMS 287 C. See guidelines at right for correct usage on white, blue or yellow backgrounds. Preferred Usage Two-color logo on white background Acceptable Usage Two-color logo on PMS 287 blue background Acceptable Usage Two-color logo on PMS 123 yellow background The Handyman Connection logo will, at times, need to be used in one-color applications. In these cases, ALWAYS use PMS 287 blue and NEVER just use PMS 123 yellow (see page 7 for examples of things not to do with the logo). PMS 287 blue logo on white background White logo on PMS 287 blue background 5

6 BLACK-AND-WHITE USAGE The Handyman Connection logo will also need to be used in black-and-white applications such as newspaper ads. Depending on the application, the logo can run in all black or it can reverse out of white as shown. Black logo on white background White logo on black background 6

7 DO NOT: Unacceptable logo usage DO NOT change the colors of the logo DO NOT change the typeface DO NOT distort the logo by scaling it horizontally or vertically DO NOT add graphics to the logo DO NOT in any way alter the logo other than as described on the previous pages DO NOT create a background repeat of the logo 7

8 TYPEFACES LOGO USE ON PREMIUMS When placing the Handyman Connection logo on premium items such as, T-shirts, hats, pens, mugs, etc., use the chart at right for guidance. We suggest avoiding the use of colors like red, green, purple and orange for premium items unless you find it absolutely necessary. In most of those cases, the logo should be used only in white. Preferred Acceptable option 1 Acceptable option 2 8

9 SUGGESTED FONTS Mac The suggested san serif font for use in current Handyman Connection materials is various weights and styles within the Avenir family. The slab serif font, Geometric Slabserif 703 Extra Bold Condensed, can be used sparingly as a headline/subhead or in numbers. PC Always use the same fonts as Mac where possible. If not possible, use the san serif font family Arial. Most PC s come standard with this font. If needed, Memphis is an alternative to Geometric Slabserif. Avenir Book Avenir Book Oblique Avenir Medium Avenir Medium Oblique Avenir Heavy Avenir Heavy Oblique Avenir Black Avenir Black Oblique Geometric Slabserif 703 Extra Bold Condensed As the Handyman Connection brand evolves, these guidelines will be updated. If you have any questions about the use of the logo and identity, contact Handyman Connection Corporate. 9