HomeNet Automotive Visual Identity Guide Official Care and Feeding of the HomeNet Automotive Brand Version 1.2 September 3, 21
Table of Contents HomeNet Automotive s Branding Mission - A letter from Jesse Biter, CEO...2 Purpose of the HomeNet Automotive Visual Identity Guide...3 Official HomeNet Automotive logo files...3 Official One Page HomeNet Automotive Logo Cheat Sheet...4 Proper Use of Color Official colors / Full-color application...5 One-color applications...6 Reverse applications...7 Logo Tolerances Logo Spacing Guidelines...8 Minimum Size Guidelines...8 HomeNet Automotive Logo as an Icon...9 Other logo uses: Powered by..., Certified Partner, etc... 1 Improper Usage of the HomeNet Automotive Logo... 11 HomeNet Automotive Fonts and Typography General Use...12 Guidelines for using Arial in print documents...13 HomeNet Automotive Font Spec Sheet...14 HomeNet Email Signature Generator...15 HomeNet Automotive Visual Identity Guide Revisions...16 HomeNet Automotive Visual Identity Guide page 1
HomeNet Automotive s Branding Mission A letter from Jesse Biter, CEO I m thrilled to officially introduce the new HomeNet Automotive logo, a clean and powerful representation of who we are as a company. You ll notice that we added the word, Automotive to our name, which places us solidly in our market space. The gear shift is a subtle design element, and because the logo is not overly literal or gimmicky we anticipate it to endure without becoming dated. Words that come to mind when I look at this logo are leader, trustworthy, progressive, vibrant, and high tech yet approachable The HomeNet Automotive logo represents who we are as a company; therefore, it must be treated with the greatest respect and care. Our logo must appear in its original and unaltered form at all times in order for our new brand to imprint in people s minds. Contained in this Visual Identity Guide you will find all the ways you are able to use the logo and examples of the ways you may not. When you distort the HomeNet Automotive logo in any way, you are distorting our good name. You weaken our brand, and you create confusion in the marketplace. Worse, you can diminish public perceptions of our professionalism and our own self-regard. The HomeNet Automotive logo looks great small, large, in full color, in one color, or in black and white. There should never be a need to alter it to fit your needs. Should you have a question about our logo or its use, I trust you will allow the professionals in the Creative Services team to provide you with a solution. After all, they re grossly underworked, just sitting there waiting to assist. People, let s give them something to do! Thanks! HomeNet Automotive Visual Identity Guide page 2
Purpose of The HomeNet Automotive Visual Identity Guide Branding our logo and name is increasingly important, and protecting its use to ensure HomeNet Automotive always appears in the best light is essential for our success and longevity. This Visual Identity Guide provides the guidelines for the best use of the HomeNet Automotive logo and brand. Please use only the authorized HomeNet Automotive logo files. Please do not recreate the logo yourself or alter these files in any way. If you find yourself in a situation that this manual does not cover, please consult with HomeNet s Creative Services team to find a solution. Lastly, we ask that you use the HomeNet Automotive logo and our name always for good, not evil, not even in jest. Official HomeNet Automotive Logo files In order to simplify the use of the new logo a central web location has been set up to store all assets related to HomeNet s branding and image: http://www.homenetauto.com/icp Here you will find: Official HomeNet logo files Official IOL Certified Provider logo files Product sales sheets Official logo for use in email signatures Any files or media related to HomeNet s brand HomeNet Automotive Visual Identity Guide page 3
Official One Page HomeNet Automotive Logo Cheat Sheet We understand that much of the information included in this document may be technical and beyond the scope of the everyday user. This Official HomeNet Automotive Logo Cheat Sheet, coupled with the color guide on the following page, should help you successfully answer many questions regarding the use of the HomeNet logo. If you find yourself in a situation that this manual does not cover, please consult with the Creative Services team to find a solution. Don t try to change me Happily Husky We love you for who you are, let s love the HomeNet logo for who it is by keeping it separated from our outside interests. More Detail on page 11 Did you see how TrimSpa panned out for Anna Nicole? Let s not squeeze the HomeNet Automotive logo into a pair of digital skinny jeans. More Detail on page 11 eighths ½ 1 Size Matters Gimmie room to breathe Yes, it matters even in logos. Let s keep everyone satisfied and follow the minimum size requirements. More Detail on page 8 The logo needs a little personal space, but it still wants to be friends. Clear space around the logo is EVERYONE S friend. More Detail on page 8 HomeNet Automotive Visual Identity Guide page 4
Proper use of Color: Official colors / Full-color application The HomeNet Automotive brand color palette has been carefully selected and is comprised of three principal colors (HomeNet Blue, HomeNet Grey, HomeNet Light Green) and one accent color (HomeNet Dark Green). To ensure the unified look that is so vital to a strong brand identity, it is important to reproduce the colors in the HomeNet Automotive palette as accurately as possible in all print and digital media applications. Please refer to the corresponding PANTONE, RGB, CMYK and Hex Code color-matching formulas provided here. HomeNet Blue PMS 2935 1 5 Hex #71BC 114 188 HomeNet Grey PMS 418 5 2 75 Hex #5D654 93 96 84 HomeNet Light Green PMS 376 5 1 Hex #8DC63F 141 198 63 HomeNet Dark Green PMS 356 95 1 27 Hex #853F 133 63 PANTONE is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. HomeNet Automotive Visual Identity Guide page 5
Proper use of Color: One-color applications While the full-color HomeNet Automotive logo is preferred for use in most cases, a one-color version may be more appropriate for certain applications. Shown are the acceptable one-color applications in which the logo may appear (on white or a light colored background): PMS 2935 Hex #71BC HomeNet Blue 1 5 114 188 PMS 418 Hex #5D654 HomeNet Grey 5 2 75 93 96 84 PMS Black 6 Hex # (Rich) Black 6 4 4 1 PANTONE is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. HomeNet Automotive Visual Identity Guide page 6
Proper use of Color: Reverse applications In circumstances in which the HomeNet Automotive logo is placed on a field of color (such as HomeNet Blue, HomeNet Grey, HomeNet Light Green, or Black as shown) use the logo in white, reversed out of the background. Shown are the acceptable one-color reverse applications in which the logo may appear. Be aware of background on which the logo is placed, avoid distracting colors or patterns in order to optimize legibility. To ensure clarity of the logo, DO NOT use two colors when reversing the HomeNet Automotove Logo (example HomeNet Blue over HomeNet Grey). PMS 2935 Hex #71BC HomeNet Blue 1 5 114 188 PMS 418 Hex #5D654 HomeNet Grey 5 2 75 93 96 84 HomeNet Light Green PMS 376 Hex #8DC63F 5 1 141 198 63 PMS Black 6 Hex # (Rich) Black 6 4 4 1 PANTONE is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards; use PANTONE chips for accurate color matching. HomeNet Automotive Visual Identity Guide page 7
Logo Tolerances: Logo Spacing Guidelines To ensure that the HomeNet Automotive logo maintains distinction from all other graphic elements, no type, symbols, or marks of any kind should intrude in the clear space area indicated. The clear space area is proportionate to the size of logo and is derived from the height and width of the letter e used in the logo. A minimum clear space of one e on each side of the logo will contribute to the legibility of the HomeNet Automotive logo. In most cases, the HomeNet logo will be supplied by the Creative Services Team with the necessary clear space included. Logo Tolerances: Minimum Size Guidelines To ensure maximum legibility and impact of the HomeNet Automotive logo in all situations, it should not appear at any sizes smaller than those indicated below. 1 5 15 eighths ½ Pixels 1 Printed Materials Minimum 1 inch wide (minimum 2 DPI) Approximately 1.21 inches wide total including necessary clear space Digital Media Minimum 15 pixels wide. For ease of use this size specification INCLUDES the clear space shown above. HomeNet Automotive Visual Identity Guide page 8
HomeNet Automotive logo as an Icon The strength of the HomeNet Automotive Logo is derived from the sum of it s parts. While it may seem like an obvious solution to separate the circle H from the HomeNet Automotive logo it is not prudent to rely on any single portion of the logo. The circle H is not a distinct mark, and should NOT be used to identify HomeNet Automotive in the marketplace. There are instances where it is acceptable to separate the circle H from the HomeNet Automotive logo. They are as follows: X HomeNet Inc. HMS webiol 2. ht http://www.homenetinc.com/ biol For identifying HomeNet Automotive in an instance when a square format is the ONLY available option. Examples: an internet favicon. (However, the IOL buzzsaw favicon should be used whenever it is appropriate.), HomeNet Automotive s Facebook page icon. As a textural background element. It is recommended to drop the color from the circle H and use a thin weight line to build the texture. Examples: backgrounds of web pages, Power Points, printed materials, etc. The created textured pattern should not interfere with the clarity or message of the piece HomeNet Automotive Visual Identity Guide page 9
Other logo uses: Powered by..., Certified Partner, etc. Download the Official IOL Certified Provider logos for all of your marketing. http://www.homenetauto.com/icp Use the HomeNet Automotive logo and HomeNet s name always for good, not evil, not even in jest. Please use only the authorized HomeNet Automotive logo files found below. Please do not recreate any logos yourself or alter these files in any way. If you need a logo that is different from what is provided here, please contact your HomeNet Representative to find a solution. HomeNet Automotive Visual Identity Guide page 1
Improper Usage of the HomeNet Automotive Logo Do not use the logo in any color combination other than those approved in this style guide. Do not substitute other typefaces or letterforms in the logo. Do not skew, stretch or distort the logo. Do not create your own version of the logo. Use the official HomeNet Automotive logo files. Do not combine elements of other logos or brands with the HomeNet Automotive logo. (see page 1) Do not crowd the logo with other graphic elements, type, symbols, or marks. (see page 11) Do not apply a drop shadow or any other additional styling to the logo. Do not position the logo upside down. Do not use the circle H on its own, or as an icon, to identify HomeNet Automotive in the marketplace. (see page 9 for exceptions) Do not alter the size or positioning relationship between the type and elements of the mark. Do not place the full color logo over a dark background. (see page 7) Do not place the logo over a distracting background. HomeNet Automotive Visual Identity Guide page 11
HomeNet Automotive Fonts and Typography: General Use Typography can be employed in such a way as to give HomeNet Automotive communications a uniform graphic style that contributes to shaping our brand identity. To achieve this aim, the sans-serif typeface Arial has been selected as HomeNet s primary font. Arial is a universal font and is installed on most of computers using the Windows and Mac operating systems. Based on information from www.codestyle.org, as of February 21, 99.22% of Windows systems and 97.46% of Mac Systems have Arial installed. Arial is also a typeface family comprising standard Arial (Arial Std) and variants, including Arial Black, Bold, Extra Bold, Condensed, Italic, Light, Medium, Monospaced, Narrow, and Rounded. Please avoid using Arial Extra Bold or Arial Rounded in any HomeNet Automotive printed documents or digital media. Due to the simplified character set provided with the Arial typeface, the Open Type typeface family Univers is also used in HomeNet Automotive s marketing. Univers was designed as a full system of fonts with a wide range of weights and allows more options for our marketing materials. Arial: The Details Arial is a sans-serif typeface designed in 1982 by Robin Nicholas and Patricia Saunders for Monotype Typography. The typeface has seen widespread distribution with Microsoft Windows OS and software applications, Apple Mac OS X, and many PostScript computer printers. Though nearly identical to Linotype Helvetica in both proportion and weight, the design of Arial is actually a variation of Monotype Grotesque. Subtle changes and variations were made to both the letterforms and the spacing between characters in order to make Arial more readable on screen and at various resolutions. Univers is not recommended for use in standard HomeNet Automotive documents as its use is less widespread than Arial. HomeNet Automotive Visual Identity Guide page 12
Guidelines for using Arial in print documents To best utilize the Arial typeface please observe the following guidelines. Templates for Microsoft Office will be available soon. Use HomeNet Grey as the default font color. To soften the weight of Arial and to more closely match the HomeNet Automotive brand,use HomeNet Grey (93 96 84) the primary font color rather than black. HomeNet Automotive Visual Identity Guide page 13
HomeNet Automotive Font Spec Sheet Arial is the primary typeface for use in HomeNet Automotive printed documents and digital media. The Univers typeface is primarily used in HomeNet Automotive marketing efforts. Univers is not recommended for use in standard HomeNet documents as its use is less widespread than Arial. Arial Regular 12 pt 123456789!@#$%&*()+<>?{}[] Univers 55 Roman 12 pt 123456789!@#$%&*()+<>?{}[] Arial Italic 12 pt 123456789!@#$%&*()+<>?{}[] Univers 55 Oblique 12 pt 123456789!@#$%&*()+<>?{}[] Arial Bold 12 pt 123456789!@#$%&*()+<>?{}[] Univers 65 Bold 12 pt 123456789!@#$%&*()+<>?{}[] Arial Bold Italic 12 pt 123456789!@#$%&*()+<>?{}[] Univers 65 Bold Oblique 12 pt 123456789!@#$%&*()+<>?{}[] Univers 57 Condensed 12 pt 123456789!@#$%&*()+<>?{}[] Univers 67 Bold Condensed 12 pt 123456789!@#$%&*()+<>?{}[] HomeNet Automotive Visual Identity Guide page 14
Promoting IOL Certified Provider status in email signatures The strength of the HomeNet Automotive identity is reinforced each time a customer sees our brand. Since email is a primary communication tool for HomeNet and it s partners, we have carefully designed a version of the logo to be used in email signatures. If you chose to promote your status as an IOL Certified Provider in your email signature, please use only the approved logo provided on this page. http://www.homenetauto.com/icp/email_sig.html Contact your HomeNet Representative with any questions regarding promoting your status as an IOL Certified Provider in your email signature. HomeNet Automotive Visual Identity Guide page 15
HomeNet Automotive Visual Identity Guide Revisions Version Released Notes v1.2 21.9.28 Separate version created for partners and certified providers. v1.1 21.2.23 Updated with location of HomeNet Logo Files. Company typeface changed to Arial, font section updated to reflect this change. Information on email signature generator added. v1.* 29.11.3 First working draft of Visual Identity Guide. Page 9 (Other logo uses: Powered by..., Certified Partner, etc.) intentionally left blank, design of supporting logos to be determined. *Not released to public HomeNet Automotive Visual Identity Guide page 16