1 Brand Standard Guidelines
1 Logo Guidelines As Saladmaster grows in national and global stature, the need to ensure accurate brand presentation becomes critical. The logo and typeface are the foremost visual expression of the brand and form the basis of Saladmaster s brand identity. The logo is a registered trademark of the company. A clear understanding and the correct usage and application of the brand elements will project a consistent image and help trigger an immediate visual association with Saladmaster. It will also effectively communicate an image that reinforces Saladmaster s long-standing reputation for integrity and tradition of excellence. The logo was developed in 1992 and reflects the quality of the brand with it s distinctive customized paint-brush stroke. When used, these guidelines provide specifications for the use of the Saladmaster logo and assist the users of the logo, devices and typeface to comply with internal and external requirements. These guidelines also protect the integrity and durability of Saladmaster s claim to its trademark and when applied, ensure familiarity and relevance among the target market worldwide. These guidelines should be observed when creating all marketing material including print, web, social media, electronic or other special promotional accessories. The success of the brand application requires the utmost commitment from the entire Saladmaster organization.
2 Logo Specifications The Saladmaster logo may appear with or without the We Change Lives tagline. The logo may be used in solid corporate approved colors only. The Saladmaster brand is one word with the first S in upper case followed by all other letters in lower case. When using the logo over a design or pattern, the clearspace logo must be used which is kept free of other graphic devices, type and photographic elements. The clearspace helps maintain the impact and integrity of the logo and ensures consistent, high-quality results. The height of the lowercase is the amount of clear space that should surround the logo with and without tag line. The Saladmaster logo with halo may be used in magazine publications, advertising, and promotional materials as a free standing logo over pictures or solid colors. This logo must be provided by Saladmaster as a PNG file. Standard stationery items (letterhead, envelopes, business cards, etc.) the logotype with rule must be positioned at the top of the page. When smaller logotype with rule is required, the entire logo with rule and tagline should be reduced. The width of the rule must not be altered, remaining at no less than 1/2 point. The rule is to print in alignment with the edge of the bottom front side of the first Saladmaster S. The Saladmaster logo may be represented in any color from the corporate color palette and following the suggested guidelines for use on dark/light colors. (See Saladmaster Logo Color Options on page 5)
3 Exterior Signage The Saladmaster logo may be used as a standalone logo on the exterior or interior of the dealership facility. Or it may be used with your dealership name as described. The dealership name aligns flush left with the first S in the Saladmaster logo. The dealership name must be set in Arial-regular typeface equal to the size of the M height used in the Saladmaster logo. The dealership name must be placed with a clearspace of the height of the lowercase m in the Saladmaster logo. (See illustration for details). If dealership name must wrap to a second line, align second line under first letter of the first line.
4 Entrance and Interior Signage The Saladmaster logo may be used as a standalone logo on the exterior or interior of the dealership facility. Or it may be used with your dealership name as described. The dealership name aligns flush left with the first S in the Saladmaster logo. The dealership name must be set in Arial-regular typeface equal to the size of the M height used in the Saladmaster logo. The dealership name must be placed with a clearspace of the height of the lowercase m in the Saladmaster logo. (See illustration for details). If dealership name must wrap to a second line, align second line under first letter of the first line.
5 Entrance and Interior Signage Independent Authorized Dealer must be set in Arial -regular typeface. Independent Authorized Dealer is 2/3 the width of Saladmaster logo and begins at the mid-point of the logo. 2/3 The same guidelines apply when adding your dealership name to this illustration. The dealership name aligns flush left with the first S in the Saladmaster logo. The dealership name must be placed with a clearspace of the height of the lowercase m in the Saladmaster logo. (See illustration for details). If dealership name must wrap to a second line, align second line under first letter of the first line.
TM 6 Logo Specifications Secondary logo s: Saladmaster Healthy Solutions Ti, and circular Healthy Solutions 316Ti may be used in sales literature where the main focus is on the Saladmaster cookware products rather than programs or promotions. The Healthy Solutions 316Ti circular logo may be used in sales material pertaining to Saladmaster cookware products. Trademark symbol must be included with logos. healthy T I T A N HEALTHY SOLUTIONS I U M S T A I N L E S S S T E E L TM A clear space of.25 inches (0.635cm) must surround the logo. The height of the lowercase is the amount of clear space that should surround the logo with and without tag line. The Life Changers logo is to be used or referred to in the LC Connection newsletter, an ongoing communication tool for staying in touch with the consumer. The font used for the logo is Papyrus. The Trademark symbol must be used with the phrase Life Changers in plain text. A clear space of.25 inches (0.635cm) must surround each logo. The Eco-Friendly logo may be used in sales material that identifies Saladmaster as being committed to environmental responsibility. The Trademark symbol must be included with the logo. A clear space of.25 inches (0.635cm) must surround the logo.
TM 7 Unacceptable logo use Do not change the shape or distort the logo. The entire logo must be positioned appropriately. The Saladmaster logo is one word beginning with one capital letter S. The logo is not to be separated into two words. Salad Master SaladMaster Do not change the proportions of any part of the logo in relations to the other parts. healthy The Trademark symbol must be included within the logo. correct placement Customized Saladmaster brand font is to be used for all branding purposes.
8 Corporate Color Palette Saladmaster has a preferred color palette that is recommended for use in printed materials and web designs. A co-branding application form must be completed with copy of artwork and returned to the Brand Manager - Carolyn Evans - cevans@saladmaster.com PMS & CMYK - 4 COLOR PRINTING PROCESS Color PMS CMYK Mix Plum PMS 222 C-44 M-97 Y-49 K-37 Deep Crimson PMS 484 C-26 M-92 Y-99 K-22 Burnt Orange PMS 159 C-15 M-76 Y-100 K-4 Light Orange PMS 7413 C-12 M-61 Y-100 K-1 Dark Green PMS 363 C-77 M-2 Y-100 K-0 Kelly Green PMS 361 C-77 M-2 Y-100 K-0 Warm Gray PMS WARM GRAY 1C C-11 M-9 Y-12 K-0 Charcoal PMS BLACK 7C C-67 M-63 Y-63 K-57 Web Safe Colors HEX 6A003C HEX 850000 HEX CC5C00 HEX E68739 HEX 006A00 HEX 00A300 HEX E7E3D5 HEX 333333 Saladmaster Logo Color Options When using the Saladmaster logo on printed materials, the logo may be represented in any color from the Corporate Color Palette. See chart for acceptable color option.
9 Sample Typography Guidelines (Preferred Fonts) The use of common type fonts in communication materials further enhances Saladmaster s brand identity. The company has selected five approved typefaces, which should be used in all professionally typeset company materials: Century Schoolbook, Century Gothic, Verdana, Arial and Eurostile. Century Schoolbook - regular Century Gothic - regular Verdana - regular Arial - regular Eurostile - regular Century Schoolbook - italic Century Gothic - italic Verdana Italic Arial - italic Eurostile - bold Century Schoolbook - bold Century Gothic - bold Verdana - bold Arial - bold Century Schoolbook - bold italic Century Gothic - bold italic Verdana - bold italic Arial - bold italic In correspondence, slide presentations and other documents prepared with Microsoft Word, PowerPoint, or other software programs, Century Schoolbook, Century Gothic, Verdana, Arial or Euroestile, should be used. Internet Applications Century Gothic, Verdana, Arial, or Eurostile should be used. Please see the Web Design Standards for specific applications. Packaging Fonts Eurostile - regular Eurostile - bold Life Changers Connection Electronic Newsletter Font Papyrus
10 Web Design Standards Simple sans-serif web safe fonts are used to keep the body of the copy easy to read while bolder and more decorative type would be used for featured elements. Content Header: Century Gothic... Content Header - 18 pt - HEX #333333 Content Header: Century Gothic Bold... Content Header - 18 pt - HEX #333333 Sub Header 2: Verdana... Sub Header 2-14 pt - HEX #455960 Sub Header 2: Verdana Bold... Sub Header 2-14 pt - HEX #455960 Sub Header 3: Verdana... SUB HEADER 3 - ALL CAPS - 12 PT. - HEX #E8739 Sub Header 3: Verdana Bold... SUB HEADER 3 - ALL CAPS - 12 PT. - HEX #E8739 Special Text Areas: Verdana... Text - 11 pt - HEX #000000 Body Copy: Century Gothic... Century Gothic - 12 pt - HEX #000000 Body Copy: Century Gothic... Century Gothic - 12 pt - HEX #000000 To set apart some body copy (either to add emphasis or to decrease emphasis), bold or italics may be used. Saladmaster Product Titles: Eurostile Font... Starter Set HS (Starter Set HS, Completer Set HS, Custom Set HS, Essential Set HS, Select Set HS, Ultimate Set HS, Chef Set HS, Premiums, etc.) Files are located on the Saladmaster website - Dealer Login - Dealer Resources