Wells Fargo Merchandise Brand Standards

Transcription

Wells Fargo Merchandise
Brand Standards
Merchandise Brand Standards
© 2011 Wells Fargo Bank, N.A. All rights reserved. Version 1.5 – 06/03/11. Internal use.
Contents
3Introduction
4 Logo usage for screen printing
5 Logo screen printing examples
6 Logo usage for embroidery
7 Embroidered logo on polo shirts
8 Full color stagecoach icon
9 Cropping the stagecoach
10 Full color stagecoach painting
11 Stagecoach photography
12 1-color stagecoach silhouette
13 Using the secondary color palette and fonts
14 Stagecoach emblem for embroidery, castings and etching
15 Secondary color palette
16 Wells Fargo Gold logo palette
17 Wells Fargo sponsorship branded merchandise
18 Multi-logos on merchandise
19 Co-branded merchandise
20 Do nots
21 Approved vendor list
22 How can we help?
Introduction
These Merchandise Brand Standards have
been created to establish and maintain a
strong, consistent and distinctive brand
image for Wells Fargo.
Inside, you’ll find guidance, tips and
rules to enable you to select and produce
compelling branded merchandise.
These Merchandise Brand Standards will explain and illustrate how
to deliver a clear Wells Fargo branded message to our customers
and team members through merchandise. In these standards, we
explain the essential characteristics of a Wells Fargo brand image,
and provide guidance on selection and the effective use of our logo,
stagecoach icon, stagecoach photography, color, and typography.
We also offer useful information for creating and ordering branded
merchandise.
The selection of appropriate branded merchandise brings our brand
and our offerings to life for our customers and our team members. We
need your help to make and keep our brand relevant to our customers
and to ensure that we are differentiated in the marketplace.
The principles illustrated in this document apply to all Wells Fargo
lines of business.
3
Logo usage for screen printing
The Wells Fargo logo can be screen
printed in both 2-color and 1-color on a
range of promotional items including
golf balls, t-shirts, and coffee flasks.
While the preferred use of the Wells Fargo
logo is 2-color Wells Fargo Red and
Wells Fargo Yellow, the color of the logo
will depend on a number of factors
including:
The Wells Fargo Red and Wells Fargo
Yellow 2-color logo is the preferred logo
and should be used on the vast majority
of applications.
White background
•• Cost
•• Material (plastic, cotton, etc.)
•• Complexity of application
(for color registration)
•• Color of material
•• Size
Always apply the logo in one of the
approved logo colors and maintain
the quality and resolution of the logo
regardless of the production method.
Black background
The Wells Fargo 2-color black and white
logo can be used when a color logo will
not provide sufficient contrast from the
intended background. Please note: White
ink is considered a color for silk screen
applications.
Product/background colors should be
selected from the Wells Fargo primary and
secondary color palettes.
Red background
Yellow background
The Wells Fargo 1-color outline logo can
only be used when it is not possible to
use the 2-color Wells Fargo Red and
Wells Fargo Yellow logo or 2-color black
and white logo due to the material or
complexity of the application.
Khaki or green background
4
Logo screen printing examples
The selection and quality of promotional
items must reflect the integrity and spirit
of the Wells Fargo Core Brand Standards.
The Wells Fargo logo and stagecoach
icon are like a nation's flag. They should
be treated with the utmost respect. Please
do not place the Wells Fargo logo or
stagecoach icon on any food items, such
as candy or cake, or items that you step on,
or use for cleaning.
5
Logo usage for embroidery
The Wells Fargo logo can be embroidered
on a range of promotional items including
caps, polo shirts, and blankets. The
preferred use of the Wells Fargo logo for
embroidery is the Wells Fargo Red and
Wells Fargo Yellow 2-color logo.
In addition to the standard logo colors,
Wells Fargo allows for the use of subtle
2-color tone-on-tone embroidery of the
logo on high-end applications including
polo shirts and blankets.
However, please keep in mind, that the
non-standard colors used in the tone-ontone applications must not be used in
printing.
Always maintain the quality and resolution
of the logo regardless of the production
method.
6
Embroidered logo on polo shirts
In addition to the standard logo colors,
Wells Fargo allows for the use of subtle
tone-on-tone embroidery of the logo
on high end applications including
polo shirts. Wearable items can also
be produced in current fashion and
seasonable colors when available.
White tone-on-tone logo on
white shirt.
Black tone-on-tone logo
on black shirt.
7
Full color stagecoach icon
The stagecoach icon is a symbol of our
commitment to be there for our customers
now and over time.
Full-color stagecoach icon with corporate signature
By locking up our corporate signature to
our stagecoach icon, we create a unique
and proprietary identifier.
The color version of the stagecoach icon is
the preferred expression. However, we only
use the color version of the stagecoach
icon when we can be assured that it will be
reproduced as a high quality reproduction.
The color stagecoach can be printed on
a range of promotional items including
bookmarks, keytags, magnets, mugs, and
more.
Mug
Plastic tote
Keytag
Magnet
All product colors are subject to seasonal
and trend availability.
8
Cropping the stagecoach
The preferred use of the stagecoach icon is
to present it in its entirety with signature
lock-up. However, there are limited
situations in signage and for promotional
purposes where we can selectively focus in
on parts of the stagecoach icon.
Please note: cropping the stagecoach icon
requires written brand approval from the
Wells Fargo brand team. Cropping the
stagecoach icon is allowed when space
and material limitations do not allow for a
full imprint.
Full format application
For review and approval of materials using
a cropped version of the stagecoach icon
email schild@wellsfargo.com.
Two sets of horses and slightly
cropped stagecoach
One set of horses and two-thirds
of the stagecoach
Gift box
9
Full color stagecoach painting
The John Rush stagecoach painting with
background can be used for decorative
items including framed prints, bookmarks,
mugs, and more.
Please note: The corporate signature and
logo should not be placed on top of the
painting.
John Rush stagecoach painting
Mug
Bookmark
10
Stagecoach photography
The stagecoach icon and stagecoach
photography serve two distinct purposes.
The stagecoach icon, in addition to the
logo, is used consistently and extensively
across all of our communications. As a
reminder, the stagecoach icon is always
locked up to the corporate signature.
Stagecoach photography is reserved for
situations where we are making a strong
brand statement rather than marketing a
product or service offering. We maximize
the impact of stagecoach photography by
limiting its use.
Mouse Pad
Using stagecoach photography
To help guide the use of stagecoach
photography, we now have a smaller, more
select library of images from which you
may choose. Only the stagecoach images
on Brand Central are approved for use.
Refer to our Core Brand Standards and
Photography Brand Standards for greater
detail and specifications about using
stagecoach photography.
Use these examples to guide your choice
of images for the materials that you are
creating.
Never use the stagecoach icon and
stagecoach photography together on the
same product.
Do not use your own stagecoach photos.
Bookmark
11
1-color stagecoach silhouette
The one-color version of the stagecoach
icon is the primary version used for silk
screening and etching. It can be used on
a broad range of applications including
coffee mugs, t-shirts, and pens. All
secondary colors are subject to seasonal
and trend availability. The silhouette
stagecoach art may be printed on
approved items.
One-color (black) stagecoach icon with corporate signature
Please note:
We will not use the stagecoach icon when the
width of the stagecoach falls below 1.5 inches.
12
Using the secondary color palette and fonts
We understand the desire to create a
unique identity for each specific group or
program. However, we all need to balance
this desire with our focus on presenting
and safeguarding one strong Wells Fargo
brand in the marketplace and for our team
members.
GREEN
TEAM
Secondary color palette
Our secondary palette can be used for
event naming and messaging, and for
the promotional items themselves. All
wearable and promotional items in
secondary colors are subject to seasonal
and trend availability.
Fonts
Typography plays a subtle but highly
visible role in establishing the Wells Fargo
voice, look, and feel.
Creating a contemporary link to the
Wells Fargo logo, Archer is an essential
part of the Wells Fargo personality. It
has a clear, confident, and personable
tone that unifies all of our marketing
communications.
women
IN TECHNOLOGY
Event
Name
WOMEN’S
INTEREST
NETWORK
Event Name
13
Stagecoach emblem for embroidery, castings and etching
A simplified stagecoach has been drawn
for embroidery and limited collectable
items. This simplified drawing allows us
to produce the stagecoach in a format and
scale appropriate for wearable items and
collectible items.
Embroidery
Please note: This emblem is not a
replacement or substitute for the
Wells Fargo stagecoach icon and should
never be used with the Wells Fargo red
logo, the stagecoach icon, or the
corporate signature.
14
Secondary color palette
Our secondary color palette includes
an active palette, neutral palette, and
Wells Fargo Gold logo palette. These
palettes complement our primary
brand colors and help us achieve a
unified system but with the necessary
creative flexibility for different
applications and audiences.
The use of secondary colors for
wearable and promotional items
is subject to seasonal and trend
availability.
The colors, CMYK and RGB breakdowns shown on
this page and throughout these standards have not
been evaluated by Pantone, Inc. for accuracy and
may not match the PANTONE-color Standards. For
accurate PANTONE-color Standards, refer to the
current edition of the PANTONE formula guides.
PANTONE® and PANTONE MATCHING SYSTEM®
are the property of Pantone, Inc.
Active palette
PMS
CMYK
RGB
HEX
Green
Pantone® 377
45 0
10024
115 1500
739600
Lime
Pantone® 583
23 0
10017
194191 0
C2BF00
Tangerine
Pantone® 138
0
42 1000
242139 19
F28B13
Orange
Pantone® 1665
0 71 980
24283 22
F25316
Blue
Pantone® 279
6731 0 0
104143 207
688FCF
Purple
Pantone® 2613
63 1000
9929118
631D76
Brown
Pantone® 463
17 528763
11270 16
704610
Neutral palette
PMS
CMYK
RGB
HEX
Light Gray
Pantone® 427
9670
224227226
E0E3E2
Dark Gray
Pantone® CG11
48362466
687074
44464A
Stone
Pantone® 7534
44138
215211199
D7D3C7
Breeze
Pantone® 454
96170
218219191
DADBBF
Khaki
Pantone® 5783
6 0 2827
169176 137
A9B089
Air
Pantone® 7500
8823
0
242226189
F2E2BD
15
15
Wells Fargo Gold logo palette
The Wells Fargo Gold logo palette is
for the exclusive use of business units
that include The Private Bank, Wealth
Management, Institutional Brokerage &
Sales, Private Mortgage Banking,
Wells Fargo Advisors, and Funds
Management. These colors may be used
in addition to the primary and secondary
color palettes. When the Gold logo
palette is used, the active palette takes on
a supporting role—acting as an alert or
highlighting color in a very limited way,
and does not interfere with the integrity of
the design.
Wells Fargo Gold logo palette
PMS
CMYK
RGB
HEX
Dark Taupe
Pantone® WG11
233231 64
9481 69
5E5145
Sage
Pantone® 5773
9 0 4338
13214073
848C49
Sand
Pantone® 466
12 22430
19616596
C4A560
Wood
Pantone® 1395
10 51 10036
14580 16
915010
Sky
Pantone® 5425
304 0 31
138163179
8AA3B3
16
Wells Fargo sponsorship branded merchandise
WellsWare branded merchandise is
available online through the A-Z site
on the Teamworks intranet site, search
WellsWare.
You will find t-shirts, water bottles, sports caps, and more. You can add:
•• Sponsorship event name
•• Wells Fargo department or group name
To customize WellsWare merchandise, please call Group II Communications
Custom Orders at 800-358-3881.
Event
Name
17
Multi-logos on merchandise
For sponsorship opportunities that
include other corporate logos on branded
merchandise, please do not include the
Wells Fargo logo with more than 6 to 7
other corporate logos.
Walk for Life 2010
Walk for Life 2010
Back
Front
Walk for Life 2010
Do not — include the Wells Fargo logo with more
than 6 to 7 other corporate logos.
18
Co-branded merchandise
For sponsorships that include another
brand’s logo, artwork, or decoration on
merchandise, please make sure to keep
the Wells Fargo logo completely separate
from your partner’s artwork. Do not create
artwork to represent the Wells Fargo brand.
For more information read the CoBranding Standards found on the Brand
Management & Strategy site of the
Enterprise Marketing portal.
Front
Back
Do not — attach the Wells Fargo logo to
partner’s artwork
19
Do nots
These examples illustrate some things
to avoid when creating new materials.
Over time and with consistent use, our
audience will come to recognize our
design elements and look as unique to
Wells Fargo.
Do not — use the logo or stagecoach icon
on USB thumb drives.
Do not — use the logo or stagecoach icon
on candy or gum wrappers.
Together we'll go far
Do not — use a stagecoach icon with
drivers and no horses.
Do not — apply the corporate signature to
the John Rush painting.
Do not — use stagecoach graphics that
have been retired and are no longer
approved for use.
Wells Fargo
Healthcare
Conference ‘10
Women’s
Interest
Network
Do not — create new logos for Wells Fargo
events or programs.
Do not — use fonts other than Archer.
Do not — use the logo or stagecoach
icon on alcoholic beverages
Wells Fargo
Do not — lock up graphic elements such
as color bands to our logo.
Do not — recreate our logotype. Always
use the approved logo art.
20
Approved vendor list
WellsWare, Group II Communications
Go to the A-Z site on the Teamworks
intranet site, search WellsWare.
Phone: 800-358-3881
Fax: 800-358-3882
Address:
11311 West Forest Home Avenue
Franklin, WI 53132
21
How can we help?
While we have made every effort to
offer detailed explanations throughout
this guide, we realize that adopting new
standards is not always easy. If you need
further clarification of the Merchandise
Brand Standards, contact Brand
Management at schild@wellsfargo.com.
For guidance in creating new WellsWare
products contact your line of business
Brand Steward. Please see the Enterprise
Marketing portal's Brand Management
& Strategy site for the list of Brand
Stewards.
To order WellsWare products click
on WellsWare in the A-Z site on the
Teamworks intranet site and login to
our site.
Thank You!
22

Wells Fargo Merchandise Brand Standards

Transcription

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