Hanes Corporation Brand Identity Manual
A brand guideline detailing philosophy, value positioning, logo usage and applications for the Hanes Corporation. Concept, copy, art direction, design.
FREEDOM LIGHTNESS 1.1 The Hanes Identity System 1.2 The Hanes Brandmark 1.3 Buffer Space 2.1.1 Institutional Colors 2.1.2 Extended Institutional Colors 2.2 Brandmark with Backgrounds 2.3 Brandmark Misuses 2.4 Institutional Fonts COMFORT 3.1.1 3.1.2 3.1.3 3.2 3.3 Stationery: Letterheads Stationery: Envelope Stationery: Business Cards Application: Tags Applications: HanesNews Hanes is Lightness 1.1 What is the Hanes Identity System? The core of Hanes' brand identity lies in its value for comfort, price point, and style. The Hanes Identity System is a set of standards that uses institutional graphic elements designed or selected for Hanes to identify: Hanes Itself Hanes' Companies Hanes Sub-brands The use of each institutional graphic elements is governed by precise rules described in this manual. The purpose of these rules is to optimize the awareness for Hanes through all applications, on any kind of media, regardless of the technical requirements. At the most basic level this system seeks to identify appropriately, to lend authority, and to help create the right visual climate in which Hanes can operate. The Hanes Identity System The Hanes logo consists of two parts, the mark and logotype. The mark consists of two bird-like pieces of fabric caught in the air, next to each other, forming the H of Hanes. It is reminiscent of the original Hanes fabric mark. The logotype has the name of the company to the right of the mark set in Formata Medium Italic. These components form a coherent unit whose design should never be modified or interpreted. The bird-like H to the left is lifted off of the baseline where the logotype sits. It refers to the original Hanes logo, the changes informing additional Hanes values. A corner, or one of the birds' beaks, points towards the ascending stem of the h in the logotype. This visual displacement symbolizes the ideas of freedom, movement, potential, and individuality. Together with the bold italicized logotype symbolizing Hanes' forwardness, they form a union of a renewed and reinstated image of Hanes. 1.2 What is the Hanes Logo? The distinctive design of the symbol and the logotype is Hanes' corporate signature and is used on its products and facilities around the world. The new Hanes logo is intended to bring an updated image of the company to its stakeholders. On an institutional level, It symbolizes the company and supports the content of all communication media issued by its entities. It is sometimes associated with the institutional baseline, which also summarizes Hanes Corporation's position. On a marketing level, it represents the Hanes brand, which serves as a guarantee for the origin of Hanes' products, regardless of the issuing company or entity. Its use is governed by a set of simple, essential and practical rules. The Hanes Brandmark 1.3 Minimum Area The logo is always surrounded by a minimum amount of buffer space in which no other graphic element may intrude and where its legibility must be at a maximum, regardless of the background used. The amount of buffer space required is proportional to the height of the logo and the logotype together, as described in the pages that follow. Logo: Buffer Space Hanes is Freedom 2.1.1 Palette Depending on the application, using a system of color hues to dinstinguish one product line from another, each of the following colors can be used to compliment or accentuate the Hanes Logo: The Hanes Red The Hanes logo, in its positive version, is only to be used with one institutional color, the Hanes Red. It is part of the Pantone Color Swatch Library: Pantone 2925 C C = 85 M = 24 Y = 0 K = 0 Pantone 7474 C C = 90 M = 0 Y = 28 K = 22 Pantone 191 C C = 0 M = 76 Y = 38 K = 0 Pantone 1788 C C = 0 M = 84 Y = 88 K = 0 Pantone 434 C C = 7 M = 9 Y = 10 K = 0 Institutional Colors The Institutional and Extended Palette includes several colors because each is to be used for one Hanes sub-brand. The following is a sample guideline for deciding which color is to be used for the range of Hanes Product Groups. 1788C � Unisex Casualwear 2925C � Boys Casualwear 7474C � Women's Intimates 191C � Girls Casualwear 434C � Bed & Linen 534C � Men's Underwear 313C � Boys' Underwear 361C � Babies 221C � Women's Casualwear Rhodamine Red � Girls' Intimates 2.1.2 Secondary Palette Depending on the application and a system of how to use hues of colors to identify one product line from another, each of the following colors can be used to compliment or accentuate the Hanes Logo: Pantone 534 C C = 100 M = 80 Y = 30 K = 5 Pantone 221 C C = 0 M = 100 Y = 15 K = 30 Pantone 313 C C = 100 M = 0 Y = 8 K = 13 Pantone Rhodamine Red C C = 3 M = 89 Y = 0 K = 0 Pantone 361 C C = 69 M = 0 Y = 100 K = 0 Extended Institutional Colors 2.2 Light vs. Dark Values The Hanes logo, in its positive version, may be placed on backgrounds that are light in value. The only two colors that are include in the palette and have the appropriate values are Pantone 434C and White. When colors in the Palette and the Extended Palette are to be used, use the reversed out version of the logo against a dark background. This includes all the other colors included in the palettes. In its Black and White version, the logo can be used either white on black or black on white. Brandmark with Backgrounds Do not put the positive version of the logo against a dark background. Do not put the negative version of the logo against a light background. Do not use more then 1 color on the logo. Do not attempt to stretch out, retype the logotype or adjust the space between the logotype and the symbol. Do not use any three-dimensional, drop shadow, or glow effect around the logo. Do not color the logo with any color other than white and the Hanes Red. 2.3 Do not outline the logo. Techniques Not to be Used Misuses of the Hanes logo with wrong techniques results in unsuccessful brand communication. The examples to the left of the page must be noted as ways the logo should not be used. Do not in any way resort to any of the examples to the left. Consult your Communications Media Department before you would like to use the logo in ways not specified in this Manual. Brandmark Misuses Formata Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Conduit Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Conduit Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Conduit Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Conduit Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 2.4 Characters and Figures Formata is sometimes used as the titling face for Hanes. Hanes only uses the Bold Italic weight of Formata. It is chosen because it is: contemporary simple and dynamic. Conduit is chosen as the text face for Hanes. This family is available in different fonts and weights, some of which are institutional, used by Hanes for its means of communications. It is chosen because: It works both at large and small sizes. It is contemporary and geometric. It seems precise and plain at the same time, very well suited to Hanes' corporate image. This section addresses the general guidelines for using these fonts and their primary application. Hanes uses four fonts in the Conduit family, Institutional Fonts Hanes is Comfort Hanes Letterheads All Hanes Letterheads must follow the following rules when being constructed. See Construction to the right in for measurements. 1. Hanes Corporate Headquarters in Hanes Red, ITC Conduit 10pt Bold. A Subsidiary of Sara Lee, Pantone black, ITC Conduit 8pt Light over 10pt leading. 2. Address in Pantone black, line break before City, ITC Conduit 8pt Light over 8.5 pt leading. 3. Labelling of modes of contact in Hanes Red, 0.35in tab after label, Telephone numbers in Round Parentheses. The first line of the paragraph has 7.5pt leading preceding it. Set in 8pt ITC Conduit Light with 8.5pt leading. 4. Website in Hanes Red, 8pt ITC Conduit Light, 8.5pt leading, with 7.5 pt leading preceding this line. 5. The Hanes Logo in Hanes Red. 6. 0.5pt Stroke weight line, 8p10 in length, aligned with the contact information to the left. 7. Recipient's Address: Aligned with the sender's address. 10pt Arial. 8. The Letter: Aligned with the line under the logo. The paper used for the letterhead is Neenah Paper's Classic Crest natural white at 70 lbs text weight, supersmooth. 3.1.1 Applications: Stationery * scaled at 50% Hanes Envelope All Hanes #10 Envelopes must follow the following rules when being constructed. See Construction to the right in for measurements. 1. Hanes Corporate Headquarters in Hanes Red, ITC Conduit 10pt Bold. 2. Address in Pantone black, line break before City, ITC Conduit 8pt Light over 8.5 pt leading. 2pt space before the paragraph. 3. The Hanes Logo in Hanes Red. 4. 0.5pt Stroke weight line, 8p10 in length, aligned with the contact information to the left. 5. Recipient's Address: Aligned with the line under the logo. 10pt Arial. The paper used for the Envelope is Neenah Paper's Classic Crest natual white Super Smooth, #10 Envelope. 3.1.2 Applications: Stationery Hanes Corporate Headquarters 1000 Hanes Mills Road Winston-Salem NC 27041 hanes Bernard Weiner United Uniforms 735 Wythe Ave. Brooklyn, NY 11211 Hanes Business Cards All Hanes Business Cards must follow the following rules when being constructed. See Construction to the right in for measurements. 1. Hanes Corporate Headquarters in Hanes Red, ITC Conduit 10pt Bold. A Subsidiary of Sara Lee, Pantone black, ITC Conduit 8pt Light over 10pt leading. 2. Address in Pantone black, line break before City, ITC Conduit 8pt Light over 8.5 pt leading. 3. Labelling of modes of contact in Hanes Red, 0.35in tab after label, Phone numbers in Round Parentheses. The first line of the paragraph has 7.5pt leading preceding it. Set in 8pt ITC Conduit Light with 8.5pt leading. 4. Website in Hanes Red, 8t ITC Conduit Light, 8.5pt leading, with 7.5 pt leading preceding this line. 5. The Hanes Logo in Hanes Red. 6. 0.5pt Stroke weight line, 8p10 in length, aligned with the contact information to the left. 9. Card Owner's Name: 10pt Bold in Black; Title 8pt over 9.5pt. The stock used for the Business Cards is Neenah Paper's Classic Crest natual white Super Smooth, 100lbs Cover. 3.1.3 Applications: Stationery 3.2.1 Hanes Tags Tags are color coded according to the different branches under Hanes. For a guide on how to choose colors for your specific Hanes product, see the color guidelines in section 2.1. Applications: Tags hanes Mar 28, 2004 Volume 3 Issue 4 Apparel News Colour Wells Score with Feminine Sportswear B2B News Point of Sales Catalogues Dell Rebates Hanes & Hanes Her Way Accents & Sporty Transition Closeouts Comfort Plus Conversion to P7 Brief Free Fixtures HHW Women's New Additions Showtoons Apparel News Colour Sells After several bleak seasons of basic black, a splash of colour is brightening the outlook for clothing retailers as fashion-conscious shoppers snap up new items in everything from lime green to hot pink and yellow. "I think customers have been bored and now perhaps see some colourful offerings and are saying, `It's time to replenish the closet,'" said Jeremy Reitman, president of Reitmans (Canada) Ltd.,, which also runs Smart Set / Dalmys, RW & Co., Penningtons and Addition-Elle. "It's all about colour," said Barbara Atkin, fashion director at Holt Renfrew & Co. Ltd. "Since we've added more colour into our assortments, we're seeing the sales go up." Retailers ranging from high-end Holt's to moderately priced Le Ch�teau Inc. said the heavy emphasis on colour is starting to pay off, helping to beat forecasts and boost the bottom line. Apparel retailers need a pickup after years of lacklustre sales as merchants faced a dearth of new trends and a palette dominated by black--giving women little need to head for the mall. The shift to colour is finally "creating a reason to buy," as Rocchi put it. Now customers are drawn to this season's colours because they are fresh, fun, optimistic and an escape from the tensions of everyday life, retailers said. If you would like to read the entire article, go to the 3/26/04 issue of The Globe and Mail. B2B News Hanes & Hanes Her Way News Point of Sales Catalogues If you need product information, please visit http://www. hanesb2b.com to see all the latest packaging, UPC Numbers, and colors available. We offer a CD that features POS photography for print ads or to print. If you need some generic POS, please call or e-mail Elaine Bunker at: 603-595-4646 or Elaine.Bunker@SLKP.com Coupon Fraud Alert Please be aware that we have discovered 5 home printed coupons for various Hanes products that are fraudulent. The coupons have been manipulated with incorrect saving amounts, product package images that do not match offer headlines, and unregistered offer codes. Please do not accept any coupons without prior approval from Sara Lee Underwear. The coupon vendor's we use to process (NCH) and distribute (SmartSource.com) our authorized Internet coupons have been alerted and are taking action to address this situation. Please do not accept any coupons without prior approval from Sara Lee Underwear. The coupon vendor's we use to process (NCH) and distribute (SmartSource.com) Please be aware that we have discovered 5 home printed coupons for various Hanes products that are fraudulent. The coupons have been manipulated with incorrect saving amounts, product package images that do not match offer headlines, and unregistered offer codes. Please do not accept any coupons without prior approval from Sara Lee Underwear. The coupon Dell Rebates Get up to a $150 Mail-In REBATE on select Dell Systems. This exclusive offer is inaddition to your existing discount that you receive by being a partner with Sra Lee Branded Apparel and can be combined with other selected advertised offers. Visit http:// www.dell.com/atg/slba.com for more details. Discontinued Boxer Styles If you are taking these styles please substitute them with the corresponding P2 Boxer Briefs or the corresponding P4 Boxer Briefs. We are discontinuing the following styles as of 09/ 01/ 04: 7350WA - P3 Heather Boxer Brief 7460WA - P3 ComfortSoft Boxer Brief 7343AS- P3 Matching Waistband Boxer Brief 7339AS- P3 Ribbed Boxer Brief 2349P3- P3 Black/Gray Boxer Briefs 3.2.2 Hanes News The HanesNews newsletter is sent out monthly to merchants and Hanes' employees to update on information and changes within the company and between partners. The typography of the newsletter is reminiscent of both the tags and the letterhead, creating a connection for the brand between the market level and the corporate level. Applications: B2B Newsletter