rowhead
Arrowhead International
brand guidelines
Contents
1. Brand Identity
Introduction..........................................................................3
Mission Statement .............................................................4
Seven Core Values..............................................................5
2. Brand Sector
Arrowhead Logo..................................................................7
Arrowhead Logo Variations.............................................8
Champion Irrigation Logo................................................9
Champion Irrigation Logo Variations........................10
Champion Plumbing Logo...........................................11
Incorrect Logo Usage......................................................12
Brand Colors.......................................................................13
Typeface/Font....................................................................14
Use of Logos.......................................................................15
3. Product Sector
Structure of Product Logos.........................................17
Product Logos...........................................................18-19
Product Logo Variations..............................................20
Graphic Devices..............................................................21
4. Corporate Communications Sector
Letterhead........................................................................23
Memorandums & Facsimiles.....................................24
Business Cards...............................................................25
Press Releases................................................................26
5. Marketing & Promotional Materials
Brochures .......................................................................28
Specification Sheets...................................................29
6. Packaging Guidelines
Cardboard Boxes..............................................................31
Box Labeling.......................................................................32
Arrowhead Product Labeling.......................................33
Champion Product Labeling........................................34
Clamshell & Carded Packaging...................................35
Bagged Product Packaging..........................................36
7. Media Guidelines
Social Media..................................................................38-39
Website..................................................................................40
E-mail Signature..................................................................41
Presentations.......................................................................42
Photography & Illustrations.....................................43-44
8. Exhibition, Apparel, & Advertising Guidelines
Exhibition Guidelines.......................................................46
Apparel..................................................................................47
Banners & Posters.............................................................48
Promotional Giveaways..................................................49
Trade Shows, Exhibits, & Counter Days....................50
Fliers.......................................................................................51
Advertisements & Promotions......................................52
Contact Details
Introduction
Arrowhead Brass & Plumbing LLC brand guidelines exist not simply to protect the company image, but more so to provide a guide on how to best use, preserve, and communicate the value that our brand holds. Our brand is one of our most important assets. The growth of the company from it’s foundation in 1936 to what it is today has made the company a strong and recognized brand in the industry, and protecting and building this image is the purpose of these guidelines.
These guidelines show our commitment to ensure that Arrowhead and our brand lines - Arrowhead, Champion Irrigation, REDIGRIP Fittings and ICEBREAKER - are presented positively throughout all aspects of the business, both internally and externally. This is imperative to the future growth and advancement of Arrowhead, with a consistent and clear usage and portrayal of the brand. This will ensure that a consistent and advantageous message is presented, allowing Arrowhead to be seen as the strong brand it is.
Please review and adhere to the guidelines included to ensure that all company communications will continue to positively reflect the brand values.
Brand Values of Arrowhead
As a company, Arrowhead is proud to be known as: reliable, proven & trusted.
Arrowhead Brass & Plumbing, LLC’s brand values are as follows:
• A leader in lead free brass hose-end valves
• Services both plumbing and irrigation suppliers
• Known for innovation, quality and the “original” green handle
• Respected as a U.S. brand
Our Mission
Arrowhead Brass & Plumbing, LLC is a US-based manufacturer of plumbing valves and irrigation products with a rich history dating back to 1936. Our mission is to be the global premier provider of these products and to stay true to our seven core values; customer commitment, quality, integrity, teamwork, respect, personal accountability, and good citizenship
Our Seven Core Values
CUSTOMER COMMITMENT
QUALITY
RESPECT
We strive to foster relationships that have a positive impact on our customers’ success
INTEGRITY
We provide outstanding products andunsurpassed customer service that bring premium value to our customers every day
PERSONAL ACCOUNTABILITY
We value and respect our people, encourage their growth and celebrate their successes
GOOD CITIZENSHIP
We uphold the highest standards of integrity in all our actions
TEAMWORK
THEY are the reason we are Lead Free
THEY are the reason we are Lead Free rowhead
We work together across all functions to meet the needs of our customers and create a winning company culture
We are all accountable for delivering on our commitments
We commit to being good citizens in the communities which we live and work and strive to improve the quality of life for communities in need.
BRANDS
Champion Irrigation Logo
Champion Irrigation Logo Variations
ICEBREAKER Logo
Logo Colors
Typefaces and Fonts
Use of Logos
A. Arrowhead Logo: The Arrowhead logo is a recognized and respected logo with a long history.
The Arrowhead logo has been specifically designed and must not be altered in any way. Only reproduce the logo from artwork provided for the purpose.
The logo font should always be:
Adobe Font- Brush AFT
two Arrowhead Logo: rowhead
B. Exclusion zone: An exclusion zone equivalent to 1/4 of the logo height has been established (i.e. 1” width has an exclusion zone of 1/4”). The indicated spaces must always be kept clear when applying the logo to all formats of media. This exclusion zone ensures the logo maintains its balance and visibility at all times. A logo variation will include the company name, “Arrowhead Brass & Plumbing, LLC” below the logo and exclusion zone. The size shown should be followed.
Legacy/International Arrowhead RWB / US Arrowhead
A. C.
rowhead rowhead TM 2 rowhead rowhead TM
B.
Arrowhead Logo Variations: Logo Variations:
A.
Where possible, the logo should always appear on a white background. The correct version to use on white is the one color logo or the logo with company name in formats shown.
B. The logo can be placed on other background colors as long as they are no stronger than 20% of the solid. This can only be done when the background color compliments the corporate logo (e.g. 20% of solid black as shown)
C.
The logo can be white out of the single spot colors
D.
The logo can be used black on white or white on black
E.
The logo can be solid black on a 20% of solid black.
F. The Logo can be white on solid black background.
Champion Irrigation Logo:
A. Champion Irrigation Logo: The Champion Irrigation logo is an icon in the irrigation industry that has been designed to stand out. This logo has been specifically designed and must not be altered in any way. Only reproduce the logo from artwork provided for the purpose.
The font used should always be:
Adobe font - Proxima Nova Black
B. Exclusion zone: An exclusion zone equivalent to the height of the logo has been established. The indicated spaces must always be kept clear when applying the logo to all formats of media. This exclusion zone ensures the logo maintains its balance and visibility at all times.
C. Logo Size: The minimum size the Champion logo can be safely reduced to is a height of 3/16”.
IRRIGATION PRODUCTS
IRRIGATION PRODUCTS
Champion Irrigation Products and Champion
Legacy Logo Variations: Logo Variations:
A.
Where possible, the logo should always appear on a white background. The correct version to use on white is the gold logo
B.
IRRIGATION PRODUCTS
The logo can be placed on other background colors as long as they are no stronger than 20% of the solid.
This can only be done when the background color complements the corporate logo (e.g. 20% of solid black as shown)
C.
The logo can be white out of the single spot colors.
D.
IRRIGATION PRODUCTS
The logo can be used black on white or solid black on a 20% of solid black.
E.
IRRIGATION PRODUCTS
The logo can be Arrowhead green on a while background.
IRRIGATION PRODUCTS
Champion Irrigation Products Logo
ICEBREAKER Logo
Variations: Logo Variations: A. Where possible, the logo should always appear on a white background. The correct version to use on white is the blue gradient logo.
IRRIGATION PRODUCTS
Champion Legacy Logo
B. The logo can be placed on other background colors as long as they are no stronger than 20% of the solid. This can only be done when the background color compliments the corporate logo (e.g. 20% of solid black as shown). However, there are a few exceptions (see example C.), where the background color is tonal to the logo.
Incorrect Logo Usage: two
Incorrect brand logo usage:
A. The logo cannot be altered from the agreed corporate colors.
B. The logo cannot be boxed in by a border.
C.
The logo cannot appear on a background of one of the brand colors.
D. The logo cannot be recreated in varying percentage tints of the solid colors.
Brand Colors Primary:
Color Guides & Usage:
Arrowhead colors consist of primary colors and secondary colors
These colors were selected to create a enviroment that will highlight the brass in our products and showcase in a more modern, yet simplistic format. The colors can be reproduced using Pantone print color, RGB three process & web HEX color codes.
The Champion Irrigation logo is made of a gradient the color shown. Original artwork files must be used for reproduction.
Where appropriate and to ensure the quality of color is maintained, it is recommended that a silk or gloss stock with a sealed finish is utilized for printing.
Printed paper weights and finishes will vary according to use.
When using brand colors for website or E-mailing purposes, only the web-safe colors are acceptable.
Typefaces & Fonts:
Brand typeface
Product Logos
Literature:
Stationery:
Website/E-mail:
Web Font:
PowerPoint:
Logos
Aileron
Aileron
Arial or Aileron
Arial Arial Aileron
The font used on the brand logos is unique to the logos, and in no way should be replicated. For the correct applied usage of the logos, please use the files supplied by marketing.
Approved Fonts: Aileron is used in the correct combinations on the stationery pages as these are very specific to the item.
Aileron or Arial fonts are also the basis for communication on brochures, fliers and specification sheets.
Arial is acceptable on PC based media, websites, and in E-mail.
Aileron is the accepted font for PowerPoint presentations.
Cooper Hewitt Light may be used as a secondary font in graphic images only.
All fonts are available for installation on the company software folder on the server.
Aileron(spaced: -38 Tracking)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Literature
Aileron Regular (Aileron)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Aileron Bold (Aileron)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Accepted Fonts:
Use of Logos
Applying the logo
The Arrowhead, Champion Irrigation, REDIGRIP,and ICEBREAKER logos represent the market sectors we operate in and it is to act to unify all of our operations as one single entity that our customers can identify. The logos should at all times stand alone and not be hindered by other communications or messages.
Arrowhead Corporate / International Logo- All Markets
Aileron Black (Aileron)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Aileron Lite (Aileron)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Cooper Hewitt Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
When endorsing the Arrowhead brand names, we must remember we are part of the Arrowhead Brass & Plumbing Family of Brands, and it is preferred that the first line of all communications should be at a Group level then directed to the relevant business sector required. E.g. “Arrowhead Brass & Plumbing, LLC.”
Arrowhead Legacy / International Logo: Sample:
Web Based
Arial- for on-line media & E-mails.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Silde Decks
Aileron Bold and bolded- for PowerPoint slides
Title
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Aileron Regular - for PowerPoint slides
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
On literature and marketing materials, Arrowhead International and Arrowhead US logos will always appear with a reference to Arrowhead Brass & Plumbing, utilizing the GREEN ARROWHEAD GRAPHIC DEVICE and the following statement: “Arrowhead Brass & Plumbing, LLC. Family of Brands”
The positioning of this should be at the bottom or reverse of literature and not in conjunction with the brand family logos.
three
Structure of Product Logos:
The Arrowhead brand name has an established message of quality, reliable lead free products. All approved product specific logos and marketing artwork can be used to communicate this message.
Company / Group Level: The Arrowhead logo will always take precedent in communications at the company level. When referencing the Champion, ICEBREAKER, or other brands, the Arrowhead logo will play a lesser role, giving way to the brand or product name being referenced. When appropriate, the Arrowhead Brass Corporate logo or graphic device may be used to reference group ownership.
Product Sector
Structure of Product Logos
Arrowhead Product Logos
Arrowhead Product Logo Variations
Champion Product Logos
Champion Product Logo Variations
Graphic Devices 3
Company / Group Level
rowhead
rowhead
IRRIGATION PRODUCTS
End-User / Product Level
End-User / Product Level: When communicating with the end user, the individual product type will be added to the Arrowhead logo to highlight the relevant product.
The use of multiple product listings can be used when necessary.
rowhead 301LF-302LF
Standard Hose Bibs
Product name will be Aileron (spaced: -38 tracking)
Product name color will be Charcoal
Variations to product name colors are only permitted when a single spot color must be used.
466 Series Manual Anti-Siphon Valves
Product Logos Product logos
The product range is marketed in all our market sectors. The product logo must retain its correct spacing and coloring as laid out in this manual.
A small selection from the current product range is shown to illustrate the balance between the brand name and the product name.
Product logos must not be altered in any way and should be protected at all times in space and position, no variations of the product logos other than those shown here will be accepted.
The Arrowhead brand and product logos can only be used in the formats designed and approved by the company marketing manager, which are available on the company files.
three
Product Logos
301LF -302LF Series Standard Hose Bib
251LF -351LF Series No Kink Hose Bib
ICEBREAKER
FREEZE-PROOF
Wall Hydrants
Product Logos: Product logos
The logo has been specifically designed and must not be altered in any way. Only reproduce the logo from artwork provided for the purpose.
Wall Hydrants
490LF Hot & Cold Wall Hydrant
Exclusion zone
The exclusion zone outlined in previous sections must be followed to maintain a clear brand image. The indicated “X” spaces must be kept clear at all times when applying the product names to the company logos.
IRRIGATION PRODUCTS
466 Series Manual Anti-Siphon Valves Manual Straight & Angle Valves
Secondary Product Logos ®
301LF-302LF Standard Hose Bibs
Secondary Product Logos
Secondary product logos are designed for use with trademarked or recognized industry names. Secondary product logos should be seen in conjunction with the Arrowhead brand logo, where possible
466 Series Manual
Anti-Siphon Valves
The product specific name or logo will be located on either side of the logo exclusion zone.
Product Name
The product name must not exceed 1/4 of the brand logo height (0.75 brand height = 0.375 product height - 27 pts). The product name should be sized appropriately and can be stacked 2 rows high within the brand logo’s height cap. Variations, including product names placed below the brand logo, are permitted when necessary
Exclusion zone =1/4 of logo height
Product Names:
Font: Ariel (-38 Tracking)
Color: Charcoal
R= 36%
G= 44%
B= 41%
Web Color: 242c29
Product Logo Variations: Correct Application of the Logo
In accordance with the brand sector guidelines outlined on pages 7 & 9, product logos may be applied in the following formats:
A. The product logo, where possible, should always appear on a white background, as shown. B. The product logo can be placed on other background colors as long as they are not stronger than 20% of the solid (20% of black, Pantone 288C & Pantone 349C as shown)
C.
A. B.
251LF - 351LF Series
No-Kink Hose Bibs
251LF - 351LF Series
No-Kink Hose Bibs
466 Series Manual
Anti-Siphon Valves
Graphic Devices: Marketing Devices
There are a number of graphic devices to support the branding of Arrowhead. Application is not a strict guide but the appropriate usage of layout should follow existing materials as shown.
Tinted Background
251LF - 351LF Series
No-Kink Hose Bibs
301LF - 302LF
251LF - 351LF Series
No-Kink Hose Bibs
The product logo can be white out of the single spot colors.
D.
251LF - 351LF Series
No-Kink Hose Bibs
Product logos applied to literature should be placed on the company standard warm gray background. The color is unique to the brand guidelines and should be used at 20% of the solid.
466 Series Manual
Anti-Siphon Valves
To assist in positioning the brand and images in relation to each other there has been an introduction of a tinted background color for literature. The tinted background can be applied on literature, pointof-sale, exhibitions and online marketing materials. This graphic device helps position Arrowhead as the premium brand in its market place.
Series Standard Hose Bibs
IRRIGATION PRODUCTS
466 Series Manual
Anti-Siphon Valves
251LF - 351LF Series
No-Kink Hose Bibs
Corporate Communications
Sector Letterhead
Memorandums & Facsimiles
Business Cards
4
4
Letterhead:
Corporate Stationery
The green Arrowhead logo, address, contact information, website and group information are required on all types of company stationery.
Letterhead Fonts: A. 12pt Aileron
Print Specifications:
Size: 8-1/2” x 11”
Print Colors: CMYK
Print Stock: 90lb uncoated stock, bright white, recyclable.
Templates:
four A.
Memorandums & Facsimiles:
The Arrowhead logo, address, contact information, website and group information are required on all types of company stationery. All addresses must finish with the group line: Arrowhead Brass & Plulmbing, LLC company, and must include the graphic device.
Fonts: A. Company logo
B. 16pt Aileron No.2 Bold
C. 0.016 Black lines
10pt Aileron LT
D. 0.016 Black box
E. Same as Letterhead
The same layout rules apply to all market memos
Business Cards
Business cards must at all times be created to the exact specifications as shown here.
All addresses must be left-hand justified and centered on the card.
Fonts:
Name: 18 pt Arial Bold in white
Title: 14 pt Arial Regular
Company: 10pt Arial Bold
Address: 9pt Arial Regular
Website: centered in Arrowhead green, 8pt Arial Bold
All cards can be edited to suit specific needs. Name and E-mail lengths as long as the guidelines are followed as close as the information will allow.
Print Specifications:
Size: 2.5 (H) x 3.5 (W)
Colors: CMYK
Stock: 130lb stock
Press Releases
The green Arrowhead logo, address, contact information, website and group information are required on all types of company stationery.
Press Release- Template: Press Release- Continuation
Fonts:
A. Company logo
B. 16pt Arial No.2 Bold
C. 0.016 Black lines
10pt Arial
D. Same as Letterhead
The same layout rules apply to all market memos
Print Specifications:
Size: 8-1/2” (W) x 11 (H) Trim
Color: CMYK
Stock: 24lb uncoated stock, bright white, recyclable
Marketing & Promotional Materials
Brochures
Brochures
Arrowhead Literature designs must follow the brand guidelines. Positioning of logos and headings should always be maintained across all formats to ensure correct brand placement and consistency Avoid using a stark white background when possible. Our darker color pallet should be used on other brand literature within the group and helps viewer on the brand and photography on literature.
Where appropriate on the back covers, product logos, company names and website details should always be shown in full.
Specification Sheets
Product Specification Sheets: Spec. Sheets for product overview appear in a two page format.
Keeping in-line with the approved literature formats, these specification sheets are created to support the product offering with a combination of technical features and benefits, supported by an overview of the series, options and repair parts on the back.
The cover should have a clean, strong product image as well as supporting images that represent the series and features. The brand logo should be right justified at the top with the light grey header and Arrowhead Green stripe. Product certification logos should be included on the bottom left of the back page and placed within the grey footer.
The grid format on the back is used to accommodate the range contents and provide a structure for the information.
The footer also contains the company address and contact details, along with the Prop65 warning for California.
The tinted background should be utilized on all specification sheets to ensure continuity.
Packaging Guidelines
Cardboard Boxes
Box Labeling
Arrowhead Product Labeling
Champion Product Labeling
Clamshell & Carded Products
Bagged Products
Cardboard Boxes
All printing should be in Arrowhead green (Pantone 349 C) or equivalent.
All layouts can be edited to suit the final box sizes, dimensions, and brand.
Arrowhead product boxes
Branding on the box should adhere to the marketing guidelines previously outlined. The Arrowhead logo should appear in the upper right corner of each box side. The company name & address should appear in the lower right corner, along with the “part of the Arrowhead Brass Family of Brands” reference.
Champion product boxes
Branding on the boxes for Champion products should adhere to the marketing guidelines previously outlined. The Champion logo should appear in the upper right corner of each box side. The company name and address should appear in the lower right corner along with the “Part of the Arrowhead Brass Family of Brands” reference.
ICEBREAKER
Branding on the boxes for ICEBREAKER products should adhere to the marketing guidelines previously outlined. The ICEBREAKER logo should appear in the upper right corner of each box side. The company name and address should appear in the lower right corner along with “Part of the Arrowhead Brass Family of Brands” reference.
Box Labeling
Company box labels will include the appropriate brand logos, and the Arrowhead green (Pantone 349C or equivalent) stripes on the side. Use of the brand colors will enhance the overall branding on the label and unify the brands
All product details are to be printed in black during the production phase.
The green or gold-pattern stripes, brand logos and grid should be preprinted for best quality.
It is recommended that a matte finish is used on labels for best quality images and bar codes.
The “LEAD FREE” logo should only be utilized on products certified to be lead free.
Arrowhead Product Labeling
All products must be labeled with artwork containing the following information:
- Part number
- Bar code/UPC
- Brand name or logo
- Proposition 65 warning
- Product description
- Company website
- Approvals or certifications
Other product specific information may be included as necessary. Examples of product labeling are shown
Bar Code Tags
The tags used on the majority of Arrowhead products will be white with black text and the size color bar. The approved layout shown should be used, however it can be altered as necessary for certain products.
Arrow-Breaker® Tags: The orange tag should be used on all Arrow-breaker® “built-in anti-siphon” products. The tag shall be Pantone Orange 021C or equivalent
* For the U.S. only - the red, white, and blue Arrowhead logo will be used on all U.S. market tags.
The green Arrowhead logo will be used on all product packaging for markets outside of the U.S.
Wrap Labels
Certain products can not be labeled with the tag format referenced above. For these products, a wrap-around stick-on label can be substituted
Arrowhead tags and ICEBREAKER tags use the universal color coding to designate product sizes. Yellow (C-14, M-0, Y-98, K-0) - 1” Pink (C-28, M-99, Y-0, K-0)1/2”
Blue (C-84, M-44, Y-3, K-0) - 3/4”
Champion Product Labeling
Labeling for Champion products varies by product type. The following are a selection of the approved Champion label types. Various colors are utilized to signify the product option, specifically the spray type.
Wrap-On Labels
On small products, the wrapon labels should be wrapped around the product and attached with adhesive to itself.
Labels
On certain products, the label is attached with adhesive to the product. This is used only for the FP pop-up plastic sprinkler series.
Hanging Tags
These labels should be used when the product has a “stem” or similar component that enables these labels to fit over without being easily taken off or removed (like underneath a handle).
Wrap-On Labels
Clamshell & Carded Packaging
Artwork for clamshell packs and carded products should utilize the space for advertising and selling the products. The clamshell cards, varying in size, should include the following details:
Labels
Hanging Tags
- Brand logos
- Part Number
- Description
- Repair diagram
- Detailed instructions
- Bar code
- Address & contact info
- Proposition 65 warning
When space permits, translation of installation or repair instructions to Spanish and French is ideal.
Arrowhead Clamshell Cards: Arrowhead cards shall have the brand logo on a white background, following brand & marketing guidelines established. The droplet image can be utilized as needed.
Champion Clamshell & Cards: Champion cards shall utilize the “grass” artwork background and the Champion symbol in black at 20%.
Bagged Product Packaging
In some cases, a plastic polybag or a plastic poly-bag with a header card is necessary to package certain items or components. In these cases, the artwork should include the following details:
- Brand logos
- Part Number
- Description
- Diagram
- Instructions or product info
- Bar code
- Address & contact info
- Proposition 65 warning
Arrowhead Clamshell Cards: Arrowhead cards shall have the brand logo on a white background, following brand & marketing guidelines established.
Champion Clamshell & Cards: Champion cards shall utilize the “grass” artwork background and the Champion symbol.
Push-Fittings and Import Products:
REDIGRIP and Arrowhead Import
Plumbing products bags shall be color coded according to size. Bags will have the brand logo on the front of the bag and the brand logo with the Arrowhead green logo on the back.
Arrowhead Bag Header Cards: Champion Bag Header Cards:
Push-Fitting Bags:
seven
Social Media
Arrowhead social media platforms are the digital extension of the Arrowhead brand. Each platform has a different voice to express the values of Arrowhead.
Images: The images used on any Arrrowhead social media platform shall represent the different brands.
Products: Product images shall be used whenever possible to support the digital marketing arm of Arrowhead Brass.
Video: Short videos may be used to increase content offerings. Images shall meet all brand standards for color and content and will highlight the brand logo AND the Arrowhead corporate green logo.
Brand Story: Each brand within the Arrowhead family of brands has a story to tell. The brand story told should meet the voice of the platform used and should engage the viewer.
Facebook Instagram LinkedIn
Pages: Arrowhead Brass Arrowhead Brass Mexico Arrowhead Brass Canada
Character: Warm - Friendly
- Professional -
Informational
Tone: Personal - Honest Language: Simple - Fun
Purpose: Engage - Educate - Inform Entertain -Amplify
Pages: Arrowhead Brass
Pages: Arrowhead Brass
Facebook Post Examples
rowhead
Character: Warm Friendly Professional -
Informational
Tone:
Personal - Honest Language: Simple - Fun - Insider
Purpose:
Engage - Educate Inform Entertain -Amplify - Sell
Character: Inspiring- Friendly Professional
Authoritative
Informational
Tone: Personal Honest - Direct Language: Complex - Savvy Insider
- Serious
Purpose: Engage - Educate - Inform -Amplify - Sell
rowhead
Instagram Post Examples
LinkedIn Post Examples
Website
The Arrowhead website will utilize a simple template and design to ensure that users will experience a common platform throughout the brands, no matter the language or market. Content is managed by the marketing team at Arrowhead, working in conjunction with customer service and sales to provide consistent and accurate information to users.
The Arrowhead.com website colors are chosen to showcase our products and traditional logo colors.
Website font will be Arial 12pt.
E-mail Signature
All company E-mail accounts shall utilize a standard sign off format to provide consistency and a professional image.
E-mail signatures will be clear and concise, and include the company logo.
Individual details can be altered according to the department or company sector, but the following positioning, style and format should be followed at all times.
E-mail font: Arial 11 pt., 90% black Name= Bold 14 pt, Arrowhead green
Contact detail: 90% black / dark gray, 11 pt.
Email signature should include: Social platform icons (Facebook, LinkedIn, and Instagram) with links to the platforms. The Arrowhead Lead-Free logo and “PROUD TO BE LEAD FREE” in 14 pt. Arrowhead Green under the logo.
Acceptable E-mail Signature
5147 Alhambra Ave., Los Angeles, CA 90032
Phone: (720) 403-3263
Email: michelle.wood@arrowheadbrass.com
www.arrowheadbrass.com
PROUD TO BE LEAD FREE
E-mail Disclaimer Copy:
E-mail Disclaimer: This E-mail is solely for the intended recipient(s), is strictly confidential and may also contain legally privileged information. If you are not the addressee, please do not read, print, re-transmit, or store it or any attachments. Please ensure you have appropriate virus protection before opening any attachment.
Arrowhead Brass & Plumbing, LLC 5147 Alhambra Ave., Los Angeles, CA 90032.
Arrowhead is a registered in the United States and other countries.
Presentations
The following PowerPoint slide template is to be used in all presentations.
Previously discussed brand guidelines must be adhered to and the background must be white.
This standard format may be altered as necessary for various presentations or reports. If changed, all guidelines pertaining to the structure of company logos must be adhered to.
Product images should appear on a white background.
The group graphic device and logo should appear at the bottom right of the presentation.
Presentations should use Aileron font. Silde title font should be Aileron Bold, bolded.
A master copy of the PowerPoint template is available on the company server. Contact the marketing manager for details.
A. Slide deck cover page. Includes Arrowhead logo and potential customer corporate logo.
B. Brand cover slides.
C. Thank you page. Final slide includes contact information.
Photography
Pictures are a key part of maintaining Arrowhead brand awareness and is often the focal point of literature and marketing materials.
Product Shots: Product photos should be on a clear white background and be the focal point. On literature and marketing material featuring the full range, a group of product pictures is acceptable. For literature featuring one product line, photos of various angles as well as detailed or cropped pictures will support the literature best.
Brand Images
Product Shots
Potential customer corporate logo (high-quality PNG image)
Brand Images: When supporting product photos, approved brand images may be used to assist in selling the brand.
Brand images must be high quality photos that are relevant to the brand and product being supported.
Illustrations: Illustrations must only be used to support product literature and must not be the focal point. 3D illustrations are ideal to enhance the product and brand. 2D linestyle drawings are acceptable for technical literature.
Illustrations
Drop Shadow: For product shots, drop shadow effects are acceptable. The company standard setting is 50% Multiply Black, 0.0625 size & distance, global light. No other effects should be applied.
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Stock Photography
Stock photography chosen for ads and digital media images shall represent the different facets of the Arrowhead Brass family of brands.
Each image is carefully selected to encompass our lead-free promise and reflect the healthy nature of our products as well as the diverse cultures that use our products. The Arrowhead brand focuses on the health and safety of the families who use our products and the images chosen reflect this diversity.
Approved types of stock photography
Exhibition, Apparel, & Advertising
Guidelines
Exhibition Guidelines
Apparel
Banners & Posters
Promotional Giveaways
Trade Shows, Exhibits, & Counter Days
Each image ties back into our other images creating a seamless advertising transition that showcases our products and implies highquality, healthy living, and family-focused daily living products.
Fliers
Advertisements & Promotions
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Exhibition Guidelines
Stand Design:
Location: The stand should be located in an area of high traffic, near a main entrance or food areas. The position of competitors should also be considered.
Branding: The main focus of exhibitions should be the Arrowhead Brass Family of Brands.
Design:
The stand design should reflect the modern representation of the Arrowhead Brass Family of brands and our lead-free promise.
Signs: Where possible, branding should be clearly visible from all directions and signs should extend from the stand so the brand can be clearly identified from a distance. Brand & product logos should be displayed at several levels, with emphasis a the eye level.
Stand Content:
Products: Product ranges should be clearly branded according to the latest version of the brand guidelines. Product should be clearly visible on the stand.
Where space permits, installation or live product boards should be created with graphics to support the products. Live products will provide the sales team members with handson demonstration of the products.
Lighting: The stand should have good lighting to create a welcoming stand and emphasize the branding and products.
Meeting Space: When space permits, meeting space or areas on the exhibition stand should be made available for meetings with customers. Customer meetings should be scheduled prior to the exhibition.
Invitations: It is important to contact key customers and contractors to invite them to the booth. The invitation can encourage visitors to the stand by offering giveaways.
Marketing Activities:
Literature:
Literature should be available on the stand for visitors to take away. The literature displayed should include the full product range as well as specific product brochures.
Show Discount (when applicable)
Exhibition discounts can offer a price reduction for orders taken during the exhibition. All discounts offered must be approved prior to the event by the head of sales.
Promotional Giveaways: Exhibitions should have suitable promotional giveaways to attract customers. Pens, candy, stickers, and screwdrivers are examples of acceptable products. Branded USB drives with company literature are also available as superior giveaways to encourage key customers to visit the booth.
Follow-Up Leads: Any leads taken during the exhibitions should be followed up by the sales team soon after the event.
Employee Guidelines: Specific instructions on the exhibition should be provided to the employees attending the exhibition. Instructions should include directions, location, hours and events information.
Arrowhead Apparel
Staffing:
Dress Code: Employees attending the exhibition should be smartly dressed, and wear branded clothes. The level of dress is to be determined by the exhibition coordinator; options include long sleeve shirt & tie, polo shirt, sport coat or suit. Dress, dress pants, or skirt for women.
Approved Arrowhead branded clothing colors include:
-white
-black
-charcoal
-Carolina blue Shirt styles styles include:
- button up
- polo shirt
- or approved t-shirt
Staffing Levels: The stand should have a sufficient number of staff to answer any questions and attract customers. A schedule should be created prior to the event for employees to know what times they are working the booth.
Arrowhead branded apparel or “swag” is the perfect way to showcase our brand to create an immersive brand experience when attending trade shows or visiting customers.
When choosing apparel, choose products that are high-quality and long-lasting, reflective of the Arrowhead legacy and the way we would like to portray our organization.
To maintain the Arrowhead brand standards, logos should be positioned on the left chest on apparel.
Apparel colors are chosen to highlight the Arrowhead green logo for corportate or international options.
Approprate colors for apparel are :
- White
- Black
- Charcoal
- Carolina Blue (for use with red, white, and blue logo)
Apparel Do’s & Don’ts
- Do choose high-quality apparel.
- Don’t reproduce the logo in any color outside of the version provided.
- Do use the approved apparel colors.
- Do get corporate approval for any apparel colors outside of the approved apparel colors
* If choosing additional colors, remember they should be contrasting to showcase the Arrowhead logo.
Apparel Colors
White Charcoal Black Carolina Blue (for use with red, white, and blue logo)
Banners & Posters
To support sales in the field, banners and posters can be used to promote the brand and/ or product. There is no exact format for the layout and design, but previously discussed brand & marketing guidelines should be followed.
Posters & Banners: Posters and banners are made for our sales team to provide customers and suppliers with materials that will support sales in the field. The brand logo should always accompany product posters.
Pull-Up Exhibition Banners: Exhibition banners are designed to add to exhibition stands or bring to sales meetings. The layout and designs can be adjusted as necessary. Pull-up banner stands are re-usable; the graphics can updated or replaced as needed.
Posters & Banners
Promotional Giveaways
Giveaways and free goods are designed and purchased to attract sales prospects and promote the brand. Application of the brand to promotional items must follow guidelines at all times.
All designs and promotional merchandise must be approved prior to production by group marketing and the manager of sales.
Promotional Giveaways
Suggested types of promotional giveaways include, but are not limited to:
A: Cups
B: Diecast cars or interactive products
C: Arrowhead stickers
D: Post-it pads
Additional Suggestions include:
- T-shirts
- Pens
- Notebooks
- Chip clips
- First-Aid Kits
- Waterbottles
- Recycled shopping bags
Pop-Up Exhibition Banners
The promotional product options shown are currently available. The logos on promotional products must not be smaller than the guideline established minimum size.
The quality of the promotional products must reflect the brand’s position of strength. Quality materials is important for promotional materials.
Display Stands: Certain products are approved to be send to customers as counter displays. Counter display stands are an excellent way to promote the product, but should be used sparingly.
Display Stands
Trade Shows, Exhibits, & Counter Days
Trade show booths and displays are necessities for promoting and selling products. All booths and displays must adhere to the brand guidelines, including logo placement and colors. The lead-free logo should be prominently placed with the Arrowhead logo either above it or below it.
Where possible, products should be displayed. Displayed products should include pieces from each of the brand lines (Arrowhead, Champion Irrigation, REDIGRIP PushFittings, ICEBREAKER, and Arrowhead Imported).
Concise images and colors should be used throughout any promotional programs. The Arrowhead green should be the dominant color.
All exhibition materials require approval from group marketing prior to production and should be controlled only by the marketing manager.
Exhibit Displays
National Trade Shows Retail/Wholesale Trade Shows Counter Days
Fliers
Where possible, product pictures should be the focal point of the graphic displays. Concise benefits and features of highlighted products should be included, as well as relevant certifications and logos. All exhibition materials require approval from group marketing prior to production.
ARROWHEAD BRASS
Advertisements & Promotions
Magazine, customer catalog, newspaper and other types of advertising methods are used to promote the brand and product.
All printed and digital advertisements should adhere to the brand guidelines. Advertisements and promotions shall be decided upon by the sales managers and head of sales.
All graphics will be created by the marketing department. Please notify the marketing team of any advertisement 3 weeks prior to the artwork due date to allow time for the artwork to be created and approved.
All advertisements must be approved by the marketing manager and head of sales.
Promotions:
All promotional pricing and discounts must be approved by the head of sales. A promotional pricing form is located on the server that must be completed, approved and distributed to customer service and sales teams prior to the promotional start date.
Sample of Previous Advertisements & Promotions
Partner Branding:
As necessary & approved by the head of sales and group marketing, advertisements and promotions may be branded in conjunction with the customer or group name or logo in order to promote sales and support the customer. All brand guidelines must be followed for partner branded advertisements and promotions.
Your Customers Deserve the Best
Contact Details for Guidelines Assistance:
If you require assistance or clarification on any aspect of the brand guidelines, please contact the Arrowhead Brass & Plumbing seinor marketing manager, Michelle Wood (720) 403-3263
michelle.wood@arrowheadbrass.com 5147 Alhambra Ave. Los Angeles, CA 90032
Arrowhead Brass & Plumbing LLC brandlines and associated brand literature, marketing materials and other media will be available on the company server as well as on the company website: www.arrowheadbrass.com
