Sandeman Brand Guidelines

BRAND GUIDELINES VERSION 01 / OCTOBER 2021

WELCOME SANDEMAN BRAND GUIDELINES

Sandeman Brothers has been established since 1853 and are UK manufacturers of specialist coatings distributing to the Trade and DIY markets through our branded BLACKBULL range of high quality Britishmade products.

SANDEMAN BRAND GUIDELINES VERSION 0.1

The original SANDEMAN Brothers was established in Murano Street, Glasgow in 1853. The business specialised in rosin oils, grease-making oils, Russian turpentine, drying oils for paint manufacture, greases and solidified oils.

The business later expanded and a separate additional business was added in 1883; SANDEMAN Varnish limited.

A series of acquisitions and demergers in the 1970’s and 1980’s led to the original site and land being sold for student accommodation. The manufacturing operation of the business was transferred into a new business; Clydebridge Chemicals Ltd, incorporated in 1977 in Scotland, and manufacturing in Cumbernauld, before later being incorporated in England in 1985 when the Company completed a full relocation from Glasgow to Reading to a new purpose-built site.

SANDEMAN Brothers was re-incorporated in 2020 as a sister company to Clydebridge Chemicals.

The name is a deference to our roots and the original Glaswegian founders and all those who have worked in our businesses over the past 170 years.

We thank our founders and our customers for their support of two centuries of British chemical manufacturing; we hope with your continued support to preserve this heritage brand well into the future.

Our brand is more than our name and logo. Its the sum total of everything we say and do. This guide will explain how to use our visual identity with confidence and clarity.

BRAND STRATEGY SANDEMAN BRAND GUIDELINES

Our brand guidelines have been designed to ensure consistency, helping to create strong, recognisable and innovative communications.

NO BULL, JUST QUALITY. SANDEMAN Brothers tagline

BRAND NARRATIVE The story of the ideas, experiences and values upon which the brand and the company is built. It is an internal piece that enforces the pride of the employees and explains the story of the brand’s journey.

CORE VALUES (Curiosity, Ambition, Delight, Empathy, Teamwork - TEXT NEEDED)

SANDEMAN BRAND GUIDELINES VERSION 0.1

OUR LOGO

LOGO SANDEMAN BRAND GUIDELINES

Consistent use of our logo is key to retaining brand strength through immediate recognition of who we are and what we stand for.

SANDEMAN BRAND GUIDELINES VERSION 0.1

There are three versions of our logo, to ensure word-mark legibility at all sizes.

SANDEMAN BRAND GUIDELINES

Our PRIMARY LOGO is preferred, and we use it wherever possible. Always use it in applications where the logo is a focal point.

Our SECONDARY LOGO is useful for applications where space is at a premium but when it is desirable to still convey the Sandeman history.

Our TERTIARY LOGO has a larger wordmark, for optimum legibility at smaller sizes.

We use this in content-heavy applications where the logo lives at smaller scales.

SANDEMAN BRAND GUIDELINES VERSION 0.1

PRIMARY LOGO EXCLUSION ZONE

PRINCIPLE

EXCLUSION ZONE

To allow our logo to work correctly, there must always be clear space around it.

Our logotype must always be surrounded by an area entirely clear of copy, imagery and any other graphic devices.

The formula for this exclusion zone is shown above and applies to all sizes of logotype reproduction.

The amount of room you need to leave is indicated by the blue hatching. This area is defined by using the Sandeman Brothers shield device in the primary logo and the combined height of the wording under the shield on the secondary and tertiary logo.

SANDEMAN BRAND GUIDELINES

SECONDARY LOGO EXCLUSION ZONE

TERTIARY LOGO EXCLUSION ZONE

X

X

X

X

X

X X

X X

X

SANDEMAN BRAND GUIDELINES VERSION 0.1

It is important to maintain the correct brand identity and the logo must not be altered, re-coloured or distorted in any way.

The following examples show what to do and what NOT to do. These apply to all versions of the logo.

SANDEMAN

BROTHERS

A H I S T O R Y O F Q U A L I T Y P R O D U C T S E S T. 1 8 5 3

DO use the logo artwork exactly as supplied.

DO NOT redraw or recreate the logo with a different typeface.

DO NOT add gradients to the logo.

DO NOT distort the logo.

DO NOT add drop shadows to the logo.

DO NOT create new colour versions of the logo.

DO NOT alter the proportion of any of the logo elements.

DO NOT use the logo on a background where it cannot be seen clearly.

SANDEMAN BRAND GUIDELINES

SANDEMAN BRAND GUIDELINES VERSION 0.1

TECHNICAL DATASHEET V1.01

BLAC

KBUL

TECH NIC

USES - Floo

r and

BLACKBULL

ECO

- Woo

WHAT IS IT? BlackBull ECO Bitumen Emulsion is a cold-applied, rubbermodified, cationic, bituminous emulsion. The product exhibits excellent low temperature flexibility as well as high resistance to softening at elevated temperatures. It can be

- Mas - Ston

specified as a waterproofer for walls, above ground structures and foundations and is compatible with a wide variety of substrates such as wood, masonry, stone, concrete and asphalt (bitumen).

Waterproofer for Adhesive for Fixing Retaining Walls Wood and Mosaic Flooring

SANDEMAN BRAND GUIDELINES

IN BRITA IN

Insulation Board Adhesive

Plaster Bonding Agent

Wide Variety of Substrates

Low Hazard, Clean Up with Water

www.sandemanbrothers.co.uk

Winter Use 5°C and Above

Internal & External Use

25 litre

RDS

AND S TORA G

E

The horns device features in the shield in the Sandeman logo.

They symbolise strength, and always being at the sharp end.

6 |

A HIS O F Q TO RY U PROD ALITY U E S T. C T S 1853

FETY

Store in packag cool, dry co nd in contai g. The prod itions in the ne uct ha original s a 24 within r is unopen manuf m ed 3 storag months and . If opened onth shelf lif acturer e th e se contai times may re aled air-tig e product sh provided th ne e ht betw su ould be applic r, rigorous an lt in bitum ee used n uses ation. en d thor ough st falling to th . Longer e ba irring is essent se of the ial prio r to

86014

5 litre

Y & SA

Produc t Regulat is not classifi ed as io hazard Safety n (Reg. (E C) No Data Sh 1272/2 ous accordin eet fo 00 g r reco mmen 8). Refer to to the CLP ded sa th fety pr e Product ecautio ns.

+44 (0 )1189

THE HORNS DEVICE

ILITY

- Conc rete - Asp halt - Bitu men

STAN DA

LING

info@sandemanbrothers.co.uk |

MADE

AVAIL AB

All com po register nents are REAC ed.

H (Reg . (EC) No 1907 The pr od /2006) any Su uct does no bstanc t cont ain es Concer n (SVH of Very Hig h C).

HAND

+44 (0)1189 860146 |

N

ES

d

onary

TOXIC IT

Waterproofer for Internal Walls

ULSIO

roof sc

e

FEATURES

Use as Waterproof Membrane

EN EM

SUBS TRAT

BITUMEN EMULSION

High Resistance to Softening

BITUM

EET 20 21 V1.0 1

reeds - Inte rnal an d exte rnal w - Brid alls ge ab utmen ts - Culv erts - Conc rete an d brick - Repa founda ir of in tions sulatio - Fixing n boar ds mosai cs and - Gloss wood painte blocks d bric - Reta ks and w ining w alls alls

NO BULL, JUST QUALITY.

Low Temperature Flexibility

L ECO

AL DA TASH

info@ san

dema

nbrot

hers.co .uk |

www.s

andema

ECO C RE

DENT

IALS

– Dearomat ic so to whi te spiri lvent alte rnativ t – Less e toxic – Redu ced lo w odou – Impr r coat oved ing (S H compl iance E) Safety, H ealth – No ar & Envi omatic ronmen hydroc t – Sust arbons ainabl e bene – No Aq fits uatic toxici – Not ty bett clas er for wildlif and Pa sified as C e LP ckagin g) envi (Classifica – Impr tion, La ronmen oved belling tal be flash nefit point – Less above enviro 60 oC nmen tal im pact

nbrot

hers.co .uk

On the above example, the horns device is used as a tint to add interest to the background of this data sheet.

The horns can also be used as a stand alone graphic to embellish documents or be a focal point.

SANDEMAN BRAND GUIDELINES VERSION 0.1

COLOUR VALUES For consistency, in print and on-screen, we have clearly defined our colour values.

COLOUR SYSTEM SANDEMAN BRAND GUIDELINES

We use defined digital and print colour values for consistency across all touch-points.

For ON-SCREEN applications use RGB/HEX For PRINT use CMYK

SANDEMAN BRAND GUIDELINES VERSION 0.1

R 255, G 0, B 0 #FF0000 C 0, M 100, Y 100, K 0

R 178, G 178, B 178 #B2B2B1 C 0, M 0, Y 0, K 40

SANDEMAN RED

GREY

R 29, G 29, B 29 #1D1D1D C 0, M 0, Y 0, K 100

R 255, G 0, B 0 #FF0000 C 0, M 100, Y 100, K0

R 29, G 29, B 29 #1D1D1D C 4, M 100, Y 65, K 100

SANDEMAN BLACK SANDEMAN BRAND GUIDELINES

SANDEMAN BRAND GUIDELINES VERSION 0.1

Hello!

TYPOGRAPHY SANDEMAN BRAND GUIDELINES

This is Red Hat Display.

Our typography is simple and no-nonsense. The typeface Red Hat Display enables us to express ourselves consistently in all applications.

Red Hat Display is available for both print and digital use.

SANDEMAN BRAND GUIDELINES VERSION 0.1

RED HAT DISPLAY REGULAR, 30 PT

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz RED HAT DISPLAY BOLD, 30 PT

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz RED HAT DISPLAY BLACK, 30 PT

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

SANDEMAN BRAND GUIDELINES

We use only as many sizes, weights and colours of type as necessary.

We don’t justify or centre text because it makes typography less legible.

When using multiple sizes, make sure the contrast is clear.

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SAM AUT AUT HARIAND Consequi nam, ius et que cupit qui illorro omnimol pi endelique acea volorro inctis rest expe etur sus explitiassit rae cum earcias dit estiamenias a enaduntiis sea niender iorepele sed mos pera voluptio sitemposam que.

SANDEMAN BRAND GUIDELINES VERSION 0.1

Photography and product packaging is integral to Sandeman language and supports our effort to mirror client expectations of professionalism, trustworthiness and always being on-point. The Sandeman Brand Guidelines should be used as a bible to ensure brand consistency across our product range and communications.

IMAGERY SANDEMAN BRAND GUIDELINES

SANDEMAN BRAND GUIDELINES VERSION 0.1

PACKAGING LABELS

The Blackbull range of products all feature the bull image and strong, clear typography with the brand colours along with green ECO branding and coloured product range identifiers.

The Sandeman secondary logo is used here to enable maximum impace in a small space. The tagline is used at the top on all labels.

Icons are used to visually represent the key information points on the packaging.

BITUMEN EMULSION EXCELLENT LOW TEMPERATURE, COLD APPLIED, RUBBER-MODIFIED, FLEXIBLE EMULSION

ULTRA BITUMEN WATERPROOFER FORMULATION FOR A WIDE VARIETY OF USES & SUBSTRATES

BLACK IN COLOUR / RAPID DRYING 4-6 HOURS

ALL YEAR AROUND USE 5OC AND RISING / 2 COATS

ROOFING

SANDEMAN BRAND GUIDELINES

WATER PROOFING

METAL PROTECTION

LANDSCAPING

WALLS

FLOORS

REPAIRS

MADE IN

BRITAIN

SANDEMAN BRAND GUIDELINES VERSION 0.1

LETTERHEAD

25mm

Sandeman Brothers 7 Darwin Close Reading RG2 0TB www.sandeman.co.uk

STATIONERY SANDEMAN BRAND GUIDELINES

0118 986 0146 xxx xxx

Company Registration 123456789 VAT Number 987654321

Our Letterhead Templates Templates available: —A 4 Letterhead template (Word RGB) —A 4 Letterhead print artwork (CMYK)

Please ensure that the brand typeface, Red Hat Display Regular, is installed before using either template.

SANDEMAN BRAND GUIDELINES VERSION 0.1

Sandeman Brothers Logo with strapline

6mm

Jacob Froggett MANAGING DIRECTOR

0118 986 0146 7 Darwin Close Reading RG2 0TB www.sandeman.co.uk

Name Job title

Red Hat Display Regular 12pt Red Hat Display Bold 7pt (CAPS)

Details

Red Hat Display Bold 7pt Red Hat Display Regular 7pt

6mm

6mm

BUSINESS CARD SANDEMAN BRAND GUIDELINES

For key employees, printed business cards are still an important way to share personal contact details.

— Card Size: 85 x 55 mm

SANDEMAN BRAND GUIDELINES VERSION 0.1

If you have questions about the content in this document, please don’t hesitate to contact us at: info@datumcp.com Sandeman Brothers 7 Darwin Close Reading RG2 0TB

0118 986 0146 info@sandemanbrothers.co.uk www.sandemanbrothers.co.uk

ALWAYS ONBRAND POINT GUIDELINES VERSION 0.1 SANDEMAN