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LOW A1 004 Style Guide R9

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V I S U A L ST A N D A R D S G U I D E C ORPORAT E I DE N T I T Y 2 0 01


LOW A1 004 Style Guide R9

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GUIDE CONTENTS ➤

11:39 AM

Our Look

Applications

2

Trademark Usage and Approval Process

14

Business

3

Logo Usage

18

Public Relations, Press Releases

Improving Home Improvement Usage

19

Vehicles

and Specifications

20

Proprietary Brands

6

S U P P O RT F I L E S ➤

Page 2

7

Areas of Isolation

8

Departments and Divisions

9

Color System

10

Don’ts of Logo Usage

12

Typography


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What do you think of when you see the Lowe’s logo? Everyday low prices? Wide aisles? Brighter stores? Vast selection? Knowledgeable and friendly employees? A home improvement resource for inspiration and solutions? These are the attributes we want our customers to think of when they see the Lowe’s logo. To provide this consistent and clear message throughout all Lowe’s visual communication pieces, we are providing vendors and employees with this guide, presenting Lowe’s Companies, Inc.’s company-approved logo standards. As Lowe’s continues its most aggressive expansion campaign in the company’s history, it is more imperative than ever for the company to present itself with one coherent message and logo, since Lowe’s logo is our brand identity. Therefore, it is crucial for Lowe’s vendors and employees not to deviate from these logo standards. A consistent brand image is very powerful, and it perpetuates our efforts to effectively communicate the Lowe’s message and succeed in a challenging marketplace. Thank you for working with us to make the Lowe’s brand image one that is recognized in households across America. With your help and dedication to this effort, we can give our customers one cohesive message about how Lowe’s can Improve Home Improvement for them.

Bob Tillman Chairman, President and Chief Executive Officer


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Tra d e m a r k Us a g e a n d A p p rov a l Pro c e s s

TRADEMARK INFORMATION

Trademarks are important and valuable business assets and should be treated with care. Businesses rely on their trademarks to identify their products or services and distinguish them from those of competitors. A trademark can be a word, symbol, logo design or any combination of these. When a mark is used to identify and distinguish a service, it is called a service mark. Trademarks also provide quality assurance. For example, when a consumer dines at a particular franchise fast-food restaurant, he or she expects that the nature and quality of the food served will be the same as that served at other restaurants bearing that name. Trademarks must be cared for and protected; the alternative is that they will be lost as has happened many times in the past when their owners have allowed them to be misused. Prime examples of “lost” trademarks, those that became generic through improper usage, include such familiar names as aspirin, escalator, kerosene, corn flakes, linoleum, nylon and shredded wheat. This statement must appear on all advertising materials at a minimum of 7pt type: © 2001 by Lowe’s.® Lowe’s and the gable design are registered trademarks of LF Corporation. HOW TO USE OUR TRADEMARK Our registration of the Lowe’s name is with the U.S. Patent and Trademark Office. We use the registered mark ® symbol with our name and logo on all marketing and printed materials that are used for external communications, e.g. brochures, point-of-sale materials, ads, statement stuffers, stationery, vehicle signage, etc. The registered mark indicates that trademark rights have been claimed and that the mark is registered with the U.S. Patent and Trademark Office.

APPROVAL PROCESS

Approvals must be routed through Lowe’s Creative Services. If a Lowe’s vendor or outside company would like to use our logo, all work must be submitted for approval prior to use. When using an outside logo in conjunction with our logo, refer to the Logo Usage section pertaining to ‘areas of isolation’ for details on proper usage. For questions or other assistance with any information included in this brand manual, please contact: Creative Services Lowe’s Companies, Inc. Attn: Graphic Standards 1605 Curtis Bridge Road, Dept. 105 Mail Stop: STS3 Wilkesboro, NC 28697 336-658-2538 creativeservices@lowes.com

August 2001


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August 2001

Our Look

L o g o Us a g e 3

FOUR COLOR

When printing in four color process inks, use the logo as shown to the left. blue

red

gray

c

10 0

0

0

m

72

10 0

0

y

0

65

0

k

18

15

50

THREE COLOR

When not printing in process inks, the three-color version of the logo is to be used as shown to the left. Use Pantone速 280 blue, Pantone 200 red and Pantone 429 gray.

TWO COLOR: BLUE & RED

When printing in two colors, use the logo as shown to the left. Use Pantone 280 blue and Pantone 200 red.

SOLID BLUE

When printing in one color with a high line screen, use the logo as shown to the left. Use Pantone 280 blue. Note that the outline of the logo is solid Pantone 280 blue.

PANTONE 速 is a registered trademark of Pantone, Inc.


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August 2001

L o g o Us a g e

BLACK & 50% BLACK

When printing in black ink, use the logo as shown to the left. The outline of the logo is a 50% screen of black.

SOLID BLACK

When printing in black ink, use the logo as shown to the left. Note that the outline of the logo is solid black.

WHITE

When printing the logo with a white outline and white type, use the logo as shown to the left. The black background is intended to show how the logo appears when placed on black. The background is NOT part of this version of the logo.


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August 2001

Our Look

L o g o Us a g e 5

LOGO USAGE

Use these logos without “Home Improvement Warehouse” when usage will be less than 11/2 inches wide. The logo should not be used any smaller than 5/8 inch wide. For color breakdowns, please refer to the previous section. Use of this logo will only be approved under special circumstances (see page 2 for approval process).

FOUR COLOR

When printing in four color process inks, use the logo as shown to the left.

THREE COLOR

TWO COLOR: BLUE & RED

SOLID BLACK

WHITE

blue

red

gray

c

10 0

0

0

m

72

10 0

0

y

0

65

0

k

18

15

50

SOLID BLUE

BLACK & 50% BLACK


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I m p rov i n g Hom e Im p rov em e n t Us a g e a n d Sp e c i f i c a t i on s

LOGO USAGE WITH TAGLINE

This logo with tagline must be used with all external communications to the consumer. Examples of external communications are brochures, point-of-sale materials, ads, statement stuffers, vehicle signage, etc. In addition, usage of the tagline “Improving Home Improvement” is restricted to only appear as shown with the Lowe’s logo below. Alternative usage must be approved (see page 2 for approval process).

August 2001


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August 2001

Our Look

A re a s o f Is o l a t i on 7

AREAS OF ISOLATION

To give the logo “breathing room,� isolate it from other type with space that surrounds it by at least one quarter the height of the gable at the size being used. In the example shown below the logo is isolated by a space of 1/4 inch.

18 pt

18 pt

x

x

x

x

18 pt

18 pt

x

x

x

x

At the size shown here, the height of the gable is 1 inch, thus determining the area of isolation as 1/4 inch.

At the size shown here, the height of the gable is still 1 inch, thus determining the area of isolation as 1/4 inch; however, it extends below the tagline. This application also applies to division names (see page 8).


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August 2001

D ep a r t m ent s a n d D i v i s i o n s

DEPARTMENT & DIVISION LOGO USAGE

Department and division names may not be placed inside the gable, modifying the corporate logo. The width of the type of the department or division name must be the same width as the gable. Typeface should be Bureau Grotesque; with name shown on one line in upper/lowercase type. This font is not included on the CD provided. Please contact Creative Services and we will assist you in the development of all department and division graphics. All uses of department and division names must be submitted for approval prior to use. See page 2 for approval process. For internal Lowe’s department and division use only, examples of this type of usage include letterhead, lobby signs, road signs, business cards, etc.

DIVISIONS

FOUR COLOR

SOLID BLUE

BLACK

AND REGIONS

Western Division

Western Division

Western Division

NOTE: Divisions can only be expressed as Western Division, Northern Division and Southern Division.

FOUR COLOR

SOLID BLUE

BLACK

DEPARTMENTS

Aviation Department

COMMERCIAL

FOUR COLOR

Aviation Department

SOLID BLUE

Aviation Department

BLACK

SERVICES

NOTE: Commercial Services is the only instance where Bureau Grotesque is not used and type is all caps.


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Our Look

Color System 9

SECONDARY COLORS

PRIMARY COLOR

01

02

03

04

Always ask for a drawdown from the printer. (A drawdown

01

02

03

04

pantone coated

280

200

429

123

pantone uncoated

280

200

429

115

c

100

0

6

0

m

72

100

0

30

y

0

65

0

94

k

18

15

34

0

is the actual ink mix on your specified stock.) Also, tell them that the intention is to exactly match your PMS chip. The adjustments for process colors were made based on Pantone chips and Photoshop速 conversions to CMYK. NOTE: The colors on this guide have not been evaluated by Pantone速, Inc. for accuracy and may not match the Pantone Color Standards. For accurate color standards, refer to the current edition of the the Pantone Color Formula Guide.


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D on’t s o f L o g o U s a g e

DON’ T

Stretch logo vertically or horizontally.

DON’ T

Delete the outline around logo.

DON’ T

Delete gable shape around logo.

DON’ T

Distort logo background shape.

DON’ T

LOWE’S

Use a typeset for logo.


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August 2001

Our Look

D on’t s o f L o g o U s a g e 11

DON’ T

Use a division name inside the gable. Western Division

DON’ T

Use a different color inside the gable or manipulate the color of the rules around the gable.

DON’ T

Manipulate rule width.

DON’ T

Use without proper trademark symbol.

DON’ T

Incorporate or allow art or type to touch the gable.


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August 2001

Typ o gr a p h y

COMMUNICATIONS FONTS

Folio should be used for all business communications. Examples include business cards, letterhead, fax forms, etc. If Folio fonts are not available, Arial can be used as a replacement font. See pages 14-15 for business communications guidelines.

FOLIO BOOK

abcdefghijklmnopqrstuvwxyz 0123456789 FOLIO MEDIUM

abcdefghijklmnopqrstuvwxyz 0123456789 FOLIO BOLD

abcdefghijklmnopqrstuvwxyz 0123456789 FOLIO EXTRA BOLD

abcdefghijklmnopqrstuvwxyz 0123456789


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Our Look

Typ o gr a p h y 13

LOGO FONTS

Bureau Grotesque headlines are Five-Five, body copy is Three-Three. Headlines, covers of binders and presentations are done in bold. Medium should be used on letterhead. Do not use the light fonts.

BUREAU GROTESQUE FIVE-FIVE

abcdefghijklmnopqrstuvwxyz 0123456789 BUREAU GROTESQUE THREE-THREE

abcdefghijklmnopqrstuvwxyz 0123456789 FONTS FOR OTHER USES

Arial can be used in all other situations unless specified previously.

ARIAL (For business letter body copy)

abcdefghijklmnopqrstuvwxyz 0123456789 ARIAL BLACK


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Bu s i n e s s

CORPORATE STATIONERY

For assistance 54 pt

with stationery 30 pt

elements contact

18 pt

336-658-7541. LETTERHEAD 8.5" x 11"

Two Color

Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

85 pt

Logo

Typography Address PMS 280 Folio Medium 8/11 54 pt

Name 30 pt

PMS 280

18 pt

Folio Medium 10/11 ENVELOPE 9.5" x 4.25"

85 pt

PMS 280 Folio Medium 7/11

Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

Title

Rule PMS 280 .5 pt 18 pt

elements are BUSINESS CARD

Anywhere Street Anywhere Town, AA 00000

35 pt

3.5" x 2"

Phone: (000) 000-0000 Fax: (000) 000-0000

108 pt

shown actual size.

18 pt

18 pt

NOTE: Stationery

John Doe Store Manager

email: john.t.doe@lowes.com pager: (000) 000-0000


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Applications

Bu s i n e s s 15

DIVISION STATIONERY

For assistance 54 pt

with stationery 30 pt

elements contact

18 pt

336-658-7541. LETTERHEAD 8.5" x 11"

Two Color

Western Division Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

85 pt

Logo

Typography Address PMS 280 Folio Medium 8/11 54 pt

Name 30 pt

PMS 280

18 pt

Folio Medium 10/11 ENVELOPE 9.5" x 4.25"

85 pt

PMS 280 Folio Medium 7/11

Western Division Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

Title

Rule PMS 280 .5 pt 18 pt

BUSINESS CARD

Approval is needed

3.5" x 2"

Western Division Anywhere Street Anywhere Town, AA 00000

35 pt

shown actual size.

108 pt

elements are

for any changes.

18 pt

18 pt

NOTE: Stationery

John Doe

Phone: (000) 000-0000 Fax: (000) 000-0000

Regional Manager

email: john.t.doe@lowes.com pager: (000) 000-0000


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August 2001

Bu s i n e s s

EXECUTIVE STATIONERY

For assistance 54 pt

with stationery 30 pt

elements contact

18 pt

336-658-7541. LETTERHEAD 8.5" x 11"

Two Color

Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

85 pt

Logo

Typography Address

Dale Pond

PMS 280

Executive Vice President

Folio Medium 8/11

Marketing & Merchandising

Name

54 pt

18 pt

30 pt

PMS 280 Folio Medium 10/11

PMS 280

ENVELOPE 9.5" x 4.25" 85 pt

Folio Medium 7/11

Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

Title

Rule PMS 280 .5 pt 18 pt

elements are BUSINESS CARD

Anywhere Street Anywhere Town, AA 00000

35 pt

3.5" x 2"

Phone: (000) 000-0000 Fax: (000) 000-0000

108 pt

shown actual size.

18 pt

18 pt

NOTE: Stationery

Dale Pond Executive Vice President Marketing & Merchandising

email: john.t.doe@lowes.com pager: (000) 000-0000


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August 2001

Applications

BUSINESS APPLICATIONS

18 pt

30 pt

54 pt

FAX SHEET 8.5" x 11"

Black

Anywhere Street Anywhere Town, AA 00000 Phone: (000) 000-0000 Fax: (000) 000-0000

40 pt

85 pt

Logo Logo with Tagline Typography Address Black

FAX COVER SHEET

Folio Medium 8/11 Document Headers

8.5" x 11"

.5 pt

85 pt

Black

40 pt

Rule

MEMO SHEET

30 pt

Folio Medium 10/15

To: Fax Number: From: Date: Number of Pages:

54 pt

Black

NOTE: Business application elements are shown actual size.

GENERAL OFFICE MEMORANDUM Date: To: From: Copy To: Subject:

Bu s i n e s s 17


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Pu b l i c Re l a t i o n s, Pre s s Re l e a s e s

PRESS RELEASE

30 pt

54 pt

PRESS RELEASE

40 pt

Three Color

85 pt

8.5" x 11"

Logo Logo with Tagline Typography Black Folio Medium 10/15

FOR IMMEDIATE RELEASE Rule Black .5 pt NOTE: Press release is shown actual size.

Contact: Lowe’s Companies, Inc. May 1, 2001 (336) 658-XXXX

August 2001


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Applications

VEHICLES

We Deliver!

Ve h i c l e s 19


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Pro p r i e t a r y Br a n d s

All internal and external applications for Lowe’s proprietary brands must be approved through Lowe’s Creative Services (see page 2 for approval process).

LIFETIME WARRANTY

August 2001


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lowes.com © 2001 by Lowe’s.® Lowe’s and the gable design are registered trademarks of LF Corporation.

Lowes Corporate Identity Brandbook  

Lowes brandbook. A set of rules describing identity of home improvements firm

Lowes Corporate Identity Brandbook  

Lowes brandbook. A set of rules describing identity of home improvements firm

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