Talpa: Sherwin-Williams Rebrand

Brand Standard Manual nua

ART 323 Graphic Design II Professor Payne, Spring g 2019 19 Š Rachel Greene, 2019

Who We Are HISTORY Over our 153 years in operation, Talpa has coated hospitals, roads, bridges, ships, and even the White House, Golden Gate Bridge, and Hollywood sign. Talpa has become the go-to for surface improvement for business professionals, contractors, and do-it-yourselfers.

We pride ourselves in our attention to detail, precision, efficiency, and ultimately our customers.

We are dedicated to improving our environmental sustainability efforts as we care deeply about our employees, customers, shareholders, our shared environment, and the spaces where people spend the most time.

3

Table of Contents LOGO

WHO WE ARE

BRAND

3 History

8

Signature ure

26 Typography

5 Respect The Brand

9

up Options Lockup

27 Identity Package

6 Values, Mission & Vision

10 Minimum im Size

29 Letterhead

7 Structure

11 Symbol mb

30 Envelopes

12 Symbol ym entati Orientation

31 Business Cards

13 Background ac d Use

APPLICATION

14 Incorrect nc Back Background Use 15 Cl ce Clearspace 19 Background a und color 20 Background ac und Imagery 21 Prohibited ro ed Use U 23 Black ac & Whit White 24 Color or

32 Website 36 Instagram 37 Products 38 Uniforms 40 Vehicles 41 Convention Collateral 42

CREDITS

4

Who We Are RESPECT THE BRAND This document helps us at Talpa to maintain our reputation and presence in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak clearly and consistently to our audiences with one, uniďŹ ed voice.

Questions should be directed via email to the Talpa Corporate Office at marketing@Talpa.com.

5

Who We Are VISION

VALUES INTEGRITY: We keep promises to one another, our customers and shareholders.

SERVICE: We strive for all interactions to be exemplary, personal, and professional.

PERFORMANCE: We set high expectations, and reward achievements.

INNOVATION: We challenge assumptions and leverage ingenuity and imagination.

QUALITY: We strive to set the industry standard for excellence.

PEOPLE: We are committed to providing safe and healthy work environments where our employees can learn, grow, and be recognized for their achievements.

GROWTH: We are committed disciplined and sustainable growth that beneďŹ ts our communities.

We are striving to improve the environments of our communities which extends into improving the Earth for the next generation.

MISSION We believe that improvement starts on an individual level thus why we seek to ďŹ rst improve the neighborhoods in which we live and operate. We do so by creating workplaces that are safe and diverse, and continuously seeking innovative ways to reduce our impact on the environment.

6

Who We Are STRUCTURE In order to best serve our customers, Talpa is divided into five main divisions: 1. Contractors 2. Homeowners 3. Home Builders 4. Architects, Specifiers & Designers 5. Property & Facility Managers Each division focueses on a specific market segment meaning we can focus on providing the right products and services to the right people for the right job.

7

Logo SIGNATURE WORDMARK

Our logo comprised of three distinct elements: the wordmark, symbol, and tagline.

These can be used either together or separately in an approved lockup. When all elements are used together, we call it a logo signature.

SYMBOL TAGLINE

8

Logo LOCKUP OPTIONS

1.

Approved lockups include: 1. Symbol alone 2. Wordmark alone 3. Horizontal signature 4. Horizontal symbol & wordmark 5. Vertical wordmark & tagline These ďŹ ve options allow for adaptable application that caters to Talpa’s diverse market and wide product range.

2.

3.

4.

5.

Go Beyond the Surface

9

Logo MINIMUM SIZE In order to maintain legibility and clarity, the logo lockups must never be sized smaller than the recommended sizes as shown to the right. This applies for both print and web applications.

0.39”

0.16”

0.52”

0.37”

0.67” Go Beyond the Surface

10

Logo SYMBOL The black and white symbol, as shown to the right, can be used as a separate element on collateral if it meets the following criteria: - The company name and/ or wordmark is present, but is not physically close enough to resemble an unapproved lockup.

- The symbol is 100% black at 100% opacity

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFFF PMS: BLACK

11

Logo SYMBOL ORIENTATION We at Talpa believe that details matter, especially when it comes to representing the ourselves and the standard of quality we provide.

INCORRECT

To ensure brand consistency and recognizability, please be sure the logo symbol is oriented clockwise.

A line should be drawn from the bottom of the most inner spiral to the tapering end of the spiral as shown below.

(The symbol may be animated to spin clockwise for web or television applications.)

The symbol should never be ipped, rotated, or transformed in any way.

Prohibited logo use is further outlined starting on page 21; guidelines apply equally to every logo element.

12

Logo BACKGROUND USE The black and white symbol can be used as a background element only if meets the following criteria: - Oriented correctly (refer to previous page) - 100% black at 3% opacity - Placed on a white background - 30% larger than the chosen layout - Placed on the right-hand side of the layout - The layout does not intersect/ interfere with the 2nd most inner spiral turn.

BACKGROUND RO

SYMBO SYMBOL

C: 0 M: 0 Y: 0 K: 0 R: 225 25 G: 225 25 B: 225 25 HEX:: 0 000000 0 PMS: W WHITE E

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFFF PMS: BLACK

13

Logo INCORRECT BACKGROUND USE 1. Incorrect symbol placement 2. Incorrect proportion to layout 3. Unapproved background color 4. Incorrect symbol color 5. Incorrect symbol opacity 6. Incorrect symbol orientation

1.

2.

3.

4.

5.

6.

14

Logo

X

CLEARSPACE This space is intended to respect the quality of the brand by allowing adequate room for the logo to exist.

Talpa has designated the width of the “T� as the measuring tool to determine clearspace for all but one of our logo lockups. See page 18 for how to handle clearspace for the symbol used as a sperate element.

X

X

No exceptions can be made to the minimum clearspace around each lockup option other than the addition of extra space which is always welcomed.

15

Logo X

CLEARSPACE X Horizontal lockups

X

X

0.38X

16

Logo X

CLEARSPACE Vertical lockup

X

0.32X

Go Beyond the Surface

17

Logo CLEARSPACE When the symbol is used alone, the radius of the symbol is to be used as the unit of measurement.

For all other lockups refer to previous pages and use the width of the Talpa “T�.

X X

X

18

Logo BACKGROUND COLOR Whenever possible, we prefer our logo resides on a white surface as we view that as a space for possibility and imagination.

In terms of product application, the logo does not require sa background color container.

For colors over 50% darkness, use the white logo, and for colors over 50% lightness, use the black logo as the example to the right demonstrates.

19

Logo BACKGROUND IMAGERY Imagery is important to us as it allows for to further convey the quality and newness that we offer our customers.

CORRECT

INCORRECT

Selected images should be high-key and relate to the brand (products, motivation, inspiration, and/or ďŹ nished projects).

Only the black logo may be used on top of imagery.

To lighten images when necessary, lower the image opacity or place a white rectangle over the image and adjust the rectangle’s opacity to achieve maximum legibility.

20

Logo PROHIBITED USE Do not alter typefaces

Do not ip/ reverse

Do not exceed the minimum size

Do not stretch

Do not rearrange elements

Do not overlap lockups or elements

Do not tilt

Do not add effects

Do not lower opacity

TALPA

Go beyond the Surface

21

Logo PROHIBITED USE CONT. Do not invert the colored symbol

Do not use white logo on imagery

Do not use color for any logo type

Do not place black logo on dark products

Do not use a custom symbol color

22

Logo BLACK & WHITE The black and white logo is the default for material pertaining to the company as a whole.

Whereas the symbol can change color, as detailed on the following page, the wordmark and tagline must always remain at 100% opacity either black or white.

C: 0 M: 0 Y: 0 K: 0 R: 225 G: 225 B: 225 HEX: 000000 PMS: WHITE

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFFF PMS: BLACK

Remember: only the black logo is to be used on top of imagery (see page 20).

23

Logo COLOR To denote and best cater to Talpa’s five divisions, the corporate black and white symbol can be interchanged with one of the brand-colored symbols in applications that apply solely to that division.

CONTRACTORS

HOMEOWNERS

HOME BUILDERS

ARCHITECTS SPECIFIERS & DESIGNERS

PROPERTY & FACILITY MANAGERS

If unclear if collateral is widereaching or division-specific, please resort to using the black and white symbol.

The logo may be animated to rotate through the colors as long as they are presented in the order they appear to the right (red, blue, green, orange, gray).

24

Brand COLOR When all ďŹ ve colors are used together, they should ALWAYS be displayed in the order they appear to the right (red, blue, green, orange, gray).

Generally, the ďŹ ve colors should be displayed as a thin strip of rectangles. This brand element serves as a recognizable staple of the Tapla brand, and should be used as an accent, not an overpowering element.

C: 15 M: 85 Y: 63 K: 2 R: 205 G: 75 B: 85 HEX: CD4B55 PMS: 7636C

C: 5 M: 51 Y: 82 K: 0 R: 235 G: 144 B: 69 HEX: EB9045 PMS: 2220 C

C: 62 M: 27 Y: 51 K: 14 R: 105 G: 149 B: 132 HEX: 699584 PMS: 2249 C

C: 83 M: 37 Y: 33 K: 0 R: 37 G: 133 B: 156 HEX: 25859C PMS: 1575 C

C: 56 M: 48 Y: 47 K: 14 R: 48 G: 0 B: -1 HEX: 727272 PMS: 424 C

The rectangular strip should never exceed 20% of the design unless approved by the Talpa Corporate Office.

25

Brand TYPOGRAPHY This type system is designed as the ultimate balance of geometric and organic shapes reecting our commitment to the environment as well as our passion for structure and precision.

This typographic system applies to all aspects of the brand identity including signage, digital media, collateral materials, and the logo.

Our system includes the two type families Gotham and Archer, but only the weights and styles shown to the right.

Gotham Bold Gotham Bold Italic

Archer Book Archer Book Italic Archer Medium Archer Medium Italic Archer Semibold Archer Semibold Italic Archer Bold Archer Bold Italic

Headers = Gotham Bold (uppercase) Body copy = Archer Book.

26

Brand IDENTITY PACKAGE Shown on the following page, our brand identity package exists to further exemplify the emotional tone of our company, and create a lasting experience for everyone who interacts with it.

The exterior of the business cards and envelopes are kept minimal to create intrest and encourage users to go beyond the surface.

27

Marnie Vendeville Store Manager

Go Beyond the Surface

Go Beyond the Surface

(864) 261-0886 MVendeville@talpa.com

4134 Clemson Blvd, Anderson, SC. 29621

September 6, 2019 Dear recipient,

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Melvin Porter 1599 Curabitur Rd. Bandera, SD. 45149

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.

1o1 Prospect Ave.

Cleveland,OH. 44115

Sincerely,

CEO John Morikis

1o1 W. Prospect Ave. Cleveland,OH 44115

www.talpa.com 1-800-474-3794

28

Brand IDENTITY PACKAGE 0.6386”

3.3011”

3.3011”

LETTERHEAD

Go Beyond the Surface

0.5425”

Format: 8.5” x 11”

September 6, 2019 0.4443”

1”

Dear recipient,

Paper: Strathmore Premium Super Smooth Soft White 80T Type System: Body: Archer Book 11/16 Footer: Archer Semibold 11/ 16

0.5456”

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

1”

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.

Sincerely,

1.0432”

CEO John Morikis 0.6777”

1o1 W. Prospect Ave. Cleveland,OH 44115

www.talpa.com 1-800-474-3794

29

Brand IDENTITY PACKAGE 0.6386” 0.3435”

ENVELOPE

1.9301”

Format: #10 envelope 4.125” x 9.5” Melvin Porter 1599 Curabitur Rd. Bandera, SD. 45149

4.1663”

Paper: Strathmore Premium Super Smooth Soft White 80T

1.7196”

Type System: Front: Archer Medium 11/14 Back: Archer Semibold 11/14

0.6769”

0.4891”

1o1 Prospect Ave.

Cleveland,OH. 44115

2.4249”

0.6505”

3.034”

30

Brand IDENTITY PACKAGE BUSINESS CARDS

CORPORATE

LOCAL 0.4599”

Format: 3.5” x 2” Paper: Strathmore Premium Super Smooth Soft White 80C

Go Beyond the Surface

Go Beyond the Surface

101 Prospect Ave. Cleveland, OH. 44115

4134 Clemson Blvd, Anderson, SC. 29621

0.3355”

Type System:

0.2562”

Front: Archer Thin 10.17/12.2 pt.

Back: Name: Archer Semibold 13.22 pt.

0.2947”

John Morikis

Marnie Vendeville

CEO

Store Manager 0.658”

Position: Archer Book Italic 11.19 pt.

(864) 280-0773 JMorikis@talpa.com

(864) 261-0886 MVendeville@talpa.com 0.2434”

Phone & Email: Archer Thin 11/14 pt.

31

Application WEBSITE Home page The colored bar at the top serves as quick navigation for people familiar with the site. Simply click the color of the division to visit the site.

IMPROVING ENVIRONMENTS

Explore Products

Newcomers are ďŹ rst encouraged to learn more about our company and explore products, and then are guided through the process of choosing which division site to enter. based on their personal needs and the services we provide.

About Us

CONTRACTORS

HOMEOWNERS

HOME BUILDERS

ARCHITECTS, SPECIFIERS, & DESIGNERS

FACILITY & PROPERTY MANAGERS

Explore

Explore

Explore

Explore

Explore

32

Application WEBSITE About page ABOUT US

This page deďŹ nes the purpose of our rebrand as highlighting our commitment to environments while reminding our customers of our values, mission and vision.

Explore Products

Learn more

VALUES

MISSION

VISION

33

Application WEBSITE Fixed-scroll pop up that is activated by clicking “Explore Products”.

This allows users to enter into a division- specific site individualizing the user experience, and ensuring we can provide our best quality of assistance.

CONTRACTOR

HOMEOWNER

ABOUT US

HOME BUILDER

ARCHITECT SPECIALIST DESIGNER

PROPERTY / FACILITY MANAGER

Knowing K i who h you are ensures su we provide d the th right rig t products d and nd d services s v ffor tth the he job

Explore Products

Learn more

VALUES

MISSION

VISION

34

Application WEBSITE

COLOR

PROJECTS

PRODUCTS

Homeowners site HOMEOWNERS

The goal of this division-specific site was to convey a sense of comfort and reassurance. Homeowners often feel stressed about improvement projects, so we sought to provide them with the confidence they need by knowing that help is always within reach.

Find a Store

Get Inspired

COLOR OF THE MONTH EXPLORE COLOR

EXPLORE PROJECTS

NEW

EXPLORE PRODUCTS

EXPLORE TUTORIALS

35

Application INSTAGRAM For this campaign, we focused on man-made and natural environments melding together in order to raise awareness of our commitment to the environment, and to heighten people’s awareness of their current surroundings- both natural and man-made.

Generally, 80% of our social media content should establish or further an authentic connection with our customers by engaging with them directly while the other 20% should be used to promote new products and innovations.

36

Application PRODUCTS

37

Application UNIFORMS APRONS We believe every surface holds potential for possibility, and our uniforms are no exception.

Whereas we do admire cleanliness and precision, we embrace the fact that the apron will not remain white for long.

Each paint drop is a testament to our commitment to our customers.

Our employees should take pride in the paint they accumulate as it represents numerous completed projects, and satisďŹ ed customers.

The apron pocket is stain resistant to maintain logo legibility.

38

Application UNIFORMS MAGNETIC NAME BADGE

POLO POL LO Archer Book Archer Book Italic Archer Medium Archer Medium Italic Archer Semibold Archer Semibold Italic Archer Bold Archer Bold Italic

39

Application VEHICLES

40

Application CONVENTION COLLATERAL BOOTH

NAME TAG

41

Credits Graphicburger.com Pixiden.com Dribble.com Behance.net unsplash.com badgeworksplus.com pexels.com sherwinwilliams.com lowes.com

42