ACE Hardware Rebrand

TABLE OF CONTENTS OUR BRAND

OUR VOICE

OUR LOOK

OUR BRAND IN ACTION

Overview

Brand Voice

Logo

Business collateral

Brand Strategy

Brand Personality

Color

Website

Brand Core

Image

Onboarding collateral

Brand Persona

Type

Print ad

Brand Purpose

Photography

Swag

Digital experience principles

Print collateral

Brand Values Our Mission Mission Vision Positioning Statement

Asset List

OUR BRAND

OVERVIEW Operator of a chain of hardware stores intended to offer a range of products; such as paint, lawn and garden, tools, business supplies and local niche services, enabling customers to fix, repair and maintain their home or business.

BRAND VALUES SERVICE Help is who we are. Our team is what sets us apart. We are the helpful hardware folks.

CONVENIENCE We make sure team is a team of experienced caring employees that are passionate about helping those in their community, trained and equipped with everything they need.

QUALITY Our brand takes pride in standing by quality and local American business owners.

BRAND VISUAL BOARD

OUR MISSION To be the best provider of products, services and operating methods for convenience hardware retailers around the globe, so that we can the community is supported in terms of our customers and local entrepreneurs.

OUR VISION To be the number one helpful hardware store in trust and quality that serves our community by our quality products, expertise and services.

OUR VOICE

BRAND VOICE OUR TONE GENIUNE We always address people honestly, fairly and with respect

BOLD We don't hesitate to offer our assistance and help serve no matter the task.

RELIABLE We are trusted experienced 'helpful folks.'

BRAND PERSONALITY

BRAND PERSONALITY CAREGIVER Caregiver is has a selfless personality and is driven by the desire to protect and care for others.

EVERYMAN The Everyman demonstrates the virtues of simply being an ordinary person, just like others.

OUR LOOK

LOGO The logo symbolizes the values of ACE. The

triangle

represents trust.

represents

community.

integrity.

The

square

The

circle

represents

LOGO MISUE Avoid using our logo in these ways.

avoid recoloring

avoid cropping

avoid resizing

ANCILLARY GRAPHIC

COLOR As our brand palette, these colors — when used together — provide instant recognition of our brand.

Our brand palette is grounded in a bold red symbolizing strength and passion. The color white symbolizes truth and trustworthiness. The color grey symbolizes intellect and reliability.

TYPOGRAGHY AaBbCc Lexenda Zetta

AaBbCc Amicale Light

AaBbCc Koho

OUR BRAND IN ACTION

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