Sherwin-Williams Identity Standard Manual_digital

Sherwin Williams Identity Standard Manual

Sherwin Williams

Identity Standard Manual

CONTENTS

0/

1/Who We Are guiding principle our image

1.7 1.8

2/Our Brand inspirations the identity integrity & clearspace sub-branding usage examples

2.15 2.16 2.18 2.19 2.20

3/Color Palette color swatch palette breakdown single color usage identity on color background identity on photograph

3.26 3.29 3.30 3.35 3.36

4/Support Elements tagline usage secondary graphic photography typography

4.40 4.43 4.44 4.47

5/Visualize Our Brand stationery apparels products merchandise collateral signage advertisements

5.50 5.52 5.57 5.60 5.64 5.67 5.69

Sherwin Williams

Identity Standard Manual

Who we are

1.4

In the beginning, our founders insisted upon products, processes, and people of the highest quality. This dedication to be the best continues. With a strong commitment to continuous improvement, we challenge ourselves to set the industry standard for excellence in colors, products, and coatings that preserve, protect, and beautify.

SW 6778 Aviary Blue

LRV 31 Interior Base

1

1.5

Sherwin Williams

Identity Standard Manual

Guiding Principle

1.6

Sherwin-Williams is the nation’s biggest paints company providing a wide range of paints and tools to homeowners, professional and industrials.

We are constantly developing new and safe products; for you and our planet.

Our long history of excellence in paints gives you the best quality paints.

Our knowledgeable staff can help you breath life into any room. Whether it’s your remodeling project, or large scale contracting home renovations.

service

innovation

growth

integrity

people

performance

quality

Sherwin Williams Since its founding by Henry Sherwin and Edward Williams in 1866, The SherwinWilliams Company has not only grown to be the largest producer of paints and coatings in the United States, but is among the largest producers in the world.

1.7

Sherwin Williams

1.8

Identity Standard Manual

Our Image

1.9

We will show Sherwin-William’s commitment to the environment by creating safe paint products for the market. The new brand is the first step to change the publics view of the company as a social-conscious company.

By using the concept of colors, life, and nature; we can position SherwinWilliams as a modern and eco-friendly company.

Old identity

1885

1905

New identity

1974

Sherwin Williams

1.10

Color is one of the most fulfilling elements in our lives. Color can attract your attention or change your mood.

It speaks to who you are, how you feel and where you’re going.

Identity Standard Manual

1.11

Sherwin Williams

Identity Standard Manual

Our Brand

2.12

2.13

Our brand is more than just the familiar logo. It’s the expectations that people have of us towards our products and services and how we feels towards the world around us.

SW 6716 Dancing Green

LRV 58 Interior Base

2

Sherwin Williams

2.14

Identity Standard Manual

The Inspiration

2.15

We look toward nature as inspiration, mainly for idea of capturing the natural color and using it to enliven your life. By using our color, you are painting your world with nature.

color

renew

mood

life

growth

personality

nature

health

individualism

seasons

beauty

senses

change

expression

happiness

organic

choice

environment

Sherwin Williams

2.16

Identity Standard Manual

The Identity

2.17

Our logo is the embodiment of our new image. It is full of life, dynamic as a painter’s brush stroke and bold as nature’s color.

wordmark

3.7 cm

1.8 cm

dynamic brush strokes

Minimum Size

Core Elements

For optimum readability, set the logo at no less than 1.8 cm. width.

If possible set it at 3.7 cm.

The identity is made up of two elements: The Sherwin Williams word mark and the dynamic brush strokes. These two components are always placed in a fixed relationship and should never be altered, modified or reproduced in any way.

Sherwin Williams

Identity Standard Manual

2.18

Integrity & Clearspace

Sub-Branding

Below are acceptable arrangement of our identity, please follow the specify guideline when scaling and positioning.

The identity can be shown with our sub-brand divisions. Individual subdivision should be position below the respect logo as indicated.

2 3

x

4

1

Exclusion Zone [1]

Legal mark [2]

It should also be the minimum when positioning the identity close to the edge of a page or trim area. This is the recommended minimum area, wherever possible allow more space.

The identity includes a trademark symbol in the upper right corner of the mark. Do not manipulate or reposition the symbol, if required to display.

Clear Space [3]

Baseline [4]

To ensure its integrity and visibility, the logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clears pace; a space equal in size to the x-height of logo.

To properly set the logo on a line or other elements, use the indicated baseline as reference.

Refer to Color Palette section regarding sub-branding color

2.19

Sherwin Williams

2.20

Identity Standard Manual

Usage Examples

2.21

Below are some correct and incorrect usage for the identity.

It is best to leave the logo some space to breathe. It is preferred to use white or neutral backgrounds.

If it’s unavoidable to sit the logo on a color or a photo, use the negative logo.

Never stretch the logo.

Do not add embellishments like drop shadows, embossing etc. to the logo.

It is not necessary to reposition the logo components in any way.

If necessary the logo is allowed to be in 60% black.

The logo can be enlarge and use as a seamless repeated pattern.

Don’t rotate the logo in anyway.

Don’t separate the component and set them individually.

There is no need to adjust tweak anything with the logo whatsoever.

Sherwin Williams

Identity Standard Manual

2.22

Color is one of the first things you notice when you walk into a room. Is it any wonder that color, and how you use it, is one of the most important decorating decisions you’ll make in your home?

23

Sherwin Williams

Identity Standard Manual

Color Palette

3.24

3.25

Our colors are what give us our brand personality. It is how our customer can recognize us. We’re bright, bold, colorful and confident.

SW 6860 Eros Pink

LRV 19 Interior Base

3

Sherwin Williams

Color Swatch

3.27

The consistent use of these colors will create recognition and strengthen the identity. The identity system color palette consists of a primary, secondary and supportive color palette.

30% of primary

acce n

70% o

ra

lp e

ap gr

s ras

s

ng

a ry

co lo r

ee

ing

gr

12 prim

ut

te

mpli m ent t of co

ne

et

6 se

palette

te

cy

r colo

ry

jui

y dar

i ma

let

al

s

on ec

f pr

clear sky t pa

pm ss olors tc po

gr

su

ns

us

et

citr n

d re

ee

orange squee ze

3.26

Identity Standard Manual

Primary Palette

Secondary Palette

Inspiration

The identity is compose of this palette combination. Always use these colors for the main highlight elements.

This palette can be apply to the identity, when using the one color version. The secondary palette can also be use to highlight elements.

Our palette range is inspired by the natural colors found in nature and our beautiful environment.

Accent

Neutral

Use this palette to support the secondary palette when needed.

We recommended to use this palette as a background fill to compliment highlight elements.

Sherwin Williams

Identity Standard Manual

Palettes Breakdown

3.28

3.29

Accurate color reproduction is important in all aspects of the identity system. These CMYK and Pantone spot color chips are provided to ensure correct color reproduction.

pms

primary spot

secondary 70%

30%

pms

primary spot

aerospace

protective

industrial

automotive

homeowners

professionals

secondary 70%

30%

Sub-Branding Differentiation Within Sherwin Williams worldwide market, there are 6 separate division catering to different customer. Use each palette above to indicate the respective division collateral and applications.

Sherwin Williams

3.30

Identity Standard Manual

Single Color Usage

3.31

The identity can be reproduce in one color and greyscale.

Only use the colors from primary palettes.

Greyscale

Solid Color

For use with facsimile and photocopy

For use on contrasting backgrounds when necessary.

Be Conscious.

Sherwin Williams

Identity Standard Manual

3.32

3.33

Be present.

Be inspired.

Color is life.

Live it.

Sherwin Williams

Identity Standard Manual

Identity on Colored Background

3.34

The examples below show which colors look best on dark backgrounds and which colors look best on light backgrounds. Keep in mind to ensure legibility. The logo should always be seen clearly

Correct Usage

3.35

and legible. Try to set the logo so it will stands out from the background color. If possible change the background color using a neutral color.

Incorrect Usage

Complimenting Background

Solid and Knock-out color

Dramatic Contrast

Bad Tone-on-tone

On very light colored backgrounds when white is not appropriate the color for the identity should complement the background color.

When using the new Lego identity on a colored background, the preferred color for the identity would be white for maximum contrast.

The logo should not be too contrasting against the background color. Both the logo’s component should be clearly visible on the background.

Never set the one color logo against a stronger background color, or else the logo will be faded out.

Sherwin Williams

3.36

Identity Standard Manual

Identity on Photograph

3.37

When using the logo on imagery, always make sure that it is positioned away from any competing imagery.

Placement

Color

Knock-Out

Place the new logo in an area of the image that is not busy in order to enhance legibility.

Because every image is different, be sure to choose a color with a strong contrast to the background.

Use reverse-out white version when place on photograph with patterns or details.

Sherwin Williams

Identity Standard Manual

Support Elements

4.38

4.39

The support system is designed to be dynamic and flexible. This section will explain the use of typography, image style and graphic elements. The use of these guidelines will assure that the visual system will reinforce and strengthen our identity.

SW 1120 Autumn Blond

LRV 85 Interior Base

4

Sherwin Williams

4.40

Identity Standard Manual

Tagline Usage

4.41

Our identity comes with a tagline that you can use when is necessary to further enhance the brand experience.

color your world.

color your world.

Hangline

Hangline

Tagline Variations The tagline is allow to be use within the guideline for the clearspace. Ideally you should set it in the same gray as the wordmark.

Sherwin Williams

Identity Standard Manual

Secondary Graphic

4.42

Our identity comes with a tagline that you can use when is necessary to further enhance the brand experience.

Usage Example Bleed off the edge to enhance the identity

4.43

Sherwin Williams

4.44

Identity Standard Manual

Photography When using photography, it important to select images of nature and scenery. Also be selective of color quality; must be vibrant, bold and saturated. This will further emphasize our goal, which colors from nature.

4.45

Sherwin Williams

Identity Standard Manual

Typography

4.46

The identity system typography consists of two typefaces: Sherwin Sans and Sherwin Display. Commitment to these typefaces will create a consistent & strong identity.

Sherwin Sans Thin abcdefghijklmnopqrstuvwxyz

Sherwin Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!#$%&*()

abcdefghijklmnopqrstuvwxyz

Sherwin Sans Bold abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!#$%&*()

Sherwin Sans Bold Italic abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!#$%&*()

Sherwin Sans 20/22 pts

Sherwin Display 18 pts

Display & Headline Type

Body & Caption Type

Only use the typeface above for headline and large display copy

Only use Sherwin Sans for body and caption copy.

Sherwin Sans Display

4.47

Sherwin Williams

Identity Standard Manual

Visualize our Brand

5.48

5.49

Our identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and other media.

Correct and consistent use of the visual system will be the determining factor for a successful identity.

SW 6551 Purple Passage

LRV 12 Interior Base

5

Sherwin Williams

5.50

Identity Standard Manual

Stationery

5.51

Sherwin Williams

5.52

Identity Standard Manual

Apparel

Sub-Branding

5.53

Corporate

Sherwin Williams

5.54

Identity Standard Manual

Apparel

5.55

Employee Apron

Sherwin Williams

Identity Standard Manual

Products

5.56

Paint Roller

Paint Brushes

5.57

Sherwin Williams

5.58

Identity Standard Manual

Products

Label

5.59

Sherwin Williams

5.60

Identity Standard Manual

Merchandise

Disposable Paper Caps

5.61

Individual Swatch Card

Sherwin Williams

Identity Standard Manual

Merchandise

5.62

Back Card

Front Card

Swatch Book

5.63

Sherwin Williams

5.64

Identity Standard Manual

Collateral

5.65

Color Basics Emphasize

our lives. Color can attract your attention or

family creates a monochromatic color scheme.

Promotional Booklet

Accordion Fold Format

Sherwin Williams

Identity Standard Manual

Signage

5.66

Store Front

Corporate Headquarters

5.67

Sherwin Williams

5.68

Identity Standard Manual

Advertisements

Poster Series

5.69

Sherwin Williams

Identity Standard Manual

5.70

5.71

Advertisements

Bus Shelter Ads.

Sherwin Williams

5.72

Identity Standard Manual

Advertisements

Billboard Ads.

5.73

sherwin-williams.com

1.800.4SHERWIN

101 W. Prospect Ave. Cleveland, OH 44115