Brand Guidlines - Huttig Building Products

CORPORATE IDENTITY
GUIDELINES
Huttig Sales & Marketing Program || REV. 4/13

www.Huttig.com
Branding Huttig
WHAT DO WE MEAN BY BRAND
Brand is a term used a lot by marketers, yet there is often misunderstanding surrounding what exactly
brand is.
First, let’s note what brand isn’t — it isn’t a name, a logo, a tagline or a trademark, while those are
certainly important parts of branding.
In the simplest terms, brand is the emotional response a person has to a product, service or company.
Similarly, branding is the strategy used to craft and utilize marketing elements to influence a brand’s
perception among an audience.
It’s also important to note that while you can own your name and logo and various trademarks,
your brand itself isn’t actually yours — it belongs to your customers, your prospects and even your
competitors, because the emotional response is theirs.
THE IMPORTANCE OF CONSISTENCY
In marketing, the best way to influence, and even control, perception of a brand is through consistency.
From messaging and logos to layouts and colors, presenting your materials in a thoughtful, consistent
manner builds brand equity — the power a brand wields among its audience. Each time you present
materials in line with guidelines, you add to the brand’s equity; each time you deviate, you cash in on
your equity. Over time, if you continually cash in equity through disparate branding, you may find your
brand carries no equity at all.
WHO IS HUTTIG
As stated on the Huttig website:
We are one of the nation’s largest distributors of millwork, and specialty building products for light
commercial, residential construction and remodeling. Our mission is simple: We strive to be the best
distributor of every product we sell, in every market we serve.
In terms of branding, this is vital information. Everything we do, everything we say, everything we
design should support this statement. If it doesn’t, it should be re-evaluated and adjusted as needed.
These guidelines help provide clear, consistent direction on how to present the Huttig brand simply,
professionally, and most importantly, consistently.
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Logo construction
CORPORATE HUTTIG LOGO
A logo identifies a company. It is intended to be immediately recognizable and easily remembered.
Included in this information are examples of acceptable and unacceptable uses of the HUTTIG logo for
your marketing and advertising purposes. It is important that HUTTIG advertisements are consistent;
therefore it is imperative that you stay within the guidelines that are given for the HUTTIG logo. As we
build recognition of the brand, consistent usage of the logo at a local level will help reinforce overall
brand building. The symbol ® is always used with the Huttig logo and is placed in the upper right corner.
FONT
The HUTTIG corporate logo is composed of the words Huttig Building Products rendered in the
Granby Elephant typeface. Please try to use the artwork provided when reproducing the logo. Logo
specifications are as follows:
• Huttig - Granby Elephant type in all upper case letters and includes a red logomark.
• Building Products - Granby Elephant type in all upper case letters. This should be less than onethird
the height of the word Huttig and justified to right.
• Constructive Solutions Since 1885 - Granby Elephant type in title case. This should span the length
of the green bar above it.
COLORS
The corporate identity colors correspond to the Pantone ® Matching System* of colors.
RGB - R:79 G:110 B:94
RGB - R:245 G:64 B:41
CMYK - C:59 M:0 Y:50 K:52
PANTONE ®
5545 C
PANTONE ®
Warm Red C
CMYK - C:0 M:75 Y:90 K:0
• HUTTIG - Pantone 5545 C
• Red Square - Pantone Warm Red C
• BUILDING PRODUCTS - Pantone 5545 C
• Constructive Solutions Since 1885 - Pantone 5545 C
100%
100%
100%
40%
When a color process cannot be used, the logo should be reproduced in black and white. Everything
prints 100% black with the exception of the red square, which should print 40% black.
*Pantone, Inc.’s trademark for color reproduction and color reproduction materials.
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LOGO USAGE
SIZES
The HUTTIG logo should never be reduced so small that the taglines/qualifiers can’t be read (the
“BUILDING PRODUCTS” or “Constructive Solutions Since 1885” parts of the logo). For best results
never reduce the logo smaller than 1.5". This is also to ensure proper printing reproduction and
readability.
SPACE
The integrity of size, placement and color should always be maintained. When using the logo, other
graphic elements should not violate the logo space. Depending upon the size of the logo, a space of at
least the height and width of the (H) in Huttig should be maintained around the logo.
Correct Uses:
BRANDING
In order to keep the integrity of our brand, the following may not be done (see page 5 for examples):
• Scaling disproportionately
• Tilting
• Breaking up elements and reconfiguring
• Overlapping or butting any art, photographic or text elements
• Varying from color combinations shown
The HUTTIG logo and the descriptor (BUILDING PRODUCTS) must never be separated. By separating
them, the trademark is weakened and not entitled to as much protection.
MARKETING TOOLBOX
All of the HUTTIG logos may be obtained on the Marketing Toolbox located on Employees@Work.
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LOGO USAGE
CORRECT USAGE
By using these correctly and consistently, the Huttig Building Products brand will continue to grow
in stature and brand recognition.
Color Version
Black and White Version
Reversed Out Version
INCORRECT USAGE
By using the mark inconsistently, the brand can be damaged and create confusion in the marketplace.
® ®
Varying from correct colors.
Building Products not capitalized
®
®
Breaking up elements –
cannot add branch name
Scaling disproportionately
®
®
Tilting
Building Products is reconfigured
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CORPORATE LOGO EXCEPTIONS
SIZE
As stated earlier, the complete corporate logo, with name, descriptor and slogan, must be used
whenever possible. Sometimes, the entire logo may not be replicable or readable. For example, on
a golf shirt, the letters may be too small to be readable when stitched onto the shirt. In these cases,
the slogan may be removed but the company name and descriptor must remain and comply with
these brand guidelines. Very small ad specialty items, such as golf balls, may be printed with only the
HUTTIG name and no descriptor. This is only to be done when using the full logo is NOT possible and
is not an option for all items. In these instances, please use the approved logos below.
Whenever the logo is to be altered from its intended form, for whatever reason, it must be approved
before being produced. Please fill out the HUTTIG Brand Exceptions form found on page 15 and fax or
email it to Leah Nilles.
COLOR
As stated earlier, in all print and electronic mediums, the logo must be produced using the correct
Pantone ® colors or in black and white. The only exception to this rule is on apparel. If a different
color is desired besides a tone on tone (the same color as the shirt), please fill out the HUTTIG Brand
Exceptions form found on page 15 and fax or email it to Leah Nilles.
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Other Huttig BRANDS
OTHER HUTTIG BRANDS
In addition, HUTTIG also distributes products under the private labels of HUTTIG Windows,
HUTTIGRIP Fasteners and Final Frame as well as unique, Huttig-branded services, including
Finish Line and ExpressShip. As with the HUTTIG corporate logo, these separate product logos
are intended to be immediately recognizable and memorable. They are designed to be independent
brands, while making it clear they are part of the Huttig family. When presenting these brands, always
include the Huttig corporate logo on the materials as they are not meant to ride alone.
Included in this information are examples of acceptable and unacceptable uses of the product logos in
marketing and advertising programs. To maintain consistent branding throughout the country for all
our brands, it is imperative that logo usage stays within the guidelines given. Following these rules will
lead to stronger branding at a local level, which will be essential in building a stronger national brand.
The symbol is always used with these brands and is placed in the upper right corner.
PRODUCT BRAND FONTS
The HUTTIG portion of each of the product brand logos is rendered in the exact same way as the
corporate logo using the Granby Elephant typeface. The additional artwork is rendered using unique
fonts for each logo. They are as follows:
• HUTTIG Windows - Windows is Book Antiqua Italic.
• HUTTIGRIP - FASTENERS is Chicago.
SERVICE BRAND FONTS
• HUTTIG Finish Line - HUTTIG and PERFORMANCE GUARANTEED are Helvetica Bold
• EXPRESS SHIP - EXPRESS SHIP is Eurostile Bold Oblique; DOOR LITE PROGRAM and ENTRY DOOR SYSTEMS are
Akzidenz Grotesk Roman
• FINAL FRAME - FINAL FRAME is Gotham Bold, Guaranteed for life is Gotham Book and HUTTIG is Gotham Light
COLORS
These brand logos use the same Pantone ® Matching System of colors as the corporate logo.
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• All green areas of the logos: Pantone 5545 C
• All red areas of the logos: Pantone Warm Red C
• Gray areas in Final Frame logo: 70% Black
E N T R Y D O O R S Y S T E M S
When a color process cannot be used, the logo should be reproduced in black and white. Everything
prints 100% black with the exception of the red areas, which should print 40% black.
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Other Huttig Brands
BRANDING
In order to keep the integrity of the brands, the following may not be done:
• Scaling disproportionately
• Tilting
• Breaking up elements and reconfiguring
• Overlapping or butting any art, photographic or text elements
• Varying from color combinations shown
CORRECT USAGE
By using these correctly and consistently, the Huttig Building Products brand will grow in stature
and brand recognition.
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INCORRECT USAGE
E N T R Y D O O R S Y S T E M S
By using the mark inconsistently, the brand can be damaged and create confusion in the marketplace.
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Tilting
Overlapping
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Varrying from correct colors
Stretching
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HUTTIG DOORWAY tm CONFIGURATOr
INTRODUCING THE HUTTIG Doorway tm Configurator LOGO
The HUTTIG Doorway Configurator colors correspond to the Pantone ® Matching System of colors.
• Background: Blue - Pantone 647 C
• Huttig Doorway: Grey - Pantone 420 C
• Configurator and line art: White
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PANTONE ®
647 C
PANTONE ®
420 C
Process color: c 90, m 80, y 0, k 0
RGB color: r 0, g 56 , b 94
Process color: c 0, m 0, y 0, k 15
RGB color: r DB, g DC , b DD
When a color process cannot be used, the logo should be reproduced in black and white. Background prints
100% black.
100%
White (paper)
SPACE
The integrity of size, placement and color should always be maintained. When using the logo, other graphic
elements should not violate the logo space. Depending upon the size of the logo, a space of at least the height
of the doorway should be maintained around the logo.
Correct Uses:
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NEW HUTTIG rewards logo
INTRODUCING THE HUTTIG rewards LOGO
The HUTTIG rewards colors correspond to the Pantone ® Matching System of colors.
When a color process cannot be used, the
logo should be reproduced in black and
white.
SPACE
The integrity of size, placement and color should always be maintained. When using the logo, other graphic
elements should not violate the logo space. Depending upon the size of the logo, a space of at least the height
of the color squares should be maintained around the logo.
Correct Uses:
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approved LOGO SHEETS
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approved LOGO SHEETS
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approved LOGO SHEETS
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approved LOGO SHEETS
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E N T R Y D O O R S Y S T E M S
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ONE STOP theme
THE 2011/2012 TRADE CAMPAIGN THEME
Huttig’s 2011/2012 trade campaign featured a “One Stop
For What You Need” icon, highlighting Huttig’s unique
ability to bring building products and millwork to customers
with a single call, a single invoice and on a single truck.
Original Version
The 2013 campaign utilizes similar messaging in a footer
used consistently throughout Huttig communications, but
no longer uses the icon itself. A new-for-2013 template for
both Word and PowerPoint is available on Employees@
Work, which you are encouraged to use going forward.
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However, if you want to continue using One Stop on any of
your materials, you must follow the below guidelines:
“ONE STOP” LOGO USAGE & PLACEMENT GUIDELINES
You are required to utilize the Huttig corporate logo somewhere
on the same piece. Whenever possible use the updated One
Stop logo featuring the Huttig corporate logo below the words
“One Stop for What You Need”. To meet the rules outlined in
this document, please utilize the updated version (available on
Employees@Work) on any new materials created.
Preferred Version
As with the usage guidelines of the Huttig corporate logo, the
same colors and fonts should be used with all communications.
In order to maintain the integrity of our brand, the following
may not be done: scaling disproportionately, tilting, breaking
up elements and reconfiguring, overlapping or butting any
art, photographic or text elements, or varying from color
combinations shown.
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SUPPLIER LOGOS
SUPPLIER LOGO USAGE
Please ensure you use the most up-to-date supplier logos. All of these logos, and many others, are
available on Employees@Work. If the logo you’re looking for isn’t available, please contact the supplier
and provide the high-res logo to Sarah Scotino at sscotino@huttig.com or Leah Nilles at lnilles@huttig.
com and we’ll ensure it is added.
REX
BRANDED
PRODUCTS
Using the correct version helps ensure there
won’t be any issues with co-op submittal.
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HUTTIG BRAND EXCEPTIONS FORM (AD SPECIALTY ITEMS ONLY)
www.Huttig.com
logo USAGE
NAME
COMPANY or BRANCH
ADDRESS
CITY STATE ZIP
EMAIL ADDRESS:
DESCRIPTION OF ITEM BEING PRODUCED
QUANTITY TO BE PRODUCED
REASON FOR ALTERATION (may also submit an illustration)
DATE NEEDING APPROVAL BY
FOR MARKETING SERVICES ONLY
APPROVED
NOT APPROVED
REASON FOR DENIAL (if applicable)
DATE APPROVED
SIGNATURE OF APPROVING PERSON
FAX to Leah Nilles at 863.420.3883 or email her at lnilles@huttig.com for approval.
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