Sherwin Williams brand identity guidelines
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Brand identity guidelines for a rebrand concept of the paint company Sherwin Williams.
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Sherwin Williams brand identity guidelines
- 1. Brand Identity Guidelines PA I N T S TO R E S G RO U P
- 2. Contents Brand overview Logo Color Typeface Brand Overview Sherwin Williams is one of the world’s largest distributors of building and home improvement supplies. Its mission is to provide high-end, quality products to a wide range of consumers. These products should appeal to not only the average homeowner but also the most professional industrial contractor. To that end, company branding should always convey an image of sophistication and trustworthiness. Visuals and communication should be understood by the entire spectrum of consumers. Key Concepts Trustworthy Friendly Professional Legibility of information Technologically advanced Environmentally conscious Ease of use
- 3. Contents Brand overview Logo Logo Color Typeface PA I N T S TO R E S G RO U P Vertical Stacked PA I N T S TO R E S G RO U P Horizontal PA I N T S TO R E S G RO U P
- 4. Contents Brand overview Logo Logo Color Typeface PA I N T S TO R E S G RO U P The Bucket P R N TO R E P A I N T S T OA IE S T GSR O U P S G R O U P The Name PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P
- 5. Contents Brand overview Logo Color Typeface Logo Sub Brands With a wide variety of products, Sherwin Williams has several product “categories”. Each of these categories has its own variation of the logo. When creating a branding piece for a specific category, the corresponding logo should be used. Product Finishes Protecting & Marine Coatings Aerospace Finishes P RO D U C T F I N I S H E S P ROT E C T I V E & M A R I N E C O AT I N G S A E RO S PAC E F I N I S H E S PA I N T S TO R E S G RO U P Automotive Finishes AU TO M OT I V E F I N I S H E S
- 6. Contents Brand overview Logo Color Logo Logo Color Typeface #cc3333 #6fa9db R 206 G 58 B 57 R 111 G 169 B 219 C 13% M 91.8% Y 83.84% K 2.99% C 54.89% M 22.3% Y 0% K 0% Pantone 711C Pantone 297C #4b82af R 75 G 130 B 175 C 72.73% M 42.14% Y 14.01% K 0.12% Pantone 660C
- 7. Logo Contents Brand overview Logo Proportions Color minimum total height 9.75mm (27 pt) Typeface 0.5X 1.5X 0.5X X (3 mm) 0.25X 0.5X 0.5X PA I N T S TO R E S G RO U P
- 8. Contents Brand overview Logo Color Typeface Logo PA I N T S TO R E S G RO U P Correct & Incorrect Usage PA I N T S TO R E S G RO U P Aside from the iterations already shown, acceptable uses of the logo include the Bucket by itself, the Type by itself, and the Bucket and the Type together (without the tagline). The tagline should never be displayed by itself. The colors should be kept consistent - #cc3333 P I N T S TO R E S RO U P for the Bucket, #4b82af forA“Sherwin”, andG#6fa9db for “Williams”. When printing limitations prohibit the use of color, P A I N TorS white Smay O Uused. In this case, the entire mark black T O R E G R be P should be kept consistent. Neither the mark nor the type should be rotated,modified, made to overlap, or deviate from the proportions outlined in the previous page. PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P Example of incorrect usage PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PP AI IN TT SSTT O R E S G RR O U P A N ORES G OUP PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P P A I P A I N T O R E SR G S O U P U P NT S S TO E R G RO PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P
- 9. PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA N T S TO R E S G RO U P P A II N T S T O R E S G R O U P P A I N TP A TN T E S O R E SU G R O U P S I O R S T G RO P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P P T S T T S E S G RO P A I NA I N T OSR EO RG R O U P U P Contents Brand overview Logo Color Typeface Logo PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P P A I IN T SST O R EESS G R O U P PA N T TO R G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P Correct & Incorrect Usage PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P Example of incorrect usage PA I N T S TO R E S G RO U P A TO S E O G R U P P A I NPT ISN T R T S R E SO G R O U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PR S P A I N T S T O A IEN TG S T O RPE S G R O U P RO U PA I N T S TO R E S G RO U P P A I N T S T O R E N T R OO R E S G R O U P PA I S G S T U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P PA I N T S TO R E S G RO U P
- 10. Contents Brand overview Logo Color Typeface Color The logo color palette - #cc3333, #4b82af, #6fa9db - also serves as the primary palette for the main Sherwin Williams brand. These three colors should be the primary consideration when creating any patterns or images associated with the main brand. The secondary palette consists of black, white, and grey (#727272) Primary Palette 1 2 3 When using this palette, keep the order consistent as much as possible. Secondary Palette #000000 #ffffff #727272 R0 G0 B0 R 255 G 2555 B 255 R 114 G 114 B 114 C 0% M 0% Y 0% K 100% C 0% M 0% Y 0% K 0% C 56% M 48% Y 47% K 14% Pantone Black Pantone White Pantone Cool Grey 9 C
- 11. Contents Brand overview Logo Color Typeface Typeface Primary Typeface The main Sherwin Williams font is Open Sans. Open Sans should be used for most branding material, both print and offline. For headers or important text, use Open Sans Bold, Bold Italic, and SemiBold (for less important information). For less important text, use Open Sans Regular or Open Sans Light Header Text Body Text Aa Aa Aa Open Sans Bold Open Sans Bold Italic Aa Aa Open Sans Regular Open Sans Light Open Sans SemiBold
- 12. Contents Brand overview Logo Color Typeface Examples Typeface Secondary Typeface Secondary typeface is Adobe Caslon Pro. This is used in cases where additional hierarchical distinction is needed, or in official company communication (like letterhead) Aa Adobe Caslon Pro Regular