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PAINT STORES GROUP Brand Identity Guidelines
| Date post: | 28-Nov-2014 |
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P A I N T S T O R E S G R O U PBrand Identity Guidelines
ContentsBrand overview
Logo
Color
Typeface
Brand OverviewSherwin Williams is one of the world’s largest distributors of building and homeimprovement 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 home-owner but also the most professional industrial contractor. To that end, company brand-ing should always convey an image of sophistication and trustworthiness. Visuals and communication should be understood by the entire spectrum of consumers.
Key ConceptsTrustworthy
Friendly
Professional
Legibility of information
Technologically advanced
Environmentally conscious
Ease of use
ContentsBrand overview
Logo
Color
Typeface
Logo
P A I N T S T O R E S G R O U P
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Vertical Stacked
Horizontal
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ContentsBrand overview
Logo
Color
Typeface
Logo
The Bucket
P A I N T S T O R E S G R O U P
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The Name
ContentsBrand overview
Logo
Color
Typeface
LogoSub BrandsWith a wide variety of products, Sherwin Williams has several product “categories”. Eachof these categories has its own variation of the logo. When creating a branding piece for a specific category, the corresponding logo should be used.
P R O D U C T F I N I S H E S
P R O T E C T I V E & M A R I N E C O A T I N G S
A E R O S P A C E F I N I S H E S
A U T O M O T I V E F I N I S H E S
P A I N T S T O R E S G R O U P
Product Finishes
Protecting & Marine Coatings
Aerospace Finishes
Automotive Finishes
ContentsBrand overview
Logo
Color
Typeface
LogoLogo Color
#4b82af
R 75 G 130 B 175
C 72.73% M 42.14% Y 14.01% K 0.12%
Pantone 660C
#6fa9db
R 111 G 169 B 219
C 54.89% M 22.3% Y 0% K 0%
Pantone 297C
#cc3333
R 206 G 58 B 57
C 13% M 91.8% Y 83.84% K 2.99%
Pantone 711C
ContentsBrand overview
Logo
Color
Typeface
LogoProportions
P A I N T S T O R E S G R O U P
minimum total height 9.75mm (27 pt)
X (3 mm)
1.5X
0.5X0.25X
0.5X
0.5X
0.5X
ContentsBrand overview
Logo
Color
Typeface
LogoCorrect & Incorrect Usage
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 for the Bucket, #4b82af for “Sherwin”, and #6fa9db for “Williams”. When printing lim-itations prohibit the use of color, black or white may be used. In this case, the entire mark 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.
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P A I N T S T O R E S G R O U PExample ofincorrect usage
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ContentsBrand overview
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Color
Typeface
Logo
Example ofincorrect usage
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Correct & Incorrect Usage
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ContentsBrand overview
Logo
Color
Typeface
ColorThe 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 consider-ation when creating any patterns or images associated with the main brand. The secondary palette consists of black, white, and grey (#727272)
When using this palette, keep the order consistent as much as possible.
Primary Palette
1 2 3
Secondary Palette
#000000
R 0 G 0 B 0
C 0% M 0% Y 0% K 100%
Pantone Black
#ffffff
R 255 G 2555 B 255
C 0% M 0% Y 0% K 0%
Pantone White
#727272
R 114 G 114 B 114
C 56% M 48% Y 47% K 14%
Pantone Cool Grey 9 C
ContentsBrand overview
Logo
Color
Typeface
TypefacePrimary 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
Aa AaAaHeader Text
Open Sans Bold Open Sans SemiBoldOpen Sans Bold Italic
Aa AaBody Text
Open Sans Regular Open Sans Light
ContentsBrand overview
Logo
Color
Typeface
Examples
TypefaceSecondary 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)
AaAdobe Caslon Pro Regular
