Identity Standard Manual

Sherwin Williams

Sherwin Williams Identity Standard Manual

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guiding principleour image

1/Who We Are

0/CONTENTS

inspirationsthe identityintegrity & clearspacesub-brandingusage examples

2/Our Brand

color swatchpalette breakdownsingle color usageidentity on color backgroundidentity on photograph

3/Color Palette

tagline usagesecondary graphicphotographytypography

4/Support Elements

stationeryapparelsproductsmerchandisecollateralsignageadvertisements

5/Visualize Our Brand

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Who we are

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.

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Aviary Blue

SW 6778

LRV 31

Interior Base

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integrity

people

service

quality

performance

innovation

growth

Since its founding by Henry Sherwin and Edward Williams in 1866, The Sherwin-Williams 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.

Sherwin Williams

Guiding PrincipleSherwin-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.

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Our ImageWe 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 Sherwin-Williams as a modern and eco-friendly company.

1885 1905 1974

Old identity New identity

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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.

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Our Brand

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.

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Dancing Green

SW 6716

LRV 58

Interior Base

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The Inspiration

color

life

nature

seasons

change

organic

renew

growth

health

beauty

expression

choice

mood

personality

individualism

senses

happiness

environment

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.

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The IdentityOur 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.

For optimum readability, set the logo at no less than 1.8 cm. width.If possible set it at 3.7 cm.

Minimum Size

3.7 cm 1.8 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.

Core Elements

wordmark

dynamic brush strokes

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

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.

Clear Space [3]

Exclusion Zone [1]

Baseline [4]

To properly set the logo on a lineor other elements, use the indicatedbaseline as reference.

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.

Legal mark [2]

x3

1

2

4

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

Refer to Color Palette section regarding sub-branding color

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

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

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

Don’t rotate the logo in anyway.

Never stretch the logo.

Don’t separate the component and set them individually.

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

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

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

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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?

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Color Palette

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

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Eros Pink

SW 6860

LRV 19

Interior Base

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30% of primary accent palette70% of primary neutral palette

secondar

y color palette

6 set of complimenting colors

12 primary pms spot colors

Color SwatchThe 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.

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

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

Use this palette to support the secondary palette when needed.

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

Secondary Palette

NeutralAccent

Primary Palette

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

clear sky green grass citrus green orange squeeze

red

sun

set

j

uicy

gra

pe

Inspiration

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primarypms

70%spot 30%

secondary

aerospace

industrial

homeowners

Palettes BreakdownAccurate 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.

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.

70%spot 30%

pms

protective

automotive

professionals

secondaryprimary

Sub-Branding Differentiation

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The identity can be reproduce in one color and greyscale.Only use the colors from primary palettes.

Single Color Usage

For use with facsimile and photocopy

Greyscale

For use on contrasting backgrounds when necessary.

Solid Color

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Be Conscious. Be present.Be inspired.

Color is life.Live it.

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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.

Solid and Knock-out colorComplimenting Background

Correct Usage

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.

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

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.

Identity on Colored Background

Dramatic Contrast Bad Tone-on-tone

Incorrect Usage

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

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

Placement

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.

Color Knock-Out

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4

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.

Autumn Blond

SW 1120

LRV 85

Interior Base

SupportElements

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Hangline

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

Tagline Usage

color your world.

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.

Hangline

Tagline Variations

color your world.

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Bleed off the edge to enhance the identity

Usage Example

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

Secondary Graphic

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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.

Photography

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Only use the typeface above for headline and large display copy

Display & Headline Type

Sherwin Sans20/22 pts

Sherwin Sans Thinabcdefghijklmnopqrstuvwxyz

Sherwin Sans Regularabcdefghijklmnopqrstuvwxyz

Sherwin Sans Boldabcdefghijklmnopqrstuvwxyz

Sherwin Sans Bold Italicabcdefghijklmnopqrstuvwxyz

Sherwin Sans Displayabcdefghijklmnopqrstuvwxyz

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

Typography

Only use Sherwin Sans for body and caption copy.

Body & Caption Type

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz 1234567890!#$%&*( )

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz 1234567890!#$%&*( )

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz 1234567890!#$%&*( )

Sherwin Display18 pts

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5

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.

Visualizeour Brand

Purple Passage

SW 6551

LRV 12

Interior Base

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Stationery

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Apparel

Sub-Branding Corporate

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Apparel

Employee Apron

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Paint Roller

Products

Paint Brushes

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Products

Label

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Merchandise

Disposable Paper Caps Individual Swatch Card

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Front CardBack Card

Merchandise

Swatch Book

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ColorBasics

our lives. Color can attract your attention or

Collateral

Promotional Booklet

family creates a monochromatic color scheme.

Emphasize

Accordion Fold Format

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Store Front

Signage

Corporate Headquarters

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Advertisements

Poster Series

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Advertisements Bus Shelter Ads.

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Advertisements

Billboard Ads.

sherwin-williams.com 1.800.4SHERWIN 101 W. Prospect Ave. Cleveland, OH 44115