20
STUDENT DESIGN COMPETITION BRIEF 2018 THE HOME DEPOT: Empowering doers since 1979
STUDENT DESIGNCOMPETITION BRIEF 2018
THE HOME DEPOT: Empowering doers since 1979
INTRODUCTION 2
For the DIY new homeowner or even the seasoned Pro contractor, home improvement projects can be exciting and exhilarating. But getting the right tools, the right materials and the right know-how can make home improvement projects daunting as well.
The 2018 PAVE Design Challenge invites you to rethink and reinvent how The Home Depot stores can give customers the know-how they need to tackle all their home improvement projects with confidence.
As a company, we challenge ourselves to bring fresh thinking and customer-centric innovation every day.
For this challenge we encourage you to:
THINK BEYOND CURRENT TRENDS Set the standard for others to follow
COMBINE DESIGN FIELDSArchitecture, Interior Design, Visual Merchandising and Graphic Design
EXPAND THE WAY WE ENGAGE OUR CUSTOMERSTo create a one-of-a-kind in-store environment
We highly encourage you to push the envelope of your thinking and improve home improvement.
INVITATION TO DESIGN
3DESIGN CHALLENGE
ID IN-STORE IDEA CHALLENGE
1New ProductDemo Area
Design a space for customers to learn about and try new products and innovations in home improvement
2ServicesConnection Space
Design a space for customers to learn about installation services The Home Depot provides
3In-AisleSelf-Serve Learning
Design a way to insert learning directly into the aisles, allowing customers to learn about products before they even pull it off the shelf
4“Behind the Wall” Area
Design a space where customers can learn how to do more intensive home improvement projects like electrical and plumbing projects
5 Pro Education AreaDesign a space for our Pro contractors to keep up to date with the latest developments in their field, learn a new skill or even run their business better
6Backyard Oasis Area
Design a new space that leverages our indoor and outdoor garden, lumber, hardware and other departments and trains customers how to create their own Backyard Oasis
7GardenCreation Space
Design a new space that would enable DIY gardeners to create their own vegetable garden using materials from The Home Depot
8Bringing Decorto Life
Design a space in store to bring to life The Home Depot’s decor initiative and help customers top off their home improvements with the perfect decor
DESIGN CHALLENGE
How might the visual environment of a Home Depot store be transformed to better provide home improvement “know-how” for our DIY customers?
To fulfill the Design Challenge, you need to select and complete 2 to 3 “Mini-Challenges” from this curated list of options.
Challenges that include an area outside of the aisle should take up an area no more than 476 sq. ft., or an area 26' x 18'3"
4DESIGN CONSIDERATION
DESIGN CONSIDERATIONSAUTHENTICITYWe are Authentic, Real and Genuine. This is how we speak to our customers.
LOCALIZATIONWe source locally grown plants, local licensed contractors and products tailored to local climates. The Home Depot Foundation and our associate volunteers give back to our communities, through improving the homes and lives of U.S. veterans, training skilled tradespeople to fill the labor gap and supporting communities impacted by natural disasters.
TECHNOLOGYThe age of the Smart Home has arrived, and The Home Depot is leading the way with products and technologies to make homes more comfortable, efficient and secure, from thinking thermostats to video doorbells. This also includes our website, app and interconnected retail (p.12).
BRANDSWe carry leading brands that customers recognize and trust in every category and department. We are the exclusive carriers of several major brands including Behr, Martha Stewart Living, Ryobi, Ridgid, and Thomasville. We also have our own private-label brands: Husky, Workforce, HDX, Glacier Bay, Commercial Electric and Home Decorators Collection.
AUTHORITYWe demonstrate our product authority and know-how in everything we do.
Authenticity
Technology Brands
Authority
Localization
5
COMPETITION DETAILS
COMPETITION DETAILS
6COMPETITION DETAILS
COMPETITION DETAILS
In previous years, the PAVE competition was divided into two groups: Store Design and Visual Merchandising. This year we will be integrating the disciplines into a single challenge.
We invite students to think about the full environment context, including both Store Design and Visual Merchandising. You may focus on your primary design area and/or collaborate with people who focus on other design areas. Individual student entries will be accepted as well as entries from teams of two students. If a team of two is chosen as winner, both students will be recognized.
As an example, a student who considers Store Design their strength can partner with a student who specializes in Visual Merchandising. Collaborating or adapting your strengths and areas of design study can lead to improved work as a result of looking at a situation from a fresh perspective.
We look forward to seeing your reimagined and reinvented visions of The Home Depot as you merge store, experience and visual design.
JUDGING CRITERIA
Entries will be reviewed for:
¡ Effective communication of know-how to customers
¡ Expression of the Home Depot brand
¡ Creation of an experience that positively impacts Home Depot customers
7COMPETITION DETAILS
ENTRY REQUIREMENTS & FORMAT ¡ Each submission should be in 8-1/2" x 14" format, and no more than
14 single-sided pages (page count does not include cover page). Feel free to express creativity in the presentation of your submitted physical entry.
¡ The design can be rendered, hand-drawn, photographic and/or computer-generated.
¡ Students also need to submit a PDF of their design booklet on a thumb drive. Please label the thumb drive with your name (a piece of tape with your name works fine).
¡ The submission should address the general competition requirements listed on page 6, as interpreted by the entrant(s). A written concept statement (two paragraphs, max) must express the rationale for design decisions and how they present a unique approach to the concept.
8COMPETITION DETAILS
Entries must be received by5 p.m. Eastern Time onThursday, November 1, 2018
SEND TO:
ATTN: Jalal Hamad - Pave Design EntriesThe Home Depot2455 Paces Ferry Road, B8Atlanta, GA 30339-----------------------------------------------
PRIZES*
First Place - $8,000Second Place - $5,500Third Place - $3,000Honorable Mention - $1,000
*Winners will also receive a travel stipend to be honored at the 2018 PAVE Gala on December 5, 2018 in New York City.
GENERAL INFORMATION & ENTRY REQUIREMENTS ¡ This competition is open exclusively to undergraduate college students.
¡ Students may enter as a team of two (no more than two) or submit an individual entry.
¡ Entrant name(s) and school name(s) should not appear anywhere on the presentation pages or cover.
¡ Each submission must include an entry form and disclaimer clipped to the back of the entry.
¡ Each student must complete and submit an online entry form.
¡ Students must also submit a PDF format copy of their entry on a labeled thumb drive.
¡ Entries will not be returned; students are advised to keep a copy of their entries.
¡ Do not contact The Home Depot about the competition. All questions should be directed to [email protected]
9COMPETITION DETAILS
RESEARCH
Learn more about The Home Depot brand and the store’s competitors, and enhance your understanding of this design challenge. Research strategies include:
¡ Visit local Home Depot stores.
¡ Visit other home improvement retailers, including big-box stores and independent shops.
¡ Explore helpful design and DIY resources (blogs, Pinterest, Instagram, etc.).
¡ Visit homedepot.com to explore our products, services and our product ideas page.
¡ Visit Built from Scratch at corporate.homedepot.com to learn about the company, view videos and more.
10CHAPTER NAME 10
STORE DESIGN RESOURCES
STORE DESIGN RESOURCES
11STORE DESIGN RESOURCES
STORE DESIGN PRINCIPLESWAYFINDINGWayfinding signage helps customers with self-service to find what they need as quickly as possible.
SPEEDWayfinding and easy-to-understand educational signage, store layout, Associate access, and alignment with our website and app should be geared toward speed of service.
KNOW-HOWWe show our know-how through Associates, workshops, our website, our app and the in-store environment.
SELF-SERVICEQuick pick-up, self checkout, wayfinding, educational signage and alignment with our website and app help customers get what they need quickly and easily in our stores.
Wayfinding
Know-How Self-Service
Speed
12STORE DESIGN RESOURCES
ELEMENTS OF THE IN-STORE ENVIRONMENTENVIRONMENTALFloor plan, fixtures, lighting and everything related to the physical space.
POPPoint of purchase signage includes “How to Choose” and “How to Use” signage, as well as interactive digital displays and print collateral.
VISUAL MERCHANDISINGProduct placement, category and product signage, and labeling.
INTERCONNECTED RETAILIn-store digital displays, plus signage that includes “Calls to Action” for customers to engage online with our “endless aisle” and expanded online selection.
Environmental
Visual Merchandising Interconnected Retail
POP
13STORE DESIGN RESOURCES10LOGOS
The clear space is equal to 10% of the width of the logo
10%
10%
10%
10%
50px
50p
x
PRIMARYLOGOTYPEOur primary Logotype signifies the presence of The Home Depot. It visually identifies our company and all communications should take into consideration the following points.
CLEAR SPACEAlways leave the The Home Depot logo some space to breathe. The logo is always separated from other visual elements by an area of isolation. This is an area of clear space between the logo and any other graphic element such as type or imagery.
Isolating the logo from other visual elements keeps it clear of visual interference and makes it stand out. Give it space.
SMALLEST SIZE USEMinimum size is 50 pixels wide (~1/2").
LOGOTYPE ARTWORK Do not redraw or recreate any element of the Logotype. Do not rotate or add embellishments like drop-shadows, embossing, etc. Only use the approved digital files of the artwork.
Minimum size 50 pixels wide
11LOGOS
THEMELINEVERSIONSThe themeline for The Home Depot is “More saving. More doing.” It should appear on all advertising and related communications. When a medium allows for animation, the themeline can be animated.
USAGEFive versions exist of the themeline/logo lockup. Size and placement on any given layout will dictate which one is used.
The themeline/logo lockup was created as digital art. Never attempt to recreate the themeline/logo lockup.
PRIMARY LOGOTYPEOur primary Logotype signifies the presence of The Home Depot. It visually identifies our company and all communications should take into consideration the following points.
THEMELINE VERSIONThe themeline for The Home Depot is “More saving. More doing.” It should appear on all advertising and related communications. When a medium allows for animation, the themeline can be animated.
20
Helvetica Neue Lt Std 97 Black Condensed
Helvetica Neue Lt Std 87 Heavy Condensed
Helvetica Neue Lt Std 75 Bold
Helvetica Neue LT STD 55 Roman
Helvetica Neue LT STD 57 Condensed Oblique
Helvetica Neue LT STD 45 Light
Helvetica Neue LT STD 47 Light Condensed
FONT
FONT FAMILY This range of weights and variations are approved for subheads, callouts, prices, bullets, legal copy and more.
Our preferred headline treatment is orange text set in all caps. Our subheads should ideally be shown in black; short subheads may use all caps, but longer subheads should use sentence case.
WE ARE ORANGE.Our color is what gives us a distinct personality. We’re bright, bold and confident.
WE ARE HELVETICA NEUE.Our font reflects the positive, confident and coach-like tone of our brand. It conveys our no-frills, you-can-do-it attitude.
18COLORS
PRIMARY COLORS: CORE
PMS 1650C/60M/100Y/0KHEX# F96302
PMS COOL GRAY 80C/0M/0Y/37KHEX# 999999
BLACK40C/40M/40Y/100KHEX# 000000
PMS 4850C/100M/100Y/0KHEX# ED1C24
PMS YELLOW0C/0M/100Y/0KHEX# FFC20E
PMS 1230C/25M/100Y/0KHEX# FFFF00
PMS 355100C/0M/100Y/0KHEX# 00AE4D
SECONDARY COLORS
Clearance ONLY
14STORE DESIGN RESOURCES
TEXTURESTextures can be used to add visual interest and tie themes and product categories together.
Please note that use is not limited to the textures and backgrounds shown at left. They are provided for inspiration and direction only.
31
TEXTURES & BACKGROUNDS Textures can be used to add visual interest and tie themes and product categories together.
If textures are core to The Home Depot and relevant to the product category, they may be considered approved for use. Unique graphics and textures for sales events and specific brands will continue to be developed as needed. For those events, unique graphics will be issued and distributed.
Please note that use is not limited to the textures and backgrounds shown at left. They are provided for inspiration and direction only.
Textures used outside of advertising and marketing that will have a profound impact on the overall look and feel of the brand require Creative Council approval.
TEXTURES & BACKGROUNDS
CP-049_DesignCenterDesk_vinyl.pdf 1 1/11/17 12:36 PM
15STORE DESIGN RESOURCES
ICONOGRAPHYHere are examples of our icons from several departments. This Clean, Simple, Intuitive (CSI) line art is used across all departments for both wayfinding and educational signage.
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
CP-CSI-003-001
CustomerServiceOrder Pick Up
FRONT
4C Black7c PMS165
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-003 ProSrvs_ChktBnr _72x 69_R3 SPECS: 4/C + 2 APPROVED: PA
DOUBLE SIDED: PM
DATE: 06/28/2017 SPECIAL DIE LINE: YES CLIENT
BLACK 7C
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-006_Category-Inserts_Combo_39x5.875_R3 SPECS: BLACK 7C APPROVED: PA *
DOUBLE SIDED: CM
DATE: 06/28/2017 SPECIAL DIE LINE: YES NO PM
FRONT
Bubble Wrap CP-CSI-006-023
BLACK 7C
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-006_Category-Inserts_Combo_39x5.875_R3 SPECS: BLACK 7C APPROVED: PA *
DOUBLE SIDED: CM
DATE: 06/28/2017 SPECIAL DIE LINE: YES NO PM
FRONT
Plastic Totes CP-CSI-006-171
BLACK 7C
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-006_Category-Inserts_Combo_39x5.875_R3 SPECS: BLACK 7C APPROVED: PA *
DOUBLE SIDED: CM
DATE: 06/28/2017 SPECIAL DIE LINE: YES NO PM
FRONT
Wood Shelving CP-CSI-006-287
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
16STORE DESIGN RESOURCES
CURRENT IN-STORE ENVIRONMENT
17CHAPTER NAME 17
APPENDIX: ABOUT THE HOME DEPOT
ABOUT US
18ABOUT US
OUR HISTORY
The Home Depot has been in business for over 40 years, and has been America’s largest home improvement retailer since 1990.
Here are just a few of the highlights. For a complete history, visit corporate.homedepot.com/about/history
1979 First two The Home Depot stores open in Atlanta
1982 First in-store How-To workshops are held
1995 Home Improvement 1-2-3 book is published, with expert advice from our associates on over 250 projects
2000 Homedepot.com is launched
2010 The Home Depot becomes the first brick-and-mortar store with apps on the top three smartphone platforms
2015 Smart Home launched to offer smart devices and home systems—3.7% of U.S. households are smart homes and growing
2017 Celebrated the 20th anniversary of our in-store Kids Workshops
2018 Mobile Learning capability rolled out to all stores
OUR VALUESOur culture and success are built on an unwavering
loyalty to these eight guiding principles.
INVERTED PYRAMIDWe live by a simple premise created by our founders:
Put customers and Associates first, and the rest will take care of itself.
19ABOUT US
VALUE &CONVENIENCEOur promise to customers is to deliver the most convenient experience and best value.
Value can be found in top brands, innovative projects and how-to advice. Convenience is reflected in things like delivery options, Do-It-for-Me (DIFM) services, and online tools like image and voice search.
Both value and convenience help our customers save time and money. Our promise lets our customers take on bigger, better and more projects than they would by going anywhere else. The Home Depot makes it possible for them to accomplish even more.
DELIVERING KNOW-HOWRemember: The goal of this project is to give customers the know-how they need to tackle all their home improvement projects with confidence.
Different customers have different know-how needs:
DIYDo-It-Yourself customers are our most common customers, and they rely on our main ways of delivering know-how: assistance from associates, workshops, homedepot.com, The Home Depot app and the in-store environment (see p. 11).
DIFMDo-It-for-Me customers rely on our Home Services, including installations of kitchen, bath, doors, windows, flooring and appliances.
PROPro contractors and businesses rely on us for all their construction needs—bulk prices, job site delivery, special equipment and truck rentals, and also to keep on top of current trends, from Smart Home technology to on-trend paint colors and building materials.
20ABOUT US 20
THANK YOU
WE ARE EXCITED TO SEE YOUR VISION OF THE HOME DEPOT
ABOUT US
STUDENT DESIGNCOMPETITION BRIEF 2018
THE HOME DEPOT: Empowering doers since 1979
INTRODUCTION 2
For the DIY new homeowner or even the seasoned Pro contractor, home improvement projects can be exciting and exhilarating. But getting the right tools, the right materials and the right know-how can make home improvement projects daunting as well.
The 2018 PAVE Design Challenge invites you to rethink and reinvent how The Home Depot stores can give customers the know-how they need to tackle all their home improvement projects with confidence.
As a company, we challenge ourselves to bring fresh thinking and customer-centric innovation every day.
For this challenge we encourage you to:
THINK BEYOND CURRENT TRENDS Set the standard for others to follow
COMBINE DESIGN FIELDSArchitecture, Interior Design, Visual Merchandising and Graphic Design
EXPAND THE WAY WE ENGAGE OUR CUSTOMERSTo create a one-of-a-kind in-store environment
We highly encourage you to push the envelope of your thinking and improve home improvement.
INVITATION TO DESIGN
3DESIGN CHALLENGE
ID IN-STORE IDEA CHALLENGE
1 New Product TheaterDesign a space for customers to learn about and try new products and innovations in home improvement
2ServicesConnection Space
Design a space for customers to learn about new installation services that are available
3In-AisleSelf-Serve Learning
Design a way to insert learning directly into the aisles, allowing customers to use the product before they even pull it off the shelf
4“Behind the Wall” Area
Design a space where customers can learn how to do electrical and plumbing projects “behind the wall”
5 Pro Education AreaDesign a space for our Pro contractors to keep up to date with the latest developments in their field, learn a new skill or even run their business better
6Backyard Oasis Area
Design a new space that leverages our indoor and outdoor garden, lumber, hardware and other departments and trains customers how to create their own Backyard Oasis
7Farmers Market Space
Design a new space that would enable DIY gardeners to create their own vegetable garden using materials from The Home Depot
8Bringing Digital Decor to Life
Design a space in-store to bring to life our Digital Decor initiative
DESIGN CHALLENGE
How might the visual environment of a Home Depot store be transformed to better provide home improvement “know-how” for our DIY customers?
To fulfill the Design Challenge, you need to select and complete 2 to 3 “Mini-Challenges” from this curated list of options.
4DESIGN CONSIDERATION
DESIGN CONSIDERATIONSAUTHENTICITYWe are Authentic, Real and Genuine. This is how we speak to our customers.
LOCALIZATIONWe source locally grown plants, local licensed contractors and products tailored to local climates. The Home Depot Foundation and our associate volunteers give back to our communities, through improving the homes and lives of U.S. veterans, training skilled tradespeople to fill the labor gap and supporting communities impacted by natural disasters.
TECHNOLOGYThe age of the Smart Home has arrived, and The Home Depot is leading the way with products and technologies to make homes more comfortable, efficient and secure, from thinking thermostats to video doorbells. This also includes our website, app and interconnected retail (p.12).
BRANDSWe carry leading brands that customers recognize and trust in every category and department. We are the exclusive carriers of several major brands including Behr, Martha Stewart Living, Ryobi, Ridgid, and Thomasville. We also have our own private-label brands: Husky, Workforce, HDX, Glacier Bay, Commercial Electric and Home Decorators Collection.
AUTHORITYWe demonstrate our product authority and know-how in everything we do.
Authenticity
Technology Brands
Authority
Localization
5
COMPETITION DETAILS
COMPETITION DETAILS
6COMPETITION DETAILS
COMPETITION DETAILS
In previous years, the PAVE competition was divided into two groups: Store Design and Visual Merchandising. This year we will be integrating the disciplines into a single challenge.
We invite students to think about the full environment context, including both Store Design and Visual Merchandising. You may focus on your primary design area and/or collaborate with people who focus on other design areas. Individual student entries will be accepted as well as entries from teams of two students. If a team of two is chosen as winner, both students will be recognized.
As an example, a student who considers Store Design their strength can partner with a student who specializes in Visual Merchandising. Collaborating or adapting your strengths and areas of design study can lead to improved work as a result of looking at a situation from a fresh perspective.
We look forward to seeing your reimagined and reinvented visions of The Home Depot as you merge store, experience and visual design.
JUDGING CRITERIA
Entries will be reviewed for:
¡ Effective communication of know-how to customers
¡ Expression of the Home Depot brand
¡ Creation of an experience that positively impacts Home Depot customers
7COMPETITION DETAILS
ENTRY REQUIREMENTS & FORMAT ¡ Each submission should be in 8-1/2" x 14" format, and no more than
14 single-sided pages (page count does not include cover page). Feel free to express creativity in the presentation of your submitted physical entry.
¡ The design can be rendered, hand-drawn, photographic and/or computer-generated.
¡ Students also need to submit a PDF of their design booklet on a thumb drive. Please label the thumb drive with your name (a piece of tape with your name works fine).
¡ The submission should address the general competition requirements listed on page 6, as interpreted by the entrant(s). A written concept statement (two paragraphs, max) must express the rationale for design decisions and how they present a unique approach to the concept.
8COMPETITION DETAILS
Entries must be received by5 p.m. Eastern Time onThursday, November 1, 2018
SEND TO:
ATTN: Jalal Hamad - Pave Design EntriesThe Home Depot2455 Paces Ferry Road, B8Atlanta, GA 30339-----------------------------------------------
PRIZES*
First Place - $8,000Second Place - $5,500Third Place - $3,000Honorable Mention - $1,000
*Winners will also receive a travel stipend to be honored at the 2018 PAVE Gala on December 5, 2018 in New York City.
GENERAL INFORMATION & ENTRY REQUIREMENTS ¡ This competition is open exclusively to undergraduate college students.
¡ Students may enter as a team of two (no more than two) or submit an individual entry.
¡ Entrant name(s) and school name(s) should not appear anywhere on the presentation pages or cover.
¡ Each submission must include an entry form and disclaimer clipped to the back of the entry.
¡ Each student must complete and submit an online entry form.
¡ Students must also submit a PDF format copy of their entry on a labeled thumb drive.
¡ Entries will not be returned; students are advised to keep a copy of their entries.
¡ Do not contact The Home Depot about the competition. All questions should be directed to [email protected]
9COMPETITION DETAILS
RESEARCH
Learn more about The Home Depot brand and the store’s competitors, and enhance your understanding of this design challenge. Research strategies include:
¡ Visit local Home Depot stores.
¡ Visit other home improvement retailers, including big-box stores and independent shops.
¡ Explore helpful design and DIY resources (blogs, Pinterest, Instagram, etc.).
¡ Visit homedepot.com to explore our products, services and our product ideas page.
¡ Visit Built from Scratch at corporate.homedepot.com to learn about the company, view videos and more.
10CHAPTER NAME 10
STORE DESIGN RESOURCES
STORE DESIGN RESOURCES
11STORE DESIGN RESOURCES
STORE DESIGN PRINCIPLESWAYFINDINGWayfinding signage helps customers with self-service to find what they need as quickly as possible.
SPEEDWayfinding and easy-to-understand educational signage, store layout, Associate access, and alignment with our website and app should be geared toward speed of service.
KNOW-HOWWe show our know-how through Associates, workshops, our website, our app and the in-store environment.
SELF-SERVICEQuick pick-up, self checkout, wayfinding, educational signage and alignment with our website and app help customers get what they need quickly and easily in our stores.
Wayfinding
Know-How Self-Service
Speed
12STORE DESIGN RESOURCES
ELEMENTS OF THE IN-STORE ENVIRONMENTENVIRONMENTALFloor plan, fixtures, lighting and everything related to the physical space.
POPPoint of purchase signage includes “How to Choose” and “How to Use” signage, as well as interactive digital displays and print collateral.
VISUAL MERCHANDISINGProduct placement, category and product signage, and labeling.
INTERCONNECTED RETAILIn-store digital displays, plus signage that includes “Calls to Action” for customers to engage online with our “endless aisle” and expanded online selection.
Environmental
Visual Merchandising Interconnected Retail
POP
13STORE DESIGN RESOURCES10LOGOS
The clear space is equal to 10% of the width of the logo
10%
10%
10%
10%
50px
50p
x
PRIMARYLOGOTYPEOur primary Logotype signifies the presence of The Home Depot. It visually identifies our company and all communications should take into consideration the following points.
CLEAR SPACEAlways leave the The Home Depot logo some space to breathe. The logo is always separated from other visual elements by an area of isolation. This is an area of clear space between the logo and any other graphic element such as type or imagery.
Isolating the logo from other visual elements keeps it clear of visual interference and makes it stand out. Give it space.
SMALLEST SIZE USEMinimum size is 50 pixels wide (~1/2").
LOGOTYPE ARTWORK Do not redraw or recreate any element of the Logotype. Do not rotate or add embellishments like drop-shadows, embossing, etc. Only use the approved digital files of the artwork.
Minimum size 50 pixels wide
11LOGOS
THEMELINEVERSIONSThe themeline for The Home Depot is “More saving. More doing.” It should appear on all advertising and related communications. When a medium allows for animation, the themeline can be animated.
USAGEFive versions exist of the themeline/logo lockup. Size and placement on any given layout will dictate which one is used.
The themeline/logo lockup was created as digital art. Never attempt to recreate the themeline/logo lockup.
PRIMARY LOGOTYPEOur primary Logotype signifies the presence of The Home Depot. It visually identifies our company and all communications should take into consideration the following points.
THEMELINE VERSIONThe themeline for The Home Depot is “More saving. More doing.” It should appear on all advertising and related communications. When a medium allows for animation, the themeline can be animated.
20
Helvetica Neue Lt Std 97 Black Condensed
Helvetica Neue Lt Std 87 Heavy Condensed
Helvetica Neue Lt Std 75 Bold
Helvetica Neue LT STD 55 Roman
Helvetica Neue LT STD 57 Condensed Oblique
Helvetica Neue LT STD 45 Light
Helvetica Neue LT STD 47 Light Condensed
FONT
FONT FAMILY This range of weights and variations are approved for subheads, callouts, prices, bullets, legal copy and more.
Our preferred headline treatment is orange text set in all caps. Our subheads should ideally be shown in black; short subheads may use all caps, but longer subheads should use sentence case.
WE ARE ORANGE.Our color is what gives us a distinct personality. We’re bright, bold and confident.
WE ARE HELVETICA NEUE.Our font reflects the positive, confident and coach-like tone of our brand. It conveys our no-frills, you-can-do-it attitude.
18COLORS
PRIMARY COLORS: CORE
PMS 1650C/60M/100Y/0KHEX# F96302
PMS COOL GRAY 80C/0M/0Y/37KHEX# 999999
BLACK40C/40M/40Y/100KHEX# 000000
PMS 4850C/100M/100Y/0KHEX# ED1C24
PMS YELLOW0C/0M/100Y/0KHEX# FFC20E
PMS 1230C/25M/100Y/0KHEX# FFFF00
PMS 355100C/0M/100Y/0KHEX# 00AE4D
SECONDARY COLORS
Clearance ONLY
14STORE DESIGN RESOURCES
TEXTURESTextures can be used to add visual interest and tie themes and product categories together.
Please note that use is not limited to the textures and backgrounds shown at left. They are provided for inspiration and direction only.
31
TEXTURES & BACKGROUNDS Textures can be used to add visual interest and tie themes and product categories together.
If textures are core to The Home Depot and relevant to the product category, they may be considered approved for use. Unique graphics and textures for sales events and specific brands will continue to be developed as needed. For those events, unique graphics will be issued and distributed.
Please note that use is not limited to the textures and backgrounds shown at left. They are provided for inspiration and direction only.
Textures used outside of advertising and marketing that will have a profound impact on the overall look and feel of the brand require Creative Council approval.
TEXTURES & BACKGROUNDS
CP-049_DesignCenterDesk_vinyl.pdf 1 1/11/17 12:36 PM
15STORE DESIGN RESOURCES
ICONOGRAPHYHere are examples of our icons from several departments. This Clean, Simple, Intuitive (CSI) line art is used across all departments for both wayfinding and educational signage.
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
CP-CSI-003-001
CustomerServiceOrder Pick Up
FRONT
4C Black7c PMS165
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-003 ProSrvs_ChktBnr _72x 69_R3 SPECS: 4/C + 2 APPROVED: PA
DOUBLE SIDED: PM
DATE: 06/28/2017 SPECIAL DIE LINE: YES CLIENT
BLACK 7C
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-006_Category-Inserts_Combo_39x5.875_R3 SPECS: BLACK 7C APPROVED: PA *
DOUBLE SIDED: CM
DATE: 06/28/2017 SPECIAL DIE LINE: YES NO PM
FRONT
Bubble Wrap CP-CSI-006-023
BLACK 7C
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-006_Category-Inserts_Combo_39x5.875_R3 SPECS: BLACK 7C APPROVED: PA *
DOUBLE SIDED: CM
DATE: 06/28/2017 SPECIAL DIE LINE: YES NO PM
FRONT
Plastic Totes CP-CSI-006-171
BLACK 7C
Visual Merchandising GroupPROOFREADING SIGNOFF SIGN OFF NAME INITIALS
INITIALS: ______ DATE: _______ DESIGN
JOB: CP-CSI-006_Category-Inserts_Combo_39x5.875_R3 SPECS: BLACK 7C APPROVED: PA *
DOUBLE SIDED: CM
DATE: 06/28/2017 SPECIAL DIE LINE: YES NO PM
FRONT
Wood Shelving CP-CSI-006-287
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
D59 Storage/Decor
Closet Organization
Safes Closet Wire Shelving Patio Furniture
Metal Shelving
Blinds
Bubble Wrap Rugs Garage OrganizationWindow Coverings
Plastic Totes Shades
Doormat
Utility Storage
Storage Cabinets
Drawer Liner Window Coverings Vertical Blinds
Cellular/Roller Shades
Closet Repair
Shelving Moving Boxes
Moving Supplies
Closet Accessories
Wood Shelving Vinyl Blinds
Faux Wood Blinds
Wire Shelving
Table Chairs
Drapery HardwareMoving
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
ICON MASTER LIST
Air Filters
Breakers Wiring Devices
Fuses
Conduit Switches & Receptacles
PVC Conduit
Electrical Tools Thermostats
Smoke/CO Detectors
Electrical Boxes Chimes
AV Cables & Connectors
Electrical Fitting
PVC Boxes
Extension Cords Surge Protectors
Registers
Dimmers Wall Plates
Wire
Data Com
D27EElectrical
Timers
16STORE DESIGN RESOURCES
CURRENT IN-STORE ENVIRONMENT
17CHAPTER NAME 17
APPENDIX: ABOUT THE HOME DEPOT
ABOUT US
18ABOUT US
OUR HISTORY
The Home Depot has been in business for over 40 years, and has been America’s largest home improvement retailer since 1990.
Here are just a few of the highlights. For a complete history, visit corporate.homedepot.com/about/history
1979 First two The Home Depot stores open in Atlanta
1982 First in-store How-To workshops are held
1995 Home Improvement 1-2-3 book is published, with expert advice from our associates on over 250 projects
2000 Homedepot.com is launched
2010 The Home Depot becomes the first brick-and-mortar store with apps on the top three smartphone platforms
2015 Smart Home launched to offer smart devices and home systems—3.7% of U.S. households are smart homes and growing
2017 Celebrated the 20th anniversary of our in-store Kids Workshops
2018 Mobile Learning capability rolled out to all stores
OUR VALUESOur culture and success are built on an unwavering
loyalty to these eight guiding principles.
INVERTED PYRAMIDWe live by a simple premise created by our founders:
Put customers and Associates first, and the rest will take care of itself.
19ABOUT US
VALUE &CONVENIENCEOur promise to customers is to deliver the most convenient experience and best value.
Value can be found in top brands, innovative projects and how-to advice. Convenience is reflected in things like delivery options, Do-It-for-Me (DIFM) services, and online tools like image and voice search.
Both value and convenience help our customers save time and money. Our promise lets our customers take on bigger, better and more projects than they would by going anywhere else. The Home Depot makes it possible for them to accomplish even more.
DELIVERING KNOW-HOWRemember: The goal of this project is to give customers the know-how they need to tackle all their home improvement projects with confidence.
Different customers have different know-how needs:
DIYDo-It-Yourself customers are our most common customers, and they rely on our main ways of delivering know-how: assistance from associates, workshops, homedepot.com, The Home Depot app and the in-store environment (see p. 11).
DIFMDo-It-for-Me customers rely on our Home Services, including installations of kitchen, bath, doors, windows, flooring and appliances.
PROPro contractors and businesses rely on us for all their construction needs—bulk prices, job site delivery, special equipment and truck rentals, and also to keep on top of current trends, from Smart Home technology to on-trend paint colors and building materials.
20ABOUT US 20
THANK YOU
WE ARE EXCITED TO SEE YOUR VISION OF THE HOME DEPOT
ABOUT US
