Your name here.Branding Guidelines for Herman Miller Dealers

What does your business look like?

You run a business. And your business means something—to you and to your customers. But what does it mean? Goodservice? Quality products? Locally operated and owned?Knowledgeable? Forward thinking? Friendly? The business to call above all others?

Those qualities that people connect to your business are yourbrand attributes. It’s important to consistently communicateyour brand, to reinforce what your business stands for. Peoplelike to establish relationships, and to do that they need a sense of familiarity. A consistently communicated brand reinforces this familiarity and the relationship a person has with a brand.

Brand loyalty is at the center of the brand’s value. Customer loyalty and increased recognition of your brand improve business. What do you want your customers to think about when they see your dealership’s logo?

Here’s what we want our customers to think about when they see the Herman Miller logo.

The Herman Miller spirit

Take a look at Herman Miller’s spirit. When you talk about ourbrand and represent Herman Miller, we hope you embody theseattributes and ideas.

Inquisitive

Innovative

Solve the real problem.

Details make the difference.

Balance work and play.

Teach old dogs new tricks.

Creative

Explore the power of thoughtful design.

Improve what you did before.

Smart

Appreciate what surrounds you.

Create environments where people can be resourceful.

Surround yourself with what you appreciate.

Harmonious

Work in new ways.

Innovative

Accomplish more collectively.

Spirited

Conduct business enthusiastically.

Expect high

Playful

performance.

Energetic

Let curiosity influence business strategies.

Learning

Forget toe-dipping: jump in the deep end.

Insightful

Curious

Be open to what’s new.

Take risks.

What’s the next big idea?

Leave a legacy.

Ask how things can be different.

Caring

Lasting

Advocate design.

Am I being clear from the customer’s point of view?

Beyond creating a sense of the spirit of our brandthrough words and images, you can reinforce itevery day through your work, your workplace, andyour showrooms. Ask yourself these questions:

Does my work simplify things for my customers?

Are images and words clear? Do they look and sound like Herman Miller?

Am I being sensitive to the environment or to the culture I’m working in?

Does my work show insight and imagination?

Is the work unique?

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#1Promote yourself.

A logo is a symbol or trademark of a company. Because of this, its proper use is crucial to consistent, effective branding. Yourdealership’s name and logo should always be promoted as the primary brand in your market.

In the case of Herman Miller, the logo consists of an identifyingmark accompanied by the company name (L ).

For a dealership, the Herman Miller identity is secondary, so don’tuse the Herman Miller logo as part of your dealership identity.

Don’t make the Herman Miller logo part of your logo or tagline.

A Herman Miller CertifiedNetwork Member

11⁄2"

3⁄8"

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As a dealership, you’ll pay attention to howyou promote your own brand, in connectionwith Herman Miller’s. Here’s the way we seethat working.

dealer

identity rule

The dealer identity is made prominent by making it four times the height of theHerman Miller tagline. That can be calculated by display inches. . .

A L CertifiedNetwork Member

Rosenbaum InteriorsA Herman Miller Dealer

40 pt.

10 pt.

. . . or by the size of the type.

Make the connection with a tagline.

Use the Herman Miller name in a tagline to endorse your dealership (on business cards, stationery, web sites, for example).Depending on your dealership type, there are two options:

1) A Herman Miller Certified Network Member

2) A Herman Miller Dealer

Don’t let the tagline compete with your logo.

#2dealer

identity rule

Rosenbaum InteriorsA Herman Miller Dealer

40 pt.

34 pt.

Promote Herman Miller products and services.

When you’re promoting Herman Miller products or services,make it clear that the product or service comes from HermanMiller. Do this by using the Herman Miller logo or the HermanMiller name. For example:

The Ambi® chair from Herman Miller (all text)

The Ambi chair and L (photo and logo)

Ambi thinks it’s a pair of slippers.

Wait until you sit in a Herman Miller Ambi® chair. It’s a high-performance work chair. But it’s also easy on the budget and feels as comfortable as anything you’ve ever owned. Come on in and slip into an Ambi. We’re happy to fetch one for you.

810 Western Dr, Ste 800 Austin, TX 23160 (123)456-7890 www.abc-ci.com

These two ads combine a dealer logo and a reference to the Herman Miller brand. One version uses the Herman Miller logo, the other credits Herman Miller within thecopy, both are acceptable since they are promoting a Herman Miller product.

#3dealer

identity rule

Be yourself at a trade show.

You participate in trade shows to promote your dealership. Make your dealership logo prominent, with the appropriateHerman Miller tagline (see #2).

Rosenbaum InteriorsA Herman Miller Dealer

Any Herman Miller products featured may be identified in text or with the Herman Miller logo.

#4dealer

identity rule

Show your sign.

There are some signage tools available through MediaMarket,which you can access through Kiosk, the dealer extranet. Useyour dealership’s identity, as described in #2. The Herman Millerlogo is not included in dealership signage.

A Herman Miller CertifiedNetwork Member

8436 Homestead DriveSuite 100

This post-and-panel exterior sign shows how a dealership can use the Herman Millercertified tagline.

#5dealer

identity rule

Take it on the road.

Your dealership’s name and logo should be prominent on thevehicle. The Herman Miller tagline may also be used.

The Herman Miller logo appears on the vehicle only if you’re promoting specific Herman Miller products, in which case text or the logo may be used (see #3).

Rosenbaum InteriorsA Herman Miller Dealer

The top dealer truck with its logo, tagline, and adjacent to the product being promoted the Herman Miller logo. The bottom dealer truck with the dealership’s logo and Herman Miller tagline.

#6dealer

identity rule

Use the Herman Miller logo by the book.

Apply the following rules when applying the Herman Milleridentity.#7

dealer

identity rule

The Herman Miller logo rules

You’ve already read the rules for when to use theHerman Miller logo. Now here are the rules forcorrectly using the logo.

The Herman Miller logo

Let’s first establish what the logo is. It has two parts: the circlewith the stylized “M” in it and the type that spells the nameHerman Miller. The type is created in a specific font (Meta) andwith a specific relationship to the circle mark. These elementstogether create the Herman Miller logo signature.

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L

Be true to type.

The Meta font is an important part of the logo. Don’t replace itwith another font or type treatment, and don’t add words to it.

You can use other weights of the Meta font in your communica-tions; the guidelines above suggest how that might be done.

Meta Plus Book

Meta Plus Normal

Meta Plus Medium

Meta Plus Bold

Meta Plus BlackBook weights are used for long text, like proposals and research documents. The normalweight is best used in larger sizes. The Herman Miller logotype is a modified versionof Meta Plus Medium. Bold and black weights are used for emphasis.

#1

herman miller

identity rule

Make it big.

To maintain legibility and character, the logo should never be smaller than 16-point type. (If you have unique size requirements, contact logo_help@HermanMiller.com.)

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—72 point

—16 point

#2

herman miller

identity rule

Y

Give it space.

Respect the logo by giving it some space. Keep the area aroundthe logo—at least the diameter of the logo mark—free of othergraphics or type.

Don’t use the logo as a background.

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The shaded circles represent the size of the logo mark and indicate how to measurethe space around the logo.

#3

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identity rule

Ysales meeting

L

Apply the logo consistently.

The logo is not an experiment in creativity. Please, no shadowtype, underlining, use of the circle mark as bullets. And don’tshow only a portion of the logo or do anything that hinders itsrecognition. The logo is strongest when it is applied consistently.

These rules apply regardless of how or where the logo is used:print, web sites, electronic slide presentations, ads, trucks,Resolve screens, Aeron chairs, you name it.

Don’t reinvent the Herman Miller logo.

Maintain customers’ familiarity with the brand by using the logo as it was designed.

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Y

LL

Y Z

YZ

Z

ZY

L

L

YHermanMiller

YH e r m a n M i l l e r

L

L

#4

herman miller

identity rule

Y

Y

Use the logo font.

We’ve created an electronic logo font for you to use, so you can adjust the size of the logo without accidentally changing its proportions. You can request the logo font CD fromlogo_help@HermanMiller.com, and you can make it available to any designers or suppliers working on your communicationsprojects.

Be aware that if you pass a document or presentation along tosomeone else, and they don’t have the logo font installed ontheir machine, another graphic or symbol will appear (see below).

Don’t assume that all computers will read the logo font correctly.

The Micro weight of the logo font has wide“tips” that keep the mark open when viewedin small sizes. Use the Micro weight forcopyright/trademark sign-off lines.

The Normal weight of the logo font has smallflat “tips” that keep the mark open whenviewed in most sizes—from 16 to 72 points.

The Display weight of the logo font has“tips” that come to a complete point. Usethe Display weight at large sizes—above 72 points.

These examples show how the logo font keystrokes can be interpreted by machineswithout the logo font installed.

Y = Y L = LY = Ψ L = Λ Y = Y L = LY = ✹ L = ✬Y = Y L = L

#5

herman miller

identity rule

Use logo graphics when you need to.

Sometimes, you need a logo graphic instead of the logo font. If a document will be shared with someone who does not havethe logo font installed on their machine or if it will be used on the Web, you’ll want to insert a logo graphic that you’ll know will display properly. Also, suppliers who do silk screening,embroidery, or engraving will usually ask for an art file ratherthan a font file, so use the graphic file when the end product will be signage, T-shirts, golf balls, or other amenity items.

Don’t enlarge the 72-dpi graphic, as it will distort the logo.

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Use the low resolution (72 dpi) gif file foruse on the Web or on-screen presentations.

Use the high resolution (300 dpi) tif file forprint publications, newsletters, pamphlets,or Microsoft Word documents.

Use the vector file for embroidery, engraving, embossing, silk screening, or pad printing.

#6

herman miller

identity rule

Color it red, black, or white.

It’s pretty basic. The Herman Miller logo is most often red, black,or white. When placed on a colored background, the inside of thestylized “M” must always be the background color.

Warm Red 2x is the Pantone color for Herman Miller “corporatered.” To achieve this color in rgb, use 255r, 0g, 0b. The cmyk

breakdown is 0c, 93m, 100y, 0k.

Don’t make the stylized “M” a different color from the background; don’t make the circle surrounding it a different color from the logo type.

L L L

#7

herman miller

identity rule

Give credit where credit is due.

Copyright print and electronic pieces to protect the ideas and end results of your work. A typical copyright line looks like this:

© 2002 Dealer ABC, Des Moines, Iowa

Possession is nine-tenths of the law. In addition to your owncopyrights, please credit Herman Miller’s ownership of its trademarks for products and services.

There are three types of trademarks: registered trademarks,trademarks, and service marks. You typically insert the appropriate mark (®, ™, SM) at the first occurrence of the markwithin a printed piece. A listing of current Herman Miller trademarks is available at HermanMiller.com/trademarks.Trademarks are added, deleted, and changed frequently. Check the current information before you publish something.

A copyright line and trademark information are typically addedat the end of a piece. Look at any Herman Miller brochure to seehow it’s treated. Electronic information must also cite copyrightinformation and trademarks. There are several ways to do that.Check HermanMiller.com to see one approach; you can see allthe legal listings by clicking on the copyright line at the bottom of any page.

® Z, Y, Aeron, and Ergon 3 are among the registered trademarks of Herman Miller, Inc.

™ Q is among the trademarks of Herman Miller, Inc.

SM TAP and Vary Easy are among the service marks of Herman Miller, Inc.

This is how to cite the various marks at the end of a print piece or within an electronic tool.

#8

herman miller

identity rule

?’sHelp me, please!

Protecting Herman Miller’s identity as an asset and componentof our brand is one case in which rules are not meant to be broken. But there are marketing and communications professionalswithin Herman Miller who can help you understand the rules,and they’re available to help you navigate any unusual circum-stances you uncover. When you have questions or unusual situations, e-mail logo_help@HermanMiller.com to get answers.Being as specific as you can be in your e-mail will help you get a quick and accurate response.

© 2002 Herman Miller, Inc., Zeeland, Michigan Printed in U.S.A. on recycled paper O.MS2339® Z, Y, and Ambi are among the registered trademarks of Herman Miller, Inc.