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B R A N D G U I D E L I N E S
EFFECTIVE 05.21.07
T A B L E O F C O N T E N T S
2 ABOUT AMARR
3 INTRODUCTION
4 HOW TO USE / APPROVAL PROCEDURES
5 THE AMARR STORY
6 THE AMARR BRAND
7 THE AMARR LOGO
12 TYPOGRAPHY
13 OUR BRAND PARTNERS
15 CORPORATE IDENTITY
16 PROFESSIONAL BUSINESS FORMATS
17 E-MAIL USAGE AND ETIQUETTE
18 WEBSITES
19 SIGNAGE
20 VEHICLE IDENTIFICATION
21 APPAREL AND PROMO
22 DEALER ADVERTISING EXAMPLE
23 YELLOW PAGE SAMPLE ADS
24 LEGAL
Amarr is a leading designer, manufacturer, and distributor of garage
doors and door access systems for residential and commercial
applications. Make no mistake about it. Amarr is far from the
typical “garage door” company. With sales in excess of $300 million,
Amarr’s 1,400 team members in 70 locations worldwide recognize
that Amarr is a special place to work. Our Products Amarr is the
style and choice for door systems. We offer a wide selection of
sectional overhead garage doors and opening systems for both
residential and commercial uses. With 17 residential product lines,
including traditional and carriage house style doors in steel, wood,
and composite, and a wide array of commercial doors such as
sectional, rolling, or slat steel, Amarr has a door that is right for you.
We also offer designs inspired by some of America’s leading brands,
including the distinctive heritage of Biltmore,™ the technology of
JELD-WEN®, and the artistry of noted painter and furniture designer
Bob Timberlake. Our Customers More than 3,000 professional,
independent garage door dealers sell Amarr doors worldwide for
the new construction and replacement markets.
A B O U T A M A R R
2
I N T R O
We are pleased to present you with guidelines for a trusted and
familiar brand: Amarr. We have compiled this guide to show
you how the overall Amarr brand should appear and, more
specifically, how to correctly use the Amarr logo, colors, typefaces,
ads and other marketing materials.
Adherence to these guidelines is essential to ensure that
Amarr is consistently presented in a legally and visually correct
manner. The following guidelines may not be altered or eliminated
without permission from the Marketing Department.
I N T R O D U C T I O N
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The logos and information in this guide were developed for
use by Amarr employees, graphic designers, advertising and
marketing communications agencies, and communications
professionals. Please consult the Marketing Department for
Amarr if you need assistance with graphic design.
H O W T O U S E T H I S G U I D E
All print or electronic materials using the Amarr logo must be
approved by Amarr Marketing for adherence to standards. We
encourage you to submit materials well in advance of publication
for our review. Early approval will lessen production delays and
allow time for revisions. Please allow five working days for review
and feedback. Submit materials for approval to:
Amarr Garage Doors
Marketing Department
165 Carriage Court
Winston-Salem, NC 27105
336.744.5100 Phone
336.251.1851 Fax
A P P R O V A L P R O C E D U R E S
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S T O R Y
The values and principles that guide Amarr today are the same
as when the company was founded by Abe, Morris and Herb
Brenner in 1951. Starting out as a local building supply company
in Winston-Salem, North Carolina, the three brothers recognized
that market demands were shifting. They streamlined their product
lines and focused on quality garage doors. During the 1950s
and 60s, Amarr’s expertise in garage doors quickly grew. The
knowledge accumulated as a major local distributor and installer
of garage doors allowed the company to capitalize on increasing
market demand for quality products by the late 1960s. After
Amarr opened its first manufacturing facility in 1969, the company
began supplying garage doors throughout the Southeast. During
the 70s and 80s, Amarr expanded manufacturing into Alabama
and Texas and eventually to a large steel door manufacturing
facility near Kansas City. The 1980s brought the introduction
of Amarr Door Centers throughout the United States. This innovative
distribution concept allowed dealers to have ready access to a
complete inventory of quality Amarr products. By the start of
the new millennium, Amarr became a national—and international—
leader in the door access systems industry. Amarr’s roster of
independent dealers grew to more than 3,000. The company
also partnered with major retailers, including Costco Warehouses,
Sam’s Club, Lowe’s Home Improvement, and Sears. By 2007,
Amarr had four manufacturing facilities, including Lawrence,
Kansas; Whitehouse, New Jersey; Monterey, Mexico; and Mocksville,
North Carolina. The company also opened a state-of-the-art
research and development facility at its headquarters in Winston-
Salem. Amarr continues to be focused on offering high quality,
beautifully designed, durable and safe door access systems—all
while maintaining a solid foundation of values and principles.
T H E A M A R R S T O R Y
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A M A R R
What is a brand? A brand is not just a distinguishing name or
symbol (such as a logo, trademark or design) intended to
differentiate its products from those of other companies. A brand
is a set of expectations and associations resulting from a customer’s
experiences (i.e. advertising, product performance, and customer
service) with a company and its product or services. It’s an
emotional tie that binds consumers with the product, establishing
an expectation of quality and consistency, and it ultimately adds
value over and above the basic product. A brand is timeless. It
transcends the tangible and rational. What is brand equity?
Brand equity is the total value of the brand. It is measured from
assets and liabilities—like brand awareness, perceived quality,
brand loyalty, and brand association. A brand’s name and symbol
can add or subtract from the value provided by the product or
service to the customer. What is brand positioning?
Positioning is the image of a product or brand relative to
competing products or brands. How is Amarr positioned?
Amarr is the company that offers consumers the ability to find
a style that is right for them, while at the same time delivering
quality. Amarr is considered to be all of these: Refreshing,
Contemporary, Approachable, Smart, Relevant, Innovative,
and provides lots of variety. Our tone (the voice we speak in)
is professional and friendly, and our communication is upbeat
and conversational.
T H E A M A R R B R A N D
Amarr Positioning Statement A refreshing innovator with an eye for style provides savvy consumers a design that is right for
them. Garage doors and garage products built on a foundation of safety, durability, and design are available from Amarr, a trend-
setting leader with over 50 years of experience.
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Our core mark is shown below. The following pages will illustrate
how the logo is to be used: color applications, clearspace rules,
sizing guidelines, and placement. Strict adherence to these guidelines
must be observed at all times, without deviation or alteration.
Our logo is our single most important visual communicator.
T H E A M A R R L O G O
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PANTONE®
7475PANTONE®
8761
CMYK63c24m30y7k
RGB89r134g134b
PANTONE®
WARMGRAY 11 50% BLACK
T W O - C O L O R A P P L I C A T I O N S
Preferred color for printing the Amarr logo is PMS 7475.
If Metallic is available, use PMS 8761.
GARAGE DOORS type prints in PMS Warm Gray 11
or in 50% Black
RGB113r111g110b
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O N E - C O L O R A P P L I C A T I O N S
Preferred color for one-color printing is PMS 7475
If Metallic is available, use PMS 8761
Logo may print in Black only
for Black and White applications
Logo may print in White only on a contrasting background
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C L E A R S P A C E F O R M U L A
The x-height of the Amarr logo is the height of the lower case
letters of the logo. Copy above, below, to the right or to the left
of the logo should not come within 1/2 of the x-height (1/2x).
1/2 x
x-height
1/2 x
1/2 x
1/2 x
• Less than 4" x 4"
• From 4" x 4" to 6" x 6"
• From 6" x 6" to 8" x 8"
• From 8" x 8" to 11" x 11"
If your ad or printmaterial size is:
Please use these size guidelines when
using the Amarr Garage Door logo in
your ads or other print materials.
For ads or print materials larger
than 11" x 11", please e-mail
[email protected] to discuss
appropriate size and placement.
1" side to side
1-1/4" side to side
1-1/2" side to side
2" side to side
The Amarr logoshould be at least:
S I Z E G U I D E L I N E SUse no smaller than 1" wide(as shown above).
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U N A C C E P T A B L E L O G O U S A G E
A Do not change the approved logo colors
B Do not add graphics to the logo
C Do not stretch or condense the logo
A
B
C
D
E
F
D Do not reposition, rearrange, or resize the elements.
Never use any angle other than 90 degrees.
E Do not alter, retype, or substitute typefaces in the logo
F Do not enclose the logo within a shape
G A R A G E D O O R S
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T Y P O G R A P H Y
STONE SANS
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
STONE SANS ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
STONE SANS SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
STONE SANS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
The Stone Sans family is the typeface
of the Amarr brand. Stone Sans should
be used for all typesetting, with the
Italic, Semibold, and Bold versions
used sparingly for emphasis at the
type-setter’s discretion. When used
in body copy, Stone Sans should
appear in both upper and lower case.
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Amarr offers garage door designs inspired by some of America’s
leading brands, including the distinctive heritage of Biltmore™;
the wood composite technology of JELD-WEN®; the nation’s pre-
eminent source of weather, news, and information from The
Weather Channel®; and the artistry of noted painter and furniture
designer Bob Timberlake.
Partner logos require prior approvals by both Amarr’s Marketing
Department and the partner’s Brand Manager. Amarr Marketing
will obtain approvals from the partner.
O U R B R A N D P A R T N E R S
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M U L T I - B R A N D I N G A P P L I C A T I O N S
When using partner logos in multi-brand
applications place the partner logo to
the right of the Amarr logo, as shown,
visually equal in size to the Amarr logo.
Some partner logos may also be placed
below the Amarr logo; The Weather
Channel logo can only be used to the
right. The space between brands should
be at least 2x the width of the Amarr
lowercase “a” in horizontal applications;
2x the x-height of the Amarr logo in
vertical applications. Partner logos
should never be displayed larger than
the Amarr logo. Partner logos may also
be used at reduced sizes on the page,
singularly or arranged in a group.
Required legal copy for each application
is shown for each example, and should
appear on the printed document.
1x
2x
x
1x
2x
x
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Biltmore™ For Your Home is a registered trademark of The Biltmore Company, North Carolina, U.S.A.Amarr manufactures and distributes Biltmore™ For Your Home products under a licensing agreement.
x 1x 2x
The Bob Timberlake Signature and Quill are registered trademarks of Bob Timberlake, Inc., North Carolina, U.S.A.Amarr manufactures and distributes Bob Timberlake® products under a licensing agreement.
x 1x 2x4-color process
Black
JELD-WEN® is a registered trademark of JELD-WEN, Inc., Oregon, U.S.A.Amarr distributes JELD-WEN® brand product under an exclusive national distribution agreement.
x 1x 2x
PMS 299PMS 302
PMS 229C:0 M:100 Y:15 K:60
PMS 430C:5 M:0 Y:0 K:45
The Weather Channel and weather.com are U.S. federally registered marks of The Weather Channel, Inc.
x 1x 2xPMS 286C:100 M:80 Y:0 K:0
1x
2x
x
165 Carriage CourtWinston-Salem, NC27105-1326
Ph 336 744.5100amarr.com
First impressions are often the ones that are most remembered.
With that thought in mind, Amarr provides letterhead, envelopes,
business cards, and mailing labels for our Facilities and Door
Centers. Orders can be placed by fax or on-line. For instructions
on ordering on-line contact the Marketing Department at
Computer templates for e-mail usage are provided for
letterhead, memos, and fax sheets as well as Amarr logos. High
resolution and vector art logos are also available.
C O R P O R A T E I D E N T I T Y
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a m a r r. c o m
165 Carriage Court
Winston-Salem, NC
27105-1326
Ph 336 744.5100
amarr.com
October 9, 2006
Richard Brenner
Amarr165 Carriage CourtWinston-Salem, NC 27105
Dear Richard,
Here is an example of the recommended typing format for our new standard letterhead. Asyou are surely aware, a uniform and attractive format enhances the appearance of all ourtyped communications.
In accordance with our format, we begin our letters two inches from the top of the page.The left hand margin aligns one inch from the left hand side of the page. Paragraphs aretyped flush left in 10 point Stone Sans, leaving a double space between paragraphs. Wealways try to maintain a visual balance between the left and right hand edges of the paper.The last typed line is always at least five spaces from the bottom of the page; if in doubt,we go to a second sheet.
If possible, we like to sign our letters in black ink.
Sincerely,
David Shapiro
Seven spaces (1 3/8")
1"
1/2"
1"
Last typed line
Four spaces
Two spaces
Two spaces
Two spaces
Four spaces
P R O F E S S I O N A L B U S I N E S S F O R M A T S
Mrs. Susan CostelloManager, Housewares DivisionLewis & Erickson Products, Inc.398 N Michigan AveChicago, Illinois 60603
2"
4"
5/8"+
Capitalize the first letter of every word in an address except (1) prepositionsunder four letters (like of and for), (2) conjunctions under four letters (like and),and (3) the articles the, a, and an when they are used within a name or title.(Under certain circumstances even some of these short words are capitalized.)
Type the city, state, and ZIP Code on the last line. If space limitations make itimpossible for the ZIP Code to fit on the same line, the ZIP Code may be typedon the line directly below, blocked at the left.
Leave one space between the state name and the ZIP Code. (The USPSrecommends either one or two spaces.)
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1 7/8"
E - M A I L U S A G E A N D E T I Q U E T T E
E-mail should be thought of in the same manner as a professional
letter containing a greeting, body copy, a salutation, and a
signature. Emails should also follow the rules for good grammar.
E-mail messages are intended to be as brief as possible.
Provide a letter (as an attachment), if detailed information is
required. Shown below are two examples of the Amarr
standard for e-mail signatures. Please contact the IT department
if assistance is required for setting up your e-mail signature.
[email protected] A. DoeGeneral ManagerAmarr Garage DoorsStreet AddressCity/State/Zip Code904.123.4567 Phone904.123.4567 FaxCell or other numbersmay be added herewww.amarr.com
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Any Amarr logo or product image appearing on a website requires
prior approval by the Amarr Marketing Department and a signed
Image Use and Guidelines Agreement form. This form must be
mailed, emailed, or faxed back to the Marketing Department.
General guidelines state that all Amarr images used on a website
must be identified by including the statement “Photo(s) courtesy
of Amarr® Garage Doors.” Certain licensing agreements, such as
Bob Timberlake,® require specific treatments to meet our
contractual requirements. Contact Amarr Marketing for more
details at 336.744.5100 or [email protected].
G E N E R A L W E B S I T E S
Two pre-approved packages are available for purchase:
Personalized or Custom. Our Personalized websites are
professional, affordable, and easy to use. Amarr keeps your
product information up to date and you manage your personal
information. If you have additional requirements Amarr can help
you meet them with a Custom website. To set up either website,
visit www.amarrdealerwebsites.com.
D E A L E R W E B S I T E S
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P R I N T
When ordering signage, please follow the guidelines for clearspace
at left, which shows minimum requirements. Signs are to be
manufactured using either the one-color PMS 7475 logo on a
white background or a white logo on a PMS 7475 background.
Signage designs should be approved by the Marketing
Department prior to ordering. Designs should be e-mailed to
[email protected] or faxed to 336.251.1881.
S I G N A G E
1/2 x
x-height
1/2 x
1/2 x
1/2 x
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Decals and designs are available for pick-up trucks and boxed
trucks. Complete details and ordering information is available
on-line at www.amarr.com. Click on “Dealers” located at the
bottom of the home page. Vehicle signage not ordered on-
line must be approved by the marketing department. Contact
[email protected] or fax designs to 336.251.1881
for approval.
V E H I C L E I D E N T I F I C A T I O N
800.503.DOOR
www.amarr.com
www.amarr.com 1
800.503.DOOR
www.amarr.com
www.amarr.com
2 8 0 0 . 5 0 3 . D O O R
www.amarr.com
www.amarr.com 3
www.amarr.com 1 800 503 DOORS
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Amarr’s Company Store offers several pre-approved items, from
caps, jackets, and shirts to promotional items. Orders can be
placed by visiting the company store located on the “Dealer”
section of amarr.com. When placing orders with a local vendor,
the logo should be sized as follows at right:
T-shirt Silkscreen logo with PMS 7475 at 7" wide, centered
on shirt (as shown) or 2 1/2" wide on left chest
or sleeve.
Cap Embroider 2 1/2" wide logo matching PMS 7475
centered on beige or black cap, or embroider white
on matching PMS 7475 cap (as shown).
Golf shirts Embroider 2 1/2" wide logo on left chest (Golf shirt 1)
or on left sleeve (Golf shirt 2) using thread matching
PMS 7475, or embroider with white.
A P P A R E L A N D P R O M O
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T-shirt
Cap
Golf shirt 1
Golf shirt 2
The following ads are sized to Standard Advertising Units accepted throughout
the newspaper industry. You may enlarge or reduce (plus or minus 5%
maximum) these reproduction-quality ads to fit specific requirements. Ask
the publication to insert your pricing and dealer information into the ad.
Reproduction art is available by contacting the Marketing Department at
D E A L E R A D V E R T I S I N G E X A M P L E
D E A L E R I N F O R M A T I O N H E R E
Looks can be deceiving.From a distance, you see wood. Up close, it’s sturdy, durable,
low-maintenance steel. Deception never looked so good.
16' x 7'
$000.00
Two column x 3.625"
16' x 7'
$000.00
Looks can be deceiving.From a distance, you see wood.
Up close, it’s sturdy, durable,
low-maintenance steel.
Deception never looked so good.
One column x 5.375"
D E A L E RI N F O R M A T I O N H E R E 22
The two ads are sample layouts only. Use your selling features
and benefits to create your individual yellow page ad.
Reproduction art is available by contacting the Marketing
Department at [email protected].
Y E L L O W P A G E S A M P L E A D S
Piedmont Garage DoorsYour Complete Garage Door Company
Sales • Installation • RepairResidential & Commercial
• Your copy here• Your copy here
• Your copy here• Your copy here
000-000-0000Store Hours: M-F, 0:00 - 0:00
www.dealername.com
Serving Area Since 1970 • Visit Our Showroom at 000 Main Street
Quarter page
Dealer NameYour Complete Garage Door Company
Sales • Installation • RepairResidential & Commercial
Serving Area Since 1970Visit Our Showroom at 123 Main Street
336-000-0000Store Hours: 8-5, Mon.- Fri. • 9-1 Sat.
www.dealername.com
Eighth page
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What is a logo?A logo is a legal asset. The logo should always include the registeredtrademark symbol and always appear as outlined in this brandguidelines book.
By always using this representation of the logo, we can achieveconsistency—a legal requirement in maintaining the integrity ofour corporate identity. The small register mark that appears tothe right of the logo says our identity is protected legally againstmisrepresentation. No one can use the logo without the consentof Amarr.
What is a Trademark?Trademarks are valuable assets which provide us with a commercialadvantage over our competition. They must be protected frommisuse or lack of care.
A trademark identifies and distinguishes one company’s goodsand services from those manufactured or sold by others.
A common synonym for trademark is brand name. Trademarksare not confined to names or words. The design, color, shape,and appearance of its materials can all serve as trademarks.
Guidelines for Proper Trademark UseIf a trademark is not properly used, the owner may lose theexclusive right to use the mark. Improper use includes allowingthe mark to become the actual name of the product rather than
a specific brand of a product. Examples of “lost” trademarks thatbecame generic through improper use include familiar nameslike Aspirin, Corn Flakes, Kleenex, Band Aid, and Scotch Tape.
Use of a mark with a productTo prevent a trademark from becoming a generic name of theproduct, use the generic term with the trademark, e.g. AMARRgarage doors. Consistent reference to the generic term helps tomaintain the consumer’s awareness that the trademark is not thecommon name for that product.
Use of the Trademark in TextCall out the trademark from other surrounding text. You canbring attention to the trademark in a number of ways, including:• Large type, all caps or initial caps• Quotation marks• Different colors• Distinctive lettering• Use of the word “brand”
“TM” mark for Unregistered (Common Law) MarksThe initials ™ are a recognized abbreviation for trademark.The ™ symbol (placed after the mark) advises the term isclaimed as a trademark. Example: DecraGlass™. An alternativeto the ™ is an asterisk with a legend (trademark credit line) atthe bottom of the text. Contact [email protected] you have questions.
L E G A L
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Registration NoticesRegistration of a mark in the United States Patent and TrademarkOffice may be indicated by one of the following statutory notices:• ®• Reg. U.S. Pat. & TM Off.• Registered in U.S. Patent and Trademark Office
Should you notice someone using Amarr’s trademarks, report itpromptly to the Marketing Department.
Registration and trademark symbols can only be used afterthe registration has been issued. Should you notice someoneusing Amarr’s trademarks, report it promptly to the MarketingDepartment.
Use the ® for these products:• Amarr®
• WindPro®
• DuraSafe®
• WeatherGuard®
• Amarr Classica Collection®
• Classica Collection®
• Bob Timberlake®
• Jeld-Wen®
Use the ™ for these products:• Biltmore™ For Your Home• DecraGlass™
• DecraTrim™
• Heritage™
• Stratford™
L E G A L
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