Honeywell Brand Strategy and Visual Identity System Training Session. Fall 2011

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1 Honeywell Brand Strategy and Visual Identity System Training Session Fall 2011

2 Agenda The Power of Brand The Honeywell Brand Strategy Brand Architecture Brand Management Brand Ambassadors Additional Resources Questions 2 File Number

3 The Power of Brand Brand = Total Honeywell Experience - Foundation of corporate image and reputation - Instills sense of pride in employees and attracts new talent - Attracts new customers and retains existing ones - Communities welcome companies with positive brands - Investors reward those with respected brands Brand is how people think/feel/respond when they hear or see Honeywell Brand = Total Honeywell Experience 3 File Number

4 Our Brand Promise We are building a world that s safer and more secure... More comfortable and energy efficient More innovative and productive. We are Honeywell. 4 File Number

5 The Honeywell Brand Strategy Modified Master Brand Strategy - Nearly 250 non-honeywell brands existed in 2003 $4.6 Billion in Revenue brands transitioned under Honeywell Master Brand Brand logos eliminated - Created unified communications media to ensure consistent theme, style and appearance across corporation 5 File Number

6 Brand Architecture Honeywell supports a variety of sub-brands, product brands and services brands Standalone Brands Endorsed Brands Co-branded with the Honeywell name Aftermarket Only 6 File Number

7 Brand Management Honeywell s name and logotype are valuable assets and the most visible symbols of our company. By using them correctly, we continue to build and protect Honeywell s master brand - Standardizing Honeywell s collateral helps our customers recognize and focus on our brand - A well-executed Identity System unifies Honeywell s diverse businesses - Aligning internal standards with other Honeywell strategies, initiatives and programs builds and strengthens the connection between Honeywell and its employees 7 File Number

8 The Honeywell Logo Logotype Integrity - Never alter the logo in any way No drop shadows, Word Art distortion or stylized treatments - Don t attempt to recreate the logo with a standard typeface The Honeywell logotype is a custom piece of artwork that cannot be replicated with individual font characters - Never use the logotype in a sentence, headline or as part of a phrase Instead, use the word Honeywell in the same font as the other words in the sentence, headline or phrase - Always reproduce the logo in Honeywell Red Black may be used in a one-color documents 8 File Number

9 The Honeywell Logo There are only three approved ways to use the Honeywell logotype - Freestanding logotype - Logotype with rule - Logotype in bar 9 File Number

10 Freestanding Logotype Freestanding Logotype Standards - A clear zone, known as the control field, must always surround the freestanding logotype - No graphic elements of any kind should intrude into this field - The width of the control field is determined by a measure equal to the height of the capital H in any size of logotype used - The freestanding logo can be placed anywhere on a document, as long as the control field is unobstructed 10 File Number

11 Logotype with Rule Logotype With Rule Standards - Graphics and type must be at least an H-height distance from the rule and Honeywell logotype. An H-height is defined as the height of the "H" in the Honeywell logotype. - Honeywell should always be right justified - Photos, illustration and color may not join directly with the rule Control Field or Clear Zone 11 File Number

12 Logotype in Bar Logotype In Bar Standards - The bar must be reproduced in Honeywell Red Black may be used in one-color materials only The logotype in bar is always positioned at the top of the page - The logotype within the bar must be reversed in white only Honeywell logo should always be right justified No other text should be placed in the red bar - A "clear zone" (or control field) equal to the height of the "H" in Honeywell must be maintained from the bottom of the bar in all circumstances No headlines, product or business unit names, or other copy may intrude on this clear zone Photographs and background colors may adjoin bottom of bar 12 File Number

13 Honeywell Nomenclature Legal name - Honeywell International Inc. No comma after the word "International Full company name is used only where specifically required in contracts and other legal documents In normal day-to-day written and verbal communications, the company should be referred to simply as "Honeywell Business Units and Business Enterprises - May be referred to as a "business unit," "business" or "operation" Honeywell does not use the terms "division" or "sector "Honeywell" is part of some business unit names. Do not attach the name "Honeywell" to business units where it is not a formal part of the name Spell out name in first reference. May be abbreviated in subsequent references, using approved abbreviations 13 File Number

14 Honeywell Nomenclature Product names - Naming conventions - Preferred method Honeywell + Generic Product Name Example - Honeywell Extranet Data Manager - When it is necessary to specify a product or service brand, family or model in addition to the generic product name Honeywell + Brand/Family/Model + Generic Product Name Example - Honeywell Aclar Barrier Film Example - Honeywell Bendix/King RDR Product name on packaging and trade show graphics will be in Helvetica. The font may be bolded, but not italicized. Exceptions may be made for retail products - The Honeywell logo may not be used in the product name 14 File Number

15 Global Arc The Global Arc is a graphic element used to unify Honeywell communications - Unique look is instantly recognized as Honeywell - Used to structure layout and help integrate photos in multiple mediums Gives all Honeywell images a proprietary cropping - Reinforces Honeywell s global perspective and unique vantage point ADVERTISING LITERATURE TRADE SHOW 15 File Number

16 Global Arc Standards for Global Arc - Horizontal orientation (never vertical) - Bleeds off left and right margins - Images always cropped above the arc - Headlines and copy below the arc - Arc height is adjustable 8.5x11 Layouts This line is the Global Arc Image Area No Text A4 Layouts 16 File Number

17 Color Palettes Primary Color Palette Additional Color Palettes Secondary Palette Tertiary Palette Matches UWS palette 17 File Number

18 Typography Type is a powerful brand tool - Creates a consistent and credible brand style Helvetica has been chosen as Honeywell s collateral font - For simplicity, we only use select weights of Helvetica - For internal presentations Arial may substituted 18 File Number

19 Marketing Materials What has changed? - Advertising - Literature Brochures Price Books/Catalogs Recruitment collateral Technical/Informational documents - Trade show graphics - Product packaging - Promotional items - Vehicle identification 19 File Number

20 Advertising Advertising Standards - Across the entire corporation, Honeywell advertising now has a common look and feel - Trade advertising can be developed in partnership with D Prime agency 20 File Number

21 Literature Literature Standards - Features Global Arc on front cover - Detailed specifications and easy-to-use templates will provide a consistent look to all Honeywell literature A PDF of specifications and various Quark templates can be downloaded from the Brand Management Website - Design options work well in brochure racks Back Cover 21 File Number

22 Recruitment Collateral Recruitment Collateral Standards - All recruitment collateral will follow the same format as external marketing pieces, including: Advertising Billboards Brochures Direct mail pieces Folders Posters Trade show graphics Web applications See Details on Brand Management Website 22 File Number

23 Trade Show Graphics Trade Show Graphic Standards - Trade show graphics utilize the Global Arc - Minimum copy used on trade show graphics Use high-impact photographs in image area - To unify the trade show exhibit or stand, electronic presentations mirror printed trade show graphics - Specifications and templates can be download from the Brand Management website 30 X 40 VERTICAL 40 X 60 HORIZONTAL 23 File Number

24 Brand Compliance Review For Brand Compliance - To ensure brand compliance, Honeywell has enlisted D Prime, our advertising agency to review new collateral pieces - Compliance requirements and instruction are posted on the Brand Management website Adjust timelines to accommodate compliance review D Prime will be available on an on-going basis to answer questions about the new standards - D Prime is not responsible for proofreading content 24 File Number

25 Product Packaging Product Packaging Standards - New standards are flexible enough to meet requirements of various business units and wide variety of products - Honeywell logo prominent on packaging - New product naming convention must be followed - Some exceptions may be made for consumer retail channels See Details on Brand Management Website 25 File Number

26 Promotional Items Promotional Items Standards (Internal and External) - Promotional items (giveaways) should be customized with the Honeywell logotype ONLY Use red freestanding logotype, if color is an option. Black, if it is not. All rules regarding the Honeywell logotype must be followed - No other logo or icon is permitted - Apparel items may have additional customization, the product or product family name may be used as a second imprint in another area. No logos are permitted. The second imprint: Must not interfere with control field of the Honeywell logotype Must be in Helvetica font, preferably in black Must not be larger than the Honeywell logotype Should be a product or product family names, preferably not an event, team name or business unit - Promotional items compliant with Identity Standards may be ordered from Corporate Express 26 File Number

27 Vehicle Identification Vehicle Identification Standards - New standards are in place for company owned vehicles - Only approved business names may be used - URL will appear on all vehicles See the Brand Management website for details 27 File Number

28 Internal Communications What has changed? - Internal logos - Naming guidelines - PowerPoint - Organization Announcements - Internal newsletters - Internal posters - guidelines - Business cards/stationery 28 File Number

29 Internal Logos No new logos, graphic symbols or other graphic element for business units, departments, initiatives, programs, teams, internal campaigns or presentations will be allowed - Honeywell does not anticipate granting further exceptions to the graphic symbols and logos standards Why? - Logos compete for attention and detract from the Honeywell logotype, which is our company s primary identifier - Developing and reproducing internal logos consumes valuable company resources - The proliferation of a large number of unrelated logos create a disjointed image and runs counter to the sense of brand unity 29 File Number

30 Internal Logos What is a logo? An identifying symbol, statement, graphic element, or words written in a stylized font that defines a product, service, place or organization. 30 File Number

31 Naming Standards Naming Standards - Always remember the name Honeywell is the primary identifier for Honeywell Master Brand organizations and programs - Choose organization and program names that: Are simple, clear and descriptive Reflect the audience and describe the program or entity Will be meaningful to the intended global audience - Don t use the word Honeywell as part of an internal name except when: It s necessary to avoid confusion with an external entity or program with a similar name Honeywell Travel Services Honeywell Help Desk The possessive form Honeywell s will work equally well, such as Honeywell s Service Award Program, Honeywell s Five Initiatives, or Honeywell s Annual Operating Plan 31 File Number

32 Naming Guidelines - Avoid acronyms and other abbreviations They are often vague and confusing Never choose a name just because it produces an appealing abbreviation or acronym - Don t invent words or phrases, use poor grammar or unconventional capitalization - Don t brand internal programs or entities with unique names Choose Simple, Descriptive Names 32 File Number

33 PowerPoint PowerPoint Standards - The Honeywell logotype with red rule appears on the top of each interior slide - Standard white background make data easy to read - Use the correct font (Arial) and the correct font size for each line of copy or level of bullets - 2-up and 4-up templates use smaller fonts - Do not resize font to include more text - The optional "Walk-Away Message" may be used at the bottom of each slide - The Walk-Away-Message may be white text in a red box or simply red text - Include Honeywell Confidential notice when necessary - Additional PowerPoint templates are available for satellite broadcast and rear screen projection 33 File Number

34 PowerPoint Template Examples Cover Slide 2-Up Example Slide Standard Text Slide 4-Up Example Slide 34 File Number

35 Organization Announcements Organization Announcements - Template available for download - For organization announcements sent via , use the printed template without the red bar header attached - Review all announcements with the appropriate Human Resources and Internal Communications staff members before sending 35 File Number

36 Internal Newsletters Internal Newsletters Standards - Standardization ensures global consistency company-wide - Standards allows flexibility to create publications that further business objectives and meet employee audience needs - Customizable templates in SBG-specific color Corporate - GBS - Multi-Business Newsletters Aerospace Automation and Control Solutions Performance Materials and Technologies Transportation Systems 36 File Number

37 Internal Newsletters Internal Newsletters Standards - Titles to be short and descriptive - Honeywell-standard newsletter nameplate at the top of the newsletter s front page Nameplate template can be downloaded and customized with an approved SBG color and an appropriate image Templates are available in Microsoft PowerPoint and Quark. An Adobe PhotoShop file and HTML version are also available No other logos, typefaces or stylized fonts may be used Editors determine body copy layout of the newsletter No clip art Copyrighted material may not be used without the permission of the copyright holder All newsletters must carry the following footer language: (Year). All rights reserved. (Newsletter name) is produced for internal use only and not for distribution outside the company - Contact Internal Communications leader for guidance and approval 37 File Number

38 Internal Posters Internal Poster Standards - Posters for Honeywell bulletin boards should be simple, easy to read and understand, and consistent in appearance, style and tone with other internal communications materials - Poster templates available in Microsoft PowerPoint Available in 2 sizes, and both, vertical and horizontal Posters are color-code on the bottom by SBG Corporate Aerospace Automation and Control Solutions Performance Materials and Technologies Transportation Systems 38 File Number

39 Internal Posters General guidelines for Honeywell posters - Keep posters simple, clear and informative - Use photos that will attract attention No clip art - Use large type and a minimum amount of copy refer people to other sources of information for details - Avoid jargon and abbreviations - Include only the most essential information to support the ideas and messages being communicated - Use approved company typefaces, design standards and templates Keep Posters Simple, Easy To Read 39 File Number

40 Guidelines signatures should be professional - Avoid using graphic elements - Honeywell logotype should not be used - Do not use personal sayings, icons or quotations - No effort should be made to emulate the Honeywell logo with a similar font or presentation - No effort should be made to recreate the Honeywell with red bar or Honeywell with rule Honeywell Joe Ford Manager of Production Line 17 Honeywell Aerospace Office: (602) "Live Long and Prosper" 40 File Number

41 Guidelines Example of signature Nancy Ramm Manager of Visual Arts Communications Honeywell Aerospace N. 19th Avenue (M/S V17A5) Phoenix AZ Phone Cell Fax nancy.ramm@honeywell.com Name is bold, one point size larger than the rest of the signature. Arial font used for custom signatures. Choice of color is up to you. 41 File Number

42 Business Cards Business Card Standards - Business name on right side will be an SBG or SBU name Exception- Performance Materials and Technologies employees may use their SBE name - Three lines of text will be allowed under employee s name This area may be used for employee s title, business unit, awards or product line affiliation - No logos are allowed except Standalone or Endorsed Brands - Please use existing stock before reordering 42 File Number

43 Business Cards (Branded) Branded Business Cards - Honeywell logotype and rule must be in Honeywell Red - Standalone or Endorsed Brand logo and all other type on the card in black - Employees supporting multiple Standalone or Endorsed Brands may add additional logos on back of card 43 File Number

44 Stationery Stationery Standards - Logos are no longer permitted on standard stationery - Only SBG and SBU names may be used Exception- Performance Materials and Technologies employees may use their SBE name - Do not use electronic stationery templates Branded Stationery - Letterhead - may include one Standalone Brand or Endorsed Brand logo below the Honeywell logo (with red rule) treatment and above the return address Single-brand letterhead will use the brand logo in its standard color, with the exception of the Prestone logo, which will be reproduced in black Multi-brand letterhead, with the brand logos at the bottom of the sheet, may also be ordered, with the brand logos reproduced in black Use Existing Stock Until Depleted 44 File Number

45 Unified Web Strategy Web Standards - The Unified Web Strategy (UWS) has defined templates for external and internal web pages - The Brand Management website links to the UWS QuickPlace site - New URL naming standards makes navigating easier 45 File Number

46 What Has Not Changed? What has not changed? - Faxes - Forms - Media releases - Signage (facility) - Shipping and mailing 46 File Number

47 Brand Ambassadors Honeywell s powerful brand is one of the company s most valuable assets Building and protecting the brand by adhering to our standards is everyone s job - We are the point of contact, the advocates for change and the champions of our Honeywell brand - We are the brand 47 File Number

48 Additional Resources Brand Management Website Communication Leads - Aerospace Mark Stousse Automation & Control Solutions Dan Joyce & David Kersten Performance Materials and Technologies Michael Bennett Transportation Systems Joe Toubes Corporate Michael Bennett File Number