This Is Who We Are. And These Are Our Brand Standards

Transcription

1 Brand Guidelines

2 Sloan Corporate Brand Guidelines Every day, around the world, Sloan products connect the systems that manage water in the built environment. This Is Who We Are The industry leader in smart water efficient plumbing systems for commercial enterprises within the built community. A family-owned business and trusted resource for responsible water management solutions. An innovator with over a century of experience and iconic products that are proven to last. And These Are Our Brand Standards

3 Sloan Corporate Brand Guidelines 1 Table of Contents Logo Usage & Requirements > Size & Scale > Clear Space Marks in Applications 2 3 Trademarks Usage & Requirements > Guidelines > Logos, Trademarks & Registered Trademarks 4 5 Typography Text Elements > Typefaces & Specifications > Text Element Usage 6 7 Color Palettes Graphic Elements > Color Palettes > Graphic Elements Overview > Graphic Elements Illustration

4 2 Sloan Corporate Brand Guidelines Logo Standard Version.75" Minimum logo size Logo Tagline Version 1.125" Minimum logo size with tagline SLOAN logo throughout history

5 Sloan Corporate Brand Guidelines 3 Logo Clear Space Ample clear space preserves our brand signature. Our logo is always surrounded by a unit of clear space defined by the mark itself. The S in the Sloan logo becomes a buffer for a logo of any size. It is also used in the same manner around the version of our logo that has a tagline. Logo Primary Marks in Application Primary Logo - Blue and Green Reverse Logo - White and Green Black Only Simple. Clean. Consistent. Our logo will appear in blue and green; or when used on a color or dark image, reversed to white and green. The two versions can be consistently applied to all types of backgrounds. The black only version is a secondary option for limited printing capabilities or co-branding opportunities that have strict color requirements. The gray only logo is to be used on a limited basis with permission. Gray Only

6 4 Sloan Corporate Brand Guidelines Trademark and Brand Asset Logo Usage and Requirements: These guidelines are designed to ensure the consistent and correct usage of our brand assets. On the following pages you ll find common uses of Sloan s brand assets, including trademarks and logos. Please apply these guidelines carefully and contact Sloan s marketing department with any questions at: marketing@sloan.com. Guidelines are as follows: Only use artwork files (e.g. logos, images, etc.) provided by Sloan The trademark or registered trademark should have the appropriate or symbol Use the symbol in connection with the first and most prominent usage on each page of printed or digital material including the website page Accompany the mark with an acknowledgement of Sloan s ownership, so long as you have Sloan s written permission to do so For example: Sloan is a trademark of Sloan Valve Company. Sloan and Water Connects Us are trademarks of Sloan Valve Company. Sloan is a trademark of Sloan Valve Company and is used with permission. (i.e. if you have Sloan s written permission) A THIRD PARTY MUST HAVE SLOAN'S WRITTEN PERMISSION TO USE SLOAN S MARKS. SLOAN RETAINS THE RIGHT TO REVOKE SUCH PERMISSION IN ITS SOLE DISCRETION. ANY UNAUTHORIZED USE OF A SLOAN PROPRIETARY MARK MAY RESULT IN LEGAL ACTION.

7 Sloan Corporate Brand Guidelines 5 Logos, Trademarks and Registered Trademarks: AER-DEC Any Application. Any Environment. Bak-Chek BASYS Clean Green Continental Courtesy Flush Crown Crown II Crown/Naval Dolphin Efficiency Series By Sloan FLUSHMATE GEM-2 Guildmark HEALTHMINDER Intelli-Flush Jetrinse MicroPlumb On-Q Optima Optima iq Optima Plus Optimix Optishield Para-Flo Perfect Sense PERMEX Polaris Regal Royal Royal Classic Royal II Sloan Water Connects Us Sloan Stone SOLIS Turbo-Flo UPPERCUT Xpelor ACT GEM MATIC NAVAL Trademark ( ) status is subject to change at any time without notice.

8 6 Sloan Corporate Brand Guidelines Typography Typefaces & Specifications: Primary Typeface for Print Secondary Typefaces for Technical Illustrations Display and Text: Century Gothic, Regular Sloan delivers reliable, energy efficient solutions for commercial and professional environments $*!&% Headers: Century Gothic, Bold Numerical Specifications: Century Gothic, Regular Side View Headers within Text / Emphasis: Century Gothic, Bold Sloan delivers reliable, energy efficient solutions for commercial and professional environments $*!&% Titling, Data, Quiet Emphasis: Century Gothic, Italic Sloan delivers reliable, energy efficient solutions for commercial and professional environments $*!&% 5-7/8" 147 mm /32" 151 mm Typography Details Century Gothic is a clean, professional typeface with a geometric sans serif form. The Century Gothic family with select variations has been selected to simplify typeface specifications for use in both print and web. Century Gothic, with it s high x-height (height of lowercase letters) promotes readability especially at small print sizes. These few variations provide ample contrast to create informational hierarchy.

9 Sloan Corporate Brand Guidelines 7 Text Elements Usage Text elements should remain consistent throughout all media. Website: Website should not include the www. sloan.com Phone Numbers: Phone numbers should always be formatted as: 800.XXX.XXXX Bullets: Bulleted text can be used in two ways When running multiple bulleted words in rows use the to separate them, for example: Knowledgeable Experienced Clear Open Confident Reliable Accurate Standard Reference Endorsed When running bulleted words in columns use the before each word or phrase, for example: Knowledgeable Experienced Clear Open Confident Reliable Water Connects Us

10 8 Sloan Corporate Brand Guidelines Graphic Elements Color Palette Primary Colors Secondary Accents Neutrals + Tones White Sloan Blue PANTONE 293 C 100/56/0/0 Sloan Green PANTONE 375 C 56/0/89/0 Mid Blue 32/9/0/0 Cool Gray 20/14/12/40 Light Gray 5/1/1/9 Mid Blue Tint 30% Screen* of 32/9/0/0 Sloan Green Tint 30% Screen* of 56/0/89/0 or 60% Black * Sample opacity recommended range 20-50%

11 Sloan Corporate Brand Guidelines 9 Graphic Elements Alternate Color Palette To be used with the permission of the Sloan s Marketing Department only. Primary Colors Secondary Accents Neutrals + Tones White Blue 1 Dark Gray Blue 2 Black Gray Blue 1 Tint Blue 2 Tint PANTONE 7458 U 40/0/5/6 PANTONE Cool Gray 10 0/2/0/60 30/0/5/0 0/13/49/98 0/0/0/37 50% Screen of 40/0/5/6 50% Screen of 30/0/5/0 or 60% Black * Sample opacity recommended range 30-50%

12 Sloan Corporate Brand Guidelines 10 Graphic Elements Overview Office + Educational Environments 5-7/8 147 mm 24 Electronic Sensor Faucet Solutions 5-11/ mm Generous Use of White Space New and Legacy Product Images Contextual Photography Product in Environment Simple. Clean. Consistent. Neutral. Images, even without our products in them, tell a powerful story. A consistent approach to presenting products will help underscore quality, confidence and trust as customers explore all of Sloan s product categories. Individual products will serve as heros for a category, and should be photographed or rendered on white or neutral backgrounds. Images should be slightly higher contrast, with clean surface areas, and rich tonal gradations. Both straight-on and 3/4 angles should be consistently established. Rendering is an excellent way to establish perimeters and control consistency of final results. Real-life imagery can be an excellent storytelling tool for the brand. Thoughtfully selected stock imagery can provide valuable context and quickly describe the environments where Sloan products are specified. Using stock photos can help mitigate the costs and logistics associated with location shoots, and provides more freedom for selecting aesthetic photos that have excellent color, scale, perspective and quality. In some cases, Sloan products can be authentically rendered or photoshopped into an image. Use of Transparency Family + Technical Illustrations Unifying, textural layer. Transparent hues combined with products and contextual images add a rich, visual approach that is also reminiscent of the quality of water. Simple forms to show a family. Product families are presented in sets of line drawings that illustrate basic form. Only two line weights are used, one for primary outline and a thinner weight for details. Technical, but clear. Technical illustrations use simple forms. Front, side and top views are used to make all dimensions of a product understandable. Measurements are aligned and markings should use a subtle palette color that makes them secondary to other information.

13 Sloan Corporate Brand Guidelines 11 Graphic Elements Illustration Technical Illustration Product Family Line Art Iconography Titling elements: Century Gothic Bold Side View Front View 5-7/8 147 mm / mm 5-1/ / mm 100 mm Two line weights: 1. Primary outline and 2. Minor details 2-1/4 2-9/16 57 mm 65 mm Numerical specifications: Century Gothic Regular Technical, but clear. Technical illustrations use consistent line weights and simple forms. Clear views (front, side, top) are used to make all dimensions of a product understandable. Measurements are thoughtfully aligned. Line work should be straight with right angles whenever possible and use a subtle color that makes them secondary to other information. Simple forms to show a family. Product families are presented in a cohesive set of line drawings that communicate basic form and options at-a-glance. CAD drawings created for manufacturing can be simplified, keeping the most essential lines that characterize a product. Only two weights of line are used - one for primary outline; and a second, thinner weight for subtle, but essential details. Quick read. Icons and illustrations can be used to quickly communicate concepts, or as a visual shorthand for repeating information or specifications. Line work and forms should be simple and strong, leveraging our color and typographic palette for continuity across branded materials. Transparency can be used in moderation for depth and interest.

14 Sloan Brand Guidelines 2015 Sloan Valve Company