Merchandise Brand Standards Wells Fargo Bank, N.A. All rights reserved. Version /03/11. Internal use.

Transcription

1 Wells Fargo Merchandise Brand Standards

2 Contents 3 Introduction 4 Logo usage for screen printing 5 Logo screen printing examples 6 Logo usage for embroidery 7 Embroidered logo on polo shirts 8 Full color stagecoach icon 9 Cropping the stagecoach 10 Full color stagecoach painting 11 Stagecoach photography 12 1-color stagecoach silhouette 13 Using the secondary color palette and fonts 14 Stagecoach emblem for embroidery, castings and etching 15 Secondary color palette 16 Wells Fargo Gold logo palette 17 Wells Fargo sponsorship branded merchandise 18 Multi-logos on merchandise 19 Co-branded merchandise 20 Do nots 21 Approved vendor list 22 How can we help? 2010 Wells Fargo Bank, N.A. All rights reserved. Version /03/11. Internal use.

3 Introduction These have been created to establish and maintain a strong, consistent and distinctive brand image for Wells Fargo. Inside, you ll find guidance, tips and rules to enable you to select and produce compelling branded merchandise. These will explain and illustrate how to deliver a clear Wells Fargo branded message to our customers and team members through merchandise. In these standards, we explain the essential characteristics of a Wells Fargo brand image, and provide guidance on selection and the effective use of our logo, stagecoach icon, stagecoach photography, color, and typography. We also offer useful information for creating and ordering branded merchandise. The selection of appropriate branded merchandise brings our brand and our offerings to life for our customers and our team members. We need your help to make and keep our brand relevant to our customers and to ensure that we are differentiated in the marketplace. The principles illustrated in this document apply to all Wells Fargo lines of business. 3

4 Logo usage for screen printing The Wells Fargo logo can be screen printed in both 2-color and 1-color on a range of promotional items including golf balls, t-shirts, and coffee flasks. While the preferred use of the Wells Fargo logo is 2-color Wells Fargo Red and Wells Fargo Yellow, the color of the logo will depend on a number of factors including: Cost Material (plastic, cotton, etc.) Complexity of application (for color registration) Color of material Size Always apply the logo in one of the approved logo colors and maintain the quality and resolution of the logo regardless of the production method. Product/background colors should be selected from the Wells Fargo primary and secondary color palettes. The Wells Fargo Red and Wells Fargo Yellow 2-color logo is the preferred logo and should be used on the vast majority of applications. The Wells Fargo 2-color black and white logo can be used when a color logo will not provide sufficient contrast from the intended background. Please note: White ink is considered a color for silk screen applications. The Wells Fargo 1-color outline logo can only be used when it is not possible to use the 2-color Wells Fargo Red and Wells Fargo Yellow logo or 2-color black and white logo due to the material or complexity of the application. White background Black background Red background Yellow background Khaki or green background 4

5 Logo screen printing examples The selection and quality of promotional items must reflect the integrity and spirit of the Wells Fargo Core Brand Standards. The Wells Fargo logo and stagecoach icon are like a nation's flag. They should be treated with the utmost respect. Please do not place the Wells Fargo logo or stagecoach icon on any food items, such as candy or cake, or items that you step on, or use for cleaning. 5

6 Logo usage for embroidery The Wells Fargo logo can be embroidered on a range of promotional items including caps, polo shirts, and blankets. The preferred use of the Wells Fargo logo for embroidery is the Wells Fargo Red and Wells Fargo Yellow 2-color logo. In addition to the standard logo colors, Wells Fargo allows for the use of subtle 2-color tone-on-tone embroidery of the logo on high-end applications including polo shirts and blankets. However, please keep in mind, that the non-standard colors used in the tone-ontone applications must not be used in printing. Always maintain the quality and resolution of the logo regardless of the production method. 6

7 Embroidered logo on polo shirts In addition to the standard logo colors, Wells Fargo allows for the use of subtle tone-on-tone embroidery of the logo on high end applications including polo shirts. Wearable items can also be produced in current fashion and seasonable colors when available. White tone-on-tone logo on white shirt. Black tone-on-tone logo on black shirt. 7

8 Full color stagecoach icon The stagecoach icon is a symbol of our commitment to be there for our customers now and over time. Full-color stagecoach icon with corporate signature By locking up our corporate signature to our stagecoach icon, we create a unique and proprietary identifier. The color version of the stagecoach icon is the preferred expression. However, we only use the color version of the stagecoach icon when we can be assured that it will be reproduced as a high quality reproduction. The color stagecoach can be printed on a range of promotional items including bookmarks, keytags, magnets, mugs, and more. Mug Plastic tote All product colors are subject to seasonal and trend availability. Keytag Magnet 8

9 Cropping the stagecoach The preferred use of the stagecoach icon is to present it in its entirety with signature lock-up. However, there are limited situations in signage and for promotional purposes where we can selectively focus in on parts of the stagecoach icon. Please note: cropping the stagecoach icon requires written brand approval from the Wells Fargo brand team. Cropping the stagecoach icon is allowed when space and material limitations do not allow for a full imprint. Full format application For review and approval of materials using a cropped version of the stagecoach icon schild@wellsfargo.com. Two sets of horses and slightly cropped stagecoach Gift box One set of horses and two-thirds of the stagecoach 9

10 Full color stagecoach painting The John Rush stagecoach painting with background can be used for decorative items including framed prints, bookmarks, mugs, and more. Please note: The corporate signature and logo should not be placed on top of the painting. John Rush stagecoach painting Mug Bookmark 10

11 Stagecoach photography The stagecoach icon and stagecoach photography serve two distinct purposes. The stagecoach icon, in addition to the logo, is used consistently and extensively across all of our communications. As a reminder, the stagecoach icon is always locked up to the corporate signature. Stagecoach photography is reserved for situations where we are making a strong brand statement rather than marketing a product or service offering. We maximize the impact of stagecoach photography by limiting its use. Mouse Pad Using stagecoach photography To help guide the use of stagecoach photography, we now have a smaller, more select library of images from which you may choose. Only the stagecoach images on Brand Central are approved for use. Refer to our Core Brand Standards and Photography Brand Standards for greater detail and specifications about using stagecoach photography. Use these examples to guide your choice of images for the materials that you are creating. Never use the stagecoach icon and stagecoach photography together on the same product. Do not use your own stagecoach photos. Bookmark 11

12 1-color stagecoach silhouette The one-color version of the stagecoach icon is the primary version used for silk screening and etching. It can be used on a broad range of applications including coffee mugs, t-shirts, and pens. All secondary colors are subject to seasonal and trend availability. The silhouette stagecoach art may be printed on approved items. One-color (black) stagecoach icon with corporate signature Please note: We will not use the stagecoach icon when the width of the stagecoach falls below 1.5 inches. 12

13 Using the secondary color palette and fonts We understand the desire to create a unique identity for each specific group or program. However, we all need to balance this desire with our focus on presenting and safeguarding one strong Wells Fargo brand in the marketplace and for our team members. Secondary color palette Our secondary palette can be used for event naming and messaging, and for the promotional items themselves. All wearable and promotional items in secondary colors are subject to seasonal and trend availability. Fonts Typography plays a subtle but highly visible role in establishing the Wells Fargo voice, look, and feel. Creating a contemporary link to the Wells Fargo logo, Archer is an essential part of the Wells Fargo personality. It has a clear, confident, and personable tone that unifies all of our marketing communications. GREEN TEAM women IN TECHNOLOGY Event Name WOMEN S INTEREST NETWORK Event Name 13

14 Stagecoach emblem for embroidery, castings and etching A simplified stagecoach has been drawn for embroidery and limited collectable items. This simplified drawing allows us to produce the stagecoach in a format and scale appropriate for wearable items and collectible items. Embroidery Please note: This emblem is not a replacement or substitute for the Wells Fargo stagecoach icon and should never be used with the Wells Fargo red logo, the stagecoach icon, or the corporate signature. 14

15 Secondary color palette Our secondary color palette includes an active palette, neutral palette, and Wells Fargo Gold logo palette. These palettes complement our primary brand colors and help us achieve a unified system but with the necessary creative flexibility for different applications and audiences. The use of secondary colors for wearable and promotional items is subject to seasonal and trend availability. Active palette PMS CMYK RGB HEX Green Pantone Lime Pantone C2BF00 Tangerine Pantone F28B13 Orange Pantone F25316 Blue Pantone FCF Purple Pantone D76 Brown Pantone Neutral palette PMS CMYK RGB HEX Light Gray Pantone E0E3E2 Dark Gray Pantone CG A Stone Pantone D7D3C7 Breeze Pantone DADBBF Khaki Pantone A9B089 The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE-color Standards. For accurate PANTONE-color Standards, refer to the current edition of the PANTONE formula guides. PANTONE and PANTONE MATCHING SYSTEM are the property of Pantone, Inc. Air Pantone F2E2BD 15

16 Wells Fargo Gold logo palette The Wells Fargo Gold logo palette is for the exclusive use of business units that include The Private Bank, Wealth Management, Institutional Brokerage & Sales, Private Mortgage Banking, Wells Fargo Advisors, and Funds Management. These colors may be used in addition to the primary and secondary color palettes. When the Gold logo palette is used, the active palette takes on a supporting role acting as an alert or highlighting color in a very limited way, and does not interfere with the integrity of the design. Wells Fargo Gold logo palette PMS CMYK RGB HEX Dark Taupe Pantone WG E5145 Sage Pantone C49 Sand Pantone C4A560 Wood Pantone Sky Pantone AA3B3 16

17 Wells Fargo sponsorship branded merchandise WellsWare branded merchandise is available online through the A-Z site on the Teamworks intranet site, search WellsWare. You will find t-shirts, water bottles, sports caps, and more. You can add: Sponsorship event name Wells Fargo department or group name To customize WellsWare merchandise, please call Group II Communications Custom Orders at Event Name 17

18 Multi-logos on merchandise For sponsorship opportunities that include other corporate logos on branded merchandise, please do not include the Wells Fargo logo with more than 6 to 7 other corporate logos. Walk for Life 2010 Walk for Life 2010 Back Front Walk for Life 2010 Do not include the Wells Fargo logo with more than 6 to 7 other corporate logos. 18

19 Co-branded merchandise For sponsorships that include another brand s logo, artwork, or decoration on merchandise, please make sure to keep the Wells Fargo logo completely separate from your partner s artwork. Do not create artwork to represent the Wells Fargo brand. For more information read the Co- Branding Standards found on the Brand Management & Strategy site of the Enterprise Marketing portal. Front Back Do not attach the Wells Fargo logo to partner s artwork 19

20 Do nots These examples illustrate some things to avoid when creating new materials. Over time and with consistent use, our audience will come to recognize our design elements and look as unique to Wells Fargo. Do not use the logo or stagecoach icon on USB thumb drives. Do not use the logo or stagecoach icon on candy or gum wrappers. Together we'll go far Do not use a stagecoach icon with drivers and no horses. Do not apply the corporate signature to the John Rush painting. Do not use stagecoach graphics that have been retired and are no longer approved for use. Do not use the logo or stagecoach icon on alcoholic beverages Women s Interest Network Wells Fargo Healthcare Conference 10 Wells Fargo Do not create new logos for Wells Fargo events or programs. Do not use fonts other than Archer. Do not lock up graphic elements such as color bands to our logo. Do not recreate our logotype. Always use the approved logo art. 20

21 Approved vendor list WellsWare, Group II Communications Go to the A-Z site on the Teamworks intranet site, search WellsWare. Phone: Fax: Address: West Forest Home Avenue Franklin, WI

22 How can we help? While we have made every effort to offer detailed explanations throughout this guide, we realize that adopting new standards is not always easy. If you need further clarification of the Merchandise Brand Standards, contact Brand Management at For guidance in creating new WellsWare products contact your line of business Brand Steward. Please see the Enterprise Marketing portal's Brand Management & Strategy site for the list of Brand Stewards. To order WellsWare products click on WellsWare in the A-Z site on the Teamworks intranet site and login to our site. Thank You! 22