HL&S Standards Manual

GRAPHIC STANDARDS

2012

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Graphic Identity

Primary Logo

Preferred Colors

Size Requirements

Spacing Requirements

Incorrect Usage

Background Limitations

Stationery Guidelines

Typeface Usage

Presentation Application

Web Application

Packaging Guidelines

Print Ad Usage

Transit Standards

Apparel Application

HL&S Object

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Our graphic identity is the sum of all the visual impressions

associated with the HL&S name. The impact of any logo

depends on consistent use resulting in a large number of

impressions over a long period of time. Familiar logos

are not “read” as words, but processed by the brain

visually, evoking a complex set of associations much

more powerful than words.

By using a shared HL&S graphic identity system, we

can help build upon HL&S's reputation for excellence.

We can increase the quality, efficiency and cost-

effectiveness of our efforts. We can better reflect nature

of our products – it will be clear that the many benefits

GRAPHIC IDENTITY

Importance of a

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of HL&S, from hand-made quality to exclusive

personal service, come from a single establishment.

And in the long run, we will help foster a stronger

sense of affiliation with HL&S, it's owner, and the

members of our staff that make us so special.

Please do not weaken or diffuse HL&S’s identity. Use

the materials and follow the standards described in

this manual and available at www.hls.com.

The key elements of HL&S’s visual identity are:

a. The HL&S logo elements

b. The HL&S colors and materials

c. The HL&S signature fonts and style

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PRIMARY LOGOThis is our

The logo is the core element in HL&S's visual identity system. Its relative size, positioning and color treatment are governed by the rules in this guide. When the HL&S acronym occurs within body text set the letters HL&S in the same typeface and size as the rest of the line but do not use any of the graphic elements.

TM

*Digital files of various versions of the logo are available online at the HL&S Identity site in the

“download graphics” section:http://www.identity.hls.com.

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Secondary logo breakdowns:a. The HL&S acronym should only be used with the Barb.

b. The Logotype is intended for use in wide landscape spaces.

c. The Barb is for use in small areas and shouldn't be the only HL&S representation visible.

b

c

a

The logo is designed to be broken down and used in different orientations, allowing for more application options.

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PREFERRED COLORS

We have

HL&S Blue: HL&S Aqua: Black/White:PMS 5395CMYK 100,100,30,47RGB 24, 17, 71Web #181148

PMS 318CMYK 40, 0, 22, 0RGB 140, 233, 217Web #181148

PMS Black/WhiteCMYK 100/0RGB 0/255Web #0/#F

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*Brown kraft paper is a key color in the branding of HL&S. Use whenever possible in conjunction with the aforementioned colors.

*Multiple colors should not be combined in one logo. The acronym, logotype and Barb should all be the same color.

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MINIMUM SIZE REQUIREMENTS

There are

3.2cm

1.2cm

– 3cm> 1cm

– 6cm>

The logotype should not be reduced below 6cm wide.

The Barb with a stroke should not be reduced below 3cm.

The primary logo should not be reduced below 3.2cm wide.

The HL&S acronym should not be reduced below 1.2cm wide.

The simple Barb can be used at any size above 1cm.

*Add 1cm to all sizes when printed on a dark background

–>

–>

–>

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Where logo height is (h), the required buffer space is .25h.

Example:If the logo is 1.0" high, the required buffer space is .25". If 2" high, the required space is .5".

SPACINGREQUIREMENTS

and

h

h

.25h

.25h

.25h .25h

The logo must have a “buffer” space around it to maintain legibility and visual impact. No other graphic elements, such as typography, rules, pictures, etc., should infringe upon this space. Backgrounds are excluded.

*Note that the logo should be centered visually, not mechanically. When the logo is visually centered, the letter “S” penetrates the free space.

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INCORRECT USAGE

Avoid

Do not stretch the logo, making it disproportionately wide.

Do not intentionally rotate the HL&S logo.*

Do not stretch the logo, making it disproportionately tall.

* the "HOOK LINE & SINKER" mark can be displayed at a 90˚ angle reading top to bottom

H O O K L I N E S I N K E R

HLS

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Do not flip or rearrange any elements of the logo.

Do not resize the individual elements of the logo.

Do not replace the typefaces that are used in the logo.

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BACKGROUND LIMITATIONS

A few

Do place the logo on a low contrast background.

Do place the logo on a low contrast area of a photograph.

Do place a darker logo on a light background for contrast.

Do place a lighter logo on a dark background for contrast.

Do place the logo on a typical HL&S background (i.e. net).

Do stamp (with approved colors) the logo on kraft paper.

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Do not place the logo on a high contrast background.

Do not place the logo on a high contrast area of a photograph.

Do not have the logo too light on a lighter background.

Do not have the logo too dark on a darker background.

Do not place the logo on a background atypical of HL&S.

Do not put a stroke on the logo to separate it from a background.

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Sain t P a ul Minn e s o t a

STATIONERYGuidelines for

1.7cmx

y

x

y

The HL&S stationery has one main goal behind it; to show a personal touch and make the customer feel exclusive rather than feeling like just a number.

The letterhead achieves this goal by having a stamped on logo in the top-center in HL&S blue. The letter itself will be hand-written in black ink to further this exclusive feeling. The address is located in the bottom center of the page, also in HL&S blue. This graphic is printed onto the page and gives credit back to the town in which the store is located.

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[email protected](555) 555-5555

The HL&S envelope ties visually to the design of the packaging. There is a HL&S blue sticker that wraps around from front to back which contains the logo and Barb stamped in white. The addresses will be hand written with black ink in the location indicated in the image below. The final touch to the envelope is the spot color HL&S aqua stripe on the edge opposite the logo.

The business cards have the same elements as envelope with the addition of contact info. The name is to be filled out by the employee in black ink at the time of the interaction with the customer.

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Aaux Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aaux Pro Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aaux Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aaux Pro Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

TYPEFACEUSAGE

Suggested

AB

Precious Sans


The typeface choices convey three main things; manliness, quality, and personality. No one typeface sums up all three ideas so it's important they are used to compliment one another.

Aaux Pro:This typeface is used for medium- sized text in a composition such as subheads and technical specs. Regular is the common style with the bold option to show emphasis.

Precious Sans:This typeface is for use on the most dominant information in a composition. It shows bold manliness while staying simple. All-caps is the preferred style.

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C

D

Liberation Serif Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Liberation Serif Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Liberation Serif Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Liberation Serif Italic


Glastonbury


Liberation Serif:This typeface is used for body copy and should therefore be used on text boxes with more than 50 words that contain type smaller than 12point.

Glastonbury:This typeface is used to convey personality, usually preceding a headline in Precious Sans Black.This is also the typeface used in the "Quality Guaranteed" mark.

Substitute:- Myriad Pro for Aaux Pro only when necessary.

- Preferably Baskerville then Georgia for Liberation Serif only when necessary.

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PRESENTATIONSUse in

The title slide of a presentation simply starts with the HL&S blue background and white logo at half the width of the screen. This simplicity will unite presentations under the HL&S name.

The secondary slides should all have the HL&S acronym with the acronym and Barb in the bottom right corner. The background will be a solid white. Pay attention to the spacing as specified below.

w

w

.5w

x

=.11w

.5x

The typefaces throughout the presentation should follow along with the typeface guidelines (pg 18-19). The headlines should be in Precious Sans Black, using the designer's discretion for secondary typefaces.

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WEB USAGEGuidelines for

16px

16px

140px 45px

50px 10px

The HL&S web site (http://www.hls.com) is focused on highlighting the products sold in the store, communicating vital information and strengthening the identity of HL&S.

The logotype is located in the top left corner of the page and will be the primary logo on the web because of its landscape format. The Barb is located in the bottom right corner of the page.

Minimum Sizes:- The favicon is the ampersand reduced down to 14px2 with a 2px border.

- The other logo elements are sized as described below.

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PACKAGINGGuidelines for

Stamped graphic elements add a personal touch to the package.

All packaging is made of kraft paper in varying weights.

Blue stickers wrapped around corners are a common theme.

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PRINTADVERTISING

Use in

In print advertisements, use the "less is more" approach by using large amounts of white space. In keeping with this aesthetic, type size should remain under 10pt. Messages should be subtle and refined pushing the vintage or classy feel. All ads should have the "HOOK LINE & SINKER" logotype on a blue bar along the bottom of the ad. Using approved typefaces, thin strokes, and the ampersand from the logo will all help build the brand identity and leave a longer lasting message.

SINCE 1891

Time TestedTime Tested

G E N T L E M A N A P P R O V E DG E N T L E M A N A P P R O V E D

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TRANSITSTANDARDS

General

The HL&S delivery vehicle is the Land Rover Defender in white. The only vinyl graphic identifying the vehicle with HL&S is placed on the rear side windows and will appear as shown.

The width of the vinyl decal is 36" from the left to the right.

The other branding piece on the delivery vehicle will be the blue license plate with the Barb in white.

Do not:-add delivery vehicles that don't match the Land Rover Defender.

-use overly large decals.

-use decals that stretch over multiple colors of the vehicle.

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PROMOTIONAL APPAREL

Use on

The amount of promotional apparel will be kept to a minimum but what is produced will be branded in a subtle way in which the quality of the product is the main focus. This will be achieved by only using taffeta tags on hems or pocket flaps. The logo will be stitched on a taffeta tag at all times to preserve the quality of the apparel also allowing the customer to remove the tag at any time after the item has been purchased.

There will be no graphic T-shirts produced by HL&S with the only exception of a sponsorship in which the logo will be displayed at a minimum size of 3" wide, following previous guidelines.

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Many men go fishing all of their lives

without knowing that it is not the fish

they are after.

-Henry David Thoreau

"

"

Documents

HL&S Standards Manual