hoovers id guides 100306images.hoovers.com/images/i/brandCenter/hoovers_id_guides.pdf · 04 Hoover’s Identity Guidelines Logo & Name, continued A clear area around the Logo is required

Identity GuidelinesApplying and Using the Hoover’s Identity

October 2006

Hoover’s Identity Guidelines

Hoover’s Identity

The Hoover’s visual identity system includes six components which, when combined, create a unique identity for Hoover’s. By following these guidelines you will help Hoover’s strongly link our brand positioning and values with our target audiences.

Our guidelines for use of the Logo, color, typography, imagery, secondary graphic, format and grid effectively reinforce Hoover’s communications goals. They offer maximum design flexibility and creativity, while maintaining a simple, clear and consistent look.

This document is a valuable reference for Hoover’s employees, approved vendors and agencies. Please become familiar with them. If you have any questions, please contact the appropriate person at Hoover’s through the contact information on the left.

logo color

format/ grid

imagerysecondarygraphic

typography visual identity

CONTENTS

Brand Value Proposition 02Logo & Name 03Logo & Name 04Common Mistakes 05Color Palette 06Typography 07Imagery 08Secondary Graphic 09System Examples 10Tagline Use 1 1HTML E-Mails 12Web Banner Guidelines 13

CONTACT INFORMATION

Hoover’s Inc., 5800 Airport Blvd. Austin, TX 78752

Paul PellmanExecutive Vice PresidentMarketing & ProductTel 512 421–4320Fax 512 374–[email protected]

Edward GarañaCreative Services ManagerTel 512 374–4655Fax 512 374–[email protected]

© 2005 Hoover’s, Inc.

01


Brand Value Proposition

The Hoover’s Brand Value Proposition establishes our brand as unique and distinctive in the industry and in the minds of our current and potential customers. The following statement expresses this uniqueness in a simple and direct way:

Ultimately, what distinguishes Hoover’s from our competitors is the experience our customers have with our products, services and our people. Therefore, use the principles of this customer-focused statement in every ad, letter, brochure or Web page that you produce to reflect our company positioning and brand values.

Hoover’s, a D&B company, gives you a competitive edge with insightful information about industries, companies, and the people who lead them.

02

Hoover’s Identity Guidelines03

Logo & Name

The Hoover’s Logo is one of the most important components of our brand identity.Its function is to not only identify our organization but to stand out amongst our competitors.

The Hoover’s Logo is comprised of three elements: The logotype or customized rendering of the “Hoovers” letters, the TM trademark symbol and the phrase “A D&B Company.” The size and placement of each element has been carefully determined and must not be altered in any way. Always use approved digital artwork when reproducing the Logo.

Color facilitates and enhances recognition of the brand. Please refer to the column on the left to learn about the acceptable color variations of the Logo.

Always use the Logo on a background with sufficient contrast, preferably one of the colors within the approved color palette. When applying the Logo to promotional items such as a T-shirt, very often you are required to choose from a fixed set of colors. When doing so, select a stock color that closely matches a color from our palette.

COLOR VERSIONS

A. Hoover’s Blue Logo (preferred)Hoover’s Blue (PANTONE® 2955) on white or Hoover’s Yellow (PANTONE 7406) background

B. Hoover’s Yellow LogoHoover’s Yellow (PANTONE 7406) on Hoover’s Blue (PANTONE 2955) background

C. Black Logo Black Logo on white or light-colored background

D. White LogoWhite Logo on black, Hoover’s Blue or dark-colored background

For approved artwork, contact Hoover’s. For approved PANTONE, CMYK, RGB and hexadecimal color formulas, see the Color Palette page.

COMMUNICATIVE NAME

While the Hoover’s Logo does not include the apostrophe in the logotype, an apostrophe should always be included when using the name in text or body copy as shown throughout these guidelines.

The colors and CMYK equivalents shown here and throughout these guidelines have not been evaluated by Pantone, Inc.for accuracy and may not match the PANTONE® Color Standards.

PANTONE is a registered trademark of Pantone, Inc.

A

B

D

C


Logo & Name, continued

A clear area around the Logo is required to prevent any nearby text, imagery or other graphics from diluting the integrity and clarity of the Logo. Please refer to the specifications at left to ensure the legibility of the Logo in both printed and online applications.

Minimum Logo size is based on the width of the bottom bar in the Hoover’s Logo. Please refer to the size specifications at left to ensure the proper staging and legibility of the Logo and phrase in both online and printed applications.

CLEAR SPACE

A. Print ApplicationsThe minimum clear space must be greater than or equal to the height of the “H” in the Hoover’s logotype.

B. Online ApplicationsThe minimum clear space is one-half the height of the “H” in the Hoover’s logotype.

Please note: The gray “H” letter- forms and the blue lines are shown for illustration purposes only and should never be reproduced.

MINIMUM SIZE

C. Print Applications5/8” or 0.625” wide

D. Online Applications69 pixels wide

A

B

C

D

5/8” (0.625”)

69 pixels


Co-branded Logo & Name

As with the Hoover’s logo and name by itself, clear area around the Hoover’s Logo is required to prevent any nearby text, imagery or other graphics from diluting the integrity and clarity of the Logo. Please refer to the specifications at left to ensure the legibility of the Logo when used in conjunction with another brand’s logo in both printed and online applications.

Minimum Logo size is based on the width of the bottom bar in the Hoover’s Logo. Please refer to the size specifications at left to ensure the proper staging and legibility of the Logo and phrase in both online and printed applications.

CLEAR SPACE

A. Print ApplicationsThe minimum clear space is one-half the height of the “H” in the Hoover’s logotype.

B. Online ApplicationsThe minimum clear space is one-half the height of the “H” in the Hoover’s logotype.

Please note: The gray “H” letter- forms and the blue lines are shown for illustration purposes only and should never be reproduced.

MINIMUM SIZE

C. Print ApplicationsThe Hoover’s logo by itself must be 5/8” or 0.625” wide

D. Online ApplicationsThe Hoover’s logo by itself must be at least 69 pixels wide

A

B

C

D

5/8” (0.625”)

69 pixels


Common Mistakes

The Hoover’s Logo must be applied correctly to ensure that its visual impact and integrity are not compromised in any way. Always reproduce from approved digital artwork. The examples below illustrate a range of incorrect uses of the Hoover’s Logo. However, this is not intended to be a complete list.

COMMON MISTAKES

A. Do not alter the Hoover’s Logo.

B. Never use the Logo on an angle.

C. Do not outline the Logo.

D. Do not italicize or distort the Logo.

E. Do not add any words or graphics to the Logo.

F. Do not place photography, illustration, text or other graphics across any part of the Logo.

G. Do not substitute other typefaces for the logotype.

H. Do not resize any part of the Logo.

I. Do not violate the minimum clear space.

J. Do not confine the Logo in a shaped background or border.

K. Do not overprint the Logo on a visually distracting background or a background with insufficient contrast.

L. Do not display the Logo in other non-corporate colors.

M. Do include a drop shadow with the Logo.

N. Do not use the Logo without the phrase “A D&B Company”.

O. Do not use the Hoover’s Logo or parts of the Logo as a supergraphic treatment.

A

B

C

D

E

F

G

H

I

J

K

L

M

N

O

Esatelli. Concubine adquireret

fiducia suis, et concubine

vocificat umbraculi, quam quam

gricolae adquireret umbraculi.

Quadrupei satis celerit agnascor

matri monii, iam umbraculi


Color Palette

A palette of primary and secondary colors has been developed for use in a range ofonline and printed communications. Consistent use of these colors will contribute tothe cohesive and consistent look of the Hoover’s identity system.

PRIMARY COLORS

A. Hoover’s BluePANTONE: 2955CMYK: 100/64/0/44RGB: 000/042/089Hexadecimal: 002A59

B. Hoover’s YellowPANTONE: 7406CMYK: 0/15/100/0RGB: 255/204/000Hexadecimal: FFCC00

SECONDARY COLORS

C. Hoover’s Sky BluePANTONE: 646CMYK: 73/30/3/10RGB: 062/123/185Hexadecimal: 3E7BB9

D. Hoover’s BeigePANTONE: Warm Gray 1CMYK: 2/3/4/5RGB:230/230/223Hexadecimal: E6E6DF

E. Hoover’s VioletHoover’s Violet should be for header text or accents only.

PANTONE: 216CMYK: 12/96/26/50RGB: 121/028/069Hexadecimal: 791C45

F. Hoover’s GreenHoover’s Green should be for header text or accents only.

PANTONE: 7489CMYK: 55/2/75/5RGB: 099/165/076Hexadecimal: 63A54C

Hoover’s Red (Not Shown)Hoover’s Red should be used for error messaging on Web applica-tions only. Do not use in printed communications.

RGB: 187/19/62Hexadecimal: BB133E

A

B

C

D

E

F


Typography

Typography can create a proprietary and professional look for Hoover’s online andprinted communications.

To complement the unique characteristics of the Logo, Interstate has been chosen asthe primary typeface for its strength and simplicity. Interstate should be used fortitles or headlines, subtitles, captions and small bodies of text within print applications.

As the secondary typeface, Swift has been chosen because of its angular andcontemporary qualities. Use Swift for large bodies of text, or for special communicationpieces, such as invitations.

For electronic applications such as Web or PowerPoint®, use Verdana in place ofInterstate and use Georgia in place of Swift.

PRINTED APPLICATIONS

A. InterstateInterstate is the primary typefacefor printed communications.

B. SwiftSwift is the secondary typeface,chosen to complement Interstate.

ELECTRONIC APPLICATIONS

Interstate and Swift may be usedonline as artwork for titles andheadlines, however use Verdanaand Georgia for HTML text.

C. VerdanaUse Verdana as live text on theWeb and as body copy forelectronic presentations.

D. GeorgiaGeorgia is the alternate typefacefor body copy in letters.

A

B

C

D

Interstate abcdefghijklmnopqrstuvwxyz&1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ(.,’@?)

Interstate Light

Interstate Regular

Interstate Bold

Interstate Light Condensed

Interstate Regular Condensed

Interstate Bold Condensed

Swift abcdefghijklmnopqrstuvwxyz&1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ(.,’@?)Swift LightSwift Regular Swift Bold

Swift Light Italic Swift Regular ItalicSwift Bold Italic

Verdana abcdefghijklmnopqrstuvwxyz&1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ(.,’@?)Verdana RegularVerdana Italic

Verdana BoldVerdana Bold Italic

Georgia abcdefghijklmnopqrstuvwxyz&1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ(.,’@?)

Georgia Regular

Georgia Italic

Georgia Bold

Georgia Bold Italic

08


Imagery

Imagery can play an important role in building a distinct and powerful visual identityfor Hoover’s. These images must reinforce and reflect our brand personality of beingpassionate, proud, dedicated, involved and unique.

To support Hoover’s commitment to being our customers’ best business partner, theimagery used in our communication material should be straightforward, uncomplicatedand focused on delivering results. Select images that reinforce the most importantmessage or benefit you wish to convey.

The image subject matter should consist of people, environments or unique view-points as described at left and shown below. Finding the right image to support thecommunication is only half the story. Using it in an interesting, non-traditional waycan dramatically enhance its power. In addition, two executions of imagery have beenapproved for use within online and print material: Full-color and duotones, asdescribed at left and shown below.

SUBJECT

A. PeoplePortraits of proud, confidentpeople (with attitude) — eitherin groups or by themselves.

B. EnvironmentsActive people engaged in benefit-oriented or business situations(metaphors).

C. ViewpointsPlaces and objects that illustratea unique vantage point, whileadding a sense of depth andspace.

EXECUTION

D. Color ImageryColor images should be as simpleas possible. Avoid images thathave large areas of bright color(s)— the overall color of the imageshould appear monochromaticand uncluttered. Choose an imagethat complements the Hoover’scolor palette, rather than compete with or distract from it.

E. DuotonesThis distinctive color treatmentcalls attention to the imagecontent, while adding a distinctlook to the system. For duotoneimages, use the lighter colors ofthe Hoover’s color palette: Hoover’s Yellow and Hoover’s Sky Blue. This will ensure sufficient contrast be-tween the dark areas of the image and the color background.

A

B

C

D

E

SUBJECT

EXECUTION


Secondary Graphics

A secondary branding graphic, known as the Hoover’s angles, has been created foruse on a variety of Hoover’s materials. Applying the unique device consistently andcorrectly will help to further brand our communications and make them instantlyrecognizable to our customers.

The Hoover’s angles were derived from the angles of the “V” in the Hoover’s Logo.These angles will help to provide a proprietary look for our media. The angles vary insize and position depending on the type of communication to which the angles areapplied. Refer to the suggested standards established below and on the followingpage as a starting point for using the Hoover’s angles.

CREATING THE ANGLES

A. Grid and Positioning LinesThe Hoover’s angles are createdby dividing communications intofour areas with a horizontal anddiagonal line (drawn upwards from left to right at 20°—35°). Theselines are positioned on a gridmeasuring 20 units by 20 units.

The 20x20 layout grid is createdby dividing communications(brochure, business card, etc.)into 20 equal units wide by 20equal units high. All identityelements should align to the grid.

B. Color and ImageryHoover’s Blue and Hoover’sYellow, plus an additional colorfrom the approved palette, or animage may be used within theHoover’s angles. The top or thebottom quadrant should be white.See illustrations at right, and onthe following page for examples.

C. FormatThe examples at right and belowillustrate how the grid andHoover’s angles may be used fora variety of communications,including Web pages, publications,books and advertisements.

A

B

C

20x20 layoutgrid (lines

do not print)

horizontal line

diagonal lineis drawn upwardsfrom left to right

at 20°—35°


System Examples

The following examples highlight the strength of a visual system through the consistentuse of all the basic identity elements — color, imagery, typography, the angles graphic,etc. — across a range of typical applications. Use these examples as a starting point forcreating your communication materials.

SYSTEM EXAMPLES

A. Web siteUse the quadrants of the Hoover’sangles to structure marketingmessages.

B. LetterheadUse the Hoover’s angles to framestationery pieces.

C. Ad insertUse the Hoover’s angles to stagethe Hoover’s Logo while providinglayout fl exibility.

A

B

C

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Tagline Use

Hoover’s has developed a tagline — Intelligence. Insight. Results. — to help distinguish the brand from its competition, build a positive brand image and add to the personality of the company. If desired, you may choose to use the approved tagline on a range of communication materials excluding stationery. The illustrations below provide guidance for sizing and placing the tagline artwork. Never lock up the tagline with the Hoover’s Logo.

Special artwork has been created for the Hoover’s tagline. The letterspacing, sizeand position of the tagline letters must not be altered in any way. Always use approved digital artwork when reproducing the tagline.

USING THE TAGLINE ARTWORK

A. Placing the TaglineThe space between the tagline and the Hoover’s Logo should be no less than three times the Logo clear space. This space is equal to the height of the “H” in the Hoover’s logotype.

B. Top AlignmentFor communications where theLogo and tagline appear at thetop, such as a Web page, align thetop of the tagline to the top edgeof the upper, horizontal bar in theHoover’s Logo.

C. Bottom AlignmentFor communications where theLogo and tagline appear at thebottom, such as an advertisement,align the baseline of the tagline tothe bottom edge of the lower,horizontal bar in the Hoover’s Logo.

D. SizeThe tagline’s width should always be presented at a 1.93:1 ratio to the Logo’s width.

A

B

C

D

align

align

1.93 1

Intelligence. Insight. Results.

12


Html E-Mails

Hoover’s e-mails follow the best practice of designing emails to degrade gracefully when a user has images turned off. Following are the guidlines we use to design e-mail:

1. Never use images only for important content like headlines, links and any calls to action. Always make sure you use alt text so the user can still see the headline if im-ages are turned off.

2. Use alt text for all images for a better experience in Gmail and always add the height and width to the image to ensure that the blank placeholder image doesn’t throw your design out.

3. Test your design in a preview pane, full screen and with images turned on and off before you send it

HOOVER’S E-MAIL COMPONENTS

A. HeaderCan be a simple image, but make sure to use alt text.

B. Body CopyAll body copy is system text (usu-ally Verdana.) Colored backgrounds can be used where necessary for visual enhancement, but large images should be avoided.

C. Call to Action AreaThis area is primarily html. There is one small image, the button, which should be used in all Hoover’s emails. However, since it is small, it won’t be very obvious it’s missing to the user if their images are turned off.

D. Footer AreaSimple graphical treatments like hori-zontal lines can be used to separate the body content from the footer.

A

B

C

D


Web Banners

Use Hoover’s Visual Branding Guidelines in creating banners. All Flash banners (.fla files) must be created in Flash version 6 to be compatible with our clicktag tracking software. Some good rules to follow can be found here:

http://marketing.hoovers.com/styleguide/advertising/creatingconcepts.html

Clicktag that must be used in Flash banners:

This is very important to include, as it tracks the number of times a banner is clicked. Please insert this code on the first frame:

on (release) { if (clickTag.substr(0,5) == “http:”) { getURL(_level0.clickTag, “_blank”); }}

Animation Time GuidelineBanners should not animate for longer than 15 seconds, nor rotate more than three times, according to the Interactive Advertising Bureau’s guidelines. Some websites will not host our banners if this rule is not strictly followed.

Documents

hoovers id guides 100306images.hoovers.com/images/i/brandCenter/hoovers_id_guides.pdf · 04 Hoover’s Identity Guidelines Logo & Name, continued A clear area around the Logo is required