Lowes Corporate Identity Brandbook

V ISUAL STANDARDS GUIDE

CORPORATE IDENTITY

2001

LOW A1 004 Style Guide R9 8/10/01 11:39 AM Page 1

GUIDE CONTENTS ➤

SUPPORT FILES ➤

Our Look

2 Trademark Usage and Approval Process

3 Logo Usage

6 Improving Home Improvement Usage

and Specifications

7 Areas of Isolation

8 Departments and Divisions

9 Color System

10 Don’ts of Logo Usage

12 Typography

Appl icat ions

14 Business

18 Public Relations, Press Releases

19 Vehicles

20 Proprietary Brands


What do you think of when you see the Lowe’s logo?

Everyday low prices? Wide aisles? Brighter stores? Vast selection? Knowledgeable and friendly employees? A home improvement

resource for inspiration and solutions?

These are the attributes we want our customers to think of when they see the Lowe’s logo. To provide this consistent and clear

message throughout all Lowe’s visual communication pieces, we are providing vendors and employees with this guide,

presenting Lowe’s Companies, Inc.’s company-approved logo standards.

As Lowe’s continues its most aggressive expansion campaign in the company’s history, it is more imperative than ever for the

company to present itself with one coherent message and logo, since Lowe’s logo is our brand identity. Therefore, it is crucial

for Lowe’s vendors and employees not to deviate from these logo standards. A consistent brand image is very powerful, and

it perpetuates our efforts to effectively communicate the Lowe’s message and succeed in a challenging marketplace.

Thank you for working with us to make the Lowe’s brand image one that is recognized in households across America. With

your help and dedication to this effort, we can give our customers one cohesive message about how Lowe’s can Improve Home

Improvement for them.

Bob Tillman

Chairman, President and Chief Executive Officer


2 Our Look Trademark Usage and Approval Process

Trademarks are important and valuable business assets and should be treated with care. Businesses rely on their trademarks

to identify their products or services and distinguish them from those of competitors. A trademark can be a word, symbol, logo

design or any combination of these. When a mark is used to identify and distinguish a service, it is called a service mark.

Trademarks also provide quality assurance. For example, when a consumer dines at a particular franchise fast-food restaurant, he or

she expects that the nature and quality of the food served will be the same as that served at other restaurants bearing that name.

Trademarks must be cared for and protected; the alternative is that they will be lost as has happened many times in the past when

their owners have allowed them to be misused. Prime examples of “lost” trademarks, those that became generic through

improper usage, include such familiar names as aspirin, escalator, kerosene, corn flakes, linoleum, nylon and shredded wheat.

This statement must appear on all advertising materials at a minimum of 7pt type:

© 2001 by Lowe’s.® Lowe’s and the gable design are registered trademarks of LF Corporation.

HOW TO USE OUR TRADEMARK

Our registration of the Lowe’s name is with the U.S. Patent and Trademark Office. We use the registered mark ® symbol with

our name and logo on all marketing and printed materials that are used for external communications, e.g. brochures,

point-of-sale materials, ads, statement stuffers, stationery, vehicle signage, etc. The registered mark indicates that trademark

rights have been claimed and that the mark is registered with the U.S. Patent and Trademark Office.

Approvals must be routed through Lowe’s Creative Services. If a Lowe’s vendor or outside company would like to use our logo,

all work must be submitted for approval prior to use. When using an outside logo in conjunction with our logo, refer

to the Logo Usage section pertaining to ‘areas of isolation’ for details on proper usage. For questions or other assistance with

any information included in this brand manual, please contact:

Creative Services

Lowe’s Companies, Inc.

Attn: Graphic Standards

1605 Curtis Bridge Road, Dept. 105

Mail Stop: STS3

Wilkesboro, NC 28697

336-658-2538

[email protected]

TRADEMARK INFORMATION

APPROVAL PROCESS

August 2001


Our Look Logo Usage 3

When printing in four color process inks, use the logo as

shown to the left.

blue red gray

c 100 0 0

m 72 100 0

y 0 65 0

k 18 15 50

FOUR COLOR

When not printing in process inks, the three-color version

of the logo is to be used as shown to the left. Use Pantone®

280 blue, Pantone 200 red and Pantone 429 gray.

THREE COLOR

When printing in two colors, use the logo as shown to the left.

Use Pantone 280 blue and Pantone 200 red.

TWO COLOR: BLUE & RED

When printing in one color with a high line screen, use the

logo as shown to the left. Use Pantone 280 blue. Note that

the outline of the logo is solid Pantone 280 blue.

SOLID BLUE

PANTONE® is a registered trademark of Pantone, Inc.

August 2001


4 Our Look Logo Usage

When printing in black ink, use the logo as shown to the left.

The outline of the logo is a 50% screen of black.

BLACK & 50% BLACK

When printing in black ink, use the logo as shown to the left.

Note that the outline of the logo is solid black.

SOLID BLACK

When printing the logo with a white outline and white type,

use the logo as shown to the left. The black background is

intended to show how the logo appears when placed on

black. The background is NOT part of this version of the logo.

WHITE

August 2001


Our Look Logo Usage 5August 2001

THREE COLOR

SOLID BLACK

TWO COLOR: BLUE & RED

WHITE

BLACK & 50% BLACKSOLID BLUE

When printing in four color process inks, use the logo as

shown to the left.

FOUR COLOR

LOGO USAGE

Use these logos without “Home Improvement Warehouse” when usage will be less than 11/2 inches wide. The logo should not

be used any smaller than 5/8 inch wide. For color breakdowns, please refer to the previous section. Use of this logo will only

be approved under special circumstances (see page 2 for approval process).

blue red gray

c 100 0 0

m 72 100 0

y 0 65 0

k 18 15 50


6 Our Look Improving Home Improvement Usage and Speci f icat ions

LOGO USAGE WITH TAGLINE

This logo with tagline must be used with all external communications to the consumer. Examples of external communications

are brochures, point-of-sale materials, ads, statement stuffers, vehicle signage, etc.

In addition, usage of the tagline “Improving Home Improvement” is restricted to only appear as shown with the Lowe’s logo

below. Alternative usage must be approved (see page 2 for approval process).

August 2001


Our Look Areas of Iso lat ion 7

x

x x

x

AREAS OF ISOLATION

To give the logo “breathing room,” isolate it from other type with space that surrounds it by at least one quarter the height

of the gable at the size being used. In the example shown below the logo is isolated by a space of 1/4 inch.

18 pt 18 pt

At the size shown here,

the height of the

gable is 1 inch, thus

determining the area

of isolation as 1/4 inch.

At the size shown here,

the height of the gable

is still 1 inch, thus

determining the area

of isolation as 1/4 inch;

however, it extends

below the tagline. This

application also applies

to division names (see

page 8).

August 2001

x

x x

x

18 pt 18 pt


8 Our Look Departments and Div is ions

DEPARTMENT & DIVISION LOGO USAGE

Department and division names may not be placed inside the gable, modifying the corporate logo. The width of the type

of the department or division name must be the same width as the gable. Typeface should be Bureau Grotesque; with name

shown on one line in upper/lowercase type. This font is not included on the CD provided. Please contact Creative Services

and we will assist you in the development of all department and division graphics. All uses of department and division names

must be submitted for approval prior to use. See page 2 for approval process. For internal Lowe’s department and division use

only, examples of this type of usage include letterhead, lobby signs, road signs, business cards, etc.

DIVISIONS

AND REGIONS

Western Division Western Division Western Division

SOLID BLUE BLACK

August 2001

FOUR COLOR

NOTE: Divisions can only be expressed as Western Division, Northern Division and Southern Division.

DEPARTMENTS

Aviation Department Aviation Department Aviation Department

SOLID BLUE BLACKFOUR COLOR

COMMERCIAL

SERVICES

SOLID BLUE BLACKFOUR COLOR

NOTE: Commercial Services is the only instance where Bureau Grotesque is not used and type is all caps.


Our Look Color System 9

pantone coated 280 200 429 123

pantone uncoated 280 200 429 115

c 100 0 6 0

m 72 100 0 30

y 0 65 0 94

k 18 15 34 0

01 02 03 04

August 2001

Always ask for a drawdown from the printer. (A drawdown

is the actual ink mix on your specified stock.) Also, tell

them that the intention is to exactly match your PMS

chip. The adjustments for process colors were made based

on Pantone chips and Photoshop® conversions to CMYK.

NOTE: The colors on this guide have not been evaluated

by Pantone®, Inc. for accuracy and may not match the

Pantone Color Standards. For accurate color standards,

refer to the current edition of the the Pantone Color

Formula Guide.

SE

CO

ND

AR

Y C

OL

OR

SP

RIM

AR

Y C

OL

OR

01

02 03 04


DON’T

10 Our Look Don’ts of Logo Usage

DON’T

DON’T

DON’T

DON’T

LOWE’S

Stretch logo vertically or horizontally.

Delete the outline around logo.

Delete gable shape around logo.

Distort logo background shape.

Use a typeset for logo.

August 2001


DON’T

DON’T

DON’T

DON’T

Our Look Don’ts of Logo Usage 11

Western Division

Use a division name inside the gable.

Use a different color inside the gable or

manipulate the color of the rules around the gable.

Manipulate rule width.

Use without proper trademark symbol.

August 2001

DON’T

Incorporate or allow art or type to touch

the gable.


12 Our Look Typography

COMMUNICATIONS FONTS

Folio should be used for all business communications. Examples include business cards, letterhead, fax forms, etc. If Folio fonts

are not available, Arial can be used as a replacement font. See pages 14-15 for business communications guidelines.

FOLIO BOOK

a b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9

FOLIO MEDIUM


FOLIO BOLD


FOLIO EXTRA BOLD


August 2001


Our Look Typography 13

LOGO FONTS

Bureau Grotesque headlines are Five-Five, body copy is Three-Three. Headlines, covers of binders and presentations are done

in bold. Medium should be used on letterhead. Do not use the light fonts.

BUREAU GROTESQUE FIVE-FIVE


BUREAU GROTESQUE THREE-THREE

a b c d e fg h i j k l m n o p q r s t u v w x y z0 1 23 4 5 6 7 8 9

FONTS FOR OTHER USES

Arial can be used in all other situations unless specified previously.

ARIAL (For business letter body copy)


ARIAL BLACK

August 2001


14 Appl icat ions Business

54 pt 18 pt

85 p

t

Anywhere StreetAnywhere Town, AA 00000Phone: (000) 000-0000Fax: (000) 000-0000

CORPORATE STATIONERY

Logo

Two Color

Typography

Address

PMS 280

Folio Medium 8/11

Name

PMS 280

Folio Medium 10/11

Title

PMS 280

Folio Medium 7/11

Rule

PMS 280

.5 pt

NOTE: Stationery

elements are

shown actual size.

18 pt 18 pt

108

pt

Anywhere StreetAnywhere Town, AA 00000

Phone: (000) 000-0000Fax: (000) 000-0000

email: [email protected]: (000) 000-0000

John DoeStore Manager

LETTERHEAD

8.5" x 11"

ENVELOPE

9.5" x 4.25"

BUSINESS CARD

3.5" x 2"

30 p

t

40 p

t

18 p

t

35 p

t

August 2001

For assistance

with stationery

elements contact

336-658-7541.

54 pt 18 pt

85 p

t


30 p

t

40 p

t


Appl icat ions Business 15August 2001

54 pt 18 pt

85 p

t

Western DivisionAnywhere StreetAnywhere Town, AA 00000Phone: (000) 000-0000Fax: (000) 000-0000

DIVISION STATIONERY

Logo

Two Color

Typography

Address

PMS 280

Folio Medium 8/11

Name

PMS 280

Folio Medium 10/11

Title

PMS 280

Folio Medium 7/11

Rule

PMS 280

.5 pt

NOTE: Stationery

elements are

shown actual size.

Approval is needed

for any changes.

18 pt 18 pt

108

pt

Western DivisionAnywhere StreetAnywhere Town, AA 00000

Phone: (000) 000-0000Fax: (000) 000-0000


John DoeRegional Manager

LETTERHEAD

8.5" x 11"

ENVELOPE

9.5" x 4.25"

BUSINESS CARD

3.5" x 2"

30 p

t

40 p

t

18 p

t

35 p

t

For assistance

with stationery

elements contact

336-658-7541.

54 pt 18 pt

85 p

t

Western DivisionAnywhere StreetAnywhere Town, AA 00000Phone: (000) 000-0000Fax: (000) 000-0000

30 p

t

40 p

t


16 Appl icat ions Business August 2001

54 pt 18 pt

85 p

t


EXECUTIVE STATIONERY

Logo

Two Color

Typography

Address

PMS 280

Folio Medium 8/11

Name

PMS 280

Folio Medium 10/11

Title

PMS 280

Folio Medium 7/11

Rule

PMS 280

.5 pt

NOTE: Stationery

elements are

shown actual size.

18 pt 18 pt

108

pt

Anywhere StreetAnywhere Town, AA 00000

Phone: (000) 000-0000Fax: (000) 000-0000


Dale PondExecutive Vice President

Marketing & Merchandising

LETTERHEAD

8.5" x 11"

ENVELOPE

9.5" x 4.25"

BUSINESS CARD

3.5" x 2"

30 p

t

40 p

t

18 p

t

35 p

t

For assistance

with stationery

elements contact

336-658-7541.

54 pt 18 pt

85 p

t


30 p

t

40 p

t

Dale PondExecutive Vice President

Marketing & Merchandising


FAX COVER SHEET

To:

Fax Number:

From:

Date:

Number of Pages:

54 pt 18 pt

85 p

t


30 p

t

40 p

t

Appl icat ions Business 17August 2001

BUSINESS APPLICATIONS

Logo

Black

Logo with Tagline

Typography

Address

Black

Folio Medium 8/11

Document Headers

Black

Folio Medium 10/15

Rule

Black

.5 pt

NOTE: Business

application

elements are shown

actual size.

FAX SHEET

8.5" x 11"

MEMO SHEET

8.5" x 11"

54 pt

85 p

t30

pt

40 p

t

GENERAL OFFICE MEMORANDUM

Date:

To:

From:

Copy To:

Subject:


18 Appl icat ions Publ ic Relat ions, Press Releases August 2001

FOR IMMEDIATE RELEASE

Contact:Lowe’s Companies, Inc.May 1, 2001(336) 658-XXXX

PRESS RELEASE

Logo

Three Color

Logo with Tagline

Typography

Black

Folio Medium 10/15

Rule

Black

.5 pt

NOTE: Press

release is shown

actual size.

PRESSRELEASE

8.5" x 11"

54 pt

85 p

t30

pt

40 p

t


Appl icat ions Vehic les 19August 2001

We Deliver!

VEHICLES


20 Appl icat ions Propr ietary Brands

All internal and external applications for Lowe’s proprietary brands must be approved through Lowe’s Creative Services (see

page 2 for approval process).

August 2001

LIFETIME WARRANTY



© 2001 by Lowe’s®. Lowe’s and the gable design are registered trademarks of LF Corporation.

lowes.com


Documents

Lowes Corporate Identity Brandbook