Corporate Brand Guidelines
The Importance of the Brand Established in 1889, Carhartt owns the most recognizable and powerful brand in the workwear marketplace today. The product of a comprehensive, corporate-wide brand identity initiative in 2007, these guidelines have been created to help you capitalize on the brand’s strengths, and protect it from misuse. They encompass the brand identity system, including the signature, its colors and the corporate typefaces. The guidelines also address the brand voice, or style in which Carhartt communications should address consumers. Developed for all who have an interest in the success of the Carhartt brand, these guidelines apply to the creation of print ads, web sites, posters, labels, hang tags, premiums, business cards, stationery and other materials.
Contents Brand Voice
2-6
Signature Elements
7
Signature Clear Space
8
Carhartt Woman Signature Clear Space
9
Signature Configurations
10
Signature Color Variations
11
Signatures: Incorrect Usage
12
Signatures: Correct Usage
13
Minimum Signature Size
14
Supplementary Colors
15
Work Strong Graphic
16
Corporate Typefaces Color Samples
17 18-19
Brand Voice What is this, and why should I read it? Good questions. The simple answers are “brand voice guidelines” and “so all our stuff sounds the same.” The less simple answers will take two more paragraphs.
Every brand has a personality and a voice...when we all write with a common voice, everything that our customers see will be “on brand.”
Carhartt Corporate Brand Guidelines Page 02
Let’s start with “brand voice”: the tone, manner and style our brand uses to communicate. Every brand has a personality and a voice. A luxury car brand might sound a little snooty; a high-performance energy bar might try to sound extreme. This document will outline the sound of the Carhartt voice and provide guidelines for how to express it. So why should you read it? Because when we all write with a common voice, everything that our customers see will be “on-brand.” Everything we write — from ads to brochures to web pages — will sound like it comes from Carhartt.
Masculine We’re a red-blooded brand. Our products are straight-forward. Our communication should be equally no-nonsense.
What does our voice sound like? Our voice reflects the personality of the Carhartt brand. We provide premium, real workwear for hardworking men and women who value doing the job right. We’re an honest brand with a masculine style. We’re authentic. We have a history of innovation. And our products are proven on the job, in real life. Our voice simply brings those attributes to life.
• Be clear and direct. - Get to the point. Don’t waste a lot of time. Say exactly what you mean.
Honest We’re an open and honest company. Durable and functional, our products deliver the value that workers have come to expect from the brand. Our w riting reflects that.
• Focus on a single idea. - You may have a lot to say. Pick the key message and stick with that. • Tell the truth. - Don’t say “Just fill out this simple form” if the form is a pain to fill out. Say “You’ll need five minutes to fill out this form completely.”
• Avoid owery language. - Don’t try to romance the product. Excessive use of adjectives and exclamation points makes it hard to take our brand seriously.
Proven Our products have been around since 1889. They’re high-quality and job-proven. When we talk to customers, we can be straightforward and self-assured.
Authentic Our products are job-tested by real workers. Our brand is authentic and real. Our writing should express this.
• Talk benets. - Our products don’t need a lot of uffy language and high-pressure sales talk. Just spell out the benefits and give the audience what they need.
• Direct them to the facts. - Organize your information so it’s easy • Be conversational. to find. Use headings, subheads and - Don’t write long, impersonal bulletpoints to direct readers to the marketing-speak. Write like real people facts they’re looking for. writing to other real people. Use • Address readers directly. contractions. Sentence fragments. - The passive voice is impersonal and Whatever sounds real. overly formal. Talk directly to the • Be active and engaging. audience, using “you” as much as - Stay away from the passive voice. possible. Use strong nouns and surprising verbs. • Avoid jargon. - Marketing-speak and jargon just gets in the way. Use simple words and powerful ideas. Don’t say “Carhartt is the preferred choice of the active worker market segment.” Say “We’re job-tested by real workers.”
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Innovative We have a history of continuous innovation and uncompromised performance. Our voice is similarly original and distinctive. • Find a hook. - Look for strong openings and closings, especially in ads. Give the reader a way into your copy, then reward them at the end for sticking with you. • Vary the pace. - Double check your sentences to make sure they’re not all the same length. Change the rhythm and break the monotony. • Avoid clichés. - Stay away from over-used words and phrases. Try to find a new and improved way to say “new and improved.”
Example 1
So what does that mean in real life? That all sounds good in theory. But when it really makes sense is when it’s proven in the real world. So here are some examples. These examples show how our voice could sound in a number of different places. It could be advertising. It could be a catalog, a brochure, a website. Or it could be a corporate piece talking about one of our sponsorships. Our voice is flexible enough that we can speak to a number of audiences, about a whole host of products, and still sound like Carhartt. Take a look.
Instead of: A variety of features such as premium fabrics, comfortable fit and rugged construction are just some of the hallmarks of Carhartt workwear that fit our customer’s needs in the toughest conditions. Try: Rugged construction. Premium fabrics. Just a few of the reasons our workwear meets your needs in the toughest conditions. Because: • The revision addresses the audience directly.
• It uses sentences fragments to read more conversationally. • It varies the sentence lengths to keep the copy interesting.
Example 2 Instead of: Carhartt has set a new standard for ame resistant workwear with the same legendary durability, comfort and fit that customers have come to expect from Carhartt. Try: You’ll find the same legendary durability, comfort and fit in our ame resistant workwear.
• It puts the most important phrases at the opening and closing: “rugged construction” and “toughest conditions.”
Because: • The revision is conversational: “our” and “you’ll” instead of “Carhartt” and “customers.”
• It avoids vague language: “a variety of features.”
• It starts by addressing the reader directly. • It focuses on the benets.
Example 3 Instead of: The body lining is 100% polyester mesh while the sleeves and hood are lined in 100% nylon taffeta. Other features include a zipper storm ap, an interior waist drawcord, a left chest ap pocket with Example 4 hook-and-loop closure, and a snap-on/off Instead of: removable hood. Since 2005, Carhartt has offered a limited Try: selection of children’s clothing, and • 100% polyester mesh body lining customer response has been so positive • 100% nylon taffeta sleeve that a complete line of tops, bottoms, and hood lining outerwear and accessories for children • Zipper storm ap – including bib overalls, dungarees, jeans • Interior waist drawcord and jackets – has been developed. • Chest ap pocket with Try: hook-and-loop closure We’ve expanded our successful children’s • Snap-on/off removable hood clothing line. Now you’ll nd jeans, jackets, overalls – everything you’ve been Because: looking for. • The revision uses bulletpoints
to organize the information. • It shortens phrases to make it more readable. • It focuses on the benets in a way that’s easy to scan.
Because: • The revision focuses on the reader: “you’ll nd” and “you’ve been looking for” vs. “Carhartt has offered.”
• It uses active rather than passive language: “we’ve expanded” vs. “has been developed.” • It closes with a benet: “everything you’ve been looking for.” • It simplies the language to focus on the key products: “jeans, jackets, overalls” vs. “a complete line.”
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Summary The Carhartt voice is clear and conversational, expressing these attributes: • HONEST - Focus on a single idea. - Tell the truth. • MASCULINE - Be clear and direct. - Avoid owery language. • AUTHENTIC - Be conversational. - Be active and engaging. - Avoid jargon. • INNOVATIVE - Find a hook. - Vary the pace. - Avoid clichés. • PROVEN - Talk benefits. - Direct them to the facts. - Address readers directly.
Signature Elements The signature or logo is the single most important expression of the Carhartt brand. This newly updated version and its Carhartt Woman variant are now exclusive to all communications; no old logos should be used in their place. The new Carhartt signature features the “C” symbol, and “Carhartt” word mark, while the new Carhartt Woman signature includes a “Woman” word mark.
Signature Clear Space The new Carhartt and Carhartt Woman signatures must stand out to communicate effectively. When positioned too close, elements such as borders, graphics and text will distract the viewer and diminish the signature’s impact. For this reason, clear space surrounds the Carhartt signature. And, for exibility, both preferred and minimum clear spaces are specified. 2x Minimum
4x Preferred
x x
2x
2x
2x
2x
x
0.5x
Preferred clear space = 4x Minimum clear space = 2x x = height of the lowercase “a”
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As with the new Carhartt signature, clear space measurements for the new Carhartt Woman signature are proportional to the height of the “a” in the Carhartt word mark. 2x Minimum
4x Preferred
x
2x
2x
2x
2x
x
x
0.5x
Signature Configurations The new Carhartt and Carhartt Woman signatures appear in either of two congurations: A preferred configuration, and a secondary configuration for applications where the horizontal layout of signature elements is optimum.
Carhartt & Carhartt Woman Primary Signatures Preferred configuration
Carhartt & Carhartt Woman Secondary or Horizontal Signature Secondary configuration where primary will not fit, or for horizontal applications
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Signature Color Variations The preferred presentation of the new Carhartt and Carhartt Woman signatures is Carhartt Brown (Pantone #7511) and Black over a light background. An alternate two-color presentation is Carhartt Brown and White, for use over a dark background. For applications in which only one color may be used, these single-color signatures have been developed: Black, for use over light backgrounds, and; White, for use on dark backgrounds that provide sufficient contrast for good signature recognition.
x
Do not rotate the signature – it must always be horizontal.
x
Do not distort the signature.
Signatures: Incorrect Usage These examples show signatures that do not adhere to guidelines for configuration, color and clear space.
x
Do not use any colors other than those specified. x
Do not employ graphic effects such as a bevel, emboss, outer glow, or drop shadow.
x
Do not place the signature in
x
Do not place the signature on
a confined border, as when
a “busy” background that
attempting to recreate
diminishes visibility.
a patch or label.
SALE
x
Do not ignore the signature clear space guidelines.
x
Do not reconfigure the signature elements, or using either one without the other.
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Signatures: Correct Use These layouts show signatures that adhere to guidelines for configuration, color and clear space.
a
Example 1
a
Example 3
The preferred two-color signature is:
The black signature is:
• Selected for use on a light background
• Selected for use on a light background
• Positioned over a clear area for optimum legibility
• Aligned on the right side of the layout
• Aligned on the right side of the layout
• Surrounded by the proper amount of clear space
• Surrounded by the proper amount of clear space
a
Example 2
a
Example 4
The alternate two-color signature is:
The white signature is:
• Selected for use on a dark background
• Selected for use on a dark background
• Aligned on the right side of the layout • Surrounded by the proper samount of clear space
a
• Aligned on the right side of the layout • Surrounded by the proper amount of clear space
* The layouts portrayed on this page are to be used as examples for logo selection and positioning only.
Minimum Signature Size Minimum-size guidelines ensure optimum legibility for the signature, and also work to maintain consistency in its presentation.
Minimum Size of Primary Signature is 0.85” x 0.85” + Clear Space
When would I use the minimum size? Layouts for business cards, postcards and small-space newspaper ads often require minimum-size signatures.
What is the minimum-size signature for online use? For web sites and other online applications, minimum signature sizes are expressed in the following pixel dimensions:
Minimum Size of Secondary Signature is 1.45” x 0.56” + Clear Space
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Primary Signature Size: 92 x 92px (+33px Clear Space) Secondary Signature Size: 156 x 30px (+42px Clear Space)
Supplementary Colors Pantone 7511
These palettes have been specially created to complement the Carhartt Brown and other colors used in the new Carhartt and Carhartt Woman signatures.
100% Black
They provide the exibility needed when using (and coloring) design elements such as type, graphics, artwork or photography. In addition, they help ensure consistency; use of these complementary colors in place of others will help establish a distinct and readily recognized look for Carhartt. Pantone 444 C
Pantone 5405
Pantone 403
Pantone 5395
Cool
Pantone 7407
Pantone 1655
Pantone 484
Pantone 1605
Pantone 4535
Warm
Pantone 377
Pantone 4485
Pantone 451
Pantone 381
Earth
Comfort
Performance
Safety
*The above swatches are CMYK representations of the recommended Pantone Spot colors.
Work Strong Graphic The Carhartt brand essence and brand positioning is communicated to consumers in a new tag line: Work Strong. This is communicated in a new stamp-like graphic, available in both white (preferred) and black. The graphic is always to be portrayed on a 5° angle slanting upward, as shown below. As with Carhartt’s signature, the same rules apply:
a
• Do not distort in any way • Do not use colors other than black or white • Do not intrude upon clear space surrounding logo • Do not employ graphic effects • Do not position at an angle other than 5° • Do not place within a conned border
White “Work Strong” Graphic The preferred variation. a
Black “Work Strong” Graphic Alternate variation.
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Primary: Helvetica Neue Helvetica Neue Light Helvetica Neue Light Italic
Helvetica Neue Roman Helvetica Neue Italic
Helvetica Neue Bold Helvetica Neue Bold Italic
Helvetica Neue Medium Condensed
Helvetica Neue Medium Condensed Oblique Helvetica Neue Bold Condensed
Corporate Typefaces Two corporate typefaces or fonts have been selected to provide a uniform and recognizable look for Carhartt communications: Helvetica Neue, and Melior. The primary font - Helvetica Neue - should be used in headlines. The secondary typeface - Melior - is best suited in body copy and other applications. Thin, bold, italic and other variations are all acceptable for use. Both typefaces may be ordered from Adobe at www.adobe.com/type/index.html.
Helvetica Neue Bold Condensed Oblique Helvetica Neue Black Condensed
Helvetica Neue Black Condensed Oblique
Secondary: Melior Melior Regular Melior Italic Melior Bold Melior Bold Italic
What are Pantone inks? Used throughout the world, the Pantone Matching System® gives graphic designers, printers and others the ability to replicate colors on press* with great accuracy. A number/letter combination is assigned to shades (e.g. Pantone® 7511 C for Carhartt
Pantone Colors: Coated Paper
Brown), specifying a custom* ink color. *For jobs where a custom Pantone ink is not an option, the CMYK (cyan, magenta, yellow and black) code provided will give you the closest match. **For online or broadcast use, Pantone formulas are expressed as RGB (red, green, blue).
Why do we need different Pantone colors for different papers? Some papers are coated to achieve a
PANTONE ® 7511 C CMYK: 100% Black
C=5 M = 48 Y = 93 K = 23
CMYK:
RGB:
C=0 M=0 Y=0 K = 100
R = 194 G = 123 B = 19
WEB: WEB: R = 00 G = 00 B = 00 Carhartt Corporate Brand Guidelines Page 18
R = C2 G = 7B B = 13
matte, glossy, or satin finish while other papers are uncoated. Pantone color selections can be optimized for each paper type. This page shows our Pantone recommendations for coated paper, while the facing page displays our recommendations for uncoated paper.
Pantone Colors: Uncoated Paper
PANTONE ® 153 U
100% Black
CMYK: C=0 M=0 Y=0 K = 100
CMYK: C=0 M = 46 Y = 100 K = 18
The Carhartt Signature and the Carhartt “Work Strong” graphic are trademarks of Carhartt, Inc., and are protected by laws governing their use.
Carhartt exists to provide best-in-class apparel for the active worker.
