Hsbc Brand Guidelines

HSBC Brand Basic Elements Group Marketing June 2006

HSBC Red

Issued by HSBC Holdings plc

Black

White

HSBC Grey

contents Contents 1

Introduction

2

Brand management

3

The design elements

4

Approvals

Introduction

Brand management

The design elements

Approvals

1.01

2.01

Introduction

3.01

Corporate signature with strapline

4.01

Clearance and approvals

2.02

Brand Schemes

4.02

Contacts

3.02

Corporate signature

3.03

Protected area

3.04

The hexagon symbol

3.05

Corporate typefaces

3.06

Corporate colours

3.07

Colour reproduction of the corporate signature

3.08

Monochrome reproduction of the corporate signature

3.09

Using reproduction artwork

Message from the Group Chairman

Separate Brands Endorsed Brands 2.03

Surrogate Brands Sub-Brands

2.04

Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsements

2.05

HSBC Brand Basic Elements Group Marketing - June 2006

Co-branding

1.01

message from the Group Chairman

Contents 1

Introduction

2

Brand management

3

The design elements

4

Approvals

The HSBC brand has been established in many markets all over the world. A programme of change and consolidation of our name began in the late 1990’s and has continued ever since. We have established the brand and its trademark so that it is now a globally recognised icon. It is a powerful asset across all our business lines and gives us strengths and values that help us to grow our business and enter new geographic areas. The values of our brand are clearly expressed in the ‘Brand Book’ and this helps guide us and differentiate us in our highly competitive markets. The integrity in our trade mark corporate signature is a vitally important asset and one which every colleague should feel duty bound to protect. The integrity of this asset is to be governed by this manual and standards. It is the ultimate responsibility of every business head and CEO to ensure these guidelines are followed.


Stephen Green

2.01

Brand management 2.01 Introduction 2.02 Brand Schemes

brand management Introduction

desirable employer to prospective

The principles outlined in this

employees and allowing us

section relate to a key function of

preferential negotiating positions

Marketing and are something that,

with third parties.

when done well, will yield many Separate Brands Endorsed Brands

tangible as well as intangible business benefits. A strong well-managed brand can yield

2.03 Surrogate Brands Sub-Brands

positive preference for products and services in a competitive market, as well as command a

2.04 Product Descriptors HSBC+hexagon in text

premium price over competitors. It can allow cost effective entry into new categories, and can yield

Third Party Agents Testimonials /Endorsement

2.05 Co-branding


long term differentiation of the business as well as intangibles such as positioning us as a

The benefits of a strong brand are many fold. The value of the HSBC brand is not something measured and accounted for in any formal way. However public studies such as the Interbrand valuation conducted in association with Business Week Magazine will be observed and followed as an indicator of some measure of progress.

2.02

Brand management 2.01 Introduction 2.02 Brand Schemes Separate Brands Endorsed Brands



brand management Brand Schemes

Separate Brands

Endorsed Brands

Any of these conditions benefit

The strength of the global HSBC

In some jurisdiction and areas of

This is where a name and identity

also from identifying this brand

brand is not in any doubt and its

operation the brand name will be

is used that, in most cases has

name as part of a greater whole

sustained momentum is

used for a business that is totally

been acquired through the

and so an endorsement of

something that we must ensure

separate and different from the

purchase of a business, and that

‘Member HSBC (hexagon) Group’

for the future. There are some

HSBC parent and no references to

has been deemed appropriate to

is added to the brand name. This

circumstances when leading with

the parent are manifest in any way

continue to market under the

is carried as part of the logo

the HSBC Brand is not possible

the brand presents itself to its

brand name acquired. Appropriate

scheme on all materials, employee

and where marketplace conditions

customers and marketplace.

circumstances might include such

business cards, advertising

demand a different approach. Any

These are often for regulatory or

factors as heritage of the

publicity material, internal

needs to develop new

cultural issues or businesses

(acquired) brand, market sector in

communications, web-sites and all

propositions that carry a differing

where we are not the majority

which it operates, customer equity

printed materials. Please note that

or new brand identity must be

share holder.

in the brand etc.

HSBC (hexagon) Group is not a

thought through thoroughly and Third Party Agents Testimonials /Endorsement

2.05 Co-branding

the business case developed with GHQ GMQ input. The areas of precedent that exist in the organisation for configuring brands exist in the following broad categories, these should cover all possible permutations of our business.


There are currently no examples of any significance of this within the Group.

legal entity and is a descriptor only.

2.03

Brand management 2.01 Introduction 2.02 Brand Schemes

brand management Surrogate Brands

This scheme should not be used

Sub-Brands

Ownership of Surrogate Brands

This form of using the brand

unless there is a very strong

Using the HSBC brand against

and Sub-Brands

identity is not very common and

business based case.

some market segments requires

If you intend to register any

an identity that signals a different

surrogate brands and sub-brands

service level or change in the

(which GHQ GMQ has approved)

proposition that means a different

as trade marks, please note that

stance for the HSBC brand. In

these trade marks should be

these circumstances the core

registered in the name of HSBC

values of the HSBC brand and its

Holdings plc.

occurs in the business through historical reasons or local

Separate Brands Endorsed Brands

management requirements. It is often a transition form of branding moving to an HSBC identity.

2.03 Surrogate Brands This form uses an element of the Sub-Brands

2.04 Product Descriptors

HSBC brand, usually the red hexagon, in conjunction with another identifier. Examples of this

HSBC+hexagon in text Third Party Agents

in the business are first direct (hexagon), SABB (hexagon) and Bank of Bermuda (hexagon).

Testimonials /Endorsement

2.05 Co-branding

Proposals to use a scheme such as this must be referred to GHQ GMQ and will only be approved in very exceptional circumstances.

strategy remain intact and clearly manifest. It is what is added to the overall HSBC brand positioning that comes through the sub-brand modifier. Sub-Brands will always use the full HSBC brand identity and conform to its guidelines and have the Sub-Brand title added, for example HSBC Amanah.


2.04



brand management Product Descriptors

Use of ‘HSBC + hexagon

The Group brand (HSBC +

Trademark Licences

This final category of labelling uses

symbol’ in text

hexagon symbol) may only be

Except where agreed otherwise

a simple form of description with

The use or depiction of the

used when the full legal name is

by GHQ GMQ, a third party who

the HSBC brand and identity to

hexagon symbol in text is not

clearly displayed, and only with the

has been given approval to use the

give a clear indication of which

allowed. The letters ‘HSBC’ may

specific approval on a case-by-case

HSBC Corporate Signatures should

element of HSBC a customer or

be used without the hexagon

basis of GHQ COM, who will not

enter into a trade mark licence

member of staff is dealing with.

symbol as a descriptor.

consider requests that have not

agreement.

This is very commonly used

been previously been vetted by

across many business lines to help

the local LGA and COM. GHQ

guide and simplify the customer/staff member’s

2.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement

2.05 Co-branding

interaction with us.

Party Agents On the related issue of the appointment of third party agents,

GMQ should be advised of all existing arrangements and new ones require approval. Further guidance can be found in the

prepared by Group Legal Department once GHQ GMQ approval has been obtained and the relevant information

There are many examples and

the use of the HSBC brand in any

these include things such as

way (on business cards, marketing

HSBC Mortgage Services, HSBC

or promotional material etc.)

Asset Management, HSBC Private

should not be allowed without

Banking, HSBC Stockbrokers,

prior GHQ GMQ approval. This is

Testimonials/Endorsement

HSBC Card Services, HSBC

to prevent any confusion or

Testimonials should be granted on

Vehicle Finance.

potential liability if unauthorised

a case-by-case basis. Each should

parties pass themselves off as part

be referred to the appropriate

of, or endorsed by, the HSBC

authority in any local business unit

Group.

and GHQ GMQ informed.

Notification of variants or new descriptors must be communicated to GHQ GMQ. The essential rule is that they must be highly descriptive of the activity and must not be difficult or ambiguous to interpret.


Use of the HSBC brand for Third

Trade mark licences can be

Group Marketing FIM.

concerning the licence is provided to Group Legal.

Issues such as reputational risk and business benefit to HSBC must be considered carefully.

2.05


brand management Co-branding

Co-branding publications and

In exceptional circumstances, and

‘Co-branding’ is defined as any

literature

with prior approval from GHQ

circumstances where the HSBC

In the majority of cases the third

GMQ, the third party brand can

appear with any other brand,

party branding should be placed

appear on the front cover. In this

including joint promotions,

either on the back cover or the

situation the other brand should

advertising, marketing materials

inside front cover.

be less prominent than the

and sponsorship.

HSBC brand and placed as far away from it as possible.


All co-branding opportunities are reviewed individually and should be agreed with local legal


departments, marketing/public affairs departments before sending to GHQ GMQ for approval.

Third Party Agents Testimonials /Endorsement

2.05 Co-branding

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hsbc.c o.uk Issued by (leg al enti We are a principa ty name) one of l mem the ber of the HSB services world’s larg est ban C Gro organisa countrie tions with king and fina up, s and terr ncia around itories. xxxx offic l es in xx © HSB C Hold ings plc HSBC Hold 8 Canada ings plc London Square E14 5HQ . 00000-0 MCP xxxxx ©HSBC 00/00 Print Bank plc ed by xxxx 2006. All xxxxxxxxxx Rights Reserved. xxxxxxxx. xx/xx


How fit is your bank balance?

3.01

The design elements

corporate signature with strapline The marketing strapline is added

corporate signature with English strapline

to the HSBC corporate signature

3.01 Corporate signature with strapline

3.02 Corporate signature

(see 3.02) to form the HSBC corporate signature with strapline. The relationship of the elements is fixed. The strapline must never be

3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of the corporate signature

3.08 Monochrome reproduction of the corporate signature

used on its own.

minimum size 40mm

The HSBC corporate signature with strapline is used to brand all marketing material unless there is a legal reason precluding its use (eg HSBC Insurance) - in these

corporate signature with long strapline - centred

circumstances the corporate signature should be used without the strapline Language variations

3.09 Using reproduction artwork

Approved local language versions minimum size 40mm

of the corporate signature with strapline are available from GHQ GMQ. For language versions where the strapline is longer than the

corporate signature with long strapline - right aligned

corporate signature two versions are available: • the centred version is the primary mark • the right aligned version is used for advertising, marketing materials and posters (please refer to the appropriate design HSBC Brand Basic Elements Group Marketing - June 2006

guidelines).

minimum size 40mm

3.02

The design elements

corporate signature The corporate signature is the

horizontal corporate signature

major visual element of the brand


identity and comprises the letters HSBC and the hexagon symbol in


a fixed relationship.

3.03 Protected area

• The horizontal corporate signature is the primary and

3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of the corporate signature

preferred mark and should be used for the majority of applications

centred corporate signature

minimum reproduction sizes

• The centred corporate signature may only be used in limited circumstances where the


horizontal width available

29mm

precludes the use of the horizontal mark, and only then


with prior written approval of GHQ GMQ. Usage The corporate signature is used to brand all corporate stationery items and it should be used in marketing material for businesses which are precluded from using the marketing strapline, for example when the legal entity being advertised is not a bank (eg HSBC Insurance).


18mm

3.03

protected area horizontal corporate signature

centred corporate signature x

x

The design elements 3.01 Corporate signature

x

x

with strapline


x

3.03 Protected area 3.04 The hexagon symbol x

x

corporate signature with English strapline x

x

x

3.06 Corporate colours

x

3.05 Corporate typefaces

3.07 Colour reproduction of x

the corporate signature


To enable the corporate signatures to appear prominently without

3.09 Using reproduction

interference, a minimum exclusion x

artwork

area has been established which is x

to be left clear of other graphic

x

elements or text. corporate signature with long strapline x

The protected area is equal to the height of the hexagon symbol or

x

HSBC lettering and is indicated by the dotted border shown. The clearance area should be increased wherever possible.

x

The protected area must not be used as a rectangle to frame the corporate signatures. HSBC Brand Basic Elements Group Marketing - June 2006

x

x

3.04

The design elements

the hexagon symbol The hexagon is the main visual

Graphic construction

element of the HSBC brand


identity.

with strapline The geometric structure consists


of four red triangles and two white

3.03 Protected area

triangles.

3.04 The hexagon symbol

Use of the hexagon must be carefully controlled. There are strict

3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of the corporate signature


rules regarding its use. In the overwhelming majority of applications the hexagon should appear in HSBC red and white The hexagon symbol

Only in exceptional circumstances and with prior approval of GHQ GMQ may the hexagon be



used without the ’HSBC’ logotype.

3.05

The design elements 3.01 Corporate signature

corporate typefaces Univers is the primary font for

Univers semi-bold (unique to HSBC)

HSBC marketing material, the

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

approved weights are illustrated.

with strapline Univers semi-bold is a font unique


to HSBC which is available from

3.03 Protected area

GHQ GMQ.


Monotype Times New Roman is

Univers light 45

Univers regular italic 56

ABCDEFGHIJKLMN abcdefghijklmn


Univers light italic 46

Univers bold 65

HSBC corporate typefaces are



illustrated. No other typefaces or

Univers regular 55

Univers bold italic 66

weights can be used without the



Times New Roman

Times New Roman bold



Times New Roman Italic

Times New Roman bold italic



the secondary corporate typeface


and is used for stationery, and as a


support to Univers.

3.07 Colour reproduction of

For reference all of the approved

the corporate signature


prior approval of GHQ GMQ.

3.09 Using reproduction artwork Please note There are many versions of Times available - it is essential to use the correct cut of the font: Monotype Times New Roman (reference 1046).


3.06

The design elements

corporate colours The HSBC Group’s corporate

HSBC corporate colours

colours are HSBC red, black, white


and HSBC grey.

with strapline Colour reproduction

3.02 Corporate signature 3.03 Protected area

HSBC colours may be reproduced using specially mixed colours or may be simulated using the four


colour halftone process (see


breakdown charts).


HSBC red

3.07 Colour reproduction of the corporate signature



Black

White

HSBC Grey

PANTONE® matching system (PMS) equivalent

HSBC red can be achieved using PANTONE® 1795 red.

PMS1795c

Black

White

PMS 423c

Four colour halftone reproduction can achieve an acceptable match

Four colour halftone formula

to HSBC red (see breakdown

Cyan

charts).

Magenta 94%

HSBC grey HSBC grey is the Group’s secondary corporate colour and can be achieved using PANTONE® 423 grey. For halftone reproduction a 44% tint of black can achieve an acceptable match to HSBC grey.


HSBC Red

0%

Yellow

100%

Black

0%

Black

100%

Black 44%

3.07

The design elements

colour reproduction of the corporate signature Preferred colour versions Wherever possible HSBC



corporate signatures should be reproduce in black and HSBC red on white or very light background colours.

3.03 Protected area The interior of the hexagon symbol




must be white.

White background colour version: black logotype, HSBC red hexagon symbol and strapline

On dark backgrounds the HSBC logotype reverses white out of the background colour. Alternative colour versions In exceptional circumstances where the red strapline would be difficult to read against a background, the appropriate alternative (black on a light colour or white out of a dark colour) should be used.

Preferred light background colour version: black logotype, HSBC red hexagon symbol and strapline (the interior of the hexagon is white)

Alternative light background colour version (where the strapline would be difficult to read in red): - black logotype and strapline, HSBC red hexagon symbol (the interior of the hexagon is white)

Preferred dark background colur version: white logotype, HSBC red hexagon symbol and strapline (the interior of the hexagon is white)

Alternative dark background colour version (where the strapline would be difficult to read in red): - white logotype and strapline, HSBC red hexagon symbol (the interior of the hexagon is white)

Backgrounds The corporate signature must always be clearly visible. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read. The same reproduction colours apply when using the corporate signature without the strapline. HSBC Brand Basic Elements Group Marketing - June 2006

3.08

The design elements

monochrome reproduction of the corporate signature Where possible, single colour printing should be black on a white


or very light background.

with strapline Dark backgrounds

3.02 Corporate signature 3.03 Protected area

The preferred background colours for reversed corporate signature are white out of black, HSBC grey


or HSBC red.

White background monochrome version: all elements black

Dark background monochrome version: all elements white

Light background monochrome version: all elements black

HSBC grey background version: all elements white

When non corporate colour backgrounds are used the corporate signature must be clearly visible. The background should not be distracting and must



always provide sufficient contrast for the brand to be clearly read. The same reproduction colours apply when using the corporate signature without the strapline.

HSBC red background version: all elements white


3.09

The design elements

Using reproduction artwork Only authorised reproduction artwork is to be used, issued by


GMQ GHQ or HHO GPA.

with strapline

3.03 Protected area

Standard colour repro duction

An A4 pdf specification sheet is available for each corporate

the strapline are HSBC red (PMS 1795 or CMYK: 94%, mage nta, 100% yellow)

• the interior of the hexag on is white

signature which provides basic

Mono version • all elements are black

information about colour

• the interior of the hexag on is white


reproduction and minimum size.

For colour guidance pleas e refer to the basic elements guide.


Artwork files


3.07 Colour reproduction of the corporate signature

individual digital Adobe Illustrator eps file.


Included on each artwork file in addition to the signature are guide marks to assist in correct

Size Digital artwork is supplied at 100mm overall width. • The minimum repro duction size is 40mm wide

Group Marketing - April

2006

PDF specification sheet

extent of the protected area • the measure bar is used to accurately specify the size • file name Care must be taken to ensure that

Artwork integrity

the guide marks are not

The corporate signature typeface

reproduced.

is unique to HSBC, never attempt

Size In most cases digital artwork is supplied at 100mm overall width for ease of scaling. HSBC Brand Basic Elements Group Marketing - June 2006

Art : HSBC_WLB(Eng)

Any queries regarding artwo rk should be addressed to : Group Brand Identity Group Marketing Tel: +44(0) 207 10473/18528 e-mail: richardainsworth@ hsbc.com or beverlyricha [email protected]

implementation: • corner marks indicate the

Artwork : HSBC

_WLB(Eng) HSBC corporate signat ure with strapline

Artwork integrity The corporate signature typeface is unique to HSBC, never attempt to recreate it. The corpo rate signatures must always be reproduced from origin al digital artwork supplied by Group Marketing, HSBC Holdi ngs plc

Each signature is supplied as an


Guide marks: The corner marks indica te the extent of the minimum exclusion area. The measure bar is used to specify the size. Care must be taken to ensure that the guide marks are not reproduced . The guide marks must not be used as a rectangle to frame the corporate signature.

• the letters ‘HSBC’ are black. • the hexagon symbol and

PDF specifications


HSBC corporate sign atures

reproduction artwork for print

to recreate it. The corporate signatures must always be reproduced from original digital artwork supplied by GMQ GHQ.

Art : HSBC_WLB(Eng)_ mono

4.01

Approvals 4.01 Clearance and approvals 4.02 Contacts

clearance and approvals Corporate identity policy and

Marketing, promotional and

Copyright

The name of the publisher should

applications

sponsorship material and

It is important that the Group

be stated in all Group publications.

Group Head Office, Group

merchandising

member who is responsible for

A copyright statement should be

Marketing (GHQ GMQ).

All marketing, promotional &

creating a publication, owns the

included in the major corporate

sponsorship materials and

copyright in such publication.

merchandising must be cleared by

Therefore, if any third parties are

GHQ GMQ prior to production.

involved in developing the

For further information please refer to the Group Marketing Functional Instruction manual and the Group Standards manual.

All new corporate image and multicompany or international product

publication, the Group member must ensure that the ownership of

advertising campaigns and all

the copyright is assigned and

Company names

television advertising campaigns

vests in that Group member. It is


must be cleared for content and

important to ensure that the

Marketing (GHQ GMQ), and

for brand conformance.

documentation relevant to the

Group Head Office, Legal (GHQ

Please consult the relevant office if

LGA).

you are unclear about the correct procedure.

creation of the publication is held on file. Permission must be sought from the Group member holding the

Reproduction materials

copyright before text or illustrative


Compliance statement

Marketing (GHQ GMQ).

All marketing material must be vetted by the Group’s compliance officer or the compliance officer of the company in question. Standard local compliance wording should be added to all literature as advised.

material is shared across the Group. Requests from external parties to reproduce material from Group publications must be referred to the public affairs or corporate communications executives of the relevant Group member.


and research pieces. The standard format is: © HSBC Holdings plc 2006

4.02

Approvals

contacts If you need clarification or guidance on any item in these

4.01 Clearance and approvals 4.02 Contacts

guidelines please do not hesitate to contact us.

Group Brand Identity Beverly Richards Group Brand Graphics Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ. Tel:

+44(0) 20 799 18528

e-mail: [email protected] Richard Ainsworth Group Brand Identity Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ. Tel:

+44(0) 20 799 10473

e-mail: [email protected]


help! Contents 1

Introduction

2

Brand management

3

The design elements

4

Approvals

These guidelines have been

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Hsbc Brand Guidelines

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