Honeywell Brand Strategy and Visual Identity System Training Session For Graphics Teams 2005 Agenda • Brand Management • The Honeywell Logo • The Honeywell Brand Strategy • Brand Architecture • Brand Nomenclature • Corporate Color Palettes and Typography • Global Arc • Marketing Materials • Internal Communications • Unified Web Strategy • Additional Resources • Questions 2 File Number Brand Management • Honeywell’s name and logotype are valuable assets and the most visible symbols of our company. By using them correctly, we continue to build and protect Honeywell’s master brand - Standardizing Honeywell’s collateral helps our customers recognize and focus on our brand - A well-executed Identity System unifies Honeywell’s diverse businesses - Aligning internal standards with other Honeywell strategies, initiatives and programs builds and strengthens the connection between Honeywell and its employees 3 File Number The Honeywell Logo • Logotype Integrity - Never alter the logo in any way No drop shadows, Word Art distortion or stylized treatments - Don’t attempt to recreate the logo with a standard typeface The Honeywell logotype is a custom piece of artwork that cannot be replicated with individual font characters - Never use the logotype in a sentence, headline or as part of a phrase Instead, use the word “Honeywell” in the same font as the other words in the sentence, headline or phrase - Always reproduce the logo in Honeywell Red Black may be used in a one-color documents 4 File Number The Honeywell Logo • There are only three approved ways to use the Honeywell logotype - Freestanding logotype - Logotype with rule - Logotype in bar 5 File Number Freestanding Logotype • Freestanding Logotype Standards - A clear zone, known as the control field, always must surround the freestanding logotype - No graphic elements of any kind should intrude into this field - The width of the control field is determined by a measure equal to the height of the capital H in any size of logotype used - The freestanding logo can be placed anywhere on a document, as long as the control field is unobstructed 6 File Number Freestanding Logotype No drop shadows! 7 File Number Freestanding Logotype 8 File Number Freestanding Logotype 9 File Number Freestanding Logotype 10 File Number Freestanding Logotype 11 File Number Logotype with Rule • Logotype With Rule Standards - Graphics and type must be at least an H-height distance from the rule and Honeywell logotype. An H-height is defined as the height of the "H" in the Honeywell logotype. - “Honeywell” should always be right justified - Photos, illustration and color may not join directly with the rule Control Field or Clear Zone 12 File Number Logotype with Rule 13 File Number Logotype with Rule 14 File Number Logotype in Bar • Logotype In Bar Standards - The bar must be reproduced in Honeywell Red Black may be used in one-color materials only The logotype in bar is always positioned at the top of the page - The logotype within the bar must be reversed in white only Honeywell logo should always right justified No other text should be placed in the red bar - A "clear zone" (or control field) equal to the height of the "H" in Honeywell must be maintained from the bottom of the bar in all circumstances No headlines, product or business unit names, or other copy may intrude on this clear zone Photographs and background colors may adjoin bottom of bar 15 File Number Logotype in Bar 16 File Number Logotype in Bar 17 File Number Logotype in Bar 18 File Number Logotype in Bar 19 File Number The Honeywell Brand Strategy • Modified Master Brand Strategy - Nearly 250 non-Honeywell brands existed in 2003 $4.6 Billion in Revenue - 200+ brands transitioned under Honeywell Master Brand - Brand logos eliminated No product or service logos may be used No brand logos may be used - Created unified communications media to ensure consistent theme, style and appearance across corporation All Logos Eliminated, Except Honeywell 20 File Number Brand Architecture • Standalone Brands - Not Master Branded to Honeywell - Not required to adhere to identity standards Each has their own logos, brand colors and unique identity standards - Honeywell International copyright line must appear on all advertising, collateral materials, packaging and in all other applications where a copyright symbol is traditionally used. The symbol should read: © 20XX Honeywell International Inc. 21 File Number Brand Architecture • Endorsed Brands – Each of these brands has its own logotype, which is used independently on products and communications material Co-branded with the Honeywell name – Honeywell Endorsed Brand logotype must be used with the phrase "by Honeywell” – Over the next 18-36 months, many Endorsed Brands will transition over to the Honeywell Master Brand Aftermarket Only 22 File Number Honeywell Nomenclature • Product names - Naming conventions - Preferred method Honeywell + Generic Product Name • Example - Honeywell RDR 2100 - When it is necessary to specify a product or service brand, family or model in addition to the generic product name Honeywell + Brand/Family/Model + Generic Product Name • Example - Honeywell Bendix/King RDR 2100 • Example - Honeywell Aclar® Barrier Film - Product name on packaging and trade show graphics will be in Helvetica. The font may be bolded, but not italicized. Exceptions may be made for retail products - The Honeywell logo may not be used in the product name 23 File Number Color Palettes • Primary Color Palette • Additional Color Palettes Secondary Palette Tertiary Palette Matches UWS palette 24 File Number Typography • Type is a powerful brand tool - Creates a consistent and credible brand style • Helvetica has been chosen as Honeywell’s collateral font - For simplicity, we only use select weights of Helvetica - For internal presentations Arial may substituted 25 File Number Global Arc • The Global Arc is a graphic element used to unify Honeywell communications - Unique look is instantly recognized as Honeywell - Used to structure layout and help integrate photos in multiple mediums Gives all Honeywell images a proprietary cropping - Reinforces Honeywell’s global perspective and unique vantage point ADVERTISING 26 LITERATURE TRADE SHOW File Number Global Arc • Standards for Global Arc - Horizontal orientation (never vertical) - Bleeds off left and right margins - Images always cropped above the arc - Headlines and copy below the arc - Arc height is adjustable 8.5x11 Layouts Image Area No Text A4 Layouts This line is the Global Arc 27 File Number Global Arc • Global Arc Ranges - Set Global Arc at the lowest placement, highest placement or anywhere in between 28 File Number Marketing Materials • What has changed? - Advertising - Literature Brochures Price Books/Catalogs Recruitment collateral Technical documents - Trade show graphics - Product packaging - Promotional items - Vehicle identification 29 File Number Advertising • Advertising Standards - Across the entire corporation, Honeywell advertising now has a common look and feel - Trade advertising can be developed in partnership with D Prime agency 30 File Number Advertising • Full Page Print Media - Primary headline- short headline in lower case - Image area- Global Arc in medium to high placement No text in image area - Area below Global Arc White background Lots of white space Limited body copy Optional inset photo Honeywell logo Call to Action Block • Right justified • Must include copyright legend 31 File Number Advertising • Half Page Print Media - Follows same format as full page - Utilizes different font and image sizes 32 File Number Literature • Literature Standards - Features Global Arc on front cover - Detailed specifications and easy-to-use templates will provide a consistent look to all Honeywell literature A PDF of specifications and various Quark templates can be downloaded from the Brand Management Website - Design options work well in brochure racks - Utilizes lots of “white space” Back Cover 33 File Number Literature • Front Covers - 3 options for cover color White, black, light gray Top band must match bottom - 2 options for logo placement Logo always in Honeywell Red - Top band for product name - No text in image area - Primary headline left justified - Secondary headline- above and to the right of primary headline - No other text on cover See web site for optional 2 page layout 34 File Number Literature • Back Covers - Three required elements, each with fixed positions & prescribed usage Address Block Copyright Block Honeywell Logo - No personal contact information is permitted - Optional “Find Out More” Block May include additional contact information • Websites • Toll-free numbers • Service Center info No Personal Contact Information 35 File Number Literature • Inside Spreads - Flexible layouts for inside spread - See Brand Management site for details 36 File Number Literature • # 10 Single-Fold Brochures - 3 options for cover color White, black, light gray Top band must match bottom - 2 options for logo placement Logo always in Honeywell Red - Top band for product name - No text in image area - Primary headline- left justified - Secondary headline- above and to the right of primary headline - No other text on cover 37 File Number Literature • # 10 Single-Fold Brochures - Inside spreads – flexible and simple - Back cover Three required elements, each with fixed positions & prescribed usage • Address Block, Copyright Block, Honeywell Logo No personal contact information is permitted Optional “Find Out More” Block 38 File Number Literature • Price Books and Catalogs - Do not use this layout for marketing collateral - May be printed in color or B&W - Requirements Front cover- identical to literature standards Prescribed footer on all inside pages Helvetica fonts only Back cover- identical to literature standards • Must have standard Address Block, Copyright Block and freestanding Honeywell logo - Interior layout determined by business need Must use prescribed footer 39 File Number Literature • Technical Documents - This layout is for White Papers, Case Studies, Application or Product Notes - Do not use this layout for marketing collateral - May be printed in color or B&W - Requirements Freestanding Honeywell logo in upper right corner Prescribed footer on all inside pages Helvetica fonts Back cover must have standard Address Block, Copyright Block and freestanding Honeywell logo Not For Marketing Collateral 40 File Number Trade Show Graphics • Trade Show Graphic Standards - Trade show graphics utilize the Global Arc - Minimum copy used on trade show graphics Use high-impact photographs in image area - To unify the trade show exhibit or stand, electronic presentations mirror printed trade show graphics - Specifications and templates can be download from the Brand Management website 30”X 40” VERTICAL 41 40”X 60” HORIZONTAL File Number Trade Show Graphics • Vertical (30”x40”) - Top band for product name - Above Global Arc No text is allowed in image area Use a single image or a well- blended collage 1-2 equipment cutouts may be made in image area • See Product Displays - Below Global Arc Area below Global Arc is black, white or light gray Text size varies between formats Content area in fixed position • Round red bullets may be used • Copy should not go below logo Optional inset photo area 42 File Number Trade Show Graphics • Horizontal (60”x40”) - Same guidelines, different sizes Printing Guidelines Flat Surface- glossy Lamda print with satin laminate. Mount on 1/8” black sintra. Velcro (hook) attached to back. Curved Surface- Duraflex print with 15 mil. lexan laminate on front surface. Velcro® (hook) attached to back. Graphic Sizes Determined by SBG 43 File Number Trade Show Graphics • Product Displays - New templates are being designed for Product Displays Product Displays are large display boards with 2 or more cutouts to showcase equipment Product Displays will mirror other marketing collateral 44 File Number Trade Show Graphics • Electronic Displays - Rolling PowerPoint® presentations displayed on computer monitors (10x7.5) or large plasma displays (16x9) 45 File Number Trade Show Graphics • Electronic Displays - Above Global Arc 10x7.5 Format No text is allowed above the Global Arc Use a single image or a well-blended collage - Below Global Arc Area below Global Arc is black, white or light gray - use one color throughout Text size varies between formats - Title slide Honeywell logo in Honeywell Red Logo in prescribed position Title area-4 lines max. Arial Bold in white No other text or images in this area - Slide transition “Split Vertical Out” FAST is recommended Timing determined by content 46 File Number Trade Show Graphics • Electronic Displays 16x9 Format - Content Slide No logo Slide title- 4 lines max. Arial Bold in white 1-2 columns red bullets-sub bullets white • Font size and placement prescribed Optional photo may replace 1 column • Photo placement-on right side 47 File Number Recruitment Collateral • Recruitment Collateral Standards - All recruitment collateral will follow the same format as external marketing pieces, including: Advertising Billboards Brochures Direct mail pieces Folders Posters Trade show graphics Web applications See Details on Brand Management Website 48 File Number Promotional Items • Promotional Items Standards (Internal and External) - Promotional items (giveaways) should be customized with the Honeywell logotype ONLY Use red freestanding logotype, if color is an option. Black, if it is not. All rules regarding the Honeywell logotype must be followed - No other logo or icon is permitted - Promotional items compliant with Identity Standards may be ordered from Corporate Express - All orders for promotional items should be sent through Communications Communicators are aware of new identity standards Leverage volume pricing by using a limited number of vendors Contact Communications for Promotional Items 49 File Number Product Packaging • Product Packaging Standards - New standards are flexible enough to meet requirements of various business units and wide variety of products - Honeywell logo prominent on packaging - New product naming convention must be followed - Some exceptions may be made for consumer retail channels See Details on Brand Management Website 50 File Number Brand Compliance • Review For Brand Compliance - To ensure brand compliance, Honeywell has enlisted D Prime, our advertising agency to review new collateral pieces - Compliance requirements and instruction are posted on the Brand Management website Adjust timelines to accommodate compliance review • D Prime will be available on an on-going basis to answer questions about the new standards - D Prime is not responsible for reviewing, approving or proofreading content 51 File Number External Notes • Things You Should Know About External Changes - There are new visual standards for vehicles Required on new vehicles only All new vehicles ordered through Fleet Services (U.S.) - Facility signage will remain the same - Most applications that utilize a white logo are being eliminated - Most applications that utilize the Honeywell logo in the bar are being eliminated 52 File Number Internal Communications • What has changed? - Internal logos - Naming guidelines - PowerPoint® - Organization Announcements - Internal newsletters - Internal posters - E-mail guidelines - Business cards/stationery 53 File Number Internal Logos • No new logos, graphic symbols or other graphic element for business units, departments, initiatives, programs, teams, internal campaigns or presentations will be allowed - Honeywell does not anticipate granting further exceptions to the graphic symbols and logos standards • Why? - Logos compete for attention and detract from the Honeywell logotype, which is our company’s primary identifier - Developing and reproducing internal logos consumes valuable company resources - The proliferation of a large number of unrelated logos create a disjointed image and runs counter to the sense of brand unity 54 File Number Internal Logos • What is a logo? An identifying symbol, statement, graphic element, or words written in a stylized font that defines a product, service, place or organization. 55 File Number PowerPoint® • PowerPoint® Standards - The Honeywell logotype with red rule appears on the top of each interior slide - Standard white background make data easy to read - Use the correct font (Arial) and the correct font size for each line of copy or level of bullets - 2-up and 4-up templates use smaller fonts - Do not resize font to include more text - The optional "Walk-Away Message" may be used at the bottom of each slide - The “Walk-Away-Message” may be white text in a red box or simply red text - Include “Honeywell Confidential” notice when necessary - Additional PowerPoint® templates are available for satellite broadcast and rear screen projection 56 File Number PowerPoint® • Template Examples 2-Up Example Slide Cover Slide Standard Text Slide 4-Up Example Slide 57 File Number Internal Newsletters • Internal Newsletters Standards - Standardization ensures global consistency company-wide - Standards allows flexibility to create publications that further business objectives and meet employee audience needs - Customizable templates in SBG-specific color Corporate - GBS - Multi-Business Newsletters Aerospace Automation and Control Solutions Specialty Materials Transportation Systems 58 File Number Internal Newsletters • Internal Newsletters Standards - Titles to be short and descriptive - Honeywell-standard newsletter nameplate at the top of the newsletter’s front page Nameplate template can be downloaded and customized with an approved SBG color and an appropriate image • Templates are available in Microsoft PowerPoint® and Quark. An Adobe PhotoShop file and HTML version are also available No other logos, typefaces or stylized fonts may be used Editors determine body copy layout of the newsletter • No clip art Copyrighted material may not be used without the permission of the copyright holder All newsletters must carry the following footer language: © (Year). All rights reserved. (Newsletter name) is produced for internal use only and not for distribution outside the company - Contact Internal Communications leader for guidance and approval 59 File Number Internal Posters • Internal Poster Standards - Posters for Honeywell bulletin boards should be simple, easy to read and understand, and consistent in appearance, style and tone with other internal communications materials - Poster templates available in Microsoft PowerPoint® Available in 2 sizes, and both, vertical and horizontal Posters are color-code on the bottom by SBG Corporate Aerospace Automation and Control Solutions Specialty Materials Transportation Systems 60 File Number Internal Posters • General guidelines for Honeywell posters - Keep posters simple, clear and informative - Use photos that will attract attention No clip art - Use large type and a minimum amount of copy – refer people to other sources of information for details - Avoid jargon and abbreviations - Include only the most essential information to support the ideas and messages being communicated - Use approved company typefaces, design standards and templates Keep Posters Simple, Easy To Read 61 File Number E-mail Guidelines • E-mail signatures should be professional - Avoid using graphic elements - Honeywell logotype should not be used - No effort should be made to emulate the Honeywell logo with a similar font or presentation - No effort should be made to recreate the Honeywell with red bar or Honeywell with rule - Do not use personal sayings, icons or quotations Joe Ford Honeywell Manager of Production Line 17 Honeywell Aerospace Office: (602) 555-1234 "Live Long and Prosper" 62 File Number Unified Web Strategy • Web Standards - The Unified Web Strategy (UWS) has defined templates for external and internal web pages - The Brand Management website links to the UWS QuickPlace site - New URL naming standards makes navigating easier Contact Web Council For Details 63 File Number What Has Not Changed? • What has not changed? - Faxes - Forms - Media releases - Signage (facility) - Shipping and mailing 64 File Number Internal Notes • Things You Should Know About Internal - Trade show graphic templates may be used for some internal posters requiring special treatment 65 File Number Brand Ambassadors • Honeywell’s powerful brand is one of the company’s most valuable assets • Building and protecting the brand by adhering to our standards is everyone’s job - We are the point of contact, the advocates for change and the champions of our Honeywell brand - We are the brand 66 File Number Additional Resources • Brand Management Website http://www.honeywell.com/sites/brandm • Communication Leads - Honeywell Aerospace - Bill Birtcil (602) 365-3859 - Honeywell Automation and Control Solutions - Larry Splett (952) 656-1682 - Specialty Materials - Reid Walker (973) 455-5204 - Transportation Systems - Michael Timmermann (310) 791-9170 - Corporate - Michael Bennett (973) 455-2753 - Global Business Services - Michele Caselnova (973) 455-4047 • For information on the Unified Web Strategy (UWS) email the corporate Web Council 67 File Number Questions? 68 File Number