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
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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
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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
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The Honeywell Logo
• There are only three approved ways to use the
Honeywell logotype
- Freestanding logotype
- Logotype with rule
- Logotype in bar
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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
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Freestanding Logotype
No drop shadows!
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Freestanding Logotype
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Freestanding Logotype
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Freestanding Logotype
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Freestanding Logotype
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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
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Logotype with Rule
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Logotype with Rule
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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
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Logotype in Bar
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Logotype in Bar
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Logotype in Bar
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Logotype in Bar
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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
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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.
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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
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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
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Color Palettes
• Primary Color Palette
• Additional Color Palettes
Secondary
Palette
Tertiary
Palette
Matches
UWS palette
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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
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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
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LITERATURE
TRADE SHOW
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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
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Global Arc
• Global Arc Ranges
- Set Global Arc at the lowest placement, highest placement
or anywhere in between
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Marketing Materials
• What has changed?
- Advertising
- Literature
 Brochures
 Price Books/Catalogs
 Recruitment collateral
 Technical documents
- Trade show graphics
- Product packaging
- Promotional items
- Vehicle identification
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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
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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
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Advertising
• Half Page Print Media
- Follows same format as full page
- Utilizes different font and image sizes
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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
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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
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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
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Literature
• Inside Spreads
- Flexible layouts for inside spread
- See Brand Management site for
details
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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
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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
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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
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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
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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
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40”X 60”
HORIZONTAL
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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
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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
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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
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Trade Show Graphics
• Electronic Displays
- Rolling PowerPoint® presentations displayed on
computer monitors (10x7.5) or large plasma displays
(16x9)
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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
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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
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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
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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
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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
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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
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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
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Internal Communications
• What has changed?
- Internal logos
- Naming guidelines
- PowerPoint®
- Organization Announcements
- Internal newsletters
- Internal posters
- E-mail guidelines
- Business cards/stationery
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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
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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.
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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
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PowerPoint®
• Template Examples
2-Up Example Slide
Cover Slide
Standard
Text Slide
4-Up Example Slide
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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
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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
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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
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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
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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"
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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
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What Has Not Changed?
• What has not changed?
- Faxes
- Forms
- Media releases
- Signage (facility)
- Shipping and mailing
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Internal Notes
• Things You Should Know About Internal
- Trade show graphic templates may be used for some
internal posters requiring special treatment
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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
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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
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Questions?
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