Approved Whirlpool Brand Badges & Usage Guidelines | v1.0
Contents
The Badge
The Brand Mark
Application
Clear Space
Usage Violations
Backgrounds
Print Badges
Newsprint Badges
Digital Media Badges
Promotionals
Resources
The Badge
The VBL Badge was originally conceived as a high-quality
decorative element for our products; a sophisticated platform for
presenting the Brand Mark. Today, its presence drives consistency
across all appliance categories, creating a more cohesive brand
image for consumers. The Print Badge seeks to enhance that story,
adding sleek, contemporary visual elements to printed materials.
Its usage ranges from consumer literature and packaging,
to banners and promotional items.
The Brand Mark
The Print Badge is not meant to replace the existing Whirlpool
Brand Mark, but rather complement and enhance it. In some
instances, it may be impossible to reproduce the full color or
grey scale badge, due to process or material constraints.
In these circumstances, the traditional Whirlpool Brand Mark
should be used.
Application
The Whirlpool Brand Badge should always be given a prominent
position in any Whirlpool Branded layout. It should always
introduce forward, consumer facing materials such as POS
and Sales Literature Covers. On interior POS, Interior Spreads
and Back Covers, the Badge acts as the sign-off element.
Inner Door POP Form - Spring 2004
AnyWare™ Plus
Silverware Basket
Goes Just About
Anywhere
INSIDE
THE
RACK
FRONT
OF THE
RACK
IN THE
DOOR
Fits in the door for
100% usable space
in the lower rack
15% LARGER*
DISHWASHERS &
CLEANING APPLIANCES
*Compared to the AnyWare™ silverware basket. ®Registered Trademark/™Trademark of Whirlpool, U.S.A. All rights reserved. ©2004 Whirlpool Corporation. www.whirlpool.com
Model No. DU1100XTP, DU1148XTP, GU2400XTP, GU2500XTP, GU2600XTP Form No. WWDP123F Printed in U.S.A. 5/04 Part No. 3385791
~ whirlpool.com ~
Clear Space
The visual integrity of the Badge, and the space around it, is to be
protected and maintained at all times. The space surrounding the
Whirlpool Brand Badge is called Clear Space. In order to properly
respect the Badge, nothing should enter its clear space or
overlap the Badge in any way.
Usage Violations
Maintaining the visual integrity of the Print Badge is key to
maintaining the integrity of the overall brand image. For this
reason, usage guidelines have been outlined below to help
avoid misrepresenting Whirlpool Brand in printed materials.
Combined with an intuitive design sense and an understanding
of the Whirlpool visual brand language, these guidelines serve to
maintain Brand Integrity across all mediums.
Usage Violations
A Do not crop the Badge
B Do not use the Badge as
a motif or design element
C Do not modify the Badge
colors or typography
D Do not use the Badge as
a dividing element
A
B
C
E Do not fade, screen or
invert the Badge
F Do not place the Badge
in line with text
I Love My
G In general, avoid
using the Badge on
busy backgrounds
Dishwasher
H Do not rotate the Badge
J Do not infringe upon the
clear space surrounding
the Badge
D
E
F
G
H
J
Backgrounds
In order for the Badge to clearly communicate to the consumer
in a retail environment saturated with competing brand
messages, it must be kept clean and unobstructed at all times.
Clean, solid color backgrounds are the best way to accomplish
this, whether it is one of the approved Whirlpool Brand Colors
or a specific retailer’s branded color. While not recommended,
the Badge may also be used over a photographic or textured
background, under special circumstances.
Over Photography
Ideally, the Badge should
be placed in a solid field
of color over a photograph,
avoiding competition
between the Badge and
the image.
If the Badge must be placed
over a photograph, care
should be taken to avoid
obstructing the Badge or
the image, as both have
important messages to
communicate.
ENERGY STAR®
Best Buy
Lowe’s
Sears
Print
Whirlpool Brand Print Badges are the most predominantly used
badges in our print advertising materials, such as banners and
consumer literature. These badges, available in both full color and
one color, feature three different sizes to satisfy almost all printing
needs: Extra large, Standard, and Extra Small.
Extra Large Print Badges
Super_Badge.tif
BW_Super_Badge.tif
Extra Small Print Badges
SM_WP_Badge.eps
BW_SM_WP_Badge.eps
Standard Print Badges
Std_WP_Badge.tif
BW_Std_WP_Badge.tif
For Print Badges 1.5 inches
in width or smaller.
Minimum Size: .75 inches
Newsprint
Maintaining the quality of the Whirlpool Brand Badge is a priority
in the unpredictable newspaper-printing environment. To help
maintain consistent color and image quality, a Heliogramme®
Conversion has been applied to both the Black & White and
Color Badges. Please review all the Heliogramme® Conversion
documentation in the Newsprint Badge Folder for tips on
achieving the best results during production.
HelioDot-SR®
The HelioDot-SR® has been
created to enable output
at any line screen that is
needed. It is recommended
that the size is never
increased more than 150%
or reduced in size more
than 75% (down to 25%
of the conversion).
Newsprint Badges
WP_Color_Badge.eps
WP_Black_Badge.eps
Digital Media
The Whirlpool Brand Digital Media Badge is available in two
different file formats for specific uses. The Presentation Badge is
designed for use in the Microsoft® Office environment, including
PowerPoint® presentations. The primary use of the E-badge is for
the World Wide Web. Other electronic media uses for the E-badge
include the Whirlpool® portal and video displays.
Badge for .ppt documents
WP_PP_Badges.ppt
E-Badge
WP_E_Badge.jpg
Promotional
Items
Two additional versions of the Whirlpool Brand Badge have been
created exclusively to represent Whirlpool Brand on a variety
of promotional items, from golf shirts and golf balls to key chains
and notebooks. This artwork is available exclusively through
Competitive Edge, Whirlpool Corporation’s official promotional
item supplier. These two badges have a screened background.
In limited instances, to achieve a low-cost, low-quantity
promotional item, the illustrated black ovals and brand mark
may be used to roughly simulate the Whirlpool Brand Badge
look. However, all such materials must be approved by the
Whirlpool Brand Advertising Manager. In general, approval will
only be granted for orders of less than 500 quantity. If quantities
are greater than 500, the Whirlpool Brand Mark (without the
surrounding oval) should be used.
Approved Artwork
Approval Required
All illustrated Badge artwork
shown here has been
designed solely for use on
Promotional Items and
cannot be used for any other
medium or application.
Call Competitive Edge at 269.429.0404 for custom solutions.
Resources
Angie Seger
Whirlpool Advertising Manager
Whirlpool Corporation
269.923.5035
Angela_J_Seger@whirlpool.com
Matthew Jansick
Creative Director
ARS Advertising North
269.983.6110
matthewj@arsadvertising.com
Paula Wygonik
Chief Marketing Officer
Competitive Edge
269.429.0404 ext: 123
pwygonik@competitive-edge.net
®Registered trademark/™Trademark of Whirlpool, U.S.A. ©2005 Whirlpool Corporation. All rights reserved. Form No. WWXX032. Printed in the U.S.A. 03/05.