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Hexion-Design Guidelines_大厂VI品牌视觉标准_外企业品牌手册.pdf
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Hexion-Design Guidelines_大厂VI品牌视觉标准_外企业品牌手册.pdf
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Hexion Corporate
Identity Standards
Initial Release September 2005
Revised October 2006
Hexion Corporate Identity Standards – Revised October 2006
Hexion Corporate Identity Standards
Table of Contents 1.0
To quickly
navigate through
the PDF file, click
on any section in
the bookmark list.
Section One:
Introduction
1.1 Letter from Our
Chairman
1.2 Purpose of this Guide
Section Two:
Hexion Corporate
Brand Overview
2.1 Hexion Brand Image
2.2 Hexion Brand Promise
2.3 Hexion Brand Traits
2.4 Editorial Tone and
Manner
2.5 A New Look for Hexion
Section Three:
The New Look: The Hexion
Corporate Identity
3.1 Logo Configurations
3.2 Trademark Usage
3.3 Logo Isolation Area
3.4 Logo Sizes
3.5 Corporate Logo
Color Requirements
3.6 Logo Applications –
Acceptable/
Unacceptable
3.7 Background Textures,
Colors and Images
3.8 Corporate Typography
Section Four:
Corporate Stationery
Applications
4.1 Business Cards
4.2 Letterhead/Envelopes
4.3 Fax and Memo Forms
4.4 Media Policy/
News Release
Section Five:
Other Applications
5.1 Identity Badges
5.2 Identity Apparel
5.3 Vehicle Graphics
5.4 Signage
Section Six:
Hexion Design System
for Collateral
Foundation Design
Components
6.1 Introduction
6.2 Alignment Grid
6.3 White Space
6.4 Typography
6.5 Color Palette
Support Design Components
6.6 Color Panels
6.7 Overlap Panels
6.8 Connector Lines
6.9 Accent Tabs
6.10 Key Word Graphics
6.11 Photography
6.12 Impact X
Marketing Collateral Examples
6.13 Full-sized Brochures
(2pg, 4pg, 6pg)
6.14 Additional Applications
Technical Publications
6.15 Product Bulletins, Safe
Handling Guidelines and
Case Histories
Advertising
6.16 Publication Ads
Media Collateral:
6.17 Digital Media
Labels and Inserts
Section Seven:
Electronic Presentations
7.1 PowerPoint
®
Presentations
Section Eight:
Trade Shows and Events
8.1 Trade Shows
and Events
Section Nine:
Co-Branding
9.1 Co-Branding Programs
1.1
Hexion Corporate Identity Standards – Revised October 2006
Dear Hexion Associates:
Building awareness of the Hexion name and our unique value proposition
in the marketplace takes discipline. It’s critical that all of us present our
company in the most positive and consistent way possible.
To this end, we have developed the following Corporate Identity Standards.
These are very stringent guidelines for how we use the corporate name and
logo in the marketplace.
It has been our intention to address the vast majority of situations in which
the Hexion logo or Hexion Specialty Chemicals name will be used. By
following the practical instructions in this guide, you will be doing your part
to help us build momentum for our brand.
The accompanying guidelines and standards will be published on the
Hexion Intranet and should be used, effective immediately. Please contact
the Marketing Communications department at Columbus headquarters if
you need additional information or guidance. If you would like additional
printed copies for your location, please e-mail Marketing Communications
with your request.
Best,
Craig O. Morrison
Chairman and Chief Executive Officer
Communicating the Hexion Brand
Section One
Introduction
Letter From Our Chairman
Hexion Corporate Identity Standards – Revised October 2006
Section One
Introduction
The purpose of the Hexion Corporate Identity Standards and Design Guidelines
is to provide an understanding of Hexion’s brand strategy, our desired brand
image and the tools available to develop consistent, on-brand communications.
Hexion’s brand image will be
formed over time by our ability to
deliver on our BRAND PROMISE.
Through this promise and the
traits we have defined for our
brand, we will create brand
experiences—from web sites,
collateral, sales presentations
and customer care to product
functionality and service—that
build preference and loyalty for
the Hexion brand.
Our brand promise and brand
traits not only define who we are
in the marketplace, but also set
us apart from our competition.
These guidelines provide
standards for our corporate
identity as well. This identity
will serve as the “front door”
to our brand.
As communicators, your role is
critical to our success. We have
an opportunity to establish a new
vibrant brand in the minds of all
who touch or are touched by our
people, products and services.
By providing consistent, positive
brand experiences for our
audiences, we will be successful.
In “Section Two: Hexion Corporate
Brand Overview”, we outline the
Hexion brand strategy.
In “Section Three: The New Look:
The Hexion Corporate Identity”,
we provide an overview of
Hexion’s corporate logo
configurations and delineate
their appropriate usages.
In “Section Six: Hexion Design
System”, we define the design
elements that complement the
Hexion identity, and explain how
these elements work together
to create visually distinctive
communications that support our
brand. These design elements
and usage guidelines have been
designed to allow creative
flexibility, while ensuring visual
consistency across a myriad of
communications.
Purpose of the Guide
1.2
Hexion Corporate Identity Standards – Revised October 2006
2.1
Section Two
Hexion Corporate Brand Overview
Hexion Brand Image
Related Sections
1.1 Logo
Configurations
Hexion brings together four great
companies, each with a strong
history and identity. The Hexion
brand is both new and the result
of a rich heritage of innovation
and performance by our
constituent businesses.
It is critical for our customers to
understand how and why the
whole of Hexion is greater than
the sum of its parts. This is the
value of the Hexion brand. In
order for our customers to
understand our brand image and
value, we must understand them
ourselves.
Hexion was formed to solve
customers’ binding, bonding
and coating challenges—
with unmatched technical and
application expertise, anywhere
our customers do business.
This is why we exist and what
customers should know first
and foremost about us.
As a result of our unique
collection of business assets, we
can deliver “total solutions” in the
binding, bonding and coating
categories—with all the value that
brings to customers. What is a
“total solution?” It’s a combination
of products, technical service,
global infrastructure, and
innovation capabilities that allow
us to meet customers’ specific
requirements around the globe.
Together, our products, service,
support, and focus on innovation
create opportunities for
customers to differentiate
themselves. When we help
customers create a competitive
advantage, we become much
more than a supplier. We become
their partner in building business.
The bottom line for customers
is that by choosing the Hexion
brand, they get a business
partner capable of delivering
greater value, better product
performance, improved process
efficiency, and increased
confidence and security through
“total solutions.”
This promise is something that
the four companies which
comprise Hexion could only
partially or sporadically deliver.
Together, as a single entity, we
are uniquely positioned to meet
our customers’ binding, bonding
and coating application needs
everywhere, every day, and in
every way.
For quick reference, here is a
summary of the Hexion brand
positioning.
Brand Promise
Leadership in solving
customers’ binding, bonding
and coating challenges
Brand Differentiators
“Total solutions provider”
■
Full range of technology
solutions
■
Unmatched technical
support and service
■
Global reach
■
Long heritage of innovation
Brand Benefit
Business partner—Ability to
help customers create a
competitive advantage
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