BRAND GUIDELINES CRAFTSMAN QUALITY STAINS & FINISHES SINCE 1953.
TOP 10 THINGS TO REMEMBER ABOUT Old Masters BRANDING 1. Always use the correct logo artwork. 2. Never modify or recreate logo artwork. 3. Always use the approved Old Masters color palette. 4. Always use approved Old Masters fonts. 5. Maintain a minimum amount of space around the Old Masters logo to ensure legibility. 6. Use the Old Masters positioning slogan Craftsman Quality Stains and Finishes Since 1953 where appropriate. 7. Communicate consistent messages. 8. Never modify Old Masters -approved templates. 9. Protect Old Masters trademarks by using a for registered marks and for other trademarks. 10. When in doubt about Old Masters branding or logo usage, ask the Old Masters Marketing Department { BRAND STRATEGY } Our New Corporate Identity The corporate identity is a powerful, unifying strategy for communicating the reliability, high quality, durability and technology of the Old Masters brand. Our ability to build a global brand depends on how well we understand and use the Old Masters identity standards. From the simplicity of our rich brown logo, to correct usage of typography and imagery, every Old Masters employee and supplier partner should understand and consistently apply the Old Masters standards. Getting Started This booklet includes some basic tools for implementing the Old Masters brand identity system. These standards are the foundation for building our global brand. They will help you communicate Old Masters quality and build business success. We are all responsible for the Old Masters brand; if you hand off a job to an external supplier, you are responsible for ensuring that brand identity requirements are met. Contact Information If you have questions regarding the Brand Identity Guidelines, please email the Old Masters Marketing Manager: ashley.saras@myoldmasters.com.
{ LOGO USE AND MISUSE } The Old Masters logo is a seal of approval and is the most important symbol of our brand and products. To leverage this brand equity and recognition, the Old Masters logo will appear on all printed and electronic communications, including space and internet ads, literature, products, packaging, trade show signage, clothing and merchandise. Please use the Old Masters logo according to these guidelines to reinforce our promise of quality, innovation and technology. CORRECT LOGO USAGE 1-Color Logo (Dark Brown) 1-Color Logo (Black) LOGO CLEAR SPACE REQUIREMENTS There should always be clear space around the Old Masters logo for maximum impact and legibility. This space should be free of copy or other graphic elements and should always be at least half the height of the logo from the top edge of the O to the bottom of the M. 1/2 1/2 1-Color Reversed Logo (White) OLD MASTERS LOGO SIZE The logo MUST NOT be smaller than inch (6.35 mm) in size from the top edge of the O to the bottom edge of the M. Use the mark and Since 1953 unless they are too small to be legible. OLD MASTERS LOGO COLOR Old Masters Brown Spot Color Pantone Black 4 Old Masters Brown CMYK 60 C 64 M 82 Y 74 K Old Masters Brown RGB 45 R 35 G 17 B Old Masters Black CMYK 0 C 0 M 0 Y 100 K Old Masters Black RGB 0 R 0 G 0 B Old Masters White CMYK 0 C 0 M 0 Y 0 K Old Masters White RGB 255 R 255 G 255 B
{ LOGO USE AND MISUSE } INCORRECT LOGO USAGE It is important for the Old Masters logo to appear as it was intended. Do not try to recreate the Old Masters logo or alter the color of the logo in any way. The Old Masters logo is available in a variety of digital formats. Please contact the Old Masters Marketing Manager if you have any questions: ashley.saras@myoldmasters.com. DO NOT use an unapproved color for the logo. DO NOT use different colors within the logo. DO NOT use the Since 1953 tag in a different color than the logo. DO NOT add an outline or stroke around the logo. DO NOT recreate the logo in any way only use original artwork from Old Masters. DO NOT alter the distance between the various elements of the logo. DO NOT use the logo outlined. DO NOT use the color logo for black applications, no gray scaling.
{ LOGO USE AND MISUSE } DO NOT scale the logo in-proportionately, vertical smashing. DO NOT scale the logo in-proportionately, horizontal smashing. DO NOT use the logo on a background similar to the color of the logo. DO NOT use the logo on a patterned background that will reduce the logo visibility. STAINS AND FINISHES DO NOT add words or unapproved taglines. DO NOT add symbols or marks of any kind. DO NOT skew the logo. DO NOT use a rotated version of the logo. DO NOT invade the mandated clear space around the logo. DO NOT use the logo as a pattern or background.
{ proper SLOGAN USE } Old Masters has selected Craftsman Quality Stains and Finishes as its slogan. When needed, the slogan can be used with the Old Masters logo, but must adhere to standards set by Old Masters. The entire slogan must completely fit underneath the Old Masters logo, between the Right Edge of the M Desender and must not extend past the logo on the Right Side (see below). The slogan must always appear in the same color as the logo, be that dark brown, black or white. CORRECT SLOGAN USAGE When using the slogan, be sure you use the approved wording and also insure that it is the same color as the logo. When using the slogan with the logo, use Garmond Semi-Bold Italic font. When using the slogan separately from the logo, use OpTIMUS princepas SEMI-BOLD in ALL CAPS (see below). INCORRECT SLOGAN USAGE Below are a few examples of incorrect use of the Old Masters slogan. DO NOT use the slogan in a different color then the logo. DO NOT use different wording then Craftsman Quality Stains and Finishes. DO NOT use the slogan across the bottom of the entire logo or extending past the logo sides. DO NOT use a different font for the slogan.
{ SECONDARY BRANDS } Old Masters employs a number of secondary logos for branding specific products, product features or product lines. The guidelines for the Old Masters logo should serve as a guide for how to correctly use these secondary logos. However, for specific instructions for each logo or for information on logos newer than this guide, contact Old Masters Marketing Manager: ashley.saras@myoldmasters.com. Occasionally, the Old Masters web address is used as a logo. Here, it is shown in Minion Condensed Bold. The Rich Tone logo is used to show consumers that the stain they have selected has more pigment in it. Although shown hear in brown, the common use is white and on labels. The Water-Based logo is used to show consumers that the product they have selected is water-based and hence better for the environment. Although shown here in navy blue, the common use is white and on labels. The Scratchide logo is a Registered Trademark for the line of Old Masters Stain Touch-up Pens. Use black and be sure to NOT use it too small, such that the mark is illegible. { TYpOGRApHY } Typography is an important element in our brand identity system. The Minion family of fonts has been selected to reinforce our corporate identity and sets the visual tone for the Old Masters identity. For Headings, Sub-Headings and generally important bits of text use: OpTIMUS princepas SEMI-BOLD (in ALL CAPS). M Klien, Free Commercial Use. Find at www.dafont.com/optimusprinceps.font. ABCDEFGHIJKLMNOpQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-;:,.?/ For all other text (Printed and Advertising) use: Minion (Regular, Semibold, Bold and Italic). Adobe, All Rights Reserved. Find at www.adobe.com/type. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-,. Minion Condensed (Regular, Bold and Italic) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-,. For Online (Website and Digital Media) use: Veranda (Regular, Bold and Italic). Microsoft, All Rights Reserved. Find at www.microsoft.com/typography/fonts. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-,.
{ promotional ITEMS } Merchandise When using the Old Masters logo for non-wearable items, it is acceptable to use the solid brown logo, the solid black logo or the solid white logo. Please adhere to color standards listed in this book for the brown Old Masters logo. If the proper Pantone color (Pantone Black 4) are not available, use a white or black Old Masters logo instead. Follow the guidelines in this book whenever/wherever you use the Old Masters logo. Clothing When using the Old Masters logo on clothing or other wearables, it is acceptable to use the solid brown logo, the solid black logo or the solid white logo. It is also acceptable for the Old Masters logo to be the same color as the wearable (tone-on-tone) with permission from Old Masters Marketing Manager. Follow the guidelines in this book whenever/wherever you use the Old Masters logo. Embroidering For embroidery applications using the solid brown logo, specify the Pantone color mentioned in this book. If you re unsure, please contact our marketing team. Follow the guidelines in this book whenever/ wherever you use the Old Masters logo. Silk screening For silk screening applications using the brown logo, specify Pantone Black 4; otherwise, use the Black or White logo. The colored logo should not be used on items or clothing that are a dark in color or on items or clothing that are similar to the colors of the logo. In these applications a solid tone, black or white logo should always be used. Follow the guidelines in this book whenever/wherever you use the Old Masters logo. Advertising When advertising in newspapers or magazines, it is also important to keep a consistent and recognizable image. The same standards set by the rest of this brochure also apply for print/advertising usage. The 1-color brown logo must only be used when being used in a publication that will appear in color. If the Old Masters logo is to appear in a black and white publication such as a newspaper, the logo must appear as a solid black image or a solid white image on a black background. Do not use the logo in grayscale. Follow the guidelines in this book whenever/wherever you use the Old Masters logo. Old Masters is a Registered Trademark of Master Products Incorporated in the United States and other countries. Scratchide is a Registered Trademark of Old Masters in the United States and other countries. Pantone is a Registered Trademark of Pantone LLC, a wholly owned subsidiary of X-Rite Incorporated in the United States and other countries. Adobe is a registered trademark of Adobe Systems Incorporated in the United States and other countries. Microsoft is a registered trademark of Microsoft Corporation in the United States and other countries.