Herman Miller Dealer Brand Standards€¦ · Certified Dealer” to strengthen both the Herman...

March 2011

page 1

March 2011

© 2011 Herman Miller, Inc.

Herman MillerDealerBrand Standards

Dealer Brand Standards

March 2011



To navigate, click on the sections below— or the arrows at the bottom

As a Herman Miller dealer, you are a key partner with us. Our efforts result in environments that meet customer needs and further their organizational goals.

An important asset in these efforts is the Herman Miller brand. These guidelines communicate how to use the Herman Miller brand and its strength to promote your dealership.

We show examples of how to build on the recognition of the Herman Miller brand with a focus on three elements:

1. The first is how you associate your identity with your status as a dealer. Examples on page 3 illustrate how to do this.

2. The second is the use of the Herman Miller brand and its relation to your identity.

3. The third is the correct, clear, and consistent use of our trademarks. In Resources, on page 31, we provide a link to our current trademark list on hermanmiller.com.

1. Leveraging the Herman Miller Brand

March 2011



Kaleidoscope office

Let your identity take the lead.

Promote your status as either “A HermanMiller Dealer” or “A HermanMiller

Certified Dealer” to strengthen both the Herman Miller brand and your identity. In the examples below, we use a fictitious dealership.

Note how the dealer identity is more prominent than the signature. Also, the signature should appear in a typeface that complements the dealer identity.

2. Using the Dealer Signature

A HermanMiller Dealer

Kaleidoscope office

A HermanMiller Certified Dealer

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A brand is a perception of a product, service, experience, or organization.

The Herman Miller brand is shorthand for who we are, what we do, and why we do it.

It stands for our products, our services, and our values.

It sums up our history.

It points toward our future.

Logomark: the graphic symbol of a brand

Z

Wordmark: the specific typographic treatment of a name

3. Corporate Brand, brand introduction

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old logo approach new logomark

3. Corporate Brand, logomark evolution

Logomarks often evolve. The most recent evolution for ours has separated, or unlocked, the stylized M in the circle from the Herman Miller wordmark.

L → Y

Eventually, we will use only the stylized M logomark to identify Herman Miller. Our intent is to emphasize the stylized M as the most important visual asset of the brand and give our customers a single, simple, and memorable symbol for our company. Compare this to Nike’s swoosh or Apple’s apple.

Y Z For now, while more people learn that our logomark stands for Herman Miller, we want to relate the two elements.

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3. Corporate Brand, relating logomark to Herman Miller

The wordmark (Z) can be used to supplement the stylized M logomark as we transition to a time when people know that it stands for Herman Miller. (See examples a and b)

Using the wordmark to supplement the logomark requires an art file (.tif, .eps, .jpg, or .gif ) because of the special formatting.

Please note, “HermanMiller” is a one-word unit in three instances: in the dealer signature; when it is the most prominent item in a communication, as in a headline or on signage; and when used as the wordmark. In other instances, type “Herman Miller” as two words.

This web banner includes the dealer signature.

It also includes the logomark and the wordmark.

b

a

a b

728 x 90

Kaleidoscope office

A HermanMiller Certified Dealer Yz Setu® Chairs

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4. Using HermanMiller and Herman Miller

HermanMiller is a one-word unit in three instances to reinforce our brand identity:

1. In the dealer signature “A HermanMiller Dealer” or “A HermanMiller Certified Dealer.”

2. When “HermanMiller” is the most prominent item in a communication, as in a headline or on signage.

3. When using the “HermanMiller” wordmark. This requires an art file (.tif, .eps, .jpg, or .gif) because of the special formatting. These files can be downloaded, along with the Herman Miller logomark, at hermanmiller.com/brand-standards.

In other instances, use “Herman Miller” as two words. See example on page 11.

Note: The next four pages show examples of proper usage.

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1. Examples using the dealer signature “A HermanMiller Dealer”

Gregory Scott Account Manager

Street Address City, State, Zip Code tel: 888.555.1212 kaleidoscope.com

Kaleidoscope office


March 2011




2. Example of “HermanMiller” as the most prominent item in a communication.

March 2011




3. Example using the “HermanMiller” wordmark.

THE BEST OFFICE FURNITURE IS THE KIND YOU BUY AND LOVE, SO YOU CAN GET ON WITH YOUR WORK.We make furnishing your office easy and affordable, so you can focus on your customers. Choose what you need. See before you buy. About 20 days later, stand back and watch your office take shape. We’re with you all the way—from idea to install—with personalized, local service.

YOUR OFFICE. OUR SAVVY.

SM

S3

DEALER LOGO & ADDRESS

Kaleidoscopeoffice



wordmark (requires art file)

logomarkb

b

a

a

March 2011



That’s right, it’s table tennis with a spin. Come to Kaleidoscope this Friday, August 20th for our firstEverywhereTM tables table tennis tournament, made possible by the Everywhere tables collection, from Herman Miller. The tournament starts at 4:00pm. Experience Everywhere tables’ fine linesand no boundaries as you smash a ball toward a colleague or friend.

RSVP by August 5th Everywhere TablesFine Lines. No Boundaries.TM

TMFine Lines. No Boundaries.

Step up to the table.

A HermanMillerCertified Dealer


Example of using “Herman Miller” as two words.

March 2011



5. Using the Logomark and Wordmark, color

Please consider the intended media when applying the logomark; use the corresponding specification.

Print: paper applications (from office copiers or professional offset printers) use either 4-color process (CMYK) or spot color inks (Pantone Goe library). Suggested files: .tif or .eps

Screen: work viewed on-screen (projected presentations or websites) use an RGB value. Suggested files: .jpg or .gif

Other: embroidered amenities and product applications need special attention. Suggested file: .eps

When the logomark is placed on a white background, the color of the stylized M should also be white.

0.93.100.0 Herman Miller custom red 255.51.0 18–1–7 C

CMYK Spot RGB Pantone G0e

SAYL ChairsY ™

When placed over a dark color, an image, or complicated pattern, the stylized M should be white to ensure visibility.

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5. Using the Logomark and Wordmark

Meta. More Meta. (Sometimes Verdana).

Typography is an important part of visual communication; Meta is an important element for communicating the Herman Miller brand. Why? Like our company, the Meta type family is friendly and modern. Like good seating, Meta works in a wide range of sizes. It makes small copyright lines legible and provides impact for large applications on signs or trucks. Meta also translates well to both printed and on-screen presentations.

We suggest two primary versions of the Meta font for creating branded communications, Meta Book and Meta Bold.

Meta Book & Meta Bold

old-style:

0123456789lining:

0123456789

Meta has two types of numerals: old-style figures within sentences; lining figures for charts and graphs.

To increase impact, the Meta typeface is available in multiple type styles. The three most important styles are Roman (or regular), italic, and small caps.

Meta RomanMeta Italic Meta Caps

Use Meta(or Verdana)

Meta is Herman Miller’s principal typeface, but sometimes a complementary typeface is useful. For copy in PowerPoint or e-mail messages, Verdana is a good substitute because it is installed on every computer as a part of the operating system.

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5. Using the Logomark and Wordmark

To keep the tips of the stylized M logomark crisp, use the correct file for your media.

Herman Miller Normal Herman Miller DisplayHerman Miller Micro

Screen: work viewed on-screen (presentations or websites) use the logomark with tips that are more open and easily translated into pixels (Micro, see 2 below).

Print: printed paper applications (from office copiers or professional offset printers), use the logomark with finer tips (Normal or Display, see 2 below).

Special substrates: fabric embroidery, silkscreened plastics, signage, or embossed steel require additional testing and consideration. Please request a recommendation from Herman Miller Brand Marketing.

There are two ways to keep the logomark crisp:

1. Use an image file (.eps, .tif, or .gif ) that is close to the actual size you need to prevent scaling the file size up or down by more than 10%. These files include both the logomark and wordmark.

2. Use one of the proprietary HermanMiller font files: Herman Miller Micro wide simplified tips that keep the mark open when viewed in small sizes (below 16pt); Herman Miller Normal small flat tips that keep the mark open when viewed in the most common sizes (16pt to 72pt); Herman Miller Display tips that come to a complete point for large sizes (above 72pt).

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Trademarks play an important role in protecting a brand’s intellectual investments and marketplace leadership. The following examples demonstrate the requirements for protecting our products, services, and ideas. Please note that the logomark and wordmark do not require a trademark symbol.

6. Using Trademarks

Introducing Herman Miller’s Setu® chair. Its innovative kinematic spine bends and flexes to your every move. There’s nothing to tilt, nothing to tweak. Setu’s finely tuned elastomeric fabric provides superior suspension and conforms to your contours. It’s comfort now.

We always add a trademark symbol to a product or service name the first time it appears in copy. It is not necessary to repeat the trademark. Also, use the product or service name as an adjective modifying a noun the first time it appears, as in “Setu® chair.” This should be done whenever possible, but certainly at the first prominent use of a product or service name.

In more complicated pieces that mention many products or trademarks (like brochures), we provide a comprehensive list at the end that includes both the copyright line and a list of all trademarks and service marks used in the piece.

® Y, Herman Miller, Action Office, Aeron, Ambi, Avive, Caper, Celle, Co/Struc, Eames, Equa 2, Ergon 3, Ethospace, Herman Miller Options, Meridian, Mirra, My Studio, Pedastool, Resolve, Setu, V-Wall, and Vivo are among the registered trademarks of Herman Miller, Inc.™ Intent, My Studio Environments, Stackable, Stackable Storage, and Vantage are among the trademarks of Herman Miller, Inc.SM Thrive and rePurpose are among the service marks of Herman Miller, Inc.

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6. Using Trademarks, in headlines and body copy

In headlinesAlways use the product name with the appropriate trademark, such as “HermanMiller Aeron® Chair.” It is accepted practice to capitalize all words in a headline except for prepositions and articles.

In body copyWhen product names appear in body copy, capitalize only the proper nouns. For example, “Herman Miller SAYL™ chairs.”

Please note, HermanMiller is a one-word unit in three instances: in the dealer signature; when it is the most prominent item in a communication, as in a headline or on signage; and when used as the wordmark. In other instances, use “Herman Miller” as two words.

Any mention of product names or images in copy must include appropriate trademarks. Refer to the list online at hermanmiller.com/trademarks for the most current information.

March 2011



6. Using Trademarks

Note the trademark. Any promotion of a Herman Miller product, service, or program must include the appropriate trademark. A complete and up-to-date list is available on hermanmiller.com/trademarks.

The dealer signature is one component of the identity. Note the size relationship between it and the dealer name.


© 2

010

Her

man

Mill

er, I

nc.

™the new Herman Miller SAYL chair by Yves Béhar, starting at $399.liveunframed.com

Kaleidoscope officeA HermanMiller Certified Dealer


Ad is shown at 45% of actual size

March 2011



Use name recognition to your advantage

HermanMiller SAYL™ Chair (Headline)

The Herman Miller SAYL™ chair was designed by Yves Béhar. (Body Copy)

HermanMiller Aeron® Chair (Headline)

The Herman Miller Aeron® chair was designed by Bill Stumpf and Don Chadwick. (Body Copy)

HermanMiller Eames® Desk Unit (Headline)

The Herman Miller Eames® desk unit was designed by Charles Eames. (Body Copy)

Please note: After the first mention of Herman Miller, the appropriate trademark, and the designer name in body copy, subsequent uses are not required. So, for example, the first mention of the “Herman Miller SAYL™ chair designed by Yves Béhar” can be followed simply by the “SAYL chair.”

People know our brand and the designers we partner with. Acknowledge both the Herman Miller brand and the designer name. Place Herman Miller in the first position as in the examples below.

7. Showing Authorship

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8. Visual Use of the Brand, stationery

These examples show the use of the dealer identity and the dealer signature.


Business card, letterhead, and envelope shown at 45% of actual size

Gregory Scott Account Manager


Kaleidoscope office


Kaleidoscope office

Street Address City, State, Zip Code


Kaleidoscope office


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8. Visual Use of the Brand, print ad

This example shows how to associate dealer identity, dealer signature, and the Herman Miller brand.


Kaleidoscope office

Street AddressCity, State, Zip Code888.555.1212

kaleidoscope.com


z Setu® ChairsGoes anywhere. Fits anybody. Unlike anything.

Y

Kaleidoscope office


Ad is shown at 45% of actual size

March 2011



8. Visual Use of the Brand, print ad

THE BEST OFFICE FURNITURE IS THE KIND YOU BUY AND LOVE, SO YOU CAN GET ON WITH YOUR WORK.We make furnishing your office easy and affordable, so you can focus on your customers. Choose what you need. See before you buy. About 20 days later, stand back and watch your office take shape. We’re with you all the way—from idea to install—with personalized, local service.

YOUR OFFICE. OUR SAVVY.

SM

S3

DEALER LOGO & ADDRESS

Kaleidoscopeoffice



March 2011



8. Visual Use of the Brand, e-mail invites

That’s right, it’s table tennis with a spin. Come to Kaleidoscope this Friday, August 20th for our firstEverywhereTM tables table tennis tournament, made possible by the Everywhere tables collection, from Herman Miller. The tournament starts at 4:00pm. Experience Everywhere tables’ fine linesand no boundaries as you smash a ball toward a colleague or friend.

RSVP by August 5th Everywhere TablesFine Lines. No Boundaries.TM

TMFine Lines. No Boundaries.

Step up to the table.

A HermanMillerCertified Dealer

Street Address, City, State, Zip Code888.555.1212

kaleidoscope.com

Kaleidoscopeoffice

March 2011



8. Visual Use of the Brand, web banner ads

16o x 600

Note the dealer signature.

Note authorship and use of trademark.

z Setu® ChairsGoes anywhere. Fits anybody. Unlike anything.

Y

Kaleidoscope office


300 x 250

Yz Setu® ChairsGoes anywhere. Fits anybody. Unlike anything.

Kaleidoscope office


March 2011



8. Visual Use of the Brand, signage

Kaleidoscope office


March 2011



z Setu®

Chairs Goes anywhere. Fits anybody. Unlike anything.

z Aeron®

Chairs Distinctive look. Unsurpassed ergonomic support.

Kaleidoscopeoffice


Kaleidoscopeoffice


8. Visual Use of the Brand, showroom banners

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8. Visual Use of the Brand, billboard

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8. Visual Use of the Brand, trade show banner

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8. Visual Use of the Brand, delivery truck

This example emphasizes the dealer along with its status as a Herman Miller Certified dealer.

This example shows how a product image can be incorporated. In this case, the signature “A HermanMiller Dealer” appears.

March 2011



9. Written Use of the Brand, summary statement

Use the appropriate statement below to summarize your status in relation to Herman Miller. Suggested uses for the statements include your website or your brochures.

A HermanMiller DealerHerman Miller designs and develops furniture and related services and technologies that improve your office, hospital, school, or home. As one of its dealers, we partner with Herman Miller in working for a better world around you.

A HermanMiller Certified DealerHerman Miller designs and develops furniture and related services and technologies that improve your office, hospital, school, or home. As a member of the Certified Dealer Network, we partner with Herman Miller in working for a better world around you.

The Certified Dealer Network is a partnership between Herman Miller and a select group of dealers. Annual certification ensures that each member commits to a high level of expectation. We believe a commitment to shared values, process, financial stability, and continuous improvement makes us a stronger team.

We stay aligned with face-to-face interactions with Herman Miller executives and network members throughout the year. We share culture, ideas, and experiences. We take what we’ve learned and incorporate it into all we do.

March 2011



10. Resources

If you need help, please contact us.

Tools to use as you advocate for the Herman Miller brand:

http://hermanmiller.com/brand-standards

http://px.hermanmiller.com/

http://www.hermanmiller.com/About-Us/About-Herman-Miller/Policies-and-Legal-Stuff/Trademarks

http://fontshop.com/fonts/downloads/fontfont/ff_meta_ot_1/

http://www.hermanmiller.com/

https://kiosk.hermanmiller.com/1to1/promotions.nsf?OpenDatabase

mailto:dealerbrand_help%40hermanmiller.com?subject=Brand%20Question

Herman Miller Dealer Brand Standards€¦ · Certified Dealer” to strengthen both the Herman...

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