Identity Design Standards Manual HET€¦ · stems of letter forms. Serif type has finishing...
Transcript of Identity Design Standards Manual HET€¦ · stems of letter forms. Serif type has finishing...
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
DESIGN STANDARDS MANUAL DATE » January 5, 2013AUTHOR » William Cahalin
02 Introduction
03 Brand Identity Elements
12 Brand Identity Guidelines
14 Logo » How-to-Use
16 Stationary & Forms
18 File-Naming Best Practices
22 Standardization » In Action
24 Glossary of Terms
Design Standards Manual
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
To the Hartzell Engine Technologies Community
The resources you will find in this design manual and elsewhere within the www.HartzellEngineTech.com website represent our company’s efforts to truly and fully integrate the way we talk about and visually represent Hartzell Engine Technologies (HET), both to ourselves and those we serve here at the facility, and to those we talk with and serve beyond our Tailwind family.
In that regard, this system of word marks, the brand and sub-brands of Hartzell Engine Technologies including typefaces and design templates, as well as the words, descriptions and abbreviations we will consistently use in writing and speaking about Hartzell Engine Technologies, are part of what will characterize our work as a global, professional aerospace company.
I would like to endorse and ask you to consistently use these resources and the guidelines they represent as you prepare materials to tell the story of Hartzell Engine Technologies.
In most cases, the Marketing & Communications Department will help you prepare those materials ranging from the specific brand or sub-brandyou will use to identify yourdepartment, enterprise or initiative, to the electronic, print and media resources you’ll use to deliver your content.
If you are doing a project that isinternally focused and one you wish to do on your own, I invite you to use the design templates provided here. Please confirm your final design with the Marketing & Communications Department before you complete the project.
Once again, I believe the mostpowerful way to reinforce the brand of Hartzell Engine Technologies—whether it is visually, verbally or in writing— is to do so in a way that reflects consistency and professional excellence.
The resources provided here are the toolbox we will need individually and as a company to accomplish that goal.
Thank you in advance for yourparticipation in and compliance with the consistent use of these standards as we powerfully and consistently share the presence of Hartzell Engine Technologies with those we serve in general aviation and around the world.
William Cahalin » Marketing Dept.
page 02
Design Standards Manual » Introduction
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 03
The Company Logo
Aiming to uphold the character and style of sister company Hartzell Propeller the first logo was released at the formation of Hartzell Engine Technologies (HET) in September 2010. The logo had technical flaws regarding how it was designed; disproportionate symmetry, line quality was poor, and spacing was inconsistent. Great care should be taken to ensure only the official HET Logo is used.
Examples of appropriate usage can include be but not limited to certificates, offer letters, legal documents, and signage. Please contact the Marketing & Communications Department for guidance if you have questions concerning when a HET Logo is appropriate for use.
Logo v.1 2010
Hartzell Prop Logo
Official HET Logo
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Revised Typography
The kerning of the original logo’s typography was stretched and border lines modified. The redesigned official HET Logo kept the space between letterforms consistent with the source font, gradient was made functional by centering the focal point with the continuation of the arch, and the outer lines were filled resulting in a stronger, unified mark. Great care should be taken to ensure only the correct typography is used.
Background gradient
Kerning
Outer oval line art
Correct typography with focal point
page 04
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 05
Primary Signature » Anatomy
The primary signature for HET is the official logo composed of the words “HARTZELL” and “ENGINE TECHNOLOGIES” in all caps. Directly below with even proximity is the arch symbol followed by the company’s location in “MONTGOMERY, ALABAMA USA”. Everything is contained within two (2) oval rings with the outer oval’s horizontal line-width three times thicker than the inner.
The color version and the all-black version may be used on all company communication and general applications. Use of the reversed logo is limited to when the background color or image is too dark to legibly recognize one of the other two primary logos as stand alone elements and changing the project’s layout is not possible. Please contact the Marketing & Communications Department if you are considering using this option.
Color logo
All-black logo
Reversed(white)
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 06
Alternate Logos
The Alternate Logo v.1 for Hartzell Engine Technologies has a glare across the ovals and sometimes increased depth added to the typography. It is restricted to certain print and online projects within the Marketing & Communication Department. Use of this alternate logo is limited and not intended for official applications.
The Alternate Logo v.2 arch and “Hartzell” lettering is red with no background gradient. Examples of appropriate usage of this logo is facility signage or when vendors have manufacturing limitations. Please contact the Marketing & Communications Department with any questions or concerns.
Alternate Logo v.1 with glare
Alternate Logo v.2 red and black
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Taglines
Whenever possible the primary signature should include the use of a tagline to reinforce HET’s mission.
The full tagline & our mission (Seeking to Provide the Best Aircraft Accessories In the World. Start to Fly.) should only be used centered below the primary signature; and the truncated tagline (Start to Fly.) should only be used justified to the right of the primary signature.
HET logo-full tagline
HET logo-mini tagline
Seeking To Provide The Best Aircraft Accessories In The World. Start to Fly.
Start to Fly.
page 07
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 08
Symbolism
For almost a century the name Hartzell has been a symbol of Quality, Excellence, and Honor within the general aviation community. The Hartzell family’s founding principle of “Built on Honor” is what HET is aspiring to earn and represent.
At Hartzell Engine Technologies this pursuit does not happen over night or because it is written down in black-and-white. It starts within the hearts and minds of all the employees who make up HET. Together we are continually striving to meet the needs and intent on improving every aspect of how we serve our customers. We recognize that the manner in which we do that is what separates us from our competition, and the culmination of our efforts makes our brand something to be proud of.
The arch symbol of the HET Logo represents approaching the horizon of these ideals and goals. Echoing the character of sister company Hartzell Propeller the name remains the same typeface and similar color palette.
For those of you familiar with the legacy logos containing the name Hartzell, the arch also visually hints at the curved font seen in original typefaces dating back to the first manufactured propeller in 1917. The HET Alternate Logo v.1 using a glare references the red diagonal stripe also seen in Hartzell Prop’s logo where the stripe clearly represents a spinning aircraft propeller.
“Built on Honor.”
Design Standards Manual » Brand Identity Elements
“The phrase must be earned.” - Joe Brown
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Primary Color Palette
The primary color palette for Hartzell Engine Technologies is made up of Grey (Cool Gray 8 M), White, Black, HET Red (PMS 485), and HET Tan. Alternate HET Khaki and HET Teal (PMS 7460) are used for accents.
The top row of colors represent the amount of each hue that should be considered relative to the rest of the palette. The bottom row of colors provides PMS, CMYK, RGB and HEX color values.
page 09
PMS stands for PantoneMatching System and is a
universal standard usedby printers to ensure color
consistency.
RGB color values should be usedwhen the final design result is
intended for on-screen viewing.
CMYK color values shouldbe used for full-color printed
materials that do not use PMSspot colors.
HEX color values should be usedwhen designing for the web.
GRAY
PMS COOL GRAY 8
C 43M 35Y 35K 1
R 153G 153B 153
HEX 999
HET RED
PMS 485
C 0M 100Y 100K 10
R 215G 25B 32
HEX d71920
HET TAN
PMS 7501
C 12M 14Y 36K 0
R 224G 208B 169
HEX e0d0a9
HET KHAKI
PMS 4515
C 29M 31Y 67K 0
R 188G 166B 109
HEX bca66d
HET TEAL
PMS 7460
C 78M 24Y 6K 0
R 0G 153B 204
HEX 0099cc
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 10
Primary Typography
The typeface of “Hartzell” originally was the design of Akzidenz-Grotesk (AG) for the Royal Prussian Academy of Sciences in 1880 and later was released by the Berthold Type Foundry. AG evolved into the first contemporary san serif typeface to be widely used. The official HET Logo uses the version called AG Schoolbook released in 1983. The popular typeface was used as a model for the extremely famous (and over used) Helvetica family.
Carrying the font lineage into the twenty-first century, the primary supporting typefaces for Hartzell Engine Technologies are Helvetica Neue (descendant of AG) and Cambria, and should be used whenever possible.
Helvetica Neue comes packaged standard on Mac computers and provided in any Adobe software bundle. Cambria is a standard system font on both Windows and Mac platforms.
AG Schoolbook Medium-Alternate
“HARTZELL”
Heading Style 1 » Helvetica Neue Condensed Bold
Heading Style 2 » Cambria Bold
Body Style 1 » Helvetica Neue RegularHelvetica Neue LightHelvetica Neue Light ItalicHelvetica Neue Bold
Body Style 2 »Cambria RegularCambria ItalicCambria Bold
Sans Serif type does not havefinishing strokes on the arms andstems of letter forms.
Serif type has finishing strokeson the arms and stems of letter forms.
If you do not have thesetypefaces installed on yourcomputer you may use thealternate typefaces on thefollowing page or contact theIT Department to inquire aboutpurchasing these typefaces andhaving the fonts installed.
Design Standards Manual » Brand Identity Elements
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Alternate Typography
If you do not have the primary typefaces installed on your computer, the typefaces presented here are system fonts and are acceptable alternates.Helvetica Narrow Bold is used as a heading style substitute, Arial and Arial Narrow used for the body alternates. Times is the back-up serif font but should be very limited since the primary typeface Cambria is a Windows system font.
System typefaces are installedautomatically on all computers,
making these fonts widelyavailable to all users.
Design Standards Manual » Brand Identity Elements
Heading Style 1 » Helvetica Narrow Bold
Heading Style 2 » Times Bold
Body Style 1 » Arial RegularArial Narrow RegularArial Narrow ItalicArial Bold
Body Style 2 »Times RegularTimes ItalicTimes Bold
page 11
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Spacing » Clearance
The minimum distance between all sides of the official HET Logo and any other graphic elements, photography, or edges of the page should always be equal to the “H” height from “Hartzell”. This is critical to ensure the HET Logo is consistently being reproduced and viewed in the most effective way. In the HET signature example notice the minimum distance in relation to the font size of the type.
Position
The ideal position of the logo used on a page is: centered at the top; justified left (see letterhead page 16) at the top; or justified left at the bottom. The spacing detailed above should always be adhered to.
Design Standards Manual » Brand Identity Guidelines
page 12
Start to Fly.
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Minimum Sizing
The official Hartzell Engine Technologies Logo is a single visual unit; all elements including the underlying text “ENGINE TECHNOLOGIES”. As such, unless used in the specific circumstances noted here, the underlying text should never be scaled independently or removed from the “HARTZELL” typography.
In most applications, the minimum size for the HET Logo is .5 inches tall. In addition, when used in ads, on products, or tags etc. the HET Logo needs to be at least as large and prominent as any other secondary manufacturer marks or brands that also appear on that project.
When used in packaging or advertising with a larger amount of negative “white” space, the HET Logo should be scaled/enlarged to at least 1/3 the visible area.
When used internally on product labels or data plates with a viewable height smaller than .5 inches, the location text “MONTGOMERY, ALABAMA USA” may be dropped and the logo may be scaled as small as .375 inches. Under no circumstances may the HET Logo be less than .375 inches tall, in any application.
At times the viewable area of a label or tag is between .375 and .125 inches, just the typography elements of the company name are used: no ovals; no arch; and no location text. Also, very rarely the full company name may be used, no smaller than .0625 inches. Please contact the Marketing & Communications Department with any questions on sizing.
Design Standards Manual » Brand Identity Guidelines
page 13
Minimum height.5 inches
.0625 inch
Tag Logo for sizes between .375 & .125 inches tall
HARTZELL ENGINE TECHNOLOGIES
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 14
File Format » What Should I Use?
The Official HET Logo is supplied in a number of different formats for web and print use. This page details the file names and examples of use in certain situations. Note that the files were designed using Adobe Illustrator CS5. If a file needs reverted to an older format please contact the Marketing & Communications Department
The HET Logo files are available for download on the Departs drive: file://HET2008/Departs/Marketing/Logo-Hartzell-Engine-Technologies
Professional print i.e. Letterhead paper, business cards, and folder etc:HET-Logo-300dpi-color.jpgHET-Logo-300dpi-black.jpgHET-Logo-300dpi-glare.jpg
Internal posters and other things printed using standard desktop printers:HET-Logo-150dpi-color.jpgHET-Logo-150dpi-black.jpg
Large scale printing i.e. Banners, signage, billboard, or vehicle placement:HET-Logo-color.epsHET-Logo-black.eps
Web and Screen:HET-Logo-color-web.pngHET-Logo-email.jpg
Design Standards Manual » Logo » How-to-Use
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Design Standards Manual » Logo » How-to-Use
Logo » Incorrect Use
It is critical that the Hartzell Engine Technologies logo is always presented in a consistent way to build brand identity recognition.
The examples shown here represent some of the more common abuses, but this is by no mean an exhaustivelist of incorrect uses.
Never transform proportions independently or “squish” the logo.
Never rotate the HET logo.
Do not divide elements of the primary signature or scan and
reprint blurry.
Another incorrect example of dividing the primary signature.
See page 13 for minimum sizing.
Never add stylistic effects or create alternate color versions of the logo.
Never reverse the logo out of background images/patterns that do not have sufficient contrast to
ensure readability.
page 15
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 16
Company Letterhead
The standard letterhead is for official communication purposes from Hartzell Engine Technologies. This template lays out the standard format and style to be followed by all Hartzell Engine Technologies (HET) departments so that our communications are uniform. Please do not deviate from the text content shown in the example in regards to fonts, line spacing, margins, color, etc.
Template variations of this design are provided for the following:
• Distributor Notification• Internal (Company)
Notification• Letterhead• Newsletter• Press Release• Service Bulletin• Service Information Letter
The templates are available for download on the departs drive: file://HET2008/Departs/Marketing/Forms-Documents/
Keeping the margins set at 1 inch keeps the format from shifting when printed due to the pagination gutter. Standard 3-hole punch center is roughly .5 in from edge.
Layout is based on a 3 column grid design or a combination of the three.Each column is 2 inches wide with a .25 inch gutter.
Design Standards Manual » Stationary & Forms
.75 in1 in 1 in
2 in
3.25 in
2 in 2 in
.75 in .75 in
.25 in
.25 in
2 in1 in
1 in
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
page 17
Standard Envelope
The Hartzell Engine Technologies standard envelope is used for general purposes across all departments. Variations of this envelope can be ordered with security window, non-security window, etc.
Standard Business Card
The HET business card can accommodate up to two title lines, four pieces of contact information, and a physical address.
Letterhead, envelopes, and business cards are ordered through the Office Manager.
E-mail: [email protected]
Design Standards Manual » Stationary & Forms
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
File-Naming » Best Practices
Just like paper files, electronic files need to be well-organized and labeled correctly so that they are identifiable and accessible by all Hartzell employees. This is especially important for the general aviation market in order to comply with legal requirements to ensure the availability, integrity, accessibility, and the confidentiality of our records.
Efficient management of electronic records begins with accurate file-naming. The following file-naming convention incorporates best practices in electronic records management and information technology. These established file-naming rules are highly recommended for all electronic records; however, every rule may not be relevant to every department. Regardless, this document should provide a foundation for developing a consistent and easy to use file-naming standard to be implemented at HET.
Electronic records include documents, spreadsheets, databases, images, video, and audio. If not managed, a computer assigns a unique name for these files when saved, but these names do not provide a context for the file, nor are they logical. For example, the default file name for a Microsoft Word document consists of the first few words written on the first page. Images are frequently labeled with sequential numbers. These types of file names do not promote accessibility and ease of identification.
Records will be accessed by others. Keep in mind our network server is utilized and accessible from multiple locations by various people. This requires that file names (as well as folder structures) make sense to more than just the creator. A file name should be clear to everyone in the company
and should be distinguishable from files with similar subjects as well as different versions of the same file. When other individuals access a record, they may be using different operating systems (Microsoft Windows, Mac OSX), different versions of the system (e.g. Windows Vista, Windows XP), or different software (e.g. Microsoft Word, OpenOffice.org Writer, Notepad); therefore, it is important to follow rules that will allow a file to be recognized in as many different environments as possible.
Design Standards Manual » File-Naming Best Practices
page 18
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Rule 1 » Avoid using special
characters in a file name. \ / : * ? “ < > | [ ] & $ , .
Rule 2 » Use dashes instead
of periods, spaces, or underscores.
These characters are frequently used for specific tasks in an electronic environment. For example, a forward slash is used to identify folder levels in Microsoft products, while Mac operating systems use the colon. Periods are used in front of file-name extensions to denote file formats such as .jpg and .doc; using them in a file name could result in lost files or errors.
As mentioned above, periods already have a specific function in a file name, which is to tell the computer program where the file-name extension begins. Spaces are frequently translated in a Web environment to be read as “%20”. For example:
Naming tutorial.doc Would appear as,
Naming%20tutorial.doc
This alteration causes confusion in identifying the actual file name online and when backing up data across operating systems. Spaces in file names can also cause broken links, because word processing tools like Microsoft Word, and e-mail clients like Microsoft Outlook, recognize spaces as an opportunity to move to another line Therefore, a link to:
\\HET2008\company\naming conventionsCould become,
\\HET2008\company\namingconventions
If a document uses underscores instead of dashes search engines (Google, Bing, Yahoo etc.) index the complete file name. So if you have a url like “word1_word2.jpg”, Google will only return results matching “word1_word2.jpg” (which almost never happens). Proper file-naming using a dash means the file can be found by searches for “word1”, “word2”, and “word1 word2”.
Some operating systems and software the acceptable length of file names only allow up to 256 characters, while others fewer. Generally about 25 characters is a sufficient length to capture enough descriptive information for naming a record.
Design Standards Manual » File-Naming Best Practices
Rule 3 » Err on the side of brevity.
page 19
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Rule 4 » The file name should include all necessary descriptive information independent of where it is stored.
Records will be moved from their original location.Files are frequently copied to other folders, downloaded, and emailed. It is important to ensure that the file name, independent of the folder where the original file lives, is sufficiently descriptive. Electronic records are usually organized in a series of folders.(see figure 1)
While this is a very organized way of storing records, it is only efficient as long as the files stay in their original folders in their original context. When multiple employee’s work on a project it is very easy to misfile a document. As soon as “0001.tif” is copied to another folder, or emailed to someone, the context provided by the folders in which the document is nested is lost. Context is particularly important in legal situations because it provides authenticity and trustworthiness of the record. Losing the context of a record can possibly compromise its trustworthiness and therefore its validity or admissibility.
For instance, if the files in figure 2 were pulled out of their appropriate folders, they would appear to be the same file.
Figure 1
Tradeshows\Posters\AOPA\0001.tif
Figure 2
Tradeshows\Posters\AOPA\0001.tifTradeshows\Posters\EAA\0001.tif
Incorrect: 0001.tif
Correct: Tradeshow-Poster-AOPA-0001.tif
Design Standards Manual » File-Naming Best Practices
page 20
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
File RetentionHere at HET we want to enable accessibility not only by current users, but by future users as well.
Retention schedules are applied to electronic records just as they are to paper records. Having the relevant date associated with the file is essential. Though many operating systems store this information with the file, as users move the file among folders and computers and as the file is re-saved as revisions are made, those dates change. A file could have dates that do not make much sense to its original creation. Such as when the properties of a file displays a modified date before the date created. This error happens when the file was copied from a server to a desktop.
The best way to prevent confusion is to embed the relevant date (the date that the file was created or revised) in the file name itself.
Rule 5 » Include dates and format
them consistently.
Rule 6 » To more easily manage
drafts include the version or revision number.
Rule 7 » Be consistent.
The best way to list the date is based on the international standard date notation:
YYYYMMDD
YYYY is the year, MM is the month of the year between 01 (January) and 12 (December), and DD is the day of the month between 01 and 31.
For example, January 5, 2008 is written as 20080105.
To reflect a file that was last edited on May 24, 2012.
filename-20120524.doc
The easiest way to do this is to use the letter “v” to represent “version number.” Then, “v01, v02, v03” can be added as needed to a file and the main file name can stay the same. This is much more effective than other common additions like “update,” “new,” “old,” etc. An exception to this rule is us-ing “FINAL” to indicate the final version of the document.
This format allows ease of sorting and comparing files by date and prevents
confusion with other date formats (espe-cially in other formats that use just two
digits for the year).
Design Standards Manual » File-Naming Best Practices
page 21
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
HET Design Standards » In Action
Here is a few examples of documents already formatted to the Hartzell Engine Technologies Desgin Standards.
SQ-001 Supplier Requirements Manual
page 22
Design Standards Manual » Standardization » In Action
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
HET Invoice » Before
HET Invoice » After Design Standards
page 23
Design Standards Manual » Standardization » In Action
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Glossary
The following pages offer a basic glossary as it relates to design, the guidelines presented in this manual and branding. Please contact the Marketing & Communications Department for any additional questions you may have.
(334) 386-3621E-mail: bcahalin@ hartzellenginetech.com
Brand »
A person’s perception of a product, service, experience or organization
Brand architecture » A hierarchy of related brands, often beginning with a master brand, describing its relationship to subbrands and co-brands; a brand family tree
Brand asset »
Any aspect of a brand that hasstrategic value, which may include brand associations, brand attributes, brand awareness or brand loyalty
Brand champion »
Anyone who evangelizes or protects a brand; a brand steward
Brand identity »
The outward expression of a brand, including its name, trademark, communications and visual appearance
Brand manual »
A document that articulatesthe parameters of the brand formembers of the brand community; a standardized set of brand-building tools
Brand police »
Manager or team responsiblefor strict compliance with theguidelines in the brand manual—HET Marketing &Communication Department
Identity »
The central sustainable elements of a brand identity, usually the name and trademark
Customer expectations »
The anticipated benefits of a brand, whether explicit or implicit
Design »
In brand-building, the planningor shaping of products, services, environments, systems, communications or other artifacts to create a positive brand experience
Glossary content was taken
from the book The Dictionary of a
Brand, edited by Marty Neumeier,
published by AIGA, www.aiga.org
Design Standards Manual » Glossary of Terms
page 24
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Differentiation »
The process of establishing a unique market position to increase profit margins and avoid commoditization; the result of positioning
Elevator speech »
A version of a brand’s purpose or market position, short enough to convey during a brief elevator ride
Emotional branding »
Brand-building efforts that aim at customers’ feelings through sensory experiences
Extended identity »
The elements that extend the core identity of a company or brand, organized into groupings such as brand personality, symbols and positioning
Feature »
Any element of a product, service or experience designed to deliver a benefit
Field test »
Qualitative research used to assess a new product, package, concept or message
Focus group »
A qualitative research technique in which several people are invited to a research facility to discuss a given subject; a type of research designed to focus later research
Futurecasting »
A technique used to envision future products, industries, competitors, challenges or opportunities; a combination or forecasting and imagination
Generic »
An unbranded product, service, or experience; a commodity
Generic brand »
A misnomer often applied to acommodity product or store brand (since the terms generic and brand are mutually exclusive)
Global brand »
A product, service, or company that competes globally (often a misnomer, since most brands, by definition, vary from culture to culture)
Guerilla marketing »
A marketing program that usesnon-traditional channels to sell or advertise products or services
Harmonization »
The alignment of the elements of a brand across product lines or geographic regions
Hollywood model »
A system or creative collaboration in which specialists work as a team for the duration of a project
House of brands »
A company in which the dominant brand names are those of the products and services the company sells
Design Standards Manual » Glossary of Terms
page 25
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Icon »
The visual symbol of a brand, usually based on a differentiated market position; a trademark
Information hierarchy »
The order of importance of theelements in a brand message
Ingredient brand »
A brand used as a selling feature in another brand
Innovation »
A market-changing product, service, experience, or concept; the formal practice of innovation
Integrated marketing »
A collaborative method fordeveloping consistent messaging across media
Internal branding »
An internal program to spread brand understanding through the use of standards manuals, orientation sessions, workshops, critiques, and online training; brand cultivation
Jamming »
Building a brand or companythrough improvisational collaboration
Kit of parts »
A complete brand identity scheme, including name, trademark, typography, colors, shapes, sound signatures, taglines, and other expressions of the brand
Leveraging a brand »
Borrowing from the credibility of one brand to launch another brand, subbrand, or co-brand; brand extension
Line extension »
The addition of one or more subbrands to a master brand; the expansion of a brand family
Living brand »
A brand that grows, changes, and sustains itself; a healthy brand
Logo »
An abbreviation of a logotype, now applied broadly to trademarks
Logotype »
A distinctive typeface or lettering style used to represent a brand name; a wordmark
Look and feel »
The sensory experience of a product, environment, or communication
Marketing »
The process of developing,promoting, selling, and distributing a product or service
Market penetration »
The market share of a product,service, or company compared to others in the category
Master brand »
The dominant brand in a lineor across a business, such asPepperidge Farm or Sony, to which sub-brands can be added; a parent brand
Media »
The channels through which brand messages are delivered, such as television, printed publications, direct mail, the Internet, and outdoor posters
Design Standards Manual » Glossary of Terms
page 26
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Media advertising »
One-way messages designed to sell, persuade, or create awareness of a brand through public communication channels
Mental model »
A conceptual model of an experience, environment, process or system that provides better understanding
Message architecture »
The formal relationships amongbrand communications
Mission statement »
A concise statement of the purpose or aspirations of an organization
Name brand »
A widely recognized product, service, or organization
Natural reading sequence »
The order in which readers can most easily absorb separate pieces of information
Nomenclature system »
A formal structure for naming related products, services, features, or benefits; the naming portion of an organization’s brand architecture
Opinion leader »
A person whose opinion orpersonality exerts an influence over other members of a group
Parallel execution »
The process by which creative teams work simultaneously rather than sequentially
Parallel thinking »
A brainstorming technique in which everyone thinks in the same direction at the same time, generating a range of usable ideas
Parent brand »
The main brand in a brand family; a master brand
Perception »
An impression received through the senses; a building block of customer experience
Permanent media »
Environmental brand messages that last for years, such as architecture or signage
Positioning »
The process of differentiating aproduct, service, or company in a customer’s mind to obtain a strategic competitive advantage; the first step in building a brand
Promise »
A stated or implied pledge thatcreates customer expectations and employee responsibilities, such as Fed-Ex’s one-time guarantee
Reach »
The number of people exposed to an advertising or brand message
Reputation »
The shared opinion of a product, service, or organization among all the members of its audience
Segment »
A group of people who are likely to respond to a given marketing effort in a similar way
Design Standards Manual » Glossary of Terms
page 27
©2013 Hartzell Engine Technologies LLC
Hartzell Engine Technologies LLC2900 Selma Highway
Montgomery, AL 36108 USA
Phone (334) 386-5400 Fax (334) 386-5410
www.HartzellEngineTech.com
Segmentation »
The process of dividing a mar-ket into subcategories of people who share similar values and goals
Signature »
The defined visual relationshipbetween logotype and a symbol
Slogan »
Catchphrase, tagline, or rally cry
Social network »
A network of people that canbe leveraged to spread ideas ormessages using viral marketing
Strategy »
A plan that uses a set of tactics to achieve a business goal, often by outmaneuvering competitors
Sub-brand »
A secondary brand that builds on the associations of a master brand
Symbol »
A sign or trademark designed torepresent a brand
Tactic »
An expedient maneuver used insupport of a strategy
Tagline »
A sentence, phrase, or word used to summarize a market position, such as Mini’s “Let’s motor” and Taco Bell’s “Think outside the bun”
Target market »
The group of customers a company has decided to serve
Touch point »
Any place where people come in contact with a brand, including product use, packaging, advertising, editorial, movies, store environments, company employees, and casual conversation
Trademark »
A name and/or symbol that indicates a source of goods or services and prevents confusion in the marketplace; a legally protectable form of intellectual property
Value proposition »
A set of benefits, includingfunctional, emotional, and self-expressive benefits
Viral marketing »
A technique by which socialnetworks are used to spread ideas or messages, through the use of affiliate programs, co-branding, e-mails, and link exchanges on-line, or on-line, through use of word-of-mouthadvertising and memes
Vision »
The story a leader tells about where the organization is going; the aspirations of a company that drive future growth
Voice »
The unique personality of a company as expressed by its verbal and written communications; the verbaldimension of a brand personality
Wordmark »
The brand name as represented by a distinctive typeface or lettering style; a logotype
Design Standards Manual » Glossary of Terms
page 28