Sears corporate identity

Corporate Identity Guidelines

A. Basic Logo GuidelinesAugust 5, 2004

Sears’ brand identity is one of the company’s most fundamental and powerful assets. Maintaining the strength and clarity of that identity is an important responsibility of every Sears associate.

The Sears Corporate Identity Guidelines define standards and procedures that must be followed when employing any aspect of the Sears Identity. They include downloadable and easy-to-use logos, color specifications and sample applications to help put the power of the Sears Identity to work for you.

These Identity Guidelines are intended to serve as the foundation upon which to build your communications program and target your messages to address particular business or audience needs. We appreciate and depend upon your cooperation and adherence to the Identity Guidelines to help protect and grow one of our company’s most valuable assets.

If you have questions, contact Sears Brand Management for assistance.

Sears Corporate Identity Guidelines

A. Basic Logo Guidelines2 Introduction

3 The Sears Logo

4 Logo Colors

5 Tagline

8 Minimum Clear Space

9 Special Small Logo

10 Sub-Brand Logos

12 Sub-Brand Colors

14 Horizontal Sub-Brand Logo

15 Corporate Department Names

16 Corporate Color Palette

18 Corporate Typography

20 Using Sears in Copy

21 Sears, Roebuck and Co.

22 Downloading Logo Art

23 Logo Applications

25 Please Avoid

27 Contact Information

Table of Contents

2Introduction

The all-caps Sears Logo and the old Sears Blue are being phased out.

The following Preliminary Guidelines define visual standards and procedures that must be followed when using the new Sears Logo. They include easy-to-use logos and color specifications to help put the power of the Sears Identity to work for you.

Old Logo (Pantone 281)

New Logo (Pantone 072)

The Sears Logo is one of our brand’s most important assets. Use the basic identity guidelines to protect its value, preserve its strength, and create consistent communications.

Always reproduce the Sears Logo accurately from the master reproduction art, or an original source file, following the guidelines carefully.

The colors shown in these guidelines are not intended to match the PANTONE® Color Standards.

Never alter the logo in any manner.

The Sears Logo3

4Logo Colors

Sears Blue and Red

When using color, the Sears Logo must appear in Sears Blue and Red (Pantone 072 and 485), on a white background, or reversed in white and Sears Red on a Sears Blue background. For certain applications, a black-and-grey version is acceptable (see next page).

Sears Blue Specifications

SpotPantone 072

RGB0/0/153

CMYK100/74/0/0

Web00 00 99

3M Vinyl Film (for signage)Sears Blue (custom)

Sears Blue(Pantone 072)

WarningQuark and Adobe settings must be adjusted manually; Pantone 072 does not automatically break down into 100/74/0/0 within Quark and Illustrator.

Color MatchingBe sure to carefully match your color needs to the Sears Blue and Red specifications above. If you are in doubt about an accurate match and you believe an adjustment may be necessary, contact the Sears Corporate Identity Group. The colors shown here and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

Due to the manner in which color is represented on-screen, the colors shown here may not accurately represent the true Sears Corporate Colors. Therefore, do not use the colors shown here (or a printed version of this page) for color matching. Instead, always refer to the color specifications and visually match the specified colors accurately.

The Arc portion of the Logo always appears in Sears Red — never Sears Blue. Likewise, never set the entire Logo in Sears Red.

Sears Red Specifications

SpotPantone 485

RGB255/0/0

CMYK0/95/100/0

WebFF 00 00

3M Vinyl Film (for signage)Tomato Red

Sears Red(Pantone 485)

Reproducing in Black

The Sears Logo should be reproduced in Sears Blue and Sears Red whenever possible. In cases where color selection is more limited and Sears Blue and Red are not available, a black Sears Logo is acceptable. The Sears Logo may also reverse in white on a black background in these types of applications.

For more visual focus on the “Sears” portion of the Logo, the Arc appears as a 50% tint of black. Do not reproduce the Arc in solid black or white.

Black

50% Black

5Logo Colors

6Tagline

“Good Life. Great Price.”

The Sears Tagline is ”Good Life. Great Price.” It is used in a special lockup with the Sears Logo for retail and promotional applications, such as advertising and point-of-sale. It may also be used online for our websites.

When the Tagline is in a lockup with the Sears Logo, the Arc is not used.

Avoid using the Tagline on internal documents, business correspondence, or other non-marketing applications.

The Tagline is always the same color as the Sears Logo (Sears Blue, black, or white). Do not use any other color (such as Sears Red) for the Tagline.

The Tagline is set in Helvetica Neue Light—however, do not attempt to set it yourself. Always reproduce the Sears Logo accurately from master reproduction art, or an original source file.

The Tagline is only used in a lockup with the “Sears” portion of the Logo; do not use it alone, with Sub-Brands, with the Arc, or with any other logos.

The Sears Logo and Tagline should be reproduced in Sears Blue whenever possible. In cases where color selection is more limited and Sears Blue is not available, an all-black Sears Logo and Tagline is acceptable. The Sears Logo and Tagline may also reverse in white on a black background in these types of applications.

7Tagline

8Minimum Clear Space

Minimum clear space for the Sears Logo In order to protect the Sears Logo, a unit equivalent to the height between the top of the “S” and the top of the “e” is used to construct a minimum “area of isolation,” or a Clear Space, around the Logo at all times. Copy, design elements, and image borders should never invade the Clear Space. When using the Sears Logo on a photograph, ensure that clear space is maintained and that no detailed portions of the photograph invade the Logo.

Minimum clear space should be observed on any version of the Sears Logo, including the Sub-Brand Logos, or the Logo with Tagline.

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Example of minimum clear space in use

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Special Small Logo

The “racetrack” line within the Sears Logo must always be clear and clean. To avoid the line “filling-in” when printed at smaller sizes (applications of 1.25” logo width and less), use the Special Small Logo. The Logo has a wider “racetrack.”

Do not use the logo at sizes smaller than 3/8-inch.

If you have a need for an extremely large logo, such as for signage, please contact Sears Brand Management.

Do not attempt to recreate the Special Small Logo by reducing the size of a Standard Logo. Always reproduce the Sears Logo accurately from master reproduction art, or an original source file.

The Sears Sub-Brand Logos are also available in Special Small versions.

1.25” Logo width or

less

Greater than 1.25”

logo width

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10Sub-Brand Logos

Certain Sears businesses, services, and other initiatives are identified by creating a “lock-up” with the Sears Logo. The format for the Sub-Brand Lockup has been carefully predetermined and should always be used when graphically identifying the sub-brand.

The Arc is never used with Sub-Brand Logos.

The height of the space from the top of the “S” to the top of the “e” is a single unit of measurement; this unit is scaled proportionately as the logo is scaled, and is used to determine the height and position of the sub-brand name. The sub-brand name is set in Helvetica Neue Condensed Medium.

The Sub-Brand name is always justified

to the right edge of the final “S” in the

Sears Logo. If a Sub-Brand name is long

enough it may extend past the left side of

the Sears Logo; or, a longer Sub-Brand

name may be stacked onto two lines. If the

sizing and positioning of the Sub-Brand

shown here is not visually appropriate in

a particular application (certain types of

signage, for example), other options may

be possible, with special permission.

Maintain Clear Space around the Sub-

Brand Logos, in the same way that Clear

Space is maintained for the Sears Logo.

Incorrect

Sub-Brand construction

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Examples of Sub-Brand Logos

11Sub-Brand Logos

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WarningQuark and Adobe settings must be adjusted manually; Pantone 072 does not automatically break down into 100/74/0/0 within Quark and Illustrator.

Color MatchingBe sure to carefully match your color needs to the Sears Blue and Red specifications above. If you are in doubt about an accurate match and you believe an adjustment may be necessary, contact the Sears Corporate Identity Group. The colors shown here and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

Due to the manner in which color is represented on-screen, the colors shown here may not accurately represent the true Sears Corporate Colors. Therefore, do not use the colors shown here (or a printed version of this page) for color matching. Instead, always refer to the color specifications and visually match the specified colors accurately.

12Sub-Brand Colors

Sears Blue and Red

The Sub-Brand Logo uses Sears Blue (Pantone 072) as well as Sears Red (Pantone 485). Only the sub-brand name should be set in Sears Red. Do not use other colors for the sub-brand name.

Sears Blue Specifications

SpotPantone 072

RGB0/0/153

CMYK100/74/0/0

Web00 00 99

3M Vinyl Film (for signage)Sears Blue (custom)

Sears Blue(Pantone 072)

Sears Red(Pantone 485)

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Sears Red Specifications

SpotPantone 485

RGB255/0/0

CMYK0/95/100/0

WebFF 00 00

3M Vinyl Film (for signage)Tomato Red

Alternatives

If printing a limited-color piece and Pantone 485 is not available, Sears Blue is an acceptable alternative for the Sears Sub-Brand Logos. If Sears Blue is not available, the Sub-Brand Logo may be printed in solid black.

If printing a 2-color piece that includes black and the other color is not Sears Blue, use an all-black logo. Do not combine black and the second color, even if it is Sears Red.

13Sub-Brand Colors

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14Horizontal Sub-Brand Logo

Exterior Building Signage Option

The horizontal version of the Sub-Brand Logo is for use when vertical space is more restricted, such as in storefront signage. Note that the height of the sub-brand name (Portrait Studio) is 1.5x — NOT the same height as in the stacked version (1.0x).

Other configurations are possible and are always developed in conjunction with Store Operations.

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Corporate Department Names

If a corporate department, organization, activity, or other group is not considered a business, service, or “Sub-Brand,” then it is identified by the Sears Logo only—the association is primarily with Sears.

Clear Space for the Sears Logo is maintained, and it appears separately from the corporate department name.

Do not create a lock-up with the Sears Logo and the Department name. Set a Department name off on its own, in Helvetica Neue Condensed Regular, Medium, or Bold.

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Examples of Corporate Departments

16Corporate Color Palette

While Sears Blue and Red are our most visible and important colors, other colors are necessary to give a strong personality to our corporate brand. These are colors that are used for headlines, copy, borders, and backgrounds within corporate communications.

Spot, CMYK, RGB, and Web specifications for each of these colors are located on the next page.

These colors are for corporate communications only. For other applications (such as in-store signage or advertising), refer to the current seasonal color palette, available through the Sears Creative Services Department.

CorporatePrimaries

CorporateJewel Tones

CorporateNeutrals

17Corporate Color Palette

ColorPalette

Sears Blue

Sears Red

Sears Yellow

Light Tan

Pale Yellow

Light Peach

Peach

Pale Red

Light Purple

Pale Blue

Light Blue

Light Warm Grey

Light Cool Grey

Medium Warm Grey

Medium Cool Grey

Dark Warm Grey

Dark Cool Grey

Black

(*) Web-safe color

072

485

102

4545

1205

475

148

162

664

7457

2707

WG 02

CG 02

WG 06

CG 06

WG 11

CG 11

Black

CorporatePrimaries

CorporateJewel Tones

CorporateNeutrals

PantoneSpot

100/74/0/0

0/97/100/0

0/0/95/0

0/3/19/6

0/5/31/0

0/11/20/0

0/16/37/0

0/15/22/0

11/9/0/0

12/0/2/0

17/6/0/0

0/2/5/9

0/0/0/10

0/6/12/31

0/0/0/31

0/17/34/62

0/2/0/68

0/0/0/100

ProcessCMYK

0/0/153

255/0/0

255/255/0

240/233/192

255/242/171

254/277/193

254/214/148

253/217/184

226/223/238

224/243/243

212/225/239

232/227/218

230/230/230

175/166/150

176/176/176

96/81/59

82/80/81

0/0/0

ScreenRGB

00 00 99 (*)

FF 00 00 (*)

FF FF 00 (*)

F0 E9 C0

FF F2 AB

FE E3 C1

FE D6 94

FD D9 B8

E2 DF EE

E0 F3 F3

D4 E1 EF

E8 E3 DA

E6 E6 E6

AF A6 96

B0 B0 B0

60 51 3B

52 50 51

00 00 00

Web

18Corporate Typography

Corporate Typeface: Helvetica Neue

The Sears corporate typeface (font) is Helvetica Neue. It is used within all Sears Logos and corporate communications.

Helvetica Neue may be used for sub-branding, headlines, body copy, and any other use where typography is required.

There are two versions of Helvetica Neue: Regular and Condensed. Within each version, there are six weights and italics available.

Support Typefaces

A narrow selection of other typefaces is also available. Myriad Pro, Futura, and Times New Roman are support typefaces that may be used to add contrast or complement the corporate typeface on items such as print collateral, forms, or promotional items. Other typefaces should not be used.

Leading (Line Spacing)

In general, type should be spaced at approximately 120% of the type point size for maximum legibility. For example, each line of 12 pt. type should be spaced about 14.5 pt. apart. Line spacing may be increased above 120%, depending upon design needs, but do not go below 120%.

Tracking (Letter Spacing)

Tracking may be set from (0) to (-20) for maximum legibility. Word spacing should be set to 85% (Adobe settings). Spacing may be tightened below 85% if necessary to maximize type

size in a limited space.

Justification (Alignment)

Whenever possible, justify type flush left.

Typography for Electronic Use

Universal typefaces such as Verdana, Arial, or Times New Roman should be used for electronic applications (such as web).

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19Corporate Typography

Corporate Typeface (two styles shown)

Support Typefaces (single style/weight shown for each)

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Times New RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*

20Using Sears in Copy

When referring to Sears in copy, the word “Sears” should be set in the same typeface as the copy in context. Do not use a special typeface or formatting just for the word Sears to separate it from the surrounding copy. Do not use the Sears Logo in copy.

Correct Usage

Incorrect Usage

“Sears repairs all major brands.”

“ repairs all major brands.”

Sears, Roebuck and Co.

Corporate Name

The official Corporate name is “Sears, Roebuck and Co.” The Corporate name is always set in Helvetica Neue Bold or Bold Condensed if it is being used as an identity, or if it is being shown with the standardized address block.

Do not use the Sears Logo in place of the Corporate name. Do not substitute “&” for “and” in the Corporate name. Do not spell out “Company” instead of “Co.”

Copyright Notice

Sears copyrighted materials are owned by Sears Brands, LLC. Copyright notice should read:

“© Sears Brands, LLC.”

Example

Example

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22Logo Applications

Shown are examples of Sears Logo applications. Please refer to the detailed Applications sections for specific guidelines.

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23Logo Applications

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24Downloading Logo Artwork

Electronic artwork in EPS or JPG file formats is available for each of the following Logos. Special Small Logos and black-and-white versions are available for each as well.

Please click on the Logo name in order to get to its download area. If you have questions about which Logo is most appropriate, please contact Sears Brand Management.

The basic Sears Logo guidelines should be applied when using any logo that contains the Sears Logo.

Sears Logo

Sears with Tagline

Sears AccountCare

Sears American Dream Campaign

Sears Avis

Sears Auto Center

Sears Carpet & Upholstery Care

Sears Catalog

Sears Commercial

Sears Connect

Sears Contract Sales

Sears Dealer Stores

Sears Dental

Sears Flowers

Sears Formal Wear

Sears Gift Registry

Sears Grand

Sears H & R Block

Sears Hair Salon

Sears Hair Studio

Sears Hardware

Sears Hardware and Appliances

Sears Hearing Aid Center

Sears Hearing Aid Center by Miracle Ear

Sears Home Services

Sears Logistics

Sears Music School

Sears Optical

Sears Portrait Studio

Sears Parts & Repair Services

Sears Parts & Repair Center

Sears Shop at Home

Sears Sigma

Sears Vacations

Sears Watch & Jewelry Serivce

25Please Avoid

Following are common examples of Sears Logo mis-use. Please make every effort to understand our Logo Guidelines and avoid mis-use of our brand identity assets.

The Sears Logo should never

appear on a background color

that is not Sears Blue or black.

The Sears Logo should never

appear in a color that is not

Sears Blue or black (and

Sears Red if using the Arc).

Do not use the Sears Logo in

a sentence; do not invade the

Logo’s clear space.

The Sears Logo should always

appear sharp, clean, and at

the proper resolution.

Do not use the old Sears Logo. Do not use old Sears

Blue (Pantone 281 or its

equivalent).

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Do not separate the Sears Arc

from the Sears Logo to use it

alone or in combination with

any other logos.

“ repairs all major brands.”

Do not alter the color of the

Sub-Brand elements.

Do not distort the Logo.

Do not create a containing

shape for the Sears Logo.

Do not alter the sizing or

position of the Sub-Brand

elements without special

permission.

Do not add a drop-shadow to

the Sears Logo.

Do not create new logos using

the Sears Logo.

Do not place the Sears Logo

on top of other patterns,

logos, or any other graphics.

Do not crop the Sears Logo. If placing the Sears Logo on

a photographic background,

avoid positioning on areas

of detail, pattern, or high

contrast.

26Please Avoid

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For more information, please contact:

Sears Brand Management3333 Beverly RoadHoffman Estates, IL 60179

27Contact

Sears corporate identity

Marketing

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