graphic standard style guide - gibson guitar: electric...

Graphic Standard Style Guide

performance is our passion

Epiphone Graphic Standard Style Guide performance is our passion1

A company logo symbolizes a company’s strength, confidence, promise of quality and competence. Proper treatment of a company logo ensures that it will be recognized amid communications clutter.

Graphic standards are a visual expression of our Company and serve as the foundation for our overall communications strategy. A well-managed Graphic Standards program provides a consistent message andimage. It is extremely important that these standards be followed precisely to maintain the uniformity ofpresentation necessary for successful promotional and sales efforts.

Our goal is to ensure that musicians and consumers alike throughout the world, recognize Epiphone’sname and that which distinguishes it from all other brands. These standards are to be used by everyone producing communications materials for Epiphone. Any exceptions to the standards outlined in this guidemust be approved by the Epiphone USA Marketing Department.

This Guide outlines the core elements of logo usage, how to apply them to printed and promotional materials and provide a basis for greater consistency of graphic image and style for both in-house and out-of-house usage. Possession of this Graphic Standards Style Guide does not relieve the holder from the responsibility of obtaining company approval. Items of any kind that bear an Epiphone logo may not be produced prior to approval by the Epiphone USA Marketing Department (615-391-2163) or through e-mailat [email protected].

Every employee is responsible for helping to make the Company’s communications strategy a success.Please contact the Epiphone Marketing Department if you have questions about the policies or standards in this manual.

Logo Guidelines

NEVER remove any element from the original logo artwork (ie., register mark etc.).

NEVER distort the logo (i.e. never condense or extend the logo, or make it bolder or thinner).

NEVER modify any of the letter forms.

NEVER reproduce the logo in an unauthorized color or on a background color that is not an authorized color.

NEVER use the logo in conjunction with any other logo unless approved by Epiphone USA Marketing Dept.

NEVER use the logo as headline type.

NEVER reproduce the logo over a complicated or patterned background.

NEVER surround the logo with another shape that could form a different mark.

NEVER angle the primary logo.

NEVER alter the proportion between the logo and any associated typography.

The Epiphone logo guidelines apply whether the logo is reproduced in color, reversed to white or in blackonly. In addition, the relative size proportions and positioning of these logo elements should always remainconstant. Never attempt to recreate these logos. Epiphone logos can be secured by going online to our website, at www.epiphone.com/press.

Contact the the Epiphone USA Marketing Department (615-391-2163) or through e-mail [email protected], if electronic art or discs are needed.

performance is our passion2

Primary LogoThe stylized Epiphone logo embodies over 130 years of musical instrument

excellence. Its roots date back to Epiphone’s founder, Anastasious Stathopouloand his son, Epiminados, who combined his nickname “Epi” with the Greekword for sound or “phone” to come up with the Epiphone brand name. Thestylized “E” represents the Greek “e” or epsilon and is a proud representation of Epiphone long heritage.

The tagline is very important to help better identify our business category,particularly for non-musical consumers, and should be included. These logoscan be secured by going online to our website, at www.epiphone.com/press.

Color & Orientation InformationThe Epiphone logo may be used in four standard color formats. No other

colors are acceptable.• Black only• White reverse out of Black background• Two color: Red (PMS-185) and Black drop-shadow • Two color: Red (PMS-185) and White drop-shadow

(When printing on a dark background, reversing the tag line to WHITE is acceptable.)

Size & Relation to Tagline It is recommended that the minimum horizontal length of the logo

when used in printed materials from the left-most tip of the “E” to the right-most edge of the last “e” is 2.375”. Never smaller than 0.750”.

Font: The tagline font is Adobe 16 pt Eurostile Demi Oblique, all lower case.

The Official Logo performance is our passion3



Alternative Logo Versions

When faced with design restrictions or other considerations, the followingalternative version logo mark can be used. These logos can be secured bygoing online to our website, at www.epiphone.com/press.

Secondary Mark - The Epiphone “E”The stylized “E” mark is a powerful, visual brand reinforcement and should

be used in conjunction with the logo/tagline whenever appropriate.

Color & Orientation InformationThe Epiphone “E” logo may be used in four standard color formats. • Black only• White reverse out of Black background• Two color: Red (PMS-185) and Black drop-shadow • Two color: Red (PMS-185) and White drop-shadow

(When printing on a dark background, reversing the tag line to WHITE is acceptable.)

It is most effective when used as a “ghosted” image somewhere in thecreative materials or prominently shown on a product. It can be depicted horizontal or rotated 14o counter-clockwise. Some examples are shown at right.

performance is our passion4

Positioning Statement performance is our passion7

The Tagline - “Performance is our Passion”In general, a positioning statement is…• Often referred to or is similar in meaning to a “tagline.”• Used in conjunction with the logo.• Usually based on something called the USP (Unique Selling Proposition). In other words, the quality of the product

or services that makes it unlike any other competing product or service. (ie: What makes us different?)• Honest and believable.

Given the above, “Performance is our Passion” is the positioning statement for Epiphone because…• It speaks of our passionate pursuit to bring you the best-performing, best-value instruments and products.• Incorporates “performance” referring to our.

* Better materials* Better quality control* Better designs* 100% inspection* Upgraded hardware including pickups, potentiometers and switches* Broadest range of products – from bluegrass, to archtops to electrics

• Incorporates “performance” referring to several positive attributes such as:* Performing with an instrument.* Performance of our instruments/products.* Performing at our best in all facets of our business – not just instruments but customer service, delivery,

quality and integrity.• Incorporates the word “passion” which evokes a positive emotional response and ties into our “combing the ends

of the earth to bring you the best value” market position.• It is HONEST and believable.• It is consistent with all our attributes and is what makes us DIFFERENT from the competition.

Company Typography performance is our passion8

The typefaces shown to the right are the onlyacceptable typefaces for use in producing EpiphoneCompany print materials. The following general guide-lines should be applied when producing EpiphoneCompany print materials:

Body Text should be set Eurostile Condensed and orEurostile in no larger than 14 points and never smallerthan 7 points. Posters, displays, exhibits or other large-scale materials may use larger point sizes as approvedby the Epiphone USA Marketing Department.

Italic or Bold typefaces are used to show emphasison special or important information within body copy,including headlines and subheads.

Eurostile Demi, Eurostile Demi Italic are to be usedfor all headlines and subheads in printed material.

Use of any other typefaces in connection with thelogo must be approved by the Epiphone USA MarketingDepartment.

EUROSTILEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

EUROSTILE ITALICABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

EUROSTILE CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

EUROSTILE CONDENSED ITALICABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

EUROSTILE DEMIABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

EUROSTILE DEMI ITALICABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Company Stationery Guidelines performance is our passion9

EPIPHONE LETTERHEADThe following are visual guides constructing artwork for

the Epiphone letterhead. Please follow all guides closely and contact the Epiphone

USA Marketing Department with any questions.

Paper StockStrathmore Writing, Ultimate White, wove finish80# Text

Trim Size8.5" X 11"Bleeds, 3 sidesTwo-Color: PANTONE® Black, PANTONE® 185 Red

• Please use the correct paper stock for all Epiphone Co.stationery.

• These guides give measurements based on Quark Express 6.1. Artwork should be developed in this program to avoid inconsistency in typesetting.

• A template has been developed for use in MS Word and is available at www.epiphone.com/press.

.50”

1.125”

.3750”

1” .75”5”

Address block is type set in Eurostile 7 point, with 21 point leading, with 5 pointkerning.Web address is printed in PMS185.

Corporate relationshipis type set in Eurostile6 point, with 2 pointkerning.

Epiphone Logo is 1.5” wide and theTagline type set inEurostile Demi Oblique 10 point, with 3 point kerning.Reverse to White out of PMS 185.

Guitar graphic can be found at www.epiphone.com/pressand is reduced 50% of original.


EPIPHONE NO. 10 ENVELOPEThe following are visual guides constructing artwork for



Paper StockStrathmore Writing, Ultimate White, wove finish24# Standard No. 10 Envelope

Trim Size9.5" X 4.125"Two-Color: PANTONE® Black, PANTONE® 185 Red



.335”

Address block is typeset in Eurostile 7 point,with 30 point leading,with 5 point kerning.

Guitar graphic can be found at

www.epiphone.com/pressand is reduced 50%

of original.

.335”

2”

Epiphone Logo is 1.138” wide and theTagline type set inEurostile Demi Oblique 8 point, with 3 point kerning.


EPIPHONE BUSINESS CARDThe following are visual guides constructing artwork for



Paper StockCarolina 12pt. C2S

Trim Size3.5" X 2"Two-Color: PANTONE® Black, PANTONE® 185 Red



Address block to flush leftfrom the right side of thecard. Name is type set in EurostileBold 9 point, with 9 pointleading. Title is type set in EurostileOblique 6 point, with 9 pointleading. Return once at 9point.Address is type set inEurostile 7.5 point, with 10point leading. All type prints Black EXCEPTthe web address, which printsPMS 185 Red and isEurostile Oblique.

Guitar graphic can be found at

www.epiphone.com/pressand is reduced 55.7%

of original.

.178”

1.366”

Epiphone Logo is 1.197” wideand the Tagline type set inEurostile Demi Oblique 10point, with 3 point kerning. Let letters ascenders touchthe top of the color bar printedin PMS 185 Red. Color barbleeds three sides.

2.371”

.17”

.178”

Backs of cards should displayimages of an Epiphone head-stock, tightly cropped. It shouldbleed four sides and be depict-ed as a negative image.It prints in PMS 185 Red.

Product & Artist Images performance is our passion12

ProductThe products that Epiphone make are a direct reflection on the brand. Therefore, the quality of every Epiphone product

image is very important in order to maintain a high-level and consistent brand image. Therefore, the following guidelinesshould be adhered to:

Images: Epiphone USA has a complete library of current, price list model images available for use. These images can be downloaded off the Internet at: www.epiphone.com/pressImage Usage: Acceptable orientation of guitars and other stringed instruments are as follows:Right-Handed: From 12-o’clock (vertical) to 4-o’clock. Left-Handed: From 12-o’clock (vertical) to 8-o’clock.Instruments should NEVER be shown upside down or completely opposite their normal playing position.

Artists ImagesAll “approved” artist images and stylized signatures/logos are available for downloading off the Internet at:

www.epiphone.com/pressUsage: It is VERY important and mandatory that the following rules are followed when using artist images in communications materials.With the exception of size and orientation, the image CANNOT be altered in anyway. It must be used AS IS.Each artist is endorsing a specific PRODUCT and NOT the brand in general. The artist must be used in conjunction WITH the associated Epiphone model. For example, John Lennon cannot be used without a corresponding image of the John Lennon Casino. Any advertisements featuring the use of artist images MUST be approved by the Epiphone USA Marketing Department.

AdvertisementsIn order to provide a consistent, worldwide message, we strongly encourage the use of our Epiphone USA advertise-

ments in all media. These advertisements can of course be tailored to your market with regards to language. These adver-tisements are available for downloading off the Internet at: www.epiphone.com/press

Press Releases performance is our passion13

Press ReleasesAuthorized PR Agency: Gibson Guitar Corp. has both in-house and out-of-house professional press relations people dedi-

cated to promoting the Epiphone brand name worldwide. The primary contact for this activity is: Ms. Caroline [email protected]

Press Releases: Press releases and their corresponding formats can be downloaded off the Internet at:www.epiphone.com/press

Reference InformationDownloading of Information off Internet: Our primary website for downloading all Epiphone Marketing and Advertising

related information is: www.epiphone.com/pressAny inquiries regarding this Style Guide or other Marketing and Advertising issues should be communicated to:Jim RosenbergEpiphone [email protected] phone831-469-4956 fax

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