herman miller retailer brand guidelines€¦ · our corporate guidelines page at...

July 2010

Retailer Brand Guidelines

HermanMillerRetailerBrand Guidelines

Retailer© 2010 Herman Miller, Inc.

July 2010

Retailer Brand Guidelines© 2010 Herman Miller, Inc.

As an authorized HermanMiller retailer, you derive several benefits from our design

heritage and brand recognition. It’s likely you already know this well because

HermanMiller products are among the top-selling brands for many

of our retailers.

There are three key elements involved in building on the recognition of the

HermanMiller brand:

1. The first element is how you associate your identity with your status as an

authorized retailer. Examples on pages 3-4 illustrate how we want you to use

the “Authorized HermanMiller® Retailer” phrase in relation to your identity.

2. The second element is the use of our logomark (stylized M in circle) and our

logotype (the words HermanMiller). They should always be used in relation to

one another. You’ll find more on this on pages 5-6.

3. The third element is the correct, clear, and consistent use of our trademarks.

In Resources, on page 24, we provide a link to our current trademark list on

hermanmiller.com. In the examples on pages 6-7, we indicate proper usage in ads

that feature only HermanMiller products or several manufacturers’ products. On

pages 7-8, we provide more information on trademarks in headlines and body copy.

To navigate, click on the sections below—

or the arrows at the bottom

July 2010


“Authorized HermanMiller® Retailer” phrase

The first element involved in building on the recognition of the HermanMiller brand is how we want you to associate your identity with your status as an authorized retailer in all of your communications. In each example below, we suggest an appropriate size relationship between the phrase and the retailer identity.

2. Using the Authorized Retailer Phrase

In this example, the “Authorized HermanMiller® Retailer” phrase appears on a single line below the logo and retailer name.

This example shows the phrase stacked on three lines below the logo and retailer name.

Logo in vertical format

Authorized HermanMiller ® Retailer

MID MOD HABITATS

123 Easy Street 215.555.6300 MidModHabitats.com

FOR THE CACHET OF CLASSIC LIVING

Authorized HermanMiller ®

Retailer

MID MOD HABITATS123 Easy Street Philadelphia 215.555.6300

MidModHabitats.com

(Note: Examples are based on a fictitious retailer.)

July 2010


“Authorized HermanMiller® Retailer” phrase.

2. Using the Authorized Retailer Phrase

Three options show the “Authorized HermanMiller® Retailer” phrase to the right of the logo and retailer name, one as a single line, and two as stacked lines.

The other options have the phrase below the logo and retailer name.

Logo in horizontal format

July 2010


The Herman Miller logomark is the graphic symbol of our brand:

3. Using the Logomark and Logotype

Following are guidelines for sizing the logomark and logotype. Please note that both are required and they need to be located near one another.

Our logotype is the specific typographic treatment of our name:

The logomark should always be surrounded by a clear space at least 50% of the logomark size.

x

2x 3yy

The logotype should always be surrounded by a clear space at least the height of the capital H.

x

x

The logomark and logotype should be used in proportion to each other—ensuring a visual hierarchy.

July 2010


In this example, the logomark is clearly visible. The caption is located next to logomark so that the logotype (HermanMiller) appears near it.

Logomark and logotype files in various sizes and designed for specific media can be downloaded from our corporate guidelines page at hermanmiller.com/brand-guidelines.

3. Using the Logomark and Logotype

4 5

In promotions that feature only Herman Miller products, two elements are required.

The fi rst element is the “Authorized Herman Miller® Retailer” phrase. Wherever the phrase is placed, it always includes the circle R trademark after Herman Miller.

The second element is the proper trademark for the products featured. If you publish a picture of a Herman Miller product, make sure the photo has a caption that is readable and includes the name “Herman Miller” and the appropriate Herman Miller trademarks.

In this caption, the word “Eames®” has the appropriate trademark. Because the emphasis is on the product, the caption lists the product name fi rst (“Eames® sofa compact”) followed by the phrase “from Herman Miller” to acknowledge its manufacturer. If, for example, an ad features more than one Eames product, only the fi rst mention of Eames requires the trademark.

Looking for fi rm, fl exible comfort? You’ll fi nd an oversized amount in this sofa designed by Charles and Ray Eames.

It evolved from a built-in sofa they designed for their Pacifi c Palisades home. Knowing this makes its name—sofa compact— seem less curious for a piece that’s 6 feet long.

In production since 1954. In stock now.

Eames® sofa compact

from Herman Miller

Classic livingis comfortably compact

MID MOD HABITATS123 Easy Street, Philadelphia Phone: 215.555.6300

www.midmodhabitats.com

Authorized Herman Miller® Retailer

In promotions that feature several manufacturers’ products, one element is required and a second is recommended.

The fi rst element is the proper trademarks for the Herman Miller products. Note that in the colored band, the words “Nelson™ ” and “Eames®” have the appropriate trademarks. Product names are followed by the phrase “from Herman Miller” to acknowledge the company that manufactures them. If, for example, an ad features more than one Nelson product, only the fi rst mention of Nelson requires the trademark.

When products from several manufacturers are featured, the “Authorized Herman Miller® Retailer” phrase may be omitted. Instead, as this example shows, the retailer lists all of the manufacturers it represents. The list appears in alphabetical order.

A table for four in the best spot in the house— your house.

Elegant lines, the best in fi ne mid-century modern design,classic details and honest materials—all the things a fi ne dining experience requires.

Call or visit our showroom. Or go online.And send out the invitations.

NelsonTM swag leg table and

Eames® molded plywood dining chairs

from Herman Miller

Vase by Iittala

Akari lamp by Noguchi

Classic livingis being with friends

AdeltaAlessiEdraHerman MillerIittalaKartellKnollLouis PoulsenVitra

MID MOD HABITATSFOR THE CACHET OF CLASSIC LIVING

123 Easy Street Ph 215.555.6300 www.midmodhabitats.com

Phrase and trademark usage Phrase and trademark usage

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Classic living is comfortably compact

Looking for firm, flexible comfort?You’ll find an oversized amount in this sofa design by Charles and Ray Eames.

It evolved from a built-in sofa they designed for their Pacific Palisades home. Knowing this makes its name–Sofa Compace–seem less curious for a piece that’s 6 feet long.


Authorized HermanMiller® Retailer


MidModHabitats.com

HermanMiller Eames® sofa compact

July 2010


4. Using HermanMiller Trademarks

The first element to include is the “Authorized HermanMiller® Retailer” phrase. Wherever the phrase is placed, it always includes the circle R trademark after HermanMiller.

The second element to include is the proper trademark for the products featured. Any picture you publish of a HermanMiller product needs a readable caption and must include the name “HermanMiller” and the appropriate HermanMiller trademarks.

In this caption, the word “Eames®” has the appropriate trademark. If, for example, an ad features more than one Eames product, only the first mention of Eames requires the trademark.

4 5









from Herman Miller













from Herman Miller

Vase by Iittala







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MidModHabitats.com

HermanMiller Eames® sofa compact

4 5









from Herman Miller













from Herman Miller

Vase by Iittala







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MidModHabitats.com

Eames® sofa compact from Herman Miller

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from Herman Miller













from Herman Miller

Vase by Iittala







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MidModHabitats.com


July 2010


In promotions that feature several manufacturers’ products, one element is required (c) and a second is recommended (d).


The first element is the proper trademarks for the HermanMiller products. Note that in the colored band, the words “NelsonTM ” and

“Eames®” have the appropriate trademarks. If, for example, an ad features more than one Nelson product, only the first mention of Nelson requires the trademark.

When products from several manufacturers are featured, the

“Authorized HermanMiller® Retailer” phrase may be omitted. Instead, as this example shows, the retailer lists all of the manufacturers it represents. The list appears in alphabetical order.

4 5









from Herman Miller













from Herman Miller

Vase by Iittala







1

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3

4

A table for four in the best spot in the house—your house.

Elegant lines, the best in fine mid-century modern design, classic details and honest materials —all the things a fine dining experience requires.

Call or visit our showroom. Or go online. And send out the invitations.

MID MOD HABITATS

123 Easy Street Ph 215.555.6300 MidModHabitats.com

AdeltaAlessiEdraHermanMillerlittalaKartellKnollLouis Poulsen Vitra

Classic living is being with friends


HermanMiller Nelson™ swag leg table and Eames® dining chairs

July 2010



Trademarks in headlines and body copy

Our products are popular because they are authentic designs that have a lasting appeal. Their standing in the design world requires proper treatment of names in copy.

In headlinesAlways use the product name with the appropriate trademark, such as “HermanMiller Eames® Lounge Chair and Ottoman from HermanMiller.” 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, “HermanMiller Eames® lounge chair and ottoman.”

When featuring a HermanMiller product, as in a print ad, place HermanMiller in the first position as in “HermanMiller Aeron® chair.”

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.

For more references

July 2010


5. Showing Authorship

Use name recognition to your advantage

HermanMiller Eames® desk unit

HermanMiller + Designer Brand Name + product

People know our brand and the designers we partner with. In order to take advantage of this recognition, please remember to acknowledge both the HermanMiller brand and the designer name. We prefer that you place the HermanMiller brand in the first position as in the example below.

July 2010


6. Visual Use of the Brand —Print Ads

A comfortable chair. A convenient side table. Ample light. All you need to make your corner of the universe a window on the world.

Call or visit our showroom. Or go online. And settle in for a good long read.

AdeltaAlessiEdraHermanMillerlittalaKartellKnollLouis Poulsen Vitra 123 Easy Street Ph 215.555.6300 MidModHabitats.com


Classic living is an easy read

Classic living is anything but boring


MID MOD HABITATS



HermanMiller Nelson™ marshmallow sofa

In the remainder of the guidelines, we provide examples of the authorized retailer phrase and trademarks applied in a variety of materials. We based these examples on a fictitious retailer–Mid Mod Habitats. We did this to make the examples as realistic, and as helpful, as possible. If you see anything you like, please feel free to adapt and use it.

HermanMiller Eames® lounge chair and walnut stool

July 2010


6. Visual Use of the Brand—Print Ads

4 5









from Herman Miller













from Herman Miller

Vase by Iittala







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4A table for four in the best spot in the house—your house.

Elegant lines, the best in fine mid-century modern design, classic details and honest materials —all the things a fine dining experience requires.

Call or visit our showroom. Or go online. And send out the invitations.

Classic living is being with friends

AdeltaAlessiEdraHermanMillerlittalaKartellKnollLouis Poulsen Vitra

123 Easy Street 215.555.6300 MidModHabitats.com


Classic living is anything but boring




HermanMiller Nelson™ swag leg table and Eames® Molded plywood dining chairs

HermanMiller Nelson™ marshmallow sofa

July 2010


6. Visual Use of the Brand—Awareness/Sponsorship Ads

20 21

Make your entrance memorableBecause the fi rst scene sets the tone for every performance.

We salute the actors of the American Conservatory Theatre as they make theirs.

This grand entrance

features

Eames® lounge chairs

Eames sofa

and

Noguchi table

from

Herman Miller




Awareness/sponsorship ad examples

Full-page format in black and white (5.5" x 7")

Sample shown at actual size

Full-page format in two colors (5.5" x 7")

Awareness/sponsorship ad examples

Because the fi rst scene sets the tone for every performance.


This grand entrance

features

Eames® lounge chairs

Eames sofa

and

Noguchi table

from Herman Miller




M A K E Y O U R E N T R A N C E M E M O R A B L E

Sample shown at actual size

Because the first scene sets the tone for every performance.


Make your entrance memorable




HermanMiller Eames® lounge chairs and sofa, Noguchi® table

July 2010


HermanMiller Eames® lounge chairs

and sofa, Noguchi® table

6. Visual Use of the Brand—Directory Ads

Because the first scene sets the tone for every performance.


Make your entrance memorable




MID MOD HABITATS123 Easy St, Philadelphia Ph: 215.555.6300

www.MidModHabitats.com


Hours Monday thur Saturday 10am to 7pm

123 Easy StreetPhiladelphia, PA 19107

Ph 215.555.6300MidModHabitats.com

July 2010


6. Visual Use of the Brand—eMail Blasts

E-mail strategies are constantly evolving, but here are some best practices that remain relevant. Use a “grabber” subject line, preferably 50 characters or less. Make your sender name one that people will recognize. Put the important content at the top of the e-mail for immediate viewing. Design the header of your e-mail to be readable even if the recipient’s e-mail program has images turned off. Don’t forget to create a text version of your e-mail as well. And remember: Your e-mail is a “stepping stone” to another medium; always include a clear call to action.

MID MOD HABITATS

July 2010


6. Visual Use of the Brand—Web Banner Ad

Animated, rich-media banners typically have more impact than static images. In either case, be sure to include the authorized retailer phrase.

MidModHabitats.com

Eames® lounge chair

July 2010


6. Visual Use of the Brand—Exterior Store Signage

Vinyl signage of the HermanMiller logo is available for storefront applications. To order, please contact HermanMiller Customer Service at (800) 646 4400 or [email protected].

These storefront signs indicate how a retailer might identify the manufacturers it represents. The signage could appear in the horizontal format shown or in a vertical arrangement.

Z

Z

July 2010


Authorized HermanMiller ®

Retailer

6. Visual Use of the Brand—Signage/Banner

This example highlights the retailer identity and includes the

“Authorized HermanMiller® Retailer” phrase. If both signs are used at the same time, simply remove the phrase from this sign.

This example emphasizes the HermanMiller identity and your status as an authorized retailer. Note that it uses both the HermanMiller logomark (stylized M in red circle) and the HermanMiller logotype (special font in Meta typeface) as part of the authorized retailer phrase. Both can be downloaded from the Brand Assets section of hermanmiller.com/Brand-Guidelines.

These formats are appropriate for large signs or banners for use in-store and at trade shows or exhibits.

July 2010


6. Visual Use of the Brand—Billboard

This example does not include the product name on the billboard. Instead, the

“Authorized HermanMiller® Retailer” phrase is included in a prominent location.

4 5









from Herman Miller













from Herman Miller

Vase by Iittala







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July 2010


6. Visual Use of the Brand—Billboard

This example includes a product name on the billboard along with the appropriate trademark associated with the product. Because “HermanMiller” also appears, the authorized retailer phrase is omitted.

July 2010


6. Visual Use of the Brand—Delivery Truck

This example emphasizes the retailer along with a list of the manufacturers it represents.

This example shows how a product image can be incorporated. In this case, the phrase “Authorized HermanMiller® Retailer” appears.

July 2010


7. Written Use of the Brand, useful brand statements

Consistent use of our brand promise—“for a better world around you”—is an important part of our brand. To that end, here is a statement for your use on your website, in advertising, or other promotional materials.

HermanMiller modern classics and next-generation furnishings bring pleasure, practicality, and new ideas to your living, dining, and working, In everything we do, we strive to create a better world around you.

July 2010


7. Written Use of the Brand, examples

HermanMiller Aeron® Chair

Designed by Don Chadwick and Bill Stumpf

Aerate—to supply with air. Aeron chair—gives the seated body air. Heat builds up when you sit for long stretches. Designers Bill Stumpf and Don Chadwick solved this problem when they designed the Aeron chair in 1994. The chair’s patented, breathable Pellicle® suspension material lets heat and moisture dissipate—very comfortable and practical, as is the chair’s unique tilt mechanism. The PostureFit® option, a next generation breakthrough, provides natural, custom-fitted lower back support below the beltline. That improves on Aeron’s already outstanding health-supporting comfort. As if all these innovations weren’t enough, there are awards aplenty—including the BusinessWeek magazine and IDSA for the Design of the Decade in 1999.

HermanMiller Eames® Molded Plastic Chair

Designed by Charles and Ray Eames

New materials, especially those that held promise for doing more with less, fascinated Charles and Ray Eames. Plastic was no exception. They saw it as an ideal material for forming organic seat shells that conform to the body’s shape. Adapting techniques they had developed during World War II, they created this 1950 design in side and armchair versions. These were the first one-piece plastic chairs offered without upholstery or covering. Today, these chairs retain their authentic original design. Updates, in the form of eco-friendly materials and manufacturing processes, ensure continued relevancy. And, a large selection of base styles and color combinations allows these chairs to fit beautifully in all the right places.

July 2010


8. Resources

Tools to use as you advocate for the HermanMiller brand:

If you need help, please contact us.

http://www.hermanmiller.com/brandguidelines

http://px.hermanmiller.com/

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

http://www.hermanmiller.com/MarketFacingTech/hmc/brand_guidelines/Herman_Miller_Social_Media_Guidelines.pdf

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

mailto:marlene_capotosto%40hermanmiller.com?subject=Request%20for%20Herman%20Miller%20custom%20red%20ink

http://www.hermanmiller.com/

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

herman miller retailer brand guidelines€¦ · our corporate guidelines page at...

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