HermanMiller Retailer Brand Guidelines etaile page 1
To navigate, click on the sections below or the arrows at the bottom 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. page 2
2. Using the Authorized Retailer Phrase 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. Logo in vertical format 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. FOR THE CACHET OF CLASSIC LIVING 123 Easy Street 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer 123 Easy Street Philadelphia 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer (Note: Examples are based on a fictitious retailer.) page 3
2. Using the Authorized Retailer Phrase Authorized HermanMiller Retailer phrase. Logo in horizontal format 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. page 4
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. The Herman Miller logomark is the graphic symbol of our brand: 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. The logotype should always be surrounded by a clear space at least the height of the capital H. The logomark and logotype should be used in proportion to each other ensuring a visual hierarchy. x x 2x y 3y x page 5
3. Using the Logomark and Logotype 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. Classic living is comfortably compact HermanMiller Eames sofa 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. In production since 1954. In stock now. 123 Easy Street Philadelphia 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer page 6
4. Using HermanMiller Trademarks Classic living is comfortably compact 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. HermanMiller Eames sofa 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. In production since 1954. In stock now. 123 Easy Street et Philadelphia 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer OD HABITATS et Philadelphia 215.555.6300 MidModHabitats.com 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. Authorized HermanMiller Retailer page 7
4. Using HermanMiller Trademarks 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 Nelson TM 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. HermanMiller Nelson swag leg table and Eames dining chairs Classic living is being with friends Adelta Alessi Edra HermanMiller littala Kartell Knoll Louis Poulsen Vitra 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. 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. FOR THE CACHET OF CLASSIC LIVING 123 Easy Street Ph 215.555.6300 MidModHabitats.com page 8
4. Using HermanMiller Trademarks 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 headlines Always 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 copy When 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. For more references 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. page 9
5. Showing Authorship Use name recognition to your advantage 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. HermanMiller Eames desk unit HermanMiller + Designer Brand Name + product page 10
July 2010 6. Visual Use of the Brand Print Ads 1. Building on the HermanMiller brand 2. Using the authorized retailer phrase 3. Using the logomark and logotype 4. Using HermanMiller trademarks 5. Showing authorship 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 6. Visual use of the brand Classic living is anything but boring 7. Written use of the brand 8. Resources Classic living is an easy read A comfortable chair. A convenient side table. Ample light. All you need to make your corner of the universe a window on the world. HermanMiller Nelson marshmallow sofa Call or visit our showroom. Or go online. And settle in for a good long read. Adelta Alessi Edra HermanMiller littala Kartell Knoll Louis Poulsen Vitra kl FOR THE CACHET OF CLASSIC LIVING FOR THE CACHET OF CLASSIC LIVING 123 Easy Street Ph 215.555.6300 MidModHabitats.com 123 Easy Street Ph 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer page 11
6. Visual Use of the Brand Print Ads HermanMiller Nelson marshmallow sofa HermanMiller Nelson swag leg table and Eames Molded plywood dining chairs Classic living is being with friends A table for four in the best spot in the house your house. Classic living is anything but boring FOR THE CACHET OF CLASSIC LIVING 123 Easy Street Ph 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer 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. Adelta Alessi Edra HermanMiller littala Kartell Knoll Louis Poulsen Vitra FOR THE CACHET OF CLASSIC LIVING 123 Easy Street 215.555.6300 MidModHabitats.com page 12
6. Visual Use of the Brand Awareness/Sponsorship Ads HermanMiller Eames lounge chairs and sofa, Noguchi table Make your entrance memorable Because the first scene sets the tone for every performance. We salute the actors of the American Conservatory Theatre as they make theirs. FOR THE CACHET OF CLASSIC LIVING 123 Easy Street Ph 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer page 13
6. Visual Use of the Brand Directory Ads Make your entrance memorable Hours Monday thur Saturday 10am to 7pm HermanMiller Eames lounge chairs and sofa, Noguchi table Because the first scene sets the tone for every performance. 123 Easy St, Philadelphia Ph: 215.555.6300 www.midmodhabitats.com 123 Easy Street Philadelphia, PA 19107 Ph 215.555.6300 MidModHabitats.com We salute the actors of the American Conservatory Theatre as they make theirs. Authorized HermanMiller Retailer FOR THE CACHET OF CLASSIC LIVING 123 Easy Street Ph 215.555.6300 MidModHabitats.com Authorized HermanMiller Retailer page 14
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. page 15
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. Eames lounge chair MidModHabitats.com page 16
6. Visual Use of the Brand Exterior Store Signage 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 Vinyl signage of the HermanMiller logo is available for storefront applications. To order, please contact HermanMiller Customer Service at (800) 646 4400 or hmh_customer_care@ hermanmiller.com. Z page 17
July 2010 6. Visual Use of the Brand Signage/Banner 1. Building on the HermanMiller brand 2. Using the authorized retailer phrase These formats are appropriate for large signs or banners for use in-store and at trade shows or exhibits. 3. Using the logomark and logotype 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. 4. Using HermanMiller trademarks 5. Showing authorship 6. Visual use of the brand 7. Written use of the brand 8. Resources Authorized HermanMiller Retailer kl 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. page 18
the circle R trademark after Herman Miller. 2 Classic living is comfortably compact 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. July 2010 2 Eames sofa compact from Herman Miller 6. Visual Use of the Brand Billboard In this caption, the word 1. Building on the HermanMiller brand Eames has the 2. 3. 4. 5. 6. appropriate trademark. Because the emphasis Using the authorized retailer phraseis on the product, the caption lists the product name first ( Eames sofa Using the logomark and logotype compact ) followed by the phrase from Herman Using HermanMiller trademarks Miller to acknowledge its manufacturer. If, for example, an ad features Showing authorship more than one Eames product, only the first mention of Eames Visual use of the brand requires the trademark. Eames sofa compact from Herman Miller Looking for firm, flexible comfort? Looking for firm, flexible comfort? You ll find an oversized amount in this sofa design by You ll find an oversized amount this sofa Charles and RayinEames. designed by Charles and Ray Eames. This example does not include the product name on the billboard. Instead, the Authorized HermanMiller Retailer phrase is included in a prominent location. It evolved from a built-in sofa they designed for their Pacific Palisades home. Knowing this makes its name Sofa It evolved from a built-in sofa they designed Compace seem less curious for a piece that s 6 feet long. for their Pacific Palisades home. Knowing this makesinits name sofa compact production since 1954. In stock now. seem less curious for a piece that s 6 feet long. In production since 1954. In stock now. 7. Written use of the brand A table for four your house. Elegant lines, th classic details a all the things a Call or visit ou And send out th 8. Resources MID M FOR THE CAC Authorized Herman Miller Retailer 1 123 Easy Stree 123 Easy Street, Philadelphia Phone: 215.555.6300 www.midmodhabitats.com 4 kl page 19
July 2010 6. Visual Use of the Brand Billboard 1. Building on the HermanMiller brand 2. Using the authorized retailer phrase 3. Using the logomark and logotype 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. 4. Using HermanMiller trademarks 5. Showing authorship 6. Visual use of the brand 7. Written use of the brand 8. Resources kl page 20
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. page 21
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. page 22
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 onepiece 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. page 23
8. Resources Tools to use as you advocate for the HermanMiller brand: If you need help, please contact us. page 24