Visual Standards Guidelines

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Randolph Mitchell
6 years ago
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1 Visual Standards Guidelines

2 STANDARD LOGO 1.0 Logo Horizontal Logo PMS 280 and Vertical Logo PMS 280 and

3 LOGO GUIDELINES Whenever the logo is placed over an image, moving footage, or a solid color, the white outline version must be used. 1.1 Logo DON T For Vendor Signs, don t use the Lowe s pagoda logo.

4 TYPOGRAPHY GUIDELINES 2.0 Font Avenir, meaning the future in French, is a highly legible and versatile 20 th Century font, suitable for both text and headline use. Font weight and point size is determined by signage dimensions and viewing distance. Judge accordingly. For more condensed spaces, use Avenir Next Condensed. Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

5 2.1 Font Size 12 pt. type for packaging, pricing & tear pads 20 pt. type for text at eye level 48 pt. type on signs above 5'-0" & below 7'-0" 48 pt. type on signs above 5'-0" & below 7'-0" 60 pt. type for headers above 7'-0" 150 pt. Type for overhead display panels above 10'-0" The use of text and imagery on signage in Lowe s stores should adhere to the following requirements: Communicate in a succinct and direct manner. Most customers are shopping for specific items and do not have time to read an excessive amount of text. Keep product explanations simple, avoid industry jargon, and use imagery that supports your text. Be certain the information is applicable to the customer. Choose images that maintain a high standard of quality and clarity and include diverse people and environments. See Content Management Guidelines for more details. Describe the primary features and benefits of product categories. Provide the information necessary for our customers to make an informed buying decision. Provide detailed descriptions on packaging or brochures rather than signage. Most customers want information quickly and will not spend time poring over lengthy explanations. Messaging must catch a person s eye within 5 seconds. Avoid wide paragraphs or lines of copy. Remember that your display signage, packaging, and brochures all work together to communicate your message to customers. Below is a table of production processes and the recommended image resolution at finished size: Process Minimum Resolution Required Screen Printing: 55 lpi 110 dpi Screen Printing: 65 lpi 130 dpi Screen Printing: 75 lpi 150 dpi Screen Printing: 85 lpi 170 dpi Offset Printing: 150 lpi 300 dpi Digital Printing: Varies widely depending on output device contact your source for minimum resolution guidelines.

6 2.2 Text Legibility Keep it simple. ZONE 1 High Level Navigation Reserved for department wayfinding from a maximum distance. ZONE 2 Mid Level Navigation Reserved for wayfinding within aisle. ZONE 3 Eye Level Navigation Reserved for close-up viewing of specific product information, pricing, inspiration and operational policy. ZONE 1 ZONE 2 ZONE 3 BBM in. 200pt. at 15 ft. M in. 150pt. at 10 ft. BM in. 60pt. at 7 ft. B M in. 48pt. on signage between 5 and 7 ft. B M in. 20 pt. type for text at eye level 20 ft ft

3.0 Colour Palette CORPORATE BLUE PMS 280 Blue PMS 280 UNIVERSAL SECONDARY BLUE CURTAINS AND BLINDS *ALL VENDOR INFORMATION SHOULD USE

Communicate information regarding company services, policies, product information and Vendor partnerships.

7 3.0 Colour Palette CORPORATE BLUE PMS 280 Blue PMS 280 UNIVERSAL SECONDARY BLUE CURTAINS AND BLINDS *ALL VENDOR INFORMATION SHOULD USE PREDOMINATLY PMS 280 BLUE. This is Lowe s Colour used in the Lowe s Pagoda. Communicate information regarding company services, policies, product information and Vendor partnerships. Product Cards, Bay Universals Lowe s Service Offerings, Register Shields Cash Desk Decals Direct and guide customers to various areas and product departments. Category Banners Product Locators Uprights, Aisle Front End Signage, Violators Enter/Exit, Washrooms CORPORATE BLUE PMS 280 AND SECONDARY BLUE Blue PMS 280 The 2 blues can be used in conjunction when communicating both Directional and Product or Service Information. The usage ratio should be determined by the amount of directional information versus the product or service content.

receipt in-store purchase of $299 or more

Red PMS 186 C 12 M 100 Y 92 K 3 NAILED DOWN

LOWER PRICE Bulk Buy CLEARANCE CLEARANCE

ConsuMER CREdIt CaRd 10 ask FoR % off * your

8 REQUIRED. Offer applies to everything on your single receipt in-store purchase of $299 or more made on your Lowe s Consumer Credit Card. Valid In-Store Only. Offers cannot be combined. Some exclusions apply. 3.1 Colour Palette VALUE CUE & PRICING Value Red PMS 186 C 12 M 100 Y 92 K 3 NAILED DOWN PRICE Communicate and trigger the customer of any value and price offerings. Price Match Messaging SALE Signage Lowe s LOWER PRICE Bulk Buy CLEARANCE CLEARANCE CREDIT Blue PMS use your LowE s ConsuMER CREdIt CaRd 10 ask FoR % off * your PuRChasE no MInIMuM PuRChasE REquIREd or 18 days only! JuLy 31- august 3 Months ** no IntEREst IF PAID IN FULL WITHIN 18 MONTHS. MINIMUM MONTHLY PAYMENTS $299 MInIMuM PuRChasE REquIREd

COMMERCIAL SERVICES Blue PANTONE 280 Value Red Grey PANTONE 186 C 12 M 100 Y 92 K 3 PMS 424 C 0 M 0 Y 0 K 61 INSTALLATION SERVICES Value Yellow PANTONE YELLOW 109 C 0 M 10 Y 100 K 0 Contractor Yellow

Some exclusions apply. See store associate or credit promotion disclosures for details.

9 Colour Palette & Logos for Lowe s Services PANTONE 3005 Blue PANTONE 280 Value Red PANTONE 186 C 12 M 100 Y 92 K 3 CONTRACTOR SERVICES Contractor Yellow PANTONE 3005 PMS 123 C 0 M 23 Y 91 K 0 COMMERCIAL SERVICES Blue PANTONE 280 Value Red Grey PANTONE 186 C 12 M 100 Y 92 K 3 PMS 424 C 0 M 0 Y 0 K 61 INSTALLATION SERVICES Value Yellow PANTONE YELLOW 109 C 0 M 10 Y 100 K 0 Contractor Yellow PANTONE 123 C 0 M 23 Y 91 K 0 Blue PMS 280 Blue PMS 280 Value Red PMS 186 C 12 M 100 Y 92 K 3 BUSINESS CREDIT 5 % OFF * Ask for 5% off with Lowe s Business Credit EVERYDAY *Subject to credit approval. Some exclusions apply. See store associate or credit promotion disclosures for details. Ask for 5% Off Your Lowe s Commercial Credit Account Purchase* *Ask for 5% off your single-receipt in-store purchase of any in-stock or Special Order merchandise charged to your Lowe s Business Account or Lowe s Accounts Receivable. Not valid on sales via Lowes.ca, Lowes.com, previous sales, purchase of services or gift cards. Offer cannot be used in conjunction with any coupon, instant savings or rebates on kitchen cabinets, Lowe s employee discounts, Lowe s low price guarantee, Lowe s Volume Pricing Program or Lowe s National Accounts Volume Pricing Program. Offer must be requested at the time of purchase. We reserve the right to discontinue or alter these terms at any time. Offer is subject to credit approval by GE Money in Canada. Excludes Lowe s Consumer Credit Card, Lowe s Project Card Accounts, and all Lowe s US Credit products by Lowe s. All rights reserved. Lowe s and the gable design are registered trademarks of LF, LLC and used under license by Lowe s Companies Canada, ULC. Contractor Yellow PMS 123 C 0 M 23 Y 91 K 0 Messaging regarding the Lowe s Contractor Services and/or offerings. In conjunction with 100% BLACK, this is the approved colour palette for Contractor Services, CAP, Business Credit and Offerings. Contractor Services Sign Business Credit Signage Commercial Services manage large business accounts managed outside of the store environment which would include sales to national companies, government agencies, builders etc. Lowe s Installation Services manage the sale of all installation projects quoted and sold within the store environment. These sales would typically involve stock and/or SOS product supplied by our Lowe s product vendor s, along with labour services performed by install vendors. Examples of Installation Services may be garage door opener, carpet, faucet & sinks installations and more. Value Yellow PANTONE YELLOW 109 C 0 M 10 Y 100 K 0 Contractor Yellow PANTONE 3005 PANTONE C 100 M Y 0 K 2 C 0 M 23 Y 91 K 0 FREE IN-HOME CONSULATION SERVICES Value Red PMS 186 C 12 M 100 Y 92 K 3 Contractor Yellow PMS 123 C 0 M 23 Y 91 K 0 Lowe s FREE In-Home Consultation Services manage the sale of all installation projects/services quoted and sold in a Customer s home. There is no charge for In-Home Consultations. Examples of Free In-Home Consultation Services may be roofing, painting, HVAC, design services and more. Blue PANTONE 280

Phase3_LaminateMoldingInfo_Card_24x64_OL.indd 1 1/25/13 3:49 PM LOW025001264 LOW026002326 a first for your laundry room LOW026002237 5.

Euro Small space design Fully assembled Vitreous top included Why Buy LED? 506674 508179 Offer energy savings up to 85% over traditional lighting products. Long life: last up to 22+ years!

BENEFITS OF LED Long Lasting Energy Saving Dimmable No Mercury Save money on energy bills LIGHT QUALITY 2700K LIGHT QUALITY 5000K DON T Don t use colours other than PMS 280 Blue for the majority of

ft/carton) WarranTy: Limited lifetime residential, 10 year light commercial with 20 mil wear layer. WhErE: Can go over both concrete or wood sub floors.

10 Phase3_LaminateMoldingInfo_Card_24x64_OL.indd 1 1/25/13 3:49 PM LOW LOW a first for your laundry room LOW Do s and Don ts DO Use PMS 280 Knock out copy in White Show Features & Benefits to quickly help customers make a decision about your product. KEEP IT SIMPLE! Euro Small space design Fully assembled Vitreous top included Why Buy LED? Offer energy savings up to 85% over traditional lighting products. Long life: last up to 22+ years! Instant on, with no warm up time. BENEFITS OF LED Long Lasting Energy Saving Dimmable No Mercury Save money on energy bills LIGHT QUALITY 2700K LIGHT QUALITY 5000K DON T Don t use colours other than PMS 280 Blue for the majority of the material. Don t use claims such as: BEST STRONGEST BETTER Barbaro Oak Luxury Vinyl Plank 9" wide plank x 48" length x 5mm thickness (23.25 sq.ft/carton) WarranTy: Limited lifetime residential, 10 year light commercial with 20 mil wear layer. WhErE: Can go over both concrete or wood sub floors. InsTallaTIon METhod: Click together floating vinyl plank with patented Uniclic technology that locks the planks together to form a tight and water resistant joint. selling feature: Classic styling with a reclaimed feel. This aged cognac colour floor works in any décor. ITEM # KWD125B1/EZ - Batch Feed Model 1 1/4 H.P. motor for efficient grinding, and sound insulated shell for ultra quiet operation 10 year in-home service warranty $ Easy mount installation system and factory installed power cord Affix Price Label Inhibits odors and environmentally friendly NO TOOLS REQUIRED. QUICK ASSEMBLY. DURABLE.

Small space design Fully assembled Vitreous top included LOW025001264 6.

11 Small space design Fully assembled Vitreous top included LOW Vendor/ Weekly/ Promos Vendor Weekly Promos DON T WEEKLY PROMO RULES FOR VENDOR WEEKLY PROMOS: Don t use the Lowe s pagoda logo. Background colour should be RED. All copy should be white. 7.0 Lowe s Numbers Lowe s numbers are issued by Canada Store Environment once artwork is approved. Stores will not display any signage without a Lowe s number. Example: LOW Euro