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Montana Silversmith Brand Standards Manual
1
Brand Standards ManualStandards and guidelines created by Montana
Silversmiths in an effort to deliver a consistent, fully integrated visual message to consumers.
Montana Silversmiths 2019
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com2
Contents
Introduction ..........................................................................................................................................31 Logo ....................................................................................................................................................4 1.1 Primary .......................................................................................................................................4 1.2 Rodeo Logo ...............................................................................................................................4 1.3 English Logo ...............................................................................................................................4 1.4 Area of Isolation ........................................................................................................................5 1.5 Incorrect Uses ............................................................................................................................5 1.6 Discontinued Logos ..................................................................................................................5 1.7 Sub-Brand Logos .......................................................................................................................6 1.8 Secondary Marks ......................................................................................................................72 Taglines and Hashtags .....................................................................................................................8 2.1 Taglines ......................................................................................................................................8 2.2 Hashtags ...................................................................................................................................83 Typography ........................................................................................................................................9 3.1 Primary Typefaces ....................................................................................................................9 3.2 Secondary Typefaces ..............................................................................................................94 Color .................................................................................................................................................10 4.1 Primary Color Scheme ...........................................................................................................10 4.2 Secondary Color Scheme .....................................................................................................105 Product Imagery .............................................................................................................................11 5.1 Formatting and File Location ................................................................................................11 5.2 Main Product Images .............................................................................................................11 5.3 Alternative Views ....................................................................................................................11 5.4 Buckles .....................................................................................................................................12 5.5 Rings .........................................................................................................................................13 5.6 Earrings .....................................................................................................................................13 5.7 Necklaces ................................................................................................................................15 5.8 Jewelry Sets .............................................................................................................................15 5.9 Bracelets ..................................................................................................................................16 5.10 Barrettes .................................................................................................................................17 5.11 Watches .................................................................................................................................18 5.12 Bolo Ties ..................................................................................................................................19 5.13 Money Clips ...........................................................................................................................20
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.3
5.14 Snuff Can Lids .............................................................................................................................216 Product Dimension Standards .......................................................................................................21 6.1 Units of Measurement ............................................................................................................21 6.2 Buckles .....................................................................................................................................22 6.3 Rings .........................................................................................................................................22 6.4 Earrings .....................................................................................................................................23 6.5 Necklaces ................................................................................................................................24 6.6 Jewelry Sets .............................................................................................................................25 6.7 Bracelets ..................................................................................................................................25 6.8 Barrettes ...................................................................................................................................26 6.9 Watches ...................................................................................................................................26 6.10 Bolo Ties ..................................................................................................................................27 6.11 Money Clips ...........................................................................................................................28 6.12 Snuff Can Lids .......................................................................................................................28 6.13 Average Weights and Measurements ...............................................................................297 Terminology, Phraseology, and Voice..........................................................................................29 7.1 Jewelry Terminology ..............................................................................................................29 7.2 Media Phraseology ................................................................................................................32 7.3 Voice ........................................................................................................................................338 Web Collateral ................................................................................................................................33 8.1 Homepage Banners & Graphics ..........................................................................................33 8.2 Category Banners ...................................................................................................................34 8.3 Social Ads ................................................................................................................................349 Digital Stationary .............................................................................................................................34 9.1 Email Signature .......................................................................................................................35
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com4
1 LOGO
The Montana Silversmiths logos were developed from consumer research. The various parts
of the logos symbolize the west and our heritage. Montana Silversmiths logos come in three
primary versions, each of which has been created using type kerned to specific proportional
measurements. To ensure that all our uses of these marks will be consistent in quality, do not
attempt to recreate them, to use photocopies or scans from this guide, or to manipulate or
change the marks in any way. See page 13 for information on obtaining digital or camera-
ready copies for your use.
1.1 Primary Logo
This is the main official logo for Montana Silversmiths. This
logo is to be used for all official identity applications of
Montana Silversmiths except where mentioned below.
This includes all official business materials, corporate
embroidery, merchandising, packaging, signage,
and other promotional materials. This logo should also
be used in conjunction with products that target the
Western-market.
1.2 Rodeo Logo
This version of the logo is reserved for within the rodeo
arena. It will be used on the banners, patches, chute
stickers, etc.
1.3 English Logo
This version of the logo is reserved for English audiences.
It will be used on signage and in printed material.
Montana Silversmith eCommerce Brand Standards Manual
4
1 LOGO
The Montana Silversmiths logos were developed from consumer research. The various parts
of the logos symbolize the west and our heritage. Montana Silversmiths logos come in three
primary versions, each of which has been created using type kerned to specific proportional
measurements. To ensure that all our uses of these marks will be consistent in quality, do not
attempt to recreate them, to use photocopies or scans from this guide, or to manipulate or
change the marks in any way. See page 13 for information on obtaining digital or camera-
ready copies for your use.
1.1 Primary Logo
This is the main official logo for Montana Silversmiths. This
logo is to be used for all official identity applications of
Montana Silversmiths except where mentioned below.
This includes all official business materials, corporate
embroidery, merchandising, packaging, signage,
and other promotional materials. This logo should also
be used in conjunction with products that target the
Western-market.
1.2 Special Occasion Logo
This version of the logo is for use in the 45th anniversary
year only.
1.3 Rodeo Logo
This version of the logo is reserved for within the rodeo
arena. It will be used on the banners, patches, chute
stickers, etc.
Montana Silversmith eCommerce Brand Standards Manual
5
1.4 English Logo
This version of the logo is reserved for English audiences.
It will be used on signage and in printed material.
1.5 Area of Isolation and Minimum Size
The space around the logo must be at least one half the
height of the tallest letter. The logo should never be less
than 0.5” in height.
1.6 Incorrect Uses
The following are examples of what not to do when using our logo.
• Logos must only be presented in Montana Silversmiths
three primary colors (listed below).
• Do not skew the logo in any way; this includes
positioning it at an angle, or stretching it vertically or
horizontally.
• Do not place logo over a patterned background.
• Do not put a border around the logo.
• Use only one approved color for the logo.
• Do not place a stroke around any character in the
logo.
• Do not remove characters from the logo.
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.5
1.4 Area of Isolation and Minimum Size
The space around the logo must be at least one half
the height of the tallest letter. The logo should never
be less than 0.5” in height.
1.5 Incorrect Uses
The following are examples of what not to do when using our logo.
• Logos must only be presented in Montana Silversmiths three
primary colors (listed below).
• Do not skew the logo in any way; this includes positioning it at
an angle, or stretching it vertically or horizontally.
• Do not place logo over a patterned background.
• Do not put a border around the logo.
• Use only one approved color for the logo.
• Do not place a stroke around any character in the logo.
• Do not remove characters from the logo.
1.6 Discontinued Logos
The following logos have been discontinued and should not be
used in any marketing communications.
Any logo with the bar extending behind the shadow man should
not be used. Also, the logos no longer have a shadow extending
from the shadow man. These logos should not be used. The
website has since changed, as has the logo.
1.7 Sub-Brand Marks
The following are sub-brand marks owned or used by Montana
Silversmiths.
0.125”
0.125”
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com6
1.7.1 Sterling Lane® logo should be used in conjunction with this Montana Silversmiths sterling
silver catalog brand.
1.7.2 Pursue the Wild logo logo is used with the Kristy Titus
inspired outdoor sterling silver product.
1.7.3 The Pure Montana™ brand logo is used for the sterling
line sold exclusively through EVINE Live.
1.7.4 The MTS Private Collection brand logo is used for
the Montana-made sterling line sold exclusively through
Montana Silversmiths stores.
1.7.5 The Montana Lily Kim logo is used in conjuction with
the custom line by designer, Lily Kim.
1.7.6 Montaglia® is a sterling silver brand of jewelry by
Montana Silversmiths sold exclusively direct to consumers.
1.7.7 The Attitude Buckles® and the Attitude Jewelry® logos
should only be used when promoting these lines of buckles
and jewelry.
1.8 Secondary Marks ®JewelryJewelry
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.7
The following secondary marks are owned or used by
Montana Silversmiths to describe product collections,
finishes or valued processes.
1.8.1 The Designer’s Mark™ logo is to be used in
conjunction with the engraving design minted on the
reverse of select buckles and jewelry pieces.
1.8.2 The Montana Armor® logo will be used to promote
Montana Silversmiths silver protection technology.
1.8.3 Montana Silversmiths Tough Enough to Wear Pink
logo should be used in conjunction with TETWP product. In addition, Montana Silversmiths
line of TETWP products is called “Hope Ropes”
2 TAGLINES AND HASHTAGS
The Montana Silversmiths taglines and hashtags are to be used in conjunction with the main
and or sub-brand logo. The purpose of these is to communicate the brand message and
benefits to the consumer.
2.1 Taglines
MONTANAARMOR
MONTANAARMOR®®
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com8
The following taglines are owned or used by Montana Silversmiths. Different taglines are
used in the different situations outlined below.
2.1.1 Primary Taglines
2.1.2 Secondary Taglines
2.2 Hashtags
The following hashtags are used by Montana Silversmiths. Different hashtags are used in the
different situations outlined below.
3 TYPOGRAPHY
General Buckles & Awards Signature Jewlery• #MontanaSilversmiths• #LeadersbyDesign• #IWearMontana• #TakeASecondLook
• #BrandofChampions • #BuckleUp• #SwarovskiZirconia
• #SilverArtistry • #WearTheWestYourWay• #SwarovskiCrystals
Sterling Lane Attitude Buckles/Jewelry• “Inspired by the Spirit & Romance of the West”
• “Let Your Buckle Do the Talking”• “It’s a Whole New Attitude”
Sterling Lane Attitude Buckles/Jewelry• #SwarovskiZirconia• #WesternWedding• #RomanceoftheWest• #SterlingLane• #TwoTrailsBecomeOneRoad
• #AttitudeBuckles• #AttitudeJewelry
General Signature Jewelry Signature Buckles• “Leaders by Design”• “Silver Aristry”
• “Fine Western Jewelry” • “Brand of Champions®”
General Signature Jewelry Signature Buckles• “Celebrate Every Moment”• “Celebrate Gift Giving”• “Wear the West Your Way”• “Take A Second Look”
• “Fine Western Jewelry”• “Stong Ties”
• “Brand of Champions®”• “Every Buckle Has a Story”
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.9
Typography is important in all communications. Montana Silversmiths strives to maintain a
standard in how we manage and maintain our brand image through type.
3.1 Primary Typefaces
3.1.1 Century Gothic, shown here is a sans serif font,
primarily used in our visual standards. Use this font in all
print and digital communications.
3.1.2 Trajan Pro is the primary serif typeface.
3.1.3 Shown here is the script font, Hexterica, used
in our visual standards. This font is primarily used to
headers and taglines.
3.2 Secondary Typefaces
3.2.1 The serif typeface, Trajan Pro, may
be used to compliment the primary
typefaces.
3.2.2 The serif typeface, Almeria, may be used for materials pertaining to Brand of
Champions.
3.2.3 Tranerine is script option when Hesterica is unavailable.
4 COLOR
Century Gothicabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
TRAJAN PROabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
TRAJAN PROabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
Great Vibesabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
Tangerineabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
Almeriaabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com10
Montana Silversmiths primary and accent colors are reflective of our heritage; the blue
mountains, big blue sky, blue rolling rivers, and Montana’s blue state flag.
4.1 Primary Color Scheme
All communications and designs should be created in the official Montana Silversmiths
colors. Logos may only be represented in these three colors: Pantone 541, White and Black
R:110 G:140 B:120
#6D8C78
R:72 G:116 B:153
#487499
R:169 G:168 B:169
#A9A8A9
R:227 G:198 B:103
#E3C667
R:0 G:0 B: 0
R:0 G:0 B: 0
#000000
R:255 G:255 B:255
#FFFFFFPMS 541R:14 G:64 B:106
#0E406A
R:61 G:107 B:140
#3D6B8C
R:0 G:116 B:130
#007482
R:150 G:183 B:216
#96B7D8
R:231 G:224 B:239
#E7E0EF
#000000 #FFFFFFPMS 3125R:167 G:168 B:170
#A7A8AA
Montana Silversmiths
R:91 G:102 B:112
#5B6770
R:206 G:190 B:164
#CEBEA4
R:194 G:197 B:200
#C2C5C8
R:76 G:47 B:72
#4C2F48
R:0 G:0 B: 0
#000000
R:255 G:255 B:255
#FFFFFFPMS 535R:141 G:158 B:188
#8D9EBC
R:91 G:102 B:112
#5B6770
R:206 G:190 B:164
#CEBEA4
R:206 G:190 B:164
#CEBEA4
R:194 G:197 B:200
#C2C5C8
R:76 G:47 B:72
#4C2F48
R:0 G:0 B: 0
#000000
R:255 G:255 B:255
#FFFFFFPMS 535R:141 G:158 B:188
#8D9EBC
R:255 G:255 B:255
R:147 G:149 B:152
#939598
R:0 G:0 B: 0
R:150 G:206 B:216
#96CED8
R:170 G:158 B:205
#AA9ECD
R:185 G:216 B:116
#B9D874
#000000 #FFFFFFPMS 3125R:0 G:170 B:200
#00AAC8
Jewelry®
R:147 G:149 B:152
#939598
R:135 G:23 B:25
#871719
R:111 G:78 B:41
#6F4E29
R:0 G:103 B:168
#0067A8
#FFFFFFBLACKR:0 G:0 B:0
#000000
R:255 G:255 B:255
R:255 G:255 B:255
R:110 G:140 B:120
#6D8C78
R:72 G:116 B:153
#487499
R:169 G:168 B:169
#A9A8A9
R:227 G:198 B:103
#E3C667 R:169 G:168 B:169#A9A8A9
R:88 G:217 B:167#58D9A7
R:0 G:0 B: 0
R:0 G:0 B: 0
#000000
R:255 G:255 B:255
#FFFFFFPMS 541R:14 G:64 B:106
#0E406A
R:61 G:107 B:140
#3D6B8C
R:0 G:116 B:130
#007482
R:150 G:183 B:216
#96B7D8
R:231 G:224 B:239
#E7E0EF
#000000 #FFFFFFPMS 3125R:167 G:168 B:170
#A7A8AA
Montana Silversmiths
R:91 G:102 B:112
#5B6770
R:206 G:190 B:164
#CEBEA4
R:194 G:197 B:200
#C2C5C8
R:76 G:47 B:72
#4C2F48
R:0 G:0 B: 0
#000000
R:255 G:255 B:255
#FFFFFFPMS 535R:141 G:158 B:188
#8D9EBC
R:91 G:102 B:112
#5B6770
R:206 G:190 B:164
#CEBEA4
R:206 G:190 B:164
#CEBEA4
R:194 G:197 B:200
#C2C5C8
R:76 G:47 B:72
#4C2F48
R:0 G:0 B: 0
#000000
R:255 G:255 B:255
#FFFFFFPMS 535R:141 G:158 B:188
#8D9EBC
R:255 G:255 B:255
R:147 G:149 B:152
#939598
R:0 G:0 B: 0
R:150 G:206 B:216
#96CED8
R:170 G:158 B:205
#AA9ECD
R:170 G:158 B:205#AA9ECD
R:185 G:216 B:116
#B9D874
#000000 #FFFFFFPMS 3125R:0 G:170 B:200
#00AAC8
Jewelry®
R:147 G:149 B:152
#939598
R:135 G:23 B:25
#871719
R:111 G:78 B:41
#6F4E29
R:0 G:103 B:168
#0067A8
#FFFFFFBLACKR:0 G:0 B:0
#000000
R:255 G:255 B:255
R:255 G:255 B:255
Secondary Highlight
®JewelryJewelry
4.2 Secondary Color Schemes
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.11
5 PRODUCT IMAGERYStandardized product imagery promotes a consistent look across all platforms. Product
images should present products in such a way that the consumer has a clear expectation on
the detail, size, and presentation of the item. Montana Silversmiths Marketing Department is
responsible for photographing, naming and editing all product images, including those sold
online, in catalog and created for special projects.
5.1 Formatting and File Location
All web ready images should be formatted as follows: 1800px x 1800px, 72 dpi, RGB, jpeg.
Web ready images can be located on the Marketing Drive, following this path: K:\Catalog
Product Images. These images are also available on One Drive and upon request.
5.2 Main Product Images
5.2.1 Front View
The main product photos are meant to display the front of the product. Most commonly,
these are the images taken for purpose of catalog and reformatted to the web image
specifications.
• The file name should be the sku in all capital letters.
• The product should be clipped and centered on a white background (with any necklace
chains/bolo cords to the top of the crop).
• In addition to the alternate views below, another alternate image may be required for a
unique item. This image would be named with the suffix “_alt”.
• All sterling silver items and/or items with Swarovski Zirconia or Crystal should be labeled.
5.3 Alternate Views
The following additional photo views will be made available for distribution:
5.3.1 Back View
• The file name should be the sku in all capital letters, with the suffix “_alt2”.
• The product should be clipped on a white background.
• This view is meant for websites that do not have 360 degree capability, so it should
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com12
present a clear image of the back or a three-quarter position so that details not visible from
the front can be seen.
• This view should also include any clasps and makers and/or sterling silver marks.
5.3.2 Model Shot
• The file name should be the sku in all capital letters, with the suffix “_mod”.
• The background is NOT clipped out, but may be blurred.
• This is view is meant to demonstrate how the product fits on a person, demonstrating both
size and fit on a body.
• The detail of the design is less important than demonstrating the fit, therefore, make sure
these images are not cropped in too closely.
5.3.3 360 View
• The file name should be the sku in all capital letters, with the suffix “_360”.
5.4 Buckles
Front View
• Shoot from straight on
_alt2 Needs to clearly show the back or side detail which would
not otherwise be visible from the front view.
• Camera at an upper angle
• Show a dimensional view of the curve
• Include designer’s mark and logo plate
_mod Needs to clearly show the relative size of the buckle to the
belt strap.
• Camera at an upper angle
• Buckle view straight forward or very slightly three-quarter
Montana Silversmith eCommerce Brand Standards Manual
12
• The detail of the design is less important than demonstrating the overall presentation
of the packaged product, but should still show the product such that the product is
recognizable and displayed flatteringly.
5.3.4 360 View
• The file name should be the sku in all capital letters, with the suffix “_360”.
5.4 Buckles
Front View
• Shoot from straight on
_alt2 Needs to clearly show the back or side detail which would
not otherwise be visible from the front view.
• Camera at an upper angle
• Show a dimensional view of the curve
• Include designer’s mark and logo plate
_mod Needs to clearly show the relative size of the buckle to the
belt strap.
• Camera at an upper angle
• Buckle view straight forward or very slightly three-quarter
_box Needs to show the product packaging, however product
does not need to be 100% clear
• Camera at an upper angle
• Make entire box visible in the frame
• Buckle should be centered in box (not crooked/askew)
• No glare light on the box top
• Montana Silversmiths logo visible, if possible
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.13
5.5 Rings
Front View
• Shoot at a slight upward angle so that the band is visible
_alt A side view of the ring may be required if the front view does not
display the band.
_alt2 Needs to clearly show the .925 stamp as well as back or side
detail which would not otherwise be visible from the front view.
• Camera at an upper angle
• Show a dimensional view
• .925 stamp view required
_mod Needs to clearly show the relative size of the ring on a hand.
• Crop should include full length fingers, or wrist at minimum
5.6 Earrings
Front View for Posts
• Shoot left earring straight on and the side of the right earring at a
slight upward angle
Front View for French Hooks
• Shoot straight on
• Stagger earrings with the left positioned higher than the right
Front View for Hoops and Huggies
• Shoot left earring at a slight angle and right from the side
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com14
_alt2 for Posts Needs to clearly show the back or side detail
which would not otherwise be visible from the front view.
• The post backings should be pulled out to the tip of the post.
• Arrange one earring on its front so the back is sticking straight
up, and the other earring propped up but facing away from the
camera for a dimensional view
_alt2 for French Hooks Needs to clearly show the back or side
detail which would not otherwise be visible from the front view.
• Camera at an upper angle
• Earrings should be face down
• Arranged at a 30 to 45-degree angle on the screen
• Make sure to arrange the hooks so they are not laying across
the earring
•
_alt2 for Hoops and Huggies Needs to clearly show the back or
side detail which would not otherwise be visible from the front
view.
• Camera at an upper angle
• The post backings should be pulled out to the tip of the post.
• Place earrings in a yin/yang arrangement.
_mod Needs to clearly show the relative size of the earring on
the head.
• Camera at an upper angle
• Camera should be arranged at a slightly three-quarter view
to demonstrate dimension and fit on the ear lobe
• Image should be cropped out far enough to include the
neck, upper shoulder, jawline and cheek.
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.15
5.7 Necklaces
Front View
• Shoot from straight on
• Center in frame with chain to the top of the crop
_alt2 Needs to show the back or side detail which would not
otherwise be visible from the front view.
• Camera at an upper angle
• Product face down
• Arranged at 30 to 45-degree angle
• Include clasp in view
_mod Needs to clearly show the relative size of the necklace on
body.
• Camera at an upper angle
• Camera should be arranged at a slightly three-quarter view
to demonstrate dimension and fit on the body
• Image should be cropped out far enough to include the
neck and shoulders, and as far down as will fit the necklace.
5.8 Jewelry Sets
Front View
• Shoot from straight on
• Center in frame with chain to the top of
the crop
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com16
_alt2 Needs to show the back or side detail which would not
otherwise be visible from the front view.
• Camera at an upper angle
• Product face down
• Arranged at 30 to 45-degree angle
• Include clasp in view, and earrings arranged per earring
section.
_mod Needs to clearly show the relative size of the earrings and
necklace on body.
• Camera at an upper angle
• Camera should be arranged at a slightly three-quarter view to
demonstrate dimension and fit on the body
• Necklace clasped at full length, but not using the extender
• Image should be cropped out far enough to include half of
ear lobe, and as far down as necklace rests at full length.
5.9 Bracelets
Front View for Cuff Bracelets
• Shoot at a slight upward angle so that the inside edges are
visible
Front View for Link Bracelets
• Depending on angle, either shoot from above, or
• At a slight upward angle so that the back is visible
800-548-4511 • orders@mtsilver.com Brand Standards Manual • Montana Silversmiths, Inc.17
_alt2 for Cuff Bracelets Needs to show the back or side detail
which would not otherwise be visible from the front view.
• Camera at an upper angle
• Side detail view
• Designer’s Mark is visible and upright
_alt2 for Link Bracelets Needs to show the back or side detail
which would not otherwise be visible from the front view.
• Camera at an upper angle
• Bracelet should be face down
• Include clasp in view
_mod Needs to clearly show the relative size of the bracelet on
wrist.
• Camera at an upper angle
• Camera should be arranged at a slightly three-quarter view
to demonstrate dimension and fit on the body
• Shirt cuff should not cover bracelet
• Image should be cropped out far enough to include the
hand and part of the lower arm past the wrist
5.10 Barrettes
Front View
• Shoot from straight on
_alt2 Needs to show the back or side detail which would not
otherwise be visible from the front view.
• Camera at an upper angle
• Dimensional view – try to show curve and texture
Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com18
_mod Needs to clearly show the relative size of the barrette in
hair.
• Camera at an upper angle
• Barrette view straight forward or at very slight three-quarter
angle
5.11 Watches
Front View for Leather, Bracelet and Expansion Bands
• Shoot from straight on
Main Web Image for Wrist Watches
• Crop front image tight on face, and half of bands
Front View for Pocket Watches
• Shoot from straight on with chain to the edge of the crop
_alt2 for Leather Bands Needs to show the back or side detail
which would not otherwise be visible from the front view.
• Camera at an upper angle
• Buckle clasp visible
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_alt2 for Bracelet Bands Needs to show the back or side detail
which would not otherwise be visible from the front view.
• Camera at an upper angle
• Show toggle and Designer’s Mark
_alt2 for Expansion Bands Needs to show the back or side detail
which would not otherwise be visible from the front view.
• Camera at an upper angle
• Expansion visible
_alt2 for Pocket Watches Needs to show the inside face, which
would not otherwise be visible from the front view.
• Watch propped upright and open
• Include chain arranged in view
_mod for Wrist Watches Needs to clearly show the relative size of
the watch on wrist.
• Camera at an upper angle
• No glare on watch face
• Shirt cuff should not cover watch
• Image should be cropped out far enough to include the
hand and part of the lower arm past the wrist.
_mod for Pocket Watches Needs to clearly show the relative size
of the watch on wrist.
• Camera at an upper angle
• Pocket watch shown in hand
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5.12 Bolo Ties
Front View
• Shoot from straight on
• Center in frame with cords to the top of the crop
_alt2 Needs to show the back or side detail which would not
otherwise be visible from the front view.
• Camera at an upper angle
• Product face down
• Include cord in view
_mod Needs to clearly show the relative size of the bolo tie on
the collar.
• Camera should be arranged at a slightly three-quarter view
to demonstrate dimension and fit on the body
• Image should be cropped out far enough to include the
neck and shoulders, and as far down as will fit the necklace.
5.13 Money Clips
Front View
• Shoot from slight upward angle, showing entire front, with
some of the inside visible
_alt2 Needs to show the back or side detail which would not
otherwise be visible from the front view.
• Camera at an upper angle
• Arranged horizontally at a 30 to 45-degree angle
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_mod Needs to clearly show the relative size of the money clip in
hand.
• Photo with money in clip
5.14 Snuff Can Lids
Front View
• Shoot from slight side angle to show dimension
_alt2 Needs to show the back or side detail which would not
otherwise be visible from the front view.
• Camera at an upper angle
• Product face down
• Try to hide splotchy parts
_mod Needs to clearly show the relative size of the snuff can lid
to a can.
• Show lid on a can, does not need to be secure
• Don’t show snuff brand
• Camera at an upper angle or overhead on flat surface
6 PRODUCT DIMENSION STANDARDSBelow are standardized practices Montana Silversmiths follows when measuring and
weighing product.
6.1 Units of Measurement
• Dimensions should be measured in inches, using decimals
• Weights should be measured in grams, using decimals
• Net Weight is the weight of the product only
• Tare Weight is the weight of the BOX PLUS PRODUCT
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_mod Needs to clearly show the relative size of the snuff can lid
to a can.
• Show lid on a can, does not need to be secure
• Don’t show snuff brand
• Camera at an upper angle or overhead on flat surface
_box Needs to show the product packaging, however product
does not need to be 100% clear
• Camera at an upper angle
• Make entire box visible in the frame
• No glare light on the box top
• Montana Silversmiths logo visible, if possible
6 PRODUCT DIMENSION STANDARDSBelow are standardized practices Montana Silversmiths follows when measuring and
weighing product.
6.1 Units of Measurement
• Dimensions should be measured in inches, using decimals
• Weights should be measured in grams, using decimals
Net Weight is the weight of the product only
Tare Weight is the weight of the BOX PLUS PRODUCT
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6.2 Buckles
...for Classic, Trophy and Attitude Buckles
...for Ranger Buckles or 3 & 4 pieces Buckle Sets
6.3 Rings
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6.4 Earrings
...for Hoop Earrings
...for Dangles & French Hook Earrings
...for Post Earrings
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6.5 Necklaces
...for Pendant Necklaces
...for Chokers or Multi-Pendant/Charm Necklaces
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...for Multi-Chain Necklaces
6.6 Jewelry Sets
For the primary width, height, length – use the necklace measurements, since those are
typically the larger pendant in the set.
6.7 Bracelets
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...for Cuff or Wrap Bracelets
6.8 Barrettes
6.9 Watches...for Pocket Watches
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...for Bangle, Beaded, or Chain Link Bracelets
...for Wrist Watches (when in doubt, reference bracelet measurement guide)
6.10 Bolo Ties
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6.11 Money Clips
6.12 Snuff Can Lids
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6.13 Average Weights and Measurements
Below are the average tare weights, box dimensions, and net weights.
7 TERMINOLOGY, PHRASEOLOGY, AND VOICEIt’s important to have a standardized way of communicating with all customers.
7.1 Jewelry Terminology
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When describing jewelry online, it’s important to use the correct industry-wide terminology
Types of Clasps
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Types of Closures/Backs/Attachments
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Types of Earrings
Types of Chains7.2 Media Phraseology
All communication by Montana Silversmiths should follow the basic rules of trademarking to
ensure a unified message. Follow these rules when creating any outside correspondences,
especially in press releases or on the website.
7.2.1 Adjective
Use company name (and/or any company sub-brand) as an adjective, NOT a noun.
Example of name as an adjective: MONTANA SILVERSMITHS Jewelry.
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Content Update Schedule Size(s) 8.1 Homepage Banners & Graphics
8.1.1 Main Slider
8.1.2 Secondary Banners
• Marketing Purpose/Sales Benefit• Call to Action• Pertinent Information
• One (next) banner image in rotation each week
• 1295px max width
• Marketing Purpose/Sales Benefit• Call to Action• Pertinent Information
• With every new catalog release
• Home Two Thirds: 790px x 364px• Home Half Landscape: 658px x 245px• Home Half Square: 673px x 512px• Home Third: 555px x 364
8.1.3 Dropdown Menu Graphic• Image without copy • With every new catalog
release• 300px x 190px
7.2.2 Possessive
Do not use the company name (and/or any company sub-brand) in a possessive form.
Example of name in possessive form: the MONTANA SILVERSMITH’S Montana Gunmetal
product line.
7.2 Voice
Montana Silversmiths brand voice speaks to our craftmanship, heritage and genuineness.
It’s important to use the same voice when communicating with our customer. Across all
platforms, use a voice that conveys the “Authenticity of the Beauty of the West”.
8 WEB COLLATERALBelow is a guide to the required content, updates and sizes of www.MontanaSilversmiths.
com graphics, as well as that for social channels.
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Content Update Schedule Size(s)
8.2 Category Banners• Image without copy • With every new catalog
release• 1375px x 185px• 1375px x 245px
8.3.2 Google and Facebook• 1 version with & 1 without Logo
• Weekly • 1200px x 628px • 600px x 600px • 800px x 800px
8.3 Social Ads
8.3.1 Affiliates• Call to Action• Pertinent Info• Logo• Code (if applicable)
• Weekly • 88px x 31px • 120px x 60px • 234px x 60px • 468px x 60px • 728px x 90px • 300px x 250px
9 DIGITAL STATIONARYOfficial stationery promotes a strong unified image for both internal and external
communications. A consistent design makes correspondence immediately recognizable.
Montana Silversmiths Marketing Department is responsible for creating all digital stationary
standards.
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9.1 E-mail Signature
The following is an example of the E-mail Signature to be used by all Montana Silversmiths
employees.
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