carhartt brand identity manual

8/10/2019 Carhartt Brand Identity Manual

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Corporate Brand Guidelines


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ContentsBrand Voice 2-6

Signature Elements 7

Signature Clear Space 8

Carhartt Woman Signature Clear Space 9

Signature Configurations 10

Signature Color Variations 11

Signatures: Incorrect Usage 12

Signatures: Correct Usage 13

Minimum Signature Size 14

Supplementary Colors 15

Work Strong Graphic 16

Corporate Typefaces 17

Color Samples 18-19

The Importance of the BrandEstablished in 1889, Carhartt owns the most recognizable

and powerful brand in the workwear marketplace today.

The product of a comprehensive, corporate-wide brand identity

initiative in 2007, these guidelines have been created to help you

capitalize on the brands strengths, and protect it from misuse.

They encompass the brand identity system, including the

signature, its colors and the corporate typefaces. The guidelines

also address the brand voice, or style in which Carhartt

communications should address consumers.

Developed for all who have an interest in the success of the

Carhartt brand, these guidelines apply to the creation of print

ads, web sites, posters, labels, hang tags, premiums,

business cards, stationery and other materials.


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Brand Voice

What is this, and whyshould I read it?

Good questions.

The simple answers are brand voice

guidelines and so all our stuff sounds

the same. The less simple answers will

take two more paragraphs.

Lets start with brand voice: the

tone, manner and style our brand uses

to communicate. Every brand has a

personality and a voice. A luxury car

brand might sound a little snooty; a

high-performance energy bar might try

to sound extreme. This document will

outline the sound of the Carhartt voice

and provide guidelines for how to

express it.

So why should you read it? Because

when we all write with a common voice,

everything that our customers see will be

on-brand. Everything we write from

ads to brochures to web pages will

sound like it comes from Carhartt.

Every brand hasa personality

and a voice...whenwe all write with

a common voice,everything that our

customers seewill be on brand.

Carhartt Corporate Brand Guidelines Page 02


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MasculineWere a red-blooded brand. Our products

are straight-forward. Our communication

should be equally no-nonsense.

Be clear and direct.

- Get to the point. Dont waste a lot of

time. Say exactly what you mean.

Avoid owery language.

- Dont try to romance the product.

Excessive use of adjectives and

exclamation points makes it hard

to take our brand seriously.

HonestWere an open and honest company.

Durable and functional, our products

deliver the value that workers have come

to expect from the brand. Our writing

reflects that.

Focus on a single idea.

- You may have a lot to say.

Pick the key message and

stick with that.

Tell the truth. - Dont say Just fill out this simple

form if the form is a pain to fill out.

Say Youll need five minutes to fill

out this form completely.

What does our voicesound like?Our voice reflects the personality of

the Carhartt brand. We provide premium,

real workwear for hardworking men

and women who value doing the job

right. Were an honest brand with

a masculine style. Were authentic.

We have a history of innovation.

And our products are proven on

the job, in real life. Our voice simply

brings those attributes to life.


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ProvenOur products have been around since

1889. Theyre high-quality and job-proven.

When we talk to customers, we can be

straightforward and self-assured.

Talk benets.

- Our products dont need a lot of uffy

language and high-pressure sales talk.

Just spell out the benefits and give theaudience what they need.

Direct them to the facts.

- Organize your information so its easy

to find. Use headings, subheads and

bulletpoints to direct readers to the

facts theyre looking for.

Address readers directly.

- The passive voice is impersonal and

overly formal. Talk directly to the

audience, using you as much aspossible.

InnovativeWe have a history of continuous

innovation and uncompromised

performance. Our voice is similarly

original and distinctive.

Find a hook.

- Look for strong openings and closings,

especially in ads. Give the reader a

way into your copy, then reward them

at the end for sticking with you.

Vary the pace. - Double check your sentences to make

sure theyre not all the same length.

Change the rhythm and break the

monotony.

Avoid clichs.

- Stay away from over-used words

and phrases. Try to find a new

and improved way to say new

and improved.

AuthenticOur products are job-tested by real

workers. Our brand is authentic and

real. Our writing should express this.

Be conversational.

- Dont write long, impersonal

marketing-speak. Write like real people

writing to other real people. Use

contractions. Sentence fragments.

Whatever sounds real.

Be active and engaging. - Stay away from the passive voice.

Use strong nouns and surprising verbs.

Avoid jargon.

- Marketing-speak and jargon just gets

in the way. Use simple words and

powerful ideas. Dont say Carhartt

is the preferred choice of the active

worker market segment. Say Were

job-tested by real workers.



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Example 1

Instead of:

A variety of features such as premium

fabrics, comfortable fit and rugged

construction are just some of the

hallmarks of Carhartt workwear that

fit our customers needs in the

toughest conditions.

Try:

Rugged construction. Premium fabrics.

Just a few of the reasons our workwear

meets your needs in the toughestconditions.

Because:

The revision addresses

the audience directly.

It uses sentences fragments

to read more conversationally.

It varies the sentence lengths

to keep the copy interesting.

It puts the most important phrases

at the opening and closing:

rugged construction and

toughest conditions.

It avoids vague language:

a variety of features.

Example 2

Instead of:Carhartt has set a new standard for

ame resistant workwear with the same

legendary durability, comfort and fit

that customers have come to expect

from Carhartt.

Try:

Youll find the same legendary

durability, comfort and fit in our

ame resistant workwear.

Because:

The revision is conversational:

our and youll instead of

Carhartt and customers.

It starts by addressing

the reader directly.

It focuses on the benets.

So what does thatmean in real life?

That all sounds good in theory.

But when it really makes sense is

when its proven in the real world.

So here are some examples.

These examples show how our voice

could sound in a number of different

places. It could be advertising. It could

be a catalog, a brochure, a website. Or it

could be a corporate piece talking about

one of our sponsorships.

Our voice is flexible enough that we can

speak to a number of audiences, about

a whole host of products, and still

sound like Carhartt. Take a look.


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Example 4

Instead of:

Since 2005, Carhartt has offered a limited

selection of childrens clothing, and

customer response has been so positive

that a complete line of tops, bottoms,

outerwear and accessories for childrenincluding bib overalls, dungarees, jeans

and jackets has been developed.

Try:

Weve expanded our successful childrens

clothing line. Now youll nd jeans,

jackets, overalls everything youve been

looking for.

Because:

The revision focuses on the reader:

youll nd and youve been looking

for vs. Carhartt has offered.

It uses active rather than passive

language: weve expanded

vs. has been developed.

It closes with a benet: everything

youve been looking for.

It simplies the language to focus

on the key products: jeans, jackets,

overalls vs. a complete line.

SummaryThe Carhartt voice is clear and

conversational, expressing these

attributes:

HONEST

- Focus on a single idea.

- Tell the truth.

MASCULINE

- Be clear and direct.

- Avoid owery language.

AUTHENTIC

- Be conversational.

- Be active and engaging.

- Avoid jargon.

INNOVATIVE

- Find a hook.

- Vary the pace.

- Avoid clichs.

PROVEN

- Talk benefits.

- Direct them to the facts.

- Address readers directly.

Example 3

Instead of:

The body lining is 100% polyester mesh

while the sleeves and hood are lined in

100% nylon taffeta. Other features include

a zipper storm ap, an interior waist

drawcord, a left chest ap pocket with

hook-and-loop closure, and a snap-on/off

removable hood.

Try:

100% polyester mesh body lining

100% nylon taffeta sleeve

and hood lining Zipper storm ap

Interior waist drawcord

Chest ap pocket with

hook-and-loop closure

Snap-on/off removable hood

Because:

The revision uses bulletpoints

to organize the information.

It shortens phrases to

make it more readable.

It focuses on the benets

in a way thats easy to scan.



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Signature ElementsThe signature or logo is the single most

important expression of the Carhartt brand.

This newly updated version and its Carhartt Woman

variant are now exclusive to all communications;

no old logos should be used in their place.

The new Carhartt signature features the C symbol,

and Carhartt word mark, while the new Carhartt

Woman signature includes a Woman word mark.


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Preferred clear space = 4x

Minimum clear space = 2x

x = height of the lowercase a

x

x

2x

Minimum4x

Preferred

x

0.5x

2x

2x

2x

2x

Signature Clear SpaceThe new Carhartt and Carhartt Woman signatures

must stand out to communicate effectively.

When positioned too close, elements such as borders,

graphics and text will distract the viewer and diminish

the signatures impact.

For this reason, clear space surrounds the Carhartt

signature. And, for exibility, both preferred and

minimum clear spaces are specified.



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As with the new Carhartt signature, clear space measurements

for the new Carhartt Woman signature are proportional to the

height of the a in the Carhartt word mark.

x

0.5x

2x

2x

2x

2x

x

x

2x

Minimum4x

Preferred


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Carhartt & Carhartt Woman

Primary Signatures

Preferred configuration

Carhartt & Carhartt Woman

Secondary or Horizontal Signature

Secondary configuration where

primary will not fit, or for

horizontal applications

Signature ConfigurationsThe new Carhartt and Carhartt Woman signatures

appear in either of two congurations: A preferred

configuration, and a secondary configuration for

applications where the horizontal layout of signature

elements is optimum.



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Signature Color VariationsThe preferred presentation of the new Carhartt and Carhartt

Woman signatures is Carhartt Brown (Pantone #7511) and

Black over a light background.

An alternate two-color presentation is Carhartt Brown and

White, for use over a dark background.

For applications in which only one color may be used, these

single-color signatures have been developed: Black, for use

over light backgrounds, and; White, for use on dark back-

grounds that provide sufficient contrast for good signature

recognition.


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Signatures:Incorrect UsageThese examples show signatures that do not

adhere to guidelines for configuration, color

and clear space.

Do not distort the signature.

Do not rotate the signature

it must always be horizontal.

x

x

x

x

x

Do not employ graphic effects

such as a bevel, emboss, outer

glow, or drop shadow.

Do not use any colors

other than those specified.

Do not place the signature on

a busy background that

diminishes visibility.

Do not place the signature in

a confined border, as when

attempting to recreate

a patch or label.

Do not ignore the signature

clear space guidelines. Do not reconfigure the

signature elements,

or using either one

without the other.

x

x

xSALE



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Signatures: Correct UseThese layouts show signatures that adhere to

guidelines for configuration, color and clear space.

Example 1The preferred two-color signature is:

Selected for use on

a light background

Positioned over a clear area

for optimum legibility

Aligned on the right side

of the layout

Surrounded by the proper

amount of clear space

Example 3The black signature is:

Selected for use on

a light background

Aligned on the right side

of the layout



Example 2

The alternate two-color signature is:

Selected for use on

a dark background

Aligned on the right side of the layout


samount of clear space

Example 4

The white signature is:

Selected for use on

a dark background

Aligned on the right sideof the layout



* The layouts portrayed on this page areto be used as examples for logo selection

and positioning only.

a a

a a

a


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Minimum Signature SizeMinimum-size guidelines ensure optimum legibility

for the signature, and also work to maintain

consistency in its presentation.

When would I use the minimum size?

Layouts for business cards, postcards and

small-space newspaper ads often require

minimum-size signatures.

What is the minimum-size

signature for online use?

For web sites and other online applications,

minimum signature sizes are expressed in the

following pixel dimensions:

Primary Signature Size:92 x 92px

(+33px Clear Space)

Secondary Signature Size:156 x 30px

(+42px Clear Space)

Minimum Size of

Primary Signature

is 0.85 x 0.85

+ Clear Space

Minimum Size of

Secondary Signature

is 1.45 x 0.56

+ Clear Space



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Supplementary ColorsThese palettes have been specially created to

complement the Carhartt Brown and other colors usedin the new Carhartt and Carhartt Woman signatures.

They provide the exibility needed when using

(and coloring) design elements such as type,

graphics, artwork or photography.

In addition, they help ensure consistency;

use of these complementary colors in place

of others will help establish a distinct and

readily recognized look for Carhartt.

Cool

Warm

Earth

SafetyPerformanceComfort

Pantone 7511

Pantone 5405

Pantone 1655

Pantone 451

100% Black

Pantone 403

Pantone 484

Pantone 381

Pantone 5395

Pantone 7407 Pantone 4535

Pantone 444 C

Pantone 1605

Pantone 4485Pantone 377

*The above swatches are CMYK representations of the recommended Pantone Spot colors.


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Work Strong GraphicThe Carhartt brand essence and brand positioning

is communicated to consumers in a new tag line:

Work Strong. This is communicated in a new

stamp-like graphic, available in both white (preferred)

and black. The graphic is always to be portrayed on

a 5 angle slanting upward, as shown below. As with

Carhartts signature, the same rules apply:

Do not distort in any way

Do not use colors other than black or white

Do not intrude upon clear space surrounding logo

Do not employ graphic effects

Do not position at an angle other than 5

Do not place within a conned border

a

a

White Work Strong Graphic

The preferred variation.

Black Work Strong Graphic

Alternate variation.



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Corporate TypefacesTwo corporate typefaces or fonts have been selected to

provide a uniform and recognizable look for Carhartt

communications: Helvetica Neue, and Melior.

The primary font - Helvetica Neue - should be used

in headlines. The secondary typeface - Melior - is best

suited in body copy and other applications. Thin, bold,

italic and other variations are all acceptable for use.

Both typefaces may be ordered from Adobe

at www.adobe.com/type/index.html.

Secondary: Melior

Melior Regular

Melior Italic

Melior Bold

Melior Bold Italic

Primary: Helvetica Neue

Helvetica Neue Light

Helvetica Neue Light Italic

Helvetica Neue Roman

Helvetica Neue Italic

Helvetica Neue Bold

Helvetica Neue Bold Italic

Helvetica Neue Medium Condensed

Helvetica Neue Medium Condensed Oblique

Helvetica Neue Bold Condensed

Helvetica Neue Bold Condensed Oblique

Helvetica Neue Black Condensed

Helvetica Neue Black Condensed Oblique


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Pantone Colors: Coated Paper

PANTONE

7511 C

100% Black

What are Pantone inks?

Used throughout the world, the

Pantone Matching Systemgives

graphic designers, printers and others

the ability to replicate colors on press*

with great accuracy.

A number/letter combination is assigned to

shades (e.g. Pantone 7511 C for Carhartt

Brown), specifying a custom* ink color.

*For jobs where a custom Pantone ink is

not an option, the CMYK (cyan, magenta,

yellow and black) code provided will give

you the closest match.

**For online or broadcast use,

Pantone formulas are expressed as

RGB (red, green, blue).

Why do we need different Pantone

colors for different papers?

Some papers are coated to achieve a

matte, glossy, or satin finish while other

papers are uncoated.

Pantone color selections can be optimized

for each paper type. This page shows our

Pantone recommendations for coated

paper, while the facing page displays our

recommendations for uncoated paper.

CMYK:C = 5

M = 48

Y = 93

K = 23

CMYK:C = 0

M = 0

Y = 0

K = 100

RGB:R = 194

G = 123

B = 19

WEB:R = C2

G = 7B

B = 13

WEB:R = 00

G = 00

B = 00



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Pantone Colors: Uncoated Paper

PANTONE

153 U

100% Black

CMYK:C = 0

M = 46

Y = 100

K = 18

CMYK:C = 0

M = 0

Y = 0

K = 100


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The Carhartt Signature and the Carhartt

Work Strong graphic are trademarks of

Carhartt, Inc., and are protected by laws

governing their use.


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Carhartt existsto provide

best-in-class apparelfor the

active worker.

carhartt brand identity manual

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