2007
U.S.
VISUAL
STANDARDS
GUIDE
SIGNAGE, PACKAGING &TRANSLATION GUIDELINES
©2007 by Lowe's®.All rights reserved.Lowe's and the gable design are registered trademarks of LF, LLC.
2007
U.S.
VISUAL
STANDARDS
GUIDE
SIGNAGE GUIDELINES
©2007 by Lowe's®.All rights reserved.Lowe's and the gable design are registered trademarks of LF, LLC.
Signage Guidelines Lowe’s 200716
12'
8'
6'
4'
Beam Height and location
of signage can vary
Fasteners
SideCapDisplayOption
UseofsidecapspaceisatthediscretionofLowe’sMarketing
andMerchandisingteam.SideCapsmaybereservedfor
Lowe’sCorporate
24"UniversalFrameHeader
InBayBungeeBacker
Sidestack
UprightMountFlipbook
BeamMountFlipbook
18"UniversalFrameHeader
CurvedInBayGraphic
Signage Guidelines | Sightlines (12' version)
Signage Guidelines Lowe’s 200717
Signage Guidelines | Brand Usage
NOTE: The Spanish version of the logo is to be used on spanish materials and is available through Lowe's VSG.
The Lowe’s logotypeornamewillnolongerbeallowedonsignssuppliedbyVendors.ItwillappearonlyoncorporatestoresignagesuppliedbyLowe’s.
The Lowe’s logotypeshouldappearonliterature,alongwiththefollowingcopyrightinformationinaminimumof7pt.type:©2007byLowe’s®.Allrightsreserved.Lowe’sandthegabledesignareregisteredtrademarksofLF,LLC.
Thefollowingillustratesthecorrectusageofourbrand:
Whenprintinginonecolorblackink,usethelogoasshownbelow
SolidBlack
Whenprintingwithblackinkusethelogoasshowntotheleft.Notethattheoutlineofthelogoissolidblack.
Whenprintinginfourcolorprocessinks,usethelogoasshownbelow blue red grey
c 100 0 0
m 72 100 0
y 0 65 0
k 18 15 50
Lowe’scolorsystemincludesPANTONE®colors: blue red grey yellow green
280c 200c 429c 123c 375c
c 100 0 0 0 60
m 72 100 0 30 0
y 0 65 0 94 79
k 18 15 50 0 0
NOTE: When printing on uncoated stock, substitute PANTONE® 115 for PANTONE® 123.
Use of Lowe’s corporate colors in-store are reserved for key messaging:
BLUE WayfindingandbrandedmaterialsRED ServiceareasandSpecialOrderServicesYELLOW Safety,installation,newlowerprice,contractorpackagingandclearancemessagingGREEN SpecialValue,EDLPandcreditmessaging
Alwaysaskforadrawdownfromtheprinter.(Adrawdownistheactualinkmixonyourspecifiedstock.)Also,telltheprinter that the intention is to exactly match your PANTONE® chip. The adjustments for process colors were madebasedonPANTONE®chipsandPhotoshop®conversionstoCMYK.
Note:ThecolorsonthisguidehavenotbeenevaluatedbyPantone,Inc.foraccuracyandmaynotmatchPANTONE®ColorStandards.Foraccuratecolorstandards,refertothecurrenteditionofthePANTONE®ColorFormulaGuide.
Signage Guidelines Lowe’s 200718
Signage Guidelines | Brand Usage
Signage Guidelines Lowe’s 200719
Signage Guidelines | Lowe’s Icons
ThisSpecialOrderlogoisnolongerinuse
PANTONE®280cPANTONE®280c BlackPANTONE®123c
PANTONE®280cPANTONE®280c BlackPANTONE®109c
PANTONE®200cPANTONE®280c Black
Lowe’s icons which may be used on vendor signage
Special Order
ProminentlydisplaytheSpecialOrderverbiagetextonlyFolioExtraBoldonsignageforappropriateproducts.
Installation Guaranteed
ProminentlydisplaytheInstallationGuaranteedicononsignageforappropriatecategoriesandproducts.
How-To
UsetheHow-Toiconinconjunctionwithprojectinstructionalcontent.Alwaysdefineaprojectinstructionalasalistofsteps.Theword“step”shouldbeplacedinfrontofeachnumberintheorderofinstructions.
Colored logos are preferred. Pantone 280 and black logo should only be used on 2 color layouts.
Lowe’s icons which may be used on vendor signage
Now at Lowe’s
Announcesproductsthathaveneverbeensoldanywhereand/orareavailableatLowe’sforthefirsttime.NowatLowe’ssignagecanonlybepostedforupto60days.
Only at Lowe’s
SignagecontainingtheOnlyatLowe’slogocanonlybepostedaslongastheproductisavailableOnlyatLowe’s.
New! Only at Lowe’s
TheNew!OnlyatLowe’siconisrestrictedtouseonnewproductsexclusivetoLowe’s.New!OnlyatLowe’ssignagecanonlybepostedforupto60days.
PANTONE®280c Black
PANTONE®280c Black
PANTONE®280c Black
Signage Guidelines Lowe’s 200720
Signage Guidelines | Lowe’s Icons
Lowe’s icons which may be used on vendor signage
Garden Club Select
TheGardenClubSelecticonshouldbeusedonsignageforappropriateproductsintheLowe’sGardenCenter.
1 Year Plant Guarantee
The1YearPlantGuaranteeiconshouldbeusedthrough-outsignageintheLowe’sGardenCenter.
4-colorprocess
Cyan Black
Lowe’s Gift Card
TheLowe’sGiftCardiconshouldbeusedonappropriatepromotionalsignage.
Energy Star®
ProminentlydisplaytheENERGYSTARicononsignageforappropriateproducts.ForacopyofENERGYSTARlogousageguidelines,pleasecontactLowe’sEnvironmentalSpecialistat704758-2340.
Cyan Black
PANTONE®280c Black4-colorprocess
Signage Guidelines Lowe’s 200721
Signage Guidelines | Lowe’s Icons
4-colorprocess Black
Theuseof text and imageryon signage in Lowe’s stores
shouldadheretothefollowingrequirements:
• Communicate in a succinct and direct manner. Most
customers are shopping for specific items and do not
havetimetoreadanexcessiveamountoftext.
• Keepproductexplanationssimple,avoidindustryjargon,
anduseimagerythatsupportsyourtext.Becertainthe
informationisapplicabletothecustomer.
• Choose imagesthatmaintainahighstandardofquality
andclarityandincludediversepeopleandenvironments.
SeeContentManagementGuidelinesformoredetails.
• Describe the primary features and benefits of product
categories. Provide the information necessary for our
customerstomakeaninformedbuyingdecision.
• Providedetaileddescriptionsonpackagingorbrochures
rather than signage. Most customers want information
quickly and will not spend time poring over lengthy
explanations. Messaging must catch a person’s eye
within5seconds.
• Avoidwideparagraphsorlinesofcopy.Rememberthat
yourdisplaysignage,packaging,andbrochuresallwork
togethertocommunicateyourmessagetocustomers.
Below is a table of production processes and the
recommendedimageresolutionatfinishedsize:
Process MinimumResolutionRequired
ScreenPrinting:55lpi 110dpi
ScreenPrinting:65lpi 130dpi
ScreenPrinting:75lpi 150dpi
ScreenPrinting:85lpi 170dpi
OffsetPrinting:150lpi 300dpi
DigitalPrinting: Varieswidelyde-
pendingonoutput
device–contact
yoursourcefor
minimumresolu-
tionguidelines.
B12 pt. typeforpackaging,pricing&tearpads
B20pt.typefortextateyelevel
B48pt.typeonsignsabove5'-0"&below7'-0"
B60pt.typeforheadersabove7'-0"
B150pt.typeforoverheaddisplaypanelsabove10'-0"
B200pt.typeforbannersabove15'-0"
Examples indicate minimum type sizes for particular applications:
Signage Guidelines Lowe’s 200722
Signage Guidelines | Text and Imagery
Signage Guidelines Lowe’s 200723
Signage Guidelines | Text and Imagery
WhentheEnglishis100pt.andgreatertheSpanishis50%oftheEnglish.Bluebarfontsfallinthiscategory.
WhentheEnglishissmallerthan100pt.theSpanishis75%oftheEnglish.Fontsbelowthebluebarshouldfallinthiscategory.
CATEGORY DESCRIPTION
PRINTED Countercardsonsales,service,orcheckoutcounters Non-promotionalbanners Aisleviolatorsorwobblers Floorgraphics Vendorpricingsystems/labels(exceptforpre-approvedspecialordermerchandise) Frontentrancedoorgraphics Exteriorgraphics(otherthanapprovedpromotionalbanners) Tearpadsonbeamsoroverlappingj-hooks Signagewhichreplacesorobstructscorporategraphics
BeamStrips
INFORMATION OR VISUALS E-commercevendorwebsitesor800telephonenumbers(informationalor ‘howto’sitesandnumbersareacceptable.) ContactyourProductMarketingManagerforinformation. Discrimination–race,sex,gender,etc. Portrayalofnudityorsex
SOUND Digitaldisplaysoundlouderthan60decibels(dB) Displayswithmotionactivatedsound(soundmustbeselectedbythecustomer)
LIGHTING Exposedneon Strobes Backlitdisplaysoutsideofproductbays(exceptonapprovedendcaps)
Signage Guidelines Lowe’s 200724
Signage Guidelines | Sign and Display Items Not Allowed
The use of text and imagery on signage in Lowe’s stores should adhere to the following requirements:
LOGOS
• Overall,minimizetheuseoflogosandadditionalgraphicelements.Useonelogoperbrand.
• TreatSpecialOrderasaniconandnotacallout.
• ClarifyhowthecustomerproceedsthroughtheSpecialOrderprocess.
• Neveruseburstsorsnipesonsigns.
CONTENT/COPY
• TranslateallverbiageasrequiredintheseguidelinesintoSpanish.
• Communicateinasuccinctanddirectmanner.Contentonallsignsshouldbekepttoaminimum.Effective
messagingmustinfluencecustomerstomakeapurchasewithin5seconds.
• Keepproductexplanationssimpleandavoidindustryjargon.Becertaintheinformationisapplicabletothecustomer.
• Describetheprimaryfeaturesandbenefitsofproductcategories.Providetheinformationnecessaryfor
customerstomakeinformeddecisions.
• Providedetaileddescriptionsonpackagingorbrochuresratherthansignage.DoNOTrepeatbasicinformation
thatexistsonproductpackaging.
• Avoidwideparagraphsorlinesofcopy.Rememberthatdisplaysignage,packaging,andbrochuresallwork
togethertocommunicateamessagetocustomers.
• Donotincludeverbiageifthesign’svisualplacementinthestoreisabove8’.
• Donotusetheword“Center”onasignunlessapprovedbyLowe's.
A“Center”mustbeservicedbyadedicatedLowe’semployee.
• DonotuseanywordsthatcompetewiththeLowe’sEDLP(ex:Sale,Cheap,Deal,Bargain).
Uselanguagelike“SpecialValue”.
• Donotuseexclamationpoints.
• Donotuseshadowsbehindoroutlinesaroundcopy.Useonlybasicfonts.
• DonotusewebsiteaddressesunlessthewebsiteisinformationalonlyoritisaLowe’s.com/vanityURL.
• GivetheSpanishtextthesametreatmentastheEnglishtext.
• IfaLowe’sitemnumberlessthan6digitsisreferenced,theappropriateamountofzerosshouldproceed(ex:
Item#000123).Thisappliestoallformsofsignageincludingcollateral.
SignageGuidelines|MandatoriesforPOPSignage Guidelines Lowe’s 200725
Signage Guidelines | Mandatories for POP
IMAGERY - PHOTOGRAPHY/ART
• Chooseimagesthatmaintainahighstandardofqualityanddiversityandthatsupporttheaccompanyingtext.
• Recognizingthat1in3peopletodayarerepresentativeofadifferentethnicgroup,ensurethatimageryincluding
humanityisreflectiveofthisdiversity.
• Imageryshouldberelevanttoasmanydifferentmarketsaspossible,recognizingthatLowe’shasstoresinrural,
suburban,andurbanmarkets.
• Imageryshouldreflecttasteful,stylish,homedecor,andtheLowe’sconsumerlifestyle.
• Imageryshouldberelevanttoproductcategoryandhaveastrongvisualimpact.
• Avoidstockphotography,especiallyinlargeformatusagelikeoverheaddisplaypanels.Buy-outsareacceptable.
Lowe’sdoesnotwantthesameimagebeingusedbyacompetitor.
FORMAT CONSIDERATIONS
• DonotsubmitsignagetobeproducedonsubstratesnotspecifiedintheVendorSignageGuideoritwillnotbe
reviewed.
• Donotsubmitsignagetobemountedwithnon-approvedLowe’shardware.Ziptiesarenotapproved
mountinghardwarefortearpads.
• Donotsubmitsignagethatisnotwithinthesizeguidelinesspecified.
• DonotsubmitSpecialValuePromotionalSignagetotheSignageCoordinator.SpecialValuesignageshouldbe
submittedtoClassicGraphics.
SignageGuidelines|MandatoriesforPOPSignage Guidelines Lowe’s 200726
Signage Guidelines | Mandatories for POP
Signage Guidelines Lowe’s 200727
Signage Guidelines | Billingual Signage Policy
Signage and displays that do not have the appropriatetranslationswillberejectedbytheVSGReviewBoard.By October 1, 2006, ALL signage must be bilingual.Vendors who are selected to distribute their productsin Canada should refer to the Canadian Visual StandardGuidelinesonwww.Loweslink.com.Vendors should not attempt to produce trilingual signage for the US or Canada.
Specific Notes on Layout Options
In each section of this Visual Standards Guide requiring
bilingual translations, bilingual layout options are
recommended for each situation. Vendors are restricted
to the outlined layout options and are asked to exhaust
these options in the order in which they are listed.
(Ex:Thepreferred/recommendedlayoutoptionislistedfirst.)
For further information and signage guidance, Lowe’s
encourages vendors to work with designers experienced
in designing bilingual signage. We encourage vendors to
work with their selected translation (with proofing from a
Lowe’s Approved Translation and Proofing Vendor) and
packaging design companies to work through the details
of bilingual packaging design. Lowe’s also encourages
vendorstoreferencetheresourcesprovidedattheendof
thisbilingualsignagesectionandthentoenlisttheinputof
their Merchandising contact, Product Marketing Manager,
Lowe'sStoreEnvironment, theVSGSignageCoordinator,
or Lowe’s Multicultural Marketing Department if they run
intochallenges.
Recommended Resources
GAIN(GraphicArtsInformationNetwork)
PIA(PrintingIndustryAssociation)
GATF(GraphicArtsTechnicalFoundation)
WelshLanguageBoardCardiff,UK0292087-8000“AGuidetoBilingualDesign”“MarketinginMinorityLanguages:AGuideforBusinesses”www.bwrdd-yr-iath.org.uk
Signage Guidelines Lowe’s 200728
Signage Guidelines | Shipping Guidelines
All carton identification guidelines are set by Lowe’s(For All product being sent to Archway warehouse for Lowe’s)
** Items must be packaged in cartons or envelopes –EACH UNIT MUST BE SHIPPABLE FROM ARCHWAY WAREHOUSE UPON ARRIVAL***
DELIVERY NOTIFICATION• Pre-delivery notification is required on all shipmentsat least 24 hours in advance.Notificationmaybedoneviatelephone,faxore-mail(seeattachedFacilityContactList).Schedulingmustbedoneviatelephoneore-mail,andafaxedcopyofthepackingsliporBillofLadingmustbereceived24hoursinadvance.CARTON IDENTIFICATIONEach package received into the Archway warehouse must be identified by using Lowe’s customized green tape (printed with “Signage-Fixture-Display”). Specifications and order information listed belowAlllabelsmustbeGREENincolor,matchingcloselytoPantone375Green,andallTYPEmustbeinBLACK.(Fontminimumof½inchtall).Labelsmustbeplacedonallparcels,bothMASTERcartonsandindividuallypackeditems.Master Cartons• Eachmastercartonmustbelabeledwith; Itemnumber,briefdescription,totalquantityandnumberofpiecesperinternalcarton(Example:500total,10 Boxesof50each),DepartmentName(ofwherethatproductislocatedinLowe’sstores),Hannabarcode (scannableUPC#)orprintedbarcodenumberaccepted(Example:HW00009999)• InstructionSheetmustbeincludedineachindividualcarton.• Partialboxesshouldbeclearlyidentifiedandmarkedappropriately.• MaximumoneSKUpermastercarton.
INDIVIDUAL Internal/individualcartonsmustalsobeclearlyidentifiedwithitemnumber,briefdescription,quantity,planogramname,andbarcode.• InstructionSheetmustbeincludedineachindividualcarton.• Lowe’sGreentapemustbeappliedsothatthetapeifvisiblefromall angles.• Seeaboveforlabelingrequirements.Allindividualcartonsmustbelabeledwithallaboveinformation.
Pallet Requirements - Size and Markings:• MaximumPalletDimensions:48”Lx40”Wx54”H.• MaximumFloorDisplayDimensions:48”Lx40”Wx80”H. • AlwaysconsolidatelikeSKU’sonasinglepallet;donotmixvariousSKU’s. • AllshipmentstoArchwaymustbepalletized,exceptsmallparcels.• Smallparcelsandloosecartonsshouldbemarked(1of__,2of__,etc.).• Allproductsmustbestretch-wrappedand/orbandedsecurelytothepalletwithamaximumof1-inchoverhang.Thepalletmustalsoallowfour-wayentry.• Cornerboardsmustbeplacedontopofloose-packedskids.• Palletsaretobemarked“1of__”,“2of__”,etc.• TotalPalletMaximumWeight:2,600lbs./perpallet.• Palletsmustincludefront,middleandbacksupportboard.
Delivery Notification• Afterhoursreceivingmaybearrangedwitha24-hournotice(seeattachedFacilityContactList.)• Partialshipmentsmustbeauthorizedinadvance.Shipmentsmusthavepaperworksupportingpartialquantities.• Archwayreservestherighttorescheduleappointmentsthataremorethan60minuteslate.
Signage Guidelines Lowe’s 200729
Signage Guidelines | Shipping Guidelines
DAMAGE REPORTING• Productreceiveddamagedorunidentifiablewillbeplacedin“non-conforming”andtheclientwillbenotifiedtoobtaindisposition(ifthedamageappearstohaveoccurredpriortoshipping).Photographsofthematerialwillbetakenfordocumentation.
If a KIT involves numerous bar code (component) numbers, use the first (lowest numerical value) bar code in the sequence for printing the label. (This applies only when a KIT does not have it own assigned bar code). The label itself must be present on each kit (base shipping unit), and be as large as the carton will allow, maximum 8 ½”x 11” and match closely to Pantone 375 Green. All type must be in black.
TAPETape must encircle the carton, or be placed so that it is visible from all sides/angles. Tape Specs = 2” x 110 yds per roll, Material= Polypropylene, Colors = PMS 375 Green w/ Black type, Verbiage = Lowe’s Signage, Rolls per case = 36. Sold in case lots only. Available sources:, Crown Packaging @ PH: 1-800-541-1992, Label Tech @ PH: 1-800-359-2155.(You may use other sources to print this customized tape, as long as it matches specifications listed above).
Per Lowe’s - All Shipments to Archway must conform to the following guidelines:
SMALL PARCELMustbeshippedviathespecifiedCarriershownintheLowe’sRoutingGuide,thirdpartybilling.InstructionsregardinghowtobesetuponthirdpartybillingareavailableintheLowe’sRoutingGuideatwww.loweslink.comundertheSmallParcelsection.
LTL SHIPMENTSAll LTL shipments must be sent “Third Party” using the particular Carrier shown in the Lowe’s Routing Guide. All shippingpaperworkmust includeAccountNumber140111.The“ShipTo”addresswillbetheArchwayaddress.The“BillTo”sectionmusthave:Lowe’sCompanies,Inc.P.OBox1111NorthWilkesboro,NC28656FullTruckloadShipments:Must contact Lowe’s Traffic Dept. Contact Sherry Greene 336-658-5759
ALL SHIPMENTS ARE FOB DESTINATION(TheVendorhasanobligationtohonorthisrequestuponacceptanceofthispurchaseorder.NoexceptionwithoutauthorizationbytheresponsibleBuyerandtheissuanceofacorrectedpurchaseorder.)
Ifanyoftheaforementionedrequirementsarenotmet,theshipmentmayberejectedandreturnedtoyourfacility,ordeemedas“non-conforming”product,andprocessedforreworkatvendor’sexpense.Charge-backs will apply to non-conforming shipments.
DOCUMENTATION REQUIREMENTS Packing Slip Bill of Lading
• Archway facility information; complete street address, contact name and phone # Yes Yes• Complete “Ship From” information (please note if “Shipping For” different company
other than “Ship From” Yes Yes• Must specify item is for: “Lowe’s Companies, Inc.” Yes Yes• Purchase order number must appear on all shipping documents Yes Yes• Item number, description, quantity, and unit of measure must be clearly identifiable Yes • # of skids, # of cartons per skid Yes Yes• Pieces per carton with total extension by Item # Yes • Notation of partial or complete order Yes Yes• Commodity Description (NMFC) and freight class Yes• Carrier name and tracking identification Yes