july 2015 visual standards guidelines...colour palette direct and guide customers to various areas...

VISUAL STANDARDS GUIDELINES

JULY 2015

VisualStandardsGuidelines

VISUAL STANDARDS GUIDELINESJULY 2015

1.0Corporate Logo

STANDARD LOGO

• Horizontal Logo PMS 280 and PMS 3005

• Vertical Logo PMS 280 and PMS 3005


1.1Corporate Logo

LOGO GUIDELINES

• Whenever the logo is placed over an image, moving footage, or a solid color, the white outline version must be used.

For Vendor Signs, don’t use the Lowe’s pagoda logo.

DON’T


2.0Corporate Font“Avenir“, meaning “the future” in French, is a highly legible and versatile 20th Century font, suitable for both text and headline use.

TYPOGRAPHY GUIDELINES

• 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

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzAvenir Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzAvenir Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzAvenir Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzAvenir Black

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


2.1Font Size

The use of text and imagery on signage in Lowe’s stores should adhere to the following requirements:• Communicate in a succinct and direct man-

ner. 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 Guide-lines 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. Remem-ber 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 RequiredScreen Printing: 55 lpi 110 dpiScreen Printing: 65 lpi 130 dpiScreen Printing: 75 lpi 150 dpiScreen Printing: 85 lpi 170 dpiOffset Printing: 150 lpi 300 dpiDigital Printing: Varies widely depending on output device – contact your source for minimum resolution guidelines.

Aa

Aa

AaAaAa

Aa

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"

2.2Text 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.

20 ft + 3 - 4 ft

ZO

NE

1Z

ON

E 2

ZO

NE

3

B

BM in. 20 pt. type for text at eye level

M in. 48pt. on signage between 5 and 7 ft.

BBBM in. 200pt. at 15 ft.

M in. 60pt. at 7 ft.

M in. 150pt. at 10 ft.



3.0ColourPalette

Direct and guide customers to various areas and product departments.• Category Banners• Uprights, Aisle Violators

• Product Locators• Front End Signage, Enter/Exit, Washrooms

CURTAINS AND BLINDS

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

CORPORATE BLUE – PMS 280

CORPORATE BLUE PMS 280 AND SECONDARY BLUE PMS 3005

SECONDARY BLUE – PMS 3005

*ALL VENDOR INFORMATION SHOULD USE PREDOMINATLY PMS 280 BLUE. This is Lowe’s Corporate 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

The 2 blues can be used in conjunction when com-municating 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.

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

UNIVERSAL


3.1ColourPalette

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

VALUE CUE & PRICING

CLEARANCE

CREDIT

NAILED DOWN PRICE

Communicate and trigger the customer of any value and price offerings.

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

• Price Match Messaging• SALE Signage• Lowe’s LOWER PRICE• Bulk Buy

CLEARANCE

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

18Months**

no IntEREstIF PAID IN FULL WITHIN 18 MONTHS.

MINIMUM MONTHLY PAYMENTS

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.

usE youR LowE’s ConsuMER CREdIt CaRd

youR PuRChasE10%

oFF*

$299 MInIMuM PuRChasE REquIREd

asK FoR

oR no MInIMuM PuRChasE REquIREd

days onLy!4

JuLy 31-august 3


4.0ColourPalette & Logos for Lowe’sServices

CONTRACTOR SERVICES

INSTALLATION SERVICES

FREE IN-HOME CONSULATION SERVICES

COMMERCIAL SERVICES

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 agen-cies, builders etc.

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 Consulta-tion Services may be roofing, painting, HVAC, design services and more.

Lowe’s Installation Services manage the sale of all instal-lation projects quoted and sold within the store environ-ment. 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.

Grey

PMS 424C 0 M 0 Y 0 K 61

BUSINESS CREDIT

5%OFF*

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. ©2013 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.

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.

1 2 3 4 5 6 7 8 9 10 11 12

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

Contractor Yellow

PANTONE 123

C 0 M 23 Y 91 K 0

Value Yellow

PANTONE YELLOW 109

C 0 M 10 Y 100 K 0

Value Red

PANTONE 186

C 12 M 100 Y 92 K 3

Corporate Blue

PANTONE 280

C 100 M 72 Y 0 K 18

New Blue

PANTONE 3005

C 100 M 34 Y 0 K 2

Contractor

Yellow

PMS 123C 0 M 23 Y 91 K 0

New Blue

PMS 3005

C 100 M 34 Y 0 K 2

Corporate

Blue

PMS 280C 100 M 72 Y 0 K 18

Value Red

PMS 186C 12 M 100 Y 92 K 3

a first for your laundry room

NO TOOLS REQUIRED.

DURABLE.

QUICK ASSEMBLY.

LOW026002237

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!

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”

VISUAL STANDARDS GUIDELINES

• Small space design • Fully assembled • Vitreous top included

Euro

LOW025001264

506674 508179

• Offer energy savings up to 85% over

traditional lighting products.

• Long life: last up to 22+ years!

• Instant on, with no warm up time.

LIGHT QUALITY

2700K

LIGHT QUALITY

5000KBENEFITS OF LEDWhy Buy LED?

Long Lasting Energy Saving Dimmable No Mercury Save money on energy bills

Phase3_LaminateMoldingInfo_Card_24x64_OL.indd 1 1/25/13 3:49 PM

ITEM #644972

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.

Barbaro Oak Luxury Vinyl Plank 9" wide plank x 48" length x 5mm thickness (23.25 sq.ft/carton)

LOW026002326

KWD125B1/EZ - Batch Feed Model

� 1 1/4 H.P. motor for efficient grinding, and sound insulated shell forultra quiet operation

� 10 year in-home service warranty� Easy mount installation system and

factory installed power cord� Inhibits odors and environmentally friendly

$Affix Price Label


5.0Do’s and Don’ts

• Small space design • Fully assembled • Vitreous top included

Euro

LOW025001264

506674 508179

• 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: LOW025000926

Vendor Weekly PromosRULES FOR VENDOR WEEKLY PROMOS: • Don’t use the Lowe’s pagoda logo.• Background colour should be RED. • All copy should be white.

WEEKLY PROMO

DON’T

6.0Vendor/Weekly/Promos

7.0Lowe’s Numbers


july 2015 visual standards guidelines...colour palette direct and guide customers to various areas...

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