office depot brand guidelines

Co-Branding

Retail Communication Guidelines

revised 09.15.11

Retail Communication Guidelines: Co-branding 08.22.11Any deviation from this approved style guide must be approved by Visual Merchandising. 2

Table of Contents

Introduction 03

Retail Identity Elements 04

Corporate Signature 05

Typography 07

Color System 09

Primary Palette 10

Secondary Palette 11

Design Elements 12

The Red Stripe 13

Graphic Devices 14

Product Photography 15

Standard Elements and Specifications 16

Specifications 17

Basic Standard Graphic Formats 18

Semi-Permanent and Promotional 19

Informational 20

Product Promotion Graphics 21

Event Graphics 22


Introduction

Office Depot® has developed this style guide to provide the standards for creating co-branded retail graphics. All co-branded graphics must follow these design guidelines and be approved in writing by the Office Depot Visual Merchandising department before production and shipment to stores.

Office Depot often has the opportunity to develop partnerships with strong product and service brands at retail, thereby increasing awareness and sales. Whenever graphics/displays are produced, it is important to follow these basic guidelines to promote both the partner brand and Office Depot—the retailer presenting the product to the consumer—to ensure consistent delivery of the Office Depot brand.

Please note that all retail graphics produced must be approved in writing by the Office Depot Visual Merchandising Department prior to print production. This is required of all permanent and promotional graphics and displays. Office Depot reserves the right to remove any unapproved graphics/displays from Office Depot stores. This is a living document and will be updated periodically to keep up with the changes in the retail channel. Upgrades are available via:

• Vendor Extranet• Marketing Intranet• Your Office Depot Merchant contact• Your Office Depot Visual Merchandising Department contact

All displays (permanent or promotional) must also be supported by in-store display instructions (also approved by Office Depot Visual Merchandising Department).


Retail Identity Elements

Retail Communication Guidelines: Co-branding 06.06.06 5

The Office Depot corporate signature should be included on all co-branded graphics.

Single Line vs. Stacked VersionsThe single line version should be used whenever possible. The stacked version should be used when narrow width restricts the single line version to an illegible size on corrugate displays and other specific displays.

Use of ColorWhen using the corporate signature and tag line, use the red positive version on a white background whenever possible.

Corporate Signature

The Office Depot® signature is a valuable and highly visible asset that we work to preserve and protect.

Stacked Corporate Signature

To be used when restricted to a vertical space for signature placement

(e.g., vertical packaging, light pole banners, etc.).

Horizontal Corporate Signature

The preferred signature treatment is the horizontal version.


These templates and formulas are to be used as a guide for size and positioning.

The templates are saved as an Adobe Illustrator CS2 .eps file.The color is Office Depot’s version of PMS 186 (100M 80Y).The logo font is completely outlined..

Position the crop marks to fit your document, according to trim or live area.The variety of shapes and sizes should allow you to choose the closest approximate size you need then enlarge or reduce as necessary and still fit within the guidelines. If you don’t see a similar size, please contact your Visual Merchandising Project Manager.

Always make sure the Red rule is extended to bleed from left to right.Remove or cover the text from the template.

If you are in a program that will not open and edit an .eps, you can use this as a guide only.Place it into your document and rebuild the red rule with Office Depot logo as shown below.

OFFICE DEPOT® LOGO USAGE GUIDELINES FOR VISUAL MERCHANDISING HOW TO DETERMINE THE SIZE OF YOUR ODP LOGO The bandwidth proportions and project dimensions are shown on the Standard Graphics page in this document.

The logo should always be positioned in the upper left corner,and then size of band and logo will be determined by the formula below, based on the trim or the live area. (Live area: Some projects may have channels or frames,see standard graphic guidelines on page ___ ).

The tallest height of the logo is 40% of the White band width. (If the band width is 1.5”, the height of the ‘O’ in ‘Office’, equals 40% of the bandwidth. (See example)

The thickness of the Red rule is equal to 1 ellipses from lowercase ‘i’,and placed at the bottom of the bandwidth. Red rule should bleed left to right based on trim or live area. Distance between the bottom of the Red rule to the bottom of the logo is equal to 3 ellipses of the lowercase ‘i’. (See example)

The ‘O’ in ‘Office’ should be no less than 2 ‘O’ spaces from the left of thethe trim or the live area. (See example)

HOW TO USE THE TEMPLATE

Minimum acceptable red stripe length is the width of two Ds

Band Width

Protected Space Whenever possible, use more than the minimum amount of protected space around the signature. The minimum protected space is the area defined by the x-height of the uppercase “D” in “DEPOT,” as shown below.

The approved tag line is the only text that may be attached to the corporate signature. Any other text or graphic element must be placed outside of the protected space surrounding the corporate signature.

Unacceptable Usage

Retail Communication Guidelines: Co-branding 06.06.06 6


These templates and formulas are to be used as a guide for size and positioning.The templates are saved as an Adobe Illustrator CS5 .eps file. The color is Office Depot’s version of PMS 186 (100M 80Y).The logo font is completely outlined.

How to use the template:Size your document according to trim or live area. The template should allow you to choose the closest approximate size you need. Enlarge or reduce the logo to fit within the guidelines. If you don’t see a similar size, please contact your Visual Merchandising Project Manager.

Always make sure the red rule is extended to bleed from left to right. Remove or cover the text from the template.

If you are in a program that will not open and edit an .eps, you can use this as a guide only. Place the logo into your document and rebuild the red rule with Office Depot logo as shown below.

How to determine the size of your Office Depot logo:The bandwidth proportions and project dimensions are shown on the Standard Graphics page in this document.

The logo should always be positioned in the upper left corner. The ‘O’ in ‘Office’ should be no less than 2 ‘D’ spaces from the left of the trim or the live area (see example). The size of the band and logo will be determined by the formula below, based on the trim or the live area.

The tallest height of the logo is 40% of the white band height. (If the band height is 1.5”, the height of the ‘O’ in ‘Office’, equals 40% of the band height (see example).

The thickness of the red rule is equal to 1 ellipses from lowercase ‘i’, and placed at the bottom of the bandwidth. Red rule should bleed left to right based on trim or live area. Distance between the bottom of the Red rule to the bottom of the logois equal to 3 ellipses of the lowercase ‘i’ (see example)

Corporate Signature

Office Depot® Logo Usage Guidelines for Visual Merchandising

EPS logo for reproduction












Minimum acceptable red stripe length is the width of two Ds


Typography


Typography – Corporate Typeface Typography

Helvetica NeueThe Helvetica Neue family is the corporate typeface to be used for all external marketing and communication materials that are printed, including in-store signage and other display materials. It should also be used for internal correspondence materials such as letters and memos.

To maintain the quality and integrity of Helvetica Neue, never alter the shape, proportion or space relationships of any of the characters or distort the font in any way.

Letter Case StandardsHeadlines and subheads should be consistently set in sentence case. Body copy, captions and legal copy also should use sentence case.

Bulleted copy should be treated as lower case with no punctuation.

Only highly promotional messages, including words like SAVE, FOR LESS, SALE or LIMITED TIME may appear in all capital letters for visual impact.

Helvetica Neue 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue 55 Roman


Helvetica Neue 65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica Neue 75 Bold


Helvetica Neue 85 Heavy


Helvetica Neue 95 Black


Title

9

Color System


Primary Palette

This is a custom color mix, specific to Office Depot®.

The consistent use of color is a major factor in recognition and memorability for Office Depot. Moreover, particular colors tend to evoke particular responses, which can help to support the values associated with Office Depot.

The colors have been carefully selected to represent Office Depot. This highly recognizable palette will become associated with our brand when used consistently over time.

Whenever possible, white should be used as a prominent color in all applications, with red being used in the corporate signature.

The colors shown on this page and throughout this guide have not been evaluated by PANTONE®, Inc. for accuracy and may not match the PANTONE® color standards. For accurate PANTONE® color standards, refer to the current edition of the PANTONE® color formula guide. PANTONE® is a registered trademark of PANTONE®, Inc.

Color System

corporate colors

Office Depot Red

4-color CMYKC 0% M 100% Y 80%K 0%

Pantone®

Black White

Black White

4-color CMYKC 40% M 30% Y 20%K 100%

4-color CMYKC 0% M 0% Y 0%K 0%

Pantone®

PMS 186


Color SystemSecondary Palette

The secondary palette is used to support the primary palette. Secondary colors can be used to identify and differentiate all marketing. However, they should never overpower the primary palette in any campaign or design.

Use secondary colors to emphasize important information, products and prices. They can be used to add color and provide differentiating backgrounds to design year-round, particularly outside of seasonal campaign windows.

Note that the corporate signature may appear only on white, red or black

4-Color CMYKC 23% M 0% Y 100%K 17%

Pantone®

PMS 583

4-Color CMYKC 0% M 48% Y 95%K 0%

Pantone®

PMS 151


Pantone®

PMS 123


Pantone®

PMS 7461


Pantone®

PMS 266

The colors shown on this page and throughout this guide have not been evaluated by PANTONE®, Inc. for accuracy and may not match the PANTONE® color standards. For accurate PANTONE® color standards, refer to the current edition of the PANTONE® color formula guide. PANTONE® is a registered trademark of PANTONE®, Inc.

12

Design Elements


UsageThe Red Stripe is used alone as a graphic element or to highlight important copy such as a program name, a headline, or a call to action.

ColorThe Red Stripe must be PMS 186, C:0 M:100 Y:80 K:0.No other colors are used.

HorizontalThe Red Stripe is positioned horizontally, not vertically or on an angle.

BleedThe Red Stripe bleeds left and right whenever possible.

ProportionThe height of the Red Stripe is no more than 20% and no less than 5% of the height of the panel on which it appears and is proportional to Office Depot logo.

Single StripeUse only one Red Stripe per sign.

The Red Stripe

The Office Depot® Red Stripe can be used together with the logo. The Red Stripe can also be an independent design element, border, footer or separator on the page (not used with the Office Depot logo).

5% minimum of sign height

Relationship of Corporate Signature to red stripe

Band width

Design Elements













Introduction to Graphic Devices

The Office Depot® brand system has unique graphic devices to enhance our brand recognition.

The Round Corner Rule is used to give a distinctive look to the organization of elements in communication materials. It allows applications with many diverse elements to be organized into a clean, simple structure that is also unique and memorable.

The round corner rule is another element of the Office Depot brand. The rule is a functional element used for organizing complex information. It also has a unique and recognizable character. The Round

Corner Rule is a graphical element that can be printed on square-cut collateral and signage. It is not always mandatory to die cut materials to round the corners.

The rule can be used either as a fully enclosed box (Example 1) or with the side open (Examples 2 and 3) and can be square or rectangular in shape. The rule can also be filled with color and contain text or images. When using this technique, be mindful that excessive amounts of highlighting can distract the eye as opposed to directing it,

so be discriminating and limit the number of items highlighted to those messages and items that need most attention.

Color for rule: While yellow is the preferred option, other colors may be used as directed by Office Depot Visual Merchandising.

Weights of the rules should be consistently applied:• for regular use, a 0.5 pt. black rule

(Example 2)• for greater emphasis, use a 6 pt.

yellow rule (Example 3)

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Example 1: Fully enclosed box The round corner rule may be used to organize a variety of diverse text, graphic and photographic elements

Example 3: Greater emphasis

6 pt. yellow rule for print applications8-pixel yellow rule for on-screen applications

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Example 2: Regular use

0.5 pt. black rule for print applications1-pixel rule for on-screen applications

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Product Photography Design Elements

PRODUCT ENVIRONMENT PHOTOGRAPHY(color story, lightly styled, minimal props)

Object and product imagery should be in the form of photography, never illustrations.

Our style of product photography aims to make the product appear visually interesting and to inspire WorklifeTM through the use of hero or glamour-style shots.

Object and product photography will fall into one of three general categories: stylized object photography, product environment photography, and silhouetted

product photography. The choice of image style is dependent on the function of the application.

Stylized object photography may be used when it is appropriate to convey a style, mood or visual flavor. Product should be shot on a reflective surface to create shadows.

Product environment photography is used primarily to display furniture and accessories in realistic environments and to showcase Office Depot® exclusive furniture collections. These photos are used largely in catalogs, advertising inserts and in store.

Silhouetted product photography is used throughout advertising, marketing materials and in store to display the vast array of products and supplies we bring to our customers. These photos should include interesting angles, reflections and shadows. The shadows should be reflective and visually anchor product.

Stylized object photography Product environment photography Silhouetted product photography

PRODUCT ENVIRONMENT PHOTOGRAPHY(neutral background-product focused, lightly styled, minimal props)

16

Standard Point of Purchase Elements & Specifications


Sign Type Dimensions Band Stock Sides Hardware W” x H” Height

Bulk Stack Topper 11”x8.5” .75” 10pt C2s 2-Sided Bulk sign holder (acrylic)

Palette Topper 17”x11” 1” 10pt C2s 2-Sided Bulk sign holder (acrylic)

or cheesehead

Blade Sign 6”x24” 2” 24pt/24pt (temp) 2-sided Use OD approved black clips

.040pt styrene (perm)

Stanchion Sign 22”x28” 1.75” 24pt C1s or 1 or 2 Sided Existing stanchion sign holder

24pt C2s

Shelf Talker 5.5”x3.5” .5” 10pt C1s 1-Sided Slides into existing channel strips

Shelf Violators 5”x5” .5” 10pt C2s (temp) 2-Sided Shelftalker clips (1/sign)

20pt C2s (semi-temp)

Counter Card 11”x8.5” .75” 80# text C2s (acrylic holder) 2-Sided **If printing on 80# text please contact Office Depot

50pt free standing easel back Visual Merchandsing for ensuring holders are available.

8.5”x11” .75” 80# text C2s (acrylic holder) 2-Sided **If printing on 80# text please contact Office Depot

50pt free standing easel back Visual Merchandsing for ensuring holders are available.

Endcap

Header 48” 48”x7”” .75” 24pt C1s 1-Sided Existing supplies endcap holder

Bottom 48” 48”x12”” 1.5” 24pt C1s 1-Sided Existing supplies endcap holder

Full 48” 48”x19.5” 1.5” 24pt C1s 1-Sided Existing supplies endcap holder

Power 36”x35.5” (2) 36”x35.5” 1.5” 24pt C1s 1-Sided Existing supplies endcap holder

Standard Graphics Standard Graphics


Partner-drivenText and Graphic Zone

Partner-drivenGraphic Zone

Partner-drivenText Zone

Co-Brand MarkDirective Copy


TPartner-driven

ext Zone


Partner-drivenGraphic Zone

Partner-driven

Text andGraphic

Zone

Co-BrandMark

Co-BrandMark

Directive Copy

Directive Copy

Partner-drivenTextZone

Directive Copy & Disclaimer Co-Brand Mark

Partner-drivenText and Graphic Zone

Partner-driven

GraphicZone

The objective is to create focused communications while integrating many varied elements.

Examples of various layout formats should provide a guideline to signs that identify brand, product attributes and promotional offers, as well as information. Office Depot® should drive the design and production so that the graphics created have continuity with other Office Depot retail communications.

Partner name and logo should be treated within their brand guidelines with the overall impact supportive of Office Depot.

When materials are created for these purposes, the prominence of the Office Depot logo should be at least proportionate to the partner’s logo. When possible, the Office Depot logo should be larger and more prominent than all other partner logos.

Horizontal Formats Vertical Formats

Basic Standard Graphics Formats Standard Graphics


Semi-Permanent and Promotional

The objective is to create focused communications while integrating many varied elements.

Semi-permanent and promotional graphics are everyday signs that identify brands and product attributes, as well as promotional offers. Office Depot should drive the design and production so that the graphics created have continuity with other Office Depot retail communications. Partner name and logo should be treated within their brand guidelines, with the overall impact supportive of Office Depot.

When materials are created for these purposes, the prominence of the Office Depot logo should be at least proportionate to the partner’s logo. When possible, the Office Depot logo should be larger and more prominent than all other partner logos.

Standard Graphics

imageCLASS Laser All-in-OneLaser Printer • Digital Copier • Color Scanner • Laser Fax

11204_001_Hdr_47.75x7_F_0701.aiFile Name:

Process Colors:

Visual Merchandising

Round: Date: Artist Initials:

REVIEW SIGN-OFF

Project Mgr:

DateSignature

DateMerchant

DateProduction ManagerDateProject ManagerDateDesign Manager

Spot Colors:

EZ

Job No.:

6600 N. Military Trail, Boca Raton, FL 33496

11204

Sign Type: PortalHeader

Job Name: Samsung Printer Endcap

PMSXXXX

PMSXXXX

PMSXXXX

PMSXXXX

FPO Dieline: FPO Bleed: FPO Live Area:FPO Callouts:

Prod. Mgr: BK

OK TO RELEASEFonts:

Date: 07-01-11

Slug fonts:Helvetica Neue LT Std 57Helvetica Neue LT Std 85

1 0624 CSF 0701 SS2-Sided

This proof shows an approximation of process and spot colors only. For an exact representation of PMS colors specified, please consult a Pantone® Color Guide.

This document was created in Illustrator CS3. Traps have not been set. Immediately contact Office Depot® Visual Merchandising with any print concerns that conflict with the intended design.

Initials below indicate ONLY that the attached layout has been reviewed. Sign-off does NOT suggest approval for the release of final artwork.

Round:

FHelvetica Neue LT Std 55SamsungImaginationBold

AA-11204-001

Choose the right laser printer for you.7"47.75"

11036_001_Hdr_47.75x24_F_0325.aiFile Name:

Process Colors:

Visual Merchandising

Round: Date: Artist Initials:

REVIEW SIGN-OFF

Project Mgr:

DateSignature

DateMerchant

DateProduction ManagerDateProject ManagerDateDesign Manager

Spot Colors:

ML

Job No.:

6600 N. Military Trail, Boca Raton, FL 33496

11036

Sign Type: PortalHeader

Job Name: BlackBerry Endcap

FPO Dieline: FPO Bleed: FPO Live Area:FPO Callouts:

Prod. Mgr: BK

OK TO RELEASEFonts:

Date: 03-25-11

Slug fonts:Helvetica Neue LT Std 57Helvetica Neue LT Std 85

1 0325 CRF 0325 CR2-Sided

This proof shows an approximation of process and spot colors only. For an exact representation of PMS colors specified, please consult a Pantone® Color Guide.

This document was created in Illustrator CS3. Traps have not been set. Immediately contact Office Depot® Visual Merchandising with any print concerns that conflict with the intended design.

Initials below indicate ONLY that the attached layout has been reviewed. Sign-off does NOT suggest approval for the release of final artwork.

Round:

FTrade Gothic Next LT Pro HeavyTrade Gothic Next LT Pro RegularHelvetica Neue LT Std 57 Roman

NP-10036-001

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Product Promotion Graphics

Product promotion graphics leverage the value or equity in a partner brand to create a sense of urgency.

Temporary / Partner-drivenWhenever the partner brand has very high brand recognition, is backed by major media support or is a temporary addition (such as seasonal merchandise), the partner brand may take on more prominence. These graphics should focus on value or brand messaging to communicate a sense of urgency.

Even in these cases, Office Depot® standards for retail graphic formats and treatment of identity elements must be strictly observed.

Standard Graphics

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Event Graphics

Temporary (major department or storewide) Office Depot® or Partner-driven

Whenever a partner’s product (line) or service is advertised as part of an Office Depot event, all retail graphics must incorporate the event theme, color and imagery developed by the Office Depot creative team.

Standard Graphics

© 2011 Of� ce Depot, Inc. All rights reserved. JK-10401-027

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office depot brand guidelines

Documents

aithis proof

net mendici

retail communication

create focused

retail identity

stylized object

product environment

upper left