Identity Design Standards Manual HET€¦ · stems of letter forms. Serif type has finishing strokes on the arms and stems of letter forms. If you do not have these typefaces installed

©2013 Hartzell Engine Technologies LLC

Hartzell Engine Technologies LLC2900 Selma Highway

Montgomery, AL 36108 USA

Phone (334) 386-5400 Fax (334) 386-5410

www.HartzellEngineTech.com

DESIGN STANDARDS MANUAL DATE » January 5, 2013AUTHOR » William Cahalin

02 Introduction

03 Brand Identity Elements

12 Brand Identity Guidelines

14 Logo » How-to-Use

16 Stationary & Forms

18 File-Naming Best Practices

22 Standardization » In Action

24 Glossary of Terms

Design Standards Manual




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To the Hartzell Engine Technologies Community

The resources you will find in this design manual and elsewhere within the www.HartzellEngineTech.com website represent our company’s efforts to truly and fully integrate the way we talk about and visually represent Hartzell Engine Technologies (HET), both to ourselves and those we serve here at the facility, and to those we talk with and serve beyond our Tailwind family.

In that regard, this system of word marks, the brand and sub-brands of Hartzell Engine Technologies including typefaces and design templates, as well as the words, descriptions and abbreviations we will consistently use in writing and speaking about Hartzell Engine Technologies, are part of what will characterize our work as a global, professional aerospace company.

I would like to endorse and ask you to consistently use these resources and the guidelines they represent as you prepare materials to tell the story of Hartzell Engine Technologies.

In most cases, the Marketing & Communications Department will help you prepare those materials ranging from the specific brand or sub-brandyou will use to identify yourdepartment, enterprise or initiative, to the electronic, print and media resources you’ll use to deliver your content.

If you are doing a project that isinternally focused and one you wish to do on your own, I invite you to use the design templates provided here. Please confirm your final design with the Marketing & Communications Department before you complete the project.

Once again, I believe the mostpowerful way to reinforce the brand of Hartzell Engine Technologies—whether it is visually, verbally or in writing— is to do so in a way that reflects consistency and professional excellence.

The resources provided here are the toolbox we will need individually and as a company to accomplish that goal.

Thank you in advance for yourparticipation in and compliance with the consistent use of these standards as we powerfully and consistently share the presence of Hartzell Engine Technologies with those we serve in general aviation and around the world.

William Cahalin » Marketing Dept.

page 02

Design Standards Manual » Introduction




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page 03

The Company Logo

Aiming to uphold the character and style of sister company Hartzell Propeller the first logo was released at the formation of Hartzell Engine Technologies (HET) in September 2010. The logo had technical flaws regarding how it was designed; disproportionate symmetry, line quality was poor, and spacing was inconsistent. Great care should be taken to ensure only the official HET Logo is used.

Examples of appropriate usage can include be but not limited to certificates, offer letters, legal documents, and signage. Please contact the Marketing & Communications Department for guidance if you have questions concerning when a HET Logo is appropriate for use.

Logo v.1 2010

Hartzell Prop Logo

Official HET Logo

Design Standards Manual » Brand Identity Elements




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Revised Typography

The kerning of the original logo’s typography was stretched and border lines modified. The redesigned official HET Logo kept the space between letterforms consistent with the source font, gradient was made functional by centering the focal point with the continuation of the arch, and the outer lines were filled resulting in a stronger, unified mark. Great care should be taken to ensure only the correct typography is used.

Background gradient

Kerning

Outer oval line art

Correct typography with focal point

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page 05

Primary Signature » Anatomy

The primary signature for HET is the official logo composed of the words “HARTZELL” and “ENGINE TECHNOLOGIES” in all caps. Directly below with even proximity is the arch symbol followed by the company’s location in “MONTGOMERY, ALABAMA USA”. Everything is contained within two (2) oval rings with the outer oval’s horizontal line-width three times thicker than the inner.

The color version and the all-black version may be used on all company communication and general applications. Use of the reversed logo is limited to when the background color or image is too dark to legibly recognize one of the other two primary logos as stand alone elements and changing the project’s layout is not possible. Please contact the Marketing & Communications Department if you are considering using this option.

Color logo

All-black logo

Reversed(white)





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page 06

Alternate Logos

The Alternate Logo v.1 for Hartzell Engine Technologies has a glare across the ovals and sometimes increased depth added to the typography. It is restricted to certain print and online projects within the Marketing & Communication Department. Use of this alternate logo is limited and not intended for official applications.

The Alternate Logo v.2 arch and “Hartzell” lettering is red with no background gradient. Examples of appropriate usage of this logo is facility signage or when vendors have manufacturing limitations. Please contact the Marketing & Communications Department with any questions or concerns.

Alternate Logo v.1 with glare

Alternate Logo v.2 red and black





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Taglines

Whenever possible the primary signature should include the use of a tagline to reinforce HET’s mission.

The full tagline & our mission (Seeking to Provide the Best Aircraft Accessories In the World. Start to Fly.) should only be used centered below the primary signature; and the truncated tagline (Start to Fly.) should only be used justified to the right of the primary signature.

HET logo-full tagline

HET logo-mini tagline

Seeking To Provide The Best Aircraft Accessories In The World. Start to Fly.

Start to Fly.

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page 08

Symbolism

For almost a century the name Hartzell has been a symbol of Quality, Excellence, and Honor within the general aviation community. The Hartzell family’s founding principle of “Built on Honor” is what HET is aspiring to earn and represent.

At Hartzell Engine Technologies this pursuit does not happen over night or because it is written down in black-and-white. It starts within the hearts and minds of all the employees who make up HET. Together we are continually striving to meet the needs and intent on improving every aspect of how we serve our customers. We recognize that the manner in which we do that is what separates us from our competition, and the culmination of our efforts makes our brand something to be proud of.

The arch symbol of the HET Logo represents approaching the horizon of these ideals and goals. Echoing the character of sister company Hartzell Propeller the name remains the same typeface and similar color palette.

For those of you familiar with the legacy logos containing the name Hartzell, the arch also visually hints at the curved font seen in original typefaces dating back to the first manufactured propeller in 1917. The HET Alternate Logo v.1 using a glare references the red diagonal stripe also seen in Hartzell Prop’s logo where the stripe clearly represents a spinning aircraft propeller.

“Built on Honor.”


“The phrase must be earned.” - Joe Brown




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Primary Color Palette

The primary color palette for Hartzell Engine Technologies is made up of Grey (Cool Gray 8 M), White, Black, HET Red (PMS 485), and HET Tan. Alternate HET Khaki and HET Teal (PMS 7460) are used for accents.

The top row of colors represent the amount of each hue that should be considered relative to the rest of the palette. The bottom row of colors provides PMS, CMYK, RGB and HEX color values.

page 09

PMS stands for PantoneMatching System and is a

universal standard usedby printers to ensure color

consistency.

RGB color values should be usedwhen the final design result is

intended for on-screen viewing.

CMYK color values shouldbe used for full-color printed

materials that do not use PMSspot colors.

HEX color values should be usedwhen designing for the web.

GRAY

PMS COOL GRAY 8

C 43M 35Y 35K 1

R 153G 153B 153

HEX 999

HET RED

PMS 485

C 0M 100Y 100K 10

R 215G 25B 32

HEX d71920

HET TAN

PMS 7501

C 12M 14Y 36K 0

R 224G 208B 169

HEX e0d0a9

HET KHAKI

PMS 4515

C 29M 31Y 67K 0

R 188G 166B 109

HEX bca66d

HET TEAL

PMS 7460

C 78M 24Y 6K 0

R 0G 153B 204

HEX 0099cc





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page 10

Primary Typography

The typeface of “Hartzell” originally was the design of Akzidenz-Grotesk (AG) for the Royal Prussian Academy of Sciences in 1880 and later was released by the Berthold Type Foundry. AG evolved into the first contemporary san serif typeface to be widely used. The official HET Logo uses the version called AG Schoolbook released in 1983. The popular typeface was used as a model for the extremely famous (and over used) Helvetica family.

Carrying the font lineage into the twenty-first century, the primary supporting typefaces for Hartzell Engine Technologies are Helvetica Neue (descendant of AG) and Cambria, and should be used whenever possible.

Helvetica Neue comes packaged standard on Mac computers and provided in any Adobe software bundle. Cambria is a standard system font on both Windows and Mac platforms.

AG Schoolbook Medium-Alternate

“HARTZELL”

Heading Style 1 » Helvetica Neue Condensed Bold

Heading Style 2 » Cambria Bold

Body Style 1 » Helvetica Neue RegularHelvetica Neue LightHelvetica Neue Light ItalicHelvetica Neue Bold

Body Style 2 »Cambria RegularCambria ItalicCambria Bold

Sans Serif type does not havefinishing strokes on the arms andstems of letter forms.

Serif type has finishing strokeson the arms and stems of letter forms.

If you do not have thesetypefaces installed on yourcomputer you may use thealternate typefaces on thefollowing page or contact theIT Department to inquire aboutpurchasing these typefaces andhaving the fonts installed.





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Alternate Typography

If you do not have the primary typefaces installed on your computer, the typefaces presented here are system fonts and are acceptable alternates.Helvetica Narrow Bold is used as a heading style substitute, Arial and Arial Narrow used for the body alternates. Times is the back-up serif font but should be very limited since the primary typeface Cambria is a Windows system font.

System typefaces are installedautomatically on all computers,

making these fonts widelyavailable to all users.


Heading Style 1 » Helvetica Narrow Bold

Heading Style 2 » Times Bold

Body Style 1 » Arial RegularArial Narrow RegularArial Narrow ItalicArial Bold

Body Style 2 »Times RegularTimes ItalicTimes Bold

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Spacing » Clearance

The minimum distance between all sides of the official HET Logo and any other graphic elements, photography, or edges of the page should always be equal to the “H” height from “Hartzell”. This is critical to ensure the HET Logo is consistently being reproduced and viewed in the most effective way. In the HET signature example notice the minimum distance in relation to the font size of the type.

Position

The ideal position of the logo used on a page is: centered at the top; justified left (see letterhead page 16) at the top; or justified left at the bottom. The spacing detailed above should always be adhered to.

Design Standards Manual » Brand Identity Guidelines

page 12

Start to Fly.




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Minimum Sizing

The official Hartzell Engine Technologies Logo is a single visual unit; all elements including the underlying text “ENGINE TECHNOLOGIES”. As such, unless used in the specific circumstances noted here, the underlying text should never be scaled independently or removed from the “HARTZELL” typography.

In most applications, the minimum size for the HET Logo is .5 inches tall. In addition, when used in ads, on products, or tags etc. the HET Logo needs to be at least as large and prominent as any other secondary manufacturer marks or brands that also appear on that project.

When used in packaging or advertising with a larger amount of negative “white” space, the HET Logo should be scaled/enlarged to at least 1/3 the visible area.

When used internally on product labels or data plates with a viewable height smaller than .5 inches, the location text “MONTGOMERY, ALABAMA USA” may be dropped and the logo may be scaled as small as .375 inches. Under no circumstances may the HET Logo be less than .375 inches tall, in any application.

At times the viewable area of a label or tag is between .375 and .125 inches, just the typography elements of the company name are used: no ovals; no arch; and no location text. Also, very rarely the full company name may be used, no smaller than .0625 inches. Please contact the Marketing & Communications Department with any questions on sizing.

Design Standards Manual » Brand Identity Guidelines

page 13

Minimum height.5 inches

.0625 inch

Tag Logo for sizes between .375 & .125 inches tall

HARTZELL ENGINE TECHNOLOGIES




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page 14

File Format » What Should I Use?

The Official HET Logo is supplied in a number of different formats for web and print use. This page details the file names and examples of use in certain situations. Note that the files were designed using Adobe Illustrator CS5. If a file needs reverted to an older format please contact the Marketing & Communications Department

The HET Logo files are available for download on the Departs drive: file://HET2008/Departs/Marketing/Logo-Hartzell-Engine-Technologies

Professional print i.e. Letterhead paper, business cards, and folder etc:HET-Logo-300dpi-color.jpgHET-Logo-300dpi-black.jpgHET-Logo-300dpi-glare.jpg

Internal posters and other things printed using standard desktop printers:HET-Logo-150dpi-color.jpgHET-Logo-150dpi-black.jpg

Large scale printing i.e. Banners, signage, billboard, or vehicle placement:HET-Logo-color.epsHET-Logo-black.eps

Web and Screen:HET-Logo-color-web.pngHET-Logo-email.jpg

Design Standards Manual » Logo » How-to-Use




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Design Standards Manual » Logo » How-to-Use

Logo » Incorrect Use

It is critical that the Hartzell Engine Technologies logo is always presented in a consistent way to build brand identity recognition.

The examples shown here represent some of the more common abuses, but this is by no mean an exhaustivelist of incorrect uses.

Never transform proportions independently or “squish” the logo.

Never rotate the HET logo.

Do not divide elements of the primary signature or scan and

reprint blurry.

Another incorrect example of dividing the primary signature.

See page 13 for minimum sizing.

Never add stylistic effects or create alternate color versions of the logo.

Never reverse the logo out of background images/patterns that do not have sufficient contrast to

ensure readability.

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page 16

Company Letterhead

The standard letterhead is for official communication purposes from Hartzell Engine Technologies. This template lays out the standard format and style to be followed by all Hartzell Engine Technologies (HET) departments so that our communications are uniform. Please do not deviate from the text content shown in the example in regards to fonts, line spacing, margins, color, etc.

Template variations of this design are provided for the following:

• Distributor Notification• Internal (Company)

Notification• Letterhead• Newsletter• Press Release• Service Bulletin• Service Information Letter

The templates are available for download on the departs drive: file://HET2008/Departs/Marketing/Forms-Documents/

Keeping the margins set at 1 inch keeps the format from shifting when printed due to the pagination gutter. Standard 3-hole punch center is roughly .5 in from edge.

Layout is based on a 3 column grid design or a combination of the three.Each column is 2 inches wide with a .25 inch gutter.

Design Standards Manual » Stationary & Forms

.75 in1 in 1 in

2 in

3.25 in

2 in 2 in

.75 in .75 in

.25 in

.25 in

2 in1 in

1 in




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page 17

Standard Envelope

The Hartzell Engine Technologies standard envelope is used for general purposes across all departments. Variations of this envelope can be ordered with security window, non-security window, etc.

Standard Business Card

The HET business card can accommodate up to two title lines, four pieces of contact information, and a physical address.

Letterhead, envelopes, and business cards are ordered through the Office Manager.

E-mail: [email protected]

Design Standards Manual » Stationary & Forms




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File-Naming » Best Practices

Just like paper files, electronic files need to be well-organized and labeled correctly so that they are identifiable and accessible by all Hartzell employees. This is especially important for the general aviation market in order to comply with legal requirements to ensure the availability, integrity, accessibility, and the confidentiality of our records.

Efficient management of electronic records begins with accurate file-naming. The following file-naming convention incorporates best practices in electronic records management and information technology. These established file-naming rules are highly recommended for all electronic records; however, every rule may not be relevant to every department. Regardless, this document should provide a foundation for developing a consistent and easy to use file-naming standard to be implemented at HET.

Electronic records include documents, spreadsheets, databases, images, video, and audio. If not managed, a computer assigns a unique name for these files when saved, but these names do not provide a context for the file, nor are they logical. For example, the default file name for a Microsoft Word document consists of the first few words written on the first page. Images are frequently labeled with sequential numbers. These types of file names do not promote accessibility and ease of identification.

Records will be accessed by others. Keep in mind our network server is utilized and accessible from multiple locations by various people. This requires that file names (as well as folder structures) make sense to more than just the creator. A file name should be clear to everyone in the company

and should be distinguishable from files with similar subjects as well as different versions of the same file. When other individuals access a record, they may be using different operating systems (Microsoft Windows, Mac OSX), different versions of the system (e.g. Windows Vista, Windows XP), or different software (e.g. Microsoft Word, OpenOffice.org Writer, Notepad); therefore, it is important to follow rules that will allow a file to be recognized in as many different environments as possible.

Design Standards Manual » File-Naming Best Practices

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Rule 1 » Avoid using special

characters in a file name. \ / : * ? “ < > | [ ] & $ , .

Rule 2 » Use dashes instead

of periods, spaces, or underscores.

These characters are frequently used for specific tasks in an electronic environment. For example, a forward slash is used to identify folder levels in Microsoft products, while Mac operating systems use the colon. Periods are used in front of file-name extensions to denote file formats such as .jpg and .doc; using them in a file name could result in lost files or errors.

As mentioned above, periods already have a specific function in a file name, which is to tell the computer program where the file-name extension begins. Spaces are frequently translated in a Web environment to be read as “%20”. For example:

Naming tutorial.doc Would appear as,

Naming%20tutorial.doc

This alteration causes confusion in identifying the actual file name online and when backing up data across operating systems. Spaces in file names can also cause broken links, because word processing tools like Microsoft Word, and e-mail clients like Microsoft Outlook, recognize spaces as an opportunity to move to another line Therefore, a link to:

\\HET2008\company\naming conventionsCould become,

\\HET2008\company\namingconventions

If a document uses underscores instead of dashes search engines (Google, Bing, Yahoo etc.) index the complete file name. So if you have a url like “word1_word2.jpg”, Google will only return results matching “word1_word2.jpg” (which almost never happens). Proper file-naming using a dash means the file can be found by searches for “word1”, “word2”, and “word1 word2”.

Some operating systems and software the acceptable length of file names only allow up to 256 characters, while others fewer. Generally about 25 characters is a sufficient length to capture enough descriptive information for naming a record.


Rule 3 » Err on the side of brevity.

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Rule 4 » The file name should include all necessary descriptive information independent of where it is stored.

Records will be moved from their original location.Files are frequently copied to other folders, downloaded, and emailed. It is important to ensure that the file name, independent of the folder where the original file lives, is sufficiently descriptive. Electronic records are usually organized in a series of folders.(see figure 1)

While this is a very organized way of storing records, it is only efficient as long as the files stay in their original folders in their original context. When multiple employee’s work on a project it is very easy to misfile a document. As soon as “0001.tif” is copied to another folder, or emailed to someone, the context provided by the folders in which the document is nested is lost. Context is particularly important in legal situations because it provides authenticity and trustworthiness of the record. Losing the context of a record can possibly compromise its trustworthiness and therefore its validity or admissibility.

For instance, if the files in figure 2 were pulled out of their appropriate folders, they would appear to be the same file.

Figure 1

Tradeshows\Posters\AOPA\0001.tif

Figure 2

Tradeshows\Posters\AOPA\0001.tifTradeshows\Posters\EAA\0001.tif

Incorrect: 0001.tif

Correct: Tradeshow-Poster-AOPA-0001.tif


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File RetentionHere at HET we want to enable accessibility not only by current users, but by future users as well.

Retention schedules are applied to electronic records just as they are to paper records. Having the relevant date associated with the file is essential. Though many operating systems store this information with the file, as users move the file among folders and computers and as the file is re-saved as revisions are made, those dates change. A file could have dates that do not make much sense to its original creation. Such as when the properties of a file displays a modified date before the date created. This error happens when the file was copied from a server to a desktop.

The best way to prevent confusion is to embed the relevant date (the date that the file was created or revised) in the file name itself.

Rule 5 » Include dates and format

them consistently.

Rule 6 » To more easily manage

drafts include the version or revision number.

Rule 7 » Be consistent.

The best way to list the date is based on the international standard date notation:

YYYYMMDD

YYYY is the year, MM is the month of the year between 01 (January) and 12 (December), and DD is the day of the month between 01 and 31.

For example, January 5, 2008 is written as 20080105.

To reflect a file that was last edited on May 24, 2012.

filename-20120524.doc

The easiest way to do this is to use the letter “v” to represent “version number.” Then, “v01, v02, v03” can be added as needed to a file and the main file name can stay the same. This is much more effective than other common additions like “update,” “new,” “old,” etc. An exception to this rule is us-ing “FINAL” to indicate the final version of the document.

This format allows ease of sorting and comparing files by date and prevents

confusion with other date formats (espe-cially in other formats that use just two

digits for the year).


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HET Design Standards » In Action

Here is a few examples of documents already formatted to the Hartzell Engine Technologies Desgin Standards.

SQ-001 Supplier Requirements Manual

page 22

Design Standards Manual » Standardization » In Action




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HET Invoice » Before

HET Invoice » After Design Standards

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Design Standards Manual » Standardization » In Action




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Glossary

The following pages offer a basic glossary as it relates to design, the guidelines presented in this manual and branding. Please contact the Marketing & Communications Department for any additional questions you may have.

(334) 386-3621E-mail: bcahalin@ hartzellenginetech.com

Brand »

A person’s perception of a product, service, experience or organization

Brand architecture » A hierarchy of related brands, often beginning with a master brand, describing its relationship to subbrands and co-brands; a brand family tree

Brand asset »

Any aspect of a brand that hasstrategic value, which may include brand associations, brand attributes, brand awareness or brand loyalty

Brand champion »

Anyone who evangelizes or protects a brand; a brand steward

Brand identity »

The outward expression of a brand, including its name, trademark, communications and visual appearance

Brand manual »

A document that articulatesthe parameters of the brand formembers of the brand community; a standardized set of brand-building tools

Brand police »

Manager or team responsiblefor strict compliance with theguidelines in the brand manual—HET Marketing &Communication Department

Identity »

The central sustainable elements of a brand identity, usually the name and trademark

Customer expectations »

The anticipated benefits of a brand, whether explicit or implicit

Design »

In brand-building, the planningor shaping of products, services, environments, systems, communications or other artifacts to create a positive brand experience

Glossary content was taken

from the book The Dictionary of a

Brand, edited by Marty Neumeier,

published by AIGA, www.aiga.org

Design Standards Manual » Glossary of Terms

page 24




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Differentiation »

The process of establishing a unique market position to increase profit margins and avoid commoditization; the result of positioning

Elevator speech »

A version of a brand’s purpose or market position, short enough to convey during a brief elevator ride

Emotional branding »

Brand-building efforts that aim at customers’ feelings through sensory experiences

Extended identity »

The elements that extend the core identity of a company or brand, organized into groupings such as brand personality, symbols and positioning

Feature »

Any element of a product, service or experience designed to deliver a benefit

Field test »

Qualitative research used to assess a new product, package, concept or message

Focus group »

A qualitative research technique in which several people are invited to a research facility to discuss a given subject; a type of research designed to focus later research

Futurecasting »

A technique used to envision future products, industries, competitors, challenges or opportunities; a combination or forecasting and imagination

Generic »

An unbranded product, service, or experience; a commodity

Generic brand »

A misnomer often applied to acommodity product or store brand (since the terms generic and brand are mutually exclusive)

Global brand »

A product, service, or company that competes globally (often a misnomer, since most brands, by definition, vary from culture to culture)

Guerilla marketing »

A marketing program that usesnon-traditional channels to sell or advertise products or services

Harmonization »

The alignment of the elements of a brand across product lines or geographic regions

Hollywood model »

A system or creative collaboration in which specialists work as a team for the duration of a project

House of brands »

A company in which the dominant brand names are those of the products and services the company sells


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Icon »

The visual symbol of a brand, usually based on a differentiated market position; a trademark

Information hierarchy »

The order of importance of theelements in a brand message

Ingredient brand »

A brand used as a selling feature in another brand

Innovation »

A market-changing product, service, experience, or concept; the formal practice of innovation

Integrated marketing »

A collaborative method fordeveloping consistent messaging across media

Internal branding »

An internal program to spread brand understanding through the use of standards manuals, orientation sessions, workshops, critiques, and online training; brand cultivation

Jamming »

Building a brand or companythrough improvisational collaboration

Kit of parts »

A complete brand identity scheme, including name, trademark, typography, colors, shapes, sound signatures, taglines, and other expressions of the brand

Leveraging a brand »

Borrowing from the credibility of one brand to launch another brand, subbrand, or co-brand; brand extension

Line extension »

The addition of one or more subbrands to a master brand; the expansion of a brand family

Living brand »

A brand that grows, changes, and sustains itself; a healthy brand

Logo »

An abbreviation of a logotype, now applied broadly to trademarks

Logotype »

A distinctive typeface or lettering style used to represent a brand name; a wordmark

Look and feel »

The sensory experience of a product, environment, or communication

Marketing »

The process of developing,promoting, selling, and distributing a product or service

Market penetration »

The market share of a product,service, or company compared to others in the category

Master brand »

The dominant brand in a lineor across a business, such asPepperidge Farm or Sony, to which sub-brands can be added; a parent brand

Media »

The channels through which brand messages are delivered, such as television, printed publications, direct mail, the Internet, and outdoor posters


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Media advertising »

One-way messages designed to sell, persuade, or create awareness of a brand through public communication channels

Mental model »

A conceptual model of an experience, environment, process or system that provides better understanding

Message architecture »

The formal relationships amongbrand communications

Mission statement »

A concise statement of the purpose or aspirations of an organization

Name brand »

A widely recognized product, service, or organization

Natural reading sequence »

The order in which readers can most easily absorb separate pieces of information

Nomenclature system »

A formal structure for naming related products, services, features, or benefits; the naming portion of an organization’s brand architecture

Opinion leader »

A person whose opinion orpersonality exerts an influence over other members of a group

Parallel execution »

The process by which creative teams work simultaneously rather than sequentially

Parallel thinking »

A brainstorming technique in which everyone thinks in the same direction at the same time, generating a range of usable ideas

Parent brand »

The main brand in a brand family; a master brand

Perception »

An impression received through the senses; a building block of customer experience

Permanent media »

Environmental brand messages that last for years, such as architecture or signage

Positioning »

The process of differentiating aproduct, service, or company in a customer’s mind to obtain a strategic competitive advantage; the first step in building a brand

Promise »

A stated or implied pledge thatcreates customer expectations and employee responsibilities, such as Fed-Ex’s one-time guarantee

Reach »

The number of people exposed to an advertising or brand message

Reputation »

The shared opinion of a product, service, or organization among all the members of its audience

Segment »

A group of people who are likely to respond to a given marketing effort in a similar way


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Segmentation »

The process of dividing a mar-ket into subcategories of people who share similar values and goals

Signature »

The defined visual relationshipbetween logotype and a symbol

Slogan »

Catchphrase, tagline, or rally cry

Social network »

A network of people that canbe leveraged to spread ideas ormessages using viral marketing

Strategy »

A plan that uses a set of tactics to achieve a business goal, often by outmaneuvering competitors

Sub-brand »

A secondary brand that builds on the associations of a master brand

Symbol »

A sign or trademark designed torepresent a brand

Tactic »

An expedient maneuver used insupport of a strategy

Tagline »

A sentence, phrase, or word used to summarize a market position, such as Mini’s “Let’s motor” and Taco Bell’s “Think outside the bun”

Target market »

The group of customers a company has decided to serve

Touch point »

Any place where people come in contact with a brand, including product use, packaging, advertising, editorial, movies, store environments, company employees, and casual conversation

Trademark »

A name and/or symbol that indicates a source of goods or services and prevents confusion in the marketplace; a legally protectable form of intellectual property

Value proposition »

A set of benefits, includingfunctional, emotional, and self-expressive benefits

Viral marketing »

A technique by which socialnetworks are used to spread ideas or messages, through the use of affiliate programs, co-branding, e-mails, and link exchanges on-line, or on-line, through use of word-of-mouthadvertising and memes

Vision »

The story a leader tells about where the organization is going; the aspirations of a company that drive future growth

Voice »

The unique personality of a company as expressed by its verbal and written communications; the verbaldimension of a brand personality

Wordmark »

The brand name as represented by a distinctive typeface or lettering style; a logotype


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