Brand Standards Guide - Version 2.0 February 2021 - Holoform
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Brand Standards Guide Version 2.0 February 2021
0.1 Holoform
Brand Standards Guide Table of Contents
Section 1: Introduction 1.0
What Makes a Brand? 1.1
Protecting the Brand 1.2
Section 2: Our Brand 2.0
Brand Attributes 2.1
Brand Attribute Definitions 2.2
Brand Promise 2.3
Brand Essence Pyramid 2.4
Brand Voice and Usage in Copy 2.5
Section 3: Our Signature 3.0
Introduction and Brand Management 3.1
Brand Signature Applications 3.2
Signature Clear Space 3.3
Minimum Sizes for the Signature 3.4
Correct Uses of the Signature 3.5
Incorrect Uses of the Signature 3.6
Section 4: Our Typographic System 4.0
Signature Font: Helvetica Neue 95 4.1
Primary Font: Myriad Pro 4.2
Web Safe Font: PT Sans 4.3
Electronic Font: Franklin Gothic 4.4
Email Signatures /Outbound and Reply 4.5
Section 5: Our Colors 5.0
Core Colors 5.1
Secondary Colors 5.20.2 Holoform
Brand Standards Guide Table of Contents
Section 6: Our Stationery System 6.0
Elements: Digital 6.1
Elements: Print 6.2
Letterhead: Digital 6.3
Letterhead: Print 6.4
Business Card 6.5
Envelope: Digital 6.6
Envelope: Print 6.7
Section 7: Our Image System 7.0
Photography Style 7.1
Color Interaction: Hue Enhancement 7.2
Color Interaction: Desaturated Color 7.3
Color Interaction: Duotone Options 1 and 2 7.4
Color Interaction: Monotone Option 7.5
Color Interaction: Multiply Blend Mode 7.6
Saturation and Focal Point 7.7
Creative Cropping and Point of View 7.8
Section 8: Our Brand Architecture 8.0
What is Holoform 8.1
Brand Hierarchy 8.2
Product Brand Hierarchy 8.3
Brand Naming Strategy 8.4
Brand and Product Name Visual Characteristics 8.5
Section 9: Questions 9.0Holoform
Brand Standards Guide
1.0 INTRODUCTION1.1 Holoform
Brand Standards Guide Introduction: What Makes a Brand?
Our brand identity system is merely a
symbol for Holoform places, products,
A brand is a collection of perceptions about a product,
services, people, behavior, interactions
and beliefs. Which is not to say that visual
service, experience or organization in the mind of the
identifiers are not important or that consumer.
they don’t play an implicit role in any
organization’s success.
Nevertheless, it is our actions and
credibility that will ultimately define our Perceptions of the Holoform® brand are formed early
brand. Successful branding programs
unite employees, build loyalty and
and at every level of interaction, from how we answer
trust with customers and establish an
emotional connection beyond the typical
the phone to how a prospective client responds to our
product or service experience. website, to how a tenant feels coming back to their
office that utilizes our products and services.1.2
Holoform
Brand Standards Guide Introduction: Protecting the Brand
Proper application of our brand identity We must protect our brand identity from dilution as it continues to be applied, shared and reproduced.
system to both internal and external This brand standards guide acts as both a “rules and tools” blueprint and should not be interpreted as a
marketing communications materials is license to create and deviate from the described usage.
central to the success of the Holoform
Protecting our investment in the Holoform brand is an important mission because it provides several
brand. Our system includes elements
significant benefits including:
which have been designed to create
consistent, relevant and distinctive • Strengthening the consistency of messages • Saving money by eliminating redundancies
representations of our organization, presented to our audiences in communication and printed matter
services, events, facilities and personnel.
• Creating a focal point for all marketing • Building equity in our brand by defining
communications development our visual property
• Preventing mixed messages and signals • Helping us stand out from our competition
from reaching audiencesHoloform
Brand Standards Guide
2.0 OUR BRAND2.1
Holoform
Brand Standards Guide Our Brand: Brand Attributes
Elements of our brand strategy are the Leading Attributes:
foundation on which brand identity
and almost every conceivable kind of
communications material can be created. Refined
They help us clarify our long-term goals,
frame our brand personality and core
values, and articulate the promise that
Reliable
Holoform makes to its constituents both
inside and outside the organization. Results-Oriented
Brand Attributes are characteristics or
qualities possessed by our brand that
establish the grounds on which benefits
are obtained. This is also called “brand
personality” because the attributes used Secondary Attributes:
are easily equated to human traits.
Transparent
Agile
Forward-Thinking
Accessible2.2 Holoform
Brand Standards Guide Our Brand: Brand Attribute Definitions
Brand Attributes are characteristics Leading Attributes:
or qualities possessed by your brand
that establish the grounds from which
customer benefits are obtained. Refined Reliable Results-Oriented
Attributes are also called brand We will be refined in our We will be a reliable resource We will strive to be results-orient-
personality for the descriptors used approach to product design and advocate to our internal ed and focused on meeting and
are easily equated to human traits. and aesthetics as well as in our and external customers by con- surpassing goals in all that we do
delivery of products and sistently delivering on promises for our teammates, partners and
services to our customers. made and by always striving to customers.
be transparent and on time.
Our “Leading” Attributes:
1. Refined
2. Reliable
3. Results-Oriented Secondary Attributes:
Transparent Agile Forward-Thinking Accessible
Our “Secondary” Attributes:
We will strive to be accessible to
We will be transparent in all We will bring agility to all of our We will be forward-thinking in our
4. Transparent all team members and customers
communications and actions people and processes providing approach to product development,
across all forms of communication
with our team members and momentum and flexibility to customer-support and engagement
5. Agile to provide timely turnarounds and
customers helping to drive value help deliver results for our and delivery of our products and
ensure that promises made are
and efficiencies for each and customers. services and lead the industry by
6. Forward-Thinking promises kept.
every project we undertake. example in all that we do.
7. Accessible2.3 Holoform
Brand Standards Guide Our Brand: Brand Promise
A Brand Promise is a singular and
authentic commitment made to
customers. A well-crafted brand promise
is effective in defining and reinforcing
desired organizational behavior. It is
imperative that the organization and its
associates deliver on the brand promise
consistently, each and every time, across
every touchpoint of the brand and
Take Ownership.
customer experience.
Deliver Results.2.4 Holoform
Brand Standards Guide Our Brand: Brand Essence Pyramid
Our Brand Essence or core reason for
being is constructed in layers built upon
a foundation made up of our:
Brand Promise
Brand Personality
Brand Purpose
Brand Values
Our Brand Promise sits at the top of
the Brand Essence Pyramid (right) as
it represents the core essence of what
Holoform needs to deliver and achieve
with each and every customer interaction
everyday.2.5 Holoform
Brand Standards Guide Our Brand: Brand Voice and Usage in Copy
Our Brand Voice is a critical component
Voice Characteristics Description Do Don't
and, oftentimes, one of the first
impressions customers have with the We are experts at what we do. We will always strive to
Use strong verbs. Be smart, but not intimidating. Be
adept at your tasks. Be professional. Showcase your Make something up to make someone happy
Holoform brand. It’s important to review Knowledgeable
provide the most accurate and relevant response to
product and service knowledge. Always work to find short term. Talk down to anyone. Cheapen
requests. If we don't have the answer, we will get it as
and follow our brand voice guidelines quickly as possible.
an answer, solution or problem resolution, regardless experiences with the brand. Say you don't know.
of the circumstance.
outlined to the right when developing
We have the best products and services in the
any internal communications or external marketplace. We are different and we are proud to be a Deliver assurances that can be delivered on. Be Be timid. Be apprehensive. Make assumptions
Confident
marketing communications. brand of OBE/CRH. If you have a problem or issue we poised. Show backbone and a positive morale. without the facts.
will find a way to fix it to your satisfaction.
We are here to help you. Our purpose is to make sure
Be disagreeable. Be aloof. Be uncommunicative.
every product and service offered meets your needs. Be friendly and sociable. Build a relationship. Have fun.
Personable/Approachable Be inaccessible. Be unreachable. Be unpleasant.
We will work with you to achieve desirable results and Be accessible. Be charming.
Be surly. Be inappropriate. Be unreasonable.
solutions that enhance your experience with our brand.
Be honest and direct. Own any issues or mistakes and
We will give you the tools and insight you need to make communicate how they will be addressed. Stick to Use jargon or superlatives. Overpromise. Oversell
Authentic your job easier. We are the best at what we do, and take your word. Be transparent. Be accurate. Build product and service capabilities. Don't let
great pride in delivering quality products and services. credibility. emotion overtake honesty.
Be trustworthy. Be genuine. Engage. Be direct.
We respect your opinion. We may not always agree with
your point-of-view, but we will work hard to gain your Show appreciation for customer feedback. Be Criticize or belittle. Disregard differing points-of-
Respectful respect and deliver what we promise. We understand courteous. Maintain dignity. Recognize give-and-take view. Be insensitive. Neglect requests. Negatively
you may not have all the facts or details, and will work situations. react to inexperience or unknowingness.
with you to get them.
We will work hard to get you an answer, get you Be accountable. Take responsibility. Be attentive.
Be careless. Show ignorance. Minimize a request.
information and/or resolve your problems as Earnestly work to resolve issues and problems.
Diligent Downplay concerns. Underestimate someone's
expeditiously as possible. We will never cut corners Carefully craft responses. Be persistent. Focus on
reach.
at the expense of delivery quality products and services. results. Be reliable. Be agile. Be proactive.
Usage in Copy External Usage
Consistent use and execution of our
brand name in copy and marketing For communications and marketing applications that are externally facing, please refer to the brand as Holoform.
communications is critical to protecting When referring to the brand in written text in press releases or other public relatives, please state the following in
our new brand. The example at the right first use: Holoform®, an Oldcastle BuildingEnvelope brand, and use only Holoform thereafter.
illustrates how we require our name to be
used in communications where the brand
signature cannot be used.Holoform
Brand Standards Guide
3.0 OUR SIGNATURE3.1 Holoform
Brand Standards Guide Our Signature: Introduction and Brand Management
Our visual identifier is Holoform’s brand
signature. Just like a personal signature,
the identifier should be distinctive and
consistently displayed. Our identifier is
designed to reflect our brand attributes
and values. Only through consistent,
unvarying reproduction can our
signature realize its potential.
Approval Process
It will be the responsibility of each
Holoform associate to ensure that all
materials produced are designed in
accordance with these Holoform Brand
Standards. When the Holoform logo
appears in any communication or other
application, the associate must seek the
approval of the General Manager and
the Branding Agency of Record.
Artwork Reference
Holoform_1CBlue_Logo_NoTag_HZ.eps
Holoform_CMYK_Logo_NoTag_HZ.eps
Only use artwork files provided and only in the colors
and format recommended.3.2 Holoform
Brand Standards Guide Our Signature: Brand Signature Applications
In addition to our corporate signature
we have made available two additional
branding signatures for use for external
customer-facing applications. These
include our legacy tagline signature and
our marketing tagline signature.
Approval Process
It will be the responsibility of each
Holoform associate to ensure that all Legacy Tagline
materials produced are designed in
accordance with these Holoform Brand
Standards. When the Holoform logo
appears in any communication or other
application, the associate must seek the
approval of the General Manager and
the Branding Agency of Record.
Marketing Tagline
Artwork Reference
Holoform_2C_Logo_LegacyTag_HZ.eps
Holoform_2C_Logo_MarketingTag_HZ.eps
Holoform_CMYK_Logo_LegacyTag_HZ.eps
Holoform_CMYK_Logo_MarketingTag_HZ.eps
Only use artwork files provided and only in the
colors and format recommended.3.3 Holoform
Brand Standards Guide Our Signature: Signature Clear Space
For the greatest impact and
recognition, our signature should not
2X
be crowded by other visual elements.
1X 1X
Ample clear space should be reserved
around the identifier so that its
prominence is not compromised.
A logically proportioned minimum
safety zone is specified to the right to 2X
provide a scalable clear space around
the Holoform signature. Adhering to
the clear space requirements shown
here helps ensure that the visibility of
the signature is maintained.
A modular grid is used to define the 2X
size, position and spacing of the 1X 1X
safety zone. The value of “H” is relative
and is determined by the cap height
of the capital “H” in our signature.
2X
2X
1X 1X
Artwork Reference
Holoform_1CBlue_Logo_NoTag_HZ.eps
Holoform_2C_Logo_LegacyTag_HZ.eps
Holoform_2C_Logo_MarketingTag_HZ.eps
2X
Only use artwork files provided and only
in the colors and format recommended.3.4 Holoform
Brand Standards Guide Our Signature: Minimum Sizes for the Signature
To maintain the integrity of our
Signature Without Legacy or Marketing Tagline
identity across all applications it is
recommended that usage of our
1.25”
signatures follow the guidelines as
described to the right.
The width of the signature without a tagline
should be no less than 1.25”.
Signature With Legacy Tagline
1.6”
The width of the signature with a tagline
should be no less than 1.6”.
Signature With Marketing Tagline
1.6”
Artwork Reference
Holoform_1CBlue_Logo_NoTag_HZ.eps
Holoform_2C_Logo_LegacyTag_HZ.eps
Holoform_2C_Logo_MarketingTag_HZ.eps
The width of the signature with a tagline
should be no less than 1.6”.
Only use artwork files provided and only
in the colors and format recommended.3.5
Holoform
Brand Standards Guide Our Signature: Correct Uses of the Signature
The signature must always be used correctly Two Color - Holoform Blue and Gray (see color builds on page 5.1)
and consistently. Deviation from proper usage
of it will lead to confusion and diminishes the
strength of the Holoform brand.
Two Color
This is the full trade dress version of
the signature. To avoid readability and
reproduction issues, we do not recommend
reversing out the two color version of our
One Color - Holoform Blue and Gray (see color builds on page 5.1) One Color - Holoform Stacked Logo
signature.
One Color
When color is available and the two-color
version is not appropriate, the one-color
signature can be applied. The blue version is
preferred over the gray. The logo can reverse
out of other colors but the preferred colors
are Holoform Blue and Holoform Gray.
High Contrast Black and White
The high contrast versions are the best
signatures to be sent “out of house” when we
are not able to proof or approve the final art.
Artwork Reference
Holoform_2C_MarketingTag_HZ.eps
Holoform_1CBlue_Logo_NoTag_HZ.eps
Holoform_1CGray_Logo_NoTag_HZ.eps
High Contrast Black and White High Contrast Black and White - Holoform Stacked Logo
Holoform_1CReverse_Logo_NoTag_HZ.eps
Holoform_1CBlue_Logo_NoTag_Stacked.eps
Holoform_1CGray_Logo_NoTag_Stacked.eps
Holoform_1CReverse_Logo_NoTag_Stacked.eps
Holoform_1CBlack_Logo_NoTag_HZ.eps
Holoform_1CBlack_Logo_NoTag_Stacked.eps
Only use artwork files provided and only in the
colors and format recommended.3.6
Holoform
Brand Standards Guide Our Signature: Incorrect Uses of the Signature
Consistent presentation of our
signature is essential to building and
preserving brand equity. On this page
are just a few examples of incorrect
uses of our signature.
Do not distort the forms. Do not distort the forms. Do not apply 3-D effects.
Approval and Questions
The signature should be used only in
approved configurations and should
not be recreated or distributed
without written permission from the
General Manager and the Branding
Agency of Record.
Holoform
Furthermore, no typography or other
elements should be added to the Do not use alternate fonts. Do not apply incorrect colors. Do not apply incorrect colors.
signature to create secondary brands,
associated taglines, or alternate
configurations.
Do not apply color treatments Do not apply to active Do not use inadequate
or screens of colors. backgrounds. quality artwork.
holoform.com
Do not add typography. Do not add graphic Do not add, subtract, or rearrange
elements of any kind. any elements in any way.
Only use artwork files provided and only in the
colors and format recommended.Holoform
Brand Standards Guide
4.0 OUR TYPOGRAPHIC SYSTEM4.1 Holoform
Brand Standards Guide Our Typographic System: Signature Font: Helvetica Neue 95
Typography is the life blood of our Helvetica Neue 95
visual identity—it flows through every
piece of communication. Consistent
use of a defined typographic style Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
will reinforce our visual identity, and
make our communications distinctive Kk Ll Mm Nn Oo Pp Qq Rr Ss
and recognizable. If all of our visual
communications (website, letterhead, Tt Uu Vv Ww Xx Yy Zz
emails, advertisements, publications,
business cards, etc.) remain consistent,
they will reinforce one another and
1234567890
become a strong harmonious whole,
rather than a series of isolated
random elements.
While Helvetica Neue is available in
several weights, Holoform utilizes only
the 95 weight. Helvetica Neue has been
customized for use in the Holoform
wordmark as a vector art file, and as
such, it cannot be altered. Therefore,
the signature font will exist solely in the
signature and should not be used in
Holoform communications.4.2 Holoform
Brand Standards Guide Our Typographic System: Primary Font: Myriad Pro
Our primary typographic family is
the sans serif font Myriad Pro. It was Myriad Pro Light
Myriad Pro Regular
designed by Robert Slimbach and Carol
Twombly for Adobe Systems in 2000.
While Myriad Pro is available in several
weights, our primary weights are Myriad
Myriad Pro Bold
Pro Regular and Myriad Pro Bold. Myriad
Pro Light may also be used in some Myriad Pro Light
applications when approved. This font
should never be used in a Holoform
signature.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Myriad Pro is always preferred for print
Kk Ll Mm Nn Oo Pp Qq Rr Ss
communications, however, access Tt Uu Vv Ww Xx Yy Zz
of this font is limited. The General
Manager and the Branding Agency 1234567890
of Record will have Myriad Pro and
will be capable of handling all highly
visible communications. For those Myriad Pro Regular
communications handled throughout
the company, on a day to day Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
basis, the web safe font, PT Sans, is
acceptable. Please see page 4.3. Kk Ll Mm Nn Oo Pp Qq Rr Ss
For licensing and pricing, essential for Tt Uu Vv Ww Xx Yy Zz
commercial use, contact:
1234567890
Adobe Systems Incorporated
Licensing & Registration Services
345 Park Avenue Myriad Pro Bold
San Jose, CA 95110-2704
Tel: 800-833-6687 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
To purchase:
https://www.fonts.com/font/adobe/
Kk Ll Mm Nn Oo Pp Qq Rr Ss
myriad/complete-family-pack Tt Uu Vv Ww Xx Yy Zz
12345678904.3 Holoform
Brand Standards Guide Our Typographic System: Web Safe Font: PT Sans
Our web safe typographic family is the
sans serif font, PT Sans. PT Sans Regular
PT Sans may be used in place of the
primary font, Myriad Pro, when the
PT Sans Bold
typeface is unavailable or when a
web safe font is required for the PT Sans Regular
web or email.
PT Sans will be the most commonly Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
used font throughout digital
applications as Myriad Pro will
Kk Ll Mm Nn Oo Pp Qq Rr Ss
be available for external facing Tt Uu Vv Ww Xx Yy Zz
marketing communications.
When in doubt, have all
1234567890
communications approved through
the General Manager and the
PT Sans Bold
Branding Agency of Record, who will
have access to both typefaces. Never
use PT Sans in a Holoform signature. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
What is a web safe font? Kk Ll Mm Nn Oo Pp Qq Rr Ss
Web browsers can only display the
fonts installed in each individual
Tt Uu Vv Ww Xx Yy Zz
computer, so every visitor of your 1234567890
web page needs to have all the fonts
you use installed on his or her own.
As different people have different
fonts installed, there is a standard set
of fonts known as “web safe” that are
available on every computer and on
every device.4.4
Holoform
Brand Standards Guide Our Typographic System: Electronic Font: Franklin Gothic
Our electronic typographic family is
the sans serif font, Franklin Gothic.
Franklin Gothic Book
Franklin Gothic may be used in place
of the primary font, Myriad Pro, when
Franklin Gothic Medium
the typeface is unavailable or when a
web safe font is required for email Franklin Gothic Book
communications.
Franklin Gothic will be the Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
most commonly used font
throughout email, regular mail,
Kk Ll Mm Nn Oo Pp Qq Rr Ss
and presentation applications Tt Uu Vv Ww Xx Yy Zz
as Myriad Pro will be available
primarily within the Marketing and 1234567890
Communications department.
When in doubt, have all Franklin Gothic Medium
communications approved through
the General Manager and the
Branding Agency of Record, who will
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
have access to both typefaces. Never Kk Ll Mm Nn Oo Pp Qq Rr Ss
use Franklin Gothic in a Holoform
signature. Tt Uu Vv Ww Xx Yy Zz
What is a web safe font? 1234567890
Web browsers can only display the
fonts installed in each individual
computer, so every visitor of your
web page needs to have all the fonts
you use installed on his or her own.
As different people have different
fonts installed, there is a standard set
of fonts known as “web safe” that are
available on every computer.4.5 Holoform
Brand Standards Guide Our Typographic System: Email Signatures/Outbound and Reply
Representation of the Holoform Setting up an Outbound and Reply Email
identity is key in all print or electronic
communications, including email
Outbound and Reply Email
signatures. Information may only be added
or deleted after obtaining approval from the Formatting Instructions:
General Manager and the Branding Agency (add one full line space break between
of Record. the logo art and your name)
Outlook Email Signatures: Name:
In the Outlook Preferences panel go to Franklin Gothic Medium, 11pt size,
“Signatures” and select the “+” option in Sentence Case/Bright Royal Blue
the bottom left of the window. Copy and Title:
paste the provided artwork and baseline Franklin Gothic Book, 11pt size, Sentence Case/Dark Gray
signature into the panel. The final signature (add one line space break between the title and address line)
should reflect the formatting of the sample
shown to the right where the main name/ Address (street/suite number/city/state/zip code):
title/address/contact information is left Franklin Gothic Book, 11pt size, Sentence Case/Dark Gray
justified and aligns to the left side of the “H” “M”
in the word Holoform. Please use standard Franklin Gothic Medium, 11pt size,
line spacing (11’ over 12’) throughout. Sentence Case/Bright Royal Blue
It is suggested to remove then re-add Phone Number:
all line and word spacing in all device Franklin Gothic Book, 11pt size,
signatures panels (laptop/mobile/tablet) Sentence Case/Dark Gray
to help format the signature correctly
“E”
in all applications. Test your signatures
Franklin Gothic Medium, 11pt size,
by sending email from all devices and
Sentence Case/Bright Royal Blue
comparing their reproduction to the The main name/title/address/contact
approved sample at the right. information is left justified and aligns to the Email:
left side of the “H” in the word Holoform. Franklin Gothic Book, 11pt size,
Sentence Case/Hyperlink Option Underline Blue
“W”
Franklin Gothic Medium, 11pt size,
Sentence Case/Bright Royal Blue
Website:
Franklin Gothic Book, 11pt size,
Sentence Case/Hyperlink Option Underline BlueHoloform
Brand Standards Guide
5.0 OUR COLORS5.1 Holoform
Brand Standards Guide Our Colors: Core Colors
Color is a designer’s most powerful Primary Colors
emotional tool. Color creates instant
impact and can help people recognize
and remember our identifier. Thoughtful
and consistent application of our color Holoform Blue Holoform Gray
system is critical to the success of our
brand identity. Coated Uncoated Coated Uncoated
Pantone 293 C Pantone 2935 U Pantone COOL GRAY 11 C Pantone BLACK 6 U
Our core colors were selected to support
and ground the colors in our brand C:100 M:69 Y:0 K:4 C:98 M:52 Y:0 K:0 C:44 M:34 Y:22 K:77 C86 M69 Y43 K:55
palette. Our core colors should not R:0 G:61 B:165 R:27 G:95 B:170 R:83 G:86 B:90 R:76 G:78 B:86
be used as feature or accent colors.
Our core colors were created with HEX/HTML: #003DA5 HTML: #1B5FAA HEX/HTML: #53565A HTML:#4C4E56
enough contrast to function behind
our secondary colors as a background
or as text or a duotone image on top of
the other tones in our color system. The
Holoform color palette is defined by a
series of numbers as described below:
Pantone: The Pantone matching system,
or PMS, is for offset printing, and the
value is determined by the material you
are printing on (coated or uncoated,
C or U).
Process: Four color printing is based
upon the CMYK values of a color, or
Cerulean, Magenta, Yellow & Key (black).
Screen: For screen applications, colors
are based upon their RGB values, or Red,
Green & Blue.
HEX/HTML: The web has its own color
value system. For web applications, use
the HEX/HTML color value.5.2 Holoform
Brand Standards Guide Our Colors: Secondary Colors
Our secondary colors were selected Secondary Colors
to support and accent the core colors
in our brand color palette. Secondary
colors should be used sparingly and to
add vibrancy to the overall Holoform Holoform Accent Blue Holoform Accent Gray
brand and communication experience. Coated Coated Uncoated
Uncoated
Our secondary colors should never
be used to represent the Holoform Pantone 292 C Pantone 292 U Pantone Cool Gray 6 C Pantone Cool Gray 6 U
signature or act as a feature color in C:59 M:11 Y:0 K:0 C:54 M:10 Y:0 K:0 C:16 M:11 Y:11 K:27 C:19 M:11 Y:11 K:28
Holoform communications. Holoform’s
R:105 G:179 B:231 R:98 G:168 B:229 R:167 G:168 B:170 R:164 G:166 B:168
color palette is defined by a series of
numbers as described below: HEX/HTML: #69B3E7 HEX/HTML: #62A8E5 HEX/HTML: #A7A8AA HEX/HTML: #A4A6A8
Pantone: The Pantone matching
system, or PMS, is for offset printing,
Holoform Accent Yellow Holoform Accent Green
and the value is determined by the
material you are printing on (coated or Coated Uncoated Coated Uncoated
uncoated, C or U). Pantone 2005 C Pantone 376 C
Pantone 2005 U Pantone 2293 U
Process: Four color printing is based C:0 M:13 Y:60 K:0 C:0 M:11 Y:65 K:0 C:48 M:0 Y:100 K:1 C:39 M:0 Y:99 K:0
upon the CMYK values of a color,
or Cerulean, Magenta, Yellow & Key R:254 G:216 B:128 R:255 G:219 B:131 R:132 G:189 B:0 R:143 G:203 B:36
(black). HEX/HTML: #FED880 HEX/HTML: #FFDB83 HEX/HTML: #84BD00 HEX/HTML: #8FCB24
Screen: For screen applications, colors
are based upon their RGB values, or
Red, Green & Blue.
100 90 80 70 60 50 40 30 20 10 0
HEX/HTML: The web has its own color Range (100 0%): The screen percentages
value system. For web applications, use of each secondary color that available for
the HEX/HTML color value. reproduction are shown at the left.
Those percentages with a “X” are not
recommended.Holoform
Brand Standards Guide
6.0 OUR STATIONERY SYSTEM6.1 Holoform
Brand Standards Guide Our Stationery System: Elements: Digital
Our stationery system is key to Letterhead
establishing and maintaining
Business Envelope (#10)
professional and consistent
communication with employees
and target audiences that engage 5005 LBJ Freeway P 833-473-3986
Suite 1050 W Holoform.com
with Holoform. As a key touchpoint, Dallas, Texas 75244
the stationery system oftentimes is
5005 LBJ Freeway, Suite 1050
one of the first impressions of our Dallas, Texas 75244
brand and therefore sets the tone
for all branded experiences and Deb Miller
Boulevard Strategies
touchpoints to come. 1234 Ridgefield Road
Wilton, CT 06897
The Holoform stationery system
works together as a unit to
consistently present the brand and
build equity. The elements have been
carefully constructed using related
proportions to visually connect
individual pieces. Business Card
(front and back)
Primary Elements: Jeff Phillips 5005 LBJ Freeway
Letterhead (Digital) General Manager Suite 1050
Dallas, Texas 75244
1-sided, 8.5” x 11” paper M (213) 400-3353
E jphillips@obe.com
W obe.com
Business Envelope
1-sided, No. 10 envelope
(9.5” x 4.125”)
Business Card
2-sided Reliability through innovation. by Oldcastle BuildingEnvelope
(3.5” x 2”)6.2 Holoform
Brand Standards Guide Our Stationery System: Elements: Print
Our stationery system is key to Letterhead (front and back of 1st page only)
establishing and maintaining
Business Envelope (#10)
professional and consistent
communication with employees 5005 LBJ Freeway P 833-473-3986
Suite 1050 W Holoform.com
and target audiences that engage Dallas, Texas 75244
with Holoform. As a key touchpoint,
the stationery system oftentimes is
5005 LBJ Freeway, Suite 1050
one of the first impressions of our Dallas, Texas 75244
brand and therefore sets the tone
for all branded experiences and Deb Miller
Boulevard Strategies
touchpoints to come. 1234 Ridgefield Road
Wilton, CT 06897
The Holoform stationery system
works together as a unit to
consistently present the brand and
Reliability through innovation.
build equity. The elements have been
carefully constructed using related
proportions to visually connect
individual pieces.
Primary Elements:
Letterhead (Print) Reliability through innovation.
1-sided, 8.5” x 11” paper
Business Envelope
Business Card
2-sided, No. 10 envelope
(front and back)
(9.5” x 4.125”)
Jeff Phillips 5005 LBJ Freeway
General Manager Suite 1050
Business Card Dallas, Texas 75244 by Oldcastle BuildingEnvelope
2-sided M (213) 400-3353
E jphillips@holoform.com
W Holoform.com
(3.5” x 2”)
Reliability through innovation.6.3
Holoform
Brand Standards Guide Our Stationery System: Letterhead: Digital
0.6”
1-sided 8.5” x 11” sheet
Shown at 55% 0.625” 5005 LBJ Freeway
Suite 1050
Dallas, Texas 75244
P 833-473-3986
W Holoform.com
Recommended Paper Stock 5005 LBJ Freeway P 833-473-3986
Suite 1050 W Holoform.com
Mohawk Superfine Dallas, Texas 75244
The body text on a Holoform The left
letter should be in our desktop column
safe typeface, Franklin Gothic. should align
to the left side
Specifically: of the “H” in
11 point Franklin Gothic Book Holoform.
on 12.5 points of leading by Oldcastle BuildingEnvelope
Salutation
should go Secondary Letterhead Pages
Holoform Identity
directly right
The Holoform identity is locked
of the
into the header and must not be
1/3 page
moved or modified. fold line,
indicated by
the thin blue
horizontal
5005 LBJ Freeway
Suite 1050
Dallas, Texas 75244
P 833-473-3986
W Holoform.com
line shown to
the right.
Fold bottom
* Use a Z-fold as shown above,
third forwards
keeping the Holoform logo to meet the
facing top for all letterhead top of the
correspondence. blue line.
by Oldcastle BuildingEnvelope
Only use artwork files provided and only in the by Oldcastle BuildingEnvelope
colors and format recommended. 0.25 ”
1.375”6.4
Holoform
Brand Standards Guide Our Stationery System: Letterhead: Print
0.6”
1-sided 8.5” x 11” sheet
Shown at 55% 0.625”
Recommended Paper Stock 5005 LBJ Freeway P 833-473-3986
Suite 1050 W Holoform.com
Mohawk Superfine Dallas, Texas 75244
The body text on a Holoform The left Reliability through innovation.
letter should be in our desktop column
safe typeface, Franklin Gothic. should align
to the left side
Specifically: of the “H” in
11 point Franklin Gothic Book Holoform.
on 12.5 points of leading
Salutation
Back of First Page Letterhead
Holoform Identity should go
(Only)
directly right
The Holoform identity is locked
of the
into the header and must not be
1/3 page
moved or modified.
fold line,
indicated by
5005 LBJ Freeway P 833-473-3986
Suite 1050 W Holoform.com
Dallas, Texas 75244
the thin blue
horizontal
5005 LBJ Freeway
Suite 1050
Dallas, Texas 75244
P 833-473-3986
W Holoform.com
line shown to
the right.
Fold bottom
* Use a Z-fold as shown above, third forwards
keeping the Holoform logo to meet the
facing top for all letterhead top of the by Oldcastle BuildingEnvelope
correspondence. blue line.
by Oldcastle BuildingEnvelope
Secondary Letterhead Pages
Only use artwork files provided and only in the by Oldcastle BuildingEnvelope
colors and format recommended. 0.25 ”
1.375”6.5 Holoform
Brand Standards Guide Our Stationery System: Business Card
0.1875”
1.6”
2- sided standard card 0.1875”
(3.5” x 2”)
Shown at 100%
Recommended Paper Stock
Mohawk Superfine
Jeff Phillips 5005 LBJ Freeway
140# Cover General Manager Suite 1050
Dallas, Texas 75244
1.0” M (213) 400-3353
E jphillips@holoform.com
W Holoform.com
FRONT
2.0”
.45” .45”
.9”
Reliability through innovation.
BACK
Only use artwork files provided and only in the
colors and format recommended.6.6
Holoform
Brand Standards Guide Our Stationery System: Envelope: Digital
1-sided No.10 envelope 0.375”
(9.5” x 4.125”)
Shown at 65%
0.375”
Recommended Paper Stock 2.25 ”
No. 10 (9.5” x 4.125) 5005 LBJ Freeway, Suite 1050
Dallas, Texas 75244
Mohawk Superfine 24# Text
Text to the addressee should be in our
web safe typeface, Franklin Gothic. Deb Miller
Boulevard Strategies
Specifically: 4” 1234 Ridgefield Road
Wilton, CT 06897
11 point Franklin Gothic Book
on 12.5 points of leading
The text should not be wider than 2.5”
and should not be longer than 6 lines.
Letter Placement
The Z-folded letter should be placed into the 5005 LBJ Freeway
Suite 1050
Dallas, Texas 75244
P 833-473-3986
W Holoform.com
envelope with the Holoform logo and heading
facing up and out. This ensures that the identity
will be the first thing that the recipient sees
when opening correspondence.
by Oldcastle BuildingEnvelope6.7
Holoform
Brand Standards Guide Our Stationery System: Envelope: Print
1-sided No.10 envelope Reliability through innovation.
(9.5” x 4.125”)
Shown at 65%
Recommended Paper Stock
No. 10 (9.5” x 4.125”) 0.375”
Mohawk Superfine 24# Text
0.375”
Text to the addressee should be in our
web safe typeface, Franklin Gothic. 2.25 ”
5005 LBJ Freeway, Suite 1050
Specifically: Dallas, Texas 75244
11 point Franklin Gothic Book
on 12.5 points of leading
Deb Miller
The text should not be wider than 2.5” Boulevard Strategies
and should not be longer than 6 lines. 4” 1234 Ridgefield Road
Wilton, CT 06897
Letter Placement
The Z-folded letter should be placed into the 5005 LBJ Freeway
Suite 1050
Dallas, Texas 75244
P 833-473-3986
W Holoform.com
envelope with the Holoform logo and heading
facing up and out. This ensures that the identity
will be the first thing that the recipient sees
when opening correspondence.
by Oldcastle BuildingEnvelopeHoloform
Brand Standards Guide
7.0 OUR IMAGE SYSTEM7.1
Holoform
Brand Standards Guide Our Image System: Photography Style
Our image system provides us with a
platform to create greater identity and
separation from other demountable
wall and interior architecture
companies. Used correctly, the image
system will establish an authentic and
distinctive personality for all Holoform
branded communications.
Branded photography is essential to
building consistency and equity for
the Holoform Brand. By utilizing a
specific photographic style, the images
become our own and truly represent
the Holoform brand. Guidelines for
photography style include:
• Images must be used in full color,
duotone or monotone application
with the approved colors.
• Full color images should be high in
their overall saturation.
• Photography should emphasize
creative cropping.
• Photography should have a specific
focal point.
• Photography should emphasize an
interesting point of view (low angle,
high angle, etc.).
• When typography is included,
images must have a “type-area”
clear space for legibility.
• Images should be optimized for
print (minimum of 300 DPI) and
digital/web/social media (72 DPI).7.2 Holoform
Brand Standards Guide Our Image System: Color Interaction: Hue Enhancement
To ensure that images build equity Hue Enhancement
for Holoform it is important to
enhance them in a consistent way
that also creates an interesting
contrast to our core color palette.
To do this we suggest that 4-Color
images push toward the warm scale
as shown in the two examples to the
right.
• CMYK Settings
Always start by working in the
CMYK Color Balance Mode in
Photoshop. We suggest focusing
on the “Midtones” as that will
represent a greater portion of the
entire image. Adjusted CMYK Image Color Balance Recipe
• Color Balance Levels
Focus on the CMY side (as
opposed to the RGB side) with
the greatest emphasis being
applied to the Magenta and
Yellow levels as shown. Avoid
adding too much Magenta
and Yellow where images start
to look too hot or discolored.
Pushing the warm values slightly
as shown will create a dynamic
contrast to the cooler core colors
of the Holoform palette.
Adjusted CMYK Image Color Balance Recipe7.3 Holoform
Brand Standards Guide Our Image System: Color Interaction: Desaturated Color
Another 4-Color option when Desaturated Color
needing to create contrast to the
core palette or de-emphasizing
an image to call greater attention
to written copy is referred to as
Desaturation. We suggest that
desaturated images are used
sparingly and have shown a path
and recipe in Photoshop to build
them to the right.
• Hue/Saturation
We suggest leaving elements
of warm tones present by
keeping the Hue setting neutral
and focusing on reducing the
Saturation and Lightness levels Original CMYK Image Desaturated CMYK Image
to present a slightly more
transparent look to the overall
image as shown to the right.
Desaturated Color Recipe7.4 Holoform
Brand Standards Guide Our Image System: Color Interaction: Duotone Option 1
Duotones are a way to richen and Duotone Image: Black & PMS 293 C
reinforce our core color palette
and create greater separation from
competitors in our overall marketing
communications. There are two
duotone options available including:
Black + PMS 293 C and Black +
PMS Cool Gray 11 C. Each option
is illustrated in the Photoshop
Duotone mode to the right starting
with an original halftone image.
• Custom Black
To add depth and a cooler
treatment to the overall image
we suggest altering the Black
Duotone Curve as shown to the Original Grayscale Image Adjusted Duotone Image: Black & PMS 293 C
right and adjusting the Black
values to read: 30C 0M 0Y 80K.
• Secondary Colors
The two options shown to be
paired with the custom Black
include PMS 293 C and PMS
Cool Gray 11 C. We suggest not
altering the Duotone Curves
of these secondary colors.
Please refer to section 5.2 Our
Colors: Secondary Colors for
color selections before building
uncoated Duotone applications. Duotone Curve Recipe
Duotone Recipe: Black (C:30 M:0 Y:0 K:80) & PMS 2937.4 Holoform
Brand Standards Guide Our Image System: Color Interaction: Duotone Option 2
Duotones are a way to richen and Duotone Image: Black & PMS Cool Gray 11 C
reinforce our core color palette
and create greater separation from
competitors in our overall marketing
communications. There are two
duotone options available including:
Black + PMS 293 C and Black +
PMS Cool Gray 11 C. Each option
is illustrated in the Photoshop
Duotone mode to the right starting
with an original halftone image.
• Custom Black
To add depth and a cooler
treatment to the overall image
we suggest altering the Black
Duotone Curve as shown to the
Original Halftone Image Adjusted Duotone Image: Black & PMS Cool Gray 11 C
right and adjusting the Black
values to read: 30C 0M 0Y 80K.
• Secondary Colors
The two options shown to be
paired with the custom Black
include PMS 293 C and PMS
Cool Gray 11 C. We suggest not
altering the Duotone Curves
of these secondary colors.
Please refer to section 5.2 Our
Colors: Secondary Colors for
color selections before building
uncoated Duotone applications. Duotone Curve Recipe
Duotone Recipe: Black (C:30 M:0 Y:0 K:100) & PMS Cool Gray 11 C7.5 Holoform
Brand Standards Guide Our Image System: Color Interaction: Monotone Option
Monotones offer another Holoform Monotone PMS 293 C
option to build custom branded
images for Holoform marketing
communications. We suggest
using Monotone images sparingly
and only in one format utilizing
Holoform Blue as shown to the right.
• Monotone Levels
Starting with a well-balanced
grayscale image adjust the input
levels in the Monotone channel
in Photoshop to approach the
sample shown to the right. The
final image should have great
depth and a vibrant contrast
range across all shadows, Original Grayscale Image
Holoform Blue
midtones and highlights.
Pantone 293 C or C:100 M:69 Y:0 K:4
Montone Levels Recipe:
Pantone 293 C or C:100 M:69 Y:0 K:47.6 Holoform
Brand Standards Guide Our Image System: Color Interaction: Multiply Blend Mode
Select foundation and accent Multiply Blend Mode
colors can be paired with black
and used as a multiply blend mode
over photography. For this color
interaction, you may use Pantone
293C or C:100 M:69 Y:0 K:4. These are
the only brand colors that may be
used in multiply blend mode.
Other considerations for multiply
blend mode images include:
• Contrast
Multiply blend mode images
are more successful and legible
when there is high contrast
within black and white areas.
Original Grayscale Image Holoform Blue
• Simplicity Pantone 293 C or C:100 M:69 Y:0 K:4
Images with additional white over Grayscale image
space and simple backgrounds
tend to be more legible when in
multiply blend mode.7.7
Holoform
Brand Standards Guide Our Image System: Saturation and Focal Point
Saturation Saturation Focal Point
Full color images must be high in
saturation, making the colors more vibrant
and lively. Conversely, images should
never be overly saturated as this creates an
unnatural look. If the image appears to be
glowing or the detail and texture are lost,
then the saturation level may be too high.
• To manually alter image saturation,
open up the Hue/Saturation panel in
Photoshop (or similar program), as
shown below.
Original
Correct
Why: Blurred background creates drama and focus on the person.
Focal Point Saturated
Photography should have a specific focal
point. This focal point can be anything,
such as an individual, a group of people,
an object, a building or more. A specific
focal point is one main feature of interest
that draws your attention specifically, Incorrect
making the composition unique. Why: Person is not the only thing in focus.
Adjustments7.8
Holoform
Brand Standards Guide Our Image System: Creative Cropping and Point of View
Creative Cropping Creative Cropping Point of View
Photography should emphasize creative
cropping. This is important to create
emphasis and drama, helping images to
stand out. Ways to accomplish creative
cropping include:
• Zoom into the image to capture the
details and to accentuate. The subject
then becomes more dynamic.
• Instead of centering the subject, push
it off center to one of the outside
thirds of the photo.
• Crop away the unnecessary. If the
background elements do not add to
the image, they can be removed, thus
increasing zoom. Correct
Correct
• Make the most of the white space. Why: Subjects are off-center and fill the frame. Why: Composition draws your attention to the image
Like the subject, the photo should not
be centered in the design it is placed
into.
Point of View
Photography should emphasize an
interesting point of view, such as a low
angle or a high angle. When possible
portrait style images should be taken
closer to eye level. Getting above, below,
or in another atypical relationship
to your subject allows for a more
compelling and effective photograph.
Incorrect Incorrect
Why: Photo does not utilize creative cropping. Why: Composition does not utilize creative croppingHoloform
Brand Standards Guide
8.0 OUR BRAND ARCHITECTURE8.1
Holoform
Brand Standards Guide Holoform Brand Architecture: What is Holoform
Brand architecture is the organizational What is Holoform?
structure of a company’s portfolio of Holoform is an interior architectural products brand that focuses on vertical surfaces. These
brands, sub-brands, products, and/or vertical surfaces are used to divide space, define space, enhance branding, provide acoustical privacy,
services. It depicts how the sub-brands support work process, and to assist collaboration/brainstorming. In addition, Holoform products
of the larger whole are organized, and support workplace initiatives such as real estate compression, visual persistence, energy savings
how they relate to one another, and it (daylight harvesting), financial/tax savings (depreciation benefits), environmental responsibility, and
provides a guide for how a brand can health/wellness.
scale in the future. Once established,
it provides a roadmap for branded The interior architectural products Holoform currently offers/will launch include the following:
content and design, as well as a means
• Stick-built interior demountable glass walls • Decorative glass (to be used with
to reinforce the value proposition for the
(framed and frameless) demountable glass walls)
brand’s family of brands.
• Unitized interior demountable glass walls • Solid cladding panels (to be used within
interior demountable glass walls or mounted
• Doors for use within interior demountable glass
to drywall)
walls (framed, wood and glass)
• Digital panels (media, switch glass, etc.)
• Glass writable surfaces (wall-mounted, system
integrated, moveable panels) • Wall or panel-mounted accessories
(shelves, mounts, etc.)8.2
Holoform
Brand Standards Guide Holoform Brand Architecture: Brand Hierarchy
Holoform Brand Architecture
Brand Hierarchy
Holoform’s brand architecture exists Master
Master Brand
Brand
within the “House of Brands” model,
otherwise known as freestanding brands,
within Oldcastle BuildingEnvelope®
Enterprise
Enterprise Brand
Brand
(OBE) - the enterprise brand, and CRH®
- the master brand. Holoform is one of
several brands within OBE’s portfolio,
each of which is positioned and
tailored to a specific market segment Subsidiary
Subsidiary Business
Business Brands
Brands
(i.e. exterior products - curtain walls,
windows, skylights, storefront; and
interior products - shower enclosures,
demountable walls, writable surfaces, Holoform Product Brands
Integration Products Core Products Component Products Holoform + OBE Product Integration Holoform Product Brands
etc.). This approach allows Holoform to
speak directly to its core target market
and to compete with “aid” of the master HoloScript Realm SimpleSeam Holoform + FG-3000 (OBE)
and enterprise brands. With the master
and enterprise brands aiding Holoform, HoloDefense Aura Holoform + Monterey (CRL)
distribution, influencers, customers and
Motif Holoform + Palisades (CRL)
end users can specify and purchase
Holoform with confidence given the Contour
financial security of CRH and OBE.
Terrain8.3
Holoform
Brand Standards Guide Holoform Brand Architecture: Product Brand Architecture
Holoform product brands will be
organized within four primary
categories:
• Core Products — the primary
products for which Holoform is known,
that stand on their own within the
marketplace.
Core Products Integration Products
• Integration Products — secondary
products for which Holoform is known,
that can be integrated within the
primary core products Holoform offers.
They can also stand on their own, but
require a strong tie to the Holoform
brand.
• Component Products — tertiary
products that Holoform offers.
Generally these are components
used within Holoform products,
but can be marketed as individual
products. In most cases these products Component Products Holoform + OBE/CRL
will be private label products (i.e.
manufactured by a third party and
Product Integration
branded as a product of Holoform).
• Holoform + OBE/CRL Product
Integration — Anytime Holoform
utilizes/integrates OBE or C. R.
Laurence™ (CRL) products into a
product application, the product name
used by OBE or CRL will be used. This
approach is intended to minimize
marketplace confusion.8.4
Holoform
Brand Standards Guide Holoform Brand Architecture: Brand Naming Strategy
Holoform’s naming strategy is 1. Holoform Core Product Brands
defined by four key approaches. These The primary products that Holoform sells within its closed network of distribution will be given unique
approaches are intended to support the names, apart from the corporate brand Holoform. This will allow for line extensions and portfolio
ongoing addition of new products to expansion. The nomenclature used for product naming will always remain consistent within the
Holoform’s product portfolio, and provide defined taxonomy/classification outlined below.
a framework to be utilized to drive
naming development.
The four approaches are defined on
the following pages. Taxonomy
Given Holoform’s strong focus on integrating glass into its products, and the importance of daylighting and
well-being within architecture and interior design, the classification direction will focus on a biophilia or
nature-related premise.
Current product names:
Realm
Framed Demountable Wall System
Aura Deviant Naming Nomenclature
Frameless Demountable Wall System
A deviant or arbitrary name that is a real word that has an emotional connection to the product but doesn’t
Contour describe it in any way. For instance, the brand name ‘Apple’ is connected to the technology field by Isaac Newton
Wall System
and his ‘apple’ epiphany. However, there’s no direct link between an Apple and a Computer.
Terrain
Wall System
Motif
Decorative Glass Program Meaning and Inspiration
Brand names should always represent the human tendency to interact or be closely associated with forms
of life in nature.8.4
Holoform
Brand Standards Guide Holoform Brand Architecture: Brand Naming Strategy
Holoform’s naming strategy is 2. Holoform Integration Product Brands
defined by four key approaches. These Any product that integrates into existing Holoform products will require a strong affiliation with the
approaches are intended to support the Holoform brand. These products can be integrated into Holoform’s core products. This type of product
ongoing addition of new products to brand is an optional product integration within any of Holoform’s core products, but in some cases will
Holoform’s product portfolio, and provide stand alone as a supportive product (i.e. glass writable surfaces).
a framework to be utilized to drive
naming development.
Taxonomy
Current product names: Given the need to strongly tie to Holoform, the Holo- naming approach will be used to show a strong
HoloScript association to the parent corporate brand Holoform.
Glass Writable Surfaces
HoloDefense
Anti-Microbial Program
Associative Naming Nomenclature
Suggestive names of what the product might do, without telling you exactly what it is. For instance, Microsoft’s
‘Office’ doesn’t give you an office building, but it provides the tools you might need to run an office.
Meaning and Inspiration
A product of Holoform – “hol-” plus a descriptive word that denotes a functional aspect or beneficial
characteristic of the product.8.4
Holoform
Brand Standards Guide Holoform Brand Architecture: Brand Naming Strategy
Holoform’s naming strategy is 3. Holoform Component Product Brands
defined by four key approaches. These Some component parts of Holoform products will be named in a descriptive manner that defines the product’s characteristics.
approaches are intended to support the Generally speaking, these components are connected/integral to primary products within Holoform’s product offering. For
ongoing addition of new products to example, they are used as a component within multiple Holoform products but could stand alone as a branded product of
Holoform’s product portfolio, and provide Holoform. They could also be sold directly online, or to distribution for use with competitive products (i.e. glass bonding tape).
a framework to be utilized to drive
naming development.
Taxonomy
Current product names: These products do not need a strong connection to Holoform, but must clearly delineate their function.
SimpleSeam
Glass Edge Bonding Tape
Descriptive Naming Nomenclature
Descriptive names simply explain what the item does. If you want your product to be easy to understand,
or you’re selling something that doesn’t reveal its benefits at a single glance, then you might need a more
descriptive name. For instance, The Container Store is a name that tells you exactly what the retailer sells.
Meaning and Inspiration
Brand names should always provide strong indication of the products features or benefits.8.4
Holoform
Brand Standards Guide Holoform Brand Architecture: Brand Naming Strategy
Holoform’s naming strategy is 4. Holoform + OBE/CRL Product Integration Brands
defined by four key approaches. These Any time Holoform utilizes OBE or CRL products to extend or support Holoform products, the originating
approaches are intended to support the company’s brand name will always be used. This is intended to create strong cross-pollination between
ongoing addition of new products to Holoform, OBE and CRL, but also maintain product naming consistency for specification and quoting, to
Holoform’s product portfolio, and provide minimize confusion.
a framework to be utilized to drive
naming development.
Taxonomy
Current product names: These products must show a strong tie to OBE and CRL, and their legacy product brands.
Holoform + FG-3000
Single in Double-Glazed Frame
Integrated with OBE Storefront
Holoform + Monterey
Exterior Bi-folding Glass Wall
Entrance Integration
Co-Brand Naming Nomenclature
Co-branding requires that a known legacy name be maintained and reflected within a new co-branded product
or product integration. For example, Taco Bell’s tie to Doritos via the product offering of Taco Bell’s Doritos Locos
Tacos; or Pottery Barn’s Color Collections by Sherwin Williams (paint).
Meaning and Inspiration
Holoform + product nameYou can also read
