HSBC Brand Basic Elements

Group Marketing June 2006

HSBC Red

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Issued by HSBC Holdings plc

contents
Contents 1 2 3 4
Introduction 1.01 Brand management The design elements Separate Brands Approvals Endorsed Brands 3.04 2.03 Surrogate Brands 3.05 Sub-Brands 3.06 2.04 Product Descriptors 3.07 HSBC+hexagon in text Third Party Agents Testimonials /Endorsements 3.09 2.05 Co-branding 3.08 Colour reproduction of the corporate signature Monochrome reproduction of the corporate signature Using reproduction artwork Corporate colours Corporate typefaces The hexagon symbol 3.03 Protected area Message from the Group Chairman 2.01 2.02 Introduction Brand Schemes 3.02 Corporate signature 3.01 Corporate signature with strapline 4.01 4.02 Clearance and approvals Contacts Introduction Brand management The design elements Approvals

HSBC Brand Basic Elements Group Marketing - June 2006

1.01

message from the Group Chairman

Contents 1 2 3 4
Introduction Brand management The design elements Approvals

The HSBC brand has been established in many markets all over the world. A programme of change and consolidation of our name began in the late 1990s and has continued ever since. We have established the brand and its trademark so that it is now a globally recognised icon. It is a powerful asset across all our business lines and gives us strengths and values that help us to grow our business and enter new geographic areas. The values of our brand are clearly expressed in the Brand Book and this helps guide us and differentiate us in our highly competitive markets. The integrity in our trade mark corporate signature is a vitally important asset and one which every colleague should feel duty bound to protect. The integrity of this asset is to be governed by this manual and standards. It is the ultimate responsibility of every business head and CEO to ensure these guidelines are followed.

HSBC Brand Basic Elements Group Marketing - June 2006

Stephen Green

2.01

brand management
Introduction The principles outlined in this section relate to a key function of Marketing and are something that, when done well, will yield many tangible as well as intangible business benefits. A strong well-managed brand can yield positive preference for products and services in a competitive market, as well as command a premium price over competitors. It can allow cost effective entry into new categories, and can yield long term differentiation of the business as well as intangibles such as positioning us as a desirable employer to prospective employees and allowing us preferential negotiating positions with third parties. The benefits of a strong brand are many fold. The value of the HSBC brand is not something measured and accounted for in any formal way. However public studies such as the Interbrand valuation conducted in association with Business Week Magazine will be observed and followed as an indicator of some measure of progress.

Brand management 2.01 Introduction 2.02 Brand Schemes

Separate Brands Endorsed Brands

2.03 Surrogate Brands

Sub-Brands

2.04 Product Descriptors

HSBC+hexagon in text Third Party Agents Testimonials /Endorsement

2.05 Co-branding

HSBC Brand Basic Elements Group Marketing - June 2006

2.02

brand management
Brand Schemes The strength of the global HSBC brand is not in any doubt and its sustained momentum is something that we must ensure for the future. There are some circumstances when leading with the HSBC Brand is not possible and where marketplace conditions demand a different approach. Any needs to develop new propositions that carry a differing or new brand identity must be thought through thoroughly and the business case developed with GHQ GMQ input. The areas of precedent that exist in the organisation for configuring brands exist in the following broad categories, these should cover all possible permutations of our business. Separate Brands In some jurisdiction and areas of operation the brand name will be used for a business that is totally separate and different from the HSBC parent and no references to the parent are manifest in any way the brand presents itself to its customers and marketplace. These are often for regulatory or cultural issues or businesses where we are not the majority share holder. There are currently no examples of any significance of this within the Group. Endorsed Brands This is where a name and identity is used that, in most cases has been acquired through the purchase of a business, and that has been deemed appropriate to continue to market under the brand name acquired. Appropriate circumstances might include such factors as heritage of the (acquired) brand, market sector in which it operates, customer equity in the brand etc. Any of these conditions benefit also from identifying this brand name as part of a greater whole and so an endorsement of Member HSBC (hexagon) Group is added to the brand name. This is carried as part of the logo scheme on all materials, employee business cards, advertising publicity material, internal communications, web-sites and all printed materials. Please note that HSBC (hexagon) Group is not a legal entity and is a descriptor only.

Brand management 2.01 Introduction 2.02 Brand Schemes

Separate Brands Endorsed Brands

2.03 Surrogate Brands

Sub-Brands

2.04 Product Descriptors

HSBC+hexagon in text Third Party Agents Testimonials /Endorsement

2.05 Co-branding

HSBC Brand Basic Elements Group Marketing - June 2006

2.03

brand management
Surrogate Brands This form of using the brand identity is not very common and occurs in the business through historical reasons or local management requirements. It is often a transition form of branding moving to an HSBC identity. This scheme should not be used unless there is a very strong business based case. Proposals to use a scheme such as this must be referred to GHQ GMQ and will only be approved in very exceptional circumstances. Sub-Brands Using the HSBC brand against some market segments requires an identity that signals a different service level or change in the proposition that means a different stance for the HSBC brand. In these circumstances the core values of the HSBC brand and its strategy remain intact and clearly manifest. It is what is added to the overall HSBC brand positioning that comes through the sub-brand modifier. Sub-Brands will always use the full HSBC brand identity and conform to its guidelines and have the Sub-Brand title added, for example HSBC Amanah. Ownership of Surrogate Brands and Sub-Brands If you intend to register any surrogate brands and sub-brands (which GHQ GMQ has approved) as trade marks, please note that these trade marks should be registered in the name of HSBC Holdings plc.

Brand management 2.01 Introduction 2.02 Brand Schemes

Separate Brands Endorsed Brands

2.03 Surrogate Brands

This form uses an element of the Sub-Brands HSBC brand, usually the red hexagon, in conjunction with another identifier. Examples of this HSBC+hexagon in text Third Party Agents Testimonials /Endorsement in the business are first direct (hexagon), SABB (hexagon) and Bank of Bermuda (hexagon).

2.04 Product Descriptors

2.05 Co-branding

HSBC Brand Basic Elements Group Marketing - June 2006

2.04

brand management
Product Descriptors This final category of labelling uses a simple form of description with the HSBC brand and identity to give a clear indication of which element of HSBC a customer or member of staff is dealing with. This is very commonly used across many business lines to help guide and simplify the customer/staff members interaction with us. There are many examples and these include things such as HSBC Mortgage Services, HSBC Asset Management, HSBC Private Banking, HSBC Stockbrokers, HSBC Card Services, HSBC Vehicle Finance. Notification of variants or new descriptors must be communicated to GHQ GMQ. The essential rule is that they must be highly descriptive of the activity and must not be difficult or ambiguous to interpret. Use of HSBC + hexagon symbol in text The use or depiction of the hexagon symbol in text is not allowed. The letters HSBC may be used without the hexagon symbol as a descriptor. The Group brand (HSBC + hexagon symbol) may only be used when the full legal name is clearly displayed, and only with the specific approval on a case-by-case basis of GHQ COM, who will not consider requests that have not been previously been vetted by Use of the HSBC brand for Third Party Agents On the related issue of the appointment of third party agents, the use of the HSBC brand in any way (on business cards, marketing or promotional material etc.) should not be allowed without prior GHQ GMQ approval. This is to prevent any confusion or potential liability if unauthorised parties pass themselves off as part of, or endorsed by, the HSBC Group. Testimonials/Endorsement Testimonials should be granted on a case-by-case basis. Each should be referred to the appropriate authority in any local business unit and GHQ GMQ informed. Issues such as reputational risk and business benefit to HSBC must be considered carefully. the local LGA and COM. GHQ GMQ should be advised of all existing arrangements and new ones require approval. Further guidance can be found in the Group Marketing FIM. Trademark Licences Except where agreed otherwise by GHQ GMQ, a third party who has been given approval to use the HSBC Corporate Signatures should enter into a trade mark licence agreement. Trade mark licences can be prepared by Group Legal Department once GHQ GMQ approval has been obtained and the relevant information concerning the licence is provided to Group Legal.

Brand management 2.01 Introduction 2.02 Brand Schemes

Separate Brands Endorsed Brands

2.03 Surrogate Brands

Sub-Brands

2.04 Product Descriptors

HSBC+hexagon in text Third Party Agents Testimonials /Endorsement

2.05 Co-branding

HSBC Brand Basic Elements Group Marketing - June 2006

2.05

brand management
Co-branding Co-branding is defined as any circumstances where the HSBC appear with any other brand, including joint promotions, advertising, marketing materials and sponsorship. All co-branding opportunities are reviewed individually and should be agreed with local legal departments, marketing/public affairs departments before sending to GHQ GMQ for approval. Co-branding publications and literature In the majority of cases the third party branding should be placed either on the back cover or the inside front cover. In exceptional circumstances, and with prior approval from GHQ GMQ, the third party brand can appear on the front cover. In this situation the other brand should be less prominent than the HSBC brand and placed as far away from it as possible.

Brand management 2.01 Introduction 2.02 Brand Schemes

Separate Brands Endorsed Brands

2.03 Surrogate Brands

Sub-Brands

2.04 Product Descriptors

HSBC+hexagon in text Third Party Agents Testimonials /Endorsement

Introduction
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Contents
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How fit is your bank balance?

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2.05 Co-branding

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hsbc.c o.uk
Issued by (leg al enti We are a principa ty name) one of l mem the ber of the HSB services worlds larg est ban C Gro organisa countrie tions with king and fina up, s and terr ncia around itories. xxxx offic l es in xx HSB C Hold ings plc HSBC Hold 8 Canada ings plc London Square E14 5HQ .
00000-0 MCP xxxxx HSBC 00/00 Print Bank plc ed by xxxx 2006. All xxxxxxxxxx Rights Reserved. xxxxxxxx. xx/xx

HSBC Brand Basic Elements Group Marketing - June 2006

3.01

corporate signature with strapline

The marketing strapline is added to the HSBC corporate signature (see 3.02) to form the HSBC corporate signature with strapline. The relationship of the elements is fixed. The strapline must never be used on its own. The HSBC corporate signature with strapline is used to brand all marketing material unless there is a legal reason precluding its use (eg HSBC Insurance) - in these circumstances the corporate signature should be used without the strapline Language variations
corporate signature with long strapline - centred minimum size 40mm corporate signature with English strapline

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

3.08 Monochrome
reproduction of the corporate signature

3.09 Using reproduction

artwork

Approved local language versions of the corporate signature with strapline are available from GHQ GMQ. For language versions where the strapline is longer than the corporate signature two versions are available: the centred version is the primary mark the right aligned version is used for advertising, marketing materials and posters (please refer to the appropriate design
minimum size 40mm corporate signature with long strapline - right aligned minimum size 40mm

HSBC Brand Basic Elements Group Marketing - June 2006

guidelines).

3.02

corporate signature
The corporate signature is the major visual element of the brand identity and comprises the letters HSBC and the hexagon symbol in a fixed relationship. The horizontal corporate signature is the primary and preferred mark and should be used for the majority of applications The centred corporate signature may only be used in limited circumstances where the horizontal width available precludes the use of the horizontal mark, and only then with prior written approval of GHQ GMQ. Usage The corporate signature is used to brand all corporate stationery items and it should be used in marketing material for businesses which are precluded from using the marketing strapline, for example when the legal entity being advertised is not a bank (eg HSBC Insurance).
29mm centred corporate signature minimum reproduction sizes horizontal corporate signature

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

3.08 Monochrome
reproduction of the corporate signature

3.09 Using reproduction

artwork

18mm

HSBC Brand Basic Elements Group Marketing - June 2006

3.03

protected area
horizontal corporate signature centred corporate signature x x x x x

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol
x x

3.06 Corporate colours 3.07 Colour reproduction of

the corporate signature

corporate signature with English strapline

3.08 Monochrome
reproduction of the corporate signature

To enable the corporate signatures to appear prominently without interference, a minimum exclusion
x

3.09 Using reproduction

artwork
x corporate signature with long strapline x x

area has been established which is to be left clear of other graphic elements or text. The protected area is equal to the height of the hexagon symbol or HSBC lettering and is indicated by
x

the dotted border shown. The clearance area should be increased wherever possible. The protected area must not be used as a rectangle to frame the corporate signatures.

HSBC Brand Basic Elements Group Marketing - June 2006

3.05 Corporate typefaces

3.04

the hexagon symbol

The hexagon is the main visual element of the HSBC brand identity. The geometric structure consists
Graphic construction

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

of four red triangles and two white triangles. Use of the hexagon must be carefully controlled. There are strict rules regarding its use. In the overwhelming majority of applications the hexagon should appear in HSBC red and white
The hexagon symbol

3.08 Monochrome
reproduction of the corporate signature

Only in exceptional circumstances and with prior approval of GHQ GMQ may the hexagon be used without the HSBC logotype.

3.09 Using reproduction

artwork

HSBC Brand Basic Elements Group Marketing - June 2006

3.05

corporate typefaces
Univers is the primary font for HSBC marketing material, the approved weights are illustrated. Univers semi-bold is a font unique
Univers semi-bold (unique to HSBC)

The design elements 3.01 Corporate signature

with strapline

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Univers light 45 Univers regular italic 56

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

to HSBC which is available from GHQ GMQ. Monotype Times New Roman is the secondary corporate typeface and is used for stationery, and as a support to Univers. For reference all of the approved HSBC corporate typefaces are illustrated. No other typefaces or weights can be used without the prior approval of GHQ GMQ.
Univers light italic 46 Univers bold 65

ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn

Univers regular 55

ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn

Univers bold italic 66

3.08 Monochrome
reproduction of the corporate signature

3.09 Using reproduction

artwork Please note There are many versions of Times available - it is essential to use the correct cut of the font: Monotype Times New Roman (reference 1046).

ABCDEFGHIJKLMN abcdefghijklmn
Times New Roman

ABCDEFGHIJKLMN abcdefghijklmn
Times New Roman bold

ABCDEFGHIJKLMN abcdefghijklmn
Times New Roman Italic

ABCDEFGHIJKLMN abcdefghijklmn
Times New Roman bold italic

ABCDEFGHIJKLMN abcdefghijklmn

ABCDEFGHIJKLMN abcdefghijklmn

HSBC Brand Basic Elements Group Marketing - June 2006

3.06

corporate colours
The HSBC Groups corporate colours are HSBC red, black, white and HSBC grey. Colour reproduction HSBC corporate colours

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

HSBC colours may be reproduced using specially mixed colours or may be simulated using the four colour halftone process (see breakdown charts). HSBC red HSBC red can be achieved using PANTONE 1795 red. Four colour halftone reproduction can achieve an acceptable match to HSBC red (see breakdown charts). HSBC grey HSBC grey is the Groups secondary corporate colour and can be achieved using PANTONE 423 grey. For halftone reproduction a 44% tint of black can achieve an acceptable match to HSBC grey. Four colour halftone formula Cyan Yellow Black 0% 100% 0% Black 100% Black 44% PMS1795c Black White PMS 423c PANTONE matching system (PMS) equivalent HSBC Red Black White HSBC Grey

3.08 Monochrome
reproduction of the corporate signature

3.09 Using reproduction

artwork

Magenta 94%

HSBC Brand Basic Elements Group Marketing - June 2006

3.07

colour reproduction of the corporate signature

Preferred colour versions Wherever possible HSBC corporate signatures should be reproduce in black and HSBC red on white or very light background colours.

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area

The interior of the hexagon symbol

3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

must be white. On dark backgrounds the HSBC logotype reverses white out of the background colour. Alternative colour versions In exceptional circumstances where the red strapline would be difficult to read against a background, the appropriate alternative (black on a light colour or white out of a dark colour) should be used. Backgrounds The corporate signature must always be clearly visible. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read. The same reproduction colours apply when using the corporate signature without the strapline.

White background colour version: black logotype, HSBC red hexagon symbol and strapline

3.08 Monochrome
reproduction of the corporate signature

3.09 Using reproduction

artwork

Preferred light background colour version: black logotype, HSBC red hexagon symbol and strapline (the interior of the hexagon is white)

Alternative light background colour version (where the strapline would be difficult to read in red): - black logotype and strapline, HSBC red hexagon symbol (the interior of the hexagon is white)

Preferred dark background colur version: white logotype, HSBC red hexagon symbol and strapline (the interior of the hexagon is white)

Alternative dark background colour version (where the strapline would be difficult to read in red): - white logotype and strapline, HSBC red hexagon symbol (the interior of the hexagon is white)

HSBC Brand Basic Elements Group Marketing - June 2006

3.08

monochrome reproduction of the corporate signature

Where possible, single colour printing should be black on a white or very light background. Dark backgrounds

The design elements 3.01 Corporate signature

with strapline

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

The preferred background colours for reversed corporate signature are white out of black, HSBC grey or HSBC red. When non corporate colour backgrounds are used the corporate signature must be clearly visible. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read. The same reproduction colours apply when using the corporate signature without the strapline.
Light background monochrome version: all elements black HSBC grey background version: all elements white White background monochrome version: all elements black Dark background monochrome version: all elements white

3.08 Monochrome
reproduction of the corporate signature

3.09 Using reproduction

artwork

HSBC red background version: all elements white

HSBC Brand Basic Elements Group Marketing - June 2006

3.09

Using reproduction artwork

Only authorised reproduction artwork is to be used, issued by GMQ GHQ or HHO GPA. PDF specifications
HSBC corporate sign atures

The design elements 3.01 Corporate signature

with strapline

reproduction artwork for print

Standard colour repro duction the letters HSBC are black. the hexagon symbol and the strapline are HSBC red (PMS 1795 or CMYK: 94%, mage nta, 100% yellow) Guide marks: The corner marks indica te the extent of the minimum exclusion area. The measure bar is used to specify the size. Care must be taken to ensure that the guide marks are not reproduced . The guide marks must not be used as a rectangle to frame the corporate signature. Size Digital artwork is supplied at 100mm overall width. The minimum repro duction size is 40mm wide

_WLB(Eng) HSBC corporate signat ure with strapline

Artwork : HSBC

3.02 Corporate signature 3.03 Protected area 3.04 The hexagon symbol 3.05 Corporate typefaces 3.06 Corporate colours 3.07 Colour reproduction of
the corporate signature

An A4 pdf specification sheet is available for each corporate signature which provides basic information about colour reproduction and minimum size. Artwork files Each signature is supplied as an individual digital Adobe Illustrator eps file.

the interior of the hexag on is white Mono version all elements are black the interior of the hexag on is white For colour guidance pleas e refer to the basic elements guide.

Art : HSBC_WLB(Eng)

3.08 Monochrome
reproduction of the corporate signature Included on each artwork file in addition to the signature are guide marks to assist in correct implementation: corner marks indicate the extent of the protected area the measure bar is used to accurately specify the size file name Care must be taken to ensure that the guide marks are not reproduced. Size In most cases digital artwork is supplied at 100mm overall width for ease of scaling.
HSBC Brand Basic Elements Group Marketing - June 2006

Artwork integrity The corporate signature typeface is unique to HSBC, never attempt to recreate it. The corpo rate signatures must always be reproduced from origin al digital artwork supplied by Group Marketing, HSBC Holdi ngs plc
Any queries regarding artwo rk should be addressed to : Group Brand Identity Group Marketing Tel: +44(0) 207 10473/18528 e-mail: richardainsworth@ hsbc.com or beverlyricha rds.@hsbc.com

3.09 Using reproduction

artwork

Group Marketing - April

2006

Art : HSBC_WLB(Eng)_ mono

PDF specification sheet

Artwork integrity The corporate signature typeface is unique to HSBC, never attempt to recreate it. The corporate signatures must always be reproduced from original digital artwork supplied by GMQ GHQ.

4.01

clearance and approvals

Corporate identity policy and applications Group Head Office, Group Marketing (GHQ GMQ). For further information please refer to the Group Marketing Functional Instruction manual and the Group Standards manual. Marketing, promotional and sponsorship material and merchandising All marketing, promotional & sponsorship materials and merchandising must be cleared by GHQ GMQ prior to production. All new corporate image and multicompany or international product advertising campaigns and all Company names Group Head Office, Group Marketing (GHQ GMQ), and Group Head Office, Legal (GHQ LGA). television advertising campaigns must be cleared for content and for brand conformance. Please consult the relevant office if you are unclear about the correct procedure. Reproduction materials Group Head Office, Group Marketing (GHQ GMQ). Compliance statement All marketing material must be vetted by the Groups compliance officer or the compliance officer of the company in question. Standard local compliance wording should be added to all literature as advised. Copyright It is important that the Group member who is responsible for creating a publication, owns the copyright in such publication. Therefore, if any third parties are involved in developing the publication, the Group member must ensure that the ownership of the copyright is assigned and vests in that Group member. It is important to ensure that the documentation relevant to the creation of the publication is held on file. Permission must be sought from the Group member holding the copyright before text or illustrative material is shared across the Group. Requests from external parties to reproduce material from Group publications must be referred to the public affairs or corporate communications executives of the relevant Group member. The name of the publisher should be stated in all Group publications. A copyright statement should be included in the major corporate and research pieces. The standard format is: HSBC Holdings plc 2006

Approvals 4.01 Clearance and approvals 4.02 Contacts

HSBC Brand Basic Elements Group Marketing - June 2006

4.02

contacts
If you need clarification or guidance on any item in these guidelines please do not hesitate to contact us. Group Brand Identity Beverly Richards Group Brand Graphics Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ. Tel: +44(0) 20 799 18528 e-mail: beverlyrichards@hsbc.com Richard Ainsworth Group Brand Identity Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ. Tel: e-mail: richardainsworth@hsbc.com +44(0) 20 799 10473

Approvals 4.01 Clearance and approvals 4.02 Contacts

HSBC Brand Basic Elements Group Marketing - June 2006

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HSBC Brand Basic Elements Group Marketing - June 2006