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Documente Cultură
Contents
Brand Voice
2-6
Signature Elements
Signature Configurations
10
11
12
13
14
Supplementary Colors
15
16
Corporate Typefaces
17
Color Samples
18-19
Brand Voice
What is this, and why
should I read it?
Good questions.
The simple answers are brand voice
guidelines and so all our stuff sounds
the same. The less simple answers will
take two more paragraphs.
Masculine
Were a red-blooded brand. Our products
are straight-forward. Our communication
should be equally no-nonsense.
Honest
Were an open and honest company.
Durable and functional, our products
deliver the value that workers have come
to expect from the brand. Our writing
reflects that.
Focus on a single idea.
- You may have a lot to say.
Pick the key message and
stick with that.
Tell the truth.
- Dont say Just fill out this simple
form if the form is a pain to fill out.
Say Youll need five minutes to fill
out this form completely.
Proven
Our products have been around since
1889. Theyre high-quality and job-proven.
When we talk to customers, we can be
straightforward and self-assured.
Authentic
Our products are job-tested by real
workers. Our brand is authentic and
real. Our writing should express this.
Be conversational.
-D
ont write long, impersonal
marketing-speak. Write like real people
writing to other real people. Use
contractions. Sentence fragments.
Whatever sounds real.
Be active and engaging.
-S
tay away from the passive voice.
Use strong nouns and surprising verbs.
Avoid jargon.
-M
arketing-speak and jargon just gets
in the way. Use simple words and
powerful ideas. Dont say Carhartt
is the preferred choice of the active
worker market segment. Say Were
job-tested by real workers.
Talk benefits.
- Our products dont need a lot of fluffy
language and high-pressure sales talk.
Just spell out the benefits and give the
audience what they need.
Direct them to the facts.
- Organize your information so its easy
to find. Use headings, subheads and
bulletpoints to direct readers to the
facts theyre looking for.
Address readers directly.
- The passive voice is impersonal and
overly formal. Talk directly to the
audience, using you as much as
possible.
Innovative
We have a history of continuous
innovation and uncompromised
performance. Our voice is similarly
original and distinctive.
Find a hook.
- Look for strong openings and closings,
especially in ads. Give the reader a
way into your copy, then reward them
at the end for sticking with you.
Vary the pace.
- Double check your sentences to make
sure theyre not all the same length.
Change the rhythm and break the
monotony.
Avoid clichs.
- Stay away from over-used words
and phrases. Try to find a new
and improved way to say new
and improved.
Example 1
Instead of:
A variety of features such as premium
fabrics, comfortable fit and rugged
construction are just some of the
hallmarks of Carhartt workwear that
fit our customers needs in the
toughest conditions.
Try:
Rugged construction. Premium fabrics.
Just a few of the reasons our workwear
meets your needs in the toughest
conditions.
Because:
The revision addresses
the audience directly.
It uses sentences fragments
to read more conversationally.
It varies the sentence lengths
to keep the copy interesting.
Example 2
Instead of:
Carhartt has set a new standard for
flame resistant workwear with the same
legendary durability, comfort and fit
that customers have come to expect
from Carhartt.
Try:
Youll find the same legendary
durability, comfort and fit in our
flame resistant workwear.
Because:
The revision is conversational:
our and youll instead of
Carhartt and customers.
Example 3
Instead of:
The body lining is 100% polyester mesh
while the sleeves and hood are lined in
100% nylon taffeta. Other features include
a zipper storm flap, an interior waist
drawcord, a left chest flap pocket with
hook-and-loop closure, and a snap-on/off
removable hood.
Try:
100% polyester mesh body lining
1
00% nylon taffeta sleeve
and hood lining
Zipper storm flap
Interior waist drawcord
C
hest flap pocket with
hook-and-loop closure
Snap-on/off removable hood
Because:
The revision uses bulletpoints
to organize the information.
It shortens phrases to
make it more readable.
It focuses on the benefits
in a way thats easy to scan.
Summary
The Carhartt voice is clear and
conversational, expressing these
attributes:
Example 4
Instead of:
Since 2005, Carhartt has offered a limited
selection of childrens clothing, and
customer response has been so positive
that a complete line of tops, bottoms,
outerwear and accessories for children
including bib overalls, dungarees, jeans
and jackets has been developed.
Try:
Weve expanded our successful childrens
clothing line. Now youll find jeans,
jackets, overalls everything youve been
looking for.
Because:
The revision focuses on the reader:
youll find and youve been looking
for vs. Carhartt has offered.
It uses active rather than passive
language: weve expanded
vs. has been developed.
It closes with a benefit: everything
youve been looking for.
It simplifies the language to focus
on the key products: jeans, jackets,
overalls vs. a complete line.
HONEST
- Focus on a single idea.
- Tell the truth.
MASCULINE
- Be clear and direct.
- Avoid flowery language.
AUTHENTIC
- Be conversational.
- Be active and engaging.
- Avoid jargon.
INNOVATIVE
- Find a hook.
- Vary the pace.
- Avoid clichs.
PROVEN
- Talk benefits.
- Direct them to the facts.
- Address readers directly.
Signature Elements
The signature or logo is the single most
important expression of the Carhartt brand.
This newly updated version and its Carhartt Woman
variant are now exclusive to all communications;
no old logos should be used in their place.
The new Carhartt signature features the C symbol,
and Carhartt word mark, while the new Carhartt
Woman signature includes a Woman word mark.
4x
Preferred
x
x
2x
2x
2x
2x
0.5x
4x
Preferred
2x
2x
2x
2x
0.5x
Signature Configurations
The new Carhartt and Carhartt Woman signatures
appear in either of two configurations: A preferred
configuration, and a secondary configuration for
applications where the horizontal layout of signature
elements is optimum.
Signatures:
Incorrect Usage
These examples show signatures that do not
adhere to guidelines for configuration, color
and clear space.
SALE
a Example 1
a Example 3
S
elected for use on
a light background
S
elected for use on
a light background
Positioned
over a clear area
for optimum legibility
A
ligned on the right side
of the layout
A
ligned on the right side
of the layout
S
urrounded by the proper
amount of clear space
S
urrounded by the proper
amount of clear space
a Example 2
a Example 4
Selected
for use on
a dark background
S
elected for use on
a dark background
A
ligned on the right side
of the layout
S
urrounded by the proper
amount of clear space
Minimum Size of
Primary Signature
is 0.85 x 0.85
+ Clear Space
Minimum Size of
Secondary Signature
is 1.45 x 0.56
+ Clear Space
Supplementary Colors
Pantone 7511
100% Black
Pantone 5405
Pantone 403
Pantone 5395
Cool
Pantone 7407
Pantone 1655
Pantone 484
Pantone 1605
Pantone 4535
Warm
Pantone 377
Pantone 4485
Pantone 451
Pantone 381
Earth
Comfort
Performance
Safety
*The above swatches are CMYK representations of the recommended Pantone Spot colors.
Corporate Typefaces
Two corporate typefaces or fonts have been selected to
provide a uniform and recognizable look for Carhartt
communications: Helvetica Neue, and Melior.
The primary font - Helvetica Neue - should be used
in headlines. The secondary typeface - Melior - is best
suited in body copy and other applications. Thin, bold,
italic and other variations are all acceptable for use.
Both typefaces may be ordered from Adobe
at www.adobe.com/type/index.html.
Secondary: Melior
Melior Regular
Melior Italic
Melior Bold
Melior Bold Italic
PANTONE
7511 C
CMYK:
100% Black
C=5
M = 48
Y = 93
K = 23
CMYK:
RGB:
C=0
M=0
Y=0
K = 100
WEB:
R = 00
G = 00
B = 00
Carhartt Corporate Brand Guidelines Page 18
R = 194
G = 123
B = 19
WEB:
R = C2
G = 7B
B = 13
PANTONE
153 U
100% Black
CMYK:
C=0
M=0
Y=0
K = 100
CMYK:
C=0
M = 46
Y = 100
K = 18
Carhartt exists
to provide
best-in-class apparel
for the
active worker.