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9-21-10
Staples Table of Contents 2
Table of Contents
Introduction................................................................................................................. 3–6 Putting the brand into words........................................................................................... 34
Staples’ history................................................................................................................. 4 Keep in mind who you’re talking to......................................................................... 34
Timeline..................................................................................................................... 5 Communicate the message.................................................................................... 35
Staples organization.......................................................................................................... 6 Staples Advantage Personas............................................................................... 36-51
Corporate Brand....................................................................................................... 7–31 Staples Advantage Print Visual Identity.............................................................. 52-68
The Brand......................................................................................................................... 8 Staples Advantage Logo and Line of Business Logo Guidelines...................................53
Our Brand Promise................................................................................................... 8 Logo colors............................................................................................................53
Brand Promise translations....................................................................................... 8 References to “Staples Advantage” in copy............................................................ 53
What is our brand personality?................................................................................. 8 Minimum logo size and clear space.......................................................................54
You are a brand ambassador.................................................................................... 8 Using the logo on colored backgrounds................................................................55
Staples is/Staples isn’t.............................................................................................. 8 Logo don’ts...................................................................................................... 56-57
Staples Advantage identity and its Lines of Business...................................... 58-59
Logo............................................................................................................................9–11 Minimum logo size and clear space................................................................. 60-61
Logo color................................................................................................................. 9
Minimum logo size and clear space.......................................................................... 9 Introducing the “split” system.........................................................................................62
Logo don’ts............................................................................................................. 10 The rationale behind the “split”...............................................................................62
Using the logo on colored backgrounds..................................................................11 Writing to the “split”................................................................................................63
Outlining descenders and kerning in headlines......................................................64
Legal guidelines.............................................................................................................. 12
Using color............................................................................................................... 65-66
Voice.......................................................................................................................... 13–15 Monochromatic color saturation.............................................................................65
One company. One voice........................................................................................ 12 Creating the “split”..................................................................................................65
Capturing our spirit in words................................................................................... 12 Gradient technique.................................................................................................66
Humor. It’s in our DNA. It’s part of who we are....................................................... 12 Creating the gradient..............................................................................................66
Dial it up. Dial it down............................................................................................. 13
What we say is who we are..................................................................................... 14 Photography.................................................................................................................. 67
What makes photography “on brand”?.................................................................. 67
Color palette.............................................................................................................. 16–17
Bringing it all together....................................................................................................68
Typeface......................................................................................................................... 18
Staples Advantage Online Visual Identity........................................................... 69–82
The Easy Button ...................................................................................................... 19–23
®
Staples’ history
It all started with a broken printer ribbon.
During the Fourth of July weekend in Staples celebrated its 10th anniversary,
1985, Staples founder Tom Stemberg
®
it was one of only six companies in
happened to be writing a business U.S. history to achieve annual sales of
plan when his printer ribbon broke. $3 billion within a decade of startup.
With stores closed for the holiday, he
In 1998 the company launched its
realized that what the world needed
award-winning eCommerce site,
was a supermarket for office supplies.
staples.com , which became Staples
®
1986 1989 1991 1992 1993 1994 1995 1998 1999 2000 2002 2003 2004 2005 2006 2007 2008
Quill acquired
May 1 Invests in Enters contract Revenues top Acquires th
20 Anniversary Acquires
First store opens Maxi Papier business with $10 billion Malling Beck Corporate
in Brighton, MA German office superstore acquisition of Denmark Express
National Office and Pressel Versand
Supply and Ivan Allen acquired Acquires Based in Austria but
Spectrum Office Guilbert’s European serves 9 countries
Products mail-order business,
which includes JPG,
Bernard, Enters China Sales reach
Kontorslagret, Joint venture with OA365 $18.2 billion
Staples.com ®
Neat Ideas,
Partners with Acquires launched
Enters delivery business Kingfisher to open Kalamazoo,
DA Mac Isaac MondOffice Enters
with first chainwide Office Superstores and Philadelphia Enters Taiwan
catalog in the U.K. South America as UB Staples
Stationers
®
with acquisition
Contract Acquires Medical of OfficeNet
Joint venture with
UB Office Systems
Sales pass Arts Press
$1 billion Enters India
Joint venture with
Hartford acquired Pantaloon Retail Limited
Easy Button®
products distributor
Products
MacAuley Business StaplesLink.com ® ®
Staples Direct
®
is formed
Staples Introduction 6
Staples organization
Staples is segmented into three channels:
1. North American Retail — generating sales through our retail stores
2. North American Delivery — selling to our customers through
the use of catalogs, the Web and email
3. International
The Brand
Our Brand Tagline What is our brand personality?
That was easy. It’s the look and feel that brings Staples to life. It’s who we are.
Our DNA. It’s the combination of elements that is totally unique to
Since our U.S. tagline “that was easy.” doesn’t always translate well into Staples. Dynamic yet simple. Empathetic and confident. It’s what
other languages, the term “We make buying office products easy.” can be we want every customer to feel whenever they think of Staples.
used to reinforce the Staples brand.
®
Get it under your skin. Help create a brand that other companies
will learn from. Aspire to. Now get out there and make us proud.
Engaging Contrived
Empathetic Complicated
Humorous Long-winded
Forward thinking Clichéd
Energetic Hokey
Dynamic Common
Responsive Boastful
Focused Predictable
Clear Passive
Confident Complacent
Real-life Self-serving
Empowered “Ad-speak”
Staples Corporate Brand 9
Logo
Corporate logo (commonly referred to as “The Brick.”) Logo color
CMYK: 0/97/100/0
PMS: 485
RGB: 204/0/0
HEX: CC0000
6˚ angle
x
.05" wide x logo height
EXCEPTIONS:
Use logo with the white stroke when
it is placed on a PMS 485 or 239
background, or on a similarly colored
background where a non-stroked
logo would get lost or visually vibrate.
NOTE: On a 1.97" x .96" logo,
the stroke is 1 pt. The stroke scales
proportionally to the logo.
B&W LOGO:
When placing the B&W logo on
a black background, use the logo
with the white stroke.
Staples Corporate Brand 12
Legal guidelines
Staples corporate The Easy Button ®
the registered trademark (®). Do not use the registered trademark As a visual
when “Staples” is used by itself (e.g., “Great deals at Staples!”). When we show the Easy Button icon in the context of our service of making
“Staples brand” should have the ® in all instances.
® it easy, it should always have the registered trademark. See layout specifics
on page 21.
The image for the Easy Button SKU (product) does not need a registered
trademark.
Voice
One company. One voice. Humor. It’s in our DNA. It’s part of who we are.
More than anything, our words — the ongoing conversation we have with our Thanks to years of delightfully funny television commercials, Staples ®
customers — communicate that unique and intangible sense of who we are brand heritage is firmly rooted in empathetic humor. That slight irreverence
as a company. Our brand voice is a powerful way to differentiate our brand resonates with our customers and forges that all-important emotional
every day. connection. It’s a little slice of life; a bit of common ground.
It should:
• Speak to the customer in their own tone of voice
Capturing our spirit in words. • Create a connection by making the customer feel understood
At our heart, Staples is entrepreneurial. We talk to customers like real people. • Give the sense that we understand and empathize because
And find those “that happens to me, too” truths about running a business. we’ve been there too
When we write copy with empathy and honesty, the words grab the reader’s It should not:
interest and keep it. Our voice forges an emotional connection that makes • Sacrifice the message for a punch line
customers more responsive to our message — and more loyal to Staples. • Try too hard to be funny
• Feel mean-spirited or at someone else’s expense
• Feel too familiar or informal
brand voice • Make light of the customer’s business challenges
• Be sarcastic
Guidelines for using humor effectively:
1. Communicate the primary message clearly and concisely
emotional connection 2. Wrap your communication in the Staples voice that is most
appropriate for your audience
3. Look for opportunities to inject the appropriate level of humor
in the copy OR in the visuals
loyalty
Staples Corporate Brand 14
Stamps
Custom Products
PRSRT STD.
STaPleS, inc.
U.S. PoSTage
Stamps
PaiD
Custom
Stamps • Printing •Products
Promotional Products
PRSRT STD.
STaPleS, inc.
U.S. PoSTage
PaiD
You’re
cheap.
inside!
20
Name
Company
$ OFF
100 Staples
Name
Name Here
ValiD in SToRe, BY PHone oR online eXPiReS 5/31/08
Anywhere,
20
Company
$ OFF
$100
$100
or 2000
your custom
®
) purchase
PlusCosco ®
brandofstamp
$30 or more.
Staples Drive
Valid in Staples U.S. stores, by phone at 1-888-333-3199 or online at www.staplescustomprinting.com. Valid only on
XXXX XXXX XXXX XXXX
P.O. Box500
Cosco brand stamps including ACCU-STAMP®, evostampTM, or 2000 Plus®. Minimum purchase requirement of $30 on
custom Cosco® brand stamps must be met with purchases to which no other coupon or instant savings offer applies.
Limit one per customer, nontransferable. May not be combined with any other coupon. No cash/credit back. Not valid
Validoninprior
Staples U.S. stores,
purchases. by phone
Tax and at 1-888-333-3199
shipping not included or online minimum
in calculating at www.staplescustomprinting.com.
purchase. Custom productValid only ondo not
purchases
break through
Cosco brand stamps
contribute towardincluding ACCU-STAMP
the $50 minimum
®
, evostamp
required
TM
, or 2000
for free delivery Plus®Staples
on other . Minimum
® purchase
product requirement of $30 on
purchases.
custom Cosco® brand stamps must be met with purchases to which no other coupon or instant savings offer applies.
Limit one per customer, nontransferable. May not be combined with any other coupon. No cash/credit back. Not valid
message
on prior purchases. Tax and shipping not included in calculating minimum purchase. Custom product purchases do not
High
contribute toward the $50 minimum required for free delivery on other Staples® product purchases.
Find it fast.
Go to www.staples.com. $100 in savings inside!
Find it fast.
Go to www.staples.com. $100 in savings inside!
offer
message
educational
message
Voice
point of
purchase
message
Low
Unaware Consideration Purchase
Customer mindset
Staples Corporate Brand 15
We are
We are human.
committed to quality.
empathetic
guarantee
approachable
keep promises
humorous
never satisfied
friendly
dedicated
We are
Staples.
We are trustworthy. We are innovative.
committed fresh
supportive entrepreneurial
principled breakthrough
involved creative
We make it easy.
smart
respectful of customer’s time
clutter-free
direct
Staples Corporate Brand 16
Color palette
PMS 485 PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259 PMS 2735 PMS 2935
CMYK 0/97/100/0 CMYK 0/1/100/0 CMYK 0/21/88/0 CMYK 0/52/100/0 CMYK 18/80/0/0 CMYK 69/100/1/5 CMYK 100/95/0/3 CMYK 100/52/0/0
RGB 204/0/0 RGB 255/240/0 RGB 255/204/0 RGB 255/150/0 RGB 237/1/117 RGB 159/14/102 RGB 100/18/140 RGB 0/94/194
PMS Proc Blue PMS 321 PMS 348 PMS 369 PMS 390 PMS 456 PMS 4635 BLACK
CMYK 100/10/0/10 CMYK 100/2/32/12 CMYK 100/4/87/18 CMYK 67/0/98/5 CMYK 24/0/98/8 CMYK 9/25/98/41 CMYK 13/53/68/40 CMYK 0/0/0/100
RGB 0/146/219 RGB 0/115/128 RGB 2/121/2 RGB 111/171/4 RGB 199/205/0 RGB 164/138/0 RGB 149/87/0 RGB 0/0/0
Staples Corporate Brand 17
Blue
w
35
35
35
llo
oc
3
6
85
12
14
23
25
27
29
32
34
36
39
45
46
Ye
Pr
S4
ck
S
S
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
Bla
cc0000 fff000 ffcc00 ff9600 ed0175 980e66 64128c 005ec2 0092db 007380 027902 6fab04 c7cd00 a48a00 955700 000000
cc0000 fff21c ffd11a ffa11a f71885 a41e73 7620a1 0666cc 009eed 008391 1c871c 7eb41e cdd21a ad961a a0681a 1a1a1a
cc0000 fff440 ffd633 ffab33 fc429f b12d81 8b2ebb 0d70d8 00a9ff 0093a3 359435 8cbc36 d2d733 b6a133 aa7933 333333
cc0000 fff54d ffdb4d ffb64d ff57ab bb428f 9d3fcf 177ce6 26b6ff 00a5b8 4ea14e 9ac450 d8dc4d bfad4d b58a4d 4d4d4d
cc0000 fff666 ffe066 ffc066 ff6bb5 cc53a0 b052e1 2c8aed 4dc3ff 15b5c8 67af67 a9cd68 dde166 c8b966 bf9a66 666666
cc0000 fff880 ffe680 ffcb80 ff81bf d66cb0 ba68eb 439bf8 78d2ff 41c5d5 81bc81 b7d582 e3e680 d2c580 caab80 808080
cc0000 fff999 feb99 ffd599 ff95ca e687c4 ce87f9 63afff 99ddff 6cd3df 9ac99a c5dd9b e9eb99 dbd099 d5bc99 999999
cc0000 fffbb3 fff0b3 ffe0b3 ffafd6 f1aad7 e1a6ff 90c5fe b2e5ff 94dee7 b4d7b4 d4e6b4 eef0b3 e4dcb3 dfcdb3 b3b3b3
cc0000 fffccc fff5cc ffeacc ffc8e3 f7bfe2 ebc2ff b4d8ff cceeff bbedf3 cce4cc e2eecd f4f5cc ede8cc eaddcc cccccc
cc0000 fffee6 fffae6 fff5e6 ffe5f2 ffdef4 f4dfff d5e9ff e3f6ff e0f6f9 e6f2e6 f1f7e6 fafae6 f6f4e6 f5efe6 e5e5e5
Staples Corporate Brand 18
Typeface
Primary typeface Secondary typeface
Helvetica Neue is the primary Staples typeface.
®
Helvetica Neue Condensed is the secondary Staples typeface. This font is
We only use two weights: 45 Light and 75 Bold. reserved for legal or other small type and should be used sparingly.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Neue Light Helvetica Neue Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Neue Condensed Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
The Easy Button lets Staples take credit for being easy.
It is a brand icon that will help us:
• Create an instant connection between easy and Staples
• Tell people that shopping Staples is as easy as pressing a button
• Highlight a true point of differentiation — easy
• A customer-facing
marketing campaign
Staples Corporate Brand 20
Icon or product?
Advantage
Easy Button is a registered trademark of Staples the Office Superstore, LLC.
advertisement photo
Staples Corporate Brand 21
There are several Easy Button art files available. Select the Easy Button
based on the background color that the icon sits on. It’s important that
the color reflected on the base matches the color of the background. Wrong Right
Reflection Reflection
.75" wide
99
of the button.* DO NOT use the button in
$ 98
a pricing treatment.*
Colors:
1.75"
form number
Name:
87 Helvetica Neue Heavy Condensed
Type: 9 pt.
John Doe
Account Manager
Federal Government
Staples
1234 L Street NW
Washington D.C. 20003
Staples
1234 L Street NW
Pattern:
We make buying office products easy.
Washington D.C. 20003 Bricks are 100% PMS 485
(CMYK 0/97/100x/0)
Background is 88% PMS 485
tel: 000 000 0000 (CMYK 0/76/80/0)
fax: 000 000 0000 Back – Red Option
mobile: 000 000 0000 (optional) When printing on two sides, place
77 Helvetica Neue Bold Condensed
email: first.last@staples.com Type: 13.5 pt. all environmental/recycle logo(s)
web: www.specificLOB.com on the back (if applicable).
Translations available on page 7.
Maximum size: .375" x .25"
Staples Corporate Brand 26
Business Interiors
business card standard
Logo size:
1.25" x .45"
3.50" x 2.00"
Name:
87 Helvetica Neue Heavy Condensed
Type: 9 pt.
Leading: 9 pt.
Logo size:
1.31" x .640"
Envelope
Size: 9.00" x 12.00" .875"
Margin:
Top/Bottom .250"
Sides .375"
form number
Multipurpose address
label
Size: 4.50" x 3.25"
Logo size:
1.00" x .50"
Colors:
.810"
Address lines up
with bottom left
corner of logo
Margin: .250"
form number
Email signature
The role of an email signature is comparable to a business card. It is often
used for retrieving contact details. In addition, the person who receives the
email should focus on the content of the email.
NOTE: With respect to design we have to take into account that the
software used for email differs per company and in personal settings.
This means that the message you are sending is often displayed in a
different way on the recipient’s computer. Therefore the email should be
plain text only (no logos, colors, pictures, etc.)
Signature contents
Name Arial, 10 pt., bold Jane Doe
Position Arial, 8 pt. Strategic Account Manager
Line of business (option) Arial, 8 pt. Enterprise Accounts
Closing sentence (optional) Arial, 8 pt., italic Please join us in support of our environment and recycle all printed emails.
Exterior signage
Creatively, the goal is to always keep the Staples logo at a 6˚ angle. Below are some examples of how best to handle this in existing signage. ®
Shipping boxes
The Staples logo is always prominently displayed on our shipping boxes.
• The Staples logo is centered and sized to 20% of the printing area.
• The logo is printed on two sides of the box. On rectangular-shaped boxes,
the logos are always placed on the two longer sides.
• Logo is always printed PMS 485.
• On standard brown corrugated cardboard, the background shows
through the word “Staples.”
• Recycled content/recycling messaging should always be printed on
the bottom of the box. It is recommended to use PMS 485 to keep
costs down.
• Logo is always at 6˚.
Staples Advantage Messaging
®
Staples Advantage Messaging 33
capability brochure
Staples Advantage Messaging 34
Most messaging strategies divide our customers into three categories: • An office manager who can’t decide on their own to upgrade to color
printers, but can make a strong case (given the info we provide) to the
Decision makers person who does.
A decision maker has the final say on entrusting us with their business, • An administrative assistant who receives an email about an exciting new
expanding the scope of their program or purchasing particular products product.
and services. Depending on the size of the organization, this could be:
• Anyone in the company who might be informed about a change that
• The president, CEO or CFO. affects them or a new service that we provide. This could include a box
• The procurement manager or an office manager that handles stuffer that asks customers to consolidate orders to reduce fuel usage,
procurement. or an email about a corporate decision to switch to recycled paper.
• A specialized decision maker responsible for a specific category Staples Advantage personas
(technology, printing, facilities, promotional products, etc.).
For a detailed look at our brand personas and why we use them,
Gatekeepers see pages 36–51.
A gatekeeper is the point of contact that our information or message must
pass through in order to reach a decision maker. This person could be:
• A procurement manager or influencer of the decision who is
recommending the Staples program for their organization, and is provided
®
Diane
Important: A persona is just one tool (of many) that helps
us to be better marketers. Rob Brand
Enterprise, Mid-Size, Small
Eric Personas
Organization size:
Carla
Enterprise
Org
Ente
Decision Maker Recommender Key points for Diane:
Expert Conductor
• Makes decisions based on Key points for Rob: Key
her vision for the company • Drives the internal dialog • Re
“I depend heavily on my “Ultimately vendor “Iand
use themy deep
recommendations “Iformonitor the at his
vendor selection “Ine
g
Personas team to research all the expertise is most of her team
understanding of my company’s
organization spend on the
so
options, negotiate the important, but building industry to filterthat
• Wants a program outpro-
the •supplies.
Can be theMy mantra
catalyst for, oris sp
offi
vides overall‘noise’
value, savings, LO
prices and tee it all up a strong relationship marketing and “stay on contract.”
the executor of, any vendor the
ease of implementation and changes (includes LOBs) • Ha
for me.” will go a long way in get at the core
compliance, of
and potential the
my recommendation.” a for
vendor’s benefits.”
global service •Organization
Appreciates a team sizes:
that Org
Organization sizes: understands
Enterprise his industry,
(potentially mid-size) • Se
Ente
• Appreciates a strong is easy to work with and inf
Enterprise, Mid-Size, Small Organization size: Organization sizes:
Eric Carla Paula Ryan Jackie
executive summary that is willing to go the extra mile ve
Enterprise Enterprise, Mid-Size,
clear, concise Small
and contains Key points
to meet for Carla:
his needs Key
Expert Key points for Diane:
Conductor Provider
essential facts and data
Requester
• Main goals are to be
of strong
all trades
•• Wa
Re
• Looks for
proactive, keep upcontent
on ourand su
bu
• Makes decisions based on Key points for Rob: Key points
• 49 years old,for
EVPEric:
at her
her vision for the company high-quality
offering, andcollateral, such as
stay on budget for
he
• Drives the internal dialog • Responsible for identifying
company, extremely busy customer case studies and inf
im
“I use my deep “Iand the recommendations
monitor the “Iforguess
vendor you’d call
selection me
at his “Ineeds
just
and need
and some
evaluating
passionate aboutvendor • Willmy
“It’s consider
job to
testimonials
us for otherour
track
of her team
Staples Advantage® Brand Personas – Diane 38
Rob Recommender
Organization size: Enterprise
Ordering method: Online
Rob facilitates the vendor selection process by finding prospective suppliers and making recommendations to management.
There is a great deal of pressure on Rob to make the right recommendation and he wants to feel 100% confident in his decisions.
“When I work with a vendor during the selection process, I need to be armed with every detail and data point, but I also need
someone who is dependable and easy to work with. Ultimately vendor expertise is most important, but building a strong
relationship will go a long way in my recommendation.”
Eric Expert
Organization sizes: Enterprise, Mid-Size, Small
Ordering method: Online
Eric is responsible for identifying needs and evaluating vendor solutions as it applies to his specific group (IT, furniture or facilities).
“After years of working “in the trenches,” I possess a deep understanding of my industry. It is my responsibility to conduct research
and filter out the marketing ‘noise’ in order to get at the core understanding of the vendor’s benefits.”
Eric will consider Staples for his LOB only if Driven — “I care about the success of
we present a credible message that is empathetic my team, and at the same time, I want to
to his challenges and recognizes his position demonstrate my business savvy.”
without a lot of marketing noise. Eric rejects In certain cases (sell sheets, prospecting
style without substance. pieces), we should provide as much
Branding opportunity — Eric is looking for compelling and relevant information about
information that makes him look “smart and the LOB as possible. It might also help
business savvy.” to let Eric know how our offering can
contribute to the success of his team
It’s great to provide high-quality, high-concept and ultimately his own.
marketing materials, but they must contain
valuable content that is often found in white
papers and case studies. If we accomplish
both, Eric is very likely to consider us for the
future needs of his LOB.
Staples Advantage Brand Personas – Eric(cont.) 43
Carla Conductor
Organization size: Enterprise (potentially mid-size)
Ordering method: Admin.
Carla keeps the program on budget and running efficiently. It’s her job to approve orders and add users to the system.
She also gets involved in negotiating the contract.
“I monitor the company’s spend on supplies. My mantra is ‘stay on contract.’ ”
Carla’s confidence in our ability to deliver and act before they become larger
on our promises is critical. If we can provide problems. I research products to add to
sound reasoning for products and services the program and create custom lists.”
across a range of LOBs that will help Carla Carla could be influenced by knowing
with her budgetary concerns, she is very likely about the strong reputation of our customer
to consider and recommend us. service team. Our reps could be a good
Branding opportunity — Carla’s main complement to her proactive style.
goals are to be proactive, keep up on our
offering, and stay on budget.
If we can provide Carla with timely infor-
mation on how successful our program is
on these three levels, perhaps through a
newsletter or some already-established
collateral, she will be more likely to show
loyalty to us over the long term.
Staples Advantage Brand Personas – Carla(cont.) 45
Paula Provider
Organization size: Enterprise (potentially mid-size)
Ordering method: Online/Rep
Paula keeps her department stocked and happy. She will stay on contract, as long as she can get products her colleagues
need and want.
“I guess you’d call me the mother hen of the office. I’m proud to be the go-to gal.”
Ryan Requester
Organization sizes: Enterprise, Mid-Size, Small
Ordering method: Online
Ryan is focused solely on the specific projects he’s managing and the clients he deals with every day. In other words,
his nose is constantly to the grindstone.
“I request specific supplies to get my work done and I expect to get them without surprises.”
Branding opportunity — Jackie wants We can help Jackie with her day-to-day by
to feel confident in her choice and that proving that her Staples program eliminates
she’s getting the best value on the products the need to compare prices. It would also be
she buys. beneficial to send collateral that recognizes
her spending habits and promote cross-sell/
When talking to Jackie, it’s important to up-sell opportunities.
constantly offer proof of how we provide
value and make it easy. If we succeed,
Jackie will show affiliation toward our brand
over the long term.
Staples Advantage Brand Personas – Jackie(cont.) 51
Always use the default (horizontal) logo. If space is limited, use the secondary (stacked) logo.
Logo colors
References to “Staples Advantage ” in copy ®
The first time that “Staples Advantage” is used on the page, it should have the
registered trademark (®) after the word “Advantage.”
Please note: trademark usage as noted in these guidelines is appropriate for
the U.S. and may not be appropriate for other countries. Please check with the
legal advisor for your country.
CMYK: 0/97/100/0 CMYK: 0/0/0/100
PMS: 485 PMS: Proc. Black
RGB: 204/0/0 RGB: 0/0/0
HEX: CC0000 HEX: 000000
Staples Advantage Visual Identity 54
x
x
logo height
.50" wide
x
online: 35 pixels wide
“X” height of clear space is required around all sides of the logo
(“X” height is height of the uppercase letters in the Staples logo.)
The smallest permitted size for the logo is based on the Staples “Brick”
being .50" wide. The word “Advantage” is always scaled proportionally,
as shown.
If the logo must be used in a space that cannot accommodate a minimum
.50" wide size, then use the type-only treatment shown below:
Staples Advantage
Staples Advantage Visual Identity 55
EXCEPTIONS:
Use logo with the white stroke
around “The Brick” when it is placed
on a PMS 485 or 239 background,
or on a similarly colored background
where a nonstroked logo would get
lost or visually vibrate.
NOTE: On a 1.97" x .96" logo,
the stroke is 1 pt. The stroke scales
proportionally to the logo.
B&W LOGO:
When placing the B&W logo on
a black background, use the logo
with the white stroke.
Staples Advantage Visual Identity 56
Logo don’ts
Logo don’ts
When we're creating an overarching piece that speaks to our entire offering or a piece about general office products, we use the Staples Advantage logo.
When we're creating collateral that focuses on a particular line of business we use the specific LOB logo.
Our logo speaks to small and mid-sized Our team of highly specialized experts As one of the top manufacturing document
businesses of over 20 employees up to and works with customers to offer a full range providers in the industry, we utilize our state-
including Fortune 1000 companies and of facilities solutions. of-the-art technology to provide a full
represents a single source for every business range of offerings.
need. It is the overarching logo for office
products and all our other lines of business. Business offerings: Business offerings:
• Cleaning chemical systems and • Digital copy and print services
Business offerings: equipment • Document and print management
• Office Products • Maintenance products and equipment • Customizable print capabilities
• Staples Technology Solutions • Safety, first aid and health and wellness • Labels
• Staples Facility Solutions products
• Business Interiors by Staples • Environmentally-preferable solutions
• Staples Print Solutions • Breakroom, cafeteria and janitorial
• Staples Promotional Products supplies
As one of the largest global providers of As an industry-leading provider of IT Our furniture consultants provide a total
corporate-branded promotional products, essentials, we offer customized, scalable solution from space planning and design
our experts offer high-quality, value and solutions to mid-sized companies and services to installation and ongoing
fast turnaround. global corporations. support.
Minimum logo size and clear space for all Line of Business logos
The logo must be of a minimum size to be legible. Create clear space around the logo so that type and other elements do not lessen its impact.
Horizontal orientation
x
x
logo height
.50" wide
x
online: 35 pixels wide
“X” height of clear space is required around all sides of the logo
(“X” height is height of the uppercase letters in the Staples logo.)
The smallest permitted size for the logo is based on the Staples “Brick” Vertical orientation
being .50" wide. The word group “Technology Solutions” is always
scaled proportionally, as shown. x
If the logo must be used in a space that cannot accommodate a mini-
mum .50" wide size, then use the type-only treatment shown below:
x logo height
Staples Technology Solutions ™
x
“X” height of clear space is required around all sides of the logo
(“X” height is height of the uppercase letters in the Staples logo.)
Staples Advantage Visual Identity 61
The logo must be of a minimum size to be legible. Create clear space around the logo so that type and other elements do not lessen its impact.
x
Vertical orientation
logo height
.50" wide
online: 35 pixels wide x
The smallest permitted size for the logo is based on the Business Interiors “X” height of clear space is required around all sides of the logo
logo mark being .50" wide. The word group “Business Interiors by Staples” (“X” height is height of the lowercase letters in the business interiors logo.)
is always scaled proportionally, as shown.
If the logo must be used in a space that cannot accommodate a minimum
.50" wide size, then use the type-only treatment shown below:
CMYK 40/20/24/0 CMYK 19/75/94/7 CMYK 16/33/85/1 CMYK 27/38/71/8 CMYK 53/29/80/15 CMYK 29/17/62/8 CMYK 32/32/35/0
RGB 156/180/184 RGB 193/92/47 RGB 215/168/70 RGB 179/146/92 RGB 119/137/80 RGB 175/177/116 RGB 178/165/157
Primary colors
Staples Advantage Visual Identity 62
catalog cover
Staples Advantage Visual Identity 63
Headline fundamentals:
• The copy (above and below the line) should always feel like a
natural break, a pause between two thoughts.
• The subhead, below the line, should always complement or
“pay off” the headline above.
• The bold headline emphasizes the most important thought or benefit,
as determined by strategy.
advertisement
• Keep the headline short, four words or less. Of course, there are
exceptions and the system has been designed to be flexible.
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• USB 2.0 External Hard Drive External Hard Drive External Hard Drive Micro ReadyBoost Flash Drive USB Drives, 3/Pack Flash Drive Titanium Plus
• SafetyDrill prepares, boots and recovers your • USB • USB/Firewall 400 • SafetyDrill prepares, boots and recovers your • U3 smart™ enabled • Compatible with most PC/Mac laptop and • Features an innovative “never-lose-the-cap” • USB 2.0
PC’s entire internal drive contents in case of • Maxtor OneTouch button — the easy way to • SafetyDrill prepares, boots and recovers your PC’s entire internal drive contents in case of • Retractable USB connector desktop computers with available USB 2.0 swivel design • Password protection and AES hardware
system failure or virus/spyware infection make backup copies of your files PC’s entire internal drive contents in case of system failure or virus/spyware infection • High-speed USB 2.0 certified • Enhanced for Windows ReadyBoost® to boost • Weighs only 1 oz. and fits easily around your encryption
• Maxtor OneTouch button — the easy way to • Simple user interface or backup scheduling system failure or virus/spyware infection • Maxtor OneTouch button — the easy way to • USB mass storage class device performance and system responsiveness in neck, or in your pocket or briefcase • Enhanced for Windows ReadyBoost
make backup copies of your files and restoring • Maxtor OneTouch button — the easy way to make backup copies of your files Windows Vista • USB 2.0 drive speed — data can be read up to • Automatic online backup service
• Compatible with Windows Vista™/XP/2000 and
• DrivePass and data encryption protects Mfr. No. STM-305004OTA3E1 make backup copies of your files • DrivePass and data encryption protects Mac® OS X v10.1.2+ • High-performance, low power consumption 8MB per second and written up to 7MB • Restore accidentally deleted files
contents of drive in case of unauthorized use Staples No. 708622 Your Price............$139.95 • DrivePass and data encryption protects contents of drive in case of unauthorized use • New design with integrated cap holder on the per second
Limited-Time Price ............$124.95 Mfr. No. SDS-SDCZ6-4096-A10RB Mfr. No. SDS-SDC-Z28004GA11
Mfr. No. STM-902503OTA3E1 contents of drive in case of unauthorized use Mfr. No. STM-310004OTA3E5 Staples No. 682154 Your Price..............$39.95 back to prevent lost caps Mfr. No. IMN18068 Staples No. 733784 Your Price..............$59.95
Staples No. 728064 Your Price............$129.95 Mfr. No. STM-305004OTA3E5 Staples No. 728061 Your Price............$299.95 Limited-Time Price ..............$24.95 Mfr. No. PFD-2GBX3ATT2M Staples No. 592240 Your Price..............$34.95 Limited-Time Price ..............$49.95
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Limited-Time Price ............$144.95 Limited-Time Price ..............$34.95
10 Tech Guide Prices valid 8/1–9/30/08. Order online at StaplesLink.com, call 1-877-826-7755 or contact your Account Manager.
® 11
brochure spread
Staples Advantage Visual Identity 64
Marketing
Here’s how to create descenders in Adobe InDesign:
1. Select copy box.
2. In Edit menu, select “Step and Repeat.” Enter measurements as shown:
3. Select descender.
4. Apply brand color* to descender (use character style if desired).
*Brand color is the primary color or eyedrop color from hero image.
5. Repeat steps 3 – 4 until all descenders are selected.
6. Send selected text box to back.
7. Shift text box down and to right by 4/10 of a point (.4 pt. or .01").
Note: For smaller headlines, shift 2/10 of a point (.2 pt. or .005").
Staples Advantage Visual Identity 65
top
Using color
Monochromatic color saturation Creating the “split”
Color saturation of a single color is an integral part of our “split” design. Below are recommended
It should always feel rich and professional. The saturation of color, though percentages/techniques to create bottom
bold, needs to enhance imagery and emphasise messaging. the color split effectively. These
recommendations can be adjusted
Select a color for your layout that complements the photo at the top of to better fit your design.
the page and matches the brand color palette. Refer to the Templates
section (pages 53–65) for more detail. The “split” is created in Adobe
InDesign as shown. (e.g., PMS 2935)
PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259 PMS 2735 PMS 2935 PMS Proc Blue
TOP TOP 100% TOP 100% TOP 100% TOP 85% TOP 80% TOP 90% TOP 90%
100% PMS Yellow
BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM
BOTTOM 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with
100% of PMS 144 a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect
30% Opacity with
a Multiply Effect
PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259 55% 100%
PMS 2735 PMS 2935 PMS Proc Blue PMS 321 PMS 348
5 Secondary message/subhead 4
Aligns left below “split”, paying off the image or
headline above. 5
6 Product imagery (if needed)
The role of inset images is to complete the story 6
being told on the front cover.
7
8
catalog cover
StaplesAdvantage.com will provide us with powerful new ways of speaking to our customers and prospects.
And while the website is new, it is still an extension of the overarching Staples Advantage brand.
These guidelines will provide you with a framework for using the branding elements that make up
StaplesAdvantage.com and its complements such as email and landing pages.
PM
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PM
S
14
Web palette — 6.0 hues
PM
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23
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PM
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25
9
PM
S
27
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PM
S
29
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PM
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PM
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PM
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Staples
34
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PM
S
36
9
PM
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39
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PM
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45
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Staplesadvantage.com
PM
S
46
35
Bla
ck
71
Staples Staplesadvantage.com 72
Blue
w
35
35
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oc
3
6
85
12
14
23
25
27
29
32
34
36
39
45
46
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Pr
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S
S
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
Bla
cc0000 fff000 ffcc00 ff9600 ed0175 980e66 64128c 005ec2 0092db 007380 027902 6fab04 c7cd00 a48a00 955700 000000
cc0000 fff21c ffd11a ffa11a f71885 a41e73 7620a1 0666cc 009eed 008391 1c871c 7eb41e cdd21a ad961a a0681a 1a1a1a
cc0000 fff440 ffd633 ffab33 fc429f b12d81 8b2ebb 0d70d8 00a9ff 0093a3 359435 8cbc36 d2d733 b6a133 aa7933 333333
cc0000 fff54d ffdb4d ffb64d ff57ab bb428f 9d3fcf 177ce6 26b6ff 00a5b8 4ea14e 9ac450 d8dc4d bfad4d b58a4d 4d4d4d
cc0000 fff666 ffe066 ffc066 ff6bb5 cc53a0 b052e1 2c8aed 4dc3ff 15b5c8 67af67 a9cd68 dde166 c8b966 bf9a66 666666
cc0000 fff880 ffe680 ffcb80 ff81bf d66cb0 ba68eb 439bf8 78d2ff 41c5d5 81bc81 b7d582 e3e680 d2c580 caab80 808080
cc0000 fff999 feb99 ffd599 ff95ca e687c4 ce87f9 63afff 99ddff 6cd3df 9ac99a c5dd9b e9eb99 dbd099 d5bc99 999999
cc0000 fffbb3 fff0b3 ffe0b3 ffafd6 f1aad7 e1a6ff 90c5fe b2e5ff 94dee7 b4d7b4 d4e6b4 eef0b3 e4dcb3 dfcdb3 b3b3b3
cc0000 fffccc fff5cc ffeacc ffc8e3 f7bfe2 ebc2ff b4d8ff cceeff bbedf3 cce4cc e2eecd f4f5cc ede8cc eaddcc cccccc
cc0000 fffee6 fffae6 fff5e6 ffe5f2 ffdef4 f4dfff d5e9ff e3f6ff e0f6f9 e6f2e6 f1f7e6 fafae6 f6f4e6 f5efe6 e5e5e5
Staples Staplesadvantage.com 73
Logo/Brick Highlight color: header text, on-state Highlight color: header bar for callouts
006699
cc0000 0083c5
003a58
b26900
333333
Staples Staplesadvantage.com 74
Type:
Graphic typeface Point sizes:
Use Helvetical Neue (T1).
Headline: 22 pts
Body copy: 12 pts
Staples Staplesadvantage.com 76
1. Buttons: used as the primary and secondary call to action. Consists of simple design, slight gradation, and rounded corner.
type edge font/size/ hover character
height spacing color color gradient state icon count
Helvetica 808080
Style: rounded corners, centered type, Neue 75 99999
simple gradient 25 pixels 20 pixels grey none 17
Bold
333333 text:
11 pt white
333333
2. links:
character
font point size color hover state icon count
other links:
arial
takes you to a new page 12pt e58700 underlined 25
regular
arial webdings
12pt e58700 underlined 25
regular option c pt 14
3. Misc. interactive elements: simple design rounded corners and simple gradients
type edge font/size/ pattern/ character
height spacing color color gradient texture icon count
directional buttons:
e58700
Webdings
24 pixels centered 3, 10 pt orange none na
white
Style: square box with rounded corners, b26900
slight dropshadow
downloadable:
003a58 use over
justified left Arial Bold gradient
43 pixels blue 25
15 pixels 14 pt white (see pattern
Style: rounded rectangle with an overlay 006699 pg xx)
of an icon 9px extrusion from top
Iconography
Our icons are designed to illustrate actions or some sort of service offering. They are meant to be simple and clearly communicate the idea.
The style is, knock out of white against a simple gradient or reverse of background color.
Informational - All icons when Download icon: used to highlight Tech briefs icon: used to highlight Customer quote: used to highlight
used overlaying buttons or head- downloadable action of pdf. section of page where you can sign section of page where you can read
ers get a dropshardow. They are up for monthly mailings. customer testimonials.
always white on an orange gradient
circle with a slight
dropshadow.
Contact Icons - icons used Email icon: informs user Live chat icon: informs user of Phone icon: Calls attention to
throughout site to inform user of of email function. Is white live chat functionality within contact phone number within contact us
ways to contact a StaplesAdvantage on dark grey gradient us content well. Is dark grey on light content well.
representative when inactive, when active grey when active. When inactive, Dropdown contact:
it is dark grey on light grey white on drak grey. used within dropdown
contact well.
Email icon: calls attention
to Staples Advantage Contact well: used in
address within content well. constant content well
Text Icons - icons used to support Dropdown icon: used to show more New window icon: used to show Download icon: used to show that
action of link when clicked on. content below will show up when that a new window will open when link when link is clicked a pdf will be
selected is clicked downloaded to your computer
Navigation:
Logo
StaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.
single logo usage: StaplesAdvantage is always constant on the top left corner of page.
double logo usage: StaplesAdvantage stays constant on the top left corner of page and the LOB logo sits right justified as a smaller
secondary logo. For the secondary logo, the length of the logo will effect placement of contact us. The distance between the staples
logo and contact us 6 is 41 pixels.
size: 168 x 40
aligned right with go
41 px button above.
52 pixels below mid
line of navigation.
contact us stays
41 pixels to the left.
size: 160 x 56
aligned right with go
button above.
41 px 52 pixels below mid
line of navigation.
contact us stays
41 pixels to the left.
Staples Staplesadvantage.com 82
Logo continued
StaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.
size: 154 x 40
aligned right with go
41 px
button above.
52 pixels below mid
line of navigation.
contact us stays
41 pixels to the left.
Catalogs
Catalog covers must be compelling enough to prompt a customer to
want to turn the page. Through the use of a thought-provoking headline
in conjunction with a subhead that finishes a thought, a story can be told 1
concisely. Much the same, these rules apply to how imagery is showcased.
The example shown here is based on Letter (8.5" x 11") format; 3-column grid
with .187" gutters; border margins are set to .375".
iconic when possible.
• Please see page 50 for proper photography
7 Body copy 3
• Positioned at the beginning of the second
style and usage.
column and extends the width of two columns.
4
• Body copy: Helvetica Neue 45 Light,
3 Headline (primary message) 10.5 pt. with 13 pt. leading. 5
• Headline is flush left from the beginning of the • Paragraph subheads: Helvetica Neue 75 Bold,
second column. 10.5 pt. with 13 pt. leading.
• Message baselines on split. 6
• Helvetica Neue 75 Bold, 8 Recycling message/logo
font size range of 32–48 pt. • Positioned .375" from left and bottom 7
• Type color is either black or white, edges of page.
depending on the image.
9 Call to action
4 “Split” page element • Helvetica Neue 75 Bold, 8
• Image area takes up 60% of the layout, 10.5 pt. with 13 pt. leading.
information and messaging take up remaining • Aligns left with the body copy.
60%. In this example, the split begins 6.625"
(6 5/8") from the top of the page.
9
5 Subhead (secondary message)
• Appears below split and aligns left with headline
(see example at right for placement). front
• Helvetica Neue 45 Light, should not exceed 28 pt.
• Copy must be completed on one line.
Staples Templates 86
front
Staples Templates 87
back page
Staples Templates 88
The example shown here is based on Letter (8.5" x 11") format; 3-column grid
for everything your business prints. We’ll manage your prints — from complex, long-run print jobs to quick, we have every label your business needs. Our product sistently deliver mailings that are on time, on budget
supply chain, consolidate production, coordinate on-demand digital copies. identification (PID) solutions include primary packaging and on target. This will give your business measurable
distribution and centralize inventory reporting and labels that deliver high-impact differentiation for point-of- results — like higher-quality mailings, fewer undeliver-
Long-run printing
accounting. You’ll finally regain control of everything sale applications. With our advanced technology, we can ables and lower postage costs — without the hassle
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stock, for every type of business use or printing need.
(RFID) and information system labels.
• Forms analysis, design and mapping Rely on us for fill-and-print and paper-based formats • Customer service and project management
• Electronic forms deployment and management that utilize roll, sheet and continuous designs. • Point of sale • Premedia/computer-to-plate (CTP) capabilities
• Inventory management • Product identification • Web offset forms printing (up to 10 colors)
• Online ordering and electronic proofing Digital copy & printing • Variable imaged • Personalization, finishing and lettershop
• Online corporate identity programs Our Digital Copy & Print centers have state-of-the-art, • Thermal • Postal optimization and logistics
• Workflow analysis print-on-demand technology that can deliver wide- • Dual-Web® and tri-web label/form combinations • Computer services
• User support services format graphics, full-color presentations, eye-catching • RFID labels
• Summary billing brochures and more. These are high-volume, closed- • Nonpressure-sensitive tags Product formats include:
• Kitting and fulfillment • In-mold, rotary screen – Postcards
door facilities managed by industry experts — allowing
• Distribution labels – Envelope packages and self-mailers
you to print whatever you need, whenever you need it.
• Foil stamping – InteliMailer® collated mailers
5
• Checks, including security features and unique numbering • Distribution, quality control and inventory control – InteliPanel™ oversized self-mailers
• Brochures, pamphlets and catalogs • Shelf signage – Bangtail and card carriers
• Business cards, stationery and envelopes • Airline baggage tags and boarding tickets
• Copy and imagery need to work together • Positioned 10 mm from bottom and left •
•
•
Presentations, mailers, flyers and postcards
Multipart forms and booklets
Continuous laser roll forms
•
•
Promotional and online ordering
Auto application equipment
• Chemical hazard warnings
to tell a story. edges of page. •
•
Continuous custom and stock laser forms
Custom and stock cut sheets
We make buying office products easy.
• Imagery should be clean, uncluttered and iconic • Helvetica Neue 45 Light, 12 pt.,
when possible. tinted 75% black.
• Focuses on people or product and is evocatively brochure inside spread
shot and visually arresting to the casual viewer. 6 Footer (if applicable)
• Please see page 50 for proper photography • Text or logo.
placement, style and usage. • Positioned .375" from bottom edge
of page.
2 Headline (primary message) brochure cover
• Helvetica Neue 75 Bold, point range of 32–48 pt.
• Text color can either be black, white or
same color as bottom section, depending
on the image.
3
C Save C
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4 Body copy
A
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Go anywhere with
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1
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Simple storage solution
A 250GB OneTouch 4 Mini Hard Drive B 500GB OneTouch 4 C 500GB OneTouch 4 Plus D 1TB OneTouch 4 Plus A Cruzer Titanium and B PNY 2GB Attaché, C Imation® 2GB Swivel USB D SanDisk 4GB Cruzer®
• USB 2.0 External Hard Drive External Hard Drive External Hard Drive Micro ReadyBoost Flash Drive USB Drives, 3/Pack Flash Drive Titanium Plus
• SafetyDrill prepares, boots and recovers your • USB • USB/Firewall 400 • SafetyDrill prepares, boots and recovers your • U3 smart™ enabled • Compatible with most PC/Mac laptop and • Features an innovative “never-lose-the-cap” • USB 2.0
PC’s entire internal drive contents in case of • Maxtor OneTouch button — the easy way to • SafetyDrill prepares, boots and recovers your PC’s entire internal drive contents in case of • Retractable USB connector desktop computers with available USB 2.0 swivel design • Password protection and AES hardware
4
system failure or virus/spyware infection make backup copies of your files PC’s entire internal drive contents in case of system failure or virus/spyware infection • High-speed USB 2.0 certified • Enhanced for Windows ReadyBoost® to boost • Weighs only 1 oz. and fits easily around your encryption
• Maxtor OneTouch button — the easy way to • Simple user interface or backup scheduling system failure or virus/spyware infection • Maxtor OneTouch button — the easy way to • USB mass storage class device performance and system responsiveness in neck, or in your pocket or briefcase • Enhanced for Windows ReadyBoost
make backup copies of your files and restoring • Maxtor OneTouch button — the easy way to make backup copies of your files Windows Vista • USB 2.0 drive speed — data can be read up to • Automatic online backup service
• Compatible with Windows Vista™/XP/2000 and
• DrivePass and data encryption protects Mfr. No. STM-305004OTA3E1 make backup copies of your files • DrivePass and data encryption protects Mac® OS X v10.1.2+ • High-performance, low power consumption 8MB per second and written up to 7MB • Restore accidentally deleted files
contents of drive in case of unauthorized use Staples No. 708622 Your Price............$139.95 • DrivePass and data encryption protects contents of drive in case of unauthorized use • New design with integrated cap holder on the per second
Limited-Time Price ............$124.95 Mfr. No. SDS-SDCZ6-4096-A10RB Mfr. No. SDS-SDC-Z28004GA11
Mfr. No. STM-902503OTA3E1 contents of drive in case of unauthorized use Mfr. No. STM-310004OTA3E5 Staples No. 682154 Your Price..............$39.95 back to prevent lost caps Mfr. No. IMN18068 Staples No. 733784 Your Price..............$59.95
Staples No. 728064 Your Price............$129.95 Mfr. No. STM-305004OTA3E5 Staples No. 728061 Your Price............$299.95 Limited-Time Price ..............$24.95 Mfr. No. PFD-2GBX3ATT2M Staples No. 592240 Your Price..............$34.95 Limited-Time Price..............$49.95
Limited-Time Price ............$114.95 Staples No. 708625 Your Price............$159.95 Limited-Time Price ............$284.95 Staples No. 737682 Your Price..............$44.95 Limited-Time Price..............$24.95
Limited-Time Price ............$144.95 Limited-Time Price..............$34.95
10 Tech Guide Prices valid 8/1–9/30/08. Order online at StaplesLink.com,® call 1-877-826-7755 or contact your Account Manager. 11
6
flyer cover flyer inside spread
Staples Templates 89
Newsletters
The layout of a newsletter is comprised of many working parts that come
together to help tell a story, ultimately informing our customers. With 40%
of the cover dedicated to imagery and 60% to messaging, newsletters often 1
showcase call-outs and picture boxes to assist in getting a point across.
The messaging is often authoritative while remaining concise.
The example shown here is based on Letter (8.5" x 11") format; 3-column grid
with .187" gutters; border margins are set to .375".
2
3 Lead in headlines
• Keep concise and relevant.
• Helvetica Neue 75 Bold,
16 pt. with 18 pt. leading,
text color matches color theme.
Staples Templates 91
1
Tradeshow booth graphics
Tradeshow booth sizes also vary. These examples serve as a guide for
the proportions that should be adhered to when creating the split system.
Graphics should be colorful with bold iconic imagery. Messaging should
be kept to a minimum — just enough to draw customers into the booth. 2
1
4 “Split” page element
• Top image area takes up 60% of the layout,
bottom section color story and messaging
take up remaining 40%. 2
5 Subhead (secondary message)
• Helvetica Neue 45 Light, 3
font size should be smaller than headline
and centered on page.
4
• Text color is either black or white, 5
depending on imagery and contrast
to background. 6
7
1-pixel stroke
aliased
rounded
Emails corner
Emails keep in line with the hierarchy of messaging that its print counterparts
are based on. When opening a browser, the way a customer views an email
can vary, however the main structure is based on the “split” principle. 1
3
1 Logo placement 8 Buttons 4
• Top left, 11 pixels from outside edge. • Rectangle is 20 pixels high, width is variable. 5
• Color is cc0000.
2 Top section/main image area • Stroke is 1 pixel, positioned outside, 6
• Main image should represent hero or work color can be changed to suit theme,
but cc0000 is often used.
in support of headline. 7
• Imagery should be clean, uncluttered and • Verdana, 10 pt., text color matches
iconic when possible. color theme, but cc0000 is often used.
(If Verdana is unavailable, use Arial.) 8
• Please see page 51 for proper photography
style and usage. • Box that contains arrow is 7 pixels wide.
• The arrow itself is 4 x 7 pixels. 9
3 Headline (primary message)
9 Footer
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10
• Helvetica Neue 75 Bold, white, font size varies. • Height: 40 pixels.
• Color is selected from our color palette
4 “Split” page element (see pages 15–16) and matches elements in the
above photo.
• Split point acts as baseline for headline.
• Brand Promise can be placed in this area.
1-pixel stroke
aliased
rounded
corner
Emails — continued
For emails that contain more information than the previous example,
the uppermost part of the email is treated as if it were a self-contained email. 1a
Messaging can both focus on a featured item or tease the consumer
with information that may require scrolling down below the fold.
Standard width: 597 pixels; heights are variable 1b
1c
1
1 “Above the fold” 2 “Below the fold” 1d
This section contains all the elements to This section contains subsequent messaging
convey the over arching theme/message that supports or continues the main idea above.
of the entire email. In this instance it’s a facility In this instance, it’s product. 1e
and maintenance promotion.
2a Call-out
1a Logo placement • 64-pixel circle, color is cc0000.
1f
• Top left, 11 pixels from outside edge. • Stroke is 4 pixels, positioned outside, color is ffffff.
• Helvetica Neue 87 Bold Condensed,
1b Hero image varied font sizes.
1g
• Top right.
• Show full product. Crop only when necessary. 2b Featured products box 2a
• 139 pixels.
1c Headline and subhead • Stroke: 5 pixels, outside.
• Message baselines on split. • Color of stroke: 25% fill color 2b
• Helvetica Neue 75 Bold, white, (see page 16 for color breaks).
font size variable. • Product extends outside the box.
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Staples Templates 95
title slide
Staples Facility
Solutions
Staples Promotional
Products
content slide
Staples Templates 96
Business Interiors is the name for our furniture line of business and it
maintains a distinctive brand identity. The business interiors collateral 1
mimic the central brand arcitecture inherent in our "split" system, yet
modulates it slightly to present a furniture feel.
Structured with heavy emphasis on the visual imagery, messaging should
be concise and relevant to the subject matter and kept in proportion to
the size of the final piece.
The example shown here is based on Letter format; left and right margins
set to .50”; top and bottom margins set to .50”.
“Split” don’ts
The “split” is a key differentiator of our visual identity. To maintain its integrity, it is important to design within the guidelines.
Do not split too high. Do not use more Do not split vertically. Do not use more
than one split. than one color theme.
Staples Templates 99
In summary
Ready? Set? Go.
Note that the ensuing pages cover how all the elements contribute
to the brand’s unique visual identity, including the hierarchy of information
and how it communicates the Staples Advantage Brand Promise.
®
Examples
Check out how the split system plays out over the next couple of pages.
Catalogs
Advertisements/posters
Emails
Staples Examples 102
Emails (continued)
Staples Examples 103
Fact sheets
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