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HSBC Brand Basic Elements

Group Marketing June 2006

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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. 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. We have established the brand and its trademark so that it is now a globally recognised icon. HSBC Brand Basic Elements Group Marketing .June 2006 Stephen Green . 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. A programme of change and consolidation of our name began in the late 1990’s and has continued ever since. 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.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. The integrity in our trade mark corporate signature is a vitally important asset and one which every colleague should feel duty bound to protect.

A strong well-managed brand can yield positive preference for products and services in a competitive market. It can allow cost effective entry into new categories. when done well.03 Surrogate Brands Sub-Brands 2. The value of the HSBC brand is not something measured and accounted for in any formal way. as well as command a premium price over competitors. 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.01 Introduction 2.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2. will yield many tangible as well as intangible business benefits. Brand management 2.02 Brand Schemes Separate Brands Endorsed Brands 2. The benefits of a strong brand are many fold.01 brand management Introduction The principles outlined in this section relate to a key function of Marketing and are something that.June 2006 . 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.2.05 Co-branding HSBC Brand Basic Elements Group Marketing .

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. these should cover all possible permutations of our business. Appropriate circumstances might include such factors as heritage of the (acquired) brand. This is carried as part of the logo scheme on all materials. Endorsed Brands This is where a name and identity is used that.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 currently no examples of any significance of this within the Group. 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.2. customer equity in the brand etc.02 Brand Schemes Separate Brands Endorsed Brands 2.03 Surrogate Brands Sub-Brands 2. employee business cards. in most cases has been acquired through the purchase of a business. There are some circumstances when leading with the HSBC Brand is not possible and where marketplace conditions demand a different approach. web-sites and all printed materials. The areas of precedent that exist in the organisation for configuring brands exist in the following broad categories.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2.05 Co-branding HSBC Brand Basic Elements Group Marketing . Please note that HSBC (hexagon) Group is not a legal entity and is a descriptor only. Brand management 2. and that has been deemed appropriate to continue to market under the brand name acquired. market sector in which it operates. internal communications.June 2006 .01 Introduction 2. These are often for regulatory or cultural issues or businesses where we are not the majority share holder. 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. advertising publicity material.

Sub-Brands will always use the full HSBC brand identity and conform to its guidelines and have the Sub-Brand title added. SABB (hexagon) and Bank of Bermuda (hexagon). for example HSBC Amanah. 2. It is what is added to the overall HSBC brand positioning that comes through the sub-brand modifier.02 Brand Schemes Separate Brands Endorsed Brands 2. Proposals to use a scheme such as this must be referred to GHQ GMQ and will only be approved in very exceptional circumstances.June 2006 .03 Surrogate Brands This form uses an element of the Sub-Brands HSBC brand. This scheme should not be used unless there is a very strong business based case.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.01 Introduction 2. 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. usually the red hexagon.04 Product Descriptors 2. In these circumstances the core values of the HSBC brand and its strategy remain intact and clearly manifest.05 Co-branding HSBC Brand Basic Elements Group Marketing . please note that these trade marks should be registered in the name of HSBC Holdings plc. 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 conjunction with another identifier. Examples of this HSBC+hexagon in text Third Party Agents Testimonials /Endorsement in the business are first direct (hexagon). Brand management 2. It is often a transition form of branding moving to an HSBC identity.

04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2. HSBC Asset Management.) should not be allowed without prior GHQ GMQ approval.2. HSBC Private Banking. Notification of variants or new descriptors must be communicated to GHQ GMQ. marketing or promotional material etc. Each should be referred to the appropriate authority in any local business unit and GHQ GMQ informed.03 Surrogate Brands Sub-Brands 2.01 Introduction 2. This is to prevent any confusion or potential liability if unauthorised parties pass themselves off as part of. Testimonials/Endorsement Testimonials should be granted on a case-by-case basis. Brand management 2. and only with the specific approval on a case-by-case basis of GHQ COM. The essential rule is that they must be highly descriptive of the activity and must not be difficult or ambiguous to interpret.05 Co-branding HSBC Brand Basic Elements Group Marketing . The letters ‘HSBC’ may be used without the hexagon symbol as a descriptor. HSBC Vehicle Finance. 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. the use of the HSBC brand in any way (on business cards. This is very commonly used across many business lines to help guide and simplify the customer/staff member’s interaction with us. GHQ GMQ should be advised of all existing arrangements and new ones require approval.June 2006 . 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. or endorsed by. Issues such as reputational risk and business benefit to HSBC must be considered carefully. Trademark Licences Except where agreed otherwise by GHQ GMQ. the HSBC Group. The Group brand (HSBC + hexagon symbol) may only be used when the full legal name is clearly displayed.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. the local LGA and COM. a third party who has been given approval to use the HSBC Corporate Signatures should enter into a trade mark licence agreement. HSBC Card Services. HSBC Stockbrokers.02 Brand Schemes Separate Brands Endorsed Brands 2. Further guidance can be found in the Group Marketing FIM. Use of ‘HSBC + hexagon symbol’ in text The use or depiction of the hexagon symbol in text is not allowed. There are many examples and these include things such as HSBC Mortgage Services.

marketing/public affairs departments before sending to GHQ GMQ for approval. Contents Duis autem vel eum Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat 4 Vulputate velit esse molestiec 8 Consectetuer acing elit. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna vulputate velit esse aliquam erat volutpat. Brand management 2. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna vulputate velit esse aliquam erat volutpat. sed diam nonummy tincidunt ut laoreet dolore magna vulputate aliquam erat volutpat. In this situation the other brand should be less prominent than the HSBC brand and placed as far away from it as possible. 11 2. and with prior approval from GHQ GMQ.03 Surrogate Brands Sub-Brands 2. s and terr ncia around itories.2.02 Brand Schemes Separate Brands Endorsed Brands 2. vel illum dolore eu feugiat nulla facilisis at. Lorem ipsum dolor sit amet. Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat Duis autem vel eum 6 Duis autem vel eum Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat 10 Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. xxxx offic l es in xx © HSB C Hold ings plc HSBC Hold 8 Canada ings plc London Square E14 5HQ . Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat lobortis nisl ut aliquip ex ea commodo consequat Ut wisi enim ad minim veniam Ut wisi enim ad minim veniam Consectetuer acing elit. marketing materials and sponsorship. xx/xx HSBC Brand Basic Elements Group Marketing .04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement Introduction Consectetuer acing elit. sed diam non. All xxxxxxxxxx Rights Reserved.uk Issued by (leg al enti We are a principa ty name) one of l mem the ber of the HSB services world’s larg est ban C Gro organisa countrie tions with king and fina up. advertising. the third party brand can appear on the front cover. 00000-0 MCP xxxxx ©HSBC 00/00 Print Bank plc ed by xxxx 2006. consectetuer adipiscing elit.01 Introduction 2.05 Co-branding 7 Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat hsbc. In exceptional circumstances.June 2006 . quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.05 brand management Co-branding ‘Co-branding’ is defined as any circumstances where the HSBC appear with any other brand. How fit is your bank balance? Odio dignissim qui blandit 5 Duis autem vel eum 9 Consectetuer acing elit. Ut wisi enim ad minim veniam. xxxxxxxx. including joint promotions. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna vulputate velit esse aliquam erat volutpat.c o. 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. All co-branding opportunities are reviewed individually and should be agreed with local legal departments.

marketing materials and posters (please refer to the appropriate design minimum size 40mm corporate signature with long strapline .01 corporate signature with strapline The marketing strapline is added to the HSBC corporate signature (see 3.09 Using reproduction artwork Approved local language versions of the corporate signature with strapline are available from GHQ GMQ. The relationship of the elements is fixed.June 2006 guidelines).04 The hexagon symbol 3. 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) .08 Monochrome reproduction of the corporate signature 3.03 Protected area 3. 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.02 Corporate signature 3.05 Corporate typefaces 3.centred minimum size 40mm corporate signature with English strapline The design elements 3.06 Corporate colours 3.in these circumstances the corporate signature should be used without the strapline Language variations corporate signature with long strapline .01 Corporate signature with strapline 3. The strapline must never be used on its own.07 Colour reproduction of the corporate signature 3. .3.right aligned minimum size 40mm HSBC Brand Basic Elements Group Marketing .02) to form the HSBC corporate signature with strapline.

3. • 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. 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. 29mm centred corporate signature minimum reproduction sizes horizontal corporate signature The design elements 3.05 Corporate typefaces 3.08 Monochrome reproduction of the corporate signature 3.04 The hexagon symbol 3.07 Colour reproduction of the corporate signature 3. for example when the legal entity being advertised is not a bank (eg HSBC Insurance).June 2006 .06 Corporate colours 3.02 Corporate signature 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. and only then with prior written approval of GHQ GMQ.03 Protected area 3.01 Corporate signature with strapline 3.09 Using reproduction artwork 18mm HSBC Brand Basic Elements Group Marketing .

3. a minimum exclusion x 3.03 Protected area 3.08 Monochrome reproduction of the corporate signature x To enable the corporate signatures to appear prominently without interference.June 2006 x x x x 3. The protected area is equal to the height of the hexagon symbol or HSBC lettering and is indicated by x the dotted border shown.04 The hexagon symbol x x 3. HSBC Brand Basic Elements Group Marketing .06 Corporate colours 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 must not be used as a rectangle to frame the corporate signatures.03 protected area horizontal corporate signature centred corporate signature x x x x x The design elements 3.01 Corporate signature with strapline 3. The clearance area should be increased wherever possible.07 Colour reproduction of the corporate signature corporate signature with English strapline 3.02 Corporate signature 3.05 Corporate typefaces x x x .

There are strict rules regarding its use. 3.07 Colour reproduction of the corporate signature of four red triangles and two white triangles.3.06 Corporate colours 3.01 Corporate signature with strapline 3.04 the hexagon symbol The hexagon is the main visual element of the HSBC brand identity.02 Corporate signature 3.03 Protected area 3.09 Using reproduction artwork HSBC Brand Basic Elements Group Marketing . Use of the hexagon must be carefully controlled.June 2006 . In the overwhelming majority of applications the hexagon should appear in HSBC red and white The hexagon symbol 3. The geometric structure consists Graphic construction The design elements 3.05 Corporate typefaces 3.04 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.

07 Colour reproduction of the corporate signature to HSBC which is available from GHQ GMQ.02 Corporate signature 3. and as a support to Univers. the approved weights are illustrated. Univers light italic 46 Univers bold 65 ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn Univers regular 55 ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn Univers bold italic 66 3. Univers semi-bold is a font unique Univers semi-bold (unique to HSBC) The design elements 3. Monotype Times New Roman is the secondary corporate typeface and is used for stationery.06 Corporate colours 3.04 The hexagon symbol 3.08 Monochrome reproduction of the corporate signature 3.3.05 corporate typefaces Univers is the primary font for HSBC marketing material. No other typefaces or weights can be used without the prior approval of GHQ GMQ.June 2006 .03 Protected area 3.01 Corporate signature with strapline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers light 45 Univers regular italic 56 3.it is essential to use the correct cut of the font: Monotype Times New Roman (reference 1046).09 Using reproduction artwork Please note There are many versions of Times available . 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 .05 Corporate typefaces 3. For reference all of the approved HSBC corporate typefaces are illustrated.

09 Using reproduction artwork Magenta 94% HSBC Brand Basic Elements Group Marketing . For halftone reproduction a 44% tint of black can achieve an acceptable match to HSBC grey.3. HSBC grey HSBC grey is the Group’s secondary corporate colour and can be achieved using PANTONE® 423 grey.08 Monochrome reproduction of the corporate signature 3.June 2006 .01 Corporate signature with strapline 3. Colour reproduction HSBC corporate colours The design elements 3.03 Protected area 3. white and HSBC grey. Four colour halftone reproduction can achieve an acceptable match to HSBC red (see breakdown charts).02 Corporate signature 3.05 Corporate typefaces 3. 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 3.06 corporate colours The HSBC Group’s corporate colours are HSBC red.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).04 The hexagon symbol 3. black. HSBC red HSBC red can be achieved using PANTONE® 1795 red.06 Corporate colours 3.

White background colour version: black logotype.white logotype and strapline. Backgrounds The corporate signature must always be clearly visible.09 Using reproduction artwork Preferred light background colour version: black logotype.03 Protected area The interior of the hexagon symbol 3. On dark backgrounds the HSBC logotype reverses white out of the background colour.June 2006 .02 Corporate signature 3.04 The hexagon symbol 3. the appropriate alternative (black on a light colour or white out of a dark colour) should be used. 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): . HSBC red hexagon symbol and strapline 3.08 Monochrome reproduction of the corporate signature 3.01 Corporate signature with strapline 3. HSBC red hexagon symbol (the interior of the hexagon is white) Preferred dark background colur version: white logotype.3.black logotype and strapline.05 Corporate typefaces 3. HSBC red hexagon symbol (the interior of the hexagon is white) HSBC Brand Basic Elements Group Marketing . The same reproduction colours apply when using the corporate signature without the strapline. 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): . Alternative colour versions In exceptional circumstances where the red strapline would be difficult to read against a background.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.06 Corporate colours 3.07 Colour reproduction of the corporate signature must be white. The design elements 3. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read.

05 Corporate typefaces 3.09 Using reproduction artwork HSBC red background version: all elements white HSBC Brand Basic Elements Group Marketing .06 Corporate colours 3. When non corporate colour backgrounds are used the corporate signature must be clearly visible. single colour printing should be black on a white or very light background. Dark backgrounds The design elements 3.07 Colour reproduction of the corporate signature The preferred background colours for reversed corporate signature are white out of black.08 monochrome reproduction of the corporate signature Where possible.01 Corporate signature with strapline 3. 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. HSBC grey or HSBC red.03 Protected area 3.02 Corporate signature 3.08 Monochrome reproduction of the corporate signature 3. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read.June 2006 .3. The same reproduction colours apply when using the corporate signature without the strapline.04 The hexagon symbol 3.

The guide marks must not be used as a rectangle to frame the corporate signature. Size In most cases digital artwork is supplied at 100mm overall width for ease of scaling. never attempt to recreate it.June 2006 Artwork integrity The corporate signature typeface is unique to HSBC. Care must be taken to ensure that the guide marks are not reproduced . • 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.02 Corporate signature 3. never attempt to recreate it.@hsbc.03 Protected area 3. 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. PDF specifications HSBC corporate sign atures The design elements 3.09 Using reproduction artwork Only authorised reproduction artwork is to be used. The corporate signatures must always be reproduced from original digital artwork supplied by GMQ GHQ. . Art : HSBC_WLB(Eng) 3. • The minimum repro duction size is 40mm wide _WLB(Eng) HSBC corporate signat ure with strapline Artwork : HSBC 3.06 Corporate colours 3. The corpo rate signatures must always be reproduced from origin al digital artwork supplied by Group Marketing.com 3. issued by GMQ GHQ or HHO GPA. HSBC Brand Basic Elements Group Marketing . Artwork files Each signature is supplied as an individual digital Adobe Illustrator eps file.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. The measure bar is used to specify the size.com or beverlyricha rds.04 The hexagon symbol 3.3.01 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%.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.April 2006 Art : HSBC_WLB(Eng)_ mono PDF specification sheet Artwork integrity The corporate signature typeface is unique to HSBC. 100% yellow) Guide marks: The corner marks indica te the extent of the minimum exclusion area.05 Corporate typefaces 3. Size Digital artwork is supplied at 100mm overall width. mage nta.09 Using reproduction artwork Group Marketing .

promotional & sponsorship materials and merchandising must be cleared by GHQ GMQ prior to production. owns the copyright in such publication. Compliance statement All marketing material must be vetted by the Group’s compliance officer or the compliance officer of the company in question. Permission must be sought from the Group member holding the copyright before text or illustrative material is shared across the Group. Marketing.01 Clearance and approvals 4.4. A copyright statement should be included in the major corporate and research pieces. Reproduction materials Group Head Office. Copyright It is important that the Group member who is responsible for creating a publication. the Group member must ensure that the ownership of the copyright is assigned and vests in that Group member. The standard format is: © HSBC Holdings plc 2006 Approvals 4. For further information please refer to the Group Marketing Functional Instruction manual and the Group Standards manual. Group Marketing (GHQ GMQ).01 clearance and approvals Corporate identity policy and applications Group Head Office. Standard local compliance wording should be added to all literature as advised. It is important to ensure that the documentation relevant to the creation of the publication is held on file. television advertising campaigns must be cleared for content and for brand conformance. Therefore. The name of the publisher should be stated in all Group publications. 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.June 2006 . promotional and sponsorship material and merchandising All marketing.02 Contacts HSBC Brand Basic Elements Group Marketing . Please consult the relevant office if you are unclear about the correct procedure. All new corporate image and multicompany or international product advertising campaigns and all Company names Group Head Office. Legal (GHQ LGA). Group Marketing (GHQ GMQ). Group Marketing (GHQ GMQ). if any third parties are involved in developing the publication. and Group Head Office.

4.02 Contacts HSBC Brand Basic Elements Group Marketing .June 2006 .02 contacts If you need clarification or guidance on any item in these guidelines please do not hesitate to contact us. Tel: +44(0) 20 799 18528 e-mail: beverlyrichards@hsbc. Group Brand Identity Beverly Richards Group Brand Graphics Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ.com Richard Ainsworth Group Brand Identity Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ.01 Clearance and approvals 4. Tel: e-mail: richardainsworth@hsbc.com +44(0) 20 799 10473 Approvals 4.

help! Contents 1 2 3 4 Introduction Brand management The design elements Approvals These guidelines have been produced in Adobe Acrobat pdf format. Navigation controls There are various ways to navigate this document.June 2006 . Full screen viewing For best viewing on screen this document may be viewed full screen by hiding the menu bars use the keyboard and select: • control L (Windows) or • command L (Macintosh) To revert repeat the command. Use the mouse and click on the section required and the document will open at the selected page The navigation buttons at the bottom of each page have set functions: If required the latest version of Adobe Acrobat reader can be downloaded free from www. The contents lists in the coloured panel on the left are active links.adobe.com opens the master contents page goes to the previous page goes to the next page opens this page HSBC Brand Basic Elements Group Marketing .