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. HSBC Brand Basic Elements Group Marketing . The integrity in our trade mark corporate signature is a vitally important asset and one which every colleague should feel duty bound to protect. The integrity of this asset is to be governed by this manual and standards. It is a powerful asset across all our business lines and gives us strengths and values that help us to grow our business and enter new geographic areas. The values of our brand are clearly expressed in the ‘Brand Book’ and this helps guide us and differentiate us in our highly competitive markets. We have established the brand and its trademark so that it is now a globally recognised icon.June 2006 Stephen Green .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. It is the ultimate responsibility of every business head and CEO to ensure these guidelines are followed. A programme of change and consolidation of our name began in the late 1990’s and has continued ever since.

will yield many tangible as well as intangible business benefits.01 Introduction 2. when done well.02 Brand Schemes Separate Brands Endorsed Brands 2. The value of the HSBC brand is not something measured and accounted for in any formal way.2. The benefits of a strong brand are many fold.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. 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. Brand management 2. It can allow cost effective entry into new categories.03 Surrogate Brands Sub-Brands 2. as well as command a premium price over competitors.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2. A strong well-managed brand can yield positive preference for products and services in a competitive market.01 brand management Introduction The principles outlined in this section relate to a key function of Marketing and are something that.05 Co-branding HSBC Brand Basic Elements Group Marketing .

03 Surrogate Brands Sub-Brands 2. 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.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. customer equity in the brand etc. and that has been deemed appropriate to continue to market under the brand name acquired. There are currently no examples of any significance of this within the Group. The areas of precedent that exist in the organisation for configuring brands exist in the following broad categories. internal communications. There are some circumstances when leading with the HSBC Brand is not possible and where marketplace conditions demand a different approach.01 Introduction 2. Appropriate circumstances might include such factors as heritage of the (acquired) brand. 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. Endorsed Brands This is where a name and identity is used that. employee business cards. This is carried as part of the logo scheme on all materials.June 2006 .02 Brand Schemes Separate Brands Endorsed Brands 2.2. in most cases has been acquired through the purchase of a business. advertising publicity material. these should cover all possible permutations of our business. Please note that HSBC (hexagon) Group is not a legal entity and is a descriptor only.05 Co-branding HSBC Brand Basic Elements Group Marketing .04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2. Brand management 2. web-sites and all printed materials. 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. market sector in which it operates. These are often for regulatory or cultural issues or businesses where we are not the majority share holder.

It is often a transition form of branding moving to an HSBC identity.02 Brand Schemes Separate Brands Endorsed Brands 2.04 Product Descriptors 2. 2.June 2006 . please note that these trade marks should be registered in the name of HSBC Holdings plc. Sub-Brands will always use the full HSBC brand identity and conform to its guidelines and have the Sub-Brand title added.01 Introduction 2.2. Proposals to use a scheme such as this must be referred to GHQ GMQ and will only be approved in very exceptional circumstances. Sub-Brands Using the HSBC brand against some market segments requires an identity that signals a different service level or change in the proposition that means a different stance for the HSBC brand.05 Co-branding HSBC Brand Basic Elements Group Marketing . 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. It is what is added to the overall HSBC brand positioning that comes through the sub-brand modifier. for example HSBC Amanah. In these circumstances the core values of the HSBC brand and its strategy remain intact and clearly manifest. in conjunction with another identifier. This scheme should not be used unless there is a very strong business based case. SABB (hexagon) and Bank of Bermuda (hexagon). usually the red hexagon.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. Examples of this HSBC+hexagon in text Third Party Agents Testimonials /Endorsement in the business are first direct (hexagon). Brand management 2.03 Surrogate Brands This form uses an element of the Sub-Brands HSBC brand.

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

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

02 Corporate signature 3.3.centred minimum size 40mm corporate signature with English strapline The design elements 3.02) to form the HSBC corporate signature with strapline.01 Corporate signature with strapline 3.01 corporate signature with strapline The marketing strapline is added to the HSBC corporate signature (see 3. marketing materials and posters (please refer to the appropriate design minimum size 40mm corporate signature with long strapline .in these circumstances the corporate signature should be used without the strapline Language variations corporate signature with long strapline .09 Using reproduction artwork Approved local language versions of the corporate signature with strapline are available from GHQ GMQ.07 Colour reproduction of the corporate signature 3.right aligned minimum size 40mm HSBC Brand Basic Elements Group Marketing . 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.08 Monochrome reproduction of the corporate signature 3. The relationship of the elements is fixed.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) . The strapline must never be used on its own.03 Protected area 3.05 Corporate typefaces 3.06 Corporate colours 3. .June 2006 guidelines).

05 Corporate typefaces 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 3.09 Using reproduction artwork 18mm HSBC Brand Basic Elements Group Marketing .02 Corporate signature 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.June 2006 .3. 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.01 Corporate signature with strapline 3.06 Corporate colours 3.08 Monochrome reproduction of the corporate signature 3. 29mm centred corporate signature minimum reproduction sizes horizontal corporate signature The design elements 3. for example when the legal entity being advertised is not a bank (eg HSBC Insurance).04 The hexagon symbol 3.07 Colour reproduction of the corporate signature 3.

08 Monochrome reproduction of the corporate signature x To enable the corporate signatures to appear prominently without interference.06 Corporate colours 3.07 Colour reproduction of the corporate signature corporate signature with English strapline 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.03 Protected area 3. The clearance area should be increased wherever possible.02 Corporate signature 3.03 protected area horizontal corporate signature centred corporate signature x x x x x The design elements 3. a minimum exclusion x 3. HSBC Brand Basic Elements Group Marketing .June 2006 x x x x 3.01 Corporate signature with strapline 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.05 Corporate typefaces x x x .04 The hexagon symbol x x 3. The protected area must not be used as a rectangle to frame the corporate signatures.3.

3.03 Protected area 3.02 Corporate signature 3. 3.05 Corporate typefaces 3.07 Colour reproduction of the corporate signature of four red triangles and two white triangles.04 The hexagon symbol 3. The geometric structure consists Graphic construction The design elements 3. There are strict rules regarding its use. In the overwhelming majority of applications the hexagon should appear in HSBC red and white The hexagon symbol 3.08 Monochrome reproduction of the corporate signature Only in exceptional circumstances and with prior approval of GHQ GMQ may the hexagon be used without the ’HSBC’ logotype.09 Using reproduction artwork HSBC Brand Basic Elements Group Marketing .06 Corporate colours 3. Use of the hexagon must be carefully controlled.June 2006 .01 Corporate signature with strapline 3.04 the hexagon symbol The hexagon is the main visual element of the HSBC brand identity.

Univers semi-bold is a font unique Univers semi-bold (unique to HSBC) The design elements 3. No other typefaces or weights can be used without the prior approval of GHQ GMQ.09 Using reproduction artwork Please note There are many versions of Times available .03 Protected area 3.06 Corporate colours 3.01 Corporate signature with strapline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers light 45 Univers regular italic 56 3. the approved weights are illustrated.it is essential to use the correct cut of the font: Monotype Times New Roman (reference 1046). ABCDEFGHIJKLMN abcdefghijklmn Times New Roman ABCDEFGHIJKLMN abcdefghijklmn Times New Roman bold ABCDEFGHIJKLMN abcdefghijklmn Times New Roman Italic ABCDEFGHIJKLMN abcdefghijklmn Times New Roman bold italic ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn HSBC Brand Basic Elements Group Marketing .June 2006 . Univers light italic 46 Univers bold 65 ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn Univers regular 55 ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn Univers bold italic 66 3.05 corporate typefaces Univers is the primary font for HSBC marketing material.05 Corporate typefaces 3.07 Colour reproduction of the corporate signature to HSBC which is available from GHQ GMQ. Monotype Times New Roman is the secondary corporate typeface and is used for stationery. For reference all of the approved HSBC corporate typefaces are illustrated.04 The hexagon symbol 3. and as a support to Univers.3.02 Corporate signature 3.08 Monochrome reproduction of the corporate signature 3.

HSBC red HSBC red can be achieved using PANTONE® 1795 red.01 Corporate signature with strapline 3.06 Corporate colours 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 3.05 Corporate typefaces 3.3. Four colour halftone reproduction can achieve an acceptable match to HSBC red (see breakdown charts).03 Protected area 3.08 Monochrome reproduction of the corporate signature 3.07 Colour reproduction of the corporate signature HSBC colours may be reproduced using specially mixed colours or may be simulated using the four colour halftone process (see breakdown charts).June 2006 . Colour reproduction HSBC corporate colours The design elements 3. white and HSBC grey. For halftone reproduction a 44% tint of black can achieve an acceptable match to HSBC grey.09 Using reproduction artwork Magenta 94% HSBC Brand Basic Elements Group Marketing .02 Corporate signature 3.04 The hexagon symbol 3. black. HSBC grey HSBC grey is the Group’s secondary corporate colour and can be achieved using PANTONE® 423 grey.06 corporate colours The HSBC Group’s corporate colours are HSBC red.

white logotype and strapline.01 Corporate signature with strapline 3. On dark backgrounds the HSBC logotype reverses white out of the background colour. HSBC red hexagon symbol and strapline 3.04 The hexagon symbol 3. Backgrounds The corporate signature must always be clearly visible. 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.3.03 Protected area The interior of the hexagon symbol 3. 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 (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. the appropriate alternative (black on a light colour or white out of a dark colour) should be used.09 Using reproduction artwork Preferred light background colour version: black logotype.02 Corporate signature 3.08 Monochrome reproduction of the corporate signature 3.June 2006 . The design elements 3.06 Corporate colours 3.05 Corporate typefaces 3.black logotype and strapline. HSBC red hexagon symbol (the interior of the hexagon is white) Preferred dark background colur version: white logotype. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read. White background colour version: black logotype.07 Colour reproduction of the corporate signature must be white.

02 Corporate signature 3. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read.04 The hexagon symbol 3.03 Protected area 3.08 Monochrome reproduction of the corporate signature 3.05 Corporate typefaces 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 3.09 Using reproduction artwork HSBC red background version: all elements white HSBC Brand Basic Elements Group Marketing . When non corporate colour backgrounds are used the corporate signature must be clearly visible. Dark backgrounds The design elements 3.3. single colour printing should be black on a white or very light background.08 monochrome reproduction of the corporate signature Where possible.June 2006 . The same reproduction colours apply when using the corporate signature without the strapline. HSBC grey or HSBC red.07 Colour reproduction of the corporate signature The preferred background colours for reversed corporate signature are white out of black.06 Corporate colours 3.01 Corporate signature with strapline 3.

04 The hexagon symbol 3. never attempt to recreate it. Care must be taken to ensure that the guide marks are not reproduced .05 Corporate typefaces 3.com or beverlyricha rds. 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. The corpo rate signatures must always be reproduced from origin al digital artwork supplied by Group Marketing.03 Protected area 3.@hsbc. HSBC Brand Basic Elements Group Marketing . Size In most cases digital artwork is supplied at 100mm overall width for ease of scaling.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. Artwork files Each signature is supplied as an individual digital Adobe Illustrator eps file.3.09 Using reproduction artwork Group Marketing .02 Corporate signature 3. • 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.April 2006 Art : HSBC_WLB(Eng)_ mono PDF specification sheet Artwork integrity The corporate signature typeface is unique to HSBC.06 Corporate colours 3. .09 Using reproduction artwork Only authorised reproduction artwork is to be used. Size Digital artwork is supplied at 100mm overall width. The guide marks must not be used as a rectangle to frame the corporate signature.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.com 3.June 2006 Artwork integrity The corporate signature typeface is unique to HSBC. Art : HSBC_WLB(Eng) 3. PDF specifications HSBC corporate sign atures The design elements 3. The measure bar is used to specify the size. • the hexagon symbol and the strapline are HSBC red (PMS 1795 or CMYK: 94%. mage nta. • The minimum repro duction size is 40mm wide _WLB(Eng) HSBC corporate signat ure with strapline Artwork : HSBC 3. 100% yellow) Guide marks: The corner marks indica te the extent of the minimum exclusion area. never attempt to recreate it. issued by GMQ GHQ or HHO GPA. The corporate signatures must always be reproduced from original digital artwork supplied by GMQ GHQ.01 Corporate signature with strapline reproduction artwork for print Standard colour repro duction • the letters ‘HSBC’ are black.

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

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

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 . 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.adobe. 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.June 2006 . Navigation controls There are various ways to navigate this document.help! Contents 1 2 3 4 Introduction Brand management The design elements Approvals These guidelines have been produced in Adobe Acrobat pdf format.