Sherwin Williams: Identity Standard Manual

Sherwin Williams
Identity Standard Manual

Sherwin Williams Identity Standard Manual
0/ CONTENTS
1/Who We Are
guiding principle 1.7
our image 1.8
2/Our Brand
inspirations 2.15
the identity 2.16
integrity & clearspace 2.18
sub-branding 2.19
usage examples 2.20
3/Color Palette
color swatch 3.26
palette breakdown 3.29
single color usage 3.30
identity on color background 3.35
identity on photograph 3.36
4/Support Elements
tagline usage 4.40
secondary graphic 4.43
photography 4.44
typography 4.47
5/Visualize Our Brand

stationery 5.50
apparels 5.52
products 5.57
merchandise 5.60
collateral 5.64
signage 5.67
advertisements 5.69
1.4 Who we are 1.5
In the beginning, our founders insisted

upon products, processes, and people
of the highest quality. This dedication
to be the best continues. With a strong
commitment to continuous improvement,
we challenge ourselves to set the
industry standard for excellence in
colors, products, and coatings that
preserve, protect, and beautify.
SW 6778
Aviary Blue
LRV 31
Interior Base
1
1.6 Guiding Principle 1.7
Sherwin-Williams is the nations biggest paints company providing a wide

range of paints and tools to homeowners, professional and industrials.
We are constantly developing new and safe products; for you and our planet.
Our long history of excellence in paints gives you the best quality paints.
Our knowledgeable staff can help you breath life into any room. Whether
its your remodeling project, or large scale contracting home renovations.
service
innovation
growth
integrity
people
performance
quality
Sherwin Williams
Since its founding by Henry Sherwin and Edward Williams in 1866, The Sherwin-
Williams Company has not only grown to be the largest producer of paints and
coatings in the United States, but is among the largest producers in the world.
1.8 Our Image 1.9
We will show Sherwin-Williams commitment to the environment by

creating safe paint products for the market. The new brand is the first step
to change the publics view of the company as a social-conscious company.
By using the concept of colors, life, and nature; we can position Sherwin-
Williams as a modern and eco-friendly company.
Old identity New identity
1885 1905 1974

1.10 1.11
Color is one of the most

fulfilling elements in
our lives. Color can
attract your attention
or change your mood.
It speaks to who you
are, how you feel and
where youre going.
2.12 Our Brand 2.13
Our brand is more than just the familiar

logo. Its the expectations that people
have of us towards our products and
services and how we feels towards the
world around us.
SW 6716
Dancing Green
LRV 58
Interior Base
2
2.14 The Inspiration 2.15
We look toward nature as inspiration, mainly for idea of capturing the

natural color and using it to enliven your life. By using our color, you are
painting your world with nature.
color renew mood
life growth personality
nature health individualism
seasons beauty senses
change expression happiness
organic choice environment

2.16 The Identity 2.17
Our logo is the embodiment of our new image. It is full of life, dynamic as a
painters brush stroke and bold as natures color.
wordmark
3.7 cm 1.8 cm
dynamic brush strokes
Minimum Size Core Elements
For optimum readability, set the logo at no less than 1.8 cm. width. The identity is made up of two elements: The Sherwin Williams word mark and
If possible set it at 3.7 cm. the dynamic brush strokes. These two components are always placed in a fixed
relationship and should never be altered, modified or reproduced in any way.
2.18 Integrity & Clearspace Sub-Branding 2.19
Below are acceptable arrangement of our The identity can be shown with our sub-brand divisions. Individual
identity, please follow the specify guideline subdivision should be position below the respect logo as indicated.
when scaling and positioning.
2
3 x
Exclusion Zone [1] Legal mark [2]
It should also be the minimum when The identity includes a trademark Refer to Color Palette section regarding sub-branding color
positioning the identity close to the symbol in the upper right corner of the
edge of a page or trim area. This is the mark. Do not manipulate or reposition
recommended minimum area, wherever the symbol, if required to display.
possible allow more space.
Clear Space [3] Baseline [4]
To ensure its integrity and visibility, the To properly set the logo on a line
logo should be kept clear of competing or other elements, use the indicated
text, images and graphics. It must be baseline as reference.
surrounded on all sides by an adequate
clears pace; a space equal in size to the
x-height of logo.
2.20 Usage Examples 2.21
Below are some correct and incorrect usage for the identity.
It is best to leave the logo some space If its unavoidable to sit the logo on Never stretch the logo. Do not add embellishments like drop It is not necessary to reposition the logo
to breathe. It is preferred to use white a color or a photo, use the negative logo. shadows, embossing etc. to the logo. components in any way.
or neutral backgrounds.
If necessary the logo is allowed to be in The logo can be enlarge and use as a Dont rotate the logo in anyway. Dont separate the component and set There is no need to adjust tweak
60% black. seamless repeated pattern. them individually. anything with the logo whatsoever.
2.22 23
Color is one of the first things you notice when

you walk into a room. Is it any wonder that color,
and how you use it, is one of the most important
decorating decisions youll make in your home?
3.24 Color Palette 3.25
Our colors are what give us our brand

personality. It is how our customer can
recognize us. Were bright, bold, colorful
and confident.
SW 6860
Eros Pink
LRV 19
Interior Base
3
3.26 Color Swatch 3.27
The consistent use of these colors will create recognition and strengthen
the identity. The identity system color palette consists of a primary,
secondary and supportive color palette.
30% of primary acce clear sky

n t pa
let
70% o te
f pr
i ma
ry
r palette ne
y colo ut
ra
dar lp
on
s ec
al
gr
e
mpli m ent
t of co
et
ap
ee
ing
6 se
te
gr
ng
co
lo
cy
r
ras
s
jui
s
12 prim
a ry
pm
ss
po
tc
olors
citr
et
us
ns
su
gr
ee
d
re
n
orange squee ze
Primary Palette Secondary Palette Inspiration
The identity is compose of this palette This palette can be apply to the identity, Our palette range is inspired by the
combination. Always use these colors when using the one color version. The natural colors found in nature and our
for the main highlight elements. secondary palette can also be use to beautiful environment.
highlight elements.
Accent Neutral
Use this palette to support the secondary We recommended to use this palette
palette when needed. as a background fill to compliment
highlight elements.
3.28 Palettes Breakdown 3.29
Accurate color reproduction is important in all

aspects of the identity system. These CMYK and
Pantone spot color chips are provided to ensure
correct color reproduction.
pms primary secondary pms primary secondary

spot 70% 30% spot 70% 30%
aerospace protective
industrial automotive
homeowners professionals
Sub-Branding Differentiation
Within Sherwin Williams worldwide market, there are 6 separate division catering to
different customer. Use each palette above to indicate the respective division collateral
and applications.
3.30 Single Color Usage 3.31
The identity can be reproduce in one color and greyscale.

Only use the colors from primary palettes.
Greyscale Solid Color
For use with facsimile and photocopy For use on contrasting backgrounds when necessary.
Be Conscious.
3.32 3.33
Be present.
Be inspired.
Color is life.
Live it.
3.34 Identity on Colored Background 3.35
The examples below show which colors look best and legible. Try to set the logo so it will stands
on dark backgrounds and which colors look best out from the background color. If possible change
on light backgrounds. Keep in mind to ensure the background color using a neutral color.
legibility. The logo should always be seen clearly
Correct Usage Incorrect Usage
Complimenting Background Solid and Knock-out color Dramatic Contrast Bad Tone-on-tone
On very light colored backgrounds when white is not appropriate the color for the When using the new Lego identity on a colored background, the preferred color for The logo should not be too contrasting against the background color. Both the logos Never set the one color logo against a stronger background color, or else the logo will
identity should complement the background color. the identity would be white for maximum contrast. component should be clearly visible on the background. be faded out.
3.36 Identity on Photograph 3.37
When using the logo on imagery, always

make sure that it is positioned away from any
competing imagery.
Placement Color Knock-Out
Place the new logo in an area of the Because every image is different, be sure Use reverse-out white version when place
image that is not busy in order to to choose a color with a strong contrast on photograph with patterns or details.
enhance legibility. to the background.
4.38 Support 4.39
Elements
The support system is designed to be
dynamic and flexible. This section will
explain the use of typography, image
style and graphic elements. The use
of these guidelines will assure that
the visual system will reinforce and
strengthen our identity.
SW 1120
Autumn Blond
LRV 85
Interior Base
4
4.40 Tagline Usage 4.41
Our identity comes with a tagline that you can

use when is necessary to further enhance the
brand experience.
color your world. color your world.
Hangline Hangline
Tagline Variations
The tagline is allow to be use within the guideline for the clearspace. Ideally you
should set it in the same gray as the wordmark.
4.42 Secondary Graphic 4.43
Our identity comes with a tagline that you can use when is necessary to
further enhance the brand experience.
Usage Example
Bleed off the edge to enhance the identity

4.44 Photography 4.45
When using photography, it important to select images of nature and

scenery. Also be selective of color quality; must be vibrant, bold and
saturated. This will further emphasize our goal, which colors from nature.
4.46 Typography 4.47
The identity system typography consists of two typefaces: Sherwin Sans and
Sherwin Display. Commitment to these typefaces will create a consistent &
strong identity.
Sherwin Sans Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!#$%&*()
Sherwin Sans Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sherwin Sans Bold abcdefghijklmnopqrstuvwxyz
1234567890!#$%&*()
Sherwin Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sherwin Sans Display abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 1234567890!#$%&*()
Sherwin Sans Sherwin Display
20/22 pts 18 pts
Display & Headline Type Body & Caption Type
Only use the typeface above for headline and large display copy Only use Sherwin Sans for body and caption copy.
5.48 Visualize 5.49
our Brand
Our identity will come to life
on the materials we use to
communicate. These include
stationery, signage, marketing
materials and other media.
Correct and consistent use
of the visual system will be
the determining factor for a
successful identity.
SW 6551
Purple Passage
LRV 12
Interior Base
5
5.50 Stationery 5.51

5.52 Apparel 5.53
Sub-Branding Corporate
5.54 Apparel 5.55
Employee Apron
5.56 Products 5.57
Paint Roller Paint Brushes

5.58 Products 5.59
Label
5.60 Merchandise 5.61
Disposable Paper Caps Individual Swatch Card

5.62 Merchandise 5.63
Back Card Front Card Swatch Book

5.64 Collateral 5.65
Color
Basics
Emphasize
our lives. Color can attract your attention or
family creates a monochromatic color scheme.
Promotional Booklet Accordion Fold Format

5.66 Signage 5.67
Store Front Corporate Headquarters

5.68 Advertisements 5.69
Poster Series
5.70 5.71
Advertisements Bus Shelter Ads.

5.72 Advertisements 5.73
Billboard Ads.
sherwin-williams.com 1.800.4SHERWIN 101 W. Prospect Ave. Cleveland, OH 44115

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Sherwin Williams

Identity Standard Manual

5/Visualize Our Brand

1.4 Who we are 1.5

In the beginning, our founders insisted

1.6 Guiding Principle 1.7

Sherwin-Williams is the nations biggest paints company providing a wide

1.8 Our Image 1.9

We will show Sherwin-Williams commitment to the environment by

Old identity New identity

1885 1905 1974

Color is one of the most

2.12 Our Brand 2.13

Our brand is more than just the familiar

2.14 The Inspiration 2.15

We look toward nature as inspiration, mainly for idea of capturing the

color renew mood

life growth personality

nature health individualism

seasons beauty senses

change expression happiness

organic choice environment

2.16 The Identity 2.17

dynamic brush strokes

Minimum Size Core Elements

2.18 Integrity & Clearspace Sub-Branding 2.19

Exclusion Zone [1] Legal mark [2]

Clear Space [3] Baseline [4]

2.20 Usage Examples 2.21

Color is one of the first things you notice when

3.24 Color Palette 3.25

Our colors are what give us our brand

3.26 Color Swatch 3.27

30% of primary acce clear sky

Primary Palette Secondary Palette Inspiration

3.28 Palettes Breakdown 3.29

Accurate color reproduction is important in all

pms primary secondary pms primary secondary

3.30 Single Color Usage 3.31

The identity can be reproduce in one color and greyscale.

Greyscale Solid Color

3.34 Identity on Colored Background 3.35

Correct Usage Incorrect Usage

3.36 Identity on Photograph 3.37

When using the logo on imagery, always

Placement Color Knock-Out

4.38 Support 4.39

4.40 Tagline Usage 4.41

Our identity comes with a tagline that you can

color your world. color your world.

4.42 Secondary Graphic 4.43

Bleed off the edge to enhance the identity

4.44 Photography 4.45

When using photography, it important to select images of nature and

4.46 Typography 4.47

Sherwin Sans Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ

Display & Headline Type Body & Caption Type

5.48 Visualize 5.49