Hsbc Brand Guidelines

HSBC BrandBasic Elements

Group Marketing June 2006

HSBC Red Black White HSBC Grey

Issued by HSBC Holdings plc

contents

Contents

1 Introduction

2 Brand management

3 The design elements

4 Approvals

Introduction

1.01 Message from the GroupChairman

Brand management

2.01 Introduction

2.02 Brand Schemes

Separate Brands

Endorsed Brands

2.03 Surrogate Brands

Sub-Brands

2.04 Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials/Endorsements

2.05 Co-branding

The design elements

3.01 Corporate signature withstrapline

3.02 Corporate signature

3.03 Protected area

3.04 The hexagon symbol

3.05 Corporate typefaces

3.06 Corporate colours

3.07 Colour reproduction of thecorporate signature

3.08 Monochromereproduction of thecorporate signature

3.09 Using reproductionartwork

Approvals

4.01 Clearance and approvals

4.02 Contacts

HSBC Brand Basic ElementsGroup Marketing - June 2006

The HSBC brand has been established in many markets allover the world. A programme of change and consolidation ofour name began in the late 1990’s and has continued eversince. We have established the brand and its trademark sothat it is now a globally recognised icon.

It is a powerful asset across all our business lines and givesus strengths and values that help us to grow our businessand enter new geographic areas.

The values of our brand are clearly expressed in the ‘BrandBook’ and this helps guide us and differentiate us in ourhighly competitive markets.

The integrity in our trade mark corporate signature is a vitallyimportant asset and one which every colleague should feelduty bound to protect. The integrity of this asset is to begoverned by this manual and standards. It is the ultimateresponsibility of every business head and CEO to ensurethese guidelines are followed.

Stephen Green

1.01 message from the Group Chairman

Contents

1 Introduction

2 Brand management


4 Approvals


Introduction

The principles outlined in this

section relate to a key function of

Marketing and are something that,

when done well, will yield many

tangible as well as intangible

business benefits. A strong

well-managed brand can yield

positive preference for products

and services in a competitive

market, as well as command a

premium price over competitors.

It can allow cost effective entry

into new categories, 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.

The benefits of a strong brand are

many fold. The value of the HSBC

brand is not something measured

and accounted for in any formal

way. 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.

2.01 brand management

Brand management

2.01 Introduction

2.02 Brand Schemes

Separate Brands

Endorsed Brands


Sub-Brands



Third Party Agents

Testimonials/Endorsement

2.05 Co-branding


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 some

circumstances when leading with

the HSBC Brand is not possible

and where marketplace conditions

demand a different approach. 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.

The areas of precedent that exist

in the organisation for configuring

brands exist in the following broad

categories, these should cover all

possible permutations of our

business.

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.

These are often for regulatory or

cultural issues or businesses

where we are not the majority

share holder.

There are currently no examples of

any significance of this within the

Group.

Endorsed Brands

This is where a name and identity

is used that, in most cases has

been acquired through the

purchase of a business, and that

has been deemed appropriate to

continue to market under the

brand name acquired. Appropriate

circumstances might include such

factors as heritage of the

(acquired) brand, market sector in

which it operates, customer equity

in the brand etc.

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. This

is carried as part of the logo

scheme on all materials, employee

business cards, advertising

publicity material, internal

communications, web-sites and all

printed materials. Please note that

HSBC (hexagon) Group is not a

legal entity and is a descriptor only.


Brand management

2.01 Introduction

2.02 Brand Schemes

Separate Brands

Endorsed Brands


Sub-Brands



Third Party Agents


2.05 Co-branding



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. It is

often a transition form of branding

moving to an HSBC identity.

This form uses an element of the

HSBC brand, usually the red

hexagon, in conjunction with

another identifier. Examples of this

in the business are first direct

(hexagon), SABB (hexagon) and

Bank of Bermuda (hexagon).

This scheme should not be used

unless there is a very strong

business based case.

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. In

these circumstances the core

values of the HSBC brand and its

strategy remain intact and clearly

manifest. It is what is added to the

overall HSBC brand positioning

that comes through the sub-brand

modifier.

Sub-Brands will always use the full

HSBC brand identity and conform

to its guidelines and have the

Sub-Brand title added, for example

HSBC Amanah.

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, please note that

these trade marks should be

registered in the name of HSBC

Holdings plc.

Brand management

2.01 Introduction

2.02 Brand Schemes

Separate Brands

Endorsed Brands


Sub-Brands



Third Party Agents


2.05 Co-branding


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.

This is very commonly used

across many business lines to help

guide and simplify the

customer/staff member’s

interaction with us.

There are many examples and

these include things such as

HSBC Mortgage Services, HSBC

Asset Management, HSBC Private

Banking, HSBC Stockbrokers,

HSBC Card Services, HSBC

Vehicle Finance.

Notification of variants or new

descriptors must be

communicated to GHQ GMQ.

The essential rule is that they

must be highly descriptive of the

activity and must not be difficult or

ambiguous to interpret.

Use of ‘HSBC + hexagon

symbol’ in text

The use or depiction of the

hexagon symbol in text is not

allowed. The letters ‘HSBC’ may

be used without the hexagon

symbol as a descriptor.

Use of the HSBC brand for Third

Party Agents

On the related issue of the

appointment of third party agents,

the use of the HSBC brand in any

way (on business cards, marketing

or promotional material etc.)

should not be allowed without

prior GHQ GMQ approval. This is

to prevent any confusion or

potential liability if unauthorised

parties pass themselves off as part

of, or endorsed by, the HSBC

Group.

The Group brand (HSBC +

hexagon symbol) may only be

used when the full legal name is

clearly displayed, and only with the

specific approval on a case-by-case

basis of GHQ COM, who will not

consider requests that have not

been previously been vetted by

the local LGA and COM. GHQ

GMQ should be advised of all

existing arrangements and new

ones require approval. Further

guidance can be found in the

Group Marketing FIM.

Trademark Licences

Except where agreed otherwise

by GHQ GMQ, a third party who

has been given approval to use the

HSBC Corporate Signatures should

enter into a trade mark licence

agreement.

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.


Testimonials should be granted on

a case-by-case basis. Each should

be referred to the appropriate

authority in any local business unit

and GHQ GMQ informed.

Issues such as reputational risk

and business benefit to HSBC

must be considered carefully.


Brand management

2.01 Introduction

2.02 Brand Schemes

Separate Brands

Endorsed Brands


Sub-Brands



Third Party Agents


2.05 Co-branding


Co-branding

‘Co-branding’ is defined as any

circumstances where the HSBC

appear with any other brand,

including joint promotions,

advertising, marketing materials

and sponsorship.

All co-branding opportunities are

reviewed individually and should

be agreed with local legal

departments, marketing/public

affairs departments before sending

to GHQ GMQ for approval.

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.

In exceptional circumstances, and

with prior approval from GHQ

GMQ, the third party brand can

appear on the front cover. In this

situation the other brand should

be less prominent than the

HSBC brand and placed as far

away from it as possible.


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Introduction

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Contents

hsbc.co.ukIssued by (legal entity name)We are a principal member of the HSBC Group,

one of the world’s largest banking and financial

services organisations with around xxxx offices in xx

countries and territories.

© HSBC Holdings plcHSBC Holdings plc8 Canada SquareLondon E14 5HQ.

00000-0 MCP xxxxx 00/00 Printed by xxxxxxxxxxxxxxxxxxxxxx.

©HSBC Bank plc 2006. All Rights Reserved. xx/xx

Brand management

2.01 Introduction

2.02 Brand Schemes

Separate Brands

Endorsed Brands


Sub-Brands



Third Party Agents


2.05 Co-branding


The marketing strapline is added

to the HSBC corporate signature

(see 3.02) to form the HSBC

corporate signature with strapline.

The relationship of the elements is

fixed. The strapline must never be

used on its own.

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) - in these

circumstances the corporate

signature should be used without

the strapline

Language variations

Approved local language versions

of the corporate signature with

strapline are available from

GHQ GMQ.

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, marketing

materials and posters (please

refer to the appropriate design

guidelines).

3.01 corporate signature with strapline

minimum size 40mm

minimum size 40mm

minimum size 40mm

corporate signature with English strapline

corporate signature with long strapline - centred

corporate signature with long strapline - right aligned

The design elements

3.01 Corporate signaturewith strapline


3.03 Protected area




3.07 Colour reproduction ofthe 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.

• 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, and only then

with prior written approval of

GHQ GMQ.

Usage

The corporate signature is used tobrand all corporate stationeryitems and it should be used inmarketing material for businesseswhich are precluded from usingthe marketing strapline, forexample when the legal entitybeing advertised is not a bank (egHSBC Insurance).

3.02 corporate signature

horizontal corporate signature

centred corporate signature minimum reproduction sizes

29mm

18mm

The design elements



3.03 Protected area








horizontal corporate signature centred corporate signature

corporate signature with English strapline

corporate signature with long strapline

x x

x x

x x

x x

xx

x

xx

xx

x

xx

x

x

3.03 protected area

To enable the corporate signatures

to appear prominently without

interference, a minimum exclusion

area has been established which is

to be left clear of other graphic

elements or text.

The protected area is equal to the

height of the hexagon symbol or

HSBC lettering and is indicated by

the dotted border shown. The

clearance area should be increased

wherever possible.

The protected area must not be

used as a rectangle to frame the

corporate signatures.

The design elements



3.03 Protected area








3.04 the hexagon symbol

The hexagon is the main visual

element of the HSBC brand

identity.

The geometric structure consists

of four red triangles and two white

triangles.

Use of the hexagon must be

carefully controlled. There are strict

rules regarding its use.

In the overwhelming majority of

applications the hexagon should

appear in HSBC red and white

Only in exceptional circumstances

and with prior approval of

GHQ GMQ may the hexagon be

used without the ’HSBC’ logotype.

Graphic construction

The hexagon symbol

The design elements



3.03 Protected area








Univers is the primary font for

HSBC marketing material, the

approved weights are illustrated.

Univers semi-bold is a font unique

to HSBC which is available from

GHQ GMQ.

Monotype Times New Roman is

the secondary corporate typeface

and is used for stationery, and as a

support to Univers.

For reference all of the approved

HSBC corporate typefaces are

illustrated. No other typefaces or

weights can be used without the

prior approval of GHQ GMQ.

Please note

There are many versions of

Times available - it is essential to

use the correct cut of the font:

Monotype Times New Roman

(reference 1046).

3.05 corporate typefaces

Univers regular italic 56

ABCDEFGHIJKLMNabcdefghijklmnUnivers bold 65

ABCDEFGHIJKLMN

abcdefghijklmn

Univers bold italic 66

ABCDEFGHIJKLMN

abcdefghijklmn

Times New Roman bold

ABCDEFGHIJKLMNabcdefghijklmnTimes New Roman bold italic

ABCDEFGHIJKLMNabcdefghijklmn

Univers semi-bold (unique to HSBC)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Univers light 45

ABCDEFGHIJKLMNabcdefghijklmnUnivers light italic 46

ABCDEFGHIJKLMNabcdefghijklmnUnivers regular 55


Times New Roman

ABCDEFGHIJKLMNabcdefghijklmnTimes New Roman Italic


The design elements



3.03 Protected area








3.06 corporate colours

The HSBC Group’s corporate

colours are HSBC red, black, white

and HSBC grey.

Colour reproduction

HSBC colours may be reproduced

using specially mixed colours or

may be simulated using the four

colour halftone process (see

breakdown charts).

HSBC red

HSBC red can be achieved using

PANTONE® 1795 red.

Four colour halftone reproduction

can achieve an acceptable match

to HSBC red (see breakdown

charts).

HSBC grey

HSBC grey is the Group’s

secondary corporate colour and

can be achieved using

PANTONE® 423 grey.

For halftone reproduction a 44%

tint of black can achieve an

acceptable match to HSBC grey.

HSBC Red Black White HSBC Grey

PANTONE® matching system (PMS) equivalent

PMS1795c Black White PMS 423c

Four colour halftone formula

Cyan 0%

Magenta 94%

Yellow 100%

Black 0% Black 100% Black 44%

HSBC corporate coloursThe design elements



3.03 Protected area








White background colour version:black logotype, HSBC red hexagon symbol and strapline

Preferred light background colour version:black logotype, HSBC red hexagon symbol and strapline(the interior of the hexagon is white)

Preferred dark background colur version:white logotype, 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):- black logotype and strapline, HSBC red hexagon symbol (the interior of the hexagon is white)

Alternative dark background colour version (where the strapline would be difficult to read in red):- white logotype and strapline, HSBC red hexagon symbol (the interior of the hexagon is white)

Preferred colour versions

Wherever possible HSBC

corporate signatures should be

reproduce in black and HSBC red

on white or very light background

colours.

The interior of the hexagon symbol

must be white.

On dark backgrounds the HSBC

logotype reverses white out of the

background colour.

Alternative colour versions

In exceptional circumstances

where the red strapline would be

difficult to read against a

background, the appropriate

alternative (black on a light colour

or white out of a dark colour)

should be used.

Backgrounds

The corporate signature must

always be clearly visible. The

background should not be

distracting and must always

provide sufficient contrast for the

brand to be clearly read.

The same reproduction colours

apply when using the corporate

signature without the strapline.

3.07 colour reproduction of the corporate signature

The design elements



3.03 Protected area








Where possible, single colour

printing should be black on a white

or very light background.

Dark backgrounds

The preferred background colours

for reversed corporate signature

are white out of black, HSBC grey

or HSBC red.

When non corporate colour

backgrounds are used the

corporate signature must be

clearly visible. The background

should not be distracting and must

always provide sufficient contrast

for the brand to be clearly read.

The same reproduction colours

apply when using the corporate

signature without the strapline.

3.08 monochrome reproduction of the corporate signature

White background monochrome version:all elements black

Light background monochrome version:all elements black

Dark background monochrome version:all elements white

HSBC grey background version:all elements white

HSBC red background version:all elements white

The design elements



3.03 Protected area








3.09 Using reproduction artwork

Only authorised reproduction

artwork is to be used, issued by

GMQ GHQ or HHO GPA.

PDF specifications

An A4 pdf specification sheet is

available for each corporate

signature which provides basic

information about colour

reproduction and minimum size.

Artwork files

Each signature is supplied as an

individual digital Adobe Illustrator

eps file.

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.

Size

In most cases digital artwork is

supplied at 100mm overall width

for ease of scaling.

Artwork integrity

The corporate signature typeface

is unique to HSBC, never attempt

to recreate it. The corporate

signatures must always be

reproduced from original digital

artwork supplied by GMQ GHQ.

Standard colour reproduction• the letters ‘HSBC’ are black.

• the hexagon symbol and thestrapline are HSBC red (PMS1795 or CMYK: 94%, magenta,100% yellow)

• the interior of the hexagon is white

Mono version• all elements are black

• the interior of the hexagon is white

For colour guidance please referto the basic elements guide.

Guide marks:The corner marks indicate theextent of the minimum exclusionarea. The measure bar is used tospecify the size. Care must betaken to ensure that the guidemarks are not reproduced. Theguide marks must not be used asa rectangle to frame the corporatesignature.

SizeDigital artwork is supplied at100mm overall width.

• The minimum reproduction size is 40mm wide

Artwork integrityThe corporate signature typefaceis unique to HSBC, never attemptto recreate it. The corporatesignatures must always bereproduced from original digitalartwork supplied by GroupMarketing, HSBC Holdings plc

Group Marketing - April 2006

Art : HSBC_WLB(Eng)

Art : HSBC_WLB(Eng)_mono

HSBC corporate signatures

reproduction artwork for print

Any queries regarding artwork should be addressed to :Group Brand Identity Group Marketing Tel: +44(0) 207 10473/18528e-mail: [email protected] or [email protected]

Artwork : HSBC_WLB(Eng)HSBC corporate signature with strapline

PDF specification sheet

The design elements



3.03 Protected area








4.01 clearance and approvals

Corporate identity policy and

applications

Group Head Office, Group

Marketing (GHQ GMQ).

For further information please refer

to the Group Marketing Functional

Instruction manual and the Group

Standards manual.

Company names


Marketing (GHQ GMQ), and

Group Head Office, Legal (GHQ

LGA).

Reproduction materials


Marketing (GHQ GMQ).

Marketing, promotional and

sponsorship material and

merchandising

All marketing, promotional &

sponsorship materials and

merchandising must be cleared by

GHQ GMQ prior to production.

All new corporate image and multi-

company or international product

advertising campaigns and all

television advertising campaigns

must be cleared for content and

for brand conformance.

Please consult the relevant office if

you are unclear about the correct

procedure.

Compliance statement

All marketing material must be

vetted by the Group’s compliance

officer or the compliance officer of

the company in question. Standard

local compliance wording should

be added to all literature as

advised.

Copyright

It is important that the Group

member who is responsible for

creating a publication, owns the

copyright in such publication.

Therefore, if any third parties are

involved in developing the

publication, the Group member

must ensure that the ownership of

the copyright is assigned and

vests in that Group member. It is

important to ensure that the

documentation relevant to the

creation of the publication is held

on file.

Permission must be sought from

the Group member holding the

copyright before text or illustrative

material is shared across the

Group. 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.

The name of the publisher should

be stated in all Group publications.

A copyright statement should be

included in the major corporate

and research pieces. The standard

format is:

© HSBC Holdings plc 2006

Approvals


4.02 Contacts


If you need clarification or

guidance on any item in these

guidelines please do not hesitate

to contact us.

Group Brand Identity

Beverly Richards

Group Brand Graphics

Group Marketing (GHQ GMQ)

Level 32

8 Canada Square

London E14 5HQ.

Tel: +44(0) 20 799 18528

e-mail: [email protected]

Richard Ainsworth

Group Brand Identity

Group Marketing (GHQ GMQ)

Level 32

8 Canada Square

London E14 5HQ.

Tel: +44(0) 20 799 10473

e-mail:

[email protected]

4.02 contacts

Approvals


4.02 Contacts


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Contents

1 Introduction

2 Brand management


4 Approvals


Hsbc Brand Guidelines

Documents

Transcript of Hsbc Brand Guidelines