SIGNAGE, PACKAGING & TRANSLATION GUIDELINES · SIGNAGE, PACKAGING & TRANSLATION GUIDELINES ......

2007

U.S.

VISUAL

STANDARDS

GUIDE

SIGNAGE, PACKAGING &TRANSLATION GUIDELINES

©2007 by Lowe's®.All rights reserved.Lowe's and the gable design are registered trademarks of LF, LLC.

2007

U.S.

VISUAL

STANDARDS

GUIDE

SIGNAGE GUIDELINES

©2007 by Lowe's®.All rights reserved.Lowe's and the gable design are registered trademarks of LF, LLC.

Signage Guidelines Lowe’s 200716

12'

8'

6'

4'

Beam Height and location

of signage can vary

Fasteners

SideCapDisplayOption

UseofsidecapspaceisatthediscretionofLowe’sMarketing

andMerchandisingteam.SideCapsmaybereservedfor

Lowe’sCorporate

24"UniversalFrameHeader

InBayBungeeBacker

Sidestack

UprightMountFlipbook

BeamMountFlipbook

18"UniversalFrameHeader

CurvedInBayGraphic

Signage Guidelines | Sightlines (12' version)


Signage Guidelines | Brand Usage

NOTE: The Spanish version of the logo is to be used on spanish materials and is available through Lowe's VSG.

The Lowe’s logotypeornamewillnolongerbeallowedonsignssuppliedbyVendors.ItwillappearonlyoncorporatestoresignagesuppliedbyLowe’s.

The Lowe’s logotypeshouldappearonliterature,alongwiththefollowingcopyrightinformationinaminimumof7pt.type:©2007byLowe’s®.Allrightsreserved.Lowe’sandthegabledesignareregisteredtrademarksofLF,LLC.

Thefollowingillustratesthecorrectusageofourbrand:

Whenprintinginonecolorblackink,usethelogoasshownbelow

SolidBlack

Whenprintingwithblackinkusethelogoasshowntotheleft.Notethattheoutlineofthelogoissolidblack.

Whenprintinginfourcolorprocessinks,usethelogoasshownbelow blue red grey

c 100 0 0

m 72 100 0

y 0 65 0

k 18 15 50

Lowe’scolorsystemincludesPANTONE®colors: blue red grey yellow green

280c 200c 429c 123c 375c

c 100 0 0 0 60

m 72 100 0 30 0

y 0 65 0 94 79

k 18 15 50 0 0

NOTE: When printing on uncoated stock, substitute PANTONE® 115 for PANTONE® 123.

Use of Lowe’s corporate colors in-store are reserved for key messaging:

BLUE WayfindingandbrandedmaterialsRED ServiceareasandSpecialOrderServicesYELLOW Safety,installation,newlowerprice,contractorpackagingandclearancemessagingGREEN SpecialValue,EDLPandcreditmessaging

Alwaysaskforadrawdownfromtheprinter.(Adrawdownistheactualinkmixonyourspecifiedstock.)Also,telltheprinter that the intention is to exactly match your PANTONE® chip. The adjustments for process colors were madebasedonPANTONE®chipsandPhotoshop®conversionstoCMYK.

Note:ThecolorsonthisguidehavenotbeenevaluatedbyPantone,Inc.foraccuracyandmaynotmatchPANTONE®ColorStandards.Foraccuratecolorstandards,refertothecurrenteditionofthePANTONE®ColorFormulaGuide.


Signage Guidelines | Brand Usage


Signage Guidelines | Lowe’s Icons

ThisSpecialOrderlogoisnolongerinuse

PANTONE®280cPANTONE®280c BlackPANTONE®123c

PANTONE®280cPANTONE®280c BlackPANTONE®109c

PANTONE®200cPANTONE®280c Black

Lowe’s icons which may be used on vendor signage

Special Order

ProminentlydisplaytheSpecialOrderverbiagetextonlyFolioExtraBoldonsignageforappropriateproducts.

Installation Guaranteed

ProminentlydisplaytheInstallationGuaranteedicononsignageforappropriatecategoriesandproducts.

How-To

UsetheHow-Toiconinconjunctionwithprojectinstructionalcontent.Alwaysdefineaprojectinstructionalasalistofsteps.Theword“step”shouldbeplacedinfrontofeachnumberintheorderofinstructions.

Colored logos are preferred. Pantone 280 and black logo should only be used on 2 color layouts.


Now at Lowe’s

Announcesproductsthathaveneverbeensoldanywhereand/orareavailableatLowe’sforthefirsttime.NowatLowe’ssignagecanonlybepostedforupto60days.

Only at Lowe’s

SignagecontainingtheOnlyatLowe’slogocanonlybepostedaslongastheproductisavailableOnlyatLowe’s.

New! Only at Lowe’s

TheNew!OnlyatLowe’siconisrestrictedtouseonnewproductsexclusivetoLowe’s.New!OnlyatLowe’ssignagecanonlybepostedforupto60days.

PANTONE®280c Black

PANTONE®280c Black

PANTONE®280c Black




Garden Club Select

TheGardenClubSelecticonshouldbeusedonsignageforappropriateproductsintheLowe’sGardenCenter.

1 Year Plant Guarantee

The1YearPlantGuaranteeiconshouldbeusedthrough-outsignageintheLowe’sGardenCenter.

4-colorprocess

Cyan Black

Lowe’s Gift Card

TheLowe’sGiftCardiconshouldbeusedonappropriatepromotionalsignage.

Energy Star®

ProminentlydisplaytheENERGYSTARicononsignageforappropriateproducts.ForacopyofENERGYSTARlogousageguidelines,pleasecontactLowe’sEnvironmentalSpecialistat704758-2340.

Cyan Black

PANTONE®280c Black4-colorprocess



4-colorprocess Black

Theuseof text and imageryon signage in Lowe’s stores

shouldadheretothefollowingrequirements:

• Communicate in a succinct and direct manner. Most

customers are shopping for specific items and do not

havetimetoreadanexcessiveamountoftext.

• Keepproductexplanationssimple,avoidindustryjargon,

anduseimagerythatsupportsyourtext.Becertainthe

informationisapplicabletothecustomer.

• Choose imagesthatmaintainahighstandardofquality

andclarityandincludediversepeopleandenvironments.

SeeContentManagementGuidelinesformoredetails.

• Describe the primary features and benefits of product

categories. Provide the information necessary for our

customerstomakeaninformedbuyingdecision.

• Providedetaileddescriptionsonpackagingorbrochures

rather than signage. Most customers want information

quickly and will not spend time poring over lengthy

explanations. Messaging must catch a person’s eye

within5seconds.

• Avoidwideparagraphsorlinesofcopy.Rememberthat

yourdisplaysignage,packaging,andbrochuresallwork

togethertocommunicateyourmessagetocustomers.

Below is a table of production processes and the

recommendedimageresolutionatfinishedsize:

Process MinimumResolutionRequired

ScreenPrinting:55lpi 110dpi




OffsetPrinting:150lpi 300dpi

DigitalPrinting: Varieswidelyde-

pendingonoutput

device–contact

yoursourcefor

minimumresolu-

tionguidelines.

B12 pt. typeforpackaging,pricing&tearpads

B20pt.typefortextateyelevel

B48pt.typeonsignsabove5'-0"&below7'-0"

B60pt.typeforheadersabove7'-0"

B150pt.typeforoverheaddisplaypanelsabove10'-0"

B200pt.typeforbannersabove15'-0"

Examples indicate minimum type sizes for particular applications:


Signage Guidelines | Text and Imagery


Signage Guidelines | Text and Imagery

WhentheEnglishis100pt.andgreatertheSpanishis50%oftheEnglish.Bluebarfontsfallinthiscategory.

WhentheEnglishissmallerthan100pt.theSpanishis75%oftheEnglish.Fontsbelowthebluebarshouldfallinthiscategory.

CATEGORY DESCRIPTION

PRINTED Countercardsonsales,service,orcheckoutcounters Non-promotionalbanners Aisleviolatorsorwobblers Floorgraphics Vendorpricingsystems/labels(exceptforpre-approvedspecialordermerchandise) Frontentrancedoorgraphics Exteriorgraphics(otherthanapprovedpromotionalbanners) Tearpadsonbeamsoroverlappingj-hooks Signagewhichreplacesorobstructscorporategraphics

BeamStrips

INFORMATION OR VISUALS E-commercevendorwebsitesor800telephonenumbers(informationalor ‘howto’sitesandnumbersareacceptable.) ContactyourProductMarketingManagerforinformation. Discrimination–race,sex,gender,etc. Portrayalofnudityorsex

SOUND Digitaldisplaysoundlouderthan60decibels(dB) Displayswithmotionactivatedsound(soundmustbeselectedbythecustomer)

LIGHTING Exposedneon Strobes Backlitdisplaysoutsideofproductbays(exceptonapprovedendcaps)


Signage Guidelines | Sign and Display Items Not Allowed

The use of text and imagery on signage in Lowe’s stores should adhere to the following requirements:

LOGOS

• Overall,minimizetheuseoflogosandadditionalgraphicelements.Useonelogoperbrand.

• TreatSpecialOrderasaniconandnotacallout.

• ClarifyhowthecustomerproceedsthroughtheSpecialOrderprocess.

• Neveruseburstsorsnipesonsigns.

CONTENT/COPY

• TranslateallverbiageasrequiredintheseguidelinesintoSpanish.

• Communicateinasuccinctanddirectmanner.Contentonallsignsshouldbekepttoaminimum.Effective

messagingmustinfluencecustomerstomakeapurchasewithin5seconds.

• Keepproductexplanationssimpleandavoidindustryjargon.Becertaintheinformationisapplicabletothecustomer.

• Describetheprimaryfeaturesandbenefitsofproductcategories.Providetheinformationnecessaryfor

customerstomakeinformeddecisions.

• Providedetaileddescriptionsonpackagingorbrochuresratherthansignage.DoNOTrepeatbasicinformation

thatexistsonproductpackaging.

• Avoidwideparagraphsorlinesofcopy.Rememberthatdisplaysignage,packaging,andbrochuresallwork

togethertocommunicateamessagetocustomers.

• Donotincludeverbiageifthesign’svisualplacementinthestoreisabove8’.

• Donotusetheword“Center”onasignunlessapprovedbyLowe's.

A“Center”mustbeservicedbyadedicatedLowe’semployee.

• DonotuseanywordsthatcompetewiththeLowe’sEDLP(ex:Sale,Cheap,Deal,Bargain).

Uselanguagelike“SpecialValue”.

• Donotuseexclamationpoints.

• Donotuseshadowsbehindoroutlinesaroundcopy.Useonlybasicfonts.

• DonotusewebsiteaddressesunlessthewebsiteisinformationalonlyoritisaLowe’s.com/vanityURL.

• GivetheSpanishtextthesametreatmentastheEnglishtext.

• IfaLowe’sitemnumberlessthan6digitsisreferenced,theappropriateamountofzerosshouldproceed(ex:

Item#000123).Thisappliestoallformsofsignageincludingcollateral.

SignageGuidelines|MandatoriesforPOPSignage Guidelines Lowe’s 200725

Signage Guidelines | Mandatories for POP

IMAGERY - PHOTOGRAPHY/ART

• Chooseimagesthatmaintainahighstandardofqualityanddiversityandthatsupporttheaccompanyingtext.

• Recognizingthat1in3peopletodayarerepresentativeofadifferentethnicgroup,ensurethatimageryincluding

humanityisreflectiveofthisdiversity.

• Imageryshouldberelevanttoasmanydifferentmarketsaspossible,recognizingthatLowe’shasstoresinrural,

suburban,andurbanmarkets.

• Imageryshouldreflecttasteful,stylish,homedecor,andtheLowe’sconsumerlifestyle.

• Imageryshouldberelevanttoproductcategoryandhaveastrongvisualimpact.

• Avoidstockphotography,especiallyinlargeformatusagelikeoverheaddisplaypanels.Buy-outsareacceptable.

Lowe’sdoesnotwantthesameimagebeingusedbyacompetitor.

FORMAT CONSIDERATIONS

• DonotsubmitsignagetobeproducedonsubstratesnotspecifiedintheVendorSignageGuideoritwillnotbe

reviewed.

• Donotsubmitsignagetobemountedwithnon-approvedLowe’shardware.Ziptiesarenotapproved

mountinghardwarefortearpads.

• Donotsubmitsignagethatisnotwithinthesizeguidelinesspecified.

• DonotsubmitSpecialValuePromotionalSignagetotheSignageCoordinator.SpecialValuesignageshouldbe

submittedtoClassicGraphics.

SignageGuidelines|MandatoriesforPOPSignage Guidelines Lowe’s 200726

Signage Guidelines | Mandatories for POP


Signage Guidelines | Billingual Signage Policy

Signage and displays that do not have the appropriatetranslationswillberejectedbytheVSGReviewBoard.By October 1, 2006, ALL signage must be bilingual.Vendors who are selected to distribute their productsin Canada should refer to the Canadian Visual StandardGuidelinesonwww.Loweslink.com.Vendors should not attempt to produce trilingual signage for the US or Canada.

Specific Notes on Layout Options

In each section of this Visual Standards Guide requiring

bilingual translations, bilingual layout options are

recommended for each situation. Vendors are restricted

to the outlined layout options and are asked to exhaust

these options in the order in which they are listed.

(Ex:Thepreferred/recommendedlayoutoptionislistedfirst.)

For further information and signage guidance, Lowe’s

encourages vendors to work with designers experienced

in designing bilingual signage. We encourage vendors to

work with their selected translation (with proofing from a

Lowe’s Approved Translation and Proofing Vendor) and

packaging design companies to work through the details

of bilingual packaging design. Lowe’s also encourages

vendorstoreferencetheresourcesprovidedattheendof

thisbilingualsignagesectionandthentoenlisttheinputof

their Merchandising contact, Product Marketing Manager,

Lowe'sStoreEnvironment, theVSGSignageCoordinator,

or Lowe’s Multicultural Marketing Department if they run

intochallenges.

Recommended Resources

GAIN(GraphicArtsInformationNetwork)

PIA(PrintingIndustryAssociation)

GATF(GraphicArtsTechnicalFoundation)

WelshLanguageBoardCardiff,UK0292087-8000“AGuidetoBilingualDesign”“MarketinginMinorityLanguages:AGuideforBusinesses”www.bwrdd-yr-iath.org.uk


Signage Guidelines | Shipping Guidelines

All carton identification guidelines are set by Lowe’s(For All product being sent to Archway warehouse for Lowe’s)

** Items must be packaged in cartons or envelopes –EACH UNIT MUST BE SHIPPABLE FROM ARCHWAY WAREHOUSE UPON ARRIVAL***

DELIVERY NOTIFICATION• Pre-delivery notification is required on all shipmentsat least 24 hours in advance.Notificationmaybedoneviatelephone,faxore-mail(seeattachedFacilityContactList).Schedulingmustbedoneviatelephoneore-mail,andafaxedcopyofthepackingsliporBillofLadingmustbereceived24hoursinadvance.CARTON IDENTIFICATIONEach package received into the Archway warehouse must be identified by using Lowe’s customized green tape (printed with “Signage-Fixture-Display”). Specifications and order information listed belowAlllabelsmustbeGREENincolor,matchingcloselytoPantone375Green,andallTYPEmustbeinBLACK.(Fontminimumof½inchtall).Labelsmustbeplacedonallparcels,bothMASTERcartonsandindividuallypackeditems.Master Cartons• Eachmastercartonmustbelabeledwith; Itemnumber,briefdescription,totalquantityandnumberofpiecesperinternalcarton(Example:500total,10 Boxesof50each),DepartmentName(ofwherethatproductislocatedinLowe’sstores),Hannabarcode (scannableUPC#)orprintedbarcodenumberaccepted(Example:HW00009999)• InstructionSheetmustbeincludedineachindividualcarton.• Partialboxesshouldbeclearlyidentifiedandmarkedappropriately.• MaximumoneSKUpermastercarton.

INDIVIDUAL Internal/individualcartonsmustalsobeclearlyidentifiedwithitemnumber,briefdescription,quantity,planogramname,andbarcode.• InstructionSheetmustbeincludedineachindividualcarton.• Lowe’sGreentapemustbeappliedsothatthetapeifvisiblefromall angles.• Seeaboveforlabelingrequirements.Allindividualcartonsmustbelabeledwithallaboveinformation.

Pallet Requirements - Size and Markings:• MaximumPalletDimensions:48”Lx40”Wx54”H.• MaximumFloorDisplayDimensions:48”Lx40”Wx80”H. • AlwaysconsolidatelikeSKU’sonasinglepallet;donotmixvariousSKU’s. • AllshipmentstoArchwaymustbepalletized,exceptsmallparcels.• Smallparcelsandloosecartonsshouldbemarked(1of__,2of__,etc.).• Allproductsmustbestretch-wrappedand/orbandedsecurelytothepalletwithamaximumof1-inchoverhang.Thepalletmustalsoallowfour-wayentry.• Cornerboardsmustbeplacedontopofloose-packedskids.• Palletsaretobemarked“1of__”,“2of__”,etc.• TotalPalletMaximumWeight:2,600lbs./perpallet.• Palletsmustincludefront,middleandbacksupportboard.

Delivery Notification• Afterhoursreceivingmaybearrangedwitha24-hournotice(seeattachedFacilityContactList.)• Partialshipmentsmustbeauthorizedinadvance.Shipmentsmusthavepaperworksupportingpartialquantities.• Archwayreservestherighttorescheduleappointmentsthataremorethan60minuteslate.


Signage Guidelines | Shipping Guidelines

DAMAGE REPORTING• Productreceiveddamagedorunidentifiablewillbeplacedin“non-conforming”andtheclientwillbenotifiedtoobtaindisposition(ifthedamageappearstohaveoccurredpriortoshipping).Photographsofthematerialwillbetakenfordocumentation.

If a KIT involves numerous bar code (component) numbers, use the first (lowest numerical value) bar code in the sequence for printing the label. (This applies only when a KIT does not have it own assigned bar code). The label itself must be present on each kit (base shipping unit), and be as large as the carton will allow, maximum 8 ½”x 11” and match closely to Pantone 375 Green. All type must be in black.

TAPETape must encircle the carton, or be placed so that it is visible from all sides/angles. Tape Specs = 2” x 110 yds per roll, Material= Polypropylene, Colors = PMS 375 Green w/ Black type, Verbiage = Lowe’s Signage, Rolls per case = 36. Sold in case lots only. Available sources:, Crown Packaging @ PH: 1-800-541-1992, Label Tech @ PH: 1-800-359-2155.(You may use other sources to print this customized tape, as long as it matches specifications listed above).

Per Lowe’s - All Shipments to Archway must conform to the following guidelines:

SMALL PARCELMustbeshippedviathespecifiedCarriershownintheLowe’sRoutingGuide,thirdpartybilling.InstructionsregardinghowtobesetuponthirdpartybillingareavailableintheLowe’sRoutingGuideatwww.loweslink.comundertheSmallParcelsection.

LTL SHIPMENTSAll LTL shipments must be sent “Third Party” using the particular Carrier shown in the Lowe’s Routing Guide. All shippingpaperworkmust includeAccountNumber140111.The“ShipTo”addresswillbetheArchwayaddress.The“BillTo”sectionmusthave:Lowe’sCompanies,Inc.P.OBox1111NorthWilkesboro,NC28656FullTruckloadShipments:Must contact Lowe’s Traffic Dept. Contact Sherry Greene 336-658-5759

ALL SHIPMENTS ARE FOB DESTINATION(TheVendorhasanobligationtohonorthisrequestuponacceptanceofthispurchaseorder.NoexceptionwithoutauthorizationbytheresponsibleBuyerandtheissuanceofacorrectedpurchaseorder.)

Ifanyoftheaforementionedrequirementsarenotmet,theshipmentmayberejectedandreturnedtoyourfacility,ordeemedas“non-conforming”product,andprocessedforreworkatvendor’sexpense.Charge-backs will apply to non-conforming shipments.

DOCUMENTATION REQUIREMENTS Packing Slip Bill of Lading

• Archway facility information; complete street address, contact name and phone # Yes Yes• Complete “Ship From” information (please note if “Shipping For” different company

other than “Ship From” Yes Yes• Must specify item is for: “Lowe’s Companies, Inc.” Yes Yes• Purchase order number must appear on all shipping documents Yes Yes• Item number, description, quantity, and unit of measure must be clearly identifiable Yes • # of skids, # of cartons per skid Yes Yes• Pieces per carton with total extension by Item # Yes • Notation of partial or complete order Yes Yes• Commodity Description (NMFC) and freight class Yes• Carrier name and tracking identification Yes

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