Staples US Contract Guidelines

for Staples Advantage®

Branding Guidelines

U.S. English9-21-10

Staples 2

Table of ContentsIntroduction ................................................................................................................ 3–6

Staples’ history ................................................................................................................ 4 Timeline .................................................................................................................... 5

Staples organization ......................................................................................................... 6

Corporate Brand ...................................................................................................... 7–31

The Brand ........................................................................................................................ 8 Our Brand Promise .................................................................................................. 8 Brand Promise translations ...................................................................................... 8 What is our brand personality? ................................................................................ 8 You are a brand ambassador ................................................................................... 8 Staples is/Staples isn’t ............................................................................................. 8

Logo............................................................................................................................9–11 Logo color ................................................................................................................ 9 Minimum logo size and clear space ......................................................................... 9 Logo don’ts ............................................................................................................ 10 Using the logo on colored backgrounds .................................................................11

Legal guidelines ............................................................................................................. 12

Voice .........................................................................................................................13–15 One company. One voice ....................................................................................... 12 Capturing our spirit in words .................................................................................. 12 Humor. It’s in our DNA. It’s part of who we are ...................................................... 12 Dial it up. Dial it down............................................................................................. 13 What we say is who we are .................................................................................... 14

Color palette .............................................................................................................16–17

Typeface ........................................................................................................................ 18

The Easy Button® ..................................................................................................... 19–23 Using the Easy Button ............................................................................................ 19 Icon or product? ..................................................................................................... 20 Picking the right Easy Button for the job ................................................................ 21 Finishing the button ................................................................................................ 22 Minimum Easy Button size ..................................................................................... 22 Easy Button don’ts ................................................................................................. 23

Stationery ................................................................................................................. 24–29

Exterior signage ............................................................................................................. 30

Shipping boxes .............................................................................................................. 31

Staples Advantage® Messaging.............................................................................32-35

Staples Advantage brand positioning ............................................................................ 33

Table of Contents

Putting the brand into words .......................................................................................... 34 Keep in mind who you’re talking to ........................................................................ 34 Communicate the message ................................................................................... 35

Staples Advantage Personas .............................................................................. 36-51

Staples Advantage Print Visual Identity ............................................................. 52-68

Staples Advantage Logo and Line of Business Logo Guidelines ..................................53 Logo colors ...........................................................................................................53 References to “Staples Advantage” in copy ........................................................... 53 Minimum logo size and clear space ......................................................................54 Using the logo on colored backgrounds ...............................................................55 Logo don’ts ..................................................................................................... 56-57 Staples Advantage identity and its Lines of Business ..................................... 58-59 Minimum logo size and clear space ................................................................ 60-61

Introducing the “split” system ........................................................................................62 The rationale behind the “split” ..............................................................................62 Writing to the “split” ...............................................................................................63 Outlining descenders and kerning in headlines .....................................................64

Using color .............................................................................................................. 65-66 Monochromatic color saturation ............................................................................65 Creating the “split” .................................................................................................65 Gradient technique ................................................................................................66 Creating the gradient .............................................................................................66

Photography .................................................................................................................67 What makes photography “on brand”? .................................................................67

Bringing it all together ...................................................................................................68

Staples Advantage Online Visual Identity .......................................................... 69–82

Templates ............................................................................................................. 83–97

Catalogs ................................................................................................................84 Fact sheets — single-sided ...................................................................................85 Fact sheets — double-sided ...........................................................................86–87 Brochure and flyer interiors ...................................................................................88 Newsletters .....................................................................................................89–90 Posters, advertisements and ad-like objects .........................................................91 Tradeshow booth graphics ....................................................................................92 Emails ..............................................................................................................93–94 PowerPoint presentation slides .............................................................................95 Business Interiors collateral ............................................................................. 96-97

“Split” don’ts .................................................................................................................98

In summary ...................................................................................................................99

Examples .............................................................................................................100-103

Introduction

Staples 4

Staples’ historyIt all started with a broken printer ribbon.

Introduction

During the Fourth of July weekend in 1985, Staples® founder Tom Stemberg happened to be writing a business plan when his printer ribbon broke. With stores closed for the holiday, he realized that what the world needed was a supermarket for office supplies. Until Staples, small businesses and consumers paid a premium for office supplies at the neighborhood store. Staples was created to give the same deep discounts to people operating small businesses.

Staples opened its first store in Brighton, Massachusetts, on May 1, 1986. The combination of convenience and low prices was a success. One year after opening its doors, Staples expanded to New York City. By 1990 Staples was operating in Los Angeles and a year later was going international, expanding into Canada. By 1992, Staples had opened stores in the U.K. and Germany. By the time

Staples celebrated its 10th anniversary, it was one of only six companies in U.S. history to achieve annual sales of $3 billion within a decade of startup.

In 1998 the company launched its award-winning eCommerce site, staples.com®, which became Staples Business Delivery®, one of the first retailers to truly integrate its Web site into its retail stores. The business model that Tom Stemberg implemented in 1986 is now one of Staples’ fastest-growing divisions.

In the summer of 2008, Staples acquired Corporate Express, which nearly doubled its ability to service business customers around the world.

Staples currently serves customers in 27 countries worldwide and on five continents. With an increased presence in Europe and new markets in Australia and New Zealand, Staples is the largest company in the industry.

Staples 5

1999 2000

Revenues top $10 billion

Acquires Corporate Express

1998

Quill acquired

Ivan Allen acquired

Staples.com® launched

StaplesLink.com® launched

Acquires Office Center

The Netherlands and Portugal

and Sigma BüroWelt 15 stores in Germany

2002 2003 2004 2005 2006

Launches Easy Brand

Promise

Relaunches Staples® Brand

Products

Acquires Malling Beck

Denmark

and Pressel VersandBased in Austria but serves 9 countries

Enters China Joint venture with OA365

Enters South America with acquisition

of OfficeNet

Hartford acquired

Acquires Guilbert’s European

mail-order business, which includes JPG,

Bernard, Kontorslagret,

Neat Ideas, Kalamazoo, MondOffice

Acquires Medical Arts Press

Launches Easy Button®

Prime acquired

®

19931989

Enters delivery business with first chainwide

catalog

1986

May 1First store opens in Brighton, MA

1994

Enters contract business with acquisition of

National Office Supply and

Spectrum Office Products

Acquires DA Mac Isaac

and Philadelphia Stationers

Contract

1991

Business Depot™ opens in Canada

Staples® Direct is formed

1995

MacAuley Business Resources Inc.

is acquired Contract

Sales exceed $3 billion — sixth

company in history to reach that

milestone within 10 years of startup

1992

Invests in Maxi Papier

German office superstore

Sales pass $1 billion

Partners with Kingfisher to open Office Superstores

in the U.K.

20th Anniversary

Sales reach $18.2 billion

Enters Taiwan as UB Staples® Joint venture with UB Office Systems

2007

Enters IndiaJoint venture with

Pantaloon Retail Limited

Acquires American IdentityA leading promotional products distributor

Opens flagship store in Beijing

Staples, Inc. Timeline

Introduction

2008

Staples 6Introduction

Staples organizationStaples is segmented into three channels:

1. North American Retail — generating sales through our retail stores

2. North American Delivery — selling to our customers through the use of catalogs, the Web and email

3. International

North American Delivery North American Retail

Staples Advantage

EnterpriseAccounts

Lines of Business

Staples Business Delivery

• Fortune 1000, Multi-site, Nationwide/International Corporations

• Government• eCommerce

• Office products provider (program)

• Local, regional & mid- to large-size businesses with 20+ employees

• Healthcare and Education

• eCommerce

• Business Interiors• Facility Solutions• Print Solutions• Promotional Products• Technology Solutions

• Small Business• Power Consumers• eCommerce• U.S. & Canada

• Small & Medium Businesses

• eCommerce

• Small business and home office customers

• Operates 1,835 retail stores throughout the United States and Canada

• Offers a Copy & Print Center, UPS® Ship Center and computer service desk

• Delivery, retail and contract businesses

• Serve customers in 27 countries on five continents throughout North and South America, Europe, Asia and Australia

QuillCorporation

StaplesInternational

Corporate Brand

Staples 8

The BrandOur Brand TaglineThat was easy.

Since our U.S. tagline “that was easy.” doesn’t always translate well into other languages, the term “We make buying office products easy.” can be used to reinforce the Staples® brand.

Our Brand PromiseWe make buying office products easy.

Corporate Brand

Staples isn’t:

ContrivedComplicatedLong-windedClichédHokeyCommonBoastfulPredictablePassiveComplacentSelf-serving“Ad-speak”

Staples is:

EngagingEmpatheticHumorousForward thinkingEnergeticDynamicResponsiveFocusedClearConfidentReal-lifeEmpowered

What is our brand personality?It’s the look and feel that brings Staples to life. It’s who we are. Our DNA. It’s the combination of elements that is totally unique to Staples. Dynamic yet simple. Empathetic and confident. It’s what we want every customer to feel whenever they think of Staples.

You are a brand ambassador

You’re in charge. Of the brand, that is. Don’t underestimate the meaning of this key management position. You get to say “too long.” “This bores me.” And “that’s just not easy.” Because if you don’t, maybe no one will. Then we’ll have lost a precious opportunity to impact our customers. So make the Staples® brand part of your very being. Get it under your skin. Help create a brand that other companies will learn from. Aspire to. Now get out there and make us proud.

Staples 9

LogoCorporate logo (commonly referred to as “The Brick.”)

CMYK: 0/97/100/0

PMS: 485

RGB: 204/0/0

HEX: CC0000

Logo color

Corporate Brand

Minimum logo size and clear space

The logo must be of a minimum size to be legible. Create clear space around the logo so that type and other elements do not lessen its impact.

The smallest permitted size for the logo is .05" mm wide.

(online: 35 pixels wide)

.05" wide

“X” height of clear space is required around all sides of the logo(“X” height is height of the uppercase letters in the Staples logo.)

x

xx

6˚ angle

logo height

Staples 10

Logo don’ts

DO NOT use the logo in a sentence.

Use for the best deals!

Corporate Brand

DO NOT change the angle of the logo (“The Brick”) from the standard 6 .̊

DO NOT overlap the logo with typography, graphics or photos. Follow the clear space guidelines on the previous page.Huge Savings!

DO NOT change the typeface.

DO NOT reverse the logo.

DO NOT remove the Staples name from the rectangle.

DO NOT insert copy inside the logo.

DO NOT use the Staples bent “L” in any other words.

DO NOT alter the color of the logo or the type within.

DO NOT crop, distort or skew the logo in any way.

DO NOT place objects on the logo.

DO NOT use the Staples bent “L” in a pattern.

Staples 11

Use the standard logo on all backgrounds.

EXCEPTIONS: Use logo with the white stroke when it is placed on a PMS 485 or 239 background, or on a similarly colored background where a non-stroked logo would get lost or visually vibrate.

NOTE: On a 1.97" x .96" logo, the stroke is 1 pt. The stroke scales proportionally to the logo.

B&W LOGO: When placing the B&W logo on a black background, use the logo with the white stroke.

Using the logo on colored backgrounds

Corporate Brand

Staples 12

Legal guidelinesStaples corporate To capitalize or not “Staples” should always be written with an initial capital letter in copy.

Trademark usage The first time only that “Staples” is used on the page as an adjective in a marketing/promotional sense, e.g., Staples® store, it should have the registered trademark (®). Do not use the registered trademark when “Staples” is used by itself (e.g., “Great deals at Staples!”).

“Staples® brand” should have the ® in all instances.

Corporate Brand

The Easy Button®

In copy “Easy Button” should always be written with initial capital letters. It should have a registered trademark (®) in the copy at the first occurrence on a page, regardless of whether we are talking about our service of making it easy to buy office supplies, or the physical Easy Button product that we sell.

As a visual When we show the Easy Button icon in the context of our service of making it easy, it should always have the registered trademark. See layout specifics on page 21.

The image for the Easy Button SKU (product) does not need a registered trademark.

Please note: trademark usage as noted in these guidelines is appropriate for the U.S. and may not be appropriate for other countries. Please check with the legal advisor for your country.

Staples 13

VoiceOne company. One voice.More than anything, our words — the ongoing conversation we have with our customers — communicate that unique and intangible sense of who we are as a company. Our brand voice is a powerful way to differentiate our brand every day.

Capturing our spirit in words. At our heart, Staples is entrepreneurial. We talk to customers like real people. And find those “that happens to me, too” truths about running a business.

When we write copy with empathy and honesty, the words grab the reader’s interest and keep it. Our voice forges an emotional connection that makes customers more responsive to our message — and more loyal to Staples.

Corporate Brand

Humor. It’s in our DNA. It’s part of who we are.Thanks to years of delightfully funny television commercials, Staples® brand heritage is firmly rooted in empathetic humor. That slight irreverence resonates with our customers and forges that all-important emotional connection. It’s a little slice of life; a bit of common ground.

It should:• Speak to the customer in their own tone of voice• Create a connection by making the customer feel understood• Give the sense that we understand and empathize because

we’ve been there too

It should not:• Sacrifice the message for a punch line• Try too hard to be funny• Feel mean-spirited or at someone else’s expense• Feel too familiar or informal• Make light of the customer’s business challenges• Be sarcastic

Guidelines for using humor effectively: 1. Communicate the primary message clearly and concisely2. Wrap your communication in the Staples voice that is most

appropriate for your audience3. Look for opportunities to inject the appropriate level of humor

in the copy OR in the visuals

emotional connection

loyalty

brand voice

Staples 14

Dial it up. Dial it down.Sometimes, using too much brand voice can get in the way of the message. For example, when a customer simply wants to know the page capacity of a shredder. Most of our vehicles provide us with the perfect opportunity to flex our brand voice and break through the clutter of a busy workday or a crowded in-box.

Below are some examples from our corporate brand voice.

Corporate Brand

break through message

offer message

educational message

Customer mindset

Voic

e

Low

High

Unaware Consideration Purchase

point of purchasemessage

You’re cheap.

You’re easy.

We can put your name on just about anything.

500

Stap

les

Dri

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256

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A 01

701

PR

SR

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TD.

U.S

. Po

STa

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PaiD

S

TaP

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c.

But please don’t make us.(No bunnies were harmed in making this brochure.)

Custom Products

Stamps • Printing • Promotional Products

Let a custom stamp say it for you. Over and over. Save time on address, signature, date and approval needs.

Find it fast.Go to www.staples.com.

When ordering by phone or online, include coupon code:

ValiD in SToRe, BY PHone oR online eXPiReS 5/31/08

$20 OFFyour custom Cosco® brand stamp (includes ACCU-STAMP®, evostampTM or 2000 Plus®) purchase of $30 or more.

Stamps

Valid in Staples U.S. stores, by phone at 1-888-333-3199 or online at www.staplescustomprinting.com. Valid only on Cosco brand stamps including ACCU-STAMP®, evostampTM, or 2000 Plus®. Minimum purchase requirement of $30 on custom Cosco® brand stamps must be met with purchases to which no other coupon or instant savings offer applies. Limit one per customer, nontransferable. May not be combined with any other coupon. No cash/credit back. Not valid on prior purchases. Tax and shipping not included in calculating minimum purchase. Custom product purchases do not contribute toward the $50 minimum required for free delivery on other Staples® product purchases.

$100 in savings inside!

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Here

100

Stap

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Anyw

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, MA

0000

0

XXXX XXXX XXXX XXXX

We can put your name on just about anything.

500

Stap

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O. B

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256

Fram

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am, M

A 01

701

PR

SR

T S

TD.

U.S

. Po

STa

ge

PaiD

S

TaP

leS

, in

c.

But please don’t make us.(No bunnies were harmed in making this brochure.)

Custom Products

Stamps • Printing • Promotional Products

Let a custom stamp say it for you. Over and over. Save time on address, signature, date and approval needs.

Find it fast.Go to www.staples.com.

When ordering by phone or online, include coupon code:

ValiD in SToRe, BY PHone oR online eXPiReS 5/31/08

$20 OFFyour custom Cosco® brand stamp (includes ACCU-STAMP®, evostampTM or 2000 Plus®) purchase of $30 or more.

Stamps

Valid in Staples U.S. stores, by phone at 1-888-333-3199 or online at www.staplescustomprinting.com. Valid only on Cosco brand stamps including ACCU-STAMP®, evostampTM, or 2000 Plus®. Minimum purchase requirement of $30 on custom Cosco® brand stamps must be met with purchases to which no other coupon or instant savings offer applies. Limit one per customer, nontransferable. May not be combined with any other coupon. No cash/credit back. Not valid on prior purchases. Tax and shipping not included in calculating minimum purchase. Custom product purchases do not contribute toward the $50 minimum required for free delivery on other Staples® product purchases.

$100 in savings inside!

$100

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Nam

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100

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Staples 15

What we say is who we are. Our brand voice is more than style. It’s substance, too. It’s our products, our services and our commitment to meeting our customers’ needs. The way we communicate these ideas relies on a distinctive tone. A tone that’s all Staples.

Bringing our spirit to life means choosing words that get at the heart of who we are. Using this page will help you find them.

We areStaples.

We are human.empathetic

approachablehumorous

friendly

We make it easy.smart

respectful of customer’s timeclutter-free

direct

We are innovative.fresh

entrepreneurialbreakthrough

creative

We are trustworthy.committedsupportiveprincipledinvolved

We are committed to quality.

guaranteekeep promisesnever satisfied

dedicated

Corporate Brand

Staples 16Corporate Brand

Color palette

PMS YellowCMYK 0/1/100/0 RGB 255/240/0

PMS 123CMYK 0/21/88/0 RGB 255/204/0

PMS 144CMYK 0/52/100/0 RGB 255/150/0

PMS 239CMYK 18/80/0/0 RGB 237/1/117

PMS 259CMYK 69/100/1/5 RGB 159/14/102

PMS 2735CMYK 100/95/0/3 RGB 100/18/140

PMS 2935CMYK 100/52/0/0 RGB 0/94/194

PMS Proc BlueCMYK 100/10/0/10 RGB 0/146/219

PMS 321CMYK 100/2/32/12 RGB 0/115/128

PMS 348CMYK 100/4/87/18 RGB 2/121/2

PMS 369CMYK 67/0/98/5 RGB 111/171/4

PMS 390CMYK 24/0/98/8 RGB 199/205/0

PMS 456CMYK 9/25/98/41 RGB 164/138/0

PMS 4635CMYK 13/53/68/40 RGB 149/87/0

BLACKCMYK 0/0/0/100 RGB 0/0/0

PMS 485CMYK 0/97/100/0 RGB 204/0/0


PMS 4

85

PMS Y

ellow

PMS 1

23

PMS 1

44

PMS 2

39

PMS 2

59

PMS 2

735

PMS 2

935

PMS P

roc Bl

ue

PMS 3

21

PMS 3

48

PMS 3

69

PMS 3

90

PMS 4

56

PMS 4

635

Black

cc0000 fff000 ffcc00 ff9600 ed0175 980e66 64128c 005ec2 0092db 007380

cc0000 fff21c ffd11a ffa11a f71885 a41e73 7620a1 0666cc 009eed 008391

cc0000 fff440 ffd633 ffab33 fc429f b12d81 8b2ebb 0d70d8 00a9ff 0093a3

cc0000 fff54d ffdb4d ffb64d ff57ab bb428f 9d3fcf 177ce6 26b6ff 00a5b8

cc0000 fff666 ffe066 ffc066 ff6bb5 cc53a0 b052e1 2c8aed 4dc3ff 15b5c8

cc0000 fff880 ffe680 ffcb80 ff81bf d66cb0 ba68eb 439bf8 78d2ff 41c5d5

cc0000 fff999 feb99 ffd599 ff95ca e687c4 ce87f9 63afff 99ddff 6cd3df

cc0000 fffbb3 fff0b3 ffe0b3 ffafd6 f1aad7 e1a6ff 90c5fe b2e5ff 94dee7

cc0000 fffccc fff5cc ffeacc ffc8e3 f7bfe2 ebc2ff b4d8ff cceeff bbedf3

cc0000 fffee6 fffae6 fff5e6 ffe5f2 ffdef4 f4dfff d5e9ff e3f6ff e0f6f9

027902 6fab04 c7cd00 a48a00 955700 000000

1c871c 7eb41e cdd21a ad961a a0681a 1a1a1a

359435 8cbc36 d2d733 b6a133 aa7933 333333

4ea14e 9ac450 d8dc4d bfad4d b58a4d 4d4d4d

67af67 a9cd68 dde166 c8b966 bf9a66 666666

81bc81 b7d582 e3e680 d2c580 caab80 808080

9ac99a c5dd9b e9eb99 dbd099 d5bc99 999999

b4d7b4 d4e6b4 eef0b3 e4dcb3 dfcdb3 b3b3b3

cce4cc e2eecd f4f5cc ede8cc eaddcc cccccc

e6f2e6 f1f7e6 fafae6 f6f4e6 f5efe6 e5e5e5

Web gradients — 5.0 hues

Staples 18

TypefacePrimary typefaceHelvetica Neue is the primary Staples® typeface. We only use two weights: 45 Light and 75 Bold.

Helvetica Neue Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

Secondary typefaceHelvetica Neue Condensed is the secondary Staples typeface. This font is reserved for legal or other small type and should be used sparingly.

Helvetica Neue Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Condensed Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

Microsoft® typefaceFor any internally created documents (Word, PowerPoint®, etc.), use Arial Regular or Black.

Arial BlackABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

Corporate Brand

HTML typefaceFor online documents, use Verdana for HTML. If Verdana is unavailable, please use Arial.

VerdanaABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Verdana BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Staples 19

The Easy Button®

The Easy Button lets Staples take credit for being easy.

It is a brand icon that will help us:

• Create an instant connection between easy and Staples

• Tell people that shopping Staples is as easy as pressing a button

• Highlight a true point of differentiation — easy

Using the Easy ButtonThe Easy Button should ONLY be pictured when we are making something easier.

It is important to always use the Staples Easy Button properly and responsibly to protect this valuable brand asset.

The Easy Button is:

• A brand icon for Staples

• A true point of differentiation — easy

• A visual cue that shows our commitment to easy

• A point of visual focus

• A customer-facing marketing campaign

The Easy Button is NOT:

• A logo or a replacement for the brick

• A catch-all (it’s not meant to go everywhere)

• Separate from the Staples® brand

Corporate Brand

®

Staples 20

Icon or product?

Corporate Brand

The Icon — Symbolic

The icon is used ONLY when Staples is making something easier for the customer.

The Product — Literal

The product can be used as a prop in situational photos, as shown at right.

As a sponsor of the 2008 Wegmans LPGA Tournament, Staples Advantage is proud to give our support on the course, at the office, and to the children of Camp Haccamo and Sunshine Campus. Here’s hoping every shot is an easy one.

FPO

Advantage

Need a little push?

Easy Button is a registered trademark of Staples the Office Superstore, LLC.

As a sponsor of the 2008 Wegmans LPGA Tournament, Staples Advantage is proud to give our support on the course, at the office, and to the children of Camp Haccamo and Sunshine Campus.

Here’s hoping every shot is an easy one.

®

advertisement fact sheet

advertisement photo


Picking the right Easy Button® for the job

There are several Easy Button art files available. Select the Easy Button based on the background color that the icon sits on. It’s important that the color reflected on the base matches the color of the background.

Button_485 Button_Yellow Button_123 Button_144 Button_239 Button_259

Button_2735 Button_2935 Button_Proc Blue Button_321 Button_348 Button_369

Button_390 Button_456 Button_4635 Button_White For black background, use Button_White

Right Reflection

Wrong Reflection

Staples 22

Minimum Easy Button size

The smallest permitted size for the Easy Button is .75" wide. (online: 35 pixels wide)

As you decrease the size of the Easy Button, you may need to enlarge the ® mark, making it more legible.

.75" wide

®

Finishing the button

After you place the correct Easy Button on your background, you will need to add the drop shadow and registered trademark.*

®

Line up the bottom right of the ® mark with the edges at the top of the metallic base.

When the Easy Button is placed on a dark background, please color the ® mark white, making it more visible.

Corporate Brand

The exact specifications for the drop shadow will vary based on the size of the button.

As a guide, the above button (2.56" x 2.36") has the following InDesign specs:

* NOTE: Please see page 11 for information regarding trademark usage.

Staples 23

Easy Button don’ts

Corporate Brand

DO NOT rotate the button from the original file position.

DO NOT change the color of the button.*

DO NOT put other words on the button.*

DO NOT crop the button.*

$9998Save $50

DO NOT use the button in a pricing treatment.*

DO NOT use the button in random situations.

DO NOT turn the button to a B&W or grayscale image.

EXCEPTION: When no other colors are being used, B&W is permitted.

DO NOT place objects on the button.

It’s to save.DO NOT use the button in a sentence.*

savings.

*Rule applies to the icon and the product.


Legal Company Name 2nd line Business Unit

Region/DepartmentStreet name and numberCity, ST Postal CodePO Box 0000City, ST Postal CodeCountry

tel: 000 000 0000fax: 000 000 0000web: www.staples.com

commercial registercity 12345fo

rm n

umbe

r

Legal details

StationeryLetter standard

Size: Letter size 8.5" x 11"

ALSO USED FOR: Memorandums Fax cover sheets

Colors:

2.00"77 Helvetica Neue Bold CondensedType: 9 pt. Leading: 11 pt.Paragraph Return: .08"

47 Helvetica Neue Light CondensedType: 9 pt. Leading: 11 pt.Paragraph Return: .08"

47 Helvetica Neue Light CondensedType: 9 pt. Leading: 11 pt.

47 Helvetica Neue Light CondensedType: 7 pt. Leading: 8 pt.

47 Helvetica Neue Light CondensedType: 6 pt.

Margin: .375"

Logo size:1.5" x .75"

47 Helvetica Neue Light Condensed ObliqueType: 6 pt.Leading: 7.5 pt.

1.75"

Not shown actual size

Black PMS 485CMYK 0/97/100/0

Staples 25

®

We make buying office products easy.

Corporate Brand

NameTitle Line of business Legal Company Name Street name and number Address line 2 City, ST Postal Code

tel: 000 000 0000fax: 000 000 0000mobile: 000 000 0000 (optional)email: [email protected]: www.specificLOB.com

John DoeAccount Manager Federal Government Staples 1234 L Street NW Washington D.C. 20003


Business card U.S. standard with optional Line of Business placement

3.50" x 2.00"

Colors:

Name:87 Helvetica Neue Heavy CondensedType: 9 pt. Leading: 9 pt.

TitleLine of Business or specialized sales team (optional):47 Helvetica Neue Light CondensedType: 7.5 pt.Leading: 8.25–9 pt.Paragraph return: .08"

Legal Company Name:67 Helvetica Neue Medium CondensedType: 7.5 pt. Leading: 8.25–9 pt.

Remainder copy:47 Helvetica Neue Light CondensedType: 7.5 pt.Leading: 8.25–9 pt.Paragraph return: .08"

Logo size:.875" x .04"

Margin: .163"

Front

Back – Red Option

Pattern:Bricks are 100% PMS 485

(CMYK 0/97/100x/0) Background is 88% PMS 485

(CMYK 0/76/80/0)

77 Helvetica Neue Bold CondensedType: 13.5 pt.

Translations available on page 7.

When printing on two sides, place all environmental/recycle logo(s) on the back (if applicable).

Maximum size: .375" x .25"

1.60"

When printing on one side, place environmental/recycle

logo(s) here (if applicable).

Maximum size: .375" x .25"

Note that the "that was easy®" tagline is mandatory on all

business cards (except Busi-ness Interiors by Staples).


Jane DoeStrategic Account Manager Enterprise Accounts Staples 1234 L Street NW Washington D.C. 20003


Staples 26

NameTitle

Legal Company Name Street name and number Address line 2 City, ST Postal Code

tel: 000 000 0000fax: 000 000 0000mobile: 000 000 0000 (optional)email: [email protected]

Sarah DoeAccount Manager

Staples 1234 Main Street Suite 100 Anywhere, ST 01001

tel: 000 000 0000fax: 000 000 0000mobile: 000 000 0000 (optional)email: [email protected]

Corporate Brand

Business Interiors business card standard

3.50" x 2.00"

Colors:

Name:87 Helvetica Neue Heavy CondensedType: 9 pt. Leading: 9 pt.

Title & Line of Business:47 Helvetica Neue Light CondensedType: 7.5 pt.Leading: 8.25–9 pt.Paragraph return: .08"

Legal Company Name:67 Helvetica Neue Medium CondensedType: 7.5 pt. Leading: 8.25–9 pt.

Remainder copy:47 Helvetica Neue Light CondensedType: 7.5 pt.Leading: 8.25–9 pt.Paragraph return: .08"


Margin: .25"

Front

CMYK 40/20/24/0 CMYK 19/75/94/7 Black CMYK 0/0/0/100

Back – Color Option

Color:(CMYK 40/20/24/0)


form

num

ber

47 Helvetica Neue Light CondensedType: 9 pt. ADDRESS MUST BE ON ONE LINE

Logo size:1.31" x .640"

Margin: Top/Bottom .250"

Sides .375"


Envelope

Size: 9.00" x 12.00"

Colors:

Not shown actual size

.875"

Address lines up with bottom left corner of logo

PO Box 0000, City, ST Postal Code, Country



PO Box 0000, City, ST Postal Code, Country

form

num

ber

Multipurpose address label

Size: 4.50" x 3.25"

Colors:

47 Helvetica Neue Light CondensedType: 8 pt. ADDRESS MUST BE ON ONE LINE


Margin: .250"


.810"

Address lines up with bottom left corner of logo



Email signature

The role of an email signature is comparable to a business card. It is often used for retrieving contact details. In addition, the person who receives the email should focus on the content of the email.

NOTE: With respect to design we have to take into account that the software used for email differs per company and in personal settings. This means that the message you are sending is often displayed in a different way on the recipient’s computer. Therefore the email should be plain text only (no logos, colors, pictures, etc.)

Signature contentsName Arial, 10 pt., boldPosition Arial, 8 pt.Line of business (option) Arial, 8 pt.

Legal entity Arial, 8 pt.Phone Arial, 8 pt.Mobile Arial, 8 pt.

Web site Arial, 10 pt., bold

Legal closure Arial, 8 pt.

Closing sentence (optional) Arial, 8 pt., italic

You can change your email signature through Tools/Options/Mail format.

Jane Doe Strategic Account Manager

Enterprise Accounts

Staples

000 000 0000

000 000 0000

www.lineofbusinesssitename.com

Legal information here, if applicable.

Please join us in support of our environment and recycle all printed emails.


Exterior signageCreatively, the goal is to always keep the Staples® logo at a 6˚ angle. Below are some examples of how best to handle this in existing signage. More specific information to come.

Deze presentatie is een impressie van de situatie, hieraan kunnen dan ook geen rechten en/of afmetingen worden ontleend© 2008 Haaxman Lichtreclame BV

Klant: Staples T.a.v.: -- Datum: 03 november 2008Versie: 01Adres: Bussel, Belgie

Logo: Ja TK / AW nr. : 08 - 357

Tel.: -- Mobiel: --Project: Staples

Fax: --E-mail: --

Adres: Hoogoorddreef 62, Amsterdam01pagina

Communicatieweg 2 - 3641 SE MijdrechtTel.: +31 (0)297 38 33 44 - Fax: +31 (0)297 38 33 45

E-mail: [email protected] - www haaxman.com

HUIDIGE SITUATIE

NIEUWE SITUATIE DAGA3


Shipping boxesThe Staples logo is always prominently displayed on our shipping boxes.

• The Staples logo is centered and sized to 20% of the printing area.

• The logo is printed on two sides of the box. On rectangular-shaped boxes, the logos are always placed on the two longer sides.

• Logo is always printed PMS 485.

• On standard brown corrugated cardboard, the background shows through the word “Staples.”

• Recycled content/recycling messaging should always be printed on the bottom of the box. It is recommended to use PMS 485 to keep costs down.

• Logo is always at 6 .̊

Staples Advantage® Messaging

Staples 33

Staples Advantage® brand positioningIt’s a personal commitment to going above and beyond what’s expected: We make buying office products easy.

Putting the brand into wordsThe Staples® personality shines through in two ways: what we say (messaging) and how we say it (voice). Both are modulated depending on who we are talking to (i.e., decision makers, gatekeepers or end users).

Our messaging strategy will show you how to bring the Brand Promise to life. Our voice ensures that no matter what we say, it will sound as if it’s coming from Staples. And our knowledge of the different target audiences within Staples will help you to modulate voice and shift tone, depending on your audience and subject matter.

Just remember to:

1. Keep in mind who you’re talking to.

2. Make communications easy to understand.

3. Communicate the message.

Advantage Messaging

catalog cover sell sheet

capability brochure

Staples 34Advantage Messaging

End users

An end user is anyone who works for a company with a Staples Advantage program, particularly those who order office products and services. This person can also be a key influencer in the purchase of products or services. An end user could be:

• An office manager who can’t decide on their own to upgrade to color printers, but can make a strong case (given the info we provide) to the person who does.

• An administrative assistant who receives an email about an exciting new product.

• Anyone in the company who might be informed about a change that affects them or a new service that we provide. This could include a box stuffer that asks customers to consolidate orders to reduce fuel usage, or an email about a corporate decision to switch to recycled paper.

Staples Advantage personas

For a detailed look at our brand personas and why we use them, see pages 36–51.

Keep in mind who you’re talking toIn the Staples Advantage business, there are several distinct audiences. Voice and messaging should be modulated accordingly.

Think for a minute. How would you address an organization’s receptionist vs. their CEO? How would you word an email announcing a special offer on paper vs. Staples winning an environmental award?

Most messaging strategies divide our customers into three categories:

Decision makers

A decision maker has the final say on entrusting us with their business, expanding the scope of their program or purchasing particular products and services. Depending on the size of the organization, this could be:

• The president, CEO or CFO.

• The procurement manager or an office manager that handles procurement.

• A specialized decision maker responsible for a specific category (technology, printing, facilities, promotional products, etc.).

Gatekeepers

A gatekeeper is the point of contact that our information or message must pass through in order to reach a decision maker. This person could be:

• A procurement manager or influencer of the decision who is recommending the Staples® program for their organization, and is provided with corporate background and program information to gain approval from higher management.

• An office products procurement manager who receives a brochure about technology, printing or furniture capabilities from their existing Staples Account Manager and is asked to pass the information on.

• A receptionist who chooses to pass on material, for example a dimensional direct mail piece left by a representative.

Staples 35

Communicate the message

There are three key ways to do this depending on the depth of communication.

Quick scan

Just the basic information.

Ideal for:

• Covers• Direct mail• Emails that link to another source

for more detailed information• Signage

More detailed

Provides a higher level of information.

Ideal for:

• Ads• “Ad-like objects” e.g., front page

of 2-sided promotional sell sheets• Invitations• Inside spreads of brochures

Deep dive

When you need to explain a lot of information.

Ideal for:

• Catalog institutional pages• Sell sheets• User guides

Advantage Messaging

catalog cover advertisement sell sheet

Staples Advantage® Brand Personas

Staples 37Staples Advantage Personas

What is a brand persona?A fictitious character that provides a deeper understanding of customers and prospects.

Characteristics include: • Demographics • Attitudes • Behaviors (browsing, ordering, etc.)

We are at a point where using targets like "customer", "prospect" and "end-user" is not enough.

Why use personas?

Personas can help us: • Develop and focus strategies • Better determine vehicles for reaching our audience • Talk to our target in a more meaningful way • Find a deeper "what's in it for me?“

Important: A persona is just one tool (of many) that helps us to be better marketers.

Staples Contract Brand Personas

CarlaConductor

PaulaProvider

RyanRequester

Jackieof all trades

EricExpert

RobRecommender

DianeDecision Maker

“I monitor thecompany’s spend on supplies. My mantra is “stay on contract.”

Organization sizes:Enterprise (potentially mid-size)

Key points for Carla:• Main goals are to be

proactive, keep up on ouroffering, and stay on budget

• Will consider us for other LOBs if we can provide solutions that get her below budget

• Involved in contractnegotiation, order approval and system administration (adding users, etc.)

• Has a high level of infl uence and values strong customer service, and resources that give her important details and compelling data points

• 40 years old, senior manager at her company, highlylogical and analytical

“I guess you’d call methe mother hen of theoffi ce. I’m proud to bethe go-to gal.”


Key points for Paula:• Wants to stay on contract,

but knowing she’s keeping her team happy is most important

• Averse to change, which makes it important to always provide a high level ofcommunication

• A frequent browser, open tospecial offers and up-sellopportunities as long as it’s the right thing to do for her group

• She appreciates collateraland shopping tools that make it easy to stay on contract and fi nd the products that her department needs and wants

• 58 years old, a senior admin. with the company for more than 20 years, accommodating and loyal

“I just need somesupplies for mydesk and clientmeetings. Nothingtoo complicated.”

Organization sizes:Enterprise, Mid-Size, Small

Key points for Ryan:• Stays on contract as long as

he fi nds the products he needs

• Responds well tocommunications (cross-sell/up-sell) that give a good “what’s in it for me” and align with his concerns (doing his job, right for his industry, etc.)

• Has a great deal of long-term potential that we can start to cultivate now through our promotional and branding interactions with him

• Appreciates a low level ofeffort when it comes to ordering (easy, on-time delivery, etc.)

• 27 years old, project manager, hardworking and highlymotivated in his job

“It’s my job to track our budget, compare prices, and on top of that, I make sure we always have supplies, paper for the copiers, and candy in the reception area.”

Organization sizes:• Small (possibly enterprise

or mid-size)

Key points for Jackie:• Hard-wired to search for ways

to save time and money

• Keeps the offi ce stocked, isprice conscious and is themain procurement contact

• Appreciates clear com-munications and is open to relevant cross-sell/up-sell opportunities

• Wants to feel confi dent in her choice and that she’s gettingthe best value on the products she buys

• 32 years old, admin. at hercompany, very well organized, just wants the offi ce to run smoothly

“I use my deepunderstanding of my industry to fi lter out the marketing ‘noise’ and get at the core ofa vendor’s benefi ts.”


Key points for Eric:• Responsible for identifying

needs and evaluating vendor solutions as it applies to his specifi c group (any or allLOBs including OP)

• Has strong infl uence over the fi nal decision

• Seeks “robust and accurate”information that facilitatesvendor decision making

• Rejects style withoutsubstance, always lookingfor compelling and new information

• 36 years old, seniormanager on his team,highly knowledgeableand infl uential

“Ultimately vendorexpertise is mostimportant, but buildinga strong relationship will go a long way inmy recommendation.”

Organization size:Enterprise

Key points for Rob:• Drives the internal dialog

for vendor selection at hisorganization

• Can be the catalyst for, orthe executor of, any vendor changes (includes LOBs)

• Appreciates a team thatunderstands his industry,is easy to work with andwilling to go the extra mileto meet his needs

• Looks for strong content and high-quality collateral, such as customer case studies and testimonials

• 45 years old, director at hiscompany, extremely busyand risk averse

“I depend heavily on my team to research all theoptions, negotiate theprices and tee it all upfor me.”


Key points for Diane:• Makes decisions based on

her vision for the company and the recommendationsof her team

• Wants a program that pro-vides overall value, savings, ease of implementation and compliance, and potential for global service

• Appreciates a strongexecutive summary that is clear, concise and contains essential facts and data

• 49 years old, EVP at hercompany, extremely busyand passionate abouther vision

Brand Personas


CarlaConductor

PaulaProvider

RyanRequester

Jackieof all trades

EricExpert

RobRecommender

DianeDecision Maker



























or mid-size)






























Brand Personas


CarlaConductor

PaulaProvider

RyanRequester

Jackieof all trades

EricExpert

RobRecommender

DianeDecision Maker



























or mid-size)






























Brand Personas

37

Opportunities for StaplesBehavioral opportunity — Diane has the final say behind any vendor changes at her company.

If our marketing and advertising efforts cannot only convince Diane’s direct reports to consider us, but also help them build a strong executive summary, Diane is more likely to consider going with us.

Business opportunity — Diane’s main goals are to support key stakeholders, meet key performance indicators and keep the business running smoothly.

We must prove how our offering provides overall value, savings, ease of implementation and compliance, and potential for global service in order to align with Diane’s overarching goals.

Branding opportunity — Diane has a long-term business vision for her company.

In order to ultimately convince Diane to go with us in all LOBs, we must demonstrate how Staples Advantage® can support her vision.

Diane is:A strong delegator — “I focus on the big picture and depend on my team to run the day-to-day.”

Any communications that make their way to Diane must be clear, concise and contain essential facts and data that help her understand how the rewards of signing with Staples outweigh the risks.

Extremely busy — “I’m typically traveling or in meetings. I depend on email, my BlackBerry® and my assistant to stay connected.”

Whenever possible, we should find ways of making Diane’s decision-making process easier by providing easy-to-scan information along with an extremely high level of service.

Diane Decision MakerOrganization sizes: Enterprise, Mid-Size, SmallOrdering method: Admin.

Diane makes the final decision based on the recommendations of her team.

“I depend heavily on my team to research all the options, negotiate the prices and tee it all up for me. My main request is the executive summary, because I don’t have the time, or the desire, to focus on the details.”

Staples Advantage® Brand Personas – Diane

Multifaceted — “I wear several hats. My concerns run the spectrum of important day-to-day business functions, in addition to the development of external relationships and keeping my own customers happy.”

We should respect Diane’s importance, but more importantly, our place in Diane’s priority list. Understanding the fact that we are “one of many” might positively affect, and take some of the stress off of, our approach.

38

38

Diane appreciates:• Efficiency.

• Vendors that can help her attain her ambitious vision.

• A credible executive summary that provides just the right amount of detail and is easy to get through.

• People who appreciate her position.

• People who understand how important her company is.

A little bit about Diane’s personal life. Diane is 49 years old and earns $280,000+ per year as an EVP at her company. Her undergrad and MBA are both Ivy League and she’s been with the company for 18 years. Diane is happily married and has an 11-year-old daughter and a 9-year-old son, but struggles with the work-life balance thing. Somehow she manages to keep it together. Diane is well connected and attends exclusive community and business events, but would rather be in bed reading a good book.

Diane would describe herself as:Trusting — Diane has an “inner circle” that she relies on for every detail in order to make her final decision. She believes in their abilities and their recommendations. Diane truly feels that she will make the right decision because she “is surrounded by greatness.” After all, she hired them.

In it for the long haul — Diane is integral to the success of her company. She has worked very hard and dedicated her life to her career and she definitely sees herself retiring from the company. This is why it’s so important for her to make the best decisions when it comes to vendor relationships.

Important to her company — Diane is the final decision maker. She is responsible for weighing the upside and downside of any potential solution and is the last say in the vendor selection process.

Diane Decision Maker (cont.)

Staples Advantage Brand Personas – Diane(cont.) 39

Opportunities for StaplesBehavioral opportunity — Rob can be the catalyst for, or the executor of, any vendor changes at his company.

In order for Rob to consider going with us, our marketing and advertising efforts must show clear differentiators and benefits to Staples Advantage®.

Business opportunity — Rob is responsible for procurement across multiple departments, possibly on a global scale.

We might get Rob to consider and recommend Staples for other LOBs, but we must ultimately demonstrate our exper-tise by proving that we’re credible, using collateral such as customer case studies and testimonials.

Branding opportunity — Rob is focused on the business needs of the future.

If we have early success developing Rob’s brand affinity toward us through strong con-tent and high-quality marketing materials, he will be more likely to show loyalty to us over the long term and, more importantly, consider other LOBs.

Rob is:Risk averse — “Ultimately it’s my name on the recommendation.”

It’s up to us to prove how the benefits of our services outweigh any risks associated with finances or our offering in general.

Detail oriented — “It’s a lot of work to make a case for a new vendor. Gathering reports, mapping it to the vendor’s reports and presenting the results to the team and my boss.”

It’s up to us to present information that not only speaks Rob’s language, but also is in line with his process. He will appreciate the fact that we know his business and are there to help him handle the little details.

Rob RecommenderOrganization size: EnterpriseOrdering method: Online

Rob facilitates the vendor selection process by finding prospective suppliers and making recommendations to management. There is a great deal of pressure on Rob to make the right recommendation and he wants to feel 100% confident in his decisions.

“When I work with a vendor during the selection process, I need to be armed with every detail and data point, but I also need someone who is dependable and easy to work with. Ultimately vendor expertise is most important, but building a strong relationship will go a long way in my recommendation.”

Staples Advantage® Brand Personas – Rob

Extremely busy — “I live on my BlackBerry. It seems like I’m constantly emailing or on conference calls.”

Whenever possible, we should find ways of making Rob’s vendor selection process easier by providing better information or a higher level of service.

Price conscious — “I pay close attention to price because that’s what my boss is looking at. Still when all is said and done, soft benefits that add up to savings, like ease of implementation and training for end users, are important too.”

As much as possible, we should find ways to show hard-dollar savings, but also play up soft-dollar savings even more than we traditionally have. Should find ways to show hard-dollar savings, but also play up soft-dollar savings even more than we traditionally have.

40

Rob appreciates:• A team that has an understanding of his

industry, is easy to work with and willing to go the extra mile to meet his needs.

• Vendors that don’t just understand his company’s objectives, but also help him meet them.

• The right amount of information delivered at the right time, in the right format.

• People who appreciate his time.

• People who understand his level of influence at a company.

A little bit about Rob’s personal life. Rob is 45 years old and earns $150,000 per year as a director at his company. He graduated from an Ivy League school and has been with his company for 12 years. Rob fits more in his day than most could manage in a week, including cardio. He’s married, has two children and drives a Volvo S80 for its safety, reliability and style, but mostly for its safety.

Rob would describe himself as:Expert in his field — Rob pays close attention to market trends through industry publications, the Web and conferences. He’s in the know and always on the look-out for new ways to save his company time and money.

Loyal to his employer — Rob wants to be directly involved in the success of his employer, and not just to impress his boss. Rob sees himself at his company for the long term and looks for vendor relationships that will last.

Important to his company — Rob is the driver of the internal dialogue during the vendor selection process. He is responsi-ble for conveying the upside and downside of any potential solution and is a central voice in the final recommendation.

Rob Recommender (cont.)

Staples Advantage Brand Personas – Rob(cont.) 41

Opportunities for StaplesBehavioral opportunity — Eric seeks “robust and accurate” information that facilitates vendor decision making. He turns to sources like trusted colleagues, online communities and research sites.

If our marketing and advertising efforts are highly relevant, and offer compelling content, Eric will feel more comfortable recommending us.

Business opportunity — Eric is the central voice in the decision-making process for his LOB.

Eric will consider Staples for his LOB only if we present a credible message that is empathetic to his challenges and recognizes his position without a lot of marketing noise. Eric rejects style without substance.

Branding opportunity — Eric is looking for information that makes him look “smart and business savvy.”

It’s great to provide high-quality, high-concept marketing materials, but they must contain valuable content that is often found in white papers and case studies. If we accomplish both, Eric is very likely to consider us for the future needs of his LOB.

Eric is:Highly specialized — “I have expertise in a specific domain (IT, furniture or facilities) and am able to provide knowledge of industry benchmarks and insight from previous work experience.”

Eric can see through the fluff. It’s okay to be conceptual, but it’s up to us to provide information that is either in line with his expectations or in some way gives him some newfound knowledge.

Driven — “I care about the success of my team, and at the same time, I want to demonstrate my business savvy.”

In certain cases (sell sheets, prospecting pieces), we should provide as much compelling and relevant information about the LOB as possible. It might also help to let Eric know how our offering can contribute to the success of his team and ultimately his own.

Eric ExpertOrganization sizes: Enterprise, Mid-Size, SmallOrdering method: Online

Eric is responsible for identifying needs and evaluating vendor solutions as it applies to his specific group (IT, furniture or facilities).

“After years of working “in the trenches,” I possess a deep understanding of my industry. It is my responsibility to conduct research and filter out the marketing ‘noise’ in order to get at the core understanding of the vendor’s benefits.”

Staples Advantage® Brand Personas – Eric

Skeptical — “After I conduct research into vendors, I filter out the marketing noise to convey a core understanding of the vendor’s benefits.”

Our collateral directed at Eric must contain content that is relevant and useful in his decision-making process. It can be presented in the Staples voice, but it should be clear and direct.

42

Eric appreciates:• A team that has an understanding of

his group’s specific needs and is easy to work with.

• New and relevant industry information that can help him find the right vendor.

• Highly detailed collateral without a lot of “marketing fluff.”

• People who appreciate his team and his role within his department.

• People who understand his level of influence in his department.

A little bit about Eric’s personal life. Eric is 36 years old, is a senior manager on his team, and earns $85,000. He’s been with the company for four years, has a master’s degree and loves to be in the know. He subscribes to Consumer Reports and Architectural Digest, loves CNET and is an early adopter, of everything! After all, his last name is “Expert.” Eric lives with his girlfriend in the city, loves sushi and drives a Prius because, after tons of research, that’s the smartest car to drive.

Eric would describe himself as:Team oriented — Eric feels as though he represents the in-the-trenches view of the current situation and wants to be spoken to in terms of his team.

Perceptive — Eric has a deep understanding of his business unit and has “seen it all.” He is on the lookout for rich, valuable and differentiating information that will help him find the best vendor for his department.

Influential — Eric gathers and dissects all the data that goes into vendor selection, therefore he can control what is presented throughout the process. This control gives him strong influence over the final decision.

Eric Expert (cont.)

Staples Advantage Brand Personas – Eric(cont.) 43

Opportunities for StaplesBehavioral opportunity — Carla is in close contact with her boss and gives regular updates on how the program is tracking.

Carla is likely to speak favorably of our program if our business reviews and collateral provide proof points about the value of Staples Advantage.®

Business opportunity — Carla is focused on the bottom line, so appealing to her sense of value and efficiency is critical.

Carla’s confidence in our ability to deliver on our promises is critical. If we can provide sound reasoning for products and services across a range of LOBs that will help Carla with her budgetary concerns, she is very likely to consider and recommend us.

Branding opportunity — Carla’s main goals are to be proactive, keep up on our offering, and stay on budget.

If we can provide Carla with timely infor-mation on how successful our program is on these three levels, perhaps through a newsletter or some already-established collateral, she will be more likely to show loyalty to us over the long term.

Carla is:Cost conscious — “My main focus is to keep the program on budget and running efficiently.”

As much as possible, we should find ways to show hard-dollar savings (promotions, offers, etc.), but also explain the ultimate benefits of the soft-dollar savings we provide even more than we traditionally have.

Proactive — “I anticipate program issues and act before they become larger problems. I research products to add to the program and create custom lists.”

Carla could be influenced by knowing about the strong reputation of our customer service team. Our reps could be a good complement to her proactive style.

Carla ConductorOrganization size: Enterprise (potentially mid-size)Ordering method: Admin.

Carla keeps the program on budget and running efficiently. It’s her job to approve orders and add users to the system. She also gets involved in negotiating the contract.

“I monitor the company’s spend on supplies. My mantra is ‘stay on contract.’”

Staples Advantage® Brand Personas – Carla

Influential — “My boss makes the final decisions that affect the vendor relationship, but he trusts and values my opinion.”

Carla is highly analytical so it’s up to us to provide her with valuable tools and resources that give her important details and compelling data points. Building her awareness of our offerings will keep them top of mind for when the opportunity comes along to discuss with her high-er-ups.

44

Carla appreciates:• A team that has an understanding of her

department, is easy to work with and able to provide valuable information.

• Tools and services that reduce her time and that of any associates completing simple robotic tasks.

• Detailed collateral that’s easy to get through.

• Programs and solutions that get her below budget.

• People who understand, or at least appreciate, the minutiae of her day-to-day.

A little bit about Carla’s personal life. Carla is 40 years old and earns $85,000 per year as a senior manager at her company. She is mar-ried, has no children, no pets and her apartment is immaculate — lots of glass, designer furniture and white walls. Carla is very active outside of work. She takes gourmet cooking classes for fun and competes in triathlons.

Carla would describe herself as:Intelligent — Carla handles the negotiations and day-to-day decisions because she’s so on top of her business. She understands every angle, is highly analytical and appreciates others who think the way she does.

Logical — In business, things are pretty cut and dry and there is usually a right and wrong answer. In terms of her interaction with contract, if you’re not purchasing on contract, you’re doing it wrong.

Important to her company — Carla makes the day-to-day decisions on ordering and handles ongoing negotiations for new products and services. She is responsible for understanding every fact and figure and will look good if she is well informed.

Carla Conductor (cont.)

Staples Advantage Brand Personas – Carla(cont.) 45

Opportunities for StaplesBehavioral opportunity — Paula wants to save money and stay on contract, but deep down, looking out for her department is most important to her. This behavior aspect makes Paula averse to change.

We must always remind Paula of the savings we’re bringing her company, but communicating to her that we have the products her people need and want might be a more effective way of keeping her on contract. Additionally, when we are presenting Paula with any sort of change, such as a product transition, it’s important to provide a high level of attention to ensure strong compliance.

Business opportunity — We are top of mind with Paula. She is a frequent browser, always looking for new ways to make her team happy.

If we offer Paula cost-effective product alternatives, along with special offers and up-sell opportunities, she may be willing to try them if we can convince her that it’s the right thing to do for her group.

Branding opportunity — Paula’s main concern is keeping her office happy.

Playing to Paula’s emotional side with the fact that we make it easy to keep “a happy department” will increase her affinity for our program and the Staples® brand.

Paula ProviderOrganization size: Enterprise (potentially mid-size)Ordering method: Online/Rep

Paula keeps her department stocked and happy. She will stay on contract, as long as she can get products her colleagues need and want.

“I guess you’d call me the mother hen of the office. I’m proud to be the go-to gal.”

Staples Advantage® Brand Personas – Paula

Paula is:Accommodating — “Above all, I want to keep my office happy even if it means going off contract.”

If we know exactly what Paula is looking for, or at least can point her in the right direction, we can convince her that she can satisfy both of her needs.

Highly organized — “I prioritize and field questions and requests with systematic precision. I use the site daily to find products, consolidate requests, place orders, track the status of orders and sometimes return items.”

We can help Paula by reminding her of all our benefits and online tools as well as making special announcements directly to her when we launch new ones.

Flexible — “I’m inventive and improvisa-tional, I create my own tools and methods (offline and online) for staying on top of my work.”

Even with all of her experience in the field, Paula is constantly looking to improve. By recognizing how dynamic she is, we can influence her behavior when discussing issues such as compliance or some new facet of the program. Conversely, we might even be able to learn and improve some of our customer-facing processes and functionality through some simple interaction with Paula.

46

Paula appreciates:• When it’s easy to find the products that

her department needs and wants.

• Things that make getting what she needs and staying organized, easier.

• Easy-to-use collateral and shopping tools that help her find the best deals and stay on top of her budget.

• People who appreciate how attentive she is to their needs.

• People who understand how innovative she is in what she does.

A little bit about Paula’s personal life. Paula is 58 years old and earns $62,000 per year. She’s been with the company since it started more than 20 years ago. Paula is married to a retired, career military man and is approaching retirement herself. She has two daughters, both of whom have graduated college and are pursuing their careers. Paula and her husband enjoy sightseeing road trips in their RV.

Paula would describe herself as:Resourceful — Paula is always finding new ways to stay organized and on top of requests while staying within the limits of her company’s program.

Irreplaceable — Without Paula’s complex system of organization and constant attention to the department, there would be chaos.

Nurturing — Paula’s biggest concern is keeping her department happy. Because when they’re happy, she’s happy.

Paula Provider (cont.)

Staples Advantage Brand Personas – Paula(cont.) 47

Opportunities for StaplesBehavioral opportunity — Ryan orders regularly, but he’s not always in line with his company’s program because of his concerns of getting exactly what he needs to do his job.

If we can clearly explain to Ryan the benefits to him and his company of ordering on con-tract, and show him that we have the prod-ucts he needs, he is very likely to comply.

Business opportunity — Ryan refers to a catalog or browses the site to find what he needs.

If we can provide Ryan with cross-sell/ up-sell recommendations that align with his business needs, he will strongly consider them.

Branding opportunity — Ryan only thinks about us if something doesn’t go well with his ordering experience.

Success with Ryan can be achieved through clear, compelling communications that give a good reason “why” and align with his concerns (getting his job done, the right products for him, etc.).

Ryan is:Low maintenance — “I just need some supplies for my desk and client meetings. Nothing too complicated.”

Our program should account for Ryan’s needs, and when we communicate with him we should reassure him that it does by showing him relevant products and content.

Impressionable — “I don’t always know exactly what I want, so I browse.”

If the collateral we produce for Ryan is easy to scan, yet relevant and compelling in terms of the product offering, he is much more likely to experiment a little more when it comes to cross-sell/up-sell opportunities.

Ryan RequesterOrganization sizes: Enterprise, Mid-Size, SmallOrdering method: Online

Ryan is focused solely on the specific projects he’s managing and the clients he deals with every day. In other words, his nose is constantly to the grindstone.

“I request specific supplies to get my work done and I expect to get them without surprises.”

Staples Advantage® Brand Personas – Ryan

Disengaged — “I try to be proactive and stay on program with my orders, but that’s not always possible. When my requests aren’t met I really don’t understand it. I wish someone would explain why it’s such a big deal to order one product versus another.”

Compliance can be a big issue with Ryan. It’s our job to clearly convey the “what’s in it for me” to him. Motivators could be that similar products perform just as well or bet-ter or simply that his company signed up for these products.

48

Ryan appreciates:• When his order goes according to plan

(easy, on-time delivery, etc.).

• Collateral that’s easy to get through, with “what’s-in-it-for-me” content.

• People who appreciate his work ethic.

• A low level of effort when it comes to ordering supplies.

• When people take the time to explain things to him.

A little bit about Ryan’s personal life. Ryan is 27 years old and earns $53,000 per year. Ryan works for the weekends, but always gives his all during the week. He likes his job, but has no long-term plans either way. Ryan loves fantasy sports, microbrews, and every payday he goes out for lunch with his buddies.

Ryan would describe himself as:Hardworking — Ryan doesn’t put a lot of thought into much other than the massive amount of work in front of him at any given moment. He wants the tools he needs to get through it so he can get into the next project.

Can-do — Ryan has tons of energy, is highly competent and will take on any assignment. This is one reason his ordering habits are not always proactive and sometimes off contract.

Highly motivated — Ryan is driven to succeed even if he’s not 100% sure of what it is he wants to succeed at. There is a great deal of long-term potential with Ryan that we can start to cultivate now through our promotional and branding interactions with him.

Ryan Requester (cont.)

Staples Advantage Brand Personas – Ryan(cont.) 49

Opportunities for StaplesBehavioral opportunity — Jackie is hard-wired to search for ways to save time and money.

If we can truly demonstrate how we make it easy and how we provide value, Jackie is very likely to continually order from Staples.

Business opportunity — Jackie is a frequent purchaser and a program influencer.

We can drive deeper engagement and sales with Jackie if we find ways to provide her with more relevant and personalized communications (i.e., product recommen-dations of value triggered by ordering or browsing habits).

Branding opportunity — Jackie wants to feel confident in her choice and that she’s getting the best value on the products she buys.

When talking to Jackie, it’s important to constantly offer proof of how we provide value and make it easy. If we succeed, Jackie will show affiliation toward our brand over the long term.

Jackie is:Highly engaged — “I’m on the site daily, finding and purchasing items, tracking down orders, and every month or so, tracking our spend. I’m also in close contact with my rep about products and our program.”

Jackie can be a true advocate for Staples if we convince her of how easy it is to manage and make the most of her program. This can be done in our end user communications.

Well organized — “It’s my job to keep the office running smoothly. I track our budget, compare prices, and on top of all that, I make sure the supplies are always stocked, the copiers have paper and there’s always candy in the reception area.”

We can help Jackie with her day-to-day by proving that her Staples program eliminates the need to compare prices. It would also be beneficial to send collateral that recognizes her spending habits and promote cross-sell/up-sell opportunities.

Jackie of all TradesOrganization size: Small (possibly enterprise or mid-size)Ordering method: Online

Jackie keeps the office stocked, is price conscious when ordering, and is the main procurement contact. She could be located in a satellite office for an enterprise company supporting groups in the field.

“It’s my job to keep the office running smoothly and to find the best value on the products I buy for our group.”

Staples Advantage® Brand Personas – Jackie

An advocate — I make most decisions, giving my boss final say of course. He usually doesn’t get involved unless it’s for something out of the ordinary — like a printer. It was my idea to go with Staples.”

Jackie is a high-touch customer with a great deal of influence in every area of our business. It’s up to us to make her a highly satisfied “5 customer,” and keep her there. It would be wise to remind her of her importance to us from time to time.

50

Jackie appreciates:• Product information that is easy to find,

clear and consistent.

• Proof that she’s getting good value.

• Ideas that will help her directly or that she can pass along to other groups.

• Easy-to-use collateral and shopping tools that help her find the best deals and stay on top of her budget.

• People who appreciate how hard she works.

• People who understand how important she is to her department.

A little bit about Jackie’s personal life. Jackie is 32 years old and earns $48,000 per year as an admin. at her company. She’s been married for five years to Chuck, a high school English teacher. Jackie has a 3-year-old daughter and two cats. She loves her job, but she doesn’t live for it. She has the occasional girls’ night out, but spends weekends with her family who all live within 45 minutes of each other. When she’s not with family she’s working in her yard or on her home (painting, decorating, etc.).

Jackie would describe herself as:Resourceful — Jackie is always looking for ways to save money — like special deals or through order consolidation.

Integral — Jackie makes it possible for everyone to do their job.

Hardworking — Jackie’s role is hard to define as “she wears many hats.” She’s the admin., procurement contact and all-around help desk.

Jackie of all Trades (cont.)

Staples Advantage Brand Personas – Jackie(cont.) 51

Staples Advantage® Visual Identity

Staples 53

Staples Advantage® logoAlways use the default (horizontal) logo. If space is limited, use the secondary (stacked) logo.

Advantage Visual Identity

CMYK: 0/97/100/0

PMS: 485

RGB: 204/0/0

HEX: CC0000

CMYK: 0/0/0/100

PMS: Proc. Black

RGB: 0/0/0

HEX: 000000

Logo colors

primary logo secondary logo dual logo (to be used judiciously on materials targeted to existing Corporate Express customers until 12/31/09)

References to “Staples Advantage®” in copy

The first time that “Staples Advantage” is used on the page, it should have the registered trademark (®) after the word “Advantage.”

Please note: trademark usage as noted in these guidelines is appropriate for the U.S. and may not be appropriate for other countries. Please check with the legal advisor for your country.

Staples 54Advantage Visual Identity

Minimum logo size and clear space



x

xx

The smallest permitted size for the logo is based on the Staples “Brick” being .50" wide. The word “Advantage” is always scaled proportionally, as shown.

If the logo must be used in a space that cannot accommodate a minimum .50" wide size, then use the type-only treatment shown below:

Staples Advantage

.50" wideonline: 35 pixels wide

logo height


EXCEPTIONS: Use logo with the white stroke around “The Brick” when it is placed on a PMS 485 or 239 background, or on a similarly colored background where a nonstroked logo would get lost or visually vibrate.

NOTE: On a 1.97" x .96" logo, the stroke is 1 pt. The stroke scales proportionally to the logo.

B&W LOGO: When placing the B&W logo on a black background, use the logo with the white stroke.

Using the logo on colored backgrounds

Use the logo with black letters on light-colored backgrounds.

Use the logo with white letters on dark-colored backgrounds.


Logo don’ts

DO NOT change the angle of the logo (“The Brick”) from the standard 6 .̊

DO NOT alter the size relationship between “The Brick” and the type.

DO NOT crop, distort or skew the logo or type in any way.

DO NOT alter the color of the logo or the type.

DO NOT use the logo in a sentence.

for the best deals!

DO NOT alter the spacing of the type.

Advantage


Logo don’ts

DO NOT overlap the logo with typography, graphics or photos. Follow the clear space guidelines on page 42.Huge Savings!

DO NOT place objects on the logo.

DO NOT change the typeface.

Advantage

DO NOT reverse the logo.

DO NOT remove the Staples name from the rectangle.

DO NOT insert copy inside the logo.

Staples 58

Our logo speaks to small and mid-sized businesses of over 20 employees up to and including Fortune 1000 companies and represents a single source for every business need. It is the overarching logo for office products and all our other lines of business.

Our team of highly specialized experts works with customers to offer a full range of facilities solutions.

Business offerings:• Office Products• Staples Technology Solutions• Staples Facility Solutions• Business Interiors by Staples• Staples Print Solutions• Staples Promotional Products


primary logo primary logo

secondary logo

Business offerings:• Cleaning chemical systems and

equipment• Maintenance products and equipment• Safety, first aid and health and wellness

products• Environmentally-preferable solutions• Breakroom, cafeteria and janitorial

supplies

secondary logo

The Staples Advantage identity and its lines of business.To truly deliver on the promise of going above and beyond for our customers we deliver a full range of business solutions. These solutions represent each line of business (LOB) and fall under our overarching Staples Advantage brand. When we're creating an overarching piece that speaks to our entire offering or a piece about general office products, we use the Staples Advantage logo. When we're creating collateral that focuses on a particular line of business we use the specific LOB logo.

primary logo

Business offerings:• Digital copy and print services• Document and print management• Customizable print capabilities• Labels

secondary logo

As one of the top manufacturing document providers in the industry, we utilize our state-of-the-art technology to provide a full range of offerings.


primary logo

Business offerings:• More than 700,000 products• Special orders• Customized, managed programs• Consolidated ordering and invoicing

secondary logo

See page 44 for detailed guidelines

Business offerings:• Dedicated, specialized sales team• Providing leading lines of contract furniture• Single source national supplier vs. local

distribution

primary logo

As one of the largest global providers of corporate-branded promotional products, our experts offer high-quality, value and fast turnaround.

Our furniture consultants provide a total solution from space planning and design services to installation and ongoing support.

As an industry-leading provider of IT essentials, we offer customized, scalable solutions to mid-sized companies and global corporations.

Business offerings:• Everyday technology needs• Printing, data center, and networking services• Industrial, medical and other large-scale applications• Largest seller of data media

primary logo

secondary logo


Minimum logo size and clear space for all Line of Business logos




x

x

x

x

x

x

The smallest permitted size for the logo is based on the Staples “Brick” being .50" wide. The word group “Technology Solutions” is always scaled proportionally, as shown.

If the logo must be used in a space that cannot accommodate a mini-mum .50" wide size, then use the type-only treatment shown below:

Staples Technology Solutions™


logo height

logo height

Horizontal orientation

Vertical orientation


Business Interiors® by Staples Visual Identity Standards


“X” height of clear space is required around all sides of the logo(“X” height is height of the lowercase letters in the business interiors logo.)

Color palette:

Primary colors

The smallest permitted size for the logo is based on the Business Interiors logo mark being .50" wide. The word group “Business Interiors by Staples” is always scaled proportionally, as shown.

If the logo must be used in a space that cannot accommodate a minimum .50" wide size, then use the type-only treatment shown below:

Business Interiors by Staples


logo height

Vertical orientation

CMYK 40/20/24/0 RGB 156/180/184

CMYK 19/75/94/7 RGB 193/92/47

CMYK 16/33/85/1 RGB 215/168/70

CMYK 27/38/71/8 RGB 179/146/92

CMYK 53/29/80/15 RGB 119/137/80

CMYK 29/17/62/8 RGB 175/177/116

CMYK 32/32/35/0

RGB 178/165/157

x

x

Staples 62

Introducing the “split” systemThe “split” system gives Staples a unique visual look that distinguishes us from our competitors and other divisions within Staples.

The rationale behind the “split”The “split” reminds us of the degree to which we need to emphasise the messaging.

In an attempt to be mindful of our customers’ time and attention, the 60/40 split works to offer a concise message with an arresting image that engages, captivates and connects us with our customers.

When the weight of a message is placed upon the imagery, 60% of the page is dedicated to visual representation while 40% is dedicated to copy. Conversely, 60% of the page can be dedicated to copy when the need for educating and informing our customers is crucial, leaving 40% to visual representation.


catalog cover

Staples 63

Writing to the “split”

The “split” is designed to reflect our easy brand, showcase our voice and make communication easier. In its most basic form, such as catalog covers, the “split” creates a clear hierarchy of messaging (primary, secondary and tertiary). But in other communications, such as ads, emails, brochures and multiple-page pieces, there is more flexibility in how the headline split treatment (above and below the line) works together.

Headline fundamentals:

• The copy (above and below the line) should always feel like a natural break, a pause between two thoughts.

• The subhead, below the line, should always complement or “pay off” the headline above.

• The bold headline emphasizes the most important thought or benefit, as determined by strategy.

• Keep the headline short, four words or less. Of course, there are exceptions and the system has been designed to be flexible.


10 Tech Guide Prices valid 8/1–9/30/08. Order online at StaplesLink.com,® call 1-877-826-7755 or contact your Account Manager. 11

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Staples 64

Outlining descenders and kerning in headlines

Outlining the descenders ensures readability.

When using the “split” system, brand colors may bleed into a solid white field. To ensure the legibility of descenders when using reversed-out type, add a hairline outline of the brand color from above the split. When the above-split image is a photo, choose the color from the photo closest to the descender. Use the eyedropper tool to get an exact match.

Here’s how to create descenders in Adobe InDesign:

1. Select copy box.2. In Edit menu, select “Step and Repeat.” Enter measurements as shown: 3. Select descender.4. Apply brand color* to descender (use character style if desired).

*Brand color is the primary color or eyedrop color from hero image.5. Repeat steps 3 – 4 until all descenders are selected.6. Send selected text box to back.7. Shift text box down and to right by 4/10 of a point (.4 pt. or .01").

Note: For smaller headlines, shift 2/10 of a point (.2 pt. or .005").

Enjoy.Headline descender treatment on background image color that bleeds into white field.

Color closest to split is eyedropped from hero image.The same treatment, adapted for

a photo image.

Enjoy.

Kerning

Some typographic programs provide an auto kerning feature. However, it is rarely a sufficient alternative for manual kerning.

Please take the time to review type and kern accordingly.

without kerning

Marketing with kerning

Marketing



Using colorMonochromatic color saturation Color saturation of a single color is an integral part of our “split” design. It should always feel rich and professional. The saturation of color, though bold, needs to enhance imagery and emphasise messaging.

Select a color for your layout that complements the photo at the top of the page and matches the brand color palette. Refer to the Templates section (pages 53–65) for more detail.

PMS YellowTOP 100% PMS Yellow

BOTTOM 100% of PMS 14430% Opacity with a Multiply Effect

PMS 123TOP 100%

BOTTOM 100% Opacity with a Multiply Effect

PMS 144TOP 100%


PMS 239TOP 100%


PMS 259TOP 85%


PMS 2735TOP 80%


PMS 2935TOP 90%


PMS Proc BlueTOP 90%


PMS 321TOP 90%


PMS 348TOP 90%


PMS 369TOP 100%


PMS 390TOP 100%


PMS 456TOP 100%


PMS 4635TOP 100%


Creating the “split”Below are recommended percentages/techniques to create the color split effectively. These recommendations can be adjusted to better fit your design.

The “split” is created in Adobe InDesign as shown. (e.g., PMS 2935)

NOTE: Not every layout needs complete top/bottom color saturation. Photos and images at the top can be on white backgrounds.

Please see examples on pages 68–70.

top

bottom


Gradient techniqueWhen using flat color, designers are encouraged to use this technique to enrich colors and create depth. It can be used below the split only or both above and below at the designer’s discretion, keeping the readability of copy in mind.

PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259

PMS 2735 PMS 2935 PMS Proc Blue PMS 321 PMS 348

PMS 369 PMS 390 PMS 456 PMS 4635

Creating the gradientThe radial gradients are created using 100% of the color on the outer edge and 55% of the color in the center.

55% 100%

Staples 67

PhotographyWhat makes photography “on brand”?It shows an ordinary object in an unusual way. It tells our customers that we understand the challenges of their workday. Or it provides a visual “wink” to a straightforward headline.

Crisp photography and clean imagery are key communicators of our visual identity and the humor and empathy our brand is known for.

Product imagery — iconic and modern

Show everyday office supplies in an unexpected or artful way.

We have an elevated opinion of the products we sell. Let it show. This approach distinguishes us from our competition and has become strongly associated with Staples.

• Dynamic and unexpected angles • Fun compositions • Bright and colorful

Workstyle imagery — professional and businesslike

Show customers that we understand their aspirations, challenges and daily life at work.

Visual winks

Tells a story without words. Photos should focus on the main image and environment, not a model. Avoid slapstick or sight gags.


Staples 68

Bringing it all togetherNote all of the elements that contribute to the brand’s unique visual identity. The architecture, the hierarchy of information, and how that information communicates the Staples Advantage® Brand Promise - in words and images.

1 Logo Position varies by communication vehicle.

2 Hero imagery Image can extend below the “split” and either

on top of or screened behind the color.

3 Primary message/headline Above the “split”; it’s important to rely on

the appropriate word(s) that can quickly engage an audience, ultimately provoking curiosity.

4 The preferred “split” is 60 / 40 The “split” between top and bottom

sections creates a strong, predictable position for the headline. For example, on an 11" vertical piece, the split will fall at 60%, or 6.625" (6 5/8") from top of the page.

5 Secondary message/subhead Aligns left below “split”, paying off the image or

headline above.

6 Product imagery (if needed) The role of inset images is to complete the story

being told on the front cover.

7 Tertiary information Location varies by communication

vehicle.

8 Call to action This is the ordering Web site.

9 Bottom section color story The bottom color matches elements in the above photo.


1

2

3

4

5

6

7

8

9

catalog cover

Find this template on____________

Online

Staples 70Staplesadvantage.com

StaplesAdvantage.com will provide us with powerful new ways of speaking to our customers and prospects. And while the website is new, it is still an extension of the overarching Staples Advantage brand.

These guidelines will provide you with a framework for using the branding elements that make up StaplesAdvantage.com and its complements such as email and landing pages.

FPO site FPO EMAIL FPO landing page


Web palette — 6.0 hues

PMS 4

85

PMS Y

ellow

PMS 1

23

PMS 1

44

PMS 2

39

PMS 2

59

PMS 2

735

PMS 2

935

PMS P

roc Bl

ue

PMS 3

21

PMS 3

48

PMS 3

69

PMS 3

90

PMS 4

56

PMS 4

635

Black


Web palette — 5.0 hues

PMS 4

85

PMS Y

ellow

PMS 1

23

PMS 1

44

PMS 2

39

PMS 2

59

PMS 2

735

PMS 2

935

PMS P

roc Bl

ue

PMS 3

21

PMS 3

48

PMS 3

69

PMS 3

90

PMS 4

56

PMS 4

635

Black

cc0000 fff000 ffcc00 ff9600 ed0175 980e66 64128c 005ec2 0092db 007380

cc0000 fff21c ffd11a ffa11a f71885 a41e73 7620a1 0666cc 009eed 008391

cc0000 fff440 ffd633 ffab33 fc429f b12d81 8b2ebb 0d70d8 00a9ff 0093a3

cc0000 fff54d ffdb4d ffb64d ff57ab bb428f 9d3fcf 177ce6 26b6ff 00a5b8

cc0000 fff666 ffe066 ffc066 ff6bb5 cc53a0 b052e1 2c8aed 4dc3ff 15b5c8

cc0000 fff880 ffe680 ffcb80 ff81bf d66cb0 ba68eb 439bf8 78d2ff 41c5d5

cc0000 fff999 feb99 ffd599 ff95ca e687c4 ce87f9 63afff 99ddff 6cd3df

cc0000 fffbb3 fff0b3 ffe0b3 ffafd6 f1aad7 e1a6ff 90c5fe b2e5ff 94dee7

cc0000 fffccc fff5cc ffeacc ffc8e3 f7bfe2 ebc2ff b4d8ff cceeff bbedf3

cc0000 fffee6 fffae6 fff5e6 ffe5f2 ffdef4 f4dfff d5e9ff e3f6ff e0f6f9

027902 6fab04 c7cd00 a48a00 955700 000000

1c871c 7eb41e cdd21a ad961a a0681a 1a1a1a

359435 8cbc36 d2d733 b6a133 aa7933 333333

4ea14e 9ac450 d8dc4d bfad4d b58a4d 4d4d4d

67af67 a9cd68 dde166 c8b966 bf9a66 666666

81bc81 b7d582 e3e680 d2c580 caab80 808080

9ac99a c5dd9b e9eb99 dbd099 d5bc99 999999

b4d7b4 d4e6b4 eef0b3 e4dcb3 dfcdb3 b3b3b3

cce4cc e2eecd f4f5cc ede8cc eaddcc cccccc

e6f2e6 f1f7e6 fafae6 f6f4e6 f5efe6 e5e5e5


Website colors and gradations uses:

Background Navigation Buttons/call to action

Logo/Brick Highlight color: header text, on-state Highlight color: header bar for callouts

efefef

cccccc

b26900

003a58

333333

e58700

cc0000 0083c5006699

808080

ffffff

efefef Primary: an impactful color

Secondary: less prominence


Website patterns/textures: used as an overlay on gradients to give texture.

Used specifically on the following site elements:


HTML typefaceUse Arial for HTML. If Arial is unavailable, please use Verdana.

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Graphic typefaceUse Helvetical Neue (T1). Headlines: Helvetica Neue 75 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Subheads: Helvetica Neue 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Body copy: Helvetica Neue 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Point sizes:

Headlines, 28-30 pts

Subheads 18-20 pts

Body copy 12 pts:

when inside a content well:

Headline: 22 pts Body copy: 12 pts

emphasis to message when not in a content well:

Headline: 30 pts Intro caption to content below: 24 pts Body copy: 12 pts

Type:

category header:

Headline: 30 pts Sub: 13 pts


Buttons and Links:The buttons and links on our site provide flexibility and allow us to effectively guide our users through the site and enhance the overall experience.

heighttype edge spacing

font/size/color color gradient

hover state icon

character count

Primary: Used to highlight the single most important button on a page.

Style: rounded corners, centered type, simple gradient

31 pixels 20 pixels

Helvetica Neue 75

Bold12 pt white

orange

e58700

b26900

cccccc

99999

text: 333333

webdings (4)

12 pt white 37

Secondary: Used to help delineate between unrelated sections.

Style: rounded corners, centered type, simple gradient 25 pixels 20 pixels

Helvetica Neue 75

Bold11 pt white

grey

808080

333333

cccccc

99999

text: 333333

none 17

1. Buttons: used as the primary and secondary call to action. Consists of simple design, slight gradation, and rounded corner.

Sentence case, unless it's a proper name.


Buttons and Links: continued

font point size color hover state iconcharacter

count

Primary link: Used to highlight important links when buttons are not to be used. Helvetica

Neue 75 bold11 pt e58700

underlined

25

Secondary link: used for.....

arial regular

12pt 666666

change to e58700 none 37

other links:takes you to a new page

arial regular

12pt e58700 underlined 25

opens a new browser window arial regular

12pt e58700 underlinedwebdings 2 2 pt 14

25

arial regular

12pt e58700 underlinedwebdings

option c pt 1425

2. links:



Buttons and Links: continued

heighttype edge spacing

font/size/color color gradient

pattern/texture icon

character count

Image call to action: Used to notify users that an image is linked.

Style: attached to bottom of image, left justified, flat top, rounded bottom

29 pixelsleft justified10 pixels

Arial 11 pt white

orange

b26900

e58700

use over gradient

(see pattern pg xx)

none 25

number buttons:

Style: anchored to bottom and side of module, exposed edge is rounded slightly

26 pixelscentered 12

pixels

Helvetica Neue 75

Bold12 pt white

orange when on activated

page, grey when on inactive

b26900

e58700

none none na

directional buttons:

Style: square box with rounded corners, slight dropshadow

24 pixels centeredWebdings 3, 10 pt white

orange

e58700

b26900

none na

downloadable:

Style: rounded rectangle with an overlay of an icon 9px extrusion from top

43 pixelsjustified left 15 pixels

Arial Bold14 pt white

blue

003a58

006699

use over gradient

(see pattern pg xx)

25

3. Misc. interactive elements: simple design rounded corners and simple gradients



IconographyOur icons are designed to illustrate actions or some sort of service offering. They are meant to be simple and clearly communicate the idea. The style is, knock out of white against a simple gradient or reverse of background color.

Informational - All icons when used overlaying buttons or head-ers get a dropshardow. They are always white on an orange gradient circle with a slight dropshadow.

Text Icons - icons used to support action of link when clicked on.

Contact Icons - icons used throughout site to inform user of ways to contact a StaplesAdvantage representative


Download icon: used to highlight downloadable action of pdf.

Dropdown icon: used to show more content below will show up when selected

New window icon: used to show that a new window will open when link is clicked

Download icon: used to show that when link is clicked a pdf will be downloaded to your computer

Continue icon: used to show that you will move from current page to a new page to read more or learn more.

Email icon: informs user of email function. Is white on dark grey gradient when inactive, when active it is dark grey on light grey

Live chat icon: informs user of live chat functionality within contact us content well. Is dark grey on light grey when active. When inactive, white on drak grey.

Phone icon: Calls attention to phone number within contact us content well.

Email icon: calls attention to Staples Advantage address within content well.

Dropdown contact: used within dropdown contact well.

Contact well: used in constant content well

Tech briefs icon: used to highlight section of page where you can sign up for monthly mailings.

Customer quote: used to highlight section of page where you can read customer testimonials.


Navigation:

main: 63 pixels high rounded corners above and below mid line

top tab: Helv neue 75 bold 14 pt selected 1a1a1a unslected 666666 sub tab: Helv neue 65 medium 12 pt unselected 1a1a1a selected ffffff on darker grey background

sub: HTML text category navigation. category header: Arial bold 30 pt 333333

sub category: Arial bold 13 pt 333333 when highlighted 0083c5. Divider is 13.2 webdings | 25 pixels from text.

side: HTML text used when a third navigation is needed

category header: Arial reg 12 pt 666666, when selected 0083c5. Divided by a 1 pixel rule efefef, spaced 10 pixles between.

11

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LogoStaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.

single logo usage: StaplesAdvantage is always constant on the top left corner of page.

double logo usage: StaplesAdvantage stays constant on the top left corner of page and the LOB logo sits right justified as a smaller secondary logo. For the secondary logo, the length of the logo will effect placement of contact us. The distance between the staples logo and contact us 6 is 41 pixels.

size: 168 x 40

aligned right with go button above. 52 pixels below mid line of navigation. contact us stays 41 pixels to the left.

14 pixels indent and 11 pixels above navigation

size: 211 x 51 pixels

41 px

size: 160 x 56


41 px


Logo continued

StaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.

size: 154 x 40


size: 160 x 56

aligned left with go button above. 52 pixels below mid line of navigation. contact us stays 41 pixels to the left.

promotional products FPO

print solutions FPO size: 160 x 56

aligned left with go button above. 52 pixels below mid line of navigation. contact us stays 41 pixels to the left

41 px

Templates

Staples 84

CatalogsCatalog covers must be compelling enough to prompt a customer to want to turn the page. Through the use of a thought-provoking headline in conjunction with a subhead that finishes a thought, a story can be told concisely. Much the same, these rules apply to how imagery is showcased.

The example shown here is based on Letter (8.5" x 11") format; 3-column grid with .187" gutters; border margins are set to .375".

Templates

6 Product imagery • Boxes align left with headline/subhead and

reside .35" from the baseline of subhead. • Mandatory four inset boxes are 1.00" x 1.00" with

.125" radius rounded corner and spaced

.20". Boxes have a 1 pt. white stroke. • Background color inside box is derived from the

bottom section color (with a tint range of 60%–100%). • Product images should be silhouettes and can extend

beyond the box frame. • Apply drop shadows on inset images

(shadow formula: Mode: Multiply, Opacity: 65%, X Offset: .01", Y Offset: .01", Size: .02").

7 Title (tertiary message) • Aligns left with headline. • Helvetica Neue 75 Bold, 20 pt. • Bottom of text box starts .625" from bottom

of inset boxes.

8 Call to action • Helvetica Neue 75 Bold, 14 pt.

9 Bottom section color story • Area is 40% of the layout. (Example area is 8.25" x 4.375".) • Color is selected from our color palette (see page 15)

and matches elements in the above photo. • Bottom section must have depth and variation. Use

color as a transparent veil over any descending images and/or as a solid color background for image and copy. Use of gradients is also an option (see page 50).

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9

1 Logo placement • Positioned .375" from top and left

edges of page. • Width of “The Brick” is 1.375".

2 Top section/main image area • Imagery is 60% of the layout. (8.5" x 6.625") • The main imagery should be the hero or play

supporting role to headline. • The imagery should be clean, uncluttered

and iconic when possible. • For proper style and usage of photography,

please refer to page 50.

3 Headline (primary message) • Headline is flush left 3.0" from left edge. • Message baselines on split. • Helvetica Neue 75 Bold,

should not exceed 72 pt. • Type color can either be black, white or

the same color as bottom section, depending on the image.

4 The preferred “split” is 60 / 40 • Image area takes up 60% of the layout,

bottom section color story and messaging take up remaining 40%. In this example, the split begins 6.625" from the top of the page.

5 Subhead (secondary message) • Appears below split and aligns left with headline

(see example at right for placement). • Helvetica Neue 45 Light, should not exceed 28 pt. • Copy must be completed on one line.

catalog cover

Staples 85

Fact sheets — single-sidedFact sheets are extremely useful tools for our sales force to employ. We tend to paint a big picture with broad strokes, using an authoritative tone and a sharp, professional look that resides on one or two sides. By providing pertinent information in the form of bullets and crisp, concise sentences, our messaging remains succinct.


Templates



2 Top section/main image area • Imagery is 60% of the layout. • The main imagery should be the hero or play

supporting role to headline. • Imagery should be clean, uncluttered and

iconic when possible. • Please see page 50 for proper photography

style and usage.

3 Headline (primary message) • Headline is flush left from the beginning of the

second column. • Message baselines on split. • Helvetica Neue 75 Bold,

font size range of 32–48 pt. • Type color is either black or white,

depending on the image.

4 “Split” page element • Image area takes up 60% of the layout,

information and messaging take up remaining 60%. In this example, the split begins 6.625" (6 5/8") from the top of the page.



6 Sidebar information • Aligns left and extends the width of the first column. • Paragraph subheads: Helvetica Neue 76

Bold Italic, tinted to 70% black, 9.5 pt. with 11 pt. leading.

• Body copy: Helvetica Neue 46 Light Italic, tinted to 70% black, 9.5 pt. with 11 pt. leading. • If using images, they should be contained

within the text column.

7 Body copy • Positioned at the beginning of the second

column and extends the width of two columns. • Body copy: Helvetica Neue 45 Light, 10.5 pt. with 13 pt. leading. • Paragraph subheads: Helvetica Neue 75 Bold, 10.5 pt. with 13 pt. leading.

8 Recycling message/logo • Positioned .375" from left and bottom

edges of page.

9 Call to action • Helvetica Neue 75 Bold,

10.5 pt. with 13 pt. leading. • Aligns left with the body copy.

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front

Staples 86Templates

Fact sheets — double-sidedAt times the information needs to extend beyond one page. Here is an example of a fact sheet that has content flowing onto the back page.




2 Top section/main image area • Image area takes up 40% of the layout. • The main imagery should be the hero or play

supporting role to headline. • Imagery should be clean, uncluttered and


style and usage.

3 Headline (primary message) • Headline starts at the beginning of the

second column. • Message baselines on split. • Helvetica Neue 75 Bold,

font size range of 32–48 pt. • Text color is either black or white,

depending on the image.

4 “Split” page element • Image area takes up 40% of the layout,

information and messaging take up remaining 60%. In this example, the split begins 4.375" (4 3/8") from the top of the page.





• Body copy: Helvetica Neue 46 Light Italic, 9.5 pt. with 11 pt. leading. • If using images, they should be contained

within the text box.


column and extends the width of two columns. • Body copy: Helvetica Neue 45 Light, 10.5 pt. with 13 pt. leading. • Paragraph subheads: Helvetica Neue 75 Bold, 10.5 pt. with 13 pt. leading.


10.5 pt. with 13 pt. leading. • Aligns left with the body copy. • The arrowhead is .125" x .25",

PMS 485.

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front

Staples 87Templates

Fact sheets — double-sidedThe back page, though based on the same grid as the front, allows for more flexibility to accommodate the content. For a range of examples, see page 69.

1 Image box • Positioned in top left corner. • Box size extends 2.75" and is .875" in height. • Use a portion of the image from front.

2 Headline/subhead • Pick up headline and subhead copy from front. • Headline: Helvetica Neue 75 Bold,

17 pt. with 18 pt. leading. • Subhead: Helvetica Neue 45 Light, 17 pt. with 18 pt. leading. • Position at beginning of the second column. • Baseline aligned with bottom of image box. • Text color is always black @ 100%.

3 Sidebar information • Sidebar text box aligns with left margin

and extends the width of the column. • Subheads: Helvetica Neue 76 Bold Italic, tinted to 70% black, 9.5 pt. with 11 pt. leading. • Body copy: Helvetica Neue 46 Light Italic, tinted to 70% black, 9.5 pt. with 11 pt. leading. • If using images, they should be contained

within the text box.

4 Body copy • Positioned at beginning of second column

and extends the width of two columns. • Body copy: Helvetica Neue 45 Light, 10.5 pt. with 13 pt. leading. • Paragraph subheads: Helvetica Neue 75 Bold,

10.5 pt. with 13 pt. leading.



6 Logo placement • Positioned 10 mm from right and bottom

edges of page. • Width of “The Brick” is 1".

7 Recycling message/logo • This specified area is used for the positioning

of a recycling message (U.S. version: as shown). • Positioned at the beginning of first column and

goes no farther than the bottom margin.

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back page

Staples 88Templates

Brochure and flyer interiorsThe layout of a brochure or flyer is comprised of many working parts that come together to help tell a story, ultimately informing our customers. While brochure and flyer sizes and formats may vary in size, this example serves as a guide for the proportions that should be adhered to when designing.


1 Top section/main image area • Copy and imagery need to work together

to tell a story. • Imagery should be clean, uncluttered and iconic

when possible. • Focuses on people or product and is evocatively

shot and visually arresting to the casual viewer. • Please see page 50 for proper photography

placement, style and usage.

2 Headline (primary message) • Helvetica Neue 75 Bold, point range of 32–48 pt. • Text color can either be black, white or

same color as bottom section, depending on the image.

3 Subhead (secondary message) • Helvetica Neue 45 Light, should not exceed 28 pt. • Copy is flush left with headline. • Copy must be completed on one line.

4 Body copy • Body copy: Helvetica Neue 45 Light, 10.5 pt. with 13 pt. leading. • Paragraph subheads: Helvetica Neue 75 Bold,


y g g pLabels

With one of the broadest selections in the industry, we have every label your business needs. Our product identification (PID) solutions include primary packaging labels that deliver high-impact differentiation for point-of-sale applications. With our advanced technology, we can also create a wide array of radio-frequency identification (RFID) and information system labels.

• Pointofsale• Productidentification• Variableimaged• Thermal• Dual-Web® and tri-web label/form combinations• RFIDlabels• Nonpressure-sensitivetags• In-mold,rotaryscreen• Distributionlabels• Foilstamping• Laserprint® labels• Picking,pricemarkingandmechanizedsortation• Distribution,qualitycontrolandinventorycontrol• Shelfsignage• Airlinebaggagetagsandboardingtickets• Promotionalandonlineordering• Autoapplicationequipment• Chemicalhazardwarnings

Total print production

We are your one source for everything your business prints — from complex, long-run print jobs to quick, on-demand digital copies.

Long-run printingStaplescanproduceanytypeofform,customand/orstock, for every type of business use or printing need. Rely on us for fill-and-print and paper-based formats thatutilizeroll,sheetandcontinuousdesigns.

Digital copy & printingOurDigitalCopy&Printcentershavestate-of-the-art,print-on-demand technology that can deliver wide-format graphics, full-color presentations, eye-catching brochuresandmore.Thesearehigh-volume,closed-door facilities managed by industry experts — allowing you to print whatever you need, whenever you need it.

• Businessforms,statementsandinvoices• Purchaseordersandtaxforms• Checks,includingsecurityfeaturesanduniquenumbering• Brochures,pamphletsandcatalogs• Businesscards,stationeryandenvelopes• Presentations,mailers,flyersandpostcards• Multipartformsandbooklets• Continuouslaserrollforms• Continuouscustomandstocklaserforms• Customandstockcutsheets

Print management

ThinkofStaplesasyourcommand-and-controlcenterfor everything your business prints. We’ll manage your supply chain, consolidate production, coordinate distributionandcentralizeinventoryreportingand accounting. You’ll finally regain control of everything you print, while slashing costs.

• Formsanalysis,designandmapping• Electronicformsdeploymentandmanagement• Inventorymanagement• Onlineorderingandelectronicproofing• Onlinecorporateidentityprograms• Workflowanalysis• Usersupportservices• Summarybilling• Kittingandfulfillment

Direct mail

Asyoursingle-sourcedirectmailprovider,wecon-sistently deliver mailings that are on time, on budget andontarget.Thiswillgiveyourbusinessmeasurableresults — like higher-quality mailings, fewer undeliver-ables and lower postage costs — without the hassle of dealing with multiple vendors.

• Customerserviceandprojectmanagement• Premedia/computer-to-plate(CTP)capabilities• Weboffsetformsprinting(upto10colors)• Personalization,finishingandlettershop• Postaloptimizationandlogistics

• Computerservices

Product formats include: – Postcards – Envelopepackagesandself-mailers – InteliMailer® collated mailers – InteliTab™zipstripmailers – InteliMatch™ matched envelope packages – InteliPanel™oversizedself-mailers – Bangtailandcardcarriers

Everything from forms and labels to digital prints and direct mail.

brochure inside spread

4

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55 Brand Promise (if applicable) • Positioned 10 mm from bottom and left

edges of page. • Helvetica Neue 45 Light, 12 pt.,

tinted 75% black.

6 Footer (if applicable) • Text or logo. • Positioned .375" from bottom edge of page.

2

We make buying office products easy.

10 Tech Guide Prices valid 8/1–9/30/08. Order online at StaplesLink.com,® call 1-877-826-7755 or contact your Account Manager. 11

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4

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Staples 89Templates

Newsletters



2 Top section/main image area • Image area is 40% of the layout. (Example area is 8.5" x 4.375") • Main image should represent hero or work

in support of headline. • Imagery should be clean, uncluttered and


style and usage.

3 Headline (primary message) • Headline starts at the beginning of the

second column. • Message baselines on split. • Helvetica Neue 75 Bold, font size range of 32–48 pt. • Text color is either black or white,

depending on the image. • For descenders on characters that sit below

baseline, see page 47 for instructions.



The layout of a newsletter is comprised of many working parts that come together to help tell a story, ultimately informing our customers. With 40% of the cover dedicated to imagery and 60% to messaging, newsletters often showcase call-outs and picture boxes to assist in getting a point across. The messaging is often authoritative while remaining concise.


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front page



• Body copy: Helvetica Neue 46 Light Italic, tinted to 70% black, 9.5 pt. with 11 pt. leading. • If using images, they should be contained

within the text box. • Apply a 10% color tint to the text box. • Left and right indents are set to .125". • Text is flush left and centered top-to-bottom

within text box.


column and extends the width of two columns. • Body copy: Helvetica Neue 45 Light,

10.5 pt. with 13 pt. leading. • Subheads: Helvetica Neue 75 Bold, 10.5 pt. with 13 pt. leading.

Staples 90Templates

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Newsletter — inside spread

The same rules apply to the inside spreads as they do for the front page. Here are some helpful hints toward achieving a well-balanced layout:

1 Vary images sizes • Sprinkling images throughout the layout

helps to engage the reader and lend emphasis to the articles.

2 Use graphic devices • Devices, such as charts, graphs and call-outs

should be treated as shown at right. • When using call-out boxes, apply a .125" radius

to the corners. A 0.5 pt. stroke can be applied, if desired.

3 Lead in headlines • Keep concise and relevant. • Helvetica Neue 75 Bold,

16 pt. with 18 pt. leading, text color matches color theme.

Staples 91Templates

Posters, advertisements and ad-like objectsWhile poster and advertisements vary in size, this example serves as a guide for the proportions that should be adhered to when creating the split system.

Structured with heavy emphasis on the visual imagery, messaging should be concise and relevant to the subject matter and kept in proportion to the size of the final piece.




and iconic when possible. • High-contrast images are encouraged for

black & white ads. • For proper style and usage of photography,


2 Headline (primary message) • Message baselines on split and is centered left to right. • Helvetica Neue 75 Bold, font size should be large enough to stand out versus other messaging. • Text color is either black or white,

depending on imagery.

3 “Split” page element • Top image area takes up 60% of the layout

(8.5" x 6.625"), bottom section color story and messaging take up remaining 40%.

4 Subhead (secondary message) • Helvetica Neue 45 Light • Copy is centered left to right. • Copy must be completed on one line. • Type color is either black or white,

depending on imagery and contrast to background.

5 Body copy • Appears below subhead and is centered on

page. • Helvetica Neue 45 Light. • Designers may use their discretion when

deciding if copy should be set in a single or double column.

6 Color box story • Color is selected from our color palette

(see page 15) and matches elements in the above photo.

• Bottom section must have depth and variation. Use color as a transparent veil over any descending images and/or as a solid color background for image and copy. Use of gradients is also an option (see page 49).

7 Call to action • Helvetica Neue 45 Light. • For this format, make sure it stands apart from

the body copy for added emphasis.

8 Logo placement • Positioned in lower right hand corner. • "The brick" logo is 1.375" wide.

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Staples 92Templates

Tradeshow booth graphicsTradeshow booth sizes also vary. These examples serve as a guide for the proportions that should be adhered to when creating the split system. Graphics should be colorful with bold iconic imagery. Messaging should be kept to a minimum — just enough to draw customers into the booth.

1 Logo placement • Placed prominently at top of format.



and iconic when possible. • For proper style and usage of photography,


3 Headline (primary message) • Message baselines on split. • Helvetica Neue 75 Bold,

font size should be large enough to stand out versus other messaging.

• Type color can either be black, white or the same color as bottom section, depending on the image.

4 “Split” page element • Top image area takes up 60% of the layout,

bottom section color story and messaging take up remaining 40%.

5 Subhead (secondary message) • Helvetica Neue 45 Light,

font size should be smaller than headline and centered on page.

• Text color is either black or white, depending on imagery and contrast to background.

banner (46" x 92")

tabletop display (118" x 90.4")

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6 Color box story • Color is selected from our color palette


• Bottom section must have depth and variation. Use color as a transparent veil over any descending images and/or as a solid color background for image and copy. Use of gradients is also an option (see page 49).

7 Body copy • Use for smaller booth signage

(e.g., tabletops, stanchion signs). • Appears below subhead and is centered on

page. • Helvetica Neue 45 Light. • Font size should be smaller than subhead,

but large enough to read from a distance.

Staples 93Templates

EmailsEmails keep in line with the hierarchy of messaging that its print counterparts are based on. When opening a browser, the way a customer views an email can vary, however the main structure is based on the “split” principle.

Standard width: 597 pixels; heights are variable

1 Logo placement • Top left, 11 pixels from outside edge.

2 Top section/main image area • Main image should represent hero or work

in support of headline. • Imagery should be clean, uncluttered and


style and usage.

3 Headline (primary message) • Message baselines on split. • Helvetica Neue 75 Bold, white, font size varies.

4 “Split” page element • Split point acts as baseline for headline.

5 Subhead (secondary message) • Helvetica Neue 45 Light, font size varies,

text color matches color theme.

6 Body copy • Verdana Regular, 11 pt. (If Verdana is unavailable, use Arial.) • “Why-Buys” (if applicable), Staples SKUs

and offer dates are bold. • Text links are underlined and bold, using cc0000.

7 Bottom section color story • Color is selected from our color palette


1-pixel strokealiased rounded corner

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48 Buttons • Rectangle is 20 pixels high, width is variable. • Color is cc0000. • Stroke is 1 pixel, positioned outside,

color can be changed to suit theme, but cc0000 is often used.

• Verdana, 10 pt., text color matches color theme, but cc0000 is often used. (If Verdana is unavailable, use Arial.)

• Box that contains arrow is 7 pixels wide. • The arrow itself is 4 x 7 pixels.

9 Footer • Height: 40 pixels. • Color is selected from our color palette

(see pages 15–16) and matches elements in the above photo.

• Brand Promise can be placed in this area.

10 Unsubscribe information • Verdana Regular, 10 pt., black.

(If Verdana is unavailable, use Arial.)

Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here.

Unsubscribe information here. Unsubscribe information here.

Staples 94

Emails — continuedFor emails that contain more information than the previous example, the uppermost part of the email is treated as if it were a self-contained email. Messaging can both focus on a featured item or tease the consumer with information that may require scrolling down below the fold.Standard width: 597 pixels; heights are variable

1 “Above the fold” This section contains all the elements to

convey the over arching theme/message of the entire email. In this instance it’s a facility and maintenance promotion.

1a Logo placement • Top left, 11 pixels from outside edge.

1b Hero image • Top right. • Show full product. Crop only when necessary.

1c Headline and subhead • Message baselines on split. • Helvetica Neue 75 Bold, white, font size variable.

1d “Split” page element • Split point acts as baseline for headline.

1e Bottom section color story • Color is selected from our color palette

(see pages 15–16) and matches elements in the above photo.

1f Body copy/product descriptions • Verdana Regular, 11 pt. (If Verdana is unavailable, use Arial.) • “Why-Buys” (if applicable) and Staples SKUs

are bold. • Text links are underlined and bold,

color is cc0000.

1g Page divider • 7-pixel rule, color matches theme.

1-pixel strokealiased rounded corner

Templates

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2 “Below the fold” This section contains subsequent messaging

that supports or continues the main idea above. In this instance, it’s product.

2a Call-out • 64-pixel circle, color is cc0000. • Stroke is 4 pixels, positioned outside, color is ffffff. • Helvetica Neue 87 Bold Condensed,

varied font sizes.

2b Featured products box • 139 pixels. • Stroke: 5 pixels, outside. • Color of stroke: 25% fill color

(see page 16 for color breaks). • Product extends outside the box.

2c Buttons • Rectangle is 20 pixels high, width is variable. • Color is cc0000. • Stroke is 1 pixel, positioned outside,

color can be changed to suit theme, but cc0000 is often used.

• Verdana Regular, 10 pt., color can be changed to suit theme, but cc0000 is often used. (If Verdana is unavailable, use Arial.)

• Box that contains arrow is 7 pixels wide. • The arrow is 4 x 7 pixels.

2d Footer • Height: 25 pixels. • Color is selected from our color palette

and matches elements in the above photo.

3 Unsubscribe information • Verdana Regular, 10 pt., black. (If Verdana is unavailable, use Arial.)

Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here.

Unsubscribe information here. Unsubscribe information here. 3

Staples 95Templates

PowerPoint presentation slidesShown are the six templates available for use. There are many more PowerPoint templates available on SAVO. These templates were designed to complement presentation material without competing for attention.

Font sizes will vary depending on slide content.

content slide

title slide

Staples Technology Solutions

Staples Print Solutions

Staples Facility Solutions

Staples Promotional Products

blue

Staples Advantage is Office Products | Business Interiors | Facility Solutions | Technology Solutions | Print Solutions | Promotional Products

Staples 96Templates

Business Interiorssm collateralBusiness Interiors is the name for our furniture line of business and it maintains a distinctive brand identity. The business interiors collateral mimic the central brand arcitecture inherent in our "split" system, yet modulates it slightly to present a furniture feel.

Structured with heavy emphasis on the visual imagery, messaging should be concise and relevant to the subject matter and kept in proportion to the size of the final piece.

The example shown here is based on Letter format; left and right margins set to .50”; top and bottom margins set to .50”.

1 Top section/main image area • Imagery is 60% of the layout. • The main imagery should be the hero or play supporting role to headline. • The imagery should be clean, uncluttered, iconic, sophisticated and stylistic when possible.

2 Headline (primary message) • Message flushes left under page split. There is no headline/subhead on any BIbS collateral. • Helvetica Neue 45 font size should be large enough to stand out versus other messaging. Font point size should be 23 points. • Text color for headline is white.

3 “Split” page element • Top image takes up 60% of the layout • Bottom section color story and messaging take up remaining 40%.

4 Body copy • Appears flush left below headline on page. • Helvetica Neue 45 • Point size is 10.5 points over 13 leading and black • Side bar bullets are Helvetica Neue 46 Light Italic with a Helvetica Neue 76 Bold Italic intro sentence. • Bullets are 9.5 points over 12 leading and black

5 Color box story• Color is selected from our color palette (see page

44) and matches elements in the above photo.• As a rule of thumb, default to the blue swatch

(C:40, M:20, Y:24, K:0) for everything BIbS.

6 Call to action• Helvetica Neue 75 Bold at 10.5 points over 13

leading.

7 Logo placement • Positioned in top left corner, .5’’ from left and top

margin (Front)• Logo is 70% in size, when imported from IMS

(front)• Positioned in bottom right corner, .5”” from right

and bottom margin (Back)• Logo is 58% in size, when imported from IMS

(back)

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Staples 97Templates

Business Interiors collateral (continued)

product catalog cover

full page advertisement

Staples 98

“Split” don’tsThe “split” is a key differentiator of our visual identity. To maintain its integrity, it is important to design within the guidelines.

Templates

DO NOT use more than one split.

DO NOT split vertically. DO NOT use more than one color theme.

DO NOT split too high.

Staples 99Templates

In summaryReady? Set? Go.Note that the ensuing pages cover how all the elements contribute to the brand’s unique visual identity, including the hierarchy of information and how it communicates the Staples Advantage® Brand Promise.

That was easy, right?

With all of this information you are now equipped to deliver strong creative that will continue to push the Staples® brand to new heights.

Here are some helpful rules to live by:

Is the split in accordance with layout of the page?

Is your imagery bold, compelling and in synch with your messaging?

In turn, is your headline concise, engaging and in synch with the imagery?

Does your subhead tie things together and complete the overall thought?

Is the logo prominently displayed?

Are the correct fonts being used?

Is your call to action clear and easy to find?

Staples 100Examples

Catalogs

ExamplesCheck out how the split system plays out over the next couple of pages.

Other examples (print ads & sell sheets)

Staples 101Examples

Advertisements/posters

Emails

Staples 102Examples

Emails (continued)

Staples 103Examples

Fact sheets

Fact Sheets

backs

pGet the most out of your program.

pTap in to Staples.

Contact your Account Manager for more ways to tap into the power of your Staples® program.

0408019850

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Staples US Contract Guidelines

Documents

Transcript of Staples US Contract Guidelines