Haworth - Brand Implementation Standards
Excerpt:
New Brand Messaging
Through research with our target audiences, Haworth has identified three “pillars,” or concepts, that summarize the company’s greatest strengths and resonate most clearly with our target audiences.
• Adaptable Workspace
• Designed Performance
• Global Leverage
These three concepts have been consolidated and developed into a single brand message statement that will serve as the cornerstone for future creative explorations and tactical planning.This brand message can best be summarized in the phrase “adaptable design.” Our communications efforts should reinforce the following concept:
“Haworth helps you design great spaces that best adapt to change.”
Corporate Logo and Tagline
Tagline
Haworth has introduced a new tagline that communicates its brand position of “adaptable design” to the market in a memorable and compelling way: change by design
This tagline speaks to both adapting to change and embracing design. Through research, this concept has been identified as most important to our customers. It also encompasses our heritage in systems furniture, our offering of moveable walls, raised-access floors, technology, systems, storage, casegoods, seating, lighting, and our complete workspace story.
The tagline should always be used in conjunction with the new corporate logo, never standing alone. However, it is acceptable to use the logo without the tagline.
Signature
The Haworth corporate logo and tagline, when used together, form the Haworth signature.This signature is used in such applications as brochures, advertising, trade shows and special events. The signature should appear in red and gray in select corporate communications, but may also appear in one-color applications in black, gray, silver and white, where appropriate.
Business card
CD-Label
Source:
Haworth - Brand Implementation Standards [Pdf]
