Staples US Contract Guidelines

Branding Guidelines
for Staples Advantage
U.S. English
9-21-10
Staples
Table of Contents
Table of Contents
Introduction................................................................................................................. 36
Staples history................................................................................................................. 4

Timeline..................................................................................................................... 5
Putting the brand into words........................................................................................... 34

Keep in mind who youre talking to......................................................................... 34

Communicate the message.................................................................................... 35
Staples organization.......................................................................................................... 6
Staples Advantage Personas............................................................................... 36-51
Corporate Brand....................................................................................................... 731
Staples Advantage Print Visual Identity.............................................................. 52-68
The

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 donts...................................................................................................... 56-57

Staples Advantage identity and its Lines of Business...................................... 58-59

Minimum logo size and clear space................................................................. 60-61
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 isnt.............................................................................................. 8
Logo............................................................................................................................911

Logo color................................................................................................................. 9

Minimum logo size and clear space.......................................................................... 9

Logo donts............................................................................................................. 10

Using the logo on colored backgrounds..................................................................11
Legal guidelines.............................................................................................................. 12
Voice.......................................................................................................................... 1315

One company. One voice........................................................................................ 12

Capturing our spirit in words................................................................................... 12

Humor. Its in our DNA. Its part of who we are....................................................... 12

Dial it up. Dial it down............................................................................................. 13

What we say is who we are..................................................................................... 14
Color palette.............................................................................................................. 1617
Typeface......................................................................................................................... 18
The

Easy Button ...................................................................................................... 1923

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 donts.................................................................................................. 23
Stationery.................................................................................................................. 2429
Exterior signage.............................................................................................................. 30
Shipping boxes............................................................................................................... 31
Staples Advantage Messaging.............................................................................32-35
Staples Advantage brand positioning............................................................................. 33
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........................................................... 6982
Templates.............................................................................................................. 8397

Catalogs.................................................................................................................84
Fact sheets single-sided....................................................................................85
Fact sheets double-sided............................................................................8687
Brochure and flyer interiors....................................................................................88
Newsletters......................................................................................................8990
Posters, advertisements and ad-like objects.......................................................... 91
Tradeshow booth graphics.....................................................................................92
Emails...............................................................................................................9394
PowerPoint presentation slides..............................................................................95
Business Interiors collateral.............................................................................. 96-97
Split donts..................................................................................................................98
In summary....................................................................................................................99
Examples.............................................................................................................. 100-103
Introduction
Staples
Introduction
Staples history
It all started with a broken printer ribbon.
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
Introduction
Staples, Inc. Timeline

1986
1989
1991
May 1
First store opens
in Brighton, MA
1992
Invests in
Maxi Papier
German office superstore
1993
1994
1995
1998
1999
Quill acquired
Enters contract
business with
acquisition of
National Office
Supply and
Spectrum Office
Products
2000
Partners with
Kingfisher to open
Office Superstores
in the U.K.
2003
2004
Revenues top
$10 billion
2005
2006
Acquires
Malling Beck
Staples.com
launched
Acquires
DA Mac Isaac
and Philadelphia
Stationers
Based in Austria but

serves 9 countries
Enters China
Enters
South America
with acquisition
of OfficeNet
Acquires Medical
Arts Press
Sales pass
$1 billion
Sales reach
$18.2 billion
Joint venture with OA365
Enters Taiwan
as UB Staples
Joint venture with

UB Office Systems
Enters India
Joint venture with
Pantaloon Retail Limited
Hartford acquired
Business Depot
opens in Canada
Sales exceed
$3 billion sixth
company in
history to reach that
milestone within
10 years of startup
Contract
The Netherlands and Portugal
Launches
Easy Brand
Promise
Prime acquired
Acquires
American Identity
and Sigma BroWelt

15 stores in Germany
Relaunches
Staples Brand
Products
MacAuley Business
Resources Inc.
is acquired
Staples Direct
is formed
Acquires
Office Center
StaplesLink.com
launched
A leading promotional
products distributor
Launches
Easy Button
2008
Acquires
Corporate
Express
th
20 Anniversary
and Pressel Versand
Acquires
Guilberts European
mail-order business,
which includes JPG,
Bernard,
Kontorslagret,
Neat Ideas,
Kalamazoo,
MondOffice
Ivan Allen acquired
Contract
2007
Denmark
Enters delivery business

with first chainwide
catalog
2002
Opens flagship
store in Beijing
Staples
Introduction
Staples organization
Staples 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
Enterprise
Accounts
Fortune 1000,
Multi-site,
Nationwide/
International
Corporations
Government
eCommerce
Lines of
Business
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
Staples
Business
Delivery
Small Business
Power Consumers
eCommerce
U.S. & Canada
Quill
Corporation
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
Staples
International
Delivery, retail and
contract businesses
Serve customers in
27 countries on five
continents throughout
North and South
America, Europe, Asia
and Australia
Corporate Brand
Staples
Corporate Brand
The Brand
Our Brand Tagline
What is our brand personality?
That was easy.
Its the look and feel that brings Staples to life. Its who we are.
Our DNA. Its the combination of elements that is totally unique to
Staples. Dynamic yet simple. Empathetic and confident. Its what
we want every customer to feel whenever they think of Staples.
Since our U.S. tagline that was easy. doesnt always translate well into
other languages, the term We make buying office products easy. can be
used to reinforce the Staples brand.
You are a brand ambassador
Our Brand Promise

We make buying office products easy.
Youre in charge. Of the brand, that is. Dont underestimate the

meaning of this key management position. You get to say too long.
This bores me. And thats just not easy. Because if you dont,
maybe no one will. Then well 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 is:
Staples isnt:
Engaging
Empathetic
Humorous
Forward thinking
Energetic
Dynamic
Responsive
Focused
Clear
Confident
Real-life
Empowered
Contrived
Complicated
Long-winded
Clichd
Hokey
Common
Boastful
Predictable
Passive
Complacent
Self-serving
Ad-speak
Staples
Corporate Brand
Logo
Corporate logo
Logo color
(commonly referred to as The Brick.)
CMYK: 0/97/100/0
PMS:
485
RGB:
204/0/0
HEX:
CC0000
6 angle
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.
x
.05" wide
The smallest permitted size

for the logo is .05" mm wide.
(online: 35 pixels wide)
logo height
x
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.)
Staples
Corporate Brand
10
DO NOT place objects on the logo.
Logo donts
DO NOT change the angle

of the logo (The Brick) from
the standard 6.
DO NOT crop, distort or skew

the logo in any way.
DO NOT change the typeface.
DO NOT reverse the logo.
DO NOT remove the Staples

name from the rectangle.
DO NOT alter the color of the
logo or the type within.
DO NOT insert copy
inside the logo.
Use
for the best deals!
Huge Savings!
DO NOT use the logo in a

sentence.
DO NOT overlap the logo with

typography, graphics or photos.
Follow the clear space guidelines
on the previous page.
DO NOT use the Staples bent L

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

in a pattern.
Staples
Using the logo on colored backgrounds

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.
Corporate Brand
11
Staples
Corporate Brand
12
Legal guidelines
Staples corporate
The Easy Button
To capitalize or not
Staples should always be written with an initial capital letter in copy.
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.
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.
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
Corporate Brand
13
Voice
One company. One voice.
Humor. Its in our DNA. Its part of who we are.
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.
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. Its a little slice of life; a bit of common ground.
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 readers
interest and keep it. Our voice forges an emotional connection that makes
customers more responsive to our message and more loyal to Staples.
brand voice
emotional connection
loyalty
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
weve 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 elses expense
Feel too familiar or informal
Make light of the customers business challenges
Be sarcastic
Guidelines for using humor effectively:
1. Communicate the primary message clearly and concisely
2. Wrap your communication in the Staples voice that is most
appropriate for your audience
3. Look for opportunities to inject the appropriate level of humor
in the copy OR in the visuals
Staples
Corporate Brand
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.
Stamps
Custom Products
PRSRTSTD.
PRSRTSTD.
U.S.PoSTage
U.S.PoSTage
PaiD
PaiD
STaPleS,inc.
STaPleS,inc.
Stamps
Stamps
Printing Products
Custom
Stamps Printing Promotional Products
ValiDinSToRe,BYPHoneoRonline
eXPiReS5/31/08
your custom Cosco brand stamp

(includes ACCU-STAMP, evostampTM
) purchase
$30 or more.
or 2000
PlusCosco
your
custom
brandofstamp
When ordering by phone or online, include coupon code:
(includes ACCU-STAMP , evostampTM
or 2000 Plus) purchase of $30 or more.
XXXX XXXX XXXX XXXX
When ordering by phone or online, include coupon code:
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
Validoninprior
Staples
U.S. stores,
by phone
at 1-888-333-3199
or online minimum
at www.staplescustomprinting.com.
only ondo not
purchases.
Tax and
shipping
not included
in calculating
purchase. Custom productValid
purchases
TM
, evostamp
, or 2000
PlusStaples
. Minimum
purchase
requirement of $30 on
Cosco
brand stamps
ACCU-STAMP
product
purchases.
contribute
towardincluding
the $50 minimum
required
for free delivery
on other
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.
XXXX XXXX XXXX XXXX
High
Find it fast.
Go to www.staples.com.
500 Staples Drive

Staples Drive
P.O. Box500
9256
P.O. Box
Framingham,
MA9256
01701
Framingham, MA 01701
OFF
20
OFF
20
$
$
break through
message
Find it fast.
Go to www.staples.com.
We can put your name

on can
just put
about
anything.
We
your
name
dont make us.
on But
justplease
about
anything.
Name Here
Name
HereHere
Company
Name
Company
100 Staples
WayName Here
100 Staples
Way
Anywhere,
MA 00000
Anywhere, MA 00000
Let a custom stamp say it for you. Over and over.

Save time on address, signature, date and approval needs.
Let a custom stamp say it for you. Over and over.
ValiDinSToRe,BYPHoneoRonline
Save time
on address, signature, date and approvaleXPiReS5/31/08
needs.
Youre
easy.
$100
in savings
inside!
$100
in savings
inside!
Youre
cheap.
(No bunnies were harmed in making this brochure.)
But please dont make us.

(No bunnies were harmed in making this brochure.)
$100 in savings inside!

$100 in savings inside!
offer
message
Voice
educational
message
point of
purchase
message
Low
Unaware
Consideration
Customer mindset
Purchase
14
Staples
Corporate Brand
What we say is who we are.

Our brand voice is more than style. Its substance, too. Its 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 thats 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 are
committed to quality.
guarantee
keep promises
never satisfied
dedicated
We are human.
empathetic
approachable
humorous
friendly
We are trustworthy.
committed
supportive
principled
involved
We are
Staples.
We make it easy.
smart
respectful of customers time
clutter-free
direct
We are innovative.
fresh
entrepreneurial
breakthrough
creative
15
Staples
Corporate Brand
16
Color palette
PMS 485
PMS Yellow
PMS 123
PMS 144
PMS 239
PMS 259
PMS 2735
PMS 2935
CMYK 0/97/100/0
RGB 204/0/0
CMYK 0/1/100/0
RGB 255/240/0
CMYK 0/21/88/0
RGB 255/204/0
CMYK 0/52/100/0
RGB 255/150/0
CMYK 18/80/0/0
RGB 237/1/117
CMYK 69/100/1/5
RGB 159/14/102
CMYK 100/95/0/3
RGB 100/18/140
CMYK 100/52/0/0
RGB 0/94/194
BLACK
PMS Proc Blue
PMS 321
PMS 348
PMS 369
PMS 390
PMS 456
PMS 4635
CMYK 100/10/0/10
RGB 0/146/219
CMYK 100/2/32/12
RGB 0/115/128
CMYK 100/4/87/18
RGB 2/121/2
CMYK 67/0/98/5
RGB 111/171/4
CMYK 24/0/98/8
RGB 199/205/0
CMYK 9/25/98/41
RGB 164/138/0
CMYK 13/53/68/40
RGB 149/87/0
CMYK 0/0/0/100
RGB 0/0/0
Staples
35
Bla
ck
a48a00
955700
000000
cc0000
fff21c
ffd11a
ffa11a
f71885
a41e73
7620a1
0666cc
009eed
008391
1c871c
7eb41e
cdd21a
ad961a
a0681a
1a1a1a
cc0000
fff440
ffd633
ffab33
fc429f
b12d81
8b2ebb
0d70d8
00a9ff
0093a3
359435
8cbc36
d2d733
b6a133
aa7933
333333
cc0000
fff54d
ffdb4d
ffb64d
ff57ab
bb428f
9d3fcf
177ce6
26b6ff
00a5b8
4ea14e
9ac450
d8dc4d
bfad4d
b58a4d
4d4d4d
cc0000
fff666
ffe066
ffc066
ff6bb5
cc53a0
b052e1
2c8aed
4dc3ff
15b5c8
67af67
a9cd68
dde166
c8b966
bf9a66
666666
cc0000
fff880
ffe680
ffcb80
ff81bf
d66cb0
ba68eb
439bf8
78d2ff
41c5d5
81bc81
b7d582
e3e680
d2c580
caab80
808080
cc0000
fff999
feb99
ffd599
ff95ca
e687c4
ce87f9
63afff
99ddff
6cd3df
9ac99a
c5dd9b
e9eb99
dbd099
d5bc99
999999
cc0000
fffbb3
fff0b3
ffe0b3
ffafd6
f1aad7
e1a6ff
90c5fe
b2e5ff
94dee7
b4d7b4
d4e6b4
eef0b3
e4dcb3
dfcdb3
b3b3b3
cc0000
fffccc
fff5cc
ffeacc
ffc8e3
f7bfe2
ebc2ff
b4d8ff
cceeff
bbedf3
cce4cc
e2eecd
f4f5cc
ede8cc
eaddcc
cccccc
cc0000
fffee6
fffae6
fff5e6
ffe5f2
ffdef4
f4dfff
d5e9ff
e3f6ff
e0f6f9
e6f2e6
f1f7e6
fafae6
f6f4e6
f5efe6
e5e5e5
46
PM
c7cd00
45
PM
6fab04
39
PM
027902
36
PM
007380
34
PM
0092db
32
PM
lue
Pr
oc
B
005ec2
S
PM
64128c
29
PM
35
35
980e66
27
PM
ed0175
25
PM
ff9600
23
PM
ffcc00
14
PM
fff000
12
PM
cc0000
S
PM
17
PM
S4
85
Ye
llo
w
Web gradients 5.0 hues
Corporate Brand
Staples
Corporate Brand
18
Typeface
Primary typeface
Secondary typeface
Helvetica Neue is the primary Staples typeface.

We only use two weights: 45 Light and 75 Bold.
Helvetica Neue Condensed is the secondary Staples typeface. This font is

reserved for legal or other small type and should be used sparingly.
Helvetica Neue Bold
Helvetica Neue Condensed Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Neue Light
Helvetica Neue Condensed
Helvetica Neue Condensed Light
HTML typeface
Microsoft typeface
For any internally created documents (Word, PowerPoint , etc.),

use Arial Regular or Black.
For online documents, use Verdana for HTML.

If Verdana is unavailable, please use Arial.
Arial Black
Verdana
Arial Regular
Verdana Bold
Staples
Corporate Brand
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 Button

The 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:
The Easy Button is NOT:
A brand icon for Staples
A logo or a replacement
for the brick
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
A catch-all (its not meant

to go everywhere)
Separate from the
Staples brand
Staples
Corporate Brand
Icon or product?
The Icon Symbolic

The icon is used ONLY when
Staples is making something
easier for the customer.
fact sheet
advertisement
The Product Literal

The product can be used as
a prop in situational photos,
as shown at right.
O
P
F
Need a little push?

As aa sponsor
Wegmans
LPGA
Tournament,
As
sponsorofofthe
the2008
2008
Wegmans
LPGA
Tournament,
Staples Advantage
to to
give
ourour
support
on the
Staples
Advantageis isproud
proud
give
support
oncourse,
the
at the office, and to the children of Camp Haccamo and
course, at the office, and to the children of Camp Haccamo
Sunshine Campus. Heres hoping every shot is an easy one.
and Sunshine Campus.
Heres hoping every shot is an easy one.
Advantage
Easy Button is a registered trademark of Staples the Office Superstore, LLC.
advertisement
photo
20
Staples
Corporate Brand
21
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. Its important that
the color reflected on the base matches the color of the background.
Wrong
Reflection
Right
Reflection
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
Staples
Finishing the button
Corporate Brand
Minimum Easy Button size
After you place the correct Easy Button on your background,

you will need to add the drop shadow and registered trademark.*
The smallest permitted size for the Easy Button

is .75" wide. (online: 35 pixels wide)
.75" wide
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.
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.
As you decrease the size of the Easy Button, you may

need to enlarge the mark, making it more legible.
22
Staples
Easy Button donts
Corporate Brand
23
savings.
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.*
Its
to save.
Save 50
DO NOT use the button in a

sentence.*
99
98
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.
*Rule applies to the icon and the product.
Staples
Stationery
2.00"
Legal Company Name
2nd line
Business Unit
Letter standard
Region/Department
Street name and number
City, ST Postal Code
PO Box 0000
Country
Size: Letter size 8.5" x 11"

ALSO USED FOR:
Memorandums
Fax cover sheets
Corporate Brand
Logo size:
1.5" x .75"
tel: 000 000 0000

fax: 000 000 0000
web: www.staples.com
Margin: .375"
24
77 Helvetica Neue Bold Condensed

Type: 9 pt.
Leading: 11 pt.
Paragraph Return: .08"
47 Helvetica Neue Light Condensed
Type: 9 pt.
Leading: 11 pt.
Paragraph Return: .08"
Type: 9 pt.
Leading: 11 pt.
Colors:
PMS 485
CMYK 0/97/100/0
47 Helvetica Neue Light Condensed Oblique

Type: 6 pt.
Leading: 7.5 pt.
Type: 6 pt.
form number
Black
1.75"
commercial register
city 12345
Legal details
Not shown actual size

Type: 7 pt.
Leading: 8 pt.
Staples
25
Name:
87 Helvetica Neue Heavy Condensed
Type: 9 pt.
Leading: 9 pt.
Business card
U.S. standard with
optional Line of
Business placement
Note that the "that was easy "

tagline is mandatory on all
business cards (except Business Interiors by Staples).
Title
Line of business
1.60"
Margin: .163"
PMS 485
CMYK 0/97/100/0
Maximum size: .375" x .25"
Legal Company Name

Address line 2
tel:
000 000 0000
fax:
000 000 0000
mobile: 000 000 0000 (optional)
email: first.last@staples.com
web: www.specificLOB.com
Colors:
When printing on one side,
place environmental/recycle
logo(s) here (if applicable).
Title
Line of Business or specialized
sales team (optional):
Type: 7.5 pt.
Leading: 8.259 pt.
Paragraph return: .08"
Name
Logo size:
.875" x .04"
3.50" x 2.00"
Black
Corporate Brand
Front
John Doe
Account Manager
Federal Government
Staples
1234 L Street NW
Washington D.C. 20003
tel:
000 000 0000
fax:
000 000 0000
Jane Doe
Strategic Account Manager
Enterprise Accounts
Staples
1234 L Street NW
Washington D.C. 20003
tel:
000 000 0000
fax:
000 000 0000
Pattern:
Bricks are 100% PMS 485
(CMYK 0/97/100x/0)
Background is 88% PMS 485
(CMYK 0/76/80/0)

Back Red Option
77 Helvetica Neue Bold Condensed
Type: 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"
Legal Company Name:

67 Helvetica Neue Medium Condensed
Type: 7.5 pt.
Leading: 8.259 pt.
Remainder copy:
Type: 7.5 pt.
Leading: 8.259 pt.
Staples
Corporate Brand
26
Business Interiors
business card standard
3.50" x 2.00"
Logo size:
1.25" x .45"
Name:
87 Helvetica Neue Heavy Condensed
Type: 9 pt.
Leading: 9 pt.
Title & Line of Business:
Type: 7.5 pt.
Leading: 8.259 pt.
Name
Title
Margin: .25"
Sarah Doe
Account Manager
Staples
1234 Main Street
Suite 100
Anywhere, ST 01001
tel:
000 000 0000
fax:
000 000 0000
www.businessinteriorsbystaples.com
Legal Company Name:

67 Helvetica Neue Medium Condensed
Type: 7.5 pt.
Leading: 8.259 pt.
Legal Company Name

Address line 2
tel:
000 000 0000
fax:
000 000 0000
www.businessinteriorsbystaples.com
Remainder copy:
Type: 7.5 pt.
Leading: 8.259 pt.
Color:
(CMYK 40/20/24/0)
Front
Back Color Option
Colors:
CMYK 19/75/94/7
CMYK 40/20/24/0
Black
CMYK 0/0/0/100
Staples
Corporate Brand
Logo size:
1.31" x .640"
Envelope
Size: 9.00" x 12.00"
.875"
PO Box 0000, City, ST Postal Code, Country
Colors:
Address lines up
with bottom left
corner of logo
PMS 485
CMYK 0/97/100/0
Margin:
Top/Bottom .250"
Sides .375"
form number
Black

Type: 9 pt.
ADDRESS MUST BE ON ONE LINE
Not shown actual size

Type: 6 pt.
27
Staples
Corporate Brand
Multipurpose address
label
Size: 4.50" x 3.25"
Logo size:
1.00" x .50"
Colors:
.810"
PMS 485
CMYK 0/97/100/0
PO Box 0000, City, ST Postal Code, Country

Address lines up
with bottom left
corner of logo
Margin: .250"
form number
Black

Type: 6 pt.

Type: 8 pt.
ADDRESS MUST BE ON ONE LINE
28
Staples
Corporate Brand
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 recipients computer. Therefore the email should be
plain text only (no logos, colors, pictures, etc.)
Signature contents
Name
Position
Line of business (option)
Arial, 10 pt., bold

Arial, 8 pt.
Arial, 8 pt.
Jane Doe
Legal entity
Phone
Mobile
Arial, 8 pt.
Arial, 8 pt.
Arial, 8 pt.
Staples
000 000 0000
000 000 0000
Web site
Arial, 10 pt., bold
www.lineofbusinesssitename.com
Legal closure
Arial, 8 pt.
Legal information here, if applicable.
Closing sentence (optional) Arial, 8 pt., italic

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

Enterprise Accounts
Please join us in support of our environment and recycle all printed emails.
29
Staples
Corporate Brand
Exterior signage
Creatively, 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.
--
T.a.v.:
E-mail:
Mobiel:
---
--
Datum:
Project:
Adres:
03 november 2008 Logo:

Ja
Staples
Hoogoorddreef 62, Amsterdam
TK / AW nr. :
08 - 357
Versie:
01
pagina
01
Deze presentatie is een impressie van de situatie, hieraan kunnen dan ook geen rechten en/of afmetingen worden ontleend
2008 Haaxman Lichtreclame BV
NIEUWE SITUATIE DAG

Communicatieweg 2 - 3641 SE Mijdrecht
Tel.: +31 (0)297 38 33 44 - Fax: +31 (0)297 38 33 45
E-mail: lictreclame@haaxman.com - www haaxman.com
30
Staples
Corporate Brand
31
Shipping boxes
The 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
Advantage Messaging
Staples Advantage brand positioning
Its a personal commitment to going above and beyond whats expected:

Putting the brand into words

The 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 its
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.
catalog cover
Just remember to:

1. Keep in mind who youre talking to.
2. Make communications easy to understand.
3. Communicate the message.
capability brochure
sell sheet
33
Staples
Advantage Messaging
34
Keep in mind who youre talking to

In 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 organizations 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.
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 cant 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 3651.
Staples
Advantage Messaging
Communicate the message

There are three key ways to do this depending on the depth of communication.
catalog cover
advertisement
sell sheet
Quick scan
More detailed
Deep dive
Just the basic information.
Provides a higher level of information.
Ideal for:
Ideal for:
When you need to explain

a lot of information.
Covers
Direct mail
Emails that link to another source
for more detailed information
Signage
Ads
Ad-like objects e.g., front page
of 2-sided promotional sell sheets
Invitations
Inside spreads of brochures
Ideal for:
Catalog institutional pages
Sell sheets
User guides
35
Staples Advantage Brand Personas
Staples
Advantage Personas
What is a brand persona?
Staples
A fictitious character that provides a deeper understanding

of customers and prospects.
Characteristics include:
Demographics
Attitudes
Behaviors (browsing, ordering, etc.)
Diane
We are at a point where using targets like "customer",

"prospect" and "end-user" is not enough.
Why use personas?
Decision Maker
Staples
depend heavily on my
Contract BrandIPersonas
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?
Diane
Important: A persona is just one tool (of many) that helps

us to be better marketers.
Decision Maker
Personas
I depend heavily on my
team to research all the
options, negotiate the
prices and tee it all up
for me.
Eric
Expert
Rob
Recommender
Ultimately vendor
expertise is most
important, but building
a strong relationship
will go a long way in
my recommendation.
I use my deep
Carla
Key points for Diane:
Organization size:
Makes decisions based on

her vision for the company
the recommendations
Iand
monitor
the
of her team
Key points for Rob:
Conductor
team to research all the

options, negotiate the
prices and tee it all up
for me.
Organization sizes:
Organization sizes:
Enterprise, Mid-Size, Small
37
Paula
Enterprise
Provider
Drives the internal dialog

vendor youd
selection
at his
Iforguess
call
me
Brand
Eric
Enterprise, Mid-Size, Small
Key points
for Diane:
Expert
Contract Brand Pe
Rob
Recommender
Ultimately vendor
expertise is most
important, but building
a strong relationship
will go a long way in
my recommendation.
I u
und
ind
ma
get
a ve
Personas
Carla
Org
Organization size:
Enterprise
Conductor
Makes decisions based on

her vision for the company
themy
recommendations
Iand
use
deep
of
her
team
understanding of my
Key points for Rob:
Wants a program
industry
to filterthat
outprothe
vides overallnoise
value, savings,
marketing
and
ease of implementation and
get
at the core
of
compliance,
and potential
a for
vendors
benefits.
global service
mantra
supplies.
Can be theMy
catalyst
for, oris
the executor
of, any vendor
stay
on contract.
changes (includes LOBs)
Appreciates a strong
Organization
sizes:
executive summary
that is
Enterprise,
Mid-Size,
Small
clear, concise
and contains
essential facts and data
Ryan
Requester
Key
points
49 years
old,for
EVPEric:
at her
Responsible
for identifying
company, extremely
busy
and
evaluating
Ineeds
just
need
some
and
passionate
aboutvendor
Drives the internal dialog

Iformonitor
the at his
vendor selection
organization spend on
companys
Organization
Appreciates a team
that
sizes:
understands
his industry,
Enterprise
(potentially
mid-size)
is easy to work with and
willing to go the extra mile
Key
points
for Carla:
to meet
his needs
Main goals are to be
of strong
all
trades
Looks
for
content
and
proactive,
keep up
on our
high-quality
such as
offering, andcollateral,
stay on budget
customer case studies and
Willmy
consider
us for
otherour
Its
job to
track
testimonials
Jackie
Ente
Key
Re
Ine
g
so
the
sp
offi
LO
the
Ha
the
Org
Se
Ente
inf
ve
Key
Re
Wa
su
bu
for
he
inf
im
Staples Advantage
Brand Personas Diane
Diane Decision Maker

Organization sizes: Enterprise, Mid-Size, Small
Ordering 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 dont have the time, or the desire, to focus on the details.
Opportunities for Staples
Diane is:
Behavioral opportunity Diane has the

final say behind any vendor changes at her
company.
A strong delegator I focus on the big

picture and depend on my team to run the
day-to-day.
38
If our marketing and advertising efforts

cannot only convince Dianes direct reports
to consider us, but also help them build a
strong executive summary, Diane is more
likely to consider going with us.
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.
Business opportunity Dianes main

goals are to support key stakeholders, meet
key performance indicators and keep the
business running smoothly.
Extremely busy Im typically traveling

or in meetings. I depend on email, my
BlackBerry and my assistant to stay
connected.
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 Dianes
overarching goals.
Whenever possible, we should find ways of

making Dianes decision-making process
easier by providing easy-to-scan information
along with an extremely high level of service.
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.
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 Dianes importance, but
more importantly, our place in Dianes 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
Staples Advantage
Brand Personas Diane(cont.)
Diane Decision Maker (cont.)

Diane would describe herself as:
Diane appreciates:
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.
Efficiency.
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 its so important for her
to make the best decisions when it comes to
vendor relationships.
People who appreciate her position.
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.
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 understand how important
her company is.
A little bit about Dianes

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 shes 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.
39
Staples Advantage
Brand Personas Rob
Rob Recommender
Organization size: Enterprise
Ordering 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.
Rob is:
Behavioral opportunity Rob can be the

catalyst for, or the executor of, any vendor
changes at his company.
Risk averse Ultimately its my name on

the recommendation.
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 expertise by proving that were 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 Robs
brand affinity toward us through strong content 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.
Its up to us to prove how the benefits of our

services outweigh any risks associated with
finances or our offering in general.
Detail oriented Its a lot of work to
make a case for a new vendor. Gathering
reports, mapping it to the vendors reports
and presenting the results to the team
and my boss.
Its up to us to present information that not
only speaks Robs 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.
Extremely busy I live on my BlackBerry.

It seems like Im constantly emailing or on
conference calls.
Whenever possible, we should find ways
of making Robs vendor selection process
easier by providing better information or a
higher level of service.
Price conscious I pay close attention
to price because thats 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
Staples Advantage
Brand Personas Rob(cont.)
Rob Recommender (cont.)

Rob would describe himself as:
Rob appreciates:
A little bit about Robs personal life.
Expert in his field Rob pays close

attention to market trends through industry
publications, the Web and conferences.
Hes in the know and always on the lookout for new ways to save his company
time and money.
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.
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. Hes married, has two children and drives
a Volvo S80 for its safety, reliability and style, but
mostly for its safety.
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 responsible for conveying the upside and downside
of any potential solution and is a central
voice in the final recommendation.
Vendors that dont just understand his

companys 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.
41
Staples Advantage
Brand Personas Eric
Eric Expert
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 vendors benefits.
Eric is:
Behavioral opportunity Eric seeks

robust and accurate information that
facilitates vendor decision making. He turns
to sources like trusted colleagues, online
communities and research sites.
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.
If our marketing and advertising efforts are

highly relevant, and offer compelling content, Eric
will feel more comfortable recommending us.
Eric can see through the fluff. Its okay

to be conceptual, but its up to us to
provide information that is either in line
with his expectations or in some way gives
him some newfound knowledge.
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.
Its 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.
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.
Skeptical After I conduct research into

vendors, I filter out the marketing noise to
convey a core understanding of the vendors
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
Staples Advantage
Brand Personas Eric(cont.)
Eric Expert (cont.)

Eric would describe himself as:
Eric appreciates:
A little bit about Erics personal life.
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.
A team that has an understanding of

his groups specific needs and is easy
to work with.
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.
Highly detailed collateral without a lot of

marketing fluff.
Eric is 36 years old, is a senior manager on his

team, and earns $85,000. Hes been with the
company for four years, has a masters 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, thats the smartest
car to drive.
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.
New and relevant industry information

that can help him find the right vendor.
People who appreciate his team and his

role within his department.
People who understand his level of
influence in his department.
43
Staples Advantage
Brand Personas Carla
Carla Conductor
Organization size: Enterprise (potentially mid-size)
Ordering method: Admin.
Carla keeps the program on budget and running efficiently. Its her job to approve orders and add users to the system.
She also gets involved in negotiating the contract.
I monitor the companys spend on supplies. My mantra is stay on contract.
Carla is:
Behavioral opportunity Carla is in close

contact with her boss and gives regular
updates on how the program is tracking.
Cost conscious My main focus is to

keep the program on budget and running
efficiently.
Influential My boss makes the final

decisions that affect the vendor relationship,
but he trusts and values my opinion.
Carla is likely to speak favorably of our

program if our business reviews and
collateral provide proof points about the
value of Staples Advantage.
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.
Carla is highly analytical so its 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.
Business opportunity Carla is focused

on the bottom line, so appealing to her sense
of value and efficiency is critical.
Carlas 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 Carlas main
goals are to be proactive, keep up on our
offering, and stay on budget.
If we can provide Carla with timely information 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.
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.
44
Staples Advantage
Brand Personas Carla(cont.)
Carla Conductor (cont.)

Carla would describe herself as:
Carla appreciates:
Intelligent Carla handles the negotiations

and day-to-day decisions because shes so
on top of her business. She understands
every angle, is highly analytical and appreciates
others who think the way she does.
A team that has an understanding of her

department, is easy to work with and
able to provide valuable information.
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 youre not purchasing on
contract, youre 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.
Tools and services that reduce her time

and that of any associates completing
simple robotic tasks.
Detailed collateral thats 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 Carlas

personal life.
Carla is 40 years old and earns $85,000 per year
as a senior manager at her company. She is married, 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.
45
Staples Advantage
Brand Personas Paula
Paula Provider
Organization 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 youd call me the mother hen of the office. Im proud to be the go-to gal.
Paula is:
Behavioral 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.
Accommodating Above all, I want to

keep my office happy even if it means going
off contract.
We must always remind Paula of the savings were

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, its 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 its the right thing to do for her group.
Branding opportunity Paulas main concern is
keeping her office happy.
Playing to Paulas 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.
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 Im inventive and improvisational, 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
Staples Advantage
Brand Personas Paula(cont.)
Paula Provider (cont.)

Paula would describe herself as:
Paula appreciates:
Resourceful Paula is always finding

new ways to stay organized and on top of
requests while staying within the limits of her
companys program.
When its easy to find the products that

her department needs and wants.
Irreplaceable Without Paulas complex

system of organization and constant attention
to the department, there would be chaos.
Nurturing Paulas biggest concern is
keeping her department happy. Because
when theyre happy, shes happy.
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 Paulas

personal life.
Paula is 58 years old and earns $62,000 per year.
Shes 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.
47
Staples Advantage
Brand Personas Ryan
Ryan Requester
Ryan is focused solely on the specific projects hes 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.
Ryan is:
Behavioral opportunity Ryan orders

regularly, but hes not always in line with his
companys program because of his concerns
of getting exactly what he needs to do his job.
Low maintenance I just need some

supplies for my desk and client meetings.
Nothing too complicated.
If we can clearly explain to Ryan the benefits

to him and his company of ordering on contract, and show him that we have the products 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 doesnt 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.).
Our program should account for Ryans

needs, and when we communicate with
him we should reassure him that it does by
showing him relevant products and content.
Impressionable I dont 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.
Disengaged I try to be proactive and

stay on program with my orders, but thats
not always possible. When my requests
arent met I really dont understand it. I wish
someone would explain why its such a big
deal to order one product versus another.
Compliance can be a big issue with Ryan.
Its our job to clearly convey the whats
in it for me to him. Motivators could be that
similar products perform just as well or better or simply that his company signed up for
these products.
48
Staples Advantage
Brand Personas Ryan(cont.)
Ryan Requester (cont.)

Ryan would describe himself as:
Ryan appreciates:
Hardworking Ryan doesnt 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.
When his order goes according to plan

(easy, on-time delivery, etc.).
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 hes 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.
Collateral thats easy to get through, with

whats-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 Ryans

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.
49
Staples Advantage
Brand Personas Jackie
Jackie of all Trades

Organization size: Small (possibly enterprise or mid-size)
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.
Its my job to keep the office running smoothly and to find the best value on the products I buy for our group.
Jackie is:
Behavioral opportunity Jackie is

hard-wired to search for ways to save time
and money.
Highly engaged Im on the site daily,

finding and purchasing items, tracking down
orders, and every month or so, tracking our
spend. Im also in close contact with my rep
about products and our program.
An advocate I make most decisions,

giving my boss final say of course. He
usually doesnt get involved unless its for
something out of the ordinary like a
printer. It was my idea to go with Staples.
Business opportunity Jackie is a

frequent purchaser and a program
influencer.
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.
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 recommendations of value triggered by ordering or
browsing habits).
Well organized Its 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 theres always
candy in the reception area.
Jackie is a high-touch customer with a

great deal of influence in every area of
our business. Its 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.
Branding opportunity Jackie wants

to feel confident in her choice and that
shes getting the best value on the products
she buys.
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.
If we can truly demonstrate how we make

it easy and how we provide value, Jackie is
very likely to continually order from Staples.
When talking to Jackie, its 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.
50
Staples Advantage
Brand Personas Jackie(cont.)
Jackie of all Trades (cont.)

Jackie would describe herself as:
Jackie appreciates:
Resourceful Jackie is always looking for

ways to save money like special deals or
through order consolidation.
Product information that is easy to find,

clear and consistent.
Integral Jackie makes it possible for

everyone to do their job.
Hardworking Jackies role is hard to define
as she wears many hats. Shes the admin.,
procurement contact and all-around help desk.
Proof that shes 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 Jackies

personal life.
Jackie is 32 years old and earns $48,000 per
year as an admin. at her company. Shes 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 doesnt
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 shes not
with family shes working in her yard or on her
home (painting, decorating, etc.).
51
Staples Advantage Visual Identity
Staples
Advantage Visual Identity
Staples Advantage logo
Always use the default (horizontal) logo. If space is limited, use the secondary (stacked) logo.
primary logo
secondary logo
dual logo (to be used judiciously on

materials targeted to existing Corporate
Express customers until 12/31/09)
Logo colors
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.
CMYK: 0/97/100/0
CMYK: 0/0/0/100
PMS:
485
PMS:
Proc. Black
RGB:
204/0/0
RGB:
0/0/0
HEX:
CC0000
HEX:
000000
53
Staples
54
Minimum logo size and clear space

x
.50" wide
online: 35 pixels wide
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
logo height
x
Staples
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.
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.
55
Staples
Logo donts
DO NOT change the angle

of the logo (The Brick) from
the standard 6.
DO NOT crop, distort or skew
the logo or type in any way.
DO NOT alter the size relationship
between The Brick and the type.
Advantage
for the best deals!
DO NOT alter the spacing

of the type.
DO NOT use the logo

in a sentence.
DO NOT alter the color of the

logo or the type.
56
Staples
Logo donts
Huge Savings!
DO NOT overlap the logo with

typography, graphics or photos.
Follow the clear space guidelines
on page 42.
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.
57
Staples
58
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
primary logo
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.
As one of the top manufacturing document

providers in the industry, we utilize our stateof-the-art technology to provide a full
range of offerings.
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
Business offerings:
Digital copy and print services
Document and print management
Customizable print capabilities
Labels
secondary logo
secondary logo
Business offerings:
Office Products
Staples Technology Solutions
Staples Facility Solutions
Business Interiors by Staples
Staples Print Solutions
Staples Promotional Products
secondary logo
primary logo
Staples
59
primary logo
primary logo
As one of the largest global providers of

corporate-branded promotional products,
our experts offer high-quality, value and
fast turnaround.
As an industry-leading provider of IT
essentials, we offer customized, scalable
solutions to mid-sized companies and
global corporations.
Our furniture consultants provide a total

solution from space planning and design
services to installation and ongoing
support.
Business offerings:
More than 700,000 products
Special orders
Customized, managed programs
Consolidated ordering and invoicing
Business offerings:
Everyday technology needs
Printing, data center, and networking
services
Industrial, medical and other large-scale
applications
Largest seller of data media
Business offerings:
Dedicated, specialized sales team
Providing leading lines of contract furniture
Single source national supplier vs. local
distribution
secondary logo
secondary logo
primary logo
See page 44 for detailed guidelines
Staples
60
Minimum logo size and clear space for all Line of Business logos
Horizontal orientation
x
.50" wide
logo height
x
Vertical orientation
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 minimum .50" wide size, then use the type-only treatment shown below:
Staples Technology Solutions
logo height
x
Staples
61
Business Interiors by Staples Visual Identity Standards
Vertical orientation
logo height
.50" wide
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.

(X height is height of the lowercase letters in the business interiors logo.)
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
Color palette:
CMYK 40/20/24/0
RGB 156/180/184
CMYK 19/75/94/7
RGB 193/92/47
Primary colors
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
Staples
Introducing the split system

The 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
62
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.
advertisement
Protect it.
Back it up.
p
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11
Staples
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.
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.
Enjoy.
Enjoy.
Headline descender treatment on

background image color that bleeds
into white field.
The same treatment, adapted for

a photo image.
Heres 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").
without kerning
Color closest to split is
eyedropped from hero image.
Marketing
with kerning
Marketing
64
Staples
65
top
Using color
Monochromatic color saturation
Creating the split
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.
Below are recommended

percentages/techniques to create
the color split effectively. These
recommendations can be adjusted
to better fit your design.
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 5365) for more detail.
bottom
The split is created in Adobe

InDesign as shown. (e.g., PMS 2935)
PMS Yellow
PMS 123
PMS 144
PMS 239
PMS 259
PMS 2735
PMS 2935
PMS Proc Blue
TOP
100% PMS Yellow
TOP 100%
TOP 100%
TOP 100%
TOP 85%
TOP 80%
TOP 90%
TOP 90%
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% of PMS 144
30% Opacity with
a Multiply Effect
PMS 321
PMS 348
PMS 369
PMS 390
PMS 456
PMS 4635
TOP 90%
TOP 90%
TOP 100%
TOP 100%
TOP 100%
TOP 100%
BOTTOM
60% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
100% Opacity with
a Multiply Effect
BOTTOM
60% Opacity with
a Multiply Effect
BOTTOM
60% Opacity with
a Multiply Effect
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 6870.
Staples
66
Gradient technique
Creating the gradient
When 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 designers discretion, keeping the readability
of copy in mind.
The radial gradients are created

using 100% of the color on the
outer edge and 55% of the color
in the center.
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
55%
100%
Staples
Photography
What 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.
Visual winks
Tells a story without words.
Photos should focus on the
main image and environment,
not a model. Avoid slapstick or
sight gags.
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
Workstyle imagery
professional and businesslike
Show everyday office supplies in

an unexpected or artful way.
Show customers that we

understand their aspirations,
challenges and daily life at work.
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
67
Staples
Bringing it all together
68
Note all of the elements that contribute to the brands unique visual identity.
The architecture, the hierarchy of information, and how that information
communicates the Staples Advantage Brand Promise - in words and images.
Logo
Tertiary information
Position varies by communication vehicle.
Image can extend below the split and either

on top of or screened behind the color.
Hero imagery
Call to action
This is the ordering Web site.
Primary message/headline
Above the split; its important to rely on

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

vehicle.
Bottom section color story
The bottom color matches elements in

the above photo.
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.
3
4
Secondary message/subhead
Aligns left below split, paying off the image or

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

being told on the front cover.
7
8
9
catalog cover
Find this template on____________
Online
Staples
Staplesadvantage.com
70
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
45
39
36
34
32
1
ck
Bla
46
35
PM
S
PM
S
PM
S
PM
S
PM
S
lue
29
3
27
3
25
23
14
oc
B
Pr
PM
PM
PM
S
PM
S
PM
S
PM
S
PM
S
12
Ye
llo
w
PM
S
PM
S
PM
S4
85
Staples
71
Web palette 6.0 hues
Staples
72
35
Bla
ck
a48a00
955700
000000
cc0000
fff21c
ffd11a
ffa11a
f71885
a41e73
7620a1
0666cc
009eed
008391
1c871c
7eb41e
cdd21a
ad961a
a0681a
1a1a1a
cc0000
fff440
ffd633
ffab33
fc429f
b12d81
8b2ebb
0d70d8
00a9ff
0093a3
359435
8cbc36
d2d733
b6a133
aa7933
333333
cc0000
fff54d
ffdb4d
ffb64d
ff57ab
bb428f
9d3fcf
177ce6
26b6ff
00a5b8
4ea14e
9ac450
d8dc4d
bfad4d
b58a4d
4d4d4d
cc0000
fff666
ffe066
ffc066
ff6bb5
cc53a0
b052e1
2c8aed
4dc3ff
15b5c8
67af67
a9cd68
dde166
c8b966
bf9a66
666666
cc0000
fff880
ffe680
ffcb80
ff81bf
d66cb0
ba68eb
439bf8
78d2ff
41c5d5
81bc81
b7d582
e3e680
d2c580
caab80
808080
cc0000
fff999
feb99
ffd599
ff95ca
e687c4
ce87f9
63afff
99ddff
6cd3df
9ac99a
c5dd9b
e9eb99
dbd099
d5bc99
999999
cc0000
fffbb3
fff0b3
ffe0b3
ffafd6
f1aad7
e1a6ff
90c5fe
b2e5ff
94dee7
b4d7b4
d4e6b4
eef0b3
e4dcb3
dfcdb3
b3b3b3
cc0000
fffccc
fff5cc
ffeacc
ffc8e3
f7bfe2
ebc2ff
b4d8ff
cceeff
bbedf3
cce4cc
e2eecd
f4f5cc
ede8cc
eaddcc
cccccc
cc0000
fffee6
fffae6
fff5e6
ffe5f2
ffdef4
f4dfff
d5e9ff
e3f6ff
e0f6f9
e6f2e6
f1f7e6
fafae6
f6f4e6
f5efe6
e5e5e5
46
PM
c7cd00
45
PM
6fab04
39
PM
027902
36
PM
007380
34
PM
0092db
32
PM
Pr
oc
B
005ec2
S
PM
64128c
29
PM
35
35
980e66
27
PM
ed0175
25
PM
ff9600
23
PM
ffcc00
14
PM
3
PM
fff000
12
PM
cc0000
PM
S4
85
Ye
llo
w
lue
Web palette 5.0 hues
Staples
73
Website colors and gradations uses:

Logo/Brick
cc0000
Background
Highlight color: header text, on-state

0083c5
Navigation
efefef
efefef
ffffff
cccccc
Highlight color: header bar for callouts

006699
003a58
Buttons/call to action
Primary: an impactful color
e58700
b26900
Secondary: less prominence

808080
333333
Staples
Website patterns/textures: used as an overlay on gradients to give texture.
Used specifically on the following site elements:
74
Staples
Type:
Graphic typeface
Point sizes:
Use Helvetical Neue (T1).

Headlines: Helvetica Neue 75 Bold
Subheads: Helvetica Neue 65 Medium
Body copy: Helvetica Neue 45 Light
HTML typeface
Headlines, 28-30 pts
Subheads 18-20 pts
Body copy 12 pts:
category header:
Use Arial for HTML. If Arial is unavailable,

please use Verdana.
Arial
Headline: 30 pts
Sub: 13 pts
when inside a content well:
Arial Bold
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
75
Staples
76
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.
1. Buttons: used as the primary and secondary call to action. Consists of simple design, slight gradation, and rounded corner.
height
type edge font/size/

spacing
color
color
gradient
Primary: Used to highlight the

single most important button on
a page.
Style: rounded corners, centered type,

simple gradient
icon
character
count
cccccc
31 pixels
20 pixels
Helvetica
Neue 75
Bold
12 pt white
e58700
orange
b26900
Secondary: Used to help

delineate between unrelated
sections.
Style: rounded corners, centered type,

simple gradient
hover
state
99999
text:
333333
webdings
(4)
12 pt white
37
cccccc
25 pixels
20 pixels
Helvetica
Neue 75
Bold
11 pt white
808080
grey
333333
Sentence case, unless it's a proper name.
99999
text:
333333
none
17
Staples
Buttons and Links: continued

2. links:
font
Primary link: Used to highlight
important links when buttons are
not to be used.
point size
Helvetica
Neue 75 bold
color
hover state
icon
character
count
underlined
11 pt
e58700
25
Secondary link: used for.....
other links:
takes you to a new page
opens a new browser window
arial
regular
12pt
666666
change
to e58700
arial
regular
12pt
e58700
underlined
arial
regular
12pt
e58700
underlined
webdings 2
2 pt 14
25
arial
regular
12pt
e58700
underlined
webdings
option c pt 14
25
none
37
25
77
Staples
78
Buttons and Links: continued

3. Misc. interactive elements: simple design rounded corners and simple gradients
height
type edge
spacing
font/size/
color
color
gradient
Image call to action: Used to

notify users that an image is linked.
b26900
29 pixels
left justified
10 pixels
Arial 11 pt
white
orange
e58700
pattern/
texture
icon
character
count
none
25
none
none
na
none
na
use over
gradient
(see pattern
pg xx)
Style: attached to bottom of image, left

justified, flat top, rounded bottom
number buttons:
26 pixels
Style: anchored to bottom and side
of module, exposed edge is rounded
slightly
orange
Helvetica
when on
centered 12 Neue 75
activated
pixels
Bold
page, grey
12 pt white when on
inactive
directional buttons:
24 pixels
Style: square box with rounded corners,
slight dropshadow
centered
Webdings
3, 10 pt
white
43 pixels
e58700
e58700
orange
b26900
downloadable:
justified left Arial Bold
15 pixels
14 pt white
b26900
003a58
blue
Style: rounded rectangle with an overlay

of an icon 9px extrusion from top
006699
use over
gradient
(see pattern
pg xx)
25
Staples
Iconography
Our 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 headers get a dropshardow. They are
always white on an orange gradient
circle with a slight
dropshadow.
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.
Email icon: informs user

of email function. Is white
on dark grey gradient
when inactive, when active
it is dark grey on light grey
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.
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.
Dropdown contact:
used within dropdown
contact well.
Email icon: calls attention

to Staples Advantage
address within content well.
Text Icons - icons used to support
action of link when clicked on.
Dropdown icon: used to show more

content below will show up when
selected
Contact well: used in

constant content well
New window icon: used to show
that a new window will open when link
is clicked
Continue icon: used to show that
you will move from current page to a
new page to read more or learn more.
Download icon: used to show that

when link is clicked a pdf will be
downloaded to your computer
79
Staples
Navigation:
main: 63 pixels high
rounded corners above
and below mid line
1
1 top tab: Helv neue
75 bold 14 pt
selected 1a1a1a
unslected 666666
2 sub tab: Helv neue
65 medium 12 pt
unselected 1a1a1a
selected ffffff on darker
grey background
2
3
4
sub: HTML text category

navigation.
3 category header: Arial
bold 30 pt 333333
4 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
5 category header: Arial reg
12 pt 666666, when selected

0083c5. Divided by a 1 pixel
rule efefef, spaced 10 pixles
between.
80
Staples
Logo
StaplesAdvantage 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.
size: 211 x 51 pixels
14 pixels indent and 11
pixels above navigation
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
41 px
aligned right with go

button above.
52 pixels below mid
line of navigation.
contact us stays
41 pixels to the left.
size: 160 x 56
41 px

button above.
52 pixels below mid
line of navigation.
contact us stays
81
Staples
Logo continued
StaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.
size: 154 x 40
41 px
promotional products FPO

button above.
52 pixels below mid
line of navigation.
contact us stays
size: 160 x 56
aligned left with go
button above.
52 pixels below mid
line of navigation.
contact us stays
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
82
Templates
Staples
Templates
84
Catalogs
Catalog 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".
1 Logo placement
6 Product imagery
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.
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.
4
5
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).
7
8
9
catalog cover
Staples
Templates
85
Fact sheets single-sided

Fact 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.
1 Logo placement


edges of page.

Imagery is 60% of the layout.

Imagery should be clean, uncluttered and
iconic when possible.
Please see page 50 for proper photography
style and usage.

Headline is flush left from the beginning of the

second column.
font size range of 3248 pt.
Type color is either black or white,
4 Split page element


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,
Paragraph subheads: Helvetica Neue 75 Bold,
4
5
6
8 Recycling message/logo

Positioned .375" from left and bottom

edges of page.
9 Call to action


Aligns left with the body copy.


front
Staples
Templates
86
Fact sheets double-sided

At 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.
1
1 Logo placement


edges of page.

Image area takes up 40% of the layout.

style and usage.

Headline starts at the beginning of the

second column.
Text color is either black or white,


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

first column.
within the text box.
3
4
7 Body copy

8 Call to action


Aligns left with the body copy.
The arrowhead is .125" x .25",
PMS 485.



front
Staples
Templates
87
Fact sheets double-sided

The 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
2
1 Image box
4 Body copy
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%.
Positioned at beginning of second column

and extends the width of two columns.
5 Call to action


6 Logo placement

Positioned 10 mm from right and bottom

edges of page.
Width of The Brick is 1".
7 Recycling message/logo
Sidebar text box aligns with left margin

and extends the width of the column.
Subheads: Helvetica Neue 76 Bold Italic,
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.
5
6
7
back page
Staples
Templates
88
Brochure and flyer interiors

1
The 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.
5 Brand Promise (if applicable)
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.
placement, style and usage.

Everything
prints
and direct mail.
y
g from forms and labels to digital
g
p
Print management
Total print production
Labels
Direct mail
Think of Staples as your command-and-control center

for everything your business prints. Well manage your
supply chain, consolidate production, coordinate
distribution and centralize inventory reporting and
accounting. Youll finally regain control of everything
you print, while slashing costs.
We are your one source for everything your business

prints from complex, long-run print jobs to quick,
on-demand digital copies.
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-ofsale applications. With our advanced technology, we can
also create a wide array of radio-frequency identification
(RFID) and information system labels.
As your single-source direct mail provider, we consistently deliver mailings that are on time, on budget
and on target. This will give your business measurable
results like higher-quality mailings, fewer undeliverables and lower postage costs without the hassle
of dealing with multiple vendors.
Long-run printing
Staples can produce any type of form, custom and/or
stock, for every type of business use or printing need.
Rely on us for fill-and-print and paper-based formats
that utilize roll, sheet and continuous designs.
Forms analysis, design and mapping

Electronic forms deployment and management
Inventory management
Online ordering and electronic proofing
Online corporate identity programs
Workflow analysis
User support services
Summary billing
Kitting and fulfillment
Digital copy & printing

Our Digital Copy & Print centers have state-of-the-art,
print-on-demand technology that can deliver wideformat graphics, full-color presentations, eye-catching
brochures and more. These are high-volume, closeddoor facilities managed by industry experts allowing
you to print whatever you need, whenever you need it.

Positioned 10 mm from bottom and left

edges of page.
Helvetica Neue 45 Light, 12 pt.,
tinted 75% black.
Business forms, statements and invoices

Purchase orders and tax forms
Checks, including security features and unique numbering
Brochures, pamphlets and catalogs
Business cards, stationery and envelopes
Presentations, mailers, flyers and postcards
Multipart forms and booklets
Continuous laser roll forms
Continuous custom and stock laser forms
Custom and stock cut sheets
Point of sale
Product identification
Variable imaged
Thermal
Dual-Web and tri-web label/form combinations
RFID labels
Nonpressure-sensitive tags
In-mold, rotary screen
Distribution labels
Foil stamping
Laserprint labels
Picking, price marking and mechanized sortation
Distribution, quality control and inventory control
Shelf signage
Airline baggage tags and boarding tickets
Promotional and online ordering
Auto application equipment
Chemical hazard warnings
Customer service and project management

Premedia/computer-to-plate (CTP) capabilities
Web offset forms printing (up to 10 colors)
Personalization, finishing and lettershop
Postal optimization and logistics
Computer services
Product formats include:

Postcards
Envelope packages and self-mailers
InteliMailer collated mailers
InteliTab zip strip mailers
InteliMatch matched envelope packages
InteliPanel oversized self-mailers
Bangtail and card carriers
brochure inside spread
6 Footer (if applicable)

Text or logo.
Positioned .375" from bottom edge
of page.
brochure cover
Helvetica Neue 75 Bold, point range of 3248 pt.

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


Copy is flush left with headline.
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A 250GB OneTouch 4 Mini Hard Drive

USB 2.0
Staples No. 728064
10 Tech Guide
flyer cover
B 500GB OneTouch 4
C 500GB OneTouch 4 Plus
D 1TB OneTouch 4 Plus
A Cruzer Titanium and
B PNY 2GB Attach,
C Imation 2GB Swivel USB
D SanDisk 4GB Cruzer
USB
Simple user interface or backup scheduling
and restoring
USB/Firewall 400

U3 smart enabled
Retractable USB connector
High-speed USB 2.0 certified
USB mass storage class device
Compatible with Windows Vista/XP/2000 and
Mac OS X v10.1.2+
Compatible with most PC/Mac laptop and

desktop computers with available USB 2.0
Enhanced for Windows ReadyBoost to boost
performance and system responsiveness in
Windows Vista
High-performance, low power consumption
New design with integrated cap holder on the
back to prevent lost caps
Features an innovative never-lose-the-cap

swivel design
Weighs only 1 oz. and fits easily around your
neck, or in your pocket or briefcase
USB 2.0 drive speed data can be read up to
8MB per second and written up to 7MB
per second
USB 2.0
Password protection and AES hardware
encryption
Enhanced for Windows ReadyBoost
Automatic online backup service
Restore accidentally deleted files
External Hard Drive

Staples No. 708622
Your Price............$139.95
Your Price............$129.95
Prices valid 8/19/30/08.
flyer inside spread
External Hard Drive

Staples No. 708625
Your Price............$159.95
External Hard Drive

Staples No. 728061
Your Price............$299.95
Micro ReadyBoost Flash Drive
Mfr. No. SDS-SDCZ6-4096-A10RB

Staples No. 682154
Your Price..............$39.95
USB Drives, 3/Pack
Mfr. No. PFD-2GBX3ATT2M

Staples No. 737682
Your Price..............$44.95
Limited-Time Price..............$34.95
Flash Drive
Mfr. No. IMN18068
Staples No. 592240
Your Price..............$34.95
Titanium Plus
Mfr. No. SDS-SDC-Z28004GA11

Staples No. 733784
Your Price..............$59.95
Order online at StaplesLink.com, call 1-877-826-7755 or contact your Account Manager.
11
Staples
Templates
89
Newsletters
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.
2
1 Logo placement

first column.
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.

edges of page.

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.
style and usage.

Headline starts at the beginning of the

second column.
For descenders on characters that sit below
baseline, see page 47 for instructions.
6 Body copy


Subheads: Helvetica Neue 75 Bold,


front page
Staples
Templates
90
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.

16 pt. with 18 pt. leading,
text color matches color theme.
Staples
Templates
91
Posters, advertisements and ad-like objects

While 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.
5 Body copy

High-contrast images are encouraged for
black & white ads.

Message baselines on split and is
centered left to right.
font size should be large enough to
stand out versus other messaging.
depending on imagery.

Top image area takes up 60% of the layout

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

Helvetica Neue 45 Light

Copy is centered left to right.
Type color is either black or white,
depending on imagery and contrast
to background.
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).
3
4
5
7 Call to action


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.
Staples
Templates
92
Tradeshow booth graphics

Tradeshow 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.




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,
6 Color box story


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 Body copy

Use for smaller booth signage

(e.g., tabletops, stanchion signs).
Appears below subhead and is centered on
page.
Font size should be smaller than subhead,
but large enough to read from a distance.

banner (46" x 92")

Top image area takes up 60% of the layout,

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

Helvetica Neue 45 Light,

font size should be smaller than headline
and centered on page.
depending on imagery and contrast
to background.
3
5
6
7
tabletop display (118" x 90.4")
Staples
Templates
93
1-pixel stroke
aliased
rounded
corner
Emails
Emails 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
2
3
1 Logo placement
8 Buttons
Top left, 11 pixels from outside edge.

Main image should represent hero or work

in support of headline.
style and usage.


Helvetica Neue 75 Bold, white, font size varies.

Split point acts as baseline for headline.

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


above photo.
9 Footer

Height: 40 pixels.
(see pages 1516) and matches elements in the
above photo.
Brand Promise can be placed in this area.
10 Unsubscribe information

4
5
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.
Box that contains arrow is 7 pixels wide.
The arrow itself is 4 x 7 pixels.
Verdana Regular, 10 pt., black.

6
7
8
9
Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here.
Unsubscribe information here. Unsubscribe information here.
10
Staples
Templates
94
1-pixel stroke
aliased
rounded
corner
Emails continued
For 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
Above the fold
This section contains all the elements to

convey the over arching theme/message
of the entire email. In this instance its 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


Helvetica Neue 75 Bold, white,
font size variable.
1d Split page element

Split point acts as baseline for headline.
1e Bottom section color story

1f

(see pages 1516) and matches elements in
the above photo.
1g Page divider
7-pixel rule, color matches theme.
Below the fold
1b
1c
1d
This section contains subsequent messaging

that supports or continues the main idea above.
In this instance, its product.
1e
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.
1f
1g
2b Featured products box

2a
139 pixels.
Stroke: 5 pixels, outside.
Color of stroke: 25% fill color
(see page 16 for color breaks).
Product extends outside the box.
2b
2c Buttons

Body copy/product descriptions

Verdana Regular, 11 pt.

Why-Buys (if applicable) and Staples SKUs
are bold.

Text links are underlined and bold,
color is cc0000.

1a
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.
Box that contains arrow is 7 pixels wide.
The arrow is 4 x 7 pixels.
2c
2d Footer

Height: 25 pixels.
and matches elements in the above photo.

Unsubscribe information

Verdana Regular, 10 pt., black.
2d
Unsubscribe information here. Unsubscribe information here.
Staples
Templates
95
PowerPoint presentation slides

Shown 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.
blue
Staples Advantage is
Office Products
Business Interiors
Facility Solutions
Technology Solutions
Print Solutions
Staples Technology
Solutions
Staples Print
Solutions
title slide
Staples Facility
Solutions
Staples Promotional
Products
content slide
Staples
Templates
96
Business Interiors collateral

sm
Business 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.
4 Body copy

The imagery should be clean, uncluttered, iconic,
sophisticated and stylistic when possible.
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

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.
5 Color box story
6 Call to action
Top image takes up 60% of the layout

Bottom section color story and messaging take
up remaining 40%.
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.
Helvetica Neue 75 Bold at 10.5 points over 13

leading.
2
3
4
5
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)
Staples
Templates
97
full page advertisement
Business Interiors collateral (continued)
product catalog cover
Staples
Templates
Split donts
The split is a key differentiator of our visual identity. To maintain its integrity, it is important to design within the guidelines.
Do not split too high.
Do not use more

than one split.
Do not split vertically.
Do not use more

than one color theme.
98
Staples
In summary
Ready? Set? Go.
Note that the ensuing pages cover how all the elements contribute
to the brands 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?
Templates
99
Staples
Examples
Check out how the split system plays out over the next couple of pages.
Catalogs
Other examples (print ads & sell sheets)
Examples
100
Staples
Advertisements/posters
Emails
Examples
101
Staples
Emails (continued)
Examples
102
Staples
Fact sheets
Tap
p in to Staples.
p
Get the most out of your program.
Our experts can recommend standard

tech items for your business.
We have all the tech items you want:
Digital Cameras and Memory Cards
Flash Drives
Fact Sheets
Memory
Headsets
Keyboards and Mice
Printers and All-in-Ones
Monitors
Privacy Screens and Laptop Locks
Projectors
Shredders
Fax Machines
Webcams, Wireless PC Headsets and GPS
Ergonomic Accessories
Your existing Staples program gives you the power to choose from the
latest technology products, minimize procurement costs and roll out new
solutions fast.
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Its all part of your existing program:
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One invoice, one place to call
Cables
Surge Protectors and Battery Backups
Laptop Accessories (Speakers,
Mouse Pads, Stands)
And more
Contact your Account Manager for more ways to tap into

the power of your Staples program.
0408019850
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Examples
103

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Staples US Contract Guidelines

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Branding Guidelines

for Staples Advantage

Putting the brand into words........................................................................................... 34

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

Corporate Brand....................................................................................................... 731

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

Staples Advantage Logo and Line of Business Logo Guidelines...................................53

Easy Button ...................................................................................................... 1923

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

Introducing the split system.........................................................................................62

Staples opened its first store

Staples celebrated its 10th anniversary,

In the summer of 2008, Staples

Staples, Inc. Timeline

Based in Austria but

Joint venture with OA365

Joint venture with

The Netherlands and Portugal

and Sigma BroWelt

and Pressel Versand

Ivan Allen acquired

Enters delivery business

North American Delivery

North American Retail

Small & Medium

Small business and home

What is our brand personality?

That was easy.

You are a brand ambassador

Our Brand Promise

Youre in charge. Of the brand, that is. Dont underestimate the

(commonly referred to as The Brick.)

Minimum logo size and clear space

The smallest permitted size

DO NOT place objects on the logo.

DO NOT change the angle

DO NOT crop, distort or skew

DO NOT change the typeface.

DO NOT reverse the logo.

DO NOT remove the Staples

for the best deals!

DO NOT use the logo in a

DO NOT overlap the logo with

DO NOT use the Staples bent L

DO NOT use the Staples bent L

Using the logo on colored backgrounds

The Easy Button

Staples brand should have the in all instances.

Please note: trademark usage as noted in these guidelines is appropriate for

Humor. Its in our DNA. Its part of who we are.

Thanks to years of delightfully funny television commercials, Staples

Capturing our spirit in words.

Dial it up. Dial it down.

your custom Cosco brand stamp

XXXX XXXX XXXX XXXX

When ordering by phone or online, include coupon code:

XXXX XXXX XXXX XXXX

500 Staples Drive

We can put your name

Let a custom stamp say it for you. Over and over.

(No bunnies were harmed in making this brochure.)

But please dont make us.

$100 in savings inside!

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