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HSBC Brand Basic Elements

Group Marketing June 2006

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Issued by HSBC Holdings plc

contents
Contents 1 2 3 4
Introduction 1.01 Brand management The design elements Separate Brands Approvals Endorsed Brands 3.04 2.03 Surrogate Brands 3.05 Sub-Brands 3.06 2.04 Product Descriptors 3.07 HSBC+hexagon in text Third Party Agents Testimonials /Endorsements 3.09 2.05 Co-branding 3.08 Colour reproduction of the corporate signature Monochrome reproduction of the corporate signature Using reproduction artwork Corporate colours Corporate typefaces The hexagon symbol 3.03 Protected area Message from the Group Chairman 2.01 2.02 Introduction Brand Schemes 3.02 Corporate signature 3.01 Corporate signature with strapline 4.01 4.02 Clearance and approvals Contacts Introduction Brand management The design elements Approvals

HSBC Brand Basic Elements Group Marketing - June 2006

June 2006 Stephen Green . The integrity in our trade mark corporate signature is a vitally important asset and one which every colleague should feel duty bound to protect.1. A programme of change and consolidation of our name began in the late 1990’s and has continued ever since. HSBC Brand Basic Elements Group Marketing . The integrity of this asset is to be governed by this manual and standards. The values of our brand are clearly expressed in the ‘Brand Book’ and this helps guide us and differentiate us in our highly competitive markets. It is the ultimate responsibility of every business head and CEO to ensure these guidelines are followed.01 message from the Group Chairman Contents 1 2 3 4 Introduction Brand management The design elements Approvals The HSBC brand has been established in many markets all over the world. We have established the brand and its trademark so that it is now a globally recognised icon. It is a powerful asset across all our business lines and gives us strengths and values that help us to grow our business and enter new geographic areas.

June 2006 . The benefits of a strong brand are many fold.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2.03 Surrogate Brands Sub-Brands 2. A strong well-managed brand can yield positive preference for products and services in a competitive market. and can yield long term differentiation of the business as well as intangibles such as positioning us as a desirable employer to prospective employees and allowing us preferential negotiating positions with third parties. Brand management 2.2. as well as command a premium price over competitors.05 Co-branding HSBC Brand Basic Elements Group Marketing .01 brand management Introduction The principles outlined in this section relate to a key function of Marketing and are something that.01 Introduction 2.02 Brand Schemes Separate Brands Endorsed Brands 2. when done well. The value of the HSBC brand is not something measured and accounted for in any formal way. However public studies such as the Interbrand valuation conducted in association with Business Week Magazine will be observed and followed as an indicator of some measure of progress. will yield many tangible as well as intangible business benefits. It can allow cost effective entry into new categories.

Any of these conditions benefit also from identifying this brand name as part of a greater whole and so an endorsement of ‘Member HSBC (hexagon) Group’ is added to the brand name.02 brand management Brand Schemes The strength of the global HSBC brand is not in any doubt and its sustained momentum is something that we must ensure for the future. customer equity in the brand etc. in most cases has been acquired through the purchase of a business. these should cover all possible permutations of our business. There are currently no examples of any significance of this within the Group. Brand management 2. Separate Brands In some jurisdiction and areas of operation the brand name will be used for a business that is totally separate and different from the HSBC parent and no references to the parent are manifest in any way the brand presents itself to its customers and marketplace. Any needs to develop new propositions that carry a differing or new brand identity must be thought through thoroughly and the business case developed with GHQ GMQ input. internal communications. The areas of precedent that exist in the organisation for configuring brands exist in the following broad categories.2.02 Brand Schemes Separate Brands Endorsed Brands 2. web-sites and all printed materials. advertising publicity material.03 Surrogate Brands Sub-Brands 2. employee business cards.01 Introduction 2.June 2006 . These are often for regulatory or cultural issues or businesses where we are not the majority share holder. Endorsed Brands This is where a name and identity is used that. This is carried as part of the logo scheme on all materials. Please note that HSBC (hexagon) Group is not a legal entity and is a descriptor only. Appropriate circumstances might include such factors as heritage of the (acquired) brand. and that has been deemed appropriate to continue to market under the brand name acquired.05 Co-branding HSBC Brand Basic Elements Group Marketing .04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2. market sector in which it operates. There are some circumstances when leading with the HSBC Brand is not possible and where marketplace conditions demand a different approach.

03 brand management Surrogate Brands This form of using the brand identity is not very common and occurs in the business through historical reasons or local management requirements.2. please note that these trade marks should be registered in the name of HSBC Holdings plc. SABB (hexagon) and Bank of Bermuda (hexagon). in conjunction with another identifier. Sub-Brands Using the HSBC brand against some market segments requires an identity that signals a different service level or change in the proposition that means a different stance for the HSBC brand. It is what is added to the overall HSBC brand positioning that comes through the sub-brand modifier. Examples of this HSBC+hexagon in text Third Party Agents Testimonials /Endorsement in the business are first direct (hexagon). for example HSBC Amanah.03 Surrogate Brands This form uses an element of the Sub-Brands HSBC brand. It is often a transition form of branding moving to an HSBC identity. Proposals to use a scheme such as this must be referred to GHQ GMQ and will only be approved in very exceptional circumstances. Ownership of Surrogate Brands and Sub-Brands If you intend to register any surrogate brands and sub-brands (which GHQ GMQ has approved) as trade marks. usually the red hexagon. In these circumstances the core values of the HSBC brand and its strategy remain intact and clearly manifest. 2.02 Brand Schemes Separate Brands Endorsed Brands 2.05 Co-branding HSBC Brand Basic Elements Group Marketing .June 2006 .04 Product Descriptors 2. Sub-Brands will always use the full HSBC brand identity and conform to its guidelines and have the Sub-Brand title added. Brand management 2. This scheme should not be used unless there is a very strong business based case.01 Introduction 2.

Notification of variants or new descriptors must be communicated to GHQ GMQ.03 Surrogate Brands Sub-Brands 2. GHQ GMQ should be advised of all existing arrangements and new ones require approval.05 Co-branding HSBC Brand Basic Elements Group Marketing .) should not be allowed without prior GHQ GMQ approval.2.04 brand management Product Descriptors This final category of labelling uses a simple form of description with the HSBC brand and identity to give a clear indication of which element of HSBC a customer or member of staff is dealing with.02 Brand Schemes Separate Brands Endorsed Brands 2. The essential rule is that they must be highly descriptive of the activity and must not be difficult or ambiguous to interpret. HSBC Vehicle Finance. Further guidance can be found in the Group Marketing FIM.June 2006 . HSBC Stockbrokers. Trade mark licences can be prepared by Group Legal Department once GHQ GMQ approval has been obtained and the relevant information concerning the licence is provided to Group Legal. a third party who has been given approval to use the HSBC Corporate Signatures should enter into a trade mark licence agreement. Testimonials/Endorsement Testimonials should be granted on a case-by-case basis. and only with the specific approval on a case-by-case basis of GHQ COM. Each should be referred to the appropriate authority in any local business unit and GHQ GMQ informed. HSBC Card Services. Issues such as reputational risk and business benefit to HSBC must be considered carefully. the HSBC Group. This is very commonly used across many business lines to help guide and simplify the customer/staff member’s interaction with us. who will not consider requests that have not been previously been vetted by Use of the HSBC brand for Third Party Agents On the related issue of the appointment of third party agents. Use of ‘HSBC + hexagon symbol’ in text The use or depiction of the hexagon symbol in text is not allowed. the use of the HSBC brand in any way (on business cards. This is to prevent any confusion or potential liability if unauthorised parties pass themselves off as part of. or endorsed by.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement 2. HSBC Asset Management. Brand management 2. The Group brand (HSBC + hexagon symbol) may only be used when the full legal name is clearly displayed.01 Introduction 2. HSBC Private Banking. Trademark Licences Except where agreed otherwise by GHQ GMQ. There are many examples and these include things such as HSBC Mortgage Services. The letters ‘HSBC’ may be used without the hexagon symbol as a descriptor. marketing or promotional material etc. the local LGA and COM.

xxxx offic l es in xx © HSB C Hold ings plc HSBC Hold 8 Canada ings plc London Square E14 5HQ .uk Issued by (leg al enti We are a principa ty name) one of l mem the ber of the HSB services world’s larg est ban C Gro organisa countrie tions with king and fina up. Brand management 2. advertising. Lorem ipsum dolor sit amet. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna vulputate velit esse aliquam erat volutpat.01 Introduction 2. Contents Duis autem vel eum Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat 4 Vulputate velit esse molestiec 8 Consectetuer acing elit. s and terr ncia around itories. sed diam non. In this situation the other brand should be less prominent than the HSBC brand and placed as far away from it as possible. How fit is your bank balance? Odio dignissim qui blandit 5 Duis autem vel eum 9 Consectetuer acing elit. In exceptional circumstances.June 2006 .2. 00000-0 MCP xxxxx ©HSBC 00/00 Print Bank plc ed by xxxx 2006. sed diam nonummy tincidunt ut laoreet dolore magna vulputate aliquam erat volutpat. marketing/public affairs departments before sending to GHQ GMQ for approval. 11 2. xx/xx HSBC Brand Basic Elements Group Marketing . including joint promotions.c o. Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat lobortis nisl ut aliquip ex ea commodo consequat Ut wisi enim ad minim veniam Ut wisi enim ad minim veniam Consectetuer acing elit.03 Surrogate Brands Sub-Brands 2.02 Brand Schemes Separate Brands Endorsed Brands 2. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna vulputate velit esse aliquam erat volutpat. vel illum dolore eu feugiat nulla facilisis at. marketing materials and sponsorship. consectetuer adipiscing elit. Ut wisi enim ad minim veniam. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. All xxxxxxxxxx Rights Reserved. xxxxxxxx. All co-branding opportunities are reviewed individually and should be agreed with local legal departments.04 Product Descriptors HSBC+hexagon in text Third Party Agents Testimonials /Endorsement Introduction Consectetuer acing elit.05 brand management Co-branding ‘Co-branding’ is defined as any circumstances where the HSBC appear with any other brand. and with prior approval from GHQ GMQ. Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat Duis autem vel eum 6 Duis autem vel eum Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat 10 Vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna vulputate velit esse aliquam erat volutpat. the third party brand can appear on the front cover. Co-branding publications and literature In the majority of cases the third party branding should be placed either on the back cover or the inside front cover.05 Co-branding 7 Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat hsbc. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

03 Protected area 3.in these circumstances the corporate signature should be used without the strapline Language variations corporate signature with long strapline . The HSBC corporate signature with strapline is used to brand all marketing material unless there is a legal reason precluding its use (eg HSBC Insurance) .right aligned minimum size 40mm HSBC Brand Basic Elements Group Marketing . The strapline must never be used on its own.02) to form the HSBC corporate signature with strapline.centred minimum size 40mm corporate signature with English strapline The design elements 3. marketing materials and posters (please refer to the appropriate design minimum size 40mm corporate signature with long strapline .June 2006 guidelines).06 Corporate colours 3.02 Corporate signature 3.05 Corporate typefaces 3. The relationship of the elements is fixed.09 Using reproduction artwork Approved local language versions of the corporate signature with strapline are available from GHQ GMQ. .08 Monochrome reproduction of the corporate signature 3.3. For language versions where the strapline is longer than the corporate signature two versions are available: • the centred version is the primary mark • the right aligned version is used for advertising.01 corporate signature with strapline The marketing strapline is added to the HSBC corporate signature (see 3.01 Corporate signature with strapline 3.04 The hexagon symbol 3.07 Colour reproduction of the corporate signature 3.

05 Corporate typefaces 3. and only then with prior written approval of GHQ GMQ.09 Using reproduction artwork 18mm HSBC Brand Basic Elements Group Marketing .06 Corporate colours 3. Usage The corporate signature is used to brand all corporate stationery items and it should be used in marketing material for businesses which are precluded from using the marketing strapline.01 Corporate signature with strapline 3. • The horizontal corporate signature is the primary and preferred mark and should be used for the majority of applications • The centred corporate signature may only be used in limited circumstances where the horizontal width available precludes the use of the horizontal mark.03 Protected area 3.07 Colour reproduction of the corporate signature 3.3. for example when the legal entity being advertised is not a bank (eg HSBC Insurance).04 The hexagon symbol 3. 29mm centred corporate signature minimum reproduction sizes horizontal corporate signature The design elements 3.02 Corporate signature 3.02 corporate signature The corporate signature is the major visual element of the brand identity and comprises the letters HSBC and the hexagon symbol in a fixed relationship.June 2006 .08 Monochrome reproduction of the corporate signature 3.

08 Monochrome reproduction of the corporate signature x To enable the corporate signatures to appear prominently without interference. HSBC Brand Basic Elements Group Marketing . The clearance area should be increased wherever possible.05 Corporate typefaces x x x .01 Corporate signature with strapline 3.3.03 protected area horizontal corporate signature centred corporate signature x x x x x The design elements 3. a minimum exclusion x 3.06 Corporate colours 3.07 Colour reproduction of the corporate signature corporate signature with English strapline 3.09 Using reproduction artwork x corporate signature with long strapline x x area has been established which is to be left clear of other graphic elements or text. The protected area must not be used as a rectangle to frame the corporate signatures.03 Protected area 3.June 2006 x x x x 3. The protected area is equal to the height of the hexagon symbol or HSBC lettering and is indicated by x the dotted border shown.04 The hexagon symbol x x 3.02 Corporate signature 3.

08 Monochrome reproduction of the corporate signature Only in exceptional circumstances and with prior approval of GHQ GMQ may the hexagon be used without the ’HSBC’ logotype.07 Colour reproduction of the corporate signature of four red triangles and two white triangles. Use of the hexagon must be carefully controlled.04 the hexagon symbol The hexagon is the main visual element of the HSBC brand identity.June 2006 . There are strict rules regarding its use.3.03 Protected area 3.05 Corporate typefaces 3.01 Corporate signature with strapline 3. 3. In the overwhelming majority of applications the hexagon should appear in HSBC red and white The hexagon symbol 3. The geometric structure consists Graphic construction The design elements 3.04 The hexagon symbol 3.06 Corporate colours 3.02 Corporate signature 3.09 Using reproduction artwork HSBC Brand Basic Elements Group Marketing .

08 Monochrome reproduction of the corporate signature 3.3.05 corporate typefaces Univers is the primary font for HSBC marketing material.it is essential to use the correct cut of the font: Monotype Times New Roman (reference 1046). Univers semi-bold is a font unique Univers semi-bold (unique to HSBC) The design elements 3.03 Protected area 3.09 Using reproduction artwork Please note There are many versions of Times available . For reference all of the approved HSBC corporate typefaces are illustrated. Univers light italic 46 Univers bold 65 ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn Univers regular 55 ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn Univers bold italic 66 3.02 Corporate signature 3. No other typefaces or weights can be used without the prior approval of GHQ GMQ. and as a support to Univers.01 Corporate signature with strapline ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers light 45 Univers regular italic 56 3. Monotype Times New Roman is the secondary corporate typeface and is used for stationery.07 Colour reproduction of the corporate signature to HSBC which is available from GHQ GMQ.05 Corporate typefaces 3.06 Corporate colours 3. the approved weights are illustrated.June 2006 . ABCDEFGHIJKLMN abcdefghijklmn Times New Roman ABCDEFGHIJKLMN abcdefghijklmn Times New Roman bold ABCDEFGHIJKLMN abcdefghijklmn Times New Roman Italic ABCDEFGHIJKLMN abcdefghijklmn Times New Roman bold italic ABCDEFGHIJKLMN abcdefghijklmn ABCDEFGHIJKLMN abcdefghijklmn HSBC Brand Basic Elements Group Marketing .04 The hexagon symbol 3.

03 Protected area 3. white and HSBC grey.04 The hexagon symbol 3.3.05 Corporate typefaces 3.01 Corporate signature with strapline 3.06 corporate colours The HSBC Group’s corporate colours are HSBC red.June 2006 .06 Corporate colours 3. Four colour halftone formula Cyan Yellow Black 0% 100% 0% Black 100% Black 44% PMS1795c Black White PMS 423c PANTONE® matching system (PMS) equivalent HSBC Red Black White HSBC Grey 3. HSBC red HSBC red can be achieved using PANTONE® 1795 red.08 Monochrome reproduction of the corporate signature 3.07 Colour reproduction of the corporate signature HSBC colours may be reproduced using specially mixed colours or may be simulated using the four colour halftone process (see breakdown charts). Four colour halftone reproduction can achieve an acceptable match to HSBC red (see breakdown charts). HSBC grey HSBC grey is the Group’s secondary corporate colour and can be achieved using PANTONE® 423 grey. For halftone reproduction a 44% tint of black can achieve an acceptable match to HSBC grey. black. Colour reproduction HSBC corporate colours The design elements 3.02 Corporate signature 3.09 Using reproduction artwork Magenta 94% HSBC Brand Basic Elements Group Marketing .

On dark backgrounds the HSBC logotype reverses white out of the background colour. The same reproduction colours apply when using the corporate signature without the strapline. the appropriate alternative (black on a light colour or white out of a dark colour) should be used.04 The hexagon symbol 3.06 Corporate colours 3.07 colour reproduction of the corporate signature Preferred colour versions Wherever possible HSBC corporate signatures should be reproduce in black and HSBC red on white or very light background colours.02 Corporate signature 3.05 Corporate typefaces 3. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read. Alternative colour versions In exceptional circumstances where the red strapline would be difficult to read against a background. HSBC red hexagon symbol (the interior of the hexagon is white) HSBC Brand Basic Elements Group Marketing .09 Using reproduction artwork Preferred light background colour version: black logotype.June 2006 .08 Monochrome reproduction of the corporate signature 3.3. HSBC red hexagon symbol and strapline 3. The design elements 3.03 Protected area The interior of the hexagon symbol 3.07 Colour reproduction of the corporate signature must be white. Backgrounds The corporate signature must always be clearly visible. White background colour version: black logotype.white logotype and strapline.black logotype and strapline. HSBC red hexagon symbol and strapline (the interior of the hexagon is white) Alternative dark background colour version (where the strapline would be difficult to read in red): . HSBC red hexagon symbol and strapline (the interior of the hexagon is white) Alternative light background colour version (where the strapline would be difficult to read in red): . HSBC red hexagon symbol (the interior of the hexagon is white) Preferred dark background colur version: white logotype.01 Corporate signature with strapline 3.

June 2006 .02 Corporate signature 3. Dark backgrounds The design elements 3.03 Protected area 3. single colour printing should be black on a white or very light background. Light background monochrome version: all elements black HSBC grey background version: all elements white White background monochrome version: all elements black Dark background monochrome version: all elements white 3.06 Corporate colours 3. When non corporate colour backgrounds are used the corporate signature must be clearly visible.05 Corporate typefaces 3.08 monochrome reproduction of the corporate signature Where possible.01 Corporate signature with strapline 3. HSBC grey or HSBC red.07 Colour reproduction of the corporate signature The preferred background colours for reversed corporate signature are white out of black. The background should not be distracting and must always provide sufficient contrast for the brand to be clearly read.09 Using reproduction artwork HSBC red background version: all elements white HSBC Brand Basic Elements Group Marketing .04 The hexagon symbol 3. The same reproduction colours apply when using the corporate signature without the strapline.08 Monochrome reproduction of the corporate signature 3.3.

01 Corporate signature with strapline reproduction artwork for print Standard colour repro duction • the letters ‘HSBC’ are black. Size In most cases digital artwork is supplied at 100mm overall width for ease of scaling. The corporate signatures must always be reproduced from original digital artwork supplied by GMQ GHQ. • the interior of the hexag on is white Mono version • all elements are black • the interior of the hexag on is white For colour guidance pleas e refer to the basic elements guide. never attempt to recreate it.08 Monochrome reproduction of the corporate signature Included on each artwork file in addition to the signature are guide marks to assist in correct implementation: • corner marks indicate the extent of the protected area • the measure bar is used to accurately specify the size • file name Care must be taken to ensure that the guide marks are not reproduced.3. • the hexagon symbol and the strapline are HSBC red (PMS 1795 or CMYK: 94%. HSBC Holdi ngs plc Any queries regarding artwo rk should be addressed to : Group Brand Identity Group Marketing Tel: +44(0) 207 10473/18528 e-mail: richardainsworth@ hsbc.03 Protected area 3. . • The minimum repro duction size is 40mm wide _WLB(Eng) HSBC corporate signat ure with strapline Artwork : HSBC 3.com or beverlyricha rds.@hsbc.April 2006 Art : HSBC_WLB(Eng)_ mono PDF specification sheet Artwork integrity The corporate signature typeface is unique to HSBC. Artwork files Each signature is supplied as an individual digital Adobe Illustrator eps file.02 Corporate signature 3.04 The hexagon symbol 3.June 2006 Artwork integrity The corporate signature typeface is unique to HSBC. The corpo rate signatures must always be reproduced from origin al digital artwork supplied by Group Marketing. The guide marks must not be used as a rectangle to frame the corporate signature.09 Using reproduction artwork Group Marketing .06 Corporate colours 3.com 3.09 Using reproduction artwork Only authorised reproduction artwork is to be used. Art : HSBC_WLB(Eng) 3. 100% yellow) Guide marks: The corner marks indica te the extent of the minimum exclusion area.05 Corporate typefaces 3. HSBC Brand Basic Elements Group Marketing . never attempt to recreate it.07 Colour reproduction of the corporate signature An A4 pdf specification sheet is available for each corporate signature which provides basic information about colour reproduction and minimum size. Care must be taken to ensure that the guide marks are not reproduced . mage nta. PDF specifications HSBC corporate sign atures The design elements 3. The measure bar is used to specify the size. Size Digital artwork is supplied at 100mm overall width. issued by GMQ GHQ or HHO GPA.

the Group member must ensure that the ownership of the copyright is assigned and vests in that Group member. All new corporate image and multicompany or international product advertising campaigns and all Company names Group Head Office.02 Contacts HSBC Brand Basic Elements Group Marketing . and Group Head Office. A copyright statement should be included in the major corporate and research pieces. Marketing. Group Marketing (GHQ GMQ). For further information please refer to the Group Marketing Functional Instruction manual and the Group Standards manual.June 2006 . promotional and sponsorship material and merchandising All marketing. Permission must be sought from the Group member holding the copyright before text or illustrative material is shared across the Group. The standard format is: © HSBC Holdings plc 2006 Approvals 4. Requests from external parties to reproduce material from Group publications must be referred to the public affairs or corporate communications executives of the relevant Group member. if any third parties are involved in developing the publication. Please consult the relevant office if you are unclear about the correct procedure. Legal (GHQ LGA).01 Clearance and approvals 4. television advertising campaigns must be cleared for content and for brand conformance. Copyright It is important that the Group member who is responsible for creating a publication. Group Marketing (GHQ GMQ). Compliance statement All marketing material must be vetted by the Group’s compliance officer or the compliance officer of the company in question. owns the copyright in such publication. The name of the publisher should be stated in all Group publications. Therefore. promotional & sponsorship materials and merchandising must be cleared by GHQ GMQ prior to production.4. Reproduction materials Group Head Office. Standard local compliance wording should be added to all literature as advised. Group Marketing (GHQ GMQ). It is important to ensure that the documentation relevant to the creation of the publication is held on file.01 clearance and approvals Corporate identity policy and applications Group Head Office.

Group Brand Identity Beverly Richards Group Brand Graphics Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ. Tel: e-mail: richardainsworth@hsbc.4. Tel: +44(0) 20 799 18528 e-mail: beverlyrichards@hsbc.01 Clearance and approvals 4.June 2006 .02 Contacts HSBC Brand Basic Elements Group Marketing .com +44(0) 20 799 10473 Approvals 4.02 contacts If you need clarification or guidance on any item in these guidelines please do not hesitate to contact us.com Richard Ainsworth Group Brand Identity Group Marketing (GHQ GMQ) Level 32 8 Canada Square London E14 5HQ.

Navigation controls There are various ways to navigate this document. The contents lists in the coloured panel on the left are active links.help! Contents 1 2 3 4 Introduction Brand management The design elements Approvals These guidelines have been produced in Adobe Acrobat pdf format. Use the mouse and click on the section required and the document will open at the selected page The navigation buttons at the bottom of each page have set functions: If required the latest version of Adobe Acrobat reader can be downloaded free from www.June 2006 .adobe. Full screen viewing For best viewing on screen this document may be viewed full screen by hiding the menu bars use the keyboard and select: • control L (Windows) or • command L (Macintosh) To revert repeat the command.com opens the master contents page goes to the previous page goes to the next page opens this page HSBC Brand Basic Elements Group Marketing .