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Issued by HSBC Holdings plc

HSBC Brand Basic Elements

Group Marketing June 2006

   

contents

                     

Contents

 

Introduction

 

Brand management

 

The design elements

   

Approvals

     

1

Introduction

 

1.01

Message from the Group

 

2.01

Introduction

2.02

Brand Schemes

Separate Brands

Endorsed Brands

3.01

Corporate signature with

 

4.01

Clearance and approvals

4.02

Contacts

 

2

Brand management

 

Chairman

 

strapline

   

3

The design elements

       

3.02

Corporate signature

   
                   

4

Approvals

       

3.03

Protected area

           
         

3.04

The hexagon symbol

           
         

2.03

Surrogate Brands

Sub-Brands

 

3.05

Corporate typefaces

           
           

3.06

Corporate colours

           
         

2.04

Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials

/Endorsements

             
           

3.07

Colour reproduction of the corporate signature

           
           

3.08

Monochrome reproduction of the corporate signature

           
           

3.09

Using reproduction

artwork

           
         

2.05

Co-branding

             

HSBC Brand Basic Elements Group Marketing - June 2006

                           
               

Contents

1.01

message from the Group Chairman

       

1

Introduction

           

2

Brand management

           

3

The design elements

           

4

Approvals

           
   

The HSBC brand has been established in many markets all over the world. A programme of change and consolidation of our name began in the late 1990’s and has continued ever since. 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.

       
   

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.

       
   

The integrity in our trade mark corporate signature is a vitally important asset and one which every colleague should feel duty bound to protect. The integrity of this asset is to be governed by this manual and standards. It is the ultimate responsibility of every business head and CEO to ensure these guidelines are followed.

       

HSBC Brand Basic Elements Group Marketing - June 2006

 

Stephen Green

       
     
 

2.01

brand management

       

Brand management

 

Introduction

desirable employer to prospective

       

2.01

Introduction

 

The principles outlined in this

section relate to a key function of

employees and allowing us

preferential negotiating positions

       

2.02

Brand Schemes

Separate Brands

Endorsed Brands

 

Marketing and are something that,

when done well, will yield many

with third parties.

       
 

tangible as well as intangible

The benefits of a strong brand are

       
 

business benefits. A strong

many fold. The value of the HSBC

brand is not something measured

       

2.03

Surrogate Brands

Sub-Brands

 

well-managed brand can yield

positive preference for products

and services in a competitive

and accounted for in any formal

way. However public studies such

as the Interbrand valuation

       

2.04

Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials

/Endorsement

 

market, as well as command a

premium price over competitors.

It can allow cost effective entry

conducted in association with

Business Week Magazine will be

observed and followed as an

       
 

into new categories, and can yield

         
 

long term differentiation of the

indicator of some measure of

       
 

progress.

       
 

business as well as intangibles

         
 

such as positioning us as a

         

2.05

Co-branding

             

HSBC Brand Basic Elements Group Marketing - June 2006

             
       
 

2.02

brand management

           

Brand management

 

Brand Schemes

Separate Brands

Endorsed Brands

 

Any of these conditions benefit

 
             

2.01

Introduction

 

The strength of the global HSBC

brand is not in any doubt and its

In some jurisdiction and areas of

operation the brand name will be

This is where a name and identity

is used that, in most cases has

also from identifying this brand

name as part of a greater whole

2.02

Brand Schemes

Separate Brands

Endorsed Brands

 

sustained momentum is

something that we must ensure

used for a business that is totally

separate and different from the

been acquired through the

purchase of a business, and that

and so an endorsement of

‘Member HSBC (hexagon) Group’

 

for the future. There are some

HSBC parent and no references to

has been deemed appropriate to

is added to the brand name. This

 

circumstances when leading with

the parent are manifest in any way

continue to market under the

is carried as part of the logo

2.03

Surrogate Brands

Sub-Brands

 

the HSBC Brand is not possible

and where marketplace conditions

demand a different approach. Any

the brand presents itself to its

customers and marketplace.

These are often for regulatory or

brand name acquired. Appropriate

circumstances might include such

factors as heritage of the

scheme on all materials, employee

business cards, advertising

publicity material, internal

2.04

Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials

/Endorsement

 

needs to develop new

propositions that carry a differing

or new brand identity must be

cultural issues or businesses

where we are not the majority

share holder.

(acquired) brand, market sector in

which it operates, customer equity

in the brand etc.

communications, web-sites and all

printed materials. Please note that

HSBC (hexagon) Group is not a

 

thought through thoroughly and

     

legal entity and is a descriptor only.

 

the business case developed with

There are currently no examples of

           
 

GHQ GMQ input.

any significance of this within the

           
 

The areas of precedent that exist

Group.

           

2.05

Co-branding

 

in the organisation for configuring

             
   

brands exist in the following broad

             
   

categories, these should cover all

             
   

possible permutations of our

             

HSBC Brand Basic Elements Group Marketing - June 2006

 

business.

             
         
 

2.03

brand management

           

Brand management

 

Surrogate Brands

This scheme should not be used

Sub-Brands

 

Ownership of Surrogate Brands

         

and Sub-Brands

   

2.01

Introduction

 

This form of using the brand

identity is not very common and

unless there is a very strong

business based case.

Using the HSBC brand against

some market segments requires

If you intend to register any

 

2.02

Brand Schemes

Separate Brands

Endorsed Brands

 

occurs in the business through

historical reasons or local

Proposals to use a scheme such

an identity that signals a different

service level or change in the

surrogate brands and sub-brands

(which GHQ GMQ has approved)

 

management requirements. It is

as this must be referred to

proposition that means a different

as trade marks, please note that

 

often a transition form of branding

GHQ GMQ and will only be

approved in very exceptional

stance for the HSBC brand. In

these circumstances the core

 

these trade marks should be

2.03

Surrogate Brands

Sub-Brands

 

moving to an HSBC identity.

This form uses an element of the

circumstances.

values of the HSBC brand and its

registered in the name of HSBC

Holdings plc.

 

HSBC brand, usually the red

 

strategy remain intact and clearly

       

2.04

Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials

/Endorsement

 

hexagon, in conjunction with

another identifier. Examples of this

in the business are first direct

 

manifest. It is what is added to the

overall HSBC brand positioning

that comes through the sub-brand

       
     

modifier.

         
 

(hexagon), SABB (hexagon) and

             
 

Bank of Bermuda (hexagon).

 

Sub-Brands will always use the full

       
     

HSBC brand identity and conform

to its guidelines and have the

       
             

2.05

Co-branding

     

Sub-Brand title added, for example

       

HSBC Brand Basic Elements Group Marketing - June 2006

     

HSBC Amanah.

         
         
 

2.04

brand management

           

Brand management

 

Product Descriptors

Use of ‘HSBC + hexagon

The Group brand (HSBC +

 

Trademark Licences

 
             

2.01

Introduction

 

This final category of labelling uses

a simple form of description with

symbol’ in text

The use or depiction of the

hexagon symbol) may only be

used when the full legal name is

Except where agreed otherwise

by GHQ GMQ, a third party who

2.02

Brand Schemes

Separate Brands

Endorsed Brands

 

the HSBC brand and identity to

give a clear indication of which

hexagon symbol in text is not

allowed. The letters ‘HSBC’ may

clearly displayed, and only with the

specific approval on a case-by-case

has been given approval to use the

HSBC Corporate Signatures should

 

element of HSBC a customer or

be used without the hexagon

basis of GHQ COM, who will not

enter into a trade mark licence

 
 

member of staff is dealing with.

symbol as a descriptor.

consider requests that have not

agreement.

   

2.03

Surrogate Brands

Sub-Brands

 

This is very commonly used

across many business lines to help

Use of the HSBC brand for Third

been previously been vetted by

the local LGA and COM. GHQ

Trade mark licences can be

prepared by Group Legal

 
 

guide and simplify the

Party Agents

GMQ should be advised of all

Department once GHQ GMQ

 

2.04

Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials

/Endorsement

 

customer/staff member’s

interaction with us.

On the related issue of the

appointment of third party agents,

existing arrangements and new

ones require approval. Further

approval has been obtained and

the relevant information

 

There are many examples and

the use of the HSBC brand in any

guidance can be found in the

 

concerning the licence is provided

 

these include things such as

way (on business cards, marketing

Group Marketing FIM.

 

to Group Legal.

 

HSBC Mortgage Services, HSBC

or promotional material etc.)

           
 

Asset Management, HSBC Private

Banking, HSBC Stockbrokers,

should not be allowed without

           
 

prior GHQ GMQ approval. This is

   

Testimonials/Endorsement

 

2.05

Co-branding

 

HSBC Card Services, HSBC

to prevent any confusion or

   

Testimonials should be granted on

   

Vehicle Finance.

potential liability if unauthorised

   

a case-by-case basis. Each should

   

Notification of variants or new

parties pass themselves off as part

   

be referred to the appropriate

 
     

of, or endorsed by, the HSBC

   

authority in any local business unit

   

descriptors must be

Group.

   

and GHQ GMQ informed.

 
   

communicated to GHQ GMQ.

           
           

Issues such as reputational risk

 
   

The essential rule is that they

     

and business benefit to HSBC

 
   

must be highly descriptive of the

             
   

activity and must not be difficult or

     

must be considered carefully.

 

HSBC Brand Basic Elements Group Marketing - June 2006

 

ambiguous to interpret.

             
         
 

2.05

brand management

             

Brand management

 

Co-branding

Co-branding publications and

In exceptional circumstances, and

     
     

literature

         

2.01

Introduction

 

‘Co-branding’ is defined as any

circumstances where the HSBC

In the majority of cases the third

with prior approval from GHQ

GMQ, the third party brand can

       

2.02

Brand Schemes

Separate Brands

Endorsed Brands

 

appear with any other brand,

including joint promotions,

party branding should be placed

either on the back cover or the

appear on the front cover. In this

situation the other brand should

     
 

advertising, marketing materials

inside front cover.

be less prominent than the

       
 

and sponsorship.

 

HSBC brand and placed as far

       

2.03

Surrogate Brands

Sub-Brands

 

All co-branding opportunities are

reviewed individually and should

 

away from it as possible.

       

2.04

Product Descriptors

HSBC+hexagon in text

Third Party Agents

Testimonials

/Endorsement

 

be agreed with local legal

departments, marketing/public

affairs departments before sending

to GHQ GMQ for approval.

Introduction

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Contents

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How fit is

bank

your

balance?

 
   

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vel eum iriure

Odio dignissim qui blandit

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2.05

Co-branding

   

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11

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hsbc.co.uk

     
             

Issued

by

     
             

(legal

We

entity

one are

name)

a organisations

principal

member

of the

of

world’s

the HSBC

services

largest

Group,

with banking

countries

and

xxxx financial

and

around

territories.

offices in xx

     
             

©

HSBC

     

HSBC Brand Basic Elements Group Marketing - June 2006

         

8

00000-0

Holdings

HSBC

plc plc

Holdings

Canada

Square

London

E14

5HQ.

MCP plc

xxxxx

©HSBC Bank

00/00

All Printed

by xxxxxxxxxxxxxxxxxxxxxx.

2006.

Rights Reserved.

xx/xx

     
             
 

3.01

corporate signature with strapline

       

The design elements

 

The marketing strapline is added

corporate signature with English strapline

       

3.01

Corporate signature

with strapline

 

to the HSBC corporate signature

         
 

(see 3.02) to form the HSBC

corporate signature with strapline.

         

3.02

Corporate signature

 

The relationship of the elements is

         

3.03

Protected area

 

fixed. The strapline must never be

used on its own.

   

minimum size 40mm

 

3.04

The hexagon symbol

 

The HSBC corporate signature

         

3.05

Corporate typefaces

 

with strapline is used to brand all

         

3.06

Corporate colours

 

marketing material unless there is

a legal reason precluding its use

         

3.07

Colour reproduction of the corporate signature

 

(eg HSBC Insurance) - in these

circumstances the corporate

corporate signature with long strapline - centred

       

3.08

Monochrome reproduction of the corporate signature

 

signature should be used without

the strapline

         

3.09

Using reproduction

artwork

 

Language variations

Approved local language versions

   

minimum size 40mm

 
 

of the corporate signature with

         
   

strapline are available from

         
   

GHQ GMQ.

         
   

For language versions where the

         
   

strapline is longer than the

corporate signature with long strapline - right aligned

       
   

corporate signature two versions

         
   

are available:

         
   

the centred version is the

         
     

primary mark

         
   

the right aligned version is

         
     

used for advertising, marketing

         
     

materials and posters (please

   

minimum size 40mm

     

refer to the appropriate design

         

HSBC Brand Basic Elements Group Marketing - June 2006

   

guidelines).

         
         
 

3.02

corporate signature

       

The design elements

 

The corporate signature is the

horizontal corporate signature

       

3.01

Corporate signature

with strapline

 

major visual element of the brand

         
 

identity and comprises the letters

HSBC and the hexagon symbol in

         

3.02

Corporate signature

 

a fixed relationship.

         

3.03

Protected area

 

The horizontal corporate

         

3.04

The hexagon symbol

   

signature is the primary and

preferred mark and should be

         

3.05

Corporate typefaces

   

used for the majority of

centred corporate signature

minimum reproduction sizes

 

3.06

Corporate colours

   

applications

         

3.07

Colour reproduction of the corporate signature

 

The centred corporate signature

may only be used in limited

circumstances where the

         

3.08

Monochrome reproduction of the corporate signature

   

horizontal width available

precludes the use of the

   

29mm

   

3.09

Using reproduction

artwork

   

horizontal mark, and only then

with prior written approval of

         
   

GHQ GMQ.

         

HSBC Brand Basic Elements Group Marketing - June 2006

 

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, for example when the legal entity being advertised is not a bank (eg HSBC Insurance).

   

18mm

   
         
 

3.03

protected area

             

The design elements

 

horizontal corporate signature

   

centred corporate signature

     

3.01

Corporate signature

with strapline

     

xx

     

xxx

 

3.02

Corporate signature

             

3.03

Protected area

     

x

       

3.04

The hexagon symbol

 

x

x

         

3.05

Corporate typefaces

               

3.06

Corporate colours

 

corporate signature with English strapline

   

x

 

x

   

3.07

Colour reproduction of the corporate signature

     

xx

         

3.08

Monochrome reproduction of the corporate signature

         

To enable the corporate signatures

3.09

Using reproduction

artwork

     

x

 

to appear prominently without

interference, a minimum exclusion

         

area has been established which is

   

x

x

   

to be left clear of other graphic

 
           

elements or text.

   
   

corporate signature with long strapline

     

The protected area is equal to the

         

xx

height of the hexagon symbol or

         

HSBC lettering and is indicated by

         

the dotted border shown. The

 
         

clearance area should be increased

           

wherever possible.

   
           

The protected area must not be

         

x

used as a rectangle to frame the

           

corporate signatures.

 

HSBC Brand Basic Elements Group Marketing - June 2006

 

x

 

x

         
           
 

3.04

the hexagon symbol

         

The design elements

 

The hexagon is the main visual

Graphic construction

       

3.01

Corporate signature

with strapline

 

element of the HSBC brand

identity.

         

3.02

Corporate signature

 

The geometric structure consists

of four red triangles and two white

         

3.03

Protected area

 

triangles.

         

3.04

The hexagon symbol

 

Use of the hexagon must be

         

3.05

Corporate typefaces

 

carefully controlled. There are strict

rules regarding its use.

         

3.06

Corporate colours

 

In the overwhelming majority of

         

3.07

Colour reproduction of the corporate signature

 

applications the hexagon should

appear in HSBC red and white

         

3.08

Monochrome reproduction of the corporate signature

 

Only in exceptional circumstances

and with prior approval of

The hexagon symbol

       

3.09

Using reproduction

artwork

 

GHQ GMQ may the hexagon be

used without the ’HSBC’ logotype.

         

HSBC Brand Basic Elements Group Marketing - June 2006

             
       
 

3.05

corporate typefaces

         

The design elements

 

Univers is the primary font for

Univers semi-bold (unique to HSBC)

         

3.01

Corporate signature

with strapline

 

HSBC marketing material, the

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

 
 

approved weights are illustrated.

 

3.02

Corporate signature

 

Univers semi-bold is a font unique

to HSBC which is available from

       

3.03

Protected area

 

GHQ GMQ.

Univers light 45

Univers regular italic 56

   

3.04

The hexagon symbol

 

Monotype Times New Roman is

ABCDEFGHIJKLMN

ABCDEFGHIJKLMN

 

3.05

Corporate typefaces

 

the secondary corporate typeface

and is used for stationery, and as a

abcdefghijklmn

abcdefghijklmn

 

3.06

Corporate colours

 

support to Univers.

Univers light italic 46

ABCDEFGHIJKLMN

Univers bold 65

ABCDEFGHIJKLMN

 

3.07

Colour reproduction of the corporate signature

 

For reference all of the approved

HSBC corporate typefaces are

abcdefghijklmn

abcdefghijklmn

 

3.08

Monochrome reproduction of the corporate signature

 

illustrated. No other typefaces or

weights can be used without the

prior approval of GHQ GMQ.

Univers regular 55

ABCDEFGHIJKLMN

Univers bold italic 66

ABCDEFGHIJKLMN

 

3.09

Using reproduction

artwork

   

abcdefghijklmn

abcdefghijklmn

 
   

Please note

           
     

Times New Roman

Times New Roman bold

   
   

There are many versions of

           
   

Times available - it is essential to

ABCDEFGHIJKLMN

ABCDEFGHIJKLMN

   

use the correct cut of the font:

abcdefghijklmn

abcdefghijklmn

   
   

Monotype Times New Roman

           
   

(reference 1046).

Times New Roman Italic

Times New Roman bold italic

   
     

ABCDEFGHIJKLMN

ABCDEFGHIJKLMN

HSBC Brand Basic Elements Group Marketing - June 2006

   

abcdefg h ijklmn

abcdefghijklmn

   
         
 

3.06

corporate colours

                 

The design elements

 

The HSBC Group’s corporate

HSBC corporate colours

           

3.01

Corporate signature

with strapline

 

colours are HSBC red, black, white

                 
 

and HSBC grey.

                 

3.02

Corporate signature

 

Colour reproduction

HSBC colours may be reproduced

                 

3.03

Protected area

 

using specially mixed colours or

                 

3.04

The hexagon symbol

 

may be simulated using the four

colour halftone process (see

HSBC Red

Black

 

White

HSBC Grey

   

3.05

Corporate typefaces

 

breakdown charts).

                 

3.06

Corporate colours

 

HSBC red

PANTONE® matching system (PMS) equivalent

       

3.07

Colour reproduction of the corporate signature

 

HSBC red can be achieved using

PANTONE® 1795 red.

PMS1795c

 

Black

 

White

PMS 423c

   

3.08

Monochrome reproduction of the corporate signature

 

Four colour halftone reproduction

can achieve an acceptable match

to HSBC red (see breakdown

Four colour halftone formula

Cyan

0%

           

3.09

Using reproduction

artwork

 

charts).

Magenta

Yellow

94%

100%

             
 

HSBC grey

                 
   

HSBC grey is the Group’s

Black

0%

Black

100%

 

Black 44%

   
   

secondary corporate colour and

                 
   

can be achieved using

                 
   

PANTONE® 423 grey.

                 
   

For halftone reproduction a 44%

                 
   

tint of black can achieve an

                 

HSBC Brand Basic Elements Group Marketing - June 2006

 

acceptable match to HSBC grey.

                 
               
 

3.07

colour reproduction of the corporate signature

       

The design elements

 

Preferred colour versions

         

3.01

Corporate signature

with strapline

 

Wherever possible HSBC

         
 

corporate signatures should be

reproduce in black and HSBC red

         

3.02

Corporate signature

 

on white or very light background

         

3.03

Protected area

 

colours.

         

3.04

The hexagon symbol

 

The interior of the hexagon symbol

must be white.

White background colour version:

       

3.05

Corporate typefaces

 

On dark backgrounds the HSBC

black logotype, HSBC red hexagon symbol and strapline

       

3.06

Corporate colours

 

logotype reverses white out of the

         

3.07

Colour reproduction of the corporate signature

 

background colour.

Alternative colour versions

         

3.08

Monochrome reproduction of the corporate signature

 

In exceptional circumstances

where the red strapline would be

difficult to read against a

         

3.09

Using reproduction

artwork

 

background, the appropriate

alternative (black on a light colour

Preferred light background colour version:

Alternative light background colour version (where

   

or white out of a dark colour)

black logotype, HSBC red hexagon symbol and strapline

-

the strapline would be difficult to read in red):

   

should be used.

(the interior of the hexagon is white)

black logotype and strapline, HSBC red hexagon symbol

   

Backgrounds

 

(the interior of the hexagon is white)

   

The corporate signature must

         
   

always be clearly visible. The

         
   

background should not be

         
   

distracting and must always

         
   

provide sufficient contrast for the

         
   

brand to be clearly read.

         
   

The same reproduction colours

Preferred dark background colur version:

Alternative dark background colour version (where

white logotype and strapline, HSBC red hexagon symbol

   

apply when using the corporate

white logotype, HSBC red hexagon symbol and strapline (the interior of the hexagon is white)

-

the strapline would be difficult to read in red):

HSBC Brand Basic Elements Group Marketing - June 2006

 

signature without the strapline.

 

(the interior of the hexagon is white)

       
 

3.08

monochrome reproduction of the corporate signature

     

The design elements

 

Where possible, single colour

           

3.01

Corporate signature

with strapline

 

printing should be black on a white

           
 

or very light background.

           

3.02

Corporate signature

 

Dark backgrounds

The preferred background colours

           

3.03

Protected area

 

for reversed corporate signature

           

3.04

The hexagon symbol

 

are white out of black, HSBC grey

or HSBC red.

White background monochrome version:

all elements black

Dark background monochrome version:

all elements white

 

3.05

Corporate typefaces

 

When non corporate colour

           

3.06

Corporate colours

 

backgrounds are used the

           

3.07

Colour reproduction of the corporate signature

 

corporate signature must be

clearly visible. The background

           

3.08

Monochrome reproduction of the corporate signature

 

should not be distracting and must

always provide sufficient contrast

for the brand to be clearly read.

           

3.09

Using reproduction

artwork

 

The same reproduction colours

apply when using the corporate

Light background monochrome version:

HSBC grey background version:

   
   

signature without the strapline.

all elements black

all elements white

     
       

HSBC red background version:

   

HSBC Brand Basic Elements Group Marketing - June 2006

     

all elements white

     
         
 

3.09

Using reproduction artwork

           

The design elements

 

Only authorised reproduction

   

HSBC corporate signatures

reproduction artwork for print

 

Artwork : HSBC_WLB(Eng)

 

3.01

Corporate signature

with strapline

 

artwork is to be used, issued by

GMQ GHQ or HHO GPA.

   

Standard colour reproduction the letters ‘HSBC’ are black.

the hexagon

symbol and the

 

Guide marks:

The corner marks indicate

the

extent of the minimum

exclusion

area. The measure bar is used to

HSBC corporate signature with strapline

 

3.02

Corporate signature

 

PDF specifications

An A4 pdf specification sheet is

   

strapline are HSBC red (PMS

1795 or CMYK: 94%,

magenta,

100% yellow)

 

specify the size. Care must be

taken to are ensure

that the guide

marks

not reproduced.

The

       

3.03

Protected area

 

available for each corporate

 

the interior of the hexagon

is white

Mono version

 

guide marks must not

be used as

rectangle to frame the corporate

a

signature.

       

3.04

The hexagon symbol

 

signature which provides basic

information about colour

all elements

are black

the interior of the

hexagon

is white

Size

Digital artwork is

supplied at

100mm overall width.

       

3.05

Corporate typefaces

         

         
 

reproduction and minimum size.

 

For colour guidance please refer

to the basic elements

guide.

 

The minimum reproduction

size is 40mm

wide

Art : HSBC_WLB(Eng)

     

3.06

Corporate colours

 

Artwork files

       

is The Artwork unique

integrity

corporate

signature

       

3.07

Colour reproduction of the corporate signature

 

Each signature is supplied as an

individual digital Adobe Illustrator

     

never typeface

to HSBC,

attempt

to

recreate it. The corporate

signatures

must always

be

reproduced from original digital

artwork supplied

by Group

       

3.08

Monochrome reproduction of the corporate signature

 

Marketing,

HSBC Holdings plc

Any

Group queries

regarding

artwork

should or be

addressed

to : 10473/18528

Brand

Identity Group

Marketing

Tel:

+44(0) 207

e-mail:

richardainsworth@hsbc.com

beverlyrichards.@hsbc.com

eps file.

Included on each artwork file in

addition to the signature are guide

       

3.09

Using reproduction

artwork

 

marks to assist in correct

implementation:

Group Marketing

- April 2006

 

Art : HSBC_WLB(Eng)_mono

     
   

corner marks indicate the

PDF specification sheet

           
     

extent of the protected area

                 
   

the measure bar is used to

                 
     

accurately specify the size

                 
   

file name

                 
   

Care must be taken to ensure that

Artwork integrity

           
   

the guide marks are not

The corporate signature typeface

       
   

reproduced.

is unique to HSBC, never attempt

       
   

Size

 

to recreate it. The corporate

         
       

signatures must always be

           

HSBC Brand Basic Elements Group Marketing - June 2006

 

In most cases digital artwork is

supplied at 100mm overall width

for ease of scaling.

reproduced from original digital

artwork supplied by GMQ GHQ.

         
                 
 

4.01

clearance and approvals

             

Approvals

 

Corporate identity policy and

Marketing, promotional and

Copyright

 

The name of the publisher should

             

4.01

Clearance and approvals

 

applications

Group Head Office, Group

sponsorship material and

merchandising

It is important that the Group

member who is responsible for

be stated in all Group publications.

A

copyright statement should be

4.02

Contacts

 

Marketing (GHQ GMQ).

All marketing, promotional &

sponsorship materials and

creating a publication, owns the

copyright in such publication.

included in the major corporate

 
   

For further information please refer

to the Group Marketing Functional

merchandising must be cleared by

Therefore, if any third parties are

and research pieces. The standard

format is:

   

Instruction manual and the Group

GHQ GMQ prior to production.