Fender

Official Websites

• https://www.fender.com
• https://support.fender.com

Brand Guidelines

2015

Brand Summary

Mission

• To serve the artist by creating legendary sounds and connecting musicians with vibrant communities, emphasizing excitement, passion, and authenticity in music experiences.

Core Values

• authenticity
• passion
• community
• creativity
• boldness

Target Audience

• Musicians, artists, and music enthusiasts who value iconic sound, energetic live performances, and a strong sense of community.

Personality Traits

• bold
• confident
• affable
• recognizable
• memorable

Visual Identity Overview

• The visual identity centers on the iconic ‘Spaghetti’ logo, bold use of Fender Red, clean layouts, and strong, confident typography. The brand emphasizes dynamic imagery, clear logo usage, and a consistent color palette of red, black, white, and silver.

Categories

Brand Voice

• TYPOGRAPHY ILLUSTRATES OUR TONE AND PITCH. IT SPEAKS WITH A BOLD AND CONFIDENT VOICE.
• We should always be mindful that we are here to serve the artist. We do so both in product creation and attitude. Our typography should say what it needs to say with authority, but without getting in the way.
• Our typography is the face to our Fender voice. Guidelines must be followed to maintain brand integrity. While there are countless situations that may arise, these guides provide a template that may adapt to any specific situation.

Brand Imagery

• The image depicts a live music performance scene, featuring a lead guitarist on stage, positioned predominately in the center with legs widely apart, leaning forward with a guitar raised above their head, dressed in casual clothing and sneakers. The background shows an enthusiastic crowd of diverse young concert-goers, some taking photos or videos, reaching towards the performer, and visibly engaged and excited. The crowd’s facial expressions are enthusiastic and energetic, with some individuals smiling, raising hands, or cheering. The scene has a dynamic and intense atmosphere, with audience members closely packed together. At the top, bold text reads ‘THE FENDER BRAND,’ with ‘FENDER’ in red and the rest in white, creating a strong visual contrast against the black-and-white background. At the bottom, a caption states ‘2015 BRANDING GUIDELINES,’ and a red Fender logo is situated in the lower right corner, adding a pop of color. The overall tone emphasizes the excitement of live music, the connection between the brand and musicians, and the vibrant community of fans.

Color Palette

• Red, Black, White and Silver are the foundations of the Fender Color Palette. This pallette is strong enough to support and distinguish our brand.
• PANTONE PMS 485 C FOUR-COLOR PROCESS c:o M: 93 Y: 95 K:O RGB R: 213 G:43 B:30 HTML: D52B1E
• BLACK PANTONE PMS 485 C FOUR-COLOR PROCESS C: 100 M: 100 Y: 100 K: 100 RGB R:213 G:43 B:30 HTML: D52B1E
• WHITE PANTONE PMS 485 C FOUR-COLOR PROCESS c:o M: 93 Y: 95 K:O RGB R:213 G: 43 B: 30 HTML: D52B1E
• The Fender logos and typefaces should never appear in any colors other than those specified. If the logo appears in any colors other than those designated in this guide, the branded item will be held in violation of the FMIC logo and style standards.
• See “The Colors of Fender” for appropriate color use.

Typography

• TYPOGRAPHY ILLUSTRATES OUR TONE AND PITCH. IT SPEAKS WITH A BOLD AND CONFIDENT VOICE.
• We should always be mindful that we are here to serve the artist. We do so both in product creation and attitude. Our typography should say what it needs to say with authority, but without getting in the way.
• TYPE FAMILIES Our typography is the face to our Fender voice. Guidelines must be followed to maintain brand integrity. While there are countless situations that may arise, these guides provide a template that may adapt to any specific situation.
• OPEN SANS EXTRABOLD ALL CAPS HEADLINES
• OPEN SANS BOLD ALL CAPS SUB HEADLINE
• OPEN SANS REGULAR ALL CAPS
• LEADING & KERNING Our typography is the face to our Fender voice. Guidelines must be followed to maintain brand integrity. While there are countless situations that may arise, these guides provide a template that may adapt to any specific situation.
• ENSURE THAT THE SPACING BETWEEN CHARACTERS IS CONSISTENT THROUGHOUT THE HEADLINE FOR LEADING AND KERNING.
• ENSURE THAT THE SPACING BETWEEN CHARACTERS IS CONSISTENT THROUGHOUT THE SUB HEADLINE. AS A GUIDE WHEN SETTING SUB HEADLINE COPY, ENSURE THAT THE LEADING IS APPROX THE HEIGHT OF THE CHARACTERS FULL POINT.
• ENSURE THAT THE SPACING BETWEEN CHARACTERS IS CONSISTENT WHEN SETTING BODY COPY. AS A GUIDE ACROSS EACH PLATFORM ENSURE THAT LEADING IS SET SOLID AT ALL TIMES.
• BEST PRACTICES Our typography is the face to our Fender voice. Guidelines must be followed to maintain brand integrity. While there are countless situations that may arise, these guides provide a template that may adapt to any specific situation.
• Left alignment is the preferred us.
• Right alignment is permissible if necessary.
• Center alignment is permissible if necessary.
• Do use color appropriately to distinguish important characteristics of our communication and bring a visual hierarchy to the subject.
• Do use color appropriately to emphasize a subheading in conjunction with the main heading, this should create a visual link between the two subjects.
• Do NOT use red as the primary typographical color in any circumstance. Furthermore, red is reserved for heading and sub headings only, do not use red for paragraph text.

Logo Usage

• Also known as the Spaghetti logo, it is our signature. Our defining mark. It represents all the defining qualities of our brand. It is powerful, recognizable and memorable. It should stand out proud on everything that we produce.
• The Fender Logo has gone through countless iterations over the years, but we always come back to our original, “Spaghetti” logo. This is what we use to represent the company as a whole. Many individual products use various historical logos for authenticity, but the spaghetti stands as the face of our company. This is who our audience should see when they think of Fender.
• The Tab preserves the boldness of the Fender brand by consistently showcasing the Spaghetti mark within Fender Red.
• This tab, treated as the logo for all communications, allows our brand and our products to be both independent and collected. All under the mark of this one tab.
• When the tab is reduced, there becomes a point where it is ineffective. By establishing a minimum size, we ensure that the Tab is always readable and prominent.
• The Tab should never be reproduced smaller than 1 inch across. Never use more than one Tab on any piece of marketing communication surface.
• visual center within tab at the beginning Of “n” assent. The tab ratio can be broken down into 1/8s accounting for negative “spaghetti” marked visual x-height space, the Spaghetti mark aligned to tab center. will represent 6/8 of tab Notice both “e"characters for proper anchor ONE COLOR PROCESS PMS 485 FOUR-COLOR PROCESS c:o M: 93 Y: 95 K:O RGB R: 213 G:43 B:30 HTML: D52B1E
• Issues arise with with having a recognizable and affable brand mark, it’s tempting to misuse it -don’t. It is our pride, treat our mark with respect by using in the manner outlined in the previous and proceeding pages.
• Continually, all “don’ts” highlighted below apply to the Spaghetti Logo in-and-of itself.
• In advertisment communication, the tab is used as either a greeting or a signature by placing our mark in the top-left or bottom­right of the space. This ensures that our content will shine and the mark singifies our seal of approval.
• If used as a signature, the mark will accompany a black bar that is 90% of the tabs height. Specifications detailed below.
• Tab always placed in bottom right corner.
• 10% of logo height overlap
• fender.com in red white url extension
• The tab Must always be aligned left or right on primary panels and within the active tab area for supporting panels. The tab does not need to be present on every panel. If packaging requires multiple orientations, extra consideration must be met with tab usage.
• Tab ratio is determined by the package’s lesser dimension (y) < (x) therefore (z) = (y) (z)(0.2) = th Tab height= 20% of box face height
• It is acceptable to present the Spaghetti logo outside of our “tab” format within clothing & collectible art context only. Additionally, we allow usage of the selected historical “Perine” Fender logo.
• All applied art using the Fender brand must be appropriately approved by the responsible parties listed below.
• All Fender brand logos are distributed as an Encapsulated Postscript File (EPS) or in Tagged Image File Format (TIFF) and should never be recreated. Fender brand logos are not to be altered in any way. The use of any version of Fender brand logos, other than those designated here, will be in violation of Fender style standards and subject to review and corrective action.
• The Fender logos and typefaces should never appear in any colors other than those specified. If the logo appears in any colors other than those designated in this guide, the branded item will be held in violation of the FMIC logo and style standards.
• See “The Colors of Fender” for appropriate color use.
• It is preferred that merchandise requiring Fender branded tags utilize a 2” square hangtag as a continuation of the tab logo.
• The hang tag may be adapted to better suit the required item but is required to keep a 1:1 ratio at a minimum of 1".
• It is preferred when merchandise, such as clothing, requiring the Fender brand, utilize the tab logo specified below.
• Inner-collar-label should be screen printed 1-Color with KO logo. Supporting type to be located Secondary to tab logo. Tab on lower left side 3" from left middle seam 100% Polyester White Embroidered Logo

Tone And Messaging

• TYPOGRAPHY ILLUSTRATES OUR TONE AND PITCH. IT SPEAKS WITH A BOLD AND CONFIDENT VOICE.
• We should always be mindful that we are here to serve the artist. We do so both in product creation and attitude. Our typography should say what it needs to say with authority, but without getting in the way.
• Our typography is the face to our Fender voice. Guidelines must be followed to maintain brand integrity. While there are countless situations that may arise, these guides provide a template that may adapt to any specific situation.
• OPEN SANS EXTRABOLD ALL CAPS HEADLINES
• OPEN SANS BOLD ALL CAPS SUB HEADLINE
• ENSURE THAT THE SPACING BETWEEN CHARACTERS IS CONSISTENT THROUGHOUT THE HEADLINE FOR LEADING AND KERNING.
• ENSURE THAT THE SPACING BETWEEN CHARACTERS IS CONSISTENT THROUGHOUT THE SUB HEADLINE. AS A GUIDE WHEN SETTING SUB HEADLINE COPY, ENSURE THAT THE LEADING IS APPROX THE HEIGHT OF THE CHARACTERS FULL POINT.
• ENSURE THAT THE SPACING BETWEEN CHARACTERS IS CONSISTENT WHEN SETTING BODY COPY. AS A GUIDE ACROSS EACH PLATFORM ENSURE THAT LEADING IS SET SOLID AT ALL TIMES.
• Left alignment is the preferred us.
• Right alignment is permissible if necessary.
• Center alignment is permissible if necessary.
• Do use color appropriately to distinguish important characteristics of our communication and bring a visual hierarchy to the subject.
• Do use color appropriately to emphasize a subheading in conjunction with the main heading, this should create a visual link between the two subjects.
• Do NOT use red as the primary typographical color in any circumstance. Furthermore, red is reserved for heading and sub headings only, do not use red for paragraph text.

Visual Style

• The Tab should never be reproduced smaller than 1 inch across. Never use more than one Tab on any piece of marketing communication surface.
• visual center within tab at the beginning Of “n” assent. The tab ratio can be broken down into 1/8s accounting for negative “spaghetti” marked visual x-height space, the Spaghetti mark aligned to tab center. will represent 6/8 of tab Notice both “e"characters for proper anchor ONE COLOR PROCESS PMS 485 FOUR-COLOR PROCESS c:o M: 93 Y: 95 K:O RGB R: 213 G:43 B:30 HTML: D52B1E

Layout And Composition

• When the tab is reduced, there becomes a point where it is ineffective. By establishing a minimum size, we ensure that the Tab is always readable and prominent.
• The Tab should never be reproduced smaller than 1 inch across. Never use more than one Tab on any piece of marketing communication surface.
• visual center within tab at the beginning Of “n” assent.
• The tab ratio can be broken down into 1/8s accounting for negative “spaghetti” marked visual x-height space, the Spaghetti mark aligned to tab center. will represent 6/8 of tab Notice both “e"characters for proper anchor
• In advertisment communication, the tab is used as either a greeting or a signature by placing our mark in the top-left or bottom­right of the space. This ensures that our content will shine and the mark singifies our seal of approval.
• If used as a signature, the mark will accompany a black bar that is 90% of the tabs height. Specifications detailed below.
• Tab always placed in bottom right corner.
• 10% of logo height overlap
• 25% Logo width
• Align URL x-height with center of tab.
• Open Sans Bold Lower Case
• fender.com in red white url extension
• The tab Must always be aligned left or right on primary panels and within the active tab area for supporting panels. The tab does not need to be present on every panel. If packaging requires multiple orientations, extra consideration must be met with tab usage.
• Tab ratio is determined by the package’s lesser dimension
• (y) < (x)
• (z) = (y)
• (z)(0.2) = th Tab height= 20% of box face height

Packaging Design

• Our packaging is our handshake. This physical communication must be consistent, strong, and clear. Outlined below is the best-practice of our presentations.
• The provided parameters are a guideline and subject to change, the maker must use their best judgment when applying the standards to any packaging.
• The tab Must always be aligned left or right on primary panels and within the active tab area for supporting panels. The tab does not need to be present on every panel. If packaging requires multiple orientations, extra consideration must be met with tab usage.
• Tab ratio is determined by the package’s lesser dimension
• (y) < (x)
• (z) = (y)
• (z)(0.2) = th Tab height= 20% of box face height

Video Guidelines

• Present the logo in white on Fender red. Doing so preserves the spirit of the Fender tab without constraining it to a literal translation. Align Visual Center RGB R: 213 G:43 B:30 HTML: D52B1E
• The mediums in which we showcase our brand are a constantly shifting landscape. It is important that our tone is preserved throughout these instances. By following the recommendations below, we ensure that the Fender logo is prominently displayed in the same manner in any other format.
• Fender tab to appear centered on callout bar : Tab proportions to be 20% larger than bar : SERIES/TITLE/SUPPLEMENTAL INFO Bar to be 100% black at 50% opacity. Align top of black bar to bottom third. Opens Sans Bold -All Caps Tab length adjustable (5) seconds (3) seconds (x) (7) seconds FENDER.COM/YOUR-SERIES-HERE Logo animation intro Intro fade Video Content Fender closing
• The mediums in which we showcase our brand are a constantly shifting landscape. It is important that our tone is preserved throughout these instances. By following the recommendations below, we ensure that the Fender logo is prominently displayed in the same manner it would be in any other format.

Merchandise Guidelines

• It is preferred that merchandise requiring Fender branded tags utilize a 2” square hangtag as a continuation of the tab logo.
• The hang tag may be adapted to better suit the required item but is required to keep a 1:1 ratio at a minimum of 1”.
• It is preferred when merchandise, such as clothing, requiring the Fender brand, utilize the tab logo specified below.
• Inner-collar-label should be screen printed 1-Color with KO logo. Supporting type to be located Secondary to tab logo. Tab on lower left side 3" from left middle seam 100% Polyester White Embroidered Logo

Licensing

• All applied art using the Fender brand must be appropriately approved by the responsible parties listed below.
• All Fender brand logos are distributed as an Encapsulated Postscript File (EPS) or in Tagged Image File Format (TIFF) and should never be recreated. Fender brand logos are not to be altered in any way. The use of any version of Fender brand logos, other than those designated here, will be in violation of Fender style standards and subject to review and corrective action.
• The Fender logos and typefaces should never appear in any colors other than those specified. If the logo appears in any colors other than those designated in this guide, the branded item will be held in violation of the FMIC logo and style standards.
• Please send art pending approval to: LICENSING Brian Tedeschi Director of Business Development (480) 845-5453 | btedeschi@fender.com

Additional Properties