Formica Group

🔗 Connections

Sector

Real estate Construction

Region

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2010

Brand Summary

Mission

To confirm and amplify Formica Group’s role as a design leader in the surfacing industry worldwide, providing clarity, unity, and consistency in visual identity across all communication materials [^1].

Core Values

design leadership
clarity
unity
consistency
innovation
memorable presence
global reach
responsible trademark usage

Target Audience

Consumer and trade audiences globally, including commercial and residential markets [^2].

Personality Traits

innovative
authentic
vivid
memorable
unified
professional
modern

Visual Identity Overview

The visual identity is defined by the iconic Anvil logo, a red, black, and white color palette, minimalist and modern design, clear logo usage rules, consistent typography (Bauer Bodoni and Helvetica Neue), and strict guidelines for logo placement, clear space, and color reproduction across print, digital, signage, vehicles, and promotional items [^3].

Categories

Brand Imagery

The Formica® logo is the primary graphic icon that consumers and business associates recognize and connect with our brand. It is the basis for all other company identifiers. The foundation of the Formica® logo is the Anvil, created by the outer strokes of the “F”. The Anvil shape should never be reproduced by itself, but always in conjunction with the Formica® wordmark. Together, the wordmark and Anvil form the Formica® logo. It is always followed by a registered mark (®) to indicate our proprietary right to the logo.
X= one unit (used to measure serif heights); thus, serif heights marked 3X on the right side of the Anvil logo are slightly shorter than those marked 4X on the left side
Gray oval creates serifs on left
Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
The red Anvil shape is PMS 485 red
Logotype is solid black
BREATHING ROOM is essential. A certain amount of clear space should surround the Formica" Anvil logo in order to separate 2X it from other communication elements such as text, headlines or imagery. Please observe the area of clear space to ensure clarity and the prominence of the logo. The required clear space surrounding the Formica Anvil logo is no less than 2X, which is equivalent to twice the height of the Anvil logo (see X on the diagram).

Color Palette

RED, BLACK, AND WHITE are the primary colors used in all of The Diller Corporation’s (a subsidiary in the Formica Group) logos and product signatures. The official Formica" red is always based on PMS 485.
The Red Box should be reproduced only in red (PMS 485 for offset lithography; CO, M100, Y100, KO for digital printing; and R204, G34, B41 for screen-based applications), and only with a white Formica" logo. No other colors or color combinations are acceptable?
FORMICA® RED PMS 485 C0, M100, Y100, KO R255, GO, BO (110000)
BLACK CO, MO, Y0, K100 RO, GO, BO (000000)
It is acceptable to reverse the Anvil logo out of either a large black or red field. This applies primarily to tradeshow spaces and specialty print applications, and is only acceptable when the black or red background covers a large area. Consistency in this regard helps to avoid confusion about the size and dimensions of the Red Box.
in addition to the red, black and white color scheme, other colors are used for accents, text colors, and specialty applications. When setting paragraph type against a white background, such as the text you are now reading, the type should be set in either PMS 404 gray or black. Do not screen black type to give it a gray appearance, as this will create a choppy effect in printed applications. Headlines set against white backgrounds may be a lighter shade in the PMS 400-level gray range, but no lighter than PMS 400. Type that is reversed against darker backgrounds should be either white, PMS 877 silver, PMS 874 gold, PMS 485 red or a PMS 400-level gray, but no darker than PMS 403 for paragraph settings and no darker than PMS 404 for headlines. Gold metallic colors should be used sparingly and for specialty collateral only. See pages 28 and 51 for more information and examples of how secondary colors are used.
pmS 404: C0, M8, Y22, K56 / R136, G126, B110 (887e6e)
pmS 403: C0, M7, Y17, K43 / R162, G151, B138 (a2978a)
pmS 402: C0, M6, Y14, K31 / R187, G176, B163 (bbb0a3)
pmS 401: C0, M5, Y11, K23 / R203, G193, B182 (cbc1b6)
pmS 400: C0, M3, Y6, K16 / R218, G211, B204 (dad3cc)
pmS 467 tan: C9, M15, Y34, K0 / R231, G210, B173 (e7d2ad)
pmS 1655 orange: C0, M63, Y91, K0 / R255, G125, B0 (ff7d00)
pmS 877 Silver (for offset lithography, silk screening, engraving and foil stamping applications only)
pmS 8641 gold (for offset lithography, silk screening, engraving and foil stamping applications only)
pmS 874 gold (for offset lithography, silk screening, engraving and foil stamping applications only)
there are Six color comBinationS that are acceptable for Anvil logo patterns. In addition to the six combinations shown here, the reverse of each is acceptable as well (i.e., PMS 485 red against a PMS 1655 orange background, etc.) Because fabrics, paints and other substrates used in the built environment are printed with different ink processes than the Pantone® Matching System, all efforts should be made to match spot colors as closely as possible.
(1) PMS 1655 orange against a PMS 485 red background
(2) PMS 467 tan against a PMS 465 tan background
(3) PMS 402 gray against a PMS 405 background
(4) PMS 877 silver against a PMS 874 gold background
(5) PMS 404 gray against a PMS black background
(6) Reversed black against a black background

Typography

THE TWO TYPE FAMILIES used in all Formica Group visual communications are Bauer Badoni and Helvetica Neue.
Bauer Badoni is used in Formica Group’s product signatures to brand, differentiate and identify products and product lines, and in headlines. Any type that is eight point or smaller should be set in Helvetica Neue. The most commonly used weights of Bauer Bodoni are shown at right.
Helvetica Neue is used in all sorts of product logo, headline and text settings for Formica Group, often alongside its companion typeface Bodoni. The most commonly used weights of Helvetica Neue are shown at right. See page 41 for more weights in the Helvetica Neue Family.
helvetica neue comes in varying weights and widths. The regular widths are the most commonly used; however the Condensed weights of Helvetica Neue are used in certain specialty applications, primarily for product logos and tradeshow spaces. For the sake of brevity, the only Condensed fonts shown here are Light and Bold Condensed with their italics.
Due to their delicate weight, Helvetica Neue 35 Thin and Thin Italic should only be used in headline and sub-headline settings of 12 point or larger.
Any type that is eight point or smaller should be set in Helvetica Neue.
In an effort to ensure the bold simplicity that has become synonymous with the Formica" brand, there should never be more than three weights of any typeface on a page. The appearance of type should never distract from the message.
The entire letter must be set in Helvetica Neue 45 Light. The font size must be set at eight point with eleven points of line spacing. Do not add additional kerning.
The main Body of a letter must always be in black—never screened to simulate the special gray color used for the Formica Group address shown at the top left of our letterhead.
If HTML formatting is used, the font must be set as “default sans serif” at 1 O point. The color of text should always be black for maximum legibility. It is not recommended to use Helvetica Neue or Bauer Badoni in emails, since those are not common fonts and may appear illegible for the recipient.
HELVEITCA NEUE holds up quite well in new media applications such as web, video and on-screen presentations, all the way down to small sizes. Due to the limitations of screen resolution, Helvetica Neue should never be used at point sizes smaller than ten point for paragraph type and eight point for captions in screen applications.
Bauer Badoni should be used sparingly and at relatively large sizes; much like in print, when used too small on screen it becomes illegible due to the contrast between thick and thin shapes. Bauer Badoni should never be used for text settings below 12 point in screen applications.
A TEMPLATE HAS BEEN BUILT for the creation of Powerpoint® presentations. If the presentation is to be made internally, please set type as Bauer Badoni and Helvetica Neue, as stipulated in the official presentation template. If the presentation is for external usage, generic fonts must be used. In such situations, use Georgia in place of Bauer Badoni, and a generic version of Helvetica or Arial in place of Helvetica Neue.
ENVIRONMENTAL TYPOGRAPHY is able to take greater advantage of the drama of scale. Bauer Badoni and Helvetica Neue both work well at large sizes. When choosing type families and weights for tradeshow environments, special consideration must be given to the materials on which type will be printed, which run the gamut from smooth to rough, solid and opaque to transparent and sheer, depending on the desired effect.
When used at sizes above 18 point, Bauer Badoni benefits from tight letterspacing.

Logo Usage

The Formica® logo is the primary graphic icon that consumers and business associates recognize and connect with our brand. It is the basis for all other company identifiers. The foundation of the Formica® logo is the Anvil, created by the outer strokes of the “F”. The Anvil shape should never be reproduced by itself, but always in conjunction with the Formica® wordmark. Together, the wordmark and Anvil form the Formica® logo. It is always followed by a registered mark (®) to indicate our proprietary right to the logo.
X= one unit (used to measure serif heights); thus, serif heights marked 3X on the right side of the Anvil logo are slightly shorter than those marked 4X on the left side
Gray oval creates serifs on left
Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
The red Anvil shape is PMS 485 red
Logotype is solid black
BREATHING ROOM is essential. A certain amount of clear space should surround the Formica" Anvil logo in order to separate 2X it from other communication elements such as text, headlines or imagery. Please observe the area of clear space to ensure clarity and the prominence of the logo. The required clear space surrounding the Formica Anvil logo is no less than 2X, which is equivalent to twice the height of the Anvil logo (see X on the diagram).

Tone And Messaging

corporate deSign is first and foremost a vehicle of communication. As such, an effective visual identity program must strive for clarity and vitality, unity and consistency.
The position of the global Formica group of companies (the Formica Group) today calls for a visual identity program that confirms and amplifies our role as a design leader in the surfacing industry worldwide. It offers a powerful way to say what needs to be said to those we need to reach.
It is the collective responsibility of everyone who produces communication materials to ensure that the Formica Group’s identity standards are used correctly and consistently for all print collateral, electronic, trade stands, packaging and merchandising applications. This guide is designed to help our company—and you, as a user of the Formica® Brand Standards—do exactly that. Please take the time to become familiar with the graphic guidelines in the pages that follow.
What we say is important. How we say it is equally vital. Scale. Color. Proportion. Contrast. These can create a vivid picture, a personality and a presence. Here’s how it works.
the goal of any Brand Strategy is to develop brand awareness, trust and loyalty— and ultimately, to pay tangible dividends in market share and margins. An important component in reaching that goal is the use of specific graphic elements to tell the Formica Group story in a vivid, authentic way.
As the most visible extension of our company, every 2- or 3-dimensional use of its identity standards either strengthens or weakens the brand. Proper use in each instance builds visibility, recognition and confidence in Formica Group products and services. It works better if we do it right.
In keeping with our leadership position, skillful execution of our identity standards will drive meaningful differentiation and help to elevate the Formica® brand.
As a component of our overall brand strategy, our visual communications must: • Engage the eye and the mind • Be legible and also memorable • Communicate design leadership • Unify the Formica® brand • Enhance understanding of Formica® brand products • Reinforce awareness of breadth of product and design solutions • Develop a positive presence among our consumer & trade audiences

Visual Style

The Anvil shape should never be reproduced by itself, but always in conjunction with the Formica® wordmark. Together, the wordmark and Anvil form the Formica® logo. It is always followed by a registered mark (®) to indicate our proprietary right to the logo.
X= one unit (used to measure serif heights); thus, serif heights marked 3X on the right side of the Anvil logo are slightly shorter than those marked 4X on the left side
Gray oval creates serifs on left
Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
The red Anvil shape is PMS 485 red
Logotype is solid black
BREATHING ROOM is essential. A certain amount of clear space should surround the Formica" Anvil logo in order to separate 2X it from other communication elements such as text, headlines or imagery. Please observe the area of clear space to ensure clarity and the prominence of the logo. The required clear space surrounding the Formica Anvil logo is no less than 2X, which is equivalent to twice the height of the Anvil logo (see X on the diagram).

Layout And Composition

X= one unit (used to measure serif heights); thus, serif heights marked 3X on the right side of the Anvil logo are slightly shorter than those marked 4X on the left side
Gray oval creates serifs on left
Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
The red Anvil shape is PMS 485 red
Logotype is solid black
BREATHING ROOM is essential. A certain amount of clear space should surround the Formica" Anvil logo in order to separate 2X it from other communication elements such as text, headlines or imagery. Please observe the area of clear space to ensure clarity and the prominence of the logo. The required clear space surrounding the Formica Anvil logo is no less than 2X, which is equivalent to twice the height of the Anvil logo (see X on the diagram).

Brand Architecture

Displayed at right is a top-down hierarchy of the acceptable ways of using the primary Formica® Anvil logo, as well as our secondary Red Box and other logos (a key product line in this example). When used correctly, these marks help define the Formica® brand with clarity, nuance and consistency.
The seven key product logos at top right are used universally, on all continents. *Please note: Formica® Solid Surfacing is only used in North America. In Asia the same product is branded as Surell® by Formica Group. ColorCore® by Formica Group is exclusively used in Europe, and ColorCore2™ by Formica Group is used exclusively in North America and Asia.
In North America and Asia, Premium Laminate finishes fall under the PremiumFX™ by Formica Group brand (8), Standard finishes (9) have their respective logotypes, but are not locked up in any way with a parent brand such as PremiumFX™.
European premium finish logos are each locked up with the “Premium Finish by Formica Group” tagline except for the ARplus logo which has the tagline “Premium Gloss Finish”.
The logos shown at right are for various programs, special products and special finishes, rather than unique surfaces such as DecoMetal® by Formica Group and Formica® Solid Surfacing. Axiom® by Formica Group is a modular program for Laminate countertops in Europe. The other logos shown on this page are for North American and Asian programs and special finishes.

Packaging Design

It is the collective responsibility of everyone who produces communication materials to ensure that the Formica Group’s identity standards are used correctly and consistently for all print collateral, electronic, trade stands, packaging and merchandising applications. This guide is designed to help our company—and you, as a user of the Formica® Brand Standards—do exactly that. Please take the time to become familiar with the graphic guidelines in the pages that follow.
THE ANVIL LOGO MAY BE PLACED on any side of a piece of printed collateral, but never in a corner. It should always be attached to one side. There should always be at least 1 /2 inch (12.7mm) of space between the edge of the page and the logo, and at least 1 /2 inch (12.7mm) from diecut holes. The Anvil logo should never be placed over a diecut hole or any other obstruction. These rules do not apply to trade show booths or exhibits where the logo might exist on a very large scale.
No closer than 1/2 inch (12.7mm) from diecut holes
No closer than 1/2 inch (12.7mm) to the trim
THE RED BOX MAY BE PLACED on any side of a piece of printed collateral, but never in a corner. It should always be attached to one side. There should always be at least 1 /4 inch (6.35mm) of space between a corner and the Red Box, and at least 1 /2 inch (12.7mm) from diecut holes. The Red Box should never be placed over a diecut hole or any other obstruction. These rules do not apply to trade show booths or exhibits where the logo might exist on a very large scale.
Always bleed the Red Box symbol appropriately. Make printers/binders aware of the critical trimming to allow for accurately proportioned Red Box after trim.
No closer than 1/2 inch (12.7mm) from diecut holes No closer than 114 inch (6.35mm) Never place Red Box directly in corner. It should only bleed off one edge. No closer than 1/4 inch (6.35mm)
Shaded areas indicate the approved areas for Red Box placement on brochures and other print collateral.

Print Guidelines

It is the collective responsibility of everyone who produces communication materials to ensure that the Formica Group’s identity standards are used correctly and consistently for all print collateral, electronic, trade stands, packaging and merchandising applications.
THE FORMICA® LOGO reads best when used against a solid white background (1). In cases where the background is a solid color, please follow three simple guidelines. On backgrounds 30% black or lighter, the red Anvil with the black wordmark must be used (2) and (3). On backgrounds 70% black or darker the red Anvil with the white wordmark must be used (4), (5) and (6). On backgrounds between 31 % and 69% black the Anvil logo in the Red Box shown on page 15 can be used since the background would lack sufficient contrast for the two color Anvil logo to be legible. Further, by reversing the Anvil logo completely to white or black the loss of the color red diminishes the Formica Group brand. In general, if you are unsure about legibility, the Anvil logo in the Red Box is a safe, reliable alternative.
In cases where no color is available, it is acceptable to reverse the logo entirely to white or to print it in black. It is never desirable to simulate the red Anvil using a black screen as it is difficult to control reproduction quality.
No closer than 1/2 inch (12.7mm) from diecut holes
THE ANVIL LOGO MAY BE PLACED on any side of a piece of printed collateral, but never in a corner. It should always be attached to one side. There should always be at least 1 /2 inch (12.7mm) of space between the edge of the page and the logo, and at least 1 /2 inch (12.7mm) from diecut holes. The Anvil logo should never be placed over a diecut hole or any other obstruction. These rules do not apply to trade show booths or exhibits where the logo might exist on a very large scale.
No closer than 1/2 inch (12.7mm) to the trim
Shaded areas indicate the approved areas for Anvil logo placement on brochures and other print collateral. Additionaly, drawing is not to scale.
a white formica® anvil logo contained in a red rectangle (otherwise known as the Red Box) is the most recent graphic element to be added to the identity guidelines. The Red Box was developed to allow us greater control of the Anvil Logo as it relates to surrounding graphic elements. Thus, when the Red Box is used against a photographic, colored or textured background, the white Anvil Logo is never compromised and enjoys consistent clarity and legibility. Though the Red Box itself is not a “logo” it is important that the guidelines for its use are followed. This will ensure consistency and uniformity for our brand.
The bottom-anchored Red Box shown here is the primary way of using the Red Box. Alternative tab or non-square shaped rectangles may be used when the logo is anchored at the top or side of a page; see pages 17–19 for details.
BREATHING ROOM is essential. A certain amount of clear space should surround the three open sides of the Red Box in all its applications in order to separate it from other communication elements such as text, headlines or imagery. Please observe the area of clear space to ensure clarity and the prominence of the Red Box.
The required clear space surrounding the Red Box is no less than 2X, which is equivalent to twice the height of the Anvil logo (see X on the Red Box shown at right).
The clear space is not applicable when using the Red Box in conjunction with the Fletcher Building endorsement. For those cases, use Y measurement as indicated on page 22.
AN ALL WHITE ANVIL LOGO is positioned in a Formica® Red (Pantone Matching System or “PMS” 485) box. The primary box shape, a square, is shown on this page. If possible, the bottom-anchored version should be used (1); if the logo must be oriented at the bottom of a page, the alternate top-anchored Red Box (2) may be used. For square red box logo treatments, proportioning and positioning is based on the length of the down stroke of the Anvil’s top right serif (X MEASUREMENT). These proportions are oriented to the bottom (1) or top (2), depending on where the logo is anchored.
The Formica® logo was moved slightly to the left for optical centering. The extended box for bleed/trim are not represented here. Please see page 20 to view bleed variations.
if an alternate ‘flag’ or horizontally-oriented rectangle is used the logo may either be positioned on the left or right side. In rectangular applications, the same proportions taken from the Anvil’s top right serif are applied to three sides at either the right end (3) or left (4), depending on which side the logo is anchored to. Note that in rectangular applications the ‘flag’ may be of any width (4), provided that a) the vertical proportions and anchoring of the logo are handled consistently, and b) the ‘flag’ must be at least twice the width in order to avoid looking like a mistake. In addition to bleeding off one edge, the flag may be bled around the corner of packaging or across the spine of a book, extending into another logo on the opposite side (5).
This length must be at least twice the width of a square Red Box, with the top edge dropped down to create an X measurement height between the Anvil and the top of the Red Box.
The same proportions based on the Anvil’s top right serif are applied on three sides.
IF A VERTICAL FLAG is used (6), (7), the logo may either be positioned at the top or the bottom. In vertical rectangular applications, the same proportions taken from the Anvils’ top right serif are applied to three sides at either the bottom end (6) or top (7), depending on which side the logo is anchored to. Note that in vertical applications the ‘flag’ may be of any length, provided that a) the vertical proportions and anchoring of the logo are handled consistently, and b) the ‘flag’ must be at least two squares tall in order to avoid looking like a mistake. In addition to bleeding off one edge, the flag may be bled around the corner of packaging extending into another logo on the adjoining or opposite side (8). This rule for extending vertically-oriented Red Box flags around corners applies to packaging only. See page 18 for Red Box usage on a spine.
THE RED BOX MAY BE PLACED on any side of a piece of printed collateral, but never in a corner. It should always be attached to one side. There should always be at least 1 /4 inch (6.35mm) of space between a corner and the Red Box, and at least 1 /2 inch (12.7mm) from diecut holes. The Red Box should never be placed over a diecut hole or any other obstruction. These rules do not apply to trade show booths or exhibits where the logo might exist on a very large scale.
Always bleed the Red Box symbol appropriately. Make printers/binders aware of the critical trimming to allow for accurately proportioned Red Box after trim.
Shaded areas indicate the approved areas for Red Box placement on brochures and other print collateral.
The Red Box should be reproduced only in red (PMS 485 for offset lithography; CO, M100, Y100, KO for digital printing; and R204, G34, B41 for screen-based applications), and only with a white Formica" logo. No other colors or color combinations are acceptable?
It is acceptable to reverse the Anvil logo out of either a large black or red field. This applies primarily to tradeshow spaces and specialty print applications, and is only acceptable when the black or red background covers a large area. Consistency in this regard helps to avoid confusion about the size and dimensions of the Red Box.
When setting paragraph type against a white background, such as the text you are now reading, the type should be set in either PMS 404 gray or black. Do not screen black type to give it a gray appearance, as this will create a choppy effect in printed applications. Headlines set against white backgrounds may be a lighter shade in the PMS 400-level gray range, but no lighter than PMS 400. Type that is reversed against darker backgrounds should be either white, PMS 877 silver, PMS 874 gold, PMS 485 red or a PMS 400-level gray, but no darker than PMS 403 for paragraph settings and no darker than PMS 404 for headlines. Gold metallic colors should be used sparingly and for specialty collateral only.
There are Six color comBinationS that are acceptable for Anvil logo patterns. In addition to the six combinations shown here, the reverse of each is acceptable as well (i.e., PMS 485 red against a PMS 1655 orange background, etc.) Because fabrics, paints and other substrates used in the built environment are printed with different ink processes than the Pantone® Matching System, all efforts should be made to match spot colors as closely as possible.
For all primary product logoS the product name is black, the product description is PMS 404 gray, and “by Formica Group” are PMS 485 red. Alternate color combinations are shown on page 26.
The product name is set in Helvetica Neue 35 Thin. The type size of the product name should be 3.5 times larger than “by FORMICA GROUP” and the tagline. “by” is set in Helvetica Neue 46 Light Italic. “FORMICA GROUP” and the product tagline (in the case shown at right, “The Original High Pressure Laminate”) are both set in Helvetica Neue 45 Light, all caps. The vertical space between the bottom of the product name and the top of the tagline should be 2.5 times the height of “FORMICA GROUP”.
FROM TOP TO BOTTOM: for each primary product logo, the optional colors are solid black (1), reversed white product name and PMS 403 description/tagline against a sufficiently dark solid background (2), white reversed out of a solid PMS 485 red background (3), white reversed out of a solid PMS 404 gray background (4), and white reversed out of a black or sufficiently dark background (5). The Laminate logo is shown here as an example of colors that are approved for all primary product logos. See pages 25-26 for CMYK and RGB color values.
Solid PMS 877 silver or PMS 874 gold may be used in specialty applications (not shown here). The product name may also be reversed to white against a solid dark background, with the product description and tagline set in either PMS 877 or 874.
When executed properly, our new business cards are unique, tactile identifiers that help us make memorable first impressions.
The trim size for new business cards is 3.5" x 2" (88.9mm x 50.8mm).
ALL BUSINESS CARDS have a patterned back as shown at right. Each set of business cards comes with four different color combinations for the Anvil logo pattern shown on the backs of cards. The logo should be reproduced at .1861" (4.73mm). The artwork on the back of business cards should be printed using conventional lithography. Due to the amount of ink on the back of business cards, they must be sealed with a varnish to prevent the ink from rubbing off. Please only use approved artwork for business cards.
Business cards must be printed on a paper stock that matches the letterhead and envelope. It must be from the same paper company, in the same color and finish. The weight should be 120Ib. (324gsm) cover.

Digital Guidelines

IN ORDER TO ENSURE CONSISTENCY in all of our electronic communications, we have developed a few simple rules for emails. If HTML formatting is used, the font must be set as “default sans serif” at 10 point. The color of text should always be black for maximum legibility. It is not recommended to use Helvetica Neue or Bauer Badoni in emails, since those are not common fonts and may appear illegible for the recipient.
We have also created a new footer for all electronic communication. Shown at right is an example of a correctly formatted email (scaled down here to 36%). Notice that the sender name and Formica Group are set in bold. A black and red Formica" Anvil logo precedes the contact information at the bottom. There should be no additional images besides the logo. Please only use approved email templates from Formica Group.
There should be single line breaks above and below the greeting the sign-off (in this case Regards). There should be two line breaks after the end of the email before the sign-off and after the Title Name before the Anvil logo. Only use the Anvil logo shown here provided by the Formica Group Marketing Department.
HELVEITCA NEUE holds up quite well in new media applications such as web, video and on-screen presentations, all the way down to small sizes. Due to the limitations of screen resolution, Helvetica Neue should never be used at point sizes smaller than ten point for paragraph type and eight point for captions in screen applications.
Bauer Badoni should be used sparingly and at relatively large sizes; much like in print, when used too small on screen it becomes illegible due to the contrast between thick and thin shapes. Bauer Badoni should never be used for text settings below 12 point in screen applications.
A TEMPLATE HAS BEEN BUILT for the creation of Powerpoint® presentations. If the presentation is to be made internally, please set type as Bauer Badoni and Helvetica Neue, as stipulated in the official presentation template. If the presentation is for external usage, generic fonts must be used. In such situations, use Georgia in place of Bauer Badoni, and a generic version of Helvetica or Arial in place of Helvetica Neue. Shown at right are scaleddown example pages from the template. As always, the goal is refinement and clarity, regardless of medium.
*Please note: for presentations that have slides with backgrounds that change to some color other than white, the Red Box should be used throughout the presentation.

Stationery Guidelines

new Stationery has been designed to compliment our updated brand standards. Shown at right is a letter template, scaled down to 50%.
A standard U.S. letter size (8.5" x 11") must be used for all official Formica Corporation letter correspondence in the U.S. (shown here), and a standard A4 size should be used for all official correspondence in Europe and Asia. The Formica Group address and logo are shown here for placement reference only. Only use our official stationery when writing on letterhead.
The entire letter must be set in Helvetica Neue 45 Light. The font size must be set at eight point with eleven points of line spacing. Do not add additional kerning.
the main Body of a letter must always be in black—never screened to simulate the special gray color used for the Formica Group address shown at the top left of our letterhead. If a color printer is available, Formica® red may be used as an accent color for date (1), addressee name (2), and writer name (3). Please only use approved letterhead templates from Formica Group.
For second sheets, please only use second sheets that are printed without the address. Second sheet templates are available without the date and addressee column.
All paper used for our stationery system should be premium, bright white, vellum finish and uncoated. The paper must be FSC certified and contain at least 10% post-consumer waste. All letterhead and envelopes should be printed on 28lb. (104gsm) writing weight.
FOR THE VARIOUS OFFICES around the world that use with compliments slips, standard sized 210mm x 99mm slips are available in the new stationery design. The example shown at right is scaled down to 60%. With compliments slips must be printed on a paper stock that matches the letterhead and envelope. It must be from the same paper company, in the same color and finish. The weight should be 120Ib. (324gsm).
With compliments cards come with four different color combinations for the patterned backs. See page 46 for details.
A2 SIZED NOTECARDS (4.125" x 5.5" or 104.775mm x 139.7mm) are available with matching envelopes. The templates at right are scaled down to 72%. A2 notecards must be printed on a paper stock that matches the letterhead and envelope. It must be from the same paper company, in the same color and finish. The weight should be 120Ib. (324gsm) cover. The A2 envelope should be printed on the same paper used for all other envelopes.
Each set of A2 cards comes with four different color combinations for the patterned backs. See page 51 for details.
WHEN PRINTING ON ENVELOPES for official correspondence, please use the template that has been created for your convenience. Shown at right is a standard number ten envelope, scaled down to 55%.
Addressee information must be set in Helvetica Neue 45 Light at eight point with eleven points of line spacing. The addressee’s name (1) must be set in all caps, and printed in Formica" red if a color printer is available. The rest of the address must be printed in black.
With the exception of catalog-sized envelopes, all envelopes should have a square flap closure. A 1 O envelopes should be printed on the same paper used for all other envelopes. See page 45 for details.
STANDARD CATALOG-SIZED ENVELOPES are available for mailing larger items. These are 9" x 12" (241.3mm x 304.8mm), scaled down here to 40%.
Catalog envelopes should be printed on the same paper used for all other envelopes. See page 45 for details.
for itemS that are to Be mailed in large envelopes or boxes, self-adhesive mailing labels are available. At right is a standard-sized mailing label template shown at 100%. When printing addressee information, please use the provided template, as with all official correspondence. See page 46 for details on fonts and sizes.
Mailing labels should be printed on paper stock that matches all other stationery, on a pressure-sensitive label stock. Most stationery-grade paper products are available with matching labels.
an intuitive online ordering SyStem is available for Formica Group employees in North American to typeset and order new business cards. This system allows users to enter info into an existing business card template, see a PDF proof and place orders online. Our Marketing Department has the necessary information to log on.
When typesetting new cards, please refer to the template shown here. The employee name is at the top (1); the entire name must be kept on a single line. The name should be set in title case (upper- and lowercase). Directly below the employee name is the job title (2), which should also be set in title case. Phone and fax numbers must use periods instead of dashes, and do not use parentheses for area codes (3). The order for contact information must always appear as shown. When typing the email address, it must be all lowercase and on a single line (4).
The trim size for new business cards is 3.5" x 2" (88.9mm x 50.8mm).
do not aBBreviate when typesetting the address. The address block should always be set in either five or six lines as shown at right, no more (this includes “Formica Group” as well as the web address). For information that must be kept separate such as street address and city or town names, use single spaces and forward slash marks to separate each item (5).
The Formica® Anvil logo is PMS 485 red and black. The individual’s name, email address and the website should be set in PMS 485 red. Formica Group should be set in black. All other type is PMS 404 gray. All information on the front of business cards should be printed using engraving, a printing process that creates a slightly raised impression with extremely clean and precise lines.
When executed properly, our new business cards are unique, tactile identifiers that help us make memorable first impressions.
The example shown here is a six-line address block. Note that cards for U.S. offices should be set in five lines, unless the 1.800.FORMICA™ number must be used. For all business cards outside of the U.S., the address block may be no more than six lines.
Before printing business cards, please verify that you are using the correct template for your particular office.
ALL BUSINESS CARDS have a patterned back as shown at right. Each set of business cards comes with four different color combinations for the Anvil logo pattern shown on the backs of cards. The logo should be reproduced at .1861" (4.73mm). The artwork on the back of business cards should be printed using conventional lithography. Due to the amount of ink on the back of business cards, they must be sealed with a varnish to prevent the ink from rubbing off. Please only use approved artwork for business cards.
Business cards must be printed on a paper stock that matches the letterhead and envelope. It must be from the same paper company, in the same color and finish. The weight should be 120Ib. (324gsm) cover.
THE LAYOUT OF FAX COVER SHEETS differs from that of letterhead; in order to print and fax clearly under adverse conditions, the Formica" logo is changed to black and scaled up slightly. The sample fax cover sheet shown here is scaled down to 50%.
The correct fax template has the word Facsimile at the top, set in eight point Helvetica Neue 75 Bold (1). The To, Fax, From, Tel, Email, Date, Page, Subject and Message fields (2) are set in 6.25 point Helvetica Neue 75 Bold. The information set in the form fields as well as the body of the fax (if the message is typed) are set in eight point Helvetica Neue 45 Light (3). The legal disclaimer at the bottom of all fax cover sheets is set in Helvetica Neue 45 Light at six point. Please only use approved template files for fax forms.
memo templateS are laid out in similar fashion to the fax cover sheet template. See page 52 for details on fonts and sizes.

Signage Guidelines

WE HAVE DESIGNED NEW SIGNAGE in conjunction with these brand standards. At right are examples of roadside monument and building designs that may be used.
For buildings with facades such as brick or other material, the gray value of the background will determine logo usage. Refer to page 13 for specific details.
SHOWN AT RIGHT is the new livery for Formica Group vehicles. As always, the red should be produced as match PMS 485 red, and the black should be solid black. 1.800.FORMICA" and www.formica.com should be match PMS 404 gray.
FOR VEHICLES DISPLAYING IMAGERY, the Red Box must be used instead of the red and black Anvil. As always, the red should be produced as match PMS 485 red with an opaque white Anvil logo. 1.800.FORMICA" and www.formica.com should reverse to white if they are against an image; thus, images on panels that also include type must be sufficiently dark for the type to read clearly against the image.

Vehicle Branding Guidelines

SHOWN AT RIGHT is the new livery for Formica Group vehicles. As always, the red should be produced as match PMS 485 red, and the black should be solid black. 1.800.FORMICA" and www.formica.com should be match PMS 404 gray.
FOR VEHICLES DISPLAYING IMAGERY, the Red Box must be used instead of the red and black Anvil. As always, the red should be produced as match PMS 485 red with an opaque white Anvil logo. 1.800.FORMICA" and www.formica.com should reverse to white if they are against an image; thus, images on panels that also include type must be sufficiently dark for the type to read clearly against the image.

Promotional Items Guidelines

SHOWN AT RIGHT are newt-shirt designs using both the Formica® Anvil logo and the Red Box. Please note that a red and black Anvil logo prints on white and lighter colored shirts, the red and white anvil logo prints on darker colored and black shirts and the Red Box logo prints on all shirt colors with the exception of white. The red and black Anvil logo shirts should be screen printed or embroidered match PMS 485 red and black. The Red Box shirts should be screen printed or embroidered match PMS 485 red and opaque white (for inks). Do not screen print white over the red box. The Red box logo on the front bleeds off the bottom of the shirt, and runs into the collar edge on the back.
SHOWN AT RIGHT are new mug designs. The white mug has a match PMS 485 red and black Anvil logo. The black mug has a Red Box, printed match PMS 485 red and opaque white.

Subsidiary Branding Guidelines

Formica Group Subsidiaries and Divisions
Homapal Identity in SituationS where the Formica Group endorsement must be added near the logo, the endorsement must be placed at a noticeable distance from the Homapal logo. When using a one or two-color logo in conjunction with the endorsement, use X measurement as the height of the Homapal type, and give at least X space between the logo and the Formica Group endorsement (1), (3). The Formica Group endorsement may be placed either below (1), (3), to the left or to the right of the logo (2), depending on the particular page layout. Notice that the space is half of X in this case. Please note that the endorsement must never sit above the logo, and must always appear as a tastefully discreet, secondary identifier when needed.
LETTERHEAD SIZE: DIN A 4 EXTENT: ONe-sided IMPRINTING: plain-coloured II blue HKS 41 K (*) MATERIAL: 1 00g/sqm Conqueror with water mark, corrugated cotton-rag paper FONT TO BE USED: TiMeS New Roman 12pt.
BUSINESS CARDS sIZE: 8.6 X 5.2 cm EXTENT: ONe-sided IMPRINTING: plain-coloured II blue HKS 41 K (*) MATERIAL: 1 00g/sqm Conqueror corrugated white

Legal Guidelines

with theSe Brand StandardS, we have established a system for the indication of trademarks. When spelled out in editiorial settings (headline, paragraph and footnote text), trademark symbols (such as ™ and ®) need only be shown the first time they are written. After that, showing the trademark symbol again on the same page is not necessary.
Please note: this rule does not apply to proprietary marks such as logos. In a logotype, trademark symbols are often part of the mark. Because these are styled representations of our brands, trademark symbols in logos should always be present with the mark as they were originally designed.
uSe our trademarkS as an adjective for product brand identification, such as Formica® Laminate by Formica Group or DecoMetal® by Formica Group. Note that the phrase “Formica Group” is a Doing-Business-As or DBA and thus does not need a ® symbol. All other uses of “Formica” and our other trademarks should have their respective ® or ™ symbols as seen in these Standards.
Do not use our trademarks as a designation for a fabricated end product. Incorrect use would be “Formica® countertops”; correct usage would be “Countertops crafted with Formica® Laminate by Formica Group”. The trademarks should not be used as nouns, as in “We sell Formica”; but rather, “We sell Formica® Laminate by Formica Group and other Formica® brand products.” Do not use the trademarks in the possessive or with a hyphen—instead of “Formica-surfaced countertops”, or “Formica’s durability”, one should write “Countertops surfaced with Formica® Laminate by Formica Group”, or “The durability of Formica® Laminate by Formica Group”.
If you wish to display the Formica® trademark or our logo on any printed or on-screen item, you must do so with a statement describing the connection. For example: “Ace Kitchen Remodeling—featuring cabinets and countertops made with Formica® Laminate by Formica Group.” or “XYZ Distributing Co.—Authorized Distributor of Formica® Laminate by Formica Group.” In addition to the above, our laminate product family may be referred to as either Formica® Brand Laminate or Formica® Laminate by Formica Group.
in addition to maintaining aesthetic consistency, we must also be consistent in our legal language. All printed and on-screen communications that communicate to trade and consumer audiences must include “Formica and the Formica Anvil Device are registered trademarks of The Diller Corporation” in the same area where copyright information is given. Copyright is designated as “© 2009 The Diller Corporation”, and should be placed on every brochure or marketing piece created by the Formica Group.
Options for ownership language also include: “All trademarks and copyrights are owned by The Diller Corporation”, or “The DecoMetal® by Formica Group metal laminate patterns are copyrighted by The Diller Corporation.”
We must also include the endorsement from Fletcher Building on all visual communications. Detailed examples are seen on our stationery, print collateral and on-screen communications throughout these Brand Standards. The approved tagline is “A Fletcher Building Company”. The tagline should be used discreetly yet legibly. For printed items, the endorsement must be used either on the cover or first inside page. For websites and presentations, the endorsement must appear on every page, preferably near the bottom in whatever way suits the layout.
for all printed and on-Screen communicationS that relates to the Homapal and Formica Group partnership, we must include “Homapal and the Homapal Logo are registered trademarks of the Formica Group of companies” in the same area where copyright information is given. Copyright is designated as “©2012 Homapal GmbH”, and should be placed on every brochure or marketing piece created by Homapal.
preSS releaSeS do not have to follow a particular template, but what is important is the inclusion of the legal/copyright/ trademark information at the end of the said document.

Naming Conventions

The Formica® logo is the primary graphic icon that consumers and business associates recognize and connect with our brand. It is the basis for all other company identifiers. The foundation of the Formica® logo is the Anvil, created by the outer strokes of the “F”. The Anvil shape should never be reproduced by itself, but always in conjunction with the Formica® wordmark. Together, the wordmark and Anvil form the Formica® logo. It is always followed by a registered mark (®) to indicate our proprietary right to the logo.
X= one unit (used to measure serif heights); thus, serif heights marked 3X on the right side of the Anvil logo are slightly shorter than those marked 4X on the left side
Gray oval creates serifs on left
Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
The red Anvil shape is PMS 485 red
Logotype is solid black
BREATHING ROOM is essential. A certain amount of clear space should surround the Formica" Anvil logo in order to separate 2X it from other communication elements such as text, headlines or imagery. Please observe the area of clear space to ensure clarity and the prominence of the logo. The required clear space surrounding the Formica Anvil logo is no less than 2X, which is equivalent to twice the height of the Anvil logo (see X on the diagram).

Press Release Guidelines

for press releases, the following page displays how Formica and Homapal information needs to be included at the end of every press release.
press releases do not have to follow a particular template, but what is important is the inclusion of the legal/copyright/ trademark information at the end of the said document.
Please Note: Formica and the Formica anvil device are registered trademarks of The Diller Corporation.
© 2012 The Diller Corporation
A Member of the Fletcher Building Group
Please Note: Homapal and the Homapal Logo are registered trademarks of Formica Group of companies.
© 2012 Homapal Plattenwerk GmbH & Co. KG
A Formica Group Company