Formica®

📋 1 Guidelines

🔗 Connections

Sector

Construction Interior design decor

Region

Usa

Guideline Year

2021

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2021

Brand Summary

Mission
  • Formica® is the brand of surfaces that fuses beautiful design with purposeful functionality, creating versatile surfacing solutions inspired by and adaptable to the way people live, work, and play [^1].
Core Values
  • Authentic
  • Smart
  • Innovative
  • Upbeat
  • Confident
  • Passionate
  • Empathetic
  • Flexible
  • Aware
  • Purposeful
  • Curious
  • Design-Savvy
  • Action-Oriented
  • People-Driven [^2]
Target Audience
  • Homeowners, architects, and designers who value decor that goes beyond aesthetics, seeking surfaces that combine beauty with functionality [^3].
Personality Traits
  • Authentic
  • Smart
  • Innovative
  • Upbeat
  • Confident
  • Passionate
  • Empathetic
  • Flexible
  • Aware
  • Purposeful
  • Curious
  • Design-Savvy
  • Action-Oriented
  • People-Driven [^2]
Visual Identity Overview
  • The visual identity is unified and consistent, centered on the iconic Formica® Anvil logo, with strict guidelines for logo usage, clear space, and color palette (red, black, white, and select accent colors). The brand emphasizes clarity, vitality, and flexibility, with photography and patterns reflecting energy, authenticity, and modern design [^5].

Categories

Brand Voice
  • FORMICA® BRAND IS: Authentic Smart Innovative Upbeat Confident Passionate Emapthetic Flexible Aware Purposeful Curious Design-Saavy Action-Oriented People-Driven FORMICA® BRAND IS NOT: Artsy Whimsical Blind to Reality Emotionally-Detached Indecisive Slow to Change Apologetic Critics Followers
Brand Imagery
  • PHOTOGRAPHY IS THE MOST POWERFUL WAY TO COMMUNICATE the Formica® Brand identity. The images should be reflective of the energy of the brand, inspiring and educational. Photographs of Formica® Products and facilities should be natural and unstaged.
  • LESS IS MORE. Simple, direct and clear images are the best way to represent our products to outside audiences. Avoid-clutter. Keep propping and the environment as natural as possible. Photos should be have a single-focus composition that feature the Formica® Product and clearly communicate to the viewer where they’re supposed to focus. Unless illustrating the company history, photography should be free of noise and clutter.
  • Stock can feel inauthentic and rarely features Formica® Product. Stock should only be used when needed to illustrate stories and an appropriate non-stock image is unavailable.
  • Regularly refresh the photo collection to ensure images are relevant and up-to-date. Avoid using images that look or feel dated. Provide installation environments that are relevant to current trends -in location, style and propping.
  • Photography should reflect real environments and installations.
  • Lighting should be true to natural lighting and color.
  • No filters or faked saturation. No overexposure. Photos should illuminate the Formica® Product true to it’s real color.
  • Avoid unnatural angles. Avoid symmetry.
  • Modeling differs slightly across segments in order to provide proper context.
  • Models in residential photography, should be part of the story being told in the setting but not making eye contact with the camera. They should be authentically integrated into the environment.
  • Models in commercially-focused photography should be authentically integrated into the environment, but in the background and not the focus of the set. Avoid staged photos of people staring at the camera.
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; C0, 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 (ffOOOO) BLACK C0, MO, YO, K100 RO, GO, BO (000000) PLEASE NOTE:
  • 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 70% black, 90% black or 100% black. Type that is reversed against darker backgrounds should be either white, PMS 485 red or 30% black. When making a color selection, maintaining legibility should remain the primary intention.
  • PMS 1655 ORANGE CO, M63, Y91, KO R255, G125, BO (ff7d00)
  • 30% BLACK CO, MO, YO, K30 R188, G190, B192 (bbbdcO)
  • 50% BLACK CO, MO, YO, K50 R147, G149, B152 (939597)
  • 70% BLACK CO, MO, YO, K70 R109, G110, B113 (6d6e70)
  • 90% BLACK CO, MO, YO, K90 R65, G64, B66 (404041)
  • 100% BLACK CO, MO, YO, K100 R35, G31, B32 (231120)
  • THERE ARE THREE COLOR COMBINATIONS that are acceptable for Anvil logo patterns. In addition to the three 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) 30% BLACK ORANGE AGAINST A 50% BLACK BACKGROUND
  • (3) 50% BLACK ORANGE AGAINST A 100% BLACK BACKGROUND
  • Always use the authorized colors related to the Sustainability logo. The logo color should never be altered-even to white or the official Formica® red.
  • 40% BLACK CO, MO, YO, K40 R147, G149, B152 (939597)
  • 80% BLACK CO, MO, YO, K80 R51, G51, B51 (333333)
  • 100% BLACK CO, MO, YO, K100 R35, G31, B32 (231f20) SUSTAINABILITY LIME GREEN C51, MO, Y100, KO R139, G198, B63 (8bc63f) SUSTAINABILITY DARK GREEN C85, M28, Y94, K16 R37, G123, B66 (257b42)
  • Do not alter the color of the Formica® Sustainability logo in any way.
  • Do not alter the color of the Formica® Sustainability logo in any way. The Formica" Anvil logo within the Sustainability logo may never appear transparent.
Typography
  • THE TWO TYPE FAMILIES used in all Formica Group visual communications are Bauer Bodoni and Helvetica Neue.
  • Bauer Bodoni is a faithful digital representation of the original.
  • Helvetica Neue is a digitally improved version of Helvetica, a 20th century sans-serif typeface popular for its legibility and flexibility in weight and variations. A proprietary styled version of Helvetica is used as the wordmark in the Formica Group logo.
  • BAUER BODONI ROMAN a b c d e fg h i j k l m n op q r s t u v wxyzA B CDEFGH I J KLM NOPQRSTUVWXYZ12345 6759c!@#S%&): HELVETICA NEUE abcdefghijklmnopqrstu vwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ1234 567890!7@#$%&(0;
  • HELVETICA NEUE was designed in 1983 by Linotype Design Studio for improved performance in modern electronic publishing. Its wide range of weights and subtle refinements in letterforms improves upon the original Helvetica’s simple beauty. Helvetica Neue is used in all sorts of product logo, headline and text settings for Formica Group, often alongside its companion typeface Badoni. The most commonly used weights of Helvetica Neue are shown at right.
  • BAUER BODONI 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.
Logo Usage
  • The red and black Formica® Anvil Logo detailed on page 9 remains the primary identifier for the Formica Group. The Formica® Anvil Logo within the Red Box detailed on page 12 is an optional container for the existing Anvil Logo. This optional logo treatment should be used when a white or solid coloured background is not feasible. The Red Box option has been created for the simple and important purpose of maintaining legibility, clarity and flexibility for the brand.
  • 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.
  • GENERAL GUIDELINES • 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 to the logo. • Gray oval creates serifs on left • Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
  • TWO-COLOR ANVIL LOGO • 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 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).
  • 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). 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.
  • THE WHITE FORMICA® ANVIL LOGO contained in a red rectangle (otherwise known as the Red Box) was developed to allow 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.
  • 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).
  • 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 bottom­anchored 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.
  • Reversing the box logo to create a white box shape with an all red Formica® Anvil Logo is prohibited.
  • 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.
  • 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.
  • 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 a X measurement height between the Anvil and the top of the Red Box.
  • The flag may be any width, provided that the vertical proportions and anchoring on the three pertinent sides is consistent.
  • 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.
  • SHOWN HERE are some examples of what not to do with the Formica® logo. Always use authorized electronic artwork available from Formica Group-and always respect the message. The Anvil logo should lie on a white or solid colored untextured background. The background needs to be controlled as much as the logo itself. If for any reason a multi-colored, textured or photographic background is to be used, the white Anvil logo in a red rectangle (Red Box) should be used to maintain the integrity of the Formica® Anvil logo.
  • Do not break the Formica® logotype out from the Formica® Anvil. Do not separate these two components in any way.
  • Do not place the Formica® Anvil or the Formica® Red Box logos against areas with insufficient contrast.
  • Do not alter the proportions of the Red Box logo in any way. See page 14 for details on the Red Box logo proportions.
  • Do not alter the color of the Formica® Anvil or the Red Box in any way. The only exceptions to this rule are when using the Formica® Anvil logo pattern (see pages 19 and 22 for details, and only use approved electronic artwork from Formica Group). Do not show the Red Box with a white background.
  • Do not alter the Formica® logotype.
  • Do not alter the logo proportions.
  • Do not alter the spatial relationship between the Formica® Anvil and the Formica® logotype.
  • Do not show the Anvil logo in red and white when using it against a background lighter than 30% black. Do not show the Anvil logo in red and black when using it against a background darker than 70% black.
  • Do not place the Anvil logo on a photograph if it hinders legibility of the logo. If it must be done, use the Red Box (white logo in a red rectangle) instead.
  • 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; C0, 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.
Tone And Messaging
  • 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.
  • FOR HOMEOWNERS, ARCHITECTS AND DESIGNERS who feel decor needs to be about more than just “looking good”… Formica® is the brand of surfaces that fuses beautiful design with purposeful functionality. Because only Formica® Brand creates versatile surfacing solutions that are inspired by and adapt to the way people live, work and play.
  • FORMICA® BRAND IS: Authentic Smart Innovative Upbeat Confident Passionate Emapthetic Flexible Aware Purposeful Curious Design-Saavy Action-Oriented People-Driven
  • FORMICA® BRAND IS NOT: Artsy Whimsical Blind to Reality Emotionally-Detached Indecisive Slow to Change Apologetic Critics Followers
Brand Values
  • FORMICA® BRAND IS: Authentic Smart Innovative Upbeat Confident Passionate Emapthetic Flexible Aware Purposeful Curious Design-Saavy Action-Oriented People-Driven FORMICA® BRAND IS NOT: Artsy Whimsical Blind to Reality Emotionally-Detached Indecisive Slow to Change Apologetic Critics Followers
Visual Style
  • The red and black Formica® Anvil Logo detailed on page 9 remains the primary identifier for the Formica Group. The Formica® Anvil Logo within the Red Box detailed on page 12 is an optional container for the existing Anvil Logo. This optional logo treatment should be used when a white or solid coloured background is not feasible. The Red Box option has been created for the simple and important purpose of maintaining legibility, clarity and flexibility for the brand.
  • Scale. Color. Proportion. Contrast. These can create a vivid picture, a personality and a presence.
  • 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.
  • GENERAL GUIDELINES • 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 to the logo. • Gray oval creates serifs on left • Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
  • TWO-COLOR ANVIL LOGO • 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 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).
  • 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). 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.
  • THE WHITE FORMICA® ANVIL LOGO contained in a red rectangle (otherwise known as the Red Box) was developed to allow 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.
  • 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).
  • 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 bottom­anchored 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.
  • Reversing the box logo to create a white box shape with an all red Formica® Anvil Logo is prohibited.
  • 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.
  • 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 a X measurement height between the Anvil and the top of the Red Box.
  • The flag may be any width, provided that the vertical proportions and anchoring on the three pertinent sides is consistent.
  • 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.
  • The same proportions based on the Anvil’s top right serif are applied on three sides.
  • SHOWN HERE are some examples of what not to do with the Formica® logo. Always use authorized electronic artwork available from Formica Group-and always respect the message. The Anvil logo should lie on a white or solid colored untextured background. The background needs to be controlled as much as the logo itself. If for any reason a multi-colored, textured or photographic background is to be used, the white Anvil logo in a red rectangle (Red Box) should be used to maintain the integrity of the Formica® Anvil logo.
  • Do not break the Formica® logotype out from the Formica® Anvil. Do not separate these two components in any way.
  • Do not place the Formica® Anvil or the Formica® Red Box logos against areas with insufficient contrast.
  • Do not alter the proportions of the Red Box logo in any way. See page 14 for details on the Red Box logo proportions.
  • Do not alter the color of the Formica® Anvil or the Red Box in any way. The only exceptions to this rule are when using the Formica® Anvil logo pattern (see pages 19 and 22 for details, and only use approved electronic artwork from Formica Group). Do not show the Red Box with a white background.
  • Do not alter the Formica® logotype.
  • Do not alter the logo proportions.
  • Do not alter the spatial relationship between the Formica® Anvil and the Formica® logotype.
  • Do not show the Anvil logo in red and white when using it against a background lighter than 30% black. Do not show the Anvil logo in red and black when using it against a background darker than 70% black.
  • Do not place the Anvil logo on a photograph if it hinders legibility of the logo. If it must be done, use the Red Box (white logo in a red rectangle) instead.
  • 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; C0, 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.
  • 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 70% black, 90% black or 100% black. Type that is reversed against darker backgrounds should be either white, PMS 485 red or 30% black. When making a color selection, maintaining legibility should remain the primary intention.
  • THERE ARE THREE COLOR COMBINATIONS that are acceptable for Anvil logo patterns. In addition to the three 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.
Layout And Composition
  • GENERAL GUIDELINES • 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 to the logo. • Gray oval creates serifs on left • Negative space surrounding the Formica® logotype is created with custom curves to achieve optical balance
  • BREATHING ROOM is essential. A certain amount of clear space should surround the Formica® Anvil logo 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 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).
  • 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). 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.
  • THE WHITE FORMICA® ANVIL LOGO contained in a red rectangle (otherwise known as the Red Box) was developed to allow 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.
  • 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).
  • 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 bottom­anchored 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.
  • Reversing the box logo to create a white box shape with an all red Formica® Anvil Logo is prohibited.
  • 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.
  • 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.
  • 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 a X measurement height between the Anvil and the top of the Red Box.
  • The flag may be any width, provided that the vertical proportions and anchoring on the three pertinent sides is consistent.
  • 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.
  • The same proportions based on the Anvil’s top right serif are applied on three sides.
  • SHOWN HERE are some examples of what not to do with the Formica® logo. Always use authorized electronic artwork available from Formica Group-and always respect the message. The Anvil logo should lie on a white or solid colored untextured background. The background needs to be controlled as much as the logo itself. If for any reason a multi-colored, textured or photographic background is to be used, the white Anvil logo in a red rectangle (Red Box) should be used to maintain the integrity of the Formica® Anvil logo.
  • Do not break the Formica® logotype out from the Formica® Anvil. Do not separate these two components in any way.
  • Do not place the Formica® Anvil or the Formica® Red Box logos against areas with insufficient contrast.
  • Do not alter the proportions of the Red Box logo in any way. See page 14 for details on the Red Box logo proportions.
  • Do not alter the color of the Formica® Anvil or the Red Box in any way. The only exceptions to this rule are when using the Formica® Anvil logo pattern (see pages 19 and 22 for details, and only use approved electronic artwork from Formica Group). Do not show the Red Box with a white background.
  • Do not alter the Formica® logotype.
  • Do not alter the logo proportions.
  • Do not alter the spatial relationship between the Formica® Anvil and the Formica® logotype.
  • Do not show the Anvil logo in red and white when using it against a background lighter than 30% black. Do not show the Anvil logo in red and black when using it against a background darker than 70% black.
  • Do not place the Anvil logo on a photograph if it hinders legibility of the logo. If it must be done, use the Red Box (white logo in a red rectangle) instead.
  • GENERAL GUIDELINES • 2X height space between rows of Anvil pairs (1X= height of lower Anvil serif) • The outside serifs of two Anvil logos connect to form a single shape, one rotated 180°, the other upright • Outside edges of Anvil are lined up with each other
Stationary Guidelines
  • THE MAIN BODY OF A LETTER must always be in black­never screened to simulate the special gray color used for the Formica Group address shown at the top right 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.
  • THERE ARE TWO APPROVED BUSINESS CARD layouts for Formica employees.
  • For members of the sales team, a card that represents the Formica® Brand on one side, and the FENIX® Brand on the other.
  • For all other team members, a card that leads with the Formica® Brand, but represents the additional Broadview Brands that are being offered.
Sustainability Guidelines
  • SHOWN HERE is the Formica® Sustainability logo in various color options with the full color version (1) being the preferred. If needed, a grayscale version, two 2-color options, and a black and white version are available (2). Always use authorized electronic artwork available from Formica Group-and always respect the message. The logo is recommended to display on a white or solid colored background. Do not place the Sustainability logo on a photograph if it hinders legibility of the logo. The logo version with a white tag line (3) may be used to maintain the integrity of the Formica® Sustainability logo placed on a photograph.
  • SHOWN HERE are usage details and some examples of what not to do specifically with the Formica® Sustainability logo. Always use the authorized colors related to the Sustainability logo. The logo color should never be altered-even to white or the official Formica® red.
  • Do not alter the color of the Formica® Sustainability logo in any way.
  • Do not alter the color of the Formica® Sustainability logo in any way. The Formica" Anvil logo within the Sustainability logo may never appear transparent.
  • SUSTAINABILITY LIME GREEN C51, MO, Y100, KO R139, G198, B63 (8bc63f) SUSTAINABILITY DARK GREEN C85, M28, Y94, K16 R37, G123, B66 (257b42)
Pattern Usage Guidelines
  • A PATTERN HAS BEEN CREATED from the Formica® Anvil logo, and is used in a wide range of applications, from trade stands to books, bags and on-screen applications. This pattern is used most often for large-scale fabrics and screen presentations. The Anvil logo pattern is the only place where alternative color combinations may be used for the Formica® Anvil logo. See page 22 for acceptable color combinations
  • GENERAL GUIDELINES • 2X height space between rows of Anvil pairs (1X= height of lower Anvil serif) • The outside serifs of two Anvil logos connect to form a single shape, one rotated 180°, the other upright • Outside edges of Anvil are lined up with each other
  • THERE ARE THREE COLOR COMBINATIONS that are acceptable for Anvil logo patterns. In addition to the three 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) 30% BLACK ORANGE AGAINST A 50% BLACK BACKGROUND
  • (3) 50% BLACK ORANGE AGAINST A 100% BLACK BACKGROUND
🐛 Report