Honeywell

Official Websites

• https://www.honeywell.com
• https://brand.honeywell.com
• http://www.honeywell.com/brandm
• http://honeywell.com

Brand Guidelines

2009

Brand Summary

Mission

• We are building a world that’s safer and more secure, more comfortable and energy efficient, more innovative and productive. This is the essence of Honeywell’s brand promise and purpose [^1].

Core Values

• Customer focus
• Innovation
• Quality
• Teamwork
• Diversity
• Leadership
• Continuous improvement
• Technical excellence
• Global mindset
• Intelligent risk taking
• Effective communication

Target Audience

• Honeywell’s target audience includes employees, customers, potential customers, partners, suppliers, investors, and community members, with a focus on top companies across major industries and those seeking technology solutions to complex problems [^2].

Personality Traits

• Innovative
• Productive
• Reliable
• Quality-driven
• Customer-centric
• Global
• Collaborative

Visual Identity Overview

• Honeywell’s visual identity is defined by consistent use of the Honeywell logo (primarily in Honeywell Red), the Global Arc graphic device, a unified color palette (primary, secondary, tertiary), Helvetica typography, and a distinctive photographic style that emphasizes technology, industry, and people. Layouts are structured for clarity and consistency, with mandatory adherence to visual standards across all communications [^3].

Categories

Brand Imagery

• We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos. A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes. First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s. Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.

Color Palette

• The Honeywell color system is comprised of three palettes – Primary, Secondary, and Tertiary. Honeywell Red is the color of our logo and our primary brand color. We also use it to identify high-level corporate communications. Two other colors – Total Black and Brilliant White – round out the primary palette.
• The Secondary palette is made of 2 colors consisting of Dark Gray and Light Gray. These colors are used as large solid areas and as information differentiation elements, as demonstrated in the examples on the following pages.
• The Tertiary palette consists of 5 colors. Deep Blue, Dark Green, Light Green, Bright Blue and Tan. These colors have a wide range for usage. For instance – blocks of color to differentiate content, as Headings and Subhead, bullets and graphical elements, charts, graphs and bullets. Overall they should be used as an accent color to enhance communication without diluting from our primary corporate palette.
• It is important to reproduce these colors accurately in our communications. PANTONE® and four color formulas have been provided here.
• For Honeywell Red use: PANTONE ® 485C c:0 m:95 y:100 k:0 web:#DE0031
• For Total Black use: c:0 m:0 y:0 k:100 web:#191A00
• For Brilliant White use: c:0 m:0 y:0 k:0 web:#FFFFFF
• For Dark Gray use: PANTONE® 431C c:11 m:0 y:0 k:65 web:#666666
• For Light Gray use: PANTONE® 428C c:0 m:0 y:0 k:23 web:#D6D7D6
• For Deep Blue use: PANTONE ® 2945C c:100 m:38 y:0 k:15 web:#2E6099
• For Dark Green use: PANTONE ® 364C c:72 m:0 y:100 k:43 web:#3D9240
• For Light Green use: PANTONE ® 384C c:15 m:0 y:100 k:30 web:#8BA862
• For Bright Blue use: PANTONE ® 2925C c:87 m:23 y:0 k:0 web:#3B87DE
• For Tan use: PANTONE ® 729C c:0 m:27 y:56 k:18 web:#D0A660
• Consistent use of color will help make our communications even more recognizable to our audiences.
• Honeywell Red, the color of our logo.
• Do the photos you are using reflect our style and personality? Are your graphics aligned with the messages you are sending? Have you stayed within our color palette?

Typography

• To help us establish a consistent and credible brand style, a single family of typefaces has been chosen for most applications – Helvetica. It has been chosen because it is contemporary, simple and readable. For simplicity and ease of use, we only use select weights of Helvetica.
• For internal word-processed communications and presentations, such as PowerPoint, Arial, a system font may be substituted. No other typefaces, no matter how similar they appear, may be used.
• Font naming conventions may vary depending on the computer operating system (Macintosh or PC).
• Helvetica Light: Honest and easy to read, this weight is perfect for both body copy and large ad headlines.
• Helvetica Medium: When greater emphasis is desired in body copy, Medium is a good choice.
• Helvetica Bold: A bit heavier than Medium, upper & lower case Bold is ideally suited for headlines in our print collateral.
• HELVETICA LIGHT: Easy to read in small sizes, this weight is perfect for captions and secondary heads.
• HELVETICA MEDIUM: When greater emphasis is desired in text and captions, Medium All Caps is a good choice.
• HELVETICA BOLD: A bit heavier than Medium, all caps Bold is a good choice for subheads.
• We’ve developed typographic standards for how we use type to convey our messages. For primary headlines, we use Helvetica Bold.
• When formatting body copy, take care to direct the reader’s attention to the most important information in the most logical order. The reader should sense structure immediately. Helvetica Light is the preferred typestyle for body copy and text. Three weights are permitted: Light, Medium and Bold. These typestyles were selected because they are contemporary classics and easy to read. Space permitting, we prefer open line spacing. It reinforces the strong horizontal flow of our communications. If space limitations pose a problem, Helvetica Light, Medium and Bold Condensed may be substituted.
• PRIMARY MESSAGING – Style of headlines: grounded
• SECONDARY MESSAGING – Style of subheads & captions: We are committed to creating products and services that improve safety, quality and comfort of human life.
• Do not use unauthorized typefaces.
• Do not use type on a curve.
• Do not distort type.
• Do not use special effects with type.
• Do not put type in perspective.
• Type can be a powerful brand tool when used carefully and consistently.
• Only Helvetica fonts. Pages Layout by Interior of interior is determined the business. Use only Helvetica fonts.
• Have you used the Honeywell typefaces and no others?
• Are your headlines and copy sized and styled correctly?

Logo Usage

• The Honeywell logotype is our company’s primary identifier. Regardless of where the logo is being used, there are only three approved ways to use the Honeywell logotype: Freestanding logotype, logotype in bar, and logotype with rule (see the Honeywell ID Standards for more information on logo usage: www.honeywell.com/brandm).
• For our current advertising campaign and our marketing literature, we use the freestanding logotype.
• The Honeywell logo should be reproduced in Honeywell Red. The logo may be reproduced in black in one-color materials only.
• A clear zone, also known as the control field, always must surround the freestanding logotype. No graphic elements of any kind should intrude into this field. The width and height of the control field is determined by a measure equal to the height of the capital H in any size of logotype used.
• Primary logotype headline Size of is 1.5’ width. in logotype always Honeywell (Pantone 485C). The is Red logotype Honeywell
• Honeywell RED PMS 485C
• For Honeywell Red use: PANTONE ® 485C c:0 m:95 y:100 k:0 web:#DE0031
• Do not use the Honeywell logo in the upper band. Honeywell name remains in the bottom in product name.
• Option Two: Honeywell spelled out with product name in conjunction.
• Option One: Separate Honeywell logo and product name; the logo appears in the top band and the product name in the bottom band.
• Do not place any copy in the area of the brochure cover image.
• Have you correctly sized and placed the Honeywell logo?
• Is our logo in the correct colors? Is it on the right color background?

Tone And Messaging

• Our communications programs are one critical element of creating a consistent – and consistently positive – Honeywell brand experience. These guidelines have been created to make sure that you have the information and tools you need to create communications that support and build the Honeywell brand.
• These guidelines have been developed to ensure that Honeywell communications media (such as advertising, company literature, etc.) are consistent in theme, style and appearance. At the same time, our guidelines allow for great flexibility to meet specific market needs and promote creativity.
• Use of these Brand Guidelines and Honeywell’s Visual Identity Standards (found at www.honeywell.com/brandm) is mandatory for all organizations that do business under the Honeywell Master Brand.
• Effective Communicator means providing timely and concise information to others, and using clear and thoughtful oral and written communications to influence, negotiate and collaborate effectively. Leaders and employees need to appreciate that effective communication is about listening and being listened to, but is not always about being in agreement.
• PRIMARY MESSAGING – Style of headlines
• SECONDARY MESSAGING – Style of subheads & captions
• We are committed to creating products and services that improve safety, quality and comfort of human life.
• FIRST TO KNOW FIRST TO INNOVATE FIRST TO CREATE
• WE ARE SERIOUS BECAUSE WE HAVE A LOT AT STAKE
• We make terrifically brilliant, often complex, multiple variable products
• The reader should sense structure immediately. Helvetica Light is the preferred typestyle for body copy and text. Three weights are permitted: Light, Medium and Bold. These typestyles were selected because they are contemporary classics and easy to read. Space permitting, we prefer open line spacing. It reinforces the strong horizontal flow of our communications. If space limitations pose a problem, Helvetica Light, Medium and Bold Condensed may be substituted.
• Do not use unauthorized typefaces
• Do not use type on a curve
• Do not distort type
• Do not use special effects with type
• Do not overload a style. Structure information so it flows. Maintain together these elements must work to communicate.
• Never overload a style. Structure information so it flows. Maintain together these elements must work to communicate.
• Keep it simple. Remember to keep it simple.
• Step back and take a moment to check: Have you selected themes supporting our brand position?
• Step back and take a moment to check: Are your graphics aligned with the messages you are sending?

Brand Values

• We are building a world that’s safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell.
• This is the essence of today’s Honeywell … our brand promise.
• For more than a century, the Honeywell name has been synonymous with technology solutions that improve people’s lives. In these complicated times, more than ever before in our history, customers are turning to Honeywell to help solve many of the world’s most complex problems.
• Honeywell’s brand is really the product of many different factors that create an overall impression of our company in people’s minds. Our brand image is the way that people think, feel, and respond when they hear the word “Honeywell.” The brand has to stand for something and we (including our products and services) have to act and perform consistent with that image.
• Every Honeywell employee is a brand ambassador. With every customer contact and whenever we represent Honeywell, we have the opportunity either to strengthen the Honeywell brand or to cause it to lose some of its luster and prestige.
• Generations of Honeywell employees have built our powerful brands with their hard work, spirit of innovation, passion for quality, and commitment to customers. I am counting on every Honeywell employee to continue that legacy as we strive to keep our brand promise and build a better world.
• Honeywell is a global company with leading positions in many of the world’s most important and dynamic markets. Our customers include the top companies across many major industries. Honeywell technology makes people’s lives better in thousands of ways, everywhere you look. Our collective experience, spirit of innovation and in-depth customer understanding combine to create breakthrough solutions.
• But despite our size, scope, diversity and global reach, there are core threads that tie all of Honeywell together - across continents, business units, product types and industries. For example, everyone in Honeywell is united by a common set of Five Initiatives and 12 Behaviors, and a proven formula for success that is elegant in its simplicity: Customers + Technology = Performance.
• The Honeywell Brand also sets us apart from other companies. The Honeywell brand is shaped by the total experience people have when they interact with our company and see first-hand how our products and services perform. It is also defined by the way that people think, feel and respond on an emotional level when they hear our name. Our brand embodies what Honeywell is all about for the people who matter most to us – our employees, customers, potential customers, partners and suppliers, investors, and neighbors in the community.
• The essence of the Honeywell brand – our brand position – is captured in this idea: We are building a world that’s safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell.
• This brand position represents the ideal image that Honeywell wants to create, communicate and reinforce through action, to all our audiences, across all our businesses, and in all our locations.
• Honeywell’s success is rooted in our superior expertise in all our most critical technologies. It’s strengthened by a smart and talented workforce that strives to be the first to know, to innovate and to create solutions for our customers. It’s built by strong customer relationships and extensive industry knowledge gained through decades of experience. And it’s supported by shared initiatives and behaviors, a performance-driven Six Sigma culture, and an uncompromising drive to be the best.
• We aren’t bragging when we say that Honeywell is building a better world. We prove it to ourselves, our customers and the rest of the world in thousands of ways and with every single interaction, every single day.

Visual Style

• Use of these Brand Guidelines and Honeywell’s Visual Identity Standards (found at www.honeywell.com/brandm) is mandatory for all organizations that do business under the Honeywell Master Brand.
• These are the basic building blocks we use to create communications in the Honeywell visual style. When we use them, we will consistently capture our spirit and express our distinctive look in every communication we create.
• The Honeywell logotype is our company’s primary identifier. Regardless of where the logo is being used, there are only three approved ways to use the Honeywell logotype: Freestanding logotype, logotype in bar, and logotype with rule (see the Honeywell ID Standards for more information on logo usage: www.honeywell.com/brandm).
• The Honeywell logo should be reproduced in Honeywell Red. The logo may be reproduced in black in one-color materials only.
• A clear zone, also known as the control field, always must surround the freestanding logotype. No graphic elements of any kind should intrude into this field. The width and height of the control field is determined by a measure equal to the height of the capital H in any size of logotype used.
• We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos.
• A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes.
• First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s.
• Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.

Layout And Composition

• We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos. A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes. First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s. Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.

Brand Architecture

• As part of an ongoing examination of Honeywell’s brand architecture, in 2004 the company adopted a modified master brand strategy. Almost all of the company’s business units, products and services are now branded “Honeywell.” Nearly all of the company’s businesses, products and services are branded with the well-known Honeywell Master Brand as their primary identifier.
• Within its master brand architecture, Honeywell supports a variety of sub-brands, product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are secondary to the Honeywell Master Brand.
• Honeywell also supports a number of Honeywell Endorsed Brands and Honeywell Standalone Brands. These brands have excellent recognition, brand equity and value in their specific markets. These brands are supported and managed independently of the Honeywell Brand Management System and the Honeywell Visual Identity System. They have their own logos, brand colors and identity standards.
• In many cases, Endorsed Brand status is a step in the migration to the Honeywell Master Brand. Over a relatively short period of time (18-36 months), many of the current Endorsed Brands will evolve into product or service brands under the Honeywell Master Brand architecture. Those few that do not migrate will maintain their current form. Most Standalone Brands will retain their current status, but will be evaluated periodically for opportunities for closer alignment with the Honeywell Master Brand.
• Endorsed Brand and Standalone Brand status recognizes that each of these brands currently has value in its respective marketplace. Our overarching brand migration strategy is designed to transfer that existing value to the Honeywell Master Brand whenever practical. At the same time, by retaining the current brand name as a product or service brand, Honeywell can continue to capitalize on the brand equity that exists in the Endorsed Brand or Standalone Brand today.
• Business units responsible for the existing Endorsed Brands and Standalone Brands must develop a strategic brand plan that: • Takes into account such factors as customer relationships, marketing channels and channel conflicts, and transition costs; • Considers the use of one or more interim steps to evolve the brand identity from its current Endorsed Brand state, to its new status as a branded product or service under the Honeywell Master Brand architecture. Each interim step should build a progressively stronger link to the Honeywell Master Brand; • When complete migration is the appropriate path, use the smallest number of interim steps possible to make the transition, minimize cost and avoid confusion among customers, employees and other key audiences; • Includes an appropriate external and internal brand communications plan to support the migration. Depending on the brand and market, this plan should include public relations, internal communications and marketing communications elements.
• Brand migration strategies will be developed in consultation with the business unit communications leader and the Honeywell Brand Council.
• This migration philosophy and strategic process will also be followed for companies and brands acquired in the future. Brand migration should be considered by business units involved in merger and acquisition activities, as part of the due diligence and integration processes.
• The following brand logo migration examples are shown for illustrative purposes only. Each brand-migration plan is unique and will include specific interim steps and timelines.
• Endorsed Brand Logo Migration Original Brand Logo Endorsed Brand Lockup Transition Lockup Option 1 Transition Lockup Option 2 Product or Service Master Branded

Trade Advertising

• Because advertising is one of the most visible communications tools, we must be consistent in theme, tone, and graphic style. Our advertising is one of our most powerful and effective tools. Simple, bold headlines are engaging. The greatest legibility and impact for both the logo and the headline is achieved by using bright, airy global perspective. The clean white space is powerful, yet simple and allows maximum legibility. The Global Arc is a proprietary element that differentiates us from our competitors and engages our audience. The photography is bold, dramatic, sophisticated, aesthetically engaging, and differentiating.
• Honeywell consistently must communicate the brand whether an ad is a single page or two-page spread.
• Provided here are core dimensions for placement and sizing of Honeywell headlines, subheads, and the logo.
• Right justified pt. Roman, 4.1/6 Helvetica Black.
• Primary Headline Advertising Typography: 54 pt. Helvetica Roman, Color: PMS 431.
• Subhead Color: PMS 431, 9/14 Helvetica Medium.
• Body Copy: 8.25/14 Helvetica Roman, Color: Total Black.
• Call To Action Block Color: Total Black.
• Sample overall dimensions: 8"W x 10.75"L Page Full Media Print.
• Background color: Brilliant White from the primary palette.
• Honeywell logo aligned flush left with the image copy and above.
• Allow one “H” height distance below the text.
• Use as few words as possible for contact information. Do not include relay information.
• Do not include personal copy-contact information such as web address and toll-free numbers in the last line.
• Honeywell © 20xx International Inc. right statement.
• Primary headline set Helvetica Roman in preferred, short headline all lower case.
• Logo aligned Honeywell Red, flush left with the image in rectangular shape usually in our ad.
• Secondary image message support: We use a smaller rectangular image shape usually in our ad. It is in high placement, medium to preferred.
• Background Honeywell primary color Brilliant White from the palette.
• Distance below text: Allow one “H” height.

Literature Applications

• top Global Arc color must match that of the band at the -
• depending Color: Brilliant White or Total Black on the color below
• pt. caps) (all 12/14 Helvetica

• Secondary Headline

• depending Color: Brilliant White or Total Black on Global Arc color
• pt. 22/24 Helvetica Bold

• Primary Headline

• background. placWhite, Color: Total Black or Brilliant ed on black if
• length pt. copy Bold, 20 Helvetica limit to one line.

• Product or Service Name Typography Cover

• right logo poHoneywell sition. Do not use the the in logo upper Honeywell name the band. remains bottom in in product name.
• Option Honeywell spelled conjunction product Two: name out with in
• upper band. logo Option Separatproduct Honeywell appear Onee name and the : in options top Two are available for the band at the of our literature.

• Honeywell options: cover

• age place any copy Do not the area of the brochure coverin im.

• Overall cover dimensions: 8.5" x 11" HONEYWELL STYLE COVERS IN THE HOW CREATE LITERATURE WE

Technical Information Documents

• The Honeywell Style located in the section titled Center in “How We Create Literature Back Covers specifiPlease foow the literature back cover cations Back cover ll-
• Technical/Information Documents HONSTTHE EYWELL YLE ORTION DOCUTS INFMAMENIN HOCRECHNIC/ W WE ATE TEAL
• panel. (hook) on the front surface. Velcro attached to the back of the prinCurved surface duraflex t with 15 lexan laminate mil. -
• panof the el. (hook) 1/Mount on 8” black sintra. Velcro attached to the back glossy print Flat surface Lambda with a satin laminate. -
• compuSuggestions Printing play data ters and for Trade ShoDisPanels w

Structured Wiring Guidelines

• Structured Wiring APARTMENT NETWORKS & DISTRIBUTION APARTMENT NETWORKS AN100: 6-position modular design, functional features, size dimensions. GN200: Compatible with 6 and 12 port configurations, installation details, size. CN300: Metallic panel with connectors, descriptive details. DISTRIBUTION PANELS FOR QUICKNETWORK SERIES QND40P: Tall, white rectangular panel with door, features, mounting options, dimensions, capacity. QND400: White panel with slightly different size and features, matching descriptive paragraph. QND400P: White panel with detailed specifications.
• Structured Wiring SPEAKER CABLE WIRE COLCX101QWINT COLCX101DLK G8LGX100WHT CULCX100LK COLTP100YLW C8LTP100GIN GBLTP100GRY WIRE LBOMNLABLE PFTIRJ 255-$09Lr on.nm par rams Wun.QGIr}-44A (A1Ai 161Aw4 A y ALSOwe art.uu AVALABLE

Presentation Guidelines

• For internal word-processed communications and presentations, such as PowerPoint, Arial, a system font may be substituted. No other typefaces, no matter how similar they appear, may be used.
• Slide title. 24 pt. Arial Bold (4 lines maximum).
• Main bullet - 14pt. Arial.
• Columns should not be sized moved/re-consistent with both columns. Additional bullets can form a second column. Be sure size is pt. 24 Arial Bold.
• Use red round bullets. Sub bullet is 14 Arial.
• The Microsoft PowerPoint TITLE is Arial Bold 24 pt. with four lines maximum.
• Business unit or Presentation title. 24 pt. Arial Bold (4 lines maximum).
• Business unit or Presentation title 36 pt. Arial Bold (4 lines maximum).
• Main bullet 18 pt. Arial, 2 descriptors of industry leadership and innovation, 1 line each, with bullet points in 18 pt. Arial.
• Data sources in 14 pt. Arial.
• Graphical field diagram in 14 pt. Arial.
• Presentation date, displays in 14 pt. Arial.
• Business unit or Presentation title. 36 pt. Arial Bold (4 lines maximum).
• Main bullet 18 pt. Arial.
• 2 decades of industry leadership.
• Graphical flight planning.
• 4-D navigation.
• Vertical Situation Display.
• Title slide (4 maximum) lines 36pt. Arial Bold.
• Main bullet for content slides is 18 pt. Arial.
• Sub bullet is 16 pt. Arial.
• The PowerPoint TITLE is 36 pt. Arial Bold with four lines maximum.

Brochure Design

• Do not place any copy in the area of the brochure cover image.
• Overall cover dimensions: 8.5" x 11"
• The top Global Arc color must match that of the band at the top.
• Color: Brilliant White or Total Black depending on the color below.
• Secondary Headline: pt. 12/14 Helvetica (all caps), Color: Brilliant White or Total Black depending on Global Arc color.
• Primary Headline: pt. 22/24 Helvetica Bold, Color: Total Black or Brilliant White placed on black if background.
• Product or Service Name Typography Cover: length limit to one line, pt. 20 Helvetica Bold.
• Two options are available for the band at the top of our literature: Option One: Separate product name and Honeywell logo appear in the upper band. Option Two: Honeywell spelled out with product name in conjunction in the upper band.
• Do not use the Honeywell logo in the upper band. The logo remains in the bottom right in product name.
• Whenever possible, use the same color for all background product line or service when doing multiple brochures that revolve around the same product.
• Use a color that most effectively compliments the background image. If the background image is very light, use Gray or White. If the background image is very dark, use Black.
• For all cover options, there are 3 acceptable color options: White, Black, and Light Gray.
• Options Cover Color: Color: Total Black or Brilliant White.
• Captions: Light pt. 8/9.5 Helvetica, Color: any primary, secondary or tertiary color.
• Body Copy: Light pt. 9/14 or 10/15 Helvetica, Color: any primary, secondary or tertiary color.
• Sub Headline: pt. 9.5/10.5 Helvetica Bold, Color: any primary, secondary or tertiary color.
• Spread Main Headline: 50 pt. Helvetica Medium, size may vary with length of copy (minimum of 30 pt.), Color: any primary, secondary or tertiary color.
• Inside spread typography: Main Spread Headline: 50 pt. Helvetica Medium, size may vary with length of copy (minimum of 30 pt.), Color: any primary, secondary or tertiary color. Sub Headline: 9.5/10.5 pt. Helvetica Bold, Color: any primary, secondary or tertiary color. Body Copy: 9/14 pt. Helvetica Light or 10/15 pt. Helvetica Light, Color: any primary, secondary or tertiary color.
• Never overload a style. Structure information so it flows. Maintain together these elements must work to communicate design spreads.
• Refer to figures 1, 2, and 3 for column grid layouts for a standard 8.5"x11" literature page. The dimensions shown are margin options for top, bottom, left, and right page. All Honeywell style spreads call for 0.5’’ on four or more pages.
• The address block is a fixed position on the back cover. See diagram for correct placement.
• Back cover should be Brilliant White.

2014

Brand Summary

Mission

• To build a world that is safer and more secure, more comfortable and energy efficient, more innovative and productive [^1].

Core Values

• performance
• quality
• delivery
• value
• technology
• safety
• security
• energy efficiency
• innovation
• customer productivity [^2]

Target Audience

• Channel partners, authorized distributors, system integrators, and customers seeking advanced technology solutions in industrial, energy, and safety sectors [^3].

Personality Traits

• innovative
• productive
• secure
• comfortable
• energy efficient
• global perspective [^4]

Visual Identity Overview

• The visual identity features the Honeywell logo as a central asset, a master brand strategy with endorsed brands, a proprietary Global Arc graphic element, a consistent color palette (Honeywell Red, Brilliant White, Total Black, Enraf Green, Enraf Logo Grey, RMG Logo Blue, RMG Indigo), Helvetica typefaces, and strict logo usage rules. Imagery is cropped with the Global Arc for a unique, recognizable look. Advertising and collateral maintain consistent tone, theme, and graphical style [^5] .

Categories

Brand Imagery

• The Global Arc represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s.
• Use of the Global Arc is preferred and is used in most of our communications but not required.
• Images are always located above the Global Arc;
• Headlines and text are located below the Global Arc;
• The global arc can move within a limited range on its vertical axis.
• Schematic examples (U.S. Standard-8.51" x 11") illustrating permissible range of placing the Global Arc on literature covers.
• Lowest placement: 7.5" w
• Preferred placement: 6.0°
• Highest placement: 1.0" 4.5" w
• Advertising is one of our most powerful and effective tools. Because it is one of the most visible communications that we produce, it must be consistent in tone, theme, and graphical style.
• Several key design elements make our advertising unique: • Our name and logos: Honeywell Red, the color of our logos • Our use of typography and our color palette • Our proprietary graphic elements: the Honeywell logos and the Global Arc • The unique shape we use to crop our images (created by the Global Arc) • Our photographic style

Color Palette

• The color palettes below are an overview of the primary Honeywell, Honeywell Enraf and RMG by Honeywell brand colors. For offset print, Pantone spot colors should be used. If Pantone spot colors are not available, refer to the CMYK matching value. Use RGB or WEB values when applied in digital media.
• Honeywell -Primary Color Palette PANTONE 485C C M Y K 0 95 100 0 R G B 238 49 36 Honeywell Red WEB:# EE3124
• TOTAL BLACK C M y K 0 0 0 100 R G B 35 31 32 WEB:# 191A00
• 0 BRILLIANT WHITE C M y K 0 0 0 0 R G B 255 255 255 Brilliant White WEB:# FFFFFF
• Honeywell Enraf -Primary Color Palette (Including above Honeywell color palette) PANTONE 376C C M Y K 54 0 100 0 R G B 132 189 0 Enraf Green WEB:# 84BD00
• PANTONE 431C C M Y K 11 0 0 65 R G B 102 102 102 Enraf Logo Grey WEB:# 666666
• RMG by Honeywell -Primary Color Palette (Including above Honeywell color palette) PANTONE 295C C M y K 100 60 0 40 R G B 0 65 126 RMG Logo Blue WEB:# 00417E
• PANTONE 653C C M y K 94 57 4 18 R G B 0 99 157 RMG Indigo WEB:# 00639D
• Always reproduce the logos in their primary color when possible. The logos may be reproduced in Black only in a one-color document.
• The bar must be reproduced in Honeywell Red with the reversed white logos only. Black may be used only in one-color materials.

Typography

• Honeywell standard typeface - Only use selected weights of Helvetica. - For internal use only Arial may be substituted.
• Helvetica Helvetica Light Helvetica Medium Helvetica Bold Arial Arial Light Arial Medium Arial Bold
• if the company’s name is in a local language, the font must set in bold, while English font should be set in Helvetica Medium.
• if the company’s name is in the local language, the font must be set in boldface, while English font should be Helvetica Medium.

Logo Usage

• The Honeywell and endorsed brandmark must be reproduced with consistent high quality. Always use camera-ready artwork or approved downloadable files to reproduce the brandmark.
• Never alter the logos in any way. Don’t manipulate, condense, or change the orientation of the logos in any way.
• Always reproduce the logos in their primary color when possible. The logos may be reproduced in Black only in a one-color document.
• Do not reverse the logos out of a photograph or other background. The background should always be a solid white, black or gray. The exceptions are the Honeywell brandmark in bar, which can bleed to images or other background colors as needed and the pipe treatment logos for the web, which may only be used on a white background.
• Do not attempt to recreate the logos with a standard typeface. The Honeywell brandmark is a custom piece of artwork that cannot be replicated with individual font characters.
• Use only one brandmark on a page. There is generally no need to repeat the logos on every page of a multi-page document.
• Never use the brandmark in a sentence, headline, or as part of a phrase. You may use the word “Honeywell”, “Honeywell Enraf” and “RMG by Honeywell” in the same font as the other words in the sentence, headline, or phrase.

Tone And Messaging

• Advertising is one of our most powerful and effective tools. Because it is one of the most visible communications that we produce, it must be consistent in tone, theme, and graphical style.

Brand Values

• We are building a world that is safer and more secure… More comfortable and energy efficient… More innovative and productive. We are Honeywell.

Visual Style

• The color palettes below are an overview of the primary Honeywell, Honeywell Enraf and RMG by Honeywell brand colors. For offset print, Pantone spot colors should be used. If Pantone spot colors are not available, refer to the CMYK matching value. Use RGB or WEB values when applied in digital media.
• Honeywell -Primary Color Palette PANTONE 485C C M Y K 0 95 100 0 R G B 238 49 36 Honeywell Red WEB:# EE3124
• TOTAL BLACK C M y K 0 0 0 100 R G B 35 31 32 WEB:# 191A00
• 0 BRILLIANT WHITE C M y K 0 0 0 0 R G B 255 255 255 Brilliant White WEB:# FFFFFF
• Honeywell Enraf -Primary Color Palette (Including above Honeywell color palette) PANTONE 376C C M Y K 54 0 100 0 R G B 132 189 0 Enraf Green WEB:# 84BD00 PANTONE 431C C M Y K 11 0 0 65 R G B 102 102 102 Enraf Logo Grey WEB:# 666666
• RMG by Honeywell -Primary Color Palette (Including above Honeywell color palette) PANTONE 295C C M y K 100 60 0 40 R G B 0 65 126 RMG Logo Blue WEB:# 00417E PANTONE 653C C M y K 94 57 4 18 R G B 0 99 157 RMG Indigo WEB:# 00639D
• The Honeywell and endorsed brandmark must be reproduced with consistent high quality. Always use camera-ready artwork or approved downloadable files to reproduce the brandmark.
• Never alter the logos in any way. Don’t manipulate, condense, or change the orientation of the logos in any way.
• Always reproduce the logos in their primary color when possible. The logos may be reproduced in Black only in a one-color document.
• Do not reverse the logos out of a photograph or other background. The background should always be a solid white, black or gray. The exceptions are the Honeywell brandmark in bar, which can bleed to images or other background colors as needed and the pipe treatment logos for the web, which may only be used on a white background.
• Do not attempt to recreate the logos with a standard typeface. The Honeywell brandmark is a custom piece of artwork that cannot be replicated with individual font characters.
• Use only one brandmark on a page. There is generally no need to repeat the logos on every page of a multi-page document.
• Never use the brandmark in a sentence, headline, or as part of a phrase. You may use the word “Honeywell”, “Honeywell Enraf” and “RMG by Honeywell” in the same font as the other words in the sentence, headline, or phrase.

Layout And Composition

• A clear zone, known as the control field, always must surround the freestanding logos. The width of the control field is determined by a measure equal to the height of the capital H in any size of logos used. No graphic elements of any kind should intrude into this field.
• Graphics and type must be at least an H-height distance from the rule and Honeywell brandmark. An H-height is defined as the height of the “H” in the Honeywell brandmark
• “Honeywell” should always be right justified
• Photos, illustrations, and colors may not join directly with the rule
• Do not use brandmark with a rule heavier or lighter than specified
• Do not use brandmark with a rule that is anything other than straight
• Do not use brandmark with anything other than a solid rule
• The brandmark may only bleed off the left edge of the page. Right bleed is not permitted.
• Do not use copy or any element other than the brandmark above the rule
• The brandmark in bar is always positioned at the top of the page.
• If the bar will bleed off the page, it must bleed on 3 sides (top, left & right). Bleeding from only 1 or 2 sides is prohibited.
• The bar must be reproduced in Honeywell Red with the reversed white logos only. Black may be used only in one-color materials.
• The Honeywell logos should always be right justified.
• A “Clear zone” (or control field) equal to the height of the “H” in Honeywell must be maintained from the bottom of the bar in all circumstances so that no headlines, product or business unit names, or other copy may intrude on this clear zone. However, photographs and background colors may adjoin to the bottom of bar if needed.
• No other text should be placed in the Red bar
• Do not use brandmark in a bar with incorrect proportions
• Do not use brandmark in a bar that is anything other than straight
• Do not use brandmark in a bar that does not have sharp, straight edges
• Do not use copy or any element other than brandmark in the bar
• Adding additional design elements to the bar is prohibited

Brand Architecture

• Honeywell follows a Master brand strategy, also allowing endorsed brands which have excellent recognition, brand equity, and value in their specific markets, such as Honeywell Enraf and RMG by Honeywell, both part of Honeywell Process Solutions (HPS).
• The usage of the Honeywell master brand and the HPS endorsed brands are described in this partner guideline.

Co Branding

• GENERAL GUIDELINES ⎮ COLLATERAL CO-BRANDINGS
• Collateral Co-branding

Business Card Guidelines

• A business card is an important communication tool that promotes understanding in business activities. You can build up a good company image by using a Honeywell-branded Authorized Distributor business card.
• See the following templates:

Automobile Branding

• Vehicles provide another way to promote your company. The Honeywell logos, a telephone number and the website of the Authorized Distributor should also be included. For more information, contact your Honeywell Field Products Marketing Communications representative.

2004

Brand Summary

Mission

• Honeywell’s mission is to build a world that’s safer and more secure, more comfortable and energy efficient, and more innovative and productive [^1].

Core Values

• Growth and Customer Focus
• Leadership Impact
• Gets Results
• Makes People Better
• Champions Change and Six Sigma
• Fosters Teamwork and Diversity
• Global Mindset
• Intelligent Risk Taking
• Self-Aware/Learner
• Effective Communicator
• Integrative Thinker
• Technical or Functional Excellence

Target Audience

• Honeywell’s target audience includes employees, customers, potential customers, partners, suppliers, investors, and community members, with a focus on top companies across major industries and those seeking technology solutions to complex problems [^2].

Personality Traits

• Innovative
• Productive
• Quality-driven
• Customer-focused
• Global perspective
• Team-oriented
• Leadership-minded

Visual Identity Overview

• Honeywell’s visual identity is defined by consistent use of the Honeywell logo (primarily in Honeywell Red), a proprietary Global Arc graphic device, a unified color palette (primary, secondary, tertiary), Helvetica typography, and imagery that connects people and technology. The visual style emphasizes clarity, professionalism, and a distinctive, recognizable look across all communications [^3].

Categories

Brand Imagery

• We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos. A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes. First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s. Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.
• Use of the “Global Arc” is preferred and is used most of our communications. Orientation is never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The place horizontal, communications. Images are always located above the Global Arc. Headlines and copy are located below the Global Arc.
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• graphic, yet powerful key subtle, reinforces our attributes. Arc," be used across all of our communications. The “Global a will unifying graphic “Global Arc.” It has been created as a element that Language Honeywell Graphic distinctive feature of the is the A
• integrate layouts help photos. our and to us our communications the “Global Arc.” We use to structure it -graphic adopted We’ve a distinctive device to be used our in GLOBAL ARC THE
• images place always we are located above the Global Arc. Headlines right margins. the Global Arc so that it bleeds off of the left and The place horizontal, communications. Orientation is never vertical. We preferred Use of the “Global Arc” is and is used most of our in

Color Palette

• The Honeywell color system is comprised of three palettes – Primary, Secondary, and Tertiary. Honeywell Red is the color of our logo and our primary brand color. We also use it to identify high-level corporate communications. Two other colors – Total Black and Brilliant White – round out the primary palette.
• The Secondary palette is made of 2 colors consisting of Dark Gray and Light Gray. These colors are used as large solid areas and as information differentiation elements, as demonstrated in the examples on the following pages.
• The Tertiary palette consists of 5 colors. Deep Blue, Dark Green, Light Green, Bright Blue and Tan. These colors have a wide range for usage. For instance – blocks of color to differentiate content, as Headings and Subhead, bullets and graphical elements, charts, graphs and bullets. Overall they should be used as an accent color to enhance communication without diluting from our primary corporate palette.
• It is important to reproduce these colors accurately in our communications. PANTONE® and four color formulas have been provided here.
• For Honeywell Red use: PANTONE ® 485C c:0 m:95 y:100 k:0 web:#DE0031
• For Total Black use: c:0 m:0 y:0 k:100 web:#191A00
• For Brilliant White use: c:0 m:0 y:0 k:0 web:#FFFFFF
• For Dark Gray use: PANTONE® 431C c:11 m:0 y:0 k:65 web:#666666
• For Light Gray use: PANTONE® 428C c:0 m:0 y:0 k:23 web:#D6D7D6
• For Deep Blue use: PANTONE ® 2945C c:100 m:38 y:0 k:15 web:#2E6099
• For Dark Green use: PANTONE ® 364C c:72 m:0 y:100 k:43 web:#3D9240
• For Light Green use: PANTONE ® 384C c:15 m:0 y:100 k:30 web:#8BA862
• For Bright Blue use: PANTONE ® 2925C c:87 m:23 y:0 k:0 web:#3B87DE
• For Tan use: PANTONE ® 729C c:0 m:27 y:56 k:18 web:#D0A660
• Consistent use of color will help make our communications even more recognizable to our audiences.
• Building strong color equity for the Honeywell brand is critical to strengthening brand awareness.
• Overall they should be used as an accent color to enhance communication without diluting from our primary corporate palette.
• It is important to reproduce these colors accurately in our communications.
• Honeywell Red is the color of our logo and our primary brand color. We also use it to identify high-level corporate communications.

Typography

• To help us establish a consistent and credible brand style, a single family of typefaces has been chosen for most applications – Helvetica. It has been chosen because it is contemporary, simple and readable. For simplicity and ease of use, we only use select weights of Helvetica.
• For internal word-processed communications and presentations, such as PowerPoint, Arial, a system font may be substituted. No other typefaces, no matter how similar they appear, may be used.
• Font naming conventions may vary depending on the computer operating system (Macintosh or PC).
• Helvetica Light: Honest and easy to read, this weight is perfect for both body copy and large ad headlines.
• Helvetica Medium: When greater emphasis is desired in body copy, Medium is a good choice.
• Helvetica Bold: A bit heavier than Medium, upper & lower case Bold is ideally suited for headlines in our print collateral.
• HELVETICA LIGHT: Easy to read in small sizes, this weight is perfect for captions and secondary heads.
• HELVETICA MEDIUM: When greater emphasis is desired in text and captions, Medium All Caps is a good choice.
• HELVETICA BOLD: A bit heavier than Medium, all caps Bold is a good choice for subheads.
• For primary headlines, we use Helvetica Bold.
• When formatting body copy, take care to direct the reader’s attention to the most important information in the most logical order. The reader should sense structure immediately. Helvetica Light is the preferred typestyle for body copy and text. Three weights are permitted: Light, Medium and Bold. These typestyles were selected because they are contemporary classics and easy to read.
• Space permitting, we prefer open line spacing. It reinforces the strong horizontal flow of our communications. If space limitations pose a problem, Helvetica Light, Medium and Bold Condensed may be substituted.
• PRIMARY MESSAGING – Style of headlines: grounded
• SECONDARY MESSAGING – Style of subheads & captions: We are committed to creating products and services that improve safety, quality and comfort of human life.
• Do not use unauthorized typefaces.
• Do not use type on a curve.
• Do not distort type.
• Do not use special effects with type.
• Do not put type in perspective.
• In order for us to project a confident, credible and consistent appearance to our audiences, we must adhere to our communications standards. As part of this effort, we must maintain the typographic system we have established. There is plenty of flexibility in our guidelines for using typography. If used carefully and consistently, our typographic standards will make an important contribution to our branding efforts.
• Keep it simple. Never overload a style. Structure information so it flows. Maintain together these elements must work to communicate.
• Inside spread typography: Main Spread Headline (minimum of 30 pt.) Medium, 50 pt. Helvetica, size may vary with length of copy.
• Sub Headline: 9.5/15 pt. Helvetica Bold.
• Body Copy: 9/14 pt. Helvetica Light or 10/15 pt. Helvetica Light, size may vary with length of copy.
• Captions: Light pt. 8/9.5 Helvetica.
• Spread Main Headline: pt. (minimum of 30) Medium, 50 Helvetica, size may vary with length of copy.
• Sub Headline: pt. 9.5/15 Helvetica Bold.
• Body Copy: pt. 9/14 Helvetica Light or 10/15 Helvetica Light, size may vary with length of copy.

Logo Usage

• The Honeywell logotype is our company’s primary identifier. Regardless of where the logo is being used, there are only three approved ways to use the Honeywell logotype: Freestanding logotype, logotype in bar, and logotype with rule (see the Honeywell ID Standards for more information on logo usage: www.honeywell.com/brandm).
• For our current advertising campaign and our marketing literature, we use the freestanding logotype.
• The Honeywell logo should be reproduced in Honeywell Red. The logo may be reproduced in black in one-color materials only.
• A clear zone, also known as the control field, always must surround the freestanding logotype. No graphic elements of any kind should intrude into this field. The width and height of the control field is determined by a measure equal to the height of the capital H in any size of logotype used.
• Primary logotype headline Size of is 1.5’ width. in logotype always Honeywell (Pantone 485C). The is Red logotype Honeywell
• Front cover A ll - righedge. top .5 ches from the t inlogo ngth eywon the front cover. The Honell is to be 5 ches leand 1.inin ing logo eyweappear black or red freestandHonis to

Tone And Messaging

• Our communications programs are one critical element of creating a consistent – and consistently positive – Honeywell brand experience. These guidelines have been created to make sure that you have the information and tools you need to create communications that support and build the Honeywell brand.
• These guidelines have been developed to ensure that Honeywell communications media (such as advertising, company literature, etc.) are consistent in theme, style and appearance. At the same time, our guidelines allow for great flexibility to meet specific market needs and promote creativity.
• Use of these Brand Guidelines and Honeywell’s Visual Identity Standards (found at www.honeywell.com/brandm) is mandatory for all organizations that do business under the Honeywell Master Brand.
• Honeywell people breathe life into our brand. Doing a superb job for our customers, each and every day, is the first pillar of Honeywell’s growth strategy. That philosophy also extends to other people and groups that are important to Honeywell’s success.
• Our actions speak louder than our communications. All the great ads and brochures we create can be undone by one employee who doesn’t keep our brand’s promise. The best way for employees to help build the value of the Honeywell brand is by understanding and supporting the Honeywell Initiatives, and living up to the ideals of the Honeywell Behaviors.
• Effective Communicator means providing timely and concise information to others, and using clear and thoughtful oral and written communications to influence, negotiate and collaborate effectively. Leaders and employees need to appreciate that effective communication is about listening and being listened to, but is not always about being in agreement.
• Great brands are not born – they’re built, one step at time. That’s why it’s important that we create a consistent experience for our customers and everyone else who interacts with Honeywell. We build our brand by keeping the promises made in our brand position – every time, everywhere, with every contact. It should be obvious to everyone that we are one company, applying our technology and expertise to build a world that is safer and more secure…more comfortable and energy efficient…more innovative and more productive.
• We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos.
• A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes.
• First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s.
• Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.

Brand Values

• We are building a world that’s safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell.
• This is the essence of today’s Honeywell … our brand promise.
• For more than a century, the Honeywell name has been synonymous with technology solutions that improve people’s lives. In these complicated times, more than ever before in our history, customers are turning to Honeywell to help solve many of the world’s most complex problems.
• Honeywell’s brand is really the product of many different factors that create an overall impression of our company in people’s minds. Our brand image is the way that people think, feel, and respond when they hear the word “Honeywell.” The brand has to stand for something and we (including our products and services) have to act and perform consistent with that image.
• Every Honeywell employee is a brand ambassador. With every customer contact and whenever we represent Honeywell, we have the opportunity either to strengthen the Honeywell brand or to cause it to lose some of its luster and prestige. Generations of Honeywell employees have built our powerful brands with their hard work, spirit of innovation, passion for quality, and commitment to customers. I am counting on every Honeywell employee to continue that legacy as we strive to keep our brand promise and build a better world.
• Honeywell is a global company with leading positions in many of the world’s most important and dynamic markets. Our customers include the top companies across many major industries. Honeywell technology makes people’s lives better in thousands of ways, everywhere you look. Our collective experience, spirit of innovation and in-depth customer understanding combine to create breakthrough solutions.
• But despite our size, scope, diversity and global reach, there are core threads that tie all of Honeywell together - across continents, business units, product types and industries. For example, everyone in Honeywell is united by a common set of Five Initiatives and 12 Behaviors, and a proven formula for success that is elegant in its simplicity: Customers + Technology = Performance.
• The Honeywell Brand also sets us apart from other companies. The Honeywell brand is shaped by the total experience people have when they interact with our company and see first-hand how our products and services perform. It is also defined by the way that people think, feel and respond on an emotional level when they hear our name. Our brand embodies what Honeywell is all about for the people who matter most to us – our employees, customers, potential customers, partners and suppliers, investors, and neighbors in the community.
• The essence of the Honeywell brand – our brand position – is captured in this idea: We are building a world that’s safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell.
• This brand position represents the ideal image that Honeywell wants to create, communicate and reinforce through action, to all our audiences, across all our businesses, and in all our locations.
• Honeywell’s powerful brand is one of the company’s most valuable assets. Building and protecting the brand by adhering to our standards is everyone’s job.
• Honeywell people breathe life into our brand. Doing a superb job for our customers, each and every day, is the first pillar of Honeywell’s growth strategy. That philosophy also extends to other people and groups that are important to Honeywell’s success.
• Our actions speak louder than our communications. All the great ads and brochures we create can be undone by one employee who doesn’t keep our brand’s promise. The best way for employees to help build the value of the Honeywell brand is by understanding and supporting the Honeywell Initiatives, and living up to the ideals of the Honeywell Behaviors.
• Honeywell does not currently have an advertising/marketing slogan or themeline. We do not require that specific “boilerplate” copy reinforcing the company brand position be inserted into every communications vehicle. We do expect our Marketing Communicators copy to reflect the essence of our Brand Promise – a direct, clear, benefits-orientated approach to presenting the value of what we do.
• To the greatest extent possible, communications efforts and resources should be focused on materials that support our brand communications efforts. Subject matter for ads, literature and other communications should emphasize one or more of the ideas expressed in the positioning statements. Whenever possible, messaging consistent with the positioning statement should be included in the themes, headlines and copy of all communications materials.

Visual Style

• Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.
• A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes.
• First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s.

Layout And Composition

• We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos.
• A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes.
• First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary cropping. Over time, this unique look will instantly be recognizable as Honeywell’s.
• Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc.

Brand Architecture

• As part of an ongoing examination of Honeywell’s brand architecture, in 2004 the company adopted a modified master brand strategy. Almost all of the company’s business units, products and services are now branded “Honeywell.” Nearly all of the company’s businesses, products and services are branded with the well-known Honeywell Master Brand as their primary identifier.
• Within its master brand architecture, Honeywell supports a variety of sub-brands, product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are secondary to the Honeywell Master Brand.
• Honeywell also supports a number of Honeywell Endorsed Brands and Honeywell Standalone Brands. These brands have excellent recognition, brand equity and value in their specific markets. These brands are supported and managed independently of the Honeywell Brand Management System and the Honeywell Visual Identity System. They have their own logos, brand colors and identity standards.
• In many cases, Endorsed Brand status is a step in the migration to the Honeywell Master Brand. Over a relatively short period of time (18-36 months), many of the current Endorsed Brands will evolve into product or service brands under the Honeywell Master Brand architecture. Those few that do not migrate will maintain their current form. Most Standalone Brands will retain their current status, but will be evaluated periodically for opportunities for closer alignment with the Honeywell Master Brand.
• Endorsed Brand and Standalone Brand status recognizes that each of these brands currently has value in its respective marketplace. Our overarching brand migration strategy is designed to transfer that existing value to the Honeywell Master Brand whenever practical. At the same time, by retaining the current brand name as a product or service brand, Honeywell can continue to capitalize on the brand equity that exists in the Endorsed Brand or Standalone Brand today.
• Business units responsible for the existing Endorsed Brands and Standalone Brands must develop a strategic brand plan that: • Takes into account such factors as customer relationships, marketing channels and channel conflicts, and transition costs; • Considers the use of one or more interim steps to evolve the brand identity from its current Endorsed Brand state, to its new status as a branded product or service under the Honeywell Master Brand architecture. Each interim step should build a progressively stronger link to the Honeywell Master Brand; • When complete migration is the appropriate path, use the smallest number of interim steps possible to make the transition, minimize cost and avoid confusion among customers, employees and other key audiences; • Includes an appropriate external and internal brand communications plan to support the migration. Depending on the brand and market, this plan should include public relations, internal communications and marketing communications elements.
• Brand migration strategies will be developed in consultation with the business unit communications leader and the Honeywell Brand Council. This migration philosophy and strategic process will also be followed for companies and brands acquired in the future. Brand migration should be considered by business units involved in merger and acquisition activities, as part of the due diligence and integration processes.
• The following brand logo migration examples are shown for illustrative purposes only. Each brand-migration plan is unique and will include specific interim steps and timelines.

Co Branding

• Honeywell also supports a number of Honeywell Endorsed Brands and Honeywell Standalone Brands. These brands have excellent recognition, brand equity and value in their specific markets. These brands are supported and managed independently of the Honeywell Brand Management System and the Honeywell Visual Identity System. They have their own logos, brand colors and identity standards.
• In many cases, Endorsed Brand status is a step in the migration to the Honeywell Master Brand. Over a relatively short period of time (18-36 months), many of the current Endorsed Brands will evolve into product or service brands under the Honeywell Master Brand architecture. Those few that do not migrate will maintain their current form. Most Standalone Brands will retain their current status, but will be evaluated periodically for opportunities for closer alignment with the Honeywell Master Brand.
• Endorsed Brand and Standalone Brand status recognizes that each of these brands currently has value in its respective marketplace. Our overarching brand migration strategy is designed to transfer that existing value to the Honeywell Master Brand whenever practical. At the same time, by retaining the current brand name as a product or service brand, Honeywell can continue to capitalize on the brand equity that exists in the Endorsed Brand or Standalone Brand today.
• Business units responsible for the existing Endorsed Brands and Standalone Brands must develop a strategic brand plan that: • Takes into account such factors as customer relationships, marketing channels and channel conflicts, and transition costs; • Considers the use of one or more interim steps to evolve the brand identity from its current Endorsed Brand state, to its new status as a branded product or service under the Honeywell Master Brand architecture. Each interim step should build a progressively stronger link to the Honeywell Master Brand; • When complete migration is the appropriate path, use the smallest number of interim steps possible to make the transition, minimize cost and avoid confusion among customers, employees and other key audiences; • Includes an appropriate external and internal brand communications plan to support the migration. Depending on the brand and market, this plan should include public relations, internal communications and marketing communications elements.
• Brand migration strategies will be developed in consultation with the business unit communications leader and the Honeywell Brand Council. This migration philosophy and strategic process will also be followed for companies and brands acquired in the future. Brand migration should be considered by business units involved in merger and acquisition activities, as part of the due diligence and integration processes.
• The following brand logo migration examples are shown for illustrative purposes only. Each brand-migration plan is unique and will include specific interim steps and timelines.
• Endorsed Brand Logo Migration Original Brand Logo Endorsed Brand Lockup Migrating Brand by Honeywell Transition Lockup Option 1 Honeywell Migrating Brand Transition Lockup Option 2 Honeywell Migrating Brand Product or Service Master Branded Honeywell
• Brands are co-branded with the Honeywell name. In most cases, they have their own logos, brand colors and identity standards.

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