HP

Official Websites

• https://www.hp.com
• https://support.hp.com
• https://brand-stage.hp.com/content/hp-brand-central/us/en.html
• http://www.hp.com/country/w1/en/termsofuse.html

Brand Guidelines

UNKNOWN

Brand Summary

Mission

• Energizing our world with power quality and conversion solutions that drive progress, supporting a more sustainable, efficient, and reliable future for all [^1].

Core Values

• reliability
• quality
• efficiency
• innovation
• customer-centricity
• transparency
• mutual respect
• sustainability
• continuous improvement
• community
• operational flexibility
• engagement
• accountability
• Canadian values
• relationship building
• technical expertise
• curiosity
• responsibility
• family culture [^2]

Target Audience

• Customers in emerging and established markets seeking reliable, high-quality, and innovative power solutions; includes industries such as automotive, data centers, healthcare, and those prioritizing sustainability and efficiency .

Personality Traits

• passionate
• approachable
• dedicated
• curious
• innovative
• flexible
• respectful
• customer-focused
• transparent
• nice
• empowering
• family-oriented [^4][^2]

Visual Identity Overview

• A sleek, modern, and high-tech visual style using gradients, dynamic lines, and geometric motifs in blue, gray, orange, and white. The logo features stylized text and abstract energy-inspired graphics, with clear guidelines for color palettes, typography, and layout to ensure consistency and a sense of movement and innovation [^5].

Categories

Brand Imagery

• The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Color Palette

• The primary color palette designed to emphasize innovation and steady progression. We have achieved this, with sleek blue and gray color palette. A Primary Gradient is also present when needed. Please use these colors with a generous amount of white space to maintain a fresh and future forward design.
• #041E42 R4 G30 B66 C100 M90 Y13 K68 PMS282 C
• #FFFFFF R255 G255 B255 C0 M0 Y0 K0
• #003A70 R0 G58 B112 C100 M71 Y10 L47 PMS654 C
• #D9E1E2 R217 G225 B226 C7 M1 Y3 K2 PMS7541 C
• #007DBA R0 G125 B186 C98 M24 Y1 K3 PMS7461 C
• #98A4AE R152 R164 R175 C24 M9 Y8 K22 PMS7543 C
• #41B6E6 R65 G182 B230 C67 M2 Y0 K0 PMS298 C
• #1D252D R29 R37 R45 C90 M68 Y41 K90 PMS433 C
• #99D6EA R153 G214 B234 C34 M0 Y5 K0 PMS2975 C
• Primary Gradient
• The secondary color palette consists of bold, vibrant colors meant to bring energy, excitement and vibrancy to the Hammond Power Solutions (HPS) brand. By introducing a balance of low and high colors, we offer further diversity to our creative toolkit. In this palette as well, a well-calculated use of white space is always needed to maintain a clean and balanced design.
• #E0D5D3 R228 G213 B211 C0 M8 Y5 K4
• #FFA300 R255 G163 B0 C0 M41 Y100 K0
• #E35205 R227 G82 B5 C0 M76 Y100 K0

Typography

• Our brand typeface is the Articulat CF family and Changling Neo Regular. It’s an important element of our brand identity.
• › For communications where Articulat isn’t available, such as PowerPoint, Word or online applications, please use Arial
• › The Articulat CF family is available for download at https://fonts.adobe.com/fonts/articulat-cf
• › Changling Regular is available for download at https://fonts.adobe.com/fonts/changeling-neo
• Once further Brand Assets/Guidelines are built out more details on fonts and alternates will be developed.
• Brand Font - Articulat CF Normal AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Articulat CF Medium AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Articulat CF Bold AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Changling Neo Regular abcdefghijklmno pqrstuv ABCDEFGHIJKLMNOPQRSTUV 0123456789
• For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.

Logo Usage

• The Primary Hammond Power Solutions logo is the main element of our brand identity. To ensure the strongest impact. only use the logo in its original form as indicated. Please don’t modify, distort. or change the logo in any way.
• Primary Logo files use the following nomenclature: Hammond_Primary_[colour-variation]_[colour-space].[format]
• Further information on the colour variations and colour spaces can be found on the following page.
• You’ll find Primary Corporate logo files on SharePoint here: Marketing > Corporate > HPS brand >HPS logos and logo guidelines.
• The colour variations present are: Hammond_Primary_Colour (Top Left) Hammond_Primary_Colour-Reverse (Bottom Left) Hammond_Primary_Full-Black (Top Right) Hammond_Primary_Full-White (Bottom right)
• When selecting logos for use in digital applications, RGB files are ideal.
• When selecting logos for use in print applications, either CMYK or PMS (Pantone Matching System) are acceptable, but CMYK is more widely used.
• The Primary Hammond Power Solutions logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the primary logo smaller than 1.875" {48mm/135 pixels) wide.
• When using the primary logo in smaller sizes, readability of the “Power Solutions” text will become an issue. In these cases, use the secondary or tertiary logos to maintain brand recognition. Please remember not to modify, distort, or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• 1.875" smallest display size

Tone And Messaging

• Our key messages represent our greatest strengths and form the foundation for all of our outward-facing messages.
• Each messaging theme has a set of supporting ideas that add depth to our story. Use these as needed when creating communications materials.
• Our people are dedicated to delivering reliability, quality, and efficiency in everything we do.
• We strive to minimize downtime and deliver on time, producing products that last and delivering when we say we will.
• Our people are proud of the work they do and take it personally when it comes to delivering exceptional products and service.
• Our deep technical knowledge and skilled field technicians help ensure our products fit your specific needs and that your systems perform, even in the harshest conditions.
• We’re engineering tomorrow’s solutions today, meeting the complex challenges of emerging markets head-on and supporting a more sustainable future.
• We’re not just keeping pace, we’re helping to set it, developing and delivering new solutions for rapidly evolving markets.
• Our operational flexibility and engineering capacity mean we can respond to changing customer needs in ways others can’t.
• Our team’s tireless pursuit of “why?" and “what if?” drives us to constantly seek better ways of doing things, ensuring our customers stay ahead of the curve.
• We build more than products—we build relationships rooted in transparency and mutual respect.
• We make working with HPS seamless and straightforward, taking a customer-centric approach where your success is our priority.
• Our actions are rooted in our Canadian values, and we have real respect for others and a personal desire to help them achieve their goals.
• At HPS, every employee is valued and empowered to excel, creating a culture of engagement and accountability that drives quality, performance, and customer success.
• Universal truths about our brand.
• Our stance as an organization. It sets the tone for all the communications we create going forward.
• Together with our tagline, “Energizing our world” our manifesto brings to life all the components of our brand story to create a powerful and memorable communications platform.
• At Hammond Power Solutions, we’re energized by the possibilities.
• Our people see each day as a chance to make a difference, pushing past “what is” into “what if?” and engineering solutions that don’t just meet today’s demands, but help to empower tomorrow’s potential.
• We’re working closely with customers around the world to build a future that’s more sustainable, more efficient, and more reliable, pioneering new ideas that fuel the world’s energy transition and create new possibilities for us all.
• Because we’re not just helping to build the future—we’re working to energize our world with every solution we deliver.

Brand Values

• Passionate people energizing the world.
• Our people are dedicated to delivering reliability, quality, and efficiency in everything we do.
• We strive to minimize downtime and deliver on time, producing products that last and delivering when we say we will.
• Our people are proud of the work they do and take it personally when it comes to delivering exceptional products and service.
• Our deep technical knowledge and skilled field technicians help ensure our products fit your specific needs and that your systems perform, even in the harshest conditions.
• We’re engineering tomorrow’s solutions today, meeting the complex challenges of emerging markets head-on and supporting a more sustainable future.
• We’re not just keeping pace, we’re helping to set it, developing and delivering new solutions for rapidly evolving markets.
• Our operational flexibility and engineering capacity mean we can respond to changing customer needs in ways others can’t.
• Our team’s tireless pursuit of “why?” and “what if?” drives us to constantly seek better ways of doing things, ensuring our customers stay ahead of the curve.
• We build more than products—we build relationships rooted in transparency and mutual respect.
• We make working with HPS seamless and straightforward, taking a customer-centric approach where your success is our priority.
• Our actions are rooted in our Canadian values, and we have real respect for others and a personal desire to help them achieve their goals.
• At HPS, every employee is valued and empowered to excel, creating a culture of engagement and accountability that drives quality, performance, and customer success.
• We do what we say we will—we have a can-do attitude and pride ourselves on getting things done.
• Our products are made to be durable, working in the harshest environments and delivering lasting, reliable performance.
• We have a strong on-time delivery record—you can count on HPS to deliver.
• We have a very low DPMO (defects per million opportunities) rate, a real reflection of product quality.
• We have a deep technical understanding of all the pieces that surround our products and can sit down with a customer’s engineering team and provide expert assistance.
• Our field techs are some of the best in the business, able to troubleshoot our products and often the systems they operate within.
• HPS has the buying power in the market to stay supplied with the materials needed to deliver projects on time.
• Quality is a personal issue for employees—they want to deliver products and solutions that make customers happy and service their needs.
• HPS readily develops new solutions to support the success of emerging markets.
• We can expertly engineer to specific customer needs, balancing multiple requirements to design the optimal solution.
• Our people are always asking “why?” and looking for better ways of doing things.
• HPS has a knack for quickly addressing challenges or opportunities in a thoughtful way, creating a smart strategy and lean process to make it happen.
• Employee roles are flexible enough to give our people the freedom to solve problems and capitalize on opportunities in a timely manner.
• Our engineering capacity allows us to develop custom solutions that other manufacturers cannot—in fact, some large OEMs use HPS for engineering support.
• HPS’s operational flexibility is a key strength—we efficiently respond to customer demands and market changes.
• We work to make it easy to do business with HPS.
• HPS truly cares about our customers—we only win when our customers win, too.
• We are relationship builders, dealing with issues quickly and transparently, and resolving them in a people-first, respectful manner.
• We have strong values that we put to work every day, guiding our actions.
• Each employee has a sense of responsibility to do their part well so the next person can do theirs.
• Everyone in the organization feels as important as everyone else—the roles are different, but each person is a vital link in the chain.
• Our culture is built on a desire to please and support others, not in fear of being punished for having a bad outcome.
• HPS feels like a family and wants employees to feel genuinely cared for and supported.
• At Hammond Power Solutions, we’re energized by the possibilities.
• Our people see each day as a chance to make a difference, pushing past “what is” into “what if?” and engineering solutions that don’t just meet today’s demands, but help to empower tomorrow’s potential.
• We’re working closely with customers around the world to build a future that’s more sustainable, more efficient, and more reliable, pioneering new ideas that fuel the world’s energy transition and create new possibilities for us all.
• Because we’re not just helping to build the future—we’re working to energize our world with every solution we deliver.

Visual Style

• To ensure the strongest impact, only use the logo in its original form as indicated. Please don’t modify, distort, or change the logo in any way.
• The colour variations present are: Hammond_Primary_Colour (Top Left) Hammond_Primary_Colour-Reverse (Bottom Left) Hammond_Primary_Full-Black (Top Right) Hammond_Primary_Full-White (Bottom right)
• When selecting logos for use in digital applications, RGB files are ideal.
• When selecting logos for use in print applications, either CMYK or PMS (Pantone Matching System) are acceptable, but CMYK is more widely used.

Layout And Composition

• The Primary Hammond Power Solutions logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the primary logo smaller than 1.875” {48mm/135 pixels) wide.
• When using the primary logo in smaller sizes, readability of the “Power Solutions” text will become an issue. In these cases, use the secondary or tertiary logos to maintain brand recognition. Please remember not to modify, distort, or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• The Secondary logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the secondary logo smaller than 1.625" (42mm/117 pixels) wide.
• When using the secondary logo in smaller sizes, readability of “Hammond Power Solutions” will become an issue. In these cases. either remove “Hammond Power Solutions” or use the tertiary logo to maintain brand recognition. Please remember not to modify, distort. or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• The Tertiary logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the tertiary logo larger than the minimum sizes specified by the primary and secondary logo guidelines. When a larger size is required replace it with either the primary or secondary logos.
• When replacing old logos in existing documents be sure to follow these guidelines unless otherwise instructed.
• Use best judgment when replacing logos -if the outdated logo is white on a black background, the updated logo replacing it should also be white on a black background.
• A Primary Gradient is also present when needed. Please use these colors with a generous amount of white space to maintain a fresh and future forward design.
• In this palette as well, a well-calculated use of white space is always needed to maintain a clean and balanced design.
• These expanded visual components were developed to provide additional depth to the HPS visual identity, offering new ways to create standout executions while staying within our brand standards. Usage guidelines can be found on this page, and the components can be seen in action in the ad examples on pages 21-25.
• The addition of the orange gradient is a great way to bring a vibrant. complementary energy to the HPS Primary Gradient. It uses both orange colors from the secondary color palette. A radial gradient is the preferred style for a smoother transition between colors.
• The blue and orange gradient rectangles are used to break up the composition and block out space for copy and logos. The 30° cut to the rectangle is inspired by the cuts in the HPS logo. The rectangles are primarily used in a horizontal fashion, but can be used vertically as well depending on the canvas.
• The wave texture provides a sense of movement and depth to graphics. It also alludes to smooth. clean electrical sine waves. It should be used as a background element. and always placed on the HPS Primary Gradient at 20% opacity.
• Copy should always be placed on the negative space of the image.
• For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.
• For large ads. use the HPS Primary Corporate Logo.
• The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on, but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line is connecting a headline to body copy, it should be leading from the period of the headline to the first line of body copy. However in the case that the image being used does not allow for enough clear space, move the wave line up one line of copy at a time on either the headline or body copy until a balanced look is achieved.
• For print ads. bleed should be set to 0.25 in. Background elements such as the image, gradients, vector shapes. etc. should be extended to the outer bleed mark.
• The wave texture should be placed behind the logo at 20% opacity.
• The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on. but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line travels off the canvas. it should be leading from the period of the headline. When the wave line travels onto the canvas from the left. it should point to the first line of body copy.
• The orange radial gradient uses both orange colors from the secondary color palette. The darker part should always be under the white text.
• The blue radial gradient is made using the HPS Primary Gradient colors. It should be placed under all other design elements. It should be strategically positioned so the dark areas of the gradient sit under the text to allow for proper contrast.
• The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Sustainability Guidelines

• This ad shows how we share our sustainability story with the world, an area of growing importance and effort for both HPS and our customers. While HPS has five areas of focus for sustainability (People, Community, Environment, Economics, and Continuous Improvement), it all comes down to creating a stable future for the people we serve, whether it’s our employees, our communities, or our customers. Therefore, sustainability-related imagery will often feature people, unless highlighting a specific project or initiative.
• We’re dedicated to energizing our world with power quality and conversion solutions that drive progress. We believe that true progress means constantly seeking new ways to minimize our environmental impact, support our communities, and create a more sustainable future for all We’re not content with taking the easy path were energized by doing the right thing for the environment. for the people we serve and for the future generations who are counting on us
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Advertising Guidelines

• @ For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• @ For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• 0 For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.
• 0 For large ads. use the HPS Primary Corporate Logo.
• @ The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on, but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line is connecting a headline to body copy, it should be leading from the period of the headline to the first line of body copy. However in the case that the image being used does not allow for enough clear space, move the wave line up one line of copy at a time on either the headline or body copy until a balanced look is achieved.
• f) For print ads. bleed should be set to 0.25 in. Background elements such as the image, gradients, vector shapes. etc. should be extended to the outer bleed mark.
• 8 The wave texture should be placed behind the logo at 20% opacity.
• @ The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on. but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line travels off the canvas. it should be leading from the period of the headline. When the wave line travels onto the canvas from the left. it should point to the first line of body copy.
• @ The orange radial gradient uses both orange colors from the secondary color palette. The darker part should always be under the white text.
• @ The blue radial gradient is made using the HPS Primary Gradient colors. It should be placed under all other design elements. It should be strategically positioned so the dark areas of the gradient sit under the text to allow for proper contrast.
• @ The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• @Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

2020

Brand Summary

Mission

• To strengthen both HP and partner brands through effective co-branding, expanding offerings, enhancing customer experience, and driving revenue and brand relevance [^1].

Core Values

• Efficiency
• Effectiveness
• Consistency
• Morality
• Non-discrimination
• Non-violence
• Integrity [^2]

Target Audience

• Customers of HP and its partners, with communications tailored based on which brand is more relevant to the targeted customer in co-branding and co-marketing scenarios [^3].

Personality Traits

• Collaborative
• Clear
• Consistent
• Flexible
• Professional [^2]

Visual Identity Overview

• HP-led assets use HP Simplified font, HP Blue as the primary color, and a white background. Partner-led assets use Arial font, grey backgrounds, and no primary colors. Logo usage is governed by spatial and lockup configurations, with clear rules for prominence and arrangement. Neutral branding avoids all brand-specific elements, using detached typography, colors, icons, and photography [^5].

Categories

Logo Usage

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color. Logo applications will vary according to the situation. In this example we’re using a Spatial application. This is just a reference and should not be considered a template or layout for HP branded assets.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied. Logo applications will vary according to the situation. In this example we’re using a Lock-up application. This is just a reference and should not be considered a template or layout for partner assets.
• Spatial configuration refers to the space in which the HP and partner logos are related to each other within an asset. In order to ensure that each logo has visual impact and conveys the appropriate relationship they are not stacked, too closer together, over-lapping, in diagonal corners, etc. They each have their own distinct space.
• HP logo is larger than the partner logo and in a more prominent position.
• HP logo is smaller than the partner logo and plays a supporting role in the asset.
• The lockup configuration conveys the specific connection of 50-50 partnerships. In these instances both partners are contributing equally to the communication. No two logos are the same. Scale partner logos to visually balance the size of the HP logo (see next page for size references).
• Use of the lockup configuration with Intel logo: if you want to use a line to separate the HP and Intel logos, you need to get approval in email from the Intel rep with whom you are working on the event/activity.
• On 50-50 situations when the asset is HP-led, the HP logo appears to the left of the lockup.
• On 50-50 situations when the asset is Partner-led, the HP logo appears to the right of the lockup.

Co Branding

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color. Logo applications will vary accroding to the situation. In this example we’re using a Spatial application. This is just a reference and should not be considered a template or layout for HP branded assets.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied. Logo applications will vary accroding to the situation. In this example we’re using a Lock-up application. This is just a reference and should not be considered a template or layout for partner assets.
• Spatial configuration refers to the space in which the HP and partner logos are related to each other within an asset. In order to ensure that each logo has visual impact and conveys the appropriate relationship they are not stacked, too closer together, over-lapping, in diagonal corners, etc. They each have their own distinct space.
• HP logo is larger than the partner logo and in a more prominent position.
• HP logo is smaller than the partner logo and plays a supporting role in the asset.
• The lockup configuration conveys the specific connection of 50-50 partnerships. In these instances both partners are contributing equally to the communication. No two logos are the same. Scale partner logos to visually balance the size of the HP logo (see next page for size references).
• Use of the lockup configuration with Intel logo: if you want to use a line to separate the HP and Intel logos, you need to get approval in email from the Intel rep with whom you are working on the event/activity.
• On 50-50 situations when the asset is HP-led, the HP logo appears to the left of the lockup.
• On 50-50 situations when the asset is Partner-led, the HP logo appears to the right of the lockup.

Co Marketing

• Co-branding is one modality of branded relationship, when HP and another company (or companies) combine skills and resources to create a new offering or partner together to market and promote each other’s products or services, also called co-marketing.
• Co-branding isn’t a short-term opportunity – campaign, promotion or sales event. That’s co-marketing.
• With co-marketing, the brand partners aren’t creating a unique new product or service as a result of their work together like co-branding. Instead, they look for ways to effectively share their customers and build awareness for both brands.
• In co-branding and co-marketing, the result must deliver benefits greater than what could be achieved individually and provide clear added value to customers. Each company shares the returns in proportion to its contribution.
• The key principle to Partner-led co-marketing is to follow the partner brand identity, including fonts, colors, icons, illustration. Make sure to adhere to the partner agreement and do not misrepresent yourself as part of HP.
• The partner logo should always be in the primary location. The HP logo should never be larger or more prominent than the partner logo.
• With product-focused pieces partners may want to call out the HP brand, in proximity with a product image. The HP logo should be clear of any other graphic elements.
• Use logos in a spatial relationship with the partner logo leading.
• Use the partner-led lockup configuration when partners are contributing equally in the communication.
• Although we provide guidance on how to use the HP logo on Partner-led assets, always make sure the partner brand guidelines are accomodating for these recommendations. If the partner brand guidelines do not allow a lockup or if there are any questions on how to treat the HP logo on Partner-led assets, reach out to the Brand Central team.

Brand Partnerships

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color. Logo applications will vary accroding to the situation. In this example we’re using a Spatial application. This is just a reference and should not be considered a template or layout for HP branded assets.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied. Logo applications will vary accroding to the situation. In this example we’re using a Lock-up application. This is just a reference and should not be considered a template or layout for partner assets.
• Spatial configuration refers to the space in which the HP and partner logos are related to each other within an asset. In order to ensure that each logo has visual impact and conveys the appropriate relationship they are not stacked, too closer together, over-lapping, in diagonal corners, etc. They each have their own distinct space.
• HP-Led HP logo is larger than the partner logo and in a more prominent position.
• Partner-Led HP logo is smaller than the partner logo and plays a supporting role in the asset.
• The lockup configuration conveys the specific connection of 50-50 partnerships. In these instances both partners are contributing equally to the communication. No two logos are the same. Scale partner logos to visually balance the size of the HP logo (see next page for size references).
• Use of the lockup configuration with Intel logo: if you want to use a line to separate the HP and Intel logos, you need to get approval in email from the Intel rep with whom you are working on the event/activity.
• HP-Led On 50-50 situations when the asset is HP-led, the HP logo appears to the left of the lockup.
• Partner-Led On 50-50 situations when the asset is Partner-led, the HP logo appears to the right of the lockup.

Neutral Branding

• There are rare situations when although the partnership is trully 50-50, we don’t want one of the brands to lead as not to influence audience in some way. That happens with combined proposals where a neutral look & feel is more benefitial than one brand or the other leading.
• In these cases, we recommend using a completely neutral look & feel. One that’s detached from any individual brand element in both brands -typography, colors, icons, and photography.

Visual Style

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color. Logo applications will vary according to the situation. In this example we’re using a Spatial application. This is just a reference and should not be considered a template or layout for HP branded assets.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied. Logo applications will vary according to the situation. In this example we’re using a Lock-up application. This is just a reference and should not be considered a template or layout for partner assets.
• Spatial configuration refers to the space in which the HP and partner logos are related to each other within an asset. In order to ensure that each logo has visual impact and conveys the appropriate relationship they are not stacked, too closer together, over-lapping, in diagonal corners, etc. They each have their own distinct space.
• HP logo is larger than the partner logo and in a more prominent position.
• HP logo is smaller than the partner logo and plays a supporting role in the asset.
• The lockup configuration conveys the specific connection of 50-50 partnerships. In these instances both partners are contributing equally to the communication. No two logos are the same. Scale partner logos to visually balance the size of the HP logo (see next page for size references).
• Use of the lockup configuration with Intel logo: if you want to use a line to separate the HP and Intel logos, you need to get approval in email from the Intel rep with whom you are working on the event/activity.
• On 50-50 situations when the asset is HP-led, the HP logo appears to the left of the lockup.
• On 50-50 situations when the asset is Partner-led, the HP logo appears to the right of the lockup.

Layout And Composition

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color. Logo applications will vary according to the situation. In this example we’re using a Spatial application. This is just a reference and should not be considered a template or layout for HP branded assets.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied. Logo applications will vary according to the situation. In this example we’re using a Lock-up application. This is just a reference and should not be considered a template or layout for partner assets.
• Spatial configuration refers to the space in which the HP and partner logos are related to each other within an asset. In order to ensure that each logo has visual impact and conveys the appropriate relationship they are not stacked, too closer together, over-lapping, in diagonal corners, etc. They each have their own distinct space.
• HP-Led HP logo is larger than the partner logo and in a more prominent position.
• Partner-Led HP logo is smaller than the partner logo and plays a supporting role in the asset.
• The lockup configuration conveys the specific connection of 50-50 partnerships. In these instances both partners are contributing equally to the communication. No two logos are the same. Scale partner logos to visually balance the size of the HP logo (see next page for size references).
• Use of the lockup configuration with Intel logo: if you want to use a line to separate the HP and Intel logos, you need to get approval in email from the Intel rep with whom you are working on the event/activity.
• HP-Led On 50-50 situations when the asset is HP-led, the HP logo appears to the left of the lockup.
• Partner-Led On 50-50 situations when the asset is Partner-led, the HP logo appears to the right of the lockup.

Typography

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied.

Color Palette

• HP-Led assets are represented with a white background, using HP Simplified for font and HP Blue for primary color.
• Partner-Led assets are represented with a grey background, using Arial to represent their choice of font and no primary colors applied.

Brand Values

• HP reserves the right to refuse to co-brand an event based on mismatch with the values HP wants to convey.
• HP also reserves the right to refuse to fund an event based on mismatch with the values HP wants to convey to its partners and customers.
• Examples of activities that may be a mismatch with HP values include: • Activities that promote violence • Activities with guns, weapons, or shooting • Activities or events that support discrimination of any kind • Activities or events that promote or encourage sexual misconduct

2019

Brand Summary

Mission

• Energizing our world with power quality and conversion solutions that drive progress, supporting a more sustainable, efficient, and reliable future for all [^1].

Core Values

• reliability
• quality
• efficiency
• innovation
• customer-centricity
• transparency
• mutual respect
• sustainability
• continuous improvement
• community
• operational flexibility
• engagement
• accountability
• Canadian values
• relationship building
• technical expertise
• curiosity
• responsibility
• family culture [^2]

Target Audience

• Customers in emerging and established markets seeking reliable, high-quality, and innovative power solutions; includes industries such as automotive, data centers, healthcare, and those prioritizing sustainability and efficiency .

Personality Traits

• passionate
• approachable
• dedicated
• curious
• innovative
• flexible
• respectful
• customer-focused
• transparent
• nice
• empowering
• family-oriented [^4][^2]

Visual Identity Overview

• A sleek, modern, and high-tech visual style using gradients, dynamic lines, and geometric motifs in blue, gray, orange, and white. The logo features stylized text and abstract energy-inspired graphics, with clear guidelines for color palettes, typography, and layout to ensure consistency and a sense of movement and innovation [^5].

Categories

Brand Imagery

• The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Color Palette

• The primary color palette designed to emphasize innovation and steady progression. We have achieved this, with sleek blue and gray color palette. A Primary Gradient is also present when needed. Please use these colors with a generous amount of white space to maintain a fresh and future forward design.
• #041E42 R4 G30 B66 C100 M90 Y13 K68 PMS282 C
• #FFFFFF R255 G255 B255 C0 M0 Y0 K0
• #003A70 R0 G58 B112 C100 M71 Y10 L47 PMS654 C
• #D9E1E2 R217 G225 B226 C7 M1 Y3 K2 PMS7541 C
• #007DBA R0 G125 B186 C98 M24 Y1 K3 PMS7461 C
• #98A4AE R152 R164 R175 C24 M9 Y8 K22 PMS7543 C
• #41B6E6 R65 G182 B230 C67 M2 Y0 K0 PMS298 C
• #1D252D R29 R37 R45 C90 M68 Y41 K90 PMS433 C
• #99D6EA R153 G214 B234 C34 M0 Y5 K0 PMS2975 C
• Primary Gradient
• The secondary color palette consists of bold, vibrant colors meant to bring energy, excitement and vibrancy to the Hammond Power Solutions (HPS) brand. By introducing a balance of low and high colors, we offer further diversity to our creative toolkit. In this palette as well, a well-calculated use of white space is always needed to maintain a clean and balanced design.
• #E0D5D3 R228 G213 B211 C0 M8 Y5 K4
• #FFA300 R255 G163 B0 C0 M41 Y100 K0
• #E35205 R227 G82 B5 C0 M76 Y100 K0

Typography

• Our brand typeface is the Articulat CF family and Changling Neo Regular. It’s an important element of our brand identity.
• › For communications where Articulat isn’t available, such as PowerPoint, Word or online applications, please use Arial
• › The Articulat CF family is available for download at https://fonts.adobe.com/fonts/articulat-cf
• › Changling Regular is available for download at https://fonts.adobe.com/fonts/changeling-neo
• Once further Brand Assets/Guidelines are built out more details on fonts and alternates will be developed.
• Brand Font - Articulat CF Normal AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Articulat CF Medium AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Articulat CF Bold AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Changling Neo Regular abcdefghijklmno pqrstuv ABCDEFGHIJKLMNOPQRSTUV 0123456789
• For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.

Logo Usage

• The Primary Hammond Power Solutions logo is the main element of our brand identity. To ensure the strongest impact. only use the logo in its original form as indicated. Please don’t modify, distort. or change the logo in any way.
• Primary Logo files use the following nomenclature: Hammond_Primary_[colour-variation]_[colour-space].[format]
• Further information on the colour variations and colour spaces can be found on the following page.
• You’ll find Primary Corporate logo files on SharePoint here: Marketing > Corporate > HPS brand >HPS logos and logo guidelines.
• The colour variations present are: Hammond_Primary_Colour (Top Left) Hammond_Primary_Colour-Reverse (Bottom Left) Hammond_Primary_Full-Black (Top Right) Hammond_Primary_Full-White (Bottom right)
• When selecting logos for use in digital applications, RGB files are ideal.
• When selecting logos for use in print applications, either CMYK or PMS (Pantone Matching System) are acceptable, but CMYK is more widely used.
• The Primary Hammond Power Solutions logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the primary logo smaller than 1.875" {48mm/135 pixels) wide.
• When using the primary logo in smaller sizes, readability of the “Power Solutions” text will become an issue. In these cases, use the secondary or tertiary logos to maintain brand recognition. Please remember not to modify, distort, or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• 1.875" smallest display size

Tone And Messaging

• Our key messages represent our greatest strengths and form the foundation for all of our outward-facing messages.
• Each messaging theme has a set of supporting ideas that add depth to our story. Use these as needed when creating communications materials.
• Our people are dedicated to delivering reliability, quality, and efficiency in everything we do.
• We strive to minimize downtime and deliver on time, producing products that last and delivering when we say we will.
• Our people are proud of the work they do and take it personally when it comes to delivering exceptional products and service.
• Our deep technical knowledge and skilled field technicians help ensure our products fit your specific needs and that your systems perform, even in the harshest conditions.
• We’re engineering tomorrow’s solutions today, meeting the complex challenges of emerging markets head-on and supporting a more sustainable future.
• We’re not just keeping pace, we’re helping to set it, developing and delivering new solutions for rapidly evolving markets.
• Our operational flexibility and engineering capacity mean we can respond to changing customer needs in ways others can’t.
• Our team’s tireless pursuit of “why?" and “what if?” drives us to constantly seek better ways of doing things, ensuring our customers stay ahead of the curve.
• We build more than products—we build relationships rooted in transparency and mutual respect.
• We make working with HPS seamless and straightforward, taking a customer-centric approach where your success is our priority.
• Our actions are rooted in our Canadian values, and we have real respect for others and a personal desire to help them achieve their goals.
• At HPS, every employee is valued and empowered to excel, creating a culture of engagement and accountability that drives quality, performance, and customer success.
• Universal truths about our brand.
• Our stance as an organization. It sets the tone for all the communications we create going forward.
• Together with our tagline, “Energizing our world” our manifesto brings to life all the components of our brand story to create a powerful and memorable communications platform.
• At Hammond Power Solutions, we’re energized by the possibilities.
• Our people see each day as a chance to make a difference, pushing past “what is” into “what if?” and engineering solutions that don’t just meet today’s demands, but help to empower tomorrow’s potential.
• We’re working closely with customers around the world to build a future that’s more sustainable, more efficient, and more reliable, pioneering new ideas that fuel the world’s energy transition and create new possibilities for us all.
• Because we’re not just helping to build the future—we’re working to energize our world with every solution we deliver.

Brand Values

• Passionate people energizing the world.
• Our people are dedicated to delivering reliability, quality, and efficiency in everything we do.
• We strive to minimize downtime and deliver on time, producing products that last and delivering when we say we will.
• Our people are proud of the work they do and take it personally when it comes to delivering exceptional products and service.
• Our deep technical knowledge and skilled field technicians help ensure our products fit your specific needs and that your systems perform, even in the harshest conditions.
• We’re engineering tomorrow’s solutions today, meeting the complex challenges of emerging markets head-on and supporting a more sustainable future.
• We’re not just keeping pace, we’re helping to set it, developing and delivering new solutions for rapidly evolving markets.
• Our operational flexibility and engineering capacity mean we can respond to changing customer needs in ways others can’t.
• Our team’s tireless pursuit of “why?” and “what if?” drives us to constantly seek better ways of doing things, ensuring our customers stay ahead of the curve.
• We build more than products—we build relationships rooted in transparency and mutual respect.
• We make working with HPS seamless and straightforward, taking a customer-centric approach where your success is our priority.
• Our actions are rooted in our Canadian values, and we have real respect for others and a personal desire to help them achieve their goals.
• At HPS, every employee is valued and empowered to excel, creating a culture of engagement and accountability that drives quality, performance, and customer success.
• We do what we say we will—we have a can-do attitude and pride ourselves on getting things done.
• Our products are made to be durable, working in the harshest environments and delivering lasting, reliable performance.
• We have a strong on-time delivery record—you can count on HPS to deliver.
• We have a very low DPMO (defects per million opportunities) rate, a real reflection of product quality.
• We have a deep technical understanding of all the pieces that surround our products and can sit down with a customer’s engineering team and provide expert assistance.
• Our field techs are some of the best in the business, able to troubleshoot our products and often the systems they operate within.
• HPS has the buying power in the market to stay supplied with the materials needed to deliver projects on time.
• Quality is a personal issue for employees—they want to deliver products and solutions that make customers happy and service their needs.
• HPS readily develops new solutions to support the success of emerging markets.
• We can expertly engineer to specific customer needs, balancing multiple requirements to design the optimal solution.
• Our people are always asking “why?” and looking for better ways of doing things.
• HPS has a knack for quickly addressing challenges or opportunities in a thoughtful way, creating a smart strategy and lean process to make it happen.
• Employee roles are flexible enough to give our people the freedom to solve problems and capitalize on opportunities in a timely manner.
• Our engineering capacity allows us to develop custom solutions that other manufacturers cannot—in fact, some large OEMs use HPS for engineering support.
• HPS’s operational flexibility is a key strength—we efficiently respond to customer demands and market changes.
• We work to make it easy to do business with HPS.
• HPS truly cares about our customers—we only win when our customers win, too.
• We are relationship builders, dealing with issues quickly and transparently, and resolving them in a people-first, respectful manner.
• We have strong values that we put to work every day, guiding our actions.
• Each employee has a sense of responsibility to do their part well so the next person can do theirs.
• Everyone in the organization feels as important as everyone else—the roles are different, but each person is a vital link in the chain.
• Our culture is built on a desire to please and support others, not in fear of being punished for having a bad outcome.
• HPS feels like a family and wants employees to feel genuinely cared for and supported.
• At Hammond Power Solutions, we’re energized by the possibilities.
• Our people see each day as a chance to make a difference, pushing past “what is” into “what if?” and engineering solutions that don’t just meet today’s demands, but help to empower tomorrow’s potential.
• We’re working closely with customers around the world to build a future that’s more sustainable, more efficient, and more reliable, pioneering new ideas that fuel the world’s energy transition and create new possibilities for us all.
• Because we’re not just helping to build the future—we’re working to energize our world with every solution we deliver.

Visual Style

• To ensure the strongest impact, only use the logo in its original form as indicated. Please don’t modify, distort, or change the logo in any way.
• The colour variations present are: Hammond_Primary_Colour (Top Left) Hammond_Primary_Colour-Reverse (Bottom Left) Hammond_Primary_Full-Black (Top Right) Hammond_Primary_Full-White (Bottom right)
• When selecting logos for use in digital applications, RGB files are ideal.
• When selecting logos for use in print applications, either CMYK or PMS (Pantone Matching System) are acceptable, but CMYK is more widely used.

Layout And Composition

• The Primary Hammond Power Solutions logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the primary logo smaller than 1.875” {48mm/135 pixels) wide.
• When using the primary logo in smaller sizes, readability of the “Power Solutions” text will become an issue. In these cases, use the secondary or tertiary logos to maintain brand recognition. Please remember not to modify, distort, or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• The Secondary logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the secondary logo smaller than 1.625" (42mm/117 pixels) wide.
• When using the secondary logo in smaller sizes, readability of “Hammond Power Solutions” will become an issue. In these cases. either remove “Hammond Power Solutions” or use the tertiary logo to maintain brand recognition. Please remember not to modify, distort. or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• The Tertiary logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the tertiary logo larger than the minimum sizes specified by the primary and secondary logo guidelines. When a larger size is required replace it with either the primary or secondary logos.
• When replacing old logos in existing documents be sure to follow these guidelines unless otherwise instructed.
• Use best judgment when replacing logos -if the outdated logo is white on a black background, the updated logo replacing it should also be white on a black background.
• A Primary Gradient is also present when needed. Please use these colors with a generous amount of white space to maintain a fresh and future forward design.
• In this palette as well, a well-calculated use of white space is always needed to maintain a clean and balanced design.
• These expanded visual components were developed to provide additional depth to the HPS visual identity, offering new ways to create standout executions while staying within our brand standards. Usage guidelines can be found on this page, and the components can be seen in action in the ad examples on pages 21-25.
• The addition of the orange gradient is a great way to bring a vibrant. complementary energy to the HPS Primary Gradient. It uses both orange colors from the secondary color palette. A radial gradient is the preferred style for a smoother transition between colors.
• The blue and orange gradient rectangles are used to break up the composition and block out space for copy and logos. The 30° cut to the rectangle is inspired by the cuts in the HPS logo. The rectangles are primarily used in a horizontal fashion, but can be used vertically as well depending on the canvas.
• The wave texture provides a sense of movement and depth to graphics. It also alludes to smooth. clean electrical sine waves. It should be used as a background element. and always placed on the HPS Primary Gradient at 20% opacity.
• Copy should always be placed on the negative space of the image.
• For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.
• For large ads. use the HPS Primary Corporate Logo.
• The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on, but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line is connecting a headline to body copy, it should be leading from the period of the headline to the first line of body copy. However in the case that the image being used does not allow for enough clear space, move the wave line up one line of copy at a time on either the headline or body copy until a balanced look is achieved.
• For print ads. bleed should be set to 0.25 in. Background elements such as the image, gradients, vector shapes. etc. should be extended to the outer bleed mark.
• The wave texture should be placed behind the logo at 20% opacity.
• The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on. but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line travels off the canvas. it should be leading from the period of the headline. When the wave line travels onto the canvas from the left. it should point to the first line of body copy.
• The orange radial gradient uses both orange colors from the secondary color palette. The darker part should always be under the white text.
• The blue radial gradient is made using the HPS Primary Gradient colors. It should be placed under all other design elements. It should be strategically positioned so the dark areas of the gradient sit under the text to allow for proper contrast.
• The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Sustainability Guidelines

• This ad shows how we share our sustainability story with the world, an area of growing importance and effort for both HPS and our customers. While HPS has five areas of focus for sustainability (People, Community, Environment, Economics, and Continuous Improvement), it all comes down to creating a stable future for the people we serve, whether it’s our employees, our communities, or our customers. Therefore, sustainability-related imagery will often feature people, unless highlighting a specific project or initiative.
• We’re dedicated to energizing our world with power quality and conversion solutions that drive progress. We believe that true progress means constantly seeking new ways to minimize our environmental impact, support our communities, and create a more sustainable future for all We’re not content with taking the easy path were energized by doing the right thing for the environment. for the people we serve and for the future generations who are counting on us
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Advertising Guidelines

• @ For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• @ For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• 0 For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.
• 0 For large ads. use the HPS Primary Corporate Logo.
• @ The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on, but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line is connecting a headline to body copy, it should be leading from the period of the headline to the first line of body copy. However in the case that the image being used does not allow for enough clear space, move the wave line up one line of copy at a time on either the headline or body copy until a balanced look is achieved.
• f) For print ads. bleed should be set to 0.25 in. Background elements such as the image, gradients, vector shapes. etc. should be extended to the outer bleed mark.
• 8 The wave texture should be placed behind the logo at 20% opacity.
• @ The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on. but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line travels off the canvas. it should be leading from the period of the headline. When the wave line travels onto the canvas from the left. it should point to the first line of body copy.
• @ The orange radial gradient uses both orange colors from the secondary color palette. The darker part should always be under the white text.
• @ The blue radial gradient is made using the HPS Primary Gradient colors. It should be placed under all other design elements. It should be strategically positioned so the dark areas of the gradient sit under the text to allow for proper contrast.
• @ The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• @Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

2006

Brand Summary

Mission

• Energizing our world with power quality and conversion solutions that drive progress, supporting a more sustainable, efficient, and reliable future for all [^1].

Core Values

• reliability
• quality
• efficiency
• innovation
• customer-centricity
• transparency
• mutual respect
• sustainability
• continuous improvement
• community
• operational flexibility
• engagement
• accountability
• Canadian values
• relationship building
• technical expertise
• curiosity
• responsibility
• family culture [^2]

Target Audience

• Customers in emerging and established markets seeking reliable, high-quality, and innovative power solutions; includes industries such as automotive, data centers, healthcare, and those prioritizing sustainability and efficiency .

Personality Traits

• passionate
• approachable
• dedicated
• curious
• innovative
• flexible
• respectful
• customer-focused
• transparent
• nice
• empowering
• family-oriented [^4][^2]

Visual Identity Overview

• A sleek, modern, and high-tech visual style using gradients, dynamic lines, and geometric motifs in blue, gray, orange, and white. The logo features stylized text and abstract energy-inspired graphics, with clear guidelines for color palettes, typography, and layout to ensure consistency and a sense of movement and innovation [^5].

Categories

Brand Imagery

• The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Color Palette

• The primary color palette designed to emphasize innovation and steady progression. We have achieved this, with sleek blue and gray color palette. A Primary Gradient is also present when needed. Please use these colors with a generous amount of white space to maintain a fresh and future forward design.
• #041E42 R4 G30 B66 C100 M90 Y13 K68 PMS282 C
• #FFFFFF R255 G255 B255 C0 M0 Y0 K0
• #003A70 R0 G58 B112 C100 M71 Y10 L47 PMS654 C
• #D9E1E2 R217 G225 B226 C7 M1 Y3 K2 PMS7541 C
• #007DBA R0 G125 B186 C98 M24 Y1 K3 PMS7461 C
• #98A4AE R152 R164 R175 C24 M9 Y8 K22 PMS7543 C
• #41B6E6 R65 G182 B230 C67 M2 Y0 K0 PMS298 C
• #1D252D R29 R37 R45 C90 M68 Y41 K90 PMS433 C
• #99D6EA R153 G214 B234 C34 M0 Y5 K0 PMS2975 C
• Primary Gradient
• The secondary color palette consists of bold, vibrant colors meant to bring energy, excitement and vibrancy to the Hammond Power Solutions (HPS) brand. By introducing a balance of low and high colors, we offer further diversity to our creative toolkit. In this palette as well, a well-calculated use of white space is always needed to maintain a clean and balanced design.
• #E0D5D3 R228 G213 B211 C0 M8 Y5 K4
• #FFA300 R255 G163 B0 C0 M41 Y100 K0
• #E35205 R227 G82 B5 C0 M76 Y100 K0

Typography

• Our brand typeface is the Articulat CF family and Changling Neo Regular. It’s an important element of our brand identity.
• › For communications where Articulat isn’t available, such as PowerPoint, Word or online applications, please use Arial
• › The Articulat CF family is available for download at https://fonts.adobe.com/fonts/articulat-cf
• › Changling Regular is available for download at https://fonts.adobe.com/fonts/changeling-neo
• Once further Brand Assets/Guidelines are built out more details on fonts and alternates will be developed.
• Brand Font - Articulat CF Normal AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Articulat CF Medium AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Articulat CF Bold AaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvXxYyZz | 1234567890
• Brand Font - Changling Neo Regular abcdefghijklmno pqrstuv ABCDEFGHIJKLMNOPQRSTUV 0123456789
• For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.

Logo Usage

• The Primary Hammond Power Solutions logo is the main element of our brand identity. To ensure the strongest impact. only use the logo in its original form as indicated. Please don’t modify, distort. or change the logo in any way.
• Primary Logo files use the following nomenclature: Hammond_Primary_[colour-variation]_[colour-space].[format]
• Further information on the colour variations and colour spaces can be found on the following page.
• You’ll find Primary Corporate logo files on SharePoint here: Marketing > Corporate > HPS brand >HPS logos and logo guidelines.
• The colour variations present are: Hammond_Primary_Colour (Top Left) Hammond_Primary_Colour-Reverse (Bottom Left) Hammond_Primary_Full-Black (Top Right) Hammond_Primary_Full-White (Bottom right)
• When selecting logos for use in digital applications, RGB files are ideal.
• When selecting logos for use in print applications, either CMYK or PMS (Pantone Matching System) are acceptable, but CMYK is more widely used.
• The Primary Hammond Power Solutions logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the primary logo smaller than 1.875" {48mm/135 pixels) wide.
• When using the primary logo in smaller sizes, readability of the “Power Solutions” text will become an issue. In these cases, use the secondary or tertiary logos to maintain brand recognition. Please remember not to modify, distort, or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• 1.875" smallest display size

Tone And Messaging

• Our key messages represent our greatest strengths and form the foundation for all of our outward-facing messages.
• Each messaging theme has a set of supporting ideas that add depth to our story. Use these as needed when creating communications materials.
• Our people are dedicated to delivering reliability, quality, and efficiency in everything we do.
• We strive to minimize downtime and deliver on time, producing products that last and delivering when we say we will.
• Our people are proud of the work they do and take it personally when it comes to delivering exceptional products and service.
• Our deep technical knowledge and skilled field technicians help ensure our products fit your specific needs and that your systems perform, even in the harshest conditions.
• We’re engineering tomorrow’s solutions today, meeting the complex challenges of emerging markets head-on and supporting a more sustainable future.
• We’re not just keeping pace, we’re helping to set it, developing and delivering new solutions for rapidly evolving markets.
• Our operational flexibility and engineering capacity mean we can respond to changing customer needs in ways others can’t.
• Our team’s tireless pursuit of “why?" and “what if?” drives us to constantly seek better ways of doing things, ensuring our customers stay ahead of the curve.
• We build more than products—we build relationships rooted in transparency and mutual respect.
• We make working with HPS seamless and straightforward, taking a customer-centric approach where your success is our priority.
• Our actions are rooted in our Canadian values, and we have real respect for others and a personal desire to help them achieve their goals.
• At HPS, every employee is valued and empowered to excel, creating a culture of engagement and accountability that drives quality, performance, and customer success.
• Universal truths about our brand.
• Our stance as an organization. It sets the tone for all the communications we create going forward.
• Together with our tagline, “Energizing our world” our manifesto brings to life all the components of our brand story to create a powerful and memorable communications platform.
• At Hammond Power Solutions, we’re energized by the possibilities.
• Our people see each day as a chance to make a difference, pushing past “what is” into “what if?” and engineering solutions that don’t just meet today’s demands, but help to empower tomorrow’s potential.
• We’re working closely with customers around the world to build a future that’s more sustainable, more efficient, and more reliable, pioneering new ideas that fuel the world’s energy transition and create new possibilities for us all.
• Because we’re not just helping to build the future—we’re working to energize our world with every solution we deliver.

Brand Values

• Passionate people energizing the world.
• Our people are dedicated to delivering reliability, quality, and efficiency in everything we do.
• We strive to minimize downtime and deliver on time, producing products that last and delivering when we say we will.
• Our people are proud of the work they do and take it personally when it comes to delivering exceptional products and service.
• Our deep technical knowledge and skilled field technicians help ensure our products fit your specific needs and that your systems perform, even in the harshest conditions.
• We’re engineering tomorrow’s solutions today, meeting the complex challenges of emerging markets head-on and supporting a more sustainable future.
• We’re not just keeping pace, we’re helping to set it, developing and delivering new solutions for rapidly evolving markets.
• Our operational flexibility and engineering capacity mean we can respond to changing customer needs in ways others can’t.
• Our team’s tireless pursuit of “why?” and “what if?” drives us to constantly seek better ways of doing things, ensuring our customers stay ahead of the curve.
• We build more than products—we build relationships rooted in transparency and mutual respect.
• We make working with HPS seamless and straightforward, taking a customer-centric approach where your success is our priority.
• Our actions are rooted in our Canadian values, and we have real respect for others and a personal desire to help them achieve their goals.
• At HPS, every employee is valued and empowered to excel, creating a culture of engagement and accountability that drives quality, performance, and customer success.
• We do what we say we will—we have a can-do attitude and pride ourselves on getting things done.
• Our products are made to be durable, working in the harshest environments and delivering lasting, reliable performance.
• We have a strong on-time delivery record—you can count on HPS to deliver.
• We have a very low DPMO (defects per million opportunities) rate, a real reflection of product quality.
• We have a deep technical understanding of all the pieces that surround our products and can sit down with a customer’s engineering team and provide expert assistance.
• Our field techs are some of the best in the business, able to troubleshoot our products and often the systems they operate within.
• HPS has the buying power in the market to stay supplied with the materials needed to deliver projects on time.
• Quality is a personal issue for employees—they want to deliver products and solutions that make customers happy and service their needs.
• HPS readily develops new solutions to support the success of emerging markets.
• We can expertly engineer to specific customer needs, balancing multiple requirements to design the optimal solution.
• Our people are always asking “why?” and looking for better ways of doing things.
• HPS has a knack for quickly addressing challenges or opportunities in a thoughtful way, creating a smart strategy and lean process to make it happen.
• Employee roles are flexible enough to give our people the freedom to solve problems and capitalize on opportunities in a timely manner.
• Our engineering capacity allows us to develop custom solutions that other manufacturers cannot—in fact, some large OEMs use HPS for engineering support.
• HPS’s operational flexibility is a key strength—we efficiently respond to customer demands and market changes.
• We work to make it easy to do business with HPS.
• HPS truly cares about our customers—we only win when our customers win, too.
• We are relationship builders, dealing with issues quickly and transparently, and resolving them in a people-first, respectful manner.
• We have strong values that we put to work every day, guiding our actions.
• Each employee has a sense of responsibility to do their part well so the next person can do theirs.
• Everyone in the organization feels as important as everyone else—the roles are different, but each person is a vital link in the chain.
• Our culture is built on a desire to please and support others, not in fear of being punished for having a bad outcome.
• HPS feels like a family and wants employees to feel genuinely cared for and supported.
• At Hammond Power Solutions, we’re energized by the possibilities.
• Our people see each day as a chance to make a difference, pushing past “what is” into “what if?” and engineering solutions that don’t just meet today’s demands, but help to empower tomorrow’s potential.
• We’re working closely with customers around the world to build a future that’s more sustainable, more efficient, and more reliable, pioneering new ideas that fuel the world’s energy transition and create new possibilities for us all.
• Because we’re not just helping to build the future—we’re working to energize our world with every solution we deliver.

Visual Style

• To ensure the strongest impact, only use the logo in its original form as indicated. Please don’t modify, distort, or change the logo in any way.
• The colour variations present are: Hammond_Primary_Colour (Top Left) Hammond_Primary_Colour-Reverse (Bottom Left) Hammond_Primary_Full-Black (Top Right) Hammond_Primary_Full-White (Bottom right)
• When selecting logos for use in digital applications, RGB files are ideal.
• When selecting logos for use in print applications, either CMYK or PMS (Pantone Matching System) are acceptable, but CMYK is more widely used.

Layout And Composition

• The Primary Hammond Power Solutions logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the primary logo smaller than 1.875” {48mm/135 pixels) wide.
• When using the primary logo in smaller sizes, readability of the “Power Solutions” text will become an issue. In these cases, use the secondary or tertiary logos to maintain brand recognition. Please remember not to modify, distort, or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• The Secondary logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the secondary logo smaller than 1.625" (42mm/117 pixels) wide.
• When using the secondary logo in smaller sizes, readability of “Hammond Power Solutions” will become an issue. In these cases. either remove “Hammond Power Solutions” or use the tertiary logo to maintain brand recognition. Please remember not to modify, distort. or change the secondary or tertiary logo in any way, and use it in its original form as indicated.
• The Tertiary logo should always be positioned horizontally with the indicated clearance to ensure consistency and dominance versus other graphic elements or logos that may need to be included.
• Ensure you don’t use the tertiary logo larger than the minimum sizes specified by the primary and secondary logo guidelines. When a larger size is required replace it with either the primary or secondary logos.
• When replacing old logos in existing documents be sure to follow these guidelines unless otherwise instructed.
• Use best judgment when replacing logos -if the outdated logo is white on a black background, the updated logo replacing it should also be white on a black background.
• A Primary Gradient is also present when needed. Please use these colors with a generous amount of white space to maintain a fresh and future forward design.
• In this palette as well, a well-calculated use of white space is always needed to maintain a clean and balanced design.
• These expanded visual components were developed to provide additional depth to the HPS visual identity, offering new ways to create standout executions while staying within our brand standards. Usage guidelines can be found on this page, and the components can be seen in action in the ad examples on pages 21-25.
• The addition of the orange gradient is a great way to bring a vibrant. complementary energy to the HPS Primary Gradient. It uses both orange colors from the secondary color palette. A radial gradient is the preferred style for a smoother transition between colors.
• The blue and orange gradient rectangles are used to break up the composition and block out space for copy and logos. The 30° cut to the rectangle is inspired by the cuts in the HPS logo. The rectangles are primarily used in a horizontal fashion, but can be used vertically as well depending on the canvas.
• The wave texture provides a sense of movement and depth to graphics. It also alludes to smooth. clean electrical sine waves. It should be used as a background element. and always placed on the HPS Primary Gradient at 20% opacity.
• Copy should always be placed on the negative space of the image.
• For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.
• For large ads. use the HPS Primary Corporate Logo.
• The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on, but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line is connecting a headline to body copy, it should be leading from the period of the headline to the first line of body copy. However in the case that the image being used does not allow for enough clear space, move the wave line up one line of copy at a time on either the headline or body copy until a balanced look is achieved.
• For print ads. bleed should be set to 0.25 in. Background elements such as the image, gradients, vector shapes. etc. should be extended to the outer bleed mark.
• The wave texture should be placed behind the logo at 20% opacity.
• The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on. but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line travels off the canvas. it should be leading from the period of the headline. When the wave line travels onto the canvas from the left. it should point to the first line of body copy.
• The orange radial gradient uses both orange colors from the secondary color palette. The darker part should always be under the white text.
• The blue radial gradient is made using the HPS Primary Gradient colors. It should be placed under all other design elements. It should be strategically positioned so the dark areas of the gradient sit under the text to allow for proper contrast.
• The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Sustainability Guidelines

• This ad shows how we share our sustainability story with the world, an area of growing importance and effort for both HPS and our customers. While HPS has five areas of focus for sustainability (People, Community, Environment, Economics, and Continuous Improvement), it all comes down to creating a stable future for the people we serve, whether it’s our employees, our communities, or our customers. Therefore, sustainability-related imagery will often feature people, unless highlighting a specific project or initiative.
• We’re dedicated to energizing our world with power quality and conversion solutions that drive progress. We believe that true progress means constantly seeking new ways to minimize our environmental impact, support our communities, and create a more sustainable future for all We’re not content with taking the easy path were energized by doing the right thing for the environment. for the people we serve and for the future generations who are counting on us
• Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Advertising Guidelines

• @ For headlines on large ads around this size. use a type size of about 39 pt. with 34 pt. leading. Copy should always be placed on the negative space of the image.
• @ For body copy on large ads around this size. use a type size of about 11 pt. with 13 pt. leading. Copy should always be placed on the negative space of the image.
• 0 For call to action headlines on large ads around this size, use a type size of about 14 pt. with 15 pt. leading. For the body copy, use a type size of about 9 pt. with 11 pt. leading.
• 0 For large ads. use the HPS Primary Corporate Logo.
• @ The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on, but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line is connecting a headline to body copy, it should be leading from the period of the headline to the first line of body copy. However in the case that the image being used does not allow for enough clear space, move the wave line up one line of copy at a time on either the headline or body copy until a balanced look is achieved.
• f) For print ads. bleed should be set to 0.25 in. Background elements such as the image, gradients, vector shapes. etc. should be extended to the outer bleed mark.
• 8 The wave texture should be placed behind the logo at 20% opacity.
• @ The wave line is made using the Zig Zag effect. The size and ridges per segment will vary depending on the size of the canvas it’s being placed on. but an attempt should be made to keep it consistent looking across all sizes. For large ads. the size should be kept around 0.05 in to 0.07 in and always set to absolute. The ridges per segment should be kept around 9 to 13, and the points should be set to smooth. The wave should always start and end at the bottom of the flow.
• When the wave line travels off the canvas. it should be leading from the period of the headline. When the wave line travels onto the canvas from the left. it should point to the first line of body copy.
• @ The orange radial gradient uses both orange colors from the secondary color palette. The darker part should always be under the white text.
• @ The blue radial gradient is made using the HPS Primary Gradient colors. It should be placed under all other design elements. It should be strategically positioned so the dark areas of the gradient sit under the text to allow for proper contrast.
• @ The use of proper photography is crucial to a successful ad. There are two main types of ads; literal and abstract. Literal ads always contain imagery with a human element. and clearly communicate what is happening in the photo. For example, two employees collaborating and doing purposeful work, a close-up image of a hand plugging in an electric vehicle, etc. Literal imagery that shows human elements should always be candid, and look authentic. The subjects should never look posed.
• Abstract ads don’t require a human element, and instead express the main message of the ad through abstract imagery. For example, a glowing globe to represent being energized, a winding highway to represent flow, etc.
• @Images should always be black and white. and have enough contrast between the dark and light areas to visually pop on top of the gradient. Once properly edited and placed in a clipping mask. the image should be set to Soft Light in the Transparency window.

Additional Properties

Revenue History

Operating Income History

Net Profit History

Employees History

Market Capitalization History