Branding Guidelines – Firestone

Transcription

Brand Tool Box
June 2005
Firestone Complete Auto Care
Table of Contents
I.
Introduction............................................................................................................. 3
II.
Why We Need to Change Our Business Strategy.................................................. 6
III. Your Brand-Building Tools
How to Use the Toolbox............................................................................... 16
Brand Architecture - How the pieces fit together............................................... 17
Brand Positioning - What we stand for............................................................ 18
MRT Proposition - Maintenance, repairs, tires ................................................. 19
Brand Drivers - A daily guide to developing the brand........................................ 20
Brand Character - Our brand’s personality....................................................... 21
Brand Promise - Our pledge to consumers....................................................... 22
Overall Brand Communication Hierarchy - How to prioritize messages............ 23
Sales/Promotion Communication Hierarchy - How to prioritize messages....... 24
Web Site....................................................................................................... 25
Brand Name in Text...................................................................................... 26
Brand Identity Tools
Logo....................................................................................................... 27
Tagline.................................................................................................... 44
Primary and Secondary Brand Colors................................................... 46
Support Brand Colors............................................................................ 47
MRT Colors............................................................................................ 48
Primary and Secondary Support Brand Typefaces................................ 49
Wearables Guidelines............................................................................ 50
Brand Arc Equity Shape Standards....................................................... 53
Photography Standards......................................................................... 54
IV.
Building the Store of the Future
Store Overview............................................................................................. 56
Exterior Communications System................................................................ 57
Interior Communications System................................................................. 58
Third Party Merchandising System.............................................................. 60
MRT Merchandising System........................................................................ 61
Helping Customers Understand MRT.......................................................... 62
V.
Firestone Complete Auto Care Credit Card Guidelines
VI. Guidelines for Sales Ads, Brand Ads, and Brand-Sales Ads
VII Guidelines for POS Materials
VIII. Guidelines for Direct Mail and Promotions
Section I - Introduction
It’s a Brand New Day
Welcome to the evolution.
Welcome to a key milestone in our movement toward a new business strategy where a
new type of advertising drives a new type of customer. To a new store environment that
addresses the needs of today’s customers and to a new business model that empowers
teammates to address those needs. To an environment where customers perceive us
and how we interact with those customers reflect who we truly are – a proud 85 year old
market-leading retailer.
Welcome to a brand new day.
Section I - Introduction
This document provides key stakeholders – BFRC teammates and BFRC marketing
partners – with tools to continue building the Firestone Complete Auto Care™ brand.
The Firestone Complete Auto Care Tool Box was developed with three principles in mind.
First, it empowers teammates to build the brand, rather than provide them with “the answer”
in the form of detailed ad templates, billboard layouts etc.
Second, it is organized to allow stakeholders with varying degrees of experience with
branding and with Firestone Complete Auto Care to use this Tool Box in whatever manner
they want to:
Section II, Why We Need to Change Our Business Strategy, provides an overview of
why we’re doing what we’re doing.
Section III, Your Brand-Building Tools, empowers stakeholders with the tools they
need to continue building the brand.
Section IV, Building the Store of the Future, brings the strategy down to the practical
level by showing how the tools were first used.
Third, it is essential that touchpoints work individually, that they work with each other and
that they support the brand. Touchpoints, in other words, need to be holistically integrated
so that all touchpoints and communications look and feel alike. Like the new brand, this document was designed to evolve, and a second edition of the
Firestone Complete Auto Care Brand Tool Box is slated for 4Q05.
Section II
Why We Need to Change Our Business Strategy
Section II - Why We Need to Change Our Business Strategy
Why We Need to Change Our Business Strategy
Even though we’ve been doing well, we need to change the way we do business for four
reasons:
First, the marketplace in which we operate has been shifting over the last few years
and is predicted to continue changing;
Second, we are not currently positioned to take advantage of these changes;
Third, we know we have room for improvement;
Fourth, there is a tremendous amount of additional revenue we could generate if we
were better aligned with the marketplace.
Market Shifts
The first reason we have to change our business strategy is the marketplace in
which we operate has been shifting over the last few years and is predicted to
continue changing.
First, tires became a commodity. Tire purchases are price driven, with many consumers
having trouble telling the difference between one tire and another. In this environment,
retailers have to move beyond price and toward a value-add proposition about why to shop
their store for a commodity product.
Second, car quality is up and service is down, one of several reasons that industry experts
predict a flat or declining service market over coming years. Our core business needs to be
rethought.
Third, old competitors such as OEM dealers woke up to the fact that the warranty period
provides a strong foundation for building long-term relationships with customers; as a
result of this new understanding, they have gradually moved toward more customer-centric
business models (e.g. longer hours, better service etc). Moreover, newer competitors such
as Midas have also expanded their service offering market. The bottom line is that our
marketplace is more competitive than ever.
Fourth, because today’s consumer is bombarded by more marketing messages across
more mediums than ever, today’s shopper is more time-pressed. Moreover, there’s a wide
gap between what consumers expect and what they experience in stores. As a result of
these shifts, the customer experience must meet with consumer needs.
Fifth, U.S. category drivers emerged with tires driven by price, maintenance centered on
convenience and repair rooted in trust. Accordingly, our retail sales model has to address
these core consumer drivers.
Our entrepreneurial spirit and decentralized culture are two of the reasons for our success,
the backbone behind our market leadership.
But while our spirit and culture have helped make us the market leader, the
inconsistent presentation of our brand doesn’t make us look like the market leader.
Touchpoints in the same store don’t look alike, in-store touchpoints are inconsistent with
out-of-store marketing efforts and the overall look and feel is vastly different from one store
to the next – even in the same District.
By contrast, market leaders powerfully and consistently express their brand across
everything a consumer sees. And while leading retail brands employ visual cues, it’s not
just about these “brand equity elements” – it’s also about projecting the same personality. A
billboard and a print ad should look alike. But they should also feel alike.
Market Positioning
The second reason we have to change our business strategy is we are not currently
positioned to take advantage of these changes.
No differentiation between
Firestone service centers and
Firestone the tire brand and
low differentiation between
Firestone service centers and
competition
Low retention rate
Corporate
culture
supports
price
positioning
Sales message
draws shortterm, lower-profit
customers
Message
delivery
inconsistent
OUR BRAND SITUATION
Stores’
condition old,
located in
low-growth
areas
URL makes finding
site difficult, web not
fully integrated with
store experience
In-store
incentives
reinforce
price
positioning
In-store
pricing not
transparent
Store does not
meet consumer
needs
Low consumer
understanding of
full offering
Room for Improvement
The third reason we have to change our business strategy is we know we have room
for improvement.
•
75% of customers say they want “one stop shopping” but 80% go elsewhere for other
services;
•
Only 41% of surveyed consumers found the in-store signs helpful and 0% found the
tire signs helpful;
•
Firestone car care stores register a 39% retention rate with new customers (in other
words, sixty percent of new customers do not return)
•
About half of first time customers cite poor service as the reason for not coming back
and the other half cite poor workmanship.
•
For dissatisfied customers, 27% felt pressure to buy more, 28% felt they were treated
unprofessionally, 13% did not feel as though their cars were fixed right and 8%
questioned technicians’ knowledge.
•
There’s a disconnect between how people perceive us (mainly tires) and who we are
(service represents 70% of revenue)
Revenue Opportunity
The fourth reason we have to change our business strategy is there is a tremendous
amount of additional revenue we could generate if we were better aligned with the
marketplace.
Even if the market had not changed, even if we were prepared for any future market shift
and even if the retention problems did not exist, there is a fourth reason why we need to
change our business strategy – the opportunity to generate more potential revenue.
We operate in a highly fragmented industry (we’re the market leader but only have 2% of
the service market), there are $56 billion of potential car care needs not attended to each
year and there is no strong national competitor – all of which add up to a tremendous
opportunity to drive top line growth.
10
Building a Strong Retail Brand
We decided that we should respond by evolving our business.
The way we’re going to evolve our business is to build a strong retail brand, Firestone Complete Auto Care. A Brand that will stand for trust and value – a Brand that,
when developed, will drive customers to our stores.
And the way we’re going to build Firestone Complete Auto Care into a strong retail brand
is to change what customers see (touchpoints) and to change what customers feel
(supportive operations).
Brand Standardization
What Customers See
STRONG
BRAND
Quality Initiatives &
Retail Standardization
What Customers Feel
Put simply, the Firestone Complete Auto Care Tool Box will help us look like the
market leader we are.
11
Where We Want to be in 2009
Retail brand
differentiated from
tire brand,
competition
Share of wallet
increases
In-store
touchpoints
reinforce
Brand
positioning
Customers
voluntarily
serve as “brand
ambassadors”
OUR BRAND VISION
Customer
retention
increases
Corporate culture
supports short and
long term Brand goals
Sales and brand
ads drive longerterm, higher-profit
customers to stores
Customer
experience
delivers on our
Brand Promise
URL
intuitive,
web site
extension
of store
experience
Loyalty and credit
card programs
identify and cultivate
long term profitable
customers
12
The Result
Developing what customers see (brand standardization) and what customers feel (quality
initiatives and retail standardization) will allow us to build a strong retail brand. Our retail
brand will drive future tire sales and service growth.
Past
Retail brand
differentiated from
tire brand,
competition
Share of wallet
increases
Sales and brand
ads drive longerterm, higher-profit
customers to stores
In-store
touchpoints
reinforce
Brand
positioning
Customers
voluntarily
serve as “brand
ambassadors”
OUR BRAND VISION
Customer
retention
increases
Corporate culture
supports short and
long term Brand goals
Future
Customer
experience
delivers on our
Brand Promise
URL
intuitive,
web site
extension
of store
experience
Loyalty and credit
card programs
identify and cultivate
long term profitable
customers
13
An Overall Strategy
It is worth noting, however, that developing the Firestone Complete Auto Care brand is not
our company’s only retail initiative. In addition to building the brand, we are also expanding
the number of stores and rolling out the POS system to Tires Plus.
These efforts are all part of an overall corporate push, encompassing credit card and
commercial business programs, designed to not only maintain but grow our market
leadership.
’s
RC
F
B
• Stregthen Business Model
• Expand into Non-Traditional
Sales Channels
Long Term V
isi
Credit Card
on
Retail
• Three components of
branding initiative:
1. Quality Initiatives
2. Retail Standardization
3. Brand Standardization
• Store Expansion Plan
• POS Rollout (Tires Plus)
Commercial Business
• Expand Service Portfolio
• Develop Fleet Provider Marketing Network
• Expand Commercial Distribution Channel in US
• Expand Commercial and Retail Distribution
Channel in Canada
14
Section III
Your Brand Building Tools
Section III - Your Brand-Building Tools
How to Use Your Toolbox
The following section of the Toolbox contains tools for your use in developing
communications and, generally, living the brand. For each tool, a key at the bottom of the
page explains what the tool is, and how to use it.
This symbol indicates an explanation of generally what the tool is meant to do, and specifically how it fits into Firestone Complete Auto Care’s business strategies.
This symbol denotes an explanation of how you can employ the
tool in your day-to-day activities.
16
Brand Architecture
INTERNAL USE
How the Pieces Fit Together
Corporate Brand
Retail Brand
Product Brands
**
ASE-Like Certification Program
A brand that syncs what consumers see (touchpoints) with what
consumers feel (operations) provides consumers with a reason to
shop at their store use their service or buy their product. Branding,
in other words, helps consumers make decisions. In a similar
vein, so-called “brand architecture” helps consumers understand
how a brand relates to its corporate parent, the products that it
sells and the services that it uniquely offers. Taken together, a
strong brand and strong brand architecture can be powerful tools
for competing in today’s marketplace. Firestone Complete Auto Care is a retail brand. It is not:
BFS Retail & Commercial Operations, a corporate brand
Firestone, Bridgestone or Bridgestone-Firestone…these are
tire brands that we proudly feature. MasterCare. MasterCare
is evolving from our store brand to become a service brand
that works as a sort of “seal of excellence” announcing that our
teammates are MasterCare certified. It will appear only as a small
decal on the service bay viewing window.
** Going forward, MasterCare logo will not have “Firestone” or “Car Service”
17
Brand Positioning
INTERNAL USE
What We Stand For
No one looks forward to the time
when their car needs attention. At
Firestone Complete Auto Care, we
understand. We’ve been providing
the right solutions since 1926,
one customer at a time. Our
professionals understand cars
and they understand the people
who drive them. We use advanced
technology and offer a choice of
products from brands you trust.
All of which add up to a total car
care experience that meets each
customer’s personal needs.
A brand positioning explains what the brand is all about. Typically
no consumer ever sees it, but if the brand is truly living up to its
positioning, all consumers inherently understand it. Our brand
positioning puts words to what we stand for in the marketplace
and should serve as a rallying cry for teammates.
Use the positioning as a guide to making sure your message is
consistent with the brand.
18
MRT Proposition
INTERNAL USE
Maintenance * Repairs * Tires
Research told us that consumers weren’t aware of our
full service offering. While the Firestone name clearly
identified us as a tire retailer, a highly profitable part
of our business was going unnoticed and unsung. Thus,
from the exterior signage to in-store materials to the
new web site, our proposition will now be spelled out in
simple terms.
Maintenance – a word consumers connect to the routine
services their auto’s manufacturer recommends.
Repairs – when the unexpected happens,
Firestone Complete Auto Care can fix it.
Tires – in the context of our new, service-oriented
brand, Tire selling evolves from being about price
to being about service – redefining the tire selling
experience to getting the right tires for each customer.
The MRT proposition explains to consumers that Firestone Complete Auto Care is more than just tires – we’re a
resource for all their car needs, both expected and unexpected
The MRT proposition will be represented in the exterior and
interiors of the new store design, our new website and throughout
a number of other consumer touchpoints. 19
Brand Drivers
INTERNAL USE
A Daily Guide to Developing the Brand
Firestone Complete Auto Care:
Clearly communicates quality, trustworthy service across
maintenance, repairs and tires
Offers the full range of what today’s consumers want,
maintenance, repair and tires
Speaks powerfully but doesn’t “raise the volume” in a
cluttered category
Is an easy experience, whether you’re in the store, on the
phone or on the web
Demystifies auto care
Looks like the leading brand that it is
Ensures that each customer gets the right tires for his or
her auto
Gives consumers the option of self-educating and selfselecting
Inspires trust through transparent pricing
Brand drivers are the everyday indicators of how the Firestone Complete Auto Care brand’s positioning is brought to
life. Our brand drivers work together to give customers tangible
evidence of what we stand for.
Use as a daily checkpoint to see that communications are on
strategy and supporting of the brand.
20
Brand Character
INTERNAL USE
Our Brand’s Personality
Firestone Complete Auto Care Is…
Firestone Complete Auto Care Isn’t…
Trustworthy/Trusted Advisor
Pushy/Condescending
Comfortable & warm
Cold & garage-like
A good, fair value
Unbeatable prices/best prices in town!!!
Clear and consistent
Cluttered & disorganized
Easy to understand
Complex & complicated
Transparent
Hiding behind a computer or nonexistent pricing
Confident experts in auto care
Money-driven up-sellers
A name with a long history and
respected heritage in auto service
The new kid trying to play catch-up
Firestone Complete Auto Care’s brand character describes
the brand in terms everyone can relate to. It gives the brand
a personality of its own, identifies its attributes and, just as
importantly, what it isn’t.
Use as a daily checkpoint to see that communications are on
strategy and supporting the brand.
21
Brand Promise
Our Pledge to Consumers
We promise to provide the
best customer service and
only the right solutions
for all your auto needs.
The brand promise is a single statement that articulates
Firestone Complete Auto Care’s promise to consumers. It is
intended to build trust and helps create a stronger relationship
between brand drivers and the people who take care of their
vehicles.
The Brand Promise will appear in the new store design on the
interior of the service pod graphic panel, and potentially on
additional touchpoints dependent upon the communication’s
intent.
22
Overall Brand Communication Hierarchy
INTERNAL USE
A way of prioritizing communications to make sure the
components of what we offer come through in the right
proportion. Ensures that every communication is:
•
•
•
•
Building the retail brand
Reinforcing our full service offering
Supporting our rich heritage and known product brands
Lessening the importance of price
Use this as a guide and reference for developing and evaluating
communications.
23
Sales/Promotion Communication Hierarchy
INTERNAL USE
retail brand
sales & promotional offer
complete
service
proposition
(MRT)
A way of prioritizing communications to make sure the
components of what we offer come through in the right
proportion. Ensures that every communication is:
•
•
•
•
Building the retail brand
Reinforcing our full service offering
Supporting our rich heritage and known product brands
Lessening the importance of price
Use this as a guide and reference for developing and evaluating
communications.
24
Web Site
FirestoneCompleteAutoCare.com
Arial Italic
AaBbCcDdEe
FfGgHhIiJjKk
LlMmNnOoPp
QqRrSsTtUu
VvWwXxYyZz
0123456789
Firestone Complete Auto Care URL
Must be set in Arial Italic with the first letter of every word capitalized.
All references to the Firestone Complete Auto Care consumer
web site URL, FirestoneCompleteAutoCare.com, must be
typeset in Arial Italic. This includes references to the web site in
any and all collateral and store signage.
•
Use in every appropriate communication (e.g., all ads and
all collateral but not wearables)
•
Capitalize the first letter of each word
•
Do not use www before address
25
Brand Name in Text
Arial Regular
AaBbCcDdEe
FfGgHhIiJjKk
LlMmNnOoPp
QqRrSsTtUu
VvWwXxYyZz
0123456789
DO NOT break brand name over two separate lines of text when used in
external communications:
Firestone Complete
Auto Care
DO NOT use a typeface other than Arial Regular to typeset the brand name
in external communications:
The Firestone Complete Auto Care brand name should never be
broken over two separate lines in external communications. The
brand name should be typeset using Arial Regular.
•
Use in appropriate external communications (e.g., all ads,
signage and external collateral materials)
•
Capitalize the first letter of each word
•
Do not abbreviate the brand name to “FCAC,” even
internally
26
Section III - Your Brand-Building Tools: Ribbon Logo
Firestone Complete Auto Care’s “Ribbon” logo is the foundation in building differentiation
between the Firestone Complete Auto Care retail brand and Firestone the tire brand, and
between Firestone Complete Auto Care and our competition. Several design “cues” have
been employed to accomplish this. The strength of the Firestone brand has been leveraged with the use of the equity shape
and the Heritage Red color, both echoing the heritage and reputation of the Firestone
brand. A “service wave” of Service Blue was added to denote the trust and quality of the
complete service offering. These are already being used in the new store design as you
can see in the examples show in section IV. An expanded field around the logo brings the Firestone Complete Auto Care name upfront
and allows it to pop in consumers’ eyes. Citing our nearly 80 years of experience with the call-out “since 1926” gives consumers a
tangible reason to believe in our products and services.
Lastly, our tagline reads as two meanings for consumers – the experience they want in a
technician working on their car, and from the retailer they’ve chosen to do business with.
Overall, this new identity softens our brand’s edges with the shaping of the mark reflecting
the heritage and quality of a trusted brand while the wave denotes a new energized and
forward-moving brand, contemporizing our public image.
Heritage Red
Pantone 485
Service Blue
Pantone 300
Pantone Cool Gray 9
Ribbon Logo
This is the recommended Logo for all brand applications.
27
Section III - Your Brand-Building Tools: Ribbon Logo on White Background
These are the preferred applications of the Ribbon Logo on a white background.
Three-color
This is the recommended Logo for all brand applications.
Two-color
This is the alternative Logo use when Pantone Cool Gray 9 is not available
for production. Tagline appears in Pantone 300.
28
Section III - Your Brand-Building Tools: Ribbon Logo on Color Background
These are the preferred applications of the Ribbon Logo on a color background, These
background colors are the ONLY approved colors on which the logo can reside. For more
details on approved brand colors, see pages 46 and 47.
reverse
Two-color on Pantone Cool Gray 9
with reverse Tagline
reverse
Two-color on Pantone Warm Gray 9
reverse
Two-color on Pantone 7502
reverse
reverse
29
Section III - Your Brand-Building Tools: Ribbon Logo on Color Background
These are the preferred applications of the Ribbon Logo on MRT colors. For complete
information regarding approved MRT colors, see page 48.
reverse
reverse
reverse
30
Section III - Your Brand-Building Tools: Black Ribbon Logo
These are the preferred applications when the Ribbon Logo is printed in one color—black.
The logo MUST fall on a white background and may not be reversed.
reverse
reverse
reverse
Halftone Screen
Line Art
31
Section III - Your Brand-Building Tools: Ribbon Logo Minimum Size
The Ribbon Logo may not be used in applications of less than one inch in width.
reverse
Minimum Size
1"
32
Section III - Your Brand-Building Tools: Ribbon Logo Clear Area
The spaces surrounding the logo must be clear by the area indicated by the blue borders
(twice the “F” x-height). X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
33
Section III - Your Brand-Building Tools: Ribbon Logo, Avoiding Common Errors
DO NOT place on multi-color or tone background
DO NOT add drop shadows
DO NOT transpose colors
DO NOT distort, skew or manipulate the logo.
34
Section III - Your Brand-Building Tools: Alternate Horizontal Logo
•
This logo is to be used ONLY when the Ribbon Logo cannot be utilized due to
restraints of production size or method as on apparel or promotional items. For details
on how to use the Alternate Horizontal logo on wearables, see pages 50-52.
•
On building exteriors, this logo may ONLY be used on secondary walls.
This logo must be represented WITHOUT the tagline. Other uses of this logo must be
approved by BFRC Brand Management.
Pantone 485
Pantone 300
35
Section III - Your Brand-Building Tools: Alternate Horizontal Logo on Color Background
These are the preferred applications when the Alternate Horizontal logo is on a color
background. These background colors are the ONLY approved colors on which the logo
can reside.
Two-color on Cool Gray 9
with reverse type
Two-color on Warm Gray 9
with reverse type
with reverse type
36
Section III - Your Brand-Building Tools: Black Alternate Horizontal Logo
These are the preferred applications when the Alternate Horizontal logo is printed in one
color—black.
The Black versions MUST fall on a white background.
Halftone Screen
Line Art
37
Section III - Your Brand-Building Tools: Alternate Horizontal Logo Minimum Size
The Alternate Horizontal Logo may not be used in applications of less than one inch in
width.
Minimum Size
1"
38
Section III - Your Brand-Building Tools: Alternate Horizontal Logo Clear Area
The spaces surrounding the logo must be clear by the area indicated by the blue borders
(twice the “F” x-height).
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
39
Section III - Your Brand-Building Tools: Alternate Horizontal Logo - Avoiding Common Errors
DO NOT add the tagline.
DO NOT place logo on a multi-color background.
DO NOT add drop shadows or other design
embellishments.
DO NOT transpose colors.
DO NOT distort, skew or manipulate the logo.
DO NOT space out or stretch letters within the logo.
40
Section III - Your Brand-Building Tools: Alternate Horizontal Logo - Building Exterior Usage
The Alternate Horizontal Logo may be represented on exterior building signage in a twocolor format on the building’s gray exterior.
Acceptable Exterior Signage Use
Two-color on Cool Gray 9
maintenance
repairs
tires
The above graphic represents the correct usage of the Alternate
Horizontal logo on building exterior signage.
maintenance
•
repairs
•
tires
quickboxdrop
41
Section III - Your Brand-Building Tools: Alternate Horizontal Logo - Exterior Signage Errors
maintenance
repairs
tires
maintenance
repairs
maintenance
tires
repairs
tires
DO NOT represent the “Firestone” brand name text in color.
maintenance
repairs
tires
maintenance
repairs
maintenance
tires
repairs
tires
DO NOT represent the “Complete Auto Care” text in color.
maintenance
repairs
tires
maintenance
repairs
maintenance
tires
repairs
tires
DO NOT stretch the “Firestone” brand name beyond its original horizontal dimension.
maintenance
repairs
tires
maintenance
repairs
maintenance
tires
repairs
tires
42
maintenance
repairs
tires
Section III - Your Brand-Building Tools: Alternate Horizontal Logo - Exterior Signage Errors
maintenance
repairs
tires
maintenance
repairs
tires
maintenance
repairs
tires
maintenance
repairs
tires
maintenance
repairs
tires
maintenance
repairs
tires
DO NOT stretch the “Complete Auto Care” text beyond its original horizontal dimensions.
maintenance
repairs
tires
maintenance
repairs
tires
DO NOT place logo on any color background other than the building exterior.
43
Section III - Your Brand-Building Tools: Tagline
The role of the Firestone Complete Auto Care Tagline is to support the Firestone Complete
Auto Care logo. The Tagline has two meanings: The experience consumers want – in a
technician, and from a retailer.
The tagline must be beneath the Ribbon Logo. The tagline MUST be presented in
conjunction with the Ribbon Logo.
Pantone Cool Gray 9C is the recommended color of the Tagline is as shown here.
Alternative colors and reverse application can be seen in application with the Logo on
pages 28-30.
ArialRegular
PantoneCoolGray9
44
Section III - Your Brand-Building Tools: Tagline - Avoiding Common Errors
DO NOT move tagline above logo.
DO NOT set tagline on shaped path or use visual
embellishments with the tagline.
DO NOT set tagline to the right of logo.
DO NOT set tagline to the left of logo.
45
Section III - Your Brand-Building Tools: Primary and Secondary Brand Colors
The Primary and Secondary colors, which exist in the Logo, may also appear in other
applications as long as the use do not visually hinder the readability or impact of the Logo.
Service Blue
Pantone300
Primary Color
Service Blue, the Primary Color, should be the prominent color used in all brand
application in the form of color blocks, backgrounds, graphics or headlines. It should
NOT be used for body text.
Secondary Color
Heritage Red, the Secondary Color is mostly used in the Firestone Complete Auto Care
Logo. Uses in other application should be very limited, typically only for highlight or
accent. It should NOT be used for body text.
Heritage Red
Pantone485
46
Section III - Your Brand-Building Tools: Support Brand Colors
The Support Colors are the acceptable colors that can be used with the Primary Colors. In
most applications they should be secondary in impact and proportion. They can be used
as backgrounds for the Logo (see page 29), and most can be used alone as color blocks,
graphics, text or photography. These colors should typically be used in full value, but may
appear as a percentage in limited use.
Cool Gray is the recommended color for text. It may also be used as a neutral accent
in the form color blocks, backgrounds or graphics.
PantoneCoolGray9
Warm Gray is a limited-use alternative to the Cool Gray when a warmer neutral is
required.
PantoneWarmGray9
Tan can be used as light accent in the form of color blocks, backgrounds or graphics.
It should NOT be used for body copy text.
Pantone7502
Dark Blue is an alternative color for text. It may also be used as a dark accent in the
form color blocks, backgrounds, graphics or photography. Typically to be used with
Service Blue.
Pantone55
Light Blue is as an accent in the form of color blocks, backgrounds or graphics. It
should NOT be used for body copy text. Typically to be used with Service Blue.
Pantone 284
47
Section III - Your Brand-Building Tools: MRT Colors
The MRT Colors are for MRT Merchandising Systems only. They may not be used for any
other purpose. There is a bright and dark tone for each color that may be used individually
or together as needed. Dark tones are recommended for reverse text application. The
darker toned MRT colors may be used as backgrounds for the Ribbon Logo, see page 30.
All colors may be used alone as color blocks, graphics, or photography. These colors are
NOT to be used for text. These colors should typically be used in full value, but may appear
as a percentage in limited use.
Maintenance Colors
Reinforces “forward motion” results of routine maintenance.
Pantone390
reverse
Pantone364
Repairs Colors
Suggests the unexpected and the critical aspect of repairs.
Pantone1225
reverse
Pantone124
Tire Colors
Alludes to the equities for Bridgestone/Firestone tire brands.
Pantone1795
reverse
Pantone 1805
48
Section III - Your Brand-Building Tools: Primary and Support Brand Typefaces
Arial and New York are Brand Typefaces to be used for all brand communications.
Arial Regular is the primary face to be used in the majority of brand text, most often in body
copy. Arial Bold can be used for headlines or other text requiring emphasis.
New York Regular is a secondary face to be used in a limited manner. The face could be
used to communicate the personalized voice of the brand (ie, Understanding Your Auto) or
to create a contrast to the the Arial typeface.
When the brand name, Firestone Complete Auto Care, appears within text, it should be in
one of the above typeface only. A ™ needs to appear following the full name only on the
first occasion of use with a communication. The brand name should never be abbreviated,
even internally.
Arial Regular
AaBbCcDdEe
FfGgHhIiJjKk
LlMmNnOoPp
QqRrSsTtUu
VvWwXxYyZz
0123456789
Primary Typeface - Arial Regular and Arial Bold
Suggest the ease, simplicity and straight-forward character and voice of the
brand.
Arial Bold
AaBbCcDdEe
FfGgHhIiJjKk
LlMmNnOoPp
QqRrSsTtUu
VvWwXxYyZz
0123456789
New York
AaBbCcDdEe
FfGgHhIiJjKk
LlMmNnOoPp
QqRrSsTtUu
VvWwXxYyZz
0123456789
Support Typeface - New York
Supports the personalized character and voice of the brand.
49
Section III - Your Brand-Building Tools: Wearables Guidelines
Logo Placement on Wearables
Logo placement is critical to the brand identity and communication. As previously stated,
the Ribbon Logo is preferred on apparel (i.e. uniforms and hats) and promotional items.
However, when embroidered casual wear is needed (such as t-shirts and polos), the
Ribbon Logo can be cost prohibitive, so the Alternate Horizontal logo should be used.
Examples shown below are more common embroidered executions of casual apparel.
The Firestone Complete Auto Care brand logo must be displayed on the most prominent
location on the wearable or item. All other logos or identifiers must be secondary to the
brand logo.
On wearables, the preferred location of the brand logo is the left breast location. This is
simple and most visible to others.
The alternate location of the brand logo is on the left sleeve. To use the logo in this location,
there must not be any other logo on the wearable.
50
When more than one logo is used, the Firestone Complete Auto Care brand logo must be
used on the left breast and the secondary logo/identification must be on the sleeve. The
secondary logo/identification also refers to an event name or promotional event.
In the event that two brand logos are used on the same wearable, the most relevant
logo should be used on the left breast with the other logo being used on the sleeve. For
example, for a BFRC corporate need, the BFRC corporate logo will be on the breast and
a Firestone Complete Auto Care could be on the sleeve. This would be reversed for a
Firestone Complete Auto Care need.
51
Logo Size on Wearables
When used in the primary location, the brand logo can be no smaller than one inch and no
larger than three inches when used on wearables.
On the secondary location, the brand logo can be no smaller than one inch and no larger
than three inches when used on wearables.
The brand logo must be larger than any other logo or identification on the wearable.
CORRECT
INCORRECT
52
Section III - Your Brand-Building Tools: Brand Arc Equity Shape Standards
We’re building the Firestone Complete Auto Care brand equity around the brand arc shape.
The Brand Arc shape may be used as a support graphic shape for application in
advertisements and signage.
The Arc must always travel in an upwards direction, from left to right. The Arc shape must
never comprise more than 50% percent of a page.
The Arc can either be used as a filled shape (using only the approved brand colors) or as
line art.
The Brand Wave shape contained in the Ribbon Logo is NOT to be used as a support
graphic element outside the logo.
BRAND A
RC SHAPE
Acceptable Uses
Includes the Arc moving upward from left to right in a
portrait or landscape format in a filled shape or line
art application (brand colors only).
Unacceptable Uses
DO NOT change the Arc direction.
DO NOT flip the Arc vertically.
DO NOT use colors outside the brand colors.
DO NOT use Brand Wave shape.
53
Section III - Your Brand-Building Tools: Photography Standards
Photography is used to support the services and customer-focused nature of the Firestone Complete Auto Care brand. Photography should only be used in accordance
to the guidelines outlined below. Other uses for or changes to technician and textural
photography must be approved by BFRC Brand Management.
Technician Photography
Technician Photography should be used to represent the human side of Firestone Complete Auto Care services and elevates the auto advisors and technicians and
build equity around a photo style. The technician photography typically should be a duo of
Service Blue and Dark Blue (100% Pantone 300 and 100% Pantone 655). They should never
appear in Heritage Red.
(NOTE: These images are NOT owned by Firestone Complete Auto Care and are NOT to
be used. The examples below are only to represent the style of photography. The technician
must appear in each photo and may be accompanied by a customer. The photo must be in
the context of the auto or another aspect of service. It must follow internal safety guidelines,
such as googles, and represent our diverse demographic cross-section of teammates and
customers.)
Textural Photography
MRT Photography is used ONLY to highlight and categorize the MRT services. These
metaphoric images are to drive home full proposition and to build brand equity around visual
elements. The photography should typically be used in all MRT communications. They should
be represented as they appear here – each skewed towards their designated MRT color. See page 48.
(NOTE: These images are owned by Firestone Complete Auto Care. The images may be
cropped and scaled, but must maintain the photos intent.)
Maintenance
Repairs
Tires
54
Section IV
Building the Store of the Future
Section IV - Building the Store of the Future
Store Overview
The evolution of our business strategy toward building the Firestone Complete Auto Care
brand will be prominently on display in our “store of the future”. The new store -- which
is built as a highly modular “kit of parts that can be adapted to different size formats and
shape configurations -- sends a powerful signal that Firestone Complete Auto Care is
committed to meeting consumers’ needs today and meeting their needs over the long term.
We look different because we are different.
The new store interior as seen from the main entry.
56
maintenance
repairs
tires
Exterior Communications System – evolving from the
category norm to a market leader with stopping power
maintenance • repairs • tires
quickboxdrop
The store exterior evolves our retail identity to a visually bold, distinct from the competition
presence from the street.
maintenance repairs tires
maintenance
repairs
tires
The Firestone Complete Auto Care Heritage Red color establishes the brand over the
entryway while the “service blue” over the shop helps communicate that we’re not just a
great tire company. The “maintenance – repairs – tires” text on the building and on the
boulevard signs serve to further explain what we mean by “complete” auto care. The
green, yellow and red image panels introduce a color scheme that will be repeated as a
communication theme inside and in future communications. Messaging on windows will
be minimized and standardized. Note to readers of this version– standards for window
messaging to be developed in a subsequent version.
The secondary sides of the building use secondary beige and gray brand colors to provide
a warmer, more residential look to our buildings.
57
Interior Communications System – evolving the customer
experience and how we build relationships
Our new interior communications are designed to ease shopping, drive trust through
transparency and elevate our technicians by highlighting their expertise.
We’ve removed the physical barrier of the sales counter to allow customers to interact with advisors at round pods. This
will help empower them as part of the process and foster a stronger relationship and trust. Pricing will be clearly .
displayed so there’s no guesswork for customers, and images of technicians on the pods and the viewing .
window to the garage help underline our expertise. Our Brand Promise ties it all together.
58
Upon entry, customers will know they’re in a different store when they’re greeted with an
“orientation” sign to help them navigate their shopping experience, as different people
want to shop in different ways. This also helps introduce the breadth of our service offering
– maintenance, repairs and tires.
59
Third Party Merchandising System
New merchandising allows us to build brand through reinforcement of equity image and control in-store
messaging even with third party products, something we have not been able to do in the past.
60
M-R-T Merchandising System – evolving how we
communicate our products & services to better reflect our full M-R-T proposition
The power wall evolves to place more emphasis on the important, profitable services
we offer while helping shoppers more quickly understand and make their tire purchasing
choices. The components of each part of the merchandising system in store will include a
wall graphic, collateral holder and brochure-type collateral.
Maintenance messaging and collateral will feature the benefits of good habits when it
comes to preventative and manufacturer-scheduled service, and demonstrate that we
perform the services their car’s maker recommends.
Repairs messaging and collateral will explain the full range of systems we service.
Tire selling evolves from being about price to being about service – making sure each
customer gets the right tire. Tire messaging and collateral will simplify the tire selection
process by putting it in consumer-friendly terms and positioning tires to encourage tradeup. In keeping with the objective of emphasizing service, half-covers on the tires help
focus attention on their benefits and position us as experts in selecting the best tire for a
customer’s needs. It will also decrease the overall presence of tires in the stores, which will
allow maintenance and repair to more powerfully “pop.”
Tires have become a commodity product, and as the market leader we need to evolve tire
selling from being about price to being about service – our Brand Driver of redefining the
tire selling experience to be “getting the right tires for each customer”. Tire messaging
and collateral will simplify the tire selection process by putting it in consumer-friendly terms
and positioning tires to encourage trade-up. In keeping with the objective of emphasizing
service, half-covers on the tires help focus attention on their benefits and position us as
experts in selecting the best tire for a customer’s needs.
61
Helping Customers Understand MRT
Good
habits to
keep your
auto at
its best.
Expertise
to fix the
unexpected.
proudly featuring
®
LEMANS
62
Section V
Firestone Complete Auto Care Credit Card Guidelines
Section VI
Guidelines for Sales Ads, Brand Ads, and Brand-Sales Ads
Section VII
Guidelines for POS Materials
Section VIII
Guidelines for Direct Mail and Promotions

Branding Guidelines – Firestone

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