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HSBC Brand–Basic Elements HFC Brand Signature

The HFC brand signature consists of the HFC logo and the HSBC group endorsement signa- ture. Both items are in a fixed relationship which may not be altered. Official reproduc- tion art is available for most standard sizes; in extremely large applications such as building site signs, plans must be submitted to North America Marketing for approval. Do not enlarge or reduce reproduction artwork by more than 5% of the original art size.

HSBC Brand–Basic Elements North America, April 27, 2005

In general, all business units will adopt the HSBC brand and use prescribed business unit nomenclature. In several exceptional instances, the Group endorsement signature will be used with a pre-existing




Hex alue

HFC Logo

PMS 1795


HSBC Hexagon

PMS 1795





The group endorsement tag line should never be used in text or appear by itself and it should never be set smaller than 7.5 point size type. When the HFC brand logo is used smaller than 3 picas in width, the tagline must stay at the minimum type size of 7.5 point. The minimum size example below shows this new relation- ship of the group endorsement signature with the HFC Brand Signature.

Single-color black depiction of the HFC logo configuration is acceptable but can only be used in one-color black applications.

Business card signature size. Group endorsement signature is 7.5 point type size.

3 picas

business unit brand. Approval must be obtained from HSBC - North America Marketing when use of the Group endorsement signature is anticipated.

Reverse treatment of the signature on dark or colored backgrounds is not allowed. In certain exceptional circumstances, reverse treatment may be permissible, but must be approved on a single case basis by North America Marketing.

These examples illustrate a change in the size relationship between the group endorsement signature and the HFC symbol in smaller size applications. The Group endorsement signature must never be smaller than 7.5 point type size.

2 picas

Minimum size signature


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