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HSBC Brand–Basic Elements Table of Contents

Brand Values . . . . . . . . . . . . . . . . . . . . . . . . .1 The HSBC Corporate Signature . . . . . . . . . .2 Protected Area . . . . . . . . . . . . . . . . . . . . . . . .3 The Hexagon . . . . . . . . . . . . . . . . . . . . . . . . .4 The HSBC Corporate Signature

with Group Marketing Strapline . . . . . . . .5 Business Unit Nomenclature and Brand . . . .6 Group Endorsement Signature . . . . . . . . . . . .7 Beneficial Brand Signature . . . . . . . . . . . . . .8 Protected Area for Beneficial Brand Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 HFC Brand Signature . . . . . . . . . . . . . . . . . .10 Protected Area for HFC Brand Signature . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Corporate Typefaces . . . . . . . . . . . . . . . . . . .12 Primary Corporate Colors . . . . . . . . . . . . . .13 Primary and Secondary Color Palette . . . . .14 Color Reproduction of the

Corporate Signature . . . . . . . . . . . . . . . . .15 Single-Color Reproduction of

the Corporate Signature . . . . . . . . . . . . . .16 Color Reproduction of the

Corporate Signature with Group Marketing Strapline . . . . . . . . . . .17 Single-Color Reproduction of the

Corporate Signature with Group Marketing Strapline . . . . . . . . . . .18 Incorrect Usage . . . . . . . . . . . . . . . . . . . . . .19 Using Reproduction Artwork . . . . . . . . . . . .23 Support and Approvals . . . . . . . . . . . . . . . . .24

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

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