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HSBC Brand–Basic Elements Incorrect Usage

The effectiveness of the HSBC brand program is based on accurate, consistent application of the brand basic elements.

This and the next two pages show some exam- ples of improper brand usage. Our success in promoting the brand is dependent on consis- tent applications and their cumulative positive effect on our audiences.

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

DO NOT!

Unacceptable applications

The corporate signature with strapline should not appear on a dark grey background where contrast is insufficient

The corporate signature with strapline should not appear all in red.

The corporate signature with strapline should not appear in white out of any other colored background

The corporate signature with strapline should not appear on a dark grey background where contrast is insufficient

The color corporate signature should not appear with a black strapline except in one-color black applications

The corporate signature with strapline should not appear in white out of a red background

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