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HSBC Brand–Basic Elements

The HSBC Corporate Signature with Group Marketing Strapline

Note: Legal reasons preclude using the Group marketing strapline with several HSBC Finance businesses. The table on page 6 indicates which business units should, and should not, use the strapline.

The Group marketing strapline (tagline) ‘The world’s local bank’ is incorporated with the corporate signature to form the Corporate Signature with Group Marketing Strapline.

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Where appropriate, additional language ver- sions of the strapline are available. These must be requested from Group Marketing. The Corporate Signature with Group Marketing Strapline should be used to brand most advertising and marketing-based materi- als. The only exceptions are where legal rea- sons preclude use of the strapline, for example when the legal entity being advertised is not a bank (eg. HSBC Auto Finance or HSBC Insurance Services). In these cases the HSBC Corporate Signature should be used.

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“The world’s local bank” strapline must never be used on its own without the corporate signature.

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The strapline must only be reproduced in red. In one-color applications, it is permiss- able to reproduce the strapline in black.

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The Corporate Signature with Group Marketing Strapline artwork can be obtained from North America Marketing. Do not attempt to recreate, reposition, or adjust this signature in any way.

The protected area is equal to the height of the hexagon symbol and is indicated by the dotted border shown. The clearance area should be increased wherever possible.

To enable the Corporate Signature with Group Marketing Strapline to appear promi- nently without interference, a minimum exclusion area has been established which is to be left clear of other graphic elements or text.

The protected area must not be used as a rectangle to frame the Group marketing strapline corporate signature.

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

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