Sam’s Lub Rand Guidelines - Brand - Sam's Club
Sam’s Club Brand GuidelinesUpdated Sept. 2019
Visual Identity
Visual Elements IntroExpect Something SpecialOur visual identity has been refreshed to support our brand promise to turn the everyday into something special.A visual identity isn’t just a logo. It involves a combination of elements—colors, fonts, imagery and graphics—working together synergistically. How we use our visual identity system is an important part of how we communicatethe Sam’s Club brand.Our brand becomes more powerful when we maintain a consistent visual style throughout our communications. Bytaking the time to learn how to put our elements together correctly, you’ll help reinforce our brand identity andmake it more memorable.For questions about these guidelines and how to use them or to have the Brand Team review your designcommunications, please email brandguideteam@samsclub.com.3BRAND GUIDELINES
Visual Elements IntroOur toolkitOur brand elements have been designed toreinforce the character of our brand and toadapt flexibly to our differentcommunication pieces. By using the differentelements in our toolkit thoughtfully, we cancreate a modern and consistent brandexpression for Sam’s Club, and createsomething special across all consumertouchpoints.4BRAND GUIDELINES
Visual Elements LogoOur logoOur Sam’s Club logo has been refreshed to support ourbrand promise: expect something special. The Sam’sClub logo is the core of our visual identity. It appears onall of our communications and is the most concisevisual representation of our brand.ComponentsThe Sam’s Club logo is comprised of two components:the symbol (diamond) and our custom logotype. Thesetwo elements share a distinct relationship that shouldnever be altered or modified in any way.ColorOur refreshed logo leads with our primary brand colorPMS 2384. It can also be knocked out of a color orbackground when needed.5BRAND GUIDELINESPantone 2384 CR0 G103 B160HEX #0067A0C96 M60 Y14 K1
Visual Elements LogoLogo variationsVertical logoAdditional logo lock-ups have been created forlayouts or communication pieces that require avertical format. The vertical and stacked logos tothe right are final approved logos and may not bealtered in any way.Stacked logo6BRAND GUIDELINES
Visual Elements LogoClear space and minimum sizeClear SpaceIt is important to maintain a minimum amountof space between the logo and other text andgraphics to ensure the logo’s visibility andimpact. Give the logo some room to breathe.Minimum SizeThe logo must always be represented in aclear, visible and legible way. Do notreproduce the logo smaller than our minimumsize requirements illustrated to the right.7BRAND GUIDELINESClear space x -height of the word in logo
Visual Elements LogoLogo use violationsThe Sam’s Club logo has been refreshed with carefulconsideration. Moving forward only the refreshedSam’s Club logo. Discontinue any use of previouslogos shown on this page or that exist in previousguidelines.8BRAND GUIDELINES
Visual Elements LogoLogo use violationsDo not recreate the new logo artwork in anyway, as this dilutes the integrity of the brand.Always request/use the official logo artworkwhen creating Sam’s Club communications.9BRAND GUIDELINESDo not change the position of the symbolDo not create new color combinationsDo not add drop shadows to the logoDo not distort the logoDo not lock-up additional elements to the logoDo not change the proportion of the symbol to the logotypeDo not create the logo in two colorsDo not change the logotype to sentence case
Visual Elements LogoSymbolSymbol can be knocked-out of color. Make sure there is enoughcontrast when knocking the symbol out.The symbol has been refreshed with careful consideration.Do not use old artwork or recreate the symbol in any way.The symbol may be used as a stand-alone graphic, however,never use it as a bullet. It should only be used in one of theapproved primary brand colors below.Do not place our symbol on low contrast or overly busybackgrounds.Pantone 2384 CR0 G103 B160HEX #0067A0C96 M60 Y14 K110BRAND GUIDELINESPantone 430 CR124 G135 B142HEX #7C878EC33 M18 Y13 K40Pantone 427 CR206 G211 B212HEX #D0D3D4C7 M3 Y5 K8
Visual Elements LogoExpect Something Special“Expect something special” is the new brand purpose for our Sam’sClub brand. It can only be used as a stand alone or in proximity to thelogo or symbol. Do not lock up the artwork to the Sam’s Club logo.HorizontalStackedWhen using the purpose statement as a brand graphic, always use theapproved artwork.Do not place our purpose statement on low contrast or overly busy backgrounds.Pantone 2384 CR0 G103 B160HEX #0067A0C96 M60 Y14 K111BRAND GUIDELINESPantone 430 CR124 G135 B142HEX #7C878EC33 M18 Y13 K40Pantone 427 CR206 G211 B212HEX #D0D3D4C7 M3 Y5 K8
Visual Elements ColorBrand color paletteColor PaletteColor plays an important part in helping customers recognizeour brand even before they read our name or see our logo.Our brand palette has been updated to communicate that weare a modern, energetic and bold company. Our paletteconsists of primary and secondary colors, along with brightaccent colors that add vibrancy and energy to our materials.Pantone 2384 CR0 G103 B160HEX #0067A0C96 M60 Y14 K1Primary Brand ColorsThe Sam’s Club visual identity system leads withPMS 2384C. It is an evolution stemming from our heritage ofbeing a blue and green brand. Our primary palette is freshand modern, and reflects our “bold bestie” personality. Ournew primary palette also includes a dark blue that helpsretain harmony with unchanging elements of our brand,along with a sky blue that brings a freshness to our palette.Our primary brand colors should not be applied incombination in equal proportions.12BRAND GUIDELINESPantone 2146 CR0 G53 B142HEX #00358EC100 M68 Y0 K20Pantone 635 CR164 G219 B232HEX #A4DBE8C34 M1 Y7 K0
Visual Elements ColorBrand color paletteSecondarySecondary Brand ColorsThe secondary palette includes a brighter blue andcool greys to complement our primary blues. Thecool greys can help in communicating quality andthe bright blue works best as an accent to highlightsomething special.Supporting ColorsUse supporting colors with intentions. There needsto be a strong design rationale and/or avisual correlation with the hero image whenincorporating a supporting color. Select tones thatare complementary to our brand palette and usethese bright jewel tones as examples whenchoosing supporting colors.Pantone 638 CR0 G175 B215HEX #00AFD7C84 M7 Y9 K0BRAND GUIDELINESPantone 427 CR206 G211 B212HEX #D0D3D4C7 M3 Y5 K8Example: Supporting ColorsPantone 7671 CR81 G70 B137HEX #514689C83 M81 Y0 K413Pantone 430 CR124 G135 B142HEX #7C878EC33 M18 Y13 K40Pantone 7727 CR0 G111 B68HEX #006F44C100 M0 Y94 K46Pantone 172 CR250 G70 B22HEX #FA4616C0 M73 Y87 K0Pantone 213 CR227 G28 B121HEX #DE1B73C0 M92 Y18 K0Pantone 7549 CR255 G181 B0HEX #FFB500C0 M22 Y100 K2Pantone 265 CR144 G99 B205HEX #9063CDC52 M66 Y0 K0Pantone 3385 CR71 G215 B172HEX #47D7ACC43 M0 Y28 K0Pantone 1495 CR225 G143 B28HEX #FF8F1CC0 M46 Y78 K0
Visual Elements TypographyPrimary brand fontsHeadersGibson SemiBold is used for headlines, subheads,calls to actions (CTAs), and special offers.Body CopyGibson Regular is used for extensive amounts ofsupporting copy, such as body copy or long productdescriptions.Additional approved font usage can be found in ourSeasonal Guidelines.ColorHeaders should lead with our primary brand colorPMS 2146. It can also be knocked out of a color orbackground when needed.14BRAND GUIDELINES
Our Brand Promise
Our Brand Promise What Special MeansWe Turn the Everyday Into Something Special16BRAND GUIDELINES
Our Brand Promise What Special MeansOur brand values We're nimble – we innovate, try new things and take chances. We operate with honesty, humanity and humilityWe are But that doesn’t make us nturousModernWittyBRAND GUIDELINESBetter than anyone elseImpulsiveFull of technical jargonAll over the placeDaredevils#GenZ LOLPuntastic
Our Brand Promise What Special MeansMembers should expectsomething unexpected19BRAND GUIDELINES
Our Brand Promise What Special MeansMembers should expectsomething cool20BRAND GUIDELINES
Our Brand Promise What Special MeansMembers should expectsomething welcoming21BRAND GUIDELINES
Our Brand Promise What Special MeansHow to use “Expect Something Special”DoUse this in PROMINENT but secondarycopy elements, e.g., in an assertivecallout or as a hashtag.Don’tUse this as a corporate tagline or place itwith our logo.22BRAND GUIDELINES
Our Brand Promise What Special MeansHow to use “Expect Something Special”DoUse this in PROMINENT but secondarycopy elements, e.g., in an assertivecallout or as a hashtag.Don’tUse this as a corporate tagline or place itwith our logo.23BRAND GUIDELINES
Our Brand Promise What Special MeansHow to use “Expect Something Special”DoUse this in PROMINENT but secondarycopy elements, e.g., in an assertivecallout or as a hashtag.Don’tUse this as a corporate tagline or place itwith our logo.24BRAND GUIDELINES
Our Brand Promise What Special MeansOur offeringsThe special things you wantPremium meat, seafood & produce and libationsThe everyday things you needPaper towels, bottled water & beverages, peanut butter, mattresses, tiresAll kinds of surprising, delightful, FUN and extra-special thingsGigantic flamingo floats, high-end grills, kitchenware, designer bags & fragrancesAwesome member benefitsFree shipping & cash rewards for Plus members, travel & entertainment discounts & much more25BRAND GUIDELINES
Our Brand Promise What Special MeansWhy Sam’s Club? Why this one?What’s unique, exclusive, more-better-different than the standardissue product, service, benefit or experience.CuratedWe hand-select our best-of-the-best products for premium quality at awesomemembers-only warehouse club prices.ExclusiveOur private label Member’s Mark items to ensure the very best quality, flavor,ingredients/materials, sourcing and value.Some exclusives are in the form of an exclusive color, style or extras/bundle.26BRAND GUIDELINES
Our Brand Promise What Special MeansExamples of how to speak to “Why This One”Why did our expert merchant buy this item? How did they source it & why did they pick this one?27BRAND GUIDELINES
Our Brand Promise What Special MeansExamples of how to speak to “Why This One”Testimonial from memberProduct qualitySourcing story28BRAND GUIDELINES
Our Brand Promise What Special MeansExamples of how to speak to “Why This One” What makes this item amazing? What are its sensory qualities we can communicate visually &editorially to spark an emotional response?29BRAND GUIDELINES
Our Brand Promise What Special MeansHow special shows up:One Day Event catalog cover Special applies to item-price events, too. This is one way we’ve started designing price savings eventcovers to showcase special at an item level.30BRAND GUIDELINES
Our Brand Promise What Special MeansHow special shows up:Social videoMember's Mark Donut Shop Fair Trade Coffee video31BRAND GUIDELINESSummer Yum Hacks video
Brand Personality
Brand Personality Your Bold BestieYour Bold Bestie Confident Risk-taking Tech-savvy Restless Adventurous Modern Witty33BRAND GUIDELINES
Brand Personality Your Bold BestieYour Bold BestieWe are unapologetically here for you.We’re the one you want by your side for the high-stakes moments that CANNOT go wrong, and for the everydaymoments when you just need a good laugh (or a good glass of wine).We’re the one you call for literally everything.We’re the one who calls you so you don’t miss out on literally anything.34BRAND GUIDELINES
Brand Personality Your Bold BestieYour Bold BestieWhen you need to turn your day around, pull off something big or just need a helping hand toget through your list, you turn to your Bold Bestie.Most importantly, when you’re open to finding something special, your Bold Bestie points the way. Sheshares only her most-loved purchases, foodie moments and brands with her best friends.Your Bold Bestie is 35Spirited, quick-witted, playful and a bit sassy.On trend, admired and magnetic. She has contagious enthusiasm and amazing taste, and her friends, family & colleagues can’twait for her to share her best.Not afraid to make a fool of herself to make her friends look amazing.Tech-savvy, with a talent for finding premium quality and values—and sharing with her bestie.A bit of an instigator, in a good way. Great at convincing others to try new things.BRAND GUIDELINES
Brand Voice & Tone
Brand Voice & ToneBold Bestie VoiceAll Sam’s Club branded content – think social, digital, ISB, in-store,everything – should be in the Bold Bestie voice.What would your Bold Bestie say in real life about this product? Howwould a smart “cool mom" tell her friends about this experience? Genuine yet self-assured. Witty and a bit cheeky—in a smart, often dry andclever way — not cheesy. No eye-rolls. Ageless, not juvenile. No #GenZ LOL Savvy, not superficial.BYOSB.(Better bring two.)Even better onSundays.*Technically* asalad.37BRAND GUIDELINESAs American as applepie. Minus the pie.Add vodka.Life’s a mess. Theseshould help.
Brand Voice & ToneBold Bestie Don’tsBe sassy and a little feisty, yet affirming—not derisive, sarcastic, political/religious, or directly calling out competitors.Kim who?38If there are leftovers,there’s something wrongwith your friends.BRAND GUIDELINESThe real miracle onice (with a twist).Now you can love thyneighbor and eat thychicken.Small batch winefrom a big ol' club.You’re welcome.Our members won’tshut up about these.
Brand Voice & ToneBold Bestie VoiceYour Bold Bestie keeps it real.She is Direct and assertive, with a wonderful wit & a healthydose of winks. Confident yet magnetic. She owns her awesomeness, lovesher life, and loves sharing it with her bestie in a way thatgets her to laugh. Playful, not earnest Clever yet genuine and conversational; not contrived orforced, or clever for the sake of clever.39BRAND GUIDELINES
Brand Voice & ToneBold Bestie Voice: Writing tips Use dry humor with plenty of personality and punchy energy, playfulbut not juvenile, frivolous or flippant. Avoid insulting or blatantly calling out our competitors. Be subtle —wink-wink, not ooooh, burn! Engage the reader emotionally while also communicating somethingmaterial & meaningful about what’s special & bold and why Sam’s. Write in second person. Talk directly to the reader using "you" not"they" or other third person pronouns. Avoid hard-sell promotional copy. Use active voice Use puns sparingly (only if it's smart, not cheesy.)Caption examples for this cover image40BRAND GUIDELINES Instagram worthy, budget friendly. #wegotyou #USDAprimePrime steaks savings happiness. #nobrainer.We’re sharing, but no one is forcing you to. #USDAprimeInvite all your food-snob friends.
Brand Voice & ToneExamples: ISB inside spreads41BRAND GUIDELINES
Brand Voice & ToneExamples: Summer Entertaining inside stories42BRAND GUIDELINES
Brand Voice & ToneExamples: Social videoSweet lower prices video43BRAND GUIDELINESScan & Go Flowers video
Photography style
Photography StyleLifestyle item storytelling Emphasize single hero item photography wherever possibleand meaningful, rather than many items together intoa “solution” scene (such as a full tablescapeselling multiple products from one shot). Think quality, not quantity. Leave room to overlay briefstorytelling editorial about what makes this specific item sospecial. Show the item in use (in situ) in a lifestyle scene as it would beused in real life, while assertively zeroing in visually on theitem's attributes. Go for some drama via crops and lighting that capture thegravitational, emotional pull of the item's sensory qualities,such as this recent shot that showcases the succulent, juicy,mouthwatering quality of our new USDA Prime beef.45BRAND GUIDELINES
Photography StylePeople Tell a visual story about a moment in reallife. Capture candid expressions, attitude andmovement—avoid the posed or expected. Showcase something ownable, special, remarkable,exciting Opt for in-real-life imperfect, not perfectly styledand pristine. A kid with only one sock on, momwith a hair out of place Elicit something fresh, unexpected and genuinefrom the talent: A bold, expressive, spontaneousreaction that feels human; or a surprising visualarrangement/relationship between the talent & theproduct.46BRAND GUIDELINES
Photography StylePeople Depict an irresistible, relatable energy that sparksan emotional connection. Select model talent that clearly depicts Bold Bestie and herfriends/family. This personality should come through in theirlook, expression and styling. Select photographer and director that has solid experiencein eliciting and achieving these attributes and qualities. Depict family members & friends/neighbors gatheringand sharing an experience with a lively energy and atrue-to-life feel. Balance candidness with intentional styling and artdirection—we’re not going for the production quality ofamateur snapshots or stock photos. 47BRAND GUIDELINES
Photography StyleStylized silo Clean and vibrant in color Styled with light props if/when necessary,minimalistic and simple Dimensional and never looks flat Studio lighting, diffused and evenly lit from bothsides with short, light shadow.48BRAND GUIDELINES
Photography StyleWhat NOT to do: Overall Shoot from directly overhead if it does not allowus to prioritize these sensory/quality objectives. Try to do too much with one busy shot. No “garagesales” or big tablescapes trying to sell multipleitems from a single shot. Compose shots without a clear single focal point ofa hero item/attribute. Shoot food from an aerial point of view or an anglethat does not hero the sensory qualities — color,texture, flavor, juiciness, aroma . Fake natural sunlight or environmentbackgrounds/settings unless you can pull it offbelievably.49BRAND GUIDELINES
Photography StyleWhat NOT to do: People Posed, expected, forced, stiff, frozen,unnatural Unrealistically perfect Generic, unremarkable Flat in terms of energy — lacking anythingbold or special Amateurish, low production quality Anything that looks like a stock photo50BRAND GUIDELINES
11 BRAND GUIDELINES “Expect something special” is the new brand purpose for our Sam’s Club brand. It can only be used as a stand alone or in proximity to the logo or symbol. Do not lock up the artwork to the Sam’s lub logo. When using the purpose statement as a brand graphic, always u
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Company Headquarters Dresser-Rand Company 1200 West Sam Houston Pkwy. N. Houston, TX 77043 Tel: 713-467-2221 Fax: 713-935-3490 email: info@dresser-rand.com Regional Headquarters The Americas Dresser-Rand Company 1200 West Sam Houston Pkwy. N. Houston, TX 77043 Tel: 713-467-2221 Fax: 713-
Company Headquarters Dresser-Rand Company 1200 West Sam Houston Pkwy. N. Houston, TX 77043 Tel: 713-467-2221 Fax: 713-935-3490 email: info@dresser-rand.com Regional Headquarters The Americas Dresser-Rand Company 1200 West Sam Houston Pkwy. N. Houston, TX 77043 Tel: 713-467-2221 Fax: 713-
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THE 2012 REVISIONS These revised Level Descriptors (August 2012) supersede all previous versions including those in the SCQF Handbook: User Guide and the previously published A5 Level Descriptors booklet. More detailed information regarding the specific amendments that have been introduced can be accessed at www.scqf.org.uk,
