hsbc brand basic elements

HSBC Brand–Basic ElementsNorth America

HSBC - North America, April 27, 2005

HSBC Brand–Basic ElementsTable of Contents

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

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

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

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

Corporate Signature with Group Marketing Strapline . . . . . . . . . . .17

Single-Color Reproduction of theCorporate Signature with Group Marketing Strapline . . . . . . . . . . .18

Incorrect Usage . . . . . . . . . . . . . . . . . . . . . .19Using Reproduction Artwork . . . . . . . . . . . .23Support and Approvals . . . . . . . . . . . . . . . . .24

HSBC Brand–Basic ElementsNorth America, April 27, 2005


HSBC Brand–Basic ElementsBrand Values

1

HSBC’s brand identity, the unique associations that represent what the brandmeans to customers, employees, investors, and other constituencies, is derivedfrom our values, culture, drives and vision:

Our cultural values – HSBC is an ethically-grounded, conservative, trustworthybuilder of long-term customer relationships across the world.

Our basic drives – HSBC is a highly productive, cost-conscious, team-orientated,creative organization focused clearly on serving its customers.

Our vision – HSBC’s vision is to be the world’s leading financial services company.

The essence of the HSBC brand is integrity, trust and superior customer service. A strong HSBC brand gives confidence to customers, helps unify our employees,and provides value to our investors.

2HSBC Brand–Basic ElementsNorth America, April 27, 2005

HSBC Brand–Basic ElementsThe HSBC Corporate Signature

The logotype lettering has been speciallydrawn. Do not attempt to recreate the corpo-rate signatures by scanning or typesetting theHSBC letters.

The corporate signature must always bereproduced from original digital artwork.

Minimum Size(1 pica hexagon height)

The HSBC corporate signature is the majorvisual element of the brand identity. The signa-ture is comprised of the letters HSBC and thehexagon symbol, which are in a fixed relation-ship. The hexagon is the same height as theHSBC letters. 6 picas

HSBC Brand–Basic ElementsNorth America, April 27, 2005 3

HSBC Brand–Basic ElementsProtected Area

Horizontal Corporate Signature “clear space”: X=height of the hexagon

To enable the corporate signature to appearprominently and without interference, a mini-mum exclusion zone, or “clear space” hasbeen established around the corporate signa-ture. This space is to be left clear of all text orother graphic elements.

The minimum acceptable protected area isindicated by the dotted border shown. Thisarea should be increased wherever possible tobetter display the brand.

The minimum clearance is equal to the heightof the hexagon symbol.

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

The hexagon is the main visual element of theHSBC Group’s corporate identity. Its geomet-ric structure consists of four red triangles andtwo white triangles.

Use of the hexagon must be carefully con-trolled. There are strict rules regarding its use:

• in the overwhelming majority of applicationsthe hexagon should appear in HSBC red and white

• the hexagon must never be used on its ownwithout the letters HSBC

• the hexagon may only be used in combina-tion with the corporate logotype, and must be the same height as the HSBC letters

• the hexagon should never be used as a decorative, ornamental or promotionaldevice

• the hexagon must always be reproduced infull (bleeding, cropping or otherwise manipu-lating the hexagon is not permitted).


HSBC Brand–Basic ElementsThe Hexagon

Graphic construction

The hexagon symbol

HSBC Brand–Basic ElementsThe HSBC Corporate Signature with GroupMarketing Strapline


X X

X

X

X

The Group marketing strapline (tagline) ‘Theworld’s local bank’ is incorporated with thecorporate signature to form the CorporateSignature with Group Marketing Strapline.

Where appropriate, additional language ver-sions of the strapline are available. Thesemust be requested from Group Marketing.The Corporate Signature with GroupMarketing Strapline should be used to brandmost advertising and marketing-based materi-als. The only exceptions are where legal rea-sons preclude use of the strapline, for examplewhen the legal entity being advertised is not abank (eg. HSBC Auto Finance or HSBCInsurance Services). In these cases the HSBCCorporate Signature should be used.

“The world’s local bank” strapline mustnever be used on its own without the corporate signature.

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

The Corporate Signature with GroupMarketing Strapline artwork can beobtained from North America Marketing.Do not attempt to recreate, reposition, oradjust this signature in any way.

To enable the Corporate Signature withGroup Marketing Strapline to appear promi-nently without interference, a minimumexclusion area has been established which isto be left clear of other graphic elements ortext.

The protected area is equal to the height of thehexagon symbol and is indicated by the dottedborder shown. The clearance area should beincreased wherever possible.

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

Note: Legal reasons preclude using theGroup marketing strapline with severalHSBC Finance businesses. The table onpage 6 indicates which business unitsshould, and should not, use the strapline.


HSBC Brand–Basic ElementsBusiness Unit Nomenclatureand Brand

HSBC Finance Corporation2 HSBC Finance

HSBC Bank USA, N.A. HSBC Bank USA

HSBC - North America1 HSBC

HSBC Bank Canada HSBC Bank Canada

HSBC Card Services Card Services

HSBC Retail Services Retail Services

HSBC Auto Finance Auto Finance

HSBC Insurance Services Insurance Services

BrandExternal Name Internal Descriptor Brand External Name Internal Descriptor Brand

1Name of entire North American organization, including the former Householdorganization, HBUS and HBCA.

2Formerly known as Household International, Inc.

HSBC Mortgage Services Mortgage Services

Decision One Mortgage Decision One

HSBC Taxpayer Financial Services

TaxpayerFinancial Services

HFC Consumer Lending

Consumer Lending

HSBC Finance (Canada)

Beneficial

HSBC Financial Corporation

Approved Usage

HSBC Brand–Basic ElementsGroup EndorsementSignature

HSBC BrandHFC clear space

.5 H .5 H

.5 H

.5 H

Approved Usage

HSBC BrandBeneficial clear space

.5 B

.5 B

.5 B

.5 B

Approved Usage

In general, all business units will adopt theHSBC brand and use prescribed businessunit nomenclature. In several exceptionalinstances, the Group endorsement signaturewill be used with a pre-existing business

unit brand. Approval must be obtainedfrom HSBC - North America Marketingwhen use of the Group endorsement signa-ture is anticipated.

Group Endorsement Signature (Use must be approved by North America Marketing)

Single-Color Variation (Use limited to one-color print applications)(Use must be approved by North America Marketing)



The group endorsement tag line should neverbe used in text or appear by itself and it shouldnever be set smaller than 7.5 point size type.When the Beneficial brand logo is used small-er than 9.5 picas in length, the tagline muststay at the minimum type size of 7.5 point.The minimum size example below shows thisnew relationship of the group endorsementsignature with the Beneficial Brand Signature.

The Beneficial brand signature consists of theBeneficial rainbow, Beneficial logotype andthe HSBC group endorsement signature. Allitems are in a fixed relationship which maynot be altered. Official reproduction art isavailable for most standard sizes; in extremelylarge applications such as building site signs,plans must be submitted to North AmericaMarketing for approval. Do not enlarge orreduce reproduction artwork by more than 5%of the original art size.

Reverse treatment of the signature on dark orcolored backgrounds is not allowed. In certainexceptional circumstances, reverse treatmentmay be permissible, but must be approved on asingle case basis by North America Marketing.

HSBC Brand–Basic ElementsBeneficial Brand Signature

In general, all business units will adopt theHSBC brand and use prescribed businessunit nomenclature. In several exceptionalinstances, the Group endorsement signa-ture will be used with a pre-existing busi-

ness unit brand. Approval must be obtainedfrom HSBC - North America Marketingwhen use of the Group endorsement signa-ture is anticipated.

BC BrandB neficial clear space

.5 B

.5 B

.5 B

.5 B

Business card size:

Business card signature size. Groupendorsement signature is 7.5 point type size.

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

ery size:

Business card size:

Stationery size:

Business card size:

Beneficial Logomark

Stationery size:

Business card size:

7 picas

Minimum size signature

ColorsItem Color Hex ValueSymbol PMS 1795 #FF0000Beneficial Logotype PMS 567 #006633HSBC Hexagon PMS 1795 #FF0000Typography Black #000000

Single-color black depiction of the Beneficiallogo configuration is acceptable but can onlybe used in one-color black applications.

9.5 picas

Beneficial clear space

.5 B

.5 B

.5 B

.5 B

HSBC Brand–Basic ElementsProtected Area for BeneficialBrand Signature

Beneficial Signature “clear space”: B=height of the “B” in Beneficial

To enable the Beneficial brand signature withgroup endorsement to appear prominently andwithout interference, a minimum exclusionzone, or “clear space” has been establishedaround the brand name and group endorsementsignature. This space is to be left clear of alltext or other graphic elements.

The minimum acceptable protected area isindicated by the dotted border shown. Thisarea should be increased wherever possible tobetter display the brands.

The minimum protected area must not be used as a rectangle to frame brand/Group endorsement signatures.

Single-Color Variation (Use limited to one-color print applications)



The group endorsement tag line should neverbe used in text or appear by itself and it shouldnever be set smaller than 7.5 point size type.When the HFC brand logo is used smaller than3 picas in width, the tagline must stay at theminimum type size of 7.5 point. The minimumsize example below shows this new relation-ship of the group endorsement signature withthe HFC Brand Signature.

The HFC brand signature consists of the HFClogo and the HSBC group endorsement signa-ture. Both items are in a fixed relationshipwhich may not be altered. Official reproduc-tion art is available for most standard sizes; inextremely large applications such as buildingsite signs, plans must be submitted to NorthAmerica Marketing for approval. Do notenlarge or reduce reproduction artwork bymore than 5% of the original art size.

Reverse treatment of the signature on dark orcolored backgrounds is not allowed. In certainexceptional circumstances, reverse treatmentmay be permissible, but must be approved on asingle case basis by North America Marketing.

HSBC Brand–Basic ElementsHFC Brand Signature

In general, all business units will adopt theHSBC brand and use prescribed businessunit nomenclature. In several exceptionalinstances, the Group endorsement signature will be used with a pre-existing

business unit brand. Approval must beobtained from HSBC - North AmericaMarketing when use of the Group endorsement signature is anticipated.

3 picas

ColorsItem Color Hex ValueHFC Logo PMS 1795 #FF0000HSBC Hexagon PMS 1795 #FF0000Typography Black #000000

Single-color black depiction of the HFC logoconfiguration is acceptable but can only beused in one-color black applications.

ace

.5 H .5 H

.5 H

.5 H

Stationery size:

Business card size:

Minimum size signature

2 picas

Stationery size:

Business card size:

Stationery size:

HSBC BrandBeneficial Logomark

Business card size:

Stationery size:

Beneficial Logomark

Business card size:

Business card signature size. Groupendorsement signature is 7.5 point type size.

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


andH r space

.5 H .5 H

.5 H

.5 H

HSBC Brand–Basic ElementsProtected Area for HFC Brand Signature

HFC Signature “clear space”: H=height of the “H” in HFC

To enable the HFC brand signature withgroup endorsement to appear prominently andwithout interference, a minimum exclusionzone, or “clear space” has been establishedaround the brand name and group endorse-ment signature. This space is to be left clearof all text or other graphic elements.

The minimum acceptable protected area isindicated by the dotted border shown. Thisarea should be increased wherever possible tobetter display the brands.

The minimum protected area must not be used as a rectangle to frame brand/Group endorsement signatures.

Single-Color Variation (Use limited to one-color print applications)

11


Times New Roman: ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Italic: ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold: ABCDEFGHIJKLMNOPQRS TUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold Italic: ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers Light 45: ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Univers Light Oblique 45: ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers Regular 55: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers Regular Oblique 55: ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers Bold 65: ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Univers Bold Oblique 65: ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers Black 75: ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers Black Oblique 75: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Family, Acceptable Versions

Univers Family, Acceptable Versions

Times New Roman is the principal HSBC corporate typeface for applications such as stationery, business papers, marketing materi-als, forms, branch signs and publications. Onlythe four versions illustrated may be used.

The Univers typeface may also be used in addition to Times New Roman to createcontrast. Only the eight versions illustratedmay be used.

No other typefaces should be used without theprior approval of North America Marketing.

The HSBC corporate logotype is based on aspecially modified version of Times Roman.Never attempt to recreate the corporatelogotypes using standardized Times Romantypefaces.

HSBC Brand–Basic ElementsCorporate Typefaces


HSBC corporate colorsThe HSBC Group's principal corporate coloris HSBC Red (Pantone® 1795), which is usedwith black, white and HSBC Grey (Pantone®423).

HSBC red, black and white will be used forexternal branch and facility signage; sta-tionery, forms, most internal documentationand customer applications; marketing, promo-tional and sponsorship materials, includingsigns and displays; statements, direct mail literature and advertising.

Color reproductionHSBC colors can be reproduced using custommixed colors or may be simulated using the four-color halftone process (see break-down right).

HSBC RedFor four-color halftone reproduction, the fol-lowing percentages can achieve an acceptablematch to HSBC Red:Magenta 94%Yellow 100%.

HSBC GreyFor halftone reproduction, a 50% tint of black can achieve an acceptable match toHSBC Grey.

HSBC Brand–Basic ElementsPrimary Corporate Colors

HSBC GreyPANTONE® 423

100% Yellow

94% Magenta

Four color halftone simulation of HSBC Red

HSBC RedPANTONE® 1795

Black White

Four color halftone reproductionThe following percentages canachieve an acceptable match to HSBCRed: Magenta 94%, Yellow 100%.

Halftone simulation of HSBC GreyFor halftone reproduction a 50% tintof black can achieve an acceptablematch to HSBC Grey.

13


HSBC Brand–Basic ElementsPrimary and SecondaryColor Palette

Color usage guidelinesWhen working with HSBC’s primarycolors, certain secondary colors may behelpful. Shown below are approved sec-ondary colors, which should be usedonly in support, and not in place of,HSBC’s primary colors.

PANTONE® 1795#FF0000

Black#000000

White#FFFFFF

PANTONE® 423#999999

PANTONE® Warm Grey 5#C6C5B5

PANTONE® 7401#FBFBCC

PANTONE® 421#CCCCCC

PANTONE® Warm Grey 3#DBD9CB

PANTONE® 425#666666

PANTONE® Warm Grey 1#F0EDE1

PANTONE® 1805#CC0000


Preferred corporate signature colors

Positive corporate signature on grey background with red hexagon

Reverse corporate signature on grey background with red hexagon

Reverse corporate signature on black background with red hexagon

Although HSBC red, black and white are the preferred colors for the Group’s corporatesignatures, when they cannot be used, it isacceptable to use one of the color combina-tions shown below, but only with priorapproval of North America Marketing.

The positive signature may be printed on agrey background, but there must be sufficientcontrast between the signature and the background.

The reverse signature should only be printedon a solid grey or solid black background(there must be sufficient contrast between thesignature and the grey background). Reversingthe signature out of colored backgrounds isnot permitted. Reversing out of multi-coloredor patterned backgrounds is also not permitted.

The preferred signature colors of black logotype and HSBC red hexagon with whiteinterior will be used in the vast majority of applications. For example, all external bankbranch and most facility signage should be the black logotype and HSBC red hexagon on a white background.

HSBC Brand–Basic ElementsColor Reproduction of theCorporate Signature

15


Black corporate signature on white background

Black corporate signature on grey background

Reverse corporate signature on grey background

Where possible, single-color printing shouldbe black on a white, near white or very lightbackground.

Under no circumstances may the corporatesignature appear all in red or white out of ared background.

The reverse single-color signature shouldonly be printed on a solid black or solid greybackground (there must be sufficient con-trast between the signature and the greybackground).

HSBC Brand–Basic ElementsSingle-Color Reproduction ofthe Corporate Signature

Reversing the signature out of a coloredbackground is not permitted. Reversing outof multi-colored or patterned backgroundsis also not permitted.

Reverse corporate signature on black background


Preferred corporate signature colors

Positive corporate signature on grey background


The positive corporate signature may beprinted on a grey background, but there mustbe sufficient contrast between the signatureand the background. Note: the Group mar-keting strapline must always appear red.

Reversing the signature out of coloredbackgrounds is not permitted. Reversingout of multi-colored or patterned back-grounds is also not permitted.

The preferred corporate signature colors ofblack HSBC letters and red hexagon withwhite interior will be used in the vast majority of applications. For example, all external bankbranch and most facility signage should be the black logotype and HSBC red hexagon on a white background.

Although HSBC red, black and white are the preferred colors for the Group’s corporatesignatures, when they cannot be used, it isacceptable to use one of the color combina-tions shown below, but only with priorapproval of North America Marketing.

HSBC Brand–Basic ElementsColor Reproduction of theCorporate Signature withGroup Marketing Strapline


Black corporate signature on white background

Black corporate signature on grey background

Reverse corporate signature on grey background

Single-color printing should be black on awhite, near white or very light background.

Under no circumstances may the corporatesignature appear all in red or white out of ared background.

The reverse corporate signature and Groupmarketing strapline may only be printed on asolid black or solid grey background (theremust be sufficient contrast between the sig-nature and the grey background).

HSBC Brand–Basic ElementsSingle-Color Reproductionof the Corporate Signature with Group Marketing Strapline

Reversing the corporate signature and straplineout of a colored background other than blackor grey is not permitted. Reversing out ofmulti-colored or patterned backgrounds is alsonot permitted.


19


The effectiveness of the HSBC brand programis based on accurate, consistent application ofthe brand basic elements.

This and the next three pages show some exam-ples of improper brand usage. Our success inpromoting the brand is dependent on consistentapplications and their cumulative positive effecton our audiences.

HSBC Brand–Basic ElementsIncorrect Usage

HSBC

H

HSBC

H

Unacceptable applications

When the corporate signature is reproduced in color, the trianglesinside the hexagon must be white

Do not reverse or overprint the logo on photographic backgrounds

The corporate signature may not appear all in red

The corporate signature may not appear in white out of ared background

The corporate signature may not appear in white out of a blue orany other colored background

The corporate signature may not appear in white out of a green orany other colored background

Do not contain the corporate signature in a shape

Do not place the corporate signature on a distracting background

DO NOT!

20


The effectiveness of the HSBC brand programis based on accurate, consistent application ofthe brand basic elements.

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


Unacceptable applications

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

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

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

DO NOT!

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

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

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


BENEFICIAL

HSBC Card ServicesDo not link brand and business name

Retail Services

Technology & Services


HSBC

HSBC TRAINING & DEVELOPMENTServing you better.

HSBC


HSBC


HSBC

HSBC TRAINING & DEVELOPMENTServing you better.Do not use non-approved taglines

Do not distort the corporate signature

Do not use the corporate signature as part of text

Do not reproduce the corporate signature in red

Never attempt to recreate the corporate signature

Lorem ipsum amet, consectetuer adipisczing elit, sed diam nonummy nibh euimmorem ipsum HSBC fod lamete, con-sectetuer od tincidunt ut laoreet doloremagna aliquam erat volutpat.

Do not link brand and business name


Do not reproduce any part of the corporate signature in non-corporate colors


DO NOT!

HSBC

Serving you better.


Serving you better.

PayDirectDo not violate clear space and link with the brand

Technology & Services


Do not create program or event logos or emblems. Thesemay be defined as self-contained, emblematic graphicand/or text combinations which appear as a logo. Theseshould not be confused with program and event themes,which are permissable and are a recognized part of our normal business life.

Serving you better.

erving you better.

Never use logotype on its own

Never use the hexagon on its ownHSBC


Never adjust the position of the correct corporate signature

HSBC


Do not attach department names to the corporate signature

Do not use the HSBC brand with any other brand

Do not use the HSBC brand with any other brand

Do not violate clear space and link with the brand

HSBC LEARNING & DEVELOPMENT

DO NOT!


Reproduction artworkColor and single-color black reproduction art-work of the HSBC Corporate Signature andapproved North American brand signaturesshould be obtained through HSBC - NorthAmerica Marketing.

Always reproduce these signatures fromoriginal digital artwork. Never attemptto recreate them or alter the artwork inany way.

Corporate signature

Group endorsement signature

HSBC Brand–Basic ElementsUsing Reproduction Artwork

Group endorsement signature

Corporate signature with tagline

24

HSBC brand identity policy and applicationsQuestions, assistance and approvals regardingbrand use and identity should be directed toHSBC - North America Marketing. NorthAmerica Marketing will liaise with GroupHead Office, Group Marketing and Communi-cations as appropriate.

ContactsEdward BoddyDirector, Creative [email protected]

Christine JacksonBrand Marketing Design [email protected]

Neil SandersBrand Marketing Design [email protected]

Reproduction artworkTo obtain reproduction art of the HSBC corporate signature, HSBC corporate signature with Group Marketing tagline,or the Group endorsement signature, contact North America Marketing.

HSBC Brand–Basic ElementsSupport and Approvals


hsbc brand basic elements

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