Sam’s Club Brand GuidelinesUpdated Sept. 2019Visual IdentityVisual Elements | IntroExpect Something SpecialBRAND GUIDELINES3Our 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 communicate the Sam’s Club brand.Our brand becomes more powerful when we maintain a consistent visual style throughout our communications. By taking the time to learn how to put our elements together correctly, you’ll help reinforce our brand identity and make it more memorable.For questions about these guidelines and how to use them or to have the Brand Team review your design communications, please email brandguideteam@samsclub.com.Visual Elements | IntroBRAND GUIDELINES4Our brand elements have been designed to reinforce the character of our brand and to adapt flexibly to our different communication pieces. By using the different elements in our toolkit thoughtfully, we can create a modern and consistent brand expression for Sam’s Club, and create something special across all consumer touchpoints.Our toolkitVisual Elements | LogoOur logoBRAND GUIDELINES5Our Sam’s Club logo has been refreshed to support our brand promise: expect something special. The Sam’s Club logo is the core of our visual identity. It appears on all of our communications and is the most concise visual representation of our brand.ComponentsThe Sam’s Club logo is comprised of two components: the symbol (diamond) and our custom logotype. These two elements share a distinct relationship that should never be altered or modified in any way.ColorOur refreshed logo leads with our primary brand color PMS 2384. It can also be knocked out of a color or background when needed. Pantone 2384 CR0 G103 B160HEX #0067A0C96 M60 Y14 K1Visual Elements | LogoLogo variationsBRAND GUIDELINES6Additional logo lock-ups have been created for layouts or communication pieces that require a vertical format. The vertical and stacked logos to the right are final approved logos and may not be altered in any way..Vertical logoStacked logoVisual Elements | LogoClear space and minimum sizeBRAND GUIDELINES7Clear space = x -height of the word in logoClear SpaceIt is important to maintain a minimum amount of space between the logo and other text and graphics to ensure the logo’s visibility and impact. Give the logo some room to breathe.Minimum SizeThe logo must always be represented in a clear, visible and legible way. Do not reproduce the logo smaller than our minimum size requirements illustrated to the right.Visual Elements | LogoLogo use violationsBRAND GUIDELINES8The Sam’s Club logo has been refreshed with careful consideration. Moving forward only the re...
