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HSBC BrandBasic ElementsGroup Marketing June 2006HSBC RedBlackWhiteHSBC GreyIssued by HSBC Holdings plccontentsContents1Introduction2Brand management3The design elements4ApprovalsIntroduction1.01Message from the GroupChairmanBrand management2.01Introduction2.02Brand SchemesSeparate BrandsEndorsed Brands2.03Surrogate BrandsSub-Brands2.04Product DescriptorsHSBC+hexagon in textThird Party AgentsTestimonials/Endorsements2.05Co-brandingThe design elements3.01 Corporate signature withstrapline3.02Corporate signature3.03Protected area3.04The hexagon symbol3.05Corporate typefaces3.06Corporate colours3.07Colour reproduction of thecorporate signature3.08Monochromereproduction of thecorporate signature3.09Using reproductionartworkApprovals4.01Clearance and approvals4.02ContactsHSBC Brand Basic ElementsGroup Marketing - June 2006The HSBC brand has been established in many markets allover the world. A programme of change and consolidation ofour name began in the late 1990’s and has continued eversince. We have established the brand and its trademark sothat it is now a globally recognised icon.It is a powerful asset across all our business lines and givesus strengths and values that help us to grow our businessand enter new geographic areas.The values of our brand are clearly expressed in the ‘BrandBook’ and this helps guide us and differentiate us in ourhighly competitive markets.The integrity in our trade mark corporate signature is a vitallyimportant asset and one which every colleague should feelduty bound to protect. The integrity of this asset is to begoverned by this manual and standards. It is the ultimateresponsibility of every business head and CEO to ensurethese guidelines are followed.Stephen Green1.01 message from the Group ChairmanContents1Introduction2Brand management3The design elements4ApprovalsHSBC Brand Basic ElementsGroup Marketing - June 2006IntroductionThe principles outlined in thissection relate to a key function ofMarketing and are something that,when done well, will yield manytangible as well as intangiblebusiness benefits. A strong well-managed brand can yieldpositive preference for productsand services in a competitivemarket, as well as command apremium price over competitors. It can allow cost effective entryinto new categories, and can yieldlong term differentiation of thebusiness as well as intangiblessuch as positioning us as a desirable employer to prospectiveemployees and allowing uspreferential negotiating positionswith third parties.The benefits of a strong brand aremany fold. The value of the HSBCbrand is not something measuredand accounted for in any formalway. However public studies suchas the Interbrand valuationconducted in association withBusiness Week Magazine will beobserved and followed as anindicator of some measure ofprogress.2.01 brand managementBrand management2.01Introduction2.02Brand SchemesSeparate BrandsEndorsed Brands2.03Surrogate BrandsSub-Brands2.04Product DescriptorsHSBC+hexagon in textT...