ReStore Guidelines v1.0

A resource to assist in the promotion of Habitat for Humanity’s ReStore program.

V1.0

ReStore Identifier Usage Guidelines

Preface

A living brand is a never-ending play, and

every person in the company is an actor.

People see the play whenever they experience

the brand, and then they tell others.— Marty Neumeier, “The Brand Gap”

Thank you for your support of Habitat for Humanity’s ReStore program. ReStores play an integral part in Habitat’s house-building mission through the community-focused, fund-raising services and products offered.

The guidelines presented here, when consistently applied, will distinguish ReStores within the marketplace and bring a professional face to a vital and growing segment of the ministry of Habitat for Humanity. Proper usage of the identifier and the developed design systems for its application creates a firm foundation from which to grow the ReStore presence.

The ReStore Identifier Usage Guidelines is a companion to the Brand Builder’s Handbook, which outlines guidelines that pertain to all Habitat for Humanity entities. All guidelines are found at the BuildBrand Resource Center.

A common identifier achieves a more recognized ReStore brand, which will contribute to increased traffic and customer loyalty.

Contents

ReStore Identifier . . . . . . . . . . . . . 1

Applications . . . . . . . . . . . . . . . 7

In-store Merchandising . . . . . . . . . . 10

Marketing and Advertising . . . . . . . . 15

Templates for Microsoft® Word® . . . . . . 18

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ReStore Identifier Usage Guidelines V1.0

For support, e-mail [email protected].

The following section outlines the proper usage of the ReStore identifier.

The identifier is comprised of two separate configurations of the Habitat for Humanity logo (logotype, symbol and legal mark) and the ReStore identifier.

The arrangement order of the logo/identifier elements, as well as proportions, can never be altered.

Other sections show the identifier in a variety of applications, many of which are or will be available from the BuildBrand Resource Center as downloadable files and templates ready for use by a professional vendor or in-office computer programs.

ReStore Identifier

mailto://[email protected]



Identifier Formats

The ReStore identifier comes in two formats: stacked and horizontal. Please use the one that maximizes the size of the identifier.

If the space is too small to effectively use the identifier, use of the affiliate’s Habitat for Humanity logo alone is acceptable.

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Horizontal

Stacked




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Identifier Usage

For ReStore use only, either the standard ReStore identifier without affiliate identification or the affiliate-specific identifier may be used.

For all other uses of the regular Habitat for Humanity logo, the affiliate name must be present when the logo is used to represent the affiliate.

The standard identifier is available from the BuildBrand Resource Center. Affiliates wishing to add their affiliate logo may download the logo from the BuildBrand Resource Center on PartnerNet and add it to the existing ReStore art. At present, there is no automatic way of downloading an affiliate-specific ReStore identifier. Affiliate-specific identifiers must conform to the configurations at left.

Standardidentifier

3Affiliate- specific

identifier with upper

signature

Affiliate- specific

identifier with lower signature

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Clear SpaceRequirementsTo maintain the ReStore identifier’s visual integrity, the area around the entire identifier should be clear of elements such as type, photographs and other symbols.

The minimum clear space required is equal to H (the height of “H” in “Habitat”). The entire ReStore identifier should be surrounded by clear space as indicated in the diagrams at left.

4Clear space

H

H

H

H

H




Acceptable Color UsagePreferred: Two-color Version

Use Habitat Blue and Habitat Green when rendering the ReStore identifier in two colors. No other two-color configuration is acceptable.

One Spot Color

When using the ReStore identifier in one color, it may only be used in Habitat Blue or all black. “Reversed” (white) versions of the identifier are also allowed, but should not be placed on patterned or other backgrounds that compromise legibility.

Color Designations

Habitat Blue: PANTONE® 294Habitat Green: PANTONE® 361

Please use the RGB codes provided in the JPEG and GIF formats of the ReStore identifier distributed with this handbook or refer to the online Brand Builder’s Handbook.

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Two-color version

One-color (294) version

One-color (black) version

The colors shown here and throughout this manual have not been evaluated by Pantone Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color. PANTONE® is the property of Pantone Inc.

For color equivalents, vector-art was used to obtain CMYK codes and raster-art was used to obtain RGB and Hexidecimal codes. Due to the inherent differences between vector and raster colors, codes may not translate exactly between the two.




UnacceptableIdentifier UsageThe ReStore identifier may not be modified, altered or corrupted in any manner. Examples of incorrect usage of the identifier are shown at left.

Additional examples of incorrect usage of the identifier include:

• Adding or removing elements.• Screening or tinting it.• Outlining it.• Repeating it.• Using it as a background pattern.• Adding a texture.

If you need a Habitat for Humanity logo, and are unable to download one from the BuildBrand Resource Center, please e-mail [email protected].

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6

A drop shadow or filter effect has been added.

A color not defined by this manual has been applied.

The logo has been stretched (holding the shift key down while resizing the logo will maintain its proper proportions).

An element of the identifier is used alone (the complete identifier includes the Habitat for Humanity logo).

Elements have been added to the identifier.



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Affiliate name here

123 Bargain Dr. 000-000-0000 Some common applications for signage appear at left. Affiliates determine their own signage needs, and may use an affiliate logo in combination with the ReStore identifier, correctly utilizing both as described in this manual.

Exterior Signage

Affiliate ReStore facilities provide different challenges in creating marquee signage. Choose a configuration that suits the space on your building, and a size that reflects traffic patterns, distance from the street and other factors that influence visibility. Obtain proper permits and applicable size restrictions from local officials.

Professional and visible store marquee signage aids in building traffic and awareness of the store’s presence and offerings. Displaying the address, phone number and store hours on the marquee or door signage aids customers, donors and others.

Exterior signage – stacked orientation

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Exterior signage – stacked orientation

Buy. Save. Donate. Help and family.

000-000-0000

Affiliate name here

000-000-0000123 Bargain Dr. Open Weekdays 9–5

Exterior signage – horizontal orientation

Applications


Applications

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Greet customers and donors with a sign at the entrance to your storefront. Display of your address, phone number and store hours will be appreciated by customers. Consider visibility from the road, driveway or parking lot.

Storefront Marquee Sign

If your ReStore location is a storefront rather than a freestanding building, signage can appear on the glass or above the entrance. Choose a configuration that suits the available space. Use either a white or color identifier, whichever maximizes contrast on the window area. Obtain proper permits and follow local codes.

Door Sign

Every store should post its hours of operation for customers’ information. If your days or hours of operation vary throughout the week, it is especially important to make that known.

Vinyl Banners If your store is starting up or you are replacing signage, consider the use of a temporary vinyl banner. Never leave your store without a sign.

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Store marquee signage

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Door sign

Affiliate name here

Temporary vinyl banner


Applications

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Some common applications for vehicles are shown at left. Clearly mark vehicles used by the store with the ReStore identifier. Vehicles are moving advertisements for your store. Addresses and phone numbers should be set in Univers Bold Condensed or Arial Bold Condensed type. They provide the best visibility when placed on the rear of the vehicle.

Panel Trucks

Affiliates may apply signage as their resources allow, using the smaller or larger application for panel truck signage. Apply signage on the sides and back of the vehicle if possible.

Utility Vans

Place signage on the side panels and/or doors, or on just the rear and doors. Location and phone information may accompany the identifier on the rear.

Pickup Trucks Place signage on the doors and on the tailgate. Location and phone information can accompany the identifier on the tailgate.

Panel truck signage – large application

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Panel truck signage – smaller application

Utility van signage

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Pickup truck signage


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The basic purpose of in-store signage is to provide information and direction, to draw attention to merchandise and to stimulate customer purchases. Navigation signage is a necessary feature of a successful store. It creates a more attractive and professional environment.

Navigation signage The signage shown at left can be hung from the ceiling or mounted in other ways that suit the store environment and building design. Maintain a unified look with consistent placement and make each one double-sided.

Available signage templates include the categories most commonly found in ReStore operations, but others can be made. Wording is simple, and thus easily read from a distance.

In-store navigation signage

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In-store Merchandising



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If your ReStore operations are housed in a larger space, you may wish to use navigational signage that is better scaled to that space.

Navigation Signage Like the simpler examples on the previous page, the signage shown at left can be hung from the ceiling or mounted in other ways that suit your store environment and building design. Make signs uniform and easy to read so that visual noise is reduced. Select one design and use it consistently.

Navigation signage should be produced with the design on both sides in order to be seen from any vantage point.


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There is great benefit in communicating the direct connection between revenue generated in a ReStore and the mission of Habitat for Humanity in the locale in which it operates.

Message Displays Whether it is the ReStore’s mission statement or another key message of Habitat for Humanity that inspires or motivates a customer or donor to purchase, message displays are important additions to the store environment. They provide context and encourage a broader participation with Habitat than simply being a ReStore customer.

Literature and CollateralProvide free literature in the store about Habitat for Humanity, the focus of its mission, its purposes and principles. Provide information about volunteering, donating and partnerships.

In-store message displays

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In-store message displays

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Establish areas throughout your store as focal points. Highly visible, high-profile locations such as windows, cash/service areas, feature walls, tops of fixtures and end-caps are all ideal for display highlights.

Feature Signage Sales performance is directly related to visibility and accessibility. Creatively utilizing natural feature areas of your store and creating focal points along patterns of traffic will increase sales. Rotate merchandise in these areas and regularly make visible changes. Feature best-selling merchandise in multiple locations.

Product DisplayFacilitate the interaction between customers and your products by enabling them to make buying decisions. Price items clearly. Use shelf tags and clips to clearly mark products without price tags. Use uniformly designed signs and sign holders within an area or display.

In-store feature signage

In-store service area signage

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In-store shelf and product tags

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Create a friendly, service-minded approach to customers. Because they are best served when clerks and managers are easily recognized, store personnel should wear aprons, shirts or hats that help customers identify them.

Cobbler or Butcher ApronsAprons can be stored each day in the stock room, warehouse or behind the counter for ready access the next day or shift. Cobbler aprons are short and will not restrict movement of staff who climb ladders, load lumber or ride forklifts. Butcher aprons typically have pockets which provide a place for pencils, measuring tapes or stickers and suckers for customers and their children.

Store clerk shirt

Store clerk apron

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Many ReStores find they have more donations than customers. Obviously, a store must have traffic to survive and thrive.

Outdoor AdvertisingBillboards can be an effective way to put your message before a large number of people on a regular basis. To qualify for public service announcement status, an ad must focus on the community service aspect of ReStores and Habitat for Humanity.

Direction SignageIf your store’s location is one that is “out of sight, out of mind,” investigate which nearby intersection is a good site for a directional sign directing passersby to your location.

Outdoor advertising – public service announcement

Affiliate name here

Support families in your community.

Visit us at 123 Bargain Dr. 000-000-0000

Your Bargain

Home Center!

Affiliate name here

Support families in your community.

Visit us at 123 Bargain Dr. 000-000-0000

Used & Surplus

Was Never Better!

Full color

Single color(Pantone 294)

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Directional sign to store location

Marketing and Advertising



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Consider offering inexpensive advertising items that customers can take home. These may be best featured in the service/cashier area, where customers often stand in line. Deeply discounted or plentiful items in bins in this area will catch the eye of customers while they wait.

Advertising Specialities Carpenter’s pencils, key chains, tape measures and pocket-sized tools may be popular items. Choose inexpensive practical items that will get used, thus creating extended advertising benefit for the store.

Rewards and Stickers Consider using rewards such as free lollipops or stickers for children. Stickers can also be placed on sacks after a purchase or on oversized products to indicate the sale is complete.

In-store promotional items

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Besides making a visit to your store enjoyable and profitable for the customer as well as the store, it is important to present your name in a way that gains the attention of customers and potential customers.

Fliers and Print Advertising Create fliers and print advertisements that stand out from the rest. Hardbills or fliers distributed effectively can be an inexpensive way to reach your audience. Print ads strategically placed will make the added cost of this form of advertising worthwhile.

Media AdvertisementsSome ReStore operations have used television commercials or public service announcements on radio or television to increase traffic in their stores, reporting it to be highly effective.

Advertising flier

Arriving Wednesday, October 4:Shipment of famous-maker tools

ready to discount.First come first serve.

Don’t miss this opportunity!Your purchase helps a

deserving family move closer to the dream of decent housing.

Open Mon.–Fri.9–5 p.m.

123 Bargain Dr., Ourtown000-000-000


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The following section features available MS Word templates, used to meet the daily needs of ReStore operations.

The layouts for provided templates conform to placement and clear space requirements for the ReStore identifier, also utilizing established standards for margins, page grid, typography and other design features that form the visual identity of Habitat for Humanity.

At left is a template for a nametag, available in an editable Microsoft Word file. An Acrobat PDF is also available, for printing out, to which you can add handwritten names.

Additional templates will be added in the future. Please share your feedback and suggestions by writing to [email protected].

Nametag template

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Template includes crop marks and is based on standard pin-on name badge sheets.

Templates for Microsoft® Word®



BUILDBRAND RESOURCE CENTER: 121 Habitat St. Americus, GA 31709-3498 USA (229) 924-6935 (800) 422-4828, Ext. 2552 (Help Line) or [email protected] [email protected] www.habitat.org 71

01/50/CAER/9-06



www.habitat.org

ReStore Guidelines v1.0

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